This document summarizes a research study that examined the impact of digital marketing on business performance of e-commerce companies in Hyderabad, India. The study investigated how digital marketing orientation, perceived relative advantage of digital marketing over traditional methods, customer pressure, and level of competition affect strategic business performance.
A survey was conducted of 30 small and medium enterprises. The results found that only the level of competition had a statistically significant impact on strategic business performance. The other factors - digital marketing orientation, perceived relative advantage, and customer pressure - did not significantly influence business performance.
The study concludes that while digital marketing may not currently impact performance for all small businesses, as competition increases companies will need to adopt digital marketing to maintain competit
Analysis Of An Online Digital Marketing A Case StudyCheryl Brown
1) The document discusses digital marketing and its impact on revenue generation. It analyzes digital marketing strategies at STYLETRENDZ, an online fashion company.
2) The study aims to understand digital marketing concepts and models. It examines how digital marketing agencies work and generate revenue. It also evaluates how digital marketing affects revenue generation.
3) Primary data was collected through interviews with company guides and employees. Secondary data came from the company profile, websites, books, and previous studies. Targeted marketing strategies are discussed to effectively match customers to campaigns.
A critical reviewofdigitalmarketingijmra-14610Rajukumar510
LIFTED COMPETENCE offers in cooperation with the international Digital Marketing
Institute, the diploma program "Professional Diploma in Digital Marketing". The program is
offered in more than 40 countries and is accredited by Scottish Credit and Qualifications
Framework level 8. Several thousand participants have completed the program.
The training material is developed by leading experts such as Facebook, Ogilvy, Google
A study an awareness on digital marketingBhavik Parmar
The document discusses the history and growth of digital marketing. It explains that digital marketing has grown significantly over the past 20 years as internet usage has expanded globally. Traditional marketing methods have adapted to the digital space through websites, social media, paid search ads, and email marketing. The document also provides an overview of common digital marketing tactics like search engine optimization, pay-per-click advertising, social networking, and email marketing.
Aditya Raj ntcc Research paper - for merge.docxAditya Raj
- Digital marketing is a term that means to market a product digitally. It can be social media marketing, Email marketing, Search engine optimization, Search engine marketing, What’s app marketing, etc. As the name of the topic is Perception of Consumers towards digital marketing it means how consumers perceive digital marketing as it depends on their mindset. It creates a negative impact on the minds of the consumer as well as it also creates a positive impact on the minds of the consumer. It is helpful for the marketer and many firms in many different ways as digital marketing helps organizations and business firms to scale their organization as well as business firms also. Components of digital marketing include Pay per click, Content marketing, Affiliate marketing, mobile marketing, marketing Search engine optimization, Search engine marketing, and google analytics also.
Key word – Digital Marketing
Digital marketing is that type of terminology which is generally confused with the terminology online marketing. Digital marketing is the technique of publicizing goods and a company that offers products and services on an online platform. In simple words, we can able to tell that digital marketing gets distinguished from traditional marketing because it indulges the utilization of online techniques and process that permits business and organization to keep an eye on the betterment of their marketing campaign in a frequent way to know properly whether it will work or not. The 21st century has already experienced an advancement in web presence in almost every company. An Email was the most commonly used and a long time ago the existing technology permits people to handle it more easily. Customer Relationship Management systems had been utilized in an area for a few years to handle the records. Few companies had already put their banners on their websites with the same thought for preferred promotion. Companies with positive thinking generally worked for their search engine strategy and some of them are working with their affiliates. This is online marketing so online marketing members or experts have already started to come forward. Digital Marketing is the most commonly utilized and its common form is the websites of the organization or the main centre of all its online functions. To get drive capable traffic for a website and to motivate the same customer, savvy marketers indulge in a mixture of content marketing, affiliate marketing, mobile marketing, email marketing, Search Engine marketing, advertising, etc.Gangeshwer’s (2013), this research paper focuses on useful information available for online shopping and influencing conditions for e-commerce. In the 21st century with the speedy growth in the utilization of the internet, an online platform is ready to perform a very crucial task in giving a fresh chance to both huge and compact organizations. And the hence online platform is fated to evolve in generating earnings through sales or geograph
This document summarizes a study on emerging digital marketing trends in India. It analyzes data collected from 200 respondents regarding their usage of and attitudes toward digital marketing. Key findings include:
- 90% of respondents were male, with most between 16-36 years old.
- Nearly all (190%) had knowledge of digital marketing, with 125% rating online product/service information as "excellent."
- Employees and those earning Rs. 10,001-20,000 monthly were most likely to purchase items online.
- Respondents generally had positive perceptions of online shopping's benefits like discounts, delivery, and time savings.
Analyzing the opportunities of digital marketing in bangladesh to provide an ...IJMIT JOURNAL
The idea of marketing recently converging to Digital marketing and digital marketing is becoming the most effective means for building business-customer relationships with long-term loyalty. It is a matter of concern that how this convergence is taking place in developing countries like Bangladesh. In this paper, the impact of digital marketing on the customer engagement with products and brands is investigated using descriptive research method and is based on survey. This study attempts to find the most effective form of digital marketing in Bangladesh by taking responses using questionnaires from sample, which has been used as the primary data. This study aims to discover the factors that work background to make the customers loyal to the brand and to have a positive attitude toward brand. It also illustrates about the differences of traditional marketing and digital marketing and the changes brought by digital marketing in brands relationship marketing. Analysis of survey output shows that there is an overall positive influence of internet advertising on consumer purchase decision. It is recommended that companies should conduct a market research on different markets in various countries to identify more specific market related and regional factors.
The document discusses digital marketing and provides information on the following:
1. It defines digital marketing and explains how it encompasses all marketing efforts that use electronic devices and the internet to connect with customers.
2. It describes how digital marketing is important for meeting customers online and provides examples of key digital marketing tactics.
3. It explains that digital marketing is a large and growing industry in India and globally, and outlines the scope and importance of digital marketing for businesses.
1) The document summarizes a study that investigated the impact of digital marketing on the business performance of MSMEs during the COVID-19 pandemic, with a focus on the mediating role of customer relationship management (CRM).
2) A survey was conducted of 257 marketing and IT managers of MSMEs in Tehran, Iran. The results showed that digital marketing efforts had a positive effect on business performance during the pandemic by enabling remote customer engagement.
