DIGITAL MARKETING

Digital Marketing

Author: Bibhor Singh

MMS – Roll No. (0222118)

Kohinoor Business School

Literature Review

  1. PROMOTIONAL STRATEGIES FOR INDIAN PHARMACEUTICAL COMPANIES IN THE WORLD OF DIGITAL MARKETING.

 AGRAWAL, B.; MANDHANYA, Y. (2021) say that Pharmaceutical companies looking for some strategies for promotion as traditional method of newspaper is not useful in rural areas due to lack of literacy.The companies using the 4 P’s of merketing to increase their influence and patriotic marketing is also used. A study was done of Top management of pharmaceutical companies in cities of MP.It was found that the marketing tools does not create a big impact on pharmaceutical companies’ development. The companies should keep the medicine affordable for the people so that they can buy and cure the diseases.

  1. Pursuing digital marketing and sales transformation in emerging market : Lessons from India’s Tata steel.

GUPTA, P. et al. (2021)  stated that the Tata steel is set for digital transformation, as they are in B2B,SME’s and B2C type of business they are looking for digital transformation for knowing customer needs and solving customer problems. The marketing and sales team to study global initiative for it. They have started digital enthusiasts’ exploration programme for top level managers. They are adopting strategies of thinking big, start small and scale fast. Tata giving high priority to customer demand and satisfaction.

  1. The future of marketing: Thriving in a digital world

VIEN, C. L.(2015) say that many firms have been using the formula of traditional marketing of maintaining relationships and referrals. The digital world is changing the type of marketing styles. The companies facing challenges to change to adapt the digital marketing as they are used to traditional marketing styles. Digital marketing is not different from traditional marketing but the company has to make an image online and reach potential customers. Social media and content marketing is used widely. They are cheap and used to target wide audience. Companies make their own websites and maintain it for customers as new gen customer check the company website before. Companies get rejected sometimes as they don’t maintain their websites. In this dynamic digital world companies need to strengthen their online presence to survive in the market.

4.A study of emerging trends in brand engagement through digital marketing.

MEHTA, R.; KAUSHIK,(2015) state that Multi-channel digital marketing refers to the use of various digital channels such as social media, email, SMS, mobile apps, and online advertising to reach and engage with customers. By employing a multi-channel approach, businesses can increase their chances of reaching their target audience and driving conversions.

Social media platforms such as Facebook, Instagram, and Twitter offer businesses the ability to create and share content with their followers, build brand awareness, and engage with customers. Email marketing allows businesses to communicate directly with customers and potential customers by sending promotional emails, newsletters, and other content. SMS marketing involves sending text messages to customers, often with special offers or promotions.

Mobile apps can be an effective tool for businesses to engage with customers, particularly those who prefer to shop or interact with brands on their mobile devices. Online advertising includes various forms of display ads, paid search ads, and video ads that can be targeted to specific audiences based on demographics, interests, and other factors.

  1. Tata Zica to Tata Tiago: Digital marketing strategy of Tata motors for rebranding.

SHAFIULLA, B.(2019) state that the Tata Motors Limited launched a new hatchback named Tata Zica under the Tata Personalization program. The company heavily promoted the car for more than two months before a global health emergency was declared due to the Zika virus outbreak, which was spreading in South and North America. As the name “Zica” was similar to the virus name, Tata Motors faced a branding dilemma, and eventually decided to change the car’s name.

To come up with a new name for the car, Tata Motors launched the “#Fantastico Name Hunt” competition, a global crowd-sourcing campaign for people to suggest a new name for the hatchback. The competition received an overwhelming response, and the company shortlisted three names: Adore, Civet, and Tiago. Finally, Tiago was selected as the new name for the car.

The Indian auto industry is one of the largest in the world, accounting for 7.1% of India’s Gross Domestic Product (GDP). The passenger vehicle segment of the industry accounts for 13% of the market share. Tata Motors, established in 1945, is a leading global automobile manufacturer with a market value of $42 billion. The company has a product portfolio of cars, sports vehicles, buses, trucks, and defines vehicles and has sold nine million vehicles till 2017.

