Digital Marketing
In a nutshell, digital marketing is marketing that utilizes digital technology. Digital marketing began about 30 years ago and has spread throughout society with the increased use of smartphones and new digital technologies, to the point where all marketing is now related to digital marketing. In re...
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| Format: | Article |
| Language: | Japanese |
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Japan Marketing Academy
2021-09-01
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| Series: | Maketingu Janaru |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/41/2/41_2021.040/_html/-char/en |
| _version_ | 1811195558789906432 |
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| author | Hidehiko Nishikawa |
| author_facet | Hidehiko Nishikawa |
| author_sort | Hidehiko Nishikawa |
| collection | DOAJ |
| description | In a nutshell, digital marketing is marketing that utilizes digital technology. Digital marketing began about 30 years ago and has spread throughout society with the increased use of smartphones and new digital technologies, to the point where all marketing is now related to digital marketing. In response to these developments, there has been a great deal of research on digital marketing. The framework for understanding this research is based on digital technology and is organized into elements related to the digital environment, market research, marketing actions, marketing outcomes, and marketing strategy. This special issue includes five recent studies that focus on different areas of expertise in this research framework, but are all closely related to each other. Therefore, the results of these diverse studies assist with understanding of many different issues and will help both researchers and practitioners to broaden their horizons, beyond the marketing field. Furthermore, the rate of change of digital technology is causing many companies to use this technology in practice without full verification, and interactions between practitioners and researchers are needed to deepen knowledge in this area. Findings from the academy can promote these deeper interactions. |
| first_indexed | 2024-04-12T00:45:09Z |
| format | Article |
| id | doaj.art-a1e188bb4d3c4f07a570074858347264 |
| institution | Directory Open Access Journal |
| issn | 0389-7265 2188-1669 |
| language | Japanese |
| last_indexed | 2024-04-12T00:45:09Z |
| publishDate | 2021-09-01 |
| publisher | Japan Marketing Academy |
| record_format | Article |
| series | Maketingu Janaru |
| spelling | doaj.art-a1e188bb4d3c4f07a5700748583472642022-12-22T03:54:53ZjpnJapan Marketing AcademyMaketingu Janaru0389-72652188-16692021-09-014123610.7222/marketing.2021.040marketingDigital MarketingHidehiko Nishikawa0Editor-in-Chief and Professor, Faculty of Business Administration, Hosei University, JapanIn a nutshell, digital marketing is marketing that utilizes digital technology. Digital marketing began about 30 years ago and has spread throughout society with the increased use of smartphones and new digital technologies, to the point where all marketing is now related to digital marketing. In response to these developments, there has been a great deal of research on digital marketing. The framework for understanding this research is based on digital technology and is organized into elements related to the digital environment, market research, marketing actions, marketing outcomes, and marketing strategy. This special issue includes five recent studies that focus on different areas of expertise in this research framework, but are all closely related to each other. Therefore, the results of these diverse studies assist with understanding of many different issues and will help both researchers and practitioners to broaden their horizons, beyond the marketing field. Furthermore, the rate of change of digital technology is causing many companies to use this technology in practice without full verification, and interactions between practitioners and researchers are needed to deepen knowledge in this area. Findings from the academy can promote these deeper interactions.https://www.jstage.jst.go.jp/article/marketing/41/2/41_2021.040/_html/-char/en |
| spellingShingle | Hidehiko Nishikawa Digital Marketing Maketingu Janaru |
| title | Digital Marketing |
| title_full | Digital Marketing |
| title_fullStr | Digital Marketing |
| title_full_unstemmed | Digital Marketing |
| title_short | Digital Marketing |
| title_sort | digital marketing |
| url | https://www.jstage.jst.go.jp/article/marketing/41/2/41_2021.040/_html/-char/en |
| work_keys_str_mv | AT hidehikonishikawa digitalmarketing |