RELEVANCE OF APPLICATION OF CONTENT MARKETING AS A TOOL OF INTERNET-MARKETING

2017 ◽  
Author(s):  
Myroslava Fesh ◽  
◽  
Larysa Zaporоzhan ◽  
Natalia Maziy ◽  
◽  
...  
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Internet Marketing ◽  
Expert Assessment ◽  
The Internet ◽  
Sales Growth ◽  
Web Analytics ◽  
Search Marketing ◽  
Advertising And Promotion ◽  
Content Marketing

The article considers methods of attracting the target audience with the help of information in the form of pictures, videos, text and infographics. The specifics of content marketing tools and its connection with the perception of customers, as well as the complexity and duration of creation are determined. The article also considers an outdated type of content marketing - e-mail marketing and given ways to resuscitate it. The main pros and cons of promotion through content marketing are considered. Comprehensive Internet marketing uses all possible channels of advertising and promotion of resources on the Internet to increase site traffic and sales growth. There are six main categories of areas: search marketing, social media promotion, direct or direct marketing, public relations, video marketing and web analytics. These categories are analyzed from positions that are of interest to the company. The analysis concluded that the need to use Internet marketing as a tool for business development. The potential of Internet marketing is huge, and the opportunities that open up to companies when using it deserve a comprehensive expert assessment and active use. Comprehensive Internet marketing uses all possible channels of advertising and promotion of resources on the Internet to increase site traffic and sales growth. Internet marketing in principle consists of 6 categories: search marketing; promotion on social networks; direct or direct marketing; PR (public relations); video marketing; web analytics. All types of Internet marketing have their own goals, methods and principles of work, but, in the end, the ultimate goal is still to raise business to a new level, increase business profits. The article pays special attention to the blogosphere as the most effective way to advance in the long run in terms of expert component and SEO- optimization.

scholarly journals DEVELOPMENT OF INTERNET ADVERTISING

2017 ◽  
Vol 1 (2) ◽  
Author(s):  
Branislav R. Tanasic
Keyword(s):  
Social Networking ◽  
Direct Marketing ◽  
Internet Marketing ◽  
The Internet ◽  
Target Groups ◽  
Comprehensive Strategy ◽  
Direct Sales ◽  
Integrated Strategy ◽  
Internet Users ◽  
On Line

Internet marketing or online marketing is a set of promotional and marketing techniques that use Web and Email Internet users, allowing direct sales. Integrated strategy for on-line performance is a combination of the use of social networking, Google services and tools Newsletter. Newsletter tools are used individually, so personalized, but to match the behavior of the target group to which they were sent. Do individuals leads previously conducted research, which should reveal the desires of consumers, their needs, interests, purchasing power ... etc.. It is very important to know the time that consumers spend on the Internet as well as the sites most frequently visited. Synergy campaign on the Internet is the integration of all forms of on-line advertising in a comprehensive strategy to reach target groups. Internet promotion is actually using the principles of traditional direct marketing, but is now used well-developedtelecommunications and information technology. echnology.

scholarly journals ATTITUDES AND OPINIONS OF YOUNG POPULATION ON THE CONCEPT OF THE INTERNET AS A FORM OF INTEGRATED MARKETING COMMUNICATION

2015 ◽  
Vol 10 (2) ◽  
Author(s):  
Sanja Bijakšić ◽  
Brano Markić ◽  
Arnela Bevanda
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
The Internet ◽  
Marketing Communication ◽  
Young Population ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Chi Square

Integrated Marketing Communication  is both the system and the process of development and implementation of multiple forms of communication with the market. Its  long-term goal is to strengthen relations  with the  current customers but also to attract new customers. Therefore, the primary goal of integrated marketing communication is to have  influence on the behaviour of customers  in order to  shape and change their views and opinions. The marketing communication mix  consists of advertising, direct marketing communications, sales promotion, personal selling, public relations, publicity and outdoor advertising. This study  analyzes the attitudes and opinions of  young population regarding  the Internet as one of the most important media market communications. The instrument of data collection was a questionnaire and hypotheses were tested by using the chi-square test and confirmatory factor analysis.

