The main goal of this research is to find out how the consumer perceives the digital marketing strategy that applies to sportswear. In this study, it focuses on the perception of the Malaysian consumer towards the digital marketing strategy that applied to international casual wear.
INTRODUCTION
- Research Background
- Research Problem
- Research Objective
- General Objectives
- Specific Objectives
- Research Questions
- Research Significance
- Chapter Layout
- Chapter 1: Introduction
- Chapter 2: Literature Review
- Chapter 3: Research Methodology
- Chapter 4: Data Analysis
- Chapter 5: Discussion, Conclusion and Implication
- Conclusion
Furthermore, it will explain and conclude the outcome of the interview regarding digital marketing strategy applicable to athleisure. For this content, three of the participant think that it is acceptable for the in-stream video, but not the thirty second type.
Introduction
Literature Review
- Search Engine Marketing
- Sponsored Link
- Search Engine Optimization
- Display Advertising
- Social media marketing
- Characteristic of post
- Content of post
The main objective for adopting search engine marketing is to increase and also maintain the ranking on the search engine result pages (SERPs) of its website, the reason why search engine marketing is so challenging and expensive is because the specific search engine is dynamic and keeps improving its algorithms to confront spam and abuse so that it can provide the user with appropriate data (Pan, 2010, Fesen, & Wet). Search engine optimization is the key technique for marketers to rank their website on the higher ranking of the search engine listing on the result of organic search.
Conclusion
While one of the participants thinks that the result order is not important because the fame of a particular brand is more important. Two of the content are the vividness of the post and also interactivity of the post. All of the participant see that it is important for a post to be informative in the aspect of product related information, some of them find irritation for the information that is not product related.
Some of the banner ads next to the website are satisfying, provided it's something that suits my taste.
Introduction
Research Design
The design for this study is qualitative research due to the ambiguity of previous research by different researchers regarding the digital marketing strategy due to the novel characteristic and result applicable to athleisure, which has not been studied before. It is also performed to get a better understanding of the specific problem but does not lead to definitive results (Bhat, 2018). The interview will be conducted to explore and discover different types of digital marketing strategies such as search engine marketing, display advertising and social media marketing applicable to athleisure.
The main points of the interview technique are the tendencies to be an unusual answer from the participant to understand the method of open-ended questions.
Target Respondent
Although exploratory research cannot reach conclusive conclusions compared to others (Nargundkar, 2008), it will make a new way by developing an important decision regarding the method to conduct the next research. The process of gathering information can be complex due to potential questions that the respondent clarifies and elaborates throughout the interview process and is consistent with the answer (Barsoumian, 2008).
Primary Data
Secondary Data
Interview Design
The interview also included the section that collects the interviewee's background information, which includes their age group, career position, and where they come from. The first section of the interview is related to search engine marketing, then it follows from its sub-category which includes sponsored linking and also search engine optimization. The third section of the interview is related to social media marketing, which can be categorized into the characteristics and also the content of the post.
Since the screenshot made it easier for the participant to understand, it includes some non-leisure related examples so that they can visualize what the idea is about a particular digital marketing strategy.
Interview Procedure
These screenshots serve as an example regarding the brand post which is entertaining, the content of these two types of post is user-generated content.
Confidentiality
Data Analysis
Conclusion
In this aspect, three of the participants think that this feature is acceptable and one of them thinks that it is an added value for Internet users. For the pop-up ad, I find it annoying, I will close the web page straight away even before it has finished loading.”. For the popup ad, I find it annoying, I will close the web page straight away even before it has finished loading.
I don't like the ad that opens another new tab after being directed to a particular website because it bothers me.
Introduction
Search Engine Marketing
- Result Order
- Differences between Sponsored and Organic Link
Such as having a positive perception or being more reliable about the brand that emerges in the first result. "It was directly asked to find out how internet users usually use the search engine to find something they are interested in and how they see that brand being listed in the search engine's results page (SERP). Respondent A Answer “Yes, it matters because I wouldn't scroll down and look for another result page unless it's not relevant to sportswear I'm looking for. Respondent D says, "Yes, the order is important to me because I think the first one should be more related to what I'm looking for am." Respondent E replied with "Yes, it is important because then I would click on that website one by one so that I wouldn't overlook the other brands, I would also like to compare against each other to find out which of the results suits me best.".
