scholarly journals Digital Marketing Communications: Selection Criteria

2021 ◽  
Author(s):  
Larisa Kapustina ◽  
Olga Gaiterova ◽  
Natalya Izakova ◽  
Maksim Lazukov
Keyword(s):  
Digital Media ◽  
Small Businesses ◽  
Net Present Value ◽  
Methodological Approach ◽  
Internet Marketing ◽  
Digital Marketing ◽  
Marketing Communications ◽  
Mobile Marketing ◽  
Television Content ◽  
Media Channels

This article discusses the concepts of digital and internet marketing and analyzes the classification of digital marketing communications. The purpose of the study is to develop criteria, a methodological approach to selecting the most appropriate digital marketing tools for a particular enterprise and market, and a system of indicators for evaluating the effectiveness of the marketing communications complex. The methodological approach is applied to small businesses in the retail market of cut flowers. For a specific company digital advertising, launching an internet site, maintaining social networks and search marketing were selected. Calculations of marketing communications performance indicators have shown that the use of digital marketing tools leads to a positive financial result. The survey has established that digital marketing is broader than internet marketing and includes the following media channels: social media marketing, digital television, content marketing, e-mail marketing, web site, SEO, Banner Ads, mobile marketing, streaming platforms, digital billboards. For specific purposes and markets it is sufficient to use not all, but part of the digital communication tools. The criteria for their selection are proposed: the marketing budget, the goals of the marketing strategy, the age of the audience, the competence of the company’s staff and the frequency of use of digital marketing tools. To assess the effectiveness of digital marketing communications a system of indicators is proposed that includes such indicators as: ROMI (Return on Marketing Investment), site traffic; profitability of sales on the Internet, increase in net profit, NPV (Net Present Value), popularity of certain pages of the site; information about the sources of transition to the site; duration of stay on the site; triggers for performing targeted actions; conversion and Web Analytics indexes. Keywords: digital marketing, digital marketing communications, digital media channels

Digital Marketing as a Communication Tool in Emerging Businesses

2019 ◽  
pp. 353-366
Author(s):  
Carlos Luis Torres Briones
Keyword(s):  
Social Media ◽  
Small Businesses ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Communication Tool ◽  
Starting A Business ◽  
Content Generation

Emerging businesses face the daily challenge of competing in a world where major brands use their complete artillery to communicate and attract customers, and where small businesses are the most affected, so they should be more intelligent and daring to compete in the daily market. Here, the authors study the theory of digital marketing as a communication tool for emerging businesses and its benefits according to different authors. As a result, they propose the EComPymes model, where the appropriate basic tools for these type of companies are shown; thus, content generation through social media, mobile marketing, and email are the main options, not only for starting a business but competing with low budgets.

Impact of Digital Marketing on ICDL 2016 Event Promotion

2020 ◽  
pp. 216-230
Author(s):  
Reeta Sharma ◽  
P. K. Bhattacharya ◽  
Shantanu Ganguly ◽  
Arun Kumar
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Human Life ◽  
Age Groups ◽  
Digital Marketing ◽  
The World ◽  
Knowledge Economies ◽  
Media Channels ◽  
User Friendly

Today's world is technology-driven. Technology has penetrated almost every sphere of human life. Digital marking is one of the technologies that have attracted people from different age groups all over the world with their advanced nature of applications and uses. One of the foremost reasons why patrons like to use this technology is because these are not only user-friendly in nature and innovativeness but also carry the knowledge economies. Marketing and branding through digital media channels are very decent ventures that have steadily increased in value and are thereby considered safe and secure investments. In this chapter, the authors discuss a case study of ICDL 2016 conference where social media and other technology is widely used to market this event and catch prospective users.

scholarly journals Strategi Pemasaran Digital Lembaga Filantropi Islam

2020 ◽  
Vol 2 (2) ◽  
pp. 190-218
Author(s):  
Ulfa Junidar
Keyword(s):  
Digital Media ◽  
Descriptive Analysis ◽  
Secondary Data ◽  
Positive Influence ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Primary Data ◽  
Human Beings ◽  
It Capability ◽  
Data Source

