Linking the potentials of extended digital marketing impact and start-up growth

Developing a macro-dynamic framework of start-up growth drivers supported by digital marketing

Bibliographic Data

ID21404184
AuthorsBelma Rizvanović (0000-0002-8404-4160, Universidade Nova de Lisboa, corresponding author), Aneesh Zutshi (0000-0002-2211-2957, Universidade Nova de Lisboa), António Grilo (0000-0002-6045-9994, Universidade Nova de Lisboa), Tahereh Nodehi (0000-0001-8700-4992, Universidade Nova de Lisboa)
Year2023
Volume186
Pages122128
Publication date2023-01-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueTechnological Forecasting and Social Change (JOURNAL)
Journal identifiersISSN: 0040-1625 • E-ISSN: 1873-5509
PublisherElsevier BV (PUBLISHER)
DOI10.1016/j.techfore.2022.122128
OpenAlexW4308343533
LanguageEN
Citations received8
References cited49

The contemporary market positions digital marketing as a powerful mediator between efficient digital interaction, data interpretation opportunities, and business growth, while extending its impact potential to tackle different growth challenges. As start-ups usually have limited resources and struggle with customer engagement , retention, and other growth challenges, the low investment and dynamic elements of digital marketing tools can be used to support constructive digital interactions impacting start-up growth. Consequently, these links have outlined an extended digital marketing impact in the areas which build on marketing and sales and influence growth components such as product & market testing, customer engagement, and partnership development. Through a systematic literature review , we present a holistic overview encompassing start-up growth areas that use digital marketing. We also discuss how digital marketing efforts complement the start-up maturity. Furthermore, we analyze the differences in B2B and B2C digital marketing usage and discuss how emerging technologies impact digital marketing. The link between the extended digital marketing impact, start-up challenges, and growth areas result in the identification of start-up growth drivers supported by digital marketing. We propose a Macro-Dynamic framework identifying the start-up growth drivers from product, market, team, and finance areas and digital marketing tactics connected to the identified growth drivers

Business · Digital marketing · Marketing management · Marketing mix · Marketing research · Marketing strategy · Return on marketing investment · Digital Marketing and Social Media · Innovation Diffusion and Forecasting · Marketing · Technology Adoption and User Behaviour

Tools

Open DOIOpen Access