Respondent One answer "I would definitely not click on the sponsored link and I think the pay per click method is a notorious method to rank on the first page of results because the particular brand is not that well known, it used this method instead of going through the organic link." After respondent B answered “To me it's the same, there is nothing different between the two of them.
Display Advertising
- Behavioral Targeting Ads
- Preferred forms of it
- Forms that are Obstructive or Intrusive
Respondent One response "There's not a single ad I'd rather watch in the past or even in the future, I'd just ignore any ad, but for the in-stream video it has an effect because it forces me to watch it." For Respondent B replied, "Some of the video ads on YouTube or Facebook are attractive if related to my interest, but Facebook video ads are more annoying because they are inescapable" while Respondent C stated that "The video ads on YouTube are interesting, but not the 30 second video that doesn't have the option to skip the ads. This question followed up on the previous question to find out what kind of ads the respondent finds annoying, where the question reads, “In what forms did the ad bother you or intrusive you? ig?” Respondent D said, “I would just overlook those ads that are not my intention to use the internet browser and I even hate the popup ads because it blocks my view of my expected website” Respondent E replied, “That particular ad around the website I would overlook them, I just continue what I am doing that I clicked on the specific website.
Thus, four out of five respondents would simply ignore a banner advertisement placed around the content of a website, while one of them would look at it if it was interesting.
Social Media Marketing
- Characteristic of the post
- Vividness
- Interactivity
- Content of the post
- Informative
- Entertaining
The question asked to the respondents was “How do you see a brand post that is full of interactivity. In summary, this question finds that four participants would normally ignore a post that communicates with Internet users. The question for this section is “How do you see a brand post as informative.
The question in this section is, “How do you see the brand's posts being entertaining?
Recommended Digital Marketing Strategy
Conclusion
The perception of the consumer towards each of the strategies was collected and analyzed. Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. For the vividness of the post, I think it is important that a post is contrasting to attract my attention, for example, it can only have the background a contrasting color with its product.
So it should be able to use the colors that produce more contrast between the subject and its background.
Introduction
Discussion of Major Finding
Finally, search engine marketing is mandatory so that a specific sports brand can be searched and found and for the type of search engine marketing, search engine optimization will come out an organic link is better compared to sponsored link because there are few of the respondents who indicate that they have an aversion to sponsored links. Therefore, all the participants mentioned that they all do not like watching ads in any form, but there is an exceptional case that if the stuff is their interest, it would be different, so behavioral targeting improved the impression of it. In summary, for a post to be informative and entertaining of post is important and each of the individual respondents gave each different example that they find it entertaining.
During each interview with each respondent, each of them also mentioned that either celebrities or influencers promoting or reviewing the product left an impression on their consciousness, so influencer or celebrity marketing is recommended and also viable in terms of cost, etc.
Implications of the Study
It would also give marketers an idea of the perception of these strategies from the consumer's point of view and give them insight into digital marketing and have a clearer picture of the process to adopt digital marketing and avoid some strategies that consumers find annoying. From this research, the marketer was able to market their product more effectively and avoid those digital marketing strategies that the internet user found annoying. In addition, it would serve as knowledge for marketers to know the advantages and also disadvantages or adopt each strategy.
Limitation of Study
The other limitation is that this study is not able to review a strategy suggested by the participant, it cannot be examined in more detail on the specific strategy, but in another way it finally discovered a new strategy that even the scholar did not think of in the first place. Therefore, all mentioned limitations are just a reference for future research to do it in a better way. The result of this study is not affected by all of the above limitations.
Recommendation for Future Research
Conclusion
For the entertainment post, the only thing I have pressed is the 3D photo that I have a 360 degree view on a particular product and I think it is amusing for me to look at a product that I am interested in. I am a person who focuses more on value that the product can bring me. No, if you say that a post is colorful to be attractive, I have to object to it, because for me personally, I prefer the post that has a black and white theme to have a higher quality image on a post and for the interactivity, I think that it is not important for me, because I will usually ignore that post Question.
Yes, the order is important to me because I think the first one should be more related to what I've been looking for. Last time I saw a post I forget which particular brand but it was about their brand history and so on so I found those posts to be pointless for me to look at but if it's about a product or things I'm interested in then I'm fine with it. It would be attractive if the post was fun for me, if it coordinated with nature, like mountain climbing or travel photos and I would find it attractive.
