THE IMPACT OF DIGITAL MARKETING ON CONSUMER BEHAVIOR

Abstract

Digital marketing has revolutionized the way businesses engage with consumers, fundamentally altering the landscape of consumer behaviour. This article examines the impact of digital marketing on consumer decision-making processes, exploring how strategies such as social media marketing, search engine optimization (SEO), and personalized content influence consumer attitudes and purchasing behaviours. The rapid growth of digital platforms and technologies has led to a shift in how consumers interact with brands, allowing businesses to gather vast amounts of data to better understand and predict consumer preferences. This article delves into key digital marketing tools and techniques that shape modern consumer behaviour, analyzing how online interactions, reviews, and targeted ads create new expectations for consumers and challenge traditional marketing methods. Furthermore, it explores the ethical implications and potential challenges businesses face as they navigate this evolving digital landscape. Ultimately, this exploration aims to shed light on how digital marketing not only drives consumer behaviour but also transforms the relationship between businesses and their target audiences.