Melinevskyi, A. та Koberniuk, S. та Bilousko, T. та Vasiuta, V. та Strochenko, N. (2023) Digital Marketing and its Role in Customer Acquisition. Economic Affairs (68(04)). с. 2229-2238.

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Title in English

Digital Marketing and its Role in Customer Acquisition

English abstract

The study examines the role of digital marketing in customer acquisition. The relevance of this research is driven by the fact that marketing is increasingly encompassing various industries today. One of its main tasks is to acquire new customers. At the same time, the growing number of companies producing goods with similar specifications means that marketing is beginning to use the latest technologies to increase its target audience actively. As a result, the topic of digital marketing’s role in the cultivation of customer loyalty is becoming an acute issue. The study aims to discover the role of digital marketing in customer acquisition. The research object is digital marketing strategies. Research methods. The following research methods were employed in this paper: description, analysis and synthesis, comparison, generalization, and modelling. The article is dedicated to unravelling the role of digital marketing in customer acquisition. The authors describe the impact of factors such as the virtual space, competition, the accessibility of the average consumer to the Internet, and the lack of qualified personnel in marketing on the application of digital marketing in business activities. The study characterizes the essence of the “digital marketing” concept in broad and specific contexts. In addition, the authors identified the advantages of digital marketing and its components. The article analyzes the main features of digital marketing applied to customer acquisition. They include the Internet, mobile devices, digital television, interactive screens, and local networks. The article summarizes digital marketing methods for attracting customers. The authors investigate customer acquisition methods such as contextual advertising, retargeting, mobile marketing, viral marketing, Big Data, RTB, SMM, SEO, SMO, SEM, and email marketing. During the research, a model was developed that presents the main trends associated with digital marketing in the context of customer acquisition. These trends include ads harmoniously embedded in content, online advertising being widely present in the virtual space, advertising customized to a specific category’s needs, advertising in various formats, and customer acquisition by forming a virtual community. This article categorizes customer acquisition tools into three groups: paid resources, owned resources, and earned resources.

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