scholarly journals Small-business marketing in Soweto, the importance of the human touch

2016 ◽  
Vol 14 (4) ◽  
pp. 186-193 ◽  
Author(s):  
Brian V. Soke ◽  
Johannes A. Wiid
Keyword(s):  
Small Businesses ◽  
Personal Selling ◽  
Jel Classification ◽  
Human Interaction ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Economic Stability ◽  
Communication Tools ◽  
Self Administered Questionnaire

Small businesses are a crucial element of and a major contributor to the economy and society. They not only provide economic stability for their owners but also meet the needs of society and businesses. Effective marketing communication is needed so that society and business can be informed about the products and services on offer to satisfy their needs. A variety of marketing communication tools can be used by SMMEs to communicate with society and business. This research explores the utilization of these marketing communication tools by SMMEs located in Soweto, Johannesburg. The data were collected by means of a self-administered questionnaire that was circulated and hand-delivered to a sample of SMMEs in Soweto. The findings revealed that SMMEs in Soweto rely more on human interaction, such as word-of-mouth (WOM) and personal selling, to promote their business than on technology-driven tools such as the internet. Keywords: SMMEs, integrated marketing communication, traditional marketing communication, Soweto, promotion. JEL Classification: M31

Motivations and Communication Effectiveness of Solar Energy Adoption among Malaysian Household Consumers

2018 ◽  
Vol 6 (3) ◽  
pp. 67-81
Author(s):  
Siti Haslina Md Harizan
Keyword(s):  
Solar Energy ◽  
Well Being ◽  
Jel Classification ◽  
Photovoltaic System ◽  
Marketing Communication ◽  
Solar Pv ◽  
Integrated Marketing ◽  
Snowball Sampling ◽  
Integrated Marketing Communication ◽  
Communication Tools

Objective - This paper aims to explain the motivational drives underlying the use of solar energy and to examine the effectiveness of integrated marketing communication tools in the dissemination of solar PV information among household consumers in Malaysia. Methodology/Technique - Data was collected using in-depth interviews, participant observations, and on-site visits to participants' homes. Sixteen private household consumers who were registered with the Sustainable Energy Development Authority Malaysia (SEDA), and who were located in different regions of several states in Malaysia, were selected using purposive and snowball sampling. The data was then transcribed and analyzed by identifying the themes and commonalities of the respondents. Findings - The findings indicate that there are 4 motivating factors that lead to solar PV adoption. Those are: economic, societal well-being, environmental well-being, and knowledge/cognition. The integrated marketing communication tools found to be most effective include mass media (television), electronic media (including social media and websites) and interpersonal sources. Novelty - The study elaborates on the motivations underlying the adoption of solar energy based on the real experiences of solar PV users. The study also assesses the effectiveness of integrated marketing communication tools used by various stakeholders in promoting solar PV systems based on user feedback. Type of Paper - Empirical Keywords: Integrated Marketing Communication; Motivation; Residential; Solar Photovoltaic System; Sustainable Marketing. JEL Classification: M31, O33

Integrated Marketing Communication pada Heri Pemad Management Studi Kasus International ARTJOG MMXIX

2020 ◽  
Vol 6 (1) ◽  
pp. 1-17
Author(s):  
Cut Nailil Muna
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Evaluation Research ◽  
Personal Selling ◽  
Sales Promotion ◽  
Primary Data ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Interactive Marketing

