Proceedings of the International Conference on Multidisciplinary Research in Management and Economics (ICMRME 2025)

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Impact of Digital Marketing on Customer Acquisition: A Systematic Review Using the Prisma Method

Authors
El-Mehdi Azhar1, *, Sarah Juidette2
1Prospective research laboratory in economics and management, Rabat, Morocco
2Prospective research laboratory in economics and management, Rabat, Morocco
*Corresponding author. Email: elmehdi.azhar-etu@etu.univh2c.ma
Corresponding Author
El-Mehdi Azhar
Available Online 17 November 2025.
DOI
10.2991/978-94-6463-892-9_26How to use a DOI?
Keywords
Impact; Digital Marketing; Social Media; customer acquisition PRISMA
Abstract

The adoption of various digital marketing strategies has grown with the advent of new technologies and the awareness of its ever-increasing power. Today, digital marketing has become the most dominant marketing strategy within any company or organization, with social network marketing being the most prominent. Developing a loyal and committed customer base always starts with a good prospecting and acquisition strategy. In our review article, we’ll focus on the impact of digital marketing on customer acquisition using the PRISMA method. The aim of this study is to offer a synthetic and relevant view of the use of different digital marketing strategies for customer acquisition, and to present the real impact of digital marketing on business performance today. The added value of our review article is to offer a systematic and concise analysis of the various studies that have been carried out in this direction, in order to study the impact of digital marketing on customer acquisition.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Multidisciplinary Research in Management and Economics (ICMRME 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
17 November 2025
ISBN
978-94-6463-892-9
ISSN
2352-5428
DOI
10.2991/978-94-6463-892-9_26How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - El-Mehdi Azhar
AU  - Sarah Juidette
PY  - 2025
DA  - 2025/11/17
TI  - Impact of Digital Marketing on Customer Acquisition: A Systematic Review Using the Prisma Method
BT  - Proceedings of the International Conference on Multidisciplinary Research in Management and Economics (ICMRME 2025)
PB  - Atlantis Press
SP  - 465
EP  - 480
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-892-9_26
DO  - 10.2991/978-94-6463-892-9_26
ID  - Azhar2025
ER  -