Digital Marketing Strategy for Competitive Advantage Acquisition Through Neuromarketing in the Logistics Sector

Damianos P. Sakas (), Dimitrios P. Reklitis () and Panagiotis Trivellas ()
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Damianos P. Sakas: BICTEVAC LABORATORY Business Information and Communication Technologies in Value Chains laboratory, School of Applied Economics and Social Sciences, Agricultural University of Athens
Dimitrios P. Reklitis: BICTEVAC LABORATORY Business Information and Communication Technologies in Value Chains laboratory, School of Applied Economics and Social Sciences, Agricultural University of Athens
Panagiotis Trivellas: Organizational Innovation and Management Systems, School of Applied Economics and Social Sciences, Agricultural University of Athens

A chapter in Computational and Strategic Business Modelling, 2024, pp 95-102 from Springer

Abstract: Abstract How eye tracking and neuromarketing could provide an added value to the digital marketing strategy in the logistics sector? The research attempts to respond to this question by gathering big data from 3 of the biggest 3pl companies in the world. The extracted data were analyzed statistically and incorporated into the creation of an optimization scenario with the assistance of a fuzzy cognitive map. Then, an eye-tracking study was implemented on 16 adults to compare the big data results with motorized consumer decisions based on a given scenario. The finding of the study suggests that logistics websites need to develop their websites with fewer pages in order to be efficient and in order to avoid consumers’ frustration and anger. Finally, further research in different dedicated regions could provide optimization for regional logistics companies.

Keywords: Digital marketing; SEO; Neuromarketing; Logistics; Competitive advantage; Eye tracking (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-41371-1_10

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DOI: 10.1007/978-3-031-41371-1_10

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