IMPROVING MARKETING STRATEGIES IN E-COMMERCE
Keywords:
E-commerce, digital marketing, marketing strategy, artificial intelligence, Big Data, customer experience, omnichannel marketing, Uzbekistan, influencer marketing, conversion optimization.Abstract
The rapid development of digital technologies has significantly changed the nature of marketing in e-commerce. In the modern digital economy, e-commerce marketing is no longer limited to advertising products through websites or social networks; it has become a complex system based on customer experience, data analytics, artificial intelligence, omnichannel communication and technological integration. This article analyzes the main directions for improving marketing strategies in e-commerce, with particular attention to the conditions of Uzbekistan. The study discusses the importance of customer segmentation, RFM analysis, artificial intelligence-based recommendation systems, chatbot marketing, content marketing, influencer marketing, SEO, social media marketing, conversion rate optimization and customer data platforms.
