In this article, the impact of strategic orientations on the use of digital marketing tactics and, subsequently, on the international business performance of small electronic retailers (e-retailers) ...in cross-border electronic commerce (e-commerce) is analysed. Furthermore, these relationships are compared between e-retailers originating in both developed and emerging e-commerce markets. Using a sample of 446 small business-to-consumer e-retailers from 20 European countries, we find that the deployment of digital marketing tactics has a positive effect on international business performance. Of the strategic orientations examined, foreign market orientation is most associated with the use of digital marketing tactics. Remarkably, growth orientation only has a positive effect on e-retailers from developed e-commerce markets, while customer orientation negatively affects e-retailers from emerging e-commerce markets. The differences between e-retailers from developed and emerging e-commerce markets are prominent and show that markets should not be considered as either uniform or generalisable.
The development of the Internet and the implementation of traditional marketing strategies have given rise to the emergence of digital marketing strategies exploited both by SMEs and large companies. ...These companies combine data sciences with digital marketing strategies to sell products, generate brand awareness, or access new markets. The present study aims to understand the role and use of data science by SMEs in their online marketing performance. The research method used in this study is a systematic literature review. The data were analyzed using multiple correspondence analysis (MCA) in the programming language R. Based on the results, we identify a total of seven state-of-the-art uses of data science in digital marketing used by SMEs in their online marketing strategies that are graphically represented and analyzed. In addition, four future lines of research are proposed and discussed to understand the direction of the next steps that SMEs should take to successfully develop their digital strategies. Finally, the review concludes with a discussion of the theoretical and practical implications of our findings for further research on the influence and use of data sciences in SMEs' online marketing performance.
Purpose: The aim of this research is to prepare digital marketing teaching materials and test the effectiveness of digital marketing learning to develop the ability to create content marketing ...videos.
Methodology: The method used in the research is experimental and ex-post facto which is explanatory. The experimental method is used to test the effectiveness of digital marketing learning in experimental classes in management study programs. An ex-post facto method to test the effectiveness of digital marketing learning through assessing content marketing videos created by student working groups.
Findings: The results of most students' video content marketing assessments are classified as very good. The content marketing video produced by the student working group is in accordance with the learning objectives. The application of digital marketing learning can grow students' ability to create content marketing videos.
Implications: Applying digital marketing strategies and learning methods through project-based learning methods can improve students' abilities in creating content marketing videos.
Practical implications: The ability to create marketing content videos can be applied through project-based digital marketing learning.
Originality/value: The resulting product can be used as a reference for digital marketing learning to grow students' abilities in making content marketing videos, so that learning outcomes are obtained that are in line with the objectives of MBKM.
Paper type: Research paper
The future of social media in marketing Appel, Gil; Grewal, Lauren; Hadi, Rhonda ...
Journal of the Academy of Marketing Science,
01/2020, Letnik:
48, Številka:
1
Journal Article
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Social media allows people to freely interact with others and offers multiple ways for marketers to reach and engage with consumers. Considering the numerous ways social media affects individuals and ...businesses alike, in this article, the authors focus on where they believe the future of social media lies when considering marketing-related topics and issues. Drawing on academic research, discussions with industry leaders, and popular discourse, the authors identify nine themes, organized by predicted imminence (i.e., the immediate, near, and far futures), that they believe will meaningfully shape the future of social media through three lenses: consumer, industry, and public policy. Within each theme, the authors describe the digital landscape, present and discuss their predictions, and identify relevant future research directions for academics and practitioners.
Business markets are facing major changes due to an increasing digitalization trend and consequent changes in buying behaviors. Practitioners and academics alike have started to emphasize social ...selling as a novel way to tackle these emerging opportunities and challenges at the sales force level. Since research in this area remains embryonic and fragmented, we adopt a discovery-oriented research approach and conceptualize social selling and its key facets based on a systematic literature review and a field study involving thought leading social selling professionals. The findings indicate a need to extend the research focus from social media usage into a concept which comprehends social selling as a broader application of digital marketing principles at the individual salesperson level. Social selling leverages social and digital channels for understanding, connecting with, and engaging influencers, prospects and existing customers at relevant customer purchasing journey touchpoints for building valuable business relationships. We relate the construct to other close selling approaches and explicate its organizational strategy components as well as performance outcomes. The findings advance current understanding of the role of sales in contemporary business markets and have implications for sales and marketing theory and practice.
•We conceptualize social selling based on a discovery oriented study.•It leverages social and digital channels for building business relationships.•It focuses on understanding, connecting with, and engaging relevant actors.•It reflects implementation of digital marketing principles at personal selling.•We identify its key outcomes and organizational strategy elements.
