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Digital marketing is the platform for promoting products and services through online means. Digital marketing is a powerful tool for business growth. Online businesses such as Amazon and Alibaba have expanded using digital marketing tools. In academics, much of the research work for digital marketing is under process. To excel in digital marketing research, students must select quality digital marketing dissertation topics.
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List of Trending Digital Marketing Dissertation Topics 2024
Topic 1: How Digital Marketing Influence Consumer Purchase Behavior :A Case Study of Millennial In America
Research Aim: Digital media marketing enables businesses to advertise their goods when and where consumers are most inclined to make impulsive or spontaneous purchases. Brands employ offers, discounts, and deals to persuade consumers to purchase their goods. This research aims to investigate the factors associated with digital marketing that tends to influence consumer buying behaviour. For this purpose, this research targets the Millennial generation in America as a chosen population.
Topic 2: Role of Digital Marketing in Promoting Tourism Business
Research Aim: The development and expansion of the tourist business have been considerably aided by information and communication technology. More than half of all online time is spent on mobile devices, yet most Internet users still use mobile devices and PCs to access the web. Therefore, digital marketing presents a fantastic potential for travel businesses and suppliers to market and sell their products and build enduring relationships with their clients. This research, which is one of the digital marketing thesis topics, intends to explore the evolution of digital marketing in the travel industry and highlights its advantages and disadvantages. This research focuses on website publication, increasing traffic, organising digital marketing campaigns, and discussing difficulties and potential advances in the field of digital marketing.
Topic 3: Analysing the Consumer Privacy Concerns in Digital Marketing: A Comprehensive Review and Future Direction
Research Aim: With the help of digitisation, businesses can more easily centre their marketing and innovation activities on their customers' personal data. Studies show that although businesses may employ various techniques to allay privacy concerns, in certain cases, privacy concerns may even have a beneficial impact on data-driven marketing by encouraging privacy innovation and offering a source of competitive advantage. This study aims to analyse how these activities might lead to privacy problems using a privacy approach grounded in contextual integrity.
Topic 4: Understanding the Significance of Personalization in Digital Marketing: A Conceptual Framework
Research Aim: One of the major digital trends that companies are pursuing right now is personalisation. Providing a customer experience that is in line with the preferences and unique demands of the customer is the practice. It has been discovered that more businesses are preparing to invest in personalisation. They want to build websites that provide interesting material and are unique to each visitor. For this purpose, businesses quickly embrace a 'call to action' and trigger-based messages that boost engagement. This research aims to evaluate the concept of personalisation in digital marketing and how it impacts sales among customers and their purchasing behaviours.
Topic 5: Traditional Marketing vs Digital Marketing: A Comparative Analysis
Research Aim: Traditional media helps firms reach many people through billboards, print advertisements, television ads, and other means. In contrast, using social media, paid web advertisements, and search results, new media enables businesses to target a specific demographic. This study is among the leading research topics on digital marketing, which is based on comparative analysis and aims to evaluate the difference between traditional and digital marketing. The study explores these marketing techniques' characteristics, effectiveness, acceptability, and other aspects.
Topic 6: How COVID-19 Pandemic have Increased Developmental Opportunities for Digital Marketing?
Research Aim: Following Covid-19, it is now crucial for companies to utilise a variety of digital touchpoints to take advantage of the heightened traffic on each platform and improve their chances of being found by viewers. Brands have had to shift online not just to conduct business but also to increase brand recognition since it is no longer done in conventional brick-and-mortar retail or by traditional marketing techniques to stay competitive and maintain a consistent flow of business. This research aims to explore the impact of the COVID-19 pandemic on the marketing industry while also comparing it with the post-pandemic situation of digital marketing.
Topic 7: Geofencing: An overview of the Viral Location-Based Marketing (LBM) Strategy
Research Aim: The creation of a virtual border around a predefined region, such as a single building, a shopping mall, or a portion of a municipality, is known as geofencing. This border is created by combining GPS and smartphone geolocation technology with other communication-based services like texting, emailing, social networking, etc. This study aims to discuss the location-based marketing trend, which is now altering the way brick-and-mortar stores contact their customers. The study will also highlight the association of the brand image with customer sales.
Topic 8: Impact of Digital Marketing on Brand Image: A Systematic Literature Review
Research Aim: Over the past ten years, the speciality of digital marketing has grown, with direct marketing serving as its foundation. Brand marketers now have more direct and indirect channels of contact with their target customers due to the rise in the number of personal devices and their use. This study focuses on how digital marketing affects a certain product's branding. The study overviews several digital marketing methods, including email marketing, SEO, mobile marketing, blogging, affiliate marketing, etc., and their impact on consumer brand creation. This study aids in establishing the link between brand building and digital marketing.
Topic 9: Augmented Reality Marketing: Achieving Situated Customer Experience Through AR Advertisement
Research Aim: Growing interest in the use of Augmented Reality (AR) technology for marketing strategy and tactics, often known as Augmented Reality Marketing, is the result of recent developments in AR technologies (ARM). However, despite new publications on the issue, managers and researchers find it difficult to explain how ARM differs from other marketing strategies in how it provides experiences that are useful to customers. This study defines ARM as a customer-facing interface to apply digital marketing technology in physical contexts. We identify a special set of digital affordances that ARM offers above and above existent marketing tactics in traditional media. These affordances are rooted in a class of "situated cognition" ideas from social psychology.
