Innovative Marketing Strategies for Select E-Commerce Companies in India - A Review.

2018 ◽  
Vol 5 (1) ◽  
Author(s):  
Amit Kumar Bhanja ◽  
P.C Tripathy
Keyword(s):  
Artificial Intelligence ◽  
Internet Of Things ◽  
Business Environment ◽  
Marketing Strategies ◽  
Point Of View ◽  
Digital Marketing ◽  
Customer Base ◽  
Innovative Methods ◽  
Online Shoppers ◽  
Drastic Increase

Innovation is the key to opportunities and growth in today’s competitive and dynamic business environment. It not only nurtures but also provides companies with unique dimensions for constant reinvention of the existing way of performance which enables and facilitates them to reach out to their prospective customers more effectively. It has been estimated by Morgan Stanley that India would have 480 million shoppers buying products online by the year 2026, a drastic increase from 60 million online shoppers in the year 2016. E-commerce companies are aggressively implementing innovative methods of marketing their product offerings using tools like digital marketing, internet of things (IoT)and artificial intelligence to name a few. This paper focuses on outlining the innovative ways of marketing that the E-Commerce sector implements in orders to increase their customer base and aims at determining the future scope of this area. A conceptual comparative study of Amazon and Flipkart helps to determine which marketing strategies are more appealing and beneficial for both the customers and companies point of view.

scholarly journals MODERN DIGITAL MARKETING TRENDS AND THEIR INFLUENCE ON THE MARKETING STRATEGY FORMATION

2021 ◽  
Vol 1 (54) ◽  
Author(s):  
Valentyn H. Hnoievyi ◽  
◽  
Oleksandr M. Koren ◽  
Keyword(s):  
Artificial Intelligence ◽  
Marketing Strategy ◽  
Interpersonal Communication ◽  
New Technologies ◽  
Digital Communication ◽  
Marketing Research ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Customer Engagement ◽  
Digital Platforms

The article has dealt with the current trends of communication aspects of company’s relations with the customers. The emphasis is placed on the necessity to review the companies’ marketing strategies, in particular, due to communication constraints and the corresponding changes in the format of both direct and feedback with the customers. Restrictive measures have changed the format of competition, having created the conditions for its concentration in cyberspace. Changes in the nature of interpersonal communication predetermined by the limited personal activity and the introduction of remote forms of interaction, have generated demand for innovative ways of communication with customers. Other factors that require the adjustment of marketing strategies include the emergence of new behavioral capabilities of consumers associated with the intensive development of digital communication channels. It has been noted that in the digital communication environment, digital platforms provide the main format of communication with the existing customer base and potential customers. In addition, prompt acquisition and processing of data on purchasing behavior of customers allows companies to increase significantly the “sensitivity” of marketing research and optimize their own marketing decisions. Among the areas of increasing targeting and personalization of product offerings, the use of elements of artificial intelligence and voice search has been accentuated. Moreover, the use of artificial intelligence greatly facilitates and simplifies the work of marketers on the processing and initial analysis of the growing flow of digital marketing data, as well as provides greater efficiency. It has been concluded that widespread use of voice assistants in e-commerce requires companies to rethink radically their approaches to internal data processing, IT investment and customer engagement strategies. Active integration of chatbots into various communication platforms is able to make them universal tools for both business and consumers, which will allow them to become a familiar part of the user experience. Implementation of virtual reality and augmented reality elements in the interface of company websites can significantly diversify the process of collecting information by users and push them to unplanned purchases. It has been indicated that the growing standards of personalization and new rules of customer confidentiality will continue to require companies to be flexible and introduce new technologies in order to adapt permanently their business to new conditions. Focusing on building trust with customers based on digital communications will enable companies to create a long-term integrated marketing strategy and concentrate on the multi-channel nature of customer experience.

Digital Marketing Strategies Based on the E-Business Model

2019 ◽  
pp. 86-103 ◽  
Author(s):  
Jose Ramon Saura ◽  
Pedro R. Palos-Sanchez ◽  
Marisol B. Correia
Keyword(s):  
Exploratory Study ◽  
Information Technologies ◽  
Business Models ◽  
Business Environment ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Future Research ◽  
Key Players ◽  
New Business ◽  
New Business Models

One of the most significant changes in the last decade in the business environment has been caused by the development of information technologies and the internet. The internal structure and organization of companies has changed to evolve towards a digital environment influenced by internet business models and digital marketing (DM) techniques. This chapter develops a systematic literature review with the objective of identifying the key players in the business environment with respect to the new business models and digital marketing techniques applied to them, to improve the benefits they bring to the company. The results of the research identify and define the main actors of the electronic commerce (EC) ecosystem, as well as their typologies and the main techniques of DM used in this field of research. The results of the exploratory study can be used for future research in this field and to reinforce the reference bibliography in this area of research.

