The role and importance of digital marketing techniques in creating user experience and customer engagement in the process of joint creation (co-creation)

Abstract

Modern business conditions, characterized by the accelerated development of technique and technology, resulted from the globalization process, have completely changed the environment in which companies operate. The era of the Internet is characterized, on the one hand, by new business models, which have conditioned the digitization of business and especially marketing, and, on the other hand, consumers who are "loud and active", save their time, want quick feedback, individual offers and, consequently, participation in product design or service. In this regard, the subject of research in this paper involves correlational tests, on the one hand of respondents' attitudes towards digital marketing techniques and, on the other, their willingness to accept promotional content on the Internet, make a purchase decision, access electronic transactions and participate in interaction with company. The aim of the research is to analyze the contribution of digital marketing techniques in the creation of user experience and customer engagement in the process of joint creation (co-creation). A total of 335 respondents participated in the research conducted through a survey method. The results of the research show that the marketing content that companies place through digital marketing techniques influences consumers' decision to buy a certain product, while the quality and the way the marketing content is placed affect their loyalty. Also, user experience and customers' willingness to participate in different segments of co-creation are conditioned by the application of the mentioned techniques, as well as by interaction with the company through which customers can share their opinion and creativity, but also express their needs and wishes regarding the characteristics of products and services, which represents a way of personalizing the company's offer. The potential for business improvement through the application of digital marketing techniques is great, that's why investments in the aforementioned techniques represent an investment, not an expense.