Digital Marketing

2021 ◽  
pp. 172-202
Author(s):  
Mohammad Osman Gani ◽  
Anisur Rahman Faroque
Keyword(s):  
Social Media ◽  
Economic Development ◽  
Search Engine ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Digital Platforms ◽  
Search Engine Marketing ◽  
Marketing Activities ◽  
E Mail

The current innovation of marketing embraces digital platforms. Digital marketing has become the successor to the economic development of many countries. This chapter intends to depict how to harness the power of digital marketing strategies as a driver of marketing activities. This chapter will navigate and provide an overview on search engine optimization (SEO), search engine marketing (SEM), web analytics, social media marketing platforms (Facebook, Instagram, YouTube, WeChat, Line, Twitter, Snapchat, etc.), e-mail marketing, mobile marketing, and display advertising and discuss the consequences of different digital marketing platforms. This chapter will navigate and thrive on how the fast-growing world of marketing develops strategy and content for communication.

scholarly journals EFFECT OF DIGITAL MARKETING STRATEGIES ON GROWTH OF SMALL MEDIUM ENTERPRISES IN LIQUEFIED PETROLEUM GAS DISTRIBUTION IN NAIROBI CITY COUNTY, KENYA

2019 ◽  
Vol 4 (1) ◽  
pp. 88
Author(s):  
Benson Njuguna Ngochi ◽  
Dr. Allan Kihara
Keyword(s):  
Social Media ◽  
Technology Acceptance ◽  
Search Engine ◽  
Pearson Correlation ◽  
Marketing Strategies ◽  
Descriptive Statistics ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Email Marketing ◽  
Search Engine Marketing

Purpose: The currents research sought to establish the effects of digital marketing strategies on growth of SMEs in LPG distribution in Nairobi County, Kenya.The research specificifically sought to establish the effects of mobile marketing, search engine marketing, media marketing and email marketing on the growth of SMEs in LPG distribution in Nairobi County, Kenya.Methodology: The research was anchored on Technology Acceptance Theory, Transaction Cost Innovative Theory, Expectation Confirmation Theory and Resource Based View Theory.The target population comprisedof 895 SMEs dealing with LPG distribution in Nairobi County. Fisher’s sampling formula was adopted in acquiring a sample of 268 SMEs. The unit of observation comprised of owners/managers of the SMEs under examination.The instrument for primary data collection in this research was a numerical 5-point Likert scale questionnaire. The research used Cronbach alpha threshold value of 0.7 for internal consistency of the research instrument. The information collected was analyzed by employing descriptive statistics and inferential analysis using statistical package for social science (SPSS) version 21 and MS Excel Software. Descriptive statistics involved calculation of the mean, frequency, percentages and standard deviation while Pearson correlation coefficient and a multiple regression was the inferential statistics applied in the study. The results and findings were presented in tables, figures and charts.Results:The study found that most of SME ensures timely sending of messages to their customers on availability of products and contacts both existing and prospective customers directly to inform them on the availability of their products. The study also found that most of SMEs have a Facebook page for advertising their products, have a twitter account for their SME and post their range of products to various Facebook pages to enhance their customer reachability. The study concluded that mobile marketing had the greatest influence on growth of SMEs in LPG distribution in Nairobi County, Kenya followed by email marketing, then search engine marketing while social media marketing had the least influence on the growth of SMEs in LPG distribution in Nairobi County, Kenya.Contribution to theory, policy and practice: The study recommends that management of SMES in LPG distribution should make sure that the application on which the content is created should be versatile and compatible with mobile devices, that SMES in LPG distribution in Nairobi County should mix and match various mediums such emails, social media and mobile phones to reach their desired target audience and that SMES in LPG distribution should make use of social media such as Twitter for promoting their products and services and offering real time response to customers’ complaints.

scholarly journals Estratégias de marketing digital em empresa do segmento gamer brasileiro: o caso Hoplon

2018 ◽  
Vol 1 (41) ◽  
pp. 52
Author(s):  
Alef Muller Silva de Souza ◽  
Lúcia De Fátima Lúcio Gomes da Costa
Keyword(s):  
Social Media ◽  
Search Engine ◽  
Mobile Marketing ◽  
Social Media Marketing ◽  
Media Optimization ◽  
Search Engine Marketing ◽  
Search Engine Optimization ◽  
Marketing Social ◽  
Optimization Search ◽  
E Mail

A finalidade do presente estudo foi analisar as estratégias de marketing digital utilizadas pela empresa desenvolvedora de jogos Hoplon Infortaiment, atuante no segmento gamer brasileiro e no mercado global. Para isso, foi necessário verificar as estratégias de marketing digital da empresa decorrentes de páginas digitais, tecnologias mobile, redes sociais, plataformas de busca, presença digital, e-mail marketing, mobile marketing, social media marketing e social media optimization, search engine marketing e search engine optimization, além do benchmarking como ferramenta de gestão para melhoria de estratégias de marketing digital. Realizou-se um estudo de caso, de base qualitativa exploratória, visando esclarecer o processo de estratégias de marketing digital que ocorrem na empresa. Com base nos dados levantados através de entrevista semiestruturada, verificou-se a importância do marketing digital para as ações da empresa, como forma de entregar valor agregado aos seus usuários. Como resultado, ao utilizar-se da internet como ferramenta de marketing para atingir o público alvo, a empresa mostrou-se eficaz ao adaptar seus conteúdos às características específicas do segmento, firmando o enfoque no uso de plataformas online, páginas digitais e mídias sociais, para aumentar o alcance de publicidade a nível global e atingir a satisfação e manutenção de seus clientes.

Search engine marketing and social media marketing predictive trends

2020 ◽  
Author(s):  
Brighton Nyagadza
Keyword(s):  
Social Media ◽  
Search Engine ◽  
Global Scale ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Survey Method ◽  
Research Approach ◽  
Search Engine Marketing ◽  
Continuous Dynamic

The research purpose of this article was to analyse the search engine marketing and social media marketing predictive trends that are occurring both regionally in Africa and on a global scale. The motivation for the study was to offer pragmatic advice to business practitioners in crafting digital marketing strategies by leveraging search engine marketing and social media marketing trends. In terms of research methodology, a systematic literature survey method and an inductive research approach were applied. Social media concepts were critically analysed and evaluated to determine their link to the current research focus area. The main literature findings showed that the main trends include the use of Accelerated Mobile Pages, micro-vlogging, voice search, blogging and social messaging. In the continuous dynamic digital landscape, marketers need to embrace the art of doing business by adopting new search engine marketing and social media marketing techniques. With this in mind, it is important for corporations to utilize social media for the development of marketing strategies. The viral power of social media makes it more attractive to businesses promoting their products to target markets. The article also provides an intuitive apprehension of the predictive trends in digital marketing, which are vital for developing an agile stance to outwit rivals in blue oceans.

scholarly journals PENGARUH DIGITAL MARKETING TERHADAP MINAT BELI KONSUMEN PADA MARKETPLACE TOKOPEDIA

2021 ◽  
Vol 7 (1) ◽  
Author(s):  
Izzah Nur Masyithoh ◽  
Ivo Novitaningtyas
Keyword(s):  
Social Media ◽  
Search Engine ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Purposive Sampling ◽  
Search Engine Marketing ◽  
Marketing Social ◽  
E Mail

ABSTRAK   Penelitian ini bertujuan untuk mengetahui pengaruh variabel digital marketing berdasarkan indikator website, search engine marketing, e-mail marketing, dan social media marketing terhadap minat beli konsumen pada marketplace Tokopedia. Penelitian ini menggunakan pendekatan kuantitatif. Jumlah responden dalam penelitian ini adalah 40 responden berdasarkan teknik pengambilan sampel purposive sampling. Data primer diperoleh melalui kuesioner dengan skala pengukuran menggunakan skala likert. Teknis analisis data yang digunakan dalam penelitian ini adalah analisis regresi linear sederhana. Hasil menunjukkan bahwa variabel digital marketing memiliki pengaruh positif dan signifikan terhadap minat beli konsumen pada marketplace Tokopedia. Minat beli konsumen dalam penelitian ini dipengaruhi oleh digital marketing sebesar 39,4%, dengan website sebagai indikator yang paling berpengaruh dalam meningkatkan minat beli konsumen. Penelitian ini memberikan implikasi teoretis sebagai referensi bagi penelitian selanjutnya yang berkaitan dengan digital marketing dan minat beli konsumen, khususnya pada marketplace. Implikasi manajerial berupa saran bagi manajemen Tokopedia maupun marketplace lainnya agar meningkatkan kualitas website dan media sosial yang digunakan dalam memasarkan produk sehingga meningkatkan minat beli konsumen. Kata kunci:  pemasaran digital, minat beli konsumen, website, search engine marketing, e-mail marketing, social media marketing

scholarly journals Digital marketing strategies and international patients’ satisfaction: an empirical study in Jordanian health service industry

2021 ◽  
Vol 39 (7) ◽  
Author(s):  
Ghazi A. Al-Weshah ◽  
Dana F. Kakeesh ◽  
Noor A. Al-Ma'aitah
Keyword(s):  
Social Media ◽  
Health Service ◽  
Search Engine ◽  
Service Industry ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Search Engine Optimization ◽  
Social Media Networks ◽  
Patients Satisfaction ◽  
E Mail

The study aims at investigating the role of digital marketing strategies in enhancing international patients’ satisfaction in Jordanian healthcare industry. Specifically, the effect of search engine optimization, social media networks, and e-mail marketing as digital marketing strategies on international patients’ satisfaction. The quantitative approach is adopted and 400 questionnaires are distributed using convenient sample to international patients in different health service organizations (HSO). Only 310 questionnaires were collected with response rate 78%. The study concluded that there is a significant effect of digital marketing strategies on international patients’ satisfaction in Jordanian health service industry. Moreover, each digital marketing strategies (search engine optimization, social media networks, and e-mail marketing) have a significant effect on international patients’ satisfaction in Jordanian health service industry. Moreover, social media networks are the most important strategy which are employed to enhance patients’ satisfaction in HSOs. The study recommends that HSOs have to take the advantages of digital marketing strategies in order to enhance patients’ satisfaction. Practical implications and directions for future research are proposed.

scholarly journals Các yếu tố digital marketing tác động đến hành vi mua căn hộ chung cư tại thành phố Hồ Chí Minh

2021 ◽  
Vol 16 (1) ◽  
pp. 44-58
Author(s):  
Nguyễn Thị Phụng ◽  
Nguyễn Thị Hồng Nhung
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Search Engine ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Search Engine Marketing ◽  
Online Public Relations ◽  
E Mail ◽  
Content Marketing

Nghiên cứu này nhằm phân tích các yếu tố Digital Marketing tác động đến hành vi mua căn hộ chung cư tại thành phố Hồ Chí Minh. Qua thực hiện khảo sát trực tuyến và trực tiếp, nhóm nghiên cứu thu thập thông tin đối với 265 khách hàng về “Tác động Digital Marketing đến hành vi mua căn hộ chung cư tại thành phố Hồ Chí Minh” đến từ các công ty bất động sản. Kết quả phân tích dữ liệu cho thấy có 06 yếu tố tác động đến hành vi mua căn hộ chung cư, đó là Social Media Marketing; Content Marketing; Search Engine Marketing; Online Public Relations; Affiliate Marketing; E-Mail Marketing trong đó yếu tố Social Media Marketing có tác động mạnh nhất đến hành vi mua của khách hàng. Kết quả nghiên cứu sẽ là những thông tin hữu ích cho Doanh nghiệp để khai thác triệt để các phương tiện Digital Marketing nhằm thúc đẩy hành vi mua của người tiêu dùng đối với thị trường căn hộ chung cư tại thành phố Hồ Chí Minh.

New Media Channels in Corporate Communication and Interaction With the New Consumer

2021 ◽  
pp. 1-21
Author(s):  
Pinar Yürük-Kayapinar ◽  
Özgur Kayapinar
Keyword(s):  
New Media ◽  
Search Engine ◽  
Corporate Communication ◽  
Digital Marketing ◽  
Communication Tools ◽  
Search Engine Marketing ◽  
Media Channels ◽  
New Consumer ◽  
Negative Factors ◽  
E Mail

