Digital Marketing for E-Business with the Perspective of Supply Chain Visibility.

Abstract

As digital marketing continues to grow, it has become more vital for any companies to succeed. Digital marketing engagements are typically multifaceted, solving for specific digital marketing challenges while building ongoing client capabilities. Several companies and entrepreneurs have made their business transactions by using electronic business (E-business). Ebusiness is broader than e-commerce; including the transaction based e-commerce businesses and those who run traditionally but cater to online activities as well. An e-business can run any portion of its internal processes online, including inventory management, risk management, finance, human resources. For a business to be e-commerce and e-business, it must both sell products online and handle other company activities or additional sales offline. Across a range of business to customer (B2C) and business to business (B2B) clients, it may results in accelerating revenue growth by tightening the coordination of the end-to-end experience. Nevertheless, the digital economy has forever transformed the role of supply chain management (SCM). The aims of the study were to: 1) synthesize theory and practice to deliver and manage tactical digital marketing and e-business with a supply chain perspective; 2) critically evaluate alternative tactical campaign choices and apply a management process in the digital marketing and e-business context; and 3) develop coherent and persuasive arguments for the adoption of innovative digital marketing and e-business strategies. This study also proposed a model of digital marketing for e-business based on SCM that was derived by considering previous independent models of digital marketing, e-business, and SCM. As well, it is necessary to establish a theoretical framework and methodology that may serve as a direction for further research of this topic.