Digital Marketing Tools and its Impact on Consumer Buying Decisions in Zarqa City, Jordan

Abstract

This research investigates how digital marketing techniques influence consumer purchasing choices for Zain Telecom's internet offerings in Zarqa City, concentrating on four main strategies: content marketing (CM), direct email marketing (DEM), digital advertising (DA), and search engine optimization (SEO). Information was gathered using an extensive survey sent to 480 Zain clients, evaluating how well these tools influence consumer behavior. The findings indicated that all four digital marketing tools had a major impact on purchasing choices. SEO became the most significant element, significantly boosting Zain's online presence and facilitating customer access to pertinent services, which increased the chances of making a purchase. Content marketing, involving the delivery of valuable and informative material, also significantly contributed by meeting customer needs and building trust. Direct email marketing has shown to be successful in connecting with customers, providing tailored offers, and sustaining continuous communication. Digital advertising, by means of targeted ads and promotions, served as a reminder of Zain’s offerings, additionally impacting buying choices. In light of these results, the research suggests that Zain should emphasize content marketing tactics, customizing content to align more closely with customer preferences and requirements, thus enhancing their stance in the competitive Zarqa market. This combined strategy can improve customer interaction and conversion rates.