Digital Marketing Model in the Technology Transformation Era for B2B Enterprise: A Case Study of the YonYou Company in China
Article Sidebar
Main Article Content
Abstract
The rapid advancement of digital technologies led to a significant transformation in the business landscape, particularly for business-to-business (B2B) enterprises. Traditional marketing approaches proved insufficient in engaging digitally-savvy B2B buyers who demanded personalized experiences and seamless online interactions. This study investigated the factors influencing the creation of new digital marketing strategies for B2B enterprises in the technology transformation era. The study aimed to examine the relationship between six key digital marketing technologies (artificial intelligence, big data analytics, marketing automation, cloud computing, mobile marketing, and social media analytics) and marketing effectiveness in the context of B2B enterprises. A quantitative research design was employed, utilizing a stratified random sample of 240 employees from the marketing department of a B2B enterprise in China. Data were collected through an online survey and analyzed using confirmatory factor analysis (CFA) and multiple regression analysis (MRA). The CFA confirmed the validity of the measurement model, demonstrating a significant relationship between the observed variables and their corresponding latent constructs (p < .001). The MRA revealed that all six digital marketing technologies were significantly associated with marketing effectiveness (p < .001), with marketing automation and social media analytics exhibiting the largest estimated impact. The model explained 24.10% of the variance in marketing effectiveness. The findings underscored the growing importance of digital technologies in driving marketing effectiveness for B2B enterprises. By strategically leveraging these technologies, B2B marketers could enhance customer engagement, optimize marketing strategies, and achieve sustainable success in the digital age.
Article Details
References
Algharabat, R., Rana, N. P., Alalwan, A. A., & Baabdullah, A. M. (2023). The impact of artificial intelligence on digital marketing: A systematic review and research agenda. International Journal of Information Management Data Insights, 3(1), 100121. https://doi.org/10.1016/j.jijmdi.2023.100121
Algharabat, R., Rana, N. P., Alalwan, A. A., & Dwivedi, Y. K. (2023). Artificial intelligence and big data analytics in business-to-business marketing: A systematic review and research agenda. Journal of Theoretical and Applied Electronic Commerce Research, 18(1), 207-233. https://doi.org/10.3390/jtaer18010011
Deogaonkar, B. (2023). Digital transformation in B2B marketing. International Journal of Research in Advanced Science and Engineering Technology, 12(1), 1-5.
Justesen, J. S., & Mikalef, P. (2022). Toward a big data analytics capability for business-to-business firms: A systematic literature review and future research agenda. Industrial Marketing Management, 103, 224-240. https://doi.org/10.1016/j.indmarman.2022.04.014
Kacker, M., Gupta, S., & Sheth, J. N. (2022). Social media in business-to-business marketing. Journal of Business Research, 139, 107-114. https://doi.org/10.1016/j.jbusres.2021.09.048
Maestrini, V., Luzzini, D., & Pappas, I. O. (2021). Marketing automation: A systematic literature review and research agenda. Journal of Business Research, 134, 209-223. https://doi.org/10.1016/j.jbusres.2021.04.043
Mikalef, P., Krogstie, J., & Pappas, I. O. (2022). The role of marketing automation in enhancing customer experiences and business performance. Industrial Marketing Management, 102, 129-141. https://doi.org/10.1016/j.indmarman.2022.02.004
Rajaobelina, L., Chuang, L., & Rajagopal, R. (2021). Mobile marketing for B2B: A systematic literature review and future research directions. Industrial Marketing Management, 96, 179-192. https://doi.org/10.1016/j.indmarman.2021.05.003
Rathore, B. (2023). Exploring the impact of digital transformation on marketing management strategies. Edukzone: International Peer Reviewed/Refereed Multidisciplinary Journal, 12(1), 1-17.
Saura, J. R., Palos-Sánchez, P. R., & Díaz-Chao, Á. (2022). Digital marketing in the tourism industry: A bibliometric analysis of 20 years of research. International Journal of Tourism Research, 24(1), 118-132. https://doi.org/10.1002/jtr.2494
Tabares, J., Söderman, C., & Robinson, S. (2022). Cloud computing adoption in marketing: A systematic literature review. Journal of Business Research, 143, 347-363. https://doi.org/10.1016/j.jbusres.2022.01.036
Tuten, T. L., & Solomon, M. R. (2022). Social media marketing. Sage.
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2021). From multichannel retailing to omnichannel retailing: Introduction to the special issue on omnichannel retailing. Journal of Retailing, 97(1), 1-8. https://doi.org/10.1016/j.jretai.2021.02.005