The developments of digital marketing in the banking industry have affected the speed of changing customer demands. Therefore, the ability to quickly and agilely adapt to changes plays a key role in ...creating competitive advantages. Despite the significant role of agility in responding to changes, so far there is no research that identifies the agility components of the banking industry in digital marketing. Thus, based on the designing methods of qualitative research, and investigating digital marketing experimentally and theoretically, this study presents a new model for digital marketing agility in the banking industry. In this research, the key theoretical dimensions of digital marketing agility are identified and some suggestions for facilitating the model implementation are provided. The findings of this study include important results for marketing managers in the banking industry and indicate what strategic measures are needed to establish agile practices in the structure, processes and communications of their digital marketing from a practical perspective in the context of agile digital marketing.
The paper aims to study digital marketing models and their impact. Partly in response to the new digital age and partly due to the emergence of new marketing methods. Companies need to use different ...models to control their digital marketing plans. Due to the growing need for digital marketing models, they have investigated what models are in use today and whether it is possible to offer a new model to the market to make things easier for marketers. A new model was created based on one of the companies that use different digital tools. Marketers can learn helpful information from models when developing a digital marketing strategy, conducting an audit, or reviewing online communications. Company leaders must be aware that the marketing strategies they have adopted in the past year will not work under current conditions, which means they should be adapted to current trends.
Variabel Yang Memengaruhi Keberhasilan Wirausaha Pemula Di DIY Ariani, Dorothea Wahyu; Susilo, Yuvensius Sri; Herawan, Jonathan Ersten
Jurnal maksipreneur: manajemen, koperasi, dan entrepreneurship (Online),
12/2023, Letnik:
13, Številka:
1
Journal Article
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This study aims to conduct a study of novice entrepreneurs in Yogyakarta. This study analyzes the amount of capital, the number of employees, the length of time running the business, the age of the ...entrepreneur, education (graduated from bachelor's degree or high school), and whether the business is a legal entity or not. This study used 335 novice entrepreneurs who filled out a questionnaire followed by in-depth interviews with ten willing novice entrepreneurs. Focus group discussions were also conducted with related sources. The analytical tools used in this research are descriptive analysis and ordinary least squares (OLS). The results showed that the amount of capital and the number of employees affected sales or business income, but the variables of business length, entrepreneurial age, and level of education had no significant effect on sales or business income. In general, the results of this study indicate that there are still various problems in running a business, especially regarding the problem of product marketing and social capital owned by novice entrepreneurs in Yogyakarta.
COVID-19 has affected everyone's daily lives. At least 316 million people in 42 states have been asked to stay at home to slow down the pandemic. In this aspect, businesses have been susceptible to ...make substantial transformations. Workplace operations of many businesses went virtual. The effect of the digital transformation on productivity and corporate culture has been studied extensively. Meanwhile, how COVID-19 has influenced consumers and the consumption culture has received relatively limited attention. Managers often take a wait-and-see approach on the impact of COVID-19 on sales. It is often uncertain whether and how many customers will return after the pandemic passes. Consumers live through the pandemic, and some changes might be long-lasting even after the situation eases. We examine the pandemic as an accelerator of the structural change in consumption and the digital transformation in the marketplace. Managers might adapt to the digital transformation in the market to recover or even grow further the sales after COVID-19.
Digital marketing has been on the epicentre of many researches. However, there is the need to make clear which are the current trends of the Digital Marketing Strategies regarding luxurious hotels. ...Unfortunately, the COVID-19 pandemic has seriously “damaged” the hospitality industry and it has affected the digital marketing strategies of hotels. The aim of this paper is the evaluation of the most recent applications of digital marketing and especially the social media used by luxurious hotels and their guests (such as Facebook, Trip-advisor). The outcome of the research indicates that social media play a key role on the marketing of luxurious hotels. More specifically, a hotel should take into serious consideration the reviews made on social media by customers. A review can leverage a hotel but also it can doom its reputation. For this reason, the practitioners must give special attention on the reviews that the guests post on social media. The methodology of the paper is literature review. Hence, it will rely on publications. The authors have collected publications from various academic databases, such as SCOPUS, by using the appropriate keywords. The publications were selected based on how relative are with the purpose of this paper. To sum up, the hotel industry has to face a major challenge due to COVID-19 crisis. This crisis, which is an ongoing phenomenon, is expected to change the way that hotels are copying with. One of the changes that the hotel should take into consideration is which strategy will use on social media. This paper has relied on existing theories and speculations that have been made by several authors and they have not been cross-checked with primary researches. Therefore, there is the need for more primary data coming from upcoming publications.
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