ABSTRAKPenelitian ini bertujuan menganalisis lebih lanjut penerapan Integrated Marketing Communication pada Festival Seni Rupa Kontemporer Internasional ARTJOG MMXIX yang diselenggarakan oleh Heri Pemad Management (selanjutnya disingkat HPM). Manfaat penelitian ini adalah memberikan kontribusi pemikiran bagi pengembangan pengelolaan manajemen seni dalam keberhasilannya meraih pasar. Untuk menjawab pokok masalah dalam penelitian ini, peneliti mengacu pada konsep komunikasi pemasaran terpadu model George dan Michael Belch (2011) yang meliputi advertising, sales promotion, personal selling, direct marketing, Public Relations and Publicity serta interactive marketing melalui tiga tahapan proses, yaitu perencanaan, implementasi, dan evaluasi. Penelitian dijalankan secara kualitatif dengan metode studi kasus. Pengumpulan data terbagi dua yaitu data primer melalui wawancara dan observasi; serta data sekunder melalui studi pustaka. Key informan dan informan yang dipilih berasal dari internal HPM dan pengunjung Festival ARTJOG MMXIX. Penelitian ini mampu menjelaskan bahwa HPM telah mengimplementasikan Integrated Marketing Communication melalui tahap perencanaan yang dimulai dari targeting, positioning, penetapan tujuan dan anggaran. Tahap implementasi, dilakukan perancangan pesan, pemilihan media, dan penerapan bauran komunikasi. Tahap evaluasi, dilakukan analisis untuk mengukur hasil akhir dari implementasi bauran IMC sekaligus mengambil tindakan korektif dalam penyelenggaraan festival tersebut. Kesimpulannya, HPM telah berhasil menerapkan konsep komunikasi pemasaran terpadu pada penyelenggaraan Festival Seni Rupa Kontemporer Internasional ARTJOG MMXIX. ABSTRACTThis research aims to further analyze the implementation of Integrated Marketing Communication at the International Contemporary Arts Festival of ARTJOG MMXIX organized by Heri Pemad Management (hereinafter abbreviated as HPM). The benefit of this research is to contribute to thinking for the development of art management in the success of achieving the market. To address the subject matter of this study, researchers refer to the concept of Integrated Marketing Communication George and Michael Belch (2011) model’s which include advertising, sales promotion, personal selling, direct marketing, Public Relations and Publicity and interactive marketing through three stages of the process, planning, implementation and evaluation. Research is conducted qualitatively with case study methods. Two data collection is the primary data through interviews and observations; and secondary data through library studies. Key informant and informant are selected from the internal HPM and visitors Festival ARTJOG MMXIX. The research can explain that HPM has implemented Integrated Marketing Communication through the planning phase starting from targeting, positioning, goal setting and budget. Implementation stage, message design, media selection and communication mix application. Evaluation stage analyzed to measure the outcome of the implementation of IMC mix and take corrective action in the implementation of the festival. In conclusion, HPM has successfully adopted the concept of integrated marketing communication at the International Contemporary Art Festival of ARTJOG MMXIX.

scholarly journals DIGITAL INTEGRATED MARKETING COMMUNICATIONS (DIMC) ACTIVITIES OF DIGITAL PRODUCTS FINANCIAL TECHNOLOGY (FINTECH) “ALAMI”

2021 ◽  
Vol 14 (1) ◽  
pp. 60
Author(s):  
Baharudin Noveriyanto
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Public Relation ◽  
Major Influence ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Financial Technology

Abstract. The development of information and communication technology has now had a major impact on the industrial world in Indonesia. Changes in the industrial model towards digital have a major influence on marketing activities carried out by companies so that they can win the competition in the midst of increasingly sharp business competition. The ability to adapt and innovate quickly and precisely by involving various digital communication media and marketing technology will have a positive influence on the company. ALAMI is a digital-based sharia financial product brand (financial technology), where the name ALAMI is taken from the prefix of the verse in the Al-Quran, namely "Alif, Lam, Mim" which is then shortened to ALAMI. This study aims to determine the activities of digital integrated marketing communication (DIMC) in digital financial technology (fintek) products ALAMI, which consist of digital advertising, digital personal selling, digital sales promotion, digital public relations and digital direct marketing. This study uses a qualitative approach that focuses on the concept of integrated marketing communication (IMC) Kotler (2008) which consists of advertising, personal selling, sales promotion, public relations and direct marketing conducted digitally for financial technology products ALAMI. The main conclusion of this research is that the application of digital integrated marketing communication in digital financial products ALAMI can be done well, and is efficient in terms of costs. The concept of digital integrated marketing communication (DIMC) is a form of transformation of the concept of integrated marketing communication (IMC) whose implementation activities are adjusted to technological developments and the characteristics of the current digital industry. Abstrak. Perkembangan teknologi informasi dan komunikasi kini telah berdampak besar terhadap dunia industri di Indonesia. Perubahan model industri kearah digital memberikan pengaruh besar pada kegiatan pemasaran yang dilakukan oleh perusahaan agar dapat memenangkan kompetisi ditengah-tengah persaingan bisnis yang semakin tajam. Kemampuan melakukan adaptasi dan inovasi dengan cepat dan tepat dengan melibatkan berbagai media komunikasi digital dan teknologi pemasaran akan memberikan pengaruh positif kepada perusahaan. ALAMI adalah sebuah merek produk keuangan syariah berbasis digital (financial technology), dimana nama ALAMI ini diambil dari awalan ayat dalam Al-Quran, yaitu “Alif, Lam, Mim” yang selanjudnya disingkat menjadi ALAMI. Penelitian ini bertujuan untuk mengetahui aktifitas digital integrated marketing communication (DIMC) pada produk digital financial technology (fintek) ALAMI yang terdiri dari digital advertising, digital personal selling, digital sales promotion, digital public relation  dan digital direct marketing. Penelitian ini menggunakan pendekatan kualitatif yang memfokuskan pada konsep aktifitas Integrated Marketing Communication (IMC)  Kotler (2008) yang terdiri dari advertising, personal selling, sales promotion, public relation  dan direct marketing berbasis digital untuk produk financial technology ALAMI. Kesimpulan utama dari penelitian ini adalah bahwa penerapan digital integrated marketing communication pada produk keuangan digital ALAMI dapat dilakukan dengan baik, dan efisien dalam segi biaya. Konsep digital integrated marketing communication (DIMC) adalah salah satu wujud dari trasformasi konsep integrated marketing communication (IMC) yang implementasi kegiatannya disesuikan dengan perkembangan tekonology dan karakteristik industry digital saat ini.

