{"id":"https://openalex.org/W2907094080","doi":"https://doi.org/10.4018/ijtd.2021070104","title":"Evolution of Online Marketing Tools, Approaches, and Strategies With Associated Challenges","display_name":"Evolution of Online Marketing Tools, Approaches, and Strategies With Associated Challenges","publication_year":2021,"publication_date":"2021-07-01","ids":{"openalex":"https://openalex.org/W2907094080","doi":"https://doi.org/10.4018/ijtd.2021070104","mag":"2907094080"},"language":"en","primary_location":{"id":"doi:10.4018/ijtd.2021070104","is_oa":false,"landing_page_url":"https://doi.org/10.4018/ijtd.2021070104","pdf_url":null,"source":{"id":"https://openalex.org/S190331851","display_name":"International Journal of Technology Diffusion","issn_l":"1947-9301","issn":["1947-9301","1947-931X"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310320424","host_organization_name":"IGI Global","host_organization_lineage":["https://openalex.org/P4310320424"],"host_organization_lineage_names":["IGI Global"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Journal of Technology Diffusion","raw_type":"journal-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5050986707","display_name":"Shikha Gupta","orcid":"https://orcid.org/0000-0001-7262-120X"},"institutions":[{"id":"https://openalex.org/I55124831","display_name":"J.C. Bose University of Science & Technology, YMCA","ror":"https://ror.org/014jqnm52","country_code":"IN","type":"education","lineage":["https://openalex.org/I55124831"]}],"countries":["IN"],"is_corresponding":false,"raw_author_name":"Shikha Gupta","raw_affiliation_strings":["JC Bose University of Science and Technology, India & YMCA, India"],"raw_orcid":"https://orcid.org/0000-0001-7262-120X","affiliations":[{"raw_affiliation_string":"JC Bose University of Science and Technology, India & YMCA, India","institution_ids":["https://openalex.org/I55124831"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5049745913","display_name":"Atul Mishra","orcid":"https://orcid.org/0000-0003-4929-2676"},"institutions":[{"id":"https://openalex.org/I55124831","display_name":"J.C. Bose University of Science & Technology, YMCA","ror":"https://ror.org/014jqnm52","country_code":"IN","type":"education","lineage":["https://openalex.org/I55124831"]}],"countries":["IN"],"is_corresponding":false,"raw_author_name":"Atul Mishra","raw_affiliation_strings":["JC Bose University of Science and Technology, India & YMCA, India"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"JC Bose University of Science and Technology, India & YMCA, India","institution_ids":["https://openalex.org/I55124831"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I55124831"],"apc_list":null,"apc_paid":null,"fwci":1.4427,"has_fulltext":false,"cited_by_count":4,"citation_normalized_percentile":{"value":0.8528593,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":90,"max":97},"biblio":{"volume":"12","issue":"3","first_page":"61","last_page":"82"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9979000091552734,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9979000091552734,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10203","display_name":"Recommender Systems and Techniques","score":0.9962999820709229,"subfield":{"id":"https://openalex.org/subfields/1710","display_name":"Information Systems"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.9958999752998352,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/online-advertising","display_name":"Online advertising","score":0.6990971565246582},{"id":"https://openalex.org/keywords/revenue","display_name":"Revenue","score":0.5347660183906555},{"id":"https://openalex.org/keywords/quality","display_name":"Quality (philosophy)","score":0.5340949892997742},{"id":"https://openalex.org/keywords/the-internet","display_name":"The Internet","score":0.5302965641021729},{"id":"https://openalex.org/keywords/product","display_name":"Product (mathematics)","score":0.5257160067558289},{"id":"https://openalex.org/keywords/marketing","display_name":"Marketing","score":0.5199878811836243},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.4858784079551697},{"id":"https://openalex.org/keywords/digital-marketing","display_name":"Digital marketing","score":0.4741724729537964},{"id":"https://openalex.org/keywords/bidding","display_name":"Bidding","score":0.47416701912879944},{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.46039503812789917},{"id":"https://openalex.org/keywords/direct-marketing","display_name":"Direct marketing","score":0.45229068398475647},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.4501745402812958},{"id":"https://openalex.org/keywords/marketing-strategy","display_name":"Marketing strategy","score":0.4474136233329773},{"id":"https://openalex.org/keywords/work","display_name":"Work (physics)","score":0.41492757201194763},{"id":"https://openalex.org/keywords/world-wide-web","display_name":"World Wide Web","score":0.21249908208847046},{"id":"https://openalex.org/keywords/engineering","display_name":"Engineering","score":0.13277393579483032}],"concepts":[{"id":"https://openalex.org/C512338625","wikidata":"https://www.wikidata.org/wiki/Q624902","display_name":"Online advertising","level":3,"score":0.6990971565246582},{"id":"https://openalex.org/C195487862","wikidata":"https://www.wikidata.org/wiki/Q850210","display_name":"Revenue","level":2,"score":0.5347660183906555},{"id":"https://openalex.org/C2779530757","wikidata":"https://www.wikidata.org/wiki/Q1207505","display_name":"Quality (philosophy)","level":2,"score":0.5340949892997742},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.5302965641021729},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.5257160067558289},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5199878811836243},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.4858784079551697},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.4741724729537964},{"id":"https://openalex.org/C9233905","wikidata":"https://www.wikidata.org/wiki/Q3276328","display_name":"Bidding","level":2,"score":0.47416701912879944},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.46039503812789917},{"id":"https://openalex.org/C536005652","wikidata":"https://www.wikidata.org/wiki/Q677073","display_name":"Direct marketing","level":2,"score":0.45229068398475647},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.4501745402812958},{"id":"https://openalex.org/C93032411","wikidata":"https://www.wikidata.org/wiki/Q1363963","display_name":"Marketing strategy","level":2,"score":0.4474136233329773},{"id":"https://openalex.org/C18762648","wikidata":"https://www.wikidata.org/wiki/Q42213","display_name":"Work (physics)","level":2,"score":0.41492757201194763},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.21249908208847046},{"id":"https://openalex.org/C127413603","wikidata":"https://www.wikidata.org/wiki/Q11023","display_name":"Engineering","level":0,"score":0.13277393579483032},{"id":"https://openalex.org/C121955636","wikidata":"https://www.wikidata.org/wiki/Q4116214","display_name":"Accounting","level":1,"score":0.0},{"id":"https://openalex.org/C138885662","wikidata":"https://www.wikidata.org/wiki/Q5891","display_name":"Philosophy","level":0,"score":0.0},{"id":"https://openalex.org/C2524010","wikidata":"https://www.wikidata.org/wiki/Q8087","display_name":"Geometry","level":1,"score":0.0},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.0},{"id":"https://openalex.org/C111472728","wikidata":"https://www.wikidata.org/wiki/Q9471","display_name":"Epistemology","level":1,"score":0.0},{"id":"https://openalex.org/C78519656","wikidata":"https://www.wikidata.org/wiki/Q101333","display_name":"Mechanical engineering","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.4018/ijtd.2021070104","is_oa":false,"landing_page_url":"https://doi.org/10.4018/ijtd.2021070104","pdf_url":null,"source":{"id":"https://openalex.org/S190331851","display_name":"International Journal of Technology Diffusion","issn_l":"1947-9301","issn":["1947-9301","1947-931X"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310320424","host_organization_name":"IGI Global","host_organization_lineage":["https://openalex.org/P4310320424"],"host_organization_lineage_names":["IGI Global"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Journal of Technology Diffusion","raw_type":"journal-article"},{"id":"pmh:oai:RePEc:igg:jtd000:v:12:y:2021:i:3:p:61-82","is_oa":false,"landing_page_url":"https://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJTD.2021070104","pdf_url":null,"source":{"id":"https://openalex.org/S4306401271","display_name":"RePEc: Research Papers in Economics","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I77793887","host_organization_name":"Federal Reserve Bank of St. Louis","host_organization_lineage":["https://openalex.org/I77793887"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"article"}],"best_oa_location":null,"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":8,"referenced_works":["https://openalex.org/W341704063","https://openalex.org/W568367093","https://openalex.org/W963354217","https://openalex.org/W2094606651","https://openalex.org/W2147654806","https://openalex.org/W2171960770","https://openalex.org/W2557711433","https://openalex.org/W2587885603"],"related_works":["https://openalex.org/W3108640687","https://openalex.org/W2008815286","https://openalex.org/W2059761079","https://openalex.org/W1527076575","https://openalex.org/W2607446648","https://openalex.org/W1581246342","https://openalex.org/W1972175325","https://openalex.org/W2981894583","https://openalex.org/W1546055336","https://openalex.org/W1969188889"],"abstract_inverted_index":{"Marketing":[0],"tools":[1,38,151],"like":[2],"organizing":[3],"campaigns,":[4],"banners,":[5],"TV,":[6],"and":[7,18,69,118,134,161],"radio":[8],"are":[9,39],"traditionally":[10],"designed":[11],"for":[12,130],"making":[13,87],"the":[14,23,27,78,94,101,114,132,137,142],"product":[15],"more":[16,67,81],"appealing":[17],"creating":[19],"a":[20,50,56,153],"need":[21],"in":[22,32,62],"customers'":[24,79],"minds.":[25],"With":[26],"increased":[28],"use":[29],"of":[30,59,93,113,128,136,144],"internet":[31],"our":[33],"day-to-day":[34],"life,":[35],"these":[36],"traditional":[37],"being":[40],"replaced":[41],"rapidly":[42],"by":[43,65,86],"online":[44,95,145],"marketing":[45,48,110,146],"media.":[46,121],"Online":[47,109],"is":[49,111,124],"two-way":[51],"communication":[52],"that":[53],"can":[54,75],"reach":[55],"large":[57],"number":[58],"relevant":[60],"people":[61],"less":[63],"time":[64],"providing":[66],"information":[68],"removing":[70],"geographical":[71],"constraints.":[72],"The":[73],"companies":[74],"respond":[76],"to":[77],"requirements":[80],"speedily":[82],"with":[83,90,100,148,152],"better":[84],"quality":[85],"direct":[88],"contact":[89],"them.":[91],"Most":[92],"development":[96],"work":[97],"supports":[98],"itself":[99],"revenue":[102],"earned":[103],"through":[104],"advertisements":[105],"rather":[106],"than":[107],"subscription.":[108],"one":[112],"largest,":[115],"most":[116],"effective,":[117],"fastest":[119],"advertising":[120,129],"Today,":[122],"it":[123],"an":[125],"essential":[126],"medium":[127],"meeting":[131],"desires":[133],"needs":[135],"customer.":[138],"This":[139],"paper":[140],"explores":[141],"history":[143],"along":[147],"its":[149],"basic":[150],"special":[154],"emphasis":[155],"on":[156],"keyword-based":[157],"search,":[158],"recommendation":[159],"engines,":[160],"real-time":[162],"bidding.":[163]},"counts_by_year":[{"year":2024,"cited_by_count":1},{"year":2022,"cited_by_count":3}],"updated_date":"2026-06-11T06:19:23.411458","created_date":"2025-10-10T00:00:00"}
