Abstract:

The rise of digital technologies has profoundly transformed the strategies of territorial marketing. In this regard, they have reshaped how regions communicate their value propositions and engage with diverse audiences. In an era characterized by rapid technological change and global
interconnectedness, digital tools have become indispensable in the promotion of territories by allowing them to enhance their visibility and attract investment or tourism. Indeed, from social media platforms to data-driven advertising, the integration of digital marketing strategies is an avenue to redefine the competitive positioning of regions and connect with stakeholders in more direct and impactful ways.

The impact of digital technologies on territorial marketing is both broad. Digital platforms enable regions to design specific marketing campaigns that go far beyond traditional media’s reach and effectiveness. They provide the means to target specific audiences with precision, adapt promotional strategies in real-time, and measure the outcomes of marketing efforts with unprecedented accuracy. As a result, the digitalization of territorial marketing has not only enhanced the efficiency of communication but has also redefined the nature of competition among territories. It thus made brand differentiation and strategic adaptability more critical than ever.