Finding the optimal social media marketing mix to drive customer attraction and sales performance: an exploratory study

2022 ◽  
Vol 13 (1) ◽  
pp. 65
Author(s):  
Richard A. Heiens ◽  
Ravi Narayanaswamy
Keyword(s):  
Social Media ◽  
Exploratory Study ◽  
Sales Performance ◽  
Marketing Mix ◽  
Social Media Marketing

Online-Marketing Schritt für Schritt

2021 ◽  
Author(s):  
Gerald Pilz
Keyword(s):  
Social Media ◽  
Big Data ◽  
Marketing Mix ◽  
Online Marketing ◽  
Mobile Marketing ◽  
Social Media Marketing ◽  
Soziale Medien ◽  
Marketing Social ◽  
E Mail

Das Online-Marketing hat sich in den vergangenen Jahren in beschleunigender Weise professionalisiert und ausdifferenziert. Die Dynamik von Geschäftsmodellen und die stetige Erweiterung technischer Möglichkeiten lassen immer weitere Marketinginstrumente entstehen. Gleichzeitig wirken soziale Medien und Big Data auf dieses Fachgebiet ein, so dass durch passgenaue Bedarfsermittlungen das Internetmarketing inzwischen von vielen Profis als weitaus wirksamer angesehen wird als der herkömmliche Marketing-Mix. Das Buch behandelt die Themen Banner-Werbung, E-Mail- Werbung, Affiliate-Marketing, SEO bzw. Suchmaschinenoptimierung, SEA bzw. Suchmaschinenwerbung, Blog-Marketing, Influencer-Marketing, Social-Media-Marketing, Mobile Marketing sowie Online-Marktforschung. Zahlreiche Übersichten, Merksätze, Zusammenfassungen und vielfältige Aufgaben mit Lösungen erleichtern das Verständnis.

Marketing-sales-service interface and social media marketing influence on B2B sales process

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Chris I. Enyinda ◽  
Abdullah Promise Opute ◽  
Akinola Fadahunsi ◽  
Chris H. Mbah
Keyword(s):  
Social Media ◽  
Middle East ◽  
Organizational Performance ◽  
Customer Orientation ◽  
Sales Performance ◽  
Customer Experience ◽  
Social Media Marketing ◽  
Content Type ◽  
Sales Process ◽  
Process Attribute

Purpose The purpose of this paper is to understand marketing–sales–service (M-S-S) interface from the point of how social media marketing (SMM) platforms are prioritized and associated business-to-business (B2B) sales process influence. This study also seeks to understand whether effective triadic alignment is achieved between marketing, sales and service. Design/methodology/approach This study combines literature review and the analytical hierarchy process model. In total, 30 M-S-S managers of a multinational electronics firm situated in Africa and the Middle East participated in this study. The authors collected data from M-S-S managers during training sessions on marketing, sales, service alignment and SMM role in sales process. Findings In their drive for customer orientation and improved organizational performance, marketing, sales and service managers view understanding the customer as the most important sales process attribute. Considered second most significant sales process attribute is needs discovery, whereas approaching the customer is ranked the least important. From the ratings of sales process attributes evaluation and rankings of SMM platform alternatives, the results show a significant hierarchical influence of Facebook, LinkedIn and Twitter on sales process. The results also show an enabling influence of SMM activity on M-S-S interface alignment. Research limitations/implications This study has a twofold limitation. First, it explored only one major B2B firm in the electronics industry. Second, only the African and Middle East settings are considered in this study. These limitations could be addressed in future research. Practical implications This paper provides practical insights into how M-S-S managers may leverage social media to enhance customer orientation and boost organizational performance. The use of SMM can help M-S-S managers of the focal firm to predict purchase behavior of customers more accurately and as a result effectively manage and improve sales performance. In that drive of using SMM-based competitive intelligence to deliver superior customer experience and enhance sales performance, B2B marketing-oriented firms can also leverage the interdependence (information sharing and involvement) in the M-S-S interface during the SMM activity to enhance triadic alignment. Originality/value This study contributes to the literature by developing a framework for modeling SMM influence on M-S-S and B2B sales process to deliver superior customer experience and drive business performance.

