DOI: https://doi.org/10.36719/2789-6919/54/100-103
Elvin Mammadov
Azerbaijan State University of Economics
Master’s student
https://orcid.org/0009-0002-5336-2980
elvinmammadov1453@gmail.com
Consumer Marketing Strategy and Improvement of
Electronic Commerce
Abstract
In the modern era, consumer marketing strategy and the development of electronic commerce are directly related to the digitalization of the economy. As a result of the growth of digital platforms, consumer behavior, purchasing habits and market relations have changed radically. Consumer-oriented marketing strategies are now based on personalized offers, data analytics and artificial intelligence-based decision-making processes. Improving electronic commerce requires not only strengthening the technological infrastructure, but also optimizing the customer experience, increasing online payment security and building digital trust. Consumer-centric approaches enable e-commerce businesses to expand their market share, strengthen customer loyalty, and gain competitive advantage in the digital environment. Social media marketing, content strategies, and omni-channel sales models play an important role in this direction. At the same time, the application of artificial intelligence, big data, and automation technologies in e-commerce increases decision-making agility and operational efficiency. Thus, consumer marketing strategy and e-commerce improvement act as a mutually integrated process. Their harmonious development creates conditions for the formation of a competitive, sustainable, and customer-oriented economic model in the modern business environment.
Keywords: marketing, strategy, commerce, improvement, customer