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This research paper describes a framework for research in digital marketing that highlights the strategies in the marketing process as well as the effectiveness of the marketing process and impact of different technological tools and social media platforms. Using the framework, we have organized the research methods about the elements and review the research literature in the broadly defined digital marketing space. The purpose of the research paper is to examine the effectiveness of digital media marketing strategies and different social media options used for marketing. This paper mainly studies significance of digital marketing and differences between digital marketing and offline marketing and the effectiveness of technological tools and social media platforms on success of digital advertising methods .This research paper has been edited to help small business to integrate digital advertising in their business models and to recognize the usefulness of social media marketing over traditional advertising strategies.
Manasmita Panda, Aishwarya Mishra
Department of Electronics and Telecommunication,
IIIT Bhubaneswar, Bhubaneshwar, Odisha, India
Article Info
Article history:
Received 25th April, 2021
Revised 27th JUNE, 2021
This research paper describes a framework for research in digital marketing
that highlights the strategies in the marketing process as well as the
effectiveness of the marketing process and impact of different technological
tools and social media platforms. Using the framework, we have organized the
research methods about the elememts and review the research literature in the
broadly defined digital marketing space. The purpose of the research paper is
to examine the effectiveness of digital media marketing strategies and different
social media options used for marketing. This paper mainly studies
significance of digital marketing and differences between digital marketing
and offline marketing and the effectiveness of technological tools and social
media platforms on success of digital advertising methods.This research paper
has been edited to help small business to integrate digital advertising in their
business models and to recognize the usefulness of social media marketing
over traditional advertising strategies.
Professional Marketing
Social Media Marketing
Affilitate marketing
Google adwords
Google analytics
Digital marketing is the process of advertising of products or services of companies using digital
technologies available on internet including mobile phones, display advertising, and any other digital
medium like google and facebook ads etc. Philip Kotler is considered as the Father of Modern
Marketing”. The advent of digital marketing can be traced back to the time of early 1980s. 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.[1] Digital marketing encompasses all marketing
efforts that use an electronic device such as mobile phones computers 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 implementation strategies such as Search Engine Optimization (SEO),
Search Engine Marketing (SEM), Social Media Marketing (SMM), Content Marketing, Email
Marketing, Online Advertising, website, Affiliate Marketing, Viral marketing. $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
states that 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.
2. Comprehensive research on effectiveness digital marketing strategies
Online marketing is the process to attract potential customers for business through particular banner, articles,
video, images, flash animation, ads displaying platforms, website rediecting 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 key audiences. I
Online Marketing is the practice of leveraging web-based channels to do brand awareness of a company and
its products or services to its potential customers.[2] The purpose of digital advertising is to get people see your
company’ads and to visit your website and then convert those visitors into potential customers. It has the same
fundamental tactics like Establishment and building brand recognition as followed in conventional offline
advertisement process. Determination of pricing of various products, run campaingns and displaying ads about
those services, discounts, special offers etc [3]
2.1 Website
Your website is the most digital advertising strategy because all other digital marketing elements redirect
people to your website, which should effectively convert potential customers. Elements of website design that
generate conversions are using best SEO practices and tools, having a good user experience, and capitalising
the analytics results which various analytical companies present. A website without effective SEO will not
appear in the top search results on a Search Engine Results Page (SERP) and henceforth won’t generate many
clicks from Google, Bing, duck duck goes 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 website to generate direct
sales.[4] 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 know about your site, and what they view while on your site,
what kind of products they like, what their prefeences are.[5] This information is invaluable while analysing
the prefernces of your visitors and can be used to market your resort to a targeted, engaged audience .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 your marketing campaign is.[6]
SEO aims to re-direct more traffic from the website from members of the targeted audience. These are
consumers who are actively searching for the products and services the business offers, as well as users
searching for more top of the funnel content.[7]
PPC is a paid form of advertisement that depends upon an auction-based system.
With PPC, the organization bids on the specific keywords that they want in their ads to show up for ad
triggers when a user’s search includes the specific keyword. These ads then appear at the top of search
results, If a user decides to click on the advertisement, then the buyer of the keywords then pay for that click.
