Event Title

Digital Marketing and its Impact on Sales

Session

Management, Business and Economics

Description

Management models and marketing strategy have transformed with the advent of the Internet and the development of information technology. In addition, the approach of business activities has changed in relation to the consumer behavior, communication process and in particular the effects are observed in the sales of products. The main purpose of this paper is to analyze the changes that are encountered in business sales after the application of digital platform in marketing activities. The leading question of the research is: does digital marketing influence the growth of business sales compared to the applied forms of marketing on earlier stages? Data collection was accomplished by sending questionnaires to several digital-based companies in Kosovo, to analyze the state of sales after the application of some specific categories of marketing by integrating the digital channels. Throughout the research it was ensured that the applied sample represented the population. The data analysis method through dependent sample t-test was used to confirm the hypotheses presented in the paper. Information review and interpretation was achievable through a statistical software for data analysis. The results show that after the application of digital marketing channels there was an impact in enterprises sales, therefore proving the main hypotheses of the research.

Keywords:

Marketing, Digital, Data, Business, Sales

Session Chair

Edmond Hajrizi

Session Co-Chair

Naim Preniqi

Proceedings Editor

Edmond Hajrizi

ISBN

978-9951-437-96-7

Location

Lipjan, Kosovo

Start Date

31-10-2020 9:00 AM

End Date

31-10-2020 10:30 AM

DOI

10.33107/ubt-ic.2020.318

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Oct 31st, 9:00 AM Oct 31st, 10:30 AM

Digital Marketing and its Impact on Sales

Lipjan, Kosovo

Management models and marketing strategy have transformed with the advent of the Internet and the development of information technology. In addition, the approach of business activities has changed in relation to the consumer behavior, communication process and in particular the effects are observed in the sales of products. The main purpose of this paper is to analyze the changes that are encountered in business sales after the application of digital platform in marketing activities. The leading question of the research is: does digital marketing influence the growth of business sales compared to the applied forms of marketing on earlier stages? Data collection was accomplished by sending questionnaires to several digital-based companies in Kosovo, to analyze the state of sales after the application of some specific categories of marketing by integrating the digital channels. Throughout the research it was ensured that the applied sample represented the population. The data analysis method through dependent sample t-test was used to confirm the hypotheses presented in the paper. Information review and interpretation was achievable through a statistical software for data analysis. The results show that after the application of digital marketing channels there was an impact in enterprises sales, therefore proving the main hypotheses of the research.