scholarly journals Effective tools of digital marketing implementation

2019 ◽  
pp. 67-74
Author(s):  
Michael Schaefer ◽  
Oksana Hetman
Keyword(s):  
Social Media ◽  
Mobile App ◽  
Digital Tools ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Marketing Plan ◽  
Generation Process ◽  
Everyday Activity ◽  
Digital World ◽  
Wide Range

Relevance of research topic. Although the Internet is a part of the daily life, some parts of the population continue to be excluded from the digital world due to the lack of digital skills and knowledge. An access to the digital technologies become significantly important as a mean of allowing everyone to participate in the digital society fearlessly. That is why it is an extremely important to consider a wide range of the modern digital tools (mostly, marketing digital tools), which will help anyone to achieve their purposes in their professional and everyday activity. Formulation of the problem. The main problem that will be addressed during our study is summarizing, justification and analyzing digital marketing tools in order to rise digital literacy to achieve certain goals. Analysis of recent research and publications. Modern scientific, tutorial and popular literature’s space is filled with the description of the digital marketing concept, its significance and application into the current everyday life. Authors has reviewed papers of American, British, Chinese, Finish, Polish, Ukrainian and Indian authors and practitioners dedicated to summarizing the best marketing tools worldwide. However, all of these findings are not good schemed logically to provide the best applicable practice for inexperienced marketing tools users. Unexplored parts of the general problem. The main practical problem is to take a correct digital marketing tool in order to concentrate attention to the effective decision making and do not waste time and resources. The aim of our study is concentrated description and clustering of the modern digital marketing tools for their effective choice and application into the practice. The main tasks that will be solved due to our research are following (1) description of the current world social media environment in numbers; (2) research of the different types of marketing digital tools and their efficiency; (3) finding ways for the most effective digital marketing usage according to the case. Research methodology. Researching a wide range of digital marketing tools, we have used SEO engines, as well as scientific methods of analysis and synthesis, systemic approach to summarize and justify all current modern marketing tools. Methods of digital clustering and grouping have been used by constructing a table of digital marketing means. Results. Authors have analyzed a lot of statistic materials characterizing digital environment nowadays. It is underlined that 86% of people aged 16-55+ use social media at least once per day, and 72% use it multiple times per day that makes necessary to develop business digitalization. Social media marketing features have been characterized. The Main Digital Marketing Tools have been presented with their possibilities to use in a table form. Authors have provided a deeply detailed systematization of the digital marketing tools and made it clear recommendations about their correct and effective usage. Application of results. When the business grows, it is not necessary to add people (hiring) multiplying current costs, but it is advisable simply to add digital applications which will help to solve all managing issues. Digital tools help to construct a clear digital marketing plan outlining company's online marketing and advertising. The goal of a digital marketing plan is to drive conversions by means of social media, content, and blog strategy. Conclusions. Authors have described over 160 digital marketing tools clustering them for thirs types and application spheres. Accent is pointed out at the SEO tools, Marketing Automation and Mobile Marketing Applications. By having strong SEO and using online advertising, it is possible to drive visitors to the website of any company and to present them with a free information-based offer. Marketing Automating the follow-up to the lead generation process is a smart way to ensure the marketing runs continuously and smoothly all the time. Effective ways of Mobile Marketing usage include text message campaigns, having a mobile app and creating a mobile loyalty program.

Digital Marketing as a Communication Tool in Emerging Businesses

2019 ◽  
pp. 353-366
Author(s):  
Carlos Luis Torres Briones
Keyword(s):  
Social Media ◽  
Small Businesses ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Communication Tool ◽  
Starting A Business ◽  
Content Generation

Emerging businesses face the daily challenge of competing in a world where major brands use their complete artillery to communicate and attract customers, and where small businesses are the most affected, so they should be more intelligent and daring to compete in the daily market. Here, the authors study the theory of digital marketing as a communication tool for emerging businesses and its benefits according to different authors. As a result, they propose the EComPymes model, where the appropriate basic tools for these type of companies are shown; thus, content generation through social media, mobile marketing, and email are the main options, not only for starting a business but competing with low budgets.

A Systematic Review of Digital Marketing in South Africa

2020 ◽  
pp. 143-162 ◽  
Author(s):  
Vera Nsahlai ◽  
Refiloe Khoase ◽  
Patrick Ndayizigamiye ◽  
Shopee M. Dube
Keyword(s):  
South Africa ◽  
Systematic Review ◽  
Social Media ◽  
South African ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Digital Platforms ◽  
Social Media Platforms ◽  
African Context ◽  
Meta Analyses

This chapter investigates the extent of digital marketing usage in South Africa, its perceived impact, and factors that influence its adoption in the South African context. The methodology adopted is the systematic review using the preferred reporting items for systematic reviews and meta-analyses (PRISMA) framework. The results show that digital platforms currently used include mobile marketing (SMS) and social media platforms. The findings suggest that SMS-based marketing may be appealing to other market segments but not to young adults. The findings further suggest that social media marketing has had a significant influence on the purchase intentions among South African millennials (Generation Y). Moreover, the findings suggest that marketers, in their quest to influence customer purchasing decisions, should consider the knowledge that social media followers have regarding a subject matter (such as a product), and make an effort to educate those followers on the subject (or product) before suggesting a purchase.

