TITLE:
Re-Engineering Digital Marketing Strategy of Dairy Industries
AUTHORS:
Erato M. Malisianou, Nikolaos T. Giannakopoulos, Damianos P. Sakas, Kanellos S. Toudas, Nikos Kanellos
KEYWORDS:
Dairy Industry, Digital Marketing, SEO, Web Analytics, Strategy, Re-Engineering, Financial and ESG Performance, Fuzzy Cognitive Maps (FCM), Decision Support Systems (DSS)
JOURNAL NAME:
Modern Economy,
Vol.15 No.2,
February
29,
2024
ABSTRACT: With the goal of all businesses, including those in the
dairy industry, to climb their website rank in the world web, it is particularly
important to implement well-planned promotions and actions in the appropriate communication
channels. These channels are now being used as business tools, and therefore, planning,
monitoring, and constant updating of the corresponding strategy. This paper examines
the effect of big data, collected from the websites of 5 well-known dairy firms,
based on their financial and ESG results, by performing statistical analysis (correlation) and Fuzzy Cognitive Mapping (FCM) scenarios, on the global ranking of these dairy businesses. Throughout this study,
it is discerned that a significant number of dairy firms’ website data, such as
social traffic, unique visitors, backlinks, referring domains, referral traffic,
paid traffic, direct traffic, search traffic, organic keywords, organic traffic,
mobile traffic, and desktop traffic, should be utilized by their marketers and receive
further improvement, through investment, due to their ability to enhance the ranking
of dairy firms’ website in search engine results.