Exploring the use of Online Marketing Strategies and Digital Media to Improve the Brand Loyalty and Customer Retention

Abstract

As a marketing tool, internet and digital media is a significant strategic weapon which goes beyond borders and targets the specific audience in accordance to the consumer needs. It is not dependent on the location, area or region and free of all the temporal restrictions. This study focused on identifying the impact of the online internet and digital media marketing strategies in creating the brand loyalty and retaining the existing and new customers. This research was to explore the depth of internet and figure out the possible outcomes and benefits of using internet and digital media as a marketing tool. The study opted a primary quantitative method and conducted a survey of 200 consumers and results affirmed that internet is useful marketing tool which helps and assist the companies to target specific and their targeted audience to promote their brand or product and also retain their new and existing consumers. The study has finally revealed that internet marketing and digital media marketing facilitates the companies and brands to increase their popularity and make loyal customers. o-ascii-theme-font:major-bidi;mso-fareast-font-family:宋体;mso-hansi-theme-font: major-bidi;mso-ansi-language:EN-US;mso-fareast-language:ZH-CN;mso-bidi-language: AR-SA;mso-bidi-font-style:italic'> Job satisfaction has been conceptualized with the expectations of an employee. The survey was conducted by using closed-end structured questionnaires from the employees working in telecommunication and banking sectors in Pakistan. A total of 224 questionnaires were received. Correlation and ANOVA were used to determine the relationship between the variables. The outcome indicates that there is a significant positive relationship between the realistic information provided to the employees at the time of recruitment and job satisfaction.