The evolving interaction between traditional marketing channels and the digital age (original) (raw)

Analysis of Digital Marketing Strategy and Consumer Engagement in Digital Media

International Journal of Business Management and Economic Review

The era of the industrial revolution has had an impact on the rapid and rapid development of information technology and telecommunications. This causes business competition is also increasingly competitive. Today's media business has transformed into the digital era. This study aims to analyze the Digital Marketing Strategy, implement Digital Marketing as a marketing strategy, how Media Business actors can get and maintain Consumer Engagement. This research is descriptive qualitative research. The sampling technique used was purposive sampling method. The informants in this research are three media business actors in Bali which include Nusa Bali, Tribune Bali and Fajar Bali. The results show that Digital Marketing Strategy Analysis in the Digital Media Business is one of the media companies' efforts to deal with changes that occur from conventional to digital. Media Business actors implement Digital Marketing as a marketing strategy and a form of innovation and transformatio...

Assessment of Digitalization as a Marketing Tool in Consumer Engagement

International Journal of Finance, Entrepreneurship & Sustainability

Now-a-days, the business environment is changing at a rapid pace due to the evolution of high-speed internet around the globe, and this will lead the world towards digitalisation.Digitalisation has a direct impact on consumers’behaviour. These days consumer can forget anything before leaving home except mobile-phone because it encompasses everything, whether it is digital payment mode or the digital market. The world is at the fingers of consumers. Digitalisation is affecting each corner of the globe. Consumers’ behaviour is also changing in terms of their lifestyle, their demands, and consumption pattern. This article aims to present the impact of digitalisation as a marketing tool onconsumer engagement. Generation Z is very much inclined towards the digitalised due to the time and place value. The conventional market is also taking a shift towards the digitalized market due to the advancement in technologies. Digital marketing gives a scope of expansion for the marketer as well as...

Rise of Digital Media to Triumph Brand Loyalty

2018 10th International Conference on Intelligent Human-Machine Systems and Cybernetics (IHMSC), 2018

Modern era of management has seen a rise in the level of customer engagement, which was not that much of importance earlier. Earlier, brands tend to compete on the products or service they offer. In the recent digital era, it is much more than what a brand has to offer. The emergence of digital media has boosted the importance of customer engagement. Now, customers can easily get in touch with the companies through digital channels. Corporations use these channels to let customers aware about their offerings, ask for suggestions and recommendations, and solve the queries of the customers. This research is focus on ascertaining the relationship between customer engagement, customer satisfaction, and customer loyalty, and to identify how these factors impacts the repeat purchases in telecommunication sector. The research is based on descriptive research design; quantitative research design was trailed for questionnaire developing 5-point Likert scale technique.

The Relationship between cross-media usage and brand recall in advertisements: A Test of customer engagement with print and digital magazine advertisements

2012

This study investigated the effectiveness of advertising using a cross-media approach. A laboratory experiment with a randomized controlled trial and a sample of college students (N = 34) was used to test whether the level of involvement was higher for tablet or print advertisements. Subjects were divided into two groups: those who saw the advertisements in print and those who saw them on tablets. Contrary to expectations, brand recall and purchase intent were higher for those viewing print than for tablet advertisements, although respondents considered interactive advertisements more engaging. One explanation is that most of the participants were so immersed in the content of the magazine, that they overlooked the advertisements in general.

The Impact of Digital Marketing vs. Traditional Marketing on Consumer Buying Behavior

HighTech and Innovation Journal

Objectives: This research aims to measure the impact of digital marketing vs. traditional marketing on consumer behavior by analyzing their motives and reasons related to the orientation and purchase of products or services through social media and identifying the differences in marketing strategies used depending on the demographics of respondents. Methods: The research was realized based on primary data. For the realization of the research objectives and questions, a quantitative method was used, where 400 citizens of Kosovo were a part of the research. Findings: Based on the ordinary least squares (OLS) model, it turned out that the two marketing types impact consumer buying behavior, but digital marketing turned out to be the indicator with the greatest impact on deciding to make purchases. Also, based on the t-test and ANOVA, there was no significant difference in using traditional and digital marketing types depending on demographic variables. Novelty/improvement:Through this ...

Digital Marketing Strategies and Their Effects on Modern Consumer Behavior

Alpha Publications, 2019

This book chapter delves into the intricacies of digital marketing, examining its various facets and the profound impact it has on consumer behavior. By exploring theoretical frameworks, empirical studies, and practical applications, the chapter provides a comprehensive understanding of digital marketing's role in shaping consumer preferences and actions. It highlights key elements such as online ad banners, digital word-of-mouth, and user-generated content, offering insights into how these components influence purchasing decisions. The chapter concludes with a discussion on future trends and recommendations for leveraging digital marketing effectively. Keywords- Digital marketing, consumer behavior, online shopping, digital word-of-mouth, social media marketing, customer engagement, purchase intention

The Features of New Communication Channels and Digital Marketing

Advances in Marketing, Customer Relationship Management, and E-Services

In today's conditions, human beings live in an environment where borders disappear; the center of life becomes “the speed,” and they adopt technology very quickly. There are more than three billion internet users around the world, and the daily data generated on the internet is continuously increasing. In this environment, communication channels are changing to keep up with all these technological and individual transformations. This transformation also breaks the rules of the game for companies and brands. Today's consumers are demanding personalized products and services. Besides, they demand the relationship of the brands to themselves, the communication tools they use and the advertising narrative are personal, and they want to be part of this story. This situation leads to differentiation of advertising and other means of communication, and the concept of digital marketing is moving to a different dimension.