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Perspectives on audience preferences towards digital media – A detailed study

. Padmanabhan Subbian and Dr.P.Selvamani


Abstract

Digital media marketing, on internet and mobile devices, has overtaken the customary media publicizing and since a decade has creäted additional advertising expenses than television promotional advertisements. The digital advertising is assumed to be an active technique to better aim at impending customers in the worldwide market. Indication displays that industries have progressively transferred their advertising emphasis from conventional to digital media. This study uses a descriptive investigation which searches the helpfulness of digital advertising alongside numerous mass marketing magnitudes among audiences and how they prefer to get influenced with digital media. The data was collected with the help of a structured questionnaire from 200 respondents of various cities of Tamil Nadu, India. The analysis was done with the help of statistical tools like Chi-square test, Kaiser-Meyer-Olkin (KMO) and Bartlett's Test. The results exposes that although customary media marketing still clutches its ground, digital media advertising provides more efficiency in marketing companies’ goods and services. The results also advocates that vendors must utilize more digital advertising to have better focus on their customers, predominantly the young customers.

Keywords: Digital media advertising, Internet, social media marketing, buyers’ behavior, products.

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