Authors: Ms. Prarthna P
Abstract: The birth and fast growth of digital technology have resulted in substantial changes within the field of e-commerce marketing, making a successful digital marketing strategy implementation extremely important for the development of any business organization. Therefore, this research paper is aimed at analyzing the effects produced by some major digital marketing strategies, namely SEO, SMM, CM, PPC advertising and influencer marketing, on the development of an e-commerce business. The mixed methods approach will be utilized for conducting research based on both quantitative survey data from 500 respondents and qualitative research conducted in 100 e-commerce businesses. As a result, it was found out that there exist extremely positive correlations between implementing combined digital marketing strategies and the sales results. More specifically, the businesses using multiple digital channels achieve significantly better results compared to other businesses in terms of customer acquisition rates, higher retention rates and better ROI. Some trends, including artificial intelligence-based personalization, programmatic advertising and community-driven growth, have been considered important for e-commerce businesses' success in the future.
DOI: http://doi.org/10.5281/zenodo.22724274
