The Role of Consumer Technology in Shaping Digital Marketing Strategies and Consumer Engagement
Author : Dr. A Sree Lakshmi
Abstract :
Consumer technology has transformed digital marketing, changing how businesses engage with customers. Tools such as smartphones, AI, social media platforms, voice assistants, and data analytics have enabled highly personalized, tech-driven marketing strategies. This research examines the impact of consumer technology on digital marketing, with a focus on changing consumer behavior and emerging trends. Using a mixed-method approach, primary data was collected from 200 respondents through an online survey. A chi-square test was applied to assess the relationship between technology usage and consumer engagement with digital marketing. The analysis revealed a significant correlation, indicating that consumers respond positively to AI-driven, personalized marketing strategies. Key findings highlight the growing importance of AI-powered tools like chatbots, product recommendation engines, and personalized advertisements in enhancing customer experience. Social media influencers and interactive content such as AR filters and gamification also play a crucial role in shaping purchase decisions. Voice search and smart assistants are emerging as powerful tools influencing consumer choices. The study concludes that businesses must embrace evolving consumer technologies to stay competitive. Personalized marketing and AI engagement are essential for driving customer interaction and brand loyalty. Future research should explore the ethical aspects of AI in marketing and the implications for consumer data privacy.
Keywords :
Consumer Technology, Digital Marketing, Consumer Behavior, Market Trends, AI-driven Marketing
