DIGITAL MARKETING
BHAKTI OZA
INTRODUCTION :-
Digital Marketing is the advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps. Using these online media channels, digital marketing is the method by which companies endorse goods, services, and brands.
OBJECTIVES :- To study underline the phenomenon of Digital Marketing.
LITERATURE REVIEW:-
DURING PANDEMIC PERIOD
Meshko,N et al says that,As COVID-19 spreads across the globe, people everywhere are learning to cope with a new way of living. While brick-and-mortar retailers were already losing favor among shoppers, stay-home orders have all but crippled the markets. COVID_19 has brought significant changes,especially regarding the use of digital technologies in the promotion of goods and services. The key factors of digital marketing strategy are usability,quality,efficiency,tangible value,predictability of expected results. Covid-19 which affected not only the health and lives of the people ,but also caused a new economic crisis All around the world measures to slow the spread of the virus were introduced, including the closure of public places and borders in order to minimize interaction between people.
DIGITAL MARKETING OF INSTAGRAM FOR A FASHION BAND
Nikolic, D et al says that,Digital existence becomes a fundamental thing for both individuals, governments and business entities.Fashion brands are searching for new ways of reaching their clients and with technologies they can communicate with customers, offer and sell products worldwide. Digitalization brought a huge transformation in the marketing industry. There are plenty of different social media channels these days and depending on the person’s interests, location, age, lifestyle and other characteristics the suitable social media channels can be identified.
TOURISM REGIONAL DEVELOPMENT
Tarazona-Montoya et al, says that Digital marketing helps to develop brand awareness by having a strong presence on social media. Also, online conversations enable the marketers to identify the current travel & tourism trends, analyze customer behavior, enhance their travel experiences and extend the scope for continuous improvement.Tourism is one of the most relevant activities for the development of regions and represents a major percentage of the wealth generated in the world. During recent years, digital instruments have been developed which have permitted obtaining competitive advantages in the market, where digital marketing has become the dominant media in the tourism sector. The tourism sector especially depends on digital Marketing and the proper use of available digital marketing tools play an essential role in the performance. The obtained data were assessed by means of fuzzy set Qualitative Comparative Analysis to check the hypotheses. The results reveal the most effective combinations of digital marketing tools and the activities in which especially small and medium firms must engage in the cluster to obtain better results.
RELATION BETWEEN CUSTOMER, OTT PLATFORMS
Habib, S et al says that, OTT stands for “Over The Top” and refers to any streaming service that delivers content over the internet. The service is delivered “over the top” of another platform, hence the moniker.The Internet and digital technologies have grown exponentially and have become a part of billions of people’s daily lives around the world. Examples of OTT platforms in India are there’s a wide range of OTT platforms, including Netflix, Disney+, Picakshow, Amazon Prime Video, Zee5, Voot CuriosityStream, Hotstar TV, and so many more. Consumer preferences are shifting away from traditional forms of media and toward digital media consumption. People are spending more time each day on digital rather than traditional forms of media.
SMALL AND MEDIUM SIZED ENTERPRISES
Small and Medium Enterprises usually referred to as SMEs have taken momentum only recently and have grown at a very fast rate in the last decade. It has also been observed that most of these SMEs have been started by young, talented entrepreneurs who refuse to abide by the traditional rules of business and instead crave innovation and are risk-takers. The entrepreneurial attitude sets them apart from the crowd. Most SMEs enter the market by including online marketing as one of its prime sources of customer acquisition. They also have very specific short term targets. Analyses and considerations are based on logical inference, examination of results of empirical studies, critical literature review, and author’s market observations.
BIG DATA FOR SEARCH ENGINES OPTIMIZING
Drivas et al says that,the Meaning of SEO (Search Engine Optimization), and it’s actually a set of tools and best practices that help websites reach higher search engine rankings.SEO is made up of multiple elements, and knowing what they are and how they work is key to understanding why SEO is so important. In short, SEO is crucial because it makes your website more visible, and that means more traffic and more opportunities to convert prospects into customers. Engine analytics expands the opportunities for developing new methodological frameworks that are composed of valid, reliable, and consistent analytics that are practically useful to develop well-informed strategies for organic traffic optimization
EMPLOYABILITY SKILLS JOB ADVERTISEMENTS
Kovacs et al says that the aim of the study is to explore the employers’ demands for personal skills in graduate and junior positions in the field of digital marketing. The research summarizes the review of academic literature on transferable soft skills, focusing on the digital marketing sector. The data show that, while hard skills in job advertisements are still dominant, soft skills are also emphasized in the field of digital marketing. Communicating, handling information and content, Transacting, Problem solving, Being safe and legal Online.
MEASURING DIGITAL MARKETING IN HOTEL INDUSTRY
Mahmutović, K. (2021)Hotel digital marketing also known as hotel online marketing or hospitality marketing means building and maintaining your hotel’s presence online. This includes social media platforms like Facebook, Twitter, Instagram in addition to Google and other search engines. Helpt to aim and develop and validate the scale for measuring digital marketing orientation (DMO) in the hotel industry. Using the developed digital marketing orientation (DMO) scale, hotel managers can conduct a DMO audit similar to conducting a market orientation audit to determine in which areas it is necessary to improve market orientation in the online environment.
