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Journal of the Academy of Marketing Science

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22.08.2019 | Original Empirical Research

In pursuit of an effective B2B digital marketing strategy in an emerging market

verfasst von: Valter Afonso Vieira, Marcos Inácio Severo de Almeida, Raj Agnihotri, Nôga Simões De Arruda Corrêa da Silva, S. Arunachalam

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 6/2019

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Abstract

In business markets, firms operating in developing economies deal with burgeoning use of the internet, new electronic purchase methods, and a wide range of social media and online sales platforms. However, marketers are unclear about the pattern of influence of firm-initiated (i.e., paid media, owned media, and digital inbound marketing) and market-initiated (i.e., earned social media and organic search) digital communications on B2B sales and customer acquisition. We develop and test a model of digital echoverse in an emerging market B2B context, using vector autoregressive modeling to analyze a unique 132-week dataset from a Brazilian hub firm operating in the marketplace. We find empirical evidence supporting our conceptual framework in emerging markets. Underscoring the importance of a market development approach for emerging markets, the findings show that owned media and digital inbound marketing play a bigger role in influencing customer acquisition. Impressions generated through earned social media complement owned media, but not paid media. These insights highlight the notion that while sources of digital echoverse may remain the same across countries, its components exert a particular pattern of influence in an emerging market context. This is expected to encourage managers to rethink their digital strategies for B2B customer acquisition and sales enhancement while operating in emerging markets.

Vorheriger Artikel Network embeddedness as a dependence-balancing mechanism in developing markets: differential effects for channel partners with asymmetric dependencies

Nächster Artikel The impact of psychological identification with home-name stocks on investor behavior: an empirical and experimental investigation

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We note that O-I-E-O ordering does not imply directionality. We thank an anonymous reviewer for this point.

Notably, social media environment varies between countries. For example, LinkedIn, a widely used social media platform for B2B marketers in the U.S. (154 million users), is still growing in our emerging market context, i.e., Brazil (35 million users). LinkedIn was launched in Brazil in 2010. In terms of utilization, 43% of LinkedIn’s traffic comes in from the U.S. alone. On the other hand, in terms of Facebook membership, the U.S. is the only developed country in the top five list (the rest are India, Brazil, Indonesia, and Mexico). Also, Brazil is the third country in the world based on number of Instagram users (U.S. =120 million, India = 75 million, and Brazil =69 million; Statista 2019).

We thank the reviewer for suggesting the estimation of alternative multiplicative models.

We compared media spending (digital inbound marketing and paid media) ratios over the years (2014–2017) and found inconsistent spending patterns with the elasticities found. Average overall spending on digital inbound marketing is 66.66% against 33.33% on paid media. Given the cumulative elasticities provided and the increasing pattern of digital inbound marketing (e.g., Table 5), managers of the company should reallocate media investments to better adjust to the O-I-E-O sequence. We thank the Guest Editor for this recommendation.

We thank the anonymous reviewer for this recommendation.

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Titel: In pursuit of an effective B2B digital marketing strategy in an emerging market
verfasst von: Valter Afonso Vieira
Marcos Inácio Severo de Almeida
Raj Agnihotri
Nôga Simões De Arruda Corrêa da Silva
S. Arunachalam
Publikationsdatum: 22.08.2019
Verlag: Springer US
Erschienen in: Journal of the Academy of Marketing Science / Ausgabe 6/2019
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-019-00687-1

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