Publication Date: 2021/01/20
Abstract: The rapid development of the internet and its usability, which significantly affects today's human life, make the internet one of the most fundamental technologies globally. Amidst this, one of the subscription-based television companies or pay-television created integrated marketing communication that utilises the internet as a tool to promote its products. This study aimed to investigate the strategies and roles of some digital marketing platforms such as websites, search engine marketing, online public relations, display advs, E-mail marketing, and social media marketing in promoting products. This research was designed as a qualitative-descriptive by conducting interviews, participant observations, and involving short-listed digital marketing-related documentation and literature. In this research, findings showed that digital marketing strategies play a vital role in promoting products. Besides, all digital marketing strategies have their advantages in planning, implementation, and evaluation. This research indicated that all existing digital marketing strategies have been well-implemented
Keywords: Digital Marketing, Integrated Marketing Communication, Promotion, Marketing Communication Strategy
DOI: No DOI Available
PDF: https://ijirst.demo4.arinfotech.co/assets/upload/files/IJISRT21JAN220.pdf
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