Digital marketing plays a pivotal role in the strategic success of contemporary businesses. This process is heavily influenced by both micro and macro-environmental factors. In digital marketing, the microenvironment encompasses elements that a business interacts with directly. These elements include customers, employees, competitors, shareholders, suppliers, and marketing intermediaries. Conversely, the macroenvironment consists of broader factors outside the control of the business but indirectly affecting its marketing activities. Such factors include economic conditions, technological advancements, legal regulations, cultural shifts, demographic trends, and environmental concerns.

With the impact of globalization, the environmental dimensions of digital marketing have become increasingly complex, evolving into a critical aspect to consider in businesses' strategic planning processes. The micro and macro-environmental factors take on a distinct structure in digital marketing, diverging from traditional marketing approaches. Digital marketing, characterized by its dynamic and fast-paced nature, demands adaptability to rapid changes. Therefore, a thorough analysis of micro and macro-environmental factors is crucial for businesses to gain strategic flexibility.

For instance, shifts in socio-cultural norms necessitate a reorientation of content strategies on digital platforms, while demographic changes require businesses to approach audience segmentation at a more granular level. In digital environments, consumers seek not only products or services but also personalized and instant experiences. These expectations place customer relationship management (CRM) as a micro-level priority while emphasizing technological adaptation and regulatory compliance at the macro level.

This study aims to thoroughly examine the micro and macro-environmental factors of digital marketing, thereby enhancing knowledge and awareness in this domain. It seeks to provide a comprehensive resource enriched with both theoretical insights and current data regarding the environmental context of digital marketing. Additionally, the study plans to investigate the interrelation between dynamic environmental factors and digital marketing strategies. Beyond serving as a theoretical reference, this research is anticipated to offer valuable contributions to readers with both academic and practical interests in digital marketing.