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This piece of research work aims at understanding the preferred emerging media options used for marketing. In the Internet age many new methods used for product promotion and marketing. "Desk research" has been turned into "online research", now in the online, market research has become possible. Many Indian companies are using digital marketing for competitive advantage. Social Media has quickly gained prominence as it provides people with the opportunity to communicate and share posts and topics. The development of information technology, followed by the advancement of digital communication tools, has encouraged businesses to change the way of communicating the product. Digital Marketing communications strategy is a strategy of using digital communication media. The purpose of the undertaken study is to examine the effectiveness of online digital media advertising and also about emerging media options used for marketing. This paper mainly studies the development history of digital marketing and existing significance including the difference and contact between digital marketing and traditional advertising and also the relationship between digital marketing and the Internet industry. This paper helps small businesses such as start-ups to successfully adopt and implement digital marketing as a strategy in their business plan and to recognize the usefulness of digital marketing in the competitive market.
S Yogesh , N Sharaha
Department of Computer Science and Engineering, Sri Krishna College of Technology
Coimbatore, Tamil Nadu, India,641042
This piece of research work aims at understanding the preferred emerging media options used for marketing. In the Internet age many new
methods used for product promotion and marketing. "Desk research" has been turned into "online research", now in the online, market
research has become possible. Many Indian companies are using digital marketing for competitive advantage. Social Media has quickly
gained prominence as it provides people with the opportunity to communicate and share posts and topics. The development of information
technology, followed by the advancement of digital communication tools, has encouraged businesses to change the way of communicating the
product. Digital Marketing communications strategy is a strategy of using digital communication media. The purpose of the undertaken
study is to examine the effectiveness of online digital media advertising and also about emerging media options used for marketing. This
paper mainly studies the development history of digital marketing and existing significance including the difference and contact between
digital marketing and traditional advertising and also the relationship between digital marketing and the Internet industry. This paper helps
small businesses such as start-ups to successfully adopt and implement digital marketing as a strategy in their business plan and to recognize
the usefulness of digital marketing in the competitive market.
Keywords: SEO, AdSense, AdWords, Pay Per Click, Google Analytics, Google Search Console, Digital Communication
Digital marketing is the marketing of products or services
using digital technologies, mainly on the Internet, but also
including mobile phones, display advertising, and any other
digital medium. Philip Kotler is considered as the “Father of
Modern Marketing” who is the author of over 60 marketing
books, and provides us with important lessons that can be
applied to our digital strategy. The advent of digital marketing
can be traced back to the days of the 1980s. This was the time
when new innovations were taking place that made the
computer system advanced enough to store information of the
customers. It was in the year 1981 when IBM came out with
the first personal computer and the storing capacity of the
computers increased to 100 MB in the year 1989. Before
Digital marketing we had Traditional Marketing, which is a
conventional mode of marketing that helps to reach out to a
semi-targeted audience with various offline advertising and
promotional methods which may have evolved over the past
few decades, but the fundamental aspects remain the same.
This Traditional Marketing gave birth to the Digital
marketing. Digital marketing encompasses all marketing
efforts that use an electronic device or the internet. Businesses
leverage digital channels such as search engines, social media,
email, and other websites to connect with current and
prospective customers. Digital Marketing is defined by the use
of numerous digital tactics and channels to connect with
customers where they spend much of their time online. There
are many types of Digital marketing. Here we can see about
Search Engine Optimization (SEO), Search Engine
Marketing (SEM), Social Media Marketing (SMM), Content
Marketing, Email Marketing, Online Advertising, Landing
Page Marketing, Smartphone marketing, Affiliate
Marketing, Viral marketing.
Fig1. Share of respondents
If a business is thriving, it’s growing. Its revenue is increasing
by leaps and bounds. Company employees are happy, and the
owner is excited. It feels good to be in charge of a growing
business. The role of digital marketing is absolutely essential
for business growth in today’s day and age. Are you taking
advantage of the Internet and advertising your business
through online strategies. The world of digital marketing
might seem confusing, so let us break it down for you.
