Is Usage of Visual Images in Online Marketing Effective?

2019 ◽  
Vol 9 (6) ◽  
pp. 147-156
Author(s):  
Chi Hong Leung
Keyword(s):  
Qualitative Research ◽  
Social Media ◽  
Online Communication ◽  
Communication Channels ◽  
Target Audience ◽  
Online Marketing ◽  
Visual Images ◽  
Marketing Communication ◽  
Online Environment ◽  
Marketing Messages

This paper discusses the importance of visual images in online marketing communication such as on Facebook. Because of noise in online communication channels it is becoming more and more difficult for marketing messages to be noticed. Visual images are now common on social media and can attract target audience and consumers and draw their attention in the online environment. This paper presents a study that selected 37 companies’ photos posted on Facebook. Four of these companies were highlighted owing to the high popularity and acceptance of their photos. Qualitative research was performed to investigate what kinds of photos these companies posted from Feb 2018 to Jan 2019. The results of this study show that there are diverse types of photos (of food, children, sports, animals, landscape, automobile, portraits, architecture, macros, quotes, events, aerial, street, and documentary) used for various marketing purposes. We concluded that visual images are effective in online marketing.

scholarly journals The Effectiveness of Marketing Communication and Importance of Its Evaluation in an Online Environment

2019 ◽  
Vol 11 (24) ◽  
pp. 7016 ◽  
Author(s):  
Anna Krizanova ◽  
George Lăzăroiu ◽  
Lubica Gajanova ◽  
Jana Kliestikova ◽  
Margareta Nadanyiova ◽  
...  
Keyword(s):  
Return On Investment ◽  
Service Providers ◽  
Traditional Approach ◽  
Online Communication ◽  
Online Marketing ◽  
Marketing Communication ◽  
Online Environment ◽  
Communication Tools ◽  
Business World ◽  
Online Communication Tools

Online marketing communication covers a wide area and thus promotes an extensive reach of advertising to a broad audience. Hotels can achieve certain goals through online communication, mainly an increase of hotel awareness; an improvement of their image; and an increase in the level of customer satisfaction and trust, or brand loyalty. Measurement of the effectiveness of communication tools in the online environment is still a challenge, whether in the academic world or in the business world, mainly due to the complexity of this process. The main objective of this paper is to propose a methodology for implementing an indicator suitable for the evaluation of the effectiveness of online communication activities in the Slovak hotel industry. It uses analysis of the current usage of online marketing communication activities from the perspective of hotel service providers. The methodology should be applicable to support decision-making and actively support the sustainable development of hotels. In order to achieve the objective of the paper, the authors conducted a marketing survey focused on online marketing communication by Slovakian hotels to determine their use and to map the current state or methods of evaluating their effectiveness. Results of the research suggest that hotels in Slovakia perceive evaluating marketing communications online as being important, regardless of the size, length of operation, budget, and class of the hotel. They prefer financial metrics because they are a de facto manifestation of the traditional approach towards investment evaluation. The results also showed that return on investment is the most common metric for evaluating the investments of online communication activities, and that respondents expressed the highest level of confidence in this metric as well. In line with the results, we have proposed return on investment (ROI) as the most appropriate metric applicable in evaluation of the effectiveness of online communication tools.

scholarly journals The relationship of marketing communication and customer behaviour in the online store industry

Catallaxy ◽  
2021 ◽  
pp. 1-9
Author(s):  
Katarzyna Grąbczewska
Keyword(s):  
Online Communication ◽  
Strong Relationship ◽  
Research Paper ◽  
Online Marketing ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Online Store ◽  
Customer Behaviour ◽  
The Relationship ◽  
Marketing Messages

