scholarly journals How the digital age has changed the corporate communication world: the case of Digital Marketing in the Fashion Business.

2019 ◽  
Vol 2 (1) ◽  
pp. 87-94
Author(s):  
Irene García Medina ◽  
Pedro Alvaro Pereira Correia ◽  
Leonor Alberola Amores
Keyword(s):  
Digital Age ◽  
Corporate Communication ◽  
Digital Marketing

New Media Channels in Corporate Communication and Interaction With the New Consumer

2021 ◽  
pp. 1-21
Author(s):  
Pinar Yürük-Kayapinar ◽  
Özgur Kayapinar
Keyword(s):  
New Media ◽  
Search Engine ◽  
Corporate Communication ◽  
Digital Marketing ◽  
Communication Tools ◽  
Search Engine Marketing ◽  
Media Channels ◽  
New Consumer ◽  
Negative Factors ◽  
E Mail

The main purpose of this chapter is to examine the digital marketing tools used by businesses in the light of developments in corporate communication and interaction with consumers. For this purpose, a literature review has been made by considering the most used digital marketing tools. Firstly, the transition from traditional communication tools to digital tools is discussed with the stages from Web 1.0 to Web 5.0 in the development of the internet. The 7S concept that businesses have to use to realize digital marketing applications is mentioned. Then, the concepts of search engine marketing, search engine optimization, e-mail marketing, display advertising, online public relation, social media marketing, and chatbots are explained. It is mentioned how businesses use these marketing practices, positive and negative factors related to each application were examined, and examples from businesses were given.

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

scholarly journals Digital Marketing: Significance and Trending Strategies During COVID-19

2020 ◽  
Vol 3 (11) ◽  
pp. 45-46
Author(s):  
Jyoti Gogia ◽  
Sawan Nanda
Keyword(s):  
Digital Media ◽  
Digital Age ◽  
Electronic Media ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Challenges And Opportunities ◽  
New Challenges

Marketers are faced with new challenges and opportunities within this digital age. Digital marketing is the utilization of electronic media by the marketers to promote the products or services into the market. The main objective of digital marketing is attracting customers and allowing them to interact with the brand through digital media. The paper focuses on significance of digital marketing during COVID-19 and also discusses some trending digital marketing strategies.

A Nudge Psychology Perspective on Digital Marketing and Communication

2021 ◽  
pp. 122-140
Author(s):  
Till Neuhaus
Keyword(s):  
21St Century ◽  
Final Section ◽  
Online Communication ◽  
Digital Natives ◽  
Corporate Communication ◽  
Online Marketing ◽  
Digital Marketing ◽  
16Th Century ◽  
Psychology Perspective ◽  
Nigerian Scam

The Nigerian scam is widely regarded as a joke among digital natives. However, forms and variations of the Nigerian scam have been successful since the 16th century and continue to be so, even in the 21st century. The longevity of the scam hints at the exploitation of very basic human processes. Therefore, this chapter tries to analyze these processes from a psychological standpoint trying to derive principles for effective online communication. The different phases of the scam—from the creation of the target group until the final contact—are analyzed from psychology of persuasion as well as behavior economics standpoints—subsumed under the label of “nudging”—trying to identify the settings, scenarios, framings, and signals which make the scam one of the most successful scams in history. In the final section, it will be attempted to transfer the insights from the Nigerian scam to legit online marketing and corporate communication.

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.

Impact of Digital Marketing on Consumers' Impulsive Online Buying Tendencies With Intervening Effect of Gender and Education

2019 ◽  
Vol 15 (3) ◽  
pp. 44-59 ◽  
Author(s):  
MD Sarwar-A Alam ◽  
Daoping Wang ◽  
Abdul Waheed
Keyword(s):  
Positive Association ◽  
Digital Age ◽  
Digital Marketing ◽  
Buying Behavior ◽  
Gender And Education ◽  
Impulsive Buying ◽  
Effective Relationships ◽  
Online Shoppers ◽  
The Impact ◽  
Online Buying

We are living in the digital age where consumers have become more elegant, and their buying intention is radically transforming from traditional to online buying behavior. This study investigates the impact of digital marketing (DM) tools on consumers' online impulsive buying tendencies (OBIT), i.e., effective (AD) and cognitive tendencies (CD) with intervening role of the gender (GDR) and education-level (EL). Four hundred surveys were randomly distributed to online shoppers in Pakistan. SEM was applied to test the proposed relationships and findings revealed a positive association between DM and consumers' OBIT. The comprehensive examination affirmed the positive interrelationships of sub-dimensions of DM on consumers' OBIT, i.e., AD and CD. It is further revealed that GDR and EL did not moderate the relationships between DM and OBIT. This study furnishes insights on how advertisers can exploit such platforms to achieve OBIT and creating effective relationships in today's digital age. This study demonstrates certain directions for academicians and practitioners.

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