Digital marketing communication in the age of globalization

Research background: The marketing perception has changed dramatically in recent years. Evolution of digital shopping and information technology generate new challenges. Internet social media have a significant impact on the behavior consumers, businesses are forced to look into ways play role each stage consumer’s decision-making process. Nowadays is concerned with understanding people’s motivations using these insights create content campaigns that engage gain attention relevant users global marketplace. Purpose article: Consumers use different research strategies when preparing purchase product. purpose this article demonstrate importance relevance stages mapping customer process for better user experience segment basis their current intention goods. Methods: work based mainly STDC framework, which used strategic planning order adapt ads phase located. For purposes obtain target information, quantitative self-service questionnaire was created. find out steps selection specific goods factors influenced final purchase. Findings & Value added: practical focus recommendations communication will attract more consumers increase competitiveness, especially context globalization.