Digital Marketing Channels Research Articles

Digital Marketing Strategies and Brand Awareness of Afrinnovators Group Ltd

Purpose: In today's digital age, the significance of digital marketing strategies in enhancing brand awareness among businesses was emphasized. This research aimed to assess the influence of digital marketing strategies on brand awareness in Rwanda, focusing on Afrinnovators Group Ltd. The study had three objectives: to evaluate the impact of different digital marketing channels, the effect of digital marketing expenditure, and the role of social networking platforms on brand awareness. Methodology: The theoretical framework reviewed Bandura's Social Learning Theory, Howard's Consumer Behavior Theory, and Rogers' Diffusion of Innovation Theory. A mixed-method approach was employed, involving quantitative and qualitative research designs. The target population included 102 individuals, with a sample size of 81 respondents determined using Slovin's formula. Data analysis involved descriptive and inferential statistics for quantitative data and thematic analysis for qualitative data. Findings: Regression analysis highlighted digital marketing expenditure as the most significant predictor of brand awareness, with an unstandardized coefficient of 0.096 (p = 0.022). Other predictors included social media marketing with a coefficient of 0.085 (p = 0.035) and search engine marketing with a coefficient of 0.078 (p = 0.041). The study concluded that strategic digital marketing efforts profoundly impacted brand awareness for Afrinnovators Group Ltd. Unique Contribution to Theory, Practice and Policy: Recommendations included prioritizing social media marketing, enhancing email and search engine campaigns, and investing in online ads and videos. Future research was suggested to explore long-term effects, emerging technologies, and comparative studies to optimize digital marketing strategies. This study contributed to academic knowledge, offered practical implications for businesses, and aligned with Sustainable Development Goals by promoting economic growth.

Market Landscape and Digital Presence of Cacao-based Products in Bicol Region, Philippines

The Philippines stands as one of the world's emerging players in the cacao industry with its potential to contribute substantial impact in the global cacao market. A research study was conducted to determine the market landscape and marketing strategies conducted by cacao farmers and processors in Bicol region, Philippines. Surveys and interviews were conducted to capture diverse perspectives and insights of 70 cacao farmers, processors, traders and retailers. Result of the study showed that demographic characteristics of the group shows the predominance of traditional farming activities combined with a significant involvement in processing and trading which highlights a diversified approach to agriculture. Majority are directly involved in selling goods to consumers, either through retail or a combination of wholesale and retail activities. There is a strong inclination towards digital marketing and direct consumer engagement, alongside traditional wholesale and retail strategies. Market outlet for cacao products in the province suggests that most market activities are locally or provincially focused, with some engagement in regional and international markets. In terms of pricing information, there is a reliance on formal and market-based sources. Likewise, most businesses recognize the value of social media in reaching customers and promoting products. Recommendations include developing targeted marketing campaigns to specific consumer segments within the province, harnessing and further strengthening the power of digital marketing channels, including social media, e-commerce platforms, and influencer partnerships, strengthening collaboration with other stakeholders across the cacao value chain to improve market linkages and promotion and continue conducting market research and consumer preferences and monitor market trends.

Analysis of cigar marketing expenditures by product category, placement strategy and geolocation in the USA, from 2017 to 2022

SignificanceThe marketing of cigars, little cigars and cigarillos (CLCCs) and cigar wraps is under-regulated and understudied in the USA. To describe strategies CLCC manufacturers and vendors used to advertise their...

Innovative practices and competitive advantage among SMEs: An empirical review

The study investigated the influence of innovative practices on competitive advantage of SMEs in Awka Metropolis, Anambra State, Nigeria. This study is anchored on Diffusion of Innovation Theory (DOI). The study employed correlational research design. The target population of the study are registered SMEs in Awka Metropolis, Anambra State Nigeria. The population of the study which had six hundred and twenty eight (628) owners/managers of SMEs. Primary data was used and was collected using questionnaires. The research instrument was validated using face and content validities. The reliability of the items was tested using Cronbach Alpha. Data collected for this study were analysed using the linear regression analysis in order to determine the relationship between the variables. The study revealed that the association between innovative practices and competitive advantage is unequivocally positive. The study concluded that innovative practices such as technological innovation and marketing innovation are key drivers of sustainable competitive advantage. This study recommended that small and medium enterprises (SMEs) need to continuously monitor and adopt emerging technologies to stay ahead of competition and also SMEs need to harness and invest in digital marketing channels to drive innovation and reach new customers.

