التسويق الرقمي كآلية لاستقطاب الزبائن الجدد في البيئة التنافسية المعاصرة

Abstract

This study aimed to highlight the role of digital marketing as a mechanism for attracting new customers within the contemporary competitive environment, through a case study of Algérie Télécom in the Sétif region during the period (2021-2026). To achieve this, the study relied on the descriptive analytical method and the case study approach, by analyzing official data on the number of new customers acquired through digital marketing platforms (website, Facebook, Customer Space app), as well as the number of lines subscribed according to service type (4G LTE, fixed-line telephone, fiber optics). After testing the hypotheses, the study found that digital marketing represents an effective mechanism for attracting new customers, as digital channels contributed to acquiring 3,978 new customers during the study period, with email and Facebook being the most effective channels, while the “Customer Space” application showed rapid growth. The results also showed that targeted digital offers (fiber optics, speed upgrades) helped enhance the company’s attractiveness and competitiveness. The study recommended continuing to develop digital marketing tools, diversifying the platforms used, and improving the electronic services offered to customers.