The impact of digital marketing on business growth and branding

Section A-Research
paper

THE IMPACT OF DIGITAL MARKETING ON BUSINESS

GROWTH AND BRANDING

Dr. Neerja Nigam

Professor, Department of MBA, Technocrats Group of Institutions, Bhopal, M.P.
neerjanigam01@gmail.com

Dr. Priyanka Goel

Professor, Jagan Institute of Management Studies, Rohini
priyanka.goel@jimsindia.org

Dr. Meenakshi Kaushik

Associate Professor (HOD_ BBA), Department of Management, Siri Fort Institute of Management Studies
(GGSIPU), Rohini
Meenu.meenuk1@gmail.com

Dr. Rakhi Chawla

Associate Professor, Department of IT, New Delhi Institute of Management, New Delhi- 110062
rakhirajchawla@gmail.com

Dr. Anubhuti Hajela

Associate Professor, Department of Management, New Delhi Institute of Management, New Delhi- 110062
anubhutihajela@ndimdelhi.in

Dr. Shubham Agarwal

Associate Professor, Department of Mathematics, New Delhi Institute of Management, New Delhi- 110062
meshubhamagarwal@gmail.com

Dr. Rohtash Kumar

Associate Professor, Department of Management, New Delhi Institute of Management, New Delhi- 110062
drrohtashkumargarg@gmail.com

DOI: 10.31838/ecb/2023.12.si3.417

Abstract

The paper begins with a discussion of digital marketing before going on to discuss its various forms,
how it differs from traditional marketing, as well as its advantages, disadvantages, and current
relevance. This study focuses on how digital marketing affects how people view a particular product.
This study shows how people who are exposed to digital marketing can learn more about brands and
how innovation has aided their growth. The assessment evaluates the efficacy of digital marketing
tactics including member marketing, blogging, search engine optimization, mobile marketing, and
email marketing. Understanding the connection between brand creation and digital marketing was the
goal of this study. People are likely to remember the attention-grabbing headlines that glitter on their
digital devices, such email and web search items, thanks to digital marketing. Digital platforms and
resources are increasingly being used as part of multichannel branding and commitment campaigns to
communicate a brand's positioning. Digital branding or digital correspondence are terms that can be
used to refer to digital marketing.

Keywords: Digital Marketing, Business Growth, Branding

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The impact of digital marketing on business growth and branding

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1. Introduction Self-education in how to advance a thing is a

very old concept. The approaches a retailer uses
Digital marketing is the branch of marketing
to present a product have evolved in response to
that uses web- and online-based technical
trends in the media and, more specifically, in
breakthroughs like personal computers, cell
how people behave. When companies try to sell
phones, and other digital media and platforms
something online these days, they use a method
to advertise products and services. The way that
known as "digital marketing." Initially, the only
businesses and brands use innovation for
thing that was thought of for web marketing
marketing has changed as a result of its
was text about various products. However, it
development in the 1990s and 2000s. As digital
has become abundantly evident that digital
platforms have become more prevalent in
marketing is about much more than just selling
everyday life and marketing methods, as well as
stuff as the number of people using the internet
as more consumers utilize digital gadgets
keeps growing. Additionally, it involves
instead of visiting physical stores, digital
promoting awareness of the objects. It serves as
marketing initiatives have grown. These
a forum for communication between the
initiatives include website design optimization
organization and its clientele in Pakistan, India,
(SEO), web index marketing (SEM), content
Bangladesh, Sri Lanka, Bhutan, and other
marketing, force to be reckoned with
countries. With the assistance of digital
marketing, content mechanization, campaign
marketing, the product's manufacturer can
marketing, information driven marketing, and
increase its recall value. Today, there are an
online advertising. Digital marketing also
overwhelming number of options available.
includes non-Web channels that provide
Each company should concentrate on it to
programmable ringtones for digital media, such
ensure that their brand stands out from that of
as TV, mobile phones (SMS and MMS), get
their competitors by establishing distinct
back to, and on-hold. Digital marketing can
differences between the two. Every
now be distinguished from web-based
organization should pay attention to how its
marketing by its growth into non-Web
image is presented. Any kind of link between
platforms.
other countries, such as Bhutan, Sri Lanka,
Web marketing is essentially what digital Pakistan, India, and Bangladesh, benefits from
marketing is. A publicize and digital channel having a strong brand image. In this approach,
are hinted at. Digital marketing is a waste of creating a brand in the minds of one's target
time in terms of how it portrays the outcomes market is more significant to initiatives.
of business administration and marketing.
A brand is essentially the promise that a
Digital marketing is the review or promotion of
business makes to its clients. Philip Jones
products from a certain brand to advance the
defined a "brand" as a product that delivers both
cause.
functional advantages and supplementary

