Journal of Business Administration and Management Sciences July 2018 Vol. 02 Issue No. 02 268 ROLE OF DIGITAL MARKETING AS A PLATFORM FOR PROMOTING CONSUMER PRODUCTS/BRANDS Farrukh Naseem Qureshi* Aadil Rehman** ABSTRACT Digital marketing is not only fast paced but has impacted many businesses positively that totally depends on this efficient medium to reach their target audience. Consumer brands that have been using conventional methods of marketing have started depending on digital marketing and blended it well within their marketing mix. This paper highlights the multiple dimensions of Digital marketing in generating brand awareness, recognition and recall and also becoming an imperative part of business strategy. The guiding framework discusses the important role of digital techniques in revolutionizing the marketing and becoming a vital part of marketing strategy for businesses irrespective of their size and sector they deal in, holding a significant role for the provision of promotion of consumer brands/ products. Various Issues involved with brands focusing on Digital Marketing keeping in view Local Preference, Brand Engagement Level, Brand loyalty & Brand Attachment are also considered to evaluate the data and viewing effects of consumers & local businesses. This study also highlights various level of satisfaction involved in using Digital Marketing as an online business tool. One of the aims of the research is to understand how Digital Marketing can impact on Consumer Brand Perception. Findings are discussed with regard to their practical and scholarly implications to understand that “Digital Marketing” can create a positive impact on promoting consumer brands. Keywords: Digital Marketing, Brand Loyalty, E-commerce, Social media marketing, Consumer brands JEL Classification: M31, M39 1. INTRODUCTION “It is true that the Internet will change everything. It is not true that everything will change.” Paul Deninger, CEO of Broadview Capital Partners, quoted by Useem (2000) Since the birth of Internet & Online Services, Digital Marketing has played a major role in promoting brands online globally, it is said that when online searches got available soon businesses started offering services online. Role of Digital Marketing proved to be a huge success globally ad since its induction in Pakistan it has shown to grow business at a higher rate as compared to conventional marketing techniques (Urban Cities). Digital Marketing as we all know is an “Online platform where organizations market their brands/products on the Internet using digital media channels which manages various brands and brings maximum reach to consumers not just nationally but cross border marketing”. The 21 st century brought in the era of digital/online marketing, selling & procurement. According to a survey by ‘Focus Works’ a total of 115 million users are actively doing business online in US which accounts for roughly 53% of their total population as well as 40% of global internet users. Digital Marketing Services started off in Pakistan in early 2009 and is rising at a steady pace. According to countless several researches done in Pakistan statistics shows that a total of 23% of the population were using internet in 2010 and as of 2016 report the percentile has increased to 49% of literate internet users. Many global & national brands are now using digital marketing channels to market their brands. Our point of research will be focused on metropolis city Karachi which has a total of 14.9 million population and internet access to almost 70% of the residents. Our research is mostly limited to online shoppers and businesses using digital marketing as a median to promote their brands and giving a comparison between traditional marketing & digital marketing tools with major point of focus being the Online Marketing process whether customers are buying products that are being marketed online. We also have used a model of Brand Management and this model will also result in one of the pillar foundations of our research report. The model defined is Keller Brand Equity Model, this model was introduced by Kevin Lane Keller a marketing professor at the Tuck School of Business at Dartmouth College. The basic concept about this model is “How your customers think and perceive about your product, building a s trong brand and creating the right type of experience around brand”. Here in this model we will only be analyzing and viewing the 4 th and final stage of the model that is “Resonance”, according to (Keller, 2012) Brand Resonance sits at the top of the Brand equity pyramid and thus is the most difficult & the most desirable stage for any organization to want for its * Corresponding Author, Lecturer, Shaheed Zulfiqar Ali Bhutto Institute of Science & Technology – SZABIST, Karachi, Pakistan Email: [email protected]** Sr. Business Development Executive- Skills International Pakistan
16
Embed
ROLE OF DIGITAL MARKETING AS A PLATFORM …Journal of Business Administration and Management Sciences July 2018 Vol. 02 Issue No. 02 268 ROLE OF DIGITAL MARKETING AS A PLATFORM FOR
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Journal of Business Administration and Management Sciences July 2018 Vol. 02 Issue No. 02
268
ROLE OF DIGITAL MARKETING AS A PLATFORM FOR PROMOTING
CONSUMER PRODUCTS/BRANDS
Farrukh Naseem Qureshi* Aadil Rehman**
ABSTRACT
Digital marketing is not only fast paced but has impacted many businesses positively that
totally depends on this efficient medium to reach their target audience. Consumer brands that
have been using conventional methods of marketing have started depending on digital
marketing and blended it well within their marketing mix. This paper highlights the multiple
dimensions of Digital marketing in generating brand awareness, recognition and recall and
also becoming an imperative part of business strategy. The guiding framework discusses the
important role of digital techniques in revolutionizing the marketing and becoming a vital part
of marketing strategy for businesses irrespective of their size and sector they deal in, holding
a significant role for the provision of promotion of consumer brands/ products. Various Issues
involved with brands focusing on Digital Marketing keeping in view Local Preference, Brand
Engagement Level, Brand loyalty & Brand Attachment are also considered to evaluate the
data and viewing effects of consumers & local businesses. This study also highlights various
level of satisfaction involved in using Digital Marketing as an online business tool. One of the
aims of the research is to understand how Digital Marketing can impact on Consumer Brand
Perception. Findings are discussed with regard to their practical and scholarly implications
to understand that “Digital Marketing” can create a positive impact on promoting consumer
brands.
