{"id":20251,"date":"2024-02-26T07:49:07","date_gmt":"2024-02-26T02:19:07","guid":{"rendered":"http:\/\/www.sachdevajk.in\/?p=20251"},"modified":"2024-02-26T07:49:07","modified_gmt":"2024-02-26T02:19:07","slug":"digital-marketing-6","status":"publish","type":"post","link":"http:\/\/www.sachdevajk.in\/?p=20251","title":{"rendered":"Digital Marketing"},"content":{"rendered":"

DIGITAL MARKETING<\/strong><\/p>\n

AUTHOR: AKSHAY SHAMRAO PUJARI<\/p>\n

DIGITAL MARKETING FOR NPO<\/strong>:<\/strong><\/p>\n

Yoon and Cheolho<\/a>,(2024) stated that, we found that compatibility with the technological context seems to be the most important analyzed factor. This is consistent with previous studies on technology adoption in organizations . Moreover, this result expands previous findings to NPOs as a type of organization with different characteristics from conventional for-profit organizations in terms of organizational structure, operations, and culture. For NPO compatibility, this is the degree of fit with organizational characteristics, which seems to represent a very important factor in the adoption of digital marketing. Unexpectedly, the relative advantage and complexity (Maroufkhani et al. 2020) of the technological context, which have been analyzed as key factors in previous organizational IT adoption studies, did not appear to affect NPOs\u2019 digital marketing adoption.<\/p>\n

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Customer satisfaction in digital marketing :<\/strong><\/p>\n

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  1. S. J. Sheeri, G. & Xavier, C. (2023) conclude that consumers are avoiding direct interactions with retailers and that that all industries are going toward digitization. Due to a few limitations including time, direct interactions with retailers and that all industries are going toward digitization. Due to a few limitations including time, money, and health concerns, they favor. When they purchase goods from\u00a0 reputable\u00a0 online\u00a0 retailers\u00a0 who\u00a0 provide\u00a0 high- quality packaging, they feel comfortable and secure doing so. Additionally, they believe that reputable websites do not take part in payment system fraud. \u00a0Therefore, it can be inferred that through client happiness, digital marketing will soon replace traditional marketing. Since convenience\u00a0 is\u00a0 the\u00a0 primary\u00a0 driving\u00a0 force\u00a0 behind becoming digital, e-retailers must make sure that digital processes\u00a0 through\u00a0 websites\u00a0 are\u00a0 created\u00a0 to\u00a0 be\u00a0 easy\u00a0 and inexpensive To increase trust, the online business community should incorporate third-party insurance.<\/li>\n<\/ol>\n

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    Digital marketing job in india :<\/strong><\/p>\n

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    Elhajjar, S. (2022).Conclude that the Analysis of job descriptions in terms of job titles, required skills, knowledge, preferred personality traits, and responsibilities gives perspective to the roles that digital marketing professionals can play. A group of new job titles has emerged\u2014titles such as “digital marketing lead” reflect the important and emerging role of the digital marketing profession in today’s world. 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. In our research, we observe two phenomena. The digital marketing skills have been divided and are gradually becoming full-fledged occupations in themselves. Future research is needed to develop a digital marketing<\/p>\n

    needed to develop a digital marketing market-readiness scale. Our research sheds<\/p>\n

    light on the indicators of market readiness for students aiming to work in the digital marketing field, and future research can benefit from and further these findings. Another possibility for future research is a formal examination of cultural aspects and technology readiness.\u00a0<\/p>\n

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    Digital content marketing :<\/strong><\/p>\n

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    Rowley, J. (2008) stated that This article has defined and explored the nature of digital content and its marketing Digital content has a number of characteristics that derive from its essential nature as\u00a0 information,\u00a0 and\u00a0 the\u00a0 fluid\u00a0 and\u00a0 contextual\u00a0 nature\u00a0 of\u00a0 its\u00a0 value,\u00a0 which\u00a0 suggest\u00a0 that\u00a0 it\u00a0 presents\u00a0 some\u00a0 unique\u00a0 marketing\u00a0 challenges.\u00a0 Certainly,\u00a0 previous\u00a0 researchers\u00a0 and\u00a0 business\u00a0 managers\u00a0 have\u00a0 been\u00a0 pre-occupied\u00a0 with\u00a0 the\u00a0 identification\u00a0 of\u00a0 viable\u00a0 business models for digital content providers in specific sectors such as music, news and\u00a0 magazines. Business\u00a0 models\u00a0 in\u00a0 which\u00a0 digital\u00a0 content\u00a0 providers\u00a0 often\u00a0 licensecontent\u00a0 to\u00a0 intermediaries who provide content free to end-users, leading to complain valuechain structuresgreat uncertainty about optimum pricing strategies.<\/p>\n