According to HubSpot, digital marketing refers to any
marketing effort that involves the Internet or an electronic
device. If marketing exists online, it’s classified as digital
marketing. Digital Marketing has been rising in popularity
over the last several years. And there’s a simple reason why:
the world is online. Technology Review gives us the stats–in
2000, the average American spent about 9.4 hours online.
Today, most people spend 24 hours a week on the Internet,
most of the time using their smartphones. Internet usage is
growing, and as a business owner, you’ve got to take
advantage of this. Know where the role of digital marketing
stands in your business — or you’ll be left behind. If you have
a small business or a start-up, you probably don’t have much
money, time, or manpower to invest into traditional marketing
techniques. But that’s okay! You don’t need a fancy building
with hundreds of people on staff. You just need a simple but
solid digital marketing strategy.
2.1 Offline Marketing
Offline marketing is the process to create brand awareness and
reach till target customer to satisfy their needs and want. In
many occurrences, individual adopt marketing mix stradegy
for their business promotion. The entire plan behind offline
promotion is to obtain leads, when there is no website for your
business. There are many forms of offline marketing strategies
such as through print media as well as non print media.
Offline marketing media includes Television, Radio,
Brochure, Flyers, Banners, Newspaper, Pamphlets, Posters.
Offline marketing tools offer varies benefit, Of course the first
benefit is that with offline marketing, a business doesn’t have
to be dependent on an internet connection. If a web server
goes down and a website is no longer accessible, that’s
valuable custom and discoverability potentially lost. A smaller
business may take a while to get back online during which
vital customer attention may have been spent elsewhere. With
offline media there are no such worries, it exists in the real
world and cannot be taken off the grid. Another benefit may
be somewhat less tangible but no less important and that’s that
digital marketing is seen by many customers and clients to be
throw away. People are so used to seeing advertisements, pop
ups, and marketing emails that they don’t even notice them
2.2 Online Marketing:
Online marketing is the process to catch the attension of
potential customers for business through particular banner,
articles, video, images, flash animation etc. Marketing
activities or information are planned as an elegant tempt to the
visitors in which particular website of business wants to
attract. This information is particularly placed on main page or
front page of website to reach till key audiences. It has many
ways to be done possible to get traffic for business through
online marketing principles. Online Marketing is the practice
of leveraging web-based channels to spread a message about a
company's brand, products, or services to its potential
customers. The purpose of online marketing is to get people to
visit your website and then convert those visitors into paying
customers. That’s what online marketing is all about. It has the
same set of objectives like Establish and build brand
recognition, Determine Pricing and make offers, Run
advertising campaigns, promotions, discounts and specials etc.
Online marketing media includes Website/Blog, Social Media
Marketing, Email Marketing, Search Engine Marketing,
Content Marketing, Video Blogging, Online Classifieds.
Fig2. Model Graph of Websites and their promotion
2.2.1 Website
Your website is the key to a successful digital marketing
strategy because all other digital marketing elements direct
guests to your website, which should effectively convert
guests. Elements of website design that generate conversions
are using best SEO practices and tools, having a great user
experience, and capitalising on the wealth of analytics
websites offer. A website without effective SEO will not
organically appear in the top spots on a Search Engine Results
Page (SERP), and therefore won’t generate many clicks from
Google, Bing, and other search engines. These clicks are
critical to your digital marketing efforts because you need to
drive as much traffic as possible to your site to generate direct
sales. Even the most beautiful website will be mostly
ineffective without the proper use of SEO. Using keywords
that guests are likely to search for and optimising your site for
search engines will improve your SEO and push your website
to the top of the organic listings. While Facebook and Twitter
offer limited analytics to track marketing campaigns and
tweets, your website has the ability to collect comprehensive
information on who your guests are, how they find your site,
and what they view while on your site. This information is
invaluable when trying to understand and pinpoint your guests
and can be used to market your resort to a targeted, engaged
population. Websites are able to capture much more
information about how guests engage with your website and
brand than social media analytics. Aside from data on your
guests, website analytics have the power to track marketing
campaigns so you’ll quickly be able to determine how
successful a campaign is by using this Analytics. A sitemap is
a structured representation of all pages of a website. Both the
site structure and the individual links between the pages can
be listed. Two different sitemap types can be distinguished,
HTML sitemaps and XML sitemaps.
