Digital Marketing Communications in the Function of Creating Competitive Advantages in the Market
Digitalne marketing komunikacije u funkciji kreiranja konkurentske prednosti na tržištu
Abstract
The paper presents a survey aimed at determining the influence of digital marketing communications on the creation of competitive advantages in the market. The results of the survey show that there are statistically significant relationships between the variables of digital marketing communications and the variables of sales promotion and customer relationships. Correlation analysis found that the level and quality of digital marketing activites have the greatest impact on variable positioning and differentiating products/services and strengthening the brand, Factor analysis has shown two-component solution, where first component gathers variables of the level and quality of digital marketing communications and the positioning and differentiating products/services, and other compo nent gathers variables related to the consumer and the training of digital marketing staff, and a strong correlation was established between these two components. This research confirms the importance of digital marketing communications in the improvement of business and competitiveness, where the focus is on the competence and training of employees to perform higher quality digital marketing activities which put into the forefront the needs and demands of digital consumers.
Apstrakt
U radu je prikazano istraživanje koje ima za cilj da utvrdi uticaj digitalnih marketing komunikacija na kreiranje konkurentske prednosti na tržištu. Rezultati istraživanja pokazuju da postoji statistički značajne relacije između varijabli digitalnih marketing komunikacija i varijabli unapređenja prodaje i odnosa sa korisnicima. Korelacionom analizom je utvrđeno da nivo i kvalitet digitalnih marketing aktivnosti imaju najveći uticaj na varijable pozicioniranje i diferenciranje proizvoda i jačanje brenda. Faktorskom analizom dobijeno je dvokomponentno rešenje, gde prva komponenta okuplja varijable nivoa i kvaliteta digitalnih marketing komunikacija i pozicioniranje i diferenciranje proizvoda/usluga, a druga komponenta okuplja varijable koje se odnose na potrošača i obučenost kadrova za digitani marketing, i utvrđena je jaka korelaciona veza između ove dve komponente. Ovim istraživanjem je potvrđen značaj digitalnih marketing komunikacija u unapređenju poslovanja i konkurentnosti, gde se fokus stavlja na osposobljenost i stručnost zaposlenih za obavljanje kvalitetnijih digitalnih marketing aktivnosti koje u prvi plan stavljaju potrebe i zahteve digitalnih potrošača.
References
- Being, P. K. (2012). 101 Examples of Social Business ROI, dostupno na http://www.beingpeterkim.com/2012/01/social-business-roi-examples
- Chauhan, P., Agrawal, M. and Chauhan, G. K. (2015). Understanding the Critical Aspect of Digital Marketing for Meaningful Strategic Marketing Perspective. Journal of Marketing & Communication, 11 (3).
- Christensen, J. (2015). Digital Business: in The Digital Age, Copenhagen: Books on Demand.
- Crush, P. (2011). Filling the digital skills gap. Marketing, 13 , 33-34.
- Dahlen, M. (2010). Marketing Communications: A Brand Narrative Approach, Chichester, West Sussex UK: John Wiley & Sons Ltd.
- Day, G. S. (2011). Closing the marketing capabilities gap. Journal of Marketing, 75, 183-195.
- Duffett, R. G. (2015). Facebook advertising’s influence on intention-to-purchase and purchase amongst Millennials. Internet Research, 25 (4), 498-526.
- Filipović, J. (2015). Prepoznavanje marke i namera za kupovinom u internet okruženju. Marketing, 46 (4), 277-285.
- Fotouhi, A. (2015). Effect of Customer Relationship Management (CRM) on Performance of Small-Medium Sized Enterprises (SMEs) Using Structural Equations. International Journal of Academic Research in Accounting, Finance and Management Sciences, 5 (2), April 2015.
- Heinonen, K. (2011). Consumer activity in social media: Managerial approaches to consumers’ social media behavior. Journal of Consumer Behaviour, 10, 356-364.
- Hommerová, D. and Patrovský, Š. (2017). Assessing the level of CRM in the hennlich company using the crack Metod. Opportunities and Threats to Current Business Management in Cross- border Comparison. (pp. 48-58). Chemnitz: Verlag der GUC
- Järvinen, J., Töllinen, A., Karjaluoto, H. and Jayawardhena, C. (2012), Digital and social media marketing usage in B2B industrial sector, Marketing Management Journal, 22 (2), 102-117
- Jáčová, H. and Horák, J. (2015). Communications in computer and information science. New York: Springer Publishing.
- Katai, Z. P. (2015). Informaciono-komunikacione tehnologije u elektronskim kanalima marketinga. Infoteh – Jahorina. 8, E-III-4, 534-538.
- Killian, G. and McManus, K. (2015). A marketing communications approach for the digital era: Managerial guidelines for social media integration. Business Horizons, 58 (5), 539-549.
- Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R. and Kannan, P. K. (2016). From Social to Sale: The Effects of Firm-Generated Content in Social Media on Customer Behavior. Journal of Marketing, 80 (1), 7-25.
- Kocić, M. and Radaković, K. (2018). The importance of digital marketing in the customer relationship management process. Marketing, 49(1), 44-51.
- Kotler, P. (2012). Marketing Management (14th Edition), Pearson Education Limited.
- Lee, J., Ham, C. and Kim, M. (2013). Why People Pass along Online Video Advertising: From the Perspectives of the Interpersonal Communication Motives Scale and the Theory of Reasoned Action. Journal of Interactive Advertising. 13 (1), 1-13.
- Marić, D., Žnideršić. R.K., Paskaš, N., Jevtić, J. i Kanjuga, Z. (2017). Savremeni potrošač i elektronska interpersonalna komunikacija. Marketing, 48 (3), 147-155.
- Marković, B. (2014). Značaj upotrebe internet društvenih mreža u procesu dostizanja održive konkurentne prednosti. Sinteza 2014-Impact of the Internet on Business Activities in Serbia and Worldwide, 82-87.
- Marošan Z. (2016). Analiza ponašanja studenata prilikom korišćenja interneta sa aspekta potencijalnih korisnika elektronske trgovine. Škola biznisa, (1), 1-10.
- Rakić, B. and Rakić, M. (2014). Integrated marketing communications paradigm in digital environment: The five pillars of integration. Megatrend revija, 11(1), 187-204.
- Seyyed, M. A. (2015). Effect of Customer Relationship Management (CRM) on Performance of Small -Medium Sized Enterprises (SMEs). International Journal of Academic Research in Accounting, Finance and Management Sciences, 5 (2), April 2015,
- Smith P. R., & Chaffey D. (2005). eMarketing eXcellence The Heart of eBusiness (2nd ed.). Oxford: Elsevier.
- Stelzner, M. (2014). Industry Report – How Marketars Are Using Social Media to Grow. Social Media Examiner.
- Ungerman, O., Dedkova, J. & Gurinova, K. (2018). The impact of marketing innovation on the competitiveness of enterprises in the context of industry 4.0. Journal of Competitiveness, 10 (2), 132.
- Weber, L. & Henderson, L. L. (2014). The Digital Marketer: Ten New Skills You Must Learn to Stay Relevant and Customer-Centric. New York: John Wiley and Sons.
- Weru, M. & Mbugua, D. (2017). Effect of information and communication technologies on competitiveness of manufacturing small and medium scale enterprises. International journal of socilal sciences and Information Technology, 3 (3), ISSN 2412-0294
- Worldwide Ad Spending: eMarketer's updated estimates and forecast for 2016-2021, available at https://www.emarketer.com/Report/Worldwide-Ad-Spending-eMarketers-UpdatedEstimates-Forecast-20162021/2002145.
- Zahay, D., Altounian, D., Pollitte, W. & James, J. (2019). Effective resource deployment in digital marketing education. Marketing Education Review, 29(3), 182-192.
- Quinton, S. & Simkin, L. (2016). The digital journey: Reflected Learnings and Emerging Challenges. International Journal of Management Reviews, 0, 1-18.
- https://wearesocial.com/blog/2018/01/global-digital-report-2018.