Strategy digital marketing is a step taken by the Islamic philanthropic institution in introducing all products or social programs by disseminating information, approaching/offering to potential donors to be willing to help materially and morally by using online digital media in a certain period of time. Islamic philanthropy is the act of a Muslim who loves his fellow human beings and the value of humanity, thus contributing his time, money, and energy to help others with Islamic values. The purpose of this study is to examine the marketing strategies used by PKPU and Rumah Zakat through digital media in disseminating each program of the institution and to analyze strategy digital marketing to the collection and distribution of ZIS funds by PKPU and Rumah Zakat from 2012-2017. This research is qualitative research with a descriptive analysis method that focuses on the primary data source and secondary data. Methods of data collection are observation, interviews, and online media surveys. The results show that strategy digital marketing used by PKPU and Rumah Zakat with an Integrated digital marketing method consisting of content marketing, mobile marketing, continuous marketing, visual marketing, personalized marketing. Strategy digital marketing is giving a positive influence on the collection and distribution of people's funds by PKPU and Rumah Zakat. It is suggested that to develop institutional capacity in providing human resources of Islamic philanthropy is expected to keep increasing the creative and innovative IT capability in marketing the program and also make it easier for potential donors and donors to access the offered programs.

scholarly journals Social media marketing of pharmacies across the Republic of North Macedonia

2021 ◽  
Vol 66 (2) ◽  
pp. 87-93
Author(s):  
Goran Pop-Nikolov ◽  
Aleksandra Kapedanovska Nestorovska ◽  
Zorica Naumovska ◽  
Ljubica Suturkova ◽  
Zoran Sterjev
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Analysis Data ◽  
Relevant Information ◽  
Internet Marketing ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Keywords Internet ◽  
Marketing Tool ◽  
The Republic

Internet marketing or digital marketing, is the fastest growing type of promotion for brands and companies to connect with potential customers. There are as many specializations within digital marketing as there are ways of interacting using digital media. This study evaluates and describes the usage of social media marketing as most common type of digital marketing used for self-promotion of the pharmacy sector in the Republic of North Macedonia. Social media marketing is raising brand awareness by engaging people in discussion online. The most popular platforms for social media marketing are Facebook and Instagram. For the purpose of the analysis, data from social network profiles Facebook and Instagram and from the websites of the 1000 pharmacies is used. This data includes: profile content, frequency of posts of health related articles and products, presence of relevant information and links to sites from which the content is shared, frequency of posting offers and sales at the pharmacy. The conducted research shows that the use of Internet as a digital marketing tool in Republic of North Macedonia is not sufficiently developed, especially when websites are used as a marketing tool for promotion of the pharmacy business and their services. The results show that Facebook as social media is used most frequently for posting health advices, promotion of new products and answering customer’s questions. Promotion of the professional pharmaceutical services is lower than the promotion of products. This leads to insufficient data for the implementation of the principles of evidence-based medicine in daily practice. Keywords: Internet marketing, digital marketing, social media marketing, promotion, pharmacies, Facebook, Instagram, website

Digital Marketing in Times of COVID-19

2021 ◽  
pp. 98-121
Author(s):  
Lola García-Santiago
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Digital Media ◽  
Communication Strategies ◽  
Marketing Strategies ◽  
The Other ◽  
Digital Marketing ◽  
The One ◽  
Media Channels ◽  
Inbound Marketing

This chapter focuses on an analysis of the communicative marketing strategies carried out by Spanish small and medium-sized enterprises (SMEs) through their digital media channels (websites, blogs, Twitter, and Facebook profiles). The content analysis allowed the authors to identify strategies of inbound marketing and engagement with users on social networks. Regarding the latter, they identify whether the paradox of the positive can be fulfilled. The methodology included, on the one hand, a qualitative analysis of corporate web communications in different social media. On the other hand, the content of messages was categorised into elements of digital marketing. The results obtained show the Spanish web panorama of interaction, engagement, and communication strategies of entrepreneurial SMEs in COVID-19 context, during and after lockdown.

