Research on the Digital Marketing Theory Based on Web Technology

Abstract

The emergence of Web 2.0 concept means that new media development of Internet has entered a new stage. With the continue update of network technology, there are more and more people contact network. With the improvement of economic condition, there are more and more people contact network. The dependence on network is growing. The network hides huge market. Through network research and mathematical statistics, this paper finds that the expected invest of online advertising of U.S. in 2013 is up to 82%. So for the web digital marketing theory there is great significance. This paper establishes the marketing profit maximization model based on profit and Internet marketing investment theory of the web. It also introduces a simple case of marketing advertising through the form of web programming. It also concludes the influence of web network on different consumer groups in the market by case analysis.

Optimal Media Mix for IEC Campaigns Using Fuzzy Linguistic Genetic Algorithm: A Study of Swachh Bharat Abhiyan (Clean India Mission)

“…Goal programming was used for media selection for overcoming the problems with single objective selection (Huang et al, 2012; Javan et al, 2018; Kumar, Jacob, & Sriskandarajah, 2006; Muneeb, Adhami, Asim, & Jalil, 2018; Viscolani & Zaccour, 2009), applied a non-linear programming method for advertising problem solution with a hypothesis that every market segment and media cost function to be considered as linear and quadratic, respectively. The non-linear programming problem was analyzed by selecting the level of a set of advertising media for maximizing profits (Chen, 2013; Jha, Aggarwal, & Gupta, 2011), proposed a model to optimally design firm’s advertising budget among multiple products and media in a segmented market for multi-objective media selection. It incorporates the effect of the previous period of advertising reach on the current period.…”