Dawn of the digital age and the evolution of the marketing mix

Jackson, Graham I.; Ahuja, Vandana

doi:10.1057/dddmp.2016.3

Cited by 68 publications

(41 citation statements)

References 11 publications

(9 reference statements)

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“…Therefore, we suggest that these beneficial aspects may be transformed into motivating theses for upstream marketing (as a content) and used by external influencers (i.e., marketers) for the change of behaviour of upstream audience towards MGov. According to Gordon [29], Jackson and Ahuja [36] traditional marketing mix (4P: Product, Price, Place, Promotion) may not work on an upstream level: marketing principles may be applied not in a comprehensive manner. The authors insist that alternative marketing and wider use of tools (i.e., media advocacy, relationship building, stakeholder engagement, creation of motivational exchanges, promotion, public relations, etc.)…”

Section: Content Of Upstream Social Marketing For Municipal Mgovmentioning

confidence: 99%

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Upstream Social Marketing for Implementing Mobile Government

2019

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This article analyses the main aspects of upstream social marketing for the implementation of mobile government (MGov). The methodology of current research is based on the systematic literature review in the fields of MGov and social marketing. According to our findings, most researchers investigated MGov from the side of citizens (consumers) and emphasised the benefits to them while changing their attitudes and behaviours in employing mobile applications. However, as there is a lack of research from the side of governmental bodies, in this paper we were looking for new meanings, attitudes and values from their perspective. Limitations of employment of MGov occur due knowledge gap among decision makers and public policy formers (upstream audience). Therefore, we argue that upstream social marketing for the upstream audience would bring success in faster MGov implementation. Specific social marketing would be mostly valuable on the municipal level that is the closest substance to the society. Thus, in our paper, we emphasise the benefit of the MGov for the local upstream audience and propose possible external marketers as well as the motivating theses based on the 7P of marketing mix (consisting of seven P elements: Product, Price, Place or physical evidence, Promotion, Participants or people, Processes, Political power) for the successful MGov on municipal level. Evolution of mobile technologies influences all public areas in both developing and developed countries. Rapid changes in marketing of mobile technologies have turned to the creation of new abilities in both e-government and e-participation. Connectivity of mobile phone and internet has developed the phenomenon of m-government that fostered transformation of public services [1]. Goyal and Purohit [1], Trimi and Sheng [2], Almarashdeh and Alsmadi [3], Mpinganjira [4] revealed many advantages of mobile government (later in this paper-MGov) such as better and faster availability, more personalization and democracy, real in time dialog, cost effectiveness and simplicity, corruption prevention, emergency response, efficiency, etc.MGov influences improvement of e-government and requires some specific adaptation or rebuilding to mobile applications such as website design, layout, content, etc. The mobile communication is used as a complementary perspective to explain user acceptance of MGov services [5].MGov user base is comprised of all classes of people as it requires little technological knowledge [6]. MGov creates and/or extents the ability for remote citizens to accept public services and public information, as well as functioning to solve their everyday life problems within their municipality or even nationally. New mobile applications lead public servants as well as citizens to learn and innovate in order to participate in a public life.

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Section: Content Of Upstream Social Marketing For Municipal Mgovmentioning

confidence: 99%

“…are required. Agreeing with the authors, we decided to construct the marketing theses on 7Ps marketing mix that was accepted by Kotler and Keller [36] and that is very appropriate in the field of services (see Table 4).…”

Section: Content Of Upstream Social Marketing For Municipal Mgovmentioning

confidence: 99%

Upstream Social Marketing for Implementing Mobile Government

2019

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“…Therefore, we suggest that these beneficial aspects may be transformed into motivating theses for upstream marketing (as a content) and used by external influencers (i.e, marketers) for the change of behaviour of upstream audience towards MGov. According to [27], [34] traditional marketing mix (4P: Product, Price, Place, Promotion) may not work on an upstream level: marketing principles may be applied not in a comprehensive manner. The authors insist on that alternative marketing and wider use of tools (i.e., media advocacy, relationship building, stakeholder engagement, creation of motivational exchanges, promotion, public relations, etc.)…”

Section: Content Of Upstream Social Marketing For Municipal Mgovmentioning

confidence: 99%

“…Agreeing to the authors, we decided to construct the marketing theses on 7Ps marketing mix that was accepted by Kotler P. and Keller K.L. (see in [34]) and that is very appropriate in the field of services (see Table 4). The social marketers also should be ready for some challenges that may occur while implementing MGov marketing strategy to political leaders and motivating them to accomplish a large social change, if to agree to [10].…”

Section: Content Of Upstream Social Marketing For Municipal Mgovmentioning

confidence: 99%

Upstream Social Marketing for Implementing Mobile Government

Burkšienė¹,

Dvorak²,

Dūda³

2019

Preprint

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The article analyses the main aspects of upstream social marketing for implementing of mobile government (MGov). The methodology of current research is based on the systematic literature review in the fields of MGov and social marketing. According to our findings, most researchers investigated MGov from the side of citizens (consumers) and emphasised the benefits to them while changing their attitudes and behaviours in employing mobile applications. However, as there is a lack of the researches from the side of governmental bodies, in this paper, we were contrary looking for new meanings, attitudes and values from their perspective. Limitations of employment of MGov occur due knowledge gap among decision makers and public policy formers (upstream audience). Therefore, we argue that upstream social marketing for the upstream audience would bring the success in faster MGov implementation. Specific social marketing would be mostly valuable on the municipal level that is the closest substance to the society. Thus, in our paper we emphasise the benefit of the MGov for the local upstream audience and propose possible external marketers as well as the motivating theses based on these 7P of marketing mix for the successful MGov on municipal level.

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“…Customers have already adapted to the digital era and the lifestyle in which digitization prevails, so businesses need to "digitize" their marketing efforts. Given the use of the Internet by consumers, it is logical that marketing of modern companies uses online media as an access point with customers related to product promotion and proliferation (Jackson & Ahuja, 2016). Digitization has also changed the relationship between businesses and customers, that is, power is now in the hands of customers.…”

Section: Guiding the Company To Digital Marketingmentioning

confidence: 99%

Participation of digital promotion in the promotional mix of small enterprises

Polјić¹,

Tešić²,

Košutić³

2018

Strategic Management

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The digital revolution places the imperative of accepting the fact that all spheres of business must be modernized. As the core of all functions in the company changes, the marketing function changes. The marketing mix of companies is changing in terms of using digital technologies to implement marketing strategies. In addition to innovation in the domain of creating products, price construction and distribution channels, promotion is also being innovated. Communication of product offers to customers requires a modern approach that will be compatible with the turbulent time in which business is currently taking place. Consumers are turning more and more to modern technologies, and the increasingly popular digital media is the way to reach a modern consumer. In this sense, alongside traditional promotion, the company uses digital promotion as a way of its overall performance in promoting its offer. Among other things, the use of digital promotion channels depends on the size of the company. The subject of paper is the usage of digital promotion in small enterprises in the Brčko District of Bosnia and Herzegovina. The aim of the paper is to examine participation and significance of digital promotion in the overall promotion of small enterprises of the Brčko District of Bosnia and Herzegovina and to determine the degree of usefulness and satisfaction based on the use of digital promotion by the mentioned enterprises.

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Dawn of the digital age and the evolution of the marketing mix

Cited by 68 publications

References 11 publications

Upstream Social Marketing for Implementing Mobile Government

Upstream Social Marketing for Implementing Mobile Government

Upstream Social Marketing for Implementing Mobile Government

Participation of digital promotion in the promotional mix of small enterprises

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