SEO stands for Search Engine Optimization. Search Engine
Optimization. It means creating good place of a website in
search engine result page on the basis of keywords and
phrases. It comes under Digital marketing category. SEO is
the process of online visibility in no-paid search engine
results. It basically depends on Keywords. Search engine like
Google, Yahoo, Bing. TRS Tech is offering best digital
marketing services in Toronto, Canada and it is one of the best
companies in Canada. It is the process of creation a web page
easy to find, easy to crawl, and easy to categorize. It is about
helping your customers find out your business from among
thousand other companies. SEO is an integral part of any
digital marketing strategy. In Digital marketing services SEO
is the most important part of digital marketing.
There are two types of SEO (i.e) Off page and On page SEO:
3.1 Off page:
Off page is basically we can promote our website through
internet. In Off page we have include
Social Media
Forum Submission
Blog Directory Submission
Article Submission
Question/ Answer
Video Submission
Image Submission
Info graphics
Document Sharing
3.2 On Page:
On page is basically that we do within our website. Such as:
Meta Title
Meta Description
Content Optimize
Internal linking
Keywords Research
Google Analytics
Web master tool
Google Search Console / Google web master:
Google search console is a software tool, offered by Google as
a free of cost service for each and every one. By using this
tool to monitor your website and optimize organic results,
crawl issues, sitemaps, mobile usability and backlinks. It’s the
leading edge tool wide utilized by associate exponentially
diversifying cluster of Marketing professionals, Website
Designers, App Developers, SEO specialists, and business
entrepreneurs. Google webmaster tool is also called a Google
search console. Google has changed the Google webmaster
tool to Google search console. It is a free software tool by
using these tools you can to manage your website of the
technical part. For managing the technical part first, you need
to add your website and verify ownership on Google search
Crawling and Indexing:
Crawling is tracking and gathering URLs to prepare for
indexing. By giving them a webpage as a starting point, they
will trace all the valid links on those pages. As they go from
link to what is crawling in digital marketing link, they bring
back data about those web pages back to Google’s servers.
Indexing is the organization of information that occurs after
crawling which allows pages to be seen on search engines.
However, your page must be able to be crawled before
indexing, indexing can occur. Therefore, it is important to
have all your website pages available for crawling. When
searching at the most basic level, Google’s algorithms will
analyze your search terms in the index to find appropriate
pages for you. If you are looking for ‘computers’, it is likely
that you are also searching for pictures, videos, a list of
different brands, etc. Google’s indexing systems will note
many different aspects of pages such as videos, pictures, and
when they were published to provide potential visitors to your
site valuable content.
Social Media Marketing:
Social media marketing (SMM) is a form of Internet
marketing that utilizes social networking websites as a
marketing tool. The goal of SMM is to produce content that
users will share with their social network to help a company
increase brand exposure and broaden customer reach. One of
the key components of SMM is social media optimization
(SMO). Like search engine optimization (SEO), SMO is a
strategy for drawing new and unique visitors to a website.
SMO can be done two ways: adding social media links to
content, such as RSS feeds and sharing buttons -- or
promoting activity through social media by updating statuses
or tweets, or blog posts.SMM helps a company get direct
feedback from customers (and potential customers) while
making the company seem more personable. The interactive
parts of social media give customers the opportunity to ask
questions or voice complaints and feel they are being heard.
