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

2022, 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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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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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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Please note you do not have access to teaching notes, a systematic literature review: digital marketing and its impact on smes.

Journal of Indian Business Research

ISSN : 1755-4195

Article publication date: 20 February 2023

Issue publication date: 3 March 2023

This study aims to analyze the available literature on the use of digital marketing and its impact on small- and medium-sized enterprises (SMEs). This study identifies the use of digital marketing practices and its impact on SMEs.

Design/methodology/approach

A systematic literature review has been conducted on digital marketing, and its implementation in SMEs. The impact of digital marketing on SMEs performance is observed over the past 12 years through the resources which are undertaken for the study, namely, Science Direct, Scopus, Springer, IEEE Explorer, ACM Digital Library, Engineering Village, ISI Web of Knowledge database is used to search the research publications on the selected topic.

Although some SME firms use digital marketing, their impact is not similar where we can recommend a fixed strategy for applying digital marketing. This review provides an insight into how digital marketing has evolved over the period of time and how SMEs are adopting it for their sustenance.

Practical implications

This study will give theoretical analysis of various benefits received by SMEs because of digital marketing in the different capacities helping organizations to uplift their productivity. Mind mapping will give the idea of impact of SMEs on their various performances in rural as well as in the urban areas. This study will give further scope for digital marketers to approach those industries specifically at rural parts of the nation for bringing change into their marketing operations and also for increasing turnover by the use of digital marketing.

Originality/value

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

• Literature review
• Digital marketing
• Small and medium enterprises
• Impact on SMEs

Jadhav, G.G. , Gaikwad, S.V. and Bapat, D. (2023), "A systematic literature review: digital marketing and its impact on SMEs", Journal of Indian Business Research , Vol. 15 No. 1, pp. 76-91. https://doi.org/10.1108/JIBR-05-2022-0129

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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

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• 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))

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53 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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DOI : https://doi.org/10.1007/978-3-030-48332-6_17

Published : 08 July 2020

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