Keywords: Digital Marketing, Brand Loyalty, E-commerce, Social media marketing,
Consumer brands
JEL Classification: M31, M39
1. INTRODUCTION
“It is true that the Internet will change everything. It is not true that everything will change.”
Paul Deninger, CEO of Broadview Capital Partners, quoted by Useem (2000)
Since the birth of Internet & Online Services, Digital Marketing has played a major role in promoting brands
online globally, it is said that when online searches got available soon businesses started offering services online.
Role of Digital Marketing proved to be a huge success globally ad since its induction in Pakistan it has shown to
grow business at a higher rate as compared to conventional marketing techniques (Urban Cities).
Digital Marketing as we all know is an “Online platform where organizations market their brands/products on the
Internet using digital media channels which manages various brands and brings maximum reach to consumers not
just nationally but cross border marketing”. The 21st century brought in the era of digital/online marketing, selling
& procurement. According to a survey by ‘Focus Works’ a total of 115 million users are actively doing business
online in US which accounts for roughly 53% of their total population as well as 40% of global internet users.
Digital Marketing Services started off in Pakistan in early 2009 and is rising at a steady pace. According to
countless several researches done in Pakistan statistics shows that a total of 23% of the population were using
internet in 2010 and as of 2016 report the percentile has increased to 49% of literate internet users. Many global
& national brands are now using digital marketing channels to market their brands.
Our point of research will be focused on metropolis city Karachi which has a total of 14.9 million population and
internet access to almost 70% of the residents. Our research is mostly limited to online shoppers and businesses
using digital marketing as a median to promote their brands and giving a comparison between traditional
marketing & digital marketing tools with major point of focus being the Online Marketing process whether
customers are buying products that are being marketed online.
We also have used a model of Brand Management and this model will also result in one of the pillar foundations
of our research report. The model defined is Keller Brand Equity Model, this model was introduced by Kevin
Lane Keller a marketing professor at the Tuck School of Business at Dartmouth College. The basic concept about
this model is “How your customers think and perceive about your product, building a strong brand and creating
the right type of experience around brand”. Here in this model we will only be analyzing and viewing the 4 th and
final stage of the model that is “Resonance”, according to (Keller, 2012) Brand Resonance sits at the top of the
Brand equity pyramid and thus is the most difficult & the most desirable stage for any organization to want for its
* Corresponding Author, Lecturer, Shaheed Zulfiqar Ali Bhutto Institute of Science & Technology – SZABIST,
marketing-and-why-it-matters 2 Kotler, Philip, and Kevin Keller. 2006. Marketing Management. Prentice Hall
Journal of Business Administration and Management Sciences July 2018 Vol. 02 Issue No. 02
271
Digital Marketing by far is the most efficient & effective tool to promote an organizations
Services/Brands/Products not just locally but also globally. This is because people are spending more time doing
online search and comparisons as compared to offline median. Use of Social media has promoted both
organizations and customers to meet and decide on what to buy and from where, this has created a battle ground
for different organization marketers to engage customers and trying to influence and change their choice of
decision.
2.2 Digital Marketing of Today
Digital marketing tools and ideas have evolved a lot during the past two decades where transitioning from website
itself to “Online Branding Assets” where conventional digital marketing tools like, ‘online advertising, e-mail
marketing, online brochures’ and beyond, and digital marketer have changed this huge spectrum of tactical plans
and assets that one may find below the digital marketing umbrella, now presenting a clear picture of how each
single tactic/strategy or asset can support the marketers overarching goals.
