Digital Marketing 2021 & 2022

The use of the web and social media has changed consumer behavior and therefore how companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness, and increased sales. However, significant challenges exist from negative electronic word-of-mouth also as intrusive and aggravating online brand presence. this text brings together the collective insight from several leading experts on issues concerning digital and social media marketing. The experts’ perspectives offer an in-depth narrative on key aspects of this important topic also as perspectives on more specific issues including AI, augmented reality marketing, digital content management, mobile marketing, and advertising, B2B marketing, electronic word of mouth, and ethical issues therein. This research offers a big and timely contribution to both researchers and practitioners within the sort of challenges and opportunities where we highlight the restrictions within the present research, outline the research gaps and develop the questions and propositions which will help advance knowledge within the domain of digital and social marketing.
The introduction and advancement of digital technologies have significantly influenced the environment in which companies operate. The studies during this theme specialize in the changes in consumer behavior and customer interactions through online media and eWOM communications. Consumer behavior has significantly changed thanks to technological innovation and ubiquitous adoption of hand-held devices, directly contributing to how we interact and use social commerce to form decisions and shop online. The increasing use of digital marketing and social media has positively influenced consumer attitudes toward online shopping with increasing market share for eCommerce-centric organizations.
New social media platforms are introduced and start to grow in popularity and gain new followers, representing both opportunities and challenges for social media marketing. With the various social media platforms, there could also be varying capabilities for brands to interact with individuals, which suggests social media marketing managers must learn to adapt to effectively use the platform to succeed in consumers. Furthermore, perhaps new marketing strategies for the new social media platforms must be created to realize customer leads and enhance consumer engagement. For academics researching social media marketing, the novel social media platforms also present opportunities for extra research, including potentially comparing the various platforms, exploring how and why individuals may use the varied social media for distinct purposes, and developing or modifying metrics for measuring return on investment.
It would be intriguing to match how negative versus positive electronic word-of-mouth travels through a social network online. the speed of data flow, the volume of data shared, network clusters, and cross-posts on different social media could also be analyzed and compared for negative and positive electronic word-of-mouth. To conduct this research, a social networking platform that permits all viewers to ascertain the nodes, ties, and frequency of reactions and comments could also be used. A quasi-experimental design approach could also be wont to select the nodes; an occasion or noteworthy news story would be shared to those nodes. Data on the number of times the node viewed, shared, and commented on the event and therefore the impact of those numbers could also be explored to raised understand how viral marketing works. it might be interesting to potentially measure the speed of the knowledge flow, which can be possible with the advanced technical designs of the social media platform.
Recent growth in digital content marketing (DCM) thanks to how consumers look for information, is intensifying the competition within industries. This has led to an intensive specialization in scholarships within the areas of selling metrics, social media, email strategy, consumer experience, consumer engagement, online advertising, program optimization (SEO), and overall DCM. Additionally, traditional concepts of advertising, focusing campaigns on Procter & Gamble’s “Moments of Truth” concept, disrupted by the program giants like Google.
It is important to realize control over the whole content life cycle by rank and prioritizing content, develop a content outline and start information architecture to deliver personalized experiences to customers. Creating personalized content that matters to your customers requires content development teams of front-end developers who are ready to build solutions for not only your websites, but mobile apps, social apps, marketing automation integrations, email marketing, interactive infographics, iBooks, eBooks, digital spam pieces, and so on. Today, marketers face a content crisis: they can’t produce content fast enough due to disjointed systems, inability to collaborate, duplication of labor, and therefore the sheer volume of needed content.
In conclusion, digital content marketing, today, is extremely important for marketers, and academics alike. At an equivalent time, digital marketing is an innovative thanks to reaching potential customers worldwide. Increasing importance in building trust and interesting customers with relevant, specific, and useful content of more volume which resonates together with your business and target markets is important in digital storytelling.
Augmented Reality remains in its infancy, but most likely close to experience a breakthrough. As discussed during this section, Augmented Reality Marketing is far quite just a communicative gimmick, it’d become a replacement paradigm in management research and practice. However, surprisingly little research has been conducted in this field. I hope that this section inspires scholars from a variety of disciplines to research Augmented Reality and the way it can positively impact marketing, businesses, consumers, and societies as an entire.
Consumer trust towards AI is influenced by the explainability of AI. this is often a crucial component of AI application, intended to supply users with accurate prediction, understandable decisions, and traceability of actions. Explainable AI (XAI) is an emerging AI approach that ought to be integrated into social media marketing to assist firms to generate accurate and effective marketing appeals (e.g., automatized recommendations and personalized offers) for his or her target consumers and reach them at the proper time and right place.
As another example, Quantcast, a number one AI company that focuses on AI-driven marketing, optimizes customers’ advertising campaigns by using AI-driven real-time insights. They believe real-time data and machine learning capability to assist their customers to ensure brand safety and protect consumers from fraud and therefore the dissemination of faux information, thus increasing customer trust towards brands.

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