Module: MN4057QA – Digital Business Management and Emerging Technologies
A digital business case blog by Deivid Ribeiro
Have you ever watched a breathtaking aerial video and wondered, “How was that filmed?” There is a strong chance the answer is: DJI.
DJI, a Chinese technology company, is not just a drone manufacturer it is a leader in digital transformation in the consumer electronics space. Since its founding in 2006 in Shenzhen, DJI has grown to dominate the global drone market, capturing around 70% of the industry share.
But how does it maintain that leadership in such a competitive and rapidly evolving digital landscape?
“Chaffey and Ellis-Chadwick (2019, cited in Oluka, 2024) describe digital marketing in the modern era as “achieving marketing objectives through applying digital media, data, and technology.”
This reflects a broader shift toward customer-centric, data-driven strategies precisely the kind of approach DJI has mastered.
In this blog, we’ll explore how DJI combines innovation, data, customer experience and digital tools to strengthen its position. We’ll look at its business model, competitive strategy, digital marketing, and how it leverages technology and ethics to lead the market.
DJI adopts what Chaffey (2019) calls the Manufacturer–Merchant model. This means the company designs, produces, and sells directly to customers via its own website: www.dji.com. This direct-to-consumer (D2C) model allows DJI to eliminate third-party resellers, a process known as disintermediation.
This Manufacturer–Merchant model, as outlined by Chaffey (2019), gives DJI a unique strategic advantage by consolidating production, branding, and distribution under one roof. Unlike traditional manufacturers that rely heavily on third-party retailers or marketplaces, DJI controls the end-to-end customer journey. This direct-to-consumer (D2C) approach enhances brand consistency and allows DJI to gather rich, first-party customer data. Through insights gained from browsing behaviour, purchase patterns, and customer feedback, the company can rapidly adapt its offerings and personalise its marketing strategies. For example, customer data helps inform product development, identify feature demands, and optimise post-sales support. Additionally, DJI benefits financially by eliminating intermediary costs a process known as disintermediation which leads to increased profit margins and pricing flexibility. The ability to bypass retail markups allows DJI to either reinvest in innovation or remain competitively priced. Furthermore, the model fosters stronger brand loyalty by enabling direct communication, better customer service, and tailored user experiences. In a digital economy where agility and customer insight are critical, this vertically integrated model positions DJI not just as a product manufacturer, but as a digitally enabled, data-driven business with a strong foundation for sustainable competitive advantage.
DJI’s core competitive strategy aligns with Porter’s (2008) model of differentiation. Rather than competing on price, DJI focuses on unique features and continuous innovation. One clear example is the new DJI Mavic 4 Pro, which highlights cutting-edge capabilities, including:
These features reflect DJI’s ongoing investment in Research and Development (R&D), which helps the company stay ahead of competitors and set industry standards.
“To gain competitive advantage, companies must perform activities differently.” – Porter (2008)
DJI’s product ecosystem also creates high switching costs. Professionals often invest in DJI-specific apps, accessories, and batteries, making them less likely to change brands.
Additionally, DJI benefits from economies of scale, allowing it to innovate quickly while maintaining manageable costs. This supports its first-mover advantage in the global drone market.
DJI ranks highly on search engines for keywords like “best drones for photography”, with nearly 50% of traffic coming from organic search a clear sign of a robust SEO strategy (SimilarWeb, 2024).
DJI’s official YouTube channel features product launches, tutorials, and real user content. These videos build trust, support community engagement, and strengthen DJI’s brand identity.
DJI leverages visual storytelling on Instagram and Facebook, using user-generated content and cinematic imagery to build emotional connections and drive brand engagement.
DJI employs personalised email marketing to deliver product recommendations, updates, and exclusive promotions tailored to customer interests. Emails are driven by segmentation and behavioural analytics, improving click-through rates and retention.
These channels allow DJI to foster two-way communication, build a community, and reach both amateur users and professional markets.
“Digital marketing helps organisations create interaction, feedback, and long-term loyalty.” – Chaffey (2019)
This strategy not only drives traffic to the website but also reinforces brand identity and trust. DJI’s storytelling through video and user-generated content emotionally connects with its audience, turning users into brand advocates.
According to SimilarWeb (2025), DJI’s official website, www.dji.com, receives approximately 12.5 million visits per month. This significant traffic volume reflects DJI’s strong online presence, as well as the effectiveness of its digital marketing strategy in attracting and retaining users.
Key website performance indicators further reinforce this position:
These metrics reflect DJI’s successful implementation of SEO, content marketing, and international reach, attracting a loyal customer base across both Western and Asian markets.
“Page speed and mobile UX are essential in digital commerce.” — Laudon & Laudon (2019)
However, it’s worth noting that mobile experience remains less optimised than desktop, with longer loading times and slightly more complex navigation. As mobile traffic continues to dominate online behavior, DJI could benefit from further investment in responsive design and UX improvements.
Enhancing the mobile journey would not only reduce bounce rates but also likely increase conversion rates — especially important given DJI’s professional customer base, which often engages in research-heavy purchasing decisions.
One of DJI’s greatest strengths lies in how it collects data and harnesses it to make strategic decisions a clear application of Business Intelligence (BI). DJI’s BI infrastructure supports predictive business actions in several ways:
This data-driven approach supports both strategic planning and operational efficiency.
