How Advertising Tactics Shape Consumer Behavior in Digital Marketing: A Case Study from Kerala

Abstract

Since the inception of the internet, digital marketing has expanded rapidly in tandem with the development of digital platforms and devices. These days, it is an essential part of any business plan, helping to propel expansion and accomplish corporate goals. Digital marketing makes use of digital platforms and technologies to advertise goods, services, and brands to customers. Search Engine Optimization (SEO), social media marketing, content marketing, email marketing, online advertising, and mobile marketing are just a few of the online strategies it includes. Developing interactive, quantifiable, and targeted campaigns that benefit companies and their clients is the main objective. Deep knowledge of customer behavior and preferences is necessary for effective strategies, as is the capacity to continuously improve and optimize campaigns using data analytics. Enhancing a website's search engine visibility is crucial for boosting organic traffic. Social media platforms give businesses vibrant places to interact with consumers, create communities, and cultivate brand loyalty. In order to draw in and hold on to a specific audience, content marketing entails producing worthwhile, pertinent content. Businesses can nurture leads and increase conversions with the help of email marketing, a potent tool for direct communication. The research emphasizes how effective customized advertising is at influencing consumer behavior by analyzing digital marketing, including its techniques for determining target audiences, creating personalized strategies, and tracking campaign performance. The results indicate that strategic influencer partnerships and tailored content can greatly increase consumer trust and brand visibility.