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The direct marketing-direct consumer gap: qualitative insights

Profile image of Maurice  Patterson

2001, Qualitative Market Research: An International Journal

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How digital marketing evolved over time: A bibliometric analysis on scopus database

Mohammad faruk.

a Department of Business Administration, Bangladesh Army International University of Science and Technology, Cumilla, Bangladesh

Mahfuzur Rahman

b Department of Marketing, Comilla University, Cumilla, Bangladesh

Shahedul Hasan

c East Delta University, Chattogram, Bangladesh

Associated Data

Data will be made available on request.

Nowadays, a large number of customers are spending their time on social and digital media for a variety of purposes ranging from information searching to the final purchase of products. Responding to this shift, marketers are spending a significant part of the advertising budget on digital marketing. Therefore, the purpose of this study is to review articles on digital marketing to identify top themes, determine the current status of research in digital marketing and indicate how influential works have shaped it. This research has reviewed 925 papers published between 2000 and 2019 in Scopus by applying bibliometrics analysis. These results show that on average 2.18 authors have contributed to every single paper on digital marketing and the collaboration index is 2.71. The top contributing countries in the digital marketing field are USA, India and UK. The study also identifies three dominant clusters in digital marketing research, e.g., 1) strategic planning with digital marketing 2) mobile marketing with apps development and 3) dealing with demographic profiles of customers.

Bibliometric analysis; Digital marketing; 4th industrial revolution; Scopus database.

1. Introduction

It is reported that, in December 1995, internet users were only 16 million. On the other hand, in June 2019, the number increased to 4,536 million which cover 58.8% of the total world population that amounting to 7.71 billion ( Busca and Bertrandias, 2020 ). It is estimated that everyday people spend, on average, 6 h and 42 min online and by 2021, 73% of e-commerce sales will be generated through the mobile platform ( Mandal, 2017 ). Moreover, the 4 th industrial revolution has begun with the invention of web 4.0, the internet of things (IoT), blockchain, artificial intelligence (AI), big data analytics and 4g/5g internet speed ( Kerren, 2014 ). These technological inventions have significantly affected the lifestyle of consumers and the way marketers communicate with their customers. In 2004, Facebook came into the market, followed by many other social networking sites in later years. People had accepted these social media at an exponential rate affecting the way people communicated and interacted with each other.

After the induction of world wide web technology, people have become used to the virtual world. When people (e.g., customers) shifted to the internet or virtual marketplace, marketers focused their marketing attention on this market. Consumers are spending more time on social media for a variety of purposes ranging from brand information searching to the final purchase of products. Consumers’ shifting from traditional media to digital media enables marketers to reach, notify, engage, sell to, study about and provide services to the targeted audience more effectively and efficiently. Responding to this fundamental shifting of consumers from traditional to digital media, marketers are continuously trying to grab the opportunity by devising product, price, place and promotion strategies for this marketplace. Therefore, scholars have investigated different aspects of digital marketing (DM).

While reviewing the literature, it is noticed very few research studies were focused on identifying and analyzing the development of themes and clusters in this arena by applying bibliometric analysis ( Ghorbani et al., 2021 ; Kim et al., 2019 ; León-Castro et al., 2021 ). Ghorbani et al. (2021) conducted a bibliometric analysis to identify key trends and patterns in the field of DM by investigating 924 research articles published in the Scopus database. However, given the importance of digital marketing, more systematic literature reviews are necessary for this field. Kim et al. (2019) undertook a bibliometric analysis that was more focused on digital marketing communication (DMC) and hence, studies other than DMC were ignored. León-Castro et al. (2021) covered only a web of science database to run a bibliometric analysis on digital marketing, but the keywords focused on more specific aspects of DM such as “influencer”, “ewom”, “youtube”, “instagram” and “facebook”.

However, finding out how scholarly works on digital marketing practice and theory have been developed over time and contributed to DM literature is limited. Analyzing which journals, countries and authors are contributing more in the field of digital marketing was also nascent. The authors have exactly taken the endeavour to address these issues. Since this study will analyze all the major scholarly articles that are published in the Scopus database, it will pave the way for future researchers who intend to research digital marketing.

Considering the limitations of the past studies on DM, the study has been undertaken to serve several purposes such as a) to identify the evolution of DM literature over time by applying a bibliometric analysis; b) to assess and synthesize 925 Scopus papers and offer future research directions in the field of DM.

The significant contribution of this study includes identifying which are the journals and authors that contributed the most in the development of digital marketing. It also contributes by explaining the emergent themes in DM along with identifying the most cited journals in this sector. Moreover, the co-citation networks that exist between most cited researches and the schools of thought that exist in co-citation networks have also been investigated thoroughly.

This paper is organized into several parts. The following section contains a literature review followed by the research methodology. The next section includes results and discussion from the bibliometric analysis of the articles published in Scopus between 2000 and 2019. The final part of the paper includes the conclusion and implications from theoretical and practical perspectives along with limitations and future research directions.

2. Literature review

With the advent of social media and development in the web and mobile apps technologies, communication has become much easier than that of past decades ( Khomenko et al., 2020 ). Since modern customers are spending their time in digital media, marketers have also developed strategies and tactics to reach them through these media. Therefore, a significant amount of scholarly research had been conducted on different aspects such as search engine optimization, social media marketing, affiliate marketing, content marketing, video marketing and many others ( Jimenez, 2020 ). This study presents an intensive analysis of scholarly works done and published by scholars from different countries on this revolutionary field of marketing between 2000 to 2019. Digital marketing opens up new opportunities for reaching, informing, and engaging consumers, as well as providing and selling goods and services. Digital marketing is projected to remain at the forefront of the technological transition in the future ( Ko, 2019 ; Lamberton and Stephen, 2016 ; Martín-Consuegra et al., 2018 ). Millions of people's daily lives have been transformed by digital marketing through social and mobile media, which has expanded into popular social media practices and often leads to the formation of customer relationships ( Fujita et al., 2017 ; Han et al., 2016 ; Kim, 2018 ; Woodside and Mir, 2019 ).