“Firms that turn data into insights gain a sustainable advantage.” – Laudon & Laudon (2019)
BI is embedded across DJI’s platforms, enabling rapid adaptation to market trends and customer feedback.
with access to order history and warranty details.
with product updates and targeted offers.
Customer relationship management is a central pillar of DJI’s digital strategy. The company leverages a suite of e-CRM tools to enhance the post-purchase experience, streamline support, and deliver personalised communication.
These tools are designed to increase customer lifetime value, reduce churn, and foster deeper brand loyalty.
“CRM systems help organisations gain a better understanding of customer needs, enabling the delivery of more personalised and responsive services.”— Bocij, Greasley & Hickie (2019)
Additionally, DJI’s platform incorporates a loyalty rewards system and a seamless after-sales service, reinforcing long-term relationships — a critical success factor in digital commerce.
As a global e-commerce brand, cybersecurity and data protection are critical to DJI’s digital operations. The company demonstrates strong compliance with modern standards through several key practices:
These elements align with the CIA triad of cybersecurity:
Foundational pillars for ensuring secure and trustworthy systems. DJI has previously faced scrutiny over its data management practices. However, recent enhancements signal a more robust commitment to user privacy, legal compliance, and the ethical handling of personal information.
“Security and ethical issues are central to the development and management of modern information systems.”
— Bocij et al. (2019)
By embedding these principles, DJI not only protects its users but also strengthens long-term consumer trust a vital asset in the digital marketplace.
To further strengthen its digital strategy and maintain a competitive edge, DJI could implement the following targeted improvements:
Optimise Mobile Experience
As mobile traffic continues to grow globally, DJI should prioritise reducing mobile load times and simplifying the mobile purchasing journey. Enhanced responsiveness can improve user satisfaction and reduce bounce rates especially crucial given DJI’s research-heavy customer base.
Introduce Product Comparison Tools
Providing a clear, interactive way to compare drone specifications would help new or non-technical users make more informed decisions. This enhancement would reduce friction in the decision-making process, potentially increasing conversion rates.
Expand AI Support
While DJI already uses AI in product design and flight technology, it could leverage AI-driven customer service to predict support needs, improve chatbot accuracy, and reduce wait times. AI can also tailor recommendations based on browsing and purchase history, boosting satisfaction and retention.
Enhance Social Commerce Integration
DJI could enable users to purchase directly from platforms like Instagram or TikTok, tapping into younger demographics and leveraging impulse buying behaviours. As social commerce grows, seamless integration between social content and conversion points can drive additional revenue and brand engagement.
“Continuous innovation in digital experience is not optional it is the foundation of sustained competitive advantage in the platform economy.”
(Adapted from Chaffey, 2019)
DJI is more than just a drone manufacturer it stands as a prime example of digital excellence. By combining a strong direct-to-consumer business model with continuous innovation, customer intelligence, and responsible data practices, DJI has built a lasting competitive advantage in the technology sector.
Throughout this blog, we’ve explored how DJI leverages e-commerce, digital marketing, data analytics, and ethical business practices to maintain its leadership in the global drone market. The company’s strategy is rooted not only in technology, but in adaptability evolving with consumer needs, platform trends, and regulatory standards.
As the digital world continues to accelerate, DJI reminds us that long-term success depends on a company’s ability to anticipate and respond to change.
“It is not the strongest species that survive, nor the most intelligent, but the ones most adaptable to change.”
— Leon C. Megginson (paraphrasing Darwin, 1963)
Whether you’re watching an aerial shot or building a digital strategy, DJI proves that leadership today is earned through innovation, adaptability, and flawless execution.
Bocij, P., Greasley, A. and Hickie, S. (2019) Business Information Systems: Technology, Development and Management for the Modern Business. 6th edn. Harlow: Pearson Education.
Chaffey, D. (2019) E-Business and E-Commerce Management. 7th edn. Harlow: Pearson Education.
DJI Introducing DJI Mavic 4 Pro. [YouTube video] 13 May. Available at: https://youtu.be/BNEmDcQr6hk (Accessed: 25 July 2025).
DJI Official Website. Available at: https://www.dji.com (Accessed: 2 August 2025).
GDPR (2016) General Data Protection Regulation. Available at: https://gdpr-info.eu/ (Accessed: 2 August 2025).
Laudon, K.C. and Laudon, J.P. (2019) Management Information Systems: Managing the Digital Firm. 15th edn. Harlow: Pearson Education.
Megginson, L.C. (1963) ‘Lessons from Europe for American Business’, Southwestern Social Science Quarterly, 44(1), pp. 3–13.
MN4057QA Lecture Slides (2025) Digital Business Management and Emerging Technologies. University Lecture Notes.
Oluka, A. (2024) ‘The impact of digital platforms on traditional market structures’, Technology Audit and Production Reserves, 2(4(76)), pp. 21–29. Available at: https://www.researchgate.net/
al_market_structures (Accessed: 28 July 2025).
Porter, M.E. (2008) ‘The Five Competitive Forces That Shape Strategy’, Harvard Business Review, January, pp. 78–93.
SimilarWeb (2024) DJI Website Performance. Available at: https://www.similarweb.com (Accessed: 28 July 2025).