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

Author

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  • Afrina Yasmin
  • Sadia Tasneem
  • Kaniz Fatema

    (Department of Business Administration, Northern University Bangladesh)

Abstract

Marketers are faced with new challenges and opportunities within this digital age. Digital marketing is the utilization of electronic media by the marketers to promote the products or services into the market. The main objective of digital marketing is attracting customers and allowing them to interact with the brand through digital media. This article focuses on the importance of digital marketing for both marketers and consumers. We examine the effect of digital marketing on the firms’ sales. Additionally the differences between traditional marketing and digital marketing in this paper are presented. This study has described various forms of digital marketing, effectiveness of it and the impact it has on firm’s sales. The examined sample consists of one hundred fifty firms and fifty executives which have been randomly selected to prove the effectiveness of digital marketing. Collected data has been analyzed with the help of various statistical tools and techniques.

Suggested Citation

  • Afrina Yasmin & Sadia Tasneem & Kaniz Fatema, 2015. "Effectiveness of Digital Marketing in the Challenging Age: An Empirical Study," International Journal of Management Science and Business Administration, Inovatus Services Ltd., vol. 1(5), pages 69-80, April.
    • Handle: RePEc:mgs:ijmsba:v:1:y:2015:i:5:p:69-80
    DOI: 10.18775/ijmsba.1849-5664-5419.2014.15.1006
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    Cited by:

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    2. Rekha & Aparna Mishra & Ajay Kr. Chauhan, 2017. "Impact of Value Proposition of Digital Marketing Communication on Car Buyers’ Attitude," Paradigm, , vol. 21(2), pages 175-191, December.
    3. Jianli Gao & Abu Bakkar Siddik & Sayyed Khawar Abbas & Muhammad Hamayun & Mohammad Masukujjaman & Syed Shah Alam, 2023. "Impact of E-Commerce and Digital Marketing Adoption on the Financial and Sustainability Performance of MSMEs during the COVID-19 Pandemic: An Empirical Study," Sustainability, MDPI, vol. 15(2), pages 1-21, January.
    4. Melović, Boban & Jocović, Mijat & Dabić, Marina & Vulić, Tamara Backović & Dudic, Branislav, 2020. "The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro," Technology in Society, Elsevier, vol. 63(C).
    5. Greg Grovey, Diana Garza & Greg Grovey, Diana Garza, 2023. "How Different Digital Marketing Techniques Drive and Empower Sneakerhead Purchasing Behaviors: A Theoretical Literature Review," RAIS Conference Proceedings 2022-2024 0258, Research Association for Interdisciplinary Studies.
    6. Anastasia Velentza & Theodore Metaxas, 2023. "The Role of Digital Marketing in Tourism Businesses: An Empirical Investigation in Greece," Businesses, MDPI, vol. 3(2), pages 1-21, April.
    7. Sanjay P. Pande, 2020. "Study on Smart Marketing Strategies Using Effective Social Media," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 7(5), pages 110-116, May.
    8. Luan Hasneziri, 2021. "The Adversarial Proceedings Principle in the Civil Process," European Journal of Marketing and Economics Articles, Revistia Research and Publishing, vol. 4, ejme_v4_i.
    9. D Poorani & J Vidhiya & Santhosini, 2021. "A Study on Opportunities and Challenges of Digital Marketing," Shanlax International Journal of Management, Shanlax Journals, vol. 8(3), pages 46-53, January.
    10. Caroliny Makacha & Munodawafa Njovo, 2021. "Digital marketing adoption by National Tourism Organisations (NTOs): A Zimbabwean perspective," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 5(12), pages 989-996, December.
    11. Margarita IÅ¡oraitÄ—, 2017. "Internet Marketing Theoretical Aspects," EcoForum, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 6(1), pages 1-25, January.
    12. Ismat Ara Eti & Md. Murshedul Bari, 2020. "Digital Marketing Makes Consumer Closer: An Internet Giant Creating Challenges at Present: A Study on Consumer Perspective During COVID-19," International Journal of Science and Business, IJSAB International, vol. 4(10), pages 64-76.

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    More about this item

    Keywords

    Digital Marketing; Promotion; Effectiveness; Customer Reach;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General

    Statistics

    Access and download statistics

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