Abstract

Globalization and the corresponding rapid technological development in several fields, including communications, have resulted in the emergence of new trends in the lives of individuals and the work of companies. Perhaps among the most prominent of these is what is known as digital marketing, which represents a natural extension of traditional marketing. Digital marketing has become a new trend that combines precise customization in performance and comprehensive distribution towards achieving the required marketing goals .In addition to providing an opportunity to increase the market share and competitiveness of businesses through the use of digital marketing tools, which include all marketing efforts that use electronic devices and the Internet in their dealings with targeted parties, and through adopting digital channels such as search engines, social media, e-mail, and websites to communicate with current customers and potential.
This research represents a conceptual framing of the meaning of digital marketing and the historical development of its emergence and its being the natural extension of traditional marketing, and an explanation of the comparisons between them, as well as the advantages and obstacles achieved from its adoption. It is also researched into the impact of digital marketing on the consumer’s consumer behavior and the extent of its reliance in his daily life transactions to satisfy his needs for goods and services. The research will include the results of the study conducted on a sample of customers dealing with the Talabat application for food delivery service to consumers at homes or workplaces in the capital, Baghdad, and the reactions achieved as a result of the digital transformation in shopping compared to what was previously approved.