Digital Marketing Affects Consumer Behavior

How Digital Marketing Affects ConsumerBehavior Diyana Ahmed GhazieSchool of The ArtsUniversity of Science Malaysia Penang, Malaysiadiyana_ghazie@student.usm.myJasni DolahSchool of The ArtsUniversity of Science Malaysia Penang, Malaysiajasnidolah.usm.my Abstract Everyone in online – literally, everyone is online today. Internet became most important medium nowadays especially fordigital marketing for their marketing strategy to sell products and services. This is because it helps to save a lot of time, expensesand many more. This research is to understand the consumer behavior towards digital marketing in Malaysia. A general literaturereview has been conducted in effort to identify the significant, the understanding and the substantive of the effectiveness consumertowards digital marketing. By using primary data (survey) and secondary data methods, it helps researcher to identify how to build agood brand awarness towards consumer behavior.Keywords: Consumer behavior, digital marketing, effectiveness, brand awareness. INTRODUCTIONDigital marketing is a product or services that usingbuilding a good relationship with existing and potentialconsumers. digital channels to reach consumers. Their objective is topromote the brands through various medium form ofdigital media. Example by using social media as amarketing tools, it helps brand to received the feedbackfrom the consumer by determined what is the best mediaplatform work for them.According to Jeff Bullas, CEO of Jeff Bullas.com―brand marketing empowerment enabled by technology‖.In other word he means that, advertising has beendominated by mass media and ad agencies for over 50years. This will change as the evolution of marketingtechnology allows companies and brands to take morecontrol over their own content, brand awareness andmarketing. This will include the use of influencers, usergenerated content and paid digital amplification ofauthentic content. You will see the rise of more brandstaking back their marketing power from theintermediaries. More advertising will be done in housevia digital marketing automation platforms straight tosocial and digital networks.In this research the purpose to identify the consumerbehavior towards digital marketing and also their brandawareness.LITERATURE REVIEWSA. Electronic Direct MailRay Tomlinson established electronic Direct orknown as EDM in the year of 1961. There are two typesof EDM, which are direct mail and retention direct mail.Direct mail can be known as an email, which involves insending a promotional message. It might be anannouncement of a special offer. While retention mail isa promotional email designed only to encourage therecipient to take action (buy something or sign-up forsomething).Electronic Direct Mail or EDM also is a method ofdirect marketing, which using the electronic mail as ameans of communicating commercial messages to anaudience, clients or consumers. And EDM is one of thestrategies to promote the product or service through theapplication of direct email. And EDM is also a tool forE-mail marketing is an online marketing techniquethat uses e-mail to send advertisements or commercialinformation. This is a communication tool used to attractnew customers or make those that one already has loyalto the brand (Teresa Pineiro-Otero, 2016, E-Resources).B. Digital MarketingDigital marketing can be defines as a projection ofconventional marketing which it tools and strategies, oninternet. Today, digital marketing has become aphenomenon that brings together customisation and massdistribution to accomplish marketing goals.Technological convergence and the multiplication ofdevices have led to an opening up of the ways in whichwe thinking about marketing in Internet and have pushedthe boundaries towards a new concept of digitalmarketing — usercentred, more measurable , ubiquitousand interactive (Teresa Pineiro-Otero, 2016, EResources).Advertising on the Internet can take many forms (e.g.,banners, pop-ups and similar ads, e-mail advertising,newspaper and classified ads, search engineadvertisement, advertising in chat rooms, blogs, andsocial networks). The most common is the use of searchengines and banners, and mobile has been popular inrecent years (Jun Xu, 2014, E-Resources).C. Social Media MarketingSocial media are a great opportunity to establishsignificant relationships and create ways of socialinteraction defined through dynamic exchanges betweentheir members. Social media is booming in terms of thenumber and variety of platforms and users.Thus, one can find audiovisual platforms such asYouTube, Vimeo and SoundCloud; image platforms suchas Flikr, Picassa, Pinterest or Instagram; general socialnetworks such as Facebook, Twitter, Google+ orspecialised ones such as LinkedIn; news or bookmarkaggregators such as Digg or Delicious; blogs; and wikis,etc., a vast digital arena where they become the new Webwinners (Teresa Pineiro-Otero, 2016, E-Resources).3rd International Conference on Creative Media, Design and Technology (REKA 2018)Copyright © 2018, the Authors. Published by Atlantis Press.This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).Advances in Social Science, Education and Humanities Research, volume 207214D. Consumer BehaviorMost consumers don’t go out of their way to find ads(unless they‘re remarkably memorable and worthsharing). The marketing and creative department worktogether to formulate ads that appeal to an audience‘scuriosity. A good ad will increase sales and brandawareness. For consumers, advertisements are not whatconsumers need; however, an ad is a great way forconsumers to find out about the products or services theydo need. Understanding the ways in which advertisingaffects consumer behavior will allow you to createstronger, more memorable ads (Mike Tortorice, 2017,Online article).E. Brand AwarenessCan be defined as level of consumer consciousness ofcompany‘s product or service. In brand awareness thereare few key of consideration which are human behavior,adveritising management, brand management andstrategy development. Which make consumber ability toproceed with purchase the product or service of thecompany.Brand awareness also can describe as best spreadthrough both inbound and outbound marketing efforts.When competition in an industry is high, brandawareness can be one of a business‘s greatest assets(TrackMaven, Online source).F. Consumer Perception Towards Brand AwarenessBrand awareness has a neutral effect on consumers. Anadvertisement‘s first job is to let people know that yourproduct or service is available to them. People who viewadvertisements find out about your products similarly tohow they find out about current events in the news. Atthis stage, consumers go from not knowing that yourbusiness exists to gaining awareness of your brand in thecase of a future purchase (Mike Tortorice, 2017, Onlinearticle).PROBLEM STATEMENTMalaysians become increasingly comfortable withonline, living more and more in the digital world,therefore agencies need to wake up to the future of digitalmarketing. With advertising expenses is gettingexpensive due to that it suffered where consumersoverhelmed by quantity of traditional advertisements (e.gflyers, brochure, etc) which difficult to attract theirinterest. And it also, affects the consumer behaviortowards brand awareness. For example, consumersnowadays spent a lot of time on internet such as onlineshopping which they not only to buy a product but tocompare about the product or services, compare theprice, product features, to get information, etc towardsonline marketing rather then conscious about the brand.Therefore, to ensure the a product or service success,awareness level must be managed across the entireproduct life-cycle – from product launch through tomarket decline.METHODOLOGYThis research were started from feasibility studieswhich to identify the issues and gap for consumerbehavior towards digital marketing.1.1 Research design :• This study has been incorporated both exploratoryas well as descriptive research design.1.2 Data sources :• Primary data: data collected through online survey• Secondary data: information obtained from existingresearch report, book, e-book, online articles, onlinejournals, survey done by previous researcherregarding consumer behavior toward digitalmarketing.1.3 Limitation of the study focus on working consumer inKuala Lumpur.RESULT OF ANALYSISIn this section will be share about the result of onlinesurvey which has been done through online social mediain Malaysia. Total respondent involved is 40 peopleswhich consists of working people from Kuala Lumpur.The result will be based on respondents feedback willbe divided into two sections. Section one is thebackground of the respondents and section two is theinformation gathered from existing research report,journal, online articles and etc.A. TablesTable I. Age Analysis Age groupPercentage20 or younger0%21 – 2933.33%30 – 3966.67%40 or older0% From the above table, it is clearly shows that, out of40 respondents the maximum group of 30-39 with66.67% which is the highest percentage among otherdistribution like 21-29 is only 33.33% while 20 oryounger is 0% and 40 or older also is 0%. This surveyresponses mainly show the adult generations is the mostactively with the internet. And this is the advantage ofthe marketer as well as to the consumers to fullfill theirneeds.Table II. Gender Analysis GenderPercentageMale6.67%Female93.33% From the above table, we can easily analyze thatmajority respondents are females with 93.33% compareto men only 6.67%. It shows that, most females like tospend their time on the phone more than male.Table III. Education Level Analysis Educational levelPercentageHigh school21.43%Universities graduate78.57% Advances in Social Science, Education and Humanities Research, volume 207215From the above table, it helps to know that whichsegment of education level are most spend time oninternet. Out of 40 respondents the results shows 78.57%of the respondents are universities graduate while21.43% are from high school graduate.Table IV. Access Internet Analysis Access internetPercentageDaily and multiples times100%Weekly 3 to 4 times0%Once a week0%Less than a month0% From the above table, shows 100% of respondentsoften access internet. This is helps for betterunderstanding behavior of the consumers.Table V. Reason Use Internet Analysis Reason use internetPercentageEmail13.33%Information46.67%E-commerce13.33%Other26.67% The above table help us to know the reason whyrespondents use internet for. Out of 40 respondents,46.67% are using internet to get information. While26.67% using internet for other purpose. And 13.33%using internet for email and e-commerce purpose.Table VI. Do Online Shopping Anaysis Do online shoppingPercentageOften13.33%Moderate often26.67%Slightly often33.33%Not at all often26.67% From the above table shows, 33.33% of them slightlyoften do online shopping due to not convenience to feelthe actual product / services.Table VII. Main Reason Do Online Analysis Main reason do online shoppingPercentageHate going to shops0%Easy information26.67%Product reviews20%Save time26.67%Enables price comparison13.33%Product discounts13.33% From the above table shows, 26.67% of their mainreason do online shopping because easy to getinformation and save time. While 20% respondents aremore to product review when they do online shopping.And only 13.33% feedback its enables price comparisonand product discounts are easy to get when they purchaseonline.Table VIII. Most Recent Online Purchase Analysis Most recent onlince purchasePercentageFlight / train tickets7.14%Movie / concert tickets7.14% Electronic equipment (mobile, etc)0%Cosmetics0%Food21.43%Apparels and accessories64.29% From the above table shows, 64.29% of recent onlincepurchase was apparels and accessories. This is because itsave time from go to the shops.Table IX. Form Of Advertisement The Most Trusted Analysis Form of advertisement the most trustedPercentageTV20%Radio6.67%Newspaper13.33%Internet53.33%Mobile ads6.67% From the above table, 53.33% of respondents trustinternet advertisement.Table X. Click Internet Ads Analysis Click internet adsPercentageInternet ads are less likely to make mepurchase the product20%I don‘t click on the internet ad as it distractsme26.67%I ignore online ads40%Online ads advertisement does not relevant tome0%Online ads present misleading information13.33% From the above table, 40% of respondents ignoreonline ads due to wasting time while waiting to be finish.B. DiscussionFrom the online survey result above, it can beindicates that a consumers has different needs andexpectations towards digital marketing. It highlight theusage of online marketing revolutionarily increasing, andalso find the better exposure, awareness, usage, comfortability, result, layout application, design application andthe satisfaction level in the present on line businessscenario.C. ConclusionAs this research is still an on-going development,researcher found that there is a gaps and opportunity toexplore and further strengthen the needs of identifyingconsumer behavior towards digital marketing. Theresearch will go further to provide more options for therespondents to react with the visual images, more survey,interview and expand the availability of the digitalmarketing platform. Since smart phone has beenincreasing day by day, it is an added advantage to bothmarketer, designer as well as to the consumers infullfilling their needs and requirement.ACKNOWLEDGMENTThis research was for PhD study, University ofScience Malaysia. The author like to show anappreciation to PhD supervisor Dr Jasni Dolah for hiswillingness to support this research.Advances in Social Science, Education and Humanities Research, volume 207216REFERENCES [1]KeithGarnet,TheBusinessof Design:BalancingCreativity and Profitability, 2011.[2]Carter, David E., The Little Book of Layouts: GoodDesigns and Why They Work, 2003.[3]Rajagopal,UnderstandingConsumerBehaviorandConsumption Experience, 2015.[4]Hamish P. , Jim M., Spending Advertising Money in theDigital Age How to Navigate the Media Flow, 2012.[5]Paul S. , Mel C, Pioneers of Digital Success Stories fromLeaders in Advertising,Marketing,Search & SocialMedia, 2012.[6]TonyWilson,GlobalAdvertising,AttitudesandAudiences, 2011.[7]Meenaghan,T.,―SponsorshipandAdvertising:AComparison of Consumer Perceptions‖, Vol. 18(2):191-215.Wang,[8]M.,C.,ZhangP.,ChooiR.,D‘Eredita ―Understanding Consumers Attitude Toward Advertising‖,2002. 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