Author(s)

Juntong Mu ¹

Affiliation(s)

¹ Liaoning University of International Business and Economics, Dalian, 116000, China

Corresponding Author

Juntong Mu

ABSTRACT

With the advent of the digital age, digital marketing has become a critical tool for enhancing consumer purchasing decisions in the retail industry. This paper explores the importance, challenges, and optimization strategies of digital marketing in retail. Through precise consumer data analysis and personalized advertising, retailers have significantly improved the accuracy and conversion rates of purchasing decisions. However, there are deficiencies in the understanding and application of digital marketing strategies by retailers, along with increasing concerns regarding consumer privacy protection and the negative impacts of excessive advertising interference on consumer decisions. Therefore, this paper proposes strategies such as strengthening retailer training, establishing comprehensive data protection mechanisms, and optimizing advertising content and frequency, aiming to help retailers achieve better outcomes in digital marketing. By analyzing the current situation and challenges, this paper provides theoretical support and practical suggestions for retailers on how to effectively utilize digital marketing strategies.

KEYWORDS

Digital Marketing; Retail Consumers; Purchasing Decisions; Privacy Protection

CITE THIS PAPER

Juntong Mu, Exploration of the Impact of Digital Marketing Strategies on Retail Consumers' Purchase Decisions. Media and Communication Research (2025) Vol. 6: 132-138. DOI: http://dx.doi.org/10.23977/mediacr.2025.060320.

REFERENCES

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[3] Xiao Fei. Research on Marketing Strategies for New Retail Enterprises under the Digital Marketing Model [J]. Old Brand Marketing, 2024(18):31-33.
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