LEVERAGING DIGITAL INNOVATION FOR SUSTAINABLE MARKETING STRATEGIES

This article examines the role of digital innovation in shaping sustainable marketing strategies, emphasizing practices that promote environmental and economic benefits. It explores how digital technologies address sustainability challenges and enable companies to adopt sustainable strategies and products. However, obstacles like limited internet access, high technology costs, and a digital skills gap hinder progress, especially in kenya. The study proposes solutions tailored to kenya's needs, identifies key technologies, and offers a locally contextualized framework to bridge gaps and enhance sustainability outcomes.