scholarly journals Omnichannel marketing strategy

2019 ◽  
pp. 39-45 ◽  
Author(s):  
V. I. Aleshnikova ◽  
T. A. Beregovskaya ◽  
E. V. Sumarokova
Keyword(s):  
Comparative Analysis ◽  
Marketing Strategy ◽  
Practical Problem ◽  
Single Channel ◽  
Marketing Channel ◽  
Digital Marketing ◽  
Service Control

Scientific and practical problem, associated with the organization of longterm mutually beneficial relations between the seller and the buyer based on digital marketing has been examined. The concepts of the marketing channel as a single channel of sales, service, control, which uses diff ent formats, media tools; as well as omnichannel strategy based on the interests of the seller and the buyer have been сlarified. The results of a comparative analysis of multichannel and omnichannel strategies in marketing according to nine characteristics; author’s model “omnichannel marketing wheel” have been introduced in the article. The model reflects the specifics of the omnichannel marketing strategy. Seven main groups of elements, that provide the conditions for a «seamless» continuous mutually beneficial interaction between seller and customer, have been presented in this model.

An Evaluation of the Usability of a DMO's Digital Marketing Strategy

2021 ◽  
pp. 88-101
Author(s):  
Bernardo Borges ◽  
Rui Costa
Keyword(s):  
Marketing Strategy ◽  
Qualitative Evaluation ◽  
Marketing Channel ◽  
Digital Marketing ◽  
Qualitative Assessment ◽  
Digital Environment ◽  
The Creation ◽  
Informative Content

Destination management organisations should be able to reach all those who intend to visit the region they manage in the digital environment, directing their actions towards the development of consolidated strategies, promoting the creation of awareness through extremely informative content, disseminating the notion that the most reliable means for collecting information will be through the organisation that manages the destination. This research aims to understand if the main digital marketing channel of destination management organisations in the Center of Portugal (website) is optimised in terms of usability and content to provide a relevant experience to the tourist. To this end, a qualitative evaluation was used. The qualitative assessment, which relates to the most technical part of the usability, was analysed through interviews with professionals relevant to the study area. The analysis allowed to perceive the evaluation and the usability of the websites of the Center of Portugal.

A/B-testing as an efficient tools for digital marketing

2019 ◽  
pp. 36-42
Author(s):  
Andrii Fedorchenko ◽  
Igor Ponomarenko
Keyword(s):  
Comparative Analysis ◽  
Marketing Strategy ◽  
Strategy Implementation ◽  
Target Audience ◽  
Digital Marketing ◽  
The Internet ◽  
Positive Perception ◽  
The Subject ◽  
A Company ◽  
Functioning Mechanism

The subject of the research is a set of approaches to A/B split testing of thesite in the framework of the company’s digital marketing strategy implementationin the Internet. The purpose of writing this article is to study the main approaches to implementing A/B split testing as an effective tool for improving the conversion of a company website. Methodology. The research methodology is to use asystem-structural and comparative analysis (for the formation of the company’sweb resource effective functioning mechanism); monographic (when studying themethods of A/B split testing of the of the company site main elements); economicanalysis (when implementing a conversion estimate as a result of using a varietyof site elements). The scientific novelty consists the features of A/B split testingin modern conditions as an important digital marketing component in the processof constructing effective communication between the company and its target audience. The main elements of a web site tested to determine the optimal option fora positive perception of the target audience are considered. The main services andprogramming languages used for conducting split-testing of sites are investigated.Conclusions. The use of A/B split testing as part of the digital marketing strategy implementation will allow the company to enhance communication with thetarget audience through site optimization, which ultimately has a positive effecton conversion growth.

Analysis, Design and Implementation of a Digital Marketing Strategy for Ecommerce

2017 ◽  
Vol 4 (1) ◽  
pp. 1-29
Author(s):  
Bernhart Farras Sukandar ◽  
Maulahikmah Galinium ◽  
Panji Mukadis
Keyword(s):  
Marketing Strategy ◽  
Digital Media ◽  
Marketing Channel ◽  
Digital Marketing ◽  
Design And Implementation ◽  
Marketing Effectiveness ◽  
Challenges And Opportunities ◽  
Analysis Design ◽  
Tools And Techniques ◽  
The Impact

This paper is an Analysis, Design and Implementation of a Digital Marketing Strategy for eCommerce. Marketers are faced with new challenges and opportunities within this digital age. Digital marketing is the utilization of electronic media by the marketers to promote the products or services into the market. The main objective of digital marketing is attracting users and allowing them to interact with the brand through digital media. This article focuses on the importance of digital marketing for both marketers and consumers. We examine the effect of digital marketing on MerekIndonesia.com. This study has described multiple channels of digital marketing, effectiveness of it and the impact it has on MerekIndonesia.com visitor. The examined sample consists of six digital marketing channel to prove the effectiveness of digital marketing. Collected data has been analyzed with the help of various statistical tools and techniques.

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

scholarly journals Marketing Strategy in Wine Tourism: Tradition Versus Innovation

2020 ◽  
Vol 4 (3) ◽  
pp. 6-12
Author(s):  
Alla Levitskaia ◽  
◽  
Nadejda Ianioglo ◽  
Svetlana Curaxina ◽  
◽  
...  
Keyword(s):  
Marketing Strategy ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Competitive Advantages ◽  
Global Trends ◽  
Wine Tourism ◽  
Republic Of Moldova ◽  
Initial Stage ◽  
Tourism Activity ◽  
The Republic

The tools and technologies of traditional marketing cannot ensure the effective functioning of companies in the field of tourism and services. In this regard, the use of digital marketing technologies becomes a prerequisite for successful tourism activity. The results of the study confirm that the use of the digital marketing strategy approach in Moldovan wineries is at an initial stage while global trends prove the effectiveness of their application in the development of competitive advantages of wine tourism. In this article the authors consider it important and relevant to develop potential in the Republic of Moldova through the implementation of a digital marketing strategy in wine tourism promotion activity. Key words: wine tourism, digital strategy, mobile marketing.

scholarly journals COMPARATIVE ANALYSIS OF SPLIT-WINDOW AND SINGLE-CHANNEL ALGORITHMS FOR LAND SURFACE TEMPERATURE RETRIEVAL OF A PSEUDO-INVARIANT TARGET

2020 ◽  
Vol 26 (2) ◽  
Author(s):  
Pâmela Suélen Käfer ◽  
Silvia Beatriz Alves Rolim ◽  
Lucas Ribeiro Diaz ◽  
Nájila Souza da Rocha ◽  
María Luján Iglesias ◽  
...  
Keyword(s):  
Comparative Analysis ◽  
Surface Temperature ◽  
Land Surface Temperature ◽  
Land Surface ◽  
Single Channel ◽  
Temperature Retrieval
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