This aspect of SMM is called social customer relationship
management (social CRM). Social Media represents low-cost
tools that are used to combine technology and social
interaction with the use of words. Social media gives
marketers a voice and a way to communicate with peers,
customers, and potential consumers. It personalizes the
"brand" and helps you to spread your message in a relaxed and
conversational way. The six Best Social Networks for
Ecommerce Advertising includes Facebook, Instagram,
Twitter, Pinterest, LinkedIn, Snapchat.Social media marketing
involves the use of social networks, consumer's online brand-
related activities (COBRA) and electronic word of mouth
(eWOM) to successfully advertise online. Social networks
such as Facebook and Twitter provide advertisers with
information about the likes and dislikes of their
consumers.This technique is crucial, as it provides the
businesses with a "target audience".With social networks,
information relevant to the user's likes is available to
businesses; who then advertise accordingly. Activities such as
uploading a picture of your "newConverse sneakers to
Facebook" is an example of a COBRA.Electronic
recommendations and appraisals are a convenient manner to
have a product promoted via "consumer-to-consumer
interactions.An example of eWOM would be an online hotel
review;the hotel company can have two possible outcomes
based on their service. A good service would result in a
positive review which gets the hotel free advertising via social
media. However, a poor service will result in a negative
consumer review which can potentially harm the company's
Social Media Marketers’ Platform Usage Trends:
Fig3. Social Media Usage Trends
Google Analytics:
Google Analytics is a very important digital marketing tool. It
allows you to measure the results of individual campaigns in
real-time, compare the data to previous periods, and so much
more. Google Analytics allows you to track many important
metrics, covering all aspects. You can monitor the
effectiveness of your online marketing strategies, onsite
content, user experience, and device functionality. All these
statistics show you what is working well, and more
importantly, what isn’t. Once you identify any issues your site
may have, you can create a solution. Google Analytics allows
you the information needed to improve your website, and
make it the best it can be. Google Analytics is implemented
with "page tags", in this case, called the Google Analytics
Tracking Code, which is a snippet of JavaScript code that the
website owner adds to every page of the website. The
tracking code runs in the client browser when the client
browses the page (if JavaScript is enabled in the browser)
and collects visitor data and sends it to a Google data
collection server as part of a request for a web beacon.
Google AdWords is a marketplace where companies pay to
have their website ranked right with the top organic search
results, based on keywords. The basic gist is, you select to
promote your brand based on keywords. A keyword is a word
or phrase the user searches for, who then sees your ad. Your
ads will only show up for the keywords you pick. Google
counts the clicks on your ads and charges you for each click.
They also count impressions, which is simply the number that
tells you how often your ad has already been shown when the
users searched for that keyword. If you divide clicks by
impressions, you get the click-through-rate or CTR. This is the
percentage of users who land on your advertised page,
because they clicked on your ad Consider Google AdWords to
be an auction house. You set a budget and a bid. The bid sets
how much you are willing to pay per click. If your maximum
bid is $2, Google will only show your ad to people, if other
aren’t bidding more on average. Google doesn’t just want to
show people the ads by the highest bidder – they could still be
horrible ads. They care about their users so much that they’d
rather show them a more relevant and better ad by someone
who pays less. Ad Rank is a metric that Google uses to
determine the order in which paid search ads are displayed on
the SERP.
Therefore - Quality ads + good bid = win!
Google AdSense is a popular way for websites to make money
from advertisements, all the way from part-time bloggers to
some of the largest publishers on the web. AdWords
advertisers pay Google either by the click (PPC). In turn,
Google shares a percentage of that revenue with the AdSense
publishers. Google AdSense serves ads via plain text, as
opposed to graphical content that dominated the advertising
scene when it was introduced in 2003. Google decided to
serve plain text in an effort to minimize the intrusiveness of
advertisements, to optimize the page loading speeds, and
ultimately, to elicit a more favourable marketing response
from the site visitor. AdSense is a free, simple way to earn
money by displaying targeted ads next to your online content.
With AdSense, you can show relevant and engaging ads to
your site visitors and even customize the look and feel of ads
to match your website. Google ad sense is a wonderful way
for website owners and bloggers to earn extra income from
clicks that create traffic for Google. This is how Google ad
sense works; the Ad sense spiders will go through your
website to see what all your pages are about. They will then
check their list of ads and put related ads next to each of your
articles. For Example, Someone reading an article on fashion
accessories is much more likely to buy fashion apparels than
someone who is reading an article about automobiles. Google
display advertising reaches over 90% of internet users
worldwide, with about a trillion impressions served to over 1
billion users every month. To start implementing Google Ad
sense and display advertising is relatively easy but you need to
understand about different types and sizes of ads that will
compliment your website and ad campaign.
