Digital Marketing
Author: Amit Singh
MMS Roll no: 56
Kohinoor Business School
Literature Review
Observing Product Touch: The Vicarious Haptic in Digital Marketing and Virtual Reality.
Luangrath, et al. (2022) says that on the impact of virtual environments in retail, such as online images and VR interfaces, on consumer experiences. The study found that observing a hand in physical contact with a product in these environments, termed “vicarious touch,” can affect consumers’ psychological ownership and product valuation. The results suggest that it is important for virtual product presentations to include hand-to-product contact, and that the effect is strongest for individuals highly stimulated by immersive VR experiences. The study has theoretical and managerial implications for digital product presentation.
A typology of personalisation practices in marketing in the digital age.
Aksoy Cavdar, et al. (2021) says that the digital age has made it possible to create personalized experiences through the collection and processing of personal information. This study aims to provide a comprehensive classification system for personalization in marketing by reviewing and integrating decades of research on the topic. Two approaches are used to examine personalization: methods and modes of communication, and types of information presented. The study identifies self-reference, anthropomorphism, and system characteristics as methods and modes of communication, and individual-level, social-level, and situation-based information as types of information. The study offers contributions, limitations, and suggestions for further research based on this typology of personalization and analysis of existing literature.
AN INTEGRATED MODEL OF DIGITAL MARKETING CURRICULUM DESIGN.
Debra, Zahya, et al. (2022) says that modernizing is an undergraduate marketing curriculum by incorporating digital marketing and analytics in all courses. The paper provides a blueprint for infusing marketing theory, digital marketing technical skills, and experiential learning activities throughout the marketing curriculum, based on constructive alignment theory and the ADDIE Model. The university involved all stakeholders in updating the curriculum and hired and trained faculty quickly to meet market needs. All marketing courses were modernized to incorporate experiential components that reinforced relevant marketing theories and specific technical skills. The results show that by integrating digital marketing activities in all courses, graduating seniors developed skills and the ability to apply them, and a current perspective of digital marketing and analytics that made it possible for them to enter a career in digital marketing post-graduation.
Drivers and Challenges of Digital Marketing Adoption among MSMEs during Pandemic.
Sowmiya, V.; Savita, Nair. (2023) says the impact of digital marketing on MSMEs and how it has changed the way businesses connect with their customers. The COVID-19 pandemic has led to reduced income for MSMEs, and the study examines how technology adoption, including digital marketing, has helped these businesses manage during the pandemic. Challenges faced by MSMEs in adopting digital marketing include layoffs, lack of knowledge of digital platforms, lack of skilled labour, and financial constraints. The study uses the Technology Acceptance Model and the Unified Theory of Acceptance and Use of Technology to explore these challenges.
Digital marketing in SMEs via data-driven strategies: Reviewing the current state of research.
Saura, Ramon Jose; et al. (2023) discusses how the implementation of traditional marketing strategies and the development of the internet have given rise to digital marketing strategies. Specifically, it focuses on how small and medium-sized enterprises (SMEs) use data science in their online marketing performance. The study used a systematic literature review and multiple correspondence analysis (MCA) to identify seven state-of-the-art uses of data science in digital marketing by SMEs. The article concludes with proposed future lines of research and a discussion of the theoretical and practical implications of the findings.
AWARENESS OF BUSINESS ADMINISTRATION STUDENTS OF THE ROLE OF DIGITAL MARKETING IN THE GROWTH OF E-COMMERCE.
Bazuhair, Saeed Abdulghaffar Naseem. (2023) talks about the awareness of business administration students regarding the role of digital marketing in the growth of e-commerce. The study aims to identify the level of knowledge of students in this area and to determine the relationship between their knowledge and their academic performance. The research method used is a survey questionnaire that was distributed to 200 business administration students. The study finds that students have a good level of knowledge about digital marketing, particularly regarding social media and customer retention. However, they lack knowledge about consumer behaviour and electronic shopping and mail-order. The study recommends that universities should integrate digital marketing courses in their curricula and provide students with more practical training.
