Short answer
When designing digital marketing strategies for emerging economies, focus on accessible platforms like social media and e-commerce, and address local customer perceptions and firm readiness.
- Field
- Innovation & Markets
- Source
- International Journal of Marketing Communication and New Media (2023)
- Method
- Systematic Review
- Sample
- 35 studies
- Evidence
- Strong effect
Digital marketing, particularly through social media, m-marketing, and e-commerce, significantly boosts marketing capacity, efficiency, and performance in developing economies. This innovation & markets research insight is drawn from a 2023 study published in International Journal of Marketing Communication and New Media. Using Systematic review with 35 studies, researchers explored how this design variable affects real-world outcomes. The key design takeaway: When designing digital marketing strategies for emerging economies, focus on accessible platforms like social media and e-commerce, and address local customer perceptions and firm readiness.
Emerging Markets Leverage Digital Channels for Enhanced Marketing Performance
Digital marketing, particularly through social media, m-marketing, and e-commerce, significantly boosts marketing capacity, efficiency, and performance in developing economies.
International Journal of Marketing Communication and New Media · 2023
Key Findings
- 01Social media, m-marketing, and e-commerce are prominent digital channels in emerging markets.
- 02Customer-level factors (demographics, trust, usability, satisfaction, risk perception) and firm-level factors (digital capabilities, management openness, collaboration, social networking, knowledge, financial resources) influence digital marketing adoption.
- 03Digital marketing enhances marketing communication, capacity, efficiency, and performance.
Application
Design takeaway
When designing digital marketing strategies for emerging economies, focus on accessible platforms like social media and e-commerce, and address local customer perceptions and firm readiness.
How to apply
When developing digital marketing campaigns for emerging markets, conduct thorough research into local social media usage, mobile penetration, and e-commerce adoption rates. Tailor messaging and platform choices to align with customer trust, usability perceptions, and the firm's digital maturity.
Project actions
- 01When researching digital marketing for a specific emerging market, look for studies that focus on the specific channels mentioned (social media, m-marketing, e-commerce).
- 02Consider how factors like internet access, smartphone use, and local cultural attitudes might affect how people interact with digital marketing.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Comprehensive systematic review methodology ensures broad coverage of existing research.
- +Identifies key influencing factors and outcomes of digital marketing in a specific economic context.
Limitations
The availability and quality of digital marketing research can vary significantly across different emerging economies, making it challenging to draw universally applicable conclusions.
Reliability & validity
The reliability of this systematic review is supported by the use of established PRISMA guidelines. Validity is enhanced by the thematic content analysis of multiple studies, but is dependent on the quality and scope of the included primary research.
Think critically
To what extent do the 'emerging' characteristics of these economies (e.g., infrastructure, digital literacy) necessitate fundamentally different digital marketing design principles compared to mature markets?
Design Principles
"Digital marketing strategies in emerging markets must be contextually relevant, leveraging accessible channels and addressing specific customer and firm-level factors to achieve optimal performance."
Understanding the specific digital channels and influencing factors in emerging markets is crucial for businesses aiming to expand their reach and effectiveness. This insight highlights the potential for digital strategies to drive growth in previously underserved markets.
What This Means for Your Design
In countries that are just starting to use the internet and social media for business, using these digital tools can really help companies sell their products better and more efficiently.
How to use in your project
- 1.Cite this study when discussing the adoption and impact of digital marketing in emerging markets, particularly when analyzing the effectiveness of different digital channels or the factors influencing user engagement.
Add to My Project
Quick Cite
Paragraph starter
This research highlights that digital marketing, particularly through social media, m-marketing, and e-commerce, plays a significant role in enhancing marketing capacity, efficiency, and performance within developing and emerging economies. The adoption and success of these digital strategies are influenced by a combination of customer-centric factors, such as demographics and trust, and firm-centric capabilities, including digital readiness and management openness, underscoring the need for context-specific digital marketing approaches.
Source
International Journal of Marketing Communication and New Media
Digital Marketing in Developing and Emerging Economies: A Systematic Review of Introductory Phase Features
journal · 2023
View sourceQuestions About This Research
- What does the research say about emerging markets leverage digital channels for enhanced marketing performance?
- When designing digital marketing strategies for emerging economies, focus on accessible platforms like social media and e-commerce, and address local customer perceptions and firm readiness. Evidence: International Journal of Marketing Communication and New Media (2023).
- Why does "Emerging Markets Leverage Digital Channels for Enhanced Marketing Performance" matter for design?
- Understanding the specific digital channels and influencing factors in emerging markets is crucial for businesses aiming to expand their reach and effectiveness. This insight highlights the potential for digital strategies to drive growth in previously underserved markets.
- How can designers apply this research?
- When designing digital marketing strategies for emerging economies, focus on accessible platforms like social media and e-commerce, and address local customer perceptions and firm readiness.
- What were the main findings?
- Social media, m-marketing, and e-commerce are prominent digital channels in emerging markets.. Customer-level factors (demographics, trust, usability, satisfaction, risk perception) and firm-level factors (digital capabilities, management openness, collaboration, social networking, knowledge, financial resources) influence digital marketing adoption.. Digital marketing enhances marketing communication, capacity, efficiency, and performance.
- What research method was used?
- Systematic Review with 35 studies.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2023 journal from International Journal of Marketing Communication and New Media.
- What should I do differently in my next project?
- When developing digital marketing campaigns for emerging markets, conduct thorough research into local social media usage, mobile penetration, and e-commerce adoption rates. Tailor messaging and platform choices to align with customer trust, usability perceptions, and the firm's digital maturity.
- What are the limitations?
- The review focuses on the introductory phase of digital marketing in these economies, and findings may evolve as markets mature. The study is a systematic review, so limitations are tied to the quality and scope of the included primary research.