Maheshkumar Devendra Mohite. (September 2019); “Study Of Digital Marketing And Useful Tools Used By Specialist”. Published International Journal Of Advanced Research (Ijar) Vol 7 issue 9 P 298-305] (ISSN 2320-5407). journalijar.com
ABSTRACT:
Market demand, winning from computation and
accurate result need in business. Digital Marketing activity turns business in
very well position. A Specialist used various methods for wins in the market by
using technology. The Digital world is complicated. The customer or consumer is
smart. Most they are internet users. Recent Technology is trying to reach or
catch the maximum customer or consumer. There are various own developed or
third party based technique or tools or software used to achieve the accurate target
audience. This paper shows that most important digital marketing tools used by the
specialist or practitioner in his/ her practice. 50 companies are selected who
are special in the digital marketing service provider from Pune city and 500
respondents are taken as sample from selected companies, who are special in
digital marketing work. Primary and secondary data was used for data. Reviewed frequently used digital marketing tools and some of them are
selected for research study that are Hubspot, Ahrefs, Proof, Survey Anyplace, Yoast, Slack,
Trello, Canva Business, Google Adwords, Google Analytics, MailChimp, Asana,
BuzzSumo, MeetEdgar, Buffer, Hootsuite, Google Trends, Google Keyword Planner,
AppAnnie, Serpstat, SimilarWeb, Facebook Audience Insights, Facebook Ads, Bing
Ads, Appstore Search Ads, Manychat, Pushengage, Leanplum, Facebook Analytics,
Yandex Metrica, Google Data Studio, Webris SEO Report Tool, Color Picker,
Google Analytics URL Builder, Tag Assistant, FB Pixel Helper, Google Tag
Manager, Data Scraper, Google Analytics Debugger, Pocket, pCloud Save,
Bootstrap Studio, Canva, Flatpack, Marvellapp, Igloo, Adespresso ads,
Lapa.ninja, Behnace, Dribbble, Unsplash, Headreach, Buzzstream, Pitchbox,
Active Campaign, pCloud, Todoist, Jira, Confluence, Evernote, Sumo.com Blog,
Digital marketer, Webris, Neil Patel Blog, Medium, Search Engine Land, Ahrefs
Blog, Jon Loomer Blog, Hubspot, Blog, Content Marketing Institute Blog, Buffer
Blog, GrooveHQ Blog, MOZ Blog, Adespresso Blog. Convinced Sampling technique
was used. Research Shows that digital marketing overview and listing important digital marketing tools which
were used by the specialist in his - her work or practice.
Keywords: Digital Marketing Tools, Digital Marketing,
Tools of Digital Marketing,
(A) INTRODUCTION:
Presently Digital Marketing has become an
essential part of life. This was used various users for making the valuable
benefit in business, it can use by right from personal use to professional use.
Digital marketing is a play area for people to keep their lives updated as well
as to network with potential clients. It will help their business grow. India
is the second largest country. The internet users are over 654 million. These internet
users and people are coming the opportunity for business owners to network with
potential customers as well as consumer. This is top reason why Digital
Marketing used in India as well as in the world. The customers or consumers are
often researching online, offline various info about product or services and
then will for buying it. Present customer research into products is
particularly popular for confirmable priced items. The Customer or Consumers behaviour
is changing day by day. They are always using the Internet to look up product
information, compare prices, specification, comments, recommendation and search
for deals and promotions. Digital marketing helps to reach target customer or
consumer. Costing of marketing is less. Customers or consumers will easy
attract towards deal. Digital marketing work did by the human worker using free
or paid application software for achieving market. Specialists are using
various digital marketing tools for wins in the market.
(B) OBJECTIVE
1. To understand Digital Marketing
2.
