The Gold Rush of Digital Marketing: Assessing Prospects of Building Brand Awareness Overseas

Abstract

Advertising through digital channels—known as Digital Marketing—is recognized for its transformative impact on companies and for its immense effect on brand–consumer relationships, as it enables interactions with customers at any time and in any place. Based on these realities, this study analyzes several digital platforms and practices that have proven to be effective and assesses digital media dynamics to examine whether they can increase brand awareness on an international level. By employing a survey methodology approach with 200 respondents as a final sample, this study shows that digital marketing represents a huge potential for small- and medium-sized enterprises, giving internationalization a dominant digital attribute. Additionally, the findings reflect the noteworthy and rapid emergence of different digital marketing techniques serving different market segments. Finally, the study discusses the theoretical and managerial implications of the findings and proposes several avenues for future research.

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

“…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). This digital dynamic means that effective digital marketing must be customer-centred (Behara et al, 2020).…”

“…This digital dynamic means that effective digital marketing must be customer-centred (Behara et al, 2020). Indeed, owing to the prevalence of digital technologies, digital marketing is the most efficient way to reach customers (Makrides et al, 2020).…”

“…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).…”

The Development of Village Entrepreneurship Through Digital Marketing Communication

“…According to Rob Stokes (2008), "digital marketing includes various strategies and processes in creating demand and building associations between brands and their markets through the power of the internet" [7]. Digital Marketing is recognized for its transformative impact on companies and for its immense effect on brand-consumer relationships, as it enables interactions with customers at any time and in any place [3].…”

“…In point of fact, the communication process of conventional media for marketing only works one way and is passive, namely between producers and consumers, but the presence of online media provides convenience and change where consumers can take control in searching for related products. According to Lamberton and Stephen, the role has changed for consumers from passive to active in choosing what type of information will be received, how, and when [3]. The problem is that the villagers who run businesses is lack of knowledge of modern technology.…”