- Log In/Sign Up
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
The Effect of Product Type and Channel Prioritization on Effective Digital Marketing Performance
Kim, Wan-Ki
Abstract
Purpose - This study aims to build a systematic frame for effective marketing performances by prioritizing product type and pertinent channel that are appropriate for digital channel characteristics. FCB grid model was used to define a product type, and Internet communication satisfaction index was considered as a marketing performance measuring tool for digital channel. Research design, data, and methodology - As systematic understanding for Digital marketing is still unfamiliar to even professional marketer, the hypothesis was established based on preliminary research by conducting a qualitative survey of marketing experts who already experienced digital marketing in the fields as well as existing related study literature. Through a preliminary research, the degree for understanding for digital marketing, current digital marketing (including product/channel mix) execution status, and difficulties for marketers who had experienced digital marketing were figured out. Based on preliminary research, the main part of survey was designed to examine which type of product would be effective for digital marketing and which digital channel would be effective to achieve marketing performance in line with marketing objectives. To collect data, the questionnaire survey was conducted for professional marketers who had experienced digital marketing in 10 different fields including FMCG, cosmetics, distribution industry for one month (July, 10, 2014~Aug, 10, 2014). A total of 90 questionnaire were distributed and 66 questionnaires were used for the analysis, excluding the unanswered and insincere questionnaires. The data were analysed using SPSS ver.18.0. Results - The analysis for product type which is pertinent to digital marketing and prioritization for digital channel per digital marketing performance type could be summarized as followings. First, high involvement buying decision type of product and rational purchasing decision type of product in FCB grid are more effective for digital marketing in terms of marketing performance. Therefore, marketers in field would prioritize considering product type before executing digital marketing. Second, factor for sales increase, potential consumer creation and brand awareness was represented respectively 31.25%, 21.9%, and 20.8% as a result of factor analysis in terms of digital marketing channel performance. Third, effective major digital channel per digital marketing performance factor was differently identified as each digital channel has its own peculiarity. For instance, search engine is more effective for increasing sales while social media such as facebook and Kakaotalk is more effective for encouraging consumer participation. Conclusions - As a result of this study, product type and peculiarity which were pertinently fit to digital marketing were identified by using FCB grid model, and also suggested framework for decision making of digital channel selection in line with marketing objectives for effective marketing performance. It also provided insight to professional marketer which type of product could be effective for digital marketing execution as well as which factors should be measured for digital marketing performance.
- keywords
- Digital Marketing, FCB Factors, Rational/Emotional Purchasing Factors, Involvement, Social Media
Reference
Amit, B., & Sanjoy, G. (2002). Segmenting Consumers Based On The Benefits And Risks of Internet Shopping. Journal of Business Research, 57(12), 1352-1360.
An, Dae-Chun, & Kim, Sang-Hoon (2010). Message Strategies and Service Quality Dimensions Conveyed in Service. Journal of Communication Science, 10(4), 267-306.
Ana, M. S., José, C. P., and Helena, N. (2012). From Social to Marketing Interactions: The Role of Social Networks. Journal of Transnational Management, 17(1), 45-62.
Blood, R. (2002b). The Weblog Handbook: Practical Advice on Creating and Maintaining your Blog. Cambridge, MA, USA :Perseus Books Group.
Chang, Yun-hee (2012). A Study on the Marketing Performance Using Social Media: Comparison between Portal Advertisement, Blog, and SNS Channel Characteristics and Performance. Journal of Digital Policy &Management, 10(8), 119-133.
Cho, Young-Sang, Heo, Jeong-Yoon, & Youn, Myoung-Kil (2012). Korean Customer Attitudes Towards SNS Shopping. Journal of Distribution Science, 10(8), 7-14.
Choi, Ja-Young (2004). Consumer Multichannel Choice Behavior in the Information Search and Purchasing Stages. Journal of Consumer Studies, 15(4), 103-120.
Choi, Sung-Sik, Kim, Pan-Jin, & Lee, Sang-Youn (2011). A Research on Private Apparel Brand’s Product Strategy in Discounted Stores. International Journal of Industrial Distribution & Business. 2(2), 25-38.
Choi, Young-Keon (2010). The Reality and Strategy of Social Media as a Marketing tool. The marketing, 44(8), 31-37.
CNN Money (2011). Retrieved January 25, 2015 from http://money.cnn.com/galleries/2011/technology/1104/gallery.social_media_controversies/2.html
Consumer Reprt (2013). Retrieved January 1, 2015 from http://www.interpark.com/displaycorner/ConsumerReports .do?_method=sub&contNo=176
Devinder, P. S. (2014). Online Shopping Motivations, Information Search, and Shopping Intentions in an Emerging Economy. East Asian Journal of Business Management, 4(3), 5-12.
Digital Marketing Institute (2014). DMI. Retrieved January 11, 2014 from http://digitalmarketinginstitute.com/
Do, Jun-Yong (2013). Communication on Demand(COD). Seoul, Korea: 21C Books Publishing.
Dolan, R. J., & Moon, Young-Me (2000). Pricing and Market Making on the Internet. Journal of Interactive Marketing, 14(2), 56-73.
eMarketer.com. Homepage Retrieved February, 2015. from http://www.emarketer.com/
etnews (2014). Digital Marketing up!. Retrieved January 5, 2014 from http://ebuuzz.etnews.com/news/article.html?id=20141001800009.
Helena, N., and Daniela S. (2014). Social Network Marketing Strategy and SME Strategy Benefits. Journal of Transnational Management, 19(2), 138-151.
Jeremiah, O., Christine, T. and Alan, W. (2010). The 8 Success Criteria For Facebook Page Marketing : Analysis reveals brands lack maturity by not leveraging social features. Retrieved on 2015. 4. http://west17media.com/wp-content/uploads/2010/07/facebookreportfinal-10072711 0656-phpapp02.pdf
Jo, R., and Audrey, L. (2014). The digital marketing skills gap:Developing a Digital Marketer Model for the Communication Industries. International Journal of Information Management, 34(2), 65–73.
Joines, J. L., Scherer, C. W., and Scheufele, D. A. (2003). Exploring Motivations for Consumer Web Use and Their Implications for e-commerce. Journal of Consumer Marketing, 20(2), 90-108.
Ju, Yoon-Hwang, Yang, Hoe-Chang, & Cho, Hee-Young (2014). An Analytical Study of Mobile Internet Users’ Lifestyles for the Promotion of Mobile Business. Journal of Distribution Science, 12(7), 103-110.
Jun, Jong-Kun, & Choi, Young-Shin (2011). Consumer Response to Product Related Online Blogs Characterized by Information Sources, The e- Business Studies, 12(1), 207-227.
Jung, Myung-Hee, Bae, Dong-In, & Yun, Jae-Chul (2014). The Effects of SNS Characteristics on Purchase Intention. East Asian Journal of Business Management, 4(3), 19-25.
Kendall, G. and Marieke, D. M. (2014). How ‘social’ are social media? A cross-cultural comparison of online andoffline purchase decision influences. Journal of Marketing Communications, 20(1-2), 103-116.
Kim, Sang-Hoon, Park, Gye-Young, & Park, Hyun-Jung(2007). Factors Influencing Buyers' Choice of Online vs. Offline Channel at Information Search and Purchase Stages. Journal of Channel and retailing, 12(3), 69-90.
Kim, Yu-Kyung (2015). Study on Relationship Between Consumption Values of Masstige and Consumer happiness. Journal of Distribution Science, 13(1), 105-118.
KISA (2013). Survey On The Internet Usage. Seoul, Korea: korea Internet & Security Agency, Retrieved December 12, 2013 from http://isis.kisa.or.kr/board/index.jsp?pageId=040000&bbsId=7&itemId=804&pageIndex =1
Lee, Jung-Wan, & Cormier, J. F. (2010). Effects of Consumers’Demographic Profile on Mobile Commerce Adoption. Journal of Distribution Science, 8(1), 5-11.
Lee, Kyung-Yul, & Mock, Yang-Suk (2011). Utilization and Diffusion of Social Media As New Advertising and Marketing Platforms in Korea. The Treatise on The Plastic Media, 14(4), 153-160.
Lee, Young-Won (2007). The Effects of Consumer’s Perceived Risks and Product Involvement on the Evaluation of Information Channels: Focused Online Shopping. Korean Journal of Journalism & Communication Studies, 51(2), 426-452.
Maria, T., and José, M. (2014). Digital marketing and social media:Why bother?. Business Horizons, 57(6), 703-708.
Nelson, P. (1974). Advertising As Information. Journal of Political economy, 82(4), 729-754.
Park, Cheol (2001). A Comparative Study on the Consumer Behavior between Online and Offline Channels, Proceedings of The Autumn Conference of Korea Distribution Association. Seoul, Korea : KDA.
Park, Seong-Yong (2006). The Study on The On-line Sales Fitness of Small-sized Companies’ Product Categories by the Integration of SEC and FCB Framework. Journal of Global Academy of Marketing Science, 16(3), 169-189.
Rhie, J. (2010). Influence of On-line Brand Communities on Customers' Attitudes: Focusing on the Brand Selection of Online Universities. Journal of the Korea Contents Association, 10(1), 366-377.
Roger, D. B., & Kristian, S. (2001). Customers Rule! Why the E-commerce Honeymoon is over & Where Winning Businesses Go From Here. NY. USA: Crown Publishing Group.
Roger, S., Martin, V., and John, B. (2014). Mobile marketing: A literature Review on Its Value for Consumers and Retailers. Journal of Retailing and Consumer Services, 21(6), 1001–1012.
Sarah, Q., and Paul, F. (2013). Missing a Strategic Marketing trick? The Use of Online Social Networks by UK Charities. International Journal of Nonprofit and Voluntary Sector Marketing, 18(1), 36-51.
Shim, So-jeon, Mary, A. E., Sherry, L. L., & Patricai, W. (2001). An Online Pre-purchase Intentions Model: The Role of Intention to Search. Journal of Retailing, 77(3), 397-416.
Yoh, E., Mary, L. D., Stephen, S., & Russ, L. (2003). Consumer Adoption of the Internet: The Case of Apparel Shopping. Psychology & Marketing, 20(12), 1095-1118.
Zaichkowsky, J. L. (1985). Measuring the Involvement Construct. Journal of Consumer Research. 12(3), 341-352.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations