Integrated Digital Marketing Strategies for Effective Communication with Customers in the Healthy Sugars Market

Anca-Francisca Cruceru () and Andrei-Nicolae Vasile ()
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Anca-Francisca Cruceru: The Bucharest University of Economic Studies
Andrei-Nicolae Vasile: The Bucharest University of Economic Studies

Journal of Emerging Trends in Marketing and Management, 2025, vol. 1, issue 2, 58-67

Abstract: This research delves into the deployment and perceived impact of integrated digital marketing frameworks within the developing Healthy Sugar market of Romania. In an environment where a digital footprint is indispensable, comprehending how enterprises in specialized, health-focused markets utilize online instruments is essential for nurturing customer allegiance and contentment. Adopting a qualitative research design, this investigation involved comprehensive, semi-structured interviews with 18 marketing professionals possessing expertise in integrated digital marketing, especially within contexts pertinent to the health food domain. Through thematic analysis of the interview transcripts, six primary themes surfaced: (1) How consumers interpret digital communications from healthy sugar brands, highlighting the necessity for authenticity to accompany health assertions; (2) The pronounced effect of integrated approaches on cultivating brand allegiance through alignment with consumer values; (3) The utility and required adjustments of multi-channel digital outreach (encompassing SEO, social media, PPC, email); (4) The central function of personalization driven by data and informative material in boosting customer contentment; (5) The fundamental significance of data privacy assurance and GDPR adherence in establishing consumer trust; and (6) Approaches for nurturing enduring customer connections, emphasizing consistent, genuine, and tailored interactions. The outcomes accentuate the imperative for brands in this arena to carefully balance promotional content with transparency, educational value, and ethical data stewardship. Principal conclusions underscore the strategic weight of message uniformity, tailored experiences, and regulatory conformity. Constraints concerning sample dimension, potential subjective interpretation, temporal limitations, and industry focus are recognized. The paper puts forth managerial suggestions centered on augmenting transparency, refining personalization efforts, guaranteeing cross-channel harmony, championing data privacy, stimulating interactive participation, and forging authentic, lasting relationships.

Keywords: Integrated Digital Marketing; Healthy Sugar Industry; Customer Loyalty; Customer Satisfaction; Qualitative Research; GDPR. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2025
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