Skip to main content
SpringerLink
Log in

Analysis of Success of Digital Marketing Using Vernacular Contents

  • Chapter
  • First Online:
Innovations in Computer Science and Engineering

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 103))

  • 783 Accesses

Abstract

The rise of regional languages for digital marketing is increasing continuously. Majority of Indians prefer marketing in local Languages. India is among the fastest-growing smartphone markets in the world. This provides an immense scope of brand development and growth of digital marketing. In this paper, the impact of three languages: English, Hindi and Bengali on digital marketing has been analyzed. The analysis shows that online websites using vernacular languages are preferred and have more impact on the consumer.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 99.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 129.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 199.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  1. Gangeshwer DK (2013) E-commerce or internet marketing: a business review from Indian context”. Int J u- e-Serv, Sci Technol 6(6):187–192

    Article  Google Scholar 

  2. Reinartz WJ, Kumar V (2003) The impact of customer relationship characteristics on profitable lifetime duration. J Market 67(1):77–79

    Article  Google Scholar 

  3. Sheth JN, Sharma A (2005) International e-marketing: opportunities and issues. Int Mark Rev 22(6):611–622

    Article  Google Scholar 

  4. Barasch A, Berger J (2014) Broadcasting and narrowcasting: how audience size affects what people share. J Mark Res 51(3):286–299

    Article  Google Scholar 

  5. Smith KT Longitudinal study of digital marketing strategies targeting millennials

    Google Scholar 

  6. Karakaya F, Charlton TE (2001) Electronic commerce: current and future practices. Manag Financ 27(7):42–53

    Google Scholar 

  7. Devi CS, Anita M (2013) E marketing challenges and opportunities, pp 96—105. Retrieved from www.ijsrm.in

  8. Boudreau M-C, Watson RT (2006) Internet Advert Strat Alignment Internet Res 16:23–37

    Google Scholar 

  9. Dotson MJ, Hyatt EM (2005) Major influence factors in children’s consumer socialisation. J Consum Market 22(1):35–42

    Article  Google Scholar 

  10. http://www.businessworld.in/article/The-Role-Of-Vernacular-Content-In-Digital-Marketing/03-11-2018-163381/

  11. https://nishamadhulika.com/2240-spicy_matar_namkeen.html

  12. https://bestmediainfo.com/2018/11/digital-growth-unstoppable-vernacular-videos-and-content-integration-to-lead-advertising-shamsuddin-jasani-isobar/

  13. https://www.adgully.com/vernacular-content-to-lead-digital-marketing-growth-61843.html

  14. https://analytics.google.com/analytics/web/?authuser=1#/report/visitors-demographics-overview/a105414775w157396384p187328123

  15. Anoop TS (2014) Digital marketing communication mix. www.linkedin.com/20141201185

  16. Chathurvedula S (2015) Indian ecommerce sales to reach $55 billion by 2018

    Google Scholar 

  17. www.livemint.com>customer>research

  18. Murthy S (2016) Always keep your customers close and your loyalist closer

    Google Scholar 

  19. www. economictimes.indiatimes.com > collections > digital marketing

    Google Scholar 

  20. Chaffey D, Smith P (2008) E-marketing excellence: planning and optimizing your digital marketing, Routledge. 4th edn., pp 580–593

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Amity University Uttar Pradesh, Noida, India

    Agrim Sharma & Neetu Mittal

Authors
  1. Agrim Sharma
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Neetu Mittal
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. Guru Nanak Institutions, Hyderabad, Telangana, India

    Harvinder Singh Saini

  2. Guru Nanak Institutions, Hyderabad, Telangana, India

    Rishi Sayal

  3. School of Computing and Information Systems, The University of Melbourne, Melbourne, VIC, Australia

    Rajkumar Buyya

  4. Department of Computer Science and Engineering, Jawaharlal Nehru Technological University Hyderabad, Hyderabad, Telangana, India

    Govardhan Aliseri

Rights and permissions

Reprints and permissions

Copyright information

© 2020 Springer Nature Singapore Pte Ltd.

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Sharma, A., Mittal, N. (2020). Analysis of Success of Digital Marketing Using Vernacular Contents. In: Saini, H., Sayal, R., Buyya, R., Aliseri, G. (eds) Innovations in Computer Science and Engineering. Lecture Notes in Networks and Systems, vol 103. Springer, Singapore. https://doi.org/10.1007/978-981-15-2043-3_20

Download citation

  • DOI: https://doi.org/10.1007/978-981-15-2043-3_20

  • Published:

  • Publisher Name: Springer, Singapore

  • Print ISBN: 978-981-15-2042-6

  • Online ISBN: 978-981-15-2043-3

  • eBook Packages: EngineeringEngineering (R0)

Publish with us

Policies and ethics

Search

Navigation