Impact of digital marketing strategies: a comparative study

Abstract

Customer satisfaction has always been widely accepted as the key driver of growth in any business. Therefore, gauging customer responses to products and services in order to understand customer sentiment is key to formulating strategies and designing marketing campaigns. With the advent of the digital medium for marketing, almost all companies have tried to establish their presence on various social media platforms such as Facebook, Twitter etc. In today’s world, there are advanced tools based on data analytics for performing sentiment analysis on the various activities that these firms undertake on social media and the customer responses to the same. This research aims to gain insights into what digital marketing strategies would have the maximum positive impact on customer sentiments.