Title

Digital marketing in Pakistan-brand managers perception and approach

Author

Irfan Iqbal

Degree

Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award

Spring 2018

Project Type

MBA Executive Research Project

Access Type

Restricted Access

Keywords

Branding (Marketing) | Internet marketing | Digital marketing

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.

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