The main purpose of this chapter is to examine the digital marketing tools used by businesses in the light of developments in corporate communication and interaction with consumers. For this purpose, a literature review has been made by considering the most used digital marketing tools. Firstly, the transition from traditional communication tools to digital tools is discussed with the stages from Web 1.0 to Web 5.0 in the development of the internet. The 7S concept that businesses have to use to realize digital marketing applications is mentioned. Then, the concepts of search engine marketing, search engine optimization, e-mail marketing, display advertising, online public relation, social media marketing, and chatbots are explained. It is mentioned how businesses use these marketing practices, positive and negative factors related to each application were examined, and examples from businesses were given.

scholarly journals Perception of Web Users on the Effectiveness of Search Engine Marketing and Search Engine Optimization in the Era of Digitalization

2019 ◽  
Vol 8 (4S3) ◽  
pp. 70-73
Keyword(s):  
Search Engine ◽  
Considerable Change ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Search Engine Marketing ◽  
Search Engine Optimization ◽  
Digital World ◽  
Digital Era ◽  
Technological Growth ◽  
Political Boundaries

The Digital era has revamped many sectors and industries, information sharing is considered as the most important aspect any business now, any industry have not been spared from the technological growth, digital world have given an opportunity to go on business of your product and services online. The attitude of the consumers and their behavior has seen considerable change; the business has to cater the needs of their customer’s. The product or services can be reached the end users much easier through virtual digital marketing cutting across the geographical and political boundaries. The websites created by the business has to be on the internet, not only on the net but have to land on the prime pages of the Search Engines, the marketers have to strive for ranking their webs on the top hit rank in order to be in the market. This article attempts to study the Search Engine Marketing (SEM) and to improvise on the strategies to remain on top by carrying out Search Engine Optimization and to adopt Search Engine Marketing Strategies (SMES) on a more effective way and also provides suggestions based on the empirical facts.

A Systematic Review of Digital Marketing in South Africa

2020 ◽  
pp. 143-162 ◽  
Author(s):  
Vera Nsahlai ◽  
Refiloe Khoase ◽  
Patrick Ndayizigamiye ◽  
Shopee M. Dube
Keyword(s):  
South Africa ◽  
Systematic Review ◽  
Social Media ◽  
South African ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Digital Platforms ◽  
Social Media Platforms ◽  
African Context ◽  
Meta Analyses

This chapter investigates the extent of digital marketing usage in South Africa, its perceived impact, and factors that influence its adoption in the South African context. The methodology adopted is the systematic review using the preferred reporting items for systematic reviews and meta-analyses (PRISMA) framework. The results show that digital platforms currently used include mobile marketing (SMS) and social media platforms. The findings suggest that SMS-based marketing may be appealing to other market segments but not to young adults. The findings further suggest that social media marketing has had a significant influence on the purchase intentions among South African millennials (Generation Y). Moreover, the findings suggest that marketers, in their quest to influence customer purchasing decisions, should consider the knowledge that social media followers have regarding a subject matter (such as a product), and make an effort to educate those followers on the subject (or product) before suggesting a purchase.

A study of Perception and Engagement as a response of Consumers towards ads on Facebook and Google search engine

2020 ◽  
Vol 8 (10) ◽  
pp. 102-112
Author(s):  
Mohammed Usman
Keyword(s):  
Social Media ◽  
Search Engine ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Digital Marketing ◽  
Customer Engagement ◽  
Online Advertisement ◽  
Pull Marketing ◽  
And Gender ◽  
Google Search

Inbound marketing induces a customer to buy a product online by search engine optimization or various digital marketing strategies. Pull marketing is a proven way of attracting customers towards brands and engaging them for buying. Perceptions make an individual to either make a good image or bad image of the product. Buying products is a click away. Digital marketing is making reforms in India which are already doing well in foreign countries. India is witnessing a growth of internet usage due to digital marketing reforms, companies are using online marketing strategies to get them attracted towards their businesses. The online advertisement makes an individual to make the perception of the product and then respond in the form of clicking, liking sharing the social media content and then buying the product. The study will consider the demographic factors age group and gender as two variables for studying the perception of consumers towards social media. The study will help to determine customer engagement as a response to positive percetion of the ads on Facebook and Google search engine results.The engagement of customer is considered to be determined by three factors as browsing,sharing and buying products after getting influenced by ads on facebook and google serach engine results.

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