To know
present useful digital marketing tools used by the specialist or practitioner
(C) REVIEW OF LITERATURE
(1)
According to Lucy Alexander (2019) was defined that Digital marketing
encompasses all marketing efforts that used an electronic device or the
internet. Digital channels were search engines, social media, email, and other
websites to connect with current and prospective customers. She was explained
that Search Engine Optimization (SEO) is the process of optimizing your
website, Content Marketing is generating brand awareness, traffic growth, lead
generation, and customers, Social Media Marketing is promoting your brand and
your content on social media channels to increase brand awareness, drive
traffic, and generate leads for your business. Pay Per Click (PPC) means
driving traffic to your or owner website by paying a publisher every time your
ads are clicked. Affiliate Marketing is performance-based advertising. Native
Advertising can refer to advertisements that were primarily content led and
featured on a platform alongside other, non-paid content. Marketing Automation
was serving to automate your basic marketing operations. Email Marketing used
for communicating with their audiences, Online PR used for securing earned
online coverage. Inbound Marketing for attracting, engage, and delight
customers at every stage of the buyer's journey. (2) According to Minos-Athanasios Karyotakis (2019) told that search
engine optimization (SEO) practices had emerged in the news media systems. It
was spread around the world. He was reviewed literature about the SEO practices
by focusing on examining with walkthrough method. He told that news companies
allowed the users to comment on their online news articles. He was found that
the news websites throughout the globe use similar features and ways to support
the comments of the users. In the meantime, though, a high number of the news
websites did not allow the users to use their social media accounts in order to
comment the provided news articles, or provided multiple comment platforms. (3)
According to Rekha Dahiya & Gayatri (29 Sep 2017) She told that maximum
automobile industry one of the largest digital spenders. He was studied the
effect of digital marketing communication on consumer buying decision process
in Indian market. Mixed methodology was adopted for the study. The study
concluded that 75% of the respondents used at least one digital channel of communication
for buying a car. Online or Websites was the most used digital channel of
communication in buying a car then by ‘social networking sites’ and
‘smartphones.’ Buying decision was making process exact from need recognition
to post purchase was significantly affected from digital marketing
communication with evaluation being the most affected stage. She was confirmed
that digital marketing communication is capable in high involvement product
category like car. Her results were shown that consumers feel positive towards
digital communication. (4) According to Lindy Tolbert wrote in the article “ The
Top 16 Best Digital Marketing Tools in 2019” below are important digital
marketing tools that are ‘Hubspot’ can allows you to Grow the traffic, convert
leads, and prove ROI for your inbound marketing campaigns and Shorten deal
cycles and increase close rates with the provided sales tools. ‘Ahrefs’ great
in competitive analysis, check out who is linking to your competitors, see
content ranks, Gap tool, identify key weaknesses for your content areas. ‘Proof’
this tools useful for identifies visitors and examines their journey throughout
owner site. ‘Survey Anyplace’ this was most useful in removing the friction
from completing surveys. ‘Yoast’ this was popular plugin. It works in Gutenberg
and the Classic editor in WordPress. It was help you optimize your content for
