The article examines digital marketing as a tool for building sustainable consumer loyalty in the digital economy. The purpose of the study is to substantiate scientific and methodological approaches to the use of digital communication channels in the process of increasing customer engagement, quantify their impact on the main indicators of interaction and develop recommendations for the creation of adaptive loyalty programs. To achieve this goal, we analyzed modern digital marketing tools, including social networks, content marketing, push notifications, omnichannel solutions and CRM systems, and studied the quantitative effects of their use in Russian practice. The results of the study showed that the integrated use of digital tools ensures a 20-30% increase in conversion, an 11-15% increase in the average receipt, a decrease in customer churn and an increase in LTV. Based on the analysis, a KPI system is proposed for monitoring the effectiveness of marketing campaigns and a loyalty model that includes personalization of offers, gamification, and the use of big data analytics. The scientific novelty of the work consists in the systematization of quantitative indicators of the impact of digital marketing and the development of recommendations for the integration of loyalty programs into the strategy of companies. The practical significance of the research lies in the possibility of applying the developed approaches in order to increase business competitiveness, improve customer experience and ensure long-term growth.
Garbuzova et al. (Wed,) studied this question.