engleski

Digitalization and the use of digital marketing tools in the old-school traditional antiques and collectibles industry: A case study

OBJECTIVES The objective of this paper is to elaborate on the usefulness of digitalization and digital marketing tools in any industry (including the old-school conventional physical-based industries). Other objectives are to analyze the utilized digital platforms and tools such as website analytics, organic and paid social media, Search Engine Optimization (SEO) and Search Engine Marketing (SEM), e-mail marketing, content creation and copywriting and to give insights on how each one affects the business online visibility, brand awareness and differentiation. METHODOLOGY The methodology used in this paper is case study analysis, i.e. first-hand insights and information regarding a company from Croatia that has been operating for more than 3 years in this industry as well as an interview with the owner and a conducted survey from a small sample of 100 of the company’s current and potential customers (the newsletter list). This is an original study that gives a complete overview and insights of the operations of the company, its marketing tools, stats, data and branding strategies. RESULTS Our findings suggest that digitalization, online presence and the use of digital marketing tools have transformed the company’s operations, market research procedure, brand recognition, positioning and market reach. Results have shown that the targeted and consistent relevant free content creation in the antiques and collectibles industry in Croatia has created an online community of current and potential customers and this gives the company a clear perspective and direct feedback from the target market. IMPLICATIONS Digitalization and digital marketing can indeed boost a business online visibility and create an online community of existing and potential customers. The use of digital marketing can enhance a company’s knowledge regarding their customers and can be successfully applied in any business and any industry. Although this study provides new insights, the study was not without limitations. The study only analyses one trade and dealer company from Croatia. This could not represent the whole industry neither in the region nor the Republic of Croatia. We expect this paper to be a solid ground for further research on this subject and this industry. ORIGINALITY VALUE Very little studies have focused on the digitalization and the use of digital marketing tools of the antiques and collectibles industry. There is a gap in the academic research of this rather untypical and very specific industry. The study fills this gap with an overview of how digitalization in general and digital marketing specifically transforms the antiques and collectibles industry, and how SME companies could benefit from online visibility and higher online brand awareness. CONTRIBUTION The contribution of this paper is in recognition of the marketing efforts (with a special accent of digital marketing efforts) in such conventional and traditional industries and its effects on company’s online visibility and branding. This study is one response to the need to address these issues and to attract more researchers in this field of study. The contribution could be also recognized through advocacy for even further digitalization of this industry in general, as it points out the benefits and possible results from digitalization and digital marketing tools.

Digital marketing, digitalization, antiques industry, collectibles

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