Linking the potentials of extended digital marketing impact and start-up growth: Developing a macro-dynamic framework of start-up growth drivers supported by digital marketing
通过系统文献综述，梳理了数字营销如何帮助初创企业应对客户获取、留存等增长挑战，并提出了一个涵盖产品、市场、团队和财务四个领域的宏观动态框架，识别出数字营销支持的初创企业增长驱动因素。
The contemporary market positions digital marketing as a powerful mediator between efficient digital interaction, data interpretation opportunities, and business growth, while extending its impact potential to tackle different growth challenges. As start-ups usually have limited resources and struggle with customer engagement , retention, and other growth challenges, the low investment and dynamic elements of digital marketing tools can be used to support constructive digital interactions impacting start-up growth. Consequently, these links have outlined an extended digital marketing impact in the areas which build on marketing and sales and influence growth components such as product & market testing, customer engagement, and partnership development. Through a systematic literature review , we present a holistic overview encompassing start-up growth areas that use digital marketing. We also discuss how digital marketing efforts complement the start-up maturity. Furthermore, we analyze the differences in B2B and B2C digital marketing usage and discuss how emerging technologies impact digital marketing. The link between the extended digital marketing impact, start-up challenges, and growth areas result in the identification of start-up growth drivers supported by digital marketing. We propose a Macro-Dynamic framework identifying the start-up growth drivers from product, market, team, and finance areas and digital marketing tactics connected to the identified growth drivers.