Understanding Digital Marketing—Basics and Actions

Piñeiro-Otero, Teresa; Martínez-Rolán, Xabier

doi:10.1007/978-3-319-28281-7_2

Cited by 65 publications

(45 citation statements)

References 6 publications

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“…Digital marketing is sometimes confused with online marketing. According to Piñeiro [2] , "Digital Marketing was conceptualized as a projection of conventional marketing, its tools, and strategies, on Internet." There are three types of media that must be used in a coordinated fashion to maximize a digi-tal marketing strategy's efficiency, namely: Owned Media, Earned Media, and Paid Media.…”

Section: Digital Marketingmentioning

confidence: 99%

Does Digital Marketing Affect Millennial Purchase Decision in Covid-19 Situation?

Koeswandi¹,

Wibowo²,

Nurfitriya³

2021

Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)

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This study aims to figure out how digital marketing affects Indonesia's millennial purchase decision during the Covid-19 era. This study is a descriptive-quantitative that involved 100 millennial costumers in West Java, Indonesia, as a sample who had social media and purchased at least once in the fashion sector of Small Medium Enterprises (SMEs). The data were collected through a survey questionnaire and interviewed through google meetings. The data were analyzed through simple regression using SPSS 23.0. The results of this study show t-count 3.211> table 1.984 with sig. equal to 0,000, which means that the variable of digital marketing has a positive and partially gives significant effect to the millennial purchase decision. The R Square number of 30.7% shows the influence of the free variable (digital marketing) on the dependent variable (millennial purchase decision). This implies that the more intense digital marketing is applied in the Covid-19 situation, the more influence receives by millennials to make a purchase decision.

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Section: Digital Marketingmentioning

confidence: 99%

Does Digital Marketing Affect Millennial Purchase Decision in Covid-19 Situation?

Koeswandi¹,

Wibowo²,

Nurfitriya³

2021

Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)

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“…According to (Piñeiro-Otero & Martínez-Rolán, 2016) digital marketing as a projection of conventional marketing, tools and strategies, on the Internet. The digital world and its application to marketing have driven the development of channels, formats and languages that lead to marketing tools and strategies.…”

Section: Literature Reviewmentioning

confidence: 99%

Digital Marketing During the Pandemic Period; A Study of Islamic Perspective

Junusi

2020

JDMHI

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<p>The Covid 19 pandemic caused significant changes, especially those relating to marketing that led to digital usage. This article aims to determine the prospects and effects of digital marketing in the pandemic period and develop the concept of digital marketing from an Islamic perspective. The methodology of this article uses a descriptive qualitative approach by analyzing various literature on digital marketing. The results of this study found that advances in information technology played a role in the development of digital marketing, especially during the Covid-19 Pandemic. The characterization of digital marketing from an Islamic perspective will open new avenues for future research and will make researchers more theoretical. Sensitive to the ontological and epistemological assumptions underlying Islamic marketing research. This article contributes to the development of digital marketing from an Islamic perspective by introducing and characterizing potential new fields of Islamic marketing research. In the future, business people must follow technological advancements as digital marketing media to increase their marketing.</p>

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“…), has proven to be the key of successful promotion and marketing of a product or service [14]. Digital marketing has become the most innovative phenomenon in the field of marketing [15], and it is important to be applied in all businesses, as well as it is possible to apply it into the marketing of Islamic banking industry in Indonesia. Digital marketing as an innovation and new approach in the world of marketing, making it the most disruptive marketing method, which combines traditional marketing with the use of media and digital technology (internet, website, social media, mobile devices, email, and so on).…”

Section: Overviewmentioning

confidence: 99%