scholarly journals Marketing tools for managing consumer behaviour in the market of innovative products

2021 ◽  
Vol 284 ◽  
pp. 07009
Author(s):  
Evgenii Konnikov ◽  
Olga Volvach ◽  
Boris Lyamin ◽  
Irina Kapustina
Keyword(s):  
Consumer Behavior ◽  
Consumer Behaviour ◽  
Target Audience ◽  
Digital Marketing ◽  
Financial Indicators ◽  
Goods And Services ◽  
Potential Target ◽  
Potential Consumer ◽  
Innovative Products

The article analyzes the existing approaches to managing consumer behavior. As a result, of the study, the need to manage consumer behavior in the field of innovative goods and services was identified. An analysis of existing methods and approaches to managing consumer behavior was carried out. A methodology was proposed for consistently changing the perception of innovative products by a potential consumer to improve the efficiency of innovative companies. The proposed methodology allows consistently adjusting the perception of a potential target audience through digital marketing tools. The application of the proposed methodology will significantly expand the base of the loyal target audience, which is converted into an increase in revenue, profit and other financial indicators of innovative companies.

scholarly journals IMPLEMENTATION OF INNOVATIVE APPROACHES IN DIGITAL MARKETING

2021 ◽  
Author(s):  
Ihor Ponomarenko
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Data Science ◽  
Target Audience ◽  
Machine Learning Algorithms ◽  
Digital Marketing ◽  
Digital Environment ◽  
Innovative Products ◽  
Potential Customers ◽  
Innovative Approaches

The article focuses on the intense transformation of marketing in connection with the processes of digitalization and socio-economic transformations as a result of the COVID-19 pandemic. The features of using the main digital marketing tools as effective elements for establishing communications with the target audience are revealed. The expediency of introducing innovative approaches and technologies to increase the conversion rate has been proven. In the context of digital marketing, traffic generation involves the implementation of measures set that encourage potential customers to follow the company's links. The presence of an effective marketing strategy of the company in the digital environment involves the use of sales funnels, with the characteristics of the traffic involved at each stage. The focus of the company on generating organic and paid advertising traffic in accordance with the specifics of the company's functioning in the digital environment has been substantiated. The need for market research has been proven to create, on an ongoing basis, personalized content that will be in demand among the relevant groups of potential customers. It is not enough for modern subscribers to periodically provide access to thematic content, it is necessary to ensure the constant interest and desire of users to get acquainted with the materials, which is possible only with the implementation of flexible and original approaches. The necessity of using various digital marketing tools has been substantiated, since a large number of companies focus only on social media. The interest of large companies in creating specialized social media to promote specialized content increases competition and leads to the introduction of innovative products that can be used to increase the efficiency of formation and improvement of marketing strategies in the digital environment. The specificity of the machine learning algorithms application to improve the effectiveness of a company's marketing strategy in the digital environment is disclosed. Using a variety of data science approaches, it is possible to segment the target audience based on large amounts of data and increase the likelihood of increasing the level of potential customers loyalty.

scholarly journals The Role of Digital Marketing in the System of Market Relations

2020 ◽  
Vol 6 (1) ◽  
pp. 248-252
Author(s):  
E. Erlygina ◽  
A. Yamanov
Keyword(s):  
Target Audience ◽  
Comprehensive Approach ◽  
Digital Marketing ◽  
Organizational Success ◽  
Goods And Services ◽  
Marketing Activities ◽  
Market Relations

The article considers a comprehensive approach to the promotion and sale of goods and services on the example of digital marketing. Digital marketing tools and channels are the most popular and effective in achieving organizational success. The advantage of using this direction is the ability to quickly respond to the needs of the target audience, evaluate and predict the results of marketing activities.

scholarly journals IMPACT OF FACTORS INFLUENCING CONSUMER BEHAVIOR IN WEST BENGAL

2021 ◽  
Vol 9 (10) ◽  
pp. 1394
Author(s):  
Sarmistha Agasti ◽  
Keyword(s):  
Decision Making ◽  
Consumer Behavior ◽  
Marketing Strategy ◽  
Consumer Behaviour ◽  
West Bengal ◽  
Decision Making Process ◽  
Extensive Review ◽  
Goods And Services ◽  
Comparison Shopping ◽  
Factors Influencing

In the last years, consumer behaviour and their decision-making process has advanced and has become an important topic in the marketing society. this paper presents an extensive review on the influencing factors on consumers behavior and their buying decision-making process in marketing. The marketing starts and finish with the consumer hence, consumer purchasing decision taking shows how well the organizations marketing strategy suits marketing demand. Consumer behavior includes the psychological procedures which consumers experience in understanding their requirements. Discovering patterns to rectify these requirements, taking buying decisions for example, whether to purchase goods and services and if so, which types of brands and where, interpret tips, making plans, and executing these plans for example, with engaging in comparison shopping or real buying of products, Totally, modern and professional marketing staffs try to know consumers and their responses, therefore, analyses the essential traits of their behavior.

PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI

2016 ◽  
Vol 1 (2) ◽  
pp. 133-144
Author(s):  
Nadya Nadya
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Digital Era ◽  
Marketing Social ◽  
Technological Developments ◽  
Product Sales

Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research. Keywords: Digital Marketing, Social Media, Consumer Behavior

THE SPECIFICS OF THE DEVELOPMENT OF ONLINE COMMERCE UNDER THE INFLUENCE OF CONSUMER BEHAVIOR OF INTERNET USERS

2021 ◽  
pp. 158-171
Author(s):  
Dmitrii V. Tyurin ◽  
◽  
Aleksandra O. Volkova ◽  
◽  
Keyword(s):  
Consumer Behavior ◽  
Customer Orientation ◽  
Consumer Preferences ◽  
Point Of View ◽  
Practical Skills ◽  
Electronic Format ◽  
Online Commerce ◽  
Goods And Services ◽  
Internet Users ◽  
Technical Innovations

The article presents trends and innovations in the global and Russian markets regarding consumer behavior, analyzes the prospects for the development of online commerce, and suggests various approaches to increasing the share of online store customers and consumer retention in the era of digitalization and e-commerce. In particular, the authors analyzed the specifics of interaction with the audience on the example of a large online platform “Shopping live”. The practical skills of using innovative developments by marketers in terms of the development of mobile consumption of services and goods are demonstrated. The article takes into account the requirements that customers face in connection with the pandemic and forced self-isolation, in particular, the ability to use various technical innovations. It also demonstrates, as modern factors, the experience of practicing marketers, which influenced their work in the electronic format of selling goods and services, and in particular the use of new approaches in communication and customer orientation. The authors formulate approaches to the development of electronic promotion of goods and products of various industries from the point of view of consumer preferences, based on the specifics of the marketing strategy of large marketplaces, such as Wildberries, Aliexpress.

Internet marketing tool – SEO-optimization of the enterprise site

2021 ◽  
pp. 84-89
Author(s):  
Ihor Ponomarenko ◽  
Alina Sapian
Keyword(s):  
Search Engine ◽  
Research Methodology ◽  
Internet Marketing ◽  
Target Audience ◽  
Digital Marketing ◽  
The Internet ◽  
Digital Environment ◽  
Important Place ◽  
Search Engine Optimization ◽  
Web Resource