scholarly journals The digital tools usage in the organization of resource support for small business activity

2021 ◽  
pp. 30-32
Author(s):  
Nataliia MASHOSHYNA ◽  
Viacheslav PURIKHOV ◽  
Oksana KOVALYK
Keyword(s):  
Small Business ◽  
Information And Communication Technologies ◽  
Small Businesses ◽  
Internet Marketing ◽  
Digital Marketing ◽  
Digital Information ◽  
Digital Environment ◽  
Product Positioning ◽  
Marketing Environment ◽  
Marketing Activities

The paper is devoted to the problems of using digital (digital) marketing tools by small businesses. The essence of digital marketing is clarified, its differences from Internet marketing are analyzed. The tasks of marketing activities of small enterprises in the digital environment are determined. The features of the use of individual digital marketing tools are considered: search engine optimization (SEO), contextual advertising, media context advertising, email marketing, social media marketing (SMM). In addition, the paper examines the main trends in the development of digital marketing in Ukraine and abroad, draws conclusions about the prospects for using various digital technologies in small businesses in the coming years. One of the main tasks of digital marketing is to connect offline audiences to the company's online channels. For example, advertising messages in an offline environment can lead potential customers to the company's website or its page on the social network. Each small business selects communication channels based on the specifics of their own business, available resources and the characteristics of the target audience. For some companies it will be acceptable to use only online tools, for others this direction will be ineffective or unprofitable. Therefore, an important component of the process of developing and implementing digital marketing policy is testing different channels of communication with the consumer. In today's rapidly transforming digital marketing environment, the regular introduction of new information and communication technologies and methods of working with mobile and Internet content to succeed in a highly competitive market, small businesses are no longer enough to use Internet marketing tools. These tools need to be integrated with offline promotion channels and develop comprehensive marketing solutions based on the characteristics and needs of a particular business. These decisions should cover all areas of marketing activities: from market research and product positioning to advertising. Entrepreneurs need to take into account changes in the psychology of consumers of digital information and adjust their marketing campaigns in accordance with the most current trends in the digital environment.

scholarly journals Applicable aspects of the use of internet marketing technologies in informational conflicts

2018 ◽  
pp. 55-61 ◽  
Author(s):  
O. Kurban
Keyword(s):  
Scientific Practice ◽  
Methodological Approach ◽  
Scientific Research ◽  
Internet Marketing ◽  
Research Area ◽  
Mobile Marketing ◽  
Theoretical Research ◽  
Information Warfare ◽  
Information Process ◽  
Information Materials

The methodology of the presented research is based on such general scientific methods as: synthesis, analysis of comparison, as well as applied ones: observation, modeling, forecasting. This methodological approach allows us to transfer the applied nature of the problem to the research area. The basic methodological basis of scientific research is applied materials and observations on actual cases (2014-2018).The course of the events of the Russian-Ukrainian conflict, which continues in the open format of the hybrid war since 2014, shows that traditional tools of modern Internet marketing can be used effectively enough to solve problems inherent in information confrontation. In particular, it concerns the implementation of the basic information process with such typical tasks as creation, distribution, storage and retrieval of information materials (so-called content). Directly in the article are considered such network tools as targeting (with key types), contextual advertising, methods for evaluating the effectiveness of CTR and mobile marketing (cellular communications, messengers). Specific facts are presented (in the format of applied cases) and the possibilities of their practical use are disclosed.The scientific novelty of the research is that for the first time, in the domestic scientific practice, the management of information processes in social online networks, within the framework of information warfare, is analyzed in the context of the use of typical Internet marketing tools.The results of the scientific research presented in the article make it possible to prepare the necessary methodological materials for training on the profile (in the relevant universities and specialized courses), to develop practical recommendations for specialized specialists, and to carry out further scientific (applied and theoretical) research in this direction.