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    Effects of digital marketing on online consumers:<\/strong><\/p>\n

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    1. R. and B. V. (2019) stated that Marketing professionals have used different medium to provide customer service and\u00a0 to\u00a0 promote\u00a0 products\u00a0 and\u00a0 services.\u00a0 Digital\u00a0 marketing\u00a0 has\u00a0 fostered\u00a0 the\u00a0 growth\u00a0 of\u00a0 trusting\u00a0 relationships\u00a0 between\u00a0 consumers\u00a0 and\u00a0 brand, making it an increasingly important medium to maximize its brand loyalty.\u00a0 Based\u00a0 on\u00a0 this\u00a0 study,\u00a0 it\u00a0 is\u00a0 concluded\u00a0 that\u00a0 digital\u00a0 marketing\u00a0 have\u00a0 a greater effect on customer online buying behaviour. It becomes a vital part for all business firms especially small business firms, to provide information\u00a0 about\u00a0 their\u00a0 products\u00a0 worldwide\u00a0 economically,\u00a0 hastily\u00a0 and\u00a0 easily.\u00a0 Due\u00a0 to\u00a0 number\u00a0 of\u00a0 marketers\u00a0 entering\u00a0 digital\u00a0 marketing\u00a0 confuses\u00a0 the customers by offering varieties of products and services, innovative promotional tools, and ese of\u00a0 information it is difficult for the marketer to\u00a0 retain\u00a0 customer\u00a0 loyalty.\u00a0 It\u00a0 also\u00a0 confuses\u00a0 the\u00a0 customers\u00a0 to\u00a0 take\u00a0 online\u00a0 buying\u00a0 decision.\u00a0 Thus,\u00a0 it\u00a0 is\u00a0 implicated\u00a0 to\u00a0 the\u00a0 marketers\u00a0 to\u00a0 have\u00a0 a\u00a0 24*7\u00a0 touch\u00a0 with\u00a0 their\u00a0 customers;\u00a0 through\u00a0 strong\u00a0 communication\u00a0 methods\u00a0 to\u00a0 provide immediate solutions for customer queries and in particular offer what is promised in their advertisement.<\/li>\n<\/ol>\n

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      Disinformation age in digital marketing :<\/strong><\/p>\n

      Guilbeault, D. (2018) concluded that the solution to disinformation will require a delicate balance of external and internal regulation. Some of the greatest challenges concern how the technologies and actors involved are defined in the legal context. The Honest Ads Act contains crucial\u00a0 ambiguities\u00a0 that\u00a0 may\u00a0 undermine\u00a0 it.\u00a0 For\u00a0 instance,\u00a0 the\u00a0 authors\u00a0 designed\u00a0 the bill to apply only to social-media companies with more than 50 million U.S. visitors every month. However, a common disinformation tactic employed during the 2016 U.S. election involved the use of advertisements and fake user content to lure\u00a0 people\u00a0 onto\u00a0 small\u00a0 blogging\u00a0 websites\u00a0 and\u00a0 discussion\u00a0 forums\u00a0 where\u00a0 they\u00a0 were\u00a0 exposed to more extreme content.Under the Honest Ads Act, media content on smaller, more niche websites would fall outside the scope of regulation even though they are equally a part of the media ecosystem. This is demonstrated by a recent case where a fake news story produced by trolls on 4chan was shared by Google News and subsequently linked via Facebook\u2019s crisis response page.<\/p>\n

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      Effects of digital marketing in health industry:<\/strong><\/p>\n

