Digital Marketing Which Effect Does It Have On The Financial Performance Of Firms
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Digital Marketing Which Effect Does It Have On The Financial Performance Of Firms
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Author : Lukmon Fasasi
language : en
Publisher: GRIN Verlag
Release Date : 2019-06-27
Digital Marketing Which Effect Does It Have On The Financial Performance Of Firms written by Lukmon Fasasi and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-06-27 with Business & Economics categories.
Bachelor Thesis from the year 2017 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 5.0, Obafemi Awolowo University, language: English, abstract: This study determined the extent of the use of digital marketing in firms. It examinedthe challenges associated with the use of digital marketing and correspondding mitigating strategies. It also assess the effect of digital marketing on firms financial performance.The study used primary data, which comprised 150 small business using digital marketing in Lagos state. A census sampling technique was used to select all the companies. The study result showed that email marketing was the most used digital marketing tool, as (100%) respondent picked yes to this, followed by social media (96.7%), affiliate marketing (60%), content marketing and search engine optimization were (64.2%) respectively, pay per click marketing (62.5%) TV and Billboard (59.2%) and SMS and radio marketing (88.3%). The result also showed that challenges of digital marketing were lack of trained digital marketing personnel, inadequate digital marketing knowledge and poor application of digital marketing. Finally the result showed that digital marketing had a positive effect on financial performance, as 81.7% of respondents indicated that digital marketing improved their financial performance, while 18.3% showed digital marketing had no effect on their financial performance. In conclusion, the study showed that digital marketing has a positive effect on financial performance. In recent years, information and communication technology has immensely change consumer behavior, and this has greatly impacted on the way businesses communicate with their customers. The speedy advancement in technology has necessitated business organizations to embrace the changing trends by incorporating information technology in their activities. Based Hull (2004) ideas, the innovations on the Internet have transformed the way people communicate, search information and carryout business operation. As a result, business organizations have been left with no option other than embracing the new trends by integrating new information technologies in their systems. In this regard, digital marketing has not only become an effective marketing strategy, but also necessary in the light of the changing consumer behaviour towards digitization and online experiences.
Accountable Marketing
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Author : David W Stewart
language : en
Publisher: Routledge
Release Date : 2016-02-05
Accountable Marketing written by David W Stewart and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-02-05 with Business & Economics categories.
Accountable Marketing is designed to be the definitive volume on the emerging role of accountability and performance metrics in marketing. Sponsored and developed by the Marketing Accountability Standards Board (MASB), it provides a multi-disciplinary, international perspective on this topic of critical importance. Stewart and Gugel have curated the work of several leading marketing, finance and accounting professionals and academics on the topics of marketing accountability and financial reporting to create a volume that represents the best of MASB’s work over the last few years. The book not only emphasizes the importance of accountability in the marketing function, but also creates a dialogue among academics and practitioners about the importance of marketing in driving consistent growth in the organization, and the ways in which improved methods for measuring and forecasting contribute to the effectiveness of these marketing activities. This book marks the first-ever reference point for practicing professionals, faculty and students interested in marketing accountability, the development of standards for marketing reporting, and developing stronger linkages between marketing activities and outcomes, and the financial performance of the firm.
Digital Impact
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Author : Vipin Mayar
language : en
Publisher: John Wiley & Sons
Release Date : 2011-05-18
Digital Impact written by Vipin Mayar and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-05-18 with Business & Economics categories.
Win online by attracting the right customers and getting the right performance measurement Digital Impact answers the critical questions marketers have about connecting with and influencing consumers online. Written in an easy-to-read, approachable format, this helpful guide presents provocative content along with practical, commonsense methods that can be followed by any businessperson at companies of all sizes. The discussion hones in on two keys to success: building a performance measurement approach that will let you get maximum impact out of your online marketing and ad dollars, and creating magnetic content that attracts customers and keeps them engaged with your brand. Leverage trust and build ROI in social media and mobile spaces Get actionable data, best practices, cases studies, anecdotes, practical coaching tips and strategic insights Engage customers who typically resist advertising messages Learn from authors who have extensive experience across major industries and accounts, giving them a wide business appeal Whether your budget is corporate-sized or on a shoestring, you'll want to achieve the measurable bottom-line improvements that come with having Digital Impact.