We gathered information regarding what are Assets under Digital Marketing and what are its Tactics;
2.2.1 Assets
Own website
Blogs posts
E-books and whitepapers
Infographics
Interactive tools
Social media channels (Facebook, LinkedIn, Twitter, Instagram, snapchat etc.)
Earned online coverage (PR, social media, and reviews)
Online brochures and look books
Branding assets (logos, fonts, etc.)
2.2.2 Tactics
2.2.2.1 Search Engine Optimization (SEO)
It relates to the process that affects the viewing visibility of a website, webpage in results that are unpaid on a web
search engine. Setting up algorithms, contents, HTML & analytics knowing what percentage customer traffic is
on the site and customer preference, making SEO a successful digital market tactic.
2.2.2.2 Content Marketing
This digital marketing tool is used to promote brand awareness and growth in customer’s followings, content
marketing is a management process using various digital channels to increase Brand to Customer awareness and
forecasting and customers change in behavior. Primary responsibility is to promote customers interaction with the
organization and increasing brand viewership which simultaneously increases brand sales.
2.2.2.3 Inbound Marketing
Promoting brand/products through using “Full-Funnel Approach” for attracting lead customers and converting
them as potential users, through using Digital contents.
2.2.2.4 Social Media Marketing
As said before people usage of online internet tools like Social media has increased at a rapid growth and users
spends quite a lot time using Online Social channels like (Facebook, twitter, Instagram etc.) and organizations can
use these as a platform for promoting their brand to customers online, this tactic is by far the most used and
successful for any organization to promote consumer brands/products or services fast and cheap.
2.2.2.5 Pay per Click (PPC)
Basic form of driving traffic to one’s website is through using pay-per-click (PPC) where a user visits a website
and sees a brand advertisement which seems pleasing, eye catching and the person click on that advertisement
only to be taken to that specific brand web page, as soon as the person click the advertiser need to pay a agreed
amount to the website owner through two PPC variants (Google AdWords & Microsoft Bing Ads).
2.2.2.6 Affiliate Marketing
Type of a digital ‘Performance-Based’ advertising where a website, webpage owner markets other organizations
brands and receives a percentage commission on promoting the brand maximum time.
Journal of Business Administration and Management Sciences July 2018 Vol. 02 Issue No. 02
272
2.2.2.7 Native Advertising
Online Brands advertisements that are non-paid and usually done on various social media channels like (Facebook,
Twitter etc.) to promote the brand through series of Advertorial Pictures or Videos, like we currently are
experiencing any brands or service company advertisement in the middle or start of an online video that we are
streaming.
2.2.2.8 Marketing Automation
A type of digital marketing software that sends automated brand messages for awareness or promotion to various
persons through automated E-mail, Social media or other relevant marketing actions to convert those persons into
potential buyers/users of that brand.
2.2.2.9 Email Marketing
Usually nowadays every organization uses this digital marketing channel to interact with their potential customers
or users to talk about their brands and communication their brands advantages to those users. Email Marketing is
also used to promote brands discount coupons, and or new promotions and work.
2.2.2.10 Online Public Relations (PR)
Normally used as Digital Marketing Channel used through various Public Blogs, websites, Content Pages &
Digital Publications to interact and convey organizations Brand messages to customers and users, usually a forum
where Brand Ambassadors & Customers interact and talk about the brands usages and perceived value.
2.3 Digital Marketing as a Tool for Promoting Brands
With the Launch & Introduction of Internet and back in the 90s gave in new opportunities to organizations to
promote their brands, soon came the World Wide Web (WWW) and other portals where organization Brands and
Customers can interact and do online transactions, with the Introduction of Web 3.0 (The Mobile Era) things have
become much easier as well as complexed, now it is reality that organizations and consumers both can access to
information at any place anywhere with 24/7 accessibility. Technology plays a vital role in improving business
units’ service quality which determines the end product be like. In today’s world Brands are getting closer and
simultaneously being more attached to consumer’s everyday life and this is being done increasingly by marketers,
making customers the “Co-Producers” of Brands Value is getting increasingly important3. Internet Web has
created a bigger opportunity to be able to reach niche market buyers easily and with a fraction of a cost form
conventional marketing tools (advertising), this brings in advantage to tap untouched markets even before your
competitors through means of digital marketing tools4.
