EVALUATING THE EFFECTIVENESS INDICATORS OF DIGITAL MARKETING TOOLS ON E-COMMERCE PLATFORMS
Keywords:
digital marketing, e-commerce, performance indicators, ROI, SEO, social media marketingAbstract
This study examines the effectiveness of digital marketing tools—such as SEO, social media marketing, email campaigns, and paid advertising—on the performance of e-commerce platforms. Using a mixed-method approach, quantitative metrics (conversion rate, customer acquisition cost, click-through rate, and ROI) and qualitative insights (customer engagement and satisfaction) were analyzed. The results indicate that social media marketing and SEO generate the highest long-term returns, while paid ads provide short-term traffic spikes. The study concludes that integrating multiple digital tools yields the most sustainable results for e-commerce enterprises.
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