Impact of Digital Marketing on the Consumer's Purchase Decision

Introduction: The study analyzed how digital marketing, consolidated as an essential tool nowadays, influenced consumer behavior. It was highlighted that technological transformation and global connectivity modified the ways of searching, comparing and acquiring products. Companies that strategically integrated communication, promotion, advertising and marketing were able to effectively connect with their public and improve their competitiveness. Development: The review of international, national and local precedents showed evidence that digital marketing impacted all phases of the purchase decision, from the identification of needs to post-purchase behavior. Research in countries such as Jordan, Ecuador and Kenya confirmed significant relationships between digital strategies - such as social media, mobile advertising, email and web optimization - and increases in sales and loyalty. In Peru and other regions, studies found that consistent application of digital tactics, including precise targeting and continuous interaction, strengthened brand visibility and improved revenue. In addition, economic, social, psychological and technological factors were found to influence purchase choice, and digital marketing had the ability to reinforce or modify these motivations. Conclusions: It was concluded that digital marketing was not only a communication channel, but a dynamic ecosystem that, well managed, generated measurable results in sales and customer loyalty. Its implementation required a deep understanding of the consumer, strategic creativity, technological integration and constant evaluation to ensure business competitiveness and sustainability in a changing market.