E-Commerce Customer Attraction: Digital Marketing Techniques, Evolution and Dynamics across Firms

Abstract

The emergence of web analytics software has changed the way marketing is researched, monitored, planned, and managed, which suggests a new dimension of marketing interactions between firms. This paper describes digital marketing results in terms of customer attraction to e-commerce websites from different angles (cross-country, firm type, evolution) and investigates empirically how competitors’ marketing activities affect a focal firm. Using a vector autoregression model applied to data for grocery e-commerce in the US, the UK, and France, we find differences across American and European firms in the composition of digital marketing techniques and the existence of interaction effects across firms.