Effective Use of Marketing Technology in Eastern Europe: Web Analytics, Social Media, Customer Analytics, Digital Campaigns and Mobile Applications

15 Pages Posted: 14 Jan 2016

See all articles by Dureen Jayaram

Dureen Jayaram

MicroStrategy Inc

Ajay Manrai

University of Delaware

Lalita A. Manrai

University of Delaware

Date Written: July 1, 2015

Abstract

The transition economies of Eastern Europe present both the opportunities and challenges for companies operating in these markets. On one hand, these countries have a large number of technology savvy young consumers, and on the other, the markets must also take into consideration the macro-environment of a country and market conditions which make the use of certain market technologies more feasible and attractive compared to others. It is certainly true in terms of the timing for introduction of various technologies in a country. Drawing analogy for the “IDITAROD RACE” we develop three different “Sled Dog Team layouts” for market characteristics and technologies for three Eastern European countries, namely, Slovakia, Bulgaria, and Albania. The ten market characteristics included in our research are: digital connectivity divide, economic power, demand type, privacy laws, demographics, and competitive conditions, attitude towards technology, institutional maturity, corporate social responsibility, and corruption. The ten marketing technologies included in our research are: digital profiling, segmentation, websites, and search engines marketing, campaign management, content management, social media, mobile application, digital collaborations, and analytics. Company case studies are analyzed and reported for each of these three countries which support the three models presented in our research.

JEL Classification: M00

Suggested Citation

Jayaram, Dureen and Manrai, Ajay and Manrai, Lalita A., Effective Use of Marketing Technology in Eastern Europe: Web Analytics, Social Media, Customer Analytics, Digital Campaigns and Mobile Applications (July 1, 2015). Journal of Economics, Finance & Administrative Science, Vol. 20, p. 118, 2015. Available at SSRN: https://ssrn.com/abstract=2714507

Dureen Jayaram

MicroStrategy Inc ( email )

150 York St, Suite 702
Toronto, Ontario M5H 3S5
Canada

Ajay Manrai (Contact Author)

University of Delaware ( email )

Newark, DE 19711
United States

Lalita A. Manrai

University of Delaware ( email )

Newark, DE 19711
United States

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