How do entrepreneurs perform digital marketing across the customer journey? A review and discussion of the main uses

• Type: Article in International Scientific Journal
• Date: 2024

Authors

Barbosa, B (Author) FEP; Saura, JR (Author) Other; Bennett, D (Author) Other

Journal

Title: Journal of Technology Transfer

ISSN: 0892-9912

Publisher: Springer Nature

Indexing

ISI Web of Knowledge - 35 Citations

Scopus - 44 Citations

Other information

Authenticus ID: P-00X-H37

DOI: 10.1007/s10961-022-09978-2

Abstract (EN): The development and use of digital marketing strategies by entrepreneurs is a key element of success for innovative projects. Moreover, effective execution of marketing intervention in what is referred to as the digital customer journey is essential to achieving business success. Under this paradigm, the present study aims to identify the use of digital marketing activities by entrepreneurs in their projects at each phase of the customer journey. The research bridges a gap in in the existing literature, first by a systematic review of literature using the statistical approach known as Multiple Correspondence Analysis (MCA) under the homogeneity analysis of variance using alternating least squares (HOMALS) framework programmed in the R language. Based on the results of this analysis, 13 digital marketing techniques are identified along with their use across the five phases of the digital customer journey that are linked to technology transfer and adoption: awareness, engagement, conversion, loyalty, and advocacy. Furthermore, different applications of digital marketing techniques by entrepreneurs are discussed, and new applications for each phase are proposed. The results reveal that entrepreneurs lack knowledge about the customer journey, the use of the awareness phase, and the knowledge of Big Data tools to boost innovation. Finally, the main digital marketing strategies are appropriately classified for each phase of the customer journey, and 16 questions for future research in this research area are proposed.

Language: English

Type (Professor's evaluation): Scientific

No. of pages: 35