scholarly journals Menggelorakan makna energik sebagai brandscape erigo melalui iklan fireflies

2021 ◽  
Vol 5 (4) ◽  
pp. 345-360
Author(s):  
Febryan Kurniawan ◽  
Muhammad Isnaini ◽  
Rustono Farady Marta
Keyword(s):  
New York ◽  
Young People ◽  
Self Esteem ◽  
Marketing Strategies ◽  
Target Market ◽  
Marketing Communication ◽  
Internet Users ◽  
Cultural Tensions ◽  
A Company ◽  
Real Action

Local brands in Indonesia today are growing and competitive and in this competition, various appropriate marketing communication strategies are needed, where this is needed to build attention from potential consumers. One of the local brands from Indonesia is Erigo, a company that has recently been discussed by internet users because one of its marketing strategies is to place advertisements in Time Square, New York. Advertising is one of the digital marketing strategies that serves to attract the attention of potential consumers through information on products and services offered to stick in the minds of consumers. Through a qualitative approach with an interpretive paradigm using Laura R. Oswald's marketing semiotics method, it was found that through the short advertisement "Fireflies", Erigo wanted to show the target audience and their target market, young people or millennials, to have enthusiasm, motivation and belief. high self-esteem in exploring their curiosity, one of which can be done by real action from their energetic nature. This energetic nature becomes an ideology (cultural categories) that Erigo wants to convey to its target market, which are young people who aim to convey an invitation to dare to explore new things to find hope and identity related to exploratory (cultural tensions). Exploratory is meant here is a sense of freedom (emotional territories) where this is necessary for them to inflame the energetic they have.

scholarly journals SMEs: do they follow a shotgun or rifle approach when it comes to target marketing?

2016 ◽  
Vol 14 (3) ◽  
pp. 504-511 ◽  
Author(s):  
Michael C. Cant ◽  
Johannes A. Wiid ◽  
Adri Meyer
Keyword(s):  
South African ◽  
Business Performance ◽  
Jel Classification ◽  
Marketing Strategies ◽  
Target Market ◽  
Marketing Communication ◽  
Market Selection ◽  
Target Marketing ◽  
Product Assortment ◽  
Potential Success

As SMEs are the drivers of employment and GDP in many cases, SMEs are also critical to the development of any economy and their survival and success are, thus, important. With the high levels of failure of SMEs, it has become imperative that there is a drive to ensure the survival of SMEs. A way in which SMEs, can enhance their potential success rate and business performance is by means of proper target market selection in order for the business to focus their marketing efforts. This will allow the business to timeously identify opportunities and threats in the market and to react to these situations. The business will also have a greater understanding of their target market, and their needs and wants. Understanding the target market will assist the business in developing marketing strategies that are suited for the target market and enhance its chances of success. This study aimed to identify whether SME owners and managers have target market knowledge within a South African SME context. The main results indicate that although SME owners and managers claim they are aware of their specific target markets (90%), they do not have customer knowledge regarding the psychographic and demographic aspects of their target market. By using effective target marketing communication, SMEs can improve on their merchandising planning and product assortment and offerings to better serve their target market(s). Keywords: target marketing, SMEs, South Africa. JEL Classification: M310, L26

scholarly journals Value Creation Strategy in Tourism : An Islamic Perspective

2017 ◽  
Vol 1 (1) ◽  
pp. 68-80
Author(s):  
Fani Firmansyah
Keyword(s):  
Customer Value ◽  
Critical Role ◽  
Initial Step ◽  
Marketing Mix ◽  
Tourism Industry ◽  
Marketing Strategies ◽  
Target Market ◽  
Economic Returns ◽  
Tourism Management ◽  
A Company

The international tourism industry now is becoming an increasingly competitive marketplace. Understanding the needs, interests and behaviors of different tourist markets plays a critical role in support them to destinations. Given the fast growth in the number of tourists and despite the great Muslim population worldwide. It is important to develop appropriate marketing strategies. To develop tourism prospects sharia government could use such a marketing strategy, marketing for instance, marketing mix and segmenting, targeting and positioning (STP). The marketing mix is a set of marketing tools used by a state or a company to continue achieving its marketing objectives in target market. STP is the most important initial step in identifying customer value. It is expected from the use of this strategy could make sharia tourism as a market leader in the field of tourism and also could attract more tourists to visit and increase economic returns of state.  Keywords: Value, Strategic, Tourism, Management, Islamic, Marketing Mix

scholarly journals Marketing Strategy Planning Based on Customer Value

2021 ◽  
Vol 4 (2) ◽  
pp. 29-40
Author(s):  
Gilang Fatikhul Burhan ◽  
Agus Mansur
Keyword(s):  
Customer Value ◽  
Marketing Strategies ◽  
Target Market ◽  
Service Companies ◽  
Segmentation Strategy ◽  
Strategy Planning ◽  
Tourism Service ◽  
Market Strategies ◽  
A Company

Determination of marketing strategies is crucial in the process of running a company. The concept of customer value has become increasingly used in marketing strategies and literature in recent years. Understanding customer needs and desires is very important in designing effective market strategies. Strategy makers must consider the complexity of factors when evaluating and choosing marketing strategies. CV Rumah Mesin is a company engaged in the supply and manufacture of various types of machinery. CV Rumah Mesin has difficulty in maintaining sales consistency which has an impact on sales turnover. The purpose of this study is to identify the level of performance and consumer expectations of products and services at CV Rumah Mesin and develop appropriate marketing strategies based on the results of identifying the performance and expectations of consumers. The method used in this research is Modified Servqual and AHP. From the results of the analysis and discussion of research that has been done, it can be concluded that there are several factors that must be improved by the company such as the guarantee of machine products, the safety of machine products, the safety of product shipments, the availability of varied machine products, and the company will never be busy (ignoring ) response from consumers. In marketing its products, company can use the target market segmentation strategy to consumer agencies such as the industry service and the tourism service. Companies can provide responsive post-sale services in providing certain guarantees to consumers in an effort to differentiate from competing companies

scholarly journals ANALISIS SITUS E-TOURISM INDONESIA: STUDI TERHADAP PERSEBARAN GEOGRAFIS, PENGKLASIFIKASIAN SITUS SERTA PEMANFAATAN FUNGSI DAN FITUR

2012 ◽  
Vol 7 (1) ◽  
pp. 13 ◽  
Author(s):  
Muhammad Rifki Shihab ◽  
Ahmad Murtadho
Keyword(s):  
Evolutionary Model ◽  
Tourism Industry ◽  
Marketing Strategies ◽  
The Internet ◽  
Target Market ◽  
Tourism Marketing ◽  
Internet Users ◽  
Significant Obstacle ◽  
The Government ◽  
The Cost

