Growth Communication Strategies in the Digital Age

Patricia Coll-Rubio, Josep Maria Carbonell

Producció científica: Article en revista indexadaArticleAvaluat per experts

Resum

This article analyzes growth strategies in the context of digital transformation in all political, social, and economic scopes that were accelerated by the pandemic. The article also focuses on the specific case of digital native brands which have emerged in a disruptive way. The study was carried out by using electronic surveys from April 2020 to November 2021 of 50 professionals in leading technology companies and startups. The study takes into account the results obtained in research carried out during the last 8 years by combining both the methods of in-depth interviews and documentary analysis in tracking the strategies of technology companies. The results show that growth strategies in digital economy are focused on decision making based on data combined with creative actions such as digital content, influencer marketing, media, events, and newsjacking. This growth strategy is applicable to all areas, especially politics.

Idioma originalAnglès
RevistaAmerican Behavioral Scientist
DOIs
Estat de la publicacióAcceptada/en premsa - 2022

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