The Digital Marketing Toolkit: A Literature Review for the Identification of Digital Marketing Channels and Platforms

Peter, Marc K.; Vecchia, Martina Dalla

doi:10.1007/978-3-030-48332-6_17

Cited by 65 publications

(30 citation statements)

References 20 publications

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“…The use of digital marketing technologies by family businesses can also cause changes in the organizational structure of this type of company and lead to the expansion of their business models from the traditional to the digital sphere (Peter and Dalla Vecchia, 2021). In an ecosystem characterized by extensive data, the use of digital tools for acquiring user data allows companies to focus their strategies on user behaviors, known as marketing intelligence or business intelligence.…”

Section: Theoretical Frameworkmentioning

confidence: 99%

A review of digital family businesses: setting marketing strategies, business models and technology applications

Saura

Palacios‐Marqués

Barbosa

2022

IJEBR

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Purpose Technological advances in the last decade have caused both business and economic sectors to seek for new ways to adapt their business models to a connected data-centric era. Family businesses have also been forced to leave behind traditional strategies rooted in family stimuli and ties and to adapt their actions in digital environments. In this context, this study aims to identify major online marketing strategies, business models and technology applications developed to date by family firms. Methodology: Upon a systematic literature review, we develop a multiple correspondence analysis (MCA) under the homogeneity analysis of variance by means of alternating least squares (HOMALS) framework programmed in the R language. Based on the results, the analyzed contributions are visually analyzed in clusters.Design/methodology/approach Upon a systematic literature review, we develop an MCA under the HOMALS framework programmed in the R language. Based on the results, the analyzed contributions are visually analyzed in clusters.Findings Relevant indicators are identified for the successful development of digital family businesses classified in the following three categories: (1) digital business models, (2) digital marketing techniques and (3) technology applications. The first category consists of four digital business models: mobile marketing, e-commerce, cost per click, cost per mile and cost per acquisition. The second category includes six digital marketing techniques: search marketing (search engine optimization and search engine marketing (SEM) strategies), social media marketing, social ads, social selling, websites and online reputation optimization. Finally, the third category consists of the following aspects: digital innovation, digital tools, innovative marketing, knowledge discovery and online decision making. In addition, five research propositions are developed for further discussion and future research.Originality/value To the best of our knowledge, this study is the first to cover this research topic applying the emerging programming language R for the development of an MCA under the HOMALS framework.

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Section: Theoretical Frameworkmentioning

confidence: 99%

A review of digital family businesses: setting marketing strategies, business models and technology applications

Saura

Palacios‐Marqués

Barbosa

2022

IJEBR

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“…but also a digital communication strategy that allows different publics to be reached so as to ensure the firm's development (see Figure 1). Of these, a corporate website is the most important primary element with which to initiate any digital communication since it has been established that it is an integrative tool that synthesizes the firm's strategy in an effective way [22].…”

Section: Introductionmentioning

confidence: 99%

“…Commercial success not only requires incorporation into different social media on the internet (websites, blogs, social networks, apps…) but also a digital communication strategy that allows different publics to be reached so as to ensure the firm's development (see Figure 1). Of these, a corporate website is the most important primary element with which to initiate any digital communication since it has been established that it is an integrative tool that synthesizes the firm's strategy in an effective way [22]. This study was aimed, therefore, at determining the maturity of the websites of Portuguese SMEs as a basic form of digital communication in the process of adopting e-commerce.…”

Section: Introductionmentioning

confidence: 99%

The Maturity of Corporate Websites as a Digital Communication Channel in Portuguese SMEs’ Process of Adopting E-Commerce

2021

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This study aims to determine the maturity of the websites of Portuguese small and mid-sized enterprises (SMEs) as a basic form of digital communication in the sequential process of incorporation of e-commerce. The starting premise is that there is a relationship between the level of maturity reached in the SMEs’ websites as digital tools that allow firms to communicate effectively, and the adoption of e-commerce. To study this, a representative sample of 381 SMEs located in Portugal and selected through stratified random sampling was analysed. To assess the degree of maturity of the websites, a sequential validation model, the extended model of internet commerce adoption (E-MICA), was applied. This information was crossed with some descriptive variables such as the volume of business, the location, the number of employees, and the sector of activity of the SMEs. The results showed that, in general terms, there predominant websites that limit their interaction to promoting products and services thus present a low level of maturity. While the sector of activity, the volume of income, and the location of the firm are decisive for the maturity of the websites as a form of digital communication in the process of incorporating e-commerce, the number of employees is not.

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“…One of the technological breakthroughs transforming marketing adoption into businesses is the internet. The internet and other digital technologies have changed the marketing environment and its adoption (Peter et al, 2021). Applying digital marketing involves different strategies on how the business aims to reach the customer through digital marketing channels.…”

Section: Introductionmentioning

confidence: 99%

Do-it-yourself Marketing and Digital Marketing Adoption: Evidence from a Developing Country

Emini

Merovci

2021

Business Systems Research Journal

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Background: Digital marketing is a new form of business management and promotion, namely promoting services and products of (SMEs)small and medium enterprises. Despite the importance of digital marketing, SMEs in developing and post-transition countries still do not fully utilize the benefits of digital marketing. Objectives: This study aims to analyse the DIY (do-it-yourself) model and the impact that this model has on digital marketing adoption. Methods/Approach: The online survey research was conducted among 194 SME managers in Kosovo. The proposed research model was analysed by partial least square structural equation modelling (PLS-SEM). Results: Findings show that the degree of perception of ease of use impacts the process of digital marketing adoption. Moreover, the degree of control seems to be the most important factor impacting process of the digital marketing in SMEs. Conclusions: SMEs use DIY marketing and adopt digital marketing because this form of practicing marketing activities offers more control for companies in their marketing activities. In addition, perceived ease of use of technology facilitates the process of digital marketing adoption among SMEs. Finally, the study provides insights for managers and businesses using DIY marketing and adopting the process of the digital marketing in SMEs.

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The Digital Marketing Toolkit: A Literature Review for the Identification of Digital Marketing Channels and Platforms

Cited by 65 publications

References 20 publications

A review of digital family businesses: setting marketing strategies, business models and technology applications

A review of digital family businesses: setting marketing strategies, business models and technology applications

The Maturity of Corporate Websites as a Digital Communication Channel in Portuguese SMEs’ Process of Adopting E-Commerce

Do-it-yourself Marketing and Digital Marketing Adoption: Evidence from a Developing Country

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