1Assistant Professor, Department of Management Studies, Ballari Institute of Technology And Management, Jnana Gangotri Campus, Allipur [village] Hospet road
2Dean-Department of Management Studies, Ballari Institute of Technology And Management, Jnana Gangotri Campus, Allipur [village] Hospet road
Online published on 29 March, 2017.
Marketing has transformed towards digital space from mere physical place. Marketing has broken the thought barrier and made unconditional customer access a reality. Technology driven digital marketing platform has equipped marketers with arms and ammunitions for scouting far stretched and scattered customers at minimum cost and time. The propulsion of digital marketing in India has triggered since 2005 with youth providing ace thrust. But, the penetration is slow in spreading across the country. In this paper an attempt has been made to ascertain the exposure, awareness and usage pattern of youth towards digital marketing thereby propose suitable strategic marketing imperatives for capitalizing the digital boom.
a survey was conducted to ascertain the awareness and usage pattern of youth consumers at Bellary city, about digital marketing services using a structured questionnaire based personal interviews.
data were analyzed using statistical techniques such as factor analysis, descriptive statistics, cronbach's alpha, correlation coefficients, KMO and Bartlett's test, scree plots and percentage analysis.
Study unearthed various factors affecting the youth's attitude towards dgital marketing, amongst them, credibility of the message, delivery time, risk of credit card details getting stolen, difficulty in returning were prominent.
recommendations include strategic imperatives such as augmenting media presence, media content, SEO, leveraging social media, connecting affiliate networks, web campaigns which aim at cementing the digital marketing base firmly.
digital marketing, customer access, marketing space, exposure