The purpose of this article is to consider issues related to the peculiarities of the use of search engine optimization in the implementation of a comprehensive marketing strategy in the digital environment. Research methodology. The research methodology is system-structural and comparative analyzes (to study the application of search engine optimization in the process of improving the efficiency of the company on the Internet); monograph (the study of various software solutions in the field of digital marketing); eco- nomic analysis (when assessing the effectiveness of the use of SEO in the process of attracting the target audience and its impact on the growth of conversions). The scientific novelty – features of using search engine optimization as an effective tool of digital marketing in modern conditions are revealed. The expediency of using SEO to increase the level of competitiveness of the company on the Internet is proved. A set of Internet marketing measures to strengthen the company’s communications with the target audience in the digital environment is revealed, as well as the role in this structure of search engine optimization is outlined. The expediency of building a semantic core as a basic element of search engine optimization of a company’s web resource and creating preconditions for long-term provision of high positions of the site in search services is proved. The subject of the research is the approach to the possibility of using search engine optimization methods in modern conditions to ensure a highly competitive position of the company and its web resources in the digital space in the long period. Conclusions. The digitalization of business leads to the intensification of the use of various digital marketing tools, among which search engine optimization occupies an important place. SEO-optimization of the company’s website involves the implementation of a set of measures aimed at increasing the place of the re- source in search results. Innovative approaches make it possible to integrate an up-to-date keyword list into important elements of a company’s web resource and to constantly update libraries in order to ensure high search engine rankings. Keywords: audience, Internet marketing, search engine optimization, site, targeted traffic.

scholarly journals A Review of Factors Affecting Consumer Behavior towards Online Shopping

2018 ◽  
Vol 8 (4) ◽  
Author(s):  
Roopjot Kochar ◽  
Harmanjot Kaur
Keyword(s):  
Consumer Behavior ◽  
Online Shopping ◽  
Web Browser ◽  
Factors Affecting ◽  
Privacy Concerns ◽  
Goods And Services ◽  
Factors Influencing ◽  
Guaranteed Quality ◽  
Specific Factors ◽  
Fierce Competition

Online shopping is a form of electronic commerce which allows consumers to directly buy goods or services from a seller over the Internet using a web browser. Online shopping provides a good example of business revolution. Ecommerce has made life Simple and innovative of individual and groups. Consumer behavior on online shopping is different from physical market where he/she has access to see the products online shopping sites are fast replacing traditional or physical shops. Over, the years the trust of the customers for online shopping sites has increased considerably. The increase in the number of these sites on one hand has led to a fierce competition which means better and cheaper products for customers. However, at the same time customers have their privacy concerns when it comes to shopping online. Internet is changing the way consumers shop and buy goods and services and has rapidly evolved into a global phenomenon. The technology oriented factors like guaranteed quality, cash on delivery discounts and promotions are the major specific factors influencing customer’s attitudes toward online shopping. This research paper attempts to analyze the consumer behavior towards online shopping and the various factors influencing trend of online shopping.

scholarly journals Consumer behaviour in innovative products purchasing process

2018 ◽  
pp. 276-289 ◽  
Author(s):  
Margarita Dunska ◽  
◽  
Jelena Salkovska ◽  
Anda Batraga ◽  
Liga Braslina ◽  
...  
Keyword(s):  
Consumer Behaviour ◽  
Innovative Products ◽  
Purchasing Process

scholarly journals Impact of Digital Marketing on Consumer Purchase Decision

2019 ◽  
Vol 9 (2S2) ◽  
pp. 453-455
Keyword(s):  
Distribution Channels ◽  
Ease Of Use ◽  
Digital Marketing ◽  
Survey Method ◽  
Purchase Decision ◽  
Goods And Services ◽  
Price Range ◽  
Digital Generation ◽  
The Gift ◽  
The Look

promoting is a trifling exchange of goods and services for cost but advertising and marketing is the phenomenon that allows keeping clients other than attracting them. Within the gift era among the numerous modes of marketing, digital marketing occurs to generate the maximum fee. It could be as the mechanism of reaching consumers through the use of diverse virtual distribution channels. The present observes aims to observe the effect of digital marketing and advertising on client purchase conduct and additionally makes an attempt to investigate as to in what ways are the clients absolutely privy to the diverse digital marketing and advertising mediums inside the gift digital generation. The look at is primarily based on the survey method. A questionnaire is prepared and covered 786 respondents for evaluation. The effects of the look at discovered the information that the purchasers are privy to the digital mediums available to them. It also confirmed the results that most of the customers opt to shop online due to its ease of use and in your price range mode of buying. Because of the technological upliftment in the gift generation, digital mediums and digital marketing are gaining significance and is enormously prevalent via each stratum of the society.

Sign in / Sign up

Export Citation Format

Share Document