Digital Marketing and Consumer Behavioral Psychology: The Transformation of Brand Marketing Mode

Sino-German Faculty of Branding, Zhejiang Wanli University, Ningbo, Zhejiang, China

^* Corresponding author: 2023019003@zwu.edu.cn

Abstract

The advent of the digital age has brought new challenges to the traditional marketing model, and the changes in consumer behavior and psychology have also prompted profound changes in the brand marketing model. Although the research on digital marketing and consumer psychology has received extensive attention, the research on the impact of multiple marketing models on consumer experience and brand strategies is still insufficient. With consumer behavior and psychological theory as the core, this study explores the characteristics of marketing models in the digital age and their impact on consumer motivation and decision-making, and analyzes the challenges faced by brands in the process of digital transformation, such as marketing path fragmentation, brand image dilution and consumer demand diversification. Based on this, proposed strategies such as omni-channel marketing, precision user operation, content marketing, brand story shaping, personalized recommendation and flexible supply chain adjustment can help brands optimize marketing mode, enhance consumer experience and enhance brand competitiveness in the digital era.