Strategic Marketing in the Platform Economy: A Comprehensive Review

Abstract

The platform economy has transformed business models, consumer interaction, and competitive landscapes. As traditional firms shift toward digital platforms, strategic marketing becomes a core driver of value creation, user engagement, and network expansion. This review paper analyzes strategic marketing within the platform economy, exploring how platforms leverage data, network effects, user co-creation, and ecosystem partnerships to achieve sustainable growth. Drawing on 25 scholarly sources, the paper evaluates contemporary strategies including personalization, algorithmic targeting, multi-sided market management, and digital trust-building. A comparative table contrasts strategic marketing in platform firms versus traditional firms. The discussion highlights implications for marketers, challenges in platform governance, and future research directions. The analysis concludes that strategic marketing in platform ecosystems requires agility, data-driven decision-making, and a deep understanding of network dynamics.