Abstract
In this chapter, the main relationship between a company's use of data-driven methods and its international digital marketing strategies are examined. In particular, the question of how data-driven methods, like consumer analytics, helped the company in its internationalization efforts are outlined. By following the case study approach, the diverse digital business models, online advertising campaigns, and international digital marketing practices of the Chinese company Alibaba are investigated. As China's e-commerce market currently became one of the most dynamic ones in the world, and as Alibaba is one of the leading internet and e-commerce corporations worldwide, valuable insights are provided. Moreover, Alibaba's international digital marketing practices, underlying strategies, as well as adaptive capabilities are systematically analyzed. In addition, Alibaba's competitive behavior is investigated and compared with international companies and peers. In this context, the standardization versus adaptation paradigm is also revisited.
TopLiterature Review
The literature on digital marketing, especially on the role of data-driven methods grew constantly in recent years (see e.g. Kannan & Li, 2017; Dwivedi & Kappor & Chen, 2015; Koiso-Kanttila, 2004). Data-driven methods and technologies can help capture rich and plentiful data on consumer phenomena in real time. The process of extracting consumer insights from Big Data became ever more important in recent years (Lycett, 2013; Mithas, Lee, Earley & Murugesan, 2013). Hence, the study of consumer analytics lies at the junction of Big Data and consumer behavior (Weber & Henderson, 2014). Consumer analytics is defined as the extraction of hidden insights and patterns of consumer behavior from Big Data and the use of these insights (Erevelles, Fukawa & Swayne, 2016).
Key Terms in this Chapter
International Expansion: Corporate expansion into other countries including trade and transactions of goods and services.
BUSINESS-TO-CONSUMER (B2C): A situation where a company is selling products or services directly to consumers.
E-Commerce: The activity of electronically selling or buying products or services over the Internet.
Consumer-to-consumer (C2C): A situation where a consumer is selling products directly to another consumer.
Business-to-Business (B2B): A business relation where one company makes a commercial transaction with another.
Digital Ecosystem: A group of interconnected information technology resources that can function as one unit.
Standardization vs. Adaptation: Crucial part of the international marketing strategy, decision whether to sell products and services overseas in a standardized or adapted way.
International Marketing: A marketing done on the international level, based on a strategy created in the home country of the company and distributed to other affiliations.