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Title: Effectiveness of digital marketing a descriptive analysis
Authors: Gupta S
Kumar R.
Keywords: Digital channels
Digital marketing
Issue Date: 2017
Publisher: Serials Publications
Abstract: Purpose: This article studies about the perception of Digital Marketing among the Indian youth. It also tries to showcase the effectiveness of various Digital Marketing Channels. Design/Methodology/Approach: The survey method was used to get the responses from the customers. Total 300 customers were approached from which 250 fully filled forms were received. Factor analysis and Descriptive analysis is used to study the perception, importance of digital marketing and various digital media channels. Findings: From the results Social Networking Site emerges to be most effective media tool, followed by Search Engine Optimization (SEO) and Web Portals. It can be seen that Indian youth is divided over digital marketing. Research Limitations/Implications: Future research can be conducted using different methodologies, such as interviews, focus groups discussion and expert talks to study the perception, effectiveness regarding Digital Marketing regardless of geographical boundaries. � Serials Publications Pvt. Ltd.
Appears in Collections:Journals

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