The impact of modern communication marketing tools to increase the innovativeness of business

2021 ◽  
Vol 5 (3) ◽  
pp. 117-126
Author(s):  
Hana Krchova ◽  
Katarína Svejnova Hoesova
Keyword(s):  
Business Processes ◽  
Slovak Republic ◽  
Online Communication ◽  
Scientific Paper ◽  
Mobile Marketing ◽  
Marketing Communication ◽  
Communication Tools ◽  
Method Of Calculation ◽  
Survey Responses ◽  
The Impact

The scientific paper aims to examine the influence of marketing communication tools on the innovation of small and medium-sized enterprises increasing in the Slovak Republic. Nowadays the most companies struggle with business revenue due to the pandemic situation of COVID-19 disease. Many business processes moved to the online area, especially daily workers cooperation, communication with customers, sales support, and almost all types of marketing activities. Experience has shown that the key to success in business is the adequate setup of the communication tools. This issue is important not only in the company, but it took a crucial role in the communication with customers. Customers had to adapt to the new COVID-19 situation that dramatically changed their shopping habits. The survey responses were divided into two basic groups focused on traditional marketing and modern (online) tools. The research rests on data from the interviews with 825 managers or owners of small and medium-sized enterprises of the Slovak Republic. Data were examined using descriptive and regression analysis. The presented results showed that traditional and modern tools of marketing communication impacted increasing the innovation of companies. Besides, the impact of business internationalization on increasing business innovation has been demonstrated. The results were supplemented using various modern marketing tools. For evaluating these results, the method of calculation of constructed surface polygons was used. The findings showed that modern marketing communication tools were better for innovative companies than for non-innovative ones. This difference is up to 14.7%. Moreover, the findings showed many possibilities for improving modern marketing communication tools such as artificial intelligence in online communication through mobile marketing applications, analytical tools, or chatbots.

scholarly journals Social Media in Communicating about Social and Environmental Issues—Non-Financial Reports in Poland

Information ◽  
2021 ◽  
Vol 12 (6) ◽  
pp. 220
Author(s):  
Ewa Stawicka ◽  
Joanna Paliszkiewicz
Keyword(s):  
Good Practice ◽  
Environmental Issues ◽  
Marketing Communication ◽  
Limited Extent ◽  
Socially Responsible ◽  
Communication Tools ◽  
Financial Reports ◽  
Good Practices ◽  
Corporate Social ◽  
The Impact

The main purpose of this article is to analyze the dissemination of social reports among entrepreneurs in order to determine the number of reporting organizations and examples in which Corporate Social Responsibility (CSR) areas enterprises report. We analyze the dissemination of social reports among entrepreneurs in Poland and determine the number of reporting organizations and examples in which CSR companies report. This work is a guide for entrepreneurs in Poland to build strategies and activities for transparency and communicating good practice. One of the research goals was to identify and evaluate communication activities with stakeholders in terms of responsible activities, social and environmental. The data analysis comes from a detailed literature review and the Responsible Business Forum (FOB) Reports database for 2008–2019 in Poland. The results of the survey show that many entrepreneurs in Poland, representing small, medium-sized (SME), and even large enterprises underestimate the importance of socially responsible activities. Entrepreneurs communicate with stakeholders to a limited extent and are not informed about good practices. The vast majority of the surveyed enterprises, especially large ones, prepare social reports, which result from obligation: requirements of Directive 2014/95/EU. The SME sector shows a lack of knowledge and uses individual marketing communication tools to a limited extent, limiting itself to advertising activities (very few companies prepare social reports). The article is a practical tip for enterprises showing the impact of business on changes towards sustainable development. Originality/value lies in the fact that the article presents selected research results on various aspects related to social reporting and communicating social and environmental activities to stakeholders.

