scholarly journals The digital marketing with the application of cloud technologies

2019 ◽  
Vol 65 ◽  
pp. 04019
Author(s):  
Mykola Ivanov
Keyword(s):  
Marketing Research ◽  
Theory And Practice ◽  
Digital Marketing ◽  
Multidimensional Data ◽  
The Internet ◽  
Target Market ◽  
Product Range ◽  
Internet Market ◽  
Market Promotion ◽  
Cloud Technologies

In the article, the author provides an analysis of the state of the digital economy, when the dynamics of processes in the economy are quite high and a quick analysis of multidimensional data is required, where the strategy for the production of goods and market promotion, as well as pricing, depends on consumers. The author determined that the activity of modern trading platforms is aimed at the formation of the product range and its product range with the most advantageous characteristics of the product. These requirements have a direct impact on marketing strategy and pricing at the Internet-market. The author proposed the concept of building a digital marketing system based on the theory and practice of market segmentation, which takes into account many factors: geographical, costs, time, and others. The formation of similarities in consumption and pricing in the Internet market is the unifying factor in marketing research. In this concept, the author applied the method of assessing consumer efficiency, which is based on the use of rating estimates obtained on the basis of the ranking of expert opinion. Thus, the proposed concept and method for assessing consumer demand in the target market is aimed at the perspective management of trading platforms using cloud technologies.

scholarly journals Online Marketing Research - Roles in Generating Customer Insights

2021 ◽  
Vol 16 (1) ◽  
pp. 147-161
Author(s):  
Chandra Mandal Pratap
Keyword(s):  
Data Collection ◽  
Marketing Research ◽  
Online Marketing ◽  
The Internet ◽  
Target Market ◽  
Research Strategies ◽  
Data Collection Methods ◽  
Online Marketing Research ◽  
Collection Methods

Abstract Companies cannot take decisions without the availability of proper information. So, marketers need to have the latest information about the target market. Marketers achieve this by collecting information based on traditional data collection methods and online marketing research. The study discusses the various aspects of conducting online marketing research, role of the internet in online marketing research, strategies followed by companies for online marketing research, the ways in which companies communicate and act on the information generated from the research, and the advantages and the disadvantages of conducting online marketing research. The study suggests that companies should conduct online marketing research not only to collect information about customers but also to utilize the insights generated to formulate better strategies and to develop better relationships with customers.

scholarly journals Omnicanal marketing tools in the political sphere

2021 ◽  
Vol 5 (1) ◽  
pp. 74-100
Author(s):  
Mykhailo Oklander ◽  
◽  
Mykyta Haidaienko ◽  
Keyword(s):  
Local Level ◽  
Marketing Research ◽  
Theory And Practice ◽  
Digital Marketing ◽  
The Political ◽  
Marketing Communication ◽  
Election Campaigns ◽  
Communication Policy ◽  
Electoral Process ◽  
Political Sphere

Aim of the article. The purpose of the article is to substantiate the scientific, methodological and practical provisions for the use of omnichannel marketing tools in the political sphere. Achieving the goal of the work necessitated the solution of the following tasks: to analyze the evolution of marketing tools in modern market conditions; determine the content of the marketing complex in the political sphere; to investigate the effectiveness of the use of marketing research to study the political sphere; determine the feasibility of applying the tools of marketing communication policy in the electoral process; substantiate the criteria for selecting priority marketing tools in the political sphere. Analyses results. Modern world trends in the development of society and market relations update digital marketing and its main tools, including targeting technology, which are used to link the success of marketing communication policy in any business project. Political advertising today is a prerequisite for a successful campaign and victory, so politicians are actively using the services of marketers. Election campaigns do not last long, but their success depends on the quality of previous work of the politician in the district, which should be based on marketing research of the main factors, study of possible competitors and requests from voters for goods (deputy). Only marketing research can answer all these questions. Advancing a candidate to win an election requires a well-structured communication policy, where marketing tools are most effective. Politicians actively use the services of PR-managers, but the greatest demand is for quality advertising. Emphasis is transferred to social networks, and the effectiveness of their application directly depends on quality targeting. Conclusions and directions for further research. The study of the experience of marketing tools in the political sphere suggests its universal nature, which, despite all the specifics of the policy and the high level of legal restrictions on its use, proves its effectiveness and is the key to the success of election campaigns. Proven effectiveness of the use of marketing tools in the electoral process at the local level can be fully applied to national elections. Each of these areas, of course, contributes its own features and specifics to its application, but it only enriches the theory and practice of modern marketing. Keywords: marketing, omnichannel marketing, digital marketing, targeting, marketing research, local elections, advertising campaign

scholarly journals Digital marketing development trends

2020 ◽  
pp. 92-100
Author(s):  
I. KALINA
Keyword(s):  
Low Income ◽  
Financial Services ◽  
Management Practices ◽  
International Association ◽  
New Technology ◽  
Marketing Research ◽  
Local Area ◽  
Digital Marketing ◽  
The Internet ◽  
Digital Television

