MARKETING STRATEGIES IN E-COMMERCE

This article analyzes key marketing strategies used in e-commerce and their role in achieving competitive advantage in the digital marketplace. It highlights the importance of search engine optimization (SEO), social media marketing, content marketing, email campaigns, and data-driven personalization. The study demonstrates how businesses can effectively attract, engage, and retain customers through strategic digital communication and targeted promotional activities. Furthermore, the paper emphasizes the role of analytics and customer relationship management (CRM) systems in improving organizational performance and increasing conversion rates in highly competitive online environments.