Title:	OBM-CENTRIC DIGITAL MARKETING DEVELOPMENT FOR HIGH-TECH SERVICES – A CASE STUDY
Author(s):	Amy J.C. Trappey, Charles V. Trappey and Usharani Hareesh Govindarajan
ISBN:	978-989-8533-72-2
Editors:	Piet Kommers, Tomayess Issa, Pedro Isaías and Ana Hol
Year:	2017
Edition:	Single
Keywords:	Social Media Marketing, Technology Marketing, Mobile Commerce, Digital Marketing, Brand Equity, Trademark Protection
Type:	Full Paper
First Page:	59
Last Page:	66
Language:	English
Cover:
Full Contents:	click to dowload
Paper Abstract:	Digital marketing is defined as the marketing of products and services using the Internet. It is a conglomeration of various strategies which include advertising on mobile devices, display advertising, or any other digital medium. An original brand manufacturing (OBM) marketing company can systematically deploy sets of social media forums and templates to attract and retain customers at the Internet landing sites. Further, an OBM’s digital marketing integration promotes and propagates brand equity. Start-up companies and small medium enterprises (SME) however tend to use a brute force branding approach due to a lack of expertise and the costs involved. This research deals with the integration of an efficient digital marketing strategy constituting of micro/social-commerce in the supply chain of these companies. A case study report of a service-based high-tech cloud management company expanding into the global marketplace is used to demonstrate the approach. The methodology presented helps companies gain global exposure and build brand equity using limited resources. The discussed digital marketing template approach is also generic and applicable for other service and product based companies.
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