The influence of digital marketing strategy on a sales performance on a bridal company.

• Main Authors: Subramaniam, Rajaletchumi, Mohd. Rizal, Adriana, Theresa, Ho Char Fei, Abdul Salam, Zarina
• Format: Article
• Language: English
• Published: Human Resource Management Academic Research Society (HRMARS) 2023
• Subjects: HB615-715 Entrepreneurship. Risk and uncertainty. Property
• Online Access: http://eprints.utm.my/105287/1/AdrianaMohdRizal2023_TheInfluenceofDigitalMarketingStrategy.pdf; http://eprints.utm.my/105287/; https://hrmars.com/papers_submitted/19768/the-influence-of-digital-marketing-strategy-on-a-sales-performance-of-a-bridal-company.pdf

Digital marketing is a new advertising strategy that utilises digital technology and the internet. Digital marketing utilises multiple digital networks to develop the value of a brand and bring it from the manufacturer to the potential buyer. Digital marketing has revolutionised the way companies use technology for their advertising. Digital platforms are gradually being transformed into advertising strategies and people are using digital platforms instead of going to physical shops. The digital marketing strategy is important to ensure the bridal artist can earn continues income stream all over the months and build a strong brand for their bridal company. Moreover, digital marketing assists the bridal company to target the audience in short period and widen the loyal customer base. In addition to e-commerce marketing, digital marketing components such as SEO (search engine optimisation), SEM (pay-per-click), content marketing, email marketing, social media marketing and advertisements are becoming increasingly popular in digital marketing. The conceptual research paper for a bridal company using digital marketing incorporates qualitative methods to explore customer behaviors and preferences, aiding in optimizing digital strategies for better engagement and success. Satisfied customers become loyal due to great shopping experiences through digital marketing for a bridal company. To meet customer needs, information must be enough, relevant, consistent, and easy to understand when providing goods and services. The purpose of this study is to examine the literature on digital marketing strategies and their impact on a bridal fashion company. This study proposes a conceptual model of the influence of digital marketing strategy on the sales performance of a bridal fashion company.