Motivation: The article fills a crucial gap in the literature in the realm of investigating and understanding customer behaviour in the digital environment. Research in the field of ever-shifting digital marketing communication is fundamental. Aim: The key purpose of the research paper is to investigate the relationship between the frequency of seeing marketing messages by respondents and their market behaviour. Materials and methods: Various approaches to online marketing communication and descriptions of consumer behaviour were analysed in the theoretical framework of the article. The goal mentioned above was achieved through the survey conducted in 2020 on the sample of 461 respondents who had access to the Internet. Data were collected using a Google Form, and then the empirical data were analysed using Spearman?s correlation coefficient in Microsoft Excel application. The research involved observing the online marketing communication carried out by the surveyed entities in addition to mentioned methods. Results: The findings prove that the frequency of seeing marketing content by respondents has an impact on the Spontaneous Brand Awareness Rate, the Aided Brand Awareness Rate, the frequency of store website visits, the propensity to repurchase, and online store reviews. There is a strong relationship between the quantity and the variety of online marketing messages broadcasted by an online store and the engagement of customers in the digital activity of the online store. The research will help entrepreneurs develop future online marketing communication strategies and indicate the development of online communication toolkits. The research paper confirms the importance of maintaining a relationship with customers who shop online.

scholarly journals Narrative Analysis of Marketing Communication Y2K Music School and Studio on Social Media

InterKomunika ◽  
2017 ◽  
Vol 2 (2) ◽  
pp. 160
Author(s):  
Tuti Widiastuti ◽  
Poppy Ruliana
Keyword(s):  
Qualitative Research ◽  
Social Media ◽  
Narrative Analysis ◽  
Marketing Communication ◽  
Marketing Activity ◽  
Literature Study ◽  
Online Data ◽  
Music School ◽  
Data Tracking ◽  
Depth Interviews

This research was conducted to find out how the branding activity done by Y2K Music School and Studio through social media account Instagram @ y2kstudio. This research would like to examine more deeply related to marketing activity such as what applied Y2K Music School and Studio in building brand Y2K Music School and Studio as a music school through its official Instagram. There is also a method used in this research is a method of narrative analysis which is a method in the field of qualitative research. The data were collected using literature study on textbooks, online data tracking, and in-depth interviews on key informants related to the study. The results of this study states that the form of branding activities conducted by Y2K Music School and Studio through social media accounts Instagram @ y2kstudio is a marketing communication in the form of delivering information with positive ambiance related Y2K Music School and Studio and also in the form of information delivery activities related promotions which is currently running at Y2K Music School and Studio.

scholarly journals Segmentasi Pasar Ganda dalam Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra

2019 ◽  
Vol 4 (1) ◽  
pp. 1-7
Author(s):  
Gisela Anindita
Keyword(s):  
Social Media ◽  
Market Segmentation ◽  
Target Audience ◽  
Communication Strategy ◽  
Target Market ◽  
Marketing Communication ◽  
Important Thing ◽  
Product Service

Abstrak Komunikasi marketing adalah sebuah strategi dalam penyampaian informasi mengenai sebuah produk, jasa, ataupun kegiatan. Dalam komunikasi marketing, salah satu hal terpenting ialah segmentasi pasar. Target komunikasi dapat dibagi melalui demografis dan psikologis. Dalam artikel ini akan mendeskripsikan bagaimana ambiguitas target komunikasi marketing dapat terjadi pada Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra (KMG)pada tahun 2017. Secara garis besar, target komunikasi marketing KMG terbagi menjadi dua, yakni generasi X (kelahiran 1961-1980) dan generasi peralihan Y (1981-1997) dan Z (1998-2011). Hasilnya adalah karena adanya pengaruh perbedaan generasi dalam manajemen KMG itu sendiri. Nama Guruh Soekarno Putra, konsep acara, dan media sosial yang digunakan dalam strategi komunikasi marketing pun menimbulkan ambiguitas, sehingga target market yang dicapai terlalu luas dan menimbulkan ketidak-teraturan pada saat acara tersebut. Abstract Marketing communication is a strategy to give information about a product, service, or any activity. In marketing communication, one of the most important thing is a market segmentation. Communication target audience can be devided by demographic and psychology. This article will be describe about how ambiguity of communication target audience on Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra (KMG) 2017 can be occur. In larger scale, communication target audience KMG divide in to two, the X generation (born between 1961-1980) and transitional generation between Y (born between 19811997) and Z (1998-2011). The result found that the ambiguity is occur because of differencess between both generation inside the KMG organization itself. The name of Guruh Soekarno Putro, the concept of the concert, an social media that used in marketing communication strategy also make a ambiguity, thus maket the marketing target too widely and raises the chaotic at the concert.

