Author: Atman Dani
Class – MMS 1’st Year, Division B
Roll No – 0222073
Kohinoor Business School
Literature Review
Article 1 – Digital marketing jobs: What are recruiters looking for?
Subheading – Importance of knowledge and complex skills of digital marketing in students for jobs :-
Summary – This article explains the current responsibilities, skills, and knowledge set required of digital marketing professionals. It identifies roles, qualifications, competencies, and desirable personality traits within the digital marketing environment. The results of this study offer insights into the current and future curriculum design of digital marketing programs. Findings show that there is a need to provide students with knowledge and complex skills that can improve their chances of landing a good job in digital marketing.
Article 2 – When Posting About Products on Social Media Backfires
Subheading – Posting about your products on social media can be a bad move :-
Summary – Consumers frequently express themselves by posting about products on social media. Because consumers can use physical products to signal their identities, posting about products on social media may be a way for consumers to virtually signal identity. Across five experiments, it was found that consumers’ identity-relevant product posts on social media led to decreased interest in purchasing those and similar identity-relevant products
Article 3 – Improving student job placement and assessment through the use of digital marketing certification programs
Subheading – Importance of digital marketing certificates in job placements for students :-
Summary – The area of digital marketing is a difficult one for course development. Not only is it a relatively new topic area and having become popular after many marketing faculty completed their academic training. It is a constantly changing one wherein innovative tools are continuously being replaced within the industry. If a student has done a digital marketing course and has a certificate it will help him tremendously during his job placements.
Article 4 – Digital Marketing as a novel tool for goods and services promotion on social media: contemporary trends and development directions.
Subheading – Goods and services promotion with the planning and implementation of digital marketing :-
Summary – Under modern conditions, the problem of achieving marketing and business goals is actualized for companies in all sectors of the economy. Digital marketing plays a key role in effectively solving this problem. The purpose of the paper is to highlight the features of the development of digital marketing tools in the context of product promotion on social media platforms. The article highlights the features of planning and implementation of digital marketing in the context of the tasks of promoting goods and services in the digital space. The key role of digital marketing in the implementation of the company’s marketing and business tasks is emphasized.
Article 5 – The Impact of Social Media Marketing on E-Purchase Decisions Using Online Food Delivery Services.
Subheading – Online food delivery services are largely benefitted with the help of smartphones and social media marketing :-
Summary – The development of the food delivery service platform is supported by the increasing prevalence of the internet and the high number of smartphone users, which has created a dearth of online marketing-savvy business opportunities. A descriptive quantitative approach was used in this study. Based on the findings of the study and the discussion, it is evident that social media marketing variables have a favorable and significant impact on e-purchase decisions using online food delivery services.
Article 4 – THE ADOPTION OF DIGITAL MARKETING IN FINANCIAL SERVICES UNDER CRISIS.
Subheading – Digital marketing usage during crisis :-
Summary – Led by social media, online search, consumer generated content, virtual communities, and considering the increased focus on digital technologies, the longer-term prospects for digital marketing and the global online medium continue to be bright. Given the recent decline of the financial markets and the economic fallout, financial institutions have to implement new digital marketing techniques both for cost optimization and for dealing with the crisis of confidence.
Article 5 – Small Service Businesses: Advertising Attitudes and The Use of Digital and Social Media Marketing.
Subheading – Small service businesses should use digital and social media marketing to expand/benefit their businesses.
Summary – Advertising is embraced by companies as a means of building awareness, sales, and customer loyalty. However, in recent years advertising has changed. Digital marketing and social media marketing have gained a greater prominence. While megabrands spend millions of dollars on advertising, small businesses often view advertising as an expense rather than a means of generating revenue. Small service business owners are often skeptical of the value of digital marketing and social media. This study examines various digital and social media channels that can be utilized to grow their business.
Article 6 – Digital marketing as a modern tool for promotion of goods and services in social networks.
Subheading – Goods and services can be promoted using digital marketing.
Summary – The article substantiates the expediency of using digital marketing to promote goods and services in social networks. The results of the analysis reflect the important role of digital marketing as the main tool in promoting goods and services on social networks, building loyalty and consumer confidence. In order to be customer-oriented and have its own loyal audience, the business must take into account the personal preferences of potential consumers who may become customers of the online store
Article 7 – The impact of social media on the marketing strategies of South African businesses.
Subheading – Social media helps South African businesses :-
Summary – Businesses need to incorporate social media into their marketing strategies. Some key findings show that in a South African context, while social media is still relatively new, some organizations have really flourished and are beginning to enjoy the fruits of their social media campaigns. Social media can be used for internal communications as well as a method of engaging with both existing and potential new customers.
Article 8 – DIGITAL MARKETING IN TOURISM DESTINATIONS.
Subheading – Role of Digital Marketing and social media in increasing tourism.
Summary – The emergence of digital marketing has brought important changes in several industrial sectors, one of which is the tourism industry. This study aims to determine the role of digital marketing in tourist destinations. The result of this study indicates that there are several digital marketing media used by tourists to get information about tourist objects they want to visit, including Facebook, Twitter, Instagram, and other social media.
