AN EXAMINATION OF THE INFLUENCE OF DIGITAL MARKETING ON INTEGRATED MARKETING COMMUNICATION AND ORGANISATIONAL PERFORMANCE WITHIN MOBILE PHONE ENTERPRISES IN CHINA.

Abstract

This study aimed to assess the overall performance of enterprises within China's mobile phone sector and in order to analyse how integrated marketing communication has been affected by digital marketing.This was one of the main goals of the research. The goal of this study was to see how digital marketing strategies affect a tech firm that is recognised for having a lot of competition in terms of operational efficiency and communication consistency. This quantitative study method involved sending standardised questionnaires to marketing managers and communication professionals from several Chinese mobile phone companies. The study included China as well. The statistical methods were used to look at the data and figure out how strong the connections were between the company's performance, digital marketing, and integrated marketing communication.  Studies demonstrate that digital marketing has a big effect on how well companies communicate with one other and how well they do overall. Integrated marketing communication also worked as a link, making the relationship between the digital marketing strategy and the results even stronger. This was accomplished by fortifying the connection between the two. This should be seen as important because it made the link between the two people stronger. The essay talks about how important data analytics, social media, and digital technologies are for improving marketing collaboration and keeping a competitive edge. This study's findings are a wonderful place for Chinese legislators, business leaders, and marketers to start if they wish to use digital innovation to increase communication and alignment across mobile phone companies. The research was conducted in China.