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qualities that a specific segment of customers Yusuf Kamal (2016) makes an effort to predict
values to purchase in his paper "Brands," how digital marketing highlights will change in
published in 1993. Therefore, the most popular the corporate world in the years to come by
strategy for building a brand may be seen of as employing a technique known as "pattern
the demonstration of providing customers with examination." According to the scientist's
something of considerable value. It comprises assessment, some of the most recent
all of the client's knowledge, considerations, developments in digital marketing for firms and
and feelings towards the product. towards this associations include flexible, online
sense, building a reputation for one's company entertainment, social nearby portable
is an essential step towards turning a profit. It's marketing, revised content marketing,
not enough to merely get people to remember advanced logical, web search tool marketing,
the name of the product when trying to build a and Web optimization. He defined the various
brand; you also need to win their trust in the organizational responsibilities, such as re-
brand. This study shows how using digital tools appropriating, dividing, remarketing, etc., that
and platforms can improve an organization's require the use of digital marketing. According
standing in a multichannel brand to his research, there are two different
communication or commitment program. The approaches to approach the digital marketing
terms "digital correspondence" and "branding," system: the client side methodology and the
which both pertain to digital marketing, are client side technique coupled with the client and
interchangeable. framework side procedure.

2. Literature Review Marina Johansson focused in 2010 to more

easily understand what interpersonal
According to Afrina Yasmin and her associates
organizations have meant for product branding.
(2015), who explain how digital marketing
Increasing brand awareness can help businesses
works, customers are drawn to an organization's
improve their reputation. The four dimensions
products and services through digital media.
of brand mindfulness include recognition,
According to the analysis, traditional and
review, being at the forefront of one's
digital marketing can work together. The
awareness, and informal exchange. Analysts
assessment also examines other facets of digital
discovered that a few aspects of branding have
marketing and what they signify for an
been profoundly impacted by online
association's sales. Keep in mind the following:
entertainment. It explains the brand's value,
According to surveys, the benefits of digital
strategy, and the different ways that people are
marketing are quite obvious to potential
aware of it.
customers. According to a recent study, digital
marketing increases revenue and can reach A 2016 article by Cait Lamberton and Andrew
clients anywhere in the world. T. Stephen examined how innovation has
changed over the past few years and what it has
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meant for our lives. In order to accomplish the and correspondence, fakes, and a changing
goal of this evaluation, we'll examine how environment, according to the author. The
consumers use technology to learn about the evaluation advises management to wait for a
brand, how they use it to learn about brand to mature before attempting to retain
themselves, and how they use it to customers and ensure their loyalty to the
communicate with one another. In light of the business. According to the review's findings,
review's analysis of the papers, it was noted that the brand director needs to have a thorough
there were three distinct phases. It is important understanding of the brand to effectively handle
to keep in mind that web-based entertainment is problems brought on by fakes.
the future of online entertainment and that
Nan Feng recently emphasized the value of
digital media has an impact on consumer
creating significant areas of strength for
behavior, particularly the way that consumers
business in the personalities of consumers in a
behave. Since analysts have used this time to
report. The brand consists of four components:
understand how the industry has changed and
positioning, naming, gaining support, and
set expectations, digital marketing is meant to
building the brand. These four criteria,
benefit both manufacturers and consumers
including product offering developments, brand
equally.
expansions, numerous brands, and the creation
Christian Hoffmann and Lisa Weithaln of new ones, should be considered in order to
investigate brand character and brand notoriety create areas of strength for a.
in their 2015 review. This review, which
In the cell phone sector, Dunuwille and
examines the impact of various internet-based
Pathmini (2016) look at brand assessment and
communication phases, focuses on consumers'
customer happiness. The extension of the
perceptions of companies and how they affect
review depends on consumer adherence to the
their purchasing decisions. According to
brand and brand perception. Additionally, it
research, a brand's reputation is influenced by
determines factors like brand perception that
its originality, dependability, openness to
affect customer loyalty in the cell phone
acknowledging need and wanting to assist,
industry. In the cell phone sector, it was
accountability, and stability. These viewpoints
discovered that the primary brand picture
play a role in influencing how people feel about
highlight had the most impact on customer
a certain organization in the current digital age.
loyalty. This finding generated ideas for how
According to Mohammed Rizwan Alam in his brand image may be used to increase consumer
2016 book, Image Expansion on the Global satisfaction in the cell phone market. According
Scale, there are a few challenges to overcome to all indications, there is a link between
while building a brand on a large scale. Global customer satisfaction and metrics like apparent
commercial exposure, dependability, quality, brand stability, and brand mindfulness.
development, positioning, quality, language
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The term "website optimization" and its

