Study on the Changes in Australian Consumer Behavior in the Digital Marketing Environment

With the rise of emerging platforms like Temu and Shein, Australia's e-commerce market has been thriving, leading to significant shifts in the market landscape. Digital marketing, which utilizes digital media as a tool, employs consumer profiling for data collection and rational usage, analyzing users' potential attributes and summarizing their behavioral characteristics. This has become the foundation for developing marketing strategies. By using digital marketing tools and digital media, businesses can precisely target users and devise actionable marketing strategies, providing a basis for product marketing and increasing sales volumes. As a highly developed market economy, Australia's digital marketing environment is characterized by diversity and complexity. This paper aims to explore how changes in the digital marketing environment in Australia affect consumer behavior and provides insights for companies to formulate effective marketing strategies.