Digital Customer Acquisition
Ratan, Dinesh (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024120332408
https://urn.fi/URN:NBN:fi:amk-2024120332408
Tiivistelmä
Evolutionary changes in technology compel the organization to adopt innovative digital customer acquisition. However, more research is needed to obtain adequate knowledge. Therefore, the study aims to understand digital marketing in customer acquisition better. It applies a qualitative strategy, considering subjectivist and interpretivist research philosophy and constructivist paradigms. Consequently, the case study research is designed based on a broadband service provider in Nepal due to the growing digital economy. Microsoft Teams and Forms are used to interview and collect data from one manager and two customers using an open-ended questionnaire. The study also thematizes the company's digital content.
The findings show that digital marketing (DM) strategies incorporate search engine optimization (SEO), social media marketing (e.g., Facebook, Instagram, and TikTok), content marketing (e.g., blog posts, tutorials, and FAQs), and digital advertising (e.g., Pay-per-click, Google ads, customer reviews and testimonials, and social media campaigns) to acquire and retain customers in Nepal. The DM strategies for customer acquisitions comprise Facebook, TikTok videos, and timely response queries. The effectiveness of DM includes SEO, which is the most influential driver of organic traffic, social media campaigns, testimonials, promotions, and explicit advertisements. The study suggests that customer relationship marketing (CRM) should be extended to digital CRM for better practice.
Moreover, Nepalese companies should consider a digital marketing strategy with personalized and communicative content like videos, campaigns, and advertisements to acquire customers. However, significant challenges persist, such as limited digital literacy, restricted access to rural areas, and the costs of adopting modern digital technologies. Despite these barriers, the study emphasizes culturally adaptable strategies and emerging technologies like artificial intelligence (AI), essential to personalized digital customer relationships.
The findings show that digital marketing (DM) strategies incorporate search engine optimization (SEO), social media marketing (e.g., Facebook, Instagram, and TikTok), content marketing (e.g., blog posts, tutorials, and FAQs), and digital advertising (e.g., Pay-per-click, Google ads, customer reviews and testimonials, and social media campaigns) to acquire and retain customers in Nepal. The DM strategies for customer acquisitions comprise Facebook, TikTok videos, and timely response queries. The effectiveness of DM includes SEO, which is the most influential driver of organic traffic, social media campaigns, testimonials, promotions, and explicit advertisements. The study suggests that customer relationship marketing (CRM) should be extended to digital CRM for better practice.
Moreover, Nepalese companies should consider a digital marketing strategy with personalized and communicative content like videos, campaigns, and advertisements to acquire customers. However, significant challenges persist, such as limited digital literacy, restricted access to rural areas, and the costs of adopting modern digital technologies. Despite these barriers, the study emphasizes culturally adaptable strategies and emerging technologies like artificial intelligence (AI), essential to personalized digital customer relationships.