Degree
Master of Business Administration Executive
Faculty / School
Faculty of Business Administration (FBA)
Year of Award
2018
Project Type
MBA Executive Research Project
Access Type
Restricted Access
Executive Summary
Digital marketing was perceived as an effective marketing tactic across the world. Consumer's engagement is on the spot, and instant consumers reactions regarding product would be captured through digital marketing. Digital marketing had engaged consumers on social media that provide direct feedback to the brand managers regarding activates and they take immediate steps to work on the improvising their promotional and marketing tactics.
The research provided information regarding the digital marketing on brands of companies in Pakistan, the perception of brand managers for digital marketing, the impact of digital marketing in comparison with traditional marketing techniques and current approach practised by brand managers for digital marketing of brands. The research provided subjective and objective information about the digital marketing awareness and its impact on brand managers in developing marketing campaigns for consumers in Pakistan.
The research methodology was used to extract data to generate results was qualitative and quantitative research approach. The objective information is evaluated with quantitative research, and subjective interpretation is assessed with qualitative research methodology was used to obtain results of this study. Objective information is the number of respondents was acquired the digital marketing approach acquaintance in Pakistan.
The subjective information is interpreted, the brand managers' view was highly important for digital marketing approach in Pakistan. Results of the study ascertained that digital marketing medium is acquired by brand managers as to get quick feedback from the customers. The brand managers promotions and marketing campaigns were beneficial for the consumers. The digital marketing approach was positive for engaging the brand managers amongst the consumers.
The brand manager would get instant feedback about the brands, and they could easily work on their marketing campaign with the customer engagement through digital marketing.
Findings of the research suggested that in Pakistan brand managers had acquired digital marketing because of their feasibility regarding consumer's feedback regarding a product. Literacy rate in Pakistan is low due to which digital marketing approaches lack behind. Digital marketing barriers were a lack of consumer trust, confidence and believability for the online medium. Traditional marketing is not replaced with digital marketing, but it can serve as an
added advantage and complement conventional ways of marketing and promoting product amongst consumers. It was concluded that the lack of believability and trust was identified amongst the consumers for the digital marketing approach in Pakistan. It was concluded that traditional and digital marketing approach is used in Pakistan due to literate and illiterate individuals. It was recommended that illiterate consumers should be given awareness in digital marketing activities.
Pages
97
Link to Catalog Record
https://ils.iba.edu.pk/cgi-bin/koha/opac-detail.pl?biblionumber=106558
Recommended Citation
Iqbal, I. (2018). Digital marketing in Pakistan-brand managers perception and approach (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-emba/75
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