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Marketing priorities and digital tactic effectiveness: A business strategy perspective
Journal of Digital & Social Media Marketing,
12
(2),
178-194
(2024)
Abstract
Digital marketing has emerged as a key component of marketing strategy and by extension has become an important source of competitive advantage for the firm. Firms adopt digital marketing strategies and tactics to address specific marketing priorities (eg sales growth, brand building etc). Digital marketing strategies represent the adoption of specific sets of digital marketing tactics. While these tactics are widely recognised, little attention has been paid to determining the conditions under which some digital marketing tactics are more effective than others. In this exploratory study, marketing managers were surveyed to understand the comparative importance of seven alternative strategic marketing priorities and the perceived effectiveness of seven alternative digital marketing tactics in addressing those priorities. Responses from 236 senior marketing managers/executives were analysed through a series of paired t-tests and one-way ANOVAs in SPSS Version 26. Significant differences were observed between firms pursuing prospector, analyser, low-cost defender and differentiated defender business strategies. These findings provide marketing and general managers alike with practical insights into the management of their digital marketing strategies.
Keywords: business strategy; marketing strategy; digital marketing tactics; competitive advantage; strategic marketing priorities
The full article is available to subscribers to the journal.
Author's Biography
Eric M. Olson is Professor of Marketing and Strategic Management at the University of Colorado Colorado Springs. His research interests include marketing strategy, new product development, market orientation and design management. His work has appeared in such publications as the Journal of Marketing, Strategic Management Journal, Journal of Product Innovation Management, Business Horizons and Journal of the Academy of Marketing Science. He earned his PhD from the University of Minnesota.
Andrew J. Czaplewski is Professor of Marketing and International Business at the University of Colorado Colorado Springs. His research in marketing strategy and international business has been published in the Journal of the Academy of Marketing Science, Business Horizons, Journal of Organizational Change Management and the Journal of Business Research, among others. He earned his PhD from Arizona State University.
Kai M. Olson holds degrees in marketing and apparel design and production from Colorado State University. He oversees a private winter sport fashion design business and has designed for top ski and snowboard clothing companies. His research has been published in Business Horizons, Industrial Marketing Management and Sport, Business and Management: An International Journal.
Thomas J. Aicher Thomas Aicher is Dean and Professor of Sport Management at the University of Colorado Colorado Springs. His research in motivation, identification and service quality has been published in the Journal of Sport Management, Sport Management Review and Journal of Global Sport Management, among others. He holds a PhD from Texas A&M University.
