DOI: https://doi.org/10.36719/2789-6919/54/71-74
Umid Mursalov
Azerbaijan State University of Economics
Master's student
https://orcid.org/0009-0002-0176-7118
murslovumid@gmail.com
Application and Analysis of Digital Marketing Strategies in
Electronic Commerce
Abstract
This study covers the mechanisms of application of digital marketing strategies in the electronic commerce environment and the analytical assessment of their effectiveness. In the modern era, the rapid development of digital technologies, changes in consumer behavior and increased competition in online markets push electronic commerce entities to implement more flexible, data-oriented and customer-centric marketing strategies. The study systematically analyzes the role of key digital marketing strategies in electronic commerce, such as SEO, social media marketing, content marketing, email marketing, influencer marketing and performance-based advertising tools.
Within the framework of the study, the impact of digital marketing strategies on customer engagement, customer satisfaction, electronic customer loyalty and sales volume growth is assessed using statistical indicators and comparative analysis methods. At the same time, the possibilities of measuring the effectiveness of strategies using analytical tools (web analytics, KPI and ROI measurements) are investigated. The results show that integrated and personalized digital marketing strategies significantly increase the market share and competitiveness of e-commerce platforms.
The scientific and practical significance of the study is that the results obtained can be applied in making strategic decisions for enterprises operating in the field of e-commerce, optimizing marketing budgets and forming a long-term digital development model.
Keywords: electronic, marketing, digital, sales, consumer, SEO, social, content, influencer