DELIVERY PLATFORM MARKETING: COMPETITIVE EDGE OR HIDDEN COST?
DELIVERY PLATFORM MARKETING: COMPETITIVE EDGE OR HIDDEN COST?

Summary/Abstract: This paper explores the evolution of digital marketing within delivery platforms, emphasizing the strategic, behavioral, and technological transformations that define this emerging business model. Using Tazz by eMAG as a case study, the research analyses how delivery applications have evolved from simple logistical intermediaries into complex digital ecosystems that shape consumption patterns, customer relationships, and brand identity in the HoReCa and retail sectors. The findings reveal that success in delivery platform marketing lies in personalization, cultural relevance, influencer collaborations, and gamified loyalty mechanisms, all contributing to stronger customer engagement and long-term retention. At the same time, the study highlights the dual nature of these platforms x as both a competitive advantage and a financial challenge, depending on how businesses integrate them into coherent marketing strategies.

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