As more marketing researchers and professionals have dedicated themselves to digital technologies, the speed of transition has quickened. The digital marketing model has changed from selling unique goods and services to marketing campaigns that are introduced across digital platforms to now make use of digital resources. Social media has existed for over the past decade for several different purposes such as blogging, video and photography/photo-sharing using mobile phones ( Fujita et al., 2017 ; Han et al., 2016 ; Kim, 2018 ). Virtual technologies such as artificial intelligence (AI), augmented reality (AR), and virtual reality (VR) seem to be replacing traditional approaches to marketing suggesting new territory for marketing researchers to pursue ( Brodie and Juric, 2018 ; Guercini et al., 2018 ; Kim and Yang, 2018 , J. Kim et al., 2018 ; Taylor and Costello, 2017 ; Zhang and Dholakia, 2018 ).

Marketers soon noticed the networking advantages of social networks like Facebook, YouTube, Twitter, Instagram, Snapchat, Pinterest, and LinkedIn, and invested $51.3 billion on global social network ads in 2017, up 55.4% from 2016 ( Cooper, 2020 ). The amount spent on digital ads is expected to rise 17.7% in 2018, accounting for $273 billion (44%) of the $629 billion spent on advertising globally ( McNair, 2018 ). In 2017, mobile ad spending rose by 39%, and it is projected to rise by another 27% in 2018, accounting for 55% of all digital ad spending ( Magna Global, 2017 ). The growing concentration of advertising dollars demonstrates digital marketing's effectiveness in targeting audiences and achieving growth goals such as increased revenue, brand recognition, consumer loyalty, lead generation, and lower customer acquisition and service costs ( Labrecque et al., 2013 ; Lamberton and Stephen, 2016 ; Tuten, 2020 ).

The way businesses market themselves is changing as a result of social media, posing new obstacles as well as opportunities ( Arora and Sanni, 2019 ; Dwivedi et al., 2015 , 2017 ; Hossain et al., 2019 ; Nisar et al., 2018 ; Wang and Herrando, 2019 ). Digital marketing, whether used inappropriately or by unskilled practitioners, may harm businesses ( Aswani et al., 2018 ). As a result, businesses must gain social media expertise ( Braojos-Gomez et al., 2015 ). Companies should focus on aligning their digital marketing strategies with their overall business goals ( Tafesse and Wien, 2018 ; Thorpe, 2018 ). When used strategically, social media marketing may lead to increased consumer satisfaction and perceived value ( Chen and Lin, 2019 ; Pacauskas et al., 2018 ), co-creation ( Kamboj et al., 2018 ; Zhang et al., 2017 ), brand loyalty ( Laroche et al., 2013 ; Shanahan et al., 2019 ) and positive attitude ( Laroche et al., 2013 ).

Furthermore, social media has opened up new avenues for marketers to obtain audience experience by researching online user-generated content, electronic word of mouth (eWOM) conversations ( Chang et al., 2019 ; Liu et al., 2019 ; Xu et al., 2017 ), and online communities ( Chang et al., 2019 ; Habibi et al., 2014 ; Liu et al., 2018 ). Consumer reviews are a large part of social media, and they throw up questions about content accuracy, credibility, usefulness, and validity ( Ismagilova et al., 2017 ; Kapoor et al., 2018 ; Singh et al., 2017 ). Consumer preferences and purchasing habits can be affected by online feedback, which can affect a company's results ( Ismagilova et al., 2020 ; Kawaf and Istanbulluoglu, 2019 ; Shareef et al., 2018 ; Yerasani et al., 2019 ).

A variety of factors can influence digital marketing activities and practices. Some research, for example, looked at the impact of new laws on digital marketing ( Hemsley, 2018 ; Sposit, 2019 ). Furthermore, social media marketing research has begun to concentrate on developing markets, where the adoption rate of social media marketing is lower than the developed countries ( Christino et al., 2019 ; Liu et al., 2019 ). Some businesses in these developing countries continue to rely on conventional media for product and service ads because they are more trustworthy than social media platforms ( Ali et al., 2016 ; Olanrewaju et al., 2020 ). Therefore, this article aims at assessing different paradigms of published articles on DM and finding out how these studies evolved. In addition, finding out what are the dominant themes in this area of research is also a concern of this paper.

3. Methodology

Bibliometric analysis along with a citation and co-citation analysis presents a powerful way to analyze the patterns and characteristics of already published papers in any scholarly field. It may also help to find out the school of thought, if any, in any specific area of study ( Mandal, 2017 ; Christie, 2008 ). The bibliometric analysis takes the objective philosophy and employs a quantitative investigation method on written documents (i.e., journals, books, websites). Citation and co-citation analysis focus on finding out the emergent themes in specific areas of study, the impact of different journals and different schools of thought ( Nyagadza, 2020 ). Going beyond merely counting and collating citations, previous studies have pointed out the nature and course of development of a discipline to assess which journals and authors have created value to other researchers by collaboration.

Bibliometric studies, such as citation and co-citation analyses, are useful for delving into the trends and characteristics of what has been written, making it easier to explore, organize, and articulate work done in a particular discipline ( Diodato, 1994 ; Ferreira et al., 2014 ). Bibliometric analyses can help to guide collection growth, define institutional scholarship strengths and citation/co-citation trends, and identify possible schools of thought in a discipline ( Lewis and Alpi, 2017 ). For a comprehensive investigation of written source documents (e.g., academic journal papers and books), bibliometric research uses citation and co-citation analyses as an analytical tool for inspecting part or the entirety of a scholarly discipline ( Diodato, 1994 ; Ferreira et al., 2014 ; Nerur et al., 2008 ; Ramos-Rodríguez and Ruíz-Navarro, 2004 ; Shafique, 2013 ).

The researchers have adopted objectivist research philosophy since it focuses on quantitative methods of analysis and bibliometric analysis is a powerful quantitative tool to analyze published documents in any scholarly area ( Diodato and Gellatly, 2013 ). The authors have mined the bibliometric data from the Scopus database with the keyword “Digital Marketing”. Digital marketing is the common keyword across different papers, however, articles with other related keywords such as “social networking online”, “social media sales”, “electronic commerce”, “data mining”, “information systems” were considered. Scopus database was selected by the authors since they had authorized access to this database only. Hence analysis on other prominent databases such as Web of Science can be considered in future research.

