NEWEST TOOLS OF MARKETING COMMUNICATIONS

2017 ◽  
Author(s):  
Bohdana Tsurska ◽  
◽  
Svitlana Bukhta ◽  
Keyword(s):  
Communication Strategy ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Competitive Advantages ◽  
Communication Tools ◽  
Advertising Budget ◽  
Potential Contact ◽  
Marketing Activities ◽  
Fierce Competition ◽  
High Level

The urgency of the work is due to the growth of fierce competition in the competitive environment among enterprises in various fields of business. The use of exclusively traditional elements of marketing communications in the Ukrainian market does not give the desired result to enterprises due to the changing demands of consumers in the XXI century. To ensure a high level of competitiveness in the market, companies must provide their marketing appeals to any place where potential contact of potential consumers with the brand of this company. Leading companies and organizations to cover target markets and provide competitive advantages in their own marketing activities are engaged in the introduction of modern technologies and achievements. Increased attention is paid to the restructuring of the advertising budget, engaged in the development of the latest marketing activities as a result come to the need to use innovative approaches to the implementation of marketing communication tools. The need to provide multilateral communication between different subjects of marketing communications has led to the use of marketing communication tools in a comprehensive combination. The article considers the basic and synthetic means of marketing communications. The description of the newest tools of marketing communications of soft and hard influence on the consumer is described. The relationship between traditional and non-traditional newest marketing tools is determined and the possibility of integrated application of elements of marketing communications in the modern market environment is described, which is defined as the purpose of the article. In the future, the results of this study can be used in the theory of integrated newest marketing communications in order to develop measures to improve the effectiveness of communication advertising campaigns, in the development of media plans and marketing budgeting. The proposed approach to differentiating non-traditional types of marketing communications can be used as a theoretical basis for choosing a communication strategy.

scholarly journals The use of the “Rational” system of global marketing communications in management of international enterprises

2019 ◽  
Vol 17 (3) ◽  
pp. 14-30
Author(s):  
Tatiana Obolenska ◽  
Inna Shatarska ◽  
Yegor Shevtsov
Keyword(s):  
Communication Strategy ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Global Marketing ◽  
Rational System ◽  
Footwear Industry ◽  
Proposed Model ◽  
Modern System ◽  
Marketing Activities ◽  
Polynomial Trends

The modern system of global marketing communications is not ideal, that is why management of international enterprises needs to use creativity in their attempts to predict the results of the marketing activities. They often fail in forecasting, because specialists do not have necessary practical models and data. The article deals with the questions of developing a model of the “rational” system of global marketing communications, which will be ready for the implementation into managerial processes of the Ukrainian firms. The model in the research is based on one-factor and multi-factor equations with calculations on the example of the well-known American company Nike, which works in the segment of apparel and footwear industry and can be a bright example of building a strong marketing communication strategy. Methods of linear and polynomial trends, smoothing average and exponential smoothing were used for the development of the proposed model. The examination of the correlation between global income, costs on marketing communication activities of the international company and index of satisfaction by this enterprise on the market in the frames of the econometric model’s work showed the dependency, which can become a basis for future analysis. The invented model of the “rational” system of global marketing communications shows how managers can calculate the resultativity of specific marketing instruments, which they plan to accept as appropriate. Different indicators can be used in forecasting the effects of global marketing communications on the performance of international enterprises. The article shows that the more indicators are used in the model, the more accurate is the result.

Smartphone Adoption on Fruit Marketing Communication: a Traders Perception

2020 ◽  
Vol 19 (2) ◽  
pp. 433-446
Author(s):  
Heri Akhmadi ◽  
Muhammad Fauzan
Keyword(s):  
Descriptive Analysis ◽  
Low Complexity ◽  
Ease Of Use ◽  
Relative Advantage ◽  
Marketing Communication ◽  
Communication Tool ◽  
Marketing Activities ◽  
High Level ◽  
Media Applications ◽  
Yogyakarta City

