The Double-Layer Digital Needs Model in Marketing for Sustainable Digital Development

Abstract

Background: Over the past several years, researchers and industry experts have observed significant shifts in consumer behaviour within digital environments. However, a gap remains in the systematic and critical understanding of these digital consumer needs, particularly in developing customer-oriented, sustainable digital products and services.   Objectives: By integrating sustainable development goals (SDGs), the study aims to develop a comprehensive framework for the double-layer digital model, categorizing digital consumer needs into problem-solving and experiential layers.   Methodology: This study approach uses a system modelling methodology grounded in the Zachman Framework, adapting it to illustrate the application of various marketing functions throughout the digital product life cycle.   Results: The double-layer digital needs model identifies the critical tasks that digital marketers must address to meet diverse consumer needs across product life cycle stages. Additionally, we introduce modified Zachman matrices that align with the SDGs, facilitating the creation of sustainable marketing strategies and consumer-focused digital offerings.   Novelty: This research uniquely contributes to marketing theory and practice by presenting a structured model emphasizing integrating sustainable development principles into digital product marketing. The model promotes a shift towards sustainability by empowering digital consumers as co-creators in a way that reinforces responsible consumption, enhances digital literacy, and advances sustainable digital development.