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Digital marketing management control system based on blockchain under the internet background

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Abstract

Digital marketing refers to the transformation of enterprise marketing activities into products and services required by consumers to participate in the marketing process by using digital information technology and taking consumers as the center on the digital marketing platform. In the new era, digital marketing presents an unprecedented trend of development and is highly concerned by all sectors of society. Digital marketing management control system is a very important and core concept in the progress of digital marketing. Based on blockchain technology, product digital marketing resources (such as customer resources, marketing resources, etc.) and enterprise resources (such as customer information, customer relations, etc.) can be integrated. This paper conducted an experimental comparative study on blockchain and digital marketing management system. Before blockchain technology was applied, Store A had a low market share. In the peak sales season, its product sales rate reached the highest level of the year. After the application of blockchain technology and digital marketing control system, the clothing sales rate reached a peak of 51.3% in February. Since the blockchain technology has been applied in Store B, the changes of its indicators are basically consistent with that of Store A. In February, the annual sales rate and pre-sales consultation rate reached the peak of 68.9% and 70.1%, respectively, showing an upward trend compared with the previous year. With the continuous development and integrated application of blockchain technology and digital marketing industry, it is a general trend to build a digital marketing management control system based on blockchain technology. The purpose of this paper is to study the performance characteristics of blockchain-based digital marketing management and control system in the context of the Internet, hoping to achieve the true and effective transmission of user data in digital marketing activities, and greatly improve the level of online marketing promotion and service of enterprises.

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Funding

This work was supported by Zhongshan Polytechnic2022 high-level talent research start-up project: Project No.—KYG2210—Research on corporate brand communication strategy under the vision of digital marketing reconstruction.

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Authors and Affiliations

  1. College of Economic and Management, Zhongshan Polytechnic, Zhongshan, 528400, Guangdong, China

    Ruoqian Yang

  2. Business School, Zhejiang Wanli University, Ningbo, 315100, Zhejiang, China

    Haichang Jiang

  3. Graduate School, University of Perpetual Help System DALTA, Las Piñas 1740, Manila, Philippines

    Haichang Jiang

Authors
  1. Ruoqian Yang
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  2. Haichang Jiang
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Correspondence to Haichang Jiang.

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Ethical approval for this study and written informed consent from the participants of the study were not required in accordance with local legislation and national guidelines. This study does not violate and does not involve moral and ethical statement.

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Corresponding author: Haichang Jiang

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Yang, R., Jiang, H. Digital marketing management control system based on blockchain under the internet background. Soft Comput (2023). https://doi.org/10.1007/s00500-023-08352-0

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