Supervisor: Dr Annmarie Hanlon
Outline
Digital marketing is ubiquitous with many organisations in a post-pandemic environment seeking improvements in their approach to marketing. This is a fast-moving area yet many people focus on the tactical elements, rather than the strategic application of digital.
There are growing areas for research into digital marketing with opportunities for contributions to theory and practice.
Examples of Research
The Role of Digital in B2B
Much research looks at B2C (business to consumer) and B2B is less addressed. How digital marketing applies to business to business (B2B) organisations has its own complexities.
- Is B2B marketing changing as a result of digital interventions or disruption?
- How do traditional B2B marketing and sales teams adapt to digital?
- What are the key differences in customer journeys in the B2C vs B2B worlds?
- What is the strategic application of social media in a B2B context?
Unethical Behaviour in Digital Marketing
Deceptive marketing has always occurred and a digital setting provides greater opportunities for wider audiences. Governments and policy makers are struggling to keep up with emerging weak practices. There are many areas which could be considered, including:
- Management of online negative fake reviews by businesses
- How businesses manage ethical behaviour in social media platforms by former staff, staff or competitors
- The impact of unethical behaviour on organisations, in a digital setting.
The Changing Role of MarTech in the Customer Journey
Marketing technology is improving the lives of customers and marketing managers. While it raises technical issues about managing the technology stacks, data privacy issues when porting customer data between platforms, it can improve customer journeys and deliver the information customers need at the right time.
- How does MarTech enable organisations to better plan for and address major issues such as global pandemics?
- What is the role of MarTech in contributing to improved customer journeys?
- How does MarTech improve productivity at work?
Candidate Profile
Candidates should have marketing experience or a marketing qualification; however, candidates from other disciplines may be considered. A master's degree and understanding of research methodology is desirable but not obligatory. Candidates interested in or working within digital marketing are invited to make contact with Dr Annmarie Hanlon with a proposal that indicates (a) the research area, (b) why this particular area matters to you and (c) a synopsis of the top three articles you have found in this area.
Business Focused Project Invitations
Should any business be interested in suggesting a research project based on an issue they wish to address or in relation to any of the above topics, they are also invited to make contact with Dr Annmarie Hanlon, to discuss how we could co-create a research project that can be investigated with academic rigour, which may lead to important findings for your business.
Contact
Dr Annmarie Hanlon: +44 (0)1234 751122
Email: a.hanlon@cranfield.ac.uk
