Understanding Key Factors Shaping Companies Digital Marketing Strategy

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@article{1704712,
      author = {Vanshika Agrawal, Dr. Reshma Shrivastava},
      title = {Understanding Key Factors Shaping Companies Digital Marketing Strategy},
      journal = {Iconic Research And Engineering Journals},
      year = {2023},
      volume = {6},
      number = {12},
      pages = {835-845},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1704712.pdf},
      abstract = {Digital Marketing uses platforms such as Facebook, YouTube, Instagram, Twitter for promotions where campaigns can be set by targeting the customers of different age groups, based on budget planned and based on locations. After the pandemic companies are focusing more on Digital Marketing. Although companies put lot of efforts in formulating and managing the digital campaign, but even after that they are unable to leverage it in the full manner. Therefore, this study is carried out to understand the different platforms available for digital marketing, and the factors that affect the Digital Marketing strategy of the company so that companies can form an effective marketing strategy and leverage the internet to its fullest. For this purpose, the sample size was 200 and the data was collected from the citizens of Raipur city. The respondents were both business owners and employees. Secondary data was also used to understand the concept and types of Digital Marketing. Many literature reviews were considered. For the data collection, a questionnaire was made and circulated via google form. Interviews with few Digital Marketers were taken to get the in-depth knowledge about the Digital Marketing strategy formulation and designing of campaigns.    Convenience random sampling was used. The study was descriptive. Hypothesis was developed. For data analysis and interpretation regression, correlation, anova, and regression were used. Through the study it was concluded that size of the firm, demographics of customer, different platforms, content affects the formulation of Digital Marketing Strategy. Therefore, it is advised to firms to consider these factors before formulating a Digital Marketing Strategy.},
      keywords = {Digital Marketing, Strategy, Factors, Company, Brand Image.},
      month = {June},
  }