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Currently, the digital economy contributes decisively to an increase in competitiveness, especially as a digital transformation involves migrating to new technological models where digital marketing is a key part of growth and user loyalty strategies. Internet and Digital Marketing have become important factors in campaigns, which attract and retain Internet users. This study aims to identify the main ways in which users can be gained and retained by using Digital Marketing. The Delphi method with in-depth interviews was the methodology used in this study. The results of the research show the most important actions for achieving user recruitment and loyalty with Digital Marketing from the opinions of consulted experts. The limitations of this study are those related to the number of experts included in the study, and the number of research papers consulted in the literature review. The literature review and the results of this research are used to propose new solid research with a consolidated critical methodology. This research deals with a new approach that will optimize web technologies for the evolution of user trends, and therefore, will be of academic and professional use for marketing managers and web solution developers. The conclusions of the investigation show the key factors, discarding others that do not affect the optimization of conversions in B2C businesses such as the duration of the session and the rebound percentage. Likewise, the results of the research identify the specific actions that must be carried out to attract and retain users in B2C companies that use the Digital Marketing ecosystem on the Internet. The requirements for companies that wish to implement a model to optimize conversions using the current digital economy are also shown.

The global economy has brought economic and social changes that have led organizations to extend their vision beyond consumer and business markets. Particularly, in the marketing of public sector (MPS), the extant theoretical foundations require more comprehensive investigations not only into the main topics researchers have looked into the past, but also into the new challenges they will face in the future. Thus, the purpose of this study is to provide a thorough a bibliometric overview of the theoretical framework and to identify benefits and barriers of marketing in the public sector. We provide an overview of the theoretical framework and identify the benefits and barriers of marketing in the public sector through a bibliometric study. To achieve this objective, a systematic literature review was conducted of 3926 articles from 1931 to 2020. The results allowed the identification of four main theoretical clusters: educational, public health, social economics and urban politics. It also offered benefits and barriers in the context of MPS. Conclusions and implications to the academia and managers are drawn. Future research opportunities are also provided.

There has been a growing interest in academia regarding the term 'social innovation', including in disciplines such as sociology, administration, history, management, psychology, and economics. The literature highlights the lack of scientific clarity in the use of the term, and some scholars argue that the term is no more than a 'buzzword' or a 'fad'. This article focusses on the analysis of the conceptualizations of social innovation, contrasting sociological and economical approaches, and adopts an integrative approach to propose a categorization scheme of social innovation projects based on three distinct variables, namely the level of policy support, the profit orientation and the geographical scale. We argue that government support and the scalability of social innovations should be carefully pondered depending on the characteristics of the social innovation initiatives. We conclude that policy support should privilege social innovation initiatives that, while having the potential to deliver social good, are constrained by market failures. In addition, we also argue in favour of policy support for small bottom-up initiatives that have a profit-logic but are not sufficiently robust to survive on their own due to the liabilities of smallness and newness. Finally, we advise caution in public policies supporting scale-up strategies and highlighted the inherent challenges.