Artificial Intelligence And Transforming Digital Marketing
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Author : Allam Hamdan
language : en
Publisher: Springer Nature
Release Date : 2023-10-03
Artificial Intelligence And Transforming Digital Marketing written by Allam Hamdan and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-10-03 with Technology & Engineering categories.
This book explores how AI is transforming digital marketing and what it means for businesses of all sizes and looks at how AI is being used to personalize content, improve targeting, and optimize campaigns. This book also examines some of the ethical considerations that come with using AI in marketing.
Digital And Social Media Marketing
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Author : Nripendra P. Rana
language : en
Publisher: Springer Nature
Release Date : 2019-11-11
Digital And Social Media Marketing written by Nripendra P. Rana and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-11 with Business & Economics categories.
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Handbook Of Marketing And Finance
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Author : Shankar Ganesan
language : en
Publisher: Edward Elgar Publishing
Release Date : 2012
Handbook Of Marketing And Finance written by Shankar Ganesan and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with Business & Economics categories.
Many organizations have found that the value to business operations and financial performance created by the marketing function has become very important. The need to demonstrate this importance has also become clear. Top managers are constantly challenging marketers to document marketing's contribution to the bottom-line and link marketing investments and assets to metrics that matter to them. This Handbook relates marketing actions to various types of risk and return metrics that are typically used in the domain of finance. It provides current knowledge of this marketing-finance interface in a single, authoritative volume and brings together new cutting-edge research by established marketing scholars on a range of topics in the area. The research in the marketing-finance interface spans tactical and strategic marketing actions related to the creation, communication, delivery and appropriation of the value proposition. The chapters, specifically written for this Handbook, draw on theoretical developments in economics, accounting, finance, psychology and cutting-edge statistical and econometric approaches. Academics and doctoral students in marketing, accounting, finance, and applied economics, along with marketing and brand strategy-focused business practitioners and consultants, will appreciate the state-of-the-art research herein.
Marketing Performance
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Author : Thomas Bauer
language : en
Publisher: John Wiley & Sons
Release Date : 2016-05-26
Marketing Performance written by Thomas Bauer and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-05-26 with Business & Economics categories.
Drive marketing ROI with an investor's mindset and a proven toolkit Top marketers today don't shy away from financial accountability. In fact, they actively seek to account for the return on their companies' investments in marketing – because they want their budget to make a difference for their brands and for their business: more relevant messages, more effective campaigns, more satisfied customers, more profitable promotions, higher returns to shareholders. If this is how you think about marketing, this book is for you. It is a book for CMOs who adopt an investor's mindset, and it deals with the most pressing marketing performance questions. This isn't a work of theory. This is a hands-on guide to better marketing for top managers, neatly packaged into ten concise chapters that are just right for a short-haul flight. Learn how to: Increase sales with smarter fund allocation Reduce marketing costs without sacrificing effectiveness Strengthen the role of marketing with quantified ROI Build capabilities for sustainable performance improvements Marketing Performance delivers expert insight, a wealth of proven success factors, and real-life case studies that will help you drive marketing performance and grow your business.
Advances In Digital Marketing And Ecommerce
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Author : Francisco J. Martínez-López
language : en
Publisher: Springer Nature
Release Date :
Advances In Digital Marketing And Ecommerce written by Francisco J. Martínez-López and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on with categories.
Examining The Impact Of Digital Marketing Transformation On Firm S Strategic Outcomes 0 3 A Multi Method Approach
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Author : Priyanka Singh
language : en
Publisher:
Release Date : 2023
Examining The Impact Of Digital Marketing Transformation On Firm S Strategic Outcomes 0 3 A Multi Method Approach written by Priyanka Singh and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023 with categories.
