مقاله:پیوند دادن پتانسیل های بازاریابی

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خلاصه این مقاله:

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.