abbreviation are certainly familiar to you if you
3. The Effect of Digital Marketing on
even have a fundamental understanding of
Branding and Business Growth
digital marketing. Website streamlining is
The way businesses run and engage with their represented by this contraction. Utilizing
clients has always been influenced by digital website optimization techniques aims to
marketing. improve the position that web spiders give to
your content. The greater your ranking, the
Digital marketing strategies had an impact on
more likely it is that potential customers will
overall revenue as well as a company's capacity
see your website and other content.
for expansion. If this sort of advertising is not
incorporated into a more comprehensive In your opinion, the more visitors you drive to
informative effort, a brand's potential for your website, the more possibility there is for
success is severely constrained. you to grow your business. Every person who
visits your website and is unquestionably not a
A company's potential for growth is constrained
current customer gives you the chance to grow
if it doesn't employ digital marketing methods.
your data base. It's possible that this visitor will
We should investigate its impact if you want to
sign up for your email list or buy something
use digital marketing to grow your company:
from your online store that day.
1. Attract customers you wouldn't have
Even though the customers you now have are
otherwise been able to by improving your
significant, each brand needs to expand its
website's design
customer base to remain in business.
2. Recognize the sources of business for your
By using web SEO strategies, you can do that.
company.
Another reason why SEO strengthens the
3. Make your point and build relationships with
impact of digital marketing on business is
both present and potential clients.
because it increases Google's trust in your
4. Create a presence online 5. Customize your website.
appearance and take charge of the information
Your website will be given greater credit by
6. Make tools available that will allow you to Google as an authority on the subject at hand.
concentrate more on your primary clients.
Additionally, this raises the possibility that
7. Offer your clients value and show them stuff more web browsers will become aware of your
that matters to them. website. One way to boost your ability to assist
3.1. Utilize SEO to find clients that you in this area is to work on generating quality
never would have known about. backlinks.

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3.2. Recognize the Sales Channels for Your • The focal point Spot is a completely integrated
Company CRM that oversees a variety of digital
➢ One of the best things about how digital marketing campaigns and centrally stores all of
marketing affects business growth is that your data. Their foundation may assist you with
you can almost watch results happen. email drip marketing, web SEO, and site traffic;
the options are unlimited from there.
You can attribute an uptick in sales to your
mission if you send out a promotion mission With the aid of the email marketing tool Get
and notice one. You can utilize tools to monitor Reaction, you can design presentation pages
which advertisements and channels are and email marketing campaigns. Their
delivering you the most customers. These are technology can confidently tell you at any time
useful in figuring out how much to give and who opened your email and which links they
where to buy your next promotion. clicked. To boost productivity, you can use
their tool to divide up your rundown.
➢ Prior to launching any marketing
campaign, selecting the KPIs you want to • Hootsuite is a fantastic software to use for
analyze and track is the most crucial keeping track of your virtual entertainment and
step. social listening campaigns. It collects
information from all of your social media
When you achieve your goal, making the
accounts in one place and enables you to keep
necessary promotion is easier and will produce
track of which population segments respond to
the best outcome. If you want to generate sales,
your campaigns. Additionally, it will assist you
you must monitor how effectively your
in categorizing your social media posts as one
campaign converts viewers into buyers. Keep
or more.
an eye on your stats after your goal is completed
if you want to increase the number of people • You can look at your website traffic and its
who subscribe to your virtual entertainment sources using Google Examination. Since
channels and increase brand awareness. Google provides supplemental services like
Google search and show promotions, it is also
Tools for promoting your business through
possible to track and investigate that data.
digital marketing
3.3. Utilize social media to share your
Use a marketing project to monitor all of your
message and establish stronger
research and help you check your return on
connections with both current and
initial capital investment to make things less
potential customers.
confusing. You can utilize a CRM that is fully
linked and can handle all of your digital Online entertainment controls many facets of
marketing needs, or you can employ devices the average person's life. Additionally, any
made expressly for tracking particular stages. digital marketing campaign you launch need to

