✍️ Text written by Tea Aljaž.

📖 Article by Kannan, P.K., & Li, H. (2017). Digital Marketing: A Framework, Review, and Research Agenda. International Journal of Research in Marketing, 34(1), 22-45.

I am sure you’ve all heard the term ‘digital marketing’ and you have your own explanation on what it means. 🧠 

Defined by Wikipedia it is “the component of marketing that uses the Internet and online-based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services.”

But as we all know, Wikipedia is not always the most reliable source of information, so I’ll present key points from Kannan and Li (2017) research article Digital Marketing: A Framework, Review, and Research Agenda instead and recommend you to watch this short video which explains Digital Marketing in 5 minutes. ⬇️ 

Introduction 👋 

The main purpose of this article is to review the existing research on digital marketing and identify gaps for future research. By conducting a thorough analysis of literature, the authors aim to provide a foundation for future studies in this area. 

Methodology 🔨

The authors conducted a systematic literature review to compile and analyze previous studies on digital marketing, using a framework of key concepts and dimensions. This method enabled them to gather comprehensive and diverse perspectives on the topic. By combining the insights from literature reviews and empirical studies, they were able to develop a comprehensive framework for digital marketing. It also enabled them to highlight key themes, concepts, and relationships between different aspects of digital marketing.

However❗️, it is important to note that the study may have some limitations, such as the potential for bias in selecting literature.

Results 🎁

☝️Firstly, the authors found that firms are increasingly adopting digital marketing strategies to reach and engage with consumers. The shift towards customer-centricity is crucial, as companies recognise the importance of understanding and targeting individual customer preferences.

✌️Secondly, they highlighted the importance of customer engagement in digital marketing and suggested that it can lead to positive consumer outcomes, such as brand loyalty and purchase intention.

🤟Thirdly, they found that digital marketing encompasses various components such as online advertising, social media, and search engine optimisation, and identified several research gaps in these areas.

These results shed light on important aspects of digital marketing and provide a foundation for future research in understanding consumer behavior and the effectiveness of various digital marketing strategies.

Discussion 🗣 

The authors highlight the important role of digital marketing in shaping consumer behavior, brand awareness, and competitive advantage for businesses.

They discuss the key 🔑 success factors and challenges associated with digital marketing and emphasise the need for firms to develop an integrated and customer-centric approach to digital marketing in order to effectively engage and retain customers in the digital era.

🔑 They highlight the importance of personalised marketing content, as it positively influences customer engagement and purchase intention.

🔑 They emphasize the significance of customer reviews and ratings, as they greatly influence consumer decision-making.

🔑 They reveal that digital marketing efforts focused on enhancing customer experience and building customer trust lead to improved brand loyalty and customer retention.

The authors identify several avenues for future research and emphasise that digital marketing is a rapidly evolving field, driven by advances in technology and changes in consumer behaviour. To keep up with these changes, marketers need to adapt their strategies and tactics continuously.

Future Studies 👩‍🚀 

In terms of future studies, the authors suggest several avenues for further research in the field of digital marketing. ⬇️ 

💫 Firstly, they propose investigating the effects of different digital marketing strategies on consumer (purchase) behaviours and attitudes. This would provide valuable insights into the optimal approaches for engaging and influencing consumers online and help marketers develop more tailored and efficient digital marketing campaigns.

💫 Additionally, the authors argue that further exploration is needed on the role of social media in digital marketing.

💫 Lastly, they suggest investigating the role of emerging technologies, such as virtual reality and artificial intelligence, in shaping the future of digital marketing. 

These future studies could provide practitioners with valuable guidance and help enhance our theoretical understanding of digital marketing.

In conclusion, Kannan and Li (2017) provide a comprehensive framework for understanding and analyzing digital marketing. Through their review of existing literature and analysis of various digital marketing strategies, they highlight several critical elements needed for success. Overall, the article provides a comprehensive overview of the current state of digital marketing and identifies key areas for future research.