Abstract with friends and relatives and for the

Abstract

 Digital Marketing has created a huge buzz in today’s world. It is very
popular in the younger generations, but the middle and the older generations
are not touched by the wave of its scope. On domestic front it is used for
interacting with friends and relatives and for the purpose of socializing. On
professional front, it has been widely used for acquiring markets by new
business ventures. Many established organizations are undergoing operational
change in their traditional practices in order to adapt to this online
environment for promoting their products and services globally. Social media
has been the most recent and booming technological innovations. It offers a
wide range of benefits.  Advertisers are
increasingly using digital and social media for mainline advertising campaigns
rather than one of marketing exercises. They are now becoming the new barometer
to gauge the popularity of a campaign before it is released on mass media. To
keep up with consumers’ digital advances, retailers are becoming savvier,
implementing strategies and programs via smart phones, tablets and other
digital venues. Digital marketing can take the form of push messaging, in-store
digital signage, location-based promotions, email messaging and much more. This
paper tries in understanding various aspects of digital marketing while
connecting with younger audience. The study discusses
the attitude of teens towards brand selection. The study is exploratory in
nature. The research uses content analysis to conduct the research. This
research is divided in three parts to understand the Impact of Online Marketing
on Brand Selection by Teenagers.1) Strategy behind Online Marketing to
Teenagers. 2) Role of Online Marketing on Teenagers in Brand Selection .3)
Benefits and worries of Online Marketing on Teenagers

We Will Write a Custom Essay Specifically
For You For Only $13.90/page!


order now

 

Keywords: Online Marketing; Teens; Social
Media; Brand Selection; Communication Channel

 

Introduction

Online Marketing is
quickly evolving in front of our eyes. The new media has created its own unique
space in the market which makes it impossible to search any new discussion.
Online marketing has been the crucial part in current era. The new media is
having immense potential to emerge a new segment of consumer. This new paradigm
explores a platform to understand the consumer benefits and needs through
reporting communication mix. Teenagers are playing a very crucial role in
understanding of the new media. Companies have marked this segment as the most
potential segment among rest. There are several reasons to enhance the
purchasing power of teenagers The paper discussed the role of teenagers in the
family buying process and online brand selection by teenagers. The researcher
believes the importance of understanding the characteristics and buying process
of teenagers before drawing their role in online marketing. Teenage is a
transitional growth post the childhood. This development formed the psychological
development in a teenager. Age of teenagers lies between the age group of 13 to
19 years. This transition involves biological, psychological and social
changes. Dual family income and nuclear family are one of the crucial reasons
which enhance the purchasing power of teenagers. Teenagers are playing a very
crucial role in family buying process as they are tech savvy consumers. The new
media i.e. online media is playing a very important picture while delivering
the new product portfolio in front of consumers. As the data captured by Data
monitor in 2007, $1.2 trillion has been counted as men’s, women’s and infants
clothing, jewellery, watches and leather goods in the global market. Among this
47.5 percent has been marked as women wear while 31.9 percent as men wear.
Teenagers are forming a new relation with the new media and made them more tech
-savvy Teens are carrying a special affinity towards international brand in
India. There are several literature justifying the major goal of marketing to generate
and maintain brand awareness Brand awareness is particularly important in
low-involvement situation as it engaged consumers in making their search highly
active in selecting the brand of their preference. Dotson and Hyatt (2005)
tested role of peer group on gender difference and found group forming is
highly influential in examining teenagers brand selection and the gender
difference among groups creates different opinion in selecting the clothing
brands. Parker and Charles (2008) defined group selection is more important
than expressing one’s own identity in related to fashion. While ShimAnder of
Koh (1997) elaborated teens interaction with peer is very impactful in taking
brand oriented decision. Bearden and Randall (1990) focused more on purchasing role
of peer group and drawn their conclusion role on group identity.

As literature review
suggested the role of peer group on teenagers in brand selection and its impact
on brand identity, though only few literature are available on the role of new
media in teenagers buying process. To highlight this, the research is going to
discuss the impact of online marketing on teenagers. The study explored many
qualitative research and literature review to understand the impact of online
marketing on teenagers. The study is exploratory in nature and tries to
understand the ways online media is changing their marketing strategies to
influence teenagers.

Research Methodology

The study uses both
primary and secondary data. Primary data is collected through the questionnaire.
Such secondary sources are drawn from the published articles, research papers,
census survey, published general reports, sources through related websites etc.

Research Objectives

?To understand how the
online media strategy works.

?To understand how companies
are communicating their online strategy with teenagers

?To understand the
advantages and disadvantages of online media on teenagers.

Sample Size

In order to fulfill the objectives of the study, a sample size of 60
teenagers were randomly selected from the city of Hyderabad.

 

Limitations of the study

?The study was done for short period which might not hold true long run.

?It was assumed that all response given by respondents is true and
unbiased.

?Some respondents refused to participate in the survey and that affected
the study

? The research covers respondents belonging to the city of Hyderabad only
and not the whole of India.

? Time is one of the constraints to meet respondents.

 

III. ANALYSIS AND INTERPRETATION
OF DATA

A.   
Gender of
Respondents.

S.no

Gender of respondents

No. of respondents

Percentage

1

Male

20

40%

2

Female

30

60%

 

Total

50

100%

.

It can be observed from the above table that out of
the total respondents, 40% are male and 60% are female.

B. Age group of respondents

S.no

Age group of respondents

No. of respondents

Percentage

1

13-15

15

30%

2

16-17

17

34%

3

18-19

18

36%

 

Total

50

100%

 

The information presented in the table shows that
30% students fall under the age group of 13-15; 34% students under the category
of 16-17; 36% under the age group of 18-19.

B.    
Monthly
income of Respondent’s Parents

S.no

Monthly income of respondent’s family

No. of respondents

Percentage

1

Below 10000

3

6%

2

10000-20000

8

16%

3

20000-30000

18

36%

4

Above 30,000

21

42%

 

Total

50

100%

 

The above table shows that the 6% of the
respondent’s family earn below 10,000; 16% of the respondent’s family earn
between 10,000-20,000; 36% of the respondent’s family earn between
20,000-30,000 and 42% of the respondent’s family earn above 30,000.

C.   
Do you
use Internet?

S.no

Particulars

No. of respondents

Percentage

1

Yes

46

92%

2

No

04

8%

 

Total

50

100%

 

According to the above table it is clear that 92% of
the respondents use internet and 8% of them do not use.

D.   
How
frequently do you use internet?

S.no

Particulars

No. of respondents

Percentage

1

Everyday

39

78%

2

When needed

11

22%

 

Total

50

100%

 

The above table shows that 78% of the respondents
use internet on a daily basis while 22% of them use only when needed.

E.    
What do
you use the internet normally for?

S.no

Particulars

No. of respondents

Percentage

1

Mail

1

2%

2

Browse

3

6%

3

Shopping

15

30%

4

Social Network

30

60%

 

Total

50

100%

 

It is shown in the above table that 2% of the
respondents use internet for mail; 6% for browsing; 30% for social networks and
15% for shopping.

F.    
Do you
think having an impressive website is more important for attracting customers?

S.no

Particulars

No. of respondents

Percentage

1

Yes

48

96%

2

No

02

4%

 

Total

50

100%

 

As per the above table, 96% of the respondents think
having an impressive website is more attractive while 4% of them think it does
not matter.

G.   
Advertising
on social media is more effective than other sources?

S.no

Particulars

No. of respondents

Percentage

1

Yes

47

94%

2

No

03

6%

 

 

50

100%

 

       According to the table
above, 94% of the respondents feel social media is more effective than other
sources while 6% consider it is not.

H.   
How do
you make your purchase decision?

S.no

Particulars

No. of respondents

Percentage

1

Watching Ads

19

38%

2

Reference

10

20%

3

Advertisements on social media

21

42%

 

Total

50

100%

 

It is shown in the above table that 38% of
respondents make purchasing decisions through advertisements, 20% of them
through references, 42% based on advertising on social media.

I.      
Which
media of Advertisement do you prefer?

S.no

Particulars

No. of respondents

Percentage

1

Digital Marketing

28

56%

2

Websites

10

20%

3

News papers

5

10%

4

SMS/ Hoardings

7

14%

 

Total

50

100%

 

The above table shows that 56% of respondents prefer
digital marketing mode of advertisements, 20% prefer websites, 10% prefer news
papers and 14% prefer SMS/Hoardings.

J.     
Which of
the following websites you think are best in reaching the customers?

S.no

Particulars

No. of respondents

Percentage

1

Company websites

07

14%

3

Social networks

25

50%

4

Shopping portals

18

36%

 

 

50

100%

 

The above table shows that 14% respondents feel
company websites are the best sources of reaching the customers, 50% feel
social networks are the best while 36% of them feel shopping portals are the
best sources.

K.   
Do you
think mobile advertising is effective for promotion?

S.no

Particulars

No. of respondents

Percentage

1

Yes

44

88%

2

No

06

12%

 

Total

50

100%

 

It is shown in the above table that 88% of the
respondents feel mobile advertising is effective for promotion while 12% feel
it is not effective.

L.    
Do you
think technology changes the buying behaviour of people?

S.no

Particulars

No. of respondents

Percentage

1

Yes

42

84%

2

No

08

16%

 

Total

50

100%

 

The above table shows
that 84% of the respondents think technology changes the buying behaviour of
the people while 16% do not feel so.

 

Benefits and Worries of Online Marketing on Teens

While there are risks inherent in online marketing,
there are also many potential benefits. Such as, social networking can assist
them in widening their networks and help them to build a good social platform
which will help them to find new platforms to express their talents.

? Teens are getting more familiar with the upcoming
and emerging trends, through which they compare and follow the best among them.
In this way, teenagers
may increase their media literacy and get exposure to many new terms of social
media.

?Many teens find support in online communities; this
is especially true for kids who have unique interests or feel isolated.

?Online communities are very diversified, versatile
and gives an exposure to teenager’s to be upfront and put their viewpoints,
ideas, and opinions on various issues.

Meredith and Schewe (2002) found independence, self expression,
openness to new ideas and cultures, flexibility, mobility, and enjoyment of
life as the forces behind converging values of global teenager’s.

 

    Suggestions

? Marketers should adopt innovative methods to
advertise products.

?They must upgrade with the latest technology

? Social media can be used n much effective ways to
advertise and endorse products.

?New forms of gadgets like e-reader and the like should
find the marketing with the youngsters by making them conversant with it.

 

Conclusion

Advertising forms an integral part of the marketing
of products on Digital era. Teens often gravely underestimate the toll that
their digital conduct can take on their reputations. The potential of online
media is yet to be explored to its full potential in India. But the beginning
has already been formed and raising its graph frequently. Social media is
playing a crucial role in delivering the impact of online media on teenagers.
Companies can use social media as an asset and may use it for their benefits,
though there must be some regulation and control for the further conversations.
Though social media has immense potential, it should not be used to manipulate
making teenagers their target . As this segment belongs to curious among rest, hence
the online marketing highlighting teenagers must be ethically driven. Pros and
cons must be checked when it’s implied on teenagers through online marketing.
However the potential of online marketing is often debated. One can do further
research to find out the opinions and perceptions of the teenagers as consumers
specifically relate to online.

References

1 Elisabeta Ioan?s, Ivona Stoica(2014), Social Media And Its Impact On
Consumers Behavior, International Journal Of Economic Practices And Theories,
Vol. 4, No. 2, 2014, Special Issue On Marketing And Business Development,
E-Issn 2247–7225

2 Fawad Khan, Siddiqui, Kamran. (2013)), The Importance Of Digital
Marketing. An Exploratory Study To Find The Perception And Effectiveness Of
Digital 

x

Hi!
I'm Victor!

Would you like to get a custom essay? How about receiving a customized one?

Check it out