scholarly journals Direct marketing in health and medicine: using direct mail, email marketing, and related communicative methods to engage patients

2020 ◽  
Vol 20 (S1) ◽  
Author(s):  
James K. Elrod ◽  
John L. Fortenberry
Keyword(s):  
Health System ◽  
Direct Marketing ◽  
Internet Marketing ◽  
Direct Mail ◽  
The Internet ◽  
Marketing Communication ◽  
Great Care ◽  
Healthcare Organizations ◽  
Medical Institutions ◽  
Junk Mail

Abstract Background Direct marketing—the delivery of messages via mail, the Internet, and similar routes directly to consumers—is used extensively by healthcare organizations to attract and inform current and prospective patients of health and medical offerings and opportunities. Examples of direct marketing include direct-mail marketing, telemarketing, and Internet marketing, with routes being selected on the basis of their ability to reach desired audiences. The various avenues offered by direct marketing afford options to address most any sought group. Discussion Direct marketing is one of the most recognized forms of marketing communication, thanks in large part to its widespread use and direct engagement of consumers. While some applications clearly have the potential to irritate consumers (e.g., junk mail in post boxes, spam in email inboxes), direct marketing can be deployed in manners respectful of recipients and, in such cases, it can prove to be a helpful communications asset. To aid others in understanding this particular conveyance method, this article presents an overview of direct marketing and shares deployment insights and experiences from Willis-Knighton Health System. Conclusions Direct marketing provides a useful communications pathway, permitting health and medical institutions to educate and enlighten desired audiences. Given instances of overuse and misuse by organizations, however, great care must be taken to design and deploy direct marketing initiatives inoffensively. If well designed and respectfully implemented, direct marketing affords significant communications utility, earning a valued place in the marketing communications arsenals of healthcare establishments.

Internet marketing complex to promote tourism business

2016 ◽  
Vol 4 (5) ◽  
pp. 63-68
Author(s):  
Остапчук ◽  
Aleksey Ostapchuk
Keyword(s):  
Internet Marketing ◽  
European Countries ◽  
Personal Computers ◽  
Marketing Communications ◽  
The Internet ◽  
Marketing Communication ◽  
Search System ◽  
Search Advertising ◽  
Search Optimization ◽  
Travel Industry

The article considers Internet marketing complex for promotion of travel business. The article gives a review of instruments of marketing communication in Internet network for touristic enterprises. The author describes the most common ways for users to interact with the network. The main devices through which users log on to the Internet are considered. The data on the percentage of use mobile devices and personal computers in Russia and European countries are given. The article summarizes the complex of instruments marketing communication on the Internet for tourist enterprises. The author considers types websites to promote businesses in travel industry, describes the structure of communication between organization and customer through various types of websites. The article presents a complex marketing communications through search engines, briefly describes search advertising and search optimization, presents the most popular search system of the Russian Internet segment.

scholarly journals Internet Marketing Communication and Schools: The Slovenian Case Study

Organizacija ◽  
2008 ◽  
Vol 41 (4) ◽  
pp. 136-143 ◽  
Author(s):  
Aleš Tankosić ◽  
Anita Trnavčevič
Keyword(s):  
Internet Marketing ◽  
Developed Countries ◽  
Physical World ◽  
Educational Institutions ◽  
The Internet ◽  
Marketing Communication ◽  
Physical Evidence ◽  
Group Interviews ◽  
The Developed Countries

Internet Marketing Communication and Schools: The Slovenian Case StudyWorldwide, some 1.32 billon people now use the Internet (Internet World Stats 2007). In the developed countries the Internet is also present in educational institutions; schools use the Internet as a means of communication with their customers. In Slovenia, however, research focusing on Internet marketing communication are rare in the field of education. This paper provides the theoretical framework and the results of the qualitative case study conducted at a school centre in Slovenia in 2005. Data were collected through group interviews and document analysis. The findings support the School Centre teachers' claim that the Internet does not enable personal contacts and the sensory collection of physical evidence, which are considered to be major disadvantages of Internet marketing communication. The teachers who consider Internet marketing communication to be an advantage stress the importance of virtuality which can function as a simulation of communication in the real world. Their adversaries, on the other hand, stress the importance of the physical world and warn us of the negative sides of virtuality.

scholarly journals DEVELOPMENT OF INTERNET ADVERTISING

2017 ◽  
Vol 1 (2) ◽  
Author(s):  
Branislav R. Tanasic
Keyword(s):  
Social Networking ◽  
Direct Marketing ◽  
Internet Marketing ◽  
The Internet ◽  
Target Groups ◽  
Comprehensive Strategy ◽  
Direct Sales ◽  
Integrated Strategy ◽  
Internet Users ◽  
On Line