scholarly journals Pengaruh Penyampaian Informasi pada Aplikasi TikTok terhadap Perilaku Konsumtif Generasi Z

Prologia ◽  
2021 ◽  
Vol 5 (2) ◽  
pp. 267
Author(s):  
Novia Wijaya ◽  
Lusia Savitri Setyo Utami
Keyword(s):  
Social Media ◽  
Information Integration ◽  
Marketing Mix ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Integration Theory ◽  
Generation Z ◽  
Information Integration Theory ◽  
Marketing Social ◽  
Consumptive Behavior

During the COVID-19 pandemic, people are required to stay at home. This makes people need entertainment. The TikTok application is one of the applications that is currently viral during the COVID-19 pandemic. Users can express their creativity in the TikTok application. Marketing of a product can also be done on the TikTok application. Users of the TikTok application are dominated by generation Z. Generation Z is the generation that born in 1996-2009. The TikTok application can be easily accessed by everyone. The purpose of this quantitative research is to determine whether or not the delivery of information on the TikTok application has an effect on the consumptive behavior of Generation Z and also how much influence it has. The theoretical basis used in this research is information integration theory, integrated marketing communication (marketing mix, digital marketing), social media marketing, and consumptive behavior. The research method used in this research is a survey and data collected through a questionnaire. The results of this study indicate that there is an effect of delivering information on the consumptive behaviour of Generation Z by 37.4%. The dimension that most influences is the dimension of clarity of information on the variables of information delivery. In the consumptive behavior variable, the most affected dimensions are the dimensions of cost efficiency and following the fashion.Pada masa pandemi COVID-19, masyarakat diharuskan untuk di rumah saja. Hal tersebut membuat masyarakat butuh akan hiburan. Aplikasi TikTok adalah salah satu aplikasi yang sedang viral pada masa pandemi COVID-19 ini. Pengguna dapat menuangkan kreativitasnya pada aplikasi TikTok. Pemasaran suatu produk pun dapat dilakukan pada aplikasi TikTok. Pengguna pada aplikasi TikTok didominasi oleh generasi Z. Generasi Z adalah generasi yang lahir pada tahun 1996-2009. Aplikasi TikTok dapat dengan mudah diakses oleh semua orang. Tujuan dari penelitian kuantitatif ini adalah untuk mengetahui ada atau tidaknya pengaruh penyampaian informasi pada aplikasi TikTok terhadap perilaku konsumtif generasi Z dan juga seberapa besar pengaruh tersebut. Landasan teori yang digunakan dalam penelitian ini adalah teori integrasi informasi (information integration theory), komunikasi pemasaran terpadu (marketing mix, digital marketing), social media marketing, dan perilaku konsumtif. Metode penelitian yang digunakan dalam penelitian ini adalah survey dan data-data yang dikumpulkan melalui kuesioner. Hasil penelitian ini menunjukan bahwa terdapat pengaruh penyampaian informasi terhadap perilaku konsumtif generasi Z sebesar 37.4%. Dimensi yang paling mempengaruhi adalah dimensi kejelasan informasi pada variabel penyampaian informasi. Pada variabel perilaku konsumtif, dimensi yang paling dipengaruhi adalah dimensi inefisiensi biaya dan mengikuti mode.

scholarly journals The Effect of Facebook, WhatsApp, Twitter and Email on SMEs Performance: Empirical Evidence from United Arab Emirates

2020 ◽  
pp. 1-17
Author(s):  
Saeed Khalifan RASHEED GHANEM ◽  
Nor Aziati Binti ABDUL HAMID
Keyword(s):  
Social Media ◽  
Empirical Evidence ◽  
United Arab Emirates ◽  
Marketing Mix ◽  
Abu Dhabi ◽  
Social Media Marketing ◽  
The Way

Social media marketing tools are a phenomenon that has become an important aspect of the marketing mix and revolutionized the way companies interact with their customers. It is a new field of research and literature quick scan revealed that not many studies exist on social media marketing tools on SMEs in Abu Dhabi UAE. However, the few existing studies, without scientific proof to SMEs in Abu Dhabi UAE data, have been rushing to conclude that the emergence of social media marketing tools has led to the death benefits of social media for SMEs’ performance.

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