Advances in Economics, Management and Political Sciences

- The Open Access Proceedings Series for Conferences


Proceedings of the 7th International Conference on Economic Management and Green Development

Series Vol. 33 , 10 November 2023


Open Access | Article

Digital Marketing Logic, Mechanism, Strategy and Evaluation

Miaorou Tan * 1
1 Shanghai Lixin University of Accounting and Finance

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 33, 46-53
Published 10 November 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Miaorou Tan. Digital Marketing Logic, Mechanism, Strategy and Evaluation. AEMPS (2023) Vol. 33: 46-53. DOI: 10.54254/2754-1169/33/20231631.

Abstract

Digital marketing is a marketing method based on digital technology and internet platforms. In recent years, with the popularity of mobile Internet and the development of social media, digital marketing has attracted more and more attention from enterprises and organizations and has become one of the important means to promote consumer purchases, enhance brand recognition and increase sales. This paper systematically expounds the underlying logic, mechanism, and strategy of digital marketing, reveals the important role of digital marketing in enterprise marketing, and provides theoretical and methodological support for digital marketing-related research. In addition, the paper proposes the selection and use of performance measurement tools and methods, and how digital marketing can optimize and enhance performance. At the same time, given the future development trend and problems of digital marketing, this paper puts forward some measures and suggestions, which provide a valuable reference for the practice of digital marketing in enterprises.

Keywords

digital marketing, strategy, brand recognition

References

1. Yuan, Hong.: Analysis of marketing strategy of new retail enterprises under digital marketing mode. Enterprise technology and development (1), 146 (2022).

2. Elena.: Six Action Suggestions for Digital Marketing. IT Manager World (11), 100 (2013).

3. Xiaorui, Lin.: Research on the influence of digital marketing campaign strategy on consumers' purchase intention. Business Economics Research (23), 78 (2022).

4. Yun, Liu., Xiaokang Liu., Qingzhe, He.: The impact of digital marketing communication on consumer attention and advertising effect. Business Economics Research (22), 74 (2022).

5. Yijuan, Wang.: Analysis of the core mechanism of digital marketing communication effect. Bohai Rim Economic Outlook (7), 174 (2022).

6. Peng, Lin., Peng, Yang.: Digital marketing management based on collaborative sharing. Modern corporate culture (17), 62 (2022).

7. Xiaoqin, Geng.: Analysis of digital marketing strategy of liquor enterprises. Shopping mall modernization (8), 48 (2022).

8. Heng, Zhang.: Digital marketing countermeasures for automobile enterprises. Chinese market (26), 191 (2022).

9. Shuai, Ye.: Technology and Human Subjectivity: Ethical Conflict in Digital Marketing. Digital Technology and Application (1), 102 (2022).

10. Smith, PR., Zook, Z.: Marketing communications: integrating offline and online with social media. Routledge, (2019).

11. Jianru, Fu.: How Digital Transformation Affects Performance: Digital Marketing and Digital Production. Business Studies (2), 71 (2022).

12. Deighton, J., Kornfeld, L.: Digital marketing strategy. In Handbook of Marketing Strategy, 187-211 (2019).

13. Jain, A., Sharma, N.: Digital marketing: a complete guide to online marketing. CreateSpace Independent Publishing Platform, (2017).

14. Zahay, D., Roberts, ML.: Internet marketing: integrating online and offline strategies. Cengage Learning, (2017).

15. Kim, Y., Song, H., Lee, H.: Effects of social media on consumer behavior: a literature review. Journal of Research in Interactive Marketing 11(2), 99-117 (2017).

16. Ryan, D.: Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers, (2016).

Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Authors who publish this series agree to the following terms:

1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.

2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.

3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open Access Instruction).

Volume Title
Proceedings of the 7th International Conference on Economic Management and Green Development
ISBN (Print)
978-1-83558-087-5
ISBN (Online)
978-1-83558-088-2
Published Date
10 November 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/33/20231631
Copyright
© 2023 The Author(s)
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated