Abstract
The advent of digital transformation has revolutionized the marketing landscape, presenting both challenges and opportunities for businesses. This scientific paper delves into the realm of marketing communications in the context of this transformative era. The primary objective is to examine the profound impact of various marketing communication tools on consumer perception and response to advertising messages, direct marketing, electronic communication, and other innovative marketing techniques. Utilizing the ANOVA (analysis of variance) statistical evaluation method, comprehensive empirical research data are analysed to uncover key trends and insights. The findings shed light on the dynamic market developments characterized by a notable decline in the effectiveness of traditional mass marketing approaches. Instead, there is a discernible shift towards more specialized marketing strategies, bolstered by the rapid advancement of computer and information technologies. Moreover, this study confirms a hypothesis pertaining to the efficacy of Internet advertising in relation to different age groups of customers. This confirmation underscores the importance of leveraging digital platforms and channels to engage specific target audiences effectively. The practical significance of this research lies in its potential to guide marketers in optimizing their marketing budgets, identifying the most impactful communication channels, and discerning statistically significant variations in consumer responses to diverse marketing communication tools. By understanding these nuances, marketers can design more targeted and persuasive marketing campaigns, leading to enhanced customer engagement and improved business outcomes.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.