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be significantly impacted by it. Simply put, Modern customers utilize Google, Facebook, or
web-based entertainment alternatives provide online entertainment to find answers instead of
an additional channel for reaching out to both looking through a phone book. They may also
present and future clients. They also give you ask their friends for advice. You are missing out
the ability to cross-promote your content across on a wonderful chance if you are not present.
several channels. The average person regularly engages in online
entertainment for longer than two hours. You
Here are a few more compelling arguments in
should be present where people will look when
favor of a web-based entertainment system.
they have the foresight to look at a product or
We should have business dialogues with clients service.
that otherwise might not have happened.
Create your online entertainment accounts as
According to the business, doing this makes
soon as possible to maximize the influence of
customers feel appreciated and like a part of
digital marketing on business growth.
something.
Online entertainment is one of the primary
The ability to respond to questions and
areas a person could look for a business to
concerns from customers promptly is essential
contact. You don't have to worry about joining
for online entertainment.
every informal community, just so you know.
You may use your channels to monitor the Simply register on the platforms where your
competitors, check what they are saying and target audience will be. Make the appropriate
doing, and find out how the general public is inquiries about all of the organizations that are
responding to their content. available, then compare them to your intended

You can still use social listening technologies audience.

to find out what others are saying about your The bulk of searches are made using Google's
reputation even if you aren't referenced in their web search tool, therefore you should utilize all
comments directly. of its features. Your precise location will appear
in a Google search for the area and on their
guides application if you get your Google
posting. Customers will find it simpler to find
3.4. Establish A Presence Online your front entrance if you do this. These
advertisements should provide your address,
If you are not online in this day and age, no one
your phone number, and the address of your
will be able to find you. If you want to examine
website.
how digital marketing affects branding and
business growth, you need set up a website. A potential customer can believe that your
image has anything to stow away if you don't
make an impression of virtual amusement.
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Additionally, your company will be perceived One of the most obvious reasons why digital
as being unreliable. marketing is more effective than traditional
types of marketing is that it gives a company
3.5. Customize Your Brand and Take
vital information about its clients.
Charge The Communication
➢ The corporation has complete control The more familiar you are with the people that
over the message and how it responds to interact with your site and your content, the
client feedback only in digital media. better you can position yourself for what's to
come. By applying information analysis, you
In the event that a report on your reputation is
can determine who and when interacts with
posted online, you are unable to respond to any
your material. This suggests that, in light of the
of the reader criticisms. However, you are fully
information, you may want to adjust the
accountable for what you say and how you react
material you produce and the platforms on
to the feedback if you post a critique of your
which you distribute it.
photo along with any remarks or reactions you
get on your own social media profiles. The very finest digital marketing channels are
depicted in this diagram. However, keep in
The Google Surveys page for a corporation can
mind that despite the fact that this graph is
contain any type of content. Smart businesses
typical, the socioeconomics of your center
make a point of responding to these surveys,
client may not agree with it. Determine what
either to address any client concerns or to
enhances your reputation and offers the best
dispute an unfair or dishonest audit.
financial return.
Here are some additional powerful strategies
Although this may not be true for all
for how digital marketing may help you
organizations, email marketing consistently
develop and control your image message:
offers the highest return on initial investment of
• Whenever the circumstances permit, add your any digital marketing approach for the
client's name or other explicit nuances to your advertising of goods.
advertising and messages.
3.7. Give your customers something of
• Use your consumer and buyer personas to value, and highlight content that
inform the kinds of content you produce. Make interests them.
sure your audience can relate to the content you
Any method for digital marketing must include
produce. You can utilize the information you
content marketing.
learn from your missions to inform the
decisions you make in the future. Content is something other than the words on a
page. Content includes text on websites, posts
3.6. Use Tools to Focus on Your Core
on blogs, blurbs and hashtags on social media,
Clientele
videos, and even images. It is exhaustive. By
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developing a strategy that incorporates this type If a company doesn't create a superb digital
of material for your readers, you can be certain image, its ability to connect with existing
that you are giving your customers the stuff consumers and attract new ones would be
they need to see. significantly hampered. The absence of a digital
presence also undermines consumer confidence
For instance, if your company has a gallery of
in the company. However, a business can have
fine art, your customers can find value in
a big impact on a brand's primary problem if it
movies that show the best ways to do tasks or
exploits its capabilities in a marketing strategy
use manufacturing equipment. Throughout the
that incorporates components like content
epidemic, the method for making a material
marketing and web-based entertainment.
facial covering may have been the most well-
known video. Making movies on this topic or 4. Research Methodology
even capturing images to provide step-by-step
This review provides both an unmistakable and
instructions aided in improving businesses and
scientific record. The scientist had devised a
getting establishments to provide content that
plan for gathering information and conducting
was useful to their customers.
an examination. The outcomes of this study are
Providing interesting content for your viewers dependent on the participants' direct
can help your business in the following ways: interactions. In research projects with 140
people, MI telephones are being used. The
After reading or evaluating instructive
subjects for the review were chosen using
information on your website, customers are
"critical testing." The summary asked
131% more likely to make a purchase from your
participants to rate each inquiry on a Likert
company. A strong content marketing system
scale from 1 to 5, and the results were
can produce three times as many leads as paid
examined. To carry out the factual estimations,
lead generating. Companies that had a
SPSS 23 is used. The focus also hinged on
substance marketing strategy in place found
material that had been proactively disseminated
that the quality of the leads generated was better
to the public at large. The review's examination
than anyone may have predicted after putting a
used relapse, part examination, and the rate
strong substance methodology into effect. In
technique.
addition, the cost is 62% cheaper.
5. Analysis and Discussion
Digital marketing has had a tremendous impact
on how companies interact with their clients When examining quantifiable data, rates can be
and how clients find them. The influence of used to represent an illustration or the entire
digital marketing on business growth will only population. Calculating the extents of the
increase as more businesses go digital. components chosen for the review is a
component of rate investigation, and the results
are simple. Table 1 clearly demonstrates that
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men made up 53% of the 140 review polled between the ages of 15 and 25 make up
participants, while women made up 47% of the 33.0% of the population, followed by 25 to 35,
total. In this survey, 23.8% of participants 6.2%, 35 to 45, and 6.2% beyond 45. Each and
reported being married, while the remaining every respondent has a graduate degree.
76.2% reported being single. 56.2% of those
Table 1: demographic profile

S.NO. Variables Classification Frequency Percentage

1 Gender Male 80 53.0
Female 70 47.0
Total 140 100.0
2 Marital status Unmarried 115 76.2
Married 25 23.8
Total 140 100.0
3 Age (in years) 15-25 89 56.2
25-35 44 33.0
35-45 22 6.2

Table 2: Factor 1-Brand Loyalty

S.NO. Statement Factor Loading

1. This brand is trustworthy. 0.684
2. This product is reliable. 0.666
3. This brand stands apart from rival brands thanks to certain characteristics. 0.598
4. This item is of a high caliber. 0.561
5. I am pleased with the merchandise this company sells. 0.532
6. This company offers good value for the money. 0.535
7. This brand is well-known. 0.474
8. I endorse this company to others. 0.443

Table 2 confirms that brand loyalty is clearly superior to its competitors as seen by the
dependent on consistency, longevity, and variable stacking of 0.598. The element
extraordinary quality standards. As a result, stacking of 0.532 indicates that customers are
brand commitment has been suggested as a happy with the MI brand's products. The next
possible explanation. Given that the component three elements have factor loadings of 0.443
stacking for brand unshakeable quality is so each: price, brand knowledge, and if the brand
high (0.684), it is clear that the MI brand can be is recommended to others. The result is
trusted. The auxiliary variable, with a stacking increased client loyalty.
of 0.666, was brand life span. The MI brand is

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Table 3: Factor 2-Brand Recoganisation

