scholarly journals Avoiding digital marketing analytics myopia: revisiting the customer decision journey as a strategic marketing framework

2021 ◽  
Author(s):  
Matthew D. Vollrath ◽  
Salvador G. Villegas
Keyword(s):  
Conceptual Framework ◽  
Digital Marketing ◽  
Strategic Marketing ◽  
Marketing Plan ◽  
Marketing Theory ◽  
Strategy Formation ◽  
Consumer Decision ◽  
Profound Impact ◽  
Marketing Analytics ◽  
Consumer Value

AbstractThe use of analytics data in digital marketing has had a profound impact on the way marketers create consumer relationships and how firms make decisions. However, the marketing analytics literature offers little guidance on how digital marketing analytics tools should be selected and leveraged in service to the firm’s overall strategy. Foundational marketing theory and research concerning the origin of consumer value and the primary importance of the consumer decision journey to strategy formation offer a pathway to evaluating digital marketing tools and analysis in a strategic and theoretically sound manner. This paper builds on seminal marketing thought to propose a conceptual framework that places use of digital marketing analytics tools and channels in the context of a firm’s marketing plan. The framework has diverse applications across many industries and platforms and can help markers avoid falling victim to digital marketing analytics myopia, even as evolving technologies and broader societal forces like the response to Covid-19 accelerate the digitalization of marketing.

Digital Marketing Strategies for Accessible Tourism

2020 ◽  
pp. 71-92
Author(s):  
Fernando Florim De Lemos ◽  
Dina Vieira ◽  
Tânia Pinho
Keyword(s):  
Conceptual Framework ◽  
Case Studies ◽  
Marketing Strategies ◽  
Digital Tools ◽  
Digital Marketing ◽  
Additional Information ◽  
Different Dimensions

This chapter addresses the applications of digital marketing in the construct of communicational practices aimed at target audiences that have some physical, motor, psychological, or other disabilities, who require additional information or specialized advice to fully comprehend all elements involved, when planning/deciding to travel. Throughout the text there are several references of the conceptual framework, as well as several examples of case studies that highlight some of the practices used in diversified contexts, using digital tools as privileged means of intervention in the different dimensions required to support the so-called accessible tourism.

Gamification in Marketing

2022 ◽  
pp. 137-165
Author(s):  
Umit Basaran
Keyword(s):  
Game Design ◽  
Mobile Application ◽  
Customer Value ◽  
Digital Marketing ◽  
Design Elements ◽  
Innovative Technologies ◽  
Attitudes And Behaviors ◽  
Consumer Value ◽  
Marketing Activities

Advances in digital marketing technologies and the experience and value they provide to consumers have become important factors in market success. Therefore, businesses are focusing much more on the use of innovative technologies such as gamification. Gamification is the use of game design elements and mechanisms in non-game environments to increase the motivation of users to guide their behavior. Gamification elements used in marketing activities have an impact on the attitudes and behaviors of consumers towards brands, products, and services by increasing experience and value for them. Accordingly, this chapter is aimed at evaluating the gamified marketing activities from the perspective of customer value. In this context, the concepts of customer value and gamification are examined, and gamification techniques used in marketing and their effects on consumer value are evaluated. Also, the case study of Starbucks' gamified mobile application is presented from the perspective of customer value.

Strategic Marketing Planning for Nonprofit Organizations

2021 ◽  
pp. 58-84
Author(s):  
Stacy Landreth Grau
Keyword(s):  
Nonprofit Organizations ◽  
Boards Of Directors ◽  
Strategic Plan ◽  
Strategic Marketing ◽  
Marketing Plan ◽  
Advisory Boards ◽  
Marketing Planning

Chapter 3 deals with the importance of planning—specifically planning for the overall organization and its connection to marketing. The chapter starts with a discussion of the importance of a strong strategic plan and how this informs effective marketing decisions. The chapter then presents an outline and explanation of both the overall strategic plan and the marketing plan and how they relate to each other. This chapter also gets into funding models—including some newer ones—that are applicable to nonprofit organizations. Finally, the chapter deals with the role of various stakeholders, including boards of directors, advisory boards, and consultants, and it also includes tips on choosing marketing partners for advertising, fundraising, and other important activities.

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