Smartphone is one of the information technology devices that widely used by traders in marketing activities. Aside from being a communication tool, traders also utilize smartphones to obtain market information and communicate about products and services to consumers. This study aims to analyze profile and perceptions of fruit traders in using smartphones as a marketing communication tool. This research employed quantitative method and descriptive analysis using five point Likert scale to examine  the  perception of fruit traders in Yogyakarta City. The results revealed that traders adopted smartphones on fruit marketing communication due to it perceived to provide a relative advantage, with a high level of ease of use, visible benefits, and low complexity and risk. Furthermore, Samsung, Telkomsel, and WhatsApp were brands of smartphones, telecommunications providers, and social media applications mostly chose by traders.

scholarly journals Improvement of Marketing Communications of the Hotel Chain under the Conditions of Franchising Relations

2020 ◽  
Vol 9 (3) ◽  
pp. 3503-3507
Keyword(s):  
Current System ◽  
Communication Channels ◽  
Psychological Characteristics ◽  
Marketing Communications ◽  
Practical Significance ◽  
Competitive Advantages ◽  
Marketing Activities ◽  
Hotel Chains ◽  
Effective Use ◽  
Hotel Chain

The article deals with the issue of improving marketing communications in a hotel from the international hotel chain. The topic of the article in modern conditions is relevant and important in the development of effective marketing communications for many hotels that have opened in Russia recently. It is particularly relevant in connection with the fact that opened hotels representatives of international hotel chains operating in Russia on a franchise basis. The authors see the purpose of the article in formation of proposals to improve the current system of marketing communications. The authors analyzed the theoretical and methodological foundations of the formation of marketing communications in the organization; analyzed the existing system of marketing communications in the Hotel “ibis” in Nizhny Novgorod. The analysis devoted to the research of the theoretical and methodological foundations of the formation of marketing communications in the organization allowed us to conclude that marketing communications in the organization are a concept according to which the organization carefully thinks and coordinates the work of its many communication channels to develop a clear, consistent and convincing presentation about the organization and its goods (products, services). The main purpose of such communications is to demonstrate to contact groups the most important characteristics of the goods (services). The basis for the formation of an effective complex of marketing communications in the organization is segmentation, which allows obtaining the necessary information socio-economic and psychological characteristics of target audiences. The authors proposed the necessary list of communication activities, which does not violate the requirements of the franchise to the implementation of marketing activities. This confirms the practical significance of this article. The proposed measures will allow effective use of marketing tools for promoting the hotel. Companies will receive competitive advantages, attract more guests, and increase the economic efficiency of their activities with the proposed set of measures.

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.

TRENDS IN THE DEVELOPMENT OF INTEGRATED MARKETING COMMUNICATION IN THE CONTEXT OF DIGITAL MARKETING

2019 ◽  
Vol 6 ◽  
pp. 84
Author(s):  
Santa Bormane
Keyword(s):  
Consumer Involvement ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Communication Management ◽  
Buying Decisions

Nowadays, in the context of digital marketing and social media development, with the advantages given by technologies and the vast possibilities of communication among consumers, businesses find the implementation of integrated marketing communication influenced by the Internet as a marketing communication environment where businesses are urged into a customer-centric approach by the consumers’ changing habits of receiving information. This results in an increased role of content marketing, relationship orientation, dialogue and network communication, management of multiple stakeholders etc., which envisages consumer involvement with a view to mitigating the consequences caused by the obstacles to marketing communication – loss of control over corporate communication and being adversely affected by invisible communication. Aim of the research was to study and assess integrated marketing communications in the context of digital marketing and its influence upon buyers’ buying decisions. The object of the research is integrated marketing communications. The subject of the research is the influence of integrated marketing communication upon buyers’ buying decisions. The research makes use of the results of studies conducted by the author in 2017 and 2018. There was a survey of leading marketing specialists of Latvian food retail chains and a survey of randomly selected buyers with a sample of 1,003 respondents to find out the influence of integrated marketing communications upon the buyers’ buying decisions. The research brings conclusions regarding the consumption habits of different generations and other factors influencing buying decisions.  The research confirmed the hypothesis that integrated marketing communications in the context of digital marketing is a relatively little used type of communication in the marketing communication strategy of businesses, yet its use facilitates consumer loyalty. The results of the research are of both theoretical and practical value. 

