Digital Marketing Strategies: Representative Forms and Their Impact on Consumer

As digital marketing becomes more complex, the influence of social media marketing and personalized marketing have to be studied more systematically. In this paper, we investigate different ways in which these two marketing types impact consumer psychology and how these affect other consumer groups through an integrated analysis of recent literature. We find that social media, based on functional and entertainment content, affects both brain and emotional systems of consumers by mixing functional and entertain content. Personalized marketing makes decisions more efficient, raises privacy concerns, and may make customers feel less independent. Further, we show that these impacts differ as they age. Younger consumers can be easier influenced by social and entertainment-based content, while older ones are more likely to risk cognitive risks and may need more careful decisions. Based on these results, we conclude that digital marketing has to evolve into a more differentiated, considerate, and inclusive approach; we suggest that marketers find stratified strategies that tailor themselves to different platforms and consumer groups while maintaining transparency and giving users more control over their information, thus promoting sustainable relationships between commercial effectiveness and consumer trust.