Business research - Literature review.

Business research - Literature review

Running head: Report
Contents
Introduction......................................................................................................................................2
Research Questions..........................................................................................................................2
Literature review..............................................................................................................................3
Concept of Digital marketing.......................................................................................................3
Features of Digital marketing......................................................................................................4
Influence of digital marketing on consumer purchasing behavior...............................................5
Effect on stages of consumer buying process..........................................................................5
Enhancement in brand loyalty..................................................................................................7
Digital marketing strategies which can be adopted by Woolworth supermarket to influence the
customers behaviour....................................................................................................................8
Brand Awareness through attractive messages........................................................................8
Social media.............................................................................................................................8
Smart phones and mobile applications...................................................................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................12
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Running head: Report
Introduction
The business dictionary defines Digital marketing (DM) as the advertisement of products or
services by the means of electronic media. Such electronic media can either be just one or more
than one. To quote example, advertising channels which can be used as a component of this
marketing incorporate promotional endeavors constructed by the means of Internet, smartphones,
social media platforms and electronic announcements, digital, TV and radio channels (Chaffey,
2019). Digital marketing is a conventional term that describes the efforts made by the company
or business to get connected with their clients via electronic technology such as emails, mobiles,
social media, geolocations, through online communities of customers and video-based material.
This is the era where customers directly want to interact with the companies whose products they
wish to purchase and digital media is the means to do that. The digital marketing domain has
turned more complex as it includes multi-departmental efforts (Rouse, 2015). This literature
review is conducted to evaluate the impact of digital marketing on consumer buying behavior in
case of Woolworth’s supermarket in that context it aims to answer the research questions
proposed which are presented in the section below.
Research Questions
1) What is the meaning and concept of digital marketing?
2) How digital marketing can affect consumer buying behavior?
3) What are the digital marketing strategies that can influence the consumer buying behavior
towards Woolworth supermarket?
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Running head: Report
Literature review
Concept of Digital marketing
According to Tilburg and Holthof (2018), digital marketing is a term that is practised with the
purpose of marketing goods and services. This technology can be originated through the internet
that involves mobile devices, smartphone and promotions. Digital signage display is another
method of using digital media (Pelsmacker, et al., 2018). Digital marketing is the way
companies use different channels to reach most of their target customers. Such digital channels
include social media (Facebook, Instagram, YouTube), e-marketing, online advertisements,
mobile apps, polls, games etc. Chopra (2016) commented that this is a new marketing form
which provides contemporary opportunities for organizations to carry out their respective
business. Marketing processes carried out through digital channels enable the marketers to
interact with potential audiences in very less time regardless of geographical location, distance
and nature. The authors also agreed that one-to-one or traditional marketing is still the
foundation of marketing which is used but additional attention is paid to this newly evolved
concept of marketing (Chopra, 2016). This digital marketing has emerged out as an essential
aspect of every business or organization today but few marketing people are still lacking in
identifying the importance of digital marketing. This has also been validated through the research
conducted by Khan (2013) where the author examined the awareness of DM (Digital marketing)
among Pakistani marketing experts. The outcomes of his study revealed that Pakistani
professionals were very sceptical about the concept of digital marketing and towards the tools
used in digital marketing (Khan & Siddiqui, 2013).
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