The Future of Indirect Marketing in a Digital World
| dc.contributor.advisor | Ye Yang, Nicole | |
| dc.contributor.author | Aldowais, Raed Fahad | |
| dc.date.accessioned | 2024-11-11T07:07:15Z | |
| dc.date.issued | 2024-09-27 | |
| dc.description | This study has thoroughly explored the influence of consumer behaviour and digital technology on indirect marketing strategies through secondary data analysis. By leveraging a wide array of secondary sources—including academic journals, industry reports, case studies, and authoritative online publications—the research has provided a detailed and nuanced understanding of the role of artificial intelligence (AI), big data, and the Internet of Things (IoT) in shaping contemporary marketing strategies. The chosen sources were carefully selected for their credibility and relevance, ensuring that the data reflected the latest trends and developments in the field. Secondary data analysis has proven to be a cost-effective and time-efficient approach, allowing for the examination of a broad spectrum of data without the need for primary data collection. This method facilitated access to extensive datasets and high-quality. information from reputable sources, which was instrumental in drawing comprehensive insights into the research questions. Despite its advantages, secondary data analysis comes with certain limitations. These include potential misalignment between the data and specific research objectives, limited control over the original data collection processes, and possible biases inherent in the sources. Nonetheless, the methodology successfully provided a rich foundation of information, contributing valuable insights into how digital technologies impact indirect marketing strategies. | |
| dc.description.abstract | This dissertation explores the transformative impact of digital technologies on indirect marketing strategies, focusing on how businesses adapt to the evolving digital landscape. The study aims to assess the roles of artificial intelligence (AI), big data, and the Internet of Things (IoT) in enhancing indirect marketing, with a specific focus on consumer behaviour and brand loyalty. The research methodology is based on secondary data analysis, drawing from academic journals, industry reports, and case studies. This approach allows for a comprehensive examination of current trends and technologies affecting marketing practices across various industries. The main findings indicate that AI, big data, and IoT significantly enhance marketing effectiveness by improving customer targeting, personalization, and real-time engagement. These technologies have enabled businesses to create more meaningful consumer interactions, leading to increased customer loyalty and higher marketing ROI. The integration of these technologies provides a synergistic effect that amplifies their individual benefits. In conclusion, the dissertation underscores the critical role of digital technologies in shaping modern marketing strategies. The study highlights the importance of adopting these technologies to remain competitive in a digital-first marketplace while addressing challenges such as data privacy and the need for skilled personnel. These insights offer valuable guidance for future research and practical application in the field of digital marketing. | |
| dc.format.extent | 58 | |
| dc.identifier.uri | https://hdl.handle.net/20.500.14154/73547 | |
| dc.language.iso | en | |
| dc.publisher | University of Sussex | |
| dc.subject | Indirect Marketing | |
| dc.subject | Digital Transformation | |
| dc.subject | Artificial Intelligence (AI) | |
| dc.subject | Consumer Engagement | |
| dc.subject | Brand Loyalty | |
| dc.title | The Future of Indirect Marketing in a Digital World | |
| dc.type | Thesis | |
| sdl.degree.department | Business | |
| sdl.degree.discipline | Strategic Marketing | |
| sdl.degree.grantor | University of Sussex | |
| sdl.degree.name | Master of Science in Strategic Marketing |