The Impact of Apparent Value on Consumer Satisfaction

Abstract

- The research study provided a comprehensive knowledge on the impact of apparent value on the satisfaction of customers. It focused on how the digital marketing influenced both the consumers as well as the marketers of the businesses. The shift towards digital marketing resulted in the use of search engine marketing, search engine optimization, content marketing, ecommerce marketing, and others. The current Information technology market is approximately $5 trillion, due to which, the key components of digital marketing focused on by the businesses include the search engine marketing to improve website visibility, use of email marketing, social media marketing, affiliate marketing, etc. When compared between the traditional and digital marketing, it was found that while the traditional marketing included using conventional channels or media, the digital marketing focused on using internet, smartphones, display advertisements, etc. The digital marketing tactics were much faster, less expensive, could be customized, and measured on a daily basis to check the web traffic. Another major advantage of the digital marketing tactics is the global reach, which allows the businesses to reach out to the global markets quite conveniently. The social media marketing could easily make content viral through social sharing, while using web analytics could help to measure the effectiveness of the digital marketing campaigns effectively. It also helps to personalize or customize the marketing efforts, which could increase the engagement level as well as improve customer loyalty. However, there were disadvantages as well such as the security concerns, high competition within the market as most companies use the