Leveraging digital technologies for brand promotion and communications in digital marketing strategies in the energy sector

¹ Department of E – Marketing and Social Communication, Irbid National University, Irbid, Jordan
² Department of entrepreneurship, Irbid National University, Irbid, Jordan
³ School of Accountancy, University Utara Malaysia, Sintok, Kedah, Malaysia

^* Corresponding author: m-agel-dlb@inu.edu.jo

Abstract

The purpose of the study is to determine the role of digital technologies in the digital marketing model of modern companies in the energy sector as part of establishing communications and promoting brands. The dynamics of the development of digital technologies in the world and their popularization in the strategic planning of companies in the energy sector are outlined. The types and features of digital technologies are substantiated, with an emphasis on the process of building communications and promoting company brands in the energy sector. It is argued that to ensure the effectiveness of digital marketing for companies in the energy sector, it is necessary to use various digital channels of interaction. The tools of digital technologies (websites, online services and digital marketing) are highlighted, which can be basic for establishing communications and planning the promotion of brands of energy companies. The main stages and advantages of communications and brand promotion using digital technologies have been formed. The obtained research results have their practical value, which lies in the justified role of digital technologies in the digital marketing strategy for organizing effective brand promotion and building business processes and communications with the target audience of companies in the energy sector.