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ABSTRACT
The purpose of this exploratory research is to present the perceptions towards Digital Marketing in Pakistan. This issue has rarely been addressed by the academicians and researchers in Pakistan and elsewhere. This study used digital marketing parameters to measure the awareness and effectiveness of digital marketing among marketing professionals in Pakistan. 200 marketing professionals participated in this academic exercise. Data was analyzed in many ways, a) through descriptive statistics b) summarizing the data using factor analysis. Four major perception groups were emerged from the analysis i.e., a) Skeptical b) Enthusiast c) Utilitarian and d) Parsimonious. The result suggests that professionals in Pakistan are more skeptical towards digital marketing tools and concepts. They do not fully understand the benefits of digital marketing in terms of growth and cost effectiveness. Finally, the limitations of the studies and findings are presented in study.
Key words: SEO, Google Analytics, META tags, Blogs
1. INTRODUCTION
There are not many studies conducted in Pakistan in the area of digital marketing. This concept is rapidly emerging as a new concept which is aggressively adopted internationally for marketing success. In today's time, social media channels such as Face book, Twitter, Google and other social media firms have successfully transformed the attitudes and perceptions of consumers and in the end helped revolutionized many businesses. This was done through measurable vast network of customers with trustworthy data with real-time feedback of customer experiences.
It is much more convenient for businesses to conduct surveys online with a purpose to get relevant information from targeted groups and analyzing the results based on their responses. Potential customers can look for reviews and recommendations to make informed decisions about buying a product or using the service. On the other hand, businesses can use the exercise to take action on relevant feedback from customers in meeting their needs more accurately.
Change is constant and with time new ideas are accepted and adopted. In order to make the decision to understand the advantage of online marketing, advantages must be highlighted for industry players to realize its power.
2. LITERATURE REVIEW
Literature Review
The purpose of doing research in the area of digital marketing is because it seem huge, intimidating and foreign. Businesses are looking for clearer picture to...