Internet marketing and e-commerce: the latest strategies and trends

Abstract

The article summarises the latest strategies and trends in Internet marketing and e-commerce and analyses their impact on business efficiency in digital transformation. The study aims to identify modern approaches to attracting and retaining customers, mainly through innovative technologies such as artificial intelligence, automation, augmented reality, and integration of social networks.

The study's relevance is due to the rapid development of digital technologies, which are changing the rules of doing business and interacting with consumers. In modern conditions, traditional marketing tools are becoming insufficiently effective, while businesses need adapted solutions that can ensure their competitiveness in a rapidly changing market.

The research methodology analyses scientific publications, industry reports and practical cases. To summarise the information, methods of comparison, systematisation, and data synthesis were used, allowing us to identify the main trends and strategies that determine the development of Internet marketing and e-commerce today.

The results of the study showed that the key trends are the personalisation of interaction with consumers, the active use of artificial intelligence for data analysis and customer behaviour prediction, the automation of marketing processes to increase their efficiency, as well as the introduction of augmented reality as a tool for attracting consumers and increasing their loyalty. At the same time, integrating social networks is one of the most effective approaches to communicating with the audience and promoting brands.

The conclusions emphasize the importance of a comprehensive approach to implementing the latest tools and strategies that allow businesses to adapt to changes and create competitive advantages. In particular, the emphasis is placed on the need to integrate innovative technologies into marketing activities and form flexible strategies that can respond to rapidly changing market conditions. The results obtained have practical significance for developing effective business models in the digital environment.