Abstract

Nowadays, marketing in the digital environment is very important for every company. The reason is that internet use has more than doubled in the last decade, and this shift has significantly affected the way customers buy products and communicate with companies. Digital marketing is like any other type of marketing – it is a way to connect with current customers and influence potential customers. It is very important, especially when there are already many products and services on the market with really high competition. The main difference between online and traditional marketing is that the company can better connect with customers and influence them online. Based on the above mentioned, the paper’s main aim is to analyze the application of digital marketing in the selected Slovak brand and its perception by Slovak consumers, propose recommendations for a more effective application of digital marketing in this company. It includes providing the theoretical background and analysis of digital marketing from the viewpoint of Slovak and foreign authors. The important secondary data source was scientific research, annual company reports, statistical databases, and published professional publications. To find out the perception of digital marketing from the perspective of Slovak consumers, a questionnaire survey was conducted. The questionnaire survey aimed to find out the opinions, attitudes, and satisfaction of consumers with the selected Slovak brand. To determine the sample size, the base file representing a number of people older than 18 was obtained from the demographic statistics of the Statistical Office of the Slovak Republic. General scientific methods (i.e., excerption, description, comparative analysis, deduction, and induction) were used for data processing and mathematical and statistical methods to evaluate data from the survey using IBM SPSS Statistics software. To achieve the main goal of the paper, based on the theoretical background and survey results, research hypotheses were formulated and subsequently verified. Finally, based on the analysis and results of the questionnaire survey, benefits of digital marketing are highlighted, such as gaining a competitive advantage, increasing customer loyalty, and overall increasing brand awareness.

Keywords: digital marketing, competitive advantage, marketing communication, social media, consumers.

JEL Classification: M31, M37.

Cite as: Nadanyiova, M., Majerova, J., & Gajanova, L. (2021). Digital marketing as a source of competitive advantage: case study of Slovak Republic. Marketing and Management of Innovations, 4, 92-103. https://doi.org/10.21272/mmi.2021.4-08

This work is licensed under a Creative Commons Attribution 4.0 International License