PPC aims to reach out to searchers with transactional questions, whether they’re ready to buy the products or
services. When they click on the ad, search engine users will redirect to the original website and see a call-to-
action conversion, whether by purchasing a product, signing up for an email newsletter, or buying a trial
period subscription.
PPC is one of the most cost-effective paid advertising methods. For many businesses such as small startups
which looking for a quick way to advertise their services, PPC is a go to online marketing strategy. It propels
the business website to appear on the top of search results, which can help if the company’s organic search
result ranking is high and which can make a particular to company to stand out among other similar
Google handles morethan 60,000 searches a second or more than two trillion searches per year so
undoubtedly, it’s a go-to platform for PPC campaigns. That is why many companies invest their PPC budget
in google ads, which offers a better ROI as compared to other search engines. As PPC ads target keywords
with a transactional intention, a massive number of users purchase a product or service. PPC is an essential
element for comprehensive marketing advertisements.
There are two types of SEOs
2.2.1 Off Page SEO;
Off page is basically we can promote our website through internet. In Off page we have included
1. Image submission
2. 2. Video submission
3. Social media
4. Book marking
5. Blog directory submission
6. Article submission
7. Survey
2.2.2 On Page SEO;
On page is basically that we do within our website. Such as
1. Meta Title
2. Meta Descriotion
3. Content Optimization
4. Google Web Master
5. Google Analytics
6. Google Adword
Google Search Console / Google web master:
Google search console is a software tool, offered by Google as a free of cost service for public to monitor your
website and optimize organic results, crawl issues, sitemaps, mobile usability and backlinks. It’s 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 manage technical part of your website. For usage of this leading-edge tool, you need
to add your website and verify ownership of your website domain on Google search console.[8]
In content marketing, the business focuses on reaching, engaging, and connecting with consumers via
content. This content, which includes videos, blog posts, infographics, and banners provides informational
values to users. Marketing associates target specific informations to be conveyed to users through content.
These contents are uploaded on social media platforms like Instagram, facebook, youtube etc.
The chosen content must be beneficial and relavent and authentic. People would want to create a original and
high quality content that makes users want to share it with their friends, families, co-workers, and other
people in their social network. The goal of content marketing as a digital media strategy is to provide
valuable information to target audience, increase traffic, and generate conversions. From a technical
standpoint, content marketing also focuses on optimizing content for search engines to improve keyword
visibility in search results.[9]
Content marketing is a smart digital marketing strategy to use as it connects more users to a particular
product and converts visitors into customers through funnel buying. The best part is that it costs 62% less and
generates 54% more leads than traditional marketing efforts. Content marketing is a long-term and ongoing
strategy that delivers an impressive ROI. That ROI includes new leads and clients for the business, as well as
increases in the associate’s conversion rates. More than 60% of users prefers companies that create
aunthentic and beneficial content. Many users respond well to informational content from companies while
many users choose to ignore the messages conveyed by companies.
Email marketing focuses on retaining the already existing customers, as well as gaining new. It’s an
exceptional technique for generating brand awareness, keeping the company on the top of the mind, and
encouraging repeated purchases. email marketing is developing and refining the ad campaigns, as well as
growing the audience. email marketing also focuses on providing users with valuable information otherwise,
people wouldn’t stay subscribed.[10]
The idea is that, while these users may not need the services or products now, they’ll remember the brand
name when it’s time to make a purchase. That brand awareness encourages them to choose the desired
company when they’re ready to buy. When those subscribers need a service, whether maintenance,
emergency, or installation, they have a higher chance of choosing that business because the company's
proven themselves as knowledgeable and trustworthy.
One of the benefits of this strategy is that you can also segment the audience and personalize the email
campaigns. For example, businesses may create a campaign for users that purchased a certain product or
visited a particular webpage. The main objective of email marketing as a digital marketing initiative is to stay
at the top of mind for potential customers, and provide current clients with beneficial information, like
relevant industry news, and personalized content, like product coupons, that keep them coming back. Its
impressive return emphasizes the potential of this Internet marketing strategy for increasing business’s
revenue, brand awareness, or client retention rates. It also shows that users like weekly promotional emails
for businesses that want to generate more leads, as well as more revenue, email marketing is a go-to online
marketing strategy. Audience segmentation, email design, and personalization can also maximize the results
of email marketing. For example, smart segmentation can increase your revenues by up to 76%.
