A Systematic Mapping Study of Digital Marketing and Large Manufacturing Firms: Perspective from Japan

Abstract

The very rapid development of ICT in the digital era has an impact on various lines of life, including changes in consumer behavior in shopping. Business people need to know the proper use of digital marketing in order to effectively target appropriate consumers. Digital marketing describes the use of technology in marketing efforts and business practices by marketing goods, services, information, and ideas via the internet, cell phones, display advertisements, and other electronic media. Data-driven marketing uncovers a variety of tactics to approach, attract, resuscitate, delight, and drive customers to online marketing. Digital marketing facilitates many-to-many communications because of the high level of connectivity and is usually used to promote products or services in a timely, relevant, more personal, and cost-effective manner. Marketing activities are carried out intensively using digital media, from promotions or product offers to product sales. Today, a website is arguably the most crucial element of your entire marketing strategy. Even a simple site without a lead capturing process or sales page will be consulted as a digital business card before a deal is struck or a purchase is made. For this reason, overhauling outdated designs to keep up with industry standards is a no-brainer. Traditional advertising is not completely dead yet. Manufacturers still use formal events like trade shows to good effect, and often spend on TV spots, magazines, and other traditional media forms. Based on the available literature, the old method of print advertising and radio ads still work but they are becoming less effective as people look to online sources for their shopping. Manufacturing companies still use these old school methods like networking events and trade shows and they still produce results. Keywords: Systematic mapping, Digital Marketing, Manufacturing, Industrial Revolution.