search engines. Slack tools useful for networking and meeting others in the
digital marketing space, and gives you the freedom to join or leave channels as
needed. Trello is a content management tool. Canva Business useful for creating
images using custom pictures, icons, shapes, and fonts. Google Adwords is
Google Keyword Planner. Google Analytics was useful
for track events to learn more about user engagement. MailChimp was an email
marketing and social advertising tool. Asana was record and visualize projects. BuzzSumo is a unique
content research tool and another MeetEdgar,
Buffer and Hootsuite are useful tools.
Reviews show that present tools are frequently
used in company or human worker. Previous Researcher cannot state that which is
effective tools, and they hide information about which useful tools used for
digital marketing. There are not found sufficient information about digital
marketing and tools used for work.
(D) THEORETICAL BACKGROUND:
(1) Digital marketing's development since the
Year 1990. (2) Marketing is an activity undertaken by a company or organization
or individual or group to promote the buying or selling of a product or service
(3) the marketing of products and Services using digital technologies is called
as digital marketing. It can be mainly done on the internet but also including
phones, display ads or any other digital medium. (4) Digital marketing channels
are systems or computer system based, Which is run on the internet; that can
create, make, accelerate, and transmit product value from the producer to the
terminal consumer by digital networks (5) there are following ‘Digital marketing methods’ was used that are
(a) search engine optimization (SEO), (b) search engine
marketing (SEM) (c) content marketing, (d) influencer marketing
(e) content automation (f) campaign marketing (g) data-driven marketing (h)
viral marketing (i) e-commerce marketing (j) social media
marketing (k) social media optimization (l) e-mail direct
marketing (m) Display advertising (n) e–books, and optical
disks and games (o) mobile phones by SMS and MMS, call-back,
and on-hold mobile ring tones. (Reference M D Mohite, investopedia.com,
wikipedia.org, books)
(E) METHODOLOGY:
This research is descriptive in nature. For this study Convenience sampling is used. The area was studied
according to the Convenience. Sample Size is 500 employees from selected 50
companies, Research Area: Pune City. Respondents are taken from selected
companies, who are special in digital marketing work or they are working in the
department of digital marketing from respective companies. Primary data Information is collected through a
structured questionnaire and interview. The primary data collected through the
structured questionnaire were coded into excel sheet. Likert scale (5 point)
used for observe variables. From reviewing frequently
used digital marketing tools are selected (74 various tools). Secondary
data Information is collected through the reference book, social sites, blogs,
articles etc. Collected data analyzed and interpreted by using statistical
tools. The data was analyzed and tested using frequency, percentage, Rank and
percentage method etc (Project Duration: 10/03/2018 to 10/09/2019)
(F) DATA
ANALYSIS AND INTERPRETATION:
(a) Demographic
Analysis: Below table (I) shows that response of respondents by Gender
& Below table (II) shows that response of respondents of total Year of Work
Experience in Digital Marketing Activity
|
I |
Gender |
Frequency |
Percentage |
|
1 |
Male |
250 |
50% |
|
2 |
Female |
250 |
50% |
|
|
Total |
500 |
100 % |
|
II |
Experience |
Frequency |
Percentage |
|
1 |
0 to 5 Year |
240 |
48 % |
|
2 |
5 to 10 Year |
160 |
32 % |
|
3 |
10 to 15 Year |
88 |
18 % |
|
4 |
Above 15 Year |
12 |
2 % |
|
|
Total |
500 |
100% |
Interpretation: (I) Out of 100%
respondent; male employees were 50% and Female employees were 50%. Male & Female
employees are equally responded. (II) Out of 100% respondent; 0 to 5 year of employees
has work experience were 48 %, 5 to 10
year of year of employees has work experience were 32 %, 10 to 15 year of employees
has work experience were 18 %, Above 15 year of year of employees has work
experience were 2 %. Majority of employees has 0 to 10 years of employees has
work experience. Maximum 0 to 5 Years of experience of employees in digital
marketing work.
.
(b) Responses
Analysis: Below table 2 shows that response of respondents which were
evaluated respondent personally; and they were given opinion about listed tools
with the reference of 1: Not important, 2: Less Important, 3: Fifty-Fifty, 4:
Important, 5: Very Important is scaling technique and mean score value written.
|
Sr No |
Digital marketing Tools |
Not Important |
Less Important |
Fifty-Fifty |
Important |
Very Important |
Total % |
Mean |
|
Scale |
1 |
2 |
3 |
4 |
5 |
|||
|
Respondents N = 500 |
Responded 100 % |
||||||||
|
1 |
Hubspot |
13 % |
24 % |
25 % |
11 % |
27 % |
100% |
3.15 |
|
2 |
Ahrefs |
11 % |
27 % |
6 % |
49 % |
7 % |
100% |
3.13 |
|
3 |
Proof |
25 % |
16 % |
15 % |
31 % |
13 % |
100% |
2.93 |
|
4 |
Survey Anyplace |
11 % |
29 % |
3 % |
47 % |
10 % |
100% |
3.17 |
|
5 |
Yoast |
6 % |
31 % |
29 % |
31 % |
2 % |
100% |
2.91 |
|
6 |
Slack |
29 % |
7 % |
9 % |
47 % |
9 % |
100% |
3.00 |
|
7 |
Trello |
18 % |
31 % |
8 % |
24 % |
18 % |
100% |
2.93 |
|
8 |
Canva Business |
13 % |
26 % |
28 % |
29 % |
4 % |
100% |
2.85 |
|
9 |
Google Adwords |
10 % |
6 % |
4 % |
51 % |
19 % |
100% |
3.54 |
|
10 |
Google Analytics |
7 % |
24 % |
2 % |
33 % |
34 % |
100% |
3.64 |
|
11 |
MailChimp |
26 % |
25 % |
24 % |
25 % |
0 % |
100% |
2.48 |
|
12 |
Asana |
26 % |
22 % |
20 % |
24 % |
8 % |
100% |
2.66 |
|
13 |
BuzzSumo |
29 % |
31 % |
20 % |
10 % |
9 % |
100% |
2.39 |
|
14 |
MeetEdgar |
28 % |
27 % |
11 % |
26 % |
9 % |
100% |
2.61 |
|
15 |
Buffer |
29 % |
26 % |
29 % |
9 % |
7 % |
100% |
2.40 |
|
16 |
Hootsuite |
25 % |
7 % |
31 % |
29 % |
8 % |
100% |
2.89 |
|
17 |
Google Trends |
16 % |
11 % |
14 % |
47 % |
12 % |
100% |
3.29 |
|
18 |
Google Keyword Planner |
4 % |
28 % |
27 % |
31 % |
10 % |
100% |
3.14 |
|
19 |
AppAnnie |
38 % |
22 % |
24 % |
11 % |
5 % |
100% |
2.24 |
|
20 |
Serpstat |
19 % |
29 % |
25 % |
12 % |
16 % |
100% |
2.77 |
|
21 |
SimilarWeb |
31 % |
31 % |
16 % |
12 % |
10 % |
100% |
2.38 |
|
22 |
Facebook Audience Insights |
15 % |
25 % |
11 % |
31 % |
18 % |
100% |
3.12 |
|
23 |
Facebook Ads |
16 % |
14 % |
10 % |
36 % |
24 % |
100% |
3.38 |
|
24 |
Bing Ads |
11 % |
27 % |
11 % |
36 % |
15 % |
100% |
3.17 |
|
25 |
Appstore Search Ads |
36 % |
4 % |
29 % |
29 % |
2 % |
100% |
2.57 |
|
26 |
Manychat |
25 % |
29 % |
24 % |
11 % |
11 % |
100% |
2.55 |
|
27 |
Pushengage |
25 % |
30 % |
27 % |
10 % |
8 % |
100% |
2.47 |
|
28 |
Leanplum |
13 % |
25 % |
25 % |
11 % |
27 % |
100% |
3.15 |
|
29 |
Facebook Analytics |
11 % |
27 % |
6 % |
49 % |
7 % |
100% |
3.13 |
|
30 |
Yandex Metrica |
26 % |
16 % |
34 % |
11 % |
13 % |
100% |
2.70 |
|
31 |
Google Data Studio |
11 % |
9 % |
23 % |
27 % |
30 % |
100% |
3.57 |
|
32 |
Webris SEO Report Tool |
13 % |
37 % |
24 % |
24 % |
2 % |
100% |
2.65 |
|
33 |
Color Picker |
24 % |
26 % |
34 % |
14 % |
0 % |
100% |
2.45 |
|
34 |
Google Analytics URL Builder |
18 % |
31 % |
8 % |
24 % |
18 % |
100% |
2.93 |
|
35 |
Tag Assistant |
7 % |
24 % |
25 % |
31 % |
14 % |
100% |
3.20 |
|
36 |
FB Pixel Helper |
32 % |
26 % |
22 % |
20 % |
0 % |
100% |
2.31 |
|
37 |
Google Tag Manager |
16 % |
25 % |
15 % |
31 % |
13 % |
100% |
3.02 |
|
38 |
Data Scraper |
31 % |
49 % |
2 % |
7 % |
11 % |
100% |
2.18 |
|
39 |
Google Analytics Debugger |
6 % |
31 % |
29 % |
31 % |
2 % |
100% |
2.91 |
|
40 |
Pocket |
6 % |
29 % |
29 % |
27 % |
8 % |
100% |
3.02 |
|
41 |
pCloud Save |
20 % |
34 % |
4 % |
24 % |
19 % |
100% |
2.89 |
|
42 |