Social media marketing focuses on building brand awareness and increasing conversions. A social media
marketing campaign can feature one or several social media platforms, depending on the target audience and
their platform preferences. A few of the most popular platforms for this Internet marketing strategy includes
Facebook, Twitter, Instagram, Pinterest, LinkedIn. In addition to marketing the company on social media,
this strategy often focuses on advertising too. The core goal of social media marketing is to increase brand
awareness and conversions, as well as build and maintain your company’s reputation. That is why social
media marketing focuses on creating informational and promotional content, plus interacting with users on
the various platforms. With less than 30% companies using social media as a marketing strategy. Even better,
more than 25% of a user’s Internet time is spent on social media meaning it’s a perfect outlet for
connecting. A few other reasons to use social media marketing include: More than 65% of consumers use
social media for customer service. Users rely on social media for more than sharing content with friends and
family. They also use it for connecting with companies, whether by highlighting a positive shopping
experience or requesting a company’s assistance. If a business is inactive on social media, they leave users
with limited options for contacting the said business. Inconveniencing their clients can lead to low client
retention, which has a direct impact on the revenues.[11] That is why having an active presence on social
media is essential.
With voice search optimization, company optimizes existing and new website content for voice search. The
intention is to earn the website the featured snippets or position zero spot in Google search results. The
various voice assistants, from Siri to Amazon Echo, use the featured snippet to respond to voice searches. So,
if a user asks, “find a sushi restaurant near me?” Amazon Echo or Siri would reply with the featured snippet.
As search queries differ when using voice, versus text, voice search optimization is important. If someone’s a
local business, this strategy is even more effective as many users rely on their mobile devices and voice
search to find a restaurant, salon, or grocery stores or to do essential chores The goal of voice search
optimization is to earn the featured snippet for keywords relevant to the target audience and business. The
company increases its online visibility to consumers and expands its target base which can lead to store visits,
product purchases, and more.[12]
With more people purchasing smartphones with voice-activated speakers, voice search is the most popular
way to search. it’s one of the newest digital marketing strategies for companies to adopt.
50% of adults use voice searches every day. analysts expect this percentage will increase further in
upcoming years In turn, early adopters of voice search optimization will benefit the most their websites
will already rank for featured snippets, leading to increased traffic from consumers in your target market.
More than half of voice activated speakers want promotional brands like email, consumers want promotional
content from brands. They want to know about your sales and new products, which is why investing in voice
search optimization today can benefit your brand later, when voice-activated speakers provide these
promotional options to companies
With the use of video marketing, the company increases its reach, grows its revenue, and expands its
customer base. This method focuses on creating informational and valuable videos for its target audience. A
few types of videos for video marketing are such as Instructional, announcement, behind the scenes, events
and more. you’re working to build brand awareness among your target audience irrespective f your video
content. This brand awareness leads to conversion of potential customers.
Video marketing focuses on improving brand awareness, conversion rates, and generating of company
revenue through displaying ads of other business associates. It accomplishes these goals by creating valuable,
high-quality content for users. It’s also an excellent addition to email marketing and content marketing,
which both benefit from using videos.[13]
Like content marketing, the videos can also influence the purchases made by users. A how-to video, for
instance, can convince users that your product is the best fit for their business or lifestyle. If your company
invests in influencer marketing, an influencer’s video can also persuade their followers to choose your
products. Pages with videos appeal more to users especially on social media platforms, which is why it’s
critical to improve the optimization of your pages. With videos to complement your content, you can earn a
better rank for competitive keywords, which can result in more valuable traffic and leads for your business.
2.8.1 Increasing website traffic:
With all digital marketing strategies, one of the main goals is to increase traffic to a company’s website.
