TY - JOUR
T1 - Linking the potentials of extended digital marketing impact and start-up growth
T2 - Developing a macro-dynamic framework of start-up growth drivers supported by digital marketing
AU - Rizvanović, Belma
AU - Zutshi, Aneesh
AU - Grilo, António
AU - Nodehi, Tahereh
N1 - info:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F00667%2F2020/PT#
Publisher Copyright:
© 2022 The Authors
PY - 2023/1
Y1 - 2023/1
N2 - 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.
AB - 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.
KW - Digital marketing extended impact
KW - Digital marketing tools
KW - Emerging technologies
KW - Start-up challenges
KW - Start-up growth
KW - Start-up maturity
UR - http://www.scopus.com/inward/record.url?scp=85141260761&partnerID=8YFLogxK
U2 - 10.1016/j.techfore.2022.122128
DO - 10.1016/j.techfore.2022.122128
M3 - Article
AN - SCOPUS:85141260761
SN - 0040-1625
VL - 186
JO - Technological Forecasting and Social Change
JF - Technological Forecasting and Social Change
M1 - 122128
ER -