CONDUCTING PERSONAL SALE’S ACTIVITIES ON B2B MARKETS IN CONDITIONS OF CORONAVIRUS PANDEMIC – SELECTED ASPECTS

2020 ◽  
Vol 21 (specjalny) ◽  
pp. 203-214
Author(s):  
Aleksander Pabian
Keyword(s):  
Personal Selling ◽  
Daily Basis ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Review Of The Literature ◽  
Integrated Marketing Communication ◽  
Goods And Services ◽  
Promotional Messages ◽  
Security Standards ◽  
A Company

Integrated marketing communication can be used to sufficiently increase demand for goods and services that are provided by a company on b2b market. Promotional activities can effectively influence decisions of potential institutional buyers by providing information, arguments, promises and prompting to buy or use promoted products and services. Promotional messages are also used to create a positive opinion about an enterprise or institution. One of the classic instruments of integrated communication is personal selling. It seems that in the conditions of the spread of the pathogen causing COVID-19 disease, the possibilities of using this tool are limited. In the article, however, the author presents a model whose implication can allow the benefits of the tool while maintaining security standards. The basis for consideration was a systematic review of the literature as well as an interview conducted using indirect communication with managers of companies that use the promotional tool characterized in the article on a daily basis.

scholarly journals KOMUNIKASI PEMASARAN PT MUSTIKA RATU CABANG PEKANBARU DALAM MENGHADAPI PERSAINGAN PASAR

MEDIUM ◽  
2017 ◽  
Vol 6 (1) ◽  
pp. 67-77
Author(s):  
Dicky Novaldy ◽  
Dyah Pithaloka
Keyword(s):  
Direct Marketing ◽  
Personal Selling ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Purposive Sampling

Penelitian ini bertujuan untuk mengetahui komunikasi pemasaran PT Mustika Ratu Cabang Pekanbaru dalam menghadapi persaingan pasar kosmetik.  Penelitian ini menggunakan metode kualitatif dengan penyajian secara deskriptif. Data dikumpulkan melalui pengamatan, wawancara, dan dokumentasi. Subjek penelitian ini terdiri dari 5 orang. Subjek utama dipilih menggunakan teknik purposive sampling. Untuk menganalisa hasil penelitian ini menggunakan teknik analisis data interaktif. Hasil penelitian ini menunjukkan bahwa langkah pertama PT Mustika Ratu Cabang Pekanbaru dalam menghadapi persaingan pasar kosmetik adalah dengan menggunakan segmentasi, targeting, positioning. Setelah itu, PT Mustika Ratu Cabang Pekanbaru menggunakan strategi komunikasi pemasaran terpadu atau yang dikenal dengan sebutan Integrated Marketing Communication (IMC) yang terdiri dari periklanan, promosi penjualan, personal selling, direct marketing, publisitas dan hubungan masyarakat, serta acara dan pengalaman komunikasi pemasaran PT Mustika Ratu Cabang Pekanbaru. Faktor yang mempengaruhi kegiatan komunikasi pemasaran PT Mustika Ratu Cabang Pekanbaru yakni periklanan di televisi yang kurang, kurangnya karyawan, pemberian sampel yang kurang, dan macetnya pendistribusian produk ke toko.

scholarly journals MODEL KOMUNIKASI PEMASARAN PENGRAJIN ROTAN DI KECAMATAN RUMBAI PESISIR KOTA PEKANBARU

MEDIUM ◽  
2017 ◽  
Vol 6 (1) ◽  
pp. 11-20
Author(s):  
Gunawan Saleh ◽  
Rizky Rahayu
Keyword(s):  
Public Relations ◽  
Personal Selling ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication

Penelitian ini bertujuan untuk mengetahui model komunikasi pemasaran pengrajin rotan di kecamatan rumbai pesisir dalam upaya meningkatkan eksistensi usahanya. Informan dalam penelitian ini adalah pengrajin rotan di Kecamatan Rumbai Pesisir dan untuk menentukan informan, penulis menggunakan teknik sampling purposif. Adapun teknik analisis data yang digunakan dalam penelitian ini adalah menelaah sumber data, reduksi data, menarik kesimpulan atau verifikasi. Hasil penelitian di dapat bahwa model komunikasi pemasaran pengrajin rotan di Kecamatan Rumbai Pesisir dalam upaya mempertahankan eksistensi usahanya yaitu dengan melakukan ke enam point Integrated Marketing Communication atau IMC yang pertama periklanan seperti di televisi, surat kabar dan media sosial. Kedua yaitu dengan melakukan promosi penjualan dengan memberikan potongan harga. Point ketiga pengrajin rotan juga melakukan kegiatan Public Relations dengan kegiatan sosial. Yang ke empat melakukan respon langsung dengan membagikan brosur kepada masyarakat. Ke lima melakukan publisitas di media cetak maupun media online. Dan yang terakhir dengan melakukan personal selling yang dilakukan di kios masing-masing. Dengan melakukan ke enam point tersebut membuat pengrajin rotan dapat meningkatkan eksistensi usahanya dari dulu hingg sekarang.

scholarly journals The Role of Integrated Marketing Communications in Enhancement of SMEs Growth in South Africa

2015 ◽  
Vol 7 (2(J)) ◽  
pp. 139-144
Author(s):  
Lawrence Mpele LEKHANYA
Keyword(s):  
South Africa ◽  
Literature Review ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Communication Tools ◽  
Starting Point ◽  
Communication Approach

The intention of this paper is to discover and empirically test the knowledge gap exist with regard to the role that integrated marketing communication (IMC) plays in the enhancement of SMEs growth. A quantitative approach is followed in this paper, with a questionnaire as the research instrument and questionnaire items established through a literature review. A sample of 374 SMEs owners/managers agreed to complete the questionnaire. In order to give a descriptive overview of variables relevant to the objectives of the study, a Cronbach test was performed. Certain ability in marketing communication by SMEs was evident from the sample. However, very few marketing communication tools are fully applied in order to enhance SMEs growth. A significant starting point, in attaching importance to the role of IMC enhancement of SMEs growth, is constituted by this paper’s sample, even though it is restrictively small. Practitioners may, from this paper, understand where intervention guidelines are needed, in order to improve an IMC plan needed for SMEs. Compared to previous research done on large company practices, this paper represents an original trial to empirically apply the marketing communication approach within SMEs.

scholarly journals KOMUNIKASI PEMASARAN TERPADU DAN EKUITAS MEREK ALFAMART

2016 ◽  
Vol 1 (1) ◽  
pp. 27
Author(s):  
Jehuda Ghrahito Hutomo Krussell ◽  
Eristia Lidia Paramita
Keyword(s):  
Data Analysis ◽  
Brand Equity ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Interactive Marketing ◽  
Retail Business

In past few years, retail business has significantly improved. Company needs marketing strategy to raise their competitiveness and make a good brand equity. One of these strategy that can be used is Integrated Marketing Communication. This study aimed to examine the influence of integrated marketing communication toward brand equity. This study was a quantitative study. The sample of 150 respondents were taken by using purposive sampling. The data analysis used multiple linear regression. These findings showed that dimension of integrated marketing communication consists of Advertising, Sales Promotion, Personal Selling, Public Relation, Direct Marketing, Interactive Marketing, and Corporate Design together influence Alfamart Brand Equity. While partially, only Sales Promotion, Personal Selling, and Corporate Design has significantly influence Alfamart Brand Equity

Modeling Integrated Marketing Communications for SME Environments

2019 ◽  
pp. 69-98
Keyword(s):  
Empirical Study ◽  
Service Marketing ◽  
Communication Process ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Communication Tools ◽  
First Time

This chapter explores the concept and planning of integrated marketing communication (IMC) in the context of the SME environment. The chapter explains the communication process in SME context along with above-the-line, below-the-line, through-the-line channels and different communication tools. Relevant examples and empirical study are addressed in this chapter, and a proper guideline of IMC in the field of SME for the very first time in the area of service marketing is developed. Policymakers, entrepreneurs, and even academicians will get the insights and impactful ideas from this SME context IMC study.

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