Digital Transformation in Human Resource Management and Marketing Strategies
Authors-Maheswari S, Dr Deepa Vijay Abhonkar
Keyword-Digital Transformation, Human Resource Management, Marketing Strategy, Artificial Intelligence, HR Analytics, Strategic Integration
Integration of digital transformation, human resource management, and innovative marketing approaches reflects the paradigm shift in today’s organizational practices. The current paper provides the conceptual framework, according to which the integration of digital HRM technology and marketing innovations is able to bring synergic effects within organization. The research methodology is based on the systematic analysis of AI-based HR analytics, automated digital marketing, and the integration of performance measurement systems. The results prove that the use of holistic digital integration strategy brings significant improvements in the effectiveness of an organization in comparison with segmented applications. The research approach is based on the combination of literature review, benchmarking among 23 multinationals and comparative analysis of digital transformation strategies based on the integration/non-integration model. As a result of the research, it was found out that implementation of integrated digital HR and marketing strategies leads to the improvement of employee retention by 17.6%, the increase in the accuracy of revenue forecasting by 22.5% and 110.7% improvement of marketing campaign ROI.
Doi-[https://doi.org/10.5281/zenodo.22040513]