Bootstrap Studio |
9 % |
30 % |
25 % |
27 % |
10 % |
100% |
2.99 |
|
43 |
Canva |
12 % |
26 % |
26 % |
31 % |
5 % |
100% |
2.92 |
|
44 |
Flatpack |
25 % |
34 % |
28 % |
11 % |
2 % |
100% |
2.31 |
|
45 |
Marvellapp |
31 % |
29 % |
23 % |
7 % |
10 % |
100% |
2.37 |
|
46 |
Igloo |
31 % |
31 % |
29 % |
6 % |
2 % |
100% |
2.17 |
|
47 |
Adespresso ads |
22 % |
18 % |
31 % |
20 % |
9 % |
100% |
2.76 |
|
48 |
Lapa.ninja |
31 % |
22 % |
44 % |
2 % |
1 % |
100% |
2.21 |
|
49 |
Behnace |
32 % |
26 % |
40 % |
2 % |
1 % |
100% |
2.13 |
|
50 |
Dribbble |
49 % |
27 % |
20 % |
4 % |
1 % |
100% |
1.81 |
|
51 |
Unsplash |
25 % |
16 % |
15 % |
31 % |
13 % |
100% |
2.93 |
|
52 |
Headreach |
11 % |
29 % |
3 % |
47 % |
10 % |
100% |
3.17 |
|
53 |
Buzzstream |
6 % |
31 % |
29 % |
31 % |
2 % |
100% |
2.91 |
|
54 |
Pitchbox |
29 % |
33 % |
11 % |
20 % |
7 % |
100% |
2.42 |
|
55 |
Active Campaign |
47 % |
26 % |
24 % |
2 % |
1 % |
100% |
1.84 |
|
56 |
pCloud |
27 % |
25 % |
33 % |
11 % |
4 % |
100% |
2.41 |
|
57 |
Todoist |
72 % |
22 % |
0 % |
5 % |
1 % |
100% |
1.40 |
|
58 |
Jira |
48 % |
11 % |
35 % |
4 % |
2 % |
100% |
1.99 |
|
59 |
Confluence |
42 % |
22 % |
34 % |
0 % |
1 % |
100% |
1.96 |
|
60 |
Evernote |
29 % |
31 % |
29 % |
8 % |
2 % |
100% |
2.23 |
|
61 |
Sumo.com Blog |
27 % |
20 % |
24 % |
22 % |
7 % |
100% |
2.63 |
|
62 |
Digital marketer |
28 % |
31 % |
31 % |
4 % |
5 % |
100% |
2.26 |
|
63 |
Webris |
27 % |
25 % |
25 % |
11 % |
13 % |
100% |
2.58 |
|
64 |
Neil Patel Blog |
48 % |
7 % |
26 % |
6 % |
13 % |
100% |
2.29 |
|
65 |
Medium |
9 % |
22 % |
34 % |
18 % |
17 % |
100% |
3.13 |
|
66 |
Search Engine Land |
49 % |
9 % |
3 % |
29 % |
10 % |
100% |
2.42 |
|
67 |
Ahrefs Blog |
25 % |
31 % |
29 % |
10 % |
5 % |
100% |
2.39 |
|
68 |
Jon Loomer Blog |
31 % |
32 % |
27 % |
4 % |
6 % |
100% |
2.23 |
|
69 |
Hubspot Blog |
24 % |
31 % |
17 % |
9 % |
18 % |
100% |
2.65 |
|
70 |
Content Marketing Institute Blog |
27 % |
24 % |
25 % |
11 % |
13 % |
100% |
2.61 |
|
71 |
Buffer Blog |
33 % |
26 % |
26 % |
8 % |
7 % |
100% |
2.28 |
|
72 |
GrooveHQ Blog |
47 % |
22 % |
15 % |
11 % |
5 % |
100% |
2.05 |
|
73 |
MOZ Blog |
25 % |
29 % |
23 % |
13 % |
10 % |
100% |
2.55 |
|
74 |
Adespresso Blog |
21 % |
31 % |
29 % |
18 % |
1 % |
100% |
2.48 |
|
|
{Source : Primary Data} |
|||||||
Interpretation: 500 (100%)
respondents or employees are given response. They were mentioned opinion with
reference of selected digital marketing tools & various importance scales. ‘Google Analytics’ has
highest Mean score is 3.64 and ‘Todoist’ Lowest mean 1.40 value. According to data analysis Serial
number or Item number 57, 50, 66, 58, 64, 55,72, 59, 19, 25, 71, 49, 36, 21,
46, 68, 38, 45, 48, 60, 13, 54, 6, 15, 62, 14, 56, 63, 61, 70, 12, 11, 30, 3,
44, 51 and mean score was below 2.93 are ‘not important’ tools in digital
marketing. Serial number or Item number 38, 32, 44, 41, 54, 68, 5, 39, 46, 53, 60,
67, 74, 7, 13, 21, 34, 62, 69, 27, 42, 4, 26, 40, 45, 52, 73, 20, 18, 2, 24, 29,
50, 14, 33, 71, 15 and mean score was between 2.18 to 2.40 are ‘less important’
tools in digital marketing. Serial number or Item number 48, 49, 58, 30, 33,
59, 65, 56, 16, 62, 47, 25, 40, 5, 15, 39, 46, 53, 60, 67, 74, 8, 44, 27, 18,
68, 43, 64, 71, 20, 1, 2, 8, 35, 42, 63, 70, 11 and mean score was between 2.21
to 2.48 are ‘fifty- fifty important’ tools
in digital marketing. Serial number or Item number 9, 2, 29, 17, 6, 4, 52, 23,
24, 10, 3, 22, 37, 51, 5, 18, 39, 53, 43, 35, 8, 16, 25, 66, 42, 40, 31, 14,
11, 7, 34, 12, 41, 32, 61, 47, 54, 36 and mean score was between 2.31
to 3.54 are ‘important’ tools in digital
marketing. Serial number or Item number 10, 31, 1, 28, 23, 9, 41, 7, 34, 69,
22, 65, 20, 24, 35, 70, 3, 30, 37, 51, 63, 64, 17, 26, 38, 4, 45, 52, 66, 73,
21, 18, 42, 13, 6, 14, 47, 40 and mean score was between 3.02 to 3.64 are ‘very important’ tools in digital marketing.
