THEORETICAL ASPECTS OF DIGITAL MARKETING IN BRAND IMAGE PERCEPTION

Abstract

Globalization, along with its trends, plays a key role in shaping the market and its operations towards modern approaches. The market in a digital era is a much more competitive and diversified place to lead a business with a strong brand reputation. Digital marketing is a primary factor affecting brand building and its perception by the audience. Due to the digital transformation, modern producers have shifted from the old-fashioned way of marketing towards the implementation of digital tactics, including advanced social media marketing (SMM) strategies, customer relationship management (CRM) implementation along with innovative advertising campaigns, showing a competitive performance level. Moreover, digital type of marketing pays huge attention to target audience engagement that refers to the process of building strong connections with a specific group of customers, based on their needs, preferences, and behaviours. Effective target audience engagement involves understanding customers' motivations and interests, and creating marketing campaigns and experiences that resonate with them.