СТАН НАУКОВОЇ ДУМКИ ЩОДО СПЕЦИФІКИ ЦИФРОВОГО МАРКЕТИНГУ В ДІЯЛЬНОСТІ ПІДПРИЄМСТВ ЕЛЕКТРОННОЇ КОМЕРЦІЇ

Abstract

The aim of this article is to provide a comprehensive review of the development of scientific thought regarding the specific use of digital marketing tools in the activities of e-commerce enterprises. This includes an analysis of how various digital marketing tools, such as SEO, social media marketing, remarketing, video marketing, and others, impact customer acquisition, activation, retention, referral, and revenue generation in e-commerce businesses. The article examines the theoretical and practical aspects of these tools, their effectiveness, and their influence on business growth. Particular attention is given to the analysis of recent research and trends in this field, as well as recommendations for the optimal use of digital marketing strategies to achieve maximum results. By examining the evolution of these tools and their application, the article seeks to provide a thorough understanding of how digital marketing tools can be integrated into the e-commerce business model to ensure sustainable growth and competitive advantage in the market. This includes the utilization of frameworks such as AARRR (Acquisition, Activation, Retention, Referral, Revenue), which help in systematically managing various stages of user interaction and improving marketing strategies. The review focuses on the multifaceted nature of digital marketing, exploring how different tools can be employed at various stages of the customer journey. For instance, SEO and social media marketing are essential for attracting new users, while remarketing and email marketing play a crucial role in re-engaging existing customers. Video marketing and influencer marketing, on the other hand, help in building brand awareness and fostering customer loyalty. Moreover, the article delves into the synergistic effects of combining multiple digital marketing tools to enhance overall marketing efficacy. It discusses the importance of integrating data analytics and customer relationship management (CRM) systems to track and analyze user behavior, thus enabling more personalized and targeted marketing efforts. Through this detailed review, the article aims to shed light on the critical importance of digital marketing in the modern e-commerce landscape. It emphasizes the need for businesses to stay abreast of the latest developments and continuously adapt their marketing strategies to remain competitive. By leveraging the insights and recommendations provided, e-commerce enterprises can better navigate the complexities of digital marketing and achieve sustained growth and success.