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 Mobile Marketing

2011 ◽  
Vol 4 (14) ◽  
pp. 211-225 ◽  
Author(s):  
Dominika Hovančáková
Keyword(s):  
Economic Development ◽  
Mass Media ◽  
Mobile Marketing ◽  
Marketing Communication ◽  
Communication Tools

Mobile Marketing In addition to traditional communication tools, new tools of marketing communication are currently coming into use. Mass-media and marketing communication is an important factor that may considerably influence economic development. In this these I will introduce some of them also in line with possibilities to measure their impact on marketing communication.

scholarly journals KONSEP DAN STRATEGI KOMUNIKASI PEMASARAN: PERUBAHAN PERILAKU KONSUMEN MENUJU ERA DISRUPSI

2020 ◽  
Vol 8 (1) ◽  
pp. 22
Author(s):  
Dea Farahdiba
Keyword(s):  
Social Networks ◽  
Consumer Behavior ◽  
Research Methodology ◽  
Human Life ◽  
Viral Marketing ◽  
The Other ◽  
Marketing Communication ◽  
Literature Study ◽  
Communication Tools ◽  
The Impact

Marketing has evolved from the concept of marketing 1.0 to 4.0 so that to learn what is needed and wanted by consumers, marketers must be able to have policies using appropriate communication so that various information about products can be transferred to consumers. For this reason, it is necessary to better understand communication, especially marketing communication in terms of shaping consumer behavior. The purpose of this article is to provide insight in the field of marketing communication. This research methodology is a literature study from several journals that discusses marketing communication. The existence of communication can make it easier for someone to interact between one individual with another individual. Without communication there is no human life process. That is, every human being needs communication to exchange ideas in order to realize what he wants. Three major marketing shifts, marked by product-driven marketing in the later 1.0 era towards customer-centered marketing in the 2.0 era. Human-centered marketing existed in the 3.0 era. On the other hand, marketing communication tools can be in the form of advertisements, sales, signage, shops, displays, packaging, free product samples, coupons, giveaway and more. As for changing consumer behavior that is increasingly developing, the impact of marketing 4.0 also results in viral marketing through social networks such as Facebook enabling continuous two-way interactivity from anywhere and at any time.

The Impact of Digital Technologies on Marketing and Communication in the Tourism Industry

2021 ◽  
pp. 255-267
Author(s):  
Albérico Travassos Rosário ◽  
Ricardo Gomes Raimundo ◽  
Rui Cruz
Keyword(s):  
Digital Technologies ◽  
Tourism Industry ◽  
Mobile Marketing ◽  
Marketing Communication ◽  
Competitive Advantages ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Information And Communication ◽  
The One ◽  
The Impact

The growing openness between regions accompanied by the rising of the tourism industry enhances its importance and the ensuing search for competitive advantages in terms of communication, marketing, and technology. It, therefore, gave rise to the concept of integrated marketing communication (IMC) that together with information and communication technology (ICT) could highlight tourist experiences. This literature review (LR) attempts to unveil how digital technologies determine marketing and communication in the tourism industry and, conversely, what industry areas should be targeted by those digital technologies. The study employs a scoping review approach based on a search of literature through the SCOPUS database. Ten articles were selected. On the one hand, this LR concludes that digital technologies are filling the gap concerning the needs of tourists through, for instance, mobile marketing. On the other hand, it discloses that digital technologies are essential for the tourism industry as it improves marketing communication by diverse means.

scholarly journals The dual impact of online communication on older adults’ social connectivity

2016 ◽  
Vol 29 (1) ◽  
pp. 31-50 ◽  
Author(s):  
Eveline Hage ◽  
Hans Wortmann ◽  
Marjolein van Offenbeek ◽  
Albert Boonstra
Keyword(s):  
Older Adults ◽  
Negative Impact ◽  
Online Communication ◽  
Well Being ◽  
Buffer Effect ◽  
Communication Tools ◽  
Content Type ◽  
Social Connectivity ◽  
Online Communication Tools ◽  
The Impact

