scholarly journals Omnichannel marketing and beacon technologies: experience and prospects in Europe

Upravlenie ◽  
2021 ◽  
Vol 9 (1) ◽  
pp. 112-126
Author(s):  
A. A. Sazonov ◽  
M. V. Sazonova
Keyword(s):  
Marketing Strategy ◽  
Marketing Strategies ◽  
European Countries ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Strategic Initiatives ◽  
Retail Strategy ◽  
European Trade ◽  
The Difference ◽  
Effective Development

The article presents the main results obtained from the use of Omnichannel marketing strategy and Beacon technologies in the field of European trade, determines by the difference between multichannel and omnichannel marketing strategies. For the development of the main directions of digital technologies in the field of marketing, proposed in the works of D.J. Peltier, it is necessary to update the components included in the structure of integrated marketing communications. The authors established that under the influence of modern digital marketing technologies, it is necessary to redefine the disparate points of contact with customers that affect the process of consumer engagement and profit generation due to the use of various Omnichannels. Developing practical aspects of the Omnichannel retail strategy put forward by Yu. Melantiu needs to take into account that at the intersection of effective Omnichannel marketing and strategic initiatives, marketers get the opportunity to attract new customers and increase the level of brand loyalty. The paper presents the structure of beacon technology, gives the results of its application in European trade. The study reveals that the emergence of Omnichannel marketing leads to the destruction of the structure fields in the already available points where brands and consumers come into contact. The purpose of the article is to assess the level of application of omnichannel marketing technologies and beacon technologies by European retailers in order to develop a recommendation base necessary for the further effective development of omnichannel marketing in European countries. The authors propose a scheme of interaction between beacon technologies and information technology integrators within the framework of the omnichannel marketing strategy. The study performs a comparative analysis of multichannel and omnichannel marketing strategies. The authors make conclusions related to the development of omnichannel marketing in European countries, as well as determine the possibility of integrating beacon technologies into the omnichannel marketing system.

Conceptual Aspects of Digital Marketing

2019 ◽  
Vol 6 (6) ◽  
pp. 12-19
Author(s):  
В. Поляков ◽  
V. Polyakov ◽  
Ирина Фомичева ◽  
Irina Fomicheva
Keyword(s):  
Industry 4.0 ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Digital Environment ◽  
Integrated Marketing ◽  
Digital Revolution ◽  
Marketing Environment ◽  
Service Oriented

The stages of evolutionary formation of digital marketing depending on the concept of the industry, stages of development of marketing and marketing environment are considered. The features of marketing tools (4p) in digital marketing are revealed. New markets of the digital revolution are presented. Digital marketing strategies in industry 4.0 are proposed in accordance with the concept of customized marketing. The features of the development of integrated marketing communications in the digital environment are highlighted. The approach of “service-oriented design” in consumer activity in digital marketing is considered.

scholarly journals Integrated Marketing Communications (IMC) di PT Halo Rumah Bernyanyi

2017 ◽  
Vol 13 (2) ◽  
pp. 253
Author(s):  
Rebekka Rismayanti
Keyword(s):  
Marketing Strategy ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Case Study Method ◽  
Depth Interview ◽  
Single Strategy

Abstract: This research aims to describe the effectiveness of Integrated Marketing Communication (IMC) in PT Halo Rumah Bernyanyi which, from the perspective of marketing strategy, could be studied by analyzing the segmentation, targeting, and positioning. Using case-study method with in-depth interview, the result shows that the implementation of IMC at PT Halo Rumah Bernyayi is arranged in one single strategy and tend to neglect the complexities of running multi-brand family karaoke-house. This considers as ineffective because it leads to “cannibalization” among brands, especially when costumer’s targetting is overlooked before drafting the IMC plan.Keywords: Business, Integrated Marketing Communication, Marketing Abstrak: Penelitian ini bertujuan untuk mendeskripsikan efektivitas penerapan Integrated Marketing Communications (IMC) yang dilihat dari aspek segmentation, targeting dan positioning. Metode penelitian adalah studi kasus dengan menggunakan wawancara mendalam. Hasil penelitian menunjukkan bahwa penerapan IMC di PT Halo Rumah Bernyanyi dibuat dalam satu strategi dan tidak memerhatikan kompleksitas dari aspek segmentation, targeting dan positioning sebagai pedoman dasar. Langkah tersebut dinilai tidak efektif karena dapat mengakibatkan “kanibalisasi” antar brand, terlebih jika perhatian terhadap target konsumen diabaikan sebelum menyusun perencanaan IMC.Kata Kunci: Bisnis, Integrated Marketing Communications, Pemasaran

A Marketing Strategy Analysis of Small Retailers

1986 ◽  
Vol 10 (4) ◽  
pp. 7-18 ◽  
Author(s):  
Susan S. Fiorito ◽  
Raymond W. LaForge
Keyword(s):  
Marketing Strategy ◽  
Small Firm ◽  
Empirical Studies ◽  
Marketing Strategies ◽  
Integrated Marketing ◽  
Strategy Research ◽  
Strategy Analysis ◽  
Future Strategy

Although the need for small firm marketing strategy research is widely acknowledged, few empirical studies have been conducted to date. The present study investigates the marketing strategies of a group of small retailers. Two levels of marketing strategy are identified and tested. The findings suggest the importance of developing an integrated marketing strategy which will effectively position the retailer against other store types, yet also provide a differential advantage for competing against stores of the same type. The article concludes with several suggestions for future strategy research.

Strategi Pemasaran Industri Rumah Tangga Arang Tempurung Kelapa (Studi Kasus Pada Industri Rumah Tangga Bapak Abdul Razak Di Cimanggis, Ciputat, Tangerang Selatan)

2018 ◽  
Vol 1 (1) ◽  
pp. 67-73
Author(s):  
Zelivieska Bintang Maharani ◽  
Ratna Pratiwi ◽  
Qory Anissa ◽  
Dwi Ratnasari ◽  
Sugeng Waluyo ◽  
...  
Keyword(s):  
Marketing Strategy ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Technology Utilization ◽  
Marketing Activities ◽  
Home Industries ◽  
Industrial Strength

In South Tangerang city, there are many home industries producing charcoal shell. One of the industry is practiced by Mr. Abdul Razak in Ciputat District. According to some studies, in general the home industry is facing many problems, one of which is a weak in marketing strategy. Based the information, this article reports the marketing strategies implemented by the industry. With SWOT approach, we informed that the position of industrial strength lies in good relationships with suppliers. And the weakness is that the marketing activities carried out only through word of mouth. We recommend that the industry need to consider the using of banners or internet-based technology utilization for the marketing strategies.

PELAKSANAAN PROMOSI GUNA MENINGKATKAN VOLUME PENJUALAN

2020 ◽  
Vol 3 (1) ◽  
Author(s):  
Wahyuni Sri Astutik
Keyword(s):  
Marketing Strategy ◽  
Marketing Strategies ◽  
Sales Volume ◽  
Price Promotion ◽  
Product Strategy ◽  
The Public ◽  
Maximum Profit ◽  
Advertising Effort ◽  
Determining Factors ◽  
The Relationship

In the implementation of promotions in order to increase sales volume at the Pangkat - Kediri tile company, an analysis result of 6.00 was obtained which states that the relationship between promotion and sales volume is strong. Because promotion is one of the determining factors for the success of every company in producing to selling their products to consumers.Because the promotion includes many things starting from product strategy to product marketing / sales. However, companies certainly cannot only focus on promotional activities, because the four elements of marketing strategy (price, promotion, distribution and production) cannot be separated. So companies should be able to combine marketing strategies appropriately, so that the company is able to achieve the desired targets, namely achieving maximum profit. In order to introduce its company products to the public with advertising media is very important. Because with this advertising effort, society knows advantages that accompanied these products, so that the company's expectations for sales to increase will be even greater and its profits will also increase.Keywords:Promotion, sale, Marketing strategy and profit.

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

Integrated marketing communications and social marketing

2015 ◽  
Vol 5 (3) ◽  
pp. 226-240 ◽  
Author(s):  
Stephan Dahl ◽  
Lynne Eagle ◽  
David Low
Keyword(s):  
Social Context ◽  
Social Marketing ◽  
Marketing Communications ◽  
Commercial Application ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Content Type ◽  
Body Of Knowledge ◽  
Health Related ◽  
Social Marketing Campaigns

Purpose – The purpose of this paper is to examine the view of integrated marketing communications (IMC) by social marketing practitioners. Specifically, the paper furthers the discussion how a symbiotic relationship between IMC and social marketing can lead to both practical improvements of health-related social marketing campaigns, as well as theoretical advancement of the IMC construct. Design/methodology/approach – Based on semi-structured, in-depth interviews with practitioners, the authors provide exploratory evidence for support for IMC within the social marketing community and highlight potential differences and similarities when transferring IMC from a commercial to a social context. Findings – Three main differences emerged when transferring IMC from a commercial to a social context. These include differences of customer-centric approaches between commercial and social marketing, the need to weigh out the application of IMC to the charity brand or the use of IMC at a behavioural level and, finally, different complexity levels of desired behaviour as a mediating factor. Research limitations/implications – As with all qualitative data, the findings may not be generalisable beyond the interview participants and organisations studied. Practical implications – Many practitioners expressed that they liked IMC as a concept, but they lacked guidance as to the application with a social marketing context. This paper contributes to providing this guidance and establishing a body of knowledge how IMC can be applied in a non-commercial setting. Originality/value – The paper contributes to the practical development of guidance how the largely commercially applied IMC construct can be modified to be used in a social marketing context, while correspondingly highlighting how IMC needs to evolve to grow beyond purely commercial application.

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