Digital marketing investment would be to upgrading commerce experience through Social Media, Content
Management & Creation and Mobile marketing activities. Primary research findings also showed that globally
organizations rely on their Web sites, Social media sites & Digital Marketing Advertising to promote their brands
successfully example Samsung Electronics & Apple both uses digital marketing experience for finding their brand
demands and getting customer attention even before pre-launching their brands.
As said by R.Kay Green, that presently a brands online presence equals to brand awareness to its targeted
customers, knowing what and when the customers want. Brands online presence can be described as the brands
credibility and visibility to its customer, as mostly today majority or all customers are technologically savvy and
brands online presence gives them a chance to ensure purchase safety and getting customer retention5, in order
for a brand to succeed it must have to induce high in recognition, relation and authentication for that Green
presented “Seven (07) effective ways for maximizing online brands presence”;
2.3.1 Being Consistent with Branding
Developing a consistent online marketing strategy across all digital channels would result in high brand
recognition and reinforce.
2.3.2 Website Optimization
Primary responsibility for any organization having online web services is to bring in maximum customer traffic,
for that one must adhere in optimal site performance (zero Lag), creating attractive contents and visuals and
3 Prahlad, C.K, and Venkat Ramaswamy. 2004. "Co‐creating unique value with customers." Strategy &
Leadership 32 (3): 4-9. https://doi.org/10.1108/10878570410699249 4 Scott, David Meerman. 2017. The New Rules of Marketing and PR: How to Use Social Media, Blogs, News
Releases, Online Video, and Viral Marketing to Reach Buyers Directly. 2nd. Wiley. 5 Green, R Kay. 2013. 7 Highly-Effective Ways to Maximize Your Online Brand Presence. April.
Journal of Business Administration and Management Sciences July 2018 Vol. 02 Issue No. 02
273
maintaining performance across various electronic devices for optimal customer viewership result (desktops,
laptops, Mobile & Tablets)
2.3.3 Social Media
One of the most efficient and cost-effective way to promote both bigger and smaller brands, this in ways enhances
the brands visibility in front of the customers. Most customers have access to social media sites and brands
presence means customer-brand attachment which brings in maximum revenue back to the organization.
2.3.4 Quality Content (Produce & Distribute)
Creating quality contents makes a good Viral Marketing in terms brings Brand recognition and attachment from
customers. Creating a quality content has become essential part of brand promotion tool.
2.3.5 Press Release Marketing
An inexpensive and an effective way of delivering & promoting the brand to target customers, it’s a way to
enhance the brand’s recognition and if online Digital marketing tools like Google AdWords, Adds, Google
Advertising & Microsoft Advertising gets to pick your brand it results in additional coverage of the brand across
borders.
2.3.6 Video Marketing
Business both Small & Big can get benefits from using online video sites like YouTube as it drives traffic to your
websites and results in increase in brand selling. Best example is that of Blend Tec. A small blender manufacturing
company started promoting its new blender by crushing various renowned electronic devices like Mobile, Tablets
etc. the video increased its viewership to almost 2 billion views making it the most watched video and
simultaneously increasing the company sales profit.
2.3.7 Blogging
If a brand needs to be successful it needs to have blog access where customers can reach and share their
experiences while also attaching themselves with the brand. Blogging enhances brands visibility and can also
improve the search engine rank while also being able to retain customers through various means.
2.4 Social Media Marketing
“Social media marketing is a type of online marketing that exploit websites of social networking as tool of
marketing. It drives the aim to deliver the content that consumers will recommend to their social network to give
benefit to the firm by increasing brand equity and reach broad segment of consumers.” Social media also helps
create a brands Word Of Mouth Marketing (WOMM) which acts as the most highly sought after by organizations
as this creates a marketing type where customers themselves are promoting the brands value to other potential
customers, this is the moment where consumers are open to various choices and marketers at that time tend to
promote their brands via using social media tools, this also allows consumers to have opinion on new product
development, choices preferred and issues/complaints, this makes the popularity of that social media site
(Facebook, Twitter, LinkedIn etc.) to become the most important social media tool to develop consumer brand
perception to brand equity6. The prime invention of the century is the Internet which has revolutionized the process
of Buying & Selling, Internet’s influence and diversified features has prompt us all to go Global by creating a
bridge and eliminating any barriers to digital innovation & marketing, organizations using internet services are
constantly modifying and changing their strategies of better understanding their customers7. The most valuable
service of the internet is considered to be the Social Media Platform and soon it will cause a drastic change in the
consumer buying behavior all over the world. Social media is considered as a main attraction for any organization
brand as well as customers, this has an influence in changing customer decision in a blink of an eye.