INTERACTION OF CONSUMER OF LUXURY BRAND
Castillo-Abdul et al says that,a social network marketing strategy creates two-way communication (P2P) between organizations and current or potential consumers to improve customer relationship management (CRM). Consequently, the social media strategy provides brand visibility and supports market research. Companies have the opportunity to conduct market research, communicate with their customers, and collect feedback from them .A social network marketing strategy creates two-way communication (P2P) between organizations and current or potential consumers to improve customer relationship management (CRM). Consequently, the social media strategy provides brand visibility and supports market research. Companies have the opportunity to conduct market research, communicate with their customers, and collect feedback from them
Example :- this research aims to analyze the degree of influence and relationship between Branded Content and the social media consumer interactions of the luxury fashion firm Manolo Blahnik in the mentioned network.
THE FAKE ADS CORPUS
Al Azzawi, N.et al, says that Social media is a very fast and easy-to-access channel that disseminates news and, every second of the day, huge numbers of people are accessing and interacting with online news . Over the last decade, social media channels, including Twitter, Facebook, YouTube, and Instagram, have become an integral part of our daily lives .Ad fraud is any attempt to defraud digital advertising networks for financial gain. Scammers often use bots to carry out ad fraud, but not always – there are a number of methods that scammers can use to trick advertisers and ad networks into paying them. Ad fraud that uses bots is typically click fraud.
CONCLUSIONS:- The great thing about digital marketing is that it offers numerous resources for an immediate study of the impact of every digital marketing industry such as fashion, social-media, frauds, exploration of new ideas, interaction of consumers,hotel industry etc. The advancement in technology helps multifaceted opportunities and also at same time challenges for the marketers. Also, the promotion of brands to connect with potential customers using the internet and other forms of digital communication. Increased sales helps tourism, also hit small enterprises, and exploration of OTT platforms. And after COVID_19 the pandemic situation has affected all over the world. It led to many social changes, and also influenced how business is carried out. The digital world has become more concentrated than ever, with more and more users starting to use the internet as users are even more exposed.
REFERENCE :-
Alnazzawi, N., Alsaedi, N., Alharbi, F., & Alaswad, N. (2022). Using social media to detect fake news information related to product marketing: The FakeAds corpus. Data, 7(4), 44. doi:http://dx.doi.org/10.3390/data7040044
Castillo-Abdul, B., Bonilla-del-Río, M., & Núñez-Barriopedro, E. (2021). Influence and relationship between branded content and the social media consumer interactions of the luxury fashion brand manolo blahnik. Publications, 9(1), 10. doi:http://dx.doi.org/10.3390/publications9010010
Digital transformation and marketing activities in small and medium-sized enterprises. (2021). Sustainability, 13(5), 2512. doi:http://dx.doi.org/10.3390/su13052512
Drivas, I. C., Sakas, D. P., Giannakopoulos, G. A., & Kyriaki-Manessi, D. (2020). Big data analytics for search engine optimization. Big Data and Cognitive Computing, 4(2), 5. doi:http://dx.doi.org/10.3390/bdcc4020005
Habib, S., Hamadneh, N. N., & Hassan, A. (2022). The relationship between digital marketing, customer engagement, and purchase intention via OTT platforms. Journal of Mathematics, 2022 doi:http://dx.doi.org/10.1155/2022/5327626
Kovacs, I., & Zarandne, K. V. (2022). DIGITAL MARKETING EMPLOYABILITY SKILLS IN JOB ADVERTISEMENTS – MUST-HAVE SOFT SKILLS FOR ENTRY-LEVEL WORKERS: A CONTENT ANALYSIS. Economics & Sociology, 15(1), 178-192. doi:http://dx.doi.org/10.14254/2071789X.2022/15-1/11
Mahmutović, K. (2021). DEVELOPMENT AND VALIDATION OF THE SCALE FOR MEASURING DIGITAL MARKETING ORIENTATION IN THE HOTEL INDUSTRY. Ekonomski Vjesnik, 34(1), 115-129. doi:http://dx.doi.org/10.51680/ev.34.1.9
Meshko, N., & Savinova, A. (2020). Digital marketing strategy: Companies experience during pandemic. VUZF Review, 5(4), 41-49. doi:http://dx.doi.org/10.38188/2534-9228.20.4.05
Nikolic, D., & Kostic-Stankovic, M. (2022). Improving the economic sustainability of the fashion industry: A conceptual model proposal. Sustainability, 14(8), 4726. doi:http://dx.doi.org/10.3390/su14084726
Tarazona-Montoya, R., & Devece, C. (2020). The value of cluster association for digital marketing in tourism regional development. Sustainability, 12(23), 9887. doi:http://dx.doi.org/10.3390/su12239887