ФІНАНСОВО-КРЕДИТНА ДІЯЛЬНІСТЬ: ПРОБЛЕМИ ТЕОРІЇ ТА ПРАКТИКИ Том 5 (52), 2023 562 DOI: 10.55643/fcaptp.5.52.2023.4190 MARKETING STRATEGIES IN E-COMMERCE: PERSONALISED CONTENT, RECOMMENDATIONS, AND INCREASED CUSTOMER TRUST ABSTRACT Digital marketing is a key strategic component of the modern business environment, contributing to the competitiveness of companies. The purpose of the study is to analyse the impact of digital marketing on product quality and competitiveness of organisations. Considering the various aspects of digital marketing, the article reveals its role in im- proving the product, attracting a new audience and retaining loyal customers. Digital marketing helps to create content aimed at the individual needs of consumers and en- sures the effective use of online communication channels. Research clearly demon- strates the strong link between digital marketing and product quality improvement. This strategy provides businesses with the opportunity to actively engage with their audi- ence, obtain feedback from customers, and adjust product features to meet their needs. Among the key advantages of digital tools is the ability to analyse consumer demand and anticipate market trends, which in turn allows for timely and effective responses to changes. Improving product quality is not the only beneficiary of digital marketing. It also helps to attract a new audience and retain loyal customers. This is achieved through meaningful, personalised customer service, helping to highlight their unique require- ments and ensure that the product meets their expectations. All in all, digital marketing is an important strategy that helps businesses not only improve the quality of their products but also achieve high competitiveness. Its ability to engage with the audience, adapt to changes, and improve customer experience makes it central to the modern business environment. The main conclusion of the study is that digital marketing deter- mines business development in the modern digital world. It provides companies with an opportunity to attract the attention of the target audience and increase their interest and interaction with the product. The results of the analysis confirm that digital market- ing is essential for achieving success in a dynamic competitive environment. Keywords: e-commerce, marketing innovations, business development, market promotion, digital environment, social media JEL Classification: M3, M31 INTRODUCTION The relevance of the study is due to the expanding sphere of influence of Internet technologies, which transform traditional business models and the nature of interaction in marketing. This transformation is prompting a review of conventional marketing strat- egies and adapting them to the requirements of the digital age. As the influence of the Internet continues to grow, the need to develop innovative and creative online market- ing strategies is becoming increasingly important. The field of information technology covers all aspects of everyday life, and marketing is no exception. The rapid advancement of devices and the undisputed access to the In- ternet from anywhere in the world are influencing trends, and creating relevant topics for research. The concept of digital marketing uses all the key aspects of conventional marketing approaches, adapting them for use in the online environment to promote products and services to customers and manage customer relationships. DOI: 10.55643/fcaptp.5.52.2023.4190 Maciej Potwora Lecturer of the Department of Innovation Management, Master's Degree in Economics, Academy of Applied Sciences – Academy of Management and Administration in Opole, Opole, Poland; e-mail: maciejpotwora@gmail.com ORCID: 0009-0002-9302-2243 (Corresponding author) Iryna Zakryzhevska PhD in Economics, Associate Professor of the Department of Marketing, Economy and Management Faculty, Khmelnytskyi National University, Khmelnytskyi, Ukraine; ORCID: 0000-0003-0918-9949 Anastasiia Mostova D.Sc. in Economics, Associate Professor, Varna University of Management, Varnа, Bulgaria; ORCID: 0000-0002-3998-3441 Vitalii Kyrkovskyi PhD Student of the Department of Public Administration, Interregional Academy of Personnel Management, Kyiv, Ukraine; ORCID: 0009-0001-7690-4917 Volodymyr Saienko D.Sc. in Organization and Management, Professor of the Department of Innovation Management, Academy of Applied Sciences - Opole University of Management and Administration, Opole, Poland; ORCID: 0000-0003-2736-0017 Received: 07/09/2023 Accepted: 20/10/2023 Published: 31/10/2023 © Copyright 2023 by the author(s) This is an Open Access article distributed under the terms of the Creative Commons CC-BY 4.0