Management approaches in the field of smart
Ghasem Zarei; Rahim Mohammad khani
Abstract
AbstractThe convergence of information technology, media and communication has changed consumer behavior in terms of searching, obtaining, processing and responding to company information or services. A company's ability to plan, implement and manage digital marketing to increase its competitiveness ...
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AbstractThe convergence of information technology, media and communication has changed consumer behavior in terms of searching, obtaining, processing and responding to company information or services. A company's ability to plan, implement and manage digital marketing to increase its competitiveness in the eyes of consumers is called digital marketing capability. The purpose of this research is to design a model for improving marketing capabilities by emphasizing the indicators of using digital marketing in industrial companies. This research is a type of mixed research with a qualitative and quantitative approach, which is a survey study in terms of its purpose, application, and in terms of data collection. The statistical population of the research was managers and experts in the field of digital marketing of industrial companies and university professors who were selected using the snowball sampling method. In the qualitative part, the data collection tool was an interview, and in the quantitative part, a questionnaire was used to identify the categories, and a semi-structured interview was used, and a questionnaire was used to validate the model. In the qualitative part of the data analysis method, the Grounded theory approach was based on the Strauss and Corbin method, which was compiled using MAXQDA software and using the coding method, and in the quantitative part, the analysis method was based on Kendall's correlation test.IntroductionThe availability of digital technologies for a growing number of companies offers new opportunities in terms of market and consumer research and analysis, as well as communicating with customers throughout the consumer life cycle and building brand awareness and loyalty. On the other hand, changes in consumer preferences and lifestyles, including the increase in time spent by consumers worldwide on digital media and their expectation of a highly personalized approach, make manufacturers' shift to digital tools a necessary condition for survival. Digital marketing strategies have been studied, however, research focused on the understanding and application of digital marketing usage indicators in digital marketing has not been analyzed and the novelty of the current study is that despite the exponential development of digital technologies and its emerging application in Unlike marketing, none of the previous studies have addressed the indicators of using digital marketing. The purpose of this study is to identify the factors influencing the improvement of digital marketing capability and to analyze a company's digital marketing usage index (DMUI) and to plan strategies derived from these indicators, as well as to identify the motivating, contextual and intervening factors to improve the digital marketing capability of industrial companies. Literature ReviewThe term digital marketing refers to almost all marketing activities that take place online. It is a collective term that includes all digital communication and advertising channels that businesses can use to communicate with existing and potential customers (Alexander, 2017) A company's ability to plan, implement and manage digital marketing is known as its digital marketing capability. It refers to a company's ability to use the Internet and other information technologies to facilitate deep customer interactions. Through these interactions, customers have access to the company's resources and information, and the company learns more about its customers. The processes, structures and skills that a company needs to succeed in the digital age are also defined as digital marketing capabilities (Chaffey, 2016). Digital transformation is a process of change that leverages technology and digital capabilities to create added value through business models, operational processes and customer experiences (Markanian, 2020). Therefore, digital transformation aims to improve entities by making significant changes in their characteristics through a combination of It is from information technology, computing, communication and connection (Viyal, 2019). Innovation Ecosystem Readiness is a measure of ecosystem readiness to accept innovation. Ecosystem interactions affect the adoption rate of organizational innovations (Wang, 2020).Adoption of digital marketing: shows the extent of use of digital marketing technology in the organization. Companies that are able to use digital marketing technology effectively tend to have higher levels of digital marketing capabilities (Wang, 2020). MethodologyThis research is a type of mixed exploratory research with a qualitative and quantitative approach, which is practical in terms of its goal. The method of data collection is, in the qualitative part, interviews, review of library documents, articles, and in the quantitative part, a questionnaire (survey). The statistical population of the research was managers and experts in the field of digital marketing of industrial companies and university professors who were selected using the snowball sampling method. In the qualitative part, the data collection tool was an interview, and in the quantitative part, a questionnaire was used to identify the categories, and a semi-structured interview was used, and a questionnaire was used to validate the model. In the qualitative part of the data analysis method, the grounded theory approach was based on the Strauss and Corbin method, which was compiled using MAXQDA software and using the coding method, and in the quantitative part, the analysis method was based on Kendall's correlation test. Results In this research, in order to meaningfully interpret the effective factors in improving digital marketing capabilities, personal views and personal experiences of experts, senior marketing managers in the digital field of industrial companies and university professors have been examined. Data collection was done through in-depth and semi-structured interviews with 18 people from the mentioned statistical community. It should be noted that the interview with the 13th person led to theoretical saturation and after that almost all the information and data were repeated, but for more certainty and the possibility of obtaining new data, we continued the interview until the 18th person. The interviews started in a semi-structured way by asking questions about the effective factors in improving the digital marketing capability, and the subsequent questions were designed based on the answers of the interviewees during the interview session, although certain frameworks were considered before the interview. The interview lasted approximately 40 minutes to an hour. The method of sampling in this research is judgmental (theoretical) and the interviewees were selected randomly during the research. Discussion and ConclusionThe results of the research showed that management factors in industrial companies can influence the promotion of digital marketing capability. The knowledge and expertise of the manager about the up-to-date science of marketing, the manager's belief in customer orientation, good thinking and risk-taking, creativity, management's confidence in the existence of expert human resources, financial and time resources for electronic marketing, management's enthusiastic desire to use existing and up-to-date technologies, use And having successful and related experiences in this field and ensuring the intention and decision of the management to invest in the development of digital marketing, can be considered as very important factors in the field of management. The company's strategies in terms of being customer-oriented, having clear visions for digital marketing and using communication and information technologies are very important for development in this field. Although a company's digital marketing capabilities can be achieved through one of the channels of digital marketing adoption, digital transformation, or innovation ecosystem readiness, digital marketing is about more than technology adoption. It is also about strategies for integrating technology into business processes. Digital transformation is the main driver of increasing digital marketing capabilities. Companies can enhance the role of managerial innovation, organizational readiness and perceived usefulness to improve their innovation ecosystem readiness. In addition, businesses must master changing and re-engineering new business models to accomplish digital transformation. Finally, in addition to implementing digital marketing through websites, social media, mobile marketing, and content marketing, the company should emphasize the importance of digital analytics, digital CRM, digital advertising, and display advertising.Although a company's digital marketing capabilities can be achieved through one of the channels of digital marketing adoption, digital transformation, or innovation ecosystem readiness, digital marketing is about more than technology adoption. It is also about strategies for integrating technology into business processes. Digital transformation is the main driver of increasing digital marketing capabilities. Companies can enhance the role of managerial innovation, organizational readiness and perceived usefulness to improve their innovation ecosystem readiness. In addition, businesses must master changing and re-engineering new business models to accomplish digital transformation. Finally, in addition to implementing digital marketing through websites, social media, mobile marketing, and content marketing, the company should emphasize the importance of digital analytics, digital CRM, digital advertising, and display advertising.Keywords: digital marketing, digital market capability, digital marketing index, industrial companies.
Management approaches in the field of smart
Amir Valafar; Morteza Maleki MinBashRazgah; Azim Zarei; feiz davood
Abstract
AbstractBlockchain technology is one of the most promising technologies of this century that has the potential to bring about fundamental changes in business models in a wide range of industries. The current research seeks to identify the antecedents of the development of digital marketing ...
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AbstractBlockchain technology is one of the most promising technologies of this century that has the potential to bring about fundamental changes in business models in a wide range of industries. The current research seeks to identify the antecedents of the development of digital marketing based on blockchain technology from the point of view of marketing experts in the aviation industry.This research is practical in terms of orientation and positivist from a philosophical point of view, which was carried out using a mixed method.,In this study, the antecedents of the development of digital marketing based on blockchain technology were first extracted by literature review and semi-structured interviews, and with the help of experts, the final factors were identified;Then, these factors in the form of Q cards were provided to 22 marketing experts in the aviation industry who were selected purposefully and finally their views were analyzed using exploratory factor analysis.The participants in this research have 6 different views and their mental patterns are categorized based on market variables, internal, content, technological, human and environmental factors.The results of this research have given useful insight to managers and decision makers in the aviation industry, so that by knowing these factors, they can strengthen and develop digital marketing in airline companies.IntroductionThe transformation arising from the fourth industrial revolution is based on the integration of digital technologies. This transformation is effective in all dimensions of business activities and causes fundamental changes in the way organizations function and provide value to consumers. Blockchain technology is one of the most promising technologies of this century that has the potential to bring about fundamental changes in business models in a wide range of industries. In the current competitive environment, marketing managers know that forming and maintaining relationships in the digital space is essential(Hussain Zahid,2021). The benefits of digital marketing in the aviation industry include making the user more active, providing rich content to the customer, providing airport services to the customer digitally, increasing the speed and convenience of transactions, increasing customer satisfaction, reducing workload and increasing the utilization of airlines(Keke, 2022).Today, blockchain has strongly influenced business models(Jain et al,2022)Blockchain has also changed the way digital marketing works(Nilsson&Ali,2018). The most important requirements in the aviation industry are high data security, protection against unauthorized access and privacy. Blockchain technology can help digitize the aviation industry and create new business models(Kehoe&Hallahan,2017). One of the capabilities of blockchain technology is providing a customer loyalty program. Blockchain technology can help passengers to buy tickets using digital currency and eliminate the chance of selling and buying duplicate tickets) Ahmad et al, 2021 (. Blockchain creates complete transparency and brand traceability in digital marketing (Stone&Woodcock,2014). The purpose of this study is to identify and classify the antecedents of the development of digital marketing based on blockchain technology from the point of view of airline marketing experts. Literature ReviewMarketing is a social and managerial process through which people and organizations get what they need by creating and exchanging value with others) Kotler et al,2017(Many companies invest in digital marketing as a factor in the development and sustainability of future business(Al-bawaia,2022). Blockchain is a peer-to-peer digital ledger of transactions that may exist publicly or privately between users(Rennock et al,2018). Blockchain features are decentralization, immutability, transparency and auditability of transactions(Monrat et al,2019). Due to the need to develop air transportation in the country, 18 airlines are engaged in air transportation activities. The airline industry is part of a highly interconnected ecosystem of various players including aircraft and aircraft component manufacturers, lessors, airports, freight forwarders, global distribution system providers and online travel agencies. Airlines are at the heart of this ecosystem. Today, the airline industry must include the use of modern technologies in its plan to provide better services to passengers(Riechmann,2020) MethodologyThe current research seeks to identify the antecedents of the development of digital marketing based on blockchain technology from the perspective of marketing experts in the aviation industry, which was conducted in a combined method, in this research, first by reviewing the literature and semi-structured interviews, the factors affecting the development of digital marketing based on blockchain technology China was extracted and finalized with the help of experts. Then these factors were given to 22 aviation industry marketing experts in the form of Q cards. These people were selected purposefully and finally their opinions were analyzed using exploratory factor analysis. ResultsThe participants in this research have 6 different views and their mental patterns are categorized based on market variables, internal, content, technological, human and environmental factors. According to the views of the participants, 6 identified mental patterns explain 75.194% of the total variance. The first mental pattern is 19.283%, the second mental pattern is 13.459%, the third mental pattern is 11.585%, the fourth mental pattern is 11.375%, the fifth pattern is 10.080% and the sixth pattern is 9.142%.Discussion and ConclusionInvestigations show that no such research has been done in this organization and similar organizations. The results were also compared with previous researches. Although the method used in this research has not been used in previous researches; But some of the results obtained are similar to the researches (Lopes et al, 2021), (Antoniadis et al, 2019) and(Hosseinpouli Mamaghani et al, 2021) and the effect of variables The development of digital marketing based on blockchain technology is confirmed in this research. Market variable, existing competition, competitors' strategy and increasing demand in digital marketing in the aviation industry have been the most important from the point of view of marketing experts in the aviation industry. It seems that the focus on market factors is due to the fierce competition between airlines, which shows that managers in this industry should pay more attention to these categories. The results of this research can help decision makers and policy makers in adopting a suitable strategy for the development of digital marketing and strengthen digital marketing in airlines.
behrooz asannejad; Seyed Mahdi Jalali; Bita Tabrizian
Abstract
The present study aims toA model for digital marketing based on value creation for the Iranian insurance industry. The method used in the research is qualitative and based on the strategy of data-based theory. In-depth interview tools were used to collect data. The target population was managers and ...
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The present study aims toA model for digital marketing based on value creation for the Iranian insurance industry. The method used in the research is qualitative and based on the strategy of data-based theory. In-depth interview tools were used to collect data. The target population was managers and senior experts in the insurance industry who were involved in the digital marketing process and decisions. Using purposive sampling after 15 in-depth interviews, theoretical saturation was achieved. Open, pivotal, and selective coding represent 32 general categories in a paradigmatic format, including causal, contextual, interventionist, pivotal categories, strategies, and consequences based on value creation. The results showed that digital marketing based on value creation in the Iranian insurance industry by causal conditions (identifying digital marketing in the insurance industry, creating a digital marketing campaign, promoting the influence of insurance culture, digital environment and developing the required infrastructure), background ( Focus strategy, digital branding, implementation of digital marketing, responding to the needs and interests in the digital space and optimization of digital activities), interventionist (customer insights, environmental factors, digital capabilities, digital revolution, price transparency and organizational challenges), categories Axis (behavior-based branding, interactive approach, customer expectations of insurance services and customer experience), strategies (positioning promotion, communication channels promotion, value creation for customers through content production, E-WOM-based customer engagement and participation, development of digital technologies And digital innovation) and the consequences (increasing market share, organizational effectiveness, promotion and brand position (company), promoting e-brand equity and developing digital business) are realized.
Ali Dadvand; Ali Sanayei; Hosein Rezaee Dolat Abadi; Azarnoosh Ansari
Abstract
Abstract Objective: The present study was conducted to design a content marketing model and seeks to obtain information that can be used to identify the effective factors in content marketing and to design a comprehensive model thereof. Method: This research was qualitative in terms of method and was ...
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Abstract Objective: The present study was conducted to design a content marketing model and seeks to obtain information that can be used to identify the effective factors in content marketing and to design a comprehensive model thereof. Method: This research was qualitative in terms of method and was conducted using a three-pronged model. By studying previous research, questions related to said interviews with experts were identified and organized, and subsequently, the data collected during in-depth interviews were opened and coded on the axis of summarizing and finally making hypotheses. The statistical sample interviewed was 10 experts who were selected by non-probability sampling and judgment. Their opinions on the factors affecting content marketing were collected in the form of researcher perceptual theory and the answers were coded and analyzed using MaxQDA software. Results: From the categorization of participants' opinions, a total of 63 open codes were obtained, which were categorized into three structural, contextual, and behavioral areas of content marketing with central coding. The results show that there is a high consensus based on 22 concepts in behavioral factors, 23 concepts in underlying factors, and 18 concepts acting as structural factors affecting content marketing. Underlying and therefore behavioral factors have the greatest impact on content marketing, and the structural factor is considered to have less of an effect than these two mentioned factors.
