A B S T R A C T

The purpose of the research is to investigate the development factors and prospects of digital marketing in Azerbaijan.

The methodology of the research  is based on the comparative analysis method.

The practical importance of the research – useful for those working in marketing as well as those interested in economics. By taking advantage of these opportunities, Azerbaijan can develop its economic landscape and achieve a competitive advantage for local businesses in the global market. 

The results of the research - continuous training of qualified personnel in the field of digital marketing in Azerbaijan, implementation of training programs in this direction by both public and private enterprises, investment in innovative technologies and strengthening of digitalization strategies of businesses will allow Azerbaijan to gain a serious competitive advantage in the field of digital marketing in the region in the future.

The originality and scientific novelty of the research - Small and medium-sized enterprises (SMEs) significantly benefit and generate revenue by using digital platforms to expand their customer base, present their products and services. Similarly, digital marketing strategies are used in the tourism sector to attract international visitors and increase the global reach of companies. In addition, government support and initiatives for the development of digital marketing, data transformation and technological progress in Azerbaijan are also a great support on this path.

Keywords: Azerbaijan, digital marketing, business, SME, technology, marketing, development.

http://doi.org/10.59610/bbu2.2025.2.11