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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.”

REDEFINING STP IN DIGITAL MARKETING
AUTHORS
Pawan Kumar

ABSTRACT

The whole world is affected by pandemic but as said that every cloud has a silver lining .It depends on the world how it perceive the things, which are happening around them. The buying process of the consumer is also affected during and post pandemic, now they are more conservative in their buying behavior concerned more about their life rather than brand and luxury products. So companies are required to work on how the products should be segmented, targeted and how people think about the positioning of the product in their mind. So role of the segmentation, Targeting, Positioning in today’s era is very important for the business through the digital marketing and how people are influenced with different factors it may be education, Technology, reference group and how they are socially active on various on line platform. This gives a number of options, liberty to compare the product and time saving also. In Digital Marketing which is based on Information system and it runs electronically which gives a power to consumer for getting a complete information about the product so it gives a confidence in consumer for the right choice it not only help the consumer but help to Marketers also. Digital Marketing work for 24x7 hour without any limitation and boundaries. Prices can be comparing easily along with it has endless reach anywhere in the world. Digital marketing is the today’s requirement as our education system and technology are developing day by day. So it is the easiest way to lock choices and persuade to others also to raise the living standard. Digital Marketing gives you a personal window so you can have your own store where you can make a list of products and it is up to us when and where we have to buy. Keyword: Digital Marketing, Segmentation, Targeting, Positioning, Consumer Behavior

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.