A Study On The Impact Of Digital Marketing In Optimizing Supply Chain Management

Abstract

The present study aims to know impact of digital marketing in optimizing supply chain management. The study employs a mixed-method approach, combining quantitative data from 250 industry professionals with qualitative insights from key informant interviews. Statistical analyses, including ANOVA and t-tests, reveal significant differences in supply chain optimization based on industry sector and organizational digital maturity. The study aims to include 250 participants for surveys and 10 industry experts for interviews, ensuring adequate representation across sectors and regions. Statistical analysis is performed using tools like SPSS or Microsoft Excel. Descriptive statistics (mean, standard deviation) and ANOVA, Correlation and regression analysis are used to analyze survey data. Through a mixed-methods approach, involving both qualitative case studies and quantitative surveys, this study investigates the experiences of organizations implementing digital solutions in supply chain management. Findings demonstrate that digital marketing initiatives particularly CRM integration, customer feedback utilization, and strategic digital investments—substantially improve supply chain responsiveness, demand forecasting, and inventory management. Despite challenges such as data silos and resistance to change, digital marketing emerges as a transformative enabler of supply chain efficiency and agility. The study contributes to academic literature by bridging digital marketing and supply chain management, offering practical implications for managers seeking to leverage digital tools for supply chain excellence.