A conceptual review of digital marketing (ციფრული მარკეტინგის კონცეპტუალური მიმოხილვა)
Loading...
Date
2022
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Ivane Javakhishvili Tbilisi State University Press
Abstract
The paper examines the role of digital marketing in business. The modern vision of digital marketing and
the opinions of various scientists about the use of digital technologies in marketing are formulated. Digital
marketing tools and their usage features are described here considering the change in consumer behavior. As a
result of the analysis of various statistical materials, the paper presents the dynamics of changes in the number
of Internet users in the world and in Georgia, as well as the number of users engaged in social media in Georgia
over the last decade. It has been shown that the active use of digital marketing strategies in Georgian
companies will help increase their competitiveness and actively advance in the market.
Description
1. Atshaya, S., & Rungta, S. (2016). Digital Marketing vs. Internet Marketing: A Detailed Study. International
Journal of Novel Research in Marketing Management and Economics, 3(1), 29-33.
2. Bhatia Puneet Singh (2017). Fundamentals of Digital Marketing. Published by Pearson India Education
Services Pvt. Ltd.
3. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing : strategy, implementation and practice. 6th
ed. Pearson UK.
4. Chaffey, D., & Ellis-Chadwick, F. (2012). Digital Marketing: Strategy, Implementation and Practice.
Harlow: Pearson Education.
5. Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2016). Internet marketing: Strategy,
implementation and practice. London: Pearson Education.
6. Charlesworth, A. (2018). Digital Marketing: A Practical Approach. 3rd ed. New York, NY: Routledge.
7. Constantinides, E. and Fountain, S., 2008. Web 2.0: Conceptual foundations and marketing issues. Journal
of Direct, Data and Digital Marketing Practice, 9 (3), 231-244.
8. Constantinides, E., 2008. The empowered customer and the digital myopia. Business Strategy Series, 9
(5), 215-223
9. Cox, C., Burgess, S., Sellitto, C. and Buultjens, J., 2008. Consumer-Genereated Web-based Tourism
Marketing. Queensland, Australia: Sustainable Tourism Cooperative Research Centre.
10. Datareportal (2022). Social Media Users Over Time (Georgia). Retrieved from
https://datareportal.com/reports/digital-2022-georgia
11. HubSpot (2018). State of Inbound 2018. Global Report. Retrieved from
https://cdn2.hubspot.net/hubfs/3476323/State%20of%20Inbound%202018%20Global%20Results.pdf
12. 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.
13. Kannan, P. K. (2017). Digital marketing: A framework, review and research agenda. International Journal
of Research in Marketing, 34(1), 22-45.
14. 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.
15. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of
Social Media. Business horizons, 53(1), 59-68.
16. Kingsnorth, S. (2016 ). Digital Marketing Strategy: An integrated approach to online marketing.
Philadelphia, PA : Kogan Page.
17. Kingsnorth, S. (2016). Digital marketing strategy: An Integrated approach to online marketing. London
and Philadelphia: Kogan Page Publishers
18. 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.
19. McKinsey (2009). How companies are benefiting from Web 2.0. [online]. New York: McKinsey &
Company. Retrieved from: https://www.mckinsey.com/business-functions/mckinsey-digital/ourinsights/
how-companies-are-benefiting-from-web-20-mckinsey-global-survey-results
20. Musser, J., & O'reilly, T. (2007). Web 2.0: Principles and best practices. O'Reilly Media, Sebastopol, CA
21. Olson, E. M., Olson, K. M., Czaplewski, A. J., & Key, T. M. (2021). Business strategy and the management
of digital marketing. Business horizons, 64(2), 285-293.
22. O'reilly, T. (2007). What is Web 2.0: Design patterns and business models for the next generation of
software. Communications & strategies, 65(1), 17-37.
23. O'Reilly, T., & Battelle, J. (2009). Web squared: Web 2.0 five years on. Sebastopol, CA: O’Reilly Media.
24. Ryan, D. (2014). Understanding digital marketing: Marketing strategies for engaging the digital
generation. 3rd ed., London, Philadelphia and New Delhi: Kogan Page Publishers.
25. Shaltoni, A. M. (2017). From websites to social media: exploring the adoption of internet marketing in
emerging industrial markets. Journal of Business & Industrial Marketing.
26. Skudiene, V., Auruskeviciene, V., & Sukeviciute, L. (2015). Internationalization model revisited: Emarketing
approach. Procedia-Social and Behavioral Sciences, 213, 918–924.
27. Smith, K. T. (2011). Digital marketing strategies that Millennials find appealing, motivating, or just
annoying. Journal of Strategic marketing, 19(6), 489-499.
28. Stokes, R. (2013). eMarketing: The Essential Guide to Marketing in a Digital World. 5th ed. Red & Yellow.
29. 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.
30. Todua, N. (2019). Using social media marketing for attracting foreign tourists to Georgian destinations.
Globalization and Business, 7, 39-48.
31. Todua, N., & Gogitidze, N. (2021). Features of the Use of Digital Marketing in the Banking Sector. The
New Economist,16 (3/4), 7-15.
32. Todua, N., & Jashi, C. (2018). Influence of social marketing on the behavior of Georgian consumers
regarding healthy nutrition. Bull. Georg. Natl. Acad. Sci, 12(2), 183-190.
33. We Are Social & Hootsuite (2020a). Digital 2022: Global Overview Report. Retrieved from
https://wearesocial.com/uk/blog/2022/01/digital-2022-another-year-of-bumper-growth-2/
34. We Are Social & Hootsuite (2022b). Internet Users Over Time (Georgia). Retrieved from
https://datareportal.com/reports/digital-2022-georgia
35. Zahay, D. L., & Roberts, M. L. (2018). Internet marketing: Integrating online & offline strategies. Boston,
MA: Cengage Learning.
36. Zhang, W. N. (2007). Online marketing and its strategy. China-USA Business Review, 6(3), 67-71.
Keywords
Digital Marketing, Consumer Behavior Change, Digital Marketing Strategies
Citation
VII International Scientific Conference: "Challenges of Globalization in Economics and Business", Tbilisi, 2022, pp. 188-195