How Digital Marketing Shapes Consumer Decision-Making Employing (AIDA) Model with Respect to Consumer Knowledge and Consumer Experience

This study aims to investigate the impact of digital marketing on consumer experience and knowledge in our current landscape. As we increasingly rely on online platforms, digital marketing has become an essential tool for businesses aiming to connect with and inform their customers. This research studies how a number of digital strategies, like social media marketing, content marketing, email campaigns, and search engine optimisation, affect how consumers perceive brands and make decisions. To achieve this, a qualitative research approach was taken, using thematic analysis to review existing academic literature, industry case studies, and secondary sources. The analysis is organised using the AIDA model (Awareness, Interest, Desire, Action) to help interpret results at various stages of consumer journey. Findings show that digital marketing boosts consumer awareness by enhancing visibility on digital platforms, sparks interest and desire through targeted and personalised content, and encourages action with user-friendly interfaces and engagement tools. This study offers marketers valuable insights into how digital strategies influence consumer learning and improve the overall experience.