Law Audience Journal (e-ISSN: 2581-6705)

Authored By: Mohd Sulaim, BBA, Amity Business School, Amity University, Lucknow Campus, & Co-Authored By: Mr. Samarth Pande, Assistant Professor, Amity Business School, Amity University, Lucknow Campus

Abstract:

This study explores the significant influence of digital marketing on shaping customer perceptions related to brands. In today’s dynamic marketplace, digital marketing plays a pivotal role in influencing how customers perceive and interact with brands. Drawing upon extensive literature review and empirical research, this paper aims to elucidate the multifaceted impact of digital marketing strategies on shaping customer perceptions.

The research delves into various digital marketing channels and techniques utilized by businesses to influence customer perceptions. It examines the efficacy of these strategies in enhancing brand awareness, fostering engagement, and driving positive perceptions among customers. Additionally, the study investigates the challenges and barriers faced by businesses in implementing effective digital marketing strategies, including resource constraints, intense competition, and evolving consumer preferences.

Keywords: Digital marketing, Customer perceptions, Branding, Brand awareness, Engagement.

INTRODUCTION

Consumer perception refers to how individuals interpret information about products, brands, or companies based on their personal experiences, beliefs, and cultural influences. It plays a critical role in guiding purchasing decisions and shaping brand preferences. Here’s a breakdown of the key elements:

1. Interpretation of Information: Consumers process information received from various sources such as advertisements, product reviews, and personal experiences. They form opinions and judgments based on this information, which influences their attitudes and behaviors towards brands and products.
2. Influence of Personal Experiences: Consumer perception is heavily influenced by their interactions and experiences with a brand or product. Positive experiences, such as satisfactory customer service or product performance, can create a favorable impression, while negative experiences may lead to skepticism or distrust.
3. Role of Beliefs and Attitudes: Consumers’ beliefs, attitudes, and values shape their perceptions of brands and products. These factors are influenced by cultural norms, social influences, and individual preferences. For instance, a consumer who values environmental sustainability may prefer eco-friendly brands.
4. Impact of Product Attributes: Consumers evaluate products based on attributes such as quality, price, design, and functionality. These attributes contribute to their perception of the product’s value and suitability for meeting their needs or desires.
5. Significance of Brand Image: Brand image encompasses consumers’ perceptions of a brand’s identity, reputation, and values. Strong brand images evoke emotions, build trust, and differentiate the brand from competitors. Consumers associate certain brands with specific qualities or characteristics based on their experiences and exposure to branding efforts.

WHAT IS THE IMPORTANCE OF CONSUMER PERCEPTION

Consumer perception is essential as it influences purchase decisions and brand loyalty. Businesses must provide accurate information and transparency to build strong relationships with customers. In the digital era, digital marketing plays a crucial role in promoting brands and educating consumers, especially during times like the epidemic.

DIGITAL MARKETING’S IMPACT ON CONSUMER PERCEPTION

Digital marketing empowers purchase decisions by providing relevant information to consumers. It helps in brand creation by presenting brands in memorable ways. Through customer engagement activities, digital marketers can foster positive brand perceptions. Successful digital marketing efforts also lead to word-of-mouth recommendations, further enhancing brand perception.

WHAT IS BRANDING

Branding involves associating a name, symbol, or characteristics with a product or company to establish recognition and create positive associations in consumers’ minds.

WHAT IS BRAND LOYALTY

Brand loyalty occurs when customers repeatedly choose a particular brand due to positive experiences, trust, and perceived value.

EFFECTIVE BRANDING

Effective branding entails creating a strong identity, delivering on promises, providing exceptional customer experiences, staying relevant, and maintaining consistency across all touchpoints. These factors collectively shape consumer perception and influence brand loyalty.

Top of Form

Research Methodology:

Objectives

1. To study the impact of digital marketing on consumer perception towards brands
2. To Investigate trust levels from customers in online advertising.
3. To Examine how much people interact with brand-related groups or pages on social media.
4. To study the issues faced by the consumer while online purchasing

Nature of Study

The study involves empirical research employing both quantitative and qualitative methods. This includes data analysis to understand the IMPACT OF DIGITAL MARKETING ON CUSTOMERS PERCEPTIONS RELATED TO BRAND

Data Collection Method:

This dissertation report draws information from original as well as secondary sources.

Primary data survey from google form has been done to collect the data

Secondary data collection method is used in this research paper by-

Review existing literature, academic journals, industry reports, and case studies to understand the theoretical frameworks, trends, and best practices in digital marketing for startups.

Analysis:

Digital marketing plays a transformative role in shaping customer perceptions related to brands, particularly for Indian startups. These startups deploy a dynamic blend of creativity, flexibility, and targeted strategies across various digital marketing channels to influence how customers perceive their brands. Social media platforms emerge as powerful tools for lead generation, customer engagement, and brand marketing, leveraging India’s expanding internet user base. Through content marketing initiatives, startups can establish themselves as thought leaders, foster brand trust, and drive organic traffic to their digital assets. Additionally, investments in search engine marketing (SEM) and search engine optimization (SEO) help startups enhance online visibility and attract relevant search traffic, especially considering the widespread use of smartphones and mobile internet in India.

1. Email marketing remains a key player in influencing customer perceptions related to brands, delivering impressive ROI rates compared to other digital marketing channels. Notably, certain Indian startups have executed inspiring email marketing campaigns, showcasing the effectiveness of this strategy in capturing market share and expanding consumer bases. With billions of emails sent daily, email marketing emerges as a cost-effective strategy with a high ROI, contributing to the rapid growth experienced by prominent Indian firms such as Wow Momo, Zomato, and Ola Cabs. These success stories underscore the pivotal role of email marketing in building a strong online presence and driving business growth in India.
2. Social media platforms wield an unprecedented impact on customer perceptions, offering startups opportunities to craft distinctive brand narratives and engage with audiences effectively. Through social media marketing, Indian entrepreneurs overcome traditional branding challenges, including establishing brand recognition, shaping consumer perceptions, and building customer bases. Importantly, social media platforms facilitate user-generated content, ratings, reviews, and feedback, enabling startups to foster authentic connections with customers and transcend geographical boundaries.
3. Instagram emerges as the fastest-growing social media platform in India, with a significant portion of internet users actively engaging on the platform. This presents immense opportunities for startups to leverage Instagram as a powerful sales channel and revenue source. Social commerce is on the rise in India, with projections indicating substantial growth in the industry. The widespread adoption of Instagram underscores its importance as a strategic platform for startups to enhance brand visibility, drive customer engagement, and capitalize on evolving consumer behaviors.
4. Digital marketing provides startups with a level playing field to compete with established businesses by enabling targeted communication, customized messaging, and real-time campaign monitoring. Startups leverage digital marketing platforms such as social media, email marketing, and search engines to precisely target demographics, tailor messaging, and measure campaign effectiveness. Direct communication with target audiences fosters brand loyalty and provides valuable insights for future product development. In the competitive landscape, digital marketing emerges as a critical tool for Indian startups to maximize reach, engage with audiences, and drive sustainable growth.
5. Effective digital marketing strategies yield high conversion rates, resulting in increased revenue generation for startups. Compared to traditional marketing channels, digital marketing initiatives demonstrate significantly higher revenue growth potential. Businesses with robust digital marketing strategies experience accelerated revenue growth and are more likely to expand their personnel and business operations. These findings underscore the importance of digital marketing in driving revenue growth and facilitating business expansion for Indian startups.
6. Despite the transformative potential of digital marketing, startups encounter several challenges in implementing effective strategies. Limited budgets pose constraints on marketing investments, particularly for early-stage startups. Fierce competition within the Indian startup ecosystem necessitates innovative and well-executed digital marketing strategies to stand out. Additionally, startups face technological challenges in navigating and leveraging digital marketing tools and platforms effectively. Keeping pace with changing trends and algorithms presents further challenges, requiring startups to adapt strategies continuously to remain relevant in the dynamic digital landscape. Addressing these challenges is essential for startups to leverage digital marketing effectively and shape customer perceptions related to their brands.

Findings:

FINDINGS OF STUDY

Based on the references made to various research papers and responses collected using questionnaire these are the findings of my study

1. From this research I found that a majority of people use social media several times a day or at least 1 to 2 hours a day.

2. When an individual spends so much time on a particular platform, they are deemed to trust somethings on social media and since the advertisements are targeted in such a precise manner on social media people trust on these advertisements and people have often purchased products or services after watching an advertisement on social media.

3. With so much content available on social media and so many advertisements coming up every day not always people follow the advertisements but often they end up on the product or service’s website.

4. A lot of people get influenced by social media advertisements and it helps them to make useful purchases because of their audience targeting and precise research that is possible through social media analysis digital marketing helps customers to get variety of options for their need for a product almost instantly when they require something.

5. Social media helps people to find the correct product with such a powerful customized and personalized feed on social media platforms the best product reaches to the audience and they can select from a variety of options.

Conclusion:

The outcome I got after this study is that digital Marketing plays in important role in customers perceptions it helps them to remember the brand and its features, so brand building is really important. By the help of digital media platforms people easily know the brands. It is very beneficial for the company to stay in the mind of the consumers, So digital media promotions pay an important role in changing the customers perceptions. Now everything is becoming digital from last two years digital industry in on boom period, so, it is the correct time for brands to promote their products on the digital platforms and it will help them to increase their sales so that they will be able to generate more and more profit.

Which will help them to survive in the market for a long time. In today’s time no brand can survive without digital presence if it is consumer driven brand because it makes it much more easier to track and reach the consumers om the digital platforms for the companies.

This study analyses a number of variables that were obtained via a review of the literature and responses to a questionnaire in an effort to determine the impact of digital marketing on brand development. The study categorized the elements of digital marketing into three categories frequent updates, brand attachment, and digital purchasing. It also identified two groups for brand growth, such as brand loyalty and brand recognition.

According to the report, digital marketing is crucial to a company’s success in the modern world. Digital media is more appealing to consumers than traditional media, such as television and print publications. Marketers may be better able to comprehend their target market as consumer behaviour shifts and create strategies to draw in new business and retain current clientele. This makes it possible for the market to switch from traditional to digital marketing strategies. Digital branding therefore uses digital marketing as a digital communication channel.

References:

• Marina Johansson (2010): Provides insights into how digital marketing impacts consumer perceptions of brands.
• Zoyawajidsatti (2014): Offers findings on the effectiveness of digital marketing tactics in shaping consumer attitudes towards brands.
• Peter S.H. Leeflang et al. (2014): Analyzes the relationship between digital marketing strategies and consumer perceptions of brands across different industries.
• Nan Feng (2014): Explores consumer behavior trends influenced by digital advertising and online brand interactions.
• Afrina Yasmin et al. (2015): Investigates the role of digital marketing in shaping consumer attitudes and preferences towards brands.
• Mohammed Rizwan Alam (2016): Examines consumer responses to various digital marketing initiatives and their impact on brand perceptions.
• Wang and Kim (2021): Provides recent insights into emerging trends and strategies in digital marketing and their effects on consumer perceptions of brands.

Cite this article as:  

Mohd Sulaim & Mr. Samarth Pande, “Impact Of Digital Marketing On Customers Perceptions Related To Brand”, Vol.5 & Issue 5, Law Audience Journal (e-ISSN: 2581-6705), Pages 486 to 496 (01^st May, 2024), available at https://www.lawaudience.com/impact-of-digital-marketing-on-customers-perceptions-related-to-brand.