Purpose – In today’s aging world online communication is often viewed as a means to enhance social connectivity, and therefore well-being, of older adults. However, previous research on the influence of online communication on social connectivity largely disregards older adults, yields conflicting results and fails to assess the – debatable − causal direction of relationship. The purpose of this paper is to overcome these issues by developing four hypotheses related to who uses what, how, with whom. Design/methodology/approach – The authors use a panel data study to test the hypotheses, including 302 older adults. Response rates are between 62 and 75 percent. Findings – The authors find, first, that older adults differentiate between social connectivity with other village members, i.e., village connectivity, and connectivity with friends. Second, the impact of online communication varies among these two types of social connectivity. Where e-mail use has a negative impact on village connectivity, it does not affect connectivity with friends. Facebook use on the other hand has a negative impact on connectivity with friends, but not on village connectivity. The negative effects were not found among those older adults that were already well-connected on forehand, indicating a buffer effect. Practical/implications – Policy makers’ implementing online communication tools to strengthen social connectivity of older adults, may want to carefully select tools based on the type of connectivity they aim to enhance. Impact needs to be monitored. Originality/value – The authors contribute by analyzing how characteristics of online communication tools, i.e., information richness and privacy protection, as well as social connectivity, i.e., geographical proximity and emotional closeness jointly shape older adults’ social connectivity.

scholarly journals CONSUMER RESEARCH IN THE PROCESS OF CREATION AND DISTRIBUTION OF INNOVATIVE PRODUCTS

2021 ◽  
Author(s):  
Tetiana Reshetilova ◽  
◽  
Tetiana Kuvaieva ◽  
Keyword(s):  
Consumer Preferences ◽  
Marketing Research ◽  
Target Audience ◽  
Marketing Communication ◽  
Innovative Product ◽  
Market Failures ◽  
Communication Tools ◽  
Consumer Innovativeness ◽  
Innovative Products ◽  
The Impact

The motivated consumer innovativeness in the creation and distribution of innovation products are considered. The process of determining the consumer preferences of innovative products based on its attributes is investigated. The target audience selection mechanism for the marketing communication complex formation considering the consumer motivation is developed. One of the ways of maintaining the competitiveness of the enterprise, the development of new market segments is the withdrawal of innovative products. This process is always quite risky, even when an innovative product has obvious benefits for consumers. The results of many studies have shown that more than 30% of consumer goods and about 20% of industrial goods suffer market failures. This is due to the fact that innovative products are mainly created only on the basis of new knowledge, without taking into account the real needs of the market. Under these conditions, the key factor in the market success of the product is the marketing research of consumers at the stage of creating an innovative product. Communication impact on consumer categories "innovators" and "early followers" leads to a faster perception of innovative products by the entire target audience. The impact on different categories of consumers through different sets of marketing communication tools corresponds to an approach based on the motivation of consumers of innovative products. The development of a set of marketing communication tools should take into account the needs that meet the innovative products or the relative advantages that they possess.

scholarly journals Evaluation of the Marketing Communication of Scientific Units in the Context of Cooperation with the Sector of small and Medium Enterprises in Lodz Region

2019 ◽  
Vol 32 (2) ◽  
pp. 153-173
Author(s):  
Sławomir Milczarek ◽  
Magdalena Grębosz-Krawczyk
Keyword(s):  
Small And Medium Enterprises ◽  
Online Communication ◽  
Business Environment ◽  
Marketing Communication ◽  
Communication Tools ◽  
Level Of Use ◽  
The Subject ◽  
Online Communication Tools ◽  
Medium Enterprises ◽  
Market Benefits

Summary An essential role in the constant overcoming of barriers as well as in the development of cooperation on the line “science-business” is played by proper marketing communication carried out by scientific units, being the party initiating the commercialization processes. The aim of the article is to evaluate selected aspects of marketing communication carried out by scientific units during cooperation with small and medium enterprises (SMEs) representing the smart specializations of the Lodz region. The article discusses the results of research carried out in the second and third quarter of 2018, based on the method of indirect communication with respondents, using a questionnaire among the representatives of companies belonging to the smart specializations of the Lodz region. The research results prove that scientific units do not use the available spectrum of marketing communication tools in cooperation with companies and do not use the language of market benefits in the description of knowledge being the subject of commercialization. The majority of respondents are convinced that the level of use of online communication tools by scientific units is low and medium, which automatically transfers into lowering its perception as innovative partners. On the other hand, in the opinion of the surveyed companies, the use of the possibilities created by the Internet Web 2.0 era by scientific units in marketing communication, can positively affect their image in the business environment.

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