Advertisement

Digital Marketing Strategies and Business Trends in Emerging Industries

  • Buket Özoğlu
  • Ayşe TopalEmail author
Chapter
Part of the Contributions to Management Science book series (MANAGEMENT SC.)

Abstract

The digital age in which the Internet is located in the center has initiated a period that completely revised the whole marketing system from using traditional tools to using modern tools. Thus, this has led to the birth of digital marketing. Digital marketing can be defined as the marketing practices carried out by using digital channels such as internet, mobile, and interactive platforms. It provides cost advantage and competitive advantage for businesses through its distinctive features. New industries which bring new developments into economies such as new products and concepts are called emerging industries. There are several difficulties an emerging industry faces while entering into a market such as high costs, uncertainty, complexity, and instability. Traditional marketing may not be effective enough in these industries to deal with these difficulties due to the ongoing transformation in the technology and digital marketing. This is expected to present more useful and effective results. Therefore, the digital marketing potential in emerging industries will be presented in this study.

References

  1. Abrahams, E., Ginsburg, G. S., & Silver, M. (2005). The personalized medicine coalition. American Journal of Pharmacogenomics, 5(6), 345–355.CrossRefGoogle Scholar
  2. Aldrich, H. E., & Fiol, C. M. (1994). Fools rush in? The institutional context of industry creation. The Academy of Management Review, 19(4), 645–670.CrossRefGoogle Scholar
  3. AMA. (n.d.). Digital marketing glossary of terms. Retrieved October 2, 2018, from https://sdama.org/knowledge/digital-marketing-glossary-terms/
  4. Bagga, T., & Singh, A. (2012). A study of viral marketing phenomenon: Special reference to videos and E-mails. Journal of Sri Krishna Research & Educational Consortium, 3(5), 37–49.Google Scholar
  5. Baltes, L. P. (2015). Content marketing-the fundamental tool of digital marketing. Bulletin of the Transilvania University of Brasov. Economic Sciences, 8(2), 111–118.Google Scholar
  6. Bektaş, G., Demirel, S., & Ölmez, F. (2017). The importance of digital marketing in health tourism. In 3rd International Conference on Tourism: Theory, Current Issues and Research. Rome, Italy.Google Scholar
  7. Bohur, E., & Kirali Eryilmaz, A. (2015). Impact of globalization and technology on marketing activities and sales channels in the tourism industry. Global Business Research Congress (PressAcademia Procedia) (Vol. 1), Istanbul, Turkey.Google Scholar
  8. Brightbill, C. K. (1960). The challenge of leisure. Englewood Cliffs, NJ: Prentice-Hall.Google Scholar
  9. Broussard, G. (2000). How advertising frequency can work to build online advertising effectiveness. International Journal of Market Research, 42(4), 1–13.CrossRefGoogle Scholar
  10. Brundtland, G. H. (1987). Our common future report of the world commission on environment. New York, 318. Retrieved December 2, 2018, from http://www.un-documents.net/our-common-future.pdf
  11. Bulunmaz, B. (2016). Evolution in marketing methods with developing technology and digital marketing. TRT Akademi, 1(2), 348–365.Google Scholar
  12. Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2016). Internet marketing: Strategy, implementation and practice. London: Pearson Education.Google Scholar
  13. Chaffey, D., & Smith, P. R. (2013). eMarketing eXcellence: Planning and optimizing your digital marketing. Oxford: Routledge.CrossRefGoogle Scholar
