Risks And Barriers Of Investing In Digital Marketing Technologies In Internationaal Companies
Keywords:
digital marketing technologies, investment risks,Abstract
The rapid evolution of digital technologies has fundamentally reshaped marketing strategies and operational models in international companies. Investments in digital marketing technologies—such as artificial intelligence, big data analytics, cloud-based platforms, and marketing automation systems—have become critical for enhancing customer engagement, improving decision-making, and achieving sustainable competitive advantage. However, these investments are associated with a wide range of risks and barriers that can significantly affect their efficiency and overall return on investment. This study aims to comprehensively examine the key financial, technological, organizational, and regulatory challenges faced by international companies when investing in digital marketing technologies. The research adopts a mixed-method approach, combining theoretical analysis with quantitative evaluation of investment performance using ROI-based calculations
References
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation.
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
