دانلود رایگان مقاله بازاریابی دیجیتال و رسانه های اجتماعی

Abstrac

t Changes in consumer behavior require firms to rethink their marketing strategies in the digital domain. Currently, a significant portion of the associated research isfocused more on the customerthan on the firm. To redressthisshortcoming, this study adopts the perspective of the firm to facilitate an understanding of digital marketing and social media usage as well as its benefits and inhibitors. The second generation ofInternet-based applications enhances marketing efforts by allowing firms to implement innovative forms of communication and co-create content with their customers. Based on a survey of marketing managers, this article shows that firms face internal and external pressures to adopt a digital presence in social media platforms. Firms’ digital marketing engagement can be categorized according to perceived benefits and digital marketing usage. To improve digital marketing engagement, marketers must focus on relationship-based interactions with their customers. This article demonstrates how some firms are already accomplishing just that.

5. Managerial implications

The Web can be an extremely useful tool for marketersin creating strong brands and gaining competitive advantages. To effectively utilize the advantages offered by the Internet, though, firms must adopt social media as a channel of providing information to customers; connecting with stakeholders; and, ultimately, generating sales. As marketing communications become increasingly integrated with the digital space, marketers can use social media to create digital linkages with customers. There are two main methods for developing these linkages: (1) perform as a digital or interactive firm, thereby maintaining or reinforcing the high levels of digital marketing usage, or (2) adopt various kinds of social media interaction to increase usage of digital marketing. All efforts in this domain should lead to increased engagement, stronger relationships with customers, and subsequent customer engagement.