3) The study also found that the relationship between digital marketing and business performance was strengthened by CRM, as CRM allows companies to remain flexible and adapt to new customer expectations through digital technologies and data collection.
Analysis Of An Online Digital Marketing A Case StudyCheryl Brown
1) The document discusses digital marketing and its impact on revenue generation. It analyzes digital marketing strategies at STYLETRENDZ, an online fashion company.
2) The study aims to understand digital marketing concepts and models. It examines how digital marketing agencies work and generate revenue. It also evaluates how digital marketing affects revenue generation.
3) Primary data was collected through interviews with company guides and employees. Secondary data came from the company profile, websites, books, and previous studies. Targeted marketing strategies are discussed to effectively match customers to campaigns.
A critical reviewofdigitalmarketingijmra-14610Rajukumar510
LIFTED COMPETENCE offers in cooperation with the international Digital Marketing
Institute, the diploma program "Professional Diploma in Digital Marketing". The program is
offered in more than 40 countries and is accredited by Scottish Credit and Qualifications
Framework level 8. Several thousand participants have completed the program.
The training material is developed by leading experts such as Facebook, Ogilvy, Google
A study an awareness on digital marketingBhavik Parmar
The document discusses the history and growth of digital marketing. It explains that digital marketing has grown significantly over the past 20 years as internet usage has expanded globally. Traditional marketing methods have adapted to the digital space through websites, social media, paid search ads, and email marketing. The document also provides an overview of common digital marketing tactics like search engine optimization, pay-per-click advertising, social networking, and email marketing.
Aditya Raj ntcc Research paper - for merge.docxAditya Raj
- Digital marketing is a term that means to market a product digitally. It can be social media marketing, Email marketing, Search engine optimization, Search engine marketing, What’s app marketing, etc. As the name of the topic is Perception of Consumers towards digital marketing it means how consumers perceive digital marketing as it depends on their mindset. It creates a negative impact on the minds of the consumer as well as it also creates a positive impact on the minds of the consumer. It is helpful for the marketer and many firms in many different ways as digital marketing helps organizations and business firms to scale their organization as well as business firms also. Components of digital marketing include Pay per click, Content marketing, Affiliate marketing, mobile marketing, marketing Search engine optimization, Search engine marketing, and google analytics also.
Key word – Digital Marketing
Digital marketing is that type of terminology which is generally confused with the terminology online marketing. Digital marketing is the technique of publicizing goods and a company that offers products and services on an online platform. In simple words, we can able to tell that digital marketing gets distinguished from traditional marketing because it indulges the utilization of online techniques and process that permits business and organization to keep an eye on the betterment of their marketing campaign in a frequent way to know properly whether it will work or not. The 21st century has already experienced an advancement in web presence in almost every company. An Email was the most commonly used and a long time ago the existing technology permits people to handle it more easily. Customer Relationship Management systems had been utilized in an area for a few years to handle the records. Few companies had already put their banners on their websites with the same thought for preferred promotion. Companies with positive thinking generally worked for their search engine strategy and some of them are working with their affiliates. This is online marketing so online marketing members or experts have already started to come forward. Digital Marketing is the most commonly utilized and its common form is the websites of the organization or the main centre of all its online functions. To get drive capable traffic for a website and to motivate the same customer, savvy marketers indulge in a mixture of content marketing, affiliate marketing, mobile marketing, email marketing, Search Engine marketing, advertising, etc.Gangeshwer’s (2013), this research paper focuses on useful information available for online shopping and influencing conditions for e-commerce. In the 21st century with the speedy growth in the utilization of the internet, an online platform is ready to perform a very crucial task in giving a fresh chance to both huge and compact organizations. And the hence online platform is fated to evolve in generating earnings through sales or geograph
This document summarizes a study on emerging digital marketing trends in India. It analyzes data collected from 200 respondents regarding their usage of and attitudes toward digital marketing. Key findings include:
- 90% of respondents were male, with most between 16-36 years old.
- Nearly all (190%) had knowledge of digital marketing, with 125% rating online product/service information as "excellent."
- Employees and those earning Rs. 10,001-20,000 monthly were most likely to purchase items online.
- Respondents generally had positive perceptions of online shopping's benefits like discounts, delivery, and time savings.
Analyzing the opportunities of digital marketing in bangladesh to provide an ...IJMIT JOURNAL
The idea of marketing recently converging to Digital marketing and digital marketing is becoming the most effective means for building business-customer relationships with long-term loyalty. It is a matter of concern that how this convergence is taking place in developing countries like Bangladesh. In this paper, the impact of digital marketing on the customer engagement with products and brands is investigated using descriptive research method and is based on survey. This study attempts to find the most effective form of digital marketing in Bangladesh by taking responses using questionnaires from sample, which has been used as the primary data. This study aims to discover the factors that work background to make the customers loyal to the brand and to have a positive attitude toward brand. It also illustrates about the differences of traditional marketing and digital marketing and the changes brought by digital marketing in brands relationship marketing. Analysis of survey output shows that there is an overall positive influence of internet advertising on consumer purchase decision. It is recommended that companies should conduct a market research on different markets in various countries to identify more specific market related and regional factors.
The document discusses digital marketing and provides information on the following:
1. It defines digital marketing and explains how it encompasses all marketing efforts that use electronic devices and the internet to connect with customers.
2. It describes how digital marketing is important for meeting customers online and provides examples of key digital marketing tactics.
3. It explains that digital marketing is a large and growing industry in India and globally, and outlines the scope and importance of digital marketing for businesses.
1) The document summarizes a study that investigated the impact of digital marketing on the business performance of MSMEs during the COVID-19 pandemic, with a focus on the mediating role of customer relationship management (CRM).
2) A survey was conducted of 257 marketing and IT managers of MSMEs in Tehran, Iran. The results showed that digital marketing efforts had a positive effect on business performance during the pandemic by enabling remote customer engagement.
3) The study also found that the relationship between digital marketing and business performance was strengthened by CRM, as CRM allows companies to remain flexible and adapt to new customer expectations through digital technologies and data collection.
Digital marketing boon or bane for indian businessesDhiraj Shirode
This document presents a research paper on whether digital marketing is a boon or bane for Indian businesses. It provides an introduction to digital marketing and discusses its history and current developments. It then outlines the objectives and aims of the study, the types of digital marketing, drivers and barriers to digital marketing, and presents data analysis from a survey on digital marketing awareness and preferences among Indian businesses. It includes a case study example and provides suggestions and conclusions from the research that digital marketing has proven to be a boon for most Indian businesses by helping to increase sales, engagement, and growth.
This document summarizes a study on the effective of digital marketing to SME businesses in Thailand. The study used a quantitative survey method to investigate the elements of digital marketing, its influences, and models for business performance among SMEs. The results found that factors like age, education, business size, capital, type and duration significantly affected digital marketing effectiveness. Digital marketing channels and content were found to have high levels of influence. The study provides insights into how digital marketing can benefit small and medium enterprises in Thailand.
Kstart Digital Marketing Survey Report_June 2016Deepan Siddhu
This document provides an overview and analysis of a survey conducted on digital marketing among startups in India. Some key findings from the survey include:
- Most startups still spend less than $1,000 per month on digital marketing, though many expect budgets to increase by 25-50% next year.
- Nearly half of online traffic for startups comes from mobile, while the other half comes from web.
- Google and Facebook are the top spends for digital marketing, accounting for 30% and 27% of budgets respectively.
- Around 40% of total marketing budgets are spent on digital marketing for most startups.
- There is still debate around outsourcing digital marketing functions or keeping them in-house
The document discusses the importance of digital marketing for startups. It explains that digital marketing channels like SEO, social media marketing, email marketing, and content marketing can help startups promote their brand with a limited budget. The document provides examples of startups like Uber, Paytm, Byju's, Flyrobe, and Fresh Menu that have successfully used digital marketing strategies. It recommends that startups develop a digital marketing plan, identify prospects, maintain an online presence, and engage on social media through consistent, targeted content in order to boost brand awareness.
This document is a student thesis from 2020 that examines the effects of digital marketing on start-up businesses. It was written by Ali Akeel and Manisha Gubhaju for their master's degree in business administration. The thesis explores how digital marketing can impact the growth of start-ups in relation to brand awareness, building trust, and customer engagement. It uses qualitative interviews with five start-up firms as primary data collection. The study concludes that digital marketing is an effective way for start-ups to build customer relationships at a relatively low cost but that many start-ups are hesitant to implement digital strategies early on.
This document summarizes a research study that investigated the impact of digital marketing on the business performance of micro, small, and medium enterprises (MSMEs) in Tehran, Iran during the COVID-19 pandemic. The study examined the mediating role of customer relationship management (CRM) on the relationship between digital marketing and business performance. A survey was conducted of 257 marketing and IT managers of MSMEs. The results showed that digital marketing had a positive effect on business performance, and that this effect was strengthened by CRM.
Successful digital marketing ROI measurement considers reach, engagement, and conversion metrics across channels. It also takes industry differences into account. Firms that quantify variables like costs, traffic, conversion rates, and customer lifetime value can make more profitable investment decisions. The study will analyze measurement practices through a survey of global digital marketing managers in different industries. Insights on best practices from platform features and case studies will also be considered to develop a benchmark for cross-industry comparison. Results may show variability in ROI calculation methods between industries but execution quality as the differentiating factor for successful companies.
How digital is impacting market strategyMANSI DHINGRA
This document provides a literature review and research report on how digital marketing is impacting marketing strategy. It includes an introduction, literature review covering past research on topics like digital marketing strategies, impact on consumer behavior, and importance of an integrated marketing approach. It also discusses the objectives, research methodology, data analysis, findings, limitations, and conclusions of the research project. The literature review finds that digital marketing has significantly altered the marketing landscape and companies must adapt their strategies to engage with consumers in new online and interactive ways.
Needless to say, social media represents one of the most important platforms for marketing
communications in today’s world. In line with other opportunities, it is an important resource for business -
information. Therefore, it should be considered as a valuable asset by companies.
This document provides an executive summary and introduction to a report on digital marketing. The executive summary indicates that the report will explain the importance of digital media marketing in the present era and how it has impacted consumer buying behavior. It discusses research conducted through an online questionnaire to understand consumer buying behavior in the digital era. The main findings were that Indian customers extensively research products online before purchasing and brands can reach their target audience through various digital touchpoints. The introduction defines advertising and discusses how digital marketing has become more important than traditional television advertising due to its lower cost and ability to provide instant feedback.
This document summarizes a review article on digital marketing. It begins with an introduction discussing changes in marketing due to technological advances and the rise of internet marketing. It then reviews literature on the topic, finding that digital marketing allows for more precise customer targeting, creates new business opportunities, and is more cost-effective for measuring returns. Social media in particular has opened new avenues for communication between businesses and customers. The review concludes that digital content, word-of-mouth marketing, social media strategies, online reviews, and blogs can all be effective digital marketing tools when used as part of an overall strategic plan.
Digital marketing uses electronic and internet-based channels to promote products and services. In Bangladesh, while some major companies use digital marketing, most still rely on traditional methods. This study aims to identify challenges to digital marketing in Bangladesh and how embracing digital strategies could benefit businesses and the economy. It will survey 50 consumers on their views of digital marketing and extract data to further illuminate the situation. The results could help marketers understand how to better connect with consumers digitally and expand their reach nationally and internationally.
IAB Netherlands report: Report on Digital Marketing Innovation IAB Europe
With this survey, IAB Netherlands charts the digital innovation agenda of leading marketers in the Netherlands. In cooperation with Deloitte Digital we had interviews with 22 top marketers about the state of digital marketing in their organizations and we spoke about their expectations for the coming 3 years.
This document summarizes a research study on the impact of digital marketing on organizational performance in the Australian retail sector. It provides context on the importance of the Australian retail industry and the increasing role of digital technologies. A literature review covers topics like digital marketing tools, organizational performance factors, the effects of digital marketing, and the technology acceptance model. Research gaps are identified in areas like omni-channel retailing and virtual reality stores. The proposed research methodology is described as deductive, positivist, and quantitative using an online survey to collect primary data to test hypotheses.
This document provides an overview of a thesis that examines the effect of digital marketing on customer relationships in Kabul, Afghanistan. The introduction discusses digital marketing and its potential benefits for customer relationships through personalized communication and engagement. It notes that Analyze was the first company in Afghanistan to use digital marketing in 2008. The study aims to understand how Afghan marketers can leverage digital platforms to enhance customer relationships and brand loyalty. It presents hypotheses that digital marketing strategies like frequent communication, relevant content, and customer engagement can improve brand loyalty and awareness. The significance is that customer relationship management is important for business success, and digital technologies provide low-cost ways to gather and leverage customer data. The document outlines that subsequent chapters will review relevant literature, describe the research
This document discusses a study on the impact of online/digital marketing on small businesses. Some key points:
- The study aims to understand if online marketing helps small businesses reach customers and be successful. It examines tools/platforms used and their effectiveness.
- A survey was conducted of 50 small businesses in Ahmednagar district, India across sectors like IT, FMCG, agriculture that use digital marketing.
- Most businesses surveyed were 0-5 years old and had annual incomes between 1-10 lakhs. The majority were in the services sector.
- 80% of respondents were aware of digital marketing and 80% used online tools like websites, Facebook, Instagram to reach customers.
-
A STUDY ON LITERATURE REVIEW FOR IDENTIFYING THE FACTORS IMPACTING DIGITAL MA...Claire Webber
This document summarizes literature on factors impacting digital marketing. It discusses how digital marketing utilizes various digital channels like websites, social media, email marketing and mobile marketing to build brands and promote products. Several studies examined in the literature found that factors like target markets, content, social media, budget and technology impact digital marketing effectiveness from a marketer's perspective. Demographic factors like age, gender and income also influence levels of digital and social media engagement. The objective is to identify gaps in existing research on factors impacting digital marketing, particularly in the education sector.
This document discusses the critical impact of information technology on service marketing. It analyzes how IT has influenced the traditional 7 Ps of the marketing mix for services - product, price, place, promotion, people, physical evidence, and process. Specifically, IT has enabled better services to be delivered through automated technologies, improved efficiency, increased accessibility, and more effective management. The paper aims to provide evidence that IT significantly impacts service marketing strategies and the customer experience.
This document summarizes a research paper on the impact of social media marketing on consumer purchase behavior, using Dialog Axiata in Sri Lanka as a case study. The research used surveys and interviews to study how social media marketing influences factors like cost, information satisfaction, trust, and experience. The findings found relationships between these factors and purchase behavior. The research provides recommendations to Dialog Axiata on using social media marketing to predict customer behavior.
A study on role of social media marketing in promotion of products and servicesPriyansh Kesarwani
This document summarizes a presentation on a project report about the role of social media marketing in promoting products and services. The presentation includes an introduction to the topic, the significance of studying this topic, a literature review on social media usage and trends, a profile of the company studied, the objectives and methodology of the research project, findings from data interpretation, and conclusions. The research aimed to understand customer perceptions and behavior regarding social media marketing and digital promotion of products and services.
This literature review examines key concepts in digital marketing and proposes a structured approach for businesses. It defines concepts like digital marketing strategy, social media marketing strategy, and customer engagement behaviors. It also discusses challenges like integrating digital strategies and understanding customer experiences. The review proposes mainstream definitions of concepts to provide consistency. It suggests businesses focus on the business-customer-customer triangle, customer loyalty intentions, and consumer well-being when developing digital strategies. Understanding key concepts, challenges, and applying a structured approach can help businesses stay competitive in a changing digital marketplace.
The document discusses a study on the impact of digital marketing success on customer loyalty. It presents three hypotheses: 1) Digital content marketing and digital marketing capabilities positively impact digital marketing success. 2) Digital marketing capabilities positively impact digital marketing success. 3) Digital marketing success positively impacts customer loyalty. The study was conducted on 165 online restaurant customers in Jordan using questionnaires. Results from structural equation modeling support all three hypotheses, finding that digital content marketing and capabilities significantly influence digital marketing success, which then significantly impacts customer loyalty. The study concludes digital marketers should focus on content and capabilities to strengthen customer loyalty.
Digital marketing boon or bane for indian businessesDhiraj Shirode
This document presents a research paper on whether digital marketing is a boon or bane for Indian businesses. It provides an introduction to digital marketing and discusses its history and current developments. It then outlines the objectives and aims of the study, the types of digital marketing, drivers and barriers to digital marketing, and presents data analysis from a survey on digital marketing awareness and preferences among Indian businesses. It includes a case study example and provides suggestions and conclusions from the research that digital marketing has proven to be a boon for most Indian businesses by helping to increase sales, engagement, and growth.
This document summarizes a study on the effective of digital marketing to SME businesses in Thailand. The study used a quantitative survey method to investigate the elements of digital marketing, its influences, and models for business performance among SMEs. The results found that factors like age, education, business size, capital, type and duration significantly affected digital marketing effectiveness. Digital marketing channels and content were found to have high levels of influence. The study provides insights into how digital marketing can benefit small and medium enterprises in Thailand.
Kstart Digital Marketing Survey Report_June 2016Deepan Siddhu
This document provides an overview and analysis of a survey conducted on digital marketing among startups in India. Some key findings from the survey include:
- Most startups still spend less than $1,000 per month on digital marketing, though many expect budgets to increase by 25-50% next year.
- Nearly half of online traffic for startups comes from mobile, while the other half comes from web.
- Google and Facebook are the top spends for digital marketing, accounting for 30% and 27% of budgets respectively.
- Around 40% of total marketing budgets are spent on digital marketing for most startups.
- There is still debate around outsourcing digital marketing functions or keeping them in-house
The document discusses the importance of digital marketing for startups. It explains that digital marketing channels like SEO, social media marketing, email marketing, and content marketing can help startups promote their brand with a limited budget. The document provides examples of startups like Uber, Paytm, Byju's, Flyrobe, and Fresh Menu that have successfully used digital marketing strategies. It recommends that startups develop a digital marketing plan, identify prospects, maintain an online presence, and engage on social media through consistent, targeted content in order to boost brand awareness.
This document is a student thesis from 2020 that examines the effects of digital marketing on start-up businesses. It was written by Ali Akeel and Manisha Gubhaju for their master's degree in business administration. The thesis explores how digital marketing can impact the growth of start-ups in relation to brand awareness, building trust, and customer engagement. It uses qualitative interviews with five start-up firms as primary data collection. The study concludes that digital marketing is an effective way for start-ups to build customer relationships at a relatively low cost but that many start-ups are hesitant to implement digital strategies early on.
