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Article
Publication date: 13 November 2020

Jan Philipp Graesch, Susanne Hensel-Börner and Jörg Henseler

The enabling technologies that emerged from information technology (IT) have had a considerable influence upon the development of marketing tools, and marketing has become…

Abstract

Purpose

The enabling technologies that emerged from information technology (IT) have had a considerable influence upon the development of marketing tools, and marketing has become digitalized by adopting these technologies over time. The purpose of this paper is to demonstrate the impacts of these enabling technologies on marketing tools in the past and present and to demonstrate their potential future. Furthermore, it provides guidance about the digital transformation occurring in marketing and the need to align of marketing and IT.

Design/methodology/approach

This study demonstrates the impact of enabling technologies on the subsequent marketing tools developed through a content analysis of information systems and marketing conference proceedings. It offers a fresh look at marketing's digital transformation over the last 40 years. Moreover, it initially applies the findings to a general digital transformation model from another field to verify its presence in marketing.

Findings

This paper identifies four eras within the digital marketing evolution and reveals insights into a potential fifth era. This chronological structure verifies the impact of IT on marketing tools and accordingly the digital transformation within marketing. IT has made digital marketing tools possible in all four digital transformation levers: automation, customer interaction, connectivity and data.

Practical implications

The sequencing of enabling technologies and subsequent marketing tools demonstrates the need to align marketing and IT to design new marketing tools that can be applied to customer interactions and be used to foster marketing control.

Originality/value

This study is the first to apply the digital transformation levers, namely, automation, customer interaction, connectivity and data, to the marketing discipline and contribute new insights by demonstrating the chronological development of digital transformation in marketing.

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Book part
Publication date: 30 July 2018

Abstract

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Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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Article
Publication date: 12 November 2019

Constantine Katsikeas, Leonidas Leonidou and Athina Zeriti

The purpose of this paper is to explore the opportunities and challenges facing firms in this new digital era concerning their international marketing strategy and examine…

Abstract

Purpose

The purpose of this paper is to explore the opportunities and challenges facing firms in this new digital era concerning their international marketing strategy and examine how international marketing practices can be revisited in the light of these developments. Consideration is given to a range of relevant issues involved in the design and deployment of effective international marketing strategies using internet-enabled technologies. Such factors relate to internal company requirements, the external environmental situation, foreign market selection and entry, international marketing mix programs, and strategy implementation and control aspects.

Design/methodology/approach

A conceptual paper identifies, structures and presents systematically factors influencing international marketing strategy, implementation and control using digital technologies.

Findings

The authors point to the relevance and potentially important role that the deployment of online organizational resources and capabilities play in influencing foreign market selection and entry decisions and international marketing strategy choices, implementation and control. The authors thus explain how the use of digital technologies can facilitate the firm’s foreign market choices and the adoption of effective marketing programs, and offer insights into the adoption of digital tools in more effectively implementing and controlling the firm’s international marketing strategy.

Originality/value

The originality and value of this conceptual study is reflected in the identification and discussion of factors comprising the organizing framework of an international marketing strategy using internet-enabled technologies and in the examination of fruitful avenues of future investigation as a result of the need to redesign international marketing strategies in a new digital era.

Details

International Marketing Review, vol. 37 no. 3
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 2 April 2020

Suk Chong Tong and Fanny Fong Yee Chan

Market-oriented relations has been regarded as a kind of public relations practices widely performed by the practitioners of public relations and marketing. This study…

Abstract

Purpose

Market-oriented relations has been regarded as a kind of public relations practices widely performed by the practitioners of public relations and marketing. This study attempts to discuss market-oriented relations in the digital era in which public relations and marketing practitioners' involvement in managing market-oriented relations was simultaneously related to their perceptions of interactivity effects, value of public relations and benefits of digital media usage in public relations practices.

Design/methodology/approach

A self-administrated online survey targeting 241 practitioners engaged in coordinating public relations activities in Hong Kong was conducted in 2017.

Findings

Structural equation modeling (SEM) analysis showed that practitioners' involvement in market-oriented relations practices had significant positive effects on their perceptions of interactivity effects, value of public relations and benefits of digital media usage. Practitioners' perceptions of interactivity effects and benefits of digital media usage were positively affected by their perceptions of public relations value, particularly public relations effectiveness. Clients' profitability and business intelligence, as well as interactivity effects in terms of involvement and perceived customization were practitioners' key concerns in managing market-oriented relations.

Originality/value

This study explores how practitioners of public relations and marketing perceived and practiced public relations in the digital era. Specifically, the conception of market-oriented relations in regard to the use of digital media was discussed in the proposed structural model.

