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.
In the context of an aggravated competitive situation both in domestic and foreign markets, marketing tools for ensuring the competitiveness of an enterprise are becoming increasingly important. With ...the simultaneous growth of the role of a systematic approach in strategic planning both in the overall activities of the enterprise and its development prospects, and the level of competitiveness of the enterprise and its competitive position in specific markets. The subject of the study is the theoretical and methodological foundations of enterprise competitiveness management. The purpose of the article is to form a system for managing the competitiveness of enterprise on the basis of marketing. Methodology. To achieve the research objective, the following tasks were set and solved: a critical analysis of scientific approaches to the formation of a system for managing the competitiveness of enterprise, substantiation of the theoretical and methodological foundations for the formation of a system for managing the competitiveness of enterprise, clarification of the components of this system, and identification of the types of links between the components of the system for managing the competitiveness of enterprise. The following methods and approaches to research were employed in the study: an abstract and logical approach was used to examine the theoretical and methodological foundations of interaction management; an analysis of theoretical approaches to the formation of the enterprise competitiveness management system was conducted; an inductive and deductive approach (used to determine the factors influencing the formation of the enterprise competitiveness management system) was employed; a systematisation and generalisation approach (to clarify the approaches to the formation of the enterprise competitiveness management system) was also utilised. Results. The article considers processes of formation of the system of enterprise competitiveness management. It characterises and groups approaches to the system of management of competitiveness of an enterprise. The factors of influence on the level of competitiveness of enterprise have been determined. The structure of the system for managing the competitiveness of enterprise is described. Practical implications. The suggested integrated approach will help to clarify the role and functional links between the components of the enterprise competitiveness management system, taking into account the influence of factors of the marketing environment of enterprise and the marketing tools for assessing and improving the competitiveness of enterprise. Value/Originality. The proposed integrated approach to the formation of a system for managing the competitiveness of enterprise on the basis of marketing, unlike the existing ones, recognises the key role of competitiveness of enterprise products in assessing the competitiveness of enterprise, allocates the subject and object of competitiveness management, is based on the levels of strategic planning, takes into account the influence of factors of the marketing environment of enterprise and reveals the marketing tools for assessing and managing the competitiveness of 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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