《Online_marketing》.pdf

The current issue and full text archive of this journal is available at /0309-0566.htm EJM Online marketing communication 42,3/4 potential Priorities in Danish firms and advertising 502 agencies Received July 2006 Morten Bach Jensen Revised January 2007 The IT University of Copenhagen, Copenhagen, Denmark Accepted January 2007 Abstract Purpose – The paper seeks to indicate where resources should be directed to utilize online marketing communication (OMC) further, including the identification of the diversity of OMC adoption, prioritization and future potential. Design/methodology/approach – A conceptual model of prioritization and potential of OMC, specified as a structural equation model is developed. Research data are collected from both Danish advertising agencies and major companies, and based on these data the model is estimated by using partial least squares (PLS). Findings – The adoption of OMC by companies, as opposed to advertising agencies, is rather diverse. Companies should take responsibility for the holistic utilization of OMC, as well as the development of holistic prioritization methods. Special attention should be given to online relationship communicat