The Effect of Digital Marketing Strategy on Customer and Organizational Outcomes

Article Critique
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Article Critique
Summary
The article "The Effect of Digital Marketing Strategy on Customer and Organizational Outcomes” by YachouAityassine et al. is one of the best topics I have faced. The main reason is it revolves around the customer. Even though most organizations want to maximize profit, they must embrace the right measures to help maximize it. This topic looks forward to showing the relationship between the marketing strategy and the customer and organizational outcomes. Understanding the impact of marketing strategies on customers and how it affects the organization's outcomes will help the organization know the right marketing strategy to embrace, thereby boosting its performance.
The main impacts that this article looks forward to addressing include customers' loyalty, engagement, and satisfaction (YachouAityassine et al., 2022). The following research used structural equation modeling (SEM) to successfully test the research hypothesis (YachouAityassine et al., 2022). To perform this process, the research uses the AMOS software. The research will use a questionnaire to collect the data. To give the data diversity, the researchers took the data from 10 organizations (YachouAityassine et al., 2022). Even though they gave the questionnaires to 200 participants, only 187 returned them (YachouAityassine et al., 2022). Furthermore, among the 187, only 176 were used since the rest had invalid responses.
The following results show that among the three customer impacts being checked, customer satisfaction was the most affected by the digital marketing strategy. The next outcome to be affected is customer engagement, and the last is customer loyalty (YachouAityassine et al., 2022). Furthermore, customer loyalty will impact the organization's outcomes (YachouAityassine et al., 2022). It is closely followed by customer satisfaction and, finally, customer loyalty. To ensure the maximum performance of these outcomes, the organization should have marketing managers who will consider customer engagement, satisfaction, and loyalty (YachouAityassine et al., 2022). The scholars should also conduct a series of tests regarding the current model to determine the mediating outcomes roles regarding the impact of market strategy on organizational outcomes.
Critical Analysis
Even though the article highlights various issues, there are some major points that the authors have addressed. For instance, one of the major points highlighted is the types of marketing strategies that various individuals can employ. These strategies include; digital marketing, social media marketing, mobile marketing, green marketing, e-mail marketing, and search engine optimization (YachouAityassine et al., 2022). Mentioning the common types of marketing is critical since it will help the organization identify the types of marketing it can employ to boost its impact on customers. Even though the authors have highlighted the types of marketing strategies, they still need to explain how each type impacts the customers’ performance.
The other main point that the author highlights revolves around the common customer impacts...