A STUDY ON CONSUMER BEHAVIOUR THROUGH ADVANCED MARKETING TOOLS

Keywords: consumer behavior, consumer behavior management, modern marketing tools, digital marketing tools, social media marketing, content marketing, search engine optimization

Abstract

The article is devoted to the study of consumer behavior using modern marketing tools. The author proves that in today's dynamic digital world, where competition is fierce and market trends are constantly changing, it is crucial for business survival to have a comprehensive understanding of consumer behavior and be able to effectively manage it. This is due to fierce competition and constant changes in market trends. The purpose of this article is to substantiate the peculiarities of researching consumer behavior using modern marketing tools. This study explores the complex relationship between the use of innovative marketing strategies in the digital sphere and the regulation of consumer behavior. In an attempt to find out how businesses can effectively overcome the obstacles associated with the digital ecosystem, the research article uses both empirical data and theoretical foundations. Using the results of surveys, the author identifies the main marketing tools. The research results suggest that modern marketing tools have a significant impact on managing consumer behavior in the digital age.

References

Appleby, J.D., Donovan, C., Macdonald, C., Timelin, B. (2022). Opportunities for e-commerce success in Europe: Retail media networks. Retrieved from www.mckinsey.com: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/opportunities-for-e-commerce-success-in-europe-retail-media-networks (Accessed 15.04.2024).

Bala, D.M., Verma, M.D. (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 1-19 (Accessed 15.03.2024).

Basu, R., Lim, W. M., Kumar, A., Kumar, S. (2023). Marketing analytics: The bridge between customer psychology and marketing decision‐making. Wiley Periodicals LLC, 2588–2611 (Accessed 05.04.2024).

Chaffey, D. (2024). 2024 essential digital marketing tools [Infographic]. Retrieved from www.smartinsights.com: https://www.smartinsights.com/digital-marketing-platforms/essential-digital-marketing-tools-infographic/ (Accessed 20.04.2024).

Clark, S. (2023). How AI and Data Analytics Drive Personalization Strategies. Retrieved from www.cmswire.com: https://www.cmswire.com/customer-experience/how-ai-and-data-analytics-drive-personalization-strategies/ (Accessed 20.03.2024).

Coffed, K. (2018). Widening Gap Between Consumer Expectations and Reality in Personalization Signals Warning for Brands, Accenture Interactive Research Finds. Retrieved from newsroom.accenture.com: https://newsroom.accenture.com/news/2018/widening-gap-between-consumer-expectations-and-reality-in-personalization-signals-warning-for-brands-accenture-interactive-research-finds (Accessed 02.04.2024).

Dencheva, V. (2023). CX personalization & optimization revenue worldwide 2020-2026. Easten United States: www.statista.com (Accessed 25.03.2024).

Fernandez, J. A., Bin, X., & Dongsheng, Z. (2018). China’s Digital Revolution. Retrieved from www.ceibs.edu: https://www.ceibs.edu/alumni-magazine/china%E2%80%99s-digital-revolution (Accessed 26.03.2024).

Haleem, A., Javaid, M., Qadri, M.A., Singh, R.P., & Suman, R. (2022). Artificial intelligence (AI) applications for marketing: A literature-based study. International Journal of Intelligent Networks, 119-132 (Accessed 08.04.2024).

Lund, J. (2024). How customer experience drives digital transformation. Retrieved from www.superoffice.com: https://www.superoffice.com/blog/digital-transformation/ (Accessed 15.04.2024).

Neslin, S.A. (2022). The omnichannel continuum: Integrating online and offline channels along the customer journey. Journal of Retailing, 111-132 (Accessed 12.03.2024).

Petrescu, M., Krishen, A., Bui, M. (2020). The internet of everything: implications of marketing analytics from a consumer policy perspective. Journal of Consumer Marketing, 675–686 (Accessed 29.03.2024).

Swinscoe, A. (2023). The state of customer engagement: progress, work to be done and a delicate balance. Retrieved from www.forbes.com: https://www.forbes.com/sites/adrianswinscoe/2023/04/17/the-state-of-customer-engagement-progress-work-to-be-done-and-a-delicate-balance/?sh=70becbd834a8 (Accessed 15.04.2024).

Whitney, L. (2021). Data privacy is a growing concern for more consumers. Retrieved from www.techrepublic.com: https://www.techrepublic.com/article/data-privacy-is-a-growing-concern-for-more-consumers/ (Accessed 15.03.2024).

Article views: 10
PDF Downloads: 4
Published
2024-08-26
How to Cite
Hao, L. (2024). A STUDY ON CONSUMER BEHAVIOUR THROUGH ADVANCED MARKETING TOOLS. Economy and Society, (66). https://doi.org/10.32782/2524-0072/2024-66-52
Section
MARKETING