Research on the Practice Path of Digital Marketing from the Perspective of Consumer Behavior Changes
DOI:
https://doi.org/10.54097/sxnwtz40Keywords:
Consumer behavior changes, digital marketing, practical paths, precision marketing, value resonanceAbstract
The continuous iteration of digital technology and the popularization of technologies such as 5G and artificial intelligence have driven structural changes in consumer behavior, and traditional marketing models are no longer suitable for the decision-making logic of the new consumer era. Based on the public data of China Internet Network Information Center (CNNIC), iResearch Consulting and other authoritative organizations, this paper systematically analyzes the characteristics and driving forces of consumer behavior change in the digital context, focusing on content adaptation, channel collaboration, experience optimization and data compliance dimensions, building a digital marketing practice path that conforms to the law of behavior change, and verifying the feasibility of the path with real business cases in multiple industries. Research has found that the socialization, rationalization, and personalization of consumer behavior have forced digital marketing to shift from "traffic harvesting" to "value resonance". This study can provide ideas for solving the pain points of high customer acquisition costs and low conversion efficiency in enterprises, and help promote the high-quality development of the digital marketing industry.
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