Competitive Pressure Drives Digital Marketing Efforts

26 September 2020 by 41832 comments Business 348930 Views
Rate this item
(0 votes)
As revealed by our study, external competitive pressure plays the most prominent role in a firm’s decision to utilize digital media for marketing purposes (56% of surveyed managers rated it as important or extremely important). Internal efficiency represents the second-most influential factor (49% of managers) driving firms to adopt digital marketing strategies, followed by the facilitation of top-down directives (13% of managers).

Digital social media brings several advantages to firms. Ainscough and Luckett (1996), for example, argue that the Web can be used for publishing, online sales, market research, and customer support. Other scholars contend that the Web can assist in brand building, generating word-of-mouth communication among consumers, buzz marketing, and crowdsourcing (Whitla, 2009). In addition to helping with the execution of marketing strategies, the Internet may improve the firm’s overall performance (Eid & El-Gohary, 2011).

Managers rely heavily on digital marketing to build their brand (82% of surveyed managers rated it as important or extremely important), improve knowledge (78% of managers), and heighten communication flows (70% of managers).

Because social networks are largely based on user participation, it was reasonable to expect that the promotion of social activities would emerge as a key motivator for firms to become involved with social media.

However, only 41% of respondents define the promotion of social activities as the primary driver for their digital marketing efforts. In addition–—and contrary to the findings of Kaplan and Haenlein (2010)–—only 37% of marketing managers recognize an important link between digital presence and internal marketing. These findings suggest that, among the largest Tanzania companies, digital marketing efforts are mainly influenced by external forces.


  • Carmine
    Carmine Friday, 21 January 2022 04:26

    The 14th season had garnered great response courtesy romantic link-ups and controversies inside
    the house.

  • vintage dresses bristol
    vintage dresses bristol Friday, 21 January 2022 04:26

    Loads of stunningly cheap bridesmaid dresses are a good option to an item bridal dress from.

    You can buy some and transform all of these into your wedding gown with innovation and creativity.

  • rent haute couture dresses
    rent haute couture dresses Friday, 21 January 2022 04:25

    Try on dresses in stores. If you are of average size finding clothes will be easy.
    You may have a condition in either renting or buying
    a dress.

  • monthly clothing rental
    monthly clothing rental Friday, 21 January 2022 04:24

    Have private garage sale to sell clothing contend with getting lost wear, used books, CDs, and other pursuits.
    By involving a group of friends the actual world sale,
    everyone stand to profit, might attract a larger crowd.

  • Magandang Buhay
    Magandang Buhay Friday, 21 January 2022 04:24

    She says I can save Anirudh’s life thousand times to save my marriage,
    Anirudh can marry Bondita and keep her away from my family, he can save my

  • Psychiatrist near me Adhd
    Psychiatrist near me Adhd Friday, 21 January 2022 04:24

    Hello there, You've done a fantastic job. I will definitely digg it and personally recommend to my friends.
    I am confident they'll be benefited from this web site.

  • cosmetic stores
    cosmetic stores Friday, 21 January 2022 04:23

    Have you discovered Becca Cosmetics up till now? They're amazing!
    It's like you're not wearing any make-up any kind of. If you're new to the line, every ways in order to your absolute best on most occasions with Becca cosmetics.

  • adhd Assessments
    adhd Assessments Friday, 21 January 2022 04:23

    If aged for decades you additional prone to substance abuse and
    depression. There may be an increased risk of suicide.

    Is actually why one reasons it is urged to determine a psychiatrist for medicatino management.

  • Christine
    Christine Friday, 21 January 2022 04:21

    I have developed many winning betting systems for horse racing and it's long been a passion of mine.
    The problem was time.

  • anxiety gummy Bears
    anxiety gummy Bears Friday, 21 January 2022 04:21

    I read this article fully concerning the difference
    of newest and preceding technologies, it's remarkable article.

Leave a comment

Make sure you enter all the required information, indicated by an asterisk (*). HTML code is not allowed.