In the digital era, consumer behavior and marketing, especially in digital landscape refers to knowledge and use of changes in customer preferences, buying habits, and decision-making processes motivated by digital transformation. Examining how digital platforms shape customer decision paths and developing conventional marketing funnel prototypes into dynamic, non-linear paths are key thrust areas. Using big data analytics and artificial intelligence for consumer segmentation, tailored marketing, and predictive analytics is another crucial area. Social media and influencer marketing strategies are crucial for building trust, loyalty, and driving consumer engagement. Addressing consumer privacy, data transparency, and ethical marketing practices is essential to balance personalization and trust. Emerging technologies like augmented reality (AR), virtual reality (VR), and blockchain offer new opportunities to enhance consumer experiences. Additionally, insights into digital consumer psychology, online behavioural biases, and effective digital nudging techniques provide marketers valuable tools for impactful interventions.
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