The impact of digitalization on marketing activities in manufacturing companies

Abstract

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.

A multiple-case study on the adoption of customer relationship management and big data analytics in the automotive industry

“…In detail, our results show that customer data enables automotive companies to drive marketing decisions by calculating the value of each customer, taking into Adoption of CRM and BDA in automotive industry account not only car sales but also the entire customer journey, including after-sale activities. This confirms that the implementation of digital technologies allows for the optimization of existing business processes through more efficient coordination, as well as the creation of additional customer value by improving customer relationships (Conti et al, 2023). Indeed, focusing on customers' data enables firms to better identify existing and potential customers and the revenue they generate by estimating future investment opportunities (Zineldin et al, 2005).…”

Digital marketing tactics used in the profile of a political candidate: The case of the Costa Rica 2022 elections

“…Also, content marketing is often linked to the inbound methodology, described by (Jami-Pour and Karimi 2023; Conti, Camillo, and Pencarelli 2023) as the strategy of accompanying the potential customer with interesting content, from the decision making process to the application of electoral political marketing. This attracts voters with valuable content that awakens people's interest, without overwhelming them with information.…”

The Influence of Digital Innovation and Reputation on Buyer-Supplier Relationship Mediated by Supply Chain Flexibility

“…Flexibility in the supply chain buyer-supplier relationship is the key to adapting to market changes. Close collaboration enables more flexible operations that are responsive to changing market needs (Conti et al, 2023).…”