Consumer Behavior Changes in the Digital Marketing Environment and Their Impact on Marketing Strategies

With the acceleration of digital transformation, consumer purchasing behavior has undergone profound changes. This change presents new challenges to traditional marketing strategies, while also bringing enormous opportunities. This study explores the changing trends of consumer behavior in the digital marketing environment through a systematic literature review and empirical analysis, and analyzes how companies can better adapt to these changes by adjusting and optimizing their marketing strategies. The research results show that the widespread application of digital tools has made consumers' purchasing paths more complex and diversified, while also prompting companies to pay more attention to personalized and data-driven decision-making in marketing strategies. These research findings will provide theoretical and practical guidance for enterprises to adjust their marketing strategies in the context of digitalization.