Perkembangan e-commerce telah membawa perubahan terhadap strategi pemasaran pariwisata di berbagai negara, termasuk Indonesia. Penggunaan e-commerce pada industri pariwisata dikenal dengan terminologi e-tourism. Pemerintah telah menggelontorkan sejumlah dana yang cukup besar untuk mengembangkan e-tourism, terutama setelah diterapkannya tahun kunjungan wisata pada tahun 2008. Melalui metode observasi, penelitian ini ingin melihat pemanfaatan e-tourism sebagai media promosi pariwisata di Indonesia. Dengan menggunakan kuesioner, peneliti juga ingin melihat tanggapan dari pengguna internet tentang hal-hal yang telah baik dan hal-hal yang perlu ditingkatkan dalam situs pariwisata di Indonesia. Hasil penelitian menunjukan bahwa persebaran jumlah situs pariwisata berdasarkan provinsi belum merata. Penelitian ini juga menunjukan adanya korelasi yang tinggi antara jumlah situs dengan jumlah kedatangan wisatawan ke suatu provinsi. Sinergi antara pihak pemerintah dan swasta telah terlihat berdasarkan klasifikasi yang dihasilkan. Penelitian ini juga memetakan model evolusi situs yang dapat dimanfaatkan pihak industri untuk memeroleh target pasar yang diinginkan. Dari analisis hasil kuesioner, pengguna internet menilai aspek responsiveness dan interactivity perlu ditingkatkan, sementara faktor biaya layanan internet dan keahlian menggunakan internet bukan lagi menjadi hambatan yang berarti dalam mengakses situs pariwisata. The development of e-commerce has brought changes to the tourism marketing strategies in various countries, including Indonesia. The use of e-commerce in the tourism industry terminology known as e-tourism. The government has poured a considerable amount of funds to develop e-tourism, especially after the implementation of tourist visits in 2008. Through the method of observation, this study wanted to see the use of e-tourism as a media promotion of tourism in Indonesia. By using questionnaires, the researchers also wanted to see the response from internet users about the things that have been good and the things that need to be improved in the tourism sites in Indonesia. The results showed that the distribution of the number of tourist sites by province has not equitable. The study also showed a high correlation between the number of sites by the number of tourist arrivals to the province. Synergy between the government and the private sector has been seen on the resulting classification. The study also mapped the evolutionary model of the site that can be used to obtain industry desired target market. From the analysis of the results of the questionnaire, internet users assess the responsiveness and interactivity aspects need to be improved, while the cost factor of internet services and expertise to use the internet is no longer a significant obstacle in accessing tourism sites.

Dainik Bhaskar – Jaipur

2002 ◽  
Vol 06 (02) ◽  
pp. 167-204 ◽  
Author(s):  
Piyush Kumar Sinha ◽  
Kunjesh Pariher
Keyword(s):  
Market Research ◽  
Design Research ◽  
Marketing Strategies ◽  
Marketing Plan ◽  
Target Market ◽  
Growth Opportunities ◽  
Indian State ◽  
Short Time ◽  
First Time ◽  
A Company

Dainik Bhaskar, a Hindi newspaper, after achieving leadership in Madhya Pradesh, a central Indian State, is looking for growth opportunities. It is looking at the Hindi Belt and has identified Jaipur as the market to enter. Rajasthan Patrika dominates Jaipur with about 80% readership share. Dainik Bhaskar uses market research to understand and reach the readers and starts with a confirmed circulation. Within a very short time it has overhauled Rajasthan Patrika. The case addresses the issue of identifying opportunities for growth by a language newspaper. It is unique because never before had a Hindi newspaper, and for that matter any language newspaper, gone beyond its stronghold. The case is also valuable because it indicates the detail that a company needs to bring into its marketing plan when fighting a long established competitor in a "habit" based product. The case describes the process that Dainik Bhaskar adopted for analysing the potential in the identified markets and then choosing Jaipur as its target market. The innovative use of research to not only understand the readers but also lock them in for a long enough period to keep competition at bay is another aspect of the case. It is an instance where for the first time in India, a newspaper was launched with a confirmed circulation. The case is also unique in the sense that the launch was carried out without the support of the main daily, Rajasthan Patrika, as it was the main competitor. The case brings out the importance of following up a launch for sustaining leadership. The case is useful in discussing the development of marketing strategies when tackling a monopolistic situation. The case can be used in marketing classes for bringing out the issues of growth, competition, product design, research, and market identification.

Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 79-104
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

The impact of algorithmic decision-making processes on young people’s well-being (Preprint)

2019 ◽  
Author(s):  
Elvira Perez Vallejos ◽  
Liz Dowthwaite ◽  
Helen Creswich ◽  
Virginia Portillo ◽  
Ansgar Koene ◽  
...  
Keyword(s):  
Young People ◽  
Significant Proportion ◽  
Well Being ◽  
Early Years ◽  
Negative Experiences ◽  
Children And Young People ◽  
Online Platforms ◽  
Internet Users ◽  
Decision Making Processes ◽  
The Impact

BACKGROUND Algorithms rule the online environments and are essential for performing data processing, filtering, personalisation and other tasks. Research has shown that children and young people make up a significant proportion of Internet users, however little attention has been given to their experiences of algorithmically-mediated online platforms, or the impact of them on their mental health and well-being. The algorithms that govern online platforms are often obfuscated by a lack of transparency in their online Terms and Conditions and user agreements. This lack of transparency speaks to the need for protecting the most vulnerable users from potential online harms. OBJECTIVE To capture young people's experiences when being online and perceived impact on their well-being. METHODS In this paper, we draw on qualitative and quantitative data from a total of 260 children and young people who took part in a ‘Youth Jury’ to bring their opinions to the forefront, elicit discussion of their experiences of using online platforms, and perceived psychosocial impact on users. RESULTS The results of the study revealed the young people’s positive as well as negative experiences of using online platforms. Benefits such as being convenient and providing entertainment and personalised search results were identified. However, the data also reveals participants’ concerns for their privacy, safety and trust when online, which can have a significant impact on their well-being. CONCLUSIONS We conclude by making recommendations that online platforms acknowledge and enact on their responsibility to protect the privacy of their young users, recognising the significant developmental milestones that this group experience during these early years, and the impact that technology may have on them. We argue that governments need to incorporate policies that require technologists and others to embed the safeguarding of users’ well-being within the core of the design of Internet products and services to improve the user experiences and psychological well-being of all, but especially those of children and young people. CLINICALTRIAL N/A

Buying-Shopping Disorder among Women: The Role of Vulnerability to Marketing, Buying Motives, Impulsivity, and Self-Esteem

2020 ◽  
Vol 27 (4) ◽  
pp. 294-303
Author(s):  
Emeline Chauchard ◽  
Julie Mariez ◽  
Marie Grall-Bronnec ◽  
Gaëlle Challet-Bouju
Keyword(s):  
Online Survey ◽  
Marketing Research ◽  
Self Esteem ◽  
Marketing Strategies ◽  
Fashion Industry ◽  
Intention To Purchase ◽  
And Coping ◽  
Alcohol Users ◽  
The Relationship

<b><i>Introduction:</i></b> The influence of marketing on addictive behaviours has been studied among tobacco and alcohol users. Although the fashion industry is highly influenced by marketing, research has poorly studied vulnerability to fashion marketing as a factor related to buying-shopping disorder (BSD) while considering psychological characteristics (buying motives, impulsivity, and self-esteem). <b><i>Objective:</i></b> The objective of the present work is to investigate the relationship between vulnerability to marketing and BSD. <b><i>Methods:</i></b> Women (<i>n</i> = 242) were exclusively recruited through social networking. They completed an online survey exploring the severity of BSD using the <i>Compulsive Buying Scale</i> (CBS) and the psychological factors associated with BSD (impulsivity, self-esteem, and buying motives) and an experimental task designed to investigate the intention to purchase in several situations, where marketing modalities such as price, brand, and packaging fluctuate. <b><i>Results:</i></b> Among the 242 participants in the study, 34 were identified as compulsive buyers (14%). Income level was considered, and compulsive buyers displayed a higher level of vulnerability to marketing, except for the packaging modality. High levels of positive urgency, lack of premeditation, and coping motivation were found to be significant predictors of the CBS score, but vulnerability to marketing was not. <b><i>Discussion and Conclusions:</i></b> Compulsive buyers seem to be more sensitive to marketing strategies, although vulnerability to marketing was not identified as a predictor of the severity of BSD. Given the enormous literature on the role of marketing in other addictive behaviours, further studies are needed to better understand the role of marketing in BSD to develop appropriate public health policies.

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