scholarly journals PENGARUH PROMOTION MIX TERHADAP KEPUTUSAN BERKUNJUNG DI ALAM IMAJINASI TAMAN BUNGA NUSANTARA (Survei terhadap Pengambil Keputusan Rombongan Wisatawan Nusantara Untuk Berkunjung Ke Alam Imajinasi Taman Bunga Nusantara Kabupaten Cianjur)

2016 ◽  
Vol 1 (2) ◽  
pp. 87
Author(s):  
Ayunda Purwanti Putri ◽  
Dewi Pancawati Novalita
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Computer Software ◽  
Internet Marketing ◽  
Sales Promotion ◽  
Ordinal Scale ◽  
Test Results ◽  
Recreation Area ◽  
Tourism Potential ◽  
The One

Kabupaten Cianjur is one of regencies in West java has tourism potential can be relied, and the one of destination is Alam Imajinasi Taman Bunga Nusantara. Alam Imajinasi Taman Bunga Nusantara is a recreation area that offers a variety of tourist attraction with the unique feel for the tourist. The number of tourist visits on Alam Imajiansi Taman Bunga Nusantara has decreased from 2005 to 2009. The most drastic decrease of tourist visit happened in 2009 till 65%. Promotion mix is one of marketing strategy that can be used to increase the number of visit. In connection with these to research studies conducted on the influence promotion mix toward visitin decision Alam Imajinasi Taman Bunga Nusantara. The purpose of this research is to find promotion mix influence visiting decisions to Alam Imajinasi Taman Bunga Nusantara. Promotion mix consists of direct marketing, sales promotion, advertising, interactive/internet marketing, and public relations. Technique of sampling is systematic random sampling. The method in that used in this research is explanatory survey by using ordinal scale. Analyze from this research use Path Analysis with a computer software tools SPSS 18.0. The result of this research is promotion mix influence significantly 86,3% and the rest influence other factors. Based on the result of statistical test results were obtained, there were four variables of promotion mix which had an influence on visiting decisions of direct marketing, sales promotion, interactive/internet marketing, and public relations and there was one variables that had no effect on visiting decisions was advertising.That it can be concluded that direct marketing, sales promotion, interactive/internet marketing, and public relations strong influence the visiting decision on Alam Imajinasi Taman Bunga Nusantara.

ANALYSIS OF ADVERTISING ROLLS CONVERSION ON THE EDUCATIONAL SERVICES MARKET

2021 ◽  
Vol 1 (3) ◽  
pp. 5-12
Author(s):  
Anastasia Sergeevna Mordacheva ◽  
◽  
Mafura Kusmanovna Uandykova ◽  
Keyword(s):  
Data Analysis ◽  
Internet Marketing ◽  
Educational Services ◽  
The Internet ◽  
Classification Models ◽  
Web Analytics ◽  
Promotion Policy ◽  
Correlation And Regression Analysis ◽  
Physical Representation ◽  
Advertising Company

Conversion in advertising – the ratio of the number of ad impressions to the number of hits to the advertiser; Conversion in Internet marketing is the ratio of site visitors who performed the desired action (clicked on a link, voted, bought) to the total number of site visitors. As a result of the work of an advertising company, many indicators are recorded in an organization. The datasets collected in this way can be further processed by means of mathematical modeling and tools for working with big data. The result is unique predictive and classification models that are the physical representation of error correction. The current work presents econometric data analysis using the RStudio correlation and regression analysis tools. As a result, it is expected to obtain a model for assessing the results of advertising campaigns or their intermediate stages for the prompt adjustment of the product promotion policy. Data analysis collected during the period of advertising campaigns is an indepth study of advertising using web analytics and established metrics. Tools such as Google Adwords or Yandex.Direct provide a number of tools for analyzing the effectiveness of advertising for company products (in our case, these are educational services) on the Internet.