.
(c) Ranking and
Percentage: Below table 3 shows Ranking and Percentage of Useful
Digital Marketing Tools used by specialist or practitioner.
|
|
Sr |
Digital
marketing Tools |
Mean |
Rank |
Percentage |
|
|
|
10 |
Google Analytics |
3.64 |
1 |
100.00% |
|
|
|
31 |
Google Data Studio |
3.57 |
2 |
98.60% |
|
|
|
9 |
Google Adwords |
3.54 |
3 |
97.20% |
|
|
|
23 |
Facebook Ads |
3.38 |
4 |
95.80% |
|
|
|
17 |
Google Trends |
3.29 |
5 |
94.50% |
|
|
|
35 |
Tag Assistant |
3.20 |
6 |
93.10% |
|
|
|
24 |
Bing Ads |
3.17 |
7 |
91.70% |
|
|
|
4 |
Survey Anyplace |
3.17 |
8 |
89.00% |
|
|
|
52 |
Headreach |
3.17 |
8 |
89.00% |
|
|
|
1 |
Hubspot |
3.15 |
10 |
86.30% |
|
|
|
28 |
Leanplum |
3.15 |
10 |
86.30% |
|
|
|
18 |
Google Keyword Planner |
3.14 |
12 |
84.90% |
|
|
|
2 |
Ahrefs |
3.13 |
13 |
82.10% |
|
|
|
29 |
Facebook Analytics |
3.13 |
13 |
82.10% |
|
|
|
65 |
Medium |
3.13 |
15 |
80.80% |
|
|
|
22 |
Facebook Audience Insights |
3.12 |
16 |
79.40% |
|
|
|
40 |
Pocket |
3.02 |
17 |
78.00% |
|
|
|
37 |
Google Tag Manager |
3.02 |
18 |
76.70% |
|
|
|
6 |
Slack |
3.00 |
19 |
75.30% |
|
|
|
42 |
Bootstrap Studio |
2.99 |
20 |
73.90% |
|
|
|
7 |
Trello |
2.93 |
21 |
71.20% |
|
|
|
34 |
Google Analytics URL Builder |
2.93 |
21 |
71.20% |
|
|
|
3 |
Proof |
2.93 |
23 |
68.40% |
|
|
|
51 |
Unsplash |
2.93 |
23 |
68.40% |
|
|
|
43 |
Canva |
2.92 |
25 |
67.10% |
|
|
|
5 |
Yoast |
2.91 |
26 |
63.00% |
|
|
|
39 |
Google Analytics Debugger |
2.91 |
26 |
63.00% |
|
|
|
53 |
Buzzstream |
2.91 |
26 |
63.00% |
|
|
|
16 |
Hootsuite |
2.89 |
29 |
61.60% |
|
|
|
41 |
pCloud Save |
2.89 |
30 |
60.20% |
|
|
|
8 |
Canva Business |
2.85 |
31 |
58.90% |
|
|
|
20 |
Serpstat |
2.77 |
32 |
57.50% |
|
|
|
47 |
Adespresso ads |
2.76 |
33 |
56.10% |
|
|
|
30 |
Yandex Metrica |
2.70 |
34 |
54.70% |
|
|
|
12 |
Asana |
2.66 |
35 |
53.40% |
|
|
|
32 |
Webris SEO Report Tool |
2.65 |
36 |
50.60% |
|
|
|
69 |
Hubspot Blog |
2.65 |
36 |
50.60% |
|
|
|
61 |
Sumo.com Blog |
2.63 |
38 |
49.30% |
|
|
|
14 |
MeetEdgar |
2.61 |
39 |
46.50% |
|
|
|
70 |
Content Marketing Institute Blog |
2.61 |
39 |
46.50% |
|
|
|
63 |
Webris |
2.58 |
41 |
45.20% |
|
|
|
25 |
Appstore Search Ads |
2.57 |
42 |
43.80% |
|
|
|
73 |
MOZ Blog |
2.55 |
43 |
42.40% |
|
|
|
26 |
Manychat |
2.55 |
44 |
41.00% |
|
|
|
11 |
MailChimp |
2.48 |
45 |
39.70% |
|
|
|
74 |
Adespresso Blog |
2.48 |
46 |
38.30% |
|
|
|
27 |
Pushengage |
2.47 |
47 |
36.90% |
|
|
|
33 |
Color Picker |
2.45 |
48 |
35.60% |
|
|
|
66 |
Search Engine Land |
2.42 |
49 |
34.20% |
|
|
|
54 |
Pitchbox |
2.42 |
50 |
32.80% |
|
|
|
56 |
pCloud |
2.41 |
51 |
31.50% |
|
|
|
15 |
Buffer |
2.40 |
52 |
30.10% |
|
|
|
67 |
Ahrefs Blog |
2.39 |
53 |
28.70% |
|
|
|
13 |
