Utilize este identificador para referenciar este registo: http://hdl.handle.net/10362/154397
Título: Linking the potentials of extended digital marketing impact and start-up growth
Autor: Rizvanović, Belma
Zutshi, Aneesh
Grilo, António
Nodehi, Tahereh
Palavras-chave: Digital marketing extended impact
Digital marketing tools
Emerging technologies
Start-up challenges
Start-up growth
Start-up maturity
Business and International Management
Applied Psychology
Management of Technology and Innovation
Data: Jan-2023
Resumo: The contemporary market positions digital marketing as a powerful mediator between efficient digital interaction, data interpretation opportunities, and business growth, while extending its impact potential to tackle different growth challenges. As start-ups usually have limited resources and struggle with customer engagement, retention, and other growth challenges, the low investment and dynamic elements of digital marketing tools can be used to support constructive digital interactions impacting start-up growth. Consequently, these links have outlined an extended digital marketing impact in the areas which build on marketing and sales and influence growth components such as product & market testing, customer engagement, and partnership development. Through a systematic literature review, we present a holistic overview encompassing start-up growth areas that use digital marketing. We also discuss how digital marketing efforts complement the start-up maturity. Furthermore, we analyze the differences in B2B and B2C digital marketing usage and discuss how emerging technologies impact digital marketing. The link between the extended digital marketing impact, start-up challenges, and growth areas result in the identification of start-up growth drivers supported by digital marketing. We propose a Macro-Dynamic framework identifying the start-up growth drivers from product, market, team, and finance areas and digital marketing tactics connected to the identified growth drivers.
Descrição: Publisher Copyright: © 2022 The Authors
Peer review: yes
URI: http://hdl.handle.net/10362/154397
DOI: https://doi.org/10.1016/j.techfore.2022.122128
ISSN: 0040-1625
Aparece nas colecções:Home collection (FCT)

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