When people visit a website, they’re there for a reason. Whether they’re looking for information on the
products, searching for how to contact their team, or reading a recent post on their blog, people aren’t staying
on their website by accident.
The more visitors it attracts to the company’s site, whether through content marketing, SEO, or email
marketing, the more opportunities someone has to inform potential customers about what the business has to
offer. T [14]
2.8.2 Driving storefront traffic:
If a business operates on a physical storefront, one of the main goals is likely to bring customers into their
location. Online marketing strategies, are like local SEO, can help achieve this goal and attract more foot
traffic. Users rely on search to find businesses near them, which is why 80% of local search convert.
2.8.3 Boosting brand awareness:
When someone uses digital marketing, they get there brand in front of more potential customers, whether
through search results, email inboxes, social media platforms, or another outlet. As a result, more people
become aware of the said brand. They’ll get to know of the branding, there products, and what sets them
apart from their competitors. Then, when they need the products or services they offer, they’re more likely to
remember the brand and make a purchase.
2.8.4 Raising revenue and conversions:
The biggest and most important objective of any marketing strategy is to increase revenue. By improving the
target audience’s traffic to the website and store, as well as partnering with the leading digital marketing
agency, can increase your company’s sales.[15]
Reviewing your company’s current marketing strategy, goals, and audience personas. Investigating your
competitors’ marketing strategy and target audience. Researching your target audience’s online behaviour,
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. 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 what isn’t. After identifying the problems of your site business organozation may implement the solution
to the business model. Google Analytics allows you the information needed to improve your website. 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.
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. Ad Rank is a metric that Google uses to determine the order in which paid search ads are
displayed on the SERP.
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. 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.
Figure 1: Comparing the effectiveness of different digital marketing strategies
Overall Business with > 1MM in Sales
Figure 2: Different Social Media Platforms
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 Debani sir for guiding us and providing us with the support for helping
us in this paper and give us the necessary guidelines and information.
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[16] Mangles, C. a. (2003). Relationship marketing in online business-to-business Markets: a pilot investigation of small
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ResearchGate has not been able to resolve any citations for this publication.
Full-text available
This article introduces several new concepts that lay the conceptual foundation for thinking about next-generation marketing based on ubiquitous networks. U-commerce, orÜber-commerce, is predicated on the characteristics of network ubiquity, universality, uniqueness, and unison. It is proposed that the keys to managing network-driven firms are the concepts of u-space and attention analysis. The implications for next-generation marketing in the u-space are explored, with a research agenda identified for scholars and managerial implications recognized for practitioners.
Full-text available
Purpose E‐marketing is growing at a dramatic pace and is significantly impacting customer and business market behaviors. As a result, most firms have started developing e‐marketing strategies for the web. However, the evolution and strategic direction of e‐marketing strategies in international environments has not been discussed and is the focus of this paper. Design/methodology/approach In this paper, the authors examine two issues based on extant literature and our previous research in this area. The authors discuss e‐marketing in an international context and develop a framework that will allow researchers and managers to understand the impact of country level effects on e‐marketing strategies. The paper proposes that the evolution of e‐marketing strategies is based on the countries infrastructure and marketing institutional development. Findings It is found that international e‐marketing strategies are fundamentally changing, and will continue to change, marketing thought and practice in international markets. The paper suggests that the e‐markets of tomorrow may have little resemblance to the markets of today. Research limitations/implications The paper suggests that additional conceptual and methodological research is required in this area. Propositions are derived that will provide directions for future research. Practical implications Firms need to better monitor their international environments to determine the type of strategy that they need to follow. The proposed strategies are – brick and click strategies, digitization, disintermediation, buying groups and alternative infrastructure, firm driven e‐marketing strategies, and corporate exchanges. Originality/value This paper is the first attempt to examine the relationship between a country's infrastructure, marketing institutions and the appropriate e‐marketing strategies.
This paper deals the conceptual knowledge of search engine marketing (SEM) or ecommerce, literature review, current and future aspects of e-commerce in Indian context. This paper discussed about the top motivator factors of shopping online. The present development would be a valuable addition to researcher and academicians; and useful theory for practitioners, advertisers, and entrepreneurs.
