Abstract
In order to achieve a sustainable competitive advantage and to differentiate themselves from their competitors in today's market, international businesses must use innovative strategies. To improve the effectiveness of their digital marketing strategy, they must be on a constant quest to refresh and modernize their digital business presence. Companies in the 21st century must evaluate the effectiveness and efficiency of their marketing plan. Effectiveness in terms of the ability of the business to target new customers optimally. Efficiency in terms of the correct distribution of digital costs so as to achieve the best possible result in relation to the competition. As part of a process that includes business process redesign and change management, the findings of this research will be used to advise international companies on how to enhance their digital marketing effectiveness. Decided and implemented, across all our publications and in the thesis in question, an innovative methodolog ...
In order to achieve a sustainable competitive advantage and to differentiate themselves from their competitors in today's market, international businesses must use innovative strategies. To improve the effectiveness of their digital marketing strategy, they must be on a constant quest to refresh and modernize their digital business presence. Companies in the 21st century must evaluate the effectiveness and efficiency of their marketing plan. Effectiveness in terms of the ability of the business to target new customers optimally. Efficiency in terms of the correct distribution of digital costs so as to achieve the best possible result in relation to the competition. As part of a process that includes business process redesign and change management, the findings of this research will be used to advise international companies on how to enhance their digital marketing effectiveness. Decided and implemented, across all our publications and in the thesis in question, an innovative methodology that aims to evaluate the digital marketing strategy in a holistic way. This methodology includes statistical analysis to find correlations and regressions. The creation of fuzzy cognitive maps and macro-scale scenarios in order to evaluate the optimal strategies. Finally, the creation of models based on agents that, through micro-scale analysis, enable us to evaluate where and to what extent changes should be introduced in the business. The first research activity carried out, throughout the PhD, was to collect a large volume of behavioral data from the websites and social media accounts of companies operating internationally. A second approach was carried out by extracting a large amount of data from technical factors of websites of international companies. In addition, data was collected from customer reviews of the mobile apps as well as customer reviews based on their experience from various industries. In all our publications and by extension in the doctoral thesis, the next step was to conduct regression and correlation analysis, which aim to capture the cause and causality of the metrics as well as their degree of contribution. Statistical analysis is the building block of the following methodological tools as its contribution is widely accepted. The next step was the development of fuzzy cognitive maps (Fuzzy Cognitive Maps), with the aim of creating optimization scenarios. The scenarios come out of the statistical correlations and are meant to capture the macro-scale of the situation based on the competition. The contribution of fuzzy cognitive maps was more efficient visualization as well as more holistic capture of optimizations compared to statistical modeling. Finally, in all the publications and by extension in the PhD thesis, agent-based models (Agent Based Models) have been developed with the aim of capturing the micro-scale of the competitive situation. The micro-scale analysis can capture with its maximum possible energy the necessary operational interventions and changes that must be made in order to achieve the competitive advantage. Finally, the thesis cites qualitative neuromarketing research that aims to confirm the results and has been shown to be the best way to triangulate confirmation in marketing research. The research results showed that an impact on important digital marketing performance indicators can be achieved through redesigning marketing strategies and using big data on consumer behavior. In terms of change management and redesign processes, big data from social media and websites can have an impact on the business by reducing operating costs and investing more in social media exposure, while less should be invested in engagement and social media interactivity.
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