Building Brand Value and Business Sustainability in Information Technology Based Organizations through Digital Marketing Techniques

Adopting digital marketing techniques for most of the IT based organizations has increasingly become a necessity on their way towards assuring long-term business sustainability. However, not all companies fully realize its importance, and even if they do, sometimes problems arise when implementing these processes poses a series of challenges, from choosing the best combination of tools and strategies for accomplishing a certain goal, and up to running a proper and objective cost-benefit analysis after these techniques have been applied. Quantifying the business benefits and measuring the impact on the brand value level and sustainability growth is another key challenge that most companies active in IT sector are still struggling with. For this reason, a research has been conducted on several small and medium sized IT based organizations with the aim of finding out how applying a combination of digital marketing tools and techniques has led to obtaining a series of business benefits. These benefits are mostly related to an increase in general brand value perception, this being a strong premise for assuring sales growth and long-term sustainability of the business. After analyzing the results, the authors also propose first a simplified and then an extended conceptual model that will help bring about a series of benefits in enhancing overall perceived brand value level upon its implementation and use, thus helping the company to build a strong business sustainability and growth for years to come.