Young consumer-brand relationship building potential using digital marketing

2016 ◽  
Vol 50 (11) ◽  
pp. 1993-2017 ◽  
Author(s):  
Nicolla Confos ◽  
Teresa Davis
Keyword(s):  
Digital Media ◽  
Relationship Building ◽  
Digital Marketing ◽  
Content Type ◽  
Marketing Environment ◽  
Online Branding ◽  
Brand Relationship ◽  
Branding Strategies ◽  
Young Consumers ◽  
Mobile Phone Applications

Purpose This paper aims to examine branding strategies directed at child consumers, used by six high fat, sugar and salt food brands across three different digital marketing platforms. It identifies brand relationship building potential in this digital context. Design/methodology/approach This study analyses the contents of branded mobile phone applications, branded websites (including advergames) and branded Facebook sites to understand the nature of young consumer–brand relationship strategies that marketers are developing in this digital media marketing environment. Findings The use of sophisticated integrated branding strategies in immersive online media creates the potential for marketers to build relationships between young consumers and brands at an interactive, direct and social level not seen in traditional media. Categories of relationships and brand tactics are identified as outcomes of this analysis and linked to brand relationship building potential. Research limitations/implications The results suggest that branded communication strategies that food companies use in the online environment are creating conditions that appeal to young consumers, fostering new ways to build brand relationships. As this is a dynamic medium in a fluid state of change, this exploratory study identifies and categorises the marketing strategy, but not the young consumers’ response to such branding strategies (a limitation). Originality/value This study details the potential for child–brand relationship building in the context of online branding environments. It identifies the potential for longer-term effects of embedded advertising directly to young consumers, within and across three digital media platforms.

scholarly journals Crisis and Continuation: The Digital Relocation of Jain Socio-Religious Praxis during the COVID-19 Pandemic

Religions ◽  
2021 ◽  
Vol 12 (5) ◽  
pp. 342
Author(s):  
Tine Vekemans
Keyword(s):  
Digital Media ◽  
Long Term Effects ◽  
Religious Activities ◽  
Face To Face ◽  
The Social ◽  
Religious Praxis ◽  
Online Format ◽  
Media Channels ◽  
Selection Of

In early 2020, Jain diaspora communities and organizations that had been painstakingly built over the past decades were faced with the far-reaching consequences of the COVID-19 pandemic and its concomitant restrictions. With the possibility of regular face-to-face contact and participation in recurring events—praying, eating, learning, and meditating together—severely limited in most places, organizations were compelled to make a choice. They either had to suspend their activities, leaving members to organize their religious activities on an individual or household basis, or pursue the continuation of some of their habitual activities in an online format, relying on their members’ motivation and technical skills. This study will explore how many Jain organizations in London took to digital media in its different forms to continue to engage with their members throughout 2020. Looking at a selection of websites and social media channels, it will examine online discourses that reveal the social and mental impact of the pandemic on Jains and the broader community, explore the relocation of activities to the digital realm, and assess participation in these activities. In doing so, this article will open a discussion on the long-term effects of this crisis-induced digital turn in Jain religious praxis, and in socio-cultural life in general.

PLBsearch: Growing with LinkedIn

2013 ◽  
pp. 1-10
Author(s):  
Meghan Murray ◽  
Marian Chapman Moore
Keyword(s):  
Social Interaction ◽  
Digital Media ◽  
User Experience ◽  
Growth Strategy ◽  
Digital Marketing ◽  
New Model ◽  
Market Capitalization ◽  
Media Space ◽  
Marketing Positioning

This case is used in Darden’s “Digital Marketing” course elective. It explores the experience of a niche search firm whose founder attributed her ability to open her recruiting firm to LinkedIn and the new model of recruiting it created. LinkedIn Corporation had been one of the most successful companies in the digital media space, with more than 4,000 employees and a market capitalization of over $25.5 billion in August 2013. But few people knew how LinkedIn had grown and how it had become profitable. LinkedIn had multiple unique aspects to explore: its focus on professional--not simply personal--social interaction, the company’s B2B components, and also its marketing positioning from user experience to targeting and growth strategy.

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