A STUDY ON EFFECTIVENESS OF DIGITAL

MARKETING AMONGST STUDENTS 

Business Research

GROUP 7

Adip Ahuja 01
Kiran Gosavi 22
Megha Agarwal 28
Venkatesh Chitla 63
Ashwin Lad 24
Rajvi 29
Abhishek 21
 Research Articles on Digital Marketing

1. Title: A Thematic Exploration of Digital, Social Media, and Mobile Marketing:

Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry
Author(s): Lamberton, C ; Stephen, AT (Stephen, Andrew T.)
Source: Journal of Marketing
Volume: 80 Issue: 6 Page: 146-172
Published: NOV 2016
DOI10.1509/jm.15.0415

2. Title: Elements of strategic social media marketing: A holistic framework

Author(s): Felix, R (Felix, Reto), PA (Philipp A.) Hinsch, C (Hinsch, Chris)
Source: Journal of Business Research
Volume: 70 Page: 118-126
Published: JAN 2017
DOI10.1016/j.jbusres.2016.05.001

3. Title: Understanding digital content marketing

Author(s): Rowley, J (Rowley, Jennifer)
Source: Journal of Marketing Management
Volume: 24 Issue: 5-6 Page: 517-540
Published: 2008
DOI10.1362/026725708X325977

4. Title: Artificial Intelligence (AI): Revolutionizing Digital Marketing

Author(s): Byvan Esch, P (Byvan Esch, Patrick) Black, JS (Black, J. Stewart)
Source: Australasian Marketing Journal
Volume: 29 Issue: 3 Page: 199-203
Published: AUG 2021
DOI10.1177/18393349211037684

5. Title: Effectiveness of digital marketing in the challenging age: An empirical study

Author(s): Yasmin, Afrina, Sadia Tasneem, and Kaniz Fatema
Source: International Journal of Management Science and Business Administration
Volume: 1 Issue: 5 Page: 69-80
Published: April 2015 ISSN: 1849-5664
DOI: 10.18775/ijmsba.1849-5664-5419.2014.15.1006

6. Title: Digital marketing for B2B organizations: structured literature review and future
research directions
Author(s): Neeraj Pandey, Preeti Nayal, Abhijeet Singh Rathore 
Source: Journal of Business & Industrial Marketing
Volume: 35 Issue: 7 Pages: 1191-1204
Article publication date: 23 March 2020 
Issue publication date: 19 June 2020
ISSN: 0885-8624
DOI: https://doi.org/10.1108/JBIM-06-2019-0283
7. Title: Business to business digital content marketing: marketers’ perceptions of best
practice
Author(s): Geraint Holliman, Jennifer Rowley 
Source: Journal of Research in Interactive Marketing
Volume: 8 Issue: 4 Pages: 269-293
Published: 7 October 2014 ISSN: 2040-7122
DOI: https://doi.org/10.1108/JRIM-02-2014-0013
 
8. Title: The role of social media in digital marketing platform to draw shoppers’ attention
in Bangladesh: An empirical study
Author(s): Sarker Sukumar, Pahari Subhajit
Source: PARIKALPANA: KIIT JOURNAL OF MANAGEMENT   
Volume: 17   Issue: 1   Pages: 185-190
Published: Jun 2021 Print ISSN: 0974-2808 Online ISSN: 2582-4821 
DOI: 10.23862/kiit-parikalpana/2021/v17/i1/209028
 
9. Title: Digital marketing: A framework, review and research agenda
Author(s): P.K. Kannan, Hongshuang “Alice” Li
Source: International Journal of Research in Marketing
Volume: 34, Issue: 1 Pages: 22-45
Published: 2017, ISSN 0167-8116
DOI: https://doi.org/10.1016/j.ijresmar.2016.11.006
 
10. Title: The use of Web analytics for digital marketing performance measurement
Author(s): Joel Järvinen, Heikki Karjaluoto
Source: Industrial Marketing Management
Volume: 50, Pages: 117-127
Published: 2015, ISSN 0019-8501
DOI: https://doi.org/10.1016/j.indmarman.2015.04.009

Research Objectives:

1. To find how digital media platforms have revolutionized marketing

2. To discuss the various elements of digital marketing
3. To understand the reasons for increasing popularity of digital marketing amongst
students.
4. To analyze the effectiveness and problems of digital marketing vis-a-vis to traditional
marketing tools
 
Questionnaire
1. Age group (in years)

<18

18-30

31-45

45 above

2. Gender

Male

Female

Prefer Not To Say

3. Education

High School

Junior College

Graduation

Post-Graduation

Ph.D.

4. What Devices do you use?

TV

Laptop

Mobile Phones

Tablet

5. How many hours do you spend on these devices per day?

0-3

4-6

7-9

10+

6. Where are you most likely to seek information from before buying a product? 

Traditional Sources (Newspapers, banners, pamphlets, word of mouth)

Digital Sources (Online and mobile ads)

7. Which tool of Digital Marketing do you prefer?

Email Marketing

Social Media

Display Ads

Pop Up

Web banner

Affiliate Marketing

8. How frequently do you click on an ad on digital platforms?

Frequency
Never Rarely Often Always

9. Do you purchase a new product solely based on their online marketing?

Yes

No

10. Do you opt for ad-free subscriptions?

Yes

No

11. Frequency of ads in the following platforms

Low Medium High

Facebook

Instagram

Twitter

Email

Google

LinkedIn

WhatsApp
Literature Review:
 