Dragonfly Algorithm with Gated Recurrent Unit for Cybersecurity in Social Networking

2019 ◽  
pp. 75-88
Author(s):  
Yutao Han ◽  
◽  
◽  
◽  
Ibrahim M. EL-Hasnony ◽  
...  
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Information Technologies ◽  
Online Communication ◽  
Communication Channels ◽  
Dragonfly Algorithm ◽  
Security Issues ◽  
The Social ◽  
Performance Validation ◽  
Gated Recurrent Unit

The advancements of information technologies and wireless networks have created open online communication channels. Inappropriately, trolls have abused the technologies to impose cyberattacks and threats. Automated cybersecurity solutions are essential to avoid the threats and security issues in social media. This paper presents an efficient dragonfly algorithm (DFA) with gated recurrent unit (GRU) for cybersecurity in social networking. The proposed DFA-GRU model aims to determine the social networking data into neural statements or insult (cyberbullying) statements. Besides, the DFA-GRU model primarily undergoes preprocessing to get rid of unwanted data and TF-IDF vectorizer is used. In addition, the GRU model is employed for the classification process in which the hyperparameters are optimally adjusted by the use of DFA, and thereby the overall classification results get improved. The performance validation of the DFA-GRU model is carried out using benchmark dataset and the results are examined under varying aspects. The experimental outcome highlighted the enhanced performance of the DFA-GRU model interms of distinct measures.

scholarly journals Online Marketing Issues of Real Estate Companies: A Case of Latvia

2015 ◽  
Vol 3 (1) ◽  
pp. 130-139 ◽  
Author(s):  
Maira Dumpe
Keyword(s):  
Social Media ◽  
Real Estate ◽  
Web Sites ◽  
Online Communication ◽  
Online Marketing ◽  
Web Pages ◽  
Online Research ◽  
Qualitative Information ◽  
Marketing Activities ◽  
Corporate Web Pages

Abstract Today online marketing has become an integral part of marketing mix. Potential real estate customers prefer to make online research themselves. Therefore, real estate companies should be ready that search engines, corporate web pages, profiles on social media sites should strengthen the image of real estate companies and ensure better communication with customers. The aim of this paper is to explore results of qualitative research regarding real estate online marketing activities. It has been found that real estate companies’ web sites provide customers with qualitative information. Some companies offer online communication experience. Several companies have created their profiles on Facebook and Twitter but not all of them use social media in an appropriate way. Real estate companies should learn how to use online marketing tools more effectively.

scholarly journals Online Marketing Communication Trends in Slovak Hotel Industry

2020 ◽  
Vol 17 (2) ◽  
pp. 13-21
Author(s):  
Margareta Nadanyiova ◽  
Jana Majerova ◽  
Lubica Gajanova
Keyword(s):  
Questionnaire Survey ◽  
Slovak Republic ◽  
Hotel Industry ◽  
Communication Technologies ◽  
Sales Promotion ◽  
Online Marketing ◽  
Computer Assisted ◽  
Marketing Communication ◽  
Online Environment ◽  
Basic Set