  1. Digital marketing and its effect on online consumer buying behaviour

M., R.; B., V. (2019) say that the aim of the study is to investigate the effect of digital marketing on online consumer buying behaviour in Vellore, Tamil Nadu. The researchers adopted an analytical research design and collected primary data through a structured questionnaire with open and closed-ended questions. The study found that digital marketing has a significant effect on consumer perception and online buying behaviour. Content marketing was identified as the most preferred digital marketing channel, which influences consumers to take online buying decisions. The researchers also reviewed literature on consumer behaviour towards online marketing and found that convenience, accessibility, scope, attraction, reliability, experience, and clarity are dominant factors that influence consumer perceptions towards online purchasing. Demographic factors such as age, gender, income, and marital status also affect consumer behaviour towards online marketing. The study suggests that digital marketing can assist customers in making strategic buying decisions by providing them with clear and accurate information.

  1. Understanding Digital Content marketing

ROWLEY, J.(2008) say that the article explores the definition and nature of digital content marketing (DCM) as it becomes increasingly important in the business world. The article examines the unique characteristics of digital content marketing, informed by a literature review and exploration of numerous websites delivering different types of digital content. The article also explores the notion of customer value in digital content marketplaces, discussing the impact of developing a notion of value in the context of digital content on value chain structures, pricing strategies, marketing communications and branding, and licensing and digital rights management. The article concludes by discussing the potential of the “value-in-use” notion of customer value and making recommendations for practice and further research.

  1. PEER TEACHING IN DIGITAL MARKETING COURSES: A CONCEPTUAL FRAMEWORK

YE, C. et al.(2021) say that the idea of utilizing jigsaw peer teaching as an effective instructional tool for digital marketing courses. It emphasizes the dynamic nature of the subject matter and suggests that jigsaw peer teaching allows students to take ownership of their learning and collaborate with their expert groups. By engaging in this interactive and autonomous learning environment, students become active contributors to the learning process. The passage also identifies potential areas for future research, such as investigating the impact of jigsaw peer teaching on building a sense of community, reducing isolation and anxiety, and boosting motivation. It also suggests exploring how this teaching method can enhance students’ meta-skills in the context of marketing. Furthermore, the passage acknowledges the challenges in measuring the effectiveness of jigsaw peer teaching and proposes the exploration of alternative research methods. Finally, it highlights the adaptability of jigsaw peer teaching to other marketing courses and different class formats, opening avenues for further exploration in the field of education.

  1. Finding Service Quality Dimension: A study on digital marketing service quality

GHOSH, S.; ROY, K.(2021) state that the primary objective of the study is to identify the key factors that influence the perception of service quality in the context of digital marketing, with the ultimate goal of helping digital marketing companies to enhance their service offerings and meet the expectations of their clients.

To achieve this objective, the researchers employed a multi-stage data collection and analysis process, which involved gathering data from both digital marketing service providers and their clients. The study utilized a comprehensive survey questionnaire that covered various aspects of service quality, such as reliability, responsiveness, empathy, tangibles, and assurance, among others. The collected data was then analysed using exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) techniques to identify the underlying dimensions of service quality.

The findings of the study revealed that the service quality dimensions associated with digital marketing services can be grouped into six key factors: website quality, communication quality, reliability, responsiveness, assurance, and empathy. These factors represent the essential elements that influence clients’ perceptions of service quality in the context of digital marketing services. By identifying these key factors, digital marketing companies can focus their efforts on improving their service offerings in these specific areas, thus enhancing their overall service quality and meeting their clients’ expectations.

  1. Digital marketing jobs: What are recruiters looking for?

ELHAJJAR, S.(2022) say that Digital marketing professionals play an increasingly important role in today’s world, with new job titles like “digital marketing lead” reflecting this trend. To succeed, professionals need a mix of technical and soft skills. Specialized education programs should offer courses in management, analytics, automation, and content creation. The responsibilities of digital marketers include content creation, social media management, data analysis, reporting, coordination, budget planning, auditing, and trend identification. Developing soft skills like teamwork and communication is also crucial. Educators should partner with businesses, create outcome-driven learning outcomes, and focus on preparing students for the dynamic nature of the field. Future research should explore market readiness and effective teaching methods.

