DIGITAL TRADE STRATEGIES: USING DIGITAL MARKETING TO PROMOTE A JUST AND CREATIVE GLOBAL ECONOMY

Abstract

The swift advancement of digital technologies is significantly transforming the structure of global trade, replacing long-standing systems while creating new avenues for economic integration. This paper conceptually analyses digital marketing as both an enabling force and a disruptive influence in international trade, emphasising its impact on market accessibility, trade patterns, and competitive behaviour. Grounded in theories of international trade and digitalisation, the study highlights key challenges such as fragmented regulatory frameworks, disparities in digital access, cybersecurity concerns, and the growing dominance of digital platforms, all of which pose obstacles to maintaining a fair and open trading environment. At the same time, digital marketing generates important opportunities by lowering transaction costs, increasing the involvement of small and medium-sized enterprises (SMEs), and supporting emerging trade models. The paper proposes an integrated theoretical perspective that connects digital marketing with the transformation of the global trade system, offering strategic guidance for policymakers, businesses, and global organisations. It also identifies future research directions to advance understanding of governance and competitiveness in the evolving digital trade landscape.