DIGITAL MARKETING

AUTHOR- GARGI SAVE

 

1.Framing the Future of Research in the Digital Marketing Domain with Digital Marketing Framework- 

 

This research utilises qualitative research methods (Denzin and Lincoln, 2011). First, five expert interviews were conducted (Arksey and Knight, 1999). Based on the interviews and the qualitative data analysis (Miles and Huberman, 1994) that followed we were able to identify common areas of interest and all the experts pointed to practically important areas that deserve further research.

2.Entrepreneurial marketing and marketing performance through digital marketing capabilities of SMEs in post-pandemic recovery-

 

The relationship between Digital Marketing Capabilities (DMCs) on marketing performance (MP) are rooted in the concept of dynamic capabilities, which refers to the ability of a firm to adapt to and shape the changing environment in which it operates. Digital marketing has become an increasingly important aspect of marketing strategy, as consumers increasingly rely on online channels to research and purchase products and services (Bala & Verma, 2018; Hien & Nhu, 2022; Yasmin et al., 2015).

 

 

3.Digital Marketing Utilisation Index for Evaluating and Improving Company Digital Marketing Capability-

 

The research model to improve the company’s digital marketing capabilities has been established [6]. The model states that a company’s digital marketing capabilities can be improved through the readiness of an innovation ecosystem, adoption of digital marketing technology, and digital transformation.

 

4. Effects of digital marketing practices on performance of insurance sector: A critical approach with a review- 

 

A study by Mathews et al. (2016) looked at the potential of internet marketing and the expansion of the global market. A conceptual model of Internet marketing capabilities and international market growth is developed and tested using structural equation modelling (SEM) on a sample of 224 Australian firms. Companies that use Internet marketing capabilities will reap the benefits of reduced information uncertainty and increased capacity to develop international network capabilities, according to the findings. Furthermore, when a company has a strong international strategic orientation and international network capabilities. 

5. Digital marketing in tourism: why Greek tourists use digital marketing applications like Airbnb- 

 

The purpose of this paper is to explore the attitudes of tourists toward digital marketing applications related to peer-to-peer short-term rental services within the sharing economy in the tourism sector. It aims to identify the factors that make Greek tourists use these applications and to classify them into groups according to their attitudes toward these websites and to profile each group of tourists according to their personal and demographic characteristics and their preferences regarding their holidays/travel.

 

6. Digital food focus: The benefits of digital marketing tools for restaurant competitive advantage-

 

The benefits of digital marketing for restaurant owners in the UK and India. Due to encompassing both social media marketing (SMM) and search engine marketing (SEM), it is able to provide a superior web presence for restaurants, as well as adopting targeted advertising for potential customers based on their browsing habits. This can create a better level of interaction between customer and restaurant, which in turn creates better data for restaurants to use for longer-term planning.

 

7. Digital marketing for Saudi Arabian university student recruitment-

 

In this paper, we propose a digital marketing capability maturity model (CMM) (Paulk et al., 1995) to enable SAPUs to benchmark and enhance their use of Web 2.0 technologies for international student recruitment. A CMM is a matrix model of capability levels (columns) for a set of processes (rows) that are deemed highly relevant to one or more organisational business goals. It can help with diagnosing an organisation’s current process maturity level and offer a roadmap to enhance quality, effectiveness and efficiency. 

8. A Study on Effect of Branding on Consumer Buying Behavior Through Digital Marketing with Special Reference To Echovme – Digital Marketing Agency-

 

Digital Marketing has brought astonishing changes in the way in which the marketer markets the product and the way in which the customers are buying the same. Buying behaviour of an individual influences many factors, and these factors invariably affect the marketer to match the needs of the customers in general and youth in particular. So, it is realised that there is a need to study Digital Marketing and its impact on buying behaviour of the youth.

