ISSN (Online): 2321-3418
server-injected
Economics and Management
Open Access

The Impact of Creative Content on Digital Marketing Effectiveness: A Comprehensive Analysis

, ,
DOI: 10.18535/ijsrm/v12i03.em19· Pages: 6179-6193· Vol. 12, No. 03, (2024)· Published: March 23, 2024
PDF
Views: 1,308 PDF downloads: 305

Abstract

Digital marketing has become one of the most sought-after mediums by the general public and businesses today. This marketing method allows for an expanded market reach, faster communication, and ease in transaction processes. This research aims to investigate and describe the relationship between the level of creativity in a company's digital marketing strategy and its success in achieving marketing goals, such as increased website traffic, customer conversions, or product sales. This study adopts a qualitative approach, with data collected through interviews with respondents as the primary method. A literature review is also used to obtain theoretical or secondary data in this research. The literature review involves researching books, literature, and official documents relevant to the research topic. The research results indicate that creativity in digital marketing plays a crucial role in achieving marketing success. Entrepreneurs must possess entrepreneurial creativity that enables them to create or modify new ideas in running their businesses. The steps in digital marketing assist companies in promoting and marketing their products or services more effectively. Another advantage is the ability to convey information to consumers more rapidly and efficiently regarding geographical reach and communication methods. This research has significant implications for companies looking to enhance their digital marketing performance. Companies can develop more effective approaches to achieve their marketing objectives by understanding the importance of creativity in digital marketing strategies. Additionally, the results of this research can serve as a foundation for further studies in this field and contribute to a better understanding of the role of creativity in digital marketing success.

Keywords

CreativityDigital MarketingEntrepreneurial Creativity

References

  1. Aldrich DF. Mastering the digital marketplace: practical strategies for competitiveness in the new economy. John Wiley & Sons; 1999.Google Scholar ↗
  2. Kingsnorth S. Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers; 2022.Google Scholar ↗
  3. Ryan D. Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers; 2016.Google Scholar ↗
  4. Kierzkowski A, McQuade S, Waitman R, Zeisser M. Marketing to the digital consumer. mckinsey Q. 1996;(3):4.Google Scholar ↗
  5. Leeflang PSH, Verhoef PC, Dahlström P, Freundt T. Challenges and solutions for marketing in a digital era. Eur Manag J. 2014;32(1):1–12.Google Scholar ↗
  6. Van Looy A. Online advertising and viral campaigns. In: Social Media Management: Using Social Media as a Business Instrument. Springer; 2022. p. 69–96.Google Scholar ↗
  7. Weisberg RW. Creativity: Understanding innovation in problem solving, science, invention, and the arts. John Wiley & Sons; 2006.Google Scholar ↗
  8. Rhodes M. An analysis of creativity. Phi delta kappan. 1961;42(7):305–10.Google Scholar ↗
  9. Perkins DN. Creativity and the quest for mechanism. Psychol Hum thought. 1988;309–36.Google Scholar ↗
  10. Scarborough NM, Zimmerer T. Cases in small business management and entrepreneurship. Prentice Hall; 2000.Google Scholar ↗
  11. Munandar U. Pengembangan Kreativitas Anak Berbakat. Jakarta: Rineka Cipta; 2009.Google Scholar ↗
  12. Guilford JP. Fundamental statistics in psychology and education. 1950;Google Scholar ↗
  13. Mcmullan RWE, Kenworthy TP. Creativity and entrepreneurial performance. Springer; 2016.Google Scholar ↗
  14. Baron RA. Psychological perspectives on entrepreneurship: Cognitive and social factors in entrepreneurs’ success. Curr Dir Psychol Sci. 2000;9(1):15–8.Google Scholar ↗
  15. Fillis IAN, Rentschler R. The role of creativity in entrepreneurship. J enterprising Cult. 2010;18(01):49–81.Google Scholar ↗
  16. Kirzner IM. Creativity and/or alertness: A reconsideration of the Schumpeterian entrepreneur. Rev Austrian Econ. 1999;11(1–2):5–17.Google Scholar ↗
  17. Della Corte V, Aria M, Del Gaudio G. Smart, open, user innovation and competitive advantage: A model for museums and heritage sites. Museum Manag Curatorsh. 2017;32(1):50–79.Google Scholar ↗
  18. Rakib M, Tawe A, Azis M, Syam A, Sanusi DA. Determinants of entrepreneurial intention: Empirical study of student entrepreneurs. Acad Entrep J. 2020;26(3):1–12.Google Scholar ↗
  19. Chaffey D, Ellis-Chadwick F. Digital marketing. Pearson uk; 2019.Google Scholar ↗
  20. Frost R, Strauss J. E-marketing. Routledge; 2016.Google Scholar ↗
  21. Rayport JF, Jaworski BJ. Introduction to e-commerce. McGraw-Hill, Inc.; 2003.Google Scholar ↗
  22. Kenrianto I. Bisnis Online Revolution. Gramedia Pustaka Utama; 2016.Google Scholar ↗
  23. Husserl E, Moran D. Ideas: General introduction to pure phenomenology. Routledge; 2012.Google Scholar ↗
  24. Gunelius S. Content marketing for dummies. John Wiley & Sons; 2011.Google Scholar ↗
  25. Chaffey D, Ellis-Chadwick F, Mayer R, Johnston K. Internet marketing: strategy, implementation and practice. Pearson education; 2009.Google Scholar ↗
  26. Pulizzi J. Epic content marketing. McGraw-Hill Publishing; 2013.Google Scholar ↗
  27. Vaynerchuk G, Hopkinson J. Jab, jab, jab, right hook: How to tell your story in a noisy social world. Harper Business New York; 2013.Google Scholar ↗
  28. Mangold WG, Faulds DJ. Social media: The new hybrid element of the promotion mix. Bus Horiz. 2009;52(4):357–65.Google Scholar ↗
  29. Zimmerman J, Ng D. Social media marketing all-in-one for dummies. John Wiley & Sons; 2015.Google Scholar ↗
  30. Deiss R, Henneberry R. Digital marketing for dummies. John Wiley & Sons; 2020.Google Scholar ↗
  31. Charlesworth A. Digital marketing: A practical approach. Routledge; 2014.Google Scholar ↗
  32. Berger J. Contagious: How to build word of mouth in the digital age. Simon and Schuster; 2013.Google Scholar ↗
  33. Narayandas D. Building loyalty in business markets. Harv Bus Rev. 2005;83(9):131–9.Google Scholar ↗
  34. Expert Panel, Forbes Communications Council. 10 Ways Your Company Can Benefit From Encouraging Criticism [Internet]. Forbes. 2020 [cited 2024 Jan 10]. Available from: https://www.forbes.com/sites/forbescommunicationscouncil/2020/01/24/10-ways-your-company-can-benefit-from-encouraging-criticism/?sh=3e9ab5195dc0Google Scholar ↗
  35. Kaplan RB, Murdock L, Ostroff F. Core process redesign. McKinsey Q. 1991;(2):27–44.Google Scholar ↗
  36. Hennig-Thurau T. Relationship marketing: Gaining competitive advantage through customer satisfaction and customer retention. Springer Science & Business Media; 2000.Google Scholar ↗
  37. Baker K. The Ultimate Guide to Customer Reviews and Testimonials [Internet]. https://blog.hubspot.com/. 2022 [cited 2024 Jan 10]. Available from: https://blog.hubspot.com/service/customer-reviews-testimonialsGoogle Scholar ↗
  38. Chaffey D, Smith PR. eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge; 2013.Google Scholar ↗
  39. Brown TJ, Mowen JC, Donavan DT, Licata JW. The customer orientation of service workers: Personality trait effects on self-and supervisor performance ratings. J Mark Res. 2002;39(1):110–9.Google Scholar ↗
  40. Croll A, Power S. Complete Web Monitoring: Watching your visitors, performance, communities, and competitors. “ O’Reilly Media, Inc.”; 2009.Google Scholar ↗
  41. Wang F, Head M. How can the web help build customer relationships?: an empirical study on e-tailing. Inf Manag. 2007;44(2):115–29.Google Scholar ↗
  42. Chaffey D, Smith PR. Digital marketing excellence: planning, optimizing and integrating online marketing. Taylor & Francis; 2022.Google Scholar ↗
  43. Weber L. Marketing to the social web: How digital customer communities build your business. John Wiley & Sons; 2009.Google Scholar ↗
  44. Scott DM. The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. John Wiley & Sons; 2015.Google Scholar ↗
  45. Kim SJ, Wang RJH, Malthouse EC. The effects of adopting and using a brand’s mobile application on customers’ subsequent purchase behavior. J Interact Mark. 2015;31(1):28–41.Google Scholar ↗
  46. Halligan B, Shah D. Inbound marketing: get found using Google, social media, and blogs. John Wiley & Sons; 2009.Google Scholar ↗
  47. Zeithaml VA, Parasuraman A, Berry LL. Delivering quality service: Balancing customer perceptions and expectations. Simon and Schuster; 1990.Google Scholar ↗
  48. Park DH, Lee J, Han I. The effect of online consumer reviews on consumer purchasing intention: The moderating role of involvement. Int J Electron Commer. 2007;11(4):125–48.Google Scholar ↗
  49. Williams J, Chinn SJ. Meeting relationship-marketing goals through social media: A conceptual model for sport marketers. Int J Sport Commun. 2010;3(4):422–37.Google Scholar ↗
  50. Fournier S. Consumers and their brands: Developing relationship theory in consumer research. J Consum Res. 1998;24(4):343–73.Google Scholar ↗
  51. Nambisan S, Baron RA. Interactions in virtual customer environments: Implications for product support and customer relationship management. J Interact Mark. 2007;21(2):42–62.Google Scholar ↗
  52. Yadav NB. Harnessing Customer Feedback for Product Recommendations: An Aspect-Level Sentiment Analysis Framework. Human-Centric Intell Syst. 2023;3(2):57–67.Google Scholar ↗
  53. Danaher PJ, Danaher TS, Smith MS, Loaiza-Maya R. Advertising effectiveness for multiple retailer-brands in a multimedia and multichannel environment. J Mark Res. 2020;57(3):445–67.Google Scholar ↗
  54. Guèvremont A. Improving consumers’ eating habits: what if a brand could make a difference? J Consum Mark. 2019;36(7):885–900.Google Scholar ↗
  55. Anderson E. Social media marketing: game theory and the emergence of collaboration. Springer Science & Business Media; 2010.Google Scholar ↗
  56. Langaro D, Rita P, de Fátima Salgueiro M. Do social networking sites contribute for building brands? Evaluating the impact of users’ participation on brand awareness and brand attitude. J Mark Commun. 2018;24(2):146–68.Google Scholar ↗
Author details
Yuniarti Yuniarti
Department of Economic Education, Postgraduate Program, Universitas Negeri Makassar Makassar, South Sulawesi 90222, Indonesia.
✉ Corresponding Author
👤 View Profile →
Muhammad Aziz
Department of Economic Education, Postgraduate Program, Universitas Negeri Makassar, South Sulawesi 90222, Indonesia
👤 View Profile →🔗 Is this you? Claim this publication
Hamsu Abdul Gani
Department of Engineering Vocational Education, Postgraduate Program, Universitas Negeri Makassar, South Sulawesi 90222, Indonesia
👤 View Profile →🔗 Is this you? Claim this publication