State of play of digital marketing and digital transformation

Abstract EN

Marketing functions and tools are evolving tremendously since the last decade, mainly because of the progress of the internet and its related technologies.

Costumers are more attracted by interactive websites, applications and social media, and it is time for Algerian companies to evoluate so they can reach their costumers everywhere anytime using digital marketing.

In this article we will highlight digital marketing importance and its operating mechanisms, we will show the dysfunctions of digital marketing practices in some Algerian companies through an investigation based on feedbacks given by specialists who accompanied some Algerian companies during their digital transformation phase in 2015.

The results has shown that there is still a lot of work to do to perform a good digital transformation.

It is easy to see gaps between offline marketing and digital marketing specialists; the digital cultural mindset is not really a priority for Algerian companies managers.