2.5 Social Media Influence on Consumer Purchase Decision
According to a survey social media users on PC (Personal Computers) accounts for almost 20% of their time spent
on using social sites, 30% on using social sites on Mobile devices, and other devices like gaming consoles, tablets
and e-readers also accounts for a positive addition to the social sites usage, in addition it is also discussed that
social media usage is not solely based in homes but also in office with different gatherings like users aged 22-36
6 Abu-Rumman, As'ad H, and Anas Y Alhadid. 2014. "The Impact of Social Media Marketing on Brand Equity:
An Empirical Study on Mobile Service Providers in Jordan." Review of Integrative Business and Economics
Research 3 (I): 315-326. http://www.sibresearch.org 7 Olsen, Camilla Ina. 2014. Brand Loyalty on social media - can images make you more loyal? Master Thesis,
Journal of Business Administration and Management Sciences July 2018 Vol. 02 Issue No. 02
275
transaction takes place at any time of the day (24/7) as compare to traditional physical transaction practices here
the buyer and the seller are both doing online business services.
Digital marketing is becoming increasingly popular with online shopping sites, as most customers in their free
hours tend to spend it using mobiles to check and compare different products on e-commerce mobile sites here
digital marketing can play quite helpful role in promoting brands on e-commerce platforms as well as driving
consumer analytics and findings on to which products/brands consumer purchase often.
As per blogger (Jonathan Lacoste, 2015) he discussed that digital marketing can focus on retail and e-commerce
trends solely on mobile by using three (03) key trends like:
2.6.1 Micro Moment Marketing
These moments analyze on how much time a consumer spends on using mobile for checking various brands on e-
commerce sites on daily basis, and brings in the intent of how a brand can successfully tap the consumer decision
for purchasing that brand. This is to find out what the customer wants to get/take out from the site and how the
brand can deliver that moment to the customer – satisfying customers need.
2.6.2 Location based Marketing
This is generally a digital marketing strategy where users get notifications (Push Based) using their mobile data
and telling what promotion, discounts or new arrivals is available in that particular location specifically based on
customer preference
2.6.3 On-Site Personalization
A primal to successful marketing where e-commerce sites (mobile Based) can be personalized using consumer
preferences, many brands are doing it using e-mail personalization and proving to be successful, for e-commerce
sites they can have on-site personalization access to consumers and the consumer can decide on to which brand
area specifically suits their preference, being shown products based on their past searches and finding the
consumer relevant point – style of purchase.
2.7 Digital Marketing in Pakistan
Digital marketing has already started taking roots in Pakistan and almost all organizations big or small are using
it as a platform to promote their brands. He also stated that various challenges are faced by developing economies
for not falling behind, to meet with the pace of the digital revolution the developing economies need to adapt to
changing technologies and create a need for its people to acquire the knowledge.9
The author recommended that for developing economies the best way by far is to adapt to ICT (Information &
Communication technologies) identified through using Schumpeterian concept having a nonlinear creative
destruction in a path-dependent world through investing in various areas like Human Capital, Skills development
and Technologically advancement in society tends to promote and gives an advantage of becoming a developed
world society by bringing in various investment business (Digital marketing arenas).
Internet users in Pakistan in 2000 were limited to only 133,900 internet users but due to advancement in
technologies and introduction of Digital Marketing tools the numbers have been increasing at an increasing rate
since then, Pakistan is one of the most highly admired markets in the world as a result consumer purchasing
patterns have changed drastically as per World Stats Reports10;
Table 2.1: Consumer Purchasing Patterns in Pakistan
Asia Population
(2017, est.)
Internet
Users (2000)
Internet Users
(June,2017)
Penetration
(% Population)
Users
% Asia
Facebook
Users (2017)
Pakistan
196,744,376
133,900
44,608,065
22.7%
2.3%
27,000,000
E-Commerce and Digital Marketing in Pakistan has matured over the years since back in 1995 there were on 0.1%
of the total population as internet users now in 2008 the percentage has rapidly increased to 14.1% of the total
population11, seeing the 2017 world stats the total users have now reached an astounding 22.7% of the population
9 Khan, M.S., S.S. Mahapatra, and Sreekumar. 2009. "Service quality evaluation in internet banking:an
empirical study in India." Int. J .Indian Culture and Business Management 2 (1): 30-46. 10 Internet World Stats. 2017 n.d. https://www.internetworldstats.com/stats.htm.
https://www.internetworldstats.com/stats.htm. 11 Ahsan, Iqbal. n.d. E-Commerce: Need of Hour! Checklist for an E-commerce Store, Green and White – Coffee
Sessions for the Industry. http://greenwhite.org.
