digital marketing
202351692
In pursuit of an effective B2B digital marketing strategy in an emerging market
In business markets, firms operating in developing economies deal with burgeoning use of the internet, new electronic purchase methods, and a wide range of social media and online sales platforms. However, marketers are unclear about the pattern of influence of firm initiated (i.e. paid media, owned media, and digital inbound marketing) and market initiated (i.e. earned social media and organic search) digital communications on B2B sales and customer acquisition. We develop and test a model of digital echoverse in an emerging market B2B context, using vector autoregressive modeling to analyze a unique 132 week dataset from a Brazilian hub firm operating in the marketplace. We find empirical evidence supporting our conceptual framework in emerging markets. Underscoring the importance of a market development approach for emerging markets, the findings show that owned media and digital inbound marketing play a bigger role in influencing customer acquisition. Impressions generated through earned social media complement owned media, but not paid media. These insights highlight the notion that while sources of digital echoverse may remain the same across countries, its components exert a particular pattern of influence in an emerging market context. This is expected to encourage managers to rethink their digital strategies for B2B customer acquisition and sales enhancement while operating in emerging markets.
Journal of the Academy of Marketing Science
Valter Afonso Vieira Marcos Inacio Severo de Almeida Raj Agnihotri Noga Simoes De Arruda Correa da Silva S Arunachalam
169768551
Digital Marketing Strategies Based on the E Business Model: Literature Review and Future Directions
One of the most significant changes in the last decade in the business environment has been caused by the development of information technologies and the internet. The internal structure and organization of companies has changed to evolve towards a digital environment influenced by internet business models and digital marketing (DM) techniques. This chapter develops a systematic literature review with the objective of identifying the key players in the business environment with respect to the new business models and digital marketing techniques applied to them, to improve the benefits they bring to the company. The results of the research identify and define the main actors of the electronic commerce (EC) ecosystem, as well as their typologies and the main techniques of DM used in this field of research. The results of the exploratory study can be used for future research in this field and to reinforce the reference bibliography in this area of research.
Jose Ramon Saura Pedro R Palos-Sanchez Marisol B Correia
195881561
Towards the Adoption of Machine Learning Based Analytical Tools in Digital Marketing
Exponential technological expansion creates opportunities for competitive advantage by applying new data oriented approaches to digital marketing practices. Machine learning (ML) can predict future developments and support decision making by extracting insights from large amounts of generated data. This functionality greatly impacts and streamlines the strategic decision making process of organizations. The research gap analysis revealed that a little is known about marketers' attitude toward, and knowledge about, ML tools and their adoption and utilization to support strategic and operational management. The research presented here focuses on the selection and adoption of the ML driven analytical tools by three distinct groups: marketing agencies, media companies, and advertisers. Qualitative and quantitative research was conducted on a sample of these organizations operating in Slovakia. The findings highlight: 1) the important role of intelligent analytical tools in the creation and deployment of marketing strategies; 2) the lack of knowledge about emerging technologies, such as ML and artificial intelligence (AI) 3) the potential application of the ML tools in marketing, and; 4) the low level of adoption and utilization of the ML driven analytical tools in marketing management. A framework consisting of enablers and a process map was developed to help organizations identify the opportunities and successfully execute projects that are oriented toward the deployment and adoption of the analytical ML tools in digital marketing.
IEEE Access
Andrej Miklosik Martin Kuchta Nina Evans Stefan Zak
196201625
Digital Marketing Actions That Achieve a Better Attraction and Loyalty of Users: An Analytical Study
Currently, the digital economy contributes decisively to an increase in competitiveness, especially as a digital transformation involves migrating to new technological models where digital marketing is a key part of growth and user loyalty strategies. Internet and Digital Marketing have become important factors in campaigns, which attract and retain Internet users. This study aims to identify the main ways in which users can be gained and retained by using Digital Marketing. The Delphi method with in depth interviews was the methodology used in this study. The results of the research show the most important actions for achieving user recruitment and loyalty with Digital Marketing from the opinions of consulted experts. The limitations of this study are those related to the number of experts included in the study, and the number of research papers consulted in the literature review. The literature review and the results of this research are used to propose new solid research with a consolidated critical methodology. This research deals with a new approach that will optimize web technologies for the evolution of user trends, and therefore, will be of academic and professional use for marketing managers and web solution developers. The conclusions of the investigation show the key factors, discarding others that do not affect the optimization of conversions in B2C businesses such as the duration of the session and the rebound percentage. Likewise, the results of the research identify the specific actions that must be carried out to attract and retain users in B2C companies that use the Digital Marketing ecosystem on the Internet. The requirements for companies that wish to implement a model to optimize conversions using the current digital economy are also shown.
Future Internet
Juan Jose Lopez Garcia David Lizcano Celia Maria Quiterio Ramos Nelson Matos
52093413
Digital marketing strategies, online reviews and hotel performance
Abstract We investigate to what extent digital marketing strategies (such as having a digital marketing plan, responsiveness to guest reviews, and monitoring and tracking online review information) influence hotel room occupancy and RevPar directly, and indirectly through the mediating effect of the volume and valence of online reviews they lead to, and to what extent this mechanism is different for different types of hotels in terms of star rating and independent versus chain hotels. The research was carried out in 132 Belgian hotels. The results indicate that review volume drives room occupancy and review valence impacts RevPar. Digital marketing strategies and tactics affect both the volume and valence of online reviews and, indirectly, hotel performance. This is more outspoken in chain hotels than in independent hotels, and in higher star hotels than in lower tier hotels.