  14. Clegg, S. R., Rhodes, C., & Kornberger, M. (2007). Desperately seeking legitimacy: Organizational identity and emerging industries. Organization Studies, 28(4), 495–513.CrossRefGoogle Scholar
  15. Complexity [Def. 1] (n.d.). In Cambridge advanced learner’s dictionary & thesaurus. Retrieved December 12, 2018, from https://dictionary.cambridge.org/dictionary/english/complexity
  16. Cornet, A., Mohr, D., Weig, F., Zerlin, B., & Hein, A. P. (2012). Mobility of the future: Opportunities for automotive OEMs. McKinsey & Company, Inc. Retrieved September 2, 2018, from https://www.mckinsey.com/~/media/mckinsey/dotcom/client_service/automotive%20and%20assembly/pdfs/mobility_of_the_future_brochure.ashx
  17. Çözen, G. (2011). Dijital Pazarlama Nedir? Teknikleri Nelerdir? Retrieved Mayıs 14, 2018, from http://www.dijitalmarket ing.net/2011/03/31/dijital-pazarlama-nedir-tekniklerinelerdir/
  18. Cruz, D., & Fill, C. (2008). Evaluating viral marketing: Isolating the key criteria. Marketing Intelligence & Planning, 26(7), 743–758.CrossRefGoogle Scholar
  19. Dervojeda, K., Nagtegaal, F., Lengton, M., & Datta, P. (2013a). Eco industries: Analysis of industry—specific framework conditions relevant for the development of world—class clusters. Netherlands: PwC. Retrieved September 5, 2018, from http://www.clusterobservatory.eu/eco/uploaded/pdf/1381911725803.pdf
  20. Dervojeda, K., Nagtegaal, F., Lengton, M., & Datta, P. (2013b). Mobile services industries: Analysis of industry-specific framework conditions relevant for the development of world-class clusters. Netherlands: PwC. Retrieved September 5, 2018, from http://www.clusterobservatory.eu/eco/uploaded/pdf/1381911844997.pdf
  21. Eco industry [Def. 1]. (n.d.). In the European Environment Agency Glossary. Retrieved October 10, 2018, from https://www.eea.europa.eu/help/glossary/eea-glossary/eco-industry
  22. EIA. (2016). International Energy Outlook 2016. U.S. Energy Information Administration. Retrieved September 2, 2018, from https://www.eia.gov/outlooks/ieo/pdf/0484(2016).pdf
  23. EIA. (2017). International Energy Outlook 2017. U.S. Energy Information Administration. Retrieved September 2, 2018, from https://www.eia.gov/outlooks/ieo/pdf/0484(2017).pdf
  24. Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118–126.CrossRefGoogle Scholar
  25. Fiksdahl, M., & Wamstad, M. G. (2016). Business models in the maritime industry—A study of how Norwegian maritime actors apply and innovate their business models (Master’s thesis, NTNU).Google Scholar
  26. Flew, T. (2002). Beyond ad hocery: defining creative industries. Retrieved October 19, 2018 from http://eprints.qut.edu.au/256/1/Flew_beyond.pdf
  27. Forbes, D. P., & Kirsch, D. A. (2011). The study of emerging industries: Recognizing and responding to some central problems. Journal of Business Venturing, 26(5), 589–602.CrossRefGoogle Scholar
  28. Frishammar, J., Cenamor, J., Cavalli-Björkman, H., Hernell, E., & Carlsson, J. (2018). Digital strategies for two-sided markets: A case study of shopping malls. Decision Support Systems, 108, 34–44.CrossRefGoogle Scholar
  29. Funk, J. L. (2010). Complexity, critical mass and industry formation: A comparison of selected industries. Industry and Innovation, 17(5), 511–530.CrossRefGoogle Scholar
  30. Gabe, T. M. (2005). The effects of industry instability on sector entry: The case of Maine. Review of Regional Studies, 35(1), 64–79.Google Scholar
  31. Giomelakis, D., & Veglis, A. (2016). Investigating search engine optimization factors in media websites: The case of Greece. Digital Journalism, 4(3), 379–400.CrossRefGoogle Scholar
  32. Gökşin, E. (2018). Dijital Pazarlama Temelleri- Doğru Stratejiyle Başarıyı Yakalayın (3rd ed.). İstanbul: Abaküs Kitap.Google Scholar
  33. GSMA. (2018). The mobile economy 2018. London: The GSM Association. Retrieved from https://www.gsma.com/mobileeconomy/wp-content/uploads/2018/02/The-Mobile-Economy-Global-2018.pdf
  34. Güzel, F. Ö. (2012). Pazarlama Faaliyetlerini Yönlendirecek Gelecek Perspektifler. Akademik Bakış Dergisi, 32, 1–13.Google Scholar
  35. Harmon, J. (2018). Leisure studies is for experience, not industry. SCHOLE: A Journal of Leisure Studies and Recreation Education, 33(2), 47–54.  https://doi.org/10.1080/1937156X.2018.1513272 CrossRefGoogle Scholar
  36. International Telecommunication Union. (2018). Statistics. Retrieved from https://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx
  37. Internet Live Stats. (2018). Internet users in the world. Retrieved from http://www.internetlivestats.com/watch/internet-users/
  38. Jansson, J. (2011). Emerging (internet) industry and agglomeration: Internet entrepreneurs coping with uncertainty. Entrepreneurship & Regional Development, 23(7–8), 499–521.CrossRefGoogle Scholar
  39. Järvinen, J., Tollinen, A., Karjaluoto, H., & Jayawardhena, C. (2012). Digital and social media marketing usage in B2b industrial section. Marketing Management Journal, 22(2), 102–117.Google Scholar
  40. Kannan, P. K., & Li, H. A. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45.CrossRefGoogle Scholar
  41. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68.CrossRefGoogle Scholar
  42. Key, T. M. (2017). Domains of digital marketing channels in the sharing economy. Journal of Marketing Channels, 24, 27–38.  https://doi.org/10.1080/1046669X.2017.1346977 CrossRefGoogle Scholar
  43. Kingsnorth, S. (2016). Digital marketing strategy: An İntegrated approach to online marketing. London and Philadelphia: Kogan Page Publishers.Google Scholar
  44. Koçak Alan, A., Tümer Kabadayı, E., & Erişke, T. (2018). The new face of communication: Digital Marketing and Social Media Marketing. Electronic Journal of Social Sciences, 17(66), 493–504.Google Scholar
  45. Krafft, J., Lechevalier, S., Quatraro, F., & Storz, C. (2014). Emergence and evolution of new industries: The path-dependent dynamics of knowledge creation. An introduction to the special section. Research Policy, 43(10), 1663–1665.CrossRefGoogle Scholar
  46. Lee, I. (Ed.). (2012). Mobile services industries, technologies, and applications in the global economy. IGI Global.Google Scholar
  47. Leeflang, P. S. H., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European Management Journal, 32(1), 1–12.  https://doi.org/10.1016/j.emj.2013.12.001 CrossRefGoogle Scholar
  48. Levy, S., & Gvili, Y. (2015). How credible is E-word of mouth across digital-marketing channels? Journal of Advertising Research, 55(1), 95–109.CrossRefGoogle Scholar
  49. Liu, Q. B., Karahanna, E., & Watson, R. T. (2011). Unveiling user-generated content: Designing websites to best present customer reviews. Business Horizons, 54(3), 231–240.CrossRefGoogle Scholar
  50. Low, M. B., & Abrahamson, E. (1997). Movements, bandwagons, and clones: Industry evolution and the entrepreneurial process. Journal of business venturing, 12(6), 435–457.CrossRefGoogle Scholar
  51. Maines, D. R., Sugrue, N. M., & Katovich, M. A. (1983). The sociological import of G.H. Mead’s theory of the past. American Sociological Review, 48(2), 161–173.  https://doi.org/10.2307/2095102 CrossRefGoogle Scholar
  52. Marlyana, N., Tontowi, A. E., & Yuniarto, H. A. (2017, December). Characteristic and factors of competitive maritime industry clusters in Indonesia. In IOP Conference Series: Materials Science and Engineering (Vol. 277, No. 1, p. 012001). IOP Publishing.Google Scholar
  53. Metin, İ. (2016). Dijital pazarlama araçlarının KOBİ’lerin ihracatına etkisi. Journal of Human Sciences, 13(3), 4697–4709.  https://doi.org/10.14687/jhs.v13i3.4220 CrossRefGoogle Scholar
  54. Mills, A. J. (2012). Virality in social media: The SPIN framework. Journal of Public Affairs, 12(2), 162–169.CrossRefGoogle Scholar
  55. Monfardini, E., Probst, L., Szenci, K., Cambier, B., & Frideres, L. (2012). Emerging industries report on the methodology for their classification and on the most active, significant and relevant new emerging industrial sectors. European Union, July, 20–22.Google Scholar
  56. Pakusch, C., Stevens, G., Boden, A., & Bossauer, P. (2018). Unintended effects of autonomous driving: A study on mobility preferences in the future. Sustainability, 10(7), 2404.CrossRefGoogle Scholar
  57. Pine, B. J., Pine, J., & Gilmore, J. H. (1999). The experience economy: Work is theatre & every business a stage. Boston: Harvard Business Press.Google Scholar
  58. Piñeiro-Otero, T., & Martínez-Rolán, X. (2016). Understanding digital marketing—Basics and actions. In Management and industrial engineering (pp. 37–74). Cham: Springer.Google Scholar
  59. Power, D. (2011). Priority sector report: Creative and cultural industries. European Commission, Publications Office of the European Union.Google Scholar
  60. Roblek, V., Bach, M. P., Meško, M., & Bertoncelj, A. (2013). The impact of social media to value added in knowledge-based industries. Kybernetes, 42(4), 554–568.  https://doi.org/10.1108/K-01-2013-0014 CrossRefGoogle Scholar
  61. Rowley, J. (2008). Understanding digital content marketing. Journal of Marketing Management, 24(5–6), 517–540.CrossRefGoogle Scholar
  62. Ryan, D., & Jones, C. (2014). Understanding digital marketing: Marketing strategies for engaging the digital generation. London and Philadelphia: Kogan Page Publishers.Google Scholar
  63. Skudiene, V., Auruskeviciene, V., & Sukeviciute, L. (2015). Internationalization model revisited: E-marketing approach. Procedia-Social and Behavioral Sciences, 213, 918–924.CrossRefGoogle Scholar
  64. Smith, K. T. (2011). Digital marketing strategies that millennials find appealing, motivating, or just annoying. Journal of Strategic Marketing, 19(6), 489–499.CrossRefGoogle Scholar
  65. Smith, K. T. (2012). Longitudinal study of digital marketing strategies targeting millennials. Journal of Consumer Marketing, 29(2), 86–92.CrossRefGoogle Scholar
  66. Stopford, M. (2003). Maritime economics (2nd ed.). New York: Routledge. Retrieved November 28, 2018, from http://www.harbour-maritime.com/uploads/1/2/9/8/12987200/maritimeeconomics_secondedition.pdf Google Scholar
  67. Taiminen, H. M., & Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), 633–651.CrossRefGoogle Scholar
  68. Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother? Business Horizons, 57(6), 703–708.CrossRefGoogle Scholar
  69. Tomy, S., & Pardede, E. (2018). From uncertainties to successful start ups: A data analytic approach to predict success in technological entrepreneurship. Sustainability, 10(3), 602.CrossRefGoogle Scholar
  70. Williams, C., Solomon, G., & Pepper, R. (2012). What is the impact on mobile telephony on economic growth. GSMA. Retrieved September 5, 2018, from https://www.gsma.com/publicpolicy/wp-content/uploads/2012/11/gsma-deloitte-impact-mobile-telephony-economic-growth.pdf
  71. Wymbs, C. (2011). Digital marketing: The mime for a new “academic major” has arrived. Journal of Marketing Education, 33(1), 93–106.CrossRefGoogle Scholar

Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.Faculty of Economics and Business SciencesNigde Omer Halisdemir UniversityNigdeTurkey

Personalised recommendations