Expecting Transformation of Marketing During the Post-Pandemic New Normal

2021 ◽  
Vol 10 (2) ◽  
pp. 1-18
Author(s):  
Iza Gigauri ◽  
Kakhaber Djakeli
Keyword(s):  
Marketing Strategies ◽  
Point Of View ◽  
Digital Marketing ◽  
Research Approach ◽  
Social Dimensions ◽  
Future Studies ◽  
Marketing Managers ◽  
Sustainable Marketing ◽  
The Impact

COVID-19 has impacted economic and social dimensions around the globe. It triggered changes in consumer behavior requiring marketing efforts to be rethought from the sustainability point of view. The presented research is motivated by the recent article by P. Kotler discussing the new role of marketing and seeks to explore the effects of the pandemic on marketing and outline post-pandemic tendencies. The qualitative research approach was applied to interview marketing managers in Georgia to analyze the impact of the crisis on marketing management. It also reveals opportunities for marketing in post-pandemic times and sheds light on factors for marketing transformation. The research emphasizes the advantages of digital marketing and illustrates the skills marketing managers should have. The findings outline that marketing strategies should transform towards more ethical and sustainable marketing in accordance with the current changes. The paper concludes by suggesting future studies.

scholarly journals How Digital Marketing along with Artificial Intelligence is Transforming Consumer Behaviour?

2021 ◽  
Vol 9 (VII) ◽  
pp. 523-527
Author(s):  
Dr. Manas Khatri
Keyword(s):  
Artificial Intelligence ◽  
Consumer Behaviour ◽  
Consumer Preferences ◽  
Modern Technology ◽  
Marketing Strategies ◽  
Market Analysis ◽  
Digital Marketing ◽  
Middle Income ◽  
The Right

This report highlights the role of AI in digital marketing to change consumer behaviour. It relates the technical aspects of modern technology with digital marketing and their use considering the changes in trends and consumer preferences based on new products and market analysis. Artificial Intelligence is a technology that makes the computers or machines as smart as human being so that they are capable of doing tasks like a human brain. As in this era of technology AI continuous to advance, it is used in almost every field of life. It is combined with digital marketing to make it easier for firms to reach the right customers at the right time. Artificial Intelligence helps the firms to get perception about the customer needs in a very short frame and effectively which boosts their sales and revenues. Some techniques that are used in digital marketing utilizing AI include Big Data analysis, machine learning and customer insights of the specific sector. India has 280 Million facebook users that makes it the top country having the biggest Facebook audience, Inida is second highest based on Instagram audience. The smartphone industry in India is among the develping markets which are adding to the number of middle-income customers and it is estimated that it will reach millions of the cinsumers in future. These analysitics have changed the way marketers make digital marketing strategies and desgin business portfolio in accordance with the products and services available in the market. This report also explain the challenges of ai in digital marketing. Furthermore, it identifies the relevant tools and technologies which help marketer effectively implement the AI in digital marketing.

scholarly journals ROI as a financial and non-financial Indicator trough Applied in Application to Social Media Marketing

JUDICIOUS ◽  
2021 ◽  
Vol 2 (1) ◽  
pp. 84-91
Author(s):  
Iwan Darmawansyah ◽  
Sismiati Sismiati
Keyword(s):  
Social Media ◽  
Applied Research ◽  
Marketing Strategies ◽  
Point Of View ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Target Market ◽  
Call To Action ◽  
Financial Indicator

This study aims to develop instruments that marketers can use in developing digital marketing in their industry. The method used is applied research and constructivism point of view. Researchers conducted interviews and developed digital marketing strategies. The results of this study explain that call to action provides consumer effectiveness in purchasing products. However, it is necessary to encourage promotion through ig paid to provide a wider range of promotions. This study also explains some important things to consider in preparing the target market by analyzing customer personals and designing customer journeys.

scholarly journals DIGITAL MARKETING OF SERPONG URBANTOWN APARTMENTS TO INCREASE BRAND AWARENESS AND CUSTOMER SATISFACTION

2021 ◽  
Vol 2 (2) ◽  
pp. 84-89
Author(s):  
Kevin Lye ◽  
Rudi Santoso
Keyword(s):  
Marketing Strategies ◽  
Point Of View ◽  
Digital Marketing ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Marketing Process ◽  
Qualitative Descriptive ◽  
Use Of Social Media ◽  
The Impact ◽  
Descriptive Method

This research focuses on the efforts of Apartment Urbantown Serpong to increase Brand Awareness. The strategy offered in this research is marketing communication using digital marketing. The use of social media in marketing communications in this study aims to provide a different perspective or point of view from the activities of the digital marketing process. This study also examines digital marketing strategies to increase Brand Awareness Apartment Urbantown Serpong. This study uses a qualitative descriptive method with a literature review approach. The results show that digital marketing strategies are proven to be able to increase brand awareness. The indicator used in this study is the impact or response from research sources to identify the Serpong Urbantown Apartment brand.

How New Age Technologies Are Used to Identify Consumer Behaviour and Its Change During and After a Pandemic

2022 ◽  
pp. 279-290
Author(s):  
Ravi Sanwal
Keyword(s):  
Artificial Intelligence ◽  
Machine Learning ◽  
Focus Group ◽  
Internet Of Things ◽  
Online Shopping ◽  
New Age ◽  
Marketing Strategies ◽  
The World ◽  
Different Parts

In 2020, the whole world experienced a pandemic that rose in different parts of the world leading to a pandemic; many businesses were affected because of it, and it changed people's thinking towards life. It also changed how consumers looked at purchasing products online. This study focuses mainly on how the new age technologies like machine learning, internet of things, and artificial intelligence helps in identifying the consumer buying patterns. Consumer buying pattern on online shopping have changed over a period during this pandemic. This research highlights the role of these technologies in marketing and how it has helped the companies to create their marketing strategies. This research also includes the study of change in buying patterns of consumers during the pandemic and how it has increased over a period of time through primary research done with 30 respondents taken as a focus group.

Analyzing the use of internet of things (IoT) in artificial intelligence and its impact on business environment

2021 ◽  
Author(s):  
Veena Prasad Vemuri ◽  
Priya ◽  
V. Ramesh Naik ◽  
Vijesh Chaudhary ◽  
K. RameshBabu ◽  
...  
Keyword(s):  
Artificial Intelligence ◽  
Internet Of Things ◽  
Business Environment ◽  
Use Of Internet

scholarly journals Marketing Trends using Latest Technology

2019 ◽  
Vol 8 (2S6) ◽  
pp. 700-703
Keyword(s):  
Artificial Intelligence ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Digital Marketing ◽  
Science Data ◽  
Competitive Edge ◽  
New Methods ◽  
Huge Data ◽  
The Relationship ◽  
Data Screening

Marketing deals with examing besides maintenance of the deal of return. It is the business mechanism of organizing deal and achieve the needs of clients. It is one of the best phase of company leadership along with the concern on the needs of the clients.Because of cost effectiveness and broader range, online marketing is considered as one of the effective marketing strategies in business. Over a period of timeseveral online marketing techniques have been changed. Result of changing in digital trends, marketers ought to be aware of the modifications to adapt with the trending technologies and to remain ahead in the market. These will guide them gain a competitive edge and comes out with a new methods to improve their businesses, attain leads and improve the relationship with their vital clients. Artificial intelligence and machine learning are developing aspect of numerous sectors, including marketing. Artificial Intelligence (AI) Marketing Applications offers techniques to connect performance as well as science data. Screening and analyzing huge data was once tough to achievablebut it iseasy to achieve now. This paper sheds light on the survey of AIA's possibilities for human as well as its importance in this field. This paper explores AIA as an individual contributor in the world's digital marketing.

scholarly journals Marketing, Digital Environment and Big Data: A Preliminary Discussion about the Influences within A Company

2020 ◽  
Vol 8 (4) ◽  
pp. p72
Author(s):  
Edmir Kuazaqui
Keyword(s):  
Big Data ◽  
Business Environment ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Group Method ◽  
Digital Environment ◽  
View Point ◽  
Digital Inclusion ◽  
A Company ◽  
Focus Group Method

This article discusses how Big Data influences Brazilian enterprises from the view point of marketing, once there is a deepening in the use of Information Technology (IT) in the business environment and is a differentiated competitive factor, as well as for the consumer. The bibliographical research involved subjects such as the evolution of digital marketing, digital inclusion, co-creation, social media, and Big Data, to have a theoretical vision. Through in-depth qualitative research, using the Focus Group method, the impressions of professionals with academic backgrounds were collected regarding knowledge, abilities and necessary competences for these enterprises to have full results, the need for curve experience, adaptability to the exponential world, as well as the opportunities and challenges stemming from this reality. One of the highlighted points of this research was the need to be dealing in still evolving digital atmospheres and that of ethical behavior, both in the collection, dissemination, and application of digital marketing strategies, as well as in information security.

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