Digital marketing in SMEs via data-driven strategies: Reviewing the current state of research

Saura, José Ramón; Palacios‐Marqués, Daniel; Soriano, Domingo Ribeiro

doi:10.1080/00472778.2021.1955127

Cited by 88 publications

(46 citation statements)

References 128 publications

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“…That is, TV-based advertising and direct mail communications do not meet the needs of modern consumers (Quaye and Mensah, 2019). Indeed, according to a study by Saura et al (2021), SMEs use data science and digital marketing strategies for brand awareness purposes, to access new markets or to sell products/services. Consequently, many SMEs have fully integrated social media such as Facebook, Instagram and Pinterest to promote and sell their products; TikTok and Snapchat to communicate with younger consumer cohorts; YouTube and Twitter for B2B communication, and LinkedIn for recruiting and institutional communication (Ruparel et al , 2020).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Dynamically adapting to the new normal: unpacking SMEs’ adoption of social media during COVID-19 outbreaks

Olivieri

Rialti

2023

JBIM

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Purpose This paper aims to investigate small and medium enterprises’ (SMEs) adoption of social media platforms and how they integrated them within their marketing strategies during the COVID-19 outbreaks. Dynamic capabilities – observed as the interplay between sensing, seizing and reconfiguration capabilities – represent the principal theoretical framework used in this research to explain challenges in social media adoption and their effects on these businesses. Design/methodology/approach This study adopts the grounded theory approach to analyze semistructured interviews with 19 key informants from Italian SMEs belonging to diversified industries. Findings The findings of this research are summarized in a holistic framework that explores three types of capabilities (i.e. sensing, seizing and reconfiguration capabilities) and the marketing outcomes of social media adoption among SMEs. Originality/value This study attempts to unpack the specific dynamic capabilities that allowed SMEs to be successful in social media adoption during COVID-19 outbreaks.

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Section: Theoretical Backgroundmentioning

confidence: 99%

Dynamically adapting to the new normal: unpacking SMEs’ adoption of social media during COVID-19 outbreaks

Olivieri

Rialti

2023

JBIM

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“…The context in which the firm operates is paramount to the expected success of technology adoption. Saura et al (2021) note the role of data science in digital marketing; data science allows organisations to better understand marketing techniques and therefore which strategies to organisations should adopt. Saura et al (2021) evaluate the influence of data science techniques on digital marketing strategies, noting data science enhances techniques, such as social media and social networking, which positively impacts on performance outcomes.…”

Section: Literature Reviewmentioning

confidence: 99%

A theoretical framework for identifying appropriate marketing approaches across the product development life cycle for biomedical science SMEs

Vahadane

Clarke

2021

JSBED

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PurposeAn investigation of the marketing approaches for biomedical science small- and medium-sized enterprises (SMEs) and organisations in the United Kingdom (UK) was carried out; the research question is as follows: Should the marketing approaches for biomedical science SMEs change as their product or service moves along the development life cycle?Design/methodology/approachAn online questionnaire was used, which petitioned biomedical science SMEs and organisations in the UK to investigate the marketing tactics or approaches used for the different products and services they offered; the results were analysed by comparing the results to recognised marketing approaches in the literature and by mapping those approaches against the established technology readiness levels (TRLs).FindingsA direct relationship was seen between the status of a product or service in relation to its development life cycle, and therefore the relevant TRL of the product and service, and the appropriate marketing approach for that product or service.Originality/valueThis paper offers a contribution to the literature, in which a theoretical framework is proposed for determining the appropriate marketing approach for biomedical science SMEs by understanding the maturity of the products offered by a company using the established TRL. The theoretical framework maps the TRL against known marketing approaches; this framework should be used as a guide for biomedical science SMEs as a tool to refine and evolve their overall marketing approach as the product portfolio matures along the TRL.

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“…literature, but also a basis for future empirical testing to ultimately operationalize the framework. The interconnections between the three critical dimensions and the phases of growth hacking should help organizations to scale their business in foreign markets by exploiting a process of continuous improvement (Bresciani et al, 2021;Irfan and Wang, 2019;Lv et al, 2021;Pinelli et al, 2022;Saura et al, 2021).…”

Section: Introductionmentioning

confidence: 99%

Growth hacking and international dynamic marketing capabilities: a conceptual framework and research propositions

Bargoni

Jabeen

Santoro

et al. 2023

IMR

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PurposeFew studies have conceptualized how companies can build and nurture international dynamic marketing capabilities (IDMCs) by implementing growth hacking strategies. This paper conceptualizes growth hacking, a managerial-born process to embed a data-driven mind-set in marketing decision-making that combines big-data analysis and continuous learning, allowing companies to adapt their dynamic capabilities to the ever-shifting international competitive arenas.Design/methodology/approachGiven the scarcity of studies on growth hacking, this paper conceptualizes this managerial-born concept through the double theoretical lenses of IDMCs and information technology (IT) literature.FindingsThe authors put forward research propositions concerning the four phases of growth hacking and the related capabilities and routines developed by companies to deal with international markets. Additional novel propositions are also developed based on the three critical dimensions of growth hacking: big data analytics, digital marketing and coding and automation.Research limitations/implicationsLack of prior conceptualization as well as the scant literature makes this study liable to some limitations. However, the propositions developed should encourage researchers to develop both empirical and theoretical studies on this managerial-born concept.Practical implicationsThis study develops a detailed compendium for managers who want to implement growth hacking within their companies but have failed to identify the necessary capabilities and resources.Originality/valueThe study presents a theoretical approach and develops a set of propositions on a novel phenomenon, observed mainly in managerial practice. Hence, this study could stimulate researchers to deepen the phenomenon and empirically validate the propositions.

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Digital marketing in SMEs via data-driven strategies: Reviewing the current state of research

Cited by 88 publications

References 128 publications

Dynamically adapting to the new normal: unpacking SMEs’ adoption of social media during COVID-19 outbreaks

Dynamically adapting to the new normal: unpacking SMEs’ adoption of social media during COVID-19 outbreaks

A theoretical framework for identifying appropriate marketing approaches across the product development life cycle for biomedical science SMEs

Growth hacking and international dynamic marketing capabilities: a conceptual framework and research propositions

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