Internet marketing or online marketing is a set of promotional and marketing techniques that use Web and Email Internet users, allowing direct sales. Integrated strategy for on-line performance is a combination of the use of social networking, Google services and tools Newsletter. Newsletter tools are used individually, so personalized, but to match the behavior of the target group to which they were sent. Do individuals leads previously conducted research, which should reveal the desires of consumers, their needs, interests, purchasing power ... etc.. It is very important to know the time that consumers spend on the Internet as well as the sites most frequently visited. Synergy campaign on the Internet is the integration of all forms of on-line advertising in a comprehensive strategy to reach target groups. Internet promotion is actually using the principles of traditional direct marketing, but is now used well-developedtelecommunications and information technology. echnology.

scholarly journals ATTITUDES AND OPINIONS OF YOUNG POPULATION ON THE CONCEPT OF THE INTERNET AS A FORM OF INTEGRATED MARKETING COMMUNICATION

2015 ◽  
Vol 10 (2) ◽  
Author(s):  
Sanja Bijakšić ◽  
Brano Markić ◽  
Arnela Bevanda
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
The Internet ◽  
Marketing Communication ◽  
Young Population ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Chi Square

Integrated Marketing Communication  is both the system and the process of development and implementation of multiple forms of communication with the market. Its  long-term goal is to strengthen relations  with the  current customers but also to attract new customers. Therefore, the primary goal of integrated marketing communication is to have  influence on the behaviour of customers  in order to  shape and change their views and opinions. The marketing communication mix  consists of advertising, direct marketing communications, sales promotion, personal selling, public relations, publicity and outdoor advertising. This study  analyzes the attitudes and opinions of  young population regarding  the Internet as one of the most important media market communications. The instrument of data collection was a questionnaire and hypotheses were tested by using the chi-square test and confirmatory factor analysis.

scholarly journals The Acceptance of Innovation in the Form of Internet Media by Consumers in the Republic of Serbia

2018 ◽  
Author(s):  
Karolina Robert Perčić ◽  
Nenad Perić ◽  
Đuro Kutlača
Keyword(s):  
Methodological Approach ◽  
Direct Marketing ◽  
Statistical Error ◽  
Internet Marketing ◽  
Survey Method ◽  
The Internet ◽  
Diffusion Of Knowledge ◽  
Internet Media ◽  
The Republic ◽  
June July

The acceptance and adoption of Internet media of direct marketing by consumers in the Republic of Serbia as marketing innovations, both in terms of communication between bidders and consumers as well as contemporary purchasing methods, has been presented in this paper. The research in the field of marketing innovations mainly relates to their application by the bidders, and if there is any research on this topic from the perspective of consumers, it is not sufficiently detailed and useful to be of importance for the formulation of marketing strategies in the field of internet marketing. The methodological approach to studying this topic involves the application of a descriptive-analytical method in order to explain marketing innovations and diffusion of knowledge and technologies in internet marketing. The basis for the conducted research, which is empirical by character and has been performed in the period June-July 2017 on the territory of the Republic of Serbia by using the questionnaire survey method, was taken from the research from 2016 - the Statistical Office of the Republic of Serbia (SORS) and the Market Research Agency MASMI. The target group are Serbian citizens - consumers aged 15 to 64 (the categories of labor-efficient population) in order to examine what their habits and preferences regarding the use of the direct marketing media are with the aim of being informed about products/services, companies and ordering/purchasing via the Internet. The sample is simple and random. The sample consists of 1532 respondents, and the statistical error is 2.5% (confidence interval 95%). When processing data and interpreting the results, SPSS was used as well as descriptive and comparative statistics (X2-test - chi-squared test, t-test, ANOVA, regression and correlation). There is a statistically significant correlation between the variables - the consumer's age and dependent variables: the frequency of web site visits on the Internet for obtaining information, the frequency of ordering products/services on the web and the frequency of visits and orders via social networks. The number of consumers in Serbia who buy online is increasing from year to year and thus companies need to focus on Internet marketing.

