Domains of Digital Marketing Channels in the Sharing Economy

Abstract

The sharing economy has experienced major growth in a short period with little academic research that has looked into possible logistic factors that may have contributed to this phenomenon. This article explores the domains of digital marketing channels—specifically e-mail marketing, social media marketing, and search engine marketing—to understand how they can contribute to growth for organizations in the sharing economy. A detailed conceptual model of the decision spectrum necessary to coordinate digital marketing channels is presented and a special case is made for the role branded-mobile applications play in this context. In particular, branded-mobile applications leverage three embedded components to overcome common deterrents for participating in the sharing economy: trust, utility, and user experience.

Keywords:

• branded-mobile applications
• digital marketing channels
• digital marketing channel strategy
• search engine marketing
• sharing economy
• social media
• United States

Notes

1 For additional information, see https://www.uber.com/

2 For additional information, see https://www.taskrabbit.com/

3 For additional information, see https://www.airbnb.com/

4 For additional information, see https://www.lyft.com/