 

Conclusion

As the world is changing with the technology, the businesses are getting dynamic with the increase of competition and changing customer demands and satisfaction. Now to survive in this competition companies need to change the way of marketing to reach the customers. Digital marketing is revolutionizing the marketing styles and is gaining value as it is cheap and reaches more target customers. Companies are marking their presence digitally though their websites, social media handles to be in touch with customers and be connected to them. This helps companies to retain customers and gain loyalty. Companies are scaling business by globalising. Social media and content marketing are gaining importance. SMS and email marketing is also widely used for promotion. Digital marketing is revolutionizing the marketing and business, companies adapting it will get an upper hand over competition.

 

Reference

AGRAWAL, B.; MANDHANYA, Y. (2021) Promotional Strategies for Indian Pharmaceutical Companies in the Era of Digital Marketing. Global Management Review, [s. l.], v. 15, n. 2, p. 69–76, 2021. Dyspnoeal em: https://discovery.ebsco.com/linkprocessor/plink?id=c93c0dcb-0e50-3125-b91b-ab74da01cb18. Acesso em: 30 maio. 2023.

ELHAJJAR, S.(2022) Digital marketing jobs: What are recruiters looking for? Journal of Education for Business, [s. l.], v. 97, n. 1, p. 29–35, 2022. DOI 10.1080/08832323.2021.1884520. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=732aafc3-8ece-39bf-96e8-e6603219a293. Acesso em: 30 maio. 2023.

GHOSH, S.; ROY, K.(2021) Finding Service Quality Dimensions: A Study on Digital Marketing Service Quality. ASCI Journal of Management, [s. l.], v. 50, n. 1, p. 36–48, 2021. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=dff43afa-bd10-3b7c-90b1-385b8900293f. Acesso em: 30 maio. 2023.

GUPTA, P. et al. (2021) Pursuing Digital Marketing and Sales Transformation in an Emerging Market: Lessons from India’s Tata Steel. Vikalpa: The Journal for Decision Makers, [s. l.], v. 46, n. 4, p. 197–208, 2021. DOI 10.1177/02560909211054700. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=5da02cbd-49c2-3a3f-b870-87635a6e6d2f. Acesso em: 30 maio. 2023.

M., R.; B., V. (2019) Digital Marketing and Its Effect on Online Consumer Buying Behavior. Journal of Services Research, [s. l.], v. 19, n. 2, p. 61–77, 2019. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=04e13927-98d5-3647-8adb-a81e5c7e6765. Acesso em: 30 maio. 2023.

MEHTA, R.; KAUSHIK,(2015) Study of Emerging Trends in Brand Engagement through Digital Marketing. Journal of Marketing & Communication, [s. l.], v. 11, n. 2, p. 39–45, 2015. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=80712bcd-a6b1-3563-8077-a0b6a4bbdb30. Acesso em: 30 maio. 2023.

ROWLEY, J.(2008) Understanding digital content marketing. Journal of Marketing Management, [s. l.], v. 24, n. 5–6, p. 517–540, 2008. DOI 10.1362/026725708X325977. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=0a3671e7-8597-336e-9ee4-7d9d57006f6b. Acesso em: 30 maio. 2023.

SHAFIULLA, B.(2019) Tata Zica to Tata Tiago: Digital Marketing Strategy of Tata Motors for Rebranding. IUP Journal of Marketing Management, [s. l.], v. 18, n. 3, p. 40–59, 2019. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=38c9c1bb-ec4f-3cca-a154-844efc868d8a. Acesso em: 30 maio. 2023.

VIEN, C. L.(2015) The future of marketing: Thriving in a digital world. Journal of Accountancy, [s. l.], v. 219, n. 6, p. 1–4, 2015. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=c02da81b-eba0-39b7-9f0e-93bc72c338f5. Acesso em: 30 maio. 2023.

YE, C. et al.(2021) Peer Teaching in Digital Marketing Courses: A Conceptual Framework. Marketing Education Review, [s. l.], v. 31, n. 2, p. 169–174, 2021. DOI 10.1080/10528008.2020.1859388. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=47a525ba-7994-3bcd-950a-561f7d701b86. Acesso em: 30 maio. 2023.

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