Essays on Using Digital Marketing to Complement Traditional Forms of Marketing Research Proposal

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The paper "Using Digital Marketing to Complement Traditional Forms of Marketing" is a great example of a research proposal on marketing. With the increasing levels of globalization resulting from the liberalization of markets, efficient flow of information, and integration of economies, the level of competition in the market has increased tremendously. These results from the entry of multinational companies that have a huge financial base to enable them to penetrate the market, position their products strategically, and attract customer loyalty towards their products. As a result, the local companies have found it very difficult to compete with these companies which have experience in the global market.

On the other hand, the competition has driven up the price of marketing the products. Various media houses have raised the cost of advertising in order to reap the benefits of increased demand for their services. Nevertheless, with the majority of the consumers being the youth, there is an opportunity of using digital media in order to reach the target market (Fogel & Nehmad 2009). Currently, the level of technology in the market has increased immensely.

Various innovative technologies have entered the market. Various electronics have enabled people to communicate effectively. Furthermore, they have opened up new digital marketing strategies that are cheaper than the use of print, audio, and visual media to reach customers. However, for the organization to achieve this objective, various important aspects such as the consumption behavior of the people, their culture, and their beliefs must be incorporated in order to attract them towards the products. The digital media has provided a platform whereby, the marketing department can be able to collect crucial information concerning market behavior (Fenwick & Wertime 2013).

Moreover, it provides a channel that enables the companies to interact directly with the customers, an aspect that makes it possible for the firms to produce products that will satisfy their interests. 3.0 Literature reviewResearch indicates that digital media has reduced the costs of marketing by the company. For instance, the introduction of digital billboards, television, and radio has revolutionized the advertising sector. Initially, there were only a few companies that were airing the advertising messages for the few companies that dominated the market.


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Boyd, D., & Ellison, N. B. 2007. Social Network Sites: Definition History and Scholarship. Journal of Computer-mediated Communication, 13(1), 210-230.

Chan, N. L., & Guillet, B. D. 2011. Investigation of Social Media Marketing: How Does the Hotel Industry in Hong Kong Perform in Marketing on Social Media Websites? Journal of Travel & Tourism Marketing, 28(4), 345-368.

Chevalier, J. A., & Mayzlin, D. 2003. The Effect of Word of Mouth on Sales: Online Book Reviews. Journal of Marketing Research, 43(3), 345-354.

Constantinides, E., & Stagno, M. C. 2011. Potential of the social media as instruments of higher education marketing: a segmentation study. Journal of Marketing for Higher Education, 21(1), 7-24.

Edelman, D. C. 2007. From the Periphery to the Core: As Online Strategy Becomes Overall Strategy, Marketing Organizations and Agencies Will Never Be the Same. Journal of Advertising Research, 47(2), 130-134.

Fenwick, I., & Wertime, K. 2013. Digimarketing: The essential guide to new media and digital marketing. Hoboken, N.J: Wiley.

Fogel, J., & Nehmad, E. 2009. Internet social network communities: Risk taking, trust, and privacy concerns. Computers in Human Behavior, 25(1), 153-160.

Ghose, A., & Yang, S. 2009. An Empirical Analysis of Search Engine Advertising: Sponsored Search in Electronic Markets. Management Science, 55(10), 1605-1622.

Mangold, W. G., & Faulds, D. J. 2009. Social media: The new-hybrid element of the promotion mix. Business Horizons, 52(4), 357-364.

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