Abstract

This study examines the potential benefits of new approaches in online or digital marketing. In the course of this study, the research design and the new approaches in online marketing are considered. In a specially prepared quantitative study, experts were questioned about the individual approaches by means of a questionnaire. The questionnaire is based on derived hypotheses from the literature. The study focuses on the analysis of the survey results using the SmartPLS software. After data analysis using structural equation modeling, the results show that Mobile and Data-driven Marketing as well as Programmatic Advertising do have a significant influence on the potential of the new approaches in online marketing. The results are used to recommend actions for enterprises.

Talk to us

Join us for a 30 min session where you can share your feedback and ask us any queries you have

Schedule a call

Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.