Global Digital Marketing Strategy

Bodo B. Schlegelmilch
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Bodo B. Schlegelmilch: Vienna University of Economics and Business

Chapter 11 in Global Marketing Strategy, 2022, pp 289-318 from Springer

Abstract: Abstract This chapter looks at digitalization from a consumer perspective and from a corporate perspective. We start by pointing out how uneven the Internet penetration and the adaption of smartphones still are across the globe. Next, we take a closer look at the substantial differences in e-commerce and proximity mobile payment systems between countries. We argue that these differences are only partially a reflection of the variances in digital infrastructure, but are also a manifestation of profound differences in digital consumer behavior. Turning to corporations, we illustrate the staggering size of some of the key digital players. Subsequently, we discuss the digital divide between China and the rest of the world and take a closer look at important digital players in China. This includes a comparison between Baidu, Alibaba, and Tencent and their US counterparts. The chapter closes with a brief look at the digital landscape in India.

Keywords: Digital transformation; Moore’s Law; Internet of Everything; Internet of Things; Smartphone penetration; Internet penetration; E-commerce; Mobile commerce; Digital sales platforms; Mobile payment platforms; Point of sale terminals; Near-field communication; Digital Consumer Index; Digital diversity; Singles’ Day; FAANGs; BATs (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/978-3-030-90665-8_11

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