Digital Marketing As A Tool To Achieve Interactive Communication With Customers Of Public Institution - Case Study: The Algerian Post Institution

Abstract

This research paper aims to explore the extent of the public institution's application of the concept of digital marketing, specifically focusing on the Algerian Post Institution as a national entity providing postal financial services. It sheds light on the key digital marketing tools used by this institution, and how digital marketing contributes to achieving interactive communication with its clientele. One of the most finding is that the Algerian Post Institution employs various digital marketing tools, including its website, mobile marketing, social media platforms, and content marketing (texts, videos, and images). This has contributed to increasing the number of its clients engaging in electronic services, reaching a proportion close to 50%.