The contemporary market positions digital marketing as a powerful mediator between efficient digital interaction, data interpretation opportunities, and business growth, while extending its impact ...potential to tackle different growth challenges.
As start-ups usually have limited resources and struggle with customer engagement, retention, and other growth challenges, the low investment and dynamic elements of digital marketing tools can be used to support constructive digital interactions impacting start-up growth. Consequently, these links have outlined an extended digital marketing impact in the areas which build on marketing and sales and influence growth components such as product & market testing, customer engagement, and partnership development.
Through a systematic literature review, we present a holistic overview encompassing start-up growth areas that use digital marketing. We also discuss how digital marketing efforts complement the start-up maturity. Furthermore, we analyze the differences in B2B and B2C digital marketing usage and discuss how emerging technologies impact digital marketing. The link between the extended digital marketing impact, start-up challenges, and growth areas result in the identification of start-up growth drivers supported by digital marketing. We propose a Macro-Dynamic framework identifying the start-up growth drivers from product, market, team, and finance areas and digital marketing tactics connected to the identified growth drivers.
•Systematic overview encompassing start-up growth drivers from digital marketing perspective•Identifying how digital marketing activities can complement the start-up maturity process•Designed Macro-dynamic framework of 15 growth drivers with corresponding digital marketing tools/tactics•Framework utilization - a practical/ strategic tool of using digital marketing activities for start-up growth (drivers)
The purpose of the article is to clarify the theoretical principles of the formation and application of marketing tools, determine their place in the enterprise management system, classification by ...type of marketing activities and distribution into traditional and novel ones. Management tools play an important role in fulfilling the mission and achieving the goals that are set for an enterprise, since they represent the ways, means, techniques for the specific implementation of the goals of managing a business entity. Marketing tools are the basis of the efficiency of marketing activities of the enterprise. In the article, marketing tools are divided into three groups: by type of marketing research; by the marketing complex; by analyzing the effectiveness and efficiency of marketing activities. It is proposed to form the third group of tools according to three directions – evaluation of the use of the marketing complex from the standpoint of its activity, effectiveness and efficiency of marketing activities, and its impact on the level of social responsibility of the enterprise. Each group contains both traditional tools covering traditional research methods, elements and policies of marketing, as well as the novel ones, which are based on modern information technologies, psychological techniques, economic-mathematical models and methods.
In connection with the movement of various types of production in the Arctic region, it becomes necessary to attract human resources to new enterprises. In the article, we analyze the branding system ...in companies operating in the Arctic region, as one of the most effective areas in marketing activities in the labor market. The study aims at investigating marketing tools that can eliminate the lack of qualified personnel in well-known companies, e.g., Rosatom, Rosneft, PhosAgro, Eurochem, Novatek, Lukoil, Severstal, Gazprom Neft, and Norilsk Nickel. Particular attention is paid to analyzing the branding of organizations, i.e., the main tool for attracting human capital to enterprises. The components of branding are considered, i.e., the brand itself, mission, purpose, and image. A table was compiled illustrating the listed elements for each company. It takes a detailed look at which companies should try to change branding elements to attract more attention from job seekers. The study of the key concepts of branding helped to draw appropriate conclusions about the need to reform marketing tools, which are not developed to one degree or another in the investigated companies.
The study is devoted to the problems of the organization of the transition of the enterprise to the concept of performance-marketing, which allows to achieve stabilization of the financial stability ...of the enterprise in modern conditions. The purpose of the article is to investigate the essence of the concept of performance marketing and to develop a mechanism for the enterprise's transition to performance marketing as a condition for ensuring its financial stability. The article provides a description of the historical basis of the formation of domestic performance marketing and reveals its features and differences from other types of marketing. A definition of performance marketing and its basic principles is offered. Systematized performance marketing tools. The peculiarities of the company's transition to the performance concept are substantiated. The restraining factors of the development of the performance concept at the enterprise are analyzed. A system for evaluating the effectiveness of engagement channels has been developed. The proposed road map for the transition of the enterprise to performance marketing. A mechanism for transition to a performance approach in the company has been developed. The algorithm for building end-to-end analytics as the basis of performance marketing is described. The substantiation of the features of ensuring financial stability with performance-marketing tools has been carried out. The role of performance marketing at each stage of ensuring the financial stability of the enterprise is defined. In the article, it is proven that the implementation of performance marketing will provide an opportunity to increase the company's financial stability and to apply an exceptional strategy for optimizing the company's financial development, analyze and use the necessary financial parameters, based on the acceleration of the general economic development of the enterprise.
Purpose: The research aims to analyze the use of CRM systems for the development and implementation of communication strategies for digital brand management and Internet marketing based on the ...experience of EU countries.
Theoretical framework: Implementing the practice of using CRM systems to develop and fulfill communication strategies for digital brand management and Internet marketing plays a key role in the corporate sector. It is known that the quality of implementation of such a policy will directly affect the commercial result of an enterprise or organization. The problem of using CRM systems and the possibility of improving business processes, which involves the integration of most of the organization's internal processes into the CRM system's operating program, is to find effective means and mechanisms for setting up the marketing and operational work of the enterprise.
Design/methodology/approach: The study used scientific research methods, as well as data from official sources of CRM systems that are most popular in the EU.
Findings: The research aims to analyze the use of CRM systems to improve the quality of internal communication strategy. An equally important task is to evaluate the management of advertising campaigns and brand positioning policy in the selected business segment. The article analyzes the peculiarities of approaches to the use of CRM systems, as well as their application following the internal corporate policy.
Research, Practical & Social implications: The article analyzes the peculiarities of approaches to the use of CRM systems, as well as their application following the internal corporate policy. The key trends of modern CRM systems and the practices of their use are analyzed. This makes it possible to determine the competitive advantages in the market that a company gains after implementing CRM systems. The practice of developing the marketing activities of an enterprise or organization is outlined from the perspective of using CRM systems.
Originality/value: By using the available research results, the further practice of using CRM systems can be analyzed from the point of view of the development of the technological aspect of the integration of internal program components of the system into the operating activities of the enterprise.
Business Scaling using the Latest Marketing Tools Sadchenko, Оlena; Yakymyshyn, Liliya; Kovalchuk, Svitlana ...
International journal of recent technology and engineering,
11/2019, Volume:
8, Issue:
4
Journal Article
Open access
In business, development is the key to success. If a company stands still, larger competitors will quickly lure all its customers. To prevent this from happening, the enterprise is being expanded, ...that is, it is scaling up the business. The article displays the prerequisites for scaling, the main ways, as well as what is necessary for expanding the business. A special role in scaling is played by modern marketing tools and automation of business processes. The article discusses how to simplify the strategy of scaling a business with the help of automation and the latest marketing tools.
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