E-Business Strategies and Digital Marketing Practices – Literature Review

Jeanne Nurtami Depi; Yulia Puspita Sari; Fitri Chintiyani; Rahmi Rachmawati Sari; Finny Redjeki

doi:10.31004/riggs.v4i1.362

Authors

Jeanne Nurtami Depi Universitas Sangga Buana
Yulia Puspita Sari Universitas Sangga Buana
Fitri Chintiyani Universitas Sangga Buana
Rahmi Rachmawati Sari Universitas Sangga Buana
Finny Redjeki Universitas Sangga Buana

DOI:

https://doi.org/10.31004/riggs.v4i1.362

Keywords:

Customer engagement, Digital marketing, Digital transformation, E-business strategies, Online business

Abstract

The rapid growth of digital technology has transformed the landscape of business operations. E-business strategies and digital marketing practices have become essential for achieving competitiveness, customer engagement, and market expansion. This literature review aims to explore and analyze the key components, trends, and implications of e-business strategies and digital marketing practices. By synthesizing findings from various academic sources, this study identifies common themes and emerging innovations in the field. The results show that successful e-business strategies are built on agility, customer-centricity, and data-driven decision-making, while digital marketing is increasingly personalized and omnichannel in nature. The review contributes to the understanding of how businesses adapt their models in the digital economy.

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