After loading the dataset, it is observed that it contains 935 articles in total starting from 1982. However, the authors have applied the “publication year” filtering strategy and kept the data from 2000 to 2019. This period is chosen since the proliferation of the internet began in the 21st century. In the case of “document type”, all types of documents (i.e., article, book, book chapter, conference paper, conference review, editorial, short survey, note review) were considered. All types of documents were considered since the author had applied only one keyword “digital marketing” for retrieving data and it only produced 935 articles. In addition, the authors wanted to investigate the theoretical and practical development of digital marketing throughout every scholarly research field and understand the relationship among them. Other studies also applied a similar technique to represent the whole DM research ( Ghorbani et al., 2021 ). About “total citation”, the full range of citations from 0 to 305 were considered since the authors wanted to consider both highly cited articles and lowly cited articles and this helps to identify the difference between good work and mediocre research work. In addition, about “source by Bradford Law Zones”, all the sources were considered. This filtration has produced 925 papers finally which are to be analyzed. After retrieving the data from the Scopus database, with the help of the bibliometrics package of R programming, the data were analyzed.

4. Results and discussion

4.1. summary statistics.

This chapter presents analysis and findings from bibliometric analysis of 925 documents related to digital marketing published between 2000 and 2019. Table 1 presents the summary findings from the analysis. The documents that were published in this period in the Scopus database received 5.076 citations on average. The higher average citations per document indicate a speedy growth of scholarly papers in the field of DM. The results also showed that 2015 unique authors have contributed to the digital marketing field in this period, who got impressions of 2359 times. In addition, single-author documents counted as 262. On average, 2.18 authors contributed to completing each document while every single author contributed to at least 0.459 documents. Documents per author counted to 0.459 while co-authors per document are 2.55. This signifies that in the development of digital marketing, a good amount of research studies are done in collaboration with other authors which is again confirmed in the collaboration index of 2.71. However, a significant amount of single-author articles are also undertaken.

Table 1

Summary statistics.

DescriptionResults
Documents925
Sources (Journals, Books, etc.)527
Keywords Plus (ID)2355
Author's Keywords (DE)2355
Period2000–2019
Average citations per document5.076
Authors2015
Author Appearances2359
Authors of single-authored documents220
Authors of multi-authored documents1795
Single-authored documents262
Documents per Author0.459
Authors per Document2.18
Co-Authors per Documents2.55
Collaboration Index2.71

4.2. Performance analysis

Figure 1 showed the key trends in annual scientific production in the DM field. The timeline can be broadly divided into two main decades with varying trends in annual publications. Although research on digital marketing and related topics had begun as early as 2000, digital marketing studies were almost overlooked by the researchers during the first decade (2000–2010). Therefore, the actual proliferation commenced after 2010 meaning in the second decade (2010–2020) and as time passes, research in this domain has grown exponentially. This growth can be attributed to the increasing number of internet and social media users in the 2000s ( Ghorbani et al., 2021 ). When we see the research development from the perspective of Pareto's law, in only 4 years' time period (2016–2019), 70% (648) of the research papers were published in Scopus on digital marketing. Contemporary studies are found to focus more on marketing science issues accompanied by modern information technology tools and techniques such as artificial intelligence, big data, deep learning etc.

Figure 1

Annual scientific production in digital marketing.

4.3. Relationship between authors, keywords and sources

Figure 2 contained three field analyses showing the relationship between authors, keywords and sources where the left column contained the name of authors, the middle column contained keywords and the right column contained the journal name. This confirms that most of the authors have considered digital marketing as their keyword. However, “social media marketing”, “internet”, “machine learning”, “web 2.0”, “social networks”, “customer relationship management”, “Facebook”, “Twitter” and many others closely related keywords with digital marketing had also been used in different research articles. A new trend is represented by social media for companies that strive to communicate with their customers using both online and offline media. For example, popular social media sites like Facebook, Twitter, YouTube and corporate blogs are increasingly used by the Fortune 500 companies in their marketing communication campaigns ( Markos-Kujbus and Gati, 2012 ). Previous researchers who used digital marketing as their keyword also found to include the above-listed keywords. But this is also clear from the data that focus on digital marketing is higher than any other keywords. The reason for this consideration can be justified with the proliferation of the use of digital marketing compared to other semantic terminologies which can also be used to mean the same thing. Almost every journal contributed equally, although some journals such as Journal of Direct, Data and Digital Marketing Practice, are pioneering the advancement in this field. Although mobile marketing is a powerfully dominant domain of digital marketing ( Cheng et al., 2013 ), this area is yet to be explored. Therefore, future researchers can contribute to this domain.

Figure 2

Three field analyses in digital marketing.

4.4. Performance of academic journals

To identify the most contributing journals, Figure 3 showed that the “Journal of Direct Data and Digital Marketing Practice” had the highest contribution in this domain. This journal solely published 46 research papers within the specified period amounted to almost 5% of the total publications. However, this journal of Springer has last published articles in June 2016 and till then it is not being published anymore. That means the top-most contributing journal is out of the market and thereby creating a gap in the field and providing other journals to fill the gap. “Journal of Digital and Social Media Marketing” has published 10 papers and “Journal of Marketing Education” has also contributed 10 papers in this domain. Moreover, another critical point to be noted here, the Journal of Research in Interactive Marketing is not on the top contributing list, although this journal is contributing significantly in the domain with its strong editorial board.

Figure 3

Most contributing journal in digital marketing.

4.5. Source growth of digital marketing over time

As we explained earlier in this paper, “Journal of Direct Data and Digital Marketing Practice” had contributed the most in the digital marketing research area. However, the contribution of this journal has decreased significantly in recent times (see Figure 4 ). On the contrary, the contribution of sources like the “International Journal of Recent Technology and Engineering” is increasing exponentially. Adobe Research, Amity University, Yonsei University are found to be the most contributing parties in the scholarly publications on digital marketing. However, other universities such as Chaoyang University of Technology, Jaypee Business School, and the University of Florida have also kept significant contributions in this domain.