scholarly journals The Role of Integrated Marketing Communications in Increasing the Efficiency of Internet-based Marketing among Jordanian Consumers

2017 ◽  
Vol 9 (4) ◽  
pp. 97 ◽  
Author(s):  
Nafez Nimer Hasan Ali ◽  
Mahmoud Allan
Keyword(s):  
Mass Media ◽  
Public Relations ◽  
Technological Development ◽  
Direct Marketing ◽  
Positive Influence ◽  
Marketing Strategies ◽  
Online Marketing ◽  
The Internet ◽  
Integrated Marketing ◽  
Mass Marketing

Many marketing strategies including and approaches like CRM, mass marketing, PR marketing and IMC have developed for the sake of increasing the demand on the product and elevate the level of customer satisfaction. With the technological development and the entrance of internet marketing there appeared an urgent need to increase the intensity of the marketing strategies in a way that matches the concept of online marketing as distance marketing. From that point, the current study seeks to understand the influence of integrated marketing communication (IMC) on the efficiency of internet-based marketing from the perspective of Jordanian customers. The variables which are employed in the current study are (communicational messaging, direct marketing, online marketing, promotion, mass media marketing and public relations). The sample of the study consisted of (349) customer from malls, commercial complexes and trading center. Through the quantitative approach and utilizing the questionnaire; the results of the study indicated there is a positive influence of IMC on the internet-based marketing within the variables of (communicational messaging, direct marketing, public relations, and mass media marketing) while (promotions and online marketing) seemed to have no influence on the internet-based marketing. The study recommends carrying out a research study that examines the influence of E-IMC on the online marketing practices through social media websites. 

scholarly journals The Acceptance of Innovation in the Form of Internet Media by Consumers in the Republic of Serbia

2018 ◽  
Author(s):  
Karolina Robert Perčić ◽  
Nenad Perić ◽  
Đuro Kutlača
Keyword(s):  
Methodological Approach ◽  
Direct Marketing ◽  
Statistical Error ◽  
Internet Marketing ◽  
Survey Method ◽  
The Internet ◽  
Diffusion Of Knowledge ◽  
Internet Media ◽  
The Republic ◽  
June July

The acceptance and adoption of Internet media of direct marketing by consumers in the Republic of Serbia as marketing innovations, both in terms of communication between bidders and consumers as well as contemporary purchasing methods, has been presented in this paper. The research in the field of marketing innovations mainly relates to their application by the bidders, and if there is any research on this topic from the perspective of consumers, it is not sufficiently detailed and useful to be of importance for the formulation of marketing strategies in the field of internet marketing. The methodological approach to studying this topic involves the application of a descriptive-analytical method in order to explain marketing innovations and diffusion of knowledge and technologies in internet marketing. The basis for the conducted research, which is empirical by character and has been performed in the period June-July 2017 on the territory of the Republic of Serbia by using the questionnaire survey method, was taken from the research from 2016 - the Statistical Office of the Republic of Serbia (SORS) and the Market Research Agency MASMI. The target group are Serbian citizens - consumers aged 15 to 64 (the categories of labor-efficient population) in order to examine what their habits and preferences regarding the use of the direct marketing media are with the aim of being informed about products/services, companies and ordering/purchasing via the Internet. The sample is simple and random. The sample consists of 1532 respondents, and the statistical error is 2.5% (confidence interval 95%). When processing data and interpreting the results, SPSS was used as well as descriptive and comparative statistics (X2-test - chi-squared test, t-test, ANOVA, regression and correlation). There is a statistically significant correlation between the variables - the consumer's age and dependent variables: the frequency of web site visits on the Internet for obtaining information, the frequency of ordering products/services on the web and the frequency of visits and orders via social networks. The number of consumers in Serbia who buy online is increasing from year to year and thus companies need to focus on Internet marketing.

