THE EFFECT OF DIGITAL MARKETING ACTIVITIES ON CUSTOMER PRODUCT RESEARCH AND PRODUCT EVALUATIONS

Abstract

This study examines the effects of digital marketing activities on customer product research and evaluation processes. The study examines the historical development of the marketing concept and details the impact of digital marketing on today's consumers. The study analyzes how digital marketing strategies guide consumer purchasing decisions, their interaction with customer relationship management (CRM), and customers' reactions to digital marketing activities. The study evaluates how basic digital marketing tools such as social media marketing, content marketing, SEO, and email marketing shape consumers' brand perception and affect the purchasing process. The research is structured in line with interviews conducted with five different participants using the qualitative method. The participants stated that digital marketing facilitates the process of obtaining information, but that excessive information and abundance of options can complicate the decision-making process. The findings show that digital marketing strategies play an important role in consumers' conscious decision-making and brand loyalty. At the same time, it was concluded that personalized content and targeted campaigns increase customer satisfaction, but excessive and repetitive marketing activities can lead to negative reactions.