Figure 4

Source growth of digital marketing over time.

4.6. Contribution by countries

In the case of the contribution of different countries in scholarly works on digital marketing, the bibliometric analysis found that the USA had contributed the most (223 papers). Surprisingly researchers from India have achieved the second position in contributing to this emerging field of study (187 papers). However, this is a powerful point that in the case of MCP or author collaboration with the authors from other countries, the USA ranked 1st while the UK ranked 2nd. India's authors have not secured the second position in this area. In addition, the UK has kept a significant amount of contribution and other countries such as Indonesia, Spain, Korea, Portugal, Brazil, and France's contributions are average.

As the contribution from the USA, UK and India are the most, theoretically, this is expected that collaboration among researchers in these countries would be the highest. This expectation is confirmed with this Figure 5 . As a country Australia does not have many contributions, however, different authors from this country have collaborated significantly with authors from other countries. From a continental analytical point of view, it is observed that North America and Europe contributed the most followed by Asia. However, South America and Africa are completely void of any kind of notable contribution. This can be attributed to the economic and demographic development of the countries. Most of the countries in South America and Africa are not developed as other contributing countries. Another interesting insight is also observed in this analysis, which is the “North-South gap”. Countries located north of the equator are observed to contribute more than the countries located south of the equator.

Figure 5

Authors' collaboration around the world.

4.7. Bibliographic links of academic journals

This bibliometric analysis identified 3 dominant research clusters in digital marketing, as illustrated in Figure 6 . Each cluster has a significant amount of difference from other clusters. As identified with the analysis, the biggest cluster in digital marketing is about strategic planning with digital marketing. Another dominant research domain in digital marketing focuses on mobile marketing with apps development. In addition, the third cluster on digital marketing concentrates especially on dealing with demographic profiles of customers along with website marketing metrics. In addition, the word-cloud analysis expresses which keyword was discussed the most in these 925 papers published from 2000 to 2019 in Scopus. Digital marketing is the central word which is accompanied by other dominant keywords such as commerce, marketing, social networking online, social media sales and internet. Another amazing insight generated from this cluster analysis, e.g., three clusters represents three different facets of marketing; the green-coloured cluster represents societal and humane aspects of marketing while the red- coloured cluster represents the fundamental philosophical and strategic aspects of marketing (i.e., consumer behaviour, strategic planning, information management, social media, public relations) and the blue coloured cluster represents the recent development of digital marketing because of the proliferation of extensive data generation (i.e., database management, data mining, artificial management). But here one inconsistency can be noticed that theoretically big data analytics should fall in the blue coloured cluster but here it falls in the red coloured cluster and the authors are unable to explain the reason for this which can also be considered as a limitation of the article. Although digital marketing has received its importance after the advent of social media after 2000, it is considered in the red coloured cluster. That means digital marketing must be considered as the fundamental part of marketing and it must be given its due importance from the implicational aspect while the theory and philosophy remain the same.

Figure 6

Cluster analysis in digital marketing research.

5. Conclusion and implications

The bibliometric study provides a comprehensive picture of specific research fields and enables researchers to focus on unique areas to add new results and knowledge to the literature ( Ghorbani et al., 2021 ). In summary, this can be firmly claimed that the growth in the field of DM research has started in 2014. Three dominant themes of study have been developed including a strategic framework, mobile marketing and apps development and demographic analysis with web analytics. As a country, USA, UK and India contributed the most to this development. In the last half-decade, digital marketing has evolved as a buzzword. Revolution has been created by electronic commerce in business by transforming the physical aspect of delivery to the virtual aspect of marketing and selling. Digital marketing has become an integral part of any marketing and sales strategy ( Bhojaraja and Muniraju, 2018 ).

Analysis of the DM literature through bibliometric analysis will assist both the academicians and practitioners in various ways. First of all, this study will inform academic researchers and digital marketers regarding the evolution, trends and history of digital marketing. This paper will also inform about the most researched domains under DM, hence, enables researchers to identify research gaps to be filled by further studies in the future. The analysis shows that digital marketing is the single most keyword used in most of the studies. The other areas along with DM should also be investigated including consumer behaviour, social networks, machine learning, big data, advertising, mobile marketing, web 2.0, branding and so forth. Secondly, the study shows that research on DM has received tremendous focus since 2010 due to the growth of the internet and social media. As social media allure customers to speak for the brands, global companies increasingly focus on digital marketing as an effective tool of brand communication ( Bhuyan and Rahman, 2014 ). Thus, digital marketers should ensure the best use of digital media in brand communication. Third, the analysis reveals that DM literature is the most prevalent in the countries like USA, UK and India. Future researchers should focus on other parts of the world especially the developing countries regarding the prospects of digital marketing.

Finally, there are three dominant clusters are identified from the analysis. Strategic planning with digital marketing is the largest cluster suggesting the significant domain for both researchers and policymakers. After happening the latest technological revolution in businesses, digital marketing has become more prominent and widely practised. The methods of traditional marketing are completely replaced by those of digital marketing. Nowadays, marketers are forced to use the internet and digital technology for selling and promoting their products and services. Therefore, both the prospects and challenges of digital marketing must be properly detected and analyzed by marketers to set the best marketing plan and communication goals ( Bhojaraja and Muniraju, 2018 ). Mobile marketing with apps development is another domain identified from the cluster analysis. The rate of smartphone penetration and mobile applications is going up day by day due to availability and affordability. Therefore, markers should adopt mobile marketing such as banner ads on apps, SMS marketing and so forth to reach the target customers. The last research cluster is demographic profiles of customers along with website marketing metrics. The outcomes of marketing investment can easily be measured using digital marketing metrics. The effectiveness and quality of online content can also be evaluated and audited with the help of digital marketing ( Bhojaraja and Muniraju, 2018 ).

