Digital Marketing Strategies and Internationalization of Consumer Durables in the Contemporary Trade Regime

Author(s)	Ms. Simran I Inayat Kittur, Dr. Harshal Tamhankar
Country	India
Abstract	The transformation of the global trade ecosystem in the digital era has reshaped how firms’ market, distribute, and expand internationally. This paper examines how digital advertising accelerates global market expansion for consumer durables within the context of the evolving world trade order. Drawing entirely from secondary sources—including reports by the WTO, UNCTAD, Statista, and Dentsu—the study analyzes global trade and advertising expenditure trends between 2017 and 2024. Findings reveal that digital advertising has become a strategic enabler of cross-border demand creation, particularly through mobile commerce, social media integration, and platform-based retail ecosystems. It facilitates brand internationalization, real-time market intelligence, and niche-product scalability while reducing geographic barriers. However, the study also highlights persistent challenges such as regulatory fragmentation, supply-chain vulnerabilities, and cultural adaptation gaps. The paper concludes that aligning digital advertising strategies with emerging trade realities and sustainable innovation is essential for achieving competitive advantage in global consumer durables markets.
Keywords	Digital advertising, consumer durables, cross-border e-commerce, global market expansion, world trade order
Field	Sociology
Published In	Volume 8, Issue 2, March-April 2026
Published On	2026-03-15

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