Measuring Effectiveness of Campaigns Using Digital Marketing & Its Impact on Youth

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Abstract

With this era of constant globalization digitalization has taken a front seat. Companies are trying constantly to find the best ways to reach the customers with their digital message. The present study collects the data which focuses primarily on perception, attitude of campaigning via digital marketing & its impact on consumer behavior. The finding clearly shows that digital marketing campaigns are effective and have a strong impact on youth. They consider it to be informative, are aware of the internet usage especially the social media and spend a lot of time on it. The major challenge of digital marketing campaigns are the susceptibility of fraudulent services and privacy issues. Hence, we conclude that there is a need for researchers to take a critical look at the research issues we outlined with appropriate data from observational studies and field experiments. Practitioners and academics can provide the raw material and rigor respectively, and together they can extend our knowledge of the ever changing digital environment.

Keywords: Digital marketing, Campaigns, informative, social media, privacy, consumer behavior

1.Introduction

Digital Marketing

Digital marketing refers to the act of incorporating digital channels to carry out the marketing activities of a certain product or service through the use of offline and online platforms. Digital marketing encompasses various channels of marketing like, radio, TV, phone marketing, search engines, social media platforms, e-mails, websites etc.

The theme digital marketing and its effect on intended customers have been dealt and discussed by various authors and practitioners. Digital marketing and its impact on youth has also been debated and discussed among different studies both in India and abroad. Below literature review presents a combination of studies and their excerpts linking with their subthemes.

2.Literature Review

Using Marketing Basics to Provide Customer Value (Schant, et al., 2017)

Developed a conceptual model of consumer-based brand equity (CBBE) build on the four brand equity dimensions of Aaker (1991), namely, brand awareness, brand image and associations, perceived quality, and brand loyalty and relates these dimensions with electronic word-of-mouth (eWOM) which is adapted to the paradigm-shift from manager-ruled to consumer-ruled brands.Study concluded that the effects of eWOM might solely address a specific product instead of the whole brand in the online environment. In that case, eWOM directly influences purchase...