AbstractResearch purpose. Traditionally used communication mix as a part of company’s marketing strategy, including advertising, sales promotion, personal sales and public relations, is gradually changing and expanding. Thanks to the development of new information-communication technologies, all these tools are constantly being transformed into the conditions of the Internet. This fact also affects consumer’s lifestyle, and thus, their buying behaviour. As a large part of consumers are almost always online via fixed internet, WIFI or within data, companies in various sectors, especially in service sector such as hotel industry, have a better opportunity to reach a specific target group with online marketing communication. The main goal of the article is to provide a literature review on online marketing communication from the viewpoint of several foreign and domestic authors, analyse its trends in hotel industry and propose measures for the efficient online marketing communication in Slovak hotels.Design/Methodology/Approach. To achieve the main goal of the article, general scientific methods as well as statistical methods such as descriptive statistics were used. The primary data were obtained from the questionnaire survey focused on the determination of the online marketing communication trends in the hotel industry by Slovak consumers. The size of the basic set was determined by using demographic statistics of the Statistical Office of the Slovak Republic and was consisted of inhabitants living in the Slovak Republic older than 15 years. In total, 390 respondents participated in the marketing survey. The survey took the form of computer-assisted web interviewing respecting the ICC/ESOMAR (International code on Market, Opinion and Social Research and Data Analytics). For the processing of the survey data, the quantitative assessment method was applied. The secondary data included domestic and foreign scientific works, statistical databases and annual companies reports.Findings. Gradual changes in society, including the advent of new communication technologies, have an impact on the changing attitudes and behaviour of consumers, especially represented by the new generations, who prefer communication with companies in the online environment. However, there is still a large number of companies in Slovakia, including the hotel industry, that underestimate the power of online marketing communication, and their activity in the online environment such as social media is often inadequate. Based on the analysis and results of the questionnaire survey, it is thus clear that implementation of online marketing communication in business strategy of Slovak hotels brings many benefits, including brand building, improving relationships with customers and increasing their brand loyalty.Originality/Value/Practical implications. Finally, measures for the efficient implementation of online marketing communication in the specific Slovak conditions are proposed, and opportunities for future research are recommended.

scholarly journals Hashtag Generation with Transfer Learning

2021 ◽  
Vol 9 (VI) ◽  
pp. 2374-2377
Author(s):  
M. Venu Gopalachari
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Transfer Learning ◽  
Rapid Growth ◽  
Market Value ◽  
Target Audience ◽  
Online Marketing ◽  
Recent Past ◽  
The Social ◽  
Social Media Platforms

In the recent past, Online Marketing applications have been a focus of research. Now-a-days we can observe a rapid growth of users on social media platforms which makes these platforms more suitable for Online Marketing. But still there are enormous challenges on the accuracy and authenticity of the content posted through social media. And if the social media business platforms are considered, majority of the users who try to add a market value to their own product face the problem of not getting enough attention from their target audience. Hashtags are super useful, not only do they help users find their desired product, they also help businesses reach their target audience. This paper focuses on providing trending hashtags for businesses to increase their reach in the market and also help users find their desired product. Firstly Data collection and preprocessing is done next few pre-trained model are selected for performing transfer learning, comparing results of various pre-trained models and choosing the best one and get the trending hashtags

Measuring Social Media Marketing Performance in Hospitals (Preprint)

2021 ◽  
Author(s):  
Chin-Wei Huang ◽  
Foo Nin Ho
Keyword(s):  
Social Media ◽  
Data Envelopment Analysis ◽  
Communication Channels ◽  
Social Media Marketing ◽  
Network Data ◽  
Data Envelopment ◽  
Healthcare Industry ◽  
Marketing Communication ◽  
Marketing Performance ◽  
Network Data Envelopment Analysis

BACKGROUND In today’s digital marketing environment, social media plays an important role in the healthcare industry. It provides a two-way communication channel between health professionals and patients. Even though social media marketing is becoming an important part of a hospital’s integrated marketing communications strategy; however, there has not been any study to measure the performance of social media marketing in hospitals. OBJECTIVE This paper uses Network Data Envelopment Analysis in assessing social media marketing performance relative to other marketing communication channels in determining intangible marketing assets (brand mind share) and overall satisfaction and referral. METHODS Our research proposes an approach in measuring social media marketing performance relative to other marketing communication channels based on a Network Data Envelopment Analysis (DEA) model that identifies and measures social media marketing efficiencies in an integrated fashion in the healthcare industry – specifically, in the hospital industry. RESULTS The results show that social media marketing is a critical part of a hospital’s marketing communications strategy in affecting brand mind share and ultimately customer satisfaction and referral. However, consumers have a moderately low level of trust from online information received. CONCLUSIONS This study adds both theoretical and strategic insights to leverage social media marketing in delivery patient value.

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