Дигиталните маркетинг тенденции в търговията на дребно и влиянието им върху потребителския избор
Digital marketing trends in retail and their impact on consumer choice

Author(s): Elitsa Gramatikova
Subject(s): Social Sciences, Economy, Psychology, Marketing / Advertising
Published by: Икономически университет - Варна
Keywords: artificial intelligence; visual content marketing; influencer marketing
Summary/Abstract: Continuous improvement of information and communication technology drives a rapid development of new digital tools to attract consumer’s attention. Contemporary consumers spend more and more of their time online, therefore digital marketing means are becoming particularly suitable for building long-term customer relationships. The use of various digital communication instruments connects consumers with the brand through a creation of distinctive experiences. This article presents digital marketing trends in retail, paying especially attention on artificial intelligence in customer communications, provision of valuable visual information with content marketing, use of social networks and influencer marketing for making a purchase decision.

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