The trends of development of digital marketing were investigated using statistical data on Internet users in U.S., obtained from a study performed by Pew Research Center at the beginning of 2019, and in Ukraine, obtained from a study performed by the research holding Factum Group Ukraine on the initiative of International Association of Ukraine in ІІІ quarter 2018 and 2019. The data were collected by the following criteria: age, gender, education, region and finances. Data analysis for the two countries showed the same result. The technological awareness of the society increases every year, which leads to more efficient management, sales, transportation and financial services for the consumers/clients of the enterprise. Indicators also show that both children and adults, people living in the city and in the countryside, people who are financially independent and people with both middle and low income, people with higher education and professional primary education, they all use the Internet. For communication, making purchases, doing research etc. Society has gone digital and businesses need to adapt by changing their management practices. Marketers are creating ways to promote businesses by leveraging new technology. Marketing plays a key role in the digital revitalization of any enterprise. It is through digital marketing that consumers and businesses learn about certain events (legal, economic, social, religious, etc.), and not only are they being informed, they can also inform others. Mobile devices, the Internet, local area networks, digital television and other media can also be used to collect information and conduct marketing research.

The Evolution of Theory and Practice of Marketing in Light of Information Technology

2011 ◽  
pp. 168-215 ◽  
Author(s):  
Daniela Andreini
Keyword(s):  
Information Technology ◽  
Marketing Research ◽  
Theory And Practice ◽  
The Internet ◽  
Online Research ◽  
Buying Behavior ◽  
Marketing Performance ◽  
Internet Users ◽  
New Information ◽  
Modern Business

Marketing is a discipline that concentrates on the process of exchange between two market groups, and for this reason, it has been immediately involved with developments in the Internet—understood as a suitable phenomenon for discovering new opportunities and possible threats to modern business management (Burke, 1996) and as a commercial business tool (Alba et al., 1997; Quelch & Klein, 1996). The aim of this chapter is to highlight the marketing elements that, according to an accurate review of international literature, have been involved in the development of new information technology and, in particular, the Internet. The investigation concerns in particular • customers: the buying behavior of Internet users compared to traditional behavior; • relations and communication: in this section we try to understand what are the barriers to the development of these relations: trust, safety, and manipulation are some of the obstacles examined; • marketing research: an accurate review of international scientific literature highlights the online research techniques and tools that are of greater use to companies; • marketing management: products, prices, place (distribution), and promotion are unequivocally decided by the company but may become an area of negotiation between companies and customers thanks to new multimedia tools; and • marketing performance: this section illustrates what are the best performance indicators for measuring the activities carried out by an e-commerce project.

Small Businesses

2021 ◽  
pp. 227-237
Author(s):  
Pratap Chandra Mandal
Keyword(s):  
Small Businesses ◽  
Word Of Mouth ◽  
Digital Communication ◽  
Marketing Research ◽  
Cost Effective ◽  
The Internet ◽  
Target Market ◽  
Brand Associations ◽  
Scarce Resources ◽  
Buzz Marketing

Positioning and branding in the minds of the target market are imperative for any company. Small businesses find it challenging because of limited resources and budgets. Small businesses adopt a number of innovative ideas and initiatives to develop and build their brands. They focus on finding a compelling product and improving its performance, establishing brands with limited associations, and providing product and service trials for customers. They use the internet optimally to do digital communication and depend on word of mouth and buzz marketing to do cost-effective communications. They develop an integrated set of brand elements and leverage secondary brand associations. They utilize their scarce resources optimally, conduct cost-effective marketing research to analyze their customers, and focus on concentrated marketing. All these strategies and initiatives help small businesses to position and establish their brands in the minds of the target market.

Archetypic branding with positions of ergonomic support of marketing researches

Ergodesign ◽  
2020 ◽  
Vol 2020 (1) ◽  
pp. 3-18
Author(s):  
Marijam Arpentieva
Keyword(s):  
Role Models ◽  
Role Model ◽  
Historical Context ◽  
Marketing Research ◽  
Theory And Practice ◽  
Specific Role ◽  
Brand Strategy

The article discusses the current problems of the theory and practice of archetypal branding, analyzes the problems of archetypal branding from the perspective of ergonomic support for marketing research. In the framework of modern ergonomics, one of the tasks of its development is the ergonomic support of marketing research, including research on the development and evaluation of the effectiveness and productivity of the brand. A brand that is developed by marketers in accordance with a particular archetype or a specific role model can not only gain consumer recognition, but also help them formulate a way to express themselves. A role model in terms of the ergonomic support of marketing research can be used to develop a brand strategy: it represents an image that reflects a person’s ideas about a desirable role in the community. The client seeks not only to demonstrate this image to people, but also to use it in order to support and transform his own identity. At the same time, role models, unlike archetypal structures, practices and theorists from the standpoint of ergonomic support of marketing research typologize, based directly on a comparison with the leading motives of life and consumption. Role models correspond to different consumption situations, without contradicting the specific cultural and historical context. From the position of ergonomic support of marketing research, they should and can be used as functions specific to a given community, region, and time, as well as transcultural or supercultural structures that reflect one or another pole of the archetype in a particular cultural and historical environment.

