Digital Marketing Analytics: Building Brand Awareness and Loyalty in UAE

Abstract

The rapid changes in today’s modern business due to new trends, innovative and advanced technology in addition to digitalization make companies to go digital. The marketers faces challenges to look for new ways to reach their customers. For the modern marketers digital marketing is the most important function in the business that helps them in effective customer engagement and build brand awareness and customer loyalty. The positive impact of brand awareness of brand through digital marketing can lead to word of mouth about the brand by the customers. The purpose of the study is to understand the importance of digital marketing and its relationship between brand awareness and brand loyalty. The research helps to identify different digital marketing channels and its influence on building brand awareness and loyalty among the customers. To understand the influence of digital marketing in building brand awareness and loyalty, a quantitative approach was used for the study. The data was collected through primary sources using questionnaires. Using Google forms the questionnaire made and send to different online users in the UAE and snowball sampling method was used to collect the responses. A total of 80 responses were collected for the study. The results showed that the respondents are high internet users who actively uses different digital platforms. The online users were able to gain better brand awareness through the internet and it influenced their level of perception towards the brands.