Digital Marketing as a Strategic Catalyst for Competitiveness in the Global Rare Earth Metals Sector

• Ahmed Muayad Younus

  LUTC University, Cyberjaya, Malaysia

  Author

  https://orcid.org/0000-0002-5686-3505

This study examines the strategic role of digital marketing in enhancing competitiveness within the global rare earth metals (REM) sector. Using a qualitative multi-source research design—including benchmarking of 32 REM firms, 12 expert interviews, content analysis, and comparative market data—the study identifies strong correlations between digital maturity and commercial performance. Results show that digitally mature firms receive 47% more inbound B2B inquiries, achieve 31% faster buyer qualification, and demonstrate higher global visibility and trust. Comparative performance analysis further reveals that digital leaders outperform laggards in market penetration, customer diversification, revenue stability, and supply-chain resilience. The findings position digital marketing not merely as a communication tool but as a strategic catalyst shaping supplier credibility, procurement efficiency, and global competitiveness in an increasingly complex and geopolitical REM landscape. The study contributes to emerging digital transformation literature by highlighting digital transparency and technical communication as foundational drivers of competitive advantage in heavy industries.

1. Ahmed Muayad Younus, LUTC University, Cyberjaya, Malaysia

   Centre de formation postuniversitaire (PGC), 

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