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A Literature Review on Digital Marketing: The Evolution of a Revolution

Journal of Social Media Marketing

This literature review aims at providing a comprehensive and consolidated representation on how Digital Transformation in Marketing has, so far, influenced value making for businesses and discuss prospective ways ahead. In particular, current key concepts that need to be redefined have been spotted, as well as challenges in the digital marketing sector that need to be tackled with regards, especially, to social media and mobile marketing. A new structured approach is proposed on how businesses can stay up to date, exploiting the advantages, while minimizing the effects of disadvantages, of an almost inescapable decision to adopt, develop and implement a Digital Marketing Strategy. Future in marketing seems to embrace augmented and virtual reality as it’s natural progression, therefore, technology along with development and adoption of specific organizational capabilities and management tools respectively, integration of robust business processes, such as effective media derived data...

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The era of traditional marketing is slowing fading out owing to its high cost and low conversion ratio, and is being replaced by heavy investments in Digital Marketing by all firms alike. Digital Marketing uses various digital tools and technology to reach the target customers and performs data driven marketing of products and services. Identification of target customer is comparatively easy in digital media marketing and hence is more effective compared to traditional media marketing. This paper gives an insight on how by using digital marketing, the customer reach can be enhanced in a cost-effective way. It also gives a review of how the digital marketing landscape is changing. It emphases on how social media platforms can be leveraged for digital marketing and discussing the effectiveness of different platform. Besides this, various channels are available to make the digital marketing experience smoother. Tools like search engine optimization, influencer marketing, product placement etc. helps in increasing the visibility of the product significantly. Below the line activities such as e-mail marketing, content marketing, affiliate marketing helps you to connect with the customer directly. Various channels such as Pay per click marketing, Social Media Marketing, YouTube marketing and effectiveness of each channel has been discussed in this paper. The elements of a digital marketing program for attracting the customers, engaging them and retaining them and how to understand their preferences would be known after reading this paper. This will help to choose the best digital marketing channel based on products and services that you are offering. The final aim is to decide upon which channels and social media platforms to be used strategically and achieve the right mix and desired ROI. This research can provide a general framework for comparing different social media platforms and how the selection of particular channel and digital platform will influence the product or service communication. Also, the way forward and the need for organizations to go digital has been stressed upon. The shift towards a digital India will take place over a period of time. The internet penetration of urban India is close to 60% but that of rural India still stays at less than 20%, hence it will be a slow and steady process. The market is becoming very competitive and digital organizations need to update their marketing strategy in accordance with the consumer behaviour. Digital marketing allows marketers to come up with more innovative ideas to market their products. Latest technologies like 3D printing have also been discussed which may change the way marketing happens in future. It is now possible to create a 3D object from a digital model. This can be a viable marketing tactic for businesses in future. In future it will be possible for businesses to create accessories which can then be printed by customers who have 3D printers. This will result into elimination of unnecessary processes and also help in customization. The future of marketing is here, ready?

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The authors of this paper have analysed the current and future tendencies in digital marketing communications (DMC). Digital communications are an area of fast and frequent changes that lead to shorter communication between the message sender and receiver, thus speeding up the process and making it more complex. In order to survive in a dynamic environment, companies need to be visible and directly linked to their target groups. Moreover, it is vital that they understand well their digital environment and are prepared to take proactive steps to make their marketing communication successful. Acceptance and application of new trends in the field of digital marketing is a milestone in the business of an organization. The need for a proactive approach to changes is evident , as the organizations that first introduce the user-oriented innovations shall receive consumer attention and funds. A detailed and concise review of the current situation and the forecasts for the future are presented, to allow the expert and scientific public to plan future research in this field. An overview of the challenges and opportunities facing this innovative area provides a valuable insight and helps create a successful marketing communications strategy.

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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. Using the framework we organize the developments and extant research around the elements and touchpoints comprising the framework and review the research literature in the broadly defined digital marketing space. We outline the evolving issues in and around the touchpoints and associated questions for future research. Finally, we integrate these identified questions and set a research agenda for future research in digital marketing to examine the issues from the perspective of the firm.

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IJAR Indexing

In the 21st century market and its customers are related with the digital as a innovative and explorative means of receiving information. In essence, tools such as mobile, smartphones, the internet (intranet and internet) 3D printer, are shifting the balance of power from firms to consumers and vice versa. The paper will examine these tools, introduce some new concepts, and discuss how both firms and consumers are adapting to this changing landscape. This will increase your appreciation of how the foundations of marketing are being reshaped and shifting to fit our new digital world. This, in addition to globalisation, brings the world closer. The concept of marketing emerged in the early twentieth century. It has been a huge part of business strategy since marketing strategy is the benchmark for success of every business. Marketing dynamics have been constantly evolving ever since it was introduced, now it has been shifted towards modern and innovative techniques. This paper examines how digital tools, such as the Internet, smartphones, and 3D printing, are revolutionizing the world of marketing by shifting the balance of power from firms to consumers.

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Digital technology technologies and business practices are expected to radically transform the competitive landscape and society. Central to changing business practices is how digital technologies are transforming the practice of marketing which in turn is transforming the nature of markets globally. This paper, guided by the literature concerning the wave of digital disruption brought about by new technology, changes in consumer demand and new forms of business competition discusses industry level and macroeconomic impact of the digital transformation of marketing. The drivers of the digital transformation in marketing, the critical role of understanding the consumer value chain relative to marketing practice and the impact of changing business practices on the larger economy. A new model developed by (Teixeira, 2019) to assess consumer demand is described as a marketing practice innovation that can be used to gain new insights for innovation and marketing. These innovations in gai...

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Please note you do not have access to teaching notes, digital marketing for b2b organizations: structured literature review and future research directions.

Journal of Business & Industrial Marketing

ISSN : 0885-8624

Article publication date: 23 March 2020

Issue publication date: 19 June 2020

This study aims to analyze the available literature on the use of digital marketing in a business-to-business (B2B) context. It identifies gaps in the current research knowledge and proposes a research agenda for scholars and practitioners.

Design/methodology/approach

A systematic literature review has been conducted on B2B digital marketing. The various themes have been identified on the basis of the comprehensive analysis of extant literature. Also, semi-structured interviews with B2B marketing experts were also conducted to further refine the emerged digital marketing themes.

Although some B2B firms use digital marketing, most are unable to leverage its full benefits because of the dearth of comprehensive research on the subject. This review provides an insight into the emerging themes by developing a collaborative conceptual framework. The review highlights that few areas such as digital marketing communication and sales management have witnessed steady development while decision support systems, critical success factors, electronic marketing orientation (EMO), etc., were lesser explored. Furthermore, it identifies research gaps and highlights the emerging research themes for future researchers.

Practical implications

The collaborative framework will help organizations to align their digital marketing activities as per the changing market dynamics such as the focus on building social media capability, EMO and value co-creation.

Originality/value

Research on the use of digital marketing by B2B firms is still at the embryonic stage. This study is a pioneering effort to review the use of digital marketing in B2B organizations and identify research priorities for scholars and practitioners.

• Literature review
• Digital marketing
• B2B marketing

Pandey, N. , Nayal, P. and Rathore, A.S. (2020), "Digital marketing for B2B organizations: structured literature review and future research directions", Journal of Business & Industrial Marketing , Vol. 35 No. 7, pp. 1191-1204. https://doi.org/10.1108/JBIM-06-2019-0283

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The Digital Marketing Toolkit: A Literature Review for the Identification of Digital Marketing Channels and Platforms

• First Online: 08 July 2020

Cite this chapter

• Marc K. Peter   ORCID: orcid.org/0000-0002-2897-0389 3 &
• Martina Dalla Vecchia 3  

Part of the book series: Studies in Systems, Decision and Control ((SSDC,volume 294))

6489 Accesses

43 Citations

Digital transformation, driven by technological advances and changing customer requirements, is stimulating the use of digital marketing. 11% of Swiss organizations regard digital marketing as a key investment area as part of their overall digital transformation strategy, with over one third of Swiss organizations currently investing in new sales and marketing tools. Unfortunately, there are implementation gaps between Swiss small and medium-sized enterprises (SME) and large enterprises (LE). In short, SME are lagging behind LE and generally do not use digital marketing tools, channels, and platforms. Barriers that prevent SME from adopting higher digital marketing tools are cultural change, limited resources/high costs, technology, and expertise. The objective of this study is to close the knowledge gap and provide SME with an overview of the most important digital marketing tools based on a literature review in order to leverage the opportunity of digital technology in the marketing discipline and reduce the distance to LE. The literature review identified nineteen relevant articles. These articles include 162 citations of tools, channels, platforms, and methods, which can be used by SME to close the knowledge gap and thus take advantage of a new, digital marketing portfolio. The twenty-four unique digital marketing tools are presented based on a comparative analysis, with the eleven most often cited tools being defined and described. Potential for further research was identified.

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Peter, M.K., Dalla Vecchia, M. (2021). The Digital Marketing Toolkit: A Literature Review for the Identification of Digital Marketing Channels and Platforms. In: Dornberger, R. (eds) New Trends in Business Information Systems and Technology. Studies in Systems, Decision and Control, vol 294. Springer, Cham. https://doi.org/10.1007/978-3-030-48332-6_17

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Surrendering the Self

The posthuman world in vandermeer's annihilation.

In his novel Annihilation , author Jeff Vandermeer provides a science-fiction narrative on nature as an unstoppable and uncontrollable environment where plants, animals, humans, and the land exist as a collective and connected entity of interactions. The novel utilizes Lovecraftian horror elements of an uncontrollable nature, human contamination, and an unknowable future controlled by nonhuman forces to portray both a multispecies environment and the posthuman future. Read through a multispecies lens and framed by Donna Haraway’s Staying with the Trouble: Making Kin in the Chthulucene , this essay is an analysis of how Annihilation ’s setting—Area X—necessitates the removal of human-centered processes and the human concept of individualism for favor of a flourishing multispecies environment. Its analysis exemplifies the genre of science fiction as a method to expand the boundaries of our perceived human-centered world. The narrative and rhetorical structures utilized by Vandermeer in his representation of real-world environments and natural processes as uncanny horrors and an off-center reality accurately represent the unknown future beyond the human species.

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Dylan Huey, Gen Z Founder, TedX Speaker, Digital Creator & Musician at Rodin’ Flash

A BHR Interview with Dylan Huey , Gen Z Founder, TedX Speaker, Digital Creator & Musician at Rodin’ Flash

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Our collaboration with Hulu for the “Self-Reliance” movie premiere exemplifies the transformative power of influencer marketing. By carefully selecting influencers across various niches, we were able to craft a campaign that resonated across diverse audiences, generating excitement and engagement that traditional advertising mediums could scarcely match. This strategic approach underscored the importance of authenticity and alignment between brand values and influencer personas, ensuring that each post, story, and interaction felt genuine to the audience. Similarly, our work with Appily’s scholarship discovery platform highlights the efficacy of leveraging influencer content to engage with a specific demographic. Through creative, relatable content, we were able to significantly amplify Appily’s reach and engagement, underscoring the value of influencers in translating brand messages into meaningful narratives that resonate with their followers. These case studies demonstrate not just the effectiveness of influencer marketing in standing out in a crowded marketplace but also its potential to create deep, lasting connections with consumers.  

What would you consider “an innovation” in marketing for a product or service today? What stands out to you as a digital savvy Gen Z individual? 

Innovation in marketing, especially from a Gen Z perspective, is synonymous with authenticity, creativity, and integration. The evolving dynamic where influencers are not just endorsers but integral parts of brand teams represent a significant shift. This closer relationship ensures that content is not only more authentic but also deeply aligned with the brand’s identity and values. Moreover, the trend of offering equity to influencers is a groundbreaking approach, transforming them from external partners to invested stakeholders. This not only incentivizes long-term collaboration but also aligns the influencers’ success with that of the brand, fostering a deeper commitment to shared goals. Liquid Death’s marketing strategy is a prime example of this innovative approach. By combining a unique brand identity with strategic influencer partnerships, they’ve managed to carve out a distinct place in the market, demonstrating that creativity and strategic thinking can turn even the simplest product into a cultural phenomenon.  

Is there anything you’d like to recommend or suggest for hotels or restaurants to ensure that innovative marketing reaches targeted audiences? 

Innovative marketing for hotels and restaurants transcends traditional advertising, requiring a deep understanding of the target audience and a commitment to engaging them in meaningful, authentic ways. Key to this approach is leveraging local influencers and content creators who can share genuine experiences, turning one-time visits into ongoing relationships and transforming guests into brand ambassadors. Incorporating immersive experiences, such as exclusive events or behind-the-scenes tours, alongside user-generated content (UGC), allows establishments to create a buzz and build trust through real-life testimonials. Additionally, embracing technology through virtual tours, augmented reality menus, or personalized apps can significantly enhance the customer experience, setting your brand apart in a competitive landscape.  

Furthermore, aligning marketing efforts with consumer values, particularly around sustainability and social responsibility, can deepen connections with younger generations who prioritize these issues. Showcasing eco-friendly practices and community involvement through storytelling on digital platforms not only highlights a brand’s commitment to these values but also resonates with a demographic looking for more than just a service—they’re seeking an experience that aligns with their worldview. By adopting a multifaceted marketing strategy that combines authenticity, technology, and value alignment, hotels and restaurants can not only reach but profoundly engage their target audiences, ensuring long-term success and relevance in today’s dynamic market.  

On the Superbowl ads! 

This Super Bowl season, we witnessed a continued shift in advertising that goes beyond traditional norms, blending the magnetic appeal of celebrities with the authentic, relatable touch of influencers. My favorite Super Bowl ads this year? BMW Group , Mountain Dew, Squarespace , E*TRADE from Morgan Stanley , and BetMGM ! Here’s a deep dive into how this year’s ads leveraged influencers to captivate and engage, transforming the ad landscape: 🌟 Strategic Synergy: Celebrity Meets Creator Economy – The integration of digital creators like Addison Rae with traditional celebrities in Super Bowl ads (shoutout Cardi B) is both innovative and strategic. By tapping into Addison’s Gen Z stronghold for Nerds, brands showcased the power of authenticity, bridging the gap between product and consumer in a way that feels both personal and genuine. 🎥 Viral Creativity: Crafting Shareable Moments – Zach King ‘s collaboration with PepsiCo exemplifiess the viral potential of influencer partnerships. His magical, creative spin ensured the ad lived on through shares and likes, extending its lifespan far beyond a 30-second slot. 🎯 Targeted Impact: Engaging Niche Audiences – Sean Evans’ unique appeal added a layer of targeted engagement to YouTube ‘s campaign, demonstrating how influencers can draw in niche markets with precision, turning viewers into engaged community members. 🏈 Community First: Building Deeper Connections – The NFL’s collaboration with creators like Jimmy Donaldson transcended traditional advertising, embedding the brand within communities, fostering a sense of belonging and loyalty that goes beyond the game. The strategic use of influencers in Super Bowl ads underscores a pivotal shift towards more nuanced, engagement-driven advertising. With #socialmedia , ads are both experience and shared, creating a ripple effect that extends a brand’s reach and impact. It’s not just about who’s in the ad but how the ad resonates and mobilizes the audience, turning passive viewers into active participants and advocates.  

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