The Impact of Digital Marketing on Consumer Behaviour Essay

The Impact of Digital Marketing on Consumer Behaviour - Essay Example This study sought to determine the influence of digital marketing on consumer buying behaviour. Specifically, this research sought to attain the following objectives: 1. To determine the change in customer buying behaviour brought about by digital marketing among internet and mobile users in the UAE market. 2. To analyse the consumers’ attitude towards interactive digital advertising. 3. To examine the academic literature related to consumer attitude and digital marketing, thereby establishing the relation between both the concepts. For a marketer, communicating with customers anywhere at any time is an essential way to effectively promote products and services. Nowadays, this type of marketing communication has been revolutionized by the development and innovation of digital technology. According to Stewart, digital technology has paved way for immediate interaction between marketers and consumers through digital advertising. In the study done by Radzeviciute & Sliburyte, it was revealed that the most common form of digital marketing tool is the short messages where photographic images can be transferred to computer, mobile phones, and online community. With this, four sub-types of digital marketing strategies were also identified and these are the internet-based and email advertising, and mobile-phone-based SMS- and MMS-type advertising. Over the years, the growth and development of digital marketing has largely been due to its precision, personalization, precision, measurability, easy targeting, and customization.