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

Author:

Yasmin Afrina1,Tasneem Sadia2,Fatema Kaniz2

Affiliation:

1. Department of Business Administration, Northern University Bangladesh

2. Department of Business Administration, Asian University of Bangladesh

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.

Publisher

Inovatus Usluge d.o.o.

Reference30 articles.

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2. Chaffey, D. (2011). E-business & e-commerce management. Pearson Education.

3. Chaffey, D., & Smith, P. (2008). Emarketing Excellence: planning and optimizing your digital marketing. Routledge.

4. Fournier, Susan. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research 24 (4): 343-73.

5. G. T. Waghmare, 2012). E-commerce; A Business Review and Future Prospects in Indian Business. Internet Marketing in India. Indian Streams Research Journal, vol. 2, no. IV, (pp. 1-4.

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