Digital Media Ecosystem: A Core Component Analysis According to Expert Judgment

Abstract:

Digital marketing plays an important role in implementing the marketing strategies of organizations. This article aims to identify the elements and resources capable of configuring a digital media ecosystem to increase the effectiveness of business strategies. To fulfill the proposed objective, a systematic literature review related to digital media has been carried out, including several elements: (1) Website, (2) Social, (3) Paid search advertising, (4) Mobile, (5) Adaptive SEO, (6) Inbound marketing, (7) Social media, (8) Email/CRM. The analyzed data were extracted from the index of peer-reviewed abstracts and citations Scopus. This research defined the intervening elements most recommended by experts in each digital channel. The main contribution of this study is the analysis and clustering of the elements of a digital media ecosystem based on the most relevant literature and supported by an empirical study to validate our results.

Año de publicación:

2022

Keywords:

• INBOUND MARKETING
• digital marketing
• Social media analytics
• SOCIAL MEDIA MARKETING

Fuente:

scopus

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