Framing the Future of Research in the Digital Marketing Domain with Digital Marketing Framework.
Salo Jari. (2022) this article aims to suggest potential areas of future research in digital marketing. It begins by introducing the core marketing processes – CEM, SCM, and innovation – and linking them to shareholder value. The article proposes an integrative digital marketing management framework to guide future research. It employs a qualitative research approach and conceptual analysis method to provide research guidelines and identify avenues for future research in digital CEM, SCM, innovation, and other related elements.
THE WEBSITE TRAFFIC PROJECT: FACILITATING ENGAGEMENT AND LEARNING IN AN INTRODUCTORY DIGITAL MARKETING CLASS.
Miaskiewicz, Tomasz. (2022) it describes a teaching approach for an introductory digital marketing class that involves a semester-long project in which students create a website and drive traffic using various digital marketing tactics, giving them exposure to tools used by digital marketing professionals. The article provides details about the project and how it can be integrated into an introductory digital marketing class, offering a useful framework for other instructors teaching digital marketing.
IMPLEMENTATION OF DIGITAL MARKETING IN SME’s: OPPORTUNITIES AND CHALLENGES DURING THE COVID-19 PANDEMIC.
Sudarmiatin; Fitriana; Hidayati, Nurul this article identify the problems faced by Small and Medium Enterprises (SMEs) during the Covid-19 pandemic. The study aims to analyze the opportunities and challenges of SMEs in implementing digital marketing and to develop digital marketing models to improve their performance. The study reveals that the pandemic has greatly impacted the survival of SMEs, but those who utilized digital marketing strategies were able to survive. However, handicraft SMEs faced a decline of up to 80%, and it is suggested that the local government should intervene to solve distribution problems to the export market.
Digital marketing jobs: What are recruiters looking for?
Elhajjar, Samer. (2022) the research evaluates the current responsibilities, skills, and knowledge set required of digital marketing professionals by analysing 320 job announcements posted in 2019 and 2020. The study identifies roles, qualifications, competencies, and desirable personality traits within the digital marketing environment. The results of the study provide insight into the current and ideal future curriculum design of digital marketing programs.
Conclusion
Discuss various aspects of digital marketing, such as the impact of virtual environments on consumer experiences, typology of personalization practices, the integration of digital marketing into the curriculum, challenges faced by MSMEs in adopting digital marketing, the role of data science in digital marketing by SMEs, awareness of students about digital marketing, potential areas of future research, and a teaching approach for an introductory digital marketing class. The passages also address the challenges and opportunities related to the implementation of digital marketing during the COVID-19 pandemic. Overall, the passages provide insights into various aspects of digital marketing and its impact on businesses, consumers, and education.
Reference
Luangrath, et al. (2022) – Observing Product Touch: The Vicarious Haptic in Digital Marketing and Virtual Reality. Journal of Marketing Research (JMR). Apr2022, V 59 I 2, p306 -32621p: https://discovery.ebsco.com/c/nphifv/details/tskpd3xjqn?limiters=RV%3AY&q=digital+marketing&db=bsh%2Cbwh%2Cnlebk%2Ctrh%2C8gh%2Clxh
Cavdar Aksoy, Nilsah; et al. (2021) – A typology of personalisation practices in marketing in the digital age. Journal of Marketing Management. Sep2021, Vol. 37 Issue 11/12, p1091-1122. 32p. https://discovery.ebsco.com/c/nphifv/details/ynyh5tabmf?limiters=RV%3AY&q=digital+marketing&db=bsh%2Cbwh%2Cnlebk%2Ctrh%2C8gh%2Clxh
Zahay, Debra; et al. (2022) – AN INTEGRATED MODEL OF DIGITAL MARKETING CURRICULUM DESIGN. Marketing Education Review. Fall2022, Vol. 32 Issue 3, p205-223. 19p. https://discovery.ebsco.com/c/nphifv/details/5m6i6d72ej?limiters=RV%3AY&q=digital+marketing&db=bsh%2Cbwh%2Cnlebk%2Ctrh%2C8gh%2Clxh
V., Sowmiya;Nair, Savitha. (2023) – Drivers and Challenges of Digital Marketing Adoption among MSMEs during Pandemic. PRERANA: Journal of Management Thought & Practice. Mar2023, Vol. 15 Issue 1, p60-66. 7p. https://discovery.ebsco.com/c/nphifv/details/k4kitwlm7r?limiters=RV%3AY&q=digital+marketing&db=bsh%2Cbwh%2Cnlebk%2Ctrh%2C8gh%2Clxh
Saura, Jose Ramon; et al. (2023) – Digital marketing in SMEs via data-driven strategies: Reviewing the current state of research. Journal of Small Business Management. May/Jun2023, Vol. 61 Issue 3, p1278-1313. 36p. https://discovery.ebsco.com/c/nphifv/details/eqrsifbmxz?limiters=RV%3AY&q=digital+marketing&db=bsh%2Cbwh%2Cnlebk%2Ctrh%2C8gh%2Clxh
Bazuhair, Naseem Abdulghaffar Saeed. (2023) – AWARENESS OF BUSINESS ADMINISTRATION STUDENTS OF THE ROLE OF DIGITAL MARKETING IN THE GROWTH OF E-COMMERCE. International Journal of Professional Business Review (JPBReview). 2023, Vol. 8 Issue 2, p1-18. 18p. https://discovery.ebsco.com/c/nphifv/details/avc6mu3g3z?limiters=RV%3AY&q=digital+marketing&db=bsh%2Cbwh%2Cnlebk%2Ctrh%2C8gh%2Clxh
Jari Salo. (2022) – Framing the Future of Research in the Digital Marketing Domain with Digital Marketing Framework. FAIMA Business & Management Journal. 2022 Special Issue, p129-140. 12p. https://discovery.ebsco.com/c/nphifv/details/p46zb7nrfn?limiters=RV%3AY&q=digital+marketing&db=bsh%2Cbwh%2Cnlebk%2Ctrh%2C8gh%2Clxh
Sudarmiatin;Fitriana;Hidayati, Nurul. (2023) – IMPLEMENTATION OF DIGITAL MARKETING IN SME’s: OPPORTUNITIES AND CHALLENGES DURING THE COVID-19 PANDEMIC. Indonesian Journal of Business & Entrepreneurship. Jan2023, Vol. 9 Issue 1, p72-80. 9p. https://discovery.ebsco.com/c/nphifv/details/o6osjvaygj?limiters=RV%3AY&q=digital+marketing&db=bsh%2Cbwh%2Cnlebk%2Ctrh%2C8gh%2Clxh
Miaskiewicz, Tomasz. (2022) – THE WEBSITE TRAFFIC PROJECT: FACILITATING ENGAGEMENT AND LEARNING IN AN INTRODUCTORY DIGITAL MARKETING CLASS. Marketing Education Review. Summer2022, Vol. 32 Issue 2, p150-154. 5p. 4 Charts. https://discovery.ebsco.com/c/nphifv/details/6rroeo2qx5?limiters=RV%3AY&q=digital+marketing&db=bsh%2Cbwh%2Cnlebk%2Ctrh%2C8gh%2Clxh
Elhajjar, Samer. (2022) – Digital marketing jobs: What are recruiters looking for? Journal of Education for Business. Jan 2022, Vol. 97 Issue 1, p29-35. 7p. 4 Charts. https://discovery.ebsco.com/c/nphifv/details/c2uxzpxyvj?limiters=RV%3AY&q=digital+marketing&db=bsh%2Cbwh%2Cnlebk%2Ctrh%2C8gh%2Clxh