Journal of Business Administration and Management Sciences July 2018 Vol. 02 Issue No. 02
276
and increasing. The number of internet users as well as online businesses have been growing fast (PK Government
Economic Survey, 2012/2013) states that internet services have been increasing a lot and Optical Fiber based
system is now reached to almost 23 cities of the country with many other expansions on way, while organizations
(Consumer based) have been converting to online digital marketing channels for promotion of their brands and
cities like Lahore & Karachi have picked up pace related to international standards and many consumers reported
purchasing online (2012) figures of 1.2 Million and as presently crossing over 3 million online buying and selling.
2.9 Digital Marketing on Brand Loyalty
Brand Loyalty exists when a customer tends to purchase the brand from the same organization with repetitive
purchase, maintaining a Brand to Customer relationship. All corporate entities primary objective is to make
maximum profits out from their brands and this can only be achieved once the customers are being loyal to their
brands and repeat purchases, this means for profit growths organizations try to engage the customers with their
brands as much possible and convert regular ones as potential buyers and finally bringing out brand loyalty
statuses through various online (Digital Marketing) modes, it is a necessary process that all organizations do for
their brands so that customers may/can avoid substitutes and competitors12. Maintaining the activity of Brand
loyalty or even enhancing it, the brands need to hold a significant competitive edge over its competitors by
engaging loyal customers to promote their brands in the open market, by providing its customers with quality
brands, best price practices, efficient supply chain, placing barriers to entry for same product businesses and
providing extended product/brand category for customer choice making and preference13.
Loyalty in digital marketing as a self-commitment to purchase and repurchase the organizations brands as a point
of brand attachment and reflection, despite all these it is also about the brand recommendation that nowadays
consumer get online through various modes14. Primarily there are two different types of brand loyalist, Active &
Passive loyalist. Active loyalist are those that purchase that brand despite the prices being high and attach
themselves as the self-brand ambassador of that organization, whereas Passive loyalist are those that are
considered as loyalist but they also consider other same brands while or before purchasing, reason can be for the
quality, satisfaction and prices. Organizations want also these brand passive loyalists to become active and
promoting their brands to other same side consumers. This brings in three major steps in any brand that is
Repurchase, Commitment & Recommendations which once achieved can bring in maximum ROI (Return on
Investment) for that organization.
3 RESEARCH METHODOLOGY: THEORETICAL & CONCEPTUAL FRAMEWORK
Most of the researches conducted are related to global digital marketing research work, as mentioned earlier that
in Pakistan digital marketing research is extremely limited to only mobile application and search devices, local
research and findings are mostly related to consumer cultural changes and economic classification and would not
be able to provide us with authentic results pertaining to consumer influence and digital marketing role for
promoting brands. Our research is mostly based on digital marketing as global promotor for brands as well as
what local presence digital marketing can give in for promoting consumer brands. One of the major reason to
conduct research in the local market is based on the fact that Pakistani consumer’s socio economic classifications
are changing/upgraded and based on that their presence and taste also changes, this in terms brings organizations
to shift from conventional form of marketing to digital marketing, gone are the time when brands just wanted us
to see what they want us to show now customers can verify, check online about that very brand and gets to decides
based on his/her own individual preference, as digital media is now pervasive in terms of providing customer with
their specific researches. One of the secondary purpose for this research is to know that: How Digital Marketing
a tool for promoting brands in a more efficient, cost effective manner and sustainable ways? Other findings will
be how a brand can create awareness and loyalty while also maintaining high customer engagement levels in the
12 Erdogmus, Irem Eren, and Mesut A Cicek. 2012. "The Impact of Social Media Marketing on Brand Loyalty."
Procedia: Social Sciences and Behaviorial Sciences 58: 1353-1360. 13 Julian, Lindsey. 2012. "Using Social Media to Increase Consumer Loyalty to a Brand." Bachelor's Degree
Report, Department of Journalism, California Polytechnic State University, San Luis Obispo .