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

Abstract

<jats:p>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.</jats:p>

“Impact of E-Marketing on Consumer Behaviour: a Case of Karachi, Pakistan”

“…Through this way company's target market increases and cost decreases. (Yasmin, Tasneem, & Fatema, 2015) The study shows that developing countries have less impact on online marketing and selling activities. They still trust or believe on those old traditional marketing method.…”

Digital marketing and tourism: opportunities for Africa

“…Digital marketing refers to the utilization of electronic media by the marketers to promote products or services into the market with the main objective of attracting customers and allow them to interact with the brand through digital media (Yasmin et al, 2015). One of the important techniques in digital marketing is social media marketing (Chaffey, 2011).…”

“…Previous scholars mentioned the strategic importance of new technology as an opportunity to gain competitive advantages (Porter and Millar, 1985). Yasmin et al (2015) stated that digital marketing refers to various promotional techniques deployed to reach customers via digital technologies and mainly use internet. In using internet platforms, businesses can create competitive advantages (Mandal et al, 2016).…”

“…The study used correlation analysis and found that the elements of digital marketing such as online marketing and social media marketing are highly positively correlated to sales increase. Yasmin et al (2015) highlighted that there are many advantages that digital marketing can bring to customers which are: stay updated with products or services, greater engagement, clear information about products and services, easy comparison with others, 24/7 shopping, share content of the products or services, apparent pricing and enables instant purchase. According to Yasmin et al (2015), digital marketing has seven elements which are online advertising, e-mail marketing, social media marketing, text messaging, affiliate marketing, search engine optimization and pay per click.…”

“…Digital marketing utilizes electronic media to promote products and services (Yasmin et al, 2015). Digital marketing in Africa has been documented in reference to digital statistics such as internet users and usage in platforms like Facebook (Digital Statistics in South Africa, 2017;Internet World Stats, 2019).…”