9. Digital marketing capabilities in international firms: a relational perspective-

 

Research focusing on procurement and channel activities in international business has looked, for example, at electronic integration capabilities and governance (Jean et al., 2010), e-commerce marketing capabilities for exporting (Gregory et al., 2019) and operational capability for managing distance in business-to- business (B2B) commerce (Lorentz et al., 2018). With regard to the supply chain, studies have looked at supply chain IT integration capabilities (Rai et al., 2006) and supply chain coordination capabilities as a mediator between IT adoption and firm performance (Kim and Cavusgil, 2005).

10. DIGITAL MARKETING: STRATEGIES FOR ENGAGING DIGITAL GENERATION ON SOCIAL MEDIA-

 

To assess the effects of digital exposure that impacts customers, people have become surrounded by electronic media and after a pandemic when major things have gone online. This major shift in digital space has increased the screen time of people. With the increase in screen time, they are exposed to a lot of content in virtual space. These contents are made by marketers with the intent to lure the customers to make an online transaction or at least make an action on the content. 

REFERENCES-

1.  Salo, J. (2022). Framing the future of research in the digital marketing domain with digital marketing framework. FAIMA Business & Management Journal, Suppl.SPECIAL ISSUE, , 129-140. Retrieved from https://www.proquest.com/scholarly-journals/framing-future-research-digital-marketing-domain/docview/2765804136/se-2
2. Zahara, Z. (2023). Entrepreneurial marketing and marketing performance through digital marketing capabilities of SMEs in post-pandemic recovery. Cogent Business & Management, 10(2) doi:https://doi.org/10.1080/23311975.2023.2204592
3.  Masrianto (2022). Digital marketing utilisation index for evaluating and improving company digital marketing capability. Journal of Open Innovation : Technology, Market, and Complexity, 8(3), 153. doi:https://doi.org/10.3390/joitmc8030153

 

1.  Kajwang, B. (2022). Effects of digital marketing practices on performance of insurance sector: A critical approach with a review. International Journal of Business Ecosystem & Strategy, 4(4), 89-95. doi:https://doi.org/10.36096/ijbes.v4i4.357
2.  Tsourgiannis (2019). Digital marketing in tourism: Why greek tourists use digital marketing applications like airbnb. International Journal of Culture, Tourism and Hospitality Research, 13(4), 473-486. doi:https://doi.org/10.1108/IJCTHR-03-2019-0043
3.  Digital food focus: The benefits of digital marketing tools for restaurant competitive advantage. (2021). Strategic Direction, 37(8), 9-10. doi:https://doi.org/10.1108/SD-07-2021-0076
4.  Al-Thagafi  (2020). Digital marketing for saudi arabian university student recruitment. [Digital marketing to recruit students] Journal of Applied Research in Higher Education, 12(5), 1147-1159. doi:https://doi.org/10.1108/JARHE-05-2019-0119
5.  Dinesh (2021). A study on effect of branding on consumer buying behaviour through digital marketing with special reference to echovme – digital marketing agency. Journal of Contemporary Research in Management, 14-16(3-2), 49-56. Retrieved from https://www.proquest.com/scholarly-journals/study-on-effect-branding-consumer-buying-behavior/docview/2708794462/se-2
6. Wang, F. (2020). Digital marketing capabilities in international firms: A relational perspective. [Digital marketing capabilities] International Marketing Review, 37(3), 559-577. doi:https://doi.org/10.1108/IMR-04-2018-0128
7.  Pandey, S. (2022). DIGITAL MARKETING: STRATEGIES FOR ENGAGING DIGITAL GENERATION ON SOCIAL MEDIA. Phronimos, 2(2), 41-50. Retrieved from https://www.proquest.com/scholarly-journals/digital-marketing-strategies-engaging-generation/docview/2719043020/se-2

CONCLUSION- In conclusion, this research underscores the critical role of digital marketing in the contemporary business landscape. By understanding its principles, staying current with trends, and adhering to ethical guidelines, businesses can leverage the power of digital marketing to achieve their goals and drive sustainable growth. As the digital marketing field continues to evolve, ongoing research and learning will be essential for businesses looking to remain competitive and effective in their marketing efforts. This research study has shed light on various aspects of digital marketing and its significance in today’s dynamic business environment.