The Impact of Digital Marketing Strategies on Consumer

Buying Behavior

Applied Research Methods

Program : MBA (36)

Section : F

Group : Marketing 02

Group Members
Kaleem Ahmed (1835238)
Shams Saleem (1835261)
Muhammad Irshad (1835247)
Kamlesh Kumar (1835239)

Submission: 8th Oct 2018

Key Tems:
Pop-up ad
A type of window that appears on top of or behind the browser window of a website that a
user has visited.
Side bar ad
A particular kind of digital advertisement with specific size parameters, which is used as part
of the overall visual marketing on a Web page
E-mail promotions
A typical form of email marketing, focus on acquisition and seek to get the recipient to take
immediate action. The design and writing funnels take the reader through a persuasive
process which ends with a sale. And sale, doesn’t just mean purchases, but also sign-ups,
downloads, registrations, and other kinds of action.

Background
The use of digital media among consumers have been higher than ever and is expected to
increase by every year, consequently, more companies are targeting their markets with the
use of digital marketing. This report will focus on various marketing strategies that have
been customarily used within digital media and determine the ones that are preferred the most
by consumers and influence their behavior.
The three main types of advertisement strategies that will be discussed in the report will be
 Pop-up ads
 Side bar ads
 E-mail promotions

The context will be to examine if the consumers find each type appealing or annoying.
Computers as well as mobile phones are common tools for the consumers that use digital
media to make any purchases. Internet has made it very convenient for the buyers to
communicate to vendors around the world and explore various options before making any
final decision. The companies are therefore trying to develop different marketing strategies to
influence consumer’s behavior and expose their products in the micro-moments that are most
crucial for any purchase.
“Micro-moments occur when people reflexively turn to a device –increasingly a smartphone-
to act on need to learn something, do something, discover something, watch something, or
buy something.” It is therefore critical to offer the customers what they need in that particular
moment. A company objectively realizes that it’s not their brand that is the center of
consumer’s world also that most of the content produced is non-appealing to customers and is
perceived as annoying therefore the key here is to capture target customer’s attention. In
these moments, it is a challenge for the brands to convey a concise message with clear
relevancy to consumer’s interest. For this purpose, the companies use various techniques to
draw consumer’s attention, using pop-up ads, Side bar ads and Email promotions.
The target market sampled in the report is generation Y which has always been affiliated the
most with technologies and advancement and therefore becomes our prime target for
research.

Problem Statement
Since internet advertisements have become increasing popular as personalized tailored
content to individual users, the rise of social media marketing has reached its peak. In order
to stay relevant to an individual consumer, advertisers provide customized ad messages based
on their personal information. This has led consumers to be concerned about their privacy
and has increased self-awareness in them. The research, however, focuses on the consumer’s
perception of these social media strategies that are being used to engage a larger number of
consumers.
The research will focus on three basic strategies that are being used by advertisers; Side bar
ads, pop-up ads and email promotions, defining every variable and their impact on consumer
are buying behavior. The entire research will be based on consumer’s perception of these
strategies and whether or not are they really useful or just annoying to the user.

Objective
The objective of the study is to :
(a) Define and identify the impact of these variables individually
(b) Build a relationship between these variables and consumer’s buying behavior, whether or
not these strategies really help change consumer’s perception of a certain product
(c) Identifying a new, more efficient way to grab consumer’s attention instead of pop-up or
Side bar ads ads.

Contribution of the research

Our research will help businesses to learn & understand those factors that directly influence
the generation Y to make a purchase decision online, which would eventually help to draft
effective digital marketing strategies in order to maximize their sales leading to higher
profits. Another key reason for this research is to understand the fact that the outcome will
highlight those key platforms which can be used online to attract the target market i.e. gen y.

Research Methodology
Method of Data collection:
To determine which digital marketing strategies are preferred by Gen y, are effective in
influencing behavior. The qualitative data collection method will be used for the research
study and a comprehensive questionnaire will be developed on close ended Likert scale
method in order to collect the data from the respondents. Online survey form will also be
made in order to collect the data and ask to solve these questions by assuring that data is
confidential and none of any personalinformation will be leaked, as this is for research
purpose only. The question will be related to the impact of digital marketing strategies on
consumer’s buying behavior.
Sampling Technique:
Restricted Non-Probability technique will be used for purpose of collection of data because
data was specifically collected from Generation Y.
Sample Size & Variables:
The sample size of 100 respondents will be surveyed. “Customer online buying behavior” is
the independent variable while the “Effective digital marketing strategies” is the dependent
variable

Research plan

 Close ended questionnaire will be created and data will be collected from generation
Y which will be later analyzed with SPSS.

 Regression statistical technique will be used to analyze the collected data to find the
results regarding the impact of digital marketing strategies on customer buying
behavior followed by the interpretation of results.

Research Time table

Chapter Topic % Words Time Duration

1 Introduction 10% 500 1 Week
2 Literature 45% 1700 3 Weeks
Review
3 Methodology 5% 200 1 Week
4 Data Analysis 20% 300 1 Week
5 Conclusions & 20% 300 1 Week
Implications
TOTAL 100% 3000 2 Months

Refrences

Allsop, Dee T., Bryce R. Bassett, and James A. Hoskins. 2007. Word-of-Mouth Research:
Principles and Applications. Journal of Advertising Research, Vol. 37(4): 398-411
Chatterjee, Patrali. 2008. Are Unclicked Ads Wasted: Enduring Effects of Banner and Pop-up
Ad Exposures on Brand Memory and Attitudes. Journal of Electronic Commerce Research,
Vol. 9(1): 51-61.
Edwards, Steven M., Hairong Li, and Joo-Hyun Lee. 2002. Forced Exposure and
Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of
Pop-up Ads. Journal of Advertising, Vol. 31(3): 83-95.