Modern Business Management Strategies: Trends in Digital Marketing and Analysis of Existing Practice in Georgia
Author : Giuli Giguashvili, Giorgi Mtvarelidze, Mariam Sadagashvili 30/06/2026
In effective business management, particular emphasis is placed on the selection and implementation of innovative strategies. Business management strategies are undergoing constant transformation, primarily driven by technological progress, the strengthening of globalization, increasing market competition, and other factors. Companies are compelled to adopt innovative approaches to maintain a competitive advantage and adapt to a rapidly changing market.
This study aims to examine the role of digital marketing and customer-oriented strategies in the modern business environment, assess the impact of digital transformation, and identify the major challenges faced by businesses in Georgia.
The research is based on a quantitative survey and a review of relevant academic literature. The analysis focuses on the effectiveness of digital marketing practices, the level of consumer trust in digital communication, and the challenges associated with digital transformation.
The findings indicate that digital marketing has become an essential component of modern business activities. However, limited consumer trust and differing perceptions of personalized advertising continue to affect its effectiveness. The survey results reveal that consumers primarily use social media platforms and search engines as sources of information, highlighting the importance of effective digital communication strategies. While some respondents perceive personalized advertising as beneficial, others express concerns regarding its relevance and the use of personal data. The study also demonstrates that increasing regulatory requirements related to data privacy and digital communication are likely to influence the future development of digital marketing.
Based on the research findings, several recommendations are proposed, including strengthening consumer trust through transparent communication and data protection measures, improving personalization practices, adopting integrated multi-channel marketing approaches, and ensuring responsible data management. The findings may be useful for organizations seeking to enhance the effectiveness of their digital marketing activities and strengthen their competitive position.
Keywords: Business management strategies, Digital transformation, Digital marketing
Article DOI: https://doi.org/10.55367/TTFB5508