Strategic management and digital marketing: analysis of their integration in modern business from the aspect of competitive advantage

In an unstable and unpredictable business environment, companies face numerous challenges that require the adaptation of activities and strategies to constant changes resulting from technological progress, digitalization of the market, the evolution of consumer habits and the growth of global competition. Digital marketing, an inseparable part of this process, is increasingly being integrated into strategic business frameworks and is evolving into a key component of strategic management, going beyond its traditional promotional role.. Accordingly, the aim of this paper is to determine, through a theoretical analysis of the available and relevant literature and the conducted empirical research (396 respondents), to what extent and in what way the application of digital marketing techniques – such as content personalization, the use of digital communication channels, building trust in electronic transactions, measuring the quality of online services and encouraging interaction with consumers – can improve the strategic positioning and contribute to the achievement of a company's competitive advantage. The results of the conducted research indicate a clear connection between the application of digital channels and platforms and the realization of the company's strategic goals, primarily through improving the user experience, personalizing the offer and building consumer loyalty. Digital marketing techniques, especially channels and platforms, are proving to be an effective strategic management tool, enabling two-way communication, market adaptation and long-term competitive advantage.