THE ROLE OF TELECOMMUNICATIONS SECTORS IN DIGITAL MARKETING IN AFGHANISTAN

Abstract

The telecommunications sector is rapidly becoming the backbone of digital transformation, particularly in developing economies such as Afghanistan, where connectivity has the potential to transform business and consumer interactions.  This study examines the direct impact of telecoms on the expansion of digital marketing in the country, facilitated by mobile technologies and increased internet access.  Businesses have a greater opportunity to implement contemporary marketing techniques as more individuals have access to reasonably priced mobile services and internet connectivity. From small businesses to large enterprises, the presence of digital platforms opens new ways to connect with consumers, build brand awareness, and expand market reach beyond traditional borders. whereas there are challenges to growing digital marketing potential.  There are still gaps in Afghanistan's telecommunications infrastructure, including inadequate internet coverage, affordability issues, and socioeconomic disparities, which hinder equitable access to digital tools.  Furthermore, cultural and legal considerations impact the effectiveness of digital marketing in this setting. Despite these challenges, the increasing use of smartphones and internet platforms points to a promising future in which businesses can leverage connectivity to foster entrepreneurship, innovation, and consumer engagement.  In summary, the telecommunications industry not only enables communication but also lays the groundwork for Afghanistan's transition to a more digitized and competitive market economy.