The Relative Influence of Economic and Relational Direct Marketing Communications on Buying Behavior in Business-to-Business Markets

2018 ◽  
Vol 55 (1) ◽  
pp. 48-68 ◽  
Author(s):  
Kihyun Hannah Kim ◽  
V. Kumar
Keyword(s):  
Direct Marketing ◽  
Communication Strategy ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Resource Reallocation ◽  
Relational Values ◽  
Value Propositions ◽  
Using Data ◽  
Purchase Behaviors ◽  
Business To Business

Business-to-business firms spend significant resources in direct marketing to manage close relationships with their customers. Nevertheless, there is limited understanding of how the effectiveness of direct marketing communications varies by value propositions. Typically, direct marketing efforts are geared toward explicitly featuring economic or relational values. To implement an effective communication strategy catering to customers' preferences, firms should understand how customers consistently evaluate these organizational marketing communications, which ultimately affect their buying behaviors. Therefore, the authors analyze marketing messages and employ content analysis to capture the two distinct types of direct marketing communications. Using data from a Fortune 500 business-to-business service firm and a robust econometric model, they find that the (1) effects of economic and relational marketing communication on customer purchase behaviors interplay and vary over time, (2) latent stock of direct marketing communication affects customer purchase behaviors, and (3) evolution of customers' perceived importance can be recovered using transaction data. Overall, the authors provide a marketing resource reallocation strategy that enables marketers to customize marketing communications and improve a firm's financial performance.

scholarly journals Managing Digital Marketing Communication of Coffee Shop Using Instagram

2020 ◽  
Vol 14 (05) ◽  
pp. 108
Author(s):  
Dewi K Soedarsono ◽  
Bahtiar Mohamad ◽  
Adamu Abbas Adamu ◽  
Kennia Aline Pradita
Keyword(s):  
Empirical Studies ◽  
Structured Interview ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Communication Tools ◽  
Coffee Shop ◽  
Marketing Tool ◽  
Cost Efficient ◽  
Promotional Message

This paper focuses on managing the digital marketing communication of coffee shop using the Instagram. The Instagram application offer a great advantages such as quick and cheap marketing communication tools, particularly in  promoting the product, disseminating advertisement and brand awareness. Previous study highlighted that managing marketing communication via Instagram is a strategic tools to inform, persuade and remind consumers about what they offer. However, there is limited number of empirical studies on Instagram as a marketing communication tools on how efficiencies of Instagram application in managing digital marketing communication strategies to the customers. Therefore, this paper will enlighten the issues related to the application of Instagram as a marketing tool in the coffee shop business. The content analysis and semi-structured interview has been employed to gain in-depth knowledge from the owner, marketing staffs and marketing consultant who have experiences in managing the digital marketing communication strategy. The findings of the study revealed that Instagram application has become an effective marketing communication tools to disseminate the promotional message to the customers in quick way dan cost efficient as compare to the traditional media.

scholarly journals STRATEGI KOMUNIKASI PEMASARAN OPPO BENGKULU “Studi Deskriptif TSPV dalam Berkomunikasi dengan Promotor OPPO Cabang Bengkulu”

2020 ◽  
Vol 7 (1) ◽  
pp. 34-42
Author(s):  
Putri Ning Rahayu
Keyword(s):  
Internal Communication ◽  
Communication Strategy ◽  
Persuasive Communication ◽  
Marketing Communication ◽  
Research Subjects ◽  
Marketing Process ◽  
Marketing Activities

Marketing Communication is a form of strategy intended to improve the quality of the company and the limited company's  goals. In addition, marketing communication activities are activities that are designed to create structured management and reach the quality of work in company. The research was conducted to find out how the Marketing Communication Strategy for marketing activities in the OPPO Bengkulu Company. The object of this study was carried out to study marketing strategies in marketing activities at the OPPO Bengkulu company. While the research subjects were the OPPO Bengkulu Company which was stationed in Bengkulu and chosen by this company because of its position as TSPV manager in the field of discussing and improving the quality of the company (promoter). The theory used in this research is the theory of Internal Communication according to Lawrence D. Brennan which supports two things, namely vertical and horizontal communication. The research  has revealed the marketing process itself by establishing a feed on activities as well as the marketing process. The results showed that team management and knowledge control were very important in increasing sales and customer satisfaction found in the case study. Based on the analysis, it is concluded that the marketing communication strategy of OPPO Bengkulu company uses the activities of the TSPV management team consisting of training products, follow-up, persuasive communication and impact management. Many marketing activities are supported by TSPV team activities towards promoters (employees) in increasing sales figures. Keywords : strategy, marketing communication, marketing activities.