This dissertation comprehensively examines the impact of digital marketing capabilities on a firm's strategic outcomes. Using multi-method approach, this three-essay dissertation moves from a bibliometric examination of the Digital Marketing Transformation (DMT) field to a more nuanced dissection of how digital marketing capabilities could potentially influence data breach instances and shape shareholder value amid strategic alliances. The first essay explores the domain of DMT through bibliometric lens to map the field's growth and uncover its contributions. The research provides an extensive overview of the DMT landscape, spotlighting predominant publication venues, key actors, and research-intensive institutions. It sheds light on the nascent themes, points out the uncharted areas in existing research, and proposes an integrated research framework. This thorough understanding of DMT lays a solid groundwork for grasping the role of digital marketing capabilities, which is the focal point of the essays that follow. The second essay examines the linkages between digital marketing capabilities and the likelihood of data breaches, by integrating theories from the fields of criminology and marketing strategy. Using a diverse pool of 3,512 unique retail brands, the research identifies a significant relationship between the digital marketing capabilities and the likelihood of data breaches which is further influenced by factors such as the firm's regulatory focus, digital orientation, industry dynamism, and R&D intensity. These findings highlight the necessity for firms to be mindful of the potential risks and weaknesses associated with their digital marketing initiatives, thereby reiterating the fundamental role of leadership in guiding through these digital efforts. The final essay probes the relationship between firms' digital IQ (a digital marketing capability metric devised by Gartner) and the shareholder reaction to strategic alliance xi partnership announcements. The research uncovers a positive correlation between digital marketing capabilities and shareholder value, although this relationship is modified by the firm's regulatory focus and levels of competitive aggressiveness. Our findings underline the importance of digital strategies in today's business landscape and suggest that effectively leveraging DMC can significantly contribute to enhancing shareholder value. They emphasize the value of strategic alliances as a vehicle for growth and provide insights for firms considering such partnerships to boost their market value and attract investment. The research thus provides a valuable understanding of how strategic alliances and digital capabilities interact to shape a firm's financial outcomes. In conclusion, this dissertation enhances our comprehension of the multifaceted role that digital marketing capabilities play in influencing strategic firm outcomes. By positioning DMT as a springboard for the development and deployment of digital marketing capabilities, it shows that digital marketing is not only a catalyst for innovation and effectiveness but also presents inherent risks, hence making it a vital determinant in financial performance. This offers invaluable insights for both academics and practitioners.
Post Covid Marketing Challenges
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Author : Katia Iankova
language : en
Publisher: Transnational Press London
Release Date : 2022-04-28
Post Covid Marketing Challenges written by Katia Iankova and has been published by Transnational Press London this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-04-28 with Business & Economics categories.
Contents: Editorial: Marketing after COVID-19: Crisis adaptation, innovation and sustainable technological advances - Katia Iankova and Pedro Longart Branding Al Ain as a tourist destination - Pedro Longart and Katia Iankova Impact of digital marketing on SMEs performance in Saudi Arabia: Implications on building NEOM - Areej Algumzi Innovative crisis-response through best human resources practices during COVID-19 - Bharti Pandya and Bistra Boukareva Antecedents of consumptive behavior prior to the celebration of Eid Al-Fitr during the COVID-19 Pandemic - Amaliyah Amaliyah and Aminatus Zakhra The shifting trend in online buyer’s behaviour under the impact of COVID-19 pandemic in Vietnam - Ha Thu Nguyen, Thuy Dam Luong Hoang, and Huy Khanh Nguyen Social media usage in higher education: Role in marketing and communication during COVID-19- Abhishek Shukla and Kamini Bhasin Slave to sachet economy: Socio-cultural insights -Hernani Manalo and Ma. Riza Manalo Revenue management during the COVIDization of the economy - Radko Radev and Veselina Yankova Exploring the Emirati female student entrepreneurs in the UAE through the theory of planned behaviour - V.S. Damodharan and K.A. Asraar Ahmed A new perspective of brand equity: the case of pottery craft village collective brand in Vietnam - Quang Van Ngo and Ha Thu Thi Vu Antecedents of QR code acceptance during Covid-19: Towards sustainability - K.A. Asraar Ahmed and V.S. Damodharan