Title: Digital marketing strategy optimisation of e-commerce products considering user needs

Authors: Shuang Li; Xueqin Ge

Addresses: Department of Business, Hunan Railway Professional Technology College, Zhuzhou, Hunan, China ' The Science and Technology Research and Development Centre, Sinopec Geophysical Company, Chaoyang District, Beijing, Nanjin, China

Abstract: This study proposes a novel framework for optimising digital marketing strategies in e-commerce by integrating comprehensive user needs analysis. Through systematic examination of current challenges in e-commerce digital marketing, we establish the critical role of user-centric approaches in enhancing marketing effectiveness. Our methodology addresses existing strategic deficiencies by: (1) implementing enhanced data collection protocols to expand both breadth and depth of consumer insights; (2) applying advanced analytics techniques; (3) developing precise user segmentation models and (4) creating personalised content delivery systems with optimised user experience and engagement mechanisms. The case analysis results show that the maximum market share of the enterprise under the application of the proposed method is 1.47%, the maximum return on investment is 28.7% and customer satisfaction ranges from 0.84 to 0.93.

Keywords: user needs; e-commerce products; digital; marketing strategy optimisation; segmenting users.

DOI: 10.1504/IJPD.2025.149691

International Journal of Product Development, 2025 Vol.29 No.3/4, pp.311 - 328

Received: 30 Sep 2024
Accepted: 04 Aug 2025
Published online: 10 Nov 2025 *

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