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Digital Marketing Insights

Dr. Vibhuti Tripathi, Dr. Pooja Rastogi, Dr. Rakesh Kumar"

ISBN: 978-93-94779-47-1 | Format: Hardcover | Genre: Commerce and Management | Other Details

Digital, Online and Internet marketing are three different things. From the era of online shopping and e commerce to having an Internet connectivity for doing online marketing everything was a part of digital. Then came the concept of any marketing that happens via a digital gadget so that’s digital marketing- may be an SMS from a marketer that reminds you of a nascent need or want; that’s digital marketing. So we can say that any marketing that happens, be it online selling with the presence of internet or without it, ...happening on a digital device is digital marketing. According to the Digital Marketing Institute, “Digital Marketing is the use of digital channels to promote or market products and services to targeted consumers and businesses.”

COGITATING RECOMMENDER SYSTEMS FOR CONSUMER ENGAGEMENT IN THE DIGITAL AGE BY INDIAN SMES
AUTHORS
Shenki Tyagi

ABSTRACT

The digital age is bedecked by emergence of technological tools to assist better decision making by the consumers. These tools when used tactfully by the marketers, can result into enhanced revenue and minimal costing thus showing the impact on profit margins. Recommender system is one of such approaches used majorly for customer engagement by the big ecommerce retailers like Amazon. This digital tool holds lot of potential for SMEs also which can help in better targeting of customers, influencing them in favour and various other prospects. The chapter deals with the concepts of recommender systems, customer engagement and how it can be used by the SMEs of India to get the maximum leverage of digital platforms and their unlimited versatility.

DOI: https://doi.org/...

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Digital Marketing Insights

Digital, Online and Internet marketing are three different things. From the era of online shopping and e commerce to having an Internet connectivity for doing online marketing everything was a part of digital. Then came the concept of any marketing that happens via a digital gadget so that’s digital marketing- may be an SMS from a marketer that reminds you of a nascent need or want; that’s digital marketing. So we can say that any marketing that happens, be it online selling with the presence of internet or without it, happening on a digital device is digital marketing. According to the Digital Marketing Institute, “Digital Marketing is the use of digital channels to promote or market products and services to targeted consumers and businesses.”

About the Author

Vibhuti Tripathi is an Associate Professor and the Head in School of Management Studies at Motilal Nehru National Institute of Technology Allahabad, Prayagraj, India. She has 15 years of teaching experience and five years of industry experience. She has earned her MBA in (Marketing and Human Resource) from DAV, Indore (MP) and PhD from SMS, MNNIT Allahabad in the area of Organised Retail in 2007. Her primary research interests include applied studies in brand management, social marketing, digital marketing, organised retail, entrepreneurship and quality of work life. She is widely published in national and international journals indexed in SCI, SSCI and SCOPUS.

Dr. Pooja Rastogi is currently working as a Professor Marketing, School of Management, IMS Ghaziabad (University Courses Campus), NCR. She is also Consultant in Digital Branding and Marketing, Trainer MOOC’s. Dr. Rastogi has completed her Doctoral degree in Management from Motilal Nehru National Institute of Technology Allahabad, Prayagraj. She has 18 years plus experience in academics, where she has handled various roles of teaching, consulting, course developer and Dean. With a postgraduate diploma in Marketing & Entrepreneurship and a gold medal in the discipline she also holds a Digital Marketing PG Certification from MICA. An added certification in Strategy Execution from the prestigious Harvard Business School adds to the profile. She has conducted various FDP’s in the area of MOOC’s and her concerned discipline and has presented papers in premier educational institutions and published cases and research papers in SCOPUS, ABDC, Web of Science, National and international refereed journals and a patent in brand equity perception.

Dr. Rakesh Kumar is presently working as Assistant Professor in School of Management Studies, Motilal Nehru National Institute of Technology Allahabad, Prayagraj. He is involved in teaching and research from the last 10 years. He has received his PhD Degree from Department of Business Administration, University of Lucknow. His teaching interests includes Marketing Management, International Marketing, Market Research, Marketing of Services, Retail Management, Consumer Behavior, Business Statistics, Research Methodology. His research mainly focuses in the area of consumer psychology, social media marketing, sustainable consumption and entrepreneurship. He has published a number of papers in Scopus an ABDC listed Journals. He is also reviewer to many internationally renowned journals. He is a resource person and expertise in data analysis using MS Excel, SPSS, AMOS, and R & R Studio.