The Impact of Email Marketing, Mobile Marketing and Retargeting on online Consumer Buying Behavior

Abstract

This research identified the impact of Email marketing, Mobile marketing and Re targeting on consumer buying behavior in an online setup. With the growing trend of digitization and internet,the dynamics of businesses are changing, and consumers are now heading towards online shopping. With these changes, it is very important for marketers to carefully examine their buying behavior and target them accordingly.

This study helps in understanding that how with the help of Email marketing, Mobile marketing and Re targeting, online consumer behavior can be changed. According to the hypothesis, all three variables had a positive effect on consumer buying behavior which means that by the effective use of these measures, marketers can enhance purchases made by consumers. However, one of the hypothesis, i.e., Email marketing has a positive impact on consumer buying behavior was rejected because of some issues; Emails go unnoticed or go in spam/junk, etc

Retargeting is a relatively new concept in online advertising. Hence, the researchers opted for this variable to know its impact, and with the wide use of Retargeting in modern marketing, it showed a positive impact on consumer buying behavior.