Consumer Behavior: Digital Marketing Impact on Retail Industry

This report investigates the influence of digital marketing on consumer behavior within the retail industry, focusing on the UK market. It explores the increasing importance of digital marketing for retailers, highlighting its role in brand awareness and customer engagement. The study identifies challenges such as heightened competition, brand switching, and the need to adapt to multi-device lifestyles. The methodology includes the use of interpretivism philosophy and qualitative investigation methods, with data gathered from secondary sources like journals and articles. The report emphasizes the use of Google Analytics and social media for market research and direct customer interaction. It concludes that retailers must leverage digital marketing tools effectively to build positive customer relationships and mitigate challenges such as brand switching, offering recommendations for improved customer retention and engagement through personalized services and timely updates.