      Arni, P. & Laddha, S. (2017) concluded that With focus on upgrading existing technology at hospitals and network and application developers building digital healthcare systems for EHR and accessing using mobile or digital media, support from doctors and hospital management, digital healthcare at fingertips will become a reality. Primarily the purpose of Medical Science is to alleviate the sufferings of human beings; the rapid advancement of medical technology has not lived up to meet these expectations. Worse still, one of he undesirable consequences has been the increasing distance and loss of communication between the patient and the doctor. Information technology can be one of the several newer tools that could help to bridge this gap. Health industry can learn from experience from other sectors like microfinance and businesses to reach out to the people at the grass roots level.<\/p>\n

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      Digital marketing in diffent sectors of education :<\/strong><\/p>\n

      Roberts, S. D. & Micken, K. S. (2015) conclude that faculty can facilitate productive discussions around the perishability of the aiding devices that digital offerings require. Most students will have stories of lost contact lists, photographs and class assignments because a hard drive crashed, a cell phone was dropped in water, or an operating system update resulted in loss of an app that they liked. digital technologies have become ubiquitous in marketing. In adjusting pedagogy to acknowledge these changes, marketing faculty have begun to incorporate more technology in the classroom, have begun to address the new options available to marketers for engaging with customers, and in some cases have created not only new courses but also new majors\/concentrations. External forces also propel this movement forward: accrediting agencies and organizations seeking interns and employees who understand the technology as well as how to use it strategically. Finally, this perishability discussion can be a teachable moment for talking about citing digital sources. The dynamic nature of webpages, databases, and other digital collections explains why the APA and other citation styles usually require that the date of access be included.<\/p>\n

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      Digital marketing certificate for students securing job:<\/strong><\/p>\n

      Staton, M. G. (2016) stated that marketing courses should include content relevant to the challenges students will encounter in their first jobs. Since digital and social media marketing are constantly innovating and evolving, this causes complications for faculty and students alike. Faculty may struggle to develop course plans that cover the most current industry trends, while students often graduate without the up-to-date skills that employers seek. In a survey of Canadian marketing executives, Finch, Nadeau, and O’Reilly\u00a0 found that the rapidly changing field of marketing may “dilute the perceived value of marketing education and give rise to the substitution of alternate training.” Instead of thinking of alternate training, such as third-party certification, as a threat, faculty should consider third-party certification as an innovative pedagogical tool that increases their value as educators and improves their students’ learning outcomes and job prospects.<\/p>\n

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      Digital marketing in E-Retailing in india:<\/strong><\/p>\n

      Mishra, S. (2009) concluded that The growth\u00a0 of\u00a0 the\u00a0 Internet\u00a0 is\u00a0 changing the\u00a0 environment\u00a0 in\u00a0 which\u00a0 businesses operate\u00a0 today. There is no doubt that\u00a0 the Internet\u00a0 has\u00a0 radically\u00a0 changed\u00a0 and tated\u00a0 the\u00a0 decision\u00a0 making\u00a0 process\u00a0 and choice\u00a0 due\u00a0 to\u00a0 its\u00a0 unique\u00a0 characteristics as\u00a0 communication\u00a0 medium\u00a0 and\u00a0 effective channel\u00a0 for\u00a0 conducting\u00a0 marketing.\u00a0 The arrival\u00a0 of\u00a0 e-retailing\u00a0 model\u00a0 is\u00a0 also\u00a0 shaking up\u00a0 India’s\u00a0 retail\u00a0 sector\u00a0 because\u00a0 it\u00a0 has enormous\u00a0 competitive\u00a0 advantages\u00a0 over other\u00a0 channels.\u00a0\u00a0 A\u00a0 large\u00a0 number\u00a0\u00a0 of consumers\u00a0 in\u00a0 India\u00a0 are\u00a0 using\u00a0 this\u00a0 channel for\u00a0 shopping\u00a0 purposes\u00a0 but\u00a0 it\u00a0 is\u00a0 not\u00a0 clear how\u00a0 to\u00a0 leverage\u00a0 this\u00a0 technology\u00a0\u00a0 for enhancing\u00a0 customer\u00a0 value.\u00a0 This paper proposes that the\u00a0 body\u00a0 of theoretical\u00a0 and empirical\u00a0 research\u00a0 on\u00a0 customer\u00a0 value drivers\u00a0 can\u00a0 be\u00a0 applied\u00a0 to\u00a0 e-retailing.\u00a0 The framework\u00a0 discussed in this paper\u00a0 is based on\u00a0 3Cs\u00a0 (core\u00a0 and\u00a0 complimentary\u00a0 benefits and costs) presented in this paper provides some\u00a0 assistance\u00a0 in\u00a0 this\u00a0 task\u00a0 of\u00a0 customer value creation. This paper\u00a0 also proposes a number\u00a0 of propositions which needs to be examined\u00a0 and\u00a0 verified.\u00a0 Although, there is ample theoretical justification for these propositions,\u00a0 however,\u00a0 there\u00a0 is\u00a0 little empirical\u00a0 evidence\u00a0 available\u00a0 to\u00a0 test\u00a0 these hypotheses\u00a0 in\u00a0 the\u00a0 Indian\u00a0 context.<\/p>\n

