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    Literature Review

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    tinntinn
    The document discusses the results of a literature review on digital marketing. It finds that digital marketing utilizes digital technologies to help marketing campaigns enhance consumer awareness by matching their needs. Companies have recognized the value of combining online and conventional approaches to meet customer needs. New technologies have opened opportunities for marketers to achieve their goals through websites and online advertising. The COVID-19 pandemic affected digital marketing by changing user behaviors and traffic patterns but had a mostly positive impact on the industry unlike other sectors.

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    Literature Review

    Uploaded by

    tinntinn
    153 views1 page
    The document discusses the results of a literature review on digital marketing. It finds that digital marketing utilizes digital technologies to help marketing campaigns enhance consumer awareness by matching their needs. Companies have recognized the value of combining online and conventional approaches to meet customer needs. New technologies have opened opportunities for marketers to achieve their goals through websites and online advertising. The COVID-19 pandemic affected digital marketing by changing user behaviors and traffic patterns but had a mostly positive impact on the industry unlike other sectors.

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    The document discusses the results of a literature review on digital marketing. It finds that digital marketing utilizes digital technologies to help marketing campaigns enhance consumer awareness by matching their needs. Companies have recognized the value of combining online and conventional approaches to meet customer needs. New technologies have opened opportunities for marketers to achieve their goals through websites and online advertising. The COVID-19 pandemic affected digital marketing by changing user behaviors and traffic patterns but had a mostly positive impact on the industry unlike other sectors.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    153 views1 page

    Literature Review

    Uploaded by

    tinntinn
    The document discusses the results of a literature review on digital marketing. It finds that digital marketing utilizes digital technologies to help marketing campaigns enhance consumer awareness by matching their needs. Companies have recognized the value of combining online and conventional approaches to meet customer needs. New technologies have opened opportunities for marketers to achieve their goals through websites and online advertising. The COVID-19 pandemic affected digital marketing by changing user behaviors and traffic patterns but had a mostly positive impact on the industry unlike other sectors.

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    A variety of research papers and posts on Digital Marketing include in-depth information.

    The following
    are the results of the literature review: -

    As digital marketing is the process of achieving marketing goals through the use of digital technologies
    (Chaffey et al, 2009). The use of technology to assist marketing campaigns in order to enhance consumer
    awareness by matching their needs is known as digital marketing (Chaffey, 2013). Companies in the
    developing world have recognized the value of digital marketing. To be competitive, companies would
    need to combine online and conventional approaches to better meet the needs of their customers (Parsons,
    Zeisser, Waitman 1996).

    New technologies have opened up new business possibilities for marketers who want to operate their
    websites and achieve their goals (Kiani, 1998). Online advertising is a powerful marketing vehicle for
    building brands and increasing traffic for companies to achieve success (Song, 2001). Expectations in
    terms of generating performance and evaluating success for ad dollars expended, digital marketing is
    more cost-effective for calculating advertising ROI (Pepelnjak, 2008).

    COVID-19 pandemic-related shutdowns have affected a host of industries and sectors in various ways.
    Part of the fallout has been the change in the behavior of Web users, resulting in some recognizable
    online trends—in organic traffic and conversion rates (Habeshian, 2020).

    Although the global pandemic of Covid-19 affected many industries, it had a significant effect on digital
    marketing and advertising on a global, regional, and local level. However, unlike what was observed in
    other fields such as the economy, human resources, and so on, this effect was mostly positive (Gowda K
    M, 2020).

    Bibliography:
    Chaffey. D (2013), “Definitions of E-marketing vs Internet vs Digital marketing”, Smart Insight Blog,

    February 16.

    AJ Parsons, M Zeisser, R Waitman (1996), “Organizing for digital marketing”, McKinsey Quarterly.

    G. Reza Kiani, (1998), "Marketing opportunities in the digital world", Internet Research, Vol. 8 Iss: 2,

    pp.185-194.

    YB Song (2001), “Proof That Online Advertising Works”, Atlas Institute, Seattle, WA, Digital Marketing

    Insight.

    J Chandler Pepelnjak,“Measuring ROI beyond the last ad”, Atlas Institute, Digital Marketing Insight,

    2008.

    Habeshian, V. (2020, June 4). COVID-19 impact on business, and digital marketing Initiatives
    [infographic].

    Gowda K M, R. (2020, June). (PDF) a study on impact of COVID-19 on digital marketing.

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