Digital Marketing Management and Its Approved Strategies for A Furniture Company (An Applied Study in Ikea)

Abstract

The purpose of this research is to design a digital marketing management model and its strategies in the furniture industry at IKEA. In this Article, the qualitative content analysis method was used among 20 experts and university professors in the field of digital marketing and business management to reach the theoretical saturation and the quantitative method of the interpretive structural method was used. The current research is from the perspective of the goal of applied- developmental research and in terms of the way of collecting information, it is considered a descriptive and survey type research. In the research results of 80 components, which include micro and macro environment investigation, behavior of target people, threat investigation of new entrants, many changes of actors, measurement of system dynamics, customer contact points, investigation of platforms and transience of competitive advantages, explanation of content, provision of services and advertising pricing and user interface, upgrading and updating, scaling and feedback tools, SEO and data mining, business credibility and branding, people participation and collaboration, higher value provided, horizontal development, strengthening partnership and asset and information networking and extracted advertisements and in the following, the relationship between this component is presented in a process model. In addition to the effective factors on digital marketing management and its strategies, challenges and strategies for improving marketing strategies in IKEA furniture company were also extracted from the interviews. Finally, in the second stage of the research, three researcher-made questionnaires were designed and distributed among 386 people to meaningfully investigate the effective factors, challenges and strategies of digital marketing management. After collecting the data, Student's T-test was used to check the significance of the mentioned items, and the results showed that all the items extracted from the interviews are meaningful.