How do entrepreneurs perform digital marketing across the customer journey? A review and discussion of the main uses

Belém Barbosa (), José Ramón Saura () and Dag Bennett ()
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Belém Barbosa: University of Porto
José Ramón Saura: Rey Juan Carlos University
Dag Bennett: London South Bank University

The Journal of Technology Transfer, 2024, vol. 49, issue 1, No 4, 69-103

Abstract: Abstract The development and use of digital marketing strategies by entrepreneurs is a key element of success for innovative projects. Moreover, effective execution of marketing intervention in what is referred to as the digital customer journey is essential to achieving business success. Under this paradigm, the present study aims to identify the use of digital marketing activities by entrepreneurs in their projects at each phase of the customer journey. The research bridges a gap in in the existing literature, first by a systematic review of literature using the statistical approach known as Multiple Correspondence Analysis (MCA) under the homogeneity analysis of variance using alternating least squares (HOMALS) framework programmed in the R language. Based on the results of this analysis, 13 digital marketing techniques are identified along with their use across the five phases of the digital customer journey that are linked to technology transfer and adoption: awareness, engagement, conversion, loyalty, and advocacy. Furthermore, different applications of digital marketing techniques by entrepreneurs are discussed, and new applications for each phase are proposed. The results reveal that entrepreneurs lack knowledge about the customer journey, the use of the awareness phase, and the knowledge of Big Data tools to boost innovation. Finally, the main digital marketing strategies are appropriately classified for each phase of the customer journey, and 16 questions for future research in this research area are proposed.

Keywords: Entrepreneurs; Digital marketing; Customer journey; Multiple Correspondence Analysis (search for similar items in EconPapers)
JEL-codes: M21 M31 M37 (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s10961-022-09978-2

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