ANALYSIS OF THE EFFECT OF DIGITAL MARKETING ON BRAND AWARENESS IN E-COMMERCE

Authors

  • Seno Lamsir STT HIM, Indonesia Author

Keywords:

Digital Marketing, Brand Awareness, E-Commerce

Abstract

The development of digital technology has changed the business landscape, especially in the e-commerce sector. Digital marketing is the main strategy in increasing brand awareness and attracting consumer attention. This research aims to analyze the influence of digital marketing on brand awareness in e-commerce through a systematic literature review (SLR) approach. This study identifies various commonly used digital marketing strategies, such as social media marketing, search engine optimization (SEO), influencer-based marketing, and paid digital advertising, and evaluates their effectiveness in increasing brand awareness. The analysis results show that digital marketing has a significant impact in strengthening brand awareness, especially through more personal and data-based interactions. Social media is the most influential channel in building customer engagement, while SEO and SEM optimization play an important role in increasing brand visibility in search engines. However, there are various challenges in its implementation, such as intense competition, changes in digital platform algorithms, and the increasing need for more authentic and personalized strategies. Therefore, an omnichannel approach, the use of artificial intelligence (AI), and user-generated content (UGC) based strategies are recommended as solutions to increase the effectiveness of digital marketing. This research provides theoretical contributions in understanding the relationship between digital marketing and brand awareness and offers practical insights for e-commerce businesses in designing more innovative and adaptive marketing strategies in the digital era.

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Published

2025-03-09

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Vol. 2 No. 3 (2025): MARCH

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