Abstract
The increasing use of digital media by consumers, companies utilizes digital marketing to outreach their market segments. The purpose of this study is to determine marketing strategies commonly utilized in digital communication and identify the preferred by consumers which influences decision making. Consumers have been identified as a driving force for online shopping. While there have been numerous studies about digital advertising, there has been little academic research focused on type of digital marketing strategies are preferred and influences their consumer’s behavior. A survey of 225 consumes indicated a preference for side panel ads and email ads; they do not like pop – up advertising. If provided a personal benefit like discount or reward they will write an online product review.
Highlights
In today’s era of technological advancements, marketing practices have been changed from traditional methods to digital marketing
H3: Personalized digital marketing does have a significant impact on grabbing the attention of Consumers
To determine which digital marketing strategies customers dislike, survey participants indicated their level of agreement to a series of statements
Summary
In today’s era of technological advancements, marketing practices have been changed from traditional methods to digital marketing. Digital marketing is a tool which can be used for growing the business globally. With the help of digital marketing, a buyer can compare a product with other product, and it allows 24 hours of services to purchase, even it allows customers to return a delivered product if they are not satisfied with it. A customer increasingly uses digital platforms instead of visiting physical shops. To use digital marketing tools like Search Engine Optimization (SEO), Search Engine Marketing (SEM), content marketing, campaign marketing, e-commerce marketing, social media optimization, direct email marketing, display advertising have become routine
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