Marketing Communications in The Era of Digital Transformation

Abstract

- The study investigates that in the era of digital transformation, marketing communications, driven by the use of digital platforms have enhanced the visibility of the brand, engaged customers and promoted the Sustainable Development Goals properly too. To analyze the effectiveness of the communication channels, the ANOVA method was used, which helped in drawing relevant information required for the marketing purposes. This tool compared the variances across different groups, thus, evaluating how to shape or influence the behaviors of consumers. Based on the study, promotions are integral to marketing communications, and thus, offering discounts, coupons, offers, gifts and other benefits influenced the business’ outreach, while even allowing the social networks to expand its reach and functionality too. The Pehlevi's bibliometric analysis was also found to be effective for identifying the trends such as the integration of marketing communications with the customer relationship management. The marketing communication strategies were though tailored to evaluate the diverse consumer demographics, and understanding their preferences, based on which the pricing and distribution strategies were implemented. The resulting data were based on the comparison of marketing communication tools or the age groups of individuals. Based on the use of ANOVA method and other tools, the results showed that the consumers in between the age of 18 to 34 years were more diverted towards online promotions and marketing managed by the companies, while the older people prioritized on point-of-sale advertising and their preferences, based on their ages. Though the preferences differ, the online marketing and promotions helped in engaging people from diverse backgrounds and thus, engaged everyone, be it young or old people. Furthermore, it helped in gaining information on the consumer behaviors and based on that, various marketing strategies were implemented to influence the purchasing decisions effectively.