Topic 10: Role Of Micro-Moments in Understanding the Behavior and Perception of Online Customers
Research Aim: y meeting a range of information demands, mobile devices can directly affect user behaviour and emotional states. Specific micro-moments, which are, in fact, consumer need moments, are what drive user action. Additionally, mobile devices—and smartphones in particular—can quickly satisfy users' urgent requirements, creating new chances for marketers to seize and take advantage of. The paper offers an overview of current research on user micro-moments inside the digital environment to have a better knowledge of online user intention and behavioural patterns. In addition to suggesting the theoretical underpinnings for more research, this study attempts to give an overview of recent academic and professional articles on the changes in online user experience and behaviour.
List of Latest Digital Marketing Research Topics 2024
Topic 11: Effectiveness of Social Media Influencer Marketing in the UK: A Comparative Analysis of Micro-Influencers and Macro-Influencers
Research Aim: The research aims to assess the effectiveness of social media influencer marketing in the UK, specifically comparing the impact of micro-influencers and macro-influencers. Employing a quantitative research design that involves social media analytics, consumer surveys, and influencer interviews, the study aims to identify the most impactful influencer marketing strategies for different audience segments. The research methodology will offer insights into optimizing influencer collaborations for enhanced brand reach and engagement in the dynamic UK digital landscape.
Topic 12: Optimizing Email Marketing Campaigns for Customer Retention: A Study of Personalization and Segmentation Strategies in the UK E-commerce Industry
Research Aim: This dissertation focuses on optimizing email marketing campaigns for customer retention in the UK e-commerce industry. Using a mixed-methods approach comprising consumer surveys, email campaign analysis, and A/B testing, the research aims to identify effective personalization and segmentation strategies that contribute to increased customer loyalty. The research methodology will provide actionable insights for e-commerce businesses looking to enhance the effectiveness of their email marketing efforts in the UK market.
Topic 13: Analysing Digital Advertising in the Post-Cookie Era: An Analysis of Targeting Strategies and Consumer Privacy Concerns in the UK
Research Aim: The research aims to analyze digital advertising strategies in the post-cookie era, focusing on targeting methods and consumer privacy concerns in the UK. Utilizing a mixed-methods approach involving content analysis, consumer surveys, and industry expert interviews, the study seeks to understand the impact of evolving privacy regulations on digital advertising practices. The research methodology will provide insights into ethical considerations and effective strategies for advertisers navigating the changing landscape of digital targeting in the UK.
Topic 14: Augmented Reality (AR) in Mobile Marketing: Examining Consumer Engagement and Brand Perception in the UK Retail Environment
Research Aim: This dissertation aims to examine the use of augmented reality (AR) in mobile marketing and its impact on consumer engagement and brand perception in the UK retail environment. Employing a mixed-methods research design that includes AR campaign analysis, consumer surveys, and in-depth interviews, the study seeks to understand how AR experiences influence consumer attitudes and behaviours. The research methodology will provide insights into the potential of AR as a transformative tool for enhancing mobile marketing strategies in the UK retail sector.
Topic 15: Examining the Search Engine Optimization (SEO) Strategies for Local Businesses: A Study of Best Practices and Implementation in the UK
Research Aim: The research aims to study Search Engine Optimization (SEO) strategies tailored for local businesses in the UK, focusing on best practices and implementation challenges. Using a mixed-methods approach that involves SEO audit assessments, interviews with local business owners, and expert consultations, the study aims to identify effective SEO techniques for improving local search visibility. The research methodology will provide practical recommendations to help small and medium-sized enterprises (SMEs) in the UK enhance their online presence through optimized SEO strategies.
List of Digital Marketing Project Topics For MBA
Topic 16: Evaluating the Effectiveness of the Strategic Use of Social Media Marketing in B2B Branding-A Systematic Review
Research Aim: While social media platforms are widely used in modern consumer marketing, there is little indication that business-to-business marketers have fully embraced them. Despite the fact that experts claim B2B companies can and should utilize websites like Facebook and YouTube, practically all of the well-known examples referenced in professional seminars, conferences, and the practitioner press are of consumer brands. This study is one of the digital marketing projects for MBA students, which aims to evaluate the extent to which social media majestic strategies could be effective for the success of the B2B branding process.
Topic 17: Integration and Adoption of the New Media Marketing Practices in Green Industry Businesses and its Impact on Sales
Research Aim: During the recession, the drop in house value and ownership lowered the market for decorative plants, lawns, garden goods, and associated services, which significantly negatively affected the green industry revenues. Smaller businesses have been compelled to review their marketing methods due to post-recession consolidation in the US green industry. New media marketing has attracted attention as a relatively low-cost and high-exposure marketing tactic. This study aims to examine social media marketing's use and effects on the green business.
