The swift progression of digital technologies has profoundly altered marketing methodologies and the framework of international trade. This research investigates the efficacy of digital marketing tactics and delves into emerging trends that are influencing the expansion of the e-commerce industry. The analysis centres on evaluating essential digital marketing channels, such as social media marketing, search engine optimization (SEO), email marketing, and paid advertising, along with their impact on consumer engagement and online purchasing habits. A mixed-method research strategy was employed, integrating quantitative data sourced from online surveys and web analytics tools like Google Analytics with qualitative insights obtained from customer feedback and market analysis. The research also examines contemporary e-commerce trends, including mobile commerce, personalization, artificial intelligence-driven recommendations, and digital payment systems. Moreover, the competitive strategies of leading e-commerce platforms, such as Amazon, are analysed to gain insights into market positioning and customer retention strategies. The results reveal that data-driven digital marketing strategies significantly improve brand visibility, customer engagement, and sales performance. Additionally, shifting consumer preferences and technological advancements continue to redefine the e-commerce landscape. The study concludes by offering strategic recommendations for businesses to effectively utilize digital marketing tools to maintain a competitive edge in the ever-evolving e-commerce environment.
Kashinath et al. (Fri,) studied this question.
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