Analyisis of digital marketing and branding for the purpose of understanding the consumers in digital age

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. The paper focuses on significance of digital marketing during COVID-19 and also discusses some trending digital marketing strategies.

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Marketing communications in the digital age

E3S Web of Conferences ◽

10.1051/e3sconf/201913504044 ◽

2019 ◽

Vol 135 ◽

pp. 04044

Author(s):

Zhazira Idrysheva ◽

Nataliya Tovma ◽

Kyz-Zhibek Abisheva ◽

Meiramkul Murzagulova ◽

Nazym Mergenbay

Keyword(s):

Theoretical Basis ◽

Digital Age ◽

Digital Marketing ◽

Marketing Communications ◽

Global Marketing ◽

Qualitative And Quantitative ◽

Logical Method ◽

Traditional Marketing

In this article, the author raises the issues of marketing communications in the digital age. The article also presents the differences between traditional marketing communications and digital marketing.The theoretical basis includes the analysis of digital marketing tools and marketing communications. The empirical part of the study is carried out using two methods of research qualitative and quantitative parts in the form of questionnaires and logical method. As a result, based on theoretical and empirical findings, the author will provide recommendations and suggestions. In conclusion, it is revealed that digital marketing is a new trend in global marketing, aggressively and quickly pushing traditional advertising into the background.

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Impact of Digital Marketing on Consumers' Impulsive Online Buying Tendencies With Intervening Effect of Gender and Education

International Journal of Enterprise Information Systems ◽

10.4018/ijeis.2019070103 ◽

2019 ◽

Vol 15 (3) ◽

pp. 44-59 ◽

Cited By ~ 2

Author(s):

MD Sarwar-A Alam ◽

Daoping Wang ◽

Abdul Waheed

Keyword(s):

Positive Association ◽

Digital Age ◽

Digital Marketing ◽

Buying Behavior ◽

Gender And Education ◽

Impulsive Buying ◽

Effective Relationships ◽

Online Shoppers ◽

The Impact ◽

Online Buying

We are living in the digital age where consumers have become more elegant, and their buying intention is radically transforming from traditional to online buying behavior. This study investigates the impact of digital marketing (DM) tools on consumers' online impulsive buying tendencies (OBIT), i.e., effective (AD) and cognitive tendencies (CD) with intervening role of the gender (GDR) and education-level (EL). Four hundred surveys were randomly distributed to online shoppers in Pakistan. SEM was applied to test the proposed relationships and findings revealed a positive association between DM and consumers' OBIT. The comprehensive examination affirmed the positive interrelationships of sub-dimensions of DM on consumers' OBIT, i.e., AD and CD. It is further revealed that GDR and EL did not moderate the relationships between DM and OBIT. This study furnishes insights on how advertisers can exploit such platforms to achieve OBIT and creating effective relationships in today's digital age. This study demonstrates certain directions for academicians and practitioners.

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Management and Marketing Events in a Digital Era

Advances in Marketing, Customer Relationship Management, and E-Services - Impact of ICTs on Event Management and Marketing ◽

10.4018/978-1-7998-4954-4.ch007 ◽

2021 ◽

pp. 105-122

Author(s):

Gökhan Akel

Keyword(s):

Digital Age ◽

Tourism Industry ◽

Digital Marketing ◽

Easy Access ◽

Access To Information ◽

Software Management ◽

Customer Base ◽

Digital Era ◽

Ict Tools ◽

Design Software

Digitalization has affected many areas as well as management and marketing areas. In the digital age, through ICTs, the ways of searching and accessing information about the event by the users have been developed and transformed. Besides, the developments in the digital age have also affected many sectors such as the production, design, software, management, and marketing sector. The opportunities offered by digital marketing make life easier for users and provide easy access to information. Likewise, businesses can facilitate their management and marketing events through digitalization. Businesses sustain their events by organizing and diversifying new events according to the customer base and the type of event for the management and marketing of events. ICT tools have spread to all functions and events of the tourism industry in terms of business, marketing, and management. In this chapter, which mentioned the opportunity and challenges of ICTs, the opportunities and challenges posed by ICT are also mentioned.

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