S.NO. Statements Factors Loading

1. I am pleased with this brand's post-service offerings. 0.638
2. I purchase this brand because it is only offered online. 0.625
3. I'm pleased with the brand advertisements. 0.622
4. If the currency changes, I'll repurchase the same brand. 0.553
5. Every time I see a brand advertisement, I can recognize it. 0.552
6. I am pleased with my choice to purchase the brand. 0.566
7. I would want to learn more details about the product. 0.498

According to the claims in Table 3, the brand is familiarizing themselves with the product. How
well known. As a result, the customer's brand frequently the item's data is updated is indicated
experience will be taken into consideration. We in Table 4. Digital brand attentiveness will be
could infer that MI provides unusual post-buy considered as a result. According to the data in
support based on its high variable stacking of the table above, digital advertising is the most
0.638. Given that this brand can only be heavily weighted component since it enables
purchased online, its variable stacking is 0.625. customers to consider products from different
Brand promotion has a 0.622 element stacking. brands. The ability of digital advertising to keep
Customers can identify the brand after seeing customers buying is its second most important
advertisements for it with a component stacking component stacking (0.638), while its ability to
of 0.552. The component's stacking of 0.498 increase brand awareness is its least important
suggests that customers are interested in component stacking (0.435

).

Table 4: Factor 3-Frequent Update

S.NO. Statements Factors Loading

1. It is easier to compare this brand to other brands because to digital advertising. 0.636
2. Digital marketing encourages 24-hour shopping 0.638
3. Digital advertising aids in keeping up with new goods and services. 0.623
4. Clear information is provided about the goods or services in digital advertisements. 0.528
5. Digital marketing promotes higher interest in the products. 0.457
6. Digital marketing increases brand recognition 0.435

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6. Conclusion 1. Ahmed, R., Kumar, R., Baig, M., & Khan,

M. (2015). Impact of digital media on
The influence of digital marketing on business
brand loyalty and brand positioning.
and its growth will only increase as more and
Available at SSRN 2708527.
more companies go online. Additionally, if a
2. Bhagowati and D. M. Dutta, “A study on
company has areas of strength for a marketing
literature review for identifying the factors
methodology that incorporates important
impacting digital marketing,”
methods, such as web-based entertainment
International Journal of Sales & Marketing
marketing, content marketing, and so on. We
Management Research and Development,
sincerely hope that you are aware of how digital
Aug., vol. 8, no. 3, pp. 1-8, 2018.
marketing affects businesses and that you will
3. Chakraborty, A., & Jain, V. (2022).
put all of the techniques into practice for the
Leveraging Digital Marketing and
benefit of your company. To identify specific
Integrated Marketing Communications for
elements that might be related to the use of
Brand Building in Emerging Markets. In
digital marketing in brand building, a top to
Marketing Communications and Brand
bottom writing audit and review circulation
Development in Emerging Economies
were used. The analysis found that developing
Volume I (pp. 281-305). Palgrave
a brand depends on consumer recognition and
Macmillan, Cham.
brand loyalty. According to a study of digital
marketing, a few things need to be considered. 4. Çizmeci, F., &Ercan, T. (2015). The Effect

These include routine updates, brand linkage, of Digital Marketing Communication Tools

and online purchasing. According to the poll in the Creation Brand Awareness By

results, digital marketing is possibly one of the Housing Companies. Megaron, 10(2).

most important things you can do to build a 5. Dash, M., & Sharma, K. (2019). Marketing
brand in the current environment. Customers Response Modelling: Impact of Digital

find digital media more engaging than Marketing for a Luxury Car Brand. Journal

traditional media like print, TV, and other of Creative Communications, 14(3), 254-

associated channels. Due to shifting consumer 270.

buying patterns, advertisers must better 6. Deepa, E. (2021). Digital Marketing A

understand their target market in order to Catalyst In Creating Brand Image Through

develop strategies that satisfy both their current Customer. Turkish Journal of Computer

clientele and potential new ones. This may be and Mathematics Education

successful if traditional marketing is replaced (TURCOMAT), 12(4), 1308-1315.

by digital marketing. Digital marketing is a way 7. Istrefi-Jahja, A., &Zeqiri, J. (2021). The
to spread digital branding through digital media Impact of Digital Marketing and Digital
in this way. Transformation on Brand Promotion and
Brand Positioning in Kosovo's Enterprises.
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