Digital Marketing Trends and Consumer Engagement: A Review

Abstract

One can definitely identify that the current digital marketing era has drastically influenced consumer relations and how companies communicate with them in the virtual world. That is why new tendencies like personalization, big data, social media, and interactive content have become new directions in consumer behavior and consumers’ loyalty to brands. Marketing has become more integrated into the digital landscape, making use of AI, Automation and data analysis in providing real-time convenience to the customer. However, there are some barriers that marketers experience which include data privacy issues, content overload, and shifting algorithms. This paper narrows the general topic of digital marketing to provide a more focused area of analysis by exploring the different theoretical frameworks and research publications concerning consumer engagement in the light of new trends in digital marketing. This position indicates that for business Players to thrive in competitive environments necessitates the use of innovative and customer-oriented marketing strategies.