The Use of Digital Marketing: An Analysis of Companies in a Technological Park
DOI:
10.14211/regepe.v9i4.1748Keywords:
Marketing Digital, Marketing Digital Strategic Actions, MetricsAbstract
Purpose: to understand how small companies located in a technology park make use of strategic actions and digital marketing tools to promote their business.
Methodology/approach: an exploratory data collection was systematized, with a qualitative approach, through in-depth interviews with entrepreneurs in the technology park.
Main results: the research demonstrated that entrepreneurs have difficulties in the formation and execution of digital marketing strategies. The knowledge they retain about each tool reflects their use.
Theoretical/Methodological contributions: a framework was built, demonstrating how small companies execute their digital marketing strategies, together with the role of knowledge of the tools and their metrics, in the use and actions performed by organizations.
Relevance/originality: to understand how companies inserted in innovation environments use the different strategic actions that digital marketing offers and how they perform the proper monitoring of these actions.
Social/management contributions: from work, small business managers can recognize what are the barriers encountered in the execution of digital marketing strategies, seeking solutions to overcome these challenges, in the light of their knowledge and the potential impacts on business.
Downloads
References
Bardin, L. (2009). Análise de conteúdo (L. A. Reto e A. Pinheiro Trads.). Portugal: Edições 70.
Calais, I., & Santos, E. G. (2016). Barreiras no uso das mídias sociais como ferramentas de marketing digital pelos microempreendedores individuais. Anais do Encontro de Marketing da ANPAD. Belo Horizonte, MG, 7.
Chaffey, D., & Patron, M. (2012). From web analytics to digital marketing optimization: Increasing the commercial value of digital analytics. Journal of Direct, Data and Digital Marketing Practice, 14(1), 30-45. DOI: https://doi.org/10.1057/dddmp.2012.20
Crescitelli, E., & Freundt, V. A. (2013). Métricas de comunicação de marketing offline e online. Revista FSA (Centro Universitario Santo Agostinho), 10(2), 1-25. DOI: https://doi.org/10.12819/2013.10.2.1
Day, G. S. (2011). Closing the marketing capabilities gap. Journal of Marketing, 75(4), 183-195. DOI: https://doi.org/10.1509/jmkg.75.4.183
Farris, P. W. (2012). Métricas de marketing: O guia definitivo para medir o desempenho do marketing (2a ed.). Porto Alegre: Bookman.
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118-126. DOI: https://doi.org/10.1016/j.jbusres.2016.05.001
Fernandes, B. G., & Rosa, C. O. (2013). As métricas do marketing no século XXI. Revista Panorama-Revista de Comunicação Social, 3(1), 180-190. DOI: https://doi.org/10.18224/pan.v3i1.3435
Ferreira, C., Campos, R. C., Naves, F. M., da Silva, W. B., & Fernandes, G. G. (2019). Marketing digital e redes sociais como oportunidade de inovação para micro e pequenas empresas: um estudo realizado com varejistas da cidade de Lavras MG. Revista Foco, 12(2), 88-111. DOI: https://doi.org/10.28950/1981-223x_revistafocoadm/2019.v12i2.688
Glaser, B., & Strauss, A. (1967). The discovery of grounded theory. London: Weidenfield & Nicolson.
Hannah, D. R., & Lautsch, B. A. (2011). Counting in qualitative research: Why to conduct it, when to avoid it, and when to closet it. Journal of Management Inquiry, 20(1), 14-22. DOI: https://doi.org/10.1177/1056492610375988
Järvinen, J., & Karjaluoto, H. (2015). The use of Web analytics for digital marketing performance measurement. Industrial Marketing Management, 50, 117-127. DOI: https://doi.org/10.1016/j.indmarman.2015.04.009
Kannan, P. K., & Li, H. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22-45. DOI: https://doi.org/10.1016/j.ijresmar.2016.11.006
Kim, J., Kang, S., & Lee, K. H. (2019). Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles. Journal of Business Research. On-line.
Knowles, J., & Ambler, T. (2009). Orientation and marketing metrics. In MACLARAN, P. et al. The Sage Handbook of Marketing Theory (pp. 379-396). Los Angeles: Sage. DOI: https://doi.org/10.4135/9781446222454.n22
Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), 146-172. DOI: https://doi.org/10.1509/jm.15.0415
Leeflang, P. S., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European management journal, 32(1), 1-12. DOI: https://doi.org/10.1016/j.emj.2013.12.001
Mazzinghy, A. M (2014). O uso de ferramentas do marketing digital para o crescimento competitivo das empresas: links patrocinados, facebook, twitter e e-mail marketing. Temática, 10(9), 229-251.
Moorman, C., & Day, G. S. (2016). Organizing for marketing excellence. Journal of Marketing, 80(6), 6-35. DOI: https://doi.org/10.1509/jm.15.0423
Morais, F. (2015). Planejamento estratégico digital. São Paulo: Saraiva.
Nakatani, K., & Chuang, T. T. (2011). A web analytics tool selection method: an analytical hierarchy process approach. Internet Research, 21(2), 171-186. DOI: https://doi.org/10.1108/10662241111123757
Ogden, J. R., & Cresccitelli, E. (2011). Comunicação integrada de marketing: conceitos, técnicas e práticas (2a ed.). São Paulo: Pearson.
Okada, S. I., & Souza, E. M. S. (2011). Estratégias de marketing digital na era da busca. Revista Brasileira de Marketing, 10(1), 46-72. DOI: https://doi.org/10.5585/remark.v10i1.2199
Okada, S. I. (2011). Web analytics: Modelos de métricas de engajamento em mídias emergentes. Revista Brasileira de Marketing, 10(3), 107-126. DOI: https://doi.org/10.5585/remark.v10i3.2271
Pelsmacker, P., Van Tilburg, & S., Holthof, C. (2018). Digital marketing strategies, online reviews and hotel performance. International Journal of Hospitality Management, 72, 47-55. DOI: https://doi.org/10.1016/j.ijhm.2018.01.003
Rappaport, S. D. (2014). Lessons learned from 157 metrics, 150 studies, and 12 essays: a field guide to digital metrics. Journal of Advertising Research, 54(1), 110-118. DOI: https://doi.org/10.2501/JAR-54-1-110-118
Ries, E. (2012). A startup enxuta: como os empreendedores atuais utilizam a inovação contínua para criar empresas extremamente bem-sucedidas. São Paulo: Lua de Papel.
Rosa, R., Casagranda, Y. G., & Spinelli, F. E. (2017). A importância do marketing digital utilizando a influência do comportamento do consumidor. Revista de Tecnologia Aplicada, 6(2) 28-39. DOI: https://doi.org/10.21714/2237-3713rta2017v6n2p28
Royle, J., & Laing, A. (2014). The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries. International Journal of Information Management, 34(2), 65-73. DOI: https://doi.org/10.1016/j.ijinfomgt.2013.11.008
Ryan, D., & Jones, C. (2016). Understanding digital marketing: Marketing strategies for engaging the digital generation. London and Philadelphia: Kogan Page Publishers.
Santos, J. M., Silva, M. D. S., Frade, C. M., & de Sousa, F. R. L. (2019). Mídias Digitais como Canal de Comunicação em Empresas do Ramo de Vestuário e Moda da Cidade de Santa Luzia/PB. Conhecimento Interativo, 13(1), 330-345.
Spiller, L., & Tuten, T. (2015). Integrating metrics across the marketing curriculum: The digital and social media opportunity. Journal of Marketing Education, 37(2), 114-126. DOI: https://doi.org/10.1177/0273475315587103
Taveira, S. (2018). Marketing para startups: um estudo sobre as estratégias de marketing digital utilizadas pelas startups participantes da campus party. e-Revista Facitec, 8(2), 1-17.
Torres, C. (2009). A bíblia do marketing digital: Tudo o que você queria saber sobre marketing e publicidade na internet e não tinha a quem perguntar. São Paulo, SP: Novatec.
Trainini, M. M., & Torres, J. D. S. (2014). Mídias sociais como ferramentas de estratégias de marketing. Revista Ciência e Conhecimento, 9(1), 23-40.
Turchi, S. R. (2012). Estratégias de marketing digital e e-commerce. São Paulo: Atlas.
Winer, R. S. (2009). New communications approaches in marketing: Issues and research directions. Journal of interactive marketing, 23(2), 108-117. DOI: https://doi.org/10.1016/j.intmar.2009.02.004
Wymbs, C. (2011). Digital marketing: The time for a new “academic major” has arrived. Journal of Marketing Education, 33(1), 93-106. DOI: https://doi.org/10.1177/0273475310392544
Downloads
Published
Métricas
Visualizações do artigo: 792 PDF (Português (Brasil)) downloads: 905 PDF downloads: 148
How to Cite
Issue
Section
License
Authors who publish in this journal agree to the following terms:
-
The author(s) authorize the publication of the text in the journal;
-
The journal is not responsible for the opinions, ideas, and concepts expressed in the texts, as they are the sole responsibility of their authors;
-
Authors retain copyright and grant the journal the right of first publication, with the work published under the CC BY 4.0
License, which allows sharing the work with acknowledgment of authorship and initial publication in this journal; -
Authors are allowed and encouraged to post their work (Submitted version, Accepted version [Manuscript accepted by the author], or Published version [Record version]) online, for example in institutional repositories or preprints, as it can lead to productive exchanges as well as earlier and greater citation of published work. REGEPE requires that authors indicate/link the published article with DOI. See the Effect of Open Access.
