APPLICATION OF THE SCIENTIFIC METHOD IN DIGITAL MARKETING STRATEGIES

Abstract

This study analyzed the application of the scientific method in digital marketing strategies, highlighting how methodological rigor contributes to strengthening business practices in highly competitive environments. Conducted through a literature review, the research sought to understand how scientific principles can be integrated into the design of digital strategies in order to ensure reliability, replicability, and social relevance of actions. It was observed that the use of innovative metrics, such as altmetrics, expands the understanding of the impact of digital practices, while technological tools such as algorithms, data mining, and artificial intelligence require scientific criteria to legitimize their results. The analysis also revealed that organizations structuring their actions based on systematic methodologies achieve greater consistency in outcomes, while those relying on improvisation face weaknesses in their performance. Interdisciplinarity was identified as an essential element, since digital marketing draws from statistics, information science, psychology, and computing, consolidating itself as a dynamic and integrated field. The study concludes that the application of the scientific method is not limited to the academic context but is an indispensable requirement for the development of effective, sustainable, and socially relevant digital strategies, positioning digital marketing as a legitimate area of knowledge essential for contemporary organizational growth.