BuzzSumo |
2.39 |
54 |
27.30% |
|
|
|
21 |
SimilarWeb |
2.38 |
55 |
26.00% |
|
|
|
45 |
Marvellapp |
2.37 |
56 |
24.60% |
|
|
|
36 |
FB Pixel Helper |
2.31 |
57 |
23.20% |
|
|
|
44 |
Flatpack |
2.31 |
58 |
21.90% |
|
|
|
64 |
Neil Patel Blog |
2.29 |
59 |
20.50% |
|
|
|
71 |
Buffer Blog |
2.28 |
60 |
19.10% |
|
|
|
62 |
Digital marketer |
2.26 |
61 |
17.80% |
|
|
|
19 |
AppAnnie |
2.24 |
62 |
16.40% |
|
|
|
68 |
Jon Loomer Blog |
2.23 |
63 |
15.00% |
|
|
|
60 |
Evernote |
2.23 |
64 |
13.60% |
|
|
|
48 |
Lapa.ninja |
2.21 |
65 |
12.30% |
|
|
|
38 |
Data Scraper |
2.18 |
66 |
10.90% |
|
|
|
46 |
Igloo |
2.17 |
67 |
9.50% |
|
|
|
49 |
Behnace |
2.13 |
68 |
8.20% |
|
|
|
72 |
GrooveHQ Blog |
2.05 |
69 |
6.80% |
|
|
|
58 |
Jira |
1.99 |
70 |
5.40% |
|
|
|
59 |
Confluence |
1.96 |
71 |
4.10% |
|
|
|
55 |
Active Campaign |
1.84 |
72 |
2.70% |
|
|
|
50 |
Dribbble |
1.81 |
73 |
1.30% |
|
|
|
57 |
Todoist |
1.40 |
74 |
0.00% |
|
Interpretation: With reference of ranking and percentage
table it seen that top 74 tools which are sorted by highest mean score to
lowest mean score and provide rank to respective tools. Ranking 1st
to 74th given by analysis. It was seen that between 75 % to 100% and
Mean score between 3.00 to 3.64 are found in rank 1 to 19 which of them tools
are Google Analytics, Google Data Studio, Google Adwords, Facebook Ads, Google
Trends, Tag Assistant, Bing Ads, Survey Anyplace, Headreach, Hubspot, Leanplum,
Google Keyword Planner, Ahrefs, Facebook Analytics, Medium, Facebook Audience
Insights, Pocket, Google Tag Manager, Slack useful digital marketing tools. It was
seen that between 50 % to 75% and Mean score between 2.65 to 2.99 are found in
rank 20 to 36 which of them tools are Bootstrap Studio, Trello, Google
Analytics URL Builder, Proof, Unsplash, Canva, Yoast, Google Analytics Debugger,
Buzzstream, Hootsuite, pCloud Save, Canva Business, Serpstat, Adespresso ads, Yandex
Metrica, Asana, Webris SEO Report Tool, Hubspot Blog. It was seen that between 25
% to 50% and Mean score between 2.38 to 2.63 are found in rank 38 to 55 which
of them tools are Sumo.com Blog, MeetEdgar, Content Marketing Institute Blog, Webris,
Appstore Search Ads, MOZ Blog, Manychat, MailChimp, Adespresso Blog, Pushengage,
Color Picker, Search Engine Land, Pitchbox, pCloud, Buffer, Ahrefs Blog, BuzzSumo,
SimilarWeb. It was seen that between 00 % to 25 % and Mean score between 1.40
to 2.37 are found in rank 56 to 74 which of them tools are Marvellapp, FB Pixel Helper, Flatpack, Neil
Patel Blog, Buffer Blog, Digital marketer, AppAnnie, Jon Loomer Blog, Evernote,
Lapa.ninja, Data Scraper, Igloo, Behnace, GrooveHQ Blog, Jira, Confluence, Active
Campaign, Dribbble, Todoist.
