Digital Marketing Strategies and Consumer Perceptions: Effects on Customer Satisfaction and Brand Perception

Abstract:

The swift emergence of technology has influenced the marketing process and the relationship between consumers and brands. Nowadays, companies use digital marketing strategies to reach out to customers, provide personalised content, and improve their competitive advantage. This study examines the effect of digital marketing strategies on the satisfaction of consumers and perceptions of brands. A survey was carried out among consumers who have interactions with brands in the digital environment using IBM SPSS Statistics to analyse the data obtained. It is found that digital marketing strategies have a statistically significant and positive effect on the satisfaction of consumers and perceptions of brands. Factors such as personalised communications, promotions, and interactions create better experiences for customers and increase credibility and brand perception.