Paper Details

Name: Preeti Singh
Country: India

Year: 2024
Volume: Volume-11, Issue-2 (July-December)
Page Number: 12-18

The rapid evolution of digital marketing has fundamentally transformed consumer interactions within the e-commerce sector. This secondary data study explores key digital marketing trends such as personalization, influencer marketing, omnichannel strategies, voice search, and video marketing, and examines their influence on consumer behavior. The paper synthesizes data from recent academic studies, industry reports, and market analyses from 2019 to 2024 to understand how these trends affect consumer engagement, purchase decisions, and brand loyalty. Findings reveal that AI-driven personalization significantly enhances consumer satisfaction and purchase intent, while influencer marketing and omnichannel consistency build trust and retention. Mobile-first strategies and user-generated content also play crucial roles in shaping consumer preferences. The research highlights the interconnectedness of these trends and their cumulative impact on the consumer decision journey. The study offers actionable insights for marketers to develop effective digital strategies that align with evolving consumer expectations in the highly competitive e-commerce environment.
Keywords: Digital Marketing, Consumer Behavior, E-Commerce, Personalization, Influencer Marketing, Omnichannel, Secondary Data