The Impact of Digital Marketing on Improving Marketing Performance of Companies
Case Study of Jibal Company in Baghdad
DOI:
https://doi.org/10.61704/pr.624Keywords:
Digital Marketing, Marketing Performance, Jibal Company, Social Media Analytics, Digital AdvertisingAbstract
This research aims to examine the impact of digital marketing on improving the marketing performance of Jibal Company in Baghdad. The study adopted a descriptive-analytical methodology. The study population comprised 500 employees, from which a stratified random sample of 150 respondents was selected. A 30-item questionnaire distributed across three main axes was developed for data collection and analyzed using SPSS through means, standard deviations, Pearson correlation, linear regression, F-test, and the coefficient of determination (R²).
Results revealed a strong positive statistically significant correlation between digital marketing and marketing performance (r = 0.71, p < 0.01). Regression analysis showed that digital marketing explains 50.4% of the variance in marketing performance (R² = 0.504, F = 29.71). Social media marketing and paid advertising (PPC) were identified as the most effective digital tools for boosting sales volume and brand equity. Challenges including limited specialized human capital and inadequate digital infrastructure were found to constrain digital marketing effectiveness.
The study recommends developing an integrated digital marketing strategy, investing in training marketing personnel, establishing a digital data analytics system, and setting measurable key performance indicators (KPIs) to evaluate and continuously improve digital marketing campaigns.
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Copyright (c) 2026 Ahmed M. Sedeeq
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Copyright © 2025 by the authors. This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND 4.0). You may not alter or transform this work in any way without permission from the authors. Non-commercial use, distribution, and copying are permitted, provided that appropriate credit is given to the authors and Al-Hadba University.
