Journal of Strategic Marketing Practice

The Role of Big Data Analytics in Shaping Strategic Marketing Strategies in the Digital Age

2024-01-29T09:57:35+00:00

This study explores the role of big data analytics in shaping strategic marketing strategies in the digital age across diverse global contexts. It begins with a comprehensive overview of strategic marketing strategies employed by notable companies in the USA, Sweden, Canada, Europe, and Africa, showcasing the adaptability and context specificity of these approaches. Subsequently, the study delves into the concept of big data analytics, highlighting its significance in deciphering patterns and deriving insights from vast datasets. Key applications of big data analytics in strategic marketing, such as consumer insights extraction, targeted campaigns, personalized marketing, and real-time decision-making, are discussed through examples from companies like Amazon, Netflix, and Walmart. The study emphasizes the transformative impact of big data analytics on marketing metrics, including customer satisfaction, market share, and overall effectiveness. While recognizing the ethical considerations associated with data privacy, the study concludes by addressing the gaps in existing literature and proposes avenues for future research. The findings contribute to theoretical advancements, practical insights for marketing professionals, and policy recommendations for responsible big data usage.

The Effectiveness of Influencer Marketing in Shaping Consumer Perceptions and Purchase Intentions

2024-02-04T15:54:15+00:00

Consumer perceptions and purchase intentions are integral components in shaping the success of marketing strategies globally. This study investigates the effectiveness of influencer marketing in influencing these critical aspects of consumer behavior. Drawing on diverse cultural contexts, including the USA, Canada, Europe, and Africa, the research explores the impact of influencers on consumer attitudes and decisions. Influencer marketing has emerged as a powerful strategy, particularly with the rise of social media, where influencers endorse products and share experiences. Trust and authenticity play pivotal roles in this relationship; consumers are more likely to trust influencers they perceive as genuine and transparent. The study delves into the nuances of influencer marketing, considering factors like influencer size, content niche, and engagement levels. Interactive content and immersive brand experiences contribute to positive consumer perceptions and purchase intentions. Despite the benefits, challenges such as transparency and authenticity are acknowledged. The research contributes to theory by grounding the study in the Social Influence Theory and explores the practical implications for marketers, emphasizing the importance of strategic influencer selection. The study indirectly addresses potential policy considerations related to transparency in influencer endorsements. The findings offer valuable insights for industry practitioners seeking to enhance the impact of influencer marketing in an evolving digital landscape. Additionally, the study empowers consumers by highlighting the significance of authenticity, trust, and perceived similarity in their decision-making process. Future research directions include exploring cultural variations, the long-term effects of influencer marketing, and emerging trends in technology. Overall, the study contributes comprehensively to understanding the intricate relationship between influencer marketing, consumer perceptions, and purchase intentions.

The Influence of Neuro-Marketing Techniques on Consumer Decision-Making in Strategic Marketing Campaigns

2024-02-04T17:00:39+00:00

Consumer decision-making in strategic marketing campaigns is a multifaceted process influenced by various factors such as culture, technology, and context. This study explores the impact of neuro-marketing techniques on consumer choices, emphasizing the importance of understanding both cognitive and emotional responses to marketing stimuli. In the United States, online shopping trends have reshaped decision-making, driven by e-commerce giants like Amazon utilizing personalized recommendations. In Canada, cultural diversity adds complexity, requiring marketers to tailor campaigns for different cultural groups. European countries exhibit diverse consumer behaviors; Scandinavian countries prioritize sustainability, influencing choices. In African countries, mobile marketing strategies overcome digital infrastructure challenges. Social media globally influences decision-making, and neuro-marketing techniques, like EEG studies, provide insights for emotionally resonant campaigns. Emerging markets, like parts of Africa, balance traditional and modern influences. The integration of Artificial Intelligence (AI) in the USA transforms decision-making processes, enhancing consumer experiences. The study underscores the need for marketers to understand local context, cultural nuances, and technological advancements for impactful campaigns.

Strategic Marketing in the Luxury Goods Industry

2024-02-05T08:19:01+00:00

This comprehensive study explores the intricate dynamics of strategic marketing in the luxury goods industry, examining its impact on the performance and success of luxury brands. The research spans diverse global markets, including the USA, Canada, Europe, and Africa, to provide a nuanced understanding of regional variations influenced by cultural, economic, and consumer behavior factors. The study employs Jean-Noël Kapferer's Luxury Brand Management Framework to establish a theoretical foundation, emphasizing the crucial role of exclusivity and compelling brand narratives. Insights are drawn from various empirical studies conducted, highlighting key themes such as the influence of digital transformation, sustainability practices, global collaborations, and consumer behavior on the luxury goods industry. The United States, as a robust market for luxury brands, showcases the impact of digital marketing strategies on the industry's success, with a focus on e-commerce and social media. Canada's unique blend of international influences and local preferences is explored, emphasizing the role of multiculturalism and personalized customer experiences. Europe, with its rich cultural heritage, emphasizes the significance of heritage and craftsmanship in shaping the success of luxury brands. In Africa, a growing affluent consumer base and cultural sensitivity are identified as key factors influencing luxury brand performance. Global collaborations, exemplified by Louis Vuitton and Supreme, and the incorporation of sustainability practices, like those by Stella McCartney and Canada Goose, emerge as pivotal strategies in the luxury goods industry. The study identifies and addresses critical research gaps, including the evolving role of digital platforms, the long-term implications of sustainability practices, and methodological gaps in emotional branding measurement. The findings contribute to theoretical advancements, offering practical insights for marketers, and suggesting policy considerations for regulators and policymakers. The research enhances our understanding of the complex interplay of strategic marketing elements and their impact on luxury brand success, providing a valuable resource for academia, industry professionals, and policymakers alike.

Customer Relationship Management (CRM) Strategies and their Influence on Brand Loyalty

2024-02-10T09:48:58+00:00

Brand loyalty is a crucial aspect of consumer behavior and marketing strategies, reflecting the consumer's commitment and preference for a specific brand over others. This study explores the multifaceted nature of brand loyalty and its influencing factors across different regions, with examples drawn from the United States, Canada, Europe, and African countries. By synthesizing empirical evidence and case studies, the study provides insights into the cultural, economic, and technological dynamics shaping brand loyalty globally. The literature review reveals the significance of personalized communication, loyalty programs, and digital strategies in fostering brand loyalty, highlighting the importance of consistency and reliability in CRM initiatives. Furthermore, the study identifies cultural nuances and trust-building as essential factors in driving brand loyalty, emphasizing the need for businesses to align CRM strategies with customer preferences and market dynamics. The research contributes to theoretical frameworks such as Social Exchange Theory, enhances practical understanding for businesses and marketers, and offers policy recommendations for promoting ethical CRM practices. Ultimately, the findings underscore the complex relationship between CRM strategies and brand loyalty, providing valuable insights for stakeholders seeking to optimize customer relationships and gain a competitive edge in the marketplace.