scholarly journals Regimes of meaning and forms of mediation in post-digital marketing strategies

2021 ◽  
pp. 200-221
Author(s):  
João Batista Ciaco
Keyword(s):  
Marketing Strategies ◽  
Digital Marketing ◽  
Business Strategies

This article seeks to understand the paradoxical condition of the contemporary “post-consumption” based on the interactions that are interwoven between consumers, brands and companies, as well as to describe the marketing strategies that brands elaborate to better meet their business purposes. Between hyper-consumerism as a source of (supposed) full satisfaction of desires and its denial as a way of confronting the established system, these so-called “post-consumers” seem to establish an immediate relationship between the very meaning of their lives and the act of consuming. As a consequence, to build efficient branding and business strategies, post-digital marketing has to reorganize itself, mainly by transforming the regime of its interactions (as defined by the sociosemiotics narrative grammar) with this paradoxical subject of consumption.

scholarly journals Business Strategies and Digital Marketing Management in Desa Prima Sleman SMEs

2021 ◽  
Vol 1 (3) ◽  
pp. 285-291
Author(s):  
Yuni Istanto ◽  
Dyah Sugandini ◽  
Gunawan Nusanto ◽  
Windy Anindya Pamuji ◽  
Trestina Ekawati
Keyword(s):  
Product Quality ◽  
Digital Technology ◽  
Marketing Strategies ◽  
The Other ◽  
Marketing Management ◽  
Digital Marketing ◽  
Business Strategies ◽  
Research Approach ◽  
Marketing Performance ◽  
Depth Interview

This review expects to give knowledge to SMEs in Sleman regarding how organizations seeking different techniques approach this advanced promoting issue. A definitive objective is to help SMEs in Sleman in the productive and viable execution of the system embraced by their organizations. The technology provided to SMEs planned in this research is a digital technology for product marketing and improving product quality and production. The population in this study were all SME's in Sleman. The census did sampling. The research approach is made by survey, observation, FGD, and in-depth interview. The overall hypothesis in this study is positively and significantly supported. The research that has been done shows that SMEs in Sleman have a marketing performance that is influenced by the types of digital marketing strategies and strategies. On the other hand, the performance of SMEs is influenced by marketing performance.

PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI

2016 ◽  
Vol 1 (2) ◽  
pp. 133-144
Author(s):  
Nadya Nadya
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Digital Era ◽  
Marketing Social ◽  
Technological Developments ◽  
Product Sales

Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research. Keywords: Digital Marketing, Social Media, Consumer Behavior

Transformation from Traditional to Digital Marketing: A Case on Facebook Marketing for Micro Foodservice Brands

2020 ◽  
Vol 2 (2) ◽  
pp. 166-187
Keyword(s):  
Marketing Strategies ◽  
Restaurant Industry ◽  
Digital Marketing ◽  
Customer Engagement ◽  
Per Se ◽  
Potential Customers ◽  
Inexpensive Technique ◽  
Facebook Marketing

This study analyses the transformation of marketing strategies from traditional to 'digital' and finds out the efficacy of 'Facebook' marketing for small or micro-enterprise brands; in the case of the restaurant industry. The study looks for the answers to questions such as How ‘Facebook' has changed the means of marketing in the case of small restaurant brands. Two restaurant brands were considered for the study. A qualitative case approach was adopted for the study. Major findings of the study have revealed that Facebook marketing is the direct, easiest and economical mode of communication with current and potential customers through 'Facebook page', to disseminate information regarding brand and services through 'Facebook posts', 'Comments' and 'chats'; besides, to maintain rapid feedback service to customers' queries. In addition, through 'Facebook' activities i.e., an instance of 'Likes', 'Reviews', 'Check-ins', and' Share' customers, themselves ensue as a source for promoting the brands. Nevertheless, for these small or microbrands' Facebook Marketing' per se, it is an inexpensive technique for effective marketing; additionally, it fosters mutual relationships and increases the level of customer engagement.

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 Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19

2021 ◽  
Vol 13 (12) ◽  
pp. 6735
Author(s):  
Ganesh Dash ◽  
Debarun Chakraborty
Keyword(s):  
Customer Satisfaction ◽  
Life Insurance ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Digital Transformation ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Five Dimensions ◽  
Customer Involvement ◽  
The Relationship

This study explores the relationship between digital marketing practices, customer satisfaction, customer involvement, and purchase intention. The focus is on the life insurance digital marketing strategies during a pandemic and the resultant lockdown and shutdown. This work sought to analyze the digital transformation of marketing practices and the customers’ resultant purchase intentions. COVID-19 was taken as the prevailing pandemic and its impact on the digital transformation of marketing strategies. Five dimensions of digital marketing strategies with eighteen items and three items each of customer satisfaction and purchase intention were considered for practical purposes. It used structural equation modeling to study 535 responses of life insurance customers. Findings indicate that SEM/SEO, display, and E-CRM practices significantly impacted customer satisfaction and purchase intention. Further, a mediation-cum-moderation approach was undertaken. Customer satisfaction significantly affected purchase intention and played a good mediator between digital marketing practices and purchase intention. Additionally, customer involvement moderated the relationship between content marketing and communication with purchase intention. This research work helps life insurance marketers in general. The digital channel managers expressly understand their key areas of strengths regarding the five dimensions of digital marketing strategies. Accordingly, they frame their plans for decision-making to improve customer satisfaction and resultant purchase intentions. It provides a direction for future adoption of specific marketing strategies during a pandemic and consequent shutdown and lockdowns.

A Trend Setting Integrated Digital Marketing Strategies for Business Promotions

2017 ◽  
Author(s):  
J Senthilkumar ◽  
S.S. Aravinth ◽  
J Gokulraj ◽  
P Iyyanar
Keyword(s):  
Marketing Strategies ◽  
Digital Marketing

FACTORS AFFECTING THE COMPETITIVE ADVANTAGES OF CITIMART

2014 ◽  
Vol 1 (4) ◽  
pp. 133-148
Author(s):  
Dr. Pham Hung Cuong ◽  
◽  
Nguyen Van Ngan ◽  
Keyword(s):  
Competitive Advantage ◽  
Market Economy ◽  
World Market ◽  
Marketing Strategies ◽  
High Rate ◽  
Business Strategies ◽  
Living Standard ◽  
Competitive Advantages ◽  
Factors Affecting ◽  
Fast Development

According to Porter (1985), in the market of competition, competitive advantage lies in the center of business activities of an enterprise. For this reason, one of the most important factors for any kind of business is to build or construct a good and stable competitive advantage. The wealth of a company cannot be durable if the company does not maintain its competitive advantage. Improving the competitive advantage is one of the first and foremost concerns of every business. In the process of integration, all economies have to try their best to fully compete with each other to gain the best. Among the economy sectors, the retail enterprises are of those who have to apply marketing strategies to strengthen their competitive advantage. With good and suitable marketing strategies, businesses can increase the number of their customer, have goods and products attractive to consumers and finally gain the expected profits. In Vietnam, the market economy started at the end of 1986, much later than the world market economy, so the application of competitive advantages from the macro level to micro level (here the enterprise level) has been slow. For the sector of retailing, especially supermarket retailing, the market scale of Vietnam is much smaller than that of other markets in the region. However, there are basic factors for a fast development in Vietnam such as: big population with the kind of young population, high rate of economic growth rate and non-stop improved living standard. That is the fact that the potential for retailing development in Vietnam is not small and supermarket business in the future is big. In Vietnam, especially in Ho Chi Minh market, there are quite a lot of supermarket chains which are in operation nowadays such as Co-op mart, Citimart, Maximart, B-smart, Shop&Go and so on? These supermarkets are trying their best to gain more customers. For this purpose, the researcher chose Citimart as a case study in this research. Citimart is one of most favorable supermarket in Ho Chi Minh. In this thesis, the researcher studies the factors affecting the competitive advantage of Citimart, and then find out the solutions for the policy makers to have good business strategies of Citimart.

A practical guide for understanding online business models

2019 ◽  
Vol 15 (1) ◽  
pp. 71-82 ◽  
Author(s):  
Won Kim
Keyword(s):  
Business Models ◽  
Business Plan ◽  
Marketing Strategies ◽  
Business Strategies ◽  
Content Type ◽  
Search Results ◽  
Practical Guide ◽  
Online Business ◽  
Proper Perspective ◽  
Google Search

Purpose There is a lack of clarity about what online business models are. The top 20 Google search results on online business models are articles that explain online business models. However, each of them deals with just one or two elements of business strategies. The list of business models is also a mixture of business strategies. This paper aims to provide practical guide that puts these business models into proper perspective. Design/methodology/approach A business model includes all key elements of the business, marketing and operational strategies. There are many such elements. The author has reviewed the popular use of the term online business models and found that just five of the key elements can put almost all of them into proper perspective. Findings Five elements of the business and marketing strategies constitute a practical guide for understanding, discussing and even designing the first working draft of a business plan. Practical implications The practical guide will serve as a robust vehicle for understanding, discussing and even designing the first working draft of a business plan. The current haphazard use of the term online business models does not shed light on online business models. Originality/value The author has examined 20 top Google search results for “online business models” and “business models”. These are articles that talk about 3-17 “business models”. The author examined all of them and confirmed that the five key elements of the business and marketing strategies can put all of them into proper perspective.

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