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What is BUSINESS-TO-CONSUMER (B2C)

Chapter 5

Advanced Digital Marketing Strategies in a Data-Driven Era

A situation where a company is selling products or services directly to consumers.

Published in Chapter:

Alibaba's International Digital Marketing Practices and Strategies

Sue Claire Berning (University of Ingolstadt, Germany)

Source Title: Advanced Digital Marketing Strategies in a Data-Driven Era

DOI: 10.4018/978-1-7998-8003-5.ch005

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.