scholarly journals Storytelling and Social Networking as Tools for Digital and Mobile Marketing of Luxury Fashion Brands

2017 ◽  
Vol 11 (6) ◽  
pp. 136 ◽  
Author(s):  
Zahaira Fabiola González Romo ◽  
Irene García-Medina ◽  
Noemí Plaza Romero
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Social Networking ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Mobile Environment ◽  
The Public ◽  
Media Events ◽  
Depth Interviews

This research intends to discover what the current strategies in digital marketing that are being carried out by brands in the luxury fashion sector are. It is intended to identify the most relevant aspects in the interaction of brands with their audiences in a digital and mobile environment, for which qualitative techniques have been used, through content analysis and in-depth interviews. We have found that, among others, the principle of "storytelling" is one of the key strategies in digital marketing, this principle is found in video marketing strategies, social media, events and exhibitions open to the public, which seek to interact with public and show its history.

scholarly journals Overcoming the Pandemic through Viral Poetry Games: The Phenomenon of Coronavirus-Inspired Digital Acrostic Poetry in South Korea

2021 ◽  
Vol 2 (1) ◽  
pp. 55-71
Author(s):  
Christina Han
Keyword(s):  
Social Media ◽  
South Korea ◽  
Social Exchange ◽  
Consumer Products ◽  
Political Campaigns ◽  
Digital Platforms ◽  
Digital Revolution ◽  
Digital World ◽  
Wide Range ◽  
Social Media Platforms

Following the outbreak of COVID-19 in South Korea in winter 2019, acrostic poems on the three-syllable word “Corona” became viral on major search engines and social media platforms across the country. The composition of acrostic poems, particularly in three lines, has been a popular cultural phenomenon in Korea since the 1980s when it became a participatory literary exercise and game featured on television entertainment shows. The digital revolution in the 2000s allowed the writing and sharing of these short and whimsical poems to expand into various digital platforms. Since 2010, PC and mobile games have been developed to further enhance the ludic approach to acrostic poetry composition and contests. While facilitating individual creativity, and as an interactive and ludic way of community building and branding, acrostic poetry contests have also been used to promote social and political campaigns and consumer products. This paper will investigate poetry games and contests of acrostic poems on the Coronavirus featured on South Korean digital platforms. It will analyze the various games and contests organized by schools, communities, consumer product brands, and social media circles. The poems, composed by children and adults, display a wide range of messages involving self-reflection, social campaign, political criticism, and subversive wordplay. Together, these viral poems and contests promoted values of collaboration, competition, and social exchange during the pandemic. All in all, the paper explores the viral powers of language and language art in the digital world, as well as digital poetry’s connections to networked self, social mobilization, and online activism.

Digital Marketing

2021 ◽  
pp. 172-202
Author(s):  
Mohammad Osman Gani ◽  
Anisur Rahman Faroque
Keyword(s):  
Social Media ◽  
Economic Development ◽  
Search Engine ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Digital Platforms ◽  
Search Engine Marketing ◽  
Marketing Activities ◽  
E Mail

The current innovation of marketing embraces digital platforms. Digital marketing has become the successor to the economic development of many countries. This chapter intends to depict how to harness the power of digital marketing strategies as a driver of marketing activities. This chapter will navigate and provide an overview on search engine optimization (SEO), search engine marketing (SEM), web analytics, social media marketing platforms (Facebook, Instagram, YouTube, WeChat, Line, Twitter, Snapchat, etc.), e-mail marketing, mobile marketing, and display advertising and discuss the consequences of different digital marketing platforms. This chapter will navigate and thrive on how the fast-growing world of marketing develops strategy and content for communication.

scholarly journals Kolaborasi Pemasaran Digital Menggunakan Media Sosial dan Marketplace untuk Meningkatkan Produktivitas UMKM

2021 ◽  
Vol 2 (2) ◽  
pp. 73-84
Author(s):  
Fetty Tri Anggraeny ◽  
Dedin F. Rosida ◽  
Wahyu S.J. Saputra ◽  
Handoyo Prasetyo
Keyword(s):  
Social Media ◽  
Digital Tools ◽  
Digital Marketing ◽  
Online Store ◽  
Marketing Social ◽  
Store Management

Digital marketing is currently growing rapidly. The COVID-19 pandemic has increasingly triggered the acceleration of digital marketing, especially for SME (Small and Medium Entreprise). The growth of social media users and marketplace users both as buyers and sellers has also soared. Today's society is starting to shift to cashless transactions. Both social media and marketplace have advantages that can be collaborated as digital marketing. Social media with diverse users and a marketplace that offers easy online store management and promo programs. The collaboration of these 2 digital tools is able to increase the productivity of UMKM

scholarly journals REDISCOVERING THE DIGITAL SEGMENTATION OF ORGAN DONORS IN MALAYSIA: AN EXPLORATORY REVIEW

2021 ◽  
Vol 4 (15) ◽  
pp. 71-77
Author(s):  
Faerