Perceptions of digital marketing tools in new micro-enterprises

Published on Jan 1, 2017in Research Papers in Economics
Lari Isohella2
Estimated H-index: 2
,
Eeva-Liisa Oikarinen7
Estimated H-index: 7
+ 2 AuthorsTuulia Nikunen2
Estimated H-index: 2
Sources
Abstract
Digitalization is continuously forming our daily lives and routines. It offers us not only new and fascinating opportunities as consumers but also creates possibilities that were previously perceived as unavailable to companies. Digital marketing as a new medium in various business contexts has received much attention among researchers and practitioners. However, little research has been conducted on digital marketing in new micro-enterprises. Furthermore, the influence of human perceptions concerning the adoption and the utilization of digital marketing tools is under-researched. This study aims to fill this gap by examining how digital marketing tools are perceived in new Finnish micro-enterprises. In this case study, perceptions of digital marketing are presented, based on interviews with three representatives of new Finnish micro-enterprises. The results show that perceived benefits in cost efficiency, targeting, performance measurement and building relationships and company brand encourage new business enterprises to adopt and to utilize digital marketing. In contrast, the timeconsuming nature of digital marketing activities and the creation of interesting and valuable content are perceived as challenging. These issues may lead to decreased digital marketing activity and the adoption of an abridged digital marketing tool set. Thus, to carry out digital marketing effectively, a marketing plan should be conducted, and the set of utilized digital marketing tools should be defined as manageable in terms of both time and knowledge resources.
📖 Papers frequently viewed together
2 Citations
239 Citations
References0
Newest
Cited By3
Newest
In today's environment, the use of digital marketing tools is of great importance for domestic manufacturers, as it allows them to promote their products to the world markets quickly, with a relatively small cost, to provide target audience influence, to form and enhance their own image, as well as the image of their products, etc. The constant updating of the Digital Marketing tools and the disagreement among scientists regarding the systematization and classification of the objects of the digi...
6 CitationsSource
#1Himanshu Matta (Amity University)
#2Ruchika Gupta (Amity University)H-Index: 4
view all 3 authors...
Search Engine optimization has become mainstream activity in marketing nowadays. As every firm is trying to increase their online presence and SEO is most crucial in improving the ranking of the firms’ online offerings on the search engine. Since users search keywords of their use instead of the names of the organizations, it becomes important for the business organizations to take up top positions in search engines results. Therefore, this study focuses on exploring the Search Engine optimizati...
Source
#1Muhammad Umar Usman (LPU: Lovely Professional University)H-Index: 1
#2Pawan Kumar (LPU: Lovely Professional University)H-Index: 3
Last. Pawan Kumar (LPU: Lovely Professional University)H-Index: 7
view all 2 authors...
Undoubtedly internet technology has become crucial to the global economic growth process as it comes with enormous opportunities. Presently, the focus is shifting to online shopping in the electron...
4 CitationsSource