Risks And Barriers Of Investing In Digital Marketing Technologies In International Companies
Keywords:
Digital Marketing Technologies, Investment Risks, International CompaniesAbstract
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.
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