A Technological Platform and a Process to Implement the Informative Marketing Strategy

The context

There is large evidence in the literature that digitalisation improves the market performance of enterprises and, as a consequence, it helps the growth of their businesses. Through digital platforms companies connect with people, improve awareness of their brands, influence consumer’s attitudes, collect feedback from them, improve products and services on sale and, at last, increase their incomes. Clark et al. [2] conclude that providing basic information should be the dominant role of advertising. This typology of advertising is called Informational in [3]. The informational message strategy presents factual product/services information in clear and concrete terms. In order for an informational advertisement to become informative the message must be perceived as such by the consumers.

Materials & Methods

In this paper we adopt the IT-platform conceptual model given by Sun et al. (2015) [6] and the linked definition they propose.

Results

We instantiate the platform conceptual model proposed by by Sun et al.[6]. The website technology is the "heart" of our digital platform. There is large evidence in the literature that websites are largely used across companies all over the world [12, 13]. The cost necessary for setting up the platform is low, therefore such a technological solution is within the reach of most enterprises. Moreover, the paper describes the steps of the Informative Marketing process based on the adoption of the proposed Technological Platform. We use the adjective informative instead of informational because the advertisings about the product/service are sent to a community of ad hoc recruited stakeholders, therefore we can assume as relevant the information they receive.

Conclusion

The emphasis of the paper is oriented towards companies whose primary goal is selling, but it is worth notice that the proposed technological platform can be very useful, for example, to national institutes of health to promote campaigns on healthy (and sustainable) food consumption [17].

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