5.1. Limitations of the study and future research direction

This study does not include the major works indexed in another significant database (i.e. web of science), which is the major limitation of the study. In addition to that, documents were explored using the only keyword “Digital Marketing”, hence, other relevant keywords were not considered. Only one keyword is chosen to keep the analysis simple and to make it easier for the authors to interpret the analysis. Hence, further researches can be conducted to get a more holistic view by considering other strongly related keywords such as “online marketing”, “social media marketing”, “email marketing”, “affiliate marketing” and “mobile marketing”.

In future, how big data analytics and artificial intelligence are going to affect the digital marketing landscape can be explored. How marketing research has been shaped in the digital marketing field can also be an interesting pathway to pursue future research. Why USA, UK and India have contributed the most, on the other hand, why Canada, Australia, Germany, Russia, France and others are lagging in contributing to this field should also be analyzed.

Declarations

Author contribution statement.

All authors listed have significantly contributed to the development and the writing of this article.

Funding statement

This research did not receive any specific grant from funding agencies in the public, commercial, or not-for-profit sectors.

Data availability statement

Declaration of interests statement.

The authors declare no conflict of interest.

Additional information

No additional information is available for this paper.

Acknowledgements

We are grateful to Dr Md. Abul Kalam Azad, Associate Professor, BTM, Islamic University of Technology for helping to retrieve the (.bib) data file from the Scopus database.

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Direct Marketing Market Research Reports & Industry Analysis

Direct marketing industry research & market reports, refine your search, direct mail advertising global market opportunities and strategies to 2033.

May 13, 2024  |  Published by: The Business Research Company  |  USD 4,000

... By Enterprise Size: Large Enterprise; Small And Medium EnterpriseCovering: Harte Hanks; Quad/Graphics; RR Donnelley; Valassis Communications Inc.; IWCO Direct (Steel Connect, Inc.) Direct Mail Advertising Global Market Opportunities And Strategies To 2033 from The Business ... Read More

2024 Direct Marketing Services, Full-Service Global Market Size & Growth Report with Updated Recession Risk Impact

May 04, 2024  |  Published by: Kentley Insights  |  USD 295

... and share across 4 global regions (The Americas, Europe, Asia & Oceania, Africa & Middle East), 22 subregions, and 195 countries. Figures are from 2012 through 2023, with forecasts for 2024 and 2028. The historical ... Read More

2024 Direct Mail Advertising, Full-Service Global Market Size & Growth Report with Updated Recession Risk Impact

2024 direct mail advertising global market size & growth report with updated recession risk forecasts.

May 02, 2024  |  Published by: Kentley Insights  |  USD 295

... 4 global regions, 22 subregions, and 195 countries. Historical data is from 2012 through 2023, with forecasts for 2024 and 2027. The historical data utilizes in-depth survey results from companies in the Direct Mail Advertising ... Read More

Direct Mail Advertising - 2024 U.S. Market Research Report with Updated Recession Risk Forecasts

... industry in the United States with over 100+ data sets covering 2015-2028. This Kentley Insights report is full of industry insights including historical and forecasted market size, revenue and industry breakdowns by product lines, size ... Read More

Direct Marketing Services

Apr 22, 2024  |  Published by: First Research, Inc.  |  USD 129

... Harland Clarke, Harte Hanks, Merkle, and Wunderman Thompson (all based in the US). COMPETITIVE LANDSCAPE Demand is driven by economic activity and corporate profits. The profitability of individual companies depends on their targeting services, creative ... Read More

Online Sales (B2C Ecommerce), Mail Order, Catalogs and Other Direct Marketing (U.S.): Analytics, Extensive Financial Benchmarks, Metrics and Revenue Forecasts to 2030, NAIC 454100

Apr 20, 2024  |  Published by: Plunkett Research, Ltd.  |  USD 2,495

... Marketing Industry (U.S.): Analytics, Extensive Financial Metrics, Benchmarks Against Averages and Top Companies Within Its Industry, and Revenue Forecasts to 2030, NAIC 454100 Vital industry-specific data including metrics, benchmarks, historic numbers, growth rates and forecasts ... Read More

2024 Global Direct Mail Advertising Industry Report (2025-2030 Outlook)

Apr 15, 2024  |  Published by: Wharry Sharpe Research  |  USD 925

... Research) The Global Industry Outlook reports provide industry size and growth data for a three-year historical trend (2018-2021), a three-year forecast estimate trends (2022-2024), and a five-year outlook projection (2025-2030) for 46 countries. Industry and ... Read More

Direct Mail (UK) - Industry Report

Apr 01, 2024  |  Published by: Plimsoll Publishing Ltd.  |  USD 400

... ABBEY MARKETING COMMUNICATIONS LTD, ADVANCED MAILING SOLUTIONS LTD and ARC MAILING LTD. This report covers activities such as direct mail, mailing, direct marketing, mailing house, marketing and includes a wealth of information on the financial ... Read More

Direct Mail Advertising in the US - Industry Market Research Report

Mar 08, 2024  |  Published by: IBISWorld  |  USD 1,095

... and magazines, by delivering customized marketing materials and coupons straight to consumers' doorsteps via post. Even so, increasing competition from digital advertising threatens the industry. Recent declines in advertising expenditure caused by the 2020 pandemic ... Read More

Direct Mail Advertising Global Market Report 2024

Feb 20, 2024  |  Published by: The Business Research Company  |  USD 4,000

... Quad/ Graphics; Iwco Direct (Steel Connect, Inc.); Cenveo; Valassis Communications Inc. Direct Mail Advertising Global Market Report 2024 from The Business Research Company provides strategists, marketers and senior management with the critical information they need ... Read More

2023 Direct Marketing Services, Full-Service Global Market Size & Growth Report with COVID-19 & Recession Risk Impact

Oct 15, 2023  |  Published by: Kentley Insights  |  USD 295

... growth, and share across 4 global regions (The Americas, Europe, Asia & Oceania, Africa & Middle East), 22 subregions, and 216 countries. Figures are from 2014 through 2022, with forecasts for 2023 and 2027. The ... Read More

2024 U.S. Direct Mail Advertising Industry-Industry & Market Report

Oct 15, 2023  |  Published by: Barnes Reports  |  USD 179

... estimates on the size of the industry (sales, establishments, employment) nationally and for all 50 U.S. States and over 900 metro areas. Other data include financial ratios, number of firms, payroll, industry definition, 5-year historical ... Read More

2023 Direct Mail Advertising, Full-Service Global Market Size & Growth Report with COVID-19 & Recession Risk Impact

Direct mail advertising - 2023 u.s. market research report with updated covid-19 & recession risk forecasts.

