Digital marketing’s impact on improving marketing performance : a case study of Algeria telecom-Batna city

الملخص EN

The aim of the study was to identify digital marketingʼs impact on improving the marketing performance of economic institutions, this study was applied on Algeria Telecom customers-Batna-city, in order to achieve the studyʼs objectives a questionnaire was designed and distributed (70 questionnaires were distributed on study samples).

data were analysed through a statistical analysis process the statistical analysis program for social sciences, (SPSS : V 20), and relying upon some tests : Cronbachʼs alpha reliability coefficient, frequencies, percentages, arithmetic mean, standard deviation, Pearson correlation coefficient, Columgrove test.

Smirnov (Kolmogorov-Smirnov), test for permissible variance and simple linear regression coefficient the study showed that there is a strong correlation between digital marketing and marketing performance in Algeria Telecom-Batna-city according to specific indicators (market share, profitability and customer loyalty) in addition to the presence of other influencing factors.

based on the study results a set of recommendations were presented.