Importance of Digital Marketing Campaigns: A Literature Review

INDIVIDUAL
LITERATURE REVIEW

Table of Contents
INTRODUCTION...........................................................................................................................3
LITERATURE REVIEW................................................................................................................3
THEME-1 Significance of digital marketing campaign..............................................................3
THEME-2 Different modes of conducting digital marketing campaign....................................4
THEME-3 impact of digital marketing campaign over the brand’s performance......................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
Digital marketing is defined as the online marketing, use of the internet , social media
and mobile devices in order to reach to the customers. The present Literature Review reflected
about the importance of the digital marketing, Different modes of conducting digital marketing
campaigns and impact of digital marketing campaigns on the brand's performance.
LITERATURE REVIEW
THEME-1 Significance of digital marketing campaign
As per the view of the McGruer , (2020) Digital marketing is defined as the online
marketing, use of the internet , social media and mobile devices in order to reach to the
customers. It is an act promoting and selling the products and services using various online
marketing techniques. Its area is wide and includes attracting the customers through email,
social media platforms and search platforms. Digital marketing targets the specific segments of
the customers base. Many companies have incorporated the digital platforms into their marketing
plans. It focuses on managing different forms of online presence of the company through the
websites of the companies, mobile applications and company's pages on social media.
According to the Leonow, and et.al, (2019) investigation Digital Marketing Campaign is
the online strategy with the aim of promoting the product and services of the business and is the
effort to connect with the brand. It has been considered as the dynamic than the general
marketing. These marketing campaigns involves the different marketing efforts through
electronic medium and use of internet in order to create brand awareness in the customers and
also improve the online presence of the company's products and services. These campaigns have
helped the company to set better goals and reach out more customers through various means. The
digital marketing includes various modes includes email, social media platforms, search engines,
blogging and various different sites. It has been observed by the CHAIN, (2020) that the
successful online marketing campaigns covers almost all the channels that the customer is
interested as most of the customers rely on the brand rather than on the channels. In order to
implement a successful digital marketing strategy it is very important to connect with the
customers and understand their preferences and requirements. Through digital marketing it is
easy to monitor the campaigns and if any improvements is required to be made it can be done
immediately and implement those changes during the campaigns.