Pay Per Click (PPC)
PPC stands for pay-per-click, a model of internet marketing in
which advertisers pay a fee each time one of their ads is
clicked. Essentially, it’s a way of buying visits to your site,
rather than attempting to “earn” those visits organically.
Search engine advertising is one of the most popular forms of
PPC. It allows advertisers to bid for ad placement in a search
engine's sponsored links when someone searches on a
keyword that is related to their business offering. For example,
if we search for any keyword, our ad might show up in the
very top spot on the Google results page. Every time our ad is
clicked, sending a visitor to our website, we have to pay the
search engine a small fee. When PPC is working correctly, the
fee is trivial, because the visit is worth more than what you
pay for it. In other words, if we pay $3 for a click, but the
click results in a $300 sale, then we’ve made a hefty profit. A
lot goes into building a winning PPC campaign: from
researching and selecting the right keywords, to organizing
those keywords into well-organized campaigns and ad groups,
to setting up PPC landing pages that are optimized for
conversions. Search engines reward advertisers who can
create relevant, intelligently targeted pay-per-click campaigns
by charging them less for ad clicks. If your ads and landing
pages are useful and satisfying to users, Google charges you
less per click, leading to higher profits for your business. So if
you want to start using PPC, it’s important to learn how to do
it right
Digital marketing is huge, and it’s not going away anytime
soon. We’ll prove it to you: $120 billion is the amount the
U.S. will spend on digital marketing in 2020, Boost Ability
says. That number equals almost half of the total amount spent
on media. The role of digital marketing is rising dramatically.
Boost Ability lists more stats: from 2016 to 2021, the amount
spent on social ads is expected to double ($15,016 to
$32,977). The amount spent on display ads and online videos
will increase, too. Before long, digital marketing is expected
to outperform conventional marketing strategies. People
simply prefer online content. Kevin O’Kane, managing
director for Google Marketing Solutions of Google Asia
Pacific, described the Internet as rocket fuel when it comes to
business growth. And he’s right. “Every business needs to be
online and digital,” O’Kane said, according to Business
World. “To keep growing, SMBs [small and medium
businesses] need to meet consumers where they spend an
increasing amount of their time, online. Online, your ‘local’
market is as big as you want it to be.”
The study started with the aim to analyse the different kinds
related to marketing. Based on the discussion it has been
found that in case of the digital marketing the most important
aspect is to connect with the users. The ladder of engagement
has shown the approaches to attach with the customers. The
study has also revealed that in order to utilise the digital
marketing in an effective way, the companies are required to
design an effective platform. It has shown that in the current
context, it has become important to integrate all the systems
with that of the digital platform. The transition of newspaper
from the printed version to the online version has been
exemplified the current trends of the digitalisation. The
research and practice of digital marketing is improving with
the advancement of technology.
We would like to thank Asst. Professor Pamina mam for
guiding us and providing us with the support for helping us in
this paper and give us the necessary guidelines and
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... For example, someone reading an article on fashion accessories is much more likely to buy fashion apparels than someone who is reading an article about automobiles. Google advertising display reaches over 90% of Internet users worldwide with about a trillion impressions served to over 1 billion users every month» (Yogesh & Sharaha, 2019). ...
... Researchers say that such social networks as Facebook and Twitter provide advertisers with information about likes and dislikes of their consumers. This technique is crucial, as it shows the businesses its «target audience» (Yogesh & Sharaha, 2019). ...
... Digital Marketing is critical for any organisation that wants to grow and thrive because, in the modern globalised world, a business is advertised and promoted using digital techniques. The primary advantage of digital marketing is that it enables businesses to reach their target customers at a low cost [23]. A well-planned marketing campaign can reach customers for much less money than traditional marketing methods like newspaper advertisements, mail-in flyers and expensive television and radio advertisements [24]. ...
