Paper Details
A CRITICAL APPRAISAL OF DIGITAL MARKETING METHODS IN INDIA SYSTEMATIC LITERATURE REVIEW
Authors
Nupur, Dr Bajrang Yadav
Abstract
Internet is becoming more common among individuals, as digital channels continue to increasein volume and strength every year, more people spend time online and digital tools and sites play anincreasingly important role in their lives. Internet has evolved from a specialized form to a multimediaplatformwiththeintroductionofeasy-to-usebrowsers,revolutionizingbusinessesandindeedtherelationship between marketer and customers. It has become an extremely effective communication toolbecause of its ubiquitous nature. Moreover, consumers' exploration through the internet for finding thegreatestbargainfrommerchantsacrosstheworldhasledtotheincreasedpopularityofonlinemarketing. The paper seeks to add to the existing body of knowledge and build a structured literaturereview in the field of online marketing communication. The paper presents a systematic review on theeffectiveness of online marketing methods and provides a rationale for using various online marketingmethods; develop a clear understanding of various online marketing methods and their relationship witheach other. The findings reveal that the earliest forms of online marketing, including Email and SearchEngine Marketing, are still highly relevant for modern business communication. In today's environment,companies arerelyingheavilyon social media, Influencer,messenger marketing,etc.,intendingtoattractcustomers, generate brand awarenessandloyalty. Socialmediaisagreatwaytofosterapersonalrelationshipbetweenabrandanditsfollowers.Withover400millionusersand80millionpostsperday,Instagramhasbecomeanessential social media marketing tool for all business. Yet, with frequent changing of social media usepatterns and preferences, it can be challenging to assign the right strategy to the right social mediaplatform. The purpose of this case study is to explore how Instagram can improve as a mobile app forbusinesses andconsumers.The studybegins by exploringtheriseofmulti-platform use. Thestudywillalsoevaluateandcomparemajorsocialchannelsintermsofconsumerandbrandpreferences.Thestudywillthenanalyze andprovideinsightsonwaysInstagram canimproveasama rketingplatform forbusinesses.Data collection isachieved throughcase studyanalysis asan empirical wayto examine social media platforms. This study provides individuals and businesses engaged in socialmediaacomparisonofmajorsocialmediaplatformsandprovidesinsightintodigitalmarketingstrategies for Instagram and businesses alike. The application of these conclusions could increase thesurvival rate of new social mediaplatforms and provide a better understanding of Instagram as astrategic tool for practitioners. The study is significant because this research widens contemporaryassumptionsaboutstrategicthinkingforsocialmediamechanisms.Socialnetworkmarketingisbecoming a popular marketing strategy for many business people. Follow after the well-known socialmedia network such as Facebook and Twitter, Instagram has joined in the trend in 2010 and providedanother favorable marketing platform for marketers to interact with their customers. Instagram is aworldwideused socialmedianetwork,which hasbeen usedas amarketingtool bymany globalbusinesscompanies.Itisa significantmarketingtoolthatallowsbusinesscommunicationtotakeplace. Through Instagram, marketers are able to interact with their customers by sharing photos andvideosandleavingcommentsasawayofsharinginformation;receivingcommentsandlikesasawayof gaining feedback from customers. In this paper, discussion on how Instagram can be used as amarketingtoolinsocialnetworkmarketingwillbedone.
Keywords
OnlineMarketingCommunication,SearchEngineMarketing,Social MediaMarketing Instagram,SocialNetworkMarketing,Marketing Tool,Businesses,Consumers
Citation
A CRITICAL APPRAISAL OF DIGITAL MARKETING METHODS IN INDIA SYSTEMATIC LITERATURE REVIEW. Nupur, Dr Bajrang Yadav. 2023. IJIRCT, Volume 9, Issue 3. Pages 1-12. https://www.ijirct.org/viewPaper.php?paperId=2305014