Oct 11, 2023  |  Published by: Kentley Insights  |  USD 295

... of the industry in the United States with over 100+ data sets covering 2014-2027. This Kentley Insights report is full of industry insights including historical and forecasted market size, revenue and industry breakdowns by product ... Read More

2023 Direct Mail Advertising Global Market Size & Growth Report with Updated COVID-19 & Recession Risk Forecasts

... share across 4 global regions, 22 subregions, and 216 countries. Historical data is from 2011 through 2022, with forecasts for 2023 and 2027. The historical data utilizes in-depth survey results from companies in the Direct ... Read More

Mail Order, Catalogs and Other Direct Marketing, and TV Shopping (U.S.): Analytics, Extensive Financial Benchmarks, Metrics and Revenue Forecasts to 2027, NAIC 454113

Aug 18, 2023  |  Published by: Plunkett Research, Ltd.  |  USD 1,995

... data including metrics, benchmarks, historic numbers, growth rates and forecasts that will save countless hours of research. Key Findings: Mail Order, Catalogs and Other Direct Marketing, and TV Shopping Industry (U.S.) to reach $1,565,404,666,202 by ... Read More

Direct Mail Advertising - 2023 U.S. Market Research Report with Updated COVID-19 & Potential Recession Forecasts

Aug 01, 2023  |  Published by: Kentley Insights  |  USD 295

2023 Letter Shop Services Global Market Size & Growth Report with Global Recession Risk Impact

... across 4 global regions (The Americas, Europe, Asia & Oceania, Africa & Middle East), 22 subregions, and 216 countries. Figures are from 2014 through 2022, with forecasts for 2023 and 2027. The historical data utilizes ... Read More

2023 Direct Marketing Services, Full-Service Global Market Size & Growth Report with Global Recession Risk Impact

... and share across 4 global regions (The Americas, Europe, Asia & Oceania, Africa & Middle East), 22 subregions, and 216 countries. Figures are from 2014 through 2022, with forecasts for 2023 and 2027. The historical ... Read More

2023 Direct Mail Advertising, Full-Service Global Market Size & Growth Report with Global Recession Risk Impact

Global direct mail automation software market research report 2023(status and outlook).

May 13, 2023  |  Published by: Bosson Research  |  USD 2,800

... Global Direct Mail Automation Software Market Size was estimated at USD 408.90 million in 2022 and is projected to reach USD 3074.03 million by 2029, exhibiting a CAGR of 33.40% during the forecast period. Bosson ... Read More

Direct Mail Advertising in Canada - Industry Market Research Report

May 11, 2023  |  Published by: IBISWorld  |  USD 875

... Still, advertisers have benefited from technological advancements, which have given way to integrated marketing campaigns. Lacklustre response rates to digital marketing campaigns have also highlighted the effectiveness of direct mail advertising, which garners much more ... Read More

South Africa Insurance Market - By Type (Life Insurance, Non-life Insurance (Automobile Insurance, Fire Insurance, Liability Insurance, Other Insurances); By Distribution Channel (Insurance Brokers, Agencies, Direct Marketing, Bancassurance), Trend Analysis, Competitive Landscape & Forecast, 2019–2029

May 03, 2023  |  Published by: BlueWeave Consulting  |  USD 2,950

... 2019–2029 South Africa Insurance Market Size More Than Doubles to Cross USD 101 Billion by 2029 South Africa insurance market is flourishing due to the increasing demand for micro-insurance products, particularly in rural regions, and ... Read More

Advertising, Public Relations, And Related Services Market covering Advertising Agencies; Public Relations; Direct Mail Advertising; Media Buying Agencies And Representative Firms; Billboard & Outdoor Advertising; Print Advertising Distribution; Other Adv

Apr 20, 2023  |  Published by: The Business Research Company  |  USD 1,500

... Global advertising, public relations, and related services market was worth $838.4 billion in 2022, it was the third largest segment within the design, research, promotional and consulting services market accounting for 18.9%. In terms of ... Read More

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Market Design in Regulated Health Insurance Markets: Risk Adjustment vs. Subsidies

Health insurance is increasingly provided through managed competition, in which subsidies for consumers and risk adjustment for insurers are key market design instruments. We illustrate that subsidies offer two advantages over risk adjustment in markets with adverse selection. They provide greater flexibility in tailoring premiums to heterogeneous buyers, and they produce equilibria with lower markups and greater enrollment. We assess these effects using demand and cost estimates from the California Affordable Care Act marketplace. Holding government spending fixed, we estimate that subsidies can increase enrollment by 16 percentage points (76%) over risk adjustment, while all consumers are weakly better off.

Einav and Finkelstein gratefully acknowledge support from the Sloan Foundation and from the Laura and John Arnold Foundation. Tebaldi acknowledges support from the Becker Friedman Institute. We thank Ben Handel, Mike Whinston, and many seminar participants for helpful comments. The views expressed herein are those of the authors and do not necessarily reflect the views of the National Bureau of Economic Research.

I would like to disclose that I am an adviser to Nuna Health, a data analytics startup company, which specializes in analytics of health insurance claims. I am not being paid by them, but have received equity (nominal value is less than $1,000 the market value is hard to assess).

MARC RIS BibTeΧ

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Why Are Companies That Lose Money Still So Successful?

  • Vijay Govindarajan,
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  • Aneel Iqbal,
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direct marketing research papers

New research on how to identify investments that produce delayed but real profits — not just those that produce short-term accounting profits.