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During the last decade, the internet has introduced the information age and electronic commerce (e-Commerce) to millions of individuals worldwide, even those living in rural places, thus providing companies with an alternative platform for customer contact than brick-and-mortar stores. Therefore, businesses must alter their conventional marketing techniques and develop new approaches to engage consumers on the platforms where they want to connect and make purchases. This study assessed the perceived challenges in using Digital Marketing to boost sales at retail stores in the Transkei region. A qualitative and exploratory research design was used to collect data from store managers through face-to-face interviews. A non-probability sampling technique, known as purposive sampling, was employed to identify 14 store managers based on their knowledge of the subject matter. The findings of this study show that several factors, such as government legislation [the Protection of Personal Information (POPI) Act of 2016], which states that customers cannot be contacted without their express consent; customers' perceptions; poor connectivity in rural areas; costs and angry customer responses are some of the retailers'challenges in employing Digital Marketing. This research could assist the management of retail stores to comprehend the company's challenges and facilitate the implementation of Digital Marketing initiatives to improve service quality, especially during this period of the Covid-19 pandemic. This study has contributed to the Digital Marketing literature in developing countries and laid the groundwork for future research.
... User Modeling of Social Media Content: People are increasingly relying on social media platforms for sharing their daily lives, which reflect their personality traits and behavior. User modelling based on their online persona and activity has been successfully leveraged for digital marketing [3,77] and content recommendation [73,79]. Not only on the consumer side, but user profiling is also helpful for helping content creators on such social media platforms [5,27]. ...
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We present 3MASSIV, a multilingual, multimodal and multi-aspect, expertly-annotated dataset of diverse short videos extracted from short-video social media platform - Moj. 3MASSIV comprises of 50k short videos (20 seconds average duration) and 100K unlabeled videos in 11 different languages and captures popular short video trends like pranks, fails, romance, comedy expressed via unique audio-visual formats like self-shot videos, reaction videos, lip-synching, self-sung songs, etc. 3MASSIV presents an opportunity for multimodal and multilingual semantic understanding on these unique videos by annotating them for concepts, affective states, media types, and audio language. We present a thorough analysis of 3MASSIV and highlight the variety and unique aspects of our dataset compared to other contemporary popular datasets with strong baselines. We also show how the social media content in 3MASSIV is dynamic and temporal in nature, which can be used for semantic understanding tasks and cross-lingual analysis.
... Besides, it can be used to increase income [1]. Digital marketing is also used for competitive advantage [2] and is used to grow the number of company profits and increase customers [3]. Besides, it can be used to find customers quickly [4]. ...
... Conclusion. The modern consumers have full control over the internet media and the content they interact with, all this strongly reduces or even eliminates the effectiveness of traditional marketing instruments [36]. As a result, marketing specialists are increasingly forced to work in complex and changing circumstances. ...
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In the context of dynamic convergence of the physical and digital worlds, presence of an incredible amount of information about an individual consumer, critical perception of traditional forms of advertising by society, increased efficiency of data processing and communication, traditional marketing has evolved into a completely new model of digital marketing. The principal purpose of this paper is to analyse the basis of the concept of digital marketing and the conditions of its formation; to highlight the features of innovative methods and instruments of digital marketing; to consider its characteristics and to assess effectiveness in the current economic environment. The author developed a definition for digital marketing and highlighted the key advantages of applying digital channels in corporate strategies. A series of alternative instruments for modern digital marketing was analysed: artificial intelligence, machine learning, chatbot, video marketing, augmented reality and influencer marketing. The main characteristics of these instruments were defined, and a critical assessment of their effectiveness was provided based on the comprehensive analysis and data comparison. The modern consumer has full control over the internet media and the content they interact with, which strongly reduces or even eliminates the effectiveness of traditional marketing instruments. As a result, marketing specialists are forced to work in complex and changing circumstances. Today, the principal mean of communication between consumers and brands is digital technology, which has fundamentally changed the context and methods of conducting marketing processes. Digital channels proved to be multifunctional, versatile, practical and efficient. For that reason, companies are relying on digital channels for marketing communications to a greater extent. It justifies the fact why investment in research and development of new digital marketing instruments is constantly growing.
