DIGITAL MARKETING STRATEGIES AND THEIR IMPACT ON CONSUMER BEHAVIOR

Abstract

Digital marketing tactics are becoming increasingly important for organizations in this new digital era, since they are able to influence customer behavior and generate growth. The purpose of this study is to investigate the various digital marketing strategies that businesses use and the impact those strategies have on the decision-making processes of consumers. This article takes a look at some of the most important marketing tactics, including pay-per-click (PPC) advertising, social media marketing, content marketing, search engine optimization (SEO), and email marketing. The research illustrates how these methods impact consumer views, preferences, and purchasing behaviors by evaluating recent data and case studies. Specifically, the research focuses on customer behavior. The results of the study reveal that digital marketing activities that are customized and targeted considerably increase the level of engagement and loyalty among consumers. On the other hand, the success of these tactics differs depending on the demographics and sectors that are being considered. The purpose of this study is to give insights into refining digital marketing tactics in order to better fit with growing customer habits and expectations, eventually directing firms toward digital campaigns that are more successful and impactful.