Digital tools and marketing have been widely adopted in various industries throughout the world. These tools have enabled companies to obtain real-time customer insights and create and communicate value to customers more effectively. This study aims at understanding the principles and practices of sustainable digital marketing in the Malaysian property development industry by investigating the extent to which digital marketing has been adopted, the impediments to its adoption, and the strategies to improve digital capabilities for the local context. Digital marketing theories, practices, and models from other industries are adopted and applied to the local property development industry to lay the foundation for making it smart and sustainable. This paper proposes a marketing technology acceptance model (MTAM) for digital marketing strategy and capability development. The key factors used in the model are ease of use, perceived usefulness, perceived cost, higher return, efficiency, digital service quality, digital information quality, digital system quality, attitude towards use, and actual use. The model and hypothetical relationships of critical factors are tested using structural modeling, reliability, and validity techniques using a sample of 279 Malaysian property development sector representatives. A quantitative approach is adopted, using an online questionnaire tool to investigate the behavior of respondents on the current digital marketing practices and capabilities of Malaysian property development companies. The results show that the sample property development companies are driven by the benefit of easily obtaining real-time customer information for creating and communicating value to customers more effectively through the company brand. Further strategies, such as creating real-time interactions, creating key performance indicators to measure digital marketing, personalization, and encouraging innovation in digital marketing are most preferred by local professionals. An adoption framework is provided based on the reviewed models and results of the current study to help transform the Malaysian property development sector into a smart and sustainable property development sector by facilitating the adoption of digital technologies. The results, based on real-time data and pertinent strategies for improvement of the local property sector, are expected to pave the way for inducing sustainable digital marketing trends, enhancing capabilities, and uplifting the state of the property development sector in developing countries.

中文翻译：

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可持续房地产开发的智能数字营销能力：马来西亚案例

数字工具和营销已被世界各地的各个行业广泛采用。这些工具使公司能够获得实时的客户洞察，并更有效地为客户创造和传达价值。本研究旨在通过调查数字营销的采用程度、采用的障碍以及提高当地数字能力的策略，了解马来西亚房地产开发行业可持续数字营销的原则和实践。借鉴其他行业的数字营销理论、实践和模式，并将其应用到本地房地产开发行业，为使其智能化和可持续发展奠定基础。本文提出了一种用于数字营销策略和能力开发的营销技术接受模型（MTAM）。模型中使用的关键因素是易用性、感知有用性、感知成本、更高回报、效率、数字服务质量、数字信息质量、数字系统质量、使用态度和实际使用。关键因素的模型和假设关系通过结构建模、可靠性和有效性技术使用 279 名马来西亚房地产开发部门代表的样本进行测试。采用定量方法，使用在线问卷工具调查受访者对马来西亚房地产开发公司当前数字营销实践和能力的行为。结果表明，样本房地产开发公司受到轻松获取实时客户信息的好处的驱动，以便通过公司品牌更有效地为客户创造和传达价值。本地专业人士最喜欢进一步的策略，例如创建实时交互、创建关键绩效指标来衡量数字营销、个性化以及鼓励数字营销创新。根据目前研究的审查模型和结果提供了一个采用框架，通过促进数字技术的采用，帮助马来西亚房地产开发部门转变为智能和可持续的房地产开发部门。结果，基于实时数据和改善当地房地产行业的相关策略，