Effectiveness of Digital Marketing in the Challenging Age: An Empirical Study

Afrina Yasmin, Sadia Tasneem and Kaniz Fatema ()
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Kaniz Fatema: Department of Business Administration, Northern University Bangladesh

International Journal of Management Science and Business Administration, 2015, vol. 1, issue 5, 69-80

Abstract: Marketers are faced with new challenges and opportunities within this digital age. Digital marketing is the utilization of electronic media by the marketers to promote the products or services into the market. The main objective of digital marketing is attracting customers and allowing them to interact with the brand through digital media. This article focuses on the importance of digital marketing for both marketers and consumers. We examine the effect of digital marketing on the firms’ sales. Additionally the differences between traditional marketing and digital marketing in this paper are presented. This study has described various forms of digital marketing, effectiveness of it and the impact it has on firm’s sales. The examined sample consists of one hundred fifty firms and fifty executives which have been randomly selected to prove the effectiveness of digital marketing. Collected data has been analyzed with the help of various statistical tools and techniques.

Keywords: Digital Marketing; Promotion; Effectiveness; Customer Reach (search for similar items in EconPapers)
JEL-codes: M00 (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (13)

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Persistent link: https://EconPapers.repec.org/RePEc:mgs:ijmsba:v:1:y:2015:i:5:p:69-80

DOI: 10.18775/ijmsba.1849-5664-5419.2014.15.1006

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