Providing solutions to explain smart marketing culture using qualitative content analysis method

Kamelhoseini, Seyed Mohamad; Sadr, Mohammad Mohsen; Kouhzadi, Foad; Ghazi Kelahroodi, Mohammad Ali

doi:JABM.3.2.15564.351256.325765798

Providing solutions to explain smart marketing culture using qualitative content analysis method

Document Type : The scientific research paper

Authors

seyed mohamad kamelhoseini ¹

Mohammad Mohsen Sadr ²

foad Kouhzadi ³

Mohammad Ali Ghazi Kelahroodi ⁴

¹ Ph.D. in Business Administration, branch manager , 4th district, Tehran, Iran

² Assistant Professor, Department of Information Technology, Payam Noor University, Tehran, Iran

³ PhD in Business Administration, Marketing Management.

⁴ PhD in Business Administration (Marketing)

JABM.3.2.15564.351256.325765798

Abstract

This research was conducted with the aim of investigating and providing solutions to explain the smart marketing culture through the qualitative content analysis method. Smart marketing means using digital tools and new technologies to improve marketing performance and enhance customer experience. Semi-structured interviews with 25 digital marketing managers and experts were used to collect data. The qualitative content analysis of the data showed that the smart marketing culture consists of 9 key components, including smart communication, data and information management, creativity and innovation in marketing, customer and market analysis, incentive and reward systems, brand identity and customer loyalty, motivation and marketing interactions. The focus is on marketing results or processes, and the use of digital technologies. Research findings show that effective use of these components can help improve marketing performance, increase customer satisfaction and loyalty, and optimize internal processes of organizations. Finally, practical suggestions for implementing a smart marketing culture are provided, including creating digital infrastructure, training employees, developing incentive systems, and using advanced data analytics.

Keywords

smart marketing culture

digital marketing

qualitative content analysis