References

1. Dave, N. (2018). 11 Digital Marketing Trends You Can No Longer Ignore in 2019. Single Grain. Retrieved from [Link]
2. Davidaviciene, V., Pabedinskaite, A., & Davidavicius, S. (2017). Social networks in B2B and B2C communication. Transformations in business & economics, 16(1). [Google Scholar]
3. Hammou, I., Aboidou, S., & Makloul, Y. (2020). Social media and intangible cultural heritage for digital marketing communication: Case of Marrakech crafts. Marketing and Management of Innovations, 1, 121-127. [Google Scholar] [CrossRef]
4. Harrigan, P., Daly, T. M., Coussement, K., Lee, J. A., Soutar, G. N., & Evers, U. (2021). Identifying influencers on social media. International Journal of Information Management, 56, 102246. [Google Scholar] [CrossRef]
5. Hitka, M., Lorincova, S., & Lizbetinova, L. (2017). Comparison of Using Social Networks for Seeking Employment in Italy and Slovakia. Proceedings of the 30th International Business-Information-Management-Association Conference (pp. 1579-1586), Madrid, Spain. [Google Scholar]
6. Hitka, M., Lorincová, S., Potkány, M., Balážová, Ž., & Caha, Z. (2021). Differentiated approach to employee motivation in terms of finance. Journal of Business Economics and Management, 22(1), 118-134. [Google Scholar] [CrossRef]
7. Janouch, V. (2010). Internet Marketing: Promote yourself on the web and social networks. Brno: Computer Press.
8. Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 3.0. Moving from Traditional to Digital. Hoboken: John Willey & Sons.
9. Kritzinger, W. T., & Weideman, M. (2017). Parallel search engine optimisation and pay-per-click campaigns: A comparison of cost per acquisition. South African Journal of Information Management. [Google Scholar] [CrossRef]
10. Lekaj, E., & Kercini, D. (2017). The impact of social media on e-commerce. Proceedings of the 5th International Academic Conference on Social Science, Multidisciplinary and European Studies (MIRDEC) (pp. 53-58), Vienna, Austria.
11. Ližbetinová, L. (2014). The quality of communication in the context of regional development. Deturope-The central european journal of regional development and tourism, (3). [Google Scholar]
12. Lombardi, C. M., & Hurlbert, S. H. (2009). Misprescription and misuse of one‐tailed tests. Austral Ecology, 34(4), 447-468. [Google Scholar] [CrossRef]
13. Lorente-Páramo, Á. J., Chaparro-Peláez, J., & Hernández-García, Á. (2020). How to improve e-mail click-through rates–A national culture approach. Technological Forecasting and Social Change, 161, 120283. [Google Scholar] [CrossRef]
14. Macfie, B. P., & Nufrio, P. M. (2006). Applied Statistics for Public Policy, ME Sharpe. Inc., Armonk, New York, 536. [Google scholar]
15. MacGregor, R. K., Sroka, W., & MacGregor Pelikánová, R. (2020). A comparative study of low-level management’s attitude to marketing and innovations in the luxury fashion industry: pro-or anti-CSR?. Polish Journal of Management Studies, 21. [Google Scholar] [CrossRef]
16. McHugh, M. L. (2013). The chi-square test of independence. Biochemia medica, 23(2), 143-149. [Google Scholar] [CrossRef]
17. Nair, K., & Gupta, R. (2021). Application of AI technology in modern digital marketing environment. World Journal of Entrepreneurship, Management and Sustainable Development. [Google Scholar] [CrossRef]
18. Oklander, M., & Oklander, T. (2017) Segmentation and Communication in digital marketing. Marketing and Management of Innovations, 3, 69-78. [Google Scholar] [CrossRef]
19. Prikrylova, J., & Jahodova, H. (2010). Modern marketing communication. Praha: Grada Publishing.
20. Rimarcik, M. (2007). Statistics for practice. Marian Rimarcik: Kosice, Slovakia.
21. Ruxton, G. D., & Neuhäuser, M. (2010). When should we use one‐tailed hypothesis testing?. Methods in Ecology and Evolution, 1(2), 114-117. [Google Scholar] [CrossRef]
22. Ryan, D., & Jones, C. (2009). Understanding digital marketing: Marketing strategies for engaging the digital generation. London: Kogan Page Limited. [Google Scholar]
23. Ščeulovs, D., & Gaile-Sarkane, E. (2011). Social Networks for Business: Tool for Enterprise Competitiveness Increase. Current Issues in Management of Business and Society Development, Rīga, 156-161. [Google Scholar]
24. Scott, D. M. (2010). The new rules of marketing and PR. Hoboken, New Jersey: John Wiley & Sons. Retrieved from [Link]
25. Sharma, G., & Baoku, L. (2012). E-Marketing on Online Social Networks and Ethical Issues. International Journal of Online Marketing (IJOM), 2(4), 1-14. [Google Scholar] [CrossRef]
26. Shpak, N., Kuzmin, O., Dvulit, Z., Onysenjko, T., & Sroka, W. (2020). Digitalization of the Marketing Activities of Enterprises: Case Study. Information, 11(2), 109. [CrossRef]
27. Shpak, N., Seliuchenko, N., Kharchuk, V., Kosar, N., & Sroka, W. (2019). Evaluation of Product Competitiveness: A Case Study Analysis. Organizacija, 52(2), 107-125. [Google Scholar]
28. Stokes, R. (2011). eMarketing: The essential guide to digital marketing. Cape Town: Quirk eMarketing (Pty) Ltd. Retrieved from [Link]
29. Vrtana, D., Krizanova, A., Skorvagova, E., & Valaskova, K. (2020). Exploring the Affective Level in Adolescents in Relation to Advertising with a Selected Emotional Appeal. Sustainability, 12(19), 8287. [Google Scholar] [CrossRef]