Digitalization and its impact on contemporary marketing strategies and practices

Cham, Tat-Huei; Cheah, Jun‐Hwa; Memon, Mumtaz Ali; Fam, Kim‐Shyan; Józsa, László

doi:10.1057/s41270-022-00167-6

Cited by 28 publications

(26 citation statements)

References 18 publications

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“…Promotion or communication policy (digitalization has increased the opportunities to communicate and interact with customers thanks, for example, to the use of company websites, mobile app(s), social media company pages [e.g. Facebook, Instagram, LinkedIn] and online communication techniques, such as search engine marketing, online public relations, online display advertising, email marketing and social media marketing) (Cham et al ., 2022; Rosário and Dias, 2022; Chaffey and Ellis-Chadwick, 2019). Place or distribution policy (digitalization has increased the opportunity to distribute products/services thanks to the adoption of e-commerce and, more generally, to an omnichannel approach that allows customers to buy both offline and online by using many touchpoints) (Rosário and Dias, 2022; Murfield et al ., 2017).…”

Section: Methodsmentioning

confidence: 99%

Section: Methodsmentioning

confidence: 99%

“…Thanks to marketing data analysis tools (e.g. Google Analytics), marketers can optimize their marketing campaigns and reduce the costs associated with promotional activities, thus providing businesses with a sustainable, long-term approach (Cham et al ., 2022).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…Thanks to marketing data The impact of digitalization analysis tools (e.g. Google Analytics), marketers can optimize their marketing campaigns and reduce the costs associated with promotional activities, thus providing businesses with a sustainable, long-term approach (Cham et al, 2022). Therefore, digital marketing can offer a more effective way to reach a wider audience and expand the customer base by engaging existing and potential customers (Ros ario and Dias, 2022).…”

Section: The Impact Of Digitalization On Operational Marketing Activi...mentioning

confidence: 99%

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The impact of digitalization on marketing activities in manufacturing companies

Conti

Camillo

Pencarelli

2023

TQM

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PurposeThe purpose of the paper is to present an empirical study that examines the impact of digitalization on informative, strategic and operational marketing activities in manufacturing companies from the entrepreneurial perspective.Design/methodology/approachA research project was carried out in 205 Italian manufacturing companies by using the questionnaire method. An exploratory research study was conducted with hierarchical cluster analysis.FindingsThe analysis shows the existence of seven clusters of manufacturing companies that differ by the impact of digitalization on marketing activities from the entrepreneurial perspective. Two clusters have a high positive impact of digitalization, primarily on informative and strategic marketing activities. Two clusters are characterized by a low positive impact of digitalization and three clusters perform an intermediate level of digitalization. Furthermore, these groups of clusters differ in terms of the influence of digitalization on customer value.Research limitations/implicationsThe small size of the sample and the geographic origin of the companies imply limited generalizability; further research on the topic is thus recommended.Practical implicationsThe study suggests that companies should digitalize many key marketing activities to increase marketing effectiveness and customer value. To achieve high levels of digitalization and thus increase their competitiveness, manufacturing companies should consider the importance of relevant technologies and skills.Originality/valueBy focussing on the impact of digitalization on informative, strategic and operational marketing, which has not yet been empirically investigated, the present study reveals many new elements concerning the marketing process in the digital era from the entrepreneur's point of view.

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Section: Methodsmentioning

confidence: 99%

Section: Methodsmentioning

confidence: 99%

Section: Theoretical Backgroundmentioning

confidence: 99%

Section: The Impact Of Digitalization On Operational Marketing Activi...mentioning

confidence: 99%

See 2 more Smart Citations

The impact of digitalization on marketing activities in manufacturing companies

Conti

Camillo

Pencarelli

2023

TQM

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“…Social media has played a significant role in digital marketing in recent years. According to (Cham et al, 2022), using social media platforms can help quickly improve communication with the public as consumers as a marketing strategy. The definition of marketing strategy, according to Abrahan, Magid, Leonard and Lodish (Kanabi, 2022), is a procedure to increase the value of a service or product through communication, initiative, advertising or delivery related to that value.…”

Section: Marketing Strategymentioning

confidence: 99%

Digital tourism branding post-pandemic covid-19 on Twitter: Thailand dan Malaysia case study

Aribah

Suswanta

2022

Indonesian Journal of Communications Studies

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This study aims to analyse the function of social media as digital tourism branding carried out by Thailand and Malaysia after the COVID-19 pandemic. This research method uses descriptive qualitative methods with the help of the Nvivo 12 Plus application in processing the data. This study uses data from official Twitter social media accounts in Thailand and Malaysia. The results of this study indicate that the analysis of the Twitter conversations of the two accounts shows that the tweets and retweets of @AmazingThailand and @TourismMalaysia are mostly still focused on accounts from their respective domestic regions. The digital tourism branding, which is analysed using marketing communication theory, shows that Thailand and Malaysia have proactive efforts in planning indicators, creation, integration, and marketing strategies. Overall the digital tourism branding efforts carried out by Thailand and Malaysia are quite optimal.

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Marketing analytics: The bridge between customer psychology and marketing decision‐making

Basu,

Lim,

Kumar

et al. 2023

Psychology and Marketing

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As modern marketing environments become increasingly data‐intensive, the role of marketing analytics in illuminating the dynamics of customer psychology to inform marketing decision‐making becomes critical. This study conducts a systematic literature review using a bibliometric analysis of 122 studies identified and retrieved from Scopus, focusing on the expansive domain of marketing analytics. Our review serves as a conduit binding the fragmented past, present, and future of marketing analytics, presenting an organized framework that highlights the characteristic theoretical underpinnings associated with it. Beyond offering a panoramic perspective of key resources—encompassing journals, authors, countries/territories, and institutions—we delve deeply into predominant themes in marketing analytics. These themes underscore its vital applications, from decision‐making, forecasting, and capability building, to understanding customer journeys and gaining a competitive edge. Central to our discourse is the study's implication, emphasizing marketing analytics as a bridge to a more informed grasp of customer psychology in today's customer‐centric, data‐driven environment. Through this lens, marketing analytics becomes a potent tool to capture psychological nuances, uncovering facets that might be bypassed by traditional marketing, thereby empowering enriched decision‐making in modern marketing strategies.

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Digitalization and its impact on contemporary marketing strategies and practices

Cited by 28 publications

References 18 publications

The impact of digitalization on marketing activities in manufacturing companies

The impact of digitalization on marketing activities in manufacturing companies

Digital tourism branding post-pandemic covid-19 on Twitter: Thailand dan Malaysia case study

Marketing analytics: The bridge between customer psychology and marketing decision‐making

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