DIGITAL TRANSFORMATION IN MARKETING: FROM SOCIAL MEDIA EVOLUTION TO INNOVATIVE STRATEGIES BASED ON AI, BIG DATA, AND STORYTELLING

Abstract

This project explores the profound changes in marketing driven by technological advancements and evolving consumer behaviors. The research aims to analyze the evolution of digital marketing, the impact of artificial intelligence and big data, and the effectiveness of modern marketing strategies, particularly in e-commerce. The primary objectives are to examine the historical progression of digital marketing from the beginning of the Internet and social media to the present day, and to understand how these platforms have revolutionized marketing strategies. The study investigates the role of artificial intelligence, big data and personalization in marketing. It evaluates specific digital marketing strategies that have contributed to the success of e-commerce, identifying key tactics and their outcomes. A significant focus is placed on the importance of storytelling and content marketing in creating emotional connections between brands and consumers. The research also explores innovative marketing approaches, such as guerrilla marketing and psychological pricing, to understand how companies can capture attention and maximize sales in a competitive market. This comprehensive analysis integrates a literature review, case studies, and current industry practices to provide an understanding of the ongoing digital transformation in marketing.