Topic 18: Using Digital Media Marketing to Ensure Successful Retail Promotion in Green Industry Businesses
Research Aim: This study aims to examine the proportion of sales that retailers devote to marketing and advertising, including a breakdown of the media used, point-of-sale (POS) materials and their acquisition, including how green industry retailers use social media and mobile marketing, particularly quick response (QR) codes, the techniques used by retailers to gather customer demographics, customer loyalty programmes (CLP), and how retailers manage them, as well as a comparison of retail firm performance.
Topic 19: Leveraging Social Media Marketing Through Marketing-Sales-Service Interface to Enhance Customer Orientation and Organizational Performance in B2B
Research Aim: This study aims to comprehend the marketing-sales-service (M-S-S) interaction from the perspective of the weighting given to social media marketing (SMM) platforms and the effect they have on business-to-business (B2B) sales processes. Additionally, this analysis aims to determine whether marketing, sales, and service are well aligned.
Topic 20: Investigating a Salesperson’s Information Communication Behavior on Social Media as an Influential Factor for Customer Satisfaction in B2B Sales
Research Aim: Increased social media engagement may benefit sales organizations if salespeople use it to facilitate their habits. Social media has transformed how buyers and sellers communicate. This research is among the leading PhD topics in digital marketing, which targets Business-to-Business interactions to investigate how the information communication behaviour of a salesperson tends to influence customer satisfaction.
List of Digital Marketing Project Topics: New Ideas
Topic 21: Analysing Visual Blueprint for Effective Internet Marketing through Search Engine Optimization
Research Aim: Unbelievably, some Internet users still access websites using text-based, non-graphical browsers. This may include people who utilise screen readers to assist the blind or users who like very basic displays. Although these browsers are technologically advanced, they cannot understand pictures and instead show alt-image tags in their place. Despite the fact that there are relatively few people using these browsers, they need to be able to visit your website and use the material you offer just like everyone else who uses the Internet. This study is one of the top digital marketing project topics, which aims to evaluate how photos can enhance your website's usability and appeal, but whenever it's practical, utilise actual language in your content rather than images.
Topic 22: Implementing Search Engine Optimization as a Long-Term Strategy of Keyword Choice to Enhance Website Promotion
Research Aim: The selection of keywords for search engine positioning is essential for attracting customers in digital marketing strategy. The related cost is becoming a more important portion of the marketing budget. How much of the resources allotted to situating a brand on search engines can be optimised over time? The research on keyword auctions implies convergence towards a long-run equilibrium spending path, and keyword costs are frequently viewed as financial costs. However, strategies for search engine optimisation have generally concentrated on the short term and are linked with implicit costs. This study recommends using projected cost per click, which represents the financial cost of organic keywords, to make long-term conclusions.
Topic 23: Integrating Artificial Intelligence in Digital Marketing to Maximize Return on Investment (ROI): A Systematic Review
Research Aim: Some digital marketers are unaware of the value of applying artificial intelligence, while others are unaware of how to do so. AI is now causing a major global disruption in digital and social media marketing. This study’s aim is to examine the various ways in which social media and digital advertising professionals and agencies can use AI to specialize to a high level while maintaining teamwork and creativity to increase return on investment. In order to better affect digital marketing initiatives, social media marketers may utilize this article as a beneficial reference when using AI applications.
Topic 24: Designing a New Social Media Marketing Approach to Contradict the Retail Website Traffic, Increase Sales and Deal with Orders
Research Aim: Social media has emerged as an integrated digital marketing approach for promoting corporate items, with the ultimate goal of maximizing profits, given the fast spread of digital technology. Social media increases online traffic, but it has little to no impact on the number of product purchases or sales revenue. However, larger social media efforts often generate a much higher volume of orders and revenue from sales, with Facebook emerging as the most successful platform. This project-based study, one of the digital marketing-related topics, aims to design a new approach in social media that could assist in tackling website traffic, increasing sales and taking maximum orders.
Topic 25: Navigating a Strategy to Increase Coupon Redemption Rates on Digital Platform: Email Coupon Vs Text Message Coupon
Research Aim: The online shopping experience now heavily relies on coupons, often in the form of "promotion codes," but using coupons online is very different from using them in traditional retail. Customers start the redemption of coupons offline, but online buyers are often asked to input a code at the end of the checkout process. This urging might affect consumers' perceptions and actions, such as shopping cart abandonment. This Study aims to investigate a strategy that could be used to increase coupon redemption to optimize the use of coupons by customers on digital platforms. A comparison will be drawn between coupons sent by emails and text messages to evaluate the more effective and responsive technique.
How to Write a Good Digital Marketing Dissertation Topic?
Crafting an effective Digital Marketing dissertation topic involves a thoughtful approach. Begin by identifying a specific area within digital marketing that captivates your interest, such as social media strategies, influencer marketing, or emerging technologies. Formulate a concise and clear title that reflects your chosen focus and addresses relevant challenges or trends in the dynamic realm of digital marketing. Ensure your research aim aligns with contributing valuable insights to this ever-evolving field.
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