Digital communications in the "e-commerce" segment

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The article analyzes the role and importance of digital communications in the e-commerce segment in Russia. The main object of the research is the current trends and digital marketing tools used by online stores to increase customer loyalty and engagement. The study highlights the importance of personalizing interaction with the audience through social media, email marketing, SEO, native advertising and other ways of digital and convergent interaction. Special attention is paid to the impact of mobile technologies on the growth of the e-commerce market. The work also focuses on the prospects for further development of digital communications in the face of growing competition and constant changes in the needs of the audience. First of all, the research is focused on the specifics of the Russian digital communications market, but taking into account the experience and practice of foreign companies and audiences. Based on the analysis of secondary data, statistical indicators are considered, such as the growth of the e-commerce market in Russia, the share of online orders via mobile devices, as well as data on consumer behavior based on research conducted by Online Market Intelligence, Romir and others. The scientific novelty of this study lies in a detailed analysis of modern digital communication methods used in the Russian segment of e-commerce, taking into account the influence of mobile technologies and the specifics of the Russian market. The study shows the uniqueness of digital strategies adapted for the Russian consumer, including an emphasis on personalization, content marketing and the use of platforms such as VKontakte and Telegram, which has become especially important in the conditions of unavailability of some international services. The main conclusions of the article emphasize the importance of using digital tools such as SEO, email marketing and SMM to retain and attract customers. The effectiveness of digital strategies is ensured through a personalized approach that allows online stores not only to increase consumer loyalty, but also to strengthen the brand in the face of growing competition.