Call for paper: Rethinking Marketing Practices and Business Strategies in the Light of Digitalization

Rethinking Marketing Practices and Business Strategies in the Light of Digitalization

Digital technologies have transformed business sectors, industries and everyday life. Today, they are intertwined with all aspects of business decision making. From a strategic perspective, digitisation has changed or is changing the focus of businesses by fostering a customer-centric view and encouraging new ways of creating value. Individuals, companies and other organisations are increasingly adopting digital channels when interacting with customers due to the number of benefits digital offers over traditional. Digital marketing has allowed for faster, cheaper and better-targeted communication, which is less invasive and does not require as much commitment as communicating in person. With the emergence of e-commerce, many businesses have developed a website on the internet. However, to attract and retain customers and achieve a high level of brand awareness, companies need to promote their products or services through multiple channels. Digital marketing is becoming a popular strategy for companies seeking to emerge in their domain worldwide by boosting the number of targeted visitors who visit their website and increasing sales by promoting their products through popular social media platforms. Tactical marketing is an emerging field of innovation that uses technology to accomplish the desired marketing objective. It is concerned with the tactical use of technology to market products and services. Before beginning any campaign, marketers must know that certain restrictions exist in using information obtained by technological devices.

The speed of change in the markets and businesses is going extremely fast. The current customer strategies with long-term relationships with the customers are less effective in the digital age. The Internet, Social Media platforms and other new media tools are a significant shift to reach customers directly. Hence, they need to be more open-minded and innovative to approach them. Due to technology changing the way customers buy, sell, and communicate, businesses are looking at ways to reach out to more customers by connecting with them through social media, conversational commerce, mobile apps, and artificial intelligence. The opportunity of digitalisation is tremendous, be it through creating value-added experiences for customers across channels and industries or providing better services; however, enterprises have already started deploying strategies to make their businesses benefit from digitalisation. Marketing strategy is one such strategy with a focus on innovating marketing efforts. This special issue aims to cover marketing in the light of digitalisation and comprehensive analysis of the problems and challenges concerning marketing. We invite researchers to formulate frameworks, digital marketing strategies and new entrants in the marketing business.

List of topic areas

Business strategies in the light of digitalization sustainable development
Digitalized customer-relationship management (CRM) strategies in business
Fundamental principles of digitalization in business processes
Augmented reality marketing and its futuristic scope in business
Internet-enabled technologies in the digital business and marketing era
Social media marketing platforms and its role in people lifestyle
Search Engine Optimization (SEO) marketing and its influence in content marketing
Digitalized mobile marketing initiatives to enhance the marketing practices
Digitalized product developmentsStrategies and its applications in marketing
AI-assisted chatbots and their role in supporting marketing

Submissions Information

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Author guidelines must be strictly followed. Please see here.

Authors should select (from the drop-down menu) the special issue title at the appropriate step in the submission process, i.e. in response to ““Please select the issue you are submitting to”.

Submitted articles must not have been previously published, nor should they be under consideration for publication anywhere else, while under review for this journal.