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The Importance Of Digital Marketing. An Exploratory Study To Find The Perception And Effectiveness Of Digital Marketing Amongst The Marketing Professionals In Pakistan

Author

Listed:
  • Fawad Khan

    (Suffa University,Phase VII (Ext), DHA, Karachi-75500, PAKISTAN)

  • Kamran Siddiqui

    (Suffa University,Phase VII (Ext), DHA, Karachi-75500, PAKISTAN)

Abstract

The purpose of this exploratory research is to present the perceptions towards Digital Marketing in Pakistan. This issue has rarely been addressed by the academicians and researchers in Pakistan and elsewhere. This study used digital marketing parameters to measure the awareness and effectiveness of digital marketing among marketing professionals in Pakistan. 200 marketing professionals participated in this academic exercise. Data was analyzed in many ways, a) through descriptive statistics b) summarizing the data using factor analysis. Four major perception groups were emerged from the analysis i.e., a) Skeptical b) Enthusiast c) Utilitarian and d) Parsimonious. The result suggests that professionals in Pakistan are more skeptical towards digital marketing tools and concepts. They do not fully understand the benefits of digital marketing in terms of growth and cost effectiveness. Finally, the limitations of the studies and findings are presented in study.

Suggested Citation

  • Fawad Khan & Kamran Siddiqui, 2013. "The Importance Of Digital Marketing. An Exploratory Study To Find The Perception And Effectiveness Of Digital Marketing Amongst The Marketing Professionals In Pakistan," Romanian Economic Business Review, Romanian-American University, vol. 7(2), pages 221-228, December.
    • Handle: RePEc:rau:journl:v:7:y:2013:i:2:p:221-228
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    Citations

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    Cited by:

    1. Pažėraitė Aušra & Repovienė Rūta, 2018. "Content Marketing Decisions for Effective Internal Communication," Management of Organizations: Systematic Research, Sciendo, vol. 79(1), pages 117-130, June.
    2. Zobi Khan & Yongzhong Yang & Mohsin Shafi & Ruo Yang, 2019. "Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis," Sustainability, MDPI, vol. 11(19), pages 1-19, September.
    3. Mahtab Ahmad & Muqqadas Rehman & Abid Hussain, 2021. "Exploring Relationship Of Value Co-Creation And Digital Content Marketing: A Perspective Of Online Consumers In Pakistan," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 10(3), pages 118-128.
    4. Emmanuel Bruce & Zhao Shurong & Du Ying & Meng Yaqi & John Amoah & Sulemana Bankuoru Egala, 2023. "The Effect of Digital Marketing Adoption on SMEs Sustainable Growth: Empirical Evidence from Ghana," Sustainability, MDPI, vol. 15(6), pages 1-24, March.
    5. Hon Keung Yau & Ho Yi Horace Tang, 2018. "Analyzing ecology of Internet marketing in small- and medium-sized enterprises (SMEs) with unsupervised-learning algorithm," Journal of Marketing Analytics, Palgrave Macmillan, vol. 6(2), pages 53-61, June.

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