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The Importance Of Digital Marketing. An Exploratory Study To Find The Perception And Effectiveness Of Digital Marketing Amongst The Marketing Professionals In Pakistan

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  • Fawad Khan

    (Suffa University,Phase VII (Ext), DHA, Karachi-75500, PAKISTAN)

  • Kamran Siddiqui

    (Suffa University,Phase VII (Ext), DHA, Karachi-75500, PAKISTAN)

Abstract

The purpose of this exploratory research is to present the perceptions towards Digital Marketing in Pakistan. This issue has rarely been addressed by the academicians and researchers in Pakistan and elsewhere. This study used digital marketing parameters to measure the awareness and effectiveness of digital marketing among marketing professionals in Pakistan. 200 marketing professionals participated in this academic exercise. Data was analyzed in many ways, a) through descriptive statistics b) summarizing the data using factor analysis. Four major perception groups were emerged from the analysis i.e., a) Skeptical b) Enthusiast c) Utilitarian and d) Parsimonious. The result suggests that professionals in Pakistan are more skeptical towards digital marketing tools and concepts. They do not fully understand the benefits of digital marketing in terms of growth and cost effectiveness. Finally, the limitations of the studies and findings are presented in study.

Suggested Citation

  • Fawad Khan & Kamran Siddiqui, 2013. "The Importance Of Digital Marketing. An Exploratory Study To Find The Perception And Effectiveness Of Digital Marketing Amongst The Marketing Professionals In Pakistan," Journal of Information Systems & Operations Management, Romanian-American University, vol. 7(2), pages 221-228, December.
    • Handle: RePEc:rau:jisomg:v:7:y:2013:i:2:p:221-228
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