1. Introduction
Online Marketing has been popular since quite some time now; however, digital marketing is becoming one of the most important online marketing trends on social networking sites. Different online marketers predict that digital marketing will attract revenue for their companies for more than 10% of what was there in the previous year.
Social networking sites like You Tube, Face book, Tweeter have more than a million users who spend a large amount of time on these sites every day. Such sites have now started using advertising via digital marketing which earns them revenue.
The number of audience for television and radio networks is gradually reducing as smart phones, International Journal of Business and Economy
eISSN: 2682-8359 [Vol. 1 No. 2 September 2019]
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THE EFFECTIVENESS OF DIGITAL MARKETING ON NETWORKING SITES OF SOCIAL MEDIA
Nanda Lal Banik1*and Gaurav Sengupta2
1 2 Siam Technology College, Bangkok, THAILAND
*Corresponding author: [email protected]
Article Information:
Article history:
Received date : 3 May 2019 Revised date : 10 May 2019 Accepted date : 15 September 2019 Published date : 30 September 2019
To cite this document:
Banik, N., & Sengupta, G. (2019). THE EFFECTIVENESS OF DIGITAL MARKETING ON NETWORKING SITES OF SOCIAL MEDIA.
International Journal Of Business And Economy, 1(2), 18-23.
marketing: a new form of online advertising on the different networks of social media like You Tube, Face book and others.
Digital Marketing is an extremely fruitful medium for getting in touch with customers online and bringing them together through websites like Face book, You Tube etc with similar interests who tend to buy things online/ go to the store physically. Even it has become easy for the marketers to give information about their companies online to the customers. This research gives an overview of digital advertising through social networking sites and its effectiveness on such sites to attract consumers.
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Keywords: Digital marketing, Online advertising, Online users, Social media, Social networking sites.
2. Review of Literature Digital Marketing
Digital marketing is a type of marketing in a direct way which connects customers with sellers electronically using technologies of interactions like websites, emails, online forums, interactive television, news groups, mobile communications etc (Kotler and Armstrong, 2009).
Online Advertising
Internet is a super highway for millions of computers that gives way to users to get and exchange information(Price and Wix, 2002).
Online Users
Online users are those who are connecting themselves globally through internet in real time.
Social Media
Social media is one of the most modern ways of connecting people according to their likings and dislikes helping them to connect with each other and to share their emotions all the time.
By Social media we mean a place for exchange of conversation and user produced details of something. A significant trait of social media is its alignment of user mutual connectivity (Romero
& Fanjul, 2010, p. 126).
Social Network Sites
With the popularity and availability of social networking sites, You Tube, Face book, Tweeter etc have become the highest rated sites of social networking.
Technology helps us to exhibit displays of affection in public, among such varied bonds of relationships, in an abiding and advertising style (Zizi A Papacharissi, 2011).
One of the main causes for Social Network Sites becoming famous is its nature which is user-centric.
The information shared on such sites often tells us about the users about their recent visits somewhere, purchases, photos, status etc.
Face book
Face book is a social media website connecting users with their friends and family and also with others of similar interests in sharing information.
SNS have found that Face book is an excellent example of increase in social media advertisements.
The current statistics show that the active users on Face book every month is around one billion in October 2012 and around 80 to 81% of users are not from US and Canada on an average every month (Dutta M et al 2013).
YouTube
YouTube is the most rapidly growing medium internet site followed by Face book. It is the platform where every user can watch, share, express in emotions to do everything. (Dutta M et al 2013).
Therefore, digital marketing is extremely effective in getting customers for marketers through social networking sites.
3. Scope of Research
In recent times, digital marketing in social networking websites have become extremely popular in advertising however, there is scanty research and availability of literature in the same field according to the perception of customers. Targeting the advertisements by accessing the different demography of users is the main benefit of digital marketing advertisements on social media sites like You Tube, Face book, and Twitter etc.
This paper focuses on three social networks and advertisements in it: Face book, You Tube be and Twitter and includes the mindset of the large base of customers.
4. Conceptual Framework
Theory → Hypothesis→ Data Collection→ Findings→ Hypothesis confirmed or rejected→
Revision of theory
5. Research Methodology
The study has incorporated descriptive methodology with an aim to examine the effectiveness of digital marketing (online advertising) on social networking sites like Face book and You Tube.
The method was to design and explore the fruitfulness of digital marketing on the above mentioned sites following the research stages model by Saunders et al.2009.
The research is strictly based on qualitative data by the philosophy of phenomenology as against quantitative data using data, dialogues etc.
Collection of Data has been mainly from websites like You Tube and Face book from both owned sites and pages Face book advert arranged with the assistance of SPSS. It must be mentioned that the research outcome is insufficient to justify the overall scenario of digital marketing in India. It is highly recommended that India will be a great market for companies to make profit via digital marketing through social networking sites. Being an exploratory research it will work mainly on both the types of data
It focuses on digital marketing on social network sites for a particular year as a time frame as a time zone of cross-section in order to achieve snapshots.
Research Instruments
Sampling is a method of choosing the correct sample. Mixed sampling has been used to design this research.
Primary data always can be collected by survey and experiment. It must be noted that the findings of such collection method determines the investigation type.
The sources of secondary data are research are blogs, analysts’ reports, genuine news, industry and academic journals, social networks, press release, reliable magazines etc.
Data Analysis Method
The collected data was scrutinized by the help of SPSS software where chart or table form were used to show percentages, modes, averages etc. for every data section showing questions or observations or research variables. The participants were asked according to their age, sex, level of education and how long they have been using You Tube and Face book. There were around 100 participants out of which it was found that the largest number of such users fell under the age group of 18 to 25 years.
Validity and Reliability
This study has used the method of triangulation along with various data collection methods like interview, observation, journals, and documents to get the reality of the study which lessens the errors.
Triangulation Method
Hypothesis
H1. How much digital marketing on social networking is effective?
H2. Among the different approaches of advertising on Social media websites, which is the most preferred?
H3. How digital marketing on social networking sites reach the likings of customers?
In order to answer the research questions, qualitative approach will be utilized to develop the theory.
Interviews Observation
Documentation
6. Conclusion and Recommendations
The most important learning of this research was analyzing the effective way of digital marketing on social networking sites like You Tube, Face book etc.
Digital marketing as a form of advertising online spreads awareness to users of social networking sites as every day the number of users on Face book, You Tube is increasing. Therefore, such marketing in a digital way can truly increase business and earn revenues for companies who are or wish to do online advertising on social networking sites online. It may also be concluded that as human beings spend more time now a days on smart phones and other electronic devices than on television or radio, this habit of virtual attachment to social networking sites benefit greatly to marketers conducting digital marketing.
7. Limitations and Future Scope of the Study
There are many social networking sites where digital marketing can be used for marketing not only on Face book, You Tube to increase the sales of different companies. The observation strategy in this study is not being able to capture the whole story of digital marketing online.
The research dealt with digital marketing advertisements through Face book & You Tube. In future, the topics mentioned below can be studied:
• Internet business for new companies
• Critical evaluation of online payment safety for company
• The recommendations for further study can be conducted by quantitative methodology.
• The research field has an extensive range of online digital marketing using various social networking sites.
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