scholarly journals Direct marketing in health and medicine: using direct mail, email marketing, and related communicative methods to engage patients

2020 ◽  
Vol 20 (S1) ◽  
Author(s):  
James K. Elrod ◽  
John L. Fortenberry
Keyword(s):  
Health System ◽  
Direct Marketing ◽  
Internet Marketing ◽  
Direct Mail ◽  
The Internet ◽  
Marketing Communication ◽  
Great Care ◽  
Healthcare Organizations ◽  
Medical Institutions ◽  
Junk Mail

Abstract Background Direct marketing—the delivery of messages via mail, the Internet, and similar routes directly to consumers—is used extensively by healthcare organizations to attract and inform current and prospective patients of health and medical offerings and opportunities. Examples of direct marketing include direct-mail marketing, telemarketing, and Internet marketing, with routes being selected on the basis of their ability to reach desired audiences. The various avenues offered by direct marketing afford options to address most any sought group. Discussion Direct marketing is one of the most recognized forms of marketing communication, thanks in large part to its widespread use and direct engagement of consumers. While some applications clearly have the potential to irritate consumers (e.g., junk mail in post boxes, spam in email inboxes), direct marketing can be deployed in manners respectful of recipients and, in such cases, it can prove to be a helpful communications asset. To aid others in understanding this particular conveyance method, this article presents an overview of direct marketing and shares deployment insights and experiences from Willis-Knighton Health System. Conclusions Direct marketing provides a useful communications pathway, permitting health and medical institutions to educate and enlighten desired audiences. Given instances of overuse and misuse by organizations, however, great care must be taken to design and deploy direct marketing initiatives inoffensively. If well designed and respectfully implemented, direct marketing affords significant communications utility, earning a valued place in the marketing communications arsenals of healthcare establishments.

scholarly journals Information and analytical content marketing tools

2021 ◽  
Vol 1 (215) ◽  
pp. 58-64
Author(s):  
Oleg Grinko ◽  
◽  
Vadim Golik
Keyword(s):  
Relevant Information ◽  
Internet Marketing ◽  
Target Audience ◽  
Web Analytics ◽  
Commercial Organizations ◽  
Content Marketing

The wide popularity of content marketing among commercial organizations, growing competition between them for of target audience requires more rigorous planning and evaluation of the results of its implementation. As this tool is a part of Internet marketing, informational and analytical resources from leading developers in web analytics can be used for these purposes. But they also compete with each other to attract leads from professional marketers. This article provides guidelines on how the most relevant information platforms that meet the goals of content marketing can be chosen.

scholarly journals Gaya Komunikasi Pemasaran di Pemerintah: Promotion Mix Destinasi Tujuan Wisata Kabupaten Raja Ampat

2017 ◽  
Vol 1 (1) ◽  
Author(s):  
Mubaddilah Rafa'al
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Internet Marketing ◽  
Marketing Mix ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Marketing Process ◽  
Depth Interview ◽  
Question And Answer

This study focuses on the description of Promotion marketing mix used by the Department of Culture and Tourism Raja Ampat. This research is interesting because it is a means of marketing communications for the company in order to inform the products to be introduced to tourists, persuade and improve the consumer directly or indirectly about the services they offer. This study aimed to describe the promotion mix used the Department of Culture and Tourism Raja Ampat. In order to know that the Department of Culture and Tourism Raja Ampat has managed to reach the desired rating. The method used in this study using in-depth interview, the quotation in question and answer activities between researchers and resource speakers. With respect to achieving success in the marketing process, the Department of Culture and Tourism Raja Ampat using promotion mix include advertising, sales promotion, public relations, personal selling, direct marketing, and internet marketing. Keywords: Promotion mix, tourists, Department of Culture and Tourism Raja Ampat 

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.

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