Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
Series Vol. 51 , 01 December 2023
Open
Access | Article
Investigating the Impact and Effectiveness of Digital Marketing on Brand Awareness, Sales and Customer Engagement
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Abstract
Digital marketing strategy is an important strategy in the current business field, which leverages digital technology and various digital platforms and tools to interact and communicate with target audiences, in order to enhance brand awareness, increase sales, and promote customer engagement. With the rapid development of internet technology and the increasing demand for digital content, the significance of digital marketing strategy has become increasingly important. However, along with the many opportunities brought by digital marketing, there are also challenges. Enhancing brand awareness, addressing sales issues, and increasing customer engagement have become difficult problems for businesses. By using quantitative and qualitative research methods, combined with empirical data and case analysis, this paper explores in-depth the impact of digital marketing strategy on brand awareness, sales growth, and customer engagement, analyzes the role of digital platforms and tools in brand promotion, as well as the effects of personalized marketing and interactive activities on sales and customer engagement. The results demonstrate that digital marketing strategy has a positive impact on enhancing brand awareness, promoting sales growth, and increasing customer engagement. Through digital platforms and tools, businesses can more accurately target their customers, provide personalized content and interactive activities, and thus expanding their brand influence and attracting consumers’ attention, improving purchase rates and customers’ loyalty. This study provides practical guidelines for businesses to develop more effective digital marketing strategies.
Keywords
digital marketing strategy, brand exposure, personalized recommendations, user community, brand recognition
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
- ISBN (Print)
- 978-1-83558-149-0
- ISBN (Online)
- 978-1-83558-150-6
- Published Date
- 01 December 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/51/20230651
- Copyright
- 01 December 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited