Article Details

Performance of Digital Marketing Tool to Develop Business Intelligence | Original Article

Pushpendra Singh Gaur*, in International Journal of Information Technology and Management | IT & Management


The purpose of this paper is to point out the determinants of the business intelligence discipline, as applied in Digital Marketing Tool practice. The paper examines the role of the Internet in marketing research and its implications on the business decision-making processes. Although companies conduct a variety of research methods in an offline environment, the paper aims to stress the importance of Web opportunities in conducting the Web segmentation and collecting customer data. Due to the existence of different perceptions concerning the role of the Internet, this paper tries to emphasize its effort of an interactive channel that serves the function of not only an informational nature, but as a powerful research tool as well. Several data collection and analysis methods/techniques are discussed that would help companies to take advantage of a Web as a significant corporate resource. The purpose of this study was to discover how digital marketing can promote a newly launched startup’s business in the Indian market. The study also aims to provide a comprehensive situational analysis of the market and conduct realistic research of the marketing possibilities, and suggest potential marketing actions. The Approach was to conduct a case study about Design with Benefits, whose business idea is to sell designer products with social and environmental benefits. Even though the concept is good and functional, reaching the potential customers and defining the market is challenging for every starting company. This was the reason why there was a need to perform this study.