The Digital Echo: The Influence of Digital Marketing Channels on Brand Awareness and Consumer Purchase Decisions

This study explore the impact of the digital marketing strategies ( Social Media Marketing, Email Marketing, Content Marketing and Online Advertising) on brand awareness while investigating to what extent does this resulting effect subsequent affects consumer purchase decisions. Understanding these relationships can allow businesses to tailor their marketing programs to produce higher brand visibility and an increased flow of consumers. The study employed quantitative research design and data was collected using online survey questionnaire from 265 respondents. Data analysis was performed using SmartPls software. The results of the study suggest that Social Media Marketing, Email Marketing, Content marketing and Online Advertising all have positive relationship in designed model with brand awareness. Moreover, the research demonstrates that consumers are more likely to purchase based on brand recognition. This study found strong relationships between social media, email, content, online advertising, brand awareness, and purchasing decisions. Brand awareness increases purchasing intention and consumer loyalty. A personalized and integrated digital marketing strategy is needed since different digital marketing channels have different effects on brand awareness and buying decisions. This study adds to the literature by showing how digital marketing methods affect brand awareness and purchasing decisions. This study helps marketers optimize their digital marketing strategies and improve brand performance in the digital age by explaining the complex relationship between digital marketing and customer behavior. It also emphasizes the need for a comprehensive strategy to digital marketing, since digital channels influence consumer perceptions and buying behavior.

Consumer preference on packed tender coconut water: Conjoint analysis approach

The study examined consumer preferences towards packed tender coconut water, which has witnessed higher demand in recent times. This is mainly due to its potential health benefits and being an ideal alternative to energy drinks and other carbonated beverages. For this study, primary data were collected from 150 consumers in Coimbatore using a well-structured questionnaire. Expending conjoint analysis, it was found that brand name was recorded as a highly preferred attribute, followed by quality parameters and price range. Therefore, creating awareness about the health benefits using various promotional tools and increasing its availability by establishing tender coconut water kiosks would raise its consumption. Further, due to the emergence of digital marketing adoptions, firms could focus on its availability through online platforms, which could increase consumption. Therefore, processing firms, in addition to traditional channels, should focus on adopting digital marketing channels with innovative products that have natural taste and good quality. Keywords: Brand, consumer buying behaviour, online platforms, processed foods, quality. JEL Codes: L66, M31.

Omni-Channel Marketing Strategy for Lake Toba Indonesia Tourist Destinations in Attracting Foreign Tourists

Lake Toba in North Sumatra, Indonesia, is a region of significant potential for attracting international tourists due to its exceptional natural beauty and cultural richness. However, the current influx of foreign visitors remains low compared to other leading tourist destinations in Indonesia. This research investigates the development and implementation of an omni-channel marketing strategy aimed at enhancing Lake Toba's appeal to international travelers. The study employs a mixed-methods approach, combining qualitative interviews with key stakeholders in the tourism industry and quantitative analysis of tourist behavior data. Key challenges identified include inadequate infrastructure, insufficient promotional efforts, and intense global competition. The research proposes strategies that integrate digital and physical marketing channels, personalize content to meet diverse traveler preferences, and leverage advanced technologies such as artificial intelligence (AI) and virtual reality (VR). The findings suggest that an omni-channel approach can create a more cohesive and engaging tourist experience, thereby increasing Lake Toba's competitiveness in the global market. The research also highlights the broader implications for digital transformation in Indonesia's tourism sector and suggests directions for future studies focused on long-term impacts and scalability of omni-channel strategies.

Understanding the digital customer journey of Indonesian full service restaurants in sourcing food suppliers

This study aims to provide a comprehensive understanding of the needs, preferences, and behaviors of its target market in the Indonesian full-service restaurant (FSR) sector. Firstly, it seeks to map the customer journey of FSRs in the food supplies purchasing process, identifying key touchpoints, brand awareness levels, information sources, and factors influencing brand choice. Secondly, it evaluates the effectiveness of various digital marketing channels, such as social media advertising, search engine marketing, and email marketing, by analyzing cost-per-lead and conversion rates to identify the most efficient channels for acquiring new FSR customers for PT MBI. Finally, the research intends to develop a data-driven digital marketing strategy that optimizes customer interactions, enhance brand visibility, and improve lead generation at each decision-making stage to drive sales conversions and increase customer lifetime value. The results of this study show that the current focus of PTXYZin the FSR segment lies between two segments: Relationship-Driven Traditionalists and Hybrid Decision-Makers.

From Bar to Sportainment: The Role of Strategic Communication in Holywings' Brand Transformation

The strategic transformation of brands in the digital age necessitates a dynamic and multifaceted approach to communication. The case of Holywings, an Indonesian establishment that successfully transitioned its brand identity from a conventional bar to a prominent player in the sportainment industry, exemplifies this phenomenon. The research employed a qualitative methodology, incorporating in-depth interviews with key stakeholders and a comprehensive content analysis of Holywings' social media presence. The interviews provided insights into the strategic rationale and communication tactics employed, while the content analysis examined the types of content shared, engagement metrics, and overall communication style. The findings revealed a multifaceted strategic communication approach, leveraging both digital and traditional marketing channels. Social media platforms, particularly Instagram and TikTok, played a pivotal role in showcasing Holywings' sportainment offerings and fostering audience engagement. The content strategy focused on sports-centric events, behind-the-scenes glimpses, and interactive elements, amplified by the use of gimmicks, drama, and storytelling. The integration of offline activations further enhanced the brand experience, fostering a sense of community and loyalty. The strategic communication efforts yielded a significant shift in brand perception, successfully repositioning Holywings as a leader in the sportainment industry. The omnichannel engagement model facilitated a seamless and personalized customer experience, driving brand advocacy and repeat business. In conclusion, the study underscores the pivotal role of strategic communication in shaping brand perception, navigating the complexities of brand transformation, and achieving sustainable growth in the digital age. The findings highlight the importance of adaptability, innovation, and a customer-centric approach in crafting a compelling brand narrative and fostering meaningful connections with the target audience.

A LITERATURE REVIEW ON THE DIGITAL MARKETING UNVEILED COMPREHENSIVE REVIEW OF CORE CONCEPTS

Purpose: This study provides understanding the digital marketing by reviewing Existing literature we can understand the evolution of digital marketing and its current trend helps to identify gaps in the current research by examining what has been studied and establish synthesize existing knowledge bringing together finding from various studies to provide a comprehensive overview of digital marketing concepts this study also allows for a critical evaluation of existing research. By analysing previous studies can highlight strengths weakness and biases in the current literature and also lead to practical application of digital market it helps to highlight emerging trends and technology in the digital marketing Design: This study outline the specific areas of digital marketing that will be covered such as SEO, social media marketing content marketing, email marketing and analytics Results: the study of digital marketing will provide key insights into the strategies ,tool, hazards, associated with this field the review highlights the importance of integrating digital marketing channels and platform to enhance business performance . core hazards identified include like data privacy issues the need for constant technological adaptation, and risk of misinformation spreading through digital channels.it require data protection measures ongoing education for marketers and strategies to maintain accurate information. Originality: this study explores the use of digital marketing in the core concepts this research focus on the research position of core concepts like SEO, social media marketing content marketing, email marketing and analytics, with regards to the prior theory and provides the research gap, agenda for further research ,its advantage benefit constraint disadvantages ,and suggestion for practice Paper type: Literature Review KEYWORDS: digital marketing, Search Engine optimization, content marketing social media marketing ,email marketing and analytics

Pengabdian Masyarakat Pada UMKM Toko Baju Tulipfits.Id Dalam Mengimplementasikan Teknologi Platform Shopee

This socialization aims to describe the community service process carried out at the Tulipfits.id Clothing Shop MSME in implementing Shopee marketplace technology. A qualitative approach is used to explore the challenges and opportunities faced by MSMEs in the adoption of this technology. The development of information technology has changed the scope of marketing. This happens because traditional and conventional marketing methods have been incorporated into the digital world. Marketing that uses advanced digital technology is called digital marketing. Therefore, we conducted community service at one of the MSMEs, Toko Baju Tulip, to help MSMEs introduce their products to the general public using Shopee's digital marketing channel. The purpose of this community service project is to implement online marketing strategies through a web-based digital marketing system. This will also increase the market share of Toko Baju Tulip. The implementation uses focus group discussions (FGDs), observation, interviews, and documentation.

Implementing Digital Marketing Channels on BTHM Admission: Evidence from Dhaka City

This study analyzes the influence of digital marketing channels on BBA in Tourism and Hospitality Management (BTHM) admission at higher-degree educational institutions in Dhaka, Bangladesh. The research employed a simple random sampling approach to pick 200 prospective students who sought to be accepted to various academic institutions offering four years of degree in BTHM in Dhaka City. Data was obtained using a standardized questionnaire on students' exposure to digital marketing outlets and their admission choices to BTHM. We analyzed the data using Microsoft Excel. The research findings reveal that digital marketing channels of social media are powerful information sources for educational institutions. The results suggest that social media and user-friendly websites also play vital roles in decision-making for students who want to take BTHM admission as a higher study. Educational institutions should enhance their digital marketing, especially social media and user-friendly websites, to attract and engage potential students for BTHM admission. The study contributes technological insights to the field of both digital marketing and BTHM admission. The study provides practical recommendations for educational institutions to enhance their digital marketing strategies and optimize their outreach efforts for BTHM admissions in Dhaka, Bangladesh. IUBAT Review—A Multidisciplinary Academic Journal, 7(1)): 142-170

Comparative Analysis of Television and Email as Digital Marketing Channels Through a Case Study

Comparative Analysis of Television and Email as Digital Marketing Channels Through a Case Study

The Role of Marketing Strategies in Improving the Export Potential of Grape Growing Enterprises

In the global marketplace, grape growing enterprises face increasing competition and challenges in realizing their export potential. This paper examines the pivotal role of marketing strategies in bolstering the export capabilities of grape growers. Drawing on a comprehensive review of literature and empirical evidence, this study elucidates how strategic marketing initiatives can effectively address market dynamics, consumer preferences, and regulatory requirements to propel grape products into international markets. The research underscores the significance of understanding market segmentation, consumer behavior, and emerging trends in destination markets to tailor marketing strategies adeptly. By employing a mix of traditional and digital marketing channels, grape growers can enhance brand visibility, cultivate consumer loyalty, and differentiate their offerings amidst fierce competition. Moreover, strategic alliances with distributors, retailers, and industry stakeholders facilitate market penetration and access to new export markets. Furthermore, the paper explores the role of branding, packaging, and product innovation in augmenting the perceived value of grape products, thus enabling enterprises to command premium prices and gain a competitive edge. Importantly, the study discusses the imperative of aligning marketing strategies with sustainability practices and certifications to meet evolving consumer demands for ethically sourced and environmentally responsible products. In conclusion, this paper advocates for a holistic approach to marketing that integrates market research, branding, distribution, and sustainability considerations to unlock the export potential of grape growing enterprises in a dynamic global landscape. By embracing innovative marketing strategies, grape growers can navigate challenges and capitalize on opportunities to thrive in international markets.

A STUDY ON IMPACT OF DIGITAL MARKETING IN BRAND AWARENESS

This study investigates the influence of digital marketing strategies on brand awareness among consumers. Through a comprehensive review of literature and empirical analysis, the study reveals the significant role played by various digital marketing channels such as social media, search engine optimization, and content marketing in enhancing brand visibility and recognition. The findings suggest that companies leveraging digital marketing effectively experience higher levels of brand awareness compared to those relying solely on traditional marketing approaches.

Influence of TikTok, Influencers, and Prices on Global Consumer Decisions

The emergence of social media platforms has revolutionized marketing strategies, offering new avenues for influencing consumer behavior. This study investigates the impact of TikTok social media, influencers, and prices on purchase decisions, focusing on Mie Gacoan noodles in East Java, Indonesia. With a lack of known population size, non-probability purposive sampling was employed, gathering data from 100 respondents via online questionnaires. Utilizing quantitative techniques and hypothesis testing, SPSS software facilitated data analysis. Findings reveal a significant positive effect of TikTok, influencers, and prices on purchase decisions. This research addresses a gap in understanding the influence of emerging digital marketing channels on consumer choices, providing valuable insights for marketers and policymakers. Highlight: TikTok influence: Analyze purchase decisions. Influencers' effect: Examine consumer behavior. Pricing impact: Assess purchase choices. Keywoard: Social Media, Influencers, Prices, Purchase Decisions, Consumer Behavior

Examining the importance of digital marketing strategies in brand creation for SMEs in Malaysia

This research aimed to investigate the relationship between brand creation and various types of marketing strategies in SMEs across Malaysia, with a focus on the role of digital platforms in shaping consumer engagement and perceptions. The research was conducted using a correlational quantitative approach in Malaysia. Through the probability sampling method, 51 SME employees were selected. Research data were collected through surveys and analyzed using SPSS software. The findings showed that utilizing various digital marketing strategies was essential for SME brand creation. Social media, content creation, community engagement, influencer collaboration, SEO, and email marketing proved significant in increasing brand visibility and loyalty among Malaysian consumers. The study highlighted that content marketing enabled SMEs to convey their values and unique selling propositions. Additionally, implementing an SEO strategy significantly increased an SME's visibility in search engine results, boosted website traffic, and built customer credibility. Influencer marketing was also effective for Malaysian SMEs in facilitating audience reach and increasing brand awareness through personalized consumer relationships. Moreover, email marketing played an important role in brand creation by enhancing customer relationships and engagement. This study provided empirical insights into how Malaysian SMEs leveraged digital marketing channels to strengthen their brands, emphasizing the need to adapt strategies to changing consumer preferences and technological advances in the digital landscape.

Analisis Variabel Sosial Media Marketing, Optimasi Mesin Pencari, dan Interaksi Konsumen Online terhadap Pertumbuhan Penjualan Produk Kerajinan Tangan di Kota Bandung

This study investigates the effect of digital marketing strategies, including social media marketing, search engine optimization (SEO), and online consumer interaction, on the sales growth of handicraft products in Bandung City. A quantitative approach was employed, and data were collected from 135 handicraft businesses through structured questionnaires. The data were analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS). The results revealed significant positive relationships between social media marketing, SEO, online consumer interaction, and sales growth. Specifically, social media marketing, SEO, and online consumer interaction were found to have a significant positive impact on sales growth, highlighting the importance of leveraging digital marketing channels effectively in the handicraft industry. These findings provide valuable insights for handicraft businesses in Bandung City and contribute to the broader understanding of digital marketing's role in driving sales growth.

Impact of Digital Marketing on Consumer Purchasing Behaviour.

Digital marketing is a new technology that has brought the internet into the social realm by introducing social media platforms such as social network sites, user-review websites, discussion forums, and smartphone applications, which are collectively referred to as online data and via which individuals may access and produce data. This study aims to investigate and evaluate the impact of gender on consumer behaviour and the effects of digital marketing on consumer purchasing in Ludhiana. According to the state of marketing, the survey includes the social networks that consumers use the most frequently, including Facebook, Twitter, LinkedIn, Google+, and YouTube. The study's conclusions show that a substantial portion of participants agreed that digital marketing channels significantly influenced consumer behaviour and purchasing decisions. Our findings emphasise the requirement of authenticity, relevance, and ethical engagement in digital marketing strategies to foster client trust and loyalty.

IMPACT OF DIGITAL MARKETING ON THE PERFORMANCE OF COMPANIES IN THE AGRICULTURAL SECTOR OF SERBIA

This paper explores the impact of digital marketing on the business operations of companies in the agricultural sector of Serbia. Accordingly, the research objective is to determine critical success factors of digital marketing channels in companies within this sector. Given the stated research objective, the following general hypothesis has been formulated: digital marketing channels such as effective presence on social media, website quality, online sales and search engine optimization have a significant positive impact on the business performance of companies in the agricultural sector in Serbia. Successful implementation of these types of digital marketing channels by companies is expected to lead to increased visibility, engagement of the target audience, and improved sales. Consequently, the results of empirical research provide more insightful perspectives on the state of this field, identifying specific aspects of digital marketing that significantly contribute to the business performance of companies in the agricultural sector of Serbia.