This study aims at evaluating the service quality of internet banking (i-banking) services in India from customer's perspective. A structured questionnaire containing 44 quality items is administered to various target groups. Seven quality dimensions, viz. reliability, accessibility, user- friendliness, privacy/security, efficiency, responsiveness and fulfilment, are identified based on principal component factor analysis. Demographic analysis of data reveals that gender is hardly a bias for use and evaluation of service quality of i-banking in most of the cases across various categories of customers. A valid mathematical model is proposed to assess the overall service quality using regression analysis. The results show that customers are satisfied with quality of service on four dimensions such as reliability, accessibility, privacy/security, responsiveness and fulfilment, but least satisfied with the 'user-friendliness' dimension. The empirical findings not only prioritise different parameters but also provide guidelines to bankers to focus on the parameters on which they need to improve.
Purpose The purpose of this paper is to investigate the particularities of integrated marketing communication (IMC) in the online environment. Design/methodology/approach Both secondary and primary data (face‐to‐face interviews with 29 marketing or communication managers of UK online consumer retail firms) are analysed in order to identify the various meanings of the integrated online marketing communication, the opportunities and challenges raised by online communication, and the structure of an efficient integrated online marketing communication system. Findings The transparency, interactivity and memory of the internet force the organisation to adopt a proactive‐reactive attitude in online communication, and to combine consistency and continuity with flexibility and customisation. Research limitations/implications The number of interviews used to collect primary data is relatively small; the use of the information collected is general and unstructured; and the findings are applicable only to online customer product retailers. Practical implications The messages sent by the company to its online audiences have to be transformed/adapted in a three‐stage process. Originality/value The paper identifies the specific opportunities and challenges raised by the internet for integrated marketing communication, and proposes an original model for the adaptation of online messages to core corporate values, communication strategy and tactics, and targeted audience/communication channels.
The study examines the effects of e-mail marketing on brand loyalty and also reveals the kinds of e-mail content valued by consumers. Data were gathered from 890 consumers, who were users of a multinational cosmetics brand and had received regular permission-based e-mail messages from the marketer. Results reveal that regular e-mail marketing has positive effects on brand loyalty. E-mail-activated consumers visited retail stores. Consumers exposed to e-mail marketing recommended the brand to their friends. Loyal customers appreciated regular communication and various other information content from the brand more than mere offers. These results encourage marketers to keep in frequent contact with customers via e-mail with the aim of enhancing brand loyalty.
The Internet has the potential to alter many aspects of current marketing theory and practice. Most early research studies have focused on the role of the Internet as a promotional tool. More recently, case-based studies are beginning to emerge on how the Internet may alter the marketing management process. There is a need to compliment these studies with additional quantitative research. This study examines the influence of marketing style on the utilisation of the Internet among small UK manufacturing firms. Insufficient evidence was found to support the view that relationship-orientated firms, when compared with transactionally-orientated competitors, exhibit differing perceptions about the nature of online markets. Quantitative differences were identified, however, in relation to use of information management systems and the management of internal organisational processes. The implications of these findings are discussed and proposals made concerning the need for further research.
Full-text of this article is not available in this e-prints service. This article was originally published [following peer-review] in British Food Journal, published by and copyright Emerald Group Publishing Ltd. This article explores the approaches to the delivery of brand messages through a Web site, taking one of the leading brands, McDonald's, as a case study. The role of brands and branding in the new economy that is characterised by digitisation and globalisation is attracting considerable attention. McDonald's recent “I'm lovin’ it” campaign, is being integrated through every element of the business, including its Web site; this campaign therefore presents a useful opportunity to analyse the contribution of the Internet channel to brand building. This case study analysis is conducted on two levels: how the Web site elements are enlisted to reinforce brand messages, and overarching brand strategy themes such as glocalisation, community and channel integration. Further research and development on online branding needs to explore effective strategies for integration of online branding with branding through other channels, and opportunities that the Internet offers for both e-service and brick service companies for building customer relationships and communities.
E-commerce; A Business Review and Future Prospects in Indian Business
  • G T Waghmare
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.