Details

Journal of Communication Management, vol. 24 no. 1
Type: Research Article
ISSN: 1363-254X

Keywords

Content available
Article
Publication date: 30 December 2019

Kezia Herman Mkwizu

The purpose of this paper is to explore digital marketing and tourism with a focus on opportunities with a case study of Africa, motivated by developments in tourism…

Abstract

Purpose

The purpose of this paper is to explore digital marketing and tourism with a focus on opportunities with a case study of Africa, motivated by developments in tourism particularly the increase in tourist arrivals and the growth of digital statistics in the digital era.

Design/methodology/approach

Literature review as a research methodology was adopted in this study, and the integrative literature review was the method used as well as content analysis to review studies in digital marketing and tourism relating to Africa.

Findings

This paper reveals that digital media, content and mobile advertising are among the trends in digital marketing and, thus, affords Africa the opportunity to market its attractions to tourists in this digital era.

Research limitations/implications

Future studies can explore quantitative and qualitative methods to understand the phenomenon of digital marketing in relation to tourism.

Practical implications

Other countries within Africa to adopt similar digital marketing such as digital media and creative content in order to manage the digitization of marketing activities in the tourism sector.

Originality/value

This study explores digital marketing and tourism with a focus on opportunities for Africa as a case study by specifically examining social media marketing in relation to tourist arrivals using integrative literature review and content analysis methods.

Details

International Hospitality Review, vol. 34 no. 1
Type: Research Article
ISSN: 2516-8142

Keywords

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Article
Publication date: 1 April 2003

Georgios I. Zekos

Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination…

Abstract

Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination of some legal aspects concerning MNEs, cyberspace and e‐commerce as the means of expression of the digital economy. The whole effort of the author is focused on the examination of various aspects of MNEs and their impact upon globalisation and vice versa and how and if we are moving towards a global digital economy.

Details

Managerial Law, vol. 45 no. 1/2
Type: Research Article
ISSN: 0309-0558

Keywords

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Abstract

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The Technology Takers
Type: Book
ISBN: 978-1-78769-463-7

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Article
Publication date: 18 October 2017

Chris Hackley, Rungpaka Amy Hackley and Dina H. Bassiouni

The purpose of this paper is to explore the implications of the selfie for marketing management in the era of celebrity. The purpose is to show that the facilitation of…

Abstract

Purpose

The purpose of this paper is to explore the implications of the selfie for marketing management in the era of celebrity. The purpose is to show that the facilitation of the creative performance of consumer identity is a key element of the marketing management task for the media convergence era.

Design/methodology/approach

The paper uses the selfie, the picture of oneself taken by oneself, as a metaphor to develop a conceptual exploration of the nature of marketing in the light of the dominance of celebrity and entertainment in contemporary media and entertainment.

Findings

The paper suggests that marketing management in the era of convergence should facilitate consumers’ identity projects through participatory and engaging social media initiatives. Marketers must furnish and facilitate not only the props for consumers mediated identity performances, but also the scripts, sets and scenes, plot devices, cinematographic and other visual techniques, costumes, looks, movements, characterizations and narratives.

Research limitations/implications

This is a conceptual paper that sketches out the beginning of a re-framed, communication-focussed vision of marketing management in the era of media convergence.

Practical implications

Marketing managers can benefit from thinking about consumer marketing as the stage management of consumer visual, physical, virtual, sensory and psychic environments that enable consumers to actively participate in celebrity culture.

Originality/value

This paper suggests ways in which marketing practice can emerge from its pre-digital frame to embrace the new digital cultures of consumption.

Details

Marketing Intelligence & Planning, vol. 36 no. 1
Type: Research Article
ISSN: 0263-4503

Keywords

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Abstract

Details

The Technology Takers
Type: Book
ISBN: 978-1-78769-463-7

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Article
Publication date: 1 June 1999

David Pollitt

Presents a series of articles on each of the following topics: digital strategy in the next millennium (Digital strategy – a model for the millennium; Searching for the…

Abstract

Presents a series of articles on each of the following topics: digital strategy in the next millennium (Digital strategy – a model for the millennium; Searching for the next competitive edge; The technology link; Value web management opportunities; clash of the Titans: communications companies battle for new ground; and a guide through the maze); retailing and distribution in the digital era (The business case for electronic commerce; superdistribution spells major changes; VF Corp. sews up software operation; IBM seeks to harness digital revolution; Egghead’s bold move to a Web‐based strategy; achieving successful Internet banking; and enterprising uses for IT); and the changing shape of the aviation industry (boom times ahead for air cargo; United Airlines flies high through employee ownership; Asian practices to West at Cathay Pacific; and Ryannair strips to the bone).

Details

International Journal of Physical Distribution & Logistics Management, vol. 29 no. 5
Type: Research Article
ISSN: 0960-0035

Keywords

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