The impact of digitalization on marketing activities in manufacturing companies

Emanuela Conti · Furio Camillo · Tonino Pencarelli

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Digital Innovation in Industries Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

Purpose The purpose of the paper is to present an empirical study that examines the impact of digitalization on informative, strategic and operational marketing activities in manufacturing companies from the entrepreneurial perspective. Design/methodology/approach A research project was carried out in 205 Italian manufacturing companies by using the questionnaire method. An exploratory research study was conducted with hierarchical cluster analysis. Findings The analysis shows the existence of seven clusters of manufacturing companies that differ by the impact of digitalization on marketing activities from the entrepreneurial perspective. Two clusters have a high positive impact of digitalization, primarily on informative and strategic marketing activities. Two clusters are characterized by a low positive impact of digitalization and three clusters perform an intermediate level of digitalization. Furthermore, these groups of clusters differ in terms of the influence of digitalization on customer value. Research limitations/implications The small size of the sample and the geographic origin of the companies imply limited generalizability; further research on the topic is thus recommended. Practical implications The study suggests that companies should digitalize many key marketing activities to increase marketing effectiveness and customer value. To achieve high levels of digitalization and thus increase their competitiveness, manufacturing companies should consider the importance of relevant technologies and skills. Originality/value By focussing on the impact of digitalization on informative, strategic and operational marketing, which has not yet been empirically investigated, the present study reveals many new elements concerning the marketing process in the digital era from the entrepreneur's point of view.

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References

2016Understanding Customer Experience Throughout the Customer Journey 2019Digital transformation: A multidisciplinary reflection and research agenda 2016A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry 2012To be or not to be in social media: How brand loyalty is affected by social media?2017The impact of digital technology on relationships in a business network 2018Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction 2019Organizing for digital servitization: A service ecosystem perspective 2016How social media applications affect B2B communication and improve business performance in SMEs

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