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Marketing techniques have shifted from physical to digital, and digital marketing has many subtypes, one of which is content marketing. People in Indonesia prefer content marketing because of easy access to the Internet with multiple platforms, and this has made effective marketing, provided the right content marketing is available. Content marketing is used by online marketplaces or people buying and selling on the Internet to market their products because it is more effective, cost-effective, and easy for customers and buyers to meet each other based on their needs and demands without the limitations of distance and time. Customers who shop through the Internet can easily be influenced primarily by marketing exposed on the Internet, which alert them about goods being sold and knows who and on which websites the goods are being sold, particularly young adult customers, who constitute the majority of the population exposed to social media and e-commerce. Findings from this study revealed evidence on the importance of content marketing, especially for the early introduction of a new product. Content marketing provides brands with more access and channels to reach their target customers.
Digital marketing can be defined as the use of various digital methods and digital channels to connect with the prospective customers for the promotion of a particular product or service. Digital marketing includes social media promotion, development of websites, email marketing, online brochures etc, which are used for digital advertising. This paper will study the implications of digital marketing in the modern world along with the difference between traditional marketing and digital marketing and the present stage of digital marketing in India. The current study has been casual, exploratory and empirical in nature and the data needed for research work has been collected by using both direct and indirect method of data collection.
Rev.esc.adm.neg Las exportaciones juegan un papel clave en el desarrollo económico de los países. Estas se han visto beneficiadas por el uso de internet, según estudios previos. No obstante, la literatura no es clara con respecto a la relación que existe entre las herramientas de mercadeo digital y tradicional con el desempeño exportador de grandes empresas ubicadas en países en vías de desarrollo. Con el fin de determinar si existe esta relación y, además, identificar cuáles herramientas poseen un mayor impacto en este tipo de organizaciones, se desarrolla la presente investigación. Se basa en una metodología cualitativa por medio de entrevistas a profundidad realizadas a empresas con más de cien colaboradores ubicadas en Costa Rica, las cuales fueron analizadas con el software Atlas.TI8. Los resultados apuntan a que efectivamente existe la posible relación descrita, y cómo, a pesar de que se evidencia la relevancia que tienen las herramientas de mercadeo digital en la actualidad, existe una predominancia de las herramientas tradicionales. El análisis permite concluir que cada vez son más las compañías que manejan las herramientas de mercadeo digital a nivel interno dentro la organización, debido a la importancia de estas para el logro de los objetivos, además fue posible identificar que las empresas estudiadas han logrado un equilibrio entre mantener las actividades de mercadeo tradicional e incursionar en el uso del mercado digital.
Real-time bidding (RTB) has been one of the most prominent technological advances in online display advertising. Billions of transactions in the form of programmatic advertising auctions happen on a daily basis on ad-networks and exchanges, where advertisers compete for the ad slots by bidding for that slot. The question: how much should I bid? has lingered around and troubled many marketers from a long time. Past strategies’ formulation has been mostly based on targeting users by analyzing their browsing behavior via cookies to predict the likelihood that they will interact with the ad. But due to growing privacy concerns where browsers are taking down cookies and recent regulations like General Data Protection Regulation (GDPR) in Europe, targeting users has become difficult and these bidding methodologies fail to deliver. This paper presents a novel approach to tackle the dual problem of optimal bidding and finding an alternative to user-based targeting by focusing on contextual-level targeting using features like site-domain, keywords, postcode, browser, operating system, etc. The targeting is done at feature combination level in the form Bid Decision Trees. The framework discussed in the paper dynamically learns and optimizes bid values for the context features based on their performance over a specific time interval using a heuristic Feedback Mechanism to optimize the online advertising KPIs: Cost per Acquisition (CPA) and Conversion Rate (CVR). A comparison of the performance of this context-based tree-bidding framework reveals a 59% lower CPA and 163% higher CVR as compared to other targeting strategies within the overall campaign budget, which are clear indicators of its lucrativeness in a world where user-based targeting is losing popularity.
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