Article 9 – Social Media Profiling for the Development of Online Marketing Strategies.
Subheading – Social media helps the marketing world in consumer profiling.
Summary – Social media has become an almost permanent presence in our lives and in the business world. In the last two decades the marketing activity has changed greatly due to the development, of social interaction platforms such as Facebook, Instagram, Twitter, or TikTok. Consumer profiling is a challenge which marketers face and that social media profiling can help with that.
Article 10 – Digital and social media marketing usage in B2B industrial section.
Subheading – Lack of awareness of firms with respect to digital and social media marketing.
Summary – The results in the study indicate that advances in digital marketing tools remain largely unexploited. The firms lack the human resources and do not know on how to make the most out of digital and social media marketing. Study indicates that B2B companies should update their capabilities with respect to digital marketing usage which will benefit them and their industry.
OVERALL SUMMARY / CONCLUSION:
It’s very important to be aware about the importance of digital and social media marketing in various aspects of life. Be it business, a financial crisis, jobs, digital marketing plays a big role. Students, firms, even consumers should be update to date with the technologies and their capabilities in getting the most out of digital marketing. It has become a permanent presence in many of our lives. It’s a must to know that how to use it for your advantage, one should also be aware of the disadvantages in usage of social media but can be avoided with the knowledge and skills.
References:
DATELING, M.; BICK, G. The impact of social media on the marketing strategies of South African businesses. Annual International Conference on Business Strategy & Organizational Behaviour (BizStrategy), [s. l.], p. 52–57, 2013. DOI 10.5176/2251-2098_EMG13.13. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=0544e2ab-91e5-39c3-a824-cb9ba92e8931. Acesso em: 13 maio. 2023.
Daj, A., & Chirca, A. (2009). THE ADOPTION OF DIGITAL MARKETING IN FINANCIAL SERVICES UNDER CRISIS.
https://discovery.ebsco.com/linkprocessor/plink?id=99a9e982-5e12-32ca-821d-a174169fb67f
FUCIU, M. Social Media Profiling for the Development of Online Marketing Strategies. Studies in Business & Economics, [s. l.], v. 17, n. 3, p. 80–89, 2022. DOI 10.2478/sbe-2022-0047. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=d7b30d6c-a73d-3d96-bc1a-2ebd162b1be4. Acesso em: 13 maio. 2023.
Grewal, L., Stephen, A. T., & Coleman, N. V. (2019). When Posting About Products on Social Media Backfires: The Negative Effects of Consumer Identity Signaling on Product Interest. Journal of Marketing Research, 56(2), 197–210. https://doi.org/10.1177/0022243718821960 https://discovery.ebsco.com/linkprocessor/plink?id=7f352143-a705-377a-8ef1-a118c3f61e6d
Henry S. Cole, Tom DeNardin & Kenneth E. Clow (2017) Small Service Businesses: Advertising Attitudes and The Use of Digital and Social Media Marketing, Services Marketing Quarterly, 38:4, 203-212, DOI: 10.1080/15332969.2017.1394026
https://discovery.ebsco.com/linkprocessor/plink?id=79b87f85-ad95-36b6-9af5-ccde318f22a3
JÄRVINEN, J. et al. Digital and Social Media Marketing Usage in B2b Industrial Section. Marketing Management Journal, [s. l.], v. 22, n. 2, p. 102–117, 2012. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=f62b9bb8-a069-33e1-b926-1b1a8f3e731e. Acesso em: 13 maio. 2023.
Mark G. Staton (2016) Improving Student Job Placement and Assessment Through the Use of Digital Marketing Certification Programs, Marketing Education Review, 26:1, 20-24, DOI: 10.1080/10528008.2015.1091665
https://discovery.ebsco.com/linkprocessor/plink?id=16ea669d-4367-399b-a409-5cbe8d62e1fa
MUSLIHA; ADINUGRAHA, H. H. Digital Marketing in Tourism Destinations. Jurnal Ekonomi dan Bisnis Airlangga, [s. l.], v. 32, n. 2, p. 130–137, 2022. DOI 10.20473/jeba.V32I22022.130-137. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=a0520d0e-fccd-3079-a4cb-00711ead1141. Acesso em: 13 maio. 2023.
O., Y. et al. Digital-Marketing as a Modern Tool for Promotion of Goods and Services in Social Networks. Financial & Credit Activity: Problems of Theory & Practice, [s. l.], v. 1, n. 42, p. 361–370, 2022. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=df846472-daad-39cb-a23b-354be3f9acaa. Acesso em: 13 maio. 2023.
Samer Elhajjar (2022) Digital marketing jobs: What are recruiters looking for?, Journal of Education for Business, 97:1, 29-35, DOI: 10.1080/08832323.2021.1884520 https://discovery.ebsco.com/linkprocessor/plink?id=732aafc3-8ece-39bf-96e8-e6603219a293