THE EFFECTIVE E-COMMERCE DEVELOPMENT MODEL FOR GROWING PROFITABLE A BRAND THROUGH A S.M.AR.T. MARKETING CAMPAIGN RUN IN THE MOST PROFITABLE WAY IN E-COMMERCE CHANNEL- Intermediary Qualitative Research Results

Abstract

In a world of exponential growing of internet connectivity and changing significantly the shopping behavior of e-consumers, especially post pandemic, switching from off-site shopping, going physically in the stores to on-website shopping experience, this research examines key aspects necessary for developing an effective integrated digital marketing communication model aimed at increasing profitable the brand sales through e-commerce platforms within the digital world. The study was conducted using qualitative research methods across top 10 marketing directors in Romania, within one-to-one interviews followed by focus group sessions, comprising ten top marketing directors from both multinational companies and entrepreneurial businesses in Romania. The study aimed to identify the critical components required to be implemented by marketing experts and entrepreneurs to grow profitable the brand sales through integrated marketing campaigns run, in the most effective way, in the digital world. The intermediary proposed result is an e-commerce model, with seven-step framework for structuring efficient digital marketing campaigns and all the critical aspects which an expert in marketing should take into consideration to put in place in the right moment, in the right place, in the right way, step by step, for obtaining growth results above the competitors average performance. This article discusses the research methodology, data collection methods, and analysis, as well as presents intermediary key findings on campaign success factors.