scholarly journals DIGITAL MARKETING: CONSUMER BEHAVIOR

2019 ◽  
pp. 5-11 ◽  
Author(s):  
G. V. Butkovskaya ◽  
A. V. Statkus
Keyword(s):  
Consumer Behavior ◽  
Marketing Strategy ◽  
Digital Technologies ◽  
Digital Marketing ◽  
Digital Environment ◽  
Research Issues

Corporations direct significant funds to create a “digital relationship” with customers. The article deals with the results of research in the field of digital marketing, in particular theoretical and research issues of changes in consumer behavior under the influence of digital technologies and the digital environment. The basis for future researches of consumer behavior has been introduced, which highlights the points of contact in the implementation of the marketing strategy and tactics, where digital technologies have and will have a significant impact.

scholarly journals DIGITAL MARKETING: CONSUMER BEHAVIOR IN A PANDEMIC CONDITION

2020 ◽  
Author(s):  
Kostiantyn Latyshev ◽  
◽  
Viktoria Herasymchuk ◽  
Keyword(s):  
Social Networks ◽  
Consumer Behavior ◽  
Rapid Development ◽  
Digital Technologies ◽  
Internet Technology ◽  
Digital Marketing ◽  
Industrial Society ◽  
Commercial Activity ◽  
Research Issues ◽  
Digital Sphere

Peculiarities of consumer behavior were considered earlier in the conditions of industrial society, without taking into account the laws of rapid development of the digital sphere and the modern information concept of society. In terms of the spread of Internet technology and the development of information and social networks, social processes were changed in consumer behaviour. Global lockdown, coercion to social distancing, blocking and number of other measures in response to the COVID-19 pandemic have led consumers to increase the use of online stores and social networks. The article deals with the results of research in the field of digital marketing, in particular theoretical and research issues of changes in consumer behavior under the influence of digital technologies and the digital environment in the pandemic. Considered the possibilities of predicting the behavior of consumers with similar styles of behavior, in different situations, the purchase of goods. The main archetypes of buyers in Ukraine are analyzed and the most typical ways of purchasing for each of them are analyzed in the pandemic. A number of e-commerce problems identified or exacerbated during quarantine have been identified. It is determined that commercial activity in the digital sphere must be in compliance with the law, as plaintiffs are exempt from paying court fees and can go to court to protect their rights in absurd situations. It is proved that social networks become not only a full-fledged channel of marketing communications, but also play the role of a recommended «player» in the digital sphere. It is shown that communication of the brand in social networks increases customer loyalty. Accordingly, the author was the basis for future researches of consumer behavior has been introduced, which highlights the points of contact in the implementation of the marketing strategy and tactics, where digital technologies have and will have a significant impact. The main directions for further research are related to the issues of evaluating the effectiveness of marketing activities in social networks, automating the process of planning a strategy for the brand presence in social networks.

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

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.

scholarly journals IMPLEMENTATION OF INNOVATIVE APPROACHES IN DIGITAL MARKETING

2021 ◽  
Author(s):  
Ihor Ponomarenko
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Data Science ◽  
Target Audience ◽  
Machine Learning Algorithms ◽  
Digital Marketing ◽  
Digital Environment ◽  
Innovative Products ◽  
Potential Customers ◽  
Innovative Approaches

The article focuses on the intense transformation of marketing in connection with the processes of digitalization and socio-economic transformations as a result of the COVID-19 pandemic. The features of using the main digital marketing tools as effective elements for establishing communications with the target audience are revealed. The expediency of introducing innovative approaches and technologies to increase the conversion rate has been proven. In the context of digital marketing, traffic generation involves the implementation of measures set that encourage potential customers to follow the company's links. The presence of an effective marketing strategy of the company in the digital environment involves the use of sales funnels, with the characteristics of the traffic involved at each stage. The focus of the company on generating organic and paid advertising traffic in accordance with the specifics of the company's functioning in the digital environment has been substantiated. The need for market research has been proven to create, on an ongoing basis, personalized content that will be in demand among the relevant groups of potential customers. It is not enough for modern subscribers to periodically provide access to thematic content, it is necessary to ensure the constant interest and desire of users to get acquainted with the materials, which is possible only with the implementation of flexible and original approaches. The necessity of using various digital marketing tools has been substantiated, since a large number of companies focus only on social media. The interest of large companies in creating specialized social media to promote specialized content increases competition and leads to the introduction of innovative products that can be used to increase the efficiency of formation and improvement of marketing strategies in the digital environment. The specificity of the machine learning algorithms application to improve the effectiveness of a company's marketing strategy in the digital environment is disclosed. Using a variety of data science approaches, it is possible to segment the target audience based on large amounts of data and increase the likelihood of increasing the level of potential customers loyalty.

Penerapan Modul Dashboard Marketing untuk Mendukung Penerapan Digital Marketing pada UMKM

2021 ◽  
Vol 8 (01) ◽  
pp. 35
Author(s):  
Fitriyana Dewi ◽  
Ekky Novriza Alam ◽  
Rachmadita Andreswari
Keyword(s):  
Consumer Behavior ◽  
Marketing Strategy ◽  
Product Information ◽  
Digital Marketing ◽  
Coffee Plantations ◽  
Technology Sector ◽  
Product Sales

Mekarsari Village is a fostered village in Bandung district which has BUMDes. Mekarsari Village has great potential, especially in the field of tea and coffee plantations. Several other MSMEs have products such as chips and other handicrafts. In general, MSMEs have difficulty increasing their competitiveness. The technology sector and competitors are the biggest challenges that must be overcome by MSMEs. Currently, the existence of a marketplace can help MSMEs to market and increase product sales. GambungStore is one of the marketplaces that is specifically intended as a marketing medium for MSME products in Mekarsari Village. The existence of this marketplace can actually be optimized through a good marketing strategy. A good marketing strategy requires a periodic controlling process which can be done by using information on the behavior of consumers towards the product. Information on consumer behavior will be obtained in the marketing dashboard module in this research.

Digital Moms

2019 ◽  
pp. 260-280
Author(s):  
Teresa Treviño
Keyword(s):  
Consumer Behavior ◽  
Marketing Strategy ◽  
New Technologies ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Brand Awareness ◽  
Attitudes And Perceptions ◽  
Technological Tools ◽  
Symbolic Meanings ◽  
Interpretative Approach

Given the rise of new technologies and the resultant changes in consumer behavior, marketing practices need to evolve, which requires organizations to rethink their strategies. Having a digital marketing strategy can establish a direct dialog with customers, thereby increasing knowledge about customers, suppliers, and partners, as well as building, consolidating, and maintaining brand awareness. However, little is known about the attitudes and perceptions of consumers toward popular digital marketing tools that can strategically be used in an integrated digital marketing strategy. Therefore, the objective of this research is to understand the perceptions of digital moms toward technology and digital marketing strategies. Following a qualitative and interpretative approach, the results contribute to the literature by (1) addressing the symbolic meanings that technological tools have in the lives of this group of consumers and (2) providing insights on how different digital marketing strategies commonly implemented by brands are perceived by digital moms.

Pengaruh Lintas Budaya Pada Pemasaran Internasional Dengan Pendekatan Perilaku Konsumen

2017 ◽  
Vol 1 (2) ◽  
pp. 168-176
Author(s):  
Endy Gunanto ◽  
Yenni Kurnia Gusti
Keyword(s):  
Consumer Behavior ◽  
Marketing Strategy ◽  
Consumer Culture ◽  
International Organization ◽  
Future Research ◽  
Special Issue ◽  
Cross Culture ◽  
Several Variables ◽  
Cultural Orientations ◽  
The Impact

In this article we present a conceptual of the effect of cross culture on consumer behavior incorporating the impact of globalization. This conceptual idea shows that culture inûuences various domains of consumer behavior directly as well as through international organization to implement marketing strategy. The conceptual identify several factors such as norm and value in the community, several variables and also depicts the impact of other environmental factors and marketing strategy elements on consumer behavior. We also identify categories of consumer culture orientation resulting from globalization. Highlights of each of the several other articles included in this special issue in Asia region. We conclude with the contributions of the articles in terms of the consumer cultural orientations and identify directions for future research.

Internet marketing tool – SEO-optimization of the enterprise site

2021 ◽  
pp. 84-89
Author(s):  
Ihor Ponomarenko ◽  
Alina Sapian
Keyword(s):  
Search Engine ◽  
Research Methodology ◽  
Internet Marketing ◽  
Target Audience ◽  
Digital Marketing ◽  
The Internet ◽  
Digital Environment ◽  
Important Place ◽  
Search Engine Optimization ◽  
Web Resource

The purpose of this article is to consider issues related to the peculiarities of the use of search engine optimization in the implementation of a comprehensive marketing strategy in the digital environment. Research methodology. The research methodology is system-structural and comparative analyzes (to study the application of search engine optimization in the process of improving the efficiency of the company on the Internet); monograph (the study of various software solutions in the field of digital marketing); eco- nomic analysis (when assessing the effectiveness of the use of SEO in the process of attracting the target audience and its impact on the growth of conversions). The scientific novelty – features of using search engine optimization as an effective tool of digital marketing in modern conditions are revealed. The expediency of using SEO to increase the level of competitiveness of the company on the Internet is proved. A set of Internet marketing measures to strengthen the company’s communications with the target audience in the digital environment is revealed, as well as the role in this structure of search engine optimization is outlined. The expediency of building a semantic core as a basic element of search engine optimization of a company’s web resource and creating preconditions for long-term provision of high positions of the site in search services is proved. The subject of the research is the approach to the possibility of using search engine optimization methods in modern conditions to ensure a highly competitive position of the company and its web resources in the digital space in the long period. Conclusions. The digitalization of business leads to the intensification of the use of various digital marketing tools, among which search engine optimization occupies an important place. SEO-optimization of the company’s website involves the implementation of a set of measures aimed at increasing the place of the re- source in search results. Innovative approaches make it possible to integrate an up-to-date keyword list into important elements of a company’s web resource and to constantly update libraries in order to ensure high search engine rankings. Keywords: audience, Internet marketing, search engine optimization, site, targeted traffic.

Schools in an evolving digital environment: Digital renewal and its maturity

2021 ◽  
pp. 5-28
Author(s):  
А. Yu. Uvarov ◽  
V. V. Vikhrev ◽  
G. М. Vodopian ◽  
I. V. Dvoretskaya ◽  
E. Coceac ◽  
...  
Keyword(s):  
General Education ◽  
Digital Technologies ◽  
Educational Environment ◽  
Digital Transformation ◽  
Educational Process ◽  
Digital Environment ◽  
Current State ◽  
Control Actions ◽  
Time Observation ◽  
The Impact

Evolving digital technologies are infiltrating schools wave after wave. The changes taking place are viewed as the schools’ digital renewal process (SDRP). The SDRP is complex (multidimensional). It includes changes in the educational environment (physical and virtual), the educational process, and the way the school operates. The SDRP goes uneven, with individual schools at different stages. One-time observation of the SDRP allows you to fix its current state (statics). The longitudinal observations allows you to see changes in the schools’ digital renewal (kinematics). The connection of the observed changes with the impact on the general education system makes it possible to discuss the development of digital renewal under the influence of individual control actions (dynamics). The stages of penetration of digital technologies into the work of the school: computerization, early and mature informatization, digital transformation (transition to the “Smart School”) can be considered as the stages of maturity of the SDRP. The article discusses a framework for describing the processes of digital renewal of schools in an evolving digital environment and an assessment of the SDRP’s maturity.

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