Patrick De Pelsmacker Sophie van Tilburg Christian Holthof
169881241
Digital marketing adoption and success for small businesses
Purpose This paper aims to examine small business' participation in digital marketing and to integrate the do it yourself (DIY) behavior model and technology acceptance model (TAM) so as to explore the motivations and expected outcomes of such participation. Design/methodology/approach Data from 250 small business owners/managers who do their own digital promotion are collected through an online survey. Structural equation modeling is used to analyze the relationships between the models. Findings The results contribute to the understanding of small business' digital marketing behavior by finding support for the idea that the technological benefits may not be the only motivators for small business owner/managers who undertake digital marketing. Moreover, and perhaps more importantly, the authors find that the DIY behavior model applies to small business owner/managers who must perform tasks that require specialized knowledge. Research limitations/implications The limitations of this research are that the motivations to undertake digital marketing are limited to those contained in the DIY and TAM models, and the sample may not be representative of all owners and managers who perform digital marketing for their small businesses. Therefore, future research is needed to determine if further motivations to conduct digital marketing exist and whether other samples produce the same interpretations. Originality/value This study presents empirical evidence supporting the application of the DIY model to a context outside of home repair and extends the understanding of digital footprint differences between large and small businesses.
Journal of Research in Interactive Marketing
Wendy Ritz Marco Wolf Shaun McQuitty
174800658
Marketing Intelligence and Big Data: Digital Marketing Techniques on their Way to Becoming Social Engineering Techniques in Marketing
This contribution reviews the vast scope of digital application areas, which shape the digital marketing landscape and coin the present term "marketing intelligence" from a marketing technique point of view. Additionally, marketing intelligence as social engineering techniques are described. The review ranges from digital IT and big data marketing until marketing 5.0 as digitalized trust marketing. The multiplicity of applications and interdependencies of the digital and social techniques reviewed should show that big data and marketing intelligence have already become a marketing reality. It becomes clear that marketing is witnessing a methodological, technical and cultural paradigm shift that augments and amplifies traditional outbound marketing with inbound marketing.
Int. J. Interact. Multim. Artif. Intell.
Jan Lies
195479059
Older Consumers, Digital Marketing, and Public Policy: A Review and Research Agenda
Addressing the challenges created by rapidly aging populations is a topic of intense interest for marketers, policy makers, and researchers. However, relatively little research has been undertaken into the ways older consumers are adopting or rejecting new digital technologies. Given the shifting economic power and growing digital adoption rates among older consumers, understanding how they adopt technology and use digital channels is becoming increasingly important to marketers. For marketers and policy makers to fully understand the future shape of a data driven digital society, research must take more account of its influence across different older generational cohorts. This article focuses on identifying research gaps across key digital marketing areas in relation to older age consumers' adoption and use of digital technology. Through a multidisciplinary review of the literature on aging, using the theoretical lens of generational cohorts, the authors identify key research challenges, opportunities, and implications for both marketers and policy makers.
Journal of Public Policy Marketing
Daniel Nunan Marialaura Di Domenico
169852611
ASSESSMENT OF TRENDS IN THE APPLICATION OF DIGITAL MARKETING
One of the conditions for the future development of companies is the identification and use of digital capabilities. In recent years, the environment in which we live and work has changed radically. If the emergence of the Internet was revolutionary in the way we communicate and obtain information, currently the availability and mobility of technologies affects consumers' habits and promotes the transformation of classic business models. Aim of the study: to explore and learn about the development trends of digital marketing. Applied research methods: monographic descriptive method, analysis, synthesis, statistical method. The study based on scientific publications, statistics and other sources of information. The results of the study show that in 2019 digital marketing tools are most actively used: artificial intelligence augmented reality machine learning; video marketing; chatbots, virtual assistants.
Scientific Journal of Polonia University
Inta Kotane Daina Znotina Serhii Hushko
182307182
Research Challenges in Digital Marketing: Sustainability
Great progress has been made in the field of marketing and sustainability. Nevertheless, there is still an important gap between the behavior and beliefs of society and markets about sustainability, and companies' capability to understand and face this trend. Digital marketing is key to filling this gap. However, research in digital marketing and sustainability is very scarce. The purpose of this research is to examine the literature in the subject, since 2009 until 2018, and to elaborate a research agenda about digital marketing and sustainability. Through a previous analysis based on bibliometrics, a research agenda has been developed that shows the main challenges for the digital marketing and sustainability field: (1) customer orientation and value proposition; (2) digital consumer's behavior; (3) digital green marketing; (4) competitive advantage; (5) supply chain; and (6) capabilities. This work contributes to the development of the research in digital marketing and sustainability, suggesting various challenges for the field that lead to future lines of research, and favoring the development of a new research approach capable of reducing the existing gap between society and business on sustainability issues.
Sustainability
Francisco Diez-Martin Alicia Blanco-Gonzalez Camilo Prado-Roman