Digital Marketing and Social Media

Gabrielsson, Peter, Mika Gabrielsson, and Tomi Seppälä. “Marketing strategies for foreign expansion of companies originating in small and open economies: The consequences of strategic fit and performance.” Journal of International Marketing 20.2 (2012): 25-48.

The study by Gabrielsson, Gabrielsson & Seppäl 25 has examined the marketing strategies used by companies even as they expand their foreign markets. The paper outlines the digital marketing strategies and two specific issues that are related to marketing strategies; the standardization of marketing all over different countries and the breadth of product offered. The overall results show that application of the right strategy like Facebook and Twitter handles can positively impact on the marketing outcomes. The study affirms that consumer behavior is affected by a variety of variable that ranges from customer’s needs, attractions, attitudes, socio-economic status, age group and values among others. The paper concludes by stating that it is only digital marketing strategies that can be employed to boost the company performance.

Ishaq, Muhammad Ishtiaq, and Nazia Munazer Hussain. “CREATIVE MARKETING STRATEGY AND EFFECTIVE EXECUTION ON PERFORMANCE IN PAKISTAN.” Revista de Administração de Empresas 56.6 (2016): 668-679.

This study by Ishaq & Hussain was meant to investigate the influence that creative marketing strategies through digital media can have on the general business performance. The paper has acknowledged that digital marketing is a tremendous incentive in advertising strategies developed by most organizations. Through digital marketing, a click on the content placed on the website enables one to automatically access information that a marketer would wish the customers to access. The researcher collected data from 368 important informants working in different companies. Factor analysis regression was done and the results showed that effective digital marketing strategies can result into high business performance.

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Kannan, P. K. “Digital marketing: A framework, review and research agenda.” International Journal of Research in Marketing 34.1 (2017): 22-45.

Kannan has described in his article the different digital marketing touchpoints within the process of marketing together with the marketing strategies in which digital technologies have great impact. The author in this case point out that digital media sites like Facebook and Twitter can be of greater advantages compared to traditional approaches of advertisement. By using digital media sites like Facebook platforms, Twitter and even institution’s website, more potential clients are likely to be reached to. This article has ended by integrating the aspects of digital technology in marketing and the need for future further research on the same topic.

Montecchi, Matteo, and Karinna Nobbs. “Let It Go: Consumer Empowerment and User-Generated Content–An Exploratory Study of Contemporary Fashion Marketing Practices in the Digital Age.” Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications. IGI Global, 2018. 1106-1129.

Montecchi and Karinna argue that there are numerous digital contributions and interactions, which can all be described as User Generated Content (UGC). All these can always take the form of product demonstration, blogs, reviews and even homemade kind of advertisements. This study has explored numerous benefits that the companies operating in fashion industry enjoy as a result of digital marketing. The study concluded that if the organization does not engage itself in any activities of the social media like face booking and tweeting of the content of its services and products, it obviously means that it will be missing out on the potential opportunities within digital advertisements

Morris, Neil. “Understanding digital marketing: Marketing strategies for engaging the digital generation.” (2009): 384-387

In its “Understanding digital marketing: Marketing strategies for engaging the digital generation”, Morris has demonstrated the fact that proper use of digital media can help achieve great business success, now and even in the future to come. This paper points out that organizations can always apply different internet platforms to see their business grow. He explain that the use of digital media sites like Twitter and Facebook to outline the content of all their products, including upload of pictures of their facilities and products will help such organizations achieve her marketing goals. Morris further outlines that the quality of a given content marketing will always determine the benefits it bring to the company, in relating to attracting new more customers.

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Phan, Michel, and Seong-Yeon Park. “Introduction: Social media marketing and luxury brands.” (2014): 195-196.

Phan & Park has demonstrated how social media marketing can promote the luxury brands. The author affirms that the current days have seen a shift from band communication to product communication and from the purchase experience to the content experience.  Phan & Park have noted in their article that various digital tools like Facebooking and Twitter can be very influential in promoting luxury brands. They noted therefore, that for any business to prosper, it is essential for them to use the most efficient content marketing strategy so that their return on investment can be of great profit.