Essentially, marketing strategy is a plan that allows a business owner to direct activities that are consistent with the goals of the business owner and organization and spend money wisely in order to create the greatest amount of return on investment. An introduction to the internet and the marketing mix, some key terms and concepts around strategy and a guide to developing a marketing plan. The increase in the number of personal devices and its use means brand marketers have many more ways of communication directly and. Marketing communications chris fill is principal lecturer in marketing and strategic management at the university of portsmouth. International journal of research in marketing elsevier. Six steps to a successful digital marketing strategy. Marketing communications edinburgh business school. It is the premier outlet for substantive research in marketing. He has set out some brilliant guidelines for marketers of all levels which will. Journal of marketing research,andjournal of marketing, focusing on. Your submissions to global strategy journal are invited. Company can promote its products and services by using this element of digital marketing easily. Digital interactions happen in milliseconds and con sumers leave digital footprints behind, henderson says. Direct digital marketing is used to send ads, to build brand and customer loyalty, to build customer trust and to make brand awareness.
Using digital marketing to develop a modern marketing strategy for. The journal of marketing jm develops and disseminates knowledge about realworld marketing questions relevant to scholars, educators, managers, consumers, policy makers and other societal stakeholders. We examine the effect of digital marketing on the firms sales. Yet we are making the same mistakes with digital channels that we have historically made with older direct marketing channels. It is relatively low cost comparing to advertising or other forms of media exposure. Journal of management and marketing research traditional and digital media, page 1 traditional and digital media advertising preference. According to 9, marketing strategy is the taxonomy of marketing strategy formulation and implementation processes. The journal of marketing jm develops and disseminates knowledge about realworld marketing questions relevant to scholars, educators, managers, consumers, policy makers and other.
Issn 18495419 print international journal of management science and. Today is the age of digital marketing, every nook and corner of the world is getting connected with the help of the advanced forms of digital media. We develop and describe a framework for research in digital marketing that highlights the touchpoints in the marketing process as. Journal of digital and social media marketing provides a unique blend of practitioner and academic expertise to offer the reader an indepth understanding of digital marketing case studies and. Now, in this introduction to digital marketing guide, we will go through different digital marketing channels and understand their rolesdigital marketing channels included in digital marketing pdf. The marketing strategy that is proposed to be used. Digital marketing strategy the ultimate guide to digital. Avoiding dumb digital marketing in a smart world raj sachdev marketing through the crisis.
Effectiveness of digital marketing in the challenging age. Traditional approaches that have worked for decades, or even centuries, are being swept away. It is wellknown that traditional offline marketing strategies are already widely used by the. If you understand this digital marketing strategy a. Journal of management and marketing research role of relationship marketing in competitive marketing strategy nagasimha kanagal indian institute of management, bangalore abstract. Strat egy, implementation and practice, third edition provides a comprehensive guide to how organisations can use the internet to support their marketing activities, and covers all aspects. The increase in the number of personal devices and its use means brand marketers have. Technological factors to improve performance of marketing. The supreme purpose of the digital marketing is concerned with consumers and allows the customers to intermingle with the product by virtue of digital media. Introduction the purpose of competitive strategy is to achieve a sustainable competitive advantage. Strategies for marketing mix of 4ps for competitive advantage the marketing mix by 4ps is a conjuration and it can only be implemented by marketing managers. Marketing mix is a greatest strategy for attaining competitive advantage for any firm. Abstract the rise in popularity of organizations integrating technology into their marketing.
Mooradian 2012 marketing strategy specifies the who, what, when, where, why, and how the business. The article is an attempt to understand what exactly digital marketing is and how it affects today. In their place are a confusing mix of new, digital methods of building online presence of your brand, reaching out to customers and adding value to their relationships. Digital marketing is the avenue of electronic communication which is used by the marketers to endorse the goods and the services towards the marketplace. Our search for relevant literature focuses on four marketing journals. Digital marketing has emerged as a specialism over the last decade with its origin rooted in direct marketing. The global strategy journal is targeted at publishing the most influential manageriallyoriented global strategy research in the world. The involvement of technology in marketing strategy therefore, marketing strategy formulation is an iterative and interactive process that performs the sequence involving understanding customer. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. Gsj publishes material dealing with a number of prominent themes, including. He is also the senior examiner for the marketing communications module. Traditional and digital media advertising preference.
Content marketing has been part of the digital marketing strategy of companies operating in online framework for many years. The details of the company or product that is to be marketed. International journal of scientific and research publications, volume 8, issue 2. Why are todays savvy ceos more deeply involved in marketing strategy. Marketing strategies are segmentation, differentiation, targeting, and positioning. As a result, a global content marketing education and training organization was founded by joe pulizzi 2012, accompanied by a website, namely content marketing institute cmi. Digital marketing actions that achieve a better attraction and. Strategies for engaging health care consumers online the health care industry continues to experience unprecedented change, and in response, payers are shifting their marketing strategies from a focus on satisfying the needs of employers to those of consumers. Strat egy, implementation and practice, third edition provides a comprehensive guide to how organisations can use the internet to support their marketing activities, and covers all aspects of internet marketing environment, analysis, strategy development, and digital marketing campaignplanning and execution. Marketing strategies and their impact on marketing. Citescore values are based on citation counts in a given year e. Role of relationship marketing in competitive marketing strategy.
Now, in this introduction to digital marketing guide, we will go through different digital marketing channels and understand their rolesdigital marketing channels included in digital marketing pdf 1. Institutional explanations for local diversification. We started at web of science and searched for articles with the keywords digital or online. Digital marketing is a strategy that provides an individual or organization the ability to reach clients by establishing innovative practices, combining technology with traditional marketing strategies. Journal of digital and social media marketing provides a unique blend of practitioner and academic expertise to offer the reader an indepth understanding of digital marketing case studies and authoritative opinion. Journal of management and marketing research role of relationship marketing, page 2 1. Adigital%marketing%strategy%includes%an%integrative% plan%ofhow%your%business%will%use%social%media,%. Digital marketing strategies involve existing utilities and combine them with communications and data network to create a relationship with the firm and it customers by the communication happen in the internet environment. International journal of research in marketing, marketing science, journal of marketing research, and journal of marketing, focusing on articles published between 2000 to 2016.
The article is an attempt to understand what exactly. Volume 26, 2020 vol 25, 2019 vol 24, 2018 vol 23, 2017 vol 22, 2016 vol 21, 2015 vol 20, 2014 vol 19, 20 vol 18, 2012 vol 17, 2011 vol 16, 2010 vol 15, 2009 vol 14, 2008 vol, 2007 vol 12. Here are the components of a digital marketing plan that are listed out below. The date by which the target that was set should be reached using digital. Marketers today have both the time and data to effectively test marketing messages. The key to a sustainable strategy and positioning is an. These accounts of marketing strategy fail to differentiate between marketing strategy and marketing management.
The target or goal is to be reached by the company using digital marketing. It introduces or reinforces a marketing message while pushing a user to another profile or business site. Essentially, marketing strategy is a plan that allows a business owner to direct activities that are consistent with the goals of the business owner and organization and spend money. International journal of research in marketing, marketing science, journal of marketing research, and journal of marketing, focusing on.
So many marketers are inclined to run headlong at digital marketing with a limited amount of knowledge. Digital marketing is cost effective and having a great commercial impact on the business. Adigital% marketing % strategy %includes%an%integrative% plan%ofhow%your%business%will%use%social%media,% search%engines,%emails,%and%content%to%promote%. Digital marketing provides so many opportunities for the firms. Measuring ambush marketing and sponsorship effects. Fingers get burnt and reputations can be lost forever. Building on a great tradition of global marketing scholarship, ijrm aims to contribute substantially to the field of marketing research by providing a highquality medium for the dissemination of. We look at the correlation between digital marketing and marketing, using online tools for gathering market intelligence and a digital marketing strategy in. Journal of consumer research jcr, journal of consumer psychology jcp, journal of marketing jm, and journal of marketing research jmr. We develop and describe a framework for research in digital marketing that highlights the touchpoints in the marketing process as well as in the marketing strategy process where digital technologies are having and will have a significant impact. We scrutinize the result of digital marketing on the base of firms sales. Digital marketing accomplishes targets of marketing of a business through various digital marketing channels. With this tool, finding journals and articles are no lon. Introduction digital marketing is often referred to as online marketing.
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