Conventional And Digital Marketing: Innovative Strategies For Sustainable Competitiveness

Abstract

This paper presents a comprehensive literature review exploring the convergence between conventional and digital marketing as an innovative approach to achieving sustainable competitiveness. It analyzes how traditional marketing principles—branding, segmentation, and customer engagement—have evolved through digital transformation, including AI-driven personalization, e-commerce, and data analytics. Using 42 selected studies from 2015–2025, the review identifies hybrid marketing strategies as a key enabler for sustainable competitive advantage. The findings suggest that companies that integrate traditional credibility with digital agility achieve improved customer loyalty, resource efficiency, and environmental alignment. The study concludes by emphasizing ethical data use, digital literacy, and sustainability integration as critical future competencies for marketers.