文章基本信息

标题：Effectiveness of Digital Marketing in the Challenging Age: An Empirical Study
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作者：Afrina Yasmin ; Sadia Tasneem ; Kaniz Fatema 等
期刊名称：International Journal of Management Science and Business Administration
电子版ISSN：1849-5664
出版年度：2015
卷号：1
期号：5
页码：69-80
出版社：Inovatus Usluge Ltd.
摘要：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
关键词：Digital Marketing; Promotion; Effectiveness; Customer Reach