Digital Marketing Focused on Consumer Experience and Behavior: A Systematic Literature Review

Abstract

In the digital era, consumer behavior is key to design marketing strategies focused on personalized experiences. This study conducts a Systematic Literature Review (SLR) under the PRISMA 2020 method, analyzing 42 studies (2019-2024) extracted from Scopus. An increasing incorporation of technologies such as artificial intelligence, machine learning and data privacy, used to personalize offers and optimize user interaction, is observed. The tools identified fulfill evaluation, prediction, classification and modeling functions, evidencing a technical approach to consumer experience management. Europe, especially Spain, the UK and Ukraine, leads in scientific production. In summary, digital marketing has evolved towards a consumer-centric model, based on advanced technologies that enhance personalization and effectiveness in digital environments.