In a well-functioning capital market, profits should be the sole criterion for firm survival; that is, firms reporting losses should disappear. Of late, however, loss-making firms are highly sought after by investors — often more than some profitable firms. Unicorns, or startups with valuations exceeding a billion dollars, are examples of such loss-making firms. What has changed over time? When and why did losses lose their meaning? The authors’ series of new research papers provide some answers, guiding managers to make the right investments: those that produce delayed but real profits — not just those that produce short-term accounting profits but decimate shareholder wealth in long run.

In 1979, psychologists Daniel Kahneman and Amos Tversky famously posited that losses loom larger than gains in human decision-making. For example, a dollar of loss affects our behavior more than a dollar of profits . Likewise, when a firm announces losses, its stock price declines more dramatically than it increases for the same dollar amount of profits. Investors abandon and lenders tend to stop financing loss-making firms , which then start restructuring their business lines and laying off employees. Some firms go even further, conducting M&A transactions without substance and “managing earnings” to report profits instead of a loss.

  • Vijay Govindarajan is the Coxe Distinguished Professor at Dartmouth College’s Tuck School of Business, an executive fellow at Harvard Business School, and faculty partner at the Silicon Valley incubator Mach 49. He is a New York Times and Wall Street Journal bestselling author. His latest book is Fusion Strategy: How Real-Time Data and AI Will Power the Industrial Future . His Harvard Business Review articles “ Engineering Reverse Innovations ” and “ Stop the Innovation Wars ” won McKinsey Awards for best article published in HBR. His HBR articles “ How GE Is Disrupting Itself ” and “ The CEO’s Role in Business Model Reinvention ” are HBR all-time top-50 bestsellers. Follow him on LinkedIn . vgovindarajan
  • Shivaram Rajgopal is the Roy Bernard Kester and T.W. Byrnes Professor of Accounting and Auditing and Vice Dean of Research at Columbia Business School. His research examines financial reporting and executive compensation issues and he is widely published in both accounting and finance.
  • Anup Srivastava holds Canada Research Chair in Accounting, Decision Making, and Capital Markets and is a full professor at Haskayne School of Business, University of Calgary. In a series of HBR articles, he examines the management implications of digital disruption. He specializes in the valuation and financial reporting challenges of digital companies. Follow Anup on  LinkedIn .
  • Aneel Iqbal is an assistant professor at Thunderbird School of Global Management, Arizona State University. He examines the accounting measurement and financial disclosures for new-economy firms and incorporates his wide-ranging industry experience into his research and teaching. He is a seasoned accounting and finance professional with diverse experience in auditing, financial analysis, business advisory, performance management, and executive training. Follow Aneel on LinkedIn .
  • Elnaz Basirian is a PhD student at the Haskayne School of Business. She examines the influence and role of intangibles in accounting and finance, aimed at improving valuation and market efficiency. She brings a decade of work experience in international financial markets. Follow Elnaz on LinkedIn .

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  1. Direct Marketing Chapter 9 Choosing an agency

  2. Why Direct Marketing #opportunity #income #money

  3. Direct Marketing: What It Is and How It Works

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  5. Direct Marketing||Objectives||Approach||Media||Advantages||Disadvantages||UNIT-4||

  6. V. Kumar: What Types of Marketing Research Have the Biggest Effect on Industries?

COMMENTS

  1. (PDF) BUILDING CUSTOMER RELATIONS THROUGH DIRECT MARKETING

    The purpose of this research paper is to focus attention on the techniques of Direct Marketing and the imperative need to develop such ideas and methodologies which will have a lasting impression ...

  2. Journal of Direct Marketing

    The use of need-based segmentation for developing segment-specific direct marketing strategies. James W. Peltier, John A. Schribrowsky. 1997 View PDF. More opportunities to publish your research: Browse open Calls for Papers. Read the latest articles of Journal of Direct Marketing at ScienceDirect.com, Elsevier's leading platform of peer ...

  3. (PDF) The Impact of Direct Marketing on Customer ...

    PDF | On Jan 10, 2021, Aicha Amri published The Impact of Direct Marketing on Customer Purchasing Behavior -Case Study of the Mobile Operator « MOBILIS» | Find, read and cite all the research ...

  4. Direct marketing and research: The need to know

    There is little question that direct marketers have reached the zenith of the traditional "test and control" approach. New, more sophisticated, more effective and efficient research techniques are needed. Pring sets the research agenda for direct marketing in the 1990s. We commend it to both academics and practitioners.

  5. (PDF) Direct Marketing on the Internet: Implications on Customer

    PDF | On Jun 1, 2016, Richard Briesch published Direct Marketing on the Internet: Implications on Customer Acquisition, Repeat Buying, and Firm Performance | Find, read and cite all the research ...

  6. Marketing in a data-driven digital world: Implications for the role and

    The papers included in this special issue span a number of areas, digital technologies, and research methods. While more papers focus on B2C, there are papers relevant to B2B as well. Within B2C area, papers span luxury goods, healthcare, non-government organizations, and direct marketing.

  7. The direct marketing-direct consumer gap: qualitative insights

    The direct marketing-direct consumer gap: qualitative insights Martin Evans, Maurice Patterson and Lisa O'Malley Qualitative Market Research: An International Journal Volume 4 . Number 1 . 2001 . 17±24 From the rich data from the qualitative research several clear issues emerged and are discussed in the next section.

  8. Direct marketing and research. The need to know

    He has been a speaker at U.S. and international research and marketing conferences and has written for a variety of publications. This article was adapted from a presentation to the Chicago Association of Direct Marketing Conference, January 1990. Search for more papers by this author

  9. The effect of digital marketing transformation trends on consumers

    Research methods and scales will be presented in detail in section 4 of the paper. Research results will be presented in section 5. And an in-depth discussion in the 6 sections. ... role digital marketing plays in B2B businesses. Over the years, researchers have become increasingly interested in the direct impact of digital marketing on B2B ...

  10. The Rise of New Technologies in Marketing: A Framework and Outlook

    As a scholarly field, marketing has a long tradition of studying the adoption of new technologies. This attention is certainly warranted, as studies consistently demonstrate that, compared with firms that do not invest heavily in new technology, those that do are more agile and enjoy a strong competitive advantage (IBM Institute for Business Value 2021).

