Effectiveness of Digital Marketing

Effectiveness of Digital Marketing in the Challenging Age: An Empirical Study


Abstract: Marketers are faced with new challenges and opportunities within this digital age. Digital marketing is the utilization of electronic media by the marketers to promote the products or services into the market. The main objective of digital marketing is attracting customers and allowing them to interact with the brand through digital media. This article focuses on the importance of digital marketing for both marketers and consumers. We examine the effect of digital marketing on the firms’ sales. Additionally the differences between traditional marketing and digital marketing in this paper are presented. This study has described various forms of digital marketing, effectiveness of it and the impact it has on firm’s sales. The examined sample consists of one hundred fifty firms and fifty executives which have been randomly selected to prove the effectiveness of digital marketing. Collected data has been analyzed with the help of various statistical tools and techniques.

Keywords: Digital Marketing, Promotion, Effectiveness, Customer Reach


1. Introduction

Digital marketing is one type of marketing being widely used to promote products or services and to reach consumers using digital channels. Digital marketing extends beyond internet marketing including channels that do not require the use of Internet. It includes mobile phones (both SMS and MMS), social media marketing, display advertising, search engine marketing and many other forms of digital media.
Through digital media, consumers can access information any time and any place where they want. With the presence of digital media, consumers do not just rely on what the company says about their brand but also



they can follow what the media, friends, associations, peers, etc., are saying as well. Digital marketing is a broad term that refers to various promotional techniques deployed to reach customers via digital technologies. Digital marketing embodies an extensive selection of service, product and brand marketing tactics which mainly use Internet as a core promotional medium in addition to mobile and traditional TV and radio. Canon iMage Gateway helps consumers share their digital photos with friends online. L’Oréal’s brand Lancôme uses email newsletters to keep in touch with customers and hence tries to strengthen customer brand loyalty (Merisavo et al., 2004). Magazine publishers can activate and drive their customers into Internet with e-mails and SMS messages to improve re-subscription rate (Merisavo et al., 2004).

Marketers increasingly bring brands closer to consumers’ everyday life. The changing role of customers as co- producers of value is becoming increasingly important (Prahalad and Ramaswamy, 2004). Khan and Mahapatra (2009) remarked that technology plays a vital role in improving the quality of services provided by the business units. According to Hoge (1993), electronic marketing (EM) is a transfer of goods or services from seller to buyer involving one or more electronic methods or media. E-Marketing began with the use of telegraphs in the nineteenth century. With the invention and mass acceptance of the telephone, radio, television, and then cable television, electronic media has become the dominant marketing force. McDonald’s uses online channel to reinforce brand messages and relationships. They have built online communities for children, such as the Happy Meal website with educative and entertaining games to keep customers always close to themselves (Rowley 2004). Reinartz and Kumar (2003) found that the number of mailing efforts by the company is positively linked with company profitability over time. The primary advantages of social media marketing is reducing costs and enhancing the reach. The cost of a social media platform is typically lower than other marketing platforms such as face-to-face sales or sales with a help of middlemen or distributors. In addition, social media marketing allows firms to reach customers that may not be accessible due to temporal and locational limitations of existing distribution channels. Generally, main advantage of social media is that it can enable companies to increase reach and reduce costs (Watson et al. 2002; Sheth & Sharma 2005).
According to Chaffey (2011), social media marketing involves “encouraging customer communications on company’s own website or through its social presence”. Social media marketing is one important technique in digital marketing as companies can use social media form to distribute their messages to their target audience without paying for the publishers or distributor that is characteristic for traditional marketing. Digital marketing, electronic marketing, e-marketing and Internet marketing are all similar terms which, simply put, refer to “marketing online whether via websites, online ads, opt-in emails, interactive kiosks, interactive TV or mobiles” (Chaffey & Smith,

Kết quả (Anh) 1:

Effectiveness of Digital Marketing in the Challenging Age: An Empirical StudyAbstract: Marketers are faced with new challenges and opportunities within this digital age. Digital marketing is the utilization of electronic media by the marketers to promote the products or services into the market. The main objective of digital marketing is attracting customers and allowing them to interact with the brand through digital media. This article focuses on the importance of digital marketing for both marketers and consumers. We examine the effect of digital marketing on the firms» ' sales. Additionally the differences between traditional marketing and digital marketing in this paper are presented. This study has described various forms of digital marketing, effectiveness of it and the impact it has on firm's sales. The examined sample consists of one hundred fifty firms» and fifty executives which have been randomly selected to prove the effectiveness of digital marketing. Collected data has been analyzed with the help of various statistical tools and techniques.Keywords: Digital Marketing, Promotion, Effectiveness, Customer Reach1. IntroductionDigital marketing is one type of marketing being widely used to promote products or services and to reach consumers using digital channels. Digital marketing extends beyond internet marketing including channels that do not require the use of the Internet. It includes mobile phones (both SMS and MMS), social media marketing, display advertising, search engine marketing and many other forms of digital media.Through digital media, consumers can access information any time and any place where they want. With the presence of digital media, consumers do not just rely on what the company says about their brand but also they can follow what the media, friends, associations, peers, etc., are saying as well. Digital marketing is a broad term that refers to various promotional techniques deployed to reach customers via digital technologies. Digital marketing embodies an extensive selection of service, product and brand marketing tactics which mainly use the Internet as a core promotional medium in addition to mobile and traditional TV and radio. Canon iMage Gateway helps consumers share their digital photos with friends online. L ' Oréal's brand Lancôme uses email newsletters to keep in touch with customers and hence tries to strengthen customer brand loyalty (Merisavo et al., 2004). Magazine publishers can activate and drive their customers into the Internet with e-mails and SMS messages to improve re-subscription rate (Merisavo et al., 2004).Marketers increasingly bring brands closer to consumers ' everyday life. The changing role of customers as co-producers of value is becoming increasingly important (Prahalad and Ramaswamy, 2004). Khan and Mahapatra (2009) remarked that that technology plays a vital role in improving the quality of services provided by the business units. According to Hoge (1993), electronic marketing (EM) is a transfer of goods or services from seller to buyer involving one or more electronic methods or media. E-Marketing began with the use of telegraphs in the nineteenth century. With the invention and mass acceptance of the telephone, radio, television, cable television, and then electronic media has become the dominant marketing force. McDonald's uses online channel to reinforce brand messages and relationships. They have built online communities for children, such as the Happy Meal website with educative and entertaining games to keep customers always close to themselves (Rowley). Reinartz and Kumar (2003) found that the number of mailing efforts by the company is positively linked with company profitability over time. The primary advantages of social media marketing is reducing costs and enhancing the reach. The cost of a social media platform is typically lower than other marketing platforms such as face-to-face sales or sales with a help of middlemen or distributors. In addition, social media marketing allows firms» to reach customers that may not be accessible due to temporal and locational limitations of existing distribution channels. Generally, the main advantage of social media is that it can enable companies to increase reach and reduce costs (Watson et al. 2002; Sheth & Sharma 2005).According to Chaffey (2011), social media marketing involves "encouraging customer communications on company's own website or through its social presence". Social media marketing is one important technique in digital marketing as companies can use social media form to distribute their messages to their target audience without paying for the publishers or distributor that is characteristic for traditional marketing. Digital marketing, electronic marketing, e-marketing and Internet marketing are all similar terms which, simply put, refer to "marketing online whether via websites, online ads, opt-in emails, interactive kiosks, interactive TV or mobiles" (Smith, & Chaffey

Kết quả (Anh) 2:

Effectiveness of Digital Marketing in the Challenging Age: An Empirical Study Abstract: Marketers are faced with new Challenges and opportunities trong this digital age. Digital marketing is the Utilization of electronic media by the marketers to Promote the products or services Into the market. The main objective of digital marketing is attracting customers table and either, allowing to interact with the brand added through digital media. This article focuses on the Importance of digital marketing for both Show marketers and Consumers. Examine the effect of digital We marketing on the Firms' sales. Hiệu nữa the traditional marketing and digital marketing giữa in this paper are hiển. This study has various forms of digital marketing tả, effectiveness of it and the impact it has on firm's sales. The examined sample of one hundred fifty Consists Firms and fifty executives randomly selected được mà to Prove the effectiveness of digital marketing. Collected data analyzed with the help bị of various statistical tools and TECHNIQUES. Keywords: Digital Marketing, Promotion, Effectiveness, Customer Reach 1. Introduction Digital marketing is one type of marketing being widely used products or services and to Promote to Reach Consumers using digital channels. Digital marketing extends beyond có internet marketing channels do not require gồm dùng Internet. It includes mobile phones (SMS and MMS cả), social media marketing, display advertising, search engine marketing and many other forms of digital media. Through digital media, Consumers can access information any time and any place where chúng want. With the presence of digital media, do not just rely on Consumers what the company says about có brand nhưng follow what the media can chúng, friends, associations, peers, etc., are Saying as well. Digital marketing is a broad term Refers To various promotional có TECHNIQUES deployed to Reach Customers via digital technologies. Digital marketing embodies an extensive selection of service, product and brand marketing tactics mainly use the Internet as a mà core printed promotional medium to addition to mobile and traditional TV and radio. Canon Image Gateway helps digital Consumers ask for their share photos with friends online. L'Oréal's brand Lancôme email newsletters to keep dùng in touch with customers table Tries to Strengthen customer and brand Hence loyalty (Merisavo et al., 2004). Magazine publishers can activate and drive Into Customers ask for their e-mails with Internet and SMS messages to Improve re-subscription rate (Merisavo et al., 2004). Marketers increasingly bring brands closer to the Consumers' everyday life. The changing role of customers table as co- four producers of value is Becoming increasingly trọng (Prahalad and Ramaswamy, 2004). Khan and Mahapatra (2009) remarked có technology plays a role in Improving the quality Vital of services Provided by the business units. Theo Hoge (1993), electronic marketing (EM) is a transfer of Goods or services from seller to buyer involving one or more methods or electronic media. E-Marketing Began with the use of telegraphs in the nineteenth century. With the invention and mass acceptance of the telephone, radio, television, and then cable television, electronic media marketing has trở the dominant force. McDonald's dùng online channel to reinforce brand messages and Relationships. They have built online communities' for children, the Happy Meal như educative and entertaining website with games to keep customers table always close to Themselves (Rowley 2004). Reinartz and Kumar (2003) found là number of mailing efforts into by the company is positively linked with company profitability over time. The primary Advantages of social media marketing is Reducing Costs and Enhancing the Reach. The cost of a social media platform is Typically Lower marketing platforms other Coal như face-to-face sales or sales with a help of middlemen or distributors. In to addition, social media marketing cho phép Firms to Reach Customers có not be accessible to temporal and locational Due Limitations of existing distribution channels. Generally, main Advantage of social media is how few can enable companies to tăng tầm and Reduce Costs (Watson et al. 2002; Sheth & Sharma 2005). ACCORDING TO Chaffey (2011), social media marketing involves "Encouraging customer communications on company's own ITS website or through social presence. " Social media marketing is one trọng technique in digital marketing companies can use social media as a form to distribute messages to ask for their target audience có without paying for the publishers or distributor nằm characteristic for traditional marketing. Digital marketing, electronic marketing, e-marketing and internet marketing are all similar terms đó, Simply put, refer to "marketing online via nếu websites, online ads, opt-in emails, interactive kiosks, interactive TV or mobiles" (Chaffey & Smith ,