The Role of Strategic Market Intelligence in Enhancing Electronic Marketing Capabilities: A Meta-Analysis of its Impact on Business Performance in Manufacturing Firms

Abstract

Mohammad Shokrollahi Yancheshmeh

E-marketing is known as one of the most important transformative tools in today’s business world. Using digital technologies, such as the Internet, social networks, and artificial intelligence, this method has provided the possibility of direct interactions with customers and improving the performance of organizations. The present study investigates the effects of e-marketing on businesses and customer behavior.The purpose of this study is to investigate the role of e-marketing in increasing customer interactions, reducing advertising costs, expanding global markets, and changing customers’ behavior towards online shopping. Also, the challenges in this field and the proposed solutions to solve them have been considered.This research has been conducted using the documentary analysis method and reviewing domestic and foreign research records. The reviewed data have been collected from valid research and scientific articles in the period from 2019 to 2024. The results have been evaluated by comparing the research literature and analyzing the new findings.

The findings of the research showed that e-marketing has increased customer interactions, satisfaction, and loyalty. Also, reducing advertising costs and access to global markets are among the important achievements of this tool. In addition, the use of new technologies such as artificial intelligence and big data analysis has had a significant impact on the performance of e-marketing.E-marketing has been able to shift customers’ buying behavior towards online shopping, especially after the COVID-19 pandemic. Also, this tool has had significant impacts on specific industries such as tourism, driving an increase in online bookings and greater customer engagement.Despite the numerous advantages, e-marketing faces challenges such as fierce competition in the digital space, rapid technological changes, and the need for appropriate infrastructure. This research examines these challenges and provides proposed solutions to deal with them.The present study showed that e-marketing, as a strategic tool, plays a vital role in improving the performance of businesses and managing customer behavior. Due to the rapid growth of this field and the continuous changes in technology and customer behavior, it is necessary to conduct more research and develop new strategies to better use this tool.

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