Digital Marketing ESG Factors and Retail Trade Development Through Social Media Analysis
Abstract
The article discusses the evolution and significance of digital marketing strategies in relation to traditional marketing approaches. A special place in the article is devoted to an overview of key techniques and tools. Digital marketing methods, like targeted advertising, is targeted and enhanced by consumer engagement analytics. Digital marketing campaigns (or promotional strategies) are a complex of strategically crafted elements of consumer-oriented messages. A comparison of the main characteristics and benefits of digital and traditional marketing is carried out. The author emphasizes: the main challenge in understanding the unity of digital and ESG-driven strategies on the consumer engagement environment is that both approaches have the same sustainability-driven focus and are of an integrative nature. Promotional tools include events that allow you to notify a wider audience or attract the attention of the target audience to the core values of a brand's ESG commitment. A description of the main effectively working integrated marketing communication tools is given. Particular attention is paid to the effectiveness of social media analytics for ESG campaigns. The article provides relevant and insightful statistics on digital ESG-focused marketing trends and tools.