Author Title Objectives Methods Start Tool Data Collection Variables Findings Gap Sampling tech Rol

Afrina Effectiveness of Digital To identify the This study is Correlation The shows in both Stay updated with There is a cheap and The data collected Promotion,
Yasmin, Marketing in the effectiveness of conducted Analysis is used to descriptive and products or effective way to was from one Effectiveness,
Sadia Challenging Age digital marketing based on both show the analytical way. services), Greater market products and hundred fifty Customer
Tasneem, in the primary and correlation Additionally, engagement, services for small firms who are Reach,
Kaniz Fatema competitive secondary data between the collected data Clear Information owners, there are no taking the various Perception.
market. sources to various elements from 50 about the boundaries, techniques or
explore digital of digital executives from products or Company allows any elements of
marketing. marketing and sample and other services, Easy devices to promote digital
increased sales, different firms to compare with the products, marketing
we have collected know their others, 24/7 Companies
data from one opinion on the Shopping, Share should create
hundred fifty effectiveness of content of the innovative customer
firms who are digital marketing. products or experiences and
taking the various services, and specific strategies
techniques or Apparent Pricing for media to identify
elements of digital (Dependent the best path for
marketing. variables), driving up digital
marketing
performance
Fawad Khan, THE IMPORTANCE OF To present the The present The study used The data was Skeptical factors, Professionals in it is still a new The data was Customer
Dr Kamran DIGITAL MARKETING. perceptions study has the tools of collected by Enthusiast factors, Pakistan are more field for analysed into Perception,
Siddiqui. AN EXPLORATORY towards Digital adopted sampling, strategy of using Utilitarian factors, skeptical towards professionals ways a) Media tools,
STUDY Marketing in the descriptive research and advertising and Parsimonious digital marketing operating in descriptive Digital, E-
TO FIND THE Pakistan, and to study design, instrument. agencies and their factors. tools and concepts, Pakistan, and lack statistics b) commerce.
PERCEPTION AND measure the which clients through and Parsimonious of understanding factors analysis.
EFFECTIVENESS OF awareness and describes the questionnaires group is more in and in-depth
DIGITAL effectiveness of nature of which had 100% favour of cost usage of digital
MARKETING digital marketing study variables responses. factors of digital marketing tools by
AMONGST THE and their marketing and marketing
MARKETING relationships. considers it an professionals in
PROFESSIONALS IN The study has important tool for Pakistan.
PAKISTAN analysed the growth.
perception of
Digital
Marketing

Dr. Madhu A Critical Review of To identify This The study used The secondary Businesses can really The data Internet
Bala, Deepak Digital Marketing successful study is the tools of data & benefit from Digital collection Marketing, SEO,
Verma techniques of exploratory in surveys and graph information has marketing such as process was Traditional and
internet nature and tools to analyse been collected search engine performed Digital
marketing, to includes both the most from different optimization (SEO), during the period Marketing, New
see the basic quantitative preferred internet scholars and search engine between 2012 and Oppurtunities.
comparison and qualitative marketing researchers, marketing (SEM), 2016.
between analysis. approach and : published e- content marketing,
traditional and Digital Marketing books, etc. The influencer
digital marketing Commercial company marketing, content
and to find the Impact related data and automation, e-
most preferred information are commerce
internet used which is marketing, campaign
marketing available publicly marketing, and
 approach on the websites of social media
the marketing, social
companies. media optimization,
e-mail direct
marketing, display
advertising,
e–books, optical
disks and games.
Awareness of
consumer’s motives
is important because
it provides a
deeper
understanding of
what influences
users to create
content about a
brand or store
Fereshteh IDENTIFYING AND To identify and This study is a The study used en experts were Operational Some of the skill gap The data were Digital
collected through
Ghotbifar, ASSESSING THE assess factors practical the tools of selected using strategic factors, in companies and structured Marketing, Skill
Mohammadr FACTORS AFFECTING affecting skill combined sampling, snowball method. Education level their employees questionnaire and Gap,
eza Marjani, SKILL GAP IN DIGITAL gap in digital (qualitative- research and The data factor, Marketing include lack of sample size taken as Communication
226 respondents and
and Abbas MARKETING IN marketing. To quantitative) questionnaires. were collected factor, communication skills localized Industry
Ramazani COMMUNICATION determine descriptive using localized Environmental in project questionnaire and
INDUSTRY COMPANIES the role of correlation questionnaires factor, Skill gap in management, low interviewing with ten
experts who were
identified study. This and interview digital marketing, level of staff selected by
factors in study had two based on Delphi and Questionnaire awareness about the Delphi snowball
reducing skill populations. method. business which lead method.
gap ten experts to lack of strong
were selected relationships with
using snowball customers, lack of
method. The proper use of
data weblogs, online
were collected discussion forums
using localized and digital
questionnaires networks for
and interview exchanging
based on information and
Delphi method. predicting the
future, lack of
integrated
strategy for future
due to not using
intelligent methods
of marketing, lack of
appropriate tools to
measure and assess
the needed skills for
success in digital
marketing, and etc.