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      conclusion :<\/strong><\/p>\n

      \u00a0<\/strong>Compatibility with technological context emerges as a critical factor in technology adoption for Non-Profit Organizations (NPOs), aligning with prior studies in organizational settings. Consumer behaviour shifts reveal a preference for online retailers, driven by a trend away from direct interactions with retailers and a broader industry shift towards digitization. Analysis of job descriptions underscores the evolving role of digital marketing professionals, with emerging titles like “digital marketing lead” reflecting their increasing importance in today’s dynamic business landscape. 1. Rowley explores the unique marketing challenges posed by digital content, emphasizing its fluid and contextual nature, rooted in its essence as information and highlight the significance of digital marketing in fostering trusting relationships between consumers and brands, contributing to increased brand loyalty through various mediums. The Honest Ads Act, according to Guilbeault, contains crucial ambiguities that may undermine its effectiveness in addressing challenges related to disinformation. \u00a0Arni and Laddha suggest that by focusing on upgrading existing technology in hospitals and with support from medical professionals and hospital management, digital healthcare systems accessible through mobile or digital media will become a reality. Roberts and Micken \u00a0highlight the importance of faculty discussions on the perishability of digital devices and the potential loss of important data, emphasizing the need for students to understand the vulnerabilities associated with digital offerings.Staton emphasizes the need for marketing courses to address the challenges students may face in their first jobs, particularly in the constantly evolving fields of digital and social media marketing. Mishra notes the transformative impact of the Internet on the business environment, highlighting its role in changing decision-making processes and marketing strategies, with e-retailing models significantly impacting India’s retail sector.<\/p>\n

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      References:<\/strong><\/p>\n