Majority
of respondent are more confident with or told that more useful tools are as Google
Analytics has Rank 1, Google Data Studio
has Rank 2, Google Adwords has Rank 3, Facebook Ads has Rank 4, Google Trends has Rank 5, Tag Assistant has
Rank 6, Bing Ads has Rank 7, Survey Anyplace has Rank 8, Headreach has
Rank 8,
Hubspot has Rank 10, Leanplum has Rank 10, Google Keyword Planner has Rank 12, Ahrefs
has Rank 13, Facebook Analytics has Rank 13, Medium has Rank 15, Facebook Audience Insights has Rank 16, Pocket has Rank 17, Google Tag
Manager has Rank 18, Slack has Rank 19,
Bootstrap Studio has Rank 20, Trello has
Rank 21, Google Analytics URL Builder has
Rank 21, Proof has Rank 23, Unsplash has
Rank 23, Canva has Rank 25, Yoast has
Rank 26, Google Analytics Debugger has
Rank 26, Buzzstream has Rank 26, Hootsuite has Rank 29, pCloud Save has
Rank 30, Canva Business has Rank 31, Serpstat has
Rank 32, Adespresso ads has Rank 33, Yandex Metrica has Rank 34, Asana has Rank 35, Webris SEO Report Tool has Rank 36, Hubspot Blog has Rank 36.
(G) FINDING
The specialist used various techniques for
marketing. Each and every digital marketing tool has own specification and benefit.
According to study there are selected 74 tools are important for any digital
marketing projects. A researcher found that there are only 37 tools are useful
for digital marketing work. Most respondents told that paid tools are more
benefited than free tools.
(H)
SUGGESTION
(1) There are important for marketing
operations is establishing a project workflow between marketing and the rest of
the organization or companies. (2) Read mind of the customer or consumer or the
audience. Monitor and collect information of Customer (his/ her) interest. (3)
Use, implement and develop special technique with the help of digital marketing
tools for marketing. (4) Secure customer data, digital marketing work plan and
be safe from external threats. (5) stay honest with the customer. (6) Study
deeply with third party tools.
(I) CONCLUSION:
Present
business environment trust on digital marketing and its techniques. They are
rely on digital marketing for best result in future. Specialist told that
Digital marketing reduced cost as comparing to traditional marketing.
Specialist used various paid or free third party application software to win in
market. Researcher was studied 74 digital marketing tools which are useful and
has its own advantages during work. Research study shows that there are 37
digital marketing tools are more useful for work. These are Google Analytics,
Google Data Studio, Google Adwords, Facebook Ads, Google Trends, Tag Assistant,
Bing Ads, Survey Anyplace, Headreach, Hubspot, Leanplum, Google Keyword
Planner, Ahrefs, Facebook Analytics, Medium, Facebook Audience Insights, Pocket,
Google Tag Manager, Slack, Bootstrap Studio, Trello, Google Analytics URL
Builder, Proof, Unsplash, Canva, Yoast, Google Analytics Debugger, Buzzstream, Hootsuite,
pCloud Save, Canva Business, Serpstat, Adespresso ads, Yandex Metrica, Asana, Webris
SEO Report Tool, Hubspot Blog. Digital
Marketing is easy way to promote the buying or selling of product or service.
(J) ACKNOWLEDGEMENT:
“Study was understood overview of digital marketing
and useful digital marketing tools used by specialist. There are requiring implementation
of new modern technique, process and concept in Digital Marketing. Effective,
user friendly and cheap Digital marketing tools require in modern
business”. {Thanks to Volunteer Person
name Mr. Yuvraj Kamble,
B.E. as Assistant (from Institute: STBCET, Tuljapur M 9867555699),
Miss Pooja Bargale, M.Phil as Assistant (from Institute:
CSIBER, Kolhapur) whose were Successfully Did Assigned Responsibility for
Completion of this Research | Title of Project: “Study
of Digital Marketing and Useful Tools Used by Specialist” Project Duration
10/03/2018 to 10/09/2019}.
(K) REFERENCE
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