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.
The BUMDes of Katon Margo Sembada is one of the BUMDes affected during the covid-19 pandemic. This impact can be seen from the decrease in income by 30%. This happens because so far BUMDES Katon ...Margo Sembada, still uses conventional methods in marketing. There is no website or social media related to the BUMDES business unit of Katon Margo Sembada, making this BUMDES undeveloped and unknown to many people. In addition, BUMDES Katon Margo Sembada also lacks human resources who can manage BUMDES well through the marketplace and digital marketing. Furthermore, this community service aims to aid BUMDES Katon Margo Sembada based on technology, information, and communication so that the managed business units can be known by the wider community. Through the community empowerment approach, this service is expected to change the existence of the community to be more independent, productive, and prosperous. Based on the results of the initial assessment of the problem, the team has aided in website creation, social media, mentoring and training in media, digital marketing, and marketplace. In addition, the team also initiated by establishing strategic collaboration between BUMDES Katon Margo Sembada and the Government Science Laboratory, University of Muhammadiyah Yogyakarta in the implementation of Information and Communication Technology-Based Management and Assistance.
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.
Despite the widely acknowledged benefits of digital marketing, many B2B SMEs have been slow to adopt these practices. These firms' characteristics and ways of working mean that digital marketing as ...practiced in B2C or in larger firms may be unsuitable. This paper aims to increase understanding about digital marketing in B2B SMEs, by examining the barriers they face and the digital practices that work for them. A qualitative research methodology is used to focus on these previously unexplored practices in small B2B firms operating with the oil and gas industry. The study identifies the internal and external factors linked to this B2B SME context that both influence and act as barriers to digital marketing practice. The distinctive pattern of marketing practices arising from this combination of factors and the limited role of digital marketing within it, are revealed. These insights extend the debate about digital marketing's use by showing empirically that a “one size fits all” ways of thinking about digital marketing is not appropriate for B2B SMEs. The implications for researchers and practicing managers are considered.
•Identifies the factors influencing digital marketing practices of B2B SMEs.•Uncovers the barriers for digital marketing linked to B2B SME context.•Reveals the distinctive pattern of B2B SMEs marketing practices.•Extends the debate that “one size fits all” digital marketing is not appropriate for all contexts.
The future of social media in marketing Appel, Gil; Grewal, Lauren; Hadi, Rhonda ...
Journal of the Academy of Marketing Science,
01/2020, Volume:
48, Issue:
1
Journal Article
Peer reviewed
Open access
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.
Digital marketing is leading the way in offering new features to reach, inform, engage, offer, and sell products and services to customers, and is expected to continue to be at the forefront of the ...technological revolution. The purpose of this study is to identify influential cited works in digital marketing communication (DMC) research, to determine the current status of the research on DMC, and to indicate the extent to which influential works have shaped it. This bibliometric study assesses articles published over a 12-year period in core DMC-related journals. The analysis examines 5865 citations of 141 digital-related articles in the targeted journals in the given publications using both citation and co-citation analyses. After a broad disciplinary review of key cited DMC works, this study suggests thematic insights and implications for academics and practitioners that are promising avenues for creating effective DMC.
Despite the growing number of brands that rely on chatbots to address customer service inquiries that once required human intervention, academics and practitioners are only beginning to acknowledge ...the role of chatbots in brand-building activities. Chatbots can initiate online conversations, thereby often serving as a consumer’s first brand impression. However, little is known about how managers can strategically tailor a chatbot’s initial message to foster consumer–brand connections and, ultimately, engagement. Three studies demonstrate that when chatbots initiate a conversation using a warm (vs. competent) message, brand engagement increases, as assessed using both computerized text analysis and traditional scale measures. Brand–self distance mediates this effect, such that a warm (vs. competent) initial chatbot message makes consumers feel closer to the brand. Further, the authors identify brand affiliation as a theoretically relevant moderator. This research thus offers managers insight into how initial chatbot messages can attract and engage consumers.
With the rise of virtual reality, augmented reality, the internet of things and more, customers are more engaged, more involved, and easier to reach than ever;while being inundated with increasing ...amounts of marketing material. This straightforward guide takes you through these new technologies and shows how to leverage them to reach new markets.
The lack of human and social cues and customer engagement impedes traditional e-commerce until the birth of social commerce. This study investigates how customer engagement in live-streaming digital ...marketing affects purchase intentions. The results of 1726 datasets from two e-commerce platforms suggest that customer engagement is significantly associated with followership and purchase intention in live-streaming digital marketing. Whiles price is a significant moderator, its effects become insignificant on their purchase intentions once consumers become followers. The results highlight the positive impacts of social elements, including likes, chats, visits, and exposure time in social commerce towards transactional (purchase) and non-transactional (followership) benefits. Finally, the paper introduces a new perception of measuring customer engagement in live-streaming digital marketing and calls for further research into this new paradigm of social commerce to promote business and service provisions even with the restrictions of COVID-19.
Given the rapid proliferation of digital technology, social media has become a key digital marketing strategy to promote business products, with the ultimate aim of maximising profits. Yet, empirical ...evidence on the impact of social media as a marketing tool remains underexplored. Using unique data over a 12-month period from a major online retailer, this paper examines the impact of daily social media activity on daily business outcomes: website traffic, orders and sales. Key findings reveal that social media leads to increased web traffic, but it does not produce a significant rise in product orders and sale income. Though, larger social media campaigns tend to result in significantly higher number of orders and sale income, and Facebook emerges as the most effective channel. Our results also reveal that the effectiveness of social media marketing varies across products depending on their complexity, cost and brand status. Taken together, these results offer a better understanding of the ways social media marketing impact businesses and provide intelligence on how to allocate resources to develop marketing campaigns.
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