MARKETING STRATEGIES IN E-COMMERCE: PERSONALISED CONTENT, RECOMMENDATIONS, AND INCREASED CUSTOMER TRUST

Abstract

Digital marketing is a key strategic component of the modern business environment, contributing to the competitiveness of companies. The purpose of the study is to analyse the impact of digital marketing on product quality and competitiveness of organisations. Considering the various aspects of digital marketing, the article reveals its role in improving the product, attracting a new audience and retaining loyal customers. Digital marketing helps to create content aimed at the individual needs of consumers and ensures the effective use of online communication channels. Research clearly demon-strates the strong link between digital marketing and product quality improvement. This strategy provides businesses with the opportunity to actively engage with their audi-ence, obtain feedback from customers, and adjust product features to meet their needs. Among the key advantages of digital tools is the ability to analyse consumer demand and anticipate market trends, which in turn allows for timely and effective responses to changes. Improving product quality is not the only beneficiary of digital marketing. It also helps to attract a new audience and retain loyal customers. This is achieved through meaningful, personalised customer service, helping to highlight their unique require-ments and ensure that the product meets their expectations. All in all, digital marketing is an important strategy that helps businesses not only improve the quality of their products but also achieve high competitiveness. Its ability to engage with the audience, adapt to changes, and improve customer experience makes it central to the modern business environment. The main conclusion of the study is that digital marketing deter-mines business development in the modern digital world. It provides companies with an opportunity to attract the attention of the target audience and increase their interest and interaction with the product. The results of the analysis confirm that digital marketing is essential for achieving success in a dynamic competitive environment.