Digital Marketing for Efficiency in Service SMEs: Hybrid Model based on the 4F’s

Abstract

Due to changing global market trends and technological advancements, contemporary businesses experience rapid economic and managerial growth. Those that use digital social networks in their marketing show a positive relationship between market orientation and business results. Digital marketing is crucial for companies by driving innovation and competitiveness, taking advantage of opportunities in digital media and creating strategies to increase sales. However, there is a lack of a model that effectively manages this marketing. The objective of this study is to establish a hybrid model to optimize digital marketing management, through the 4Fs marketing mix (Flow, Functionality, Feedback and Loyalty). Using a mixed method, an instrument was designed that allows evaluating the performance of the 4Fs and establishing a correlation with digital marketing management to establish strategies that contribute to improving the areas of opportunity detected.