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      1. 1<\/strong>. Yoon, C. (2024).Factors Affecting the Adoption of Digital Marketing in Non-Profit Organizations: An Empirical Study. Administrative Sciences (2076-3387)<\/strong>, [s. l.]<\/em>, v. 14, n. 1, p. 10, 2024. DOI 10.3390\/admsci14010010. Dispon\u00edvel em: https:\/\/research.ebsco.com\/linkprocessor\/plink?id=f13a3f13-8b14-3327-be62-28da36dae7b7. Acesso em: 22 fev. 2024.<\/li>\n
      2. 2<\/strong>. , J.; SHEERI, G.; XAVIER, C.(2023) A Study on Analysis of Customer Satisfaction towards Digital Marketing in Present Context. ANWESH: International Journal of Management & Information Technology<\/strong>, [s. l.]<\/em>, v. 8, n. 1, p. 1\u20135, 2023. Dispon\u00edvel em: https:\/\/research.ebsco.com\/linkprocessor\/plink?id=ea89c1d4-df53-3652-9f1a-07d4345a9f1e. Acesso em: 24 fev. 2024.<\/li>\n
      3. ELHAJJAR, S.(2022) Digital marketing jobs: What are recruiters looking for? Journal of Education for Business<\/strong>, [s. l.]<\/em>, v. 97, n. 1, p. 29\u201335, 2022. DOI 10.1080\/08832323.2021.1884520. Dispon\u00edvel em: https:\/\/research.ebsco.com\/linkprocessor\/plink?id=bb6e6184-4988-3a79-b12a-1e1dfd6523bf. Acesso em: 24 fev. 2024.<\/li>\n
      4. ROWLEY, J.(2008) Understanding digital content marketing. Journal of Marketing Management<\/strong>, [s. l.]<\/em>, v. 24, n. 5\u20136, p. 517\u2013540, 2008. DOI 10.1362\/026725708X325977. Dispon\u00edvel em: https:\/\/research.ebsco.com\/linkprocessor\/plink?id=99a8b100-fe23-3eda-a943-1b6060d951e3. Acesso em: 24 fev. 2024.<\/li>\n
      5. M., R.; B., V. (2019) Digital Marketing and Its Effect on Online Consumer Buying Behavior. Journal of Services Research<\/strong>, [s. l.]<\/em>, v. 19, n. 2, p. 61\u201377, 2019. Dispon\u00edvel em: https:\/\/research.ebsco.com\/linkprocessor\/plink?id=732d24e6-03d2-316d-b71e-7785c8a8e393. Acesso em: 24 fev. 2024.<\/li>\n
      6. GUILBEAULT, D.(2018) Digital Marketing in the Disinformation Age. Journal of International Affairs<\/strong>, [s. l.]<\/em>, v. 71, p. 33\u201341, 2018. Dispon\u00edvel em: https:\/\/research.ebsco.com\/linkprocessor\/plink?id=28cae79c-d07e-3163-852e-175fa06c8bd8. Acesso em: 24 fev. 2024.<\/li>\n
      7. ARNI, P.; LADDHA, S (2017).Adoption of Digital Marketing in Health Industry. SIES Journal of Management<\/strong>, [s. l.]<\/em>, v. 13, n. 1, p. 38\u201353, 2017. Dispon\u00edvel em: https:\/\/research.ebsco.com\/linkprocessor\/plink?id=986559a3-fb90-31c7-9627-5941b1c6ca2b. Acesso em: 24 fev. 2024.<\/li>\n
      8. ROBERTS, S. D.; MICKEN, K. S (2015) Marketing Digital Offerings Is Different: Strategies for Teaching About Digital Offerings in the Marketing Classroom. Journal of Education for Business<\/strong>, [s. l.]<\/em>, v. 90, n. 2, p. 96\u2013102, 2015. DOI 10.1080\/08832323.2014.988200. Dispon\u00edvel em: https:\/\/research.ebsco.com\/linkprocessor\/plink?id=71490858-a4c9-3007-a540-08bd083f8331. Acesso em: 24 fev. 2024.<\/li>\n
      9. STATON, M. G.(2016) Improving Student Job Placement and Assessment Through the Use of Digital Marketing Certification Programs. Marketing Education Review<\/strong>, [s. l.]<\/em>, v. 26, n. 1, p. 20\u201324, 2016. DOI 10.1080\/10528008.2015.1091665. Dispon\u00edvel em: https:\/\/research.ebsco.com\/linkprocessor\/plink?id=fce36786-cf18-3f79-abfe-a36ca5f1de21. Acesso em: 24 fev. 2024.<\/li>\n
      10. MISHRA, S. A(2009) Conceptual Framework for Creating Customer Value in E-Retailing in India. South Asian Journal of Management<\/strong>, [s. l.]<\/em>, v. 16, n. 4, p. 127\u2013147, 2009. Dispon\u00edvel em: https:\/\/research.ebsco.com\/linkprocessor\/plink?id=34ec356b-092b-354a-b84e-6d5718b75d94. Acesso em: 24 fev. 2024.<\/li>\n<\/ol>\n

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        \u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

        DIGITAL MARKETING AUTHOR: AKSHAY SHAMRAO PUJARI DIGITAL MARKETING FOR NPO: Yoon and Cheolho,(2024) stated that, we found that compatibility with the technological context seems to be the most important analyzed factor. This is consistent with previous studies on technology adoption in organizations . Moreover, this result expands previous findings to NPOs as a type of… Continue reading Digital Marketing<\/span><\/a><\/p>\n","protected":false},"author":139312,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[],"class_list":["post-20251","post","type-post","status-publish","format-standard","hentry","category-management","entry"],"_links":{"self":[{"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/posts\/20251","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/users\/139312"}],"replies":[{"embeddable":true,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=20251"}],"version-history":[{"count":1,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/posts\/20251\/revisions"}],"predecessor-version":[{"id":20252,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/posts\/20251\/revisions\/20252"}],"wp:attachment":[{"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=20251"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=20251"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=20251"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}