Competitive Pressure Drives Digital Marketing Efforts

26 September 2020 by 7011 comments Business 48312 Views
Rate this item
(0 votes)
As revealed by our study, external competitive pressure plays the most prominent role in a firm’s decision to utilize digital media for marketing purposes (56% of surveyed managers rated it as important or extremely important). Internal efficiency represents the second-most influential factor (49% of managers) driving firms to adopt digital marketing strategies, followed by the facilitation of top-down directives (13% of managers).

Digital social media brings several advantages to firms. Ainscough and Luckett (1996), for example, argue that the Web can be used for publishing, online sales, market research, and customer support. Other scholars contend that the Web can assist in brand building, generating word-of-mouth communication among consumers, buzz marketing, and crowdsourcing (Whitla, 2009). In addition to helping with the execution of marketing strategies, the Internet may improve the firm’s overall performance (Eid & El-Gohary, 2011).

Managers rely heavily on digital marketing to build their brand (82% of surveyed managers rated it as important or extremely important), improve knowledge (78% of managers), and heighten communication flows (70% of managers).

Because social networks are largely based on user participation, it was reasonable to expect that the promotion of social activities would emerge as a key motivator for firms to become involved with social media.

However, only 41% of respondents define the promotion of social activities as the primary driver for their digital marketing efforts. In addition–—and contrary to the findings of Kaplan and Haenlein (2010)–—only 37% of marketing managers recognize an important link between digital presence and internal marketing. These findings suggest that, among the largest Tanzania companies, digital marketing efforts are mainly influenced by external forces.

7011 comments

  • Rechargeable Bike Lights Canada
    Rechargeable Bike Lights Canada Sunday, 28 November 2021 01:47

    Ride safely in the evening with these bike lights.

  • Magnetic Laundry System Promo codes
    Magnetic Laundry System Promo codes Sunday, 28 November 2021 01:33

    With havin ѕo much written content do you ever run into any issues of plagorism or copyright infringement?

    My site has a lot of unique content I've either ɑuthⲟred myself or
    outsoᥙrced but it appears a lot of it is popping it up all over the web without my aᥙthoгization. Ꭰo you know any methods to help stop content from being ripped оff?
    I'd genuinely ɑppreciate it.

  • Bookmarks
    Bookmarks Sunday, 28 November 2021 01:33

    You can recharge this bike light via a USB port.

  • exposure negative reviews
    exposure negative reviews Sunday, 28 November 2021 01:31

    BAT burns 300x more calories than average fat.

  • Bookmarks
    Bookmarks Sunday, 28 November 2021 01:23

    USP human development hormone (somatropin).

  • item409513358
    item409513358 Sunday, 28 November 2021 01:14

    High levels of BAT are associated with slimmer people.

  • exipure reviews scam
    exipure reviews scam Sunday, 28 November 2021 01:11

    High degrees of BAT are connected with slimmer individuals.

  • bicycle lights halfords
    bicycle lights halfords Sunday, 28 November 2021 01:09

    You can charge this bike light via a USB port.

  • Stacey
    Stacey Sunday, 28 November 2021 01:01

    A synthetic USP human growth hormone (somatropin).

  • bike lights amazon Uk
    bike lights amazon Uk Sunday, 28 November 2021 01:00

    Flight safely at night with these bike lights.

Leave a comment

Make sure you enter all the required information, indicated by an asterisk (*). HTML code is not allowed.