Brand Awareness and Digital Marketing: Measurement Tools and Data Analytics for Agricultural Industry

Abstract

The current era has been going through significant transformations owing to the innovative technologies, digitalization, social media, and online business trends worldwide. In the rapid and dynamic environment, marketers are continuously focused on exploring new and digital ways to reach and engage customers in the agricultural industry. Therefore, digital marketing has been recognized as a critical tool for marketers, researchers, and customers to develop brand awareness, interact and build customer engagement over longer periods. Consequently, generating positive customer outcomes i.e., brand awareness, persuasion, customer satisfaction, brand loyalty, and positive word of mouth. The study aimed to evaluate the impact of digital marketing tools on the brand awareness of consumers in agricultural industry. By examining diverse social media channels, the study aimed to provide an analysis of quantitative techniques used to assess the effectiveness of digital marketing. The study furnishes insights for the practitioners to select effective social media tools according to their goal and objectives. The study enables social media marketers to optimize their digital marketing strategies by utilizing minimum organizational resources.