Customer Preferences towards Digital Marketing Strategies

Abstract

The aim of this paper is to determine customer preferences towards different strategies of Digital Marketing used to promote sale of electronic devices (laptops, tablets etc.). The interest in this type of products is expected to increase in the future, therefore it is essential for companies to find the best way to stand out from the competition. In the last decade, the development of modern technology has made Digital Marketing the most important way of interaction between companies and their customers. Digital Marketing tools give broad range of opportunities for companies to attract and retain consumers, but they need to know how their customers evaluate their marketing efforts. In order to examine which marketing strategies consumers prefer, in this paper we use Choice Based Conjoint Analysis (CBC). This method asks the respondents to choose between different combinations of marketing elements, which represents typical choice making problem they face in everyday life. Also, CBC gives us the opportunity to analyse potential interactions between given elements. Knowing which combination is seen as the most preferred one could help companies to allocate their resources and create marketing strategies that will ensure positive effects on their business performance.