scholarly journals Marketing communications in the digital age

2019 ◽  
Vol 135 ◽  
pp. 04044
Author(s):  
Zhazira Idrysheva ◽  
Nataliya Tovma ◽  
Kyz-Zhibek Abisheva ◽  
Meiramkul Murzagulova ◽  
Nazym Mergenbay
Keyword(s):  
Theoretical Basis ◽  
Digital Age ◽  
Digital Marketing ◽  
Marketing Communications ◽  
Global Marketing ◽  
Qualitative And Quantitative ◽  
Logical Method ◽  
Traditional Marketing

In this article, the author raises the issues of marketing communications in the digital age. The article also presents the differences between traditional marketing communications and digital marketing.The theoretical basis includes the analysis of digital marketing tools and marketing communications. The empirical part of the study is carried out using two methods of research qualitative and quantitative parts in the form of questionnaires and logical method. As a result, based on theoretical and empirical findings, the author will provide recommendations and suggestions. In conclusion, it is revealed that digital marketing is a new trend in global marketing, aggressively and quickly pushing traditional advertising into the background.

scholarly journals Komunikasi Pemasaran Global Terpadu: Tantangan di Era Digital

2021 ◽  
Vol 12 (1) ◽  
pp. 27-39
Author(s):  
Sunarto Prayitno
Keyword(s):  
Digital Media ◽  
Digital Age ◽  
Global Market ◽  
Marketing Communications ◽  
Integrated Marketing ◽  
New Paradigm ◽  
Global Media ◽  
Global Marketing ◽  
Road Map ◽  
Message Development

The discovery of computers and specifically the internet, led to fundamental changes in concept, strategy, tactic, and implementation of business, marketing, and marketing communications, which shifted from conventional to modern markets in the digital age. Integrated Marketing Communications (IMC) is a concept derived from the research made by practitioners and academics in anticipating the expiry of old strategies that are no longer reliable. In turn, IMC became a new paradigm to be used as a basic reference in facing challenges in the global market. The application of IMC concepts and strategies to the global market is known as Integrated Global Marketing Communications (IGMC) planning. Changes that occur in consumer behavior, message development patterns, the proliferation of media, especially digital media, and the integration of marketing communication elements are the basis of the IGMC strategic development plan. The implementation of the IGMC program can be expected to be a road map to achieve organizational and corporate success in the digital age. This paper synthesized the viewpoints of different experts and provides the author’s analysis, interpretation, and theorizing.                         Keywords: integrated global marketing communications, global consumer, global message development, global media penetration, and IGMC planning patterns.

scholarly journals Social media in use

2021 ◽  
Vol 26 (1) ◽  
pp. 201-217
Author(s):  
Visar Rrustemi ◽  
Egzona Hasani ◽  
Gezim Jusufi ◽  
Dušan Mladenović
Keyword(s):  
Social Media ◽  
Information Technologies ◽  
Uses And Gratifications ◽  
Digital Marketing ◽  
Western Balkans ◽  
The World ◽  
Digital Environments ◽  
Marketing Activities ◽  
Traditional Marketing ◽  
The Right

Information technologies have caused radical changes in many areas, they have also changed marketing activities. Today, marketing activities are carried out in digital environments, facilitating the work of companies and helping consumers around the world. Consumers get the right information and data about products and services much easier and faster, as well as access different forms of entertainment. Therefore, it can be said that the place of traditional marketing today has been replaced by digital marketing. This paper tries to shed some light on how consumers of Western Balkans and specifically in Kosovo, use social media and how those shape their attitudes, based on the uses and gratifications approach. This is the first paper from this region, which analyzes social media, based on the previously mentioned approach. Since research in the region was prohibitive for us, we selected a sample of 200 consumers from Kosovo, active on social media. The findings of this paper serve managers in better attracting online customers through social media.

Delphi Method in a Digital Age

2018 ◽  
pp. 132-151
Author(s):  
Christine A. Haynes ◽  
Kaye Shelton
Keyword(s):  
Statistical Analysis ◽  
Delphi Method ◽  
Quantitative Data ◽  
Online Survey ◽  
Research Collaboration ◽  
Communication Strategies ◽  
Digital Age ◽  
Research Approach ◽  
Qualitative And Quantitative ◽  
Delphi Studies

With the rapid advancement of online survey tools, research collaboration tools, communication platforms, and statistical analysis tools, the Delphi method is an increasingly popular research approach to gain insight from experts into complex problems or when future-oriented planning is required. This chapter focuses on practical considerations and implications for practice when conducting studies online using the Delphi method. Practical logistics for the management of online Delphi studies explored in this chapter include preparing for a successful study, designing communication strategies, addressing technological considerations, and handling of qualitative and quantitative data.

Aestheticizing Violence Within Transmedia Storytelling Context

2021 ◽  
pp. 484-500
Author(s):  
Ferhat Zengin ◽  
Bahadır Kapır
Keyword(s):  
Social Movements ◽  
Theoretical Basis ◽  
Comic Book ◽  
Digital Age ◽  
Social Organisation ◽  
Modern State ◽  
Transmedia Storytelling ◽  
The Social ◽  
Totalitarian Regimes ◽  
V For Vendetta

In this study, V for Vendetta (2006) directed by James McTeigue, is analysed based on Henry Jenkins's transmedia storytelling terms. Henry Jenkins defines re-creating a story with different media tools as “transmedia storytelling” and evaluates this new storytelling form that emerged in the digital age as a new aesthetic linked with active participation that creates new demands on the consumer. V for Vendetta with a large fan audience has a story that became the symbol of the social movements that emerged against totalitarian regimes created in the modern state and social organisation. The story V for Vendetta that was first published at the beginning of 1980s as a dystopic comic book prioritising violence and terror experienced changes in the story with the effect of different narrative media. Within this context, this study with Henry Jenkins's transmedia storytelling theoretical basis analyzes how the main narrative elements of the story such as terror, violence, fear, and freedom are reflected in the V for Vendetta movie by using semiotic methods.

Analyisis of digital marketing and branding for the purpose of understanding the consumers in digital age

2016 ◽  
Author(s):  
Slađana Borić ◽  
Sanja Stanisavljev ◽  
Mila Kavalić ◽  
Marko Vlahović ◽  
Erika Tobolka
Keyword(s):  
Digital Age ◽  
Digital Marketing

Conceptual Aspects of Digital Marketing

2019 ◽  
Vol 6 (6) ◽  
pp. 12-19
Author(s):  
В. Поляков ◽  
V. Polyakov ◽  
Ирина Фомичева ◽  
Irina Fomicheva
Keyword(s):  
Industry 4.0 ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Digital Environment ◽  
Integrated Marketing ◽  
Digital Revolution ◽  
Marketing Environment ◽  
Service Oriented

The stages of evolutionary formation of digital marketing depending on the concept of the industry, stages of development of marketing and marketing environment are considered. The features of marketing tools (4p) in digital marketing are revealed. New markets of the digital revolution are presented. Digital marketing strategies in industry 4.0 are proposed in accordance with the concept of customized marketing. The features of the development of integrated marketing communications in the digital environment are highlighted. The approach of “service-oriented design” in consumer activity in digital marketing is considered.

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