Os impactos futuros do marketing digital na vida dos consumidores

Abstract

The article addresses the future impacts of digital marketing on consumers’ lives, exploring emerging trends, the effects of these trends and their social, economic and behavioral implications. The theme is based on the rapid evolution of digital marketing, driven by technological advances such as artificial intelligence, big data and augmented reality. The literature review included the analysis of relevant articles from the last five years, selected for their credibility and timeliness, using academic databases and specific keywords. The information was critically analyzed, categorized into themes such as new technologies and social impact, and synthesized to provide a comprehensive view of future impacts. Qualitative analysis techniques, such as thematic and content analysis, were employed to identify patterns and relationships between emerging themes. The results indicate that personalization and advanced segmentation are facilitated by AI and big data, while the integration of AR and VR is creating more interactive shopping experiences. However, these technologies raise concerns about privacy and ethics, requiring transparency and explicit consent from companies. The analysis confirms the importance of personalization for consumer satisfaction and brand loyalty, highlighting the need for a balance between technological innovation and respect for privacy. It follows that the future success of digital marketing will depend on a balanced approach that combines advanced technology with sound ethical practices and a consumer focus.