  11. PDF A Study on Direct Marketing as the Most Effective Form of Marketing

    of this paper is to identify direct marketing as the most effective form of marketing in the Indian digitalized marketing environment. ... .This research has clearly identified that Direct Mail will still have an effect in years to come. Most notably, the identification of convenience, trustand the reminding effect are further

  12. Effectiveness of Online Marketing Tools: A Case Study

    This is due to the fact that 'consuming in shops' is changing to 'online consuming'. Companies are using different online marketing strategies to attract prospective buyers. Different tools and techniques are used to influence the purchasing decision of consumers. This case study on online marketing, research through survey and analysis ...

  13. Digital marketing: A framework, review and research agenda

    Our objectives for this paper are three-fold. First, we develop and describe a framework for research in digital marketing that highlights the touchpoints in the marketing process as well as in the marketing strategy process where digital technologies are having and/or will have a significant impact. Next, we organize the developments and ...

  14. Consumers' perceptions of direct marketing techniques

    paper, and magaZine - as wellas telemarketing and door-te-doorselling. The available research has also been developed primarilytodefine the demographicand psychographic characteristics ofthe direct marketing consumer, orto quantifythe sales/inquiryresponse ofalternative executions controlled experimentallyin the field. VirtuallynopUblished ...

  15. How digital marketing evolved over time: A bibliometric analysis on

    As we explained earlier in this paper, "Journal of Direct Data and Digital Marketing Practice" had contributed the most in the digital marketing research area. However, the contribution of this journal has decreased significantly in recent times (see Figure 4). On the contrary, the contribution of sources like the "International Journal ...

  16. Direct Marketing Market Research Reports & Industry Analysis

    Both start-ups and Fortune 500 companies use direct marketing. This type of advertising reaches its target audience through social media, direct mail, catalog, street advertising, email, fliers and television. Direct advertising is a form of direct marketing. It sends a clear message to consumers without the use of commercial communication media.

  17. (PDF) Digital Marketing Strategies and the Impact on Customer

    A Systematic Review. Mohammed T. Nuseir , Ghaleb A. El Refae, Ahmad Aljumah, Muhammad Alshurideh , Sarah Urabi, and Barween Al Kurdi. Abstract The aim of this study is to explore the contemporary ...

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  19. Market Design in Regulated Health Insurance Markets: Risk Adjustment vs

    Market Design More from NBER In addition to working papers , the NBER disseminates affiliates' latest findings through a range of free periodicals — the NBER Reporter , the NBER Digest , the Bulletin on Retirement and Disability , the Bulletin on Health , and the Bulletin on Entrepreneurship — as well as online conference reports , video ...

  20. International Paper (NYSE:IP) Raised to "Strong-Buy" at ...

    Wells Fargo & Company lifted their price objective on International Paper from $37.00 to $41.00 and gave the company an "equal weight" rating in a research note on Thursday, May 30th. Finally, Bank of America raised International Paper from an "underperform" rating to a "buy" rating and raised their price target for the company from $37.00 to ...

  21. Digital marketing communication in global marketplaces: A review of

    We extend related prior conceptual and review papers by providing a more comprehensive review of prior research (published in all leading marketing journals in the last 20 years) and by prioritizing the following relevant research questions within each dyad: 4 What is the primary goal of digital communication (e.g., to inform customers [business or consumers] or persuade them)?

  22. SEC.gov

    Data & Research. Data & Research. SEC & Markets Data; Taxonomies; ... Pre-trade Information in the Corporate Bond Market White Papers. Copy Link Copied! Pre-trade Information in the Corporate Bond Market ... 2020 Louis Craig, Abby Kim and Seung Won Woo. corporate_bond_white_paper.pdf (PDF, 477.25 KB) Last Reviewed or Updated: July 21, 2022 ...

  23. The Role of Direct Marketing in Relation with the ...

    This paper consists of two parts: the first part is related to the review of literature regarding direct marketing, and the second part is related to the research conducted through surveys in ...

  24. Direct Digital Holdings, Inc. (NASDAQ:DRCT) Short Interest Update

    Direct Digital Holdings, Inc. (NASDAQ:DRCT - Get Free Report) saw a large increase in short interest in the month of June. As of June 15th, there was short interest totalling 372,400 shares, an increase of 239.2% from the May 31st total of 109,800 shares. Approximately 15.3% of the shares of the company are short sold. Based on an average daily trading volume, of 401,300 shares, the days-to ...

  25. Why Are Companies That Lose Money Still So Successful?

    The authors' series of new research papers provide some answers, guiding managers to make the right investments: those that produce delayed but real profits — not just those that produce short ...

  26. Setting the future of digital and social media marketing research

    This section synthesizes the existing literature focusing on digital and social media marketing and discusses each theme listed in Table 1 from a review of the extant literature. Studies included in this section were identified using the Scopus database by using the following combination of keywords "Social media", "digital marketing" and "social media marketing".

  27. Tick Sizes and Market Quality: Revisiting the Tick Size Pilot

    Existing research offers scant guidance regarding how tick size changes affect market quality for all but tick constrained stocks. Using comprehensive depth of book data from MIDAS, we examine both the imposition and conclusion of the tick size pilot (TSP) using quantile and OLS regressions, and perform a more granular analysis of non-tick ...

  28. (PDF) A Literature Review on Digital Marketing: The Evolution of a

    as 'the Digital Transformation' of marketing, widely accepted and investigated by both. practitioners and a cademics. Digital advertiseme nts, e-commerce, mobile services, just to name. a few ...

  29. International Journal of Research in Marketing

    About the journal. Official Journal of the European Marketing AcademyThe International Journal of Research in Marketing is an international, double-blind peer-reviewed journal for marketing academics and practitioners. IJRM aims to contribute to the marketing discipline by providing high-quality, original research …. View full aims & scope.

  30. A Study on Challenges Faced by The Farmers in Direct Marketing, the

    Direct marketing is the strategy of one to one re lationship of farmers a nd consumer. This paper discusses some basic. components and challenges in direct selling. The analysis of challenges ...