This document summarizes a research study that investigated the impact of digital marketing on the business performance of micro, small, and medium enterprises (MSMEs) in Tehran, Iran during the COVID-19 pandemic. The study examined the mediating role of customer relationship management (CRM) on the relationship between digital marketing and business performance. A survey was conducted of 257 marketing and IT managers of MSMEs. The results showed that digital marketing had a positive effect on business performance, and that this effect was strengthened by CRM.
Successful digital marketing ROI measurement considers reach, engagement, and conversion metrics across channels. It also takes industry differences into account. Firms that quantify variables like costs, traffic, conversion rates, and customer lifetime value can make more profitable investment decisions. The study will analyze measurement practices through a survey of global digital marketing managers in different industries. Insights on best practices from platform features and case studies will also be considered to develop a benchmark for cross-industry comparison. Results may show variability in ROI calculation methods between industries but execution quality as the differentiating factor for successful companies.
How digital is impacting market strategyMANSI DHINGRA
This document provides a literature review and research report on how digital marketing is impacting marketing strategy. It includes an introduction, literature review covering past research on topics like digital marketing strategies, impact on consumer behavior, and importance of an integrated marketing approach. It also discusses the objectives, research methodology, data analysis, findings, limitations, and conclusions of the research project. The literature review finds that digital marketing has significantly altered the marketing landscape and companies must adapt their strategies to engage with consumers in new online and interactive ways.
Needless to say, social media represents one of the most important platforms for marketing
communications in today’s world. In line with other opportunities, it is an important resource for business -
information. Therefore, it should be considered as a valuable asset by companies.
This document provides an executive summary and introduction to a report on digital marketing. The executive summary indicates that the report will explain the importance of digital media marketing in the present era and how it has impacted consumer buying behavior. It discusses research conducted through an online questionnaire to understand consumer buying behavior in the digital era. The main findings were that Indian customers extensively research products online before purchasing and brands can reach their target audience through various digital touchpoints. The introduction defines advertising and discusses how digital marketing has become more important than traditional television advertising due to its lower cost and ability to provide instant feedback.
This document summarizes a review article on digital marketing. It begins with an introduction discussing changes in marketing due to technological advances and the rise of internet marketing. It then reviews literature on the topic, finding that digital marketing allows for more precise customer targeting, creates new business opportunities, and is more cost-effective for measuring returns. Social media in particular has opened new avenues for communication between businesses and customers. The review concludes that digital content, word-of-mouth marketing, social media strategies, online reviews, and blogs can all be effective digital marketing tools when used as part of an overall strategic plan.
Digital marketing uses electronic and internet-based channels to promote products and services. In Bangladesh, while some major companies use digital marketing, most still rely on traditional methods. This study aims to identify challenges to digital marketing in Bangladesh and how embracing digital strategies could benefit businesses and the economy. It will survey 50 consumers on their views of digital marketing and extract data to further illuminate the situation. The results could help marketers understand how to better connect with consumers digitally and expand their reach nationally and internationally.
IAB Netherlands report: Report on Digital Marketing Innovation IAB Europe
With this survey, IAB Netherlands charts the digital innovation agenda of leading marketers in the Netherlands. In cooperation with Deloitte Digital we had interviews with 22 top marketers about the state of digital marketing in their organizations and we spoke about their expectations for the coming 3 years.
This document summarizes a research study on the impact of digital marketing on organizational performance in the Australian retail sector. It provides context on the importance of the Australian retail industry and the increasing role of digital technologies. A literature review covers topics like digital marketing tools, organizational performance factors, the effects of digital marketing, and the technology acceptance model. Research gaps are identified in areas like omni-channel retailing and virtual reality stores. The proposed research methodology is described as deductive, positivist, and quantitative using an online survey to collect primary data to test hypotheses.
This document provides an overview of a thesis that examines the effect of digital marketing on customer relationships in Kabul, Afghanistan. The introduction discusses digital marketing and its potential benefits for customer relationships through personalized communication and engagement. It notes that Analyze was the first company in Afghanistan to use digital marketing in 2008. The study aims to understand how Afghan marketers can leverage digital platforms to enhance customer relationships and brand loyalty. It presents hypotheses that digital marketing strategies like frequent communication, relevant content, and customer engagement can improve brand loyalty and awareness. The significance is that customer relationship management is important for business success, and digital technologies provide low-cost ways to gather and leverage customer data. The document outlines that subsequent chapters will review relevant literature, describe the research
This document discusses a study on the impact of online/digital marketing on small businesses. Some key points:
- The study aims to understand if online marketing helps small businesses reach customers and be successful. It examines tools/platforms used and their effectiveness.
- A survey was conducted of 50 small businesses in Ahmednagar district, India across sectors like IT, FMCG, agriculture that use digital marketing.
- Most businesses surveyed were 0-5 years old and had annual incomes between 1-10 lakhs. The majority were in the services sector.
- 80% of respondents were aware of digital marketing and 80% used online tools like websites, Facebook, Instagram to reach customers.
-
A STUDY ON LITERATURE REVIEW FOR IDENTIFYING THE FACTORS IMPACTING DIGITAL MA...Claire Webber
This document summarizes literature on factors impacting digital marketing. It discusses how digital marketing utilizes various digital channels like websites, social media, email marketing and mobile marketing to build brands and promote products. Several studies examined in the literature found that factors like target markets, content, social media, budget and technology impact digital marketing effectiveness from a marketer's perspective. Demographic factors like age, gender and income also influence levels of digital and social media engagement. The objective is to identify gaps in existing research on factors impacting digital marketing, particularly in the education sector.
This document discusses the critical impact of information technology on service marketing. It analyzes how IT has influenced the traditional 7 Ps of the marketing mix for services - product, price, place, promotion, people, physical evidence, and process. Specifically, IT has enabled better services to be delivered through automated technologies, improved efficiency, increased accessibility, and more effective management. The paper aims to provide evidence that IT significantly impacts service marketing strategies and the customer experience.
This document summarizes a research paper on the impact of social media marketing on consumer purchase behavior, using Dialog Axiata in Sri Lanka as a case study. The research used surveys and interviews to study how social media marketing influences factors like cost, information satisfaction, trust, and experience. The findings found relationships between these factors and purchase behavior. The research provides recommendations to Dialog Axiata on using social media marketing to predict customer behavior.
A study on role of social media marketing in promotion of products and servicesPriyansh Kesarwani
This document summarizes a presentation on a project report about the role of social media marketing in promoting products and services. The presentation includes an introduction to the topic, the significance of studying this topic, a literature review on social media usage and trends, a profile of the company studied, the objectives and methodology of the research project, findings from data interpretation, and conclusions. The research aimed to understand customer perceptions and behavior regarding social media marketing and digital promotion of products and services.
This literature review examines key concepts in digital marketing and proposes a structured approach for businesses. It defines concepts like digital marketing strategy, social media marketing strategy, and customer engagement behaviors. It also discusses challenges like integrating digital strategies and understanding customer experiences. The review proposes mainstream definitions of concepts to provide consistency. It suggests businesses focus on the business-customer-customer triangle, customer loyalty intentions, and consumer well-being when developing digital strategies. Understanding key concepts, challenges, and applying a structured approach can help businesses stay competitive in a changing digital marketplace.
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st.effect of digital marketing on consumer behavior.pdffetene worku
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This document is a thesis submitted by Elizabeth Wisdom in fulfilment of the requirements for a Master's degree from Durban University of Technology. The thesis examines the impact of e-marketing on business performance among members of the Midlands Meander Association, a tourism route in South Africa, between August 2013 and January 2014. It employs a mixed methods approach, using an online survey, telephone interviews, and analysis of public documents. The research finds differences in how MMA members implement e-marketing and that it is underutilized. It reveals a need for increased use of social media, search engine optimization, and complementary links. Over half of members have a moderately positive perception of e-marketing, which may be influenced by age. The majority
This literature review examines key concepts in digital marketing and proposes a structured approach for businesses. It defines concepts like digital marketing strategy, social media marketing strategy, and customer engagement behaviors. It also discusses challenges like integrating digital strategies and understanding customer experiences. The review proposes mainstream definitions of concepts to provide consistency. It suggests businesses focus on the business-customer-customer triangle, customer loyalty intentions, and consumer well-being when developing digital strategies. Understanding key concepts, challenges, and applying a structured approach can help businesses stay competitive in a changing digital marketplace.
This document summarizes a journal article that examines the relationship between digital marketing, e-commerce, and the performance of small and medium enterprises (SMEs) in Baghdad, Iraq. The study involved surveying 228 respondents from SMEs in services and industries in Baghdad. The results found that there is a positive relationship between digital marketing/e-commerce and SME performance. Specifically, increasing investment in digital marketing and e-commerce was found to improve SME competitiveness and financial performance indicators like profitability. Prior literature also suggests digital marketing and e-commerce can help SMEs reach new customers, increase sales and market share when adopted strategically along with organizational changes.
This document examines the effect of digital marketing on the performance of micro, small and medium enterprises (MSMEs) in Kenya. It discusses how MSMEs significantly contribute to employment, GDP and economic development in Kenya. However, many MSMEs struggle with low performance and high failure rates. The study aims to determine if digital marketing techniques like mobile phone marketing, social media marketing and internet marketing can improve MSME performance. A conceptual framework is presented showing how these digital marketing tools may positively impact customer base, sales and profits. The dynamic capabilities theory provides the theoretical background for expecting digital marketing to enhance MSME competitiveness and performance in dynamic business environments.
This literature review examines key concepts in digital marketing and proposes approaches for businesses. It identifies concepts that must be redefined for the digital era, such as digital marketing strategy, social media marketing strategy, and customer experience. It also outlines current and future challenges for digital marketing, including the importance of social media, mobile marketing, and developing a business-customer-customer triangle. The review proposes mainstream definitions for key concepts and insights about digital marketing strategies, customer engagement and loyalty, and the importance of trust and satisfaction in the digital environment. It recommends that businesses focus on resource transformation, innovation and collaboration to stay competitive through digital technologies.
This document examines the effect of digital marketing on the performance of micro, small and medium enterprises (MSMEs) in Kenya. It discusses how MSMEs significantly contribute to employment, GDP and economic development in Kenya. However, many MSMEs struggle with low performance and high failure rates. The study aims to determine if digital marketing techniques like mobile phone marketing, social media marketing and internet marketing can improve MSME performance. A conceptual framework is presented showing how these digital marketing tools may positively impact customer base, sales and profits. The dynamic capabilities theory provides the theoretical background for how firms can adapt to changing environments to maintain competitive advantage.
This document examines the effect of digital marketing on the performance of micro, small and medium enterprises (MSMEs) in Kenya. It discusses how MSMEs play an important role in economies by creating jobs and contributing to GDP. However, many MSMEs in Kenya struggle with poor performance and high failure rates. The study aims to determine if digital marketing tools like the internet, social media, and mobile phones can help improve MSME performance. A literature review presents past studies that found positive relationships between digital marketing and business performance. The conceptual framework proposes that digital marketing tools will increase customer base, sales, and profitability of Kenyan MSMEs. The dynamic capabilities theory guides the study by suggesting firms must adapt to changing environments
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1. Journal of Positive School Psychology http://journalppw.com
2022, Vol. 6, No. 4, 6980 – 6986
Impact of digital marketing in the business performance of e-
commerce companies
1Bade Sudarshan Chakravarthy, 2Uma Rani, 3K. Karunakaran
1
Research Scholar, Department of Business Administration, Annamalai University, Tamilnadu, India.
bschakravarthy@hotmail.com
2
Associate Professor, Department of MBA, Joginpally B. R. Engineering College, Hyderabad, India.
Umarani_pragada@yahoo.com
3
Assistant Professor, Department of Business Administration, Annamalai University, Tamilnadu – India.
karnakarthikk@gmail.com
Abstract
The goal of this research was to discover the role that digital marketing plays in the success of
businesses in Hyderabad, India. "Digital marketing orientation, perceived relative advantage,
customer pressure, and competition" will be examined in the research on the influence of digital
marketing on firm performance The bulk of participants in this poll are small and solopreneurs. As an
added precaution, the questionnaires were disseminated using a simple random selection method on
the internet itself. Thirty surveys were conducted as a consequence of this research to establish
whether or not digital marketing has a substantial effect on business performance. This study's
findings will be analyzed using the SPSS statistical software, version 25. In order to conduct all
statistical analyses, SPSS will be used for all types of statistical studies. Any of the independent
characteristics investigated in this research, such as digital marketing orientation, perceived
comparative advantage, customer pressure or level of competition, do not seem to be associated to
strategic firm success. The correlation between the independent and dependent variables has been
established. In this research, the influence of digital marketing on company performance is also
examined. Author proposed further research ideas after highlighting the study's weaknesses.
Keywords: customer pressure, digital marketing, strategic business performance, perceived relative
advantage, degree of competition.
INTRODUCTION
The Fourth Industrial Revolution (I4.0) is
taking root in Hyderabad's commercial sector,
and digital marketing is becoming more
popular (IR 4.0). Throughout the previous half-
century, businesses have increasingly relied on
digital marketing. As of 2018, 87.4 percent of
American citizens have access to the Internet.
Social media is an essential part of every
business's marketing strategy, since it allows
customers to view advertisements. Today's
business relies heavily on its employees'
knowledge of digital marketing and the tools
that go along with it. With more than two-thirds
committed to increasing revenue and
profitability, the digital marketing business sets
itself apart from its rivals (21 percent ).
Conventional marketing communication
methods (such as sales promotion and
advertising) may be used in conjunction with
digital marketing approaches to reach a target
audience online. The words "digital
marketing," "digital advertising," and "digital
public relations" are sometimes used
interchangeably when discussing "digital
2. 6981 Journal of Positive School Psychology
marketing." The worldwide accessibility of the
internet makes it feasible to increase company
sales without expanding the firm. There are
many ways that the convergence of technology
may help people from every walk and every
corner of the planet build a more connected,
human-centered future. Internet Retailer 4.0
demands that traditional shops be given
constant support in order to compete with
online merchants. Younger people are
increasingly turning to the internet for their
buying needs.
Many questions remain unanswered, such as
the impact of digital marketing on a company's
bottom line. Because the previous research did
not go far enough into the association between
internet marketing and entrepreneur
performance, it was constrained. Consequently,
the purpose of this investigation is to provide
light on the following issues:
People are increasingly relying on the internet
in their everyday lives, especially for the
convenience of online purchasing. The
internet's information and communication
explosion has had a profound effect on our
everyday lives and business activities. An
organization's everyday activities would be
impossible without the internet, according to
the author, businesses, and online buyers alike.
Furthermore, the authors believed that the
electronic channel may increase strategic
financial performance and lower physical
medium costs..
Strategic Business Results
Studies on the impact of digital marketing on
business performance, such as the use of social
media as a new strategic marketing tool, the
implementation of digital marketing, and the
use of electronic marketing channels, have been
conducted. E-commerce has also been proved
to give greater strategic performance by raising
market growth and increasing the possibility of
development. Due to the simplicity with which
customers may purchase goods and pay for
them online, sales have risen as well..
Orientation to digital marketing
From now on, customers may purchase from
sellers all around the globe, turning
geographical barriers into business advantages.
Academics and practitioners alike are
increasingly using digital marketing, internet
marketing, and social media marketing. The
use of digital marketing by small and medium-
sized firms (SMEs) is on the rise across a wide
range of sectors, including manufacturing and
service. Other writers have expressed a similar
opinion. Some in the digital marketing sector
believe it is a growing industry. Because of the
critical role that SMBs play in economic
development and the link between digital
marketing deployment and improved corporate
performance, it is hard to overstate the
relevance of digital marketing for SMEs..
Relative Advantage Assumed
A product or service's perceived relative
advantage is based on customers' views of the
product or service's edge over the competition.
It is possible for a customer's business value to
be increased by both price cuts and greater
quality and service that justifies higher charges.
Small and medium-sized firms (SMEs) are
more likely to concentrate on digital marketing
because of the advantages of their supporting
technologies. When predicting a company's
willingness or unwillingness to adopt new
technologies and advancements, the relative
advantage of e-commerce might be considered.
When small businesses learn that the
technology they've invested in is more
beneficial than traditional marketing tactics,
they'll shift their attention to digital marketing.
In the form of new markets, cheaper transaction
costs or greater customer service might be a
result of a company's perceived competitive
advantage. Because of its novelty and relative
benefit, digital marketing is being adopted by
enterprises, although perceived ease of use is
not a consideration.
Customer Influence
Customers' contentment and willingness to
transfer vendors are two key indicators of a
company's long-term performance, according to
a recent research. Those with a high level of
3. Bade Sudarshan Chakravarthy 6982
informational clout have access to a broad
range of reliable, current, and impartial sources
of data, according to a recent research. A
greater connection between companies and
their clients is clear from the advancement of
technology in the field of marketing. As a result
of social networking connections, individuals
and businesses may be incorporated in seller-
consumer communities as well as in content
and value production. When it comes to
establishing long-term connections with clients,
practitioners should take use of social media
marketing.
Competition Levels
A company's competitiveness may be assessed
in a number of ways. Maintaining an edge in
the marketplace requires a firm to keep up with
technological advancements. It's possible that
digital marketing will succeed since many of its
rivals have already embraced it, according to
research. Businesses, especially those that
compete with one another, compete in this way.
As a result, small and medium-sized firms
(SMEs) have a competitive advantage in
today's global market, according to the authors.
The internet, new business methods, and a host
of environmental challenges are all contributing
to a transformation in the nature of corporate
competition. Some argue that in order to thrive
in a highly competitive market, organizations
need to increase their competitiveness.
Establishing one's own game while competing
with other businesses on cost and product
quality is essential.
The Study's Conceptual Framework
Figure 1 depicts the five predecessors of digital
marketing. According to this concept,
perceived relative advantage, compatibility,
and complexity are all linked to the amount of
pressure consumers feel and the level of
competition they face. Digital marketing was
shown to be negatively related to perceived
complexity in this study's results. As shown in
Figure 2, an organization's digital marketing
strategy has a significant impact on its overall
success over time. Digital marketing
orientation and e-trust were also shown to be
important mediators in improving strategic
company performance.
Figure 1: Conceptual Framework
Digital marketing orientation, e-trust, and
strategic business success are all highlighted in
the diagram below.
Figure 2: Conceptual Framework by Yousaf,
Sahar, Majid & Rafiq (2018)
Based on a literature review, the conceptual
framework shown in Figure 3 is used in this
investigation.
Figure 3: Proposed Conceptual Framework
METHODOLOGY
There are a number of quantitative methods
used in this study: statistical inferences,
numerical comparison, and statistical analysis.
4. 6983 Journal of Positive School Psychology
As a result of the independent factors of digital
marketing focus, consumer pressure, and
amount of competition, strategic business
performance was the dependent variable. Data
is gathered via the use of questionnaires. A
Google Form was used to reach out to people
who were qualified for the research, and no
contact was made with those who weren't. For
this research, a random sample of SMEs in
Hyderabad, India was chosen at random
(SMEs). Participation in this research on the
efficacy of digital marketing for small and
medium-sized enterprises (SMEs) and
entrepreneurs was sought.
DATA ANALYSIS
Response Rate
For this study, the author distributed a
questionnaire in 30 sets and got a 100%
response rate, which means the author received
30 responses from the 30 people. There have
been no omissions at all.
Validity of Content
The questionnaire was examined by a team of
experts to ensure its validity. According to this
descriptive study, 26.7 percent of the
participants, or n = 8, were female. The
telecommunications, information technology,
food and beverage, financial services, and hotel
sectors were all represented at the convention.
A total of 67% of the firms (n = 20) have been
in business for less than 3 years.
The Reliability Test
The following are the results of the reliability
test analysis (the Cronbach's Alpha is shown in
brackets):
• A focus on digital marketing (0.791)
• Relative advantage perceived (0.774)
• Client pressure (0.762)
• Competition level (0.832)
• Business strategic performance (0.863)
The items are regarded excellent and suitable
for further use because all constructs scored
over 0.800.
Correlation Analysis
Table 2: Correlations
With a square correlation of 61.6 percent, Table
2 reveals a moderate relationship between
EMO and PRA. With an r-score of 0.584, PRA
and EMO have an average connection, or
58.4%. To put it another way, the association
between PRA and CP is modest, at 0.689% or
69%. EMO and LC are moderately related,
with a correlation of 77.1 percent. At 0.598, the
correlation coefficient between LC and EMO is
quite strong (59.8 percent ). PRA and CP have
been demonstrated to have a negative
correlation (0.626 or 62.6 percent ).
Additionally, there is a small but substantial
association between SBP and EMO, with a
correlation value of 0.58 or 59%. A 66.66%
relationship exists between the two SBPs and
the PRA, whereas only 65.66% exists between
the two SBPs and CP. There is a 77.5 percent
correlation between SBP and LCM.
Regression Analysis
Data in Table 3 illustrates an example of linear
regression at work, predicting new data by
looking at previous data. It seems that the F-
value is 13.876, according to the statistics. The
correlation coefficient is 2.163%. The
significance level of 0.000b in the regression
model is utilized to assess the significance of
the findings.
5. Bade Sudarshan Chakravarthy 6984
Table 3: Analysis of Variance
Table 4: Regression Analysis
Results of Hypothesis Testing
Only the degree of competition, as evidenced
by the beta of 0.556 and the p-value of 0.002,
has a major impact on a company's strategic
business success, according to Table 4. These
indicators exhibited no significant influence on
SBP as the other variables (EMO, PRA, and
CP) all had greater significance levels.
Table 5: Hypothesis Testing Summary
Conclusion
Digital marketing's relative benefits will be
examined, as will the amount of customer
demand and the level of competition, according
to the findings of this investigation. Firm
performance was only affected by one of the
four hypotheses investigated in this study:
hypothesis 4. With their own marketing
approaches, firms have the ability to increase
their performance in the absence of the use of
digital marketing techniques. So, some of them
are still inexperienced with digital marketing
and technological innovation in small
enterprises as a result. As a result, they turned
to more conventional types of advertising
including television, direct mail, and word-of-
mouth marketing. A company's perceived
relative advantage and its influence on strategic
business outcomes will be discussed next.
Businesses of all sizes, especially small and
medium-sized ones, are turning to technology
and the internet to stay in touch with their
customers face to face. The majority of
companies will turn to digital marketing if they
feel it will provide a better return on their
investment than the methods they now use.
Next, we'll look at how customer expectations
affect a company's long-term viability as a
whole. Customers' demands have little effect on
small businesses, according to the study. Even
so, customers might have an effect on a
company's success. Online and other related
technologies are widely acknowledged to have
a substantial influence on consumers who
acquire reliable, current, and unbiased
information on the internet.
A company's competitiveness is a major factor
in strategic corporate success. When there is a
lot of rivalry among firms, it may be damaging
to a company's success, hence a competitive
environment is important. This means that
small and medium-sized firms (SMEs) must
constantly monitor technological developments
in order to preserve their competitive edge in a
highly competitive market environment
Recommendations for Future Research and
6. 6985 Journal of Positive School Psychology
Study This inquiry has to be done quickly in
order to avoid the spread of Covid-19 due to
restrictions imposed by the Movement Control
Order. Choosing participants at random was a
challenge for the researcher since the data was
only accessible online (through the internet).
As a result, they have a few ideas for future
research in this area. To begin with, the
researcher should hunt for a volunteer outside
of Hyderabad, India. The researcher also
advises future researchers to look at digital
marketing in combination with research on
company success since previous studies were
generally performed across various nations and
had a restricted reach. Future research is likely
to provide more light on small businesses' use
of digital marketing.
Reference
[1] M. Awan and W. Zhang, "Export marketing
performance (EMP) of Pakistani SMEs
impacted by the internet.," GSTF Journal
of Business Review, p. 3, 2013.
[2] A. Ahmed Sheikh, A. Shahzad and A. Ku
Ishak, "The mediating impact of e-
marketing adoption on export performance
of firms: A conceptual study.," Journal of
Technology and Operations Management,
pp. 45-58, 2016.
[3] N. Abd Aziz and N. Abd Wahid, "Why
consumers are hesitant to shop online: The
major concerns towards online shopping.,"
International Jpurnal of Academic
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