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Digital Marketing Actions That Achieve a Better Attraction and Loyalty of Users: An Analytical Study

Author

Listed:
  • Juan José López García

    (Social Faculty, University Distance of Madrid (UDIMA), Vía de Servicio A-6, 15, 28400 Collado Villalba, 28040 Madrid, Spain)

  • David Lizcano

    (School of Computer Science, University Distance of Madrid (UDIMA), Vía de Servicio A-6, 15, 28400 Collado Villalba, 28040 Madrid, Spain)

  • Celia MQ Ramos

    (Escola Superior de Gestão, Hotelaria e Turismo, University of Algarve, 8005-139 Faro, Portugal)

  • Nelson Matos

    (Escola Superior de Gestão, Hotelaria e Turismo, University of Algarve, 8005-139 Faro, Portugal)

Abstract

Currently, the digital economy contributes decisively to an increase in competitiveness, especially as a digital transformation involves migrating to new technological models where digital marketing is a key part of growth and user loyalty strategies. Internet and Digital Marketing have become important factors in campaigns, which attract and retain Internet users. This study aims to identify the main ways in which users can be gained and retained by using Digital Marketing. The Delphi method with in-depth interviews was the methodology used in this study. The results of the research show the most important actions for achieving user recruitment and loyalty with Digital Marketing from the opinions of consulted experts. The limitations of this study are those related to the number of experts included in the study, and the number of research papers consulted in the literature review. The literature review and the results of this research are used to propose new solid research with a consolidated critical methodology. This research deals with a new approach that will optimize web technologies for the evolution of user trends, and therefore, will be of academic and professional use for marketing managers and web solution developers. The conclusions of the investigation show the key factors, discarding others that do not affect the optimization of conversions in B2C businesses such as the duration of the session and the rebound percentage. Likewise, the results of the research identify the specific actions that must be carried out to attract and retain users in B2C companies that use the Digital Marketing ecosystem on the Internet. The requirements for companies that wish to implement a model to optimize conversions using the current digital economy are also shown.

Suggested Citation

  • Juan José López García & David Lizcano & Celia MQ Ramos & Nelson Matos, 2019. "Digital Marketing Actions That Achieve a Better Attraction and Loyalty of Users: An Analytical Study," Future Internet, MDPI, vol. 11(6), pages 1-16, June.
    • Handle: RePEc:gam:jftint:v:11:y:2019:i:6:p:130-:d:238353
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    References listed on IDEAS

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