Adios Junk Mail

2017 ◽  
pp. 1-17
Author(s):  
Mark E. Parry ◽  
Janet Fitzgerald
Keyword(s):  
Direct Marketing ◽  
Direct Mail ◽  
Junk Mail

Executives at this Internet-based company evaluate the results of a pricing survey to decide what changes to make, if any, to the annual fee charged for the company’s junk mail elimination services. Founded in 1996, Adios Junk Mail provides comprehensive elimination of unwanted direct-marketing solicitations. Clients select what types of direct marketing they want stopped. Once a month, the company generates a list of customers and their elimination preferences. It then mails the list to direct-mail companies, telemarketers, and database companies, requesting that the customers’ names be suppressed.

scholarly journals Online Marketing Communication of Polish National Art Museums in Comparison to Selected European Museums

2020 ◽  
Vol 37 (3) ◽  
pp. 33-50
Author(s):  
Katarzyna Śmiałowicz
Keyword(s):  
Social Media ◽  
Comparative Analysis ◽  
Internet Marketing ◽  
Art Museums ◽  
Online Marketing ◽  
Social Media Marketing ◽  
The Internet ◽  
Marketing Communication ◽  
Website Usability ◽  
National Museums

AbstractThe aim of the article is to present the results of the comparative analysis of online marketing communication in three national art museums in Poland and the comparable museums in European cities, that could serve as a model for the use of marketing communication on the Internet. Marketing communications on the Internet of selected museums have been compared in three categories: website usability and responsiveness — in this category the cognitive walkthrough method was used; online advertisements — in this category a survey, distributed by email had been used to collect information from people responsible for marketing communication in selected museums and the results of the survey were subject to comparative analysis; social media marketing — in order to determine how selected museums are using social media, a content analysis of museums’ profiles on Facebook, Twitter, Instagram, and YouTube was conducted. The number and type of posts that museums posted during the month (July 1–31, 2019) and the number and type of collected responses were compared using the questionnaire. Based on the conducted analyses, basic problems related to the communication of Polish national museums online have been identified and recommendations for museums have been formulated.

scholarly journals BAURAN KOMUNIKASI PEMASARAN TOKO ANGENTYAS DI KABUPATEN TEMANGGUNG (DESKRIPTIF KUALITATIF BAURAN KOMUNIKASI PEMASARAN TOKO ANGENTYAS DI KABUPATEN TEMANGGUNG)

2021 ◽  
Vol 1 (2) ◽  
pp. 25
Author(s):  
Anis Latifah ◽  
Umar Basuki
Keyword(s):  
Model Theory ◽  
Direct Marketing ◽  
Internet Marketing ◽  
Marketing Mix ◽  
Sales Promotion ◽  
Public Relation ◽  
Marketing Communication ◽  
Persuasion Knowledge ◽  
Knowledge Model ◽  
Physical Evidence

Artikel ini bertujuan untuk mengetahui dan menjelaskan bauran komunikasi pemasaran yang dilakukan oleh toko Angentyas di Kabupaten Temanggung. Metode penelitian yang digunakan adalah metode deskriptif kualitatif. Teknik pengumpulan data yang digunakan adalah observasi, wawancara, dan dokumentasi. Selanjutnya data yang diperoleh diolah dan dianalisis menggunakan teori pengetahuan persuasi (persuasion knowledge model theory) serta bauran komunikasi pemasaran (marketing communication mix). Hasil penelitian ini menyimpulkan bahwa bauran komunikasi pemasaran yang dilakukan oleh Toko Angentyas berhasil dalam meningkatkan penjualan produk peralatan rumah tangga dengan menggunakan teori pengetahuan pengalaman owner dalam merintis usaha, dengan pengalaman berbelanja online membuat mereka terus mendalami e-commerce guna memajukan bisnis. Toko Angentyas berusaha menerapkan bauran pemasaran (marketing mix) 7P, yakni: 1) Product (produk). 2) Price (harga). 3) Place (tempat). 4) Promotion (promosi) dengan menerapkan promotion mix seperti Advertising (periklanan), Sales promotion (promosi penjualan), Direct marketing (pemasaran langsung), Public relation (hubungan masyarakat), Internet marketing (pemasaran melalui internet). 5) People (partisipan/orang). 6) Process (proses). 7) Physical evidence (lingkungan fisik).Kata kunci: Teori Pengetahuan Persuasi, Bauran Komunikasi Pemasaran, Bauran Promosi, Toko Angentyas

RELEVANCE OF APPLICATION OF CONTENT MARKETING AS A TOOL OF INTERNET-MARKETING

2017 ◽  
Author(s):  
Myroslava Fesh ◽  
◽  
Larysa Zaporоzhan ◽  
Natalia Maziy ◽  
◽  
...  
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Internet Marketing ◽  
Expert Assessment ◽  
The Internet ◽  
Sales Growth ◽  
Web Analytics ◽  
Search Marketing ◽  
Advertising And Promotion ◽  
Content Marketing

The article considers methods of attracting the target audience with the help of information in the form of pictures, videos, text and infographics. The specifics of content marketing tools and its connection with the perception of customers, as well as the complexity and duration of creation are determined. The article also considers an outdated type of content marketing - e-mail marketing and given ways to resuscitate it. The main pros and cons of promotion through content marketing are considered. Comprehensive Internet marketing uses all possible channels of advertising and promotion of resources on the Internet to increase site traffic and sales growth. There are six main categories of areas: search marketing, social media promotion, direct or direct marketing, public relations, video marketing and web analytics. These categories are analyzed from positions that are of interest to the company. The analysis concluded that the need to use Internet marketing as a tool for business development. The potential of Internet marketing is huge, and the opportunities that open up to companies when using it deserve a comprehensive expert assessment and active use. Comprehensive Internet marketing uses all possible channels of advertising and promotion of resources on the Internet to increase site traffic and sales growth. Internet marketing in principle consists of 6 categories: search marketing; promotion on social networks; direct or direct marketing; PR (public relations); video marketing; web analytics. All types of Internet marketing have their own goals, methods and principles of work, but, in the end, the ultimate goal is still to raise business to a new level, increase business profits. The article pays special attention to the blogosphere as the most effective way to advance in the long run in terms of expert component and SEO- optimization.

Integrated Marketing Communication pada Heri Pemad Management Studi Kasus International ARTJOG MMXIX

2020 ◽  
Vol 6 (1) ◽  
pp. 1-17
Author(s):  
Cut Nailil Muna
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Evaluation Research ◽  
Personal Selling ◽  
Sales Promotion ◽  
Primary Data ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Interactive Marketing

ABSTRAKPenelitian ini bertujuan menganalisis lebih lanjut penerapan Integrated Marketing Communication pada Festival Seni Rupa Kontemporer Internasional ARTJOG MMXIX yang diselenggarakan oleh Heri Pemad Management (selanjutnya disingkat HPM). Manfaat penelitian ini adalah memberikan kontribusi pemikiran bagi pengembangan pengelolaan manajemen seni dalam keberhasilannya meraih pasar. Untuk menjawab pokok masalah dalam penelitian ini, peneliti mengacu pada konsep komunikasi pemasaran terpadu model George dan Michael Belch (2011) yang meliputi advertising, sales promotion, personal selling, direct marketing, Public Relations and Publicity serta interactive marketing melalui tiga tahapan proses, yaitu perencanaan, implementasi, dan evaluasi. Penelitian dijalankan secara kualitatif dengan metode studi kasus. Pengumpulan data terbagi dua yaitu data primer melalui wawancara dan observasi; serta data sekunder melalui studi pustaka. Key informan dan informan yang dipilih berasal dari internal HPM dan pengunjung Festival ARTJOG MMXIX. Penelitian ini mampu menjelaskan bahwa HPM telah mengimplementasikan Integrated Marketing Communication melalui tahap perencanaan yang dimulai dari targeting, positioning, penetapan tujuan dan anggaran. Tahap implementasi, dilakukan perancangan pesan, pemilihan media, dan penerapan bauran komunikasi. Tahap evaluasi, dilakukan analisis untuk mengukur hasil akhir dari implementasi bauran IMC sekaligus mengambil tindakan korektif dalam penyelenggaraan festival tersebut. Kesimpulannya, HPM telah berhasil menerapkan konsep komunikasi pemasaran terpadu pada penyelenggaraan Festival Seni Rupa Kontemporer Internasional ARTJOG MMXIX. ABSTRACTThis research aims to further analyze the implementation of Integrated Marketing Communication at the International Contemporary Arts Festival of ARTJOG MMXIX organized by Heri Pemad Management (hereinafter abbreviated as HPM). The benefit of this research is to contribute to thinking for the development of art management in the success of achieving the market. To address the subject matter of this study, researchers refer to the concept of Integrated Marketing Communication George and Michael Belch (2011) model’s which include advertising, sales promotion, personal selling, direct marketing, Public Relations and Publicity and interactive marketing through three stages of the process, planning, implementation and evaluation. Research is conducted qualitatively with case study methods. Two data collection is the primary data through interviews and observations; and secondary data through library studies. Key informant and informant are selected from the internal HPM and visitors Festival ARTJOG MMXIX. The research can explain that HPM has implemented Integrated Marketing Communication through the planning phase starting from targeting, positioning, goal setting and budget. Implementation stage, message design, media selection and communication mix application. Evaluation stage analyzed to measure the outcome of the implementation of IMC mix and take corrective action in the implementation of the festival. In conclusion, HPM has successfully adopted the concept of integrated marketing communication at the International Contemporary Art Festival of ARTJOG MMXIX.

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