The digital marketing capabilities gap

Herhausen, Dennis; Miočević, Dario; Morgan, Robert E.; Kleijnen, Mirella

doi:10.1016/j.indmarman.2020.07.022

Cited by 160 publications

(119 citation statements)

References 128 publications

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“…Thus, in [17], the conversion is considered as a set of tools for identifying consumers with behavioral characteristics that are valuable for the enterprise. Conversion rates reflect the level of adaptation of the points of presence of an enterprise on the Internet [18].…”

Section: Gap Analysis In the Transformation Of Marketing Informational Flowsmentioning

confidence: 99%

The role of GAP-analysis in reducing the uncertainty of online marketing results for SBEs

2021

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Modern online marketing consists of a variety of interacting methods and tools. The consumer exists in the flows of marketing information. The consumer’s value acquisition process is not linear. Financial constraints at the marketing budget level for small business enterprises require reducing the uncertainty of results from the applied online marketing methods. In this paper, we look into the properties of gap analysis to study the discrepancies between the current and planned results of online marketing activities of small business enterprises. The research methodology is based on the gap analysis method, which is complemented by the methods of content analysis, cvp analysis, graphical methods, and special methods of online marketing. The study examines the properties of gaps in the transformation of online marketing informational flows. A mathematical description and graphic interpretation of the gap in the transformation of the informational flow of online marketing is proposed. The results of the study show that the use of gap analysis methods makes it possible to detail the phenomenon of consumer proactivity, reduce the uncertainty from the use of online marketing methods and improve the quality of marketing information about the consumer for small business enterprises.

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Section: Gap Analysis In the Transformation Of Marketing Informational Flowsmentioning

confidence: 99%

The role of GAP-analysis in reducing the uncertainty of online marketing results for SBEs

2021

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“…Digitisation has transformed marketing (Herhausen et al, 2020). As more people than ever before have access to the internet, there has been a shift of power away from companies and toward consumers in a two-way digital relationship (Behera et al, 2020;Makrides et al, 2020).…”

Section: Digital Marketingmentioning

confidence: 99%

“…Each year, Te Wānanga o Aotearoa attracts around 27,000 tauira, most of whom are Māori (Te Wānanga o Aotearoa, 2019b). Like other businesses, Te Wānanga o Aotearoa must heed the advice of Herhausen et al (2020) and Makrides et al (2020) and use digital marketing to remain viable.…”

Section: Te Wānanga O Aotearoa and Digital Marketingmentioning

confidence: 99%

“…The shift to neoliberalism in the 1980s meant that higher education in Aotearoa New Zealand became business-orientated-a situation which prevails today (Narayan, 2020;Olssen, 2002). The digitisation of business means that for businesses to remain relevant, they must embrace digital marketing (Herhausen et al, 2020;Makrides et al, 2020). Indeed, in higher education, too, the need for digital marketing is inescapable (Sawlani & Susilo, 2020).…”

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confidence: 99%

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Digital marketing in Māori higher education: A case study of Te Wānanga o Aotearoa

Haurua¹,

Rangiwai²

2020

tekaharoa

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The shift to neoliberalism in the 1980s meant that higher education in Aotearoa New Zealand became business-orientated—a situation which prevails today (Narayan, 2020; Olssen, 2002). The digitisation of business means that for businesses to remain relevant, they must embrace digital marketing (Herhausen et al., 2020; Makrides et al., 2020). Indeed, in higher education, too, the need for digital marketing is inescapable (Sawlani & Susilo, 2020). This paper will discuss digital marketing in higher education and will look specifically at some aspects of the digital marketing approach of Te Wānanga o Aotearoa. This paper will begin with a very brief history of Māori business during the early colonial period, as well as a short description of contemporary Māori business. This article will discuss the most current understandings of digital marketing in higher education. Importantly, this paper will use the three relationship marketing success factors identified by John (2020)—trust, commitment, and service orientation—and relate these to the four values of Te Wānanga o Aotearoa (2020)—Te Aroha, Te Whakapono, Ngā Ture, and Kotahitanga—as a means of identifying gaps in Te Wānanga o Aotearoa’s current digital marketing approach.

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“…Despite the use of digital marketing by B2B companies and the digital revolution in business over the past twenty years (Herhausen et al, 2020), scientific literature lacks comprehensive research on the underlying issues (Pandey, Nayal & Rathore, 2020). Herhausen et al (2020) identify two major gaps in this regard: "the practice gap, which identifies the deficit between managers' 'current' practices and their 'ideal' digital marketing capabilities; and, the knowledge gap, which demonstrates a significant divide between the digital marketing transformations in industrial firms and the extant scholarly knowledge that underpins this". At the same time, digital marketing communications and sales volume management ensure the competitive sustainable development of organizations (Pandey, Nayal & Rathore, 2020).…”

Section: Literature Reviewmentioning

confidence: 99%

Industrial (B2b) Marketing of Glass Companies: Mobile Applications as a Sales Promotion Tool

Koldyshev¹

2020

TSEJ

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The purpose of the paper is a qualitative analysis of mobile applications as a sales promotion tool in industrial (B2B) marketing of glass companies. Industrial marketing of the glass industry is poorly studied in terms of digital technology development and integration as well as mobile applications as tools for digital marketing communications. B2B companies’ digitalization is at the initial stage. Methodology. This research builds on the concepts of digital B2B marketing, the digitization capability of B2B companies, customer relationship building, and customer focus. The research methodology is based on the case study of ABC company and the content analysis of information available on the ABC’s website in the public domain. A content analysis was conducted of the patent for a method for determining the coated glass coating type using an application and a light source. Results demonstrate problems related to digital marketing concepts integration, customer focus, and customer relations formation. The results show an active digital strategy use for the company’s business growth through software development and integration of end product interactive visualization tools. As a result, additional business value is formed: 1) end customer company focus; 2) product knowledge development and B2B services personalization; 3) manufacturers transfer some sales and communication functions to their customers, which solves the problem of staff rotation in the sales subsystem; 4) the application becomes a tool for customer behaviour analysis. Mobile applications complement any traditional product promotion channels. The main domestic industrial market challenge is the poor rate of readiness for digital changes: applications become an effective marketing communication tool only when customers use them. Practical implications. Companies in different industries can use the results to understand real issues of applications integration in marketing strategy and communication. These problems include the digital unpreparedness of the Russian domestic market to accept new technological solutions. Value/originality. This research proves that mobile applications increase sales and is effective if company personnel, end users and B2B customers actively use them. Applications complement traditional B2B marketing channels.

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The digital marketing capabilities gap

Cited by 160 publications

References 128 publications

The role of GAP-analysis in reducing the uncertainty of online marketing results for SBEs

The role of GAP-analysis in reducing the uncertainty of online marketing results for SBEs

Digital marketing in Māori higher education: A case study of Te Wānanga o Aotearoa

Industrial (B2b) Marketing of Glass Companies: Mobile Applications as a Sales Promotion Tool

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