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Digital marketing strategy optimisation of e-commerce products considering user needs

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  • Shuang Li
  • Xueqin Ge

Abstract

This study proposes a novel framework for optimising digital marketing strategies in e-commerce by integrating comprehensive user needs analysis. Through systematic examination of current challenges in e-commerce digital marketing, we establish the critical role of user-centric approaches in enhancing marketing effectiveness. Our methodology addresses existing strategic deficiencies by: (1) implementing enhanced data collection protocols to expand both breadth and depth of consumer insights; (2) applying advanced analytics techniques; (3) developing precise user segmentation models and (4) creating personalised content delivery systems with optimised user experience and engagement mechanisms. The case analysis results show that the maximum market share of the enterprise under the application of the proposed method is 1.47%, the maximum return on investment is 28.7% and customer satisfaction ranges from 0.84 to 0.93.

Suggested Citation

  • Shuang Li & Xueqin Ge, 2025. "Digital marketing strategy optimisation of e-commerce products considering user needs," International Journal of Product Development, Inderscience Enterprises Ltd, vol. 29(3/4), pages 311-328.
    • Handle: RePEc:ids:ijpdev:v:29:y:2025:i:3/4:p:311-328
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