Bank Marketing: Features, New Trends, and Prospects

2019 ◽  
pp. 83-88
Author(s):  
E. N. Valiev ◽  
E. N. Veysov
Keyword(s):  
Systems Approach ◽  
Marketing Research ◽  
Theory And Practice ◽  
Scientific Publications ◽  
Scientific Methods ◽  
New Directions ◽  
General Scientific ◽  
Modern Economic ◽  
The Subject ◽  
Bank Marketing

The importance of the subject of this study is attributable to the need of developing the theory and practice of formation of bank marketing, its features and new trends associated with this concept. Prospects for the development of banks and their ability to quickly and efficiently address new challenges presented by the market can be determined through modern forms, methods of management and creative use of financial marketing opportunities.Aim. The presented study aims to examine the specific aspects, principles, conditions, factors of emergence, and prospects for the development of bank marketing and forms of its management in modern economic conditions.Tasks. The authors identify the major trends and perspective directions in the development of bank marketing in Azerbaijan at the current stage.Methods. As its methodological and theoretical basis, this study uses a systems approach to the analysis of its subject, conceptual approaches outlined in the works of Azerbaijani, Russian, and foreign scientists in the field of bank marketing. These methods are used to determine the essence of bank marketing, present the types and organization of marketing research, and identify the characteristic traits, new forms, and directions for the development of bank marketing.Results. The study uses general scientific methods of cognition in various aspects to identify characteristic traits, trends, and new directions of bank marketing. A review of scientific publications shows that academic papers tend to focus on general conceptual approaches to the practical application of marketing. The authors believe that the issues of organization of a comprehensive bank management system, its implementation based on innovations in the promotion of banking products and services in the financial market, and substantiation of channels for their distribution among consumers are insufficiently explored. This makes the subject of this study extremely relevant due to the inevitable optimization of the organizational structure of banks through comprehensive implementation of the marketing system.Conclusions. Theoretical and practical issues of bank marketing are examined. As a result, the specific features and characteristic traits of this mechanism, conditions and factors for its emergence, and its prospects in the context of the digital economy are analyzed.

Digitized

2012 ◽  
Author(s):  
Peter J. Bentley
Keyword(s):  
Computer Technology ◽  
User Interfaces ◽  
Popular Science ◽  
Theory And Practice ◽  
The Internet ◽  
General Reader ◽  
Mobile Phone Networks ◽  
Open The Doors ◽  
Dot Com ◽  
Current Stage

There's a hidden science that affects every part of your life, a science so powerful that you would be hard-pressed to find a single human being on the planet unaffected by its achievements. It is the science behind computers, the machines which drive the supply and creation of power, food, medicine, money, communication, entertainment, and most goods our stores. It has transformed societies with the Internet, the digitization of information, mobile phone networks, and GPS technologies. Written in friendly and approachable language, Digitized provides a window onto the mysterious field from which all computer technology originates, making the theory and practice of computation understandable to the general reader. This popular science book explains how and why computers were invented, how they work, and what will happen in the future. Written by a leading computer scientist, Peter J. Bentley, it tells this fascinating story using the voices of pioneers and leading experts interviewed for the book, in effect throwing open the doors of the most cutting-edge computer laboratories. Bentley explores how this young discipline grew from the early work by pioneers such as Turing, through its growth spurts in the Internet, its difficult adolescent stage where the promises of AI were never achieved and dot-com bubble burst, to its current stage as a semi-mature field, capable of remarkable achievements. Packed with real-world examples, Digitized is the only book to explain the origins and key advances in all areas of computing: theory, hardware, software, Internet, user interfaces, virtual reality, and artificial intelligence. If you have an interest in computers--whether you work with them, use them for fun, or are being taught about them in school--this book will provide an entertaining introduction to the science that's changing the world.

Something old, something new: Enabled theory building in qualitative marketing research

2021 ◽  
pp. 147059312110322
Author(s):  
Pierre-Yann Dolbec ◽  
Eileen Fischer ◽  
Robin Canniford
Keyword(s):  
Consumer Research ◽  
Review Process ◽  
Marketing Research ◽  
Theory And Practice ◽  
Theory Building ◽  
Marketing Theory ◽  
Research Projects ◽  
Novel Theory ◽  
The Creation ◽  
Analytical Tools

“Enabled theorizing” is a common practice in marketing scholarship. Nevertheless, this practice has recently been criticized for constraining the creation of novel theory. To advance this conversation, we conduct a grounded analysis of papers that feature enabled theorizing with the aim of describing and analyzing how enabled theorizing is practiced. Our analysis suggests that enabled theorizing marries data with analytical tools and ontological perspectives in ways that advance ongoing conversations in marketing theory and practice, as well as informing policy and methods. Based on interviews with marketing and consumer research scholars who practice enabled theorizing, we explain how researchers use enabling theories to shape research projects, how researchers select enabling lenses, and how they negotiate the review process. We discuss the implications of our analyses for theory-building in our field, and we question the notion of originality in relation to theory more generally.

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