Re-Engineering Digital Marketing Strategy of Dairy Industries — Oak Academic Publishing
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Re-Engineering Digital Marketing Strategy of Dairy Industries
Departments of Agricultural Economy and Development, Agricultural University of Athens, Athens, Greece
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Departments of Animal Production Science, Agricultural University of Athens, Athens, Greece
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BICTEVAC LABORATORY—Business Information and Communication Technologies in Value Chains Laboratory, Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, Athens, Greece
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BICTEVAC LABORATORY—Business Information and Communication Technologies in Value Chains Laboratory, Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, Athens, Greece
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BICTEVAC LABORATORY—Business Information and Communication Technologies in Value Chains Laboratory, Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, Athens, Greece
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BICTEVAC LABORATORY—Business Information and Communication Technologies in Value Chains Laboratory, Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, Athens, Greece
1 Departments of Agricultural Economy and Development, Agricultural University of Athens, Athens, Greece
2 Departments of Animal Production Science, Agricultural University of Athens, Athens, Greece
3 BICTEVAC LABORATORY—Business Information and Communication Technologies in Value Chains Laboratory, Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, Athens, Greece
4 BICTEVAC LABORATORY—Business Information and Communication Technologies in Value Chains Laboratory, Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, Athens, Greece
5 BICTEVAC LABORATORY—Business Information and Communication Technologies in Value Chains Laboratory, Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, Athens, Greece
6 BICTEVAC LABORATORY—Business Information and Communication Technologies in Value Chains Laboratory, Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, Athens, Greece
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 per forming 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.
KeywordsDairy IndustryDigital MarketingSEOWeb AnalyticsStrategyRe-EngineeringFinancial and ESG PerformanceFuzzy Cognitive Maps (FCM)Decision Support Systems (DSS)
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