Digital Marketing Tools on Marketing Performance of Companies: Exploring the Impact of Digital Marketing Tools on Marketing Performance

Abstract

The purpose of this exploratory research is to present the perceptions towards Digital Marketing in India. This issue has rarely been addressed by the academicians and researchers in India and elsewhere. This study used digital marketing parameters to measure the awareness and effectiveness of digital marketing among marketing professionals in India. There are many focuses, beliefs and arguments in the field of market segmentation. Many researchers believe that the traditional variables of demographic and geographic segments are outdated and the theory regarding segmentation has become too narrow. Marketing activities are directed toward planning, promoting, and selling goods and services to satisfy the needs of customers and the objectives of the organizations; marketing information systems (MKIS) support decision making regarding to these activities. (MKIS) is a continuing and interacting structure consist of people, equipment and procedures designed to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing decision makers; it begins and end with information users- marketing managers, internal external partners, and others who need marketing information.