scholarly journals ANALISIS KOMUNIKASI PEMASARAN DALAM MENARIK PENGUNJUNG (STUDI PADA KAMPOENG KOPI BANARAN, PT. PERKEBUNAN NUSANTARA IX KABUPATEN SEMARANG)

2019 ◽  
Vol 19 (2) ◽  
Author(s):  
EUNIKE SIPAYUNG ◽  
SONY HERU PRIYANTO
Keyword(s):  
Physical Environment ◽  
Direct Marketing ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Marketing Communications ◽  
Quality Of Services ◽  
Marketing Communication ◽  
Factors Affecting ◽  
The Impact

This research was conducted in Kampoeng Kopi Banaran (Kakoba), an agrotourism owned by PT. Perkebunan Nusantara IX (Persero) located in the area of coffee plantation Getas Afdeling Assinan, Jl. Raya Semarang – Solo KM 1,5. Thisresearch aims to: (1) knowing Kakoba’s marketing communication (2) knowing the changing and factors affecting Kakoba’s marketing communications(3) knowing the impact of Kakoba’s marketing communication changes in attracting visitors. This research was conducted on February – March 2018. The participants of this research were the management of Kakoba. Data collection techniques used were observation, interviews, and study documentation.This study used a qualitative approach with descriptive design.The research results explain Kakoba marketing communication strategies are: advertising, direct marketing, and sales promotion. There is one discovery about marketing communication strategy: private relation. There are other types of communication: physical environment and quality of services that support the delivery of messages to visitors. Factors affecting the changing of marketing communications in Kampoeng Kopi Banaran is technology and information, as well as the better assessment and consumer knowledge. The impact of agrotourism marketing communication changes in Kakoba is the increasing number of visitors from year to year.

scholarly journals INTRODUCTION OF THE LATEST INSTRUMENTS OF MARKETING COMMUNICATION FOR FORMATION OF LOYAL CONSUMER BEHAVIOR

2021 ◽  
Author(s):  
Olha Semenda ◽  
Valentina Lementovska ◽  
Dmytro Podolinny
Keyword(s):  
Consumer Behavior ◽  
New Technologies ◽  
Marketing Strategies ◽  
Marketing Communication ◽  
Business Plans ◽  
Goods And Services ◽  
Adaptive Capabilities ◽  
Marketing Activities ◽  
Modern Economic ◽  
Fierce Competition

In the modern economic context is characterized by extremely fierce competition in attracting or retaining different segments of consumers. The coronavirus pandemic in early 2020 changed the whole model of the world we are used to, which was difficult to predict. In a pandemic, life has changed, ambitious business plans, communication and marketing strategies have lost their relevance. Business was faced with a choice - to stop or try to adapt to new conditions. These changes are irreversible, and to survive in the post-quarantine period and stay afloat, you need to accept the situation, be ready for change, become flexible and see the prospects in the circumstances. Many brands have significantly changed their approaches to marketing in general, and new trends have emerged in the field of digital communications. The digital environment lives by its own laws, it changes and shapes our reality. To gain a competitive advantage in this environment, you need to learn to constantly adapt to it. It's not as easy as it may seem at first glance, but without this skill it is now difficult to survive in the market. The efforts of marketers are updated through the introduction of technological tools of communication and sales and are the path to success in business. The most important part of marketing activities is considered to be marketing communication, the task of which is to attract the attention of suppliers and buyers. Providing information about goods and services facilitates the decision to purchase. The current situation has not only led to the intensive penetration of new technologies into our lives, but also radically changed the very values of marketing, making a priority aspect of safety and care for the health of the client, not just making a profit. In addition, the ensuing crisis has shown all market players how important it is to develop their adaptive capabilities and be prepared for new challenges in the future. The article highlights the main tools used in marketing communication to establish effective contacts with consumers. The ability to use the volume and composition of marketing communications, the array of information broadcast with their help, to correct consumer behavior in a favorable way for the company is extremely important in a competitive environment.

Sign in / Sign up

Export Citation Format

Share Document