Abstract
In a fast-paced and ever-changing world, learning and applying digital marketing is becoming vital for companies seeking to remain relevant and competitive. For companies specialising in consumer goods, the importance of digital marketing is particularly important, as it is not only a way to attract new customers and maintain relationships with existing audiences, but also a platform for innovation and adaptation to changing market conditions. The purpose of the study is to identify the key provisions on the main digital marketing tools available in the given period of time, to identify which of them are the most effective and to propose methods of their implementation for retailers. The research objective was achieved by using statistical data collected from digital platforms to analyse consumer preferences for different forms of shopping. This included a review of services that provide delivery of goods from various retailers in order to identify their impact on the development of digital marketing. In this context, we propose advanced digital marketing strategies designed to help businesses develop their competitive advantage by increasing customer appeal and improving e-commerce management. This approach ensures effective adaptation to dynamic changes in the market environment and a quick response to current trends, making strategic management more flexible and highly efficient.
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