Chapter 3: The Role of Digital Technology in Enhancing Islamic Marketing: Current Realities and Future Trends

Islamic marketing relates marketing strategies to Islamic values to satisfy Muslim consumers and adhere to Sharia law. A concerted approach to Islamic marketing is needed by business enterprises due to the increasing demand for Halal goods and services by Muslims and increased awareness of Islamic values globally. The way digital technology has raced forward has transformed not only customer interactions but also the way organizational operations are carried out. It is unprecedented in offering Islamic marketers the opportunity to get involved with Muslim consumers, build brand awareness and loyalty, and ensure adherence to Islamic principles. This paper reviews how digital technology is currently applied in Islamic marketing and forecasts future developments that may potentially contribute to the improvement of Islamic marketing.