SCOPE OF DIGITAL MARKETING ON SOCIAL NETWORKS IN PAKISTAN

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INTRODUCTION-DIGITAL MARKETING

Using electronic channels to market, advertise, promote and inform about product and services to the consumers, specifically the target market.

Digital Market

ing

Mobile

SOCIAL MEDIA

Social media is one where any user has the ability to communicate, share opinions, involve in to discussions and sharing of content from any individual’s perspective.

SOCIAL MEDIABLOGS

CONTENT COMMUNITIES

SOCIAL NETWORKS

CONTENT AGGREGATORS

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Ease of Access-No geographical boundary Cost effective-The marketing cost for Internet is almost

nothing in comparison to the marketing cost done It gets easier for the companies to stay in touch with

their customers The process of marketing via internet is fairly quick Facility to shop online at customer convenience

INTRODUCTION

ADVANTAGES -DIGITAL MARKETING ON SOCIAL NETWORKS

DISADVANTAGES-DIGITAL MARKETING ON SOCIAL NETWORKS

Spamming Companies fail to respond to customer queries

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Mostly restricted to banner advertisements. Pakistan is within the top 5 countries with the highest addition of internet users. From 2006 to 2009, there has been more than 50% addition in the number of internet users Marketing on social networks is a new phenomena.

INTRODUCTION

Background of digital marketing on Social Networks in Pakistan

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Is there scope of reaching customers through means of digital marketing on social networks and do users of social networks like Facebook show interest in interactive marketing done by organizations and get involved in the process of sharing opinion, commenting and finally using a particular product by buying it through means of online purchase facilities.

INTRODUCTION

PROBLEM STATEMENT

OBJECTIVE OF THE STUDY

To what extent do users of social networks actually respond to advertisements of products on the social networks and groups created for their promotion?

To what extent is the digital marketing on social networks effective from the user’s perspective?

Is this way of marketing cost effective, convenient, informative, and interactive and registers a longer brand recall as well.

Are there any risk factors from the point of view of customers/users of social networks?

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RESEARCH DESIGN QUANTITIVE

METHOD OF COLLECTION QUESTIONNAIRES

DATA COLLECTION PRIMARY DATA+SECONDARY DATA

SOFTWARE EMPLOYED SPSS

RESEARCH METHODOLOGY

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DATA ANALYSIS

To what extent do users of social networks actually respond to advertisements of products on the social networks and groups created for their promotion?

To what extent is the digital marketing on social networks effective from the user’s perspective?

Is this way of marketing cost effective, convenient, informative, and interactive and registers a longer brand recall as well.

Are there any risk factors from the point of view of customers/users of social networks?

OBJECTIVESSCOPE OF

DIGITAL MARKETING ON

SOCIAL

NETWORKS

(THE FACTORS)

ANNOYING/INFORAMTI

VE

EFFECTIVE

FEEDBACK

CONVIENIENT

INTERACTIVE

RECALLABLE

RISK

TIME

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DATA ANALYSIS

60%

40%

Gender Frequency

MaleFemale

7%

48%21%

15%

4%5%

Age

18 and below19-2425-3031-3536-4040 and above

5%

64%

17%

14%

Internet Usage

Don’t use internet2-3 hours a day4-5 hours a day6 hours or more

Facebook Twitter My Space LinkdIn0

50100150200250300350 327

148

64

153

40

219

303

214

Joined Social networking sites

JoinedNot Joined

Social Networking Sites

No.

of R

espo

nden

ts

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DATA ANALYSIS

no response/discarded

Gave you in-formation that

you didn't knew

Helped in mak-ing your

choice about that brand

Gave you a platform to

exchange your opinions/comments about that brand with

other people

Kept you up-dated about that brand

Series1 26 83 53 86 119

105090

130

Effects of Advertisement32.4% affected by the advertising on the social networking sites

23.4% exchange their opinions/comments about the brand with the other people.

22.6% gain new information

14.4% get help in making a choice about the brand. Descriptive Statistics of Advertisements and fanpages

N

Minimu

m

Maxim

um Mean

Std.

Deviation

Informative/Not

informative367 0 7 1.85 1.487

Interactive/Not

Interactive367 0 7 2.37 1.806

Annoying/Not

Annoying367 0 7 3.73 2.632

Valid N (listwise) 367SCOPE OF DIGITAL MARKETING ON SOCIAL NETWORKS IN PAKISTAN

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DATA ANALYSIS

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DATA ANALYSISCorrelations of advertisements and fanpages

Informativ

e/Not

informativ

e

Interactiv

e/Not

Interactiv

e

Annoying/

Not

Annoying

Informative/Not

informative

Pearson

Correlation1 .397** .224**

Sig. (2-tailed) .000 .000

N 367 367 367

Interactive/Not

Interactive

Pearson

Correlation.397** 1 .413**

Sig. (2-tailed) .000 .000

N 367 367 367

Annoying/Not

Annoying

Pearson

Correlation.224** .413** 1

Sig. (2-tailed) .000 .000

N 367 367 367

**. Correlation is significant at the 0.01

level (2-tailed).

Descriptive Statistics of Advertisements and

fan pages

N

Mini

mum

Maxi

mum Mean

Std.

Deviati

on

Informative/

Not

informative

367 0 7 1.85 1.487

Interactive/

Not

Interactive

367 0 7 2.37 1.806

Annoying/Not

Annoying367 0 7 3.73 2.632

Valid N

(listwise)367

SCOPE OF DIGITAL MARKETING ON SOCIAL NETWORKS IN PAKISTAN

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DATA ANALYSIS

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DATA ANALYSIS

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DATA ANALYSIS

Strongly

Agree

Agree

Neutra

l

Disagre

e

Strongly

Disagre

e

Not answ

ered

0

40

80

120

160

Marketing on Social networking sites is:

EffectiveConvenientInteractiveRiskyRecallable

Strongly

Agree

Agree

Neutra

l

Disagre

e

Strongly

Disagre

e

Not answ

ered

0

50

100

150

200

250

Marketing Via Social Networking Sites:

Saves timesCost EffectiveReaches Target market QuicklyQuick Feedback

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DATA ANALYSIS

148

284

193

304 317

219

83

174

63 50

Which Medium is Highly EffectiveNot Effective Effective

Very Unsec

ure

Somew

hat Unsec

ure

Unsecure

Neither

Secu

re Nor U

nsecure

Somew

hat Se

cure

Secu

re

Very Se

cure

0

50

100

150

33 38 51

144

5329 19

How Safe it is to Purchase Online

5%

47%

27%

21%

Will E-Marketing replace Tradi-tional Ways of Marketing

Don’t use internetYesNoDont Know

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CONCLUSION

Continuous growth in the field of internet. we can easily identify that E-Marketing Positive change

Other social networks and social media sites is the area of further research.

Interview from the experts and organizations. Conducting survey across Pakistan Mobile marketing

RECOMMENDATIONS

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CONT…

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CONT…

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CONT…

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CONT…

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THANKYOUPRESENTED BY

ADEEL FEROZADINA JAVED

HASSAN PIRACHA