 
[ CITATION Lam16 \l 1033 ] The growing importance of digital, social media, and mobile
marketing (DSMM) is the proliferation of home internet and affordable high-speed
broadband connections, the development of social media platforms such as Facebook, and
consumers of "smart" mobile devices. Such innovations are also affecting consumer
behavior in all types of market environments. It shows us that after research on the topic
era wise, the results were divided into three eras with different themes giving us an insight
into how digital media plays a role in buying behavior, how consumers shape DSMM, and
the age of social media. It also gives us an insight on how digital media has altered the lives
of the students in all aspects thus making a lifestyle impact. Social media marketing is cross-
disciplinary and interdisciplinary. Aspects of social media marketing include culture, scope,
structure, and governance. The insights are integrated into the overall social media
marketing framework. Managing strategic social media marketing is very complex. Social
media has brought a lot of ease to people’s lives, especially students. It enlightens them
about various aspects and also keeps them connected. It has become a platform for the
students where both teaching and learning takes place. Thus, showing the change, it has
made in a student’s life [ CITATION Fel17 \l 1033 ]. According to the study, about 22% of the
growing number of Bangladeshi people are using social media such as Facebook, YouTube,
Twitter, and Instagram for entertainment, improving digital access to products and services. 
Digital marketing allows marketers to gather information about buyers' buying behavior,
insights into brand loyalty, and preferences to help buyers make business decisions. It helps
students learn about decision-making skills and learn more about buyers' behavior through
the platform of social media [ CITATION Suk21 \l 1033 ] .

Looking from the B2B perspective digital content marketing is an inbound marketing
technique that runs across websites, social media, and value-added content and is
considered a useful tool for achieving and maintaining a trusted branding status. To create
content that is valuable to B2B audiences, brands must adopt a "public" approach that
involves better understanding the information needs and purchasing review cycle of their
target audience. Valuable content is described as useful, relevant, compelling, and up-to-
date. Content marketing requires a cultural shift from "sales" to "support." This requires
different marketing goals, tactics, indicators, and skills than those associated with traditional
marketing approaches [ CITATION Hol14 \l 1033 ]. Marketing to both marketers and
consumers shows the impact of digital marketing on a company's sales. In addition, the
differences between traditional marketing and digital marketing. The study describes
different forms of digital marketing, their effectiveness, and their impact on the company's
sales proving to be very affective for students while learning about this platform and
creating an ease to learn and improve it [ CITATION Yas15 \l 1033 ].

[ CITATION Byv21 \l 1033 ] research has taken an important step in shedding light on both our
knowledge and what we have not yet explored. Artificial intelligence (AI) -enabled digital
marketing allows businesses to create campaign content, generate leads, reduce customer
acquisition costs, manage customer experiences, market to potential employees, and
through social media. Is revolutionizing the way we transform our reachable customer base.
This helps the students to learn what AI brings to the table and to alter and use it more
carefully and harmlessly while using social media. [ CITATION Jar15 \l 1033 ] The reach to the
customer is also being enhanced with the use of web analytics in industrial enterprises, the
efforts of organizations using marketing metrics systems and the consequences of them
cannot be understood without the reasons for the metrics chosen and the processing of the
metrics is showing organizational context for data and system usage.

The analytics gives us insight into Customers' experiences with digital content that is
influenced by all stakeholders in the value chain, and customers need to participate in
experiential learning and co-creation. The customers being students, help them navigate
thoroughly. It helps describe the potential of the "value use" concept of customer interests
as the basis for consumers who can be fully involved as content economy stakeholders.
Based on this, recommendations for practice and further research are made [ CITATION
Row08 \l 1033 ].

[ CITATION Kan17 \l 1033 ] The framework for digital marketing research focuses on the
touchpoints of marketing processes and marketing strategy processes that have had and will
continue to impact digital technology. With the help of the framework, students can
organize development and existing research on the elements and contacts that make up the
framework, and review the research literature in well-defined digital marketing space.
[ CITATION Pan20 \l 1033 ] The research provides insights into new issues by developing a
collaborative conceptual framework which review notes that while decision support
systems, critical success factors, electronic marketing guidance (EMO), etc., have not been
considered much, several areas such as digital marketing communications and sales
management are steadily evolving.  In addition, it identifies research gaps and highlights
new research topics for future researchers/students. This collaboration framework helps
organizations adapt their digital marketing activities to changing market dynamics such as B.
Focus on building social media skills, EMO, and value creation.
References

 Byvan Esch, P., & Black, J. (2021). Artificial Intelligence (AI): Revolutionizing Digital
Marketing. Australasian Markeing Journal, 199 - 203.

 Felix, R., Philipp A., & Hinsch , C. (2017). Elements of strategic social media marketing: A
holistic framework. Journal of Business Research, 118 - 126.

 Holliman, G., & Rowley, J. (2014). Business to business digital content marketing: marketers’
perceptions of best practice. Journal of research in Interactive Marketing, 269-293.

 Jarvinen, J., & Karjaluoto, H. (2015). The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management, 117-127.

 Kannan, P., & Li, H. A. (2017). Digital marketing: A framework, review and research agenda.
Internal Journal of Research in Marketing, 22 - 45.

 Lamberton, C., & Stephen, A. (2016). A Thematic Exploration of digital, social media and
mobile marketing: research evolution from 2000 to 2015 and an agenda for future inquiry.
Journal of Marketing, 146 - 172.

 Pandey, N., Nayal, P., & Rathore, A. S. (2020). Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business & Industrial
Marketing, 1191-1204.

 Rowley, J. (2008). Understanding digital content marketing. Journal of Marketing

Management, 517 - 540 .

 Sukumar, S., & Subhajit, P. (2021). The role of social media in digital marketing platform to
draw shoppers’ attention in Bangladesh: An empirical study. KIIT journal of management,
185-190.

 Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of digital marketing in the
challenging age: An empirical study. Internal Journal of Management Science and Business
Administration, 69-80.