Tendencias emergentes en el marketing digital para el comercio electrónico en 2024

This article examines emerging trends in digital marketing and their impact on e-commerce by 2024. Through a mixed approach combining quantitative and qualitative analysis, technologies such as augmented reality (AR), virtual reality (VR), blockchain, artificial intelligence (AI), voice search, and advanced personalization were investigated. The quantitative analysis was based on data from 50 e-commerce companies, while the qualitative analysis was conducted through in-depth interviews with marketing and technology directors from 10 selected companies. The results indicate that the implementation of AR and VR significantly improves customer experience and conversion rates, although it faces technical and usability challenges. Blockchain technology increases the transparency and security of transactions, reducing fraud, but presents barriers in terms of technical complexity and costs. AI enables advanced personalization, improving content relevance and sales, although it raises concerns about data privacy. Voice search optimization improves customer service efficiency, facilitating faster and more natural interactions, although integration with existing systems can be complex. Finally, advanced personalization is crucial for customer loyalty, providing personalized and satisfying shopping experiences, although it requires a robust technological infrastructure.