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Sales problem: Digital Marketing

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Literature Review: Digital Marketing problem for Sales

This “Ten Problems for Sales in the 2020s” booklet identifies ten relevant areas from very recent contributions put forward at academic level in the form journal articles, conference proceedings and students’ theses. Ten freely accessible internet references have been selected for each area and direct links are provided at the end of each chapter for own consultation. Our selected references do not intend to mirror ranking indexes nor establish novel classifications. On the contrary, they are meant to represent peer-reviewed, diverse and scientifically-sound case studies for vertical dissemination aimed at non-specialist readers. They will also be able to scoop even more references through the bibliography that is reported at the end of each selected reference.

Without further ado, these are the ten problems that we are going to introduce in this booklet:

  1. digital technology,
  2. conscious consumer,
  3. mobile payments,
  4. agritech,
  5. retail experience,
  6. popular products,
  7. sustainable fashion,
  8. plant-based diet,
  9. digital marketing,
  10. b2c platforms.

Each problem has its own dedicated chapter made of an introductory section, a short presentation of the ten selected references and a conclusions section.

The final chapter of this booklet will report the conclusions from each chapter again in order to provide a complete executive summary.


9 Digital Marketing

THE PROBLEM — Digital Marketing is defined as a set of techniques developed on the Internet with to persuade users to buy a product or service. The digital marketing discipline is facing growing fragmentation; the proliferation of different subareas of research impedes the accumulation of knowledge. Security issues are also increasingly relevant.

CASE STUDIES — … buy this booklet from Amazon …

CONCLUSIONS — Digital marketing literature explains the dynamics of the re-creation of four non-digital cultural repertoires. Relevant evidence on the measures to improve the management of Data Sciences in digital marketing remains scarce. Most users do not consider targeting marketing a potential threat to their privacy, they usually have a neutral attitude toward it. Even though they use social media for entertainment and education, Gen Y members in Serbia do not find the content that they consume to be genuine or trustworthy. Cyber-attacks fall into two major categories: breaches of data security and sabotage. Significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. B2B marketing has its own characteristics: its environment is quite specific and more complex, radically different from mass consumption. Two marketing capabilities gaps are identified: a practice gap and a knowledge gap. Digital marketers have to realize that they are at mercy of the tools they use when it comes to successfully running a digital campaign. Because of the current Covid-19 pandemic, businesses are starting to trade differently, with long-lasting consequences.

TEN FREE REFERENCES FROM THE INTERNET — … buy this booklet from Amazon …


Sales
“Ten Problems for Sales in the 2020s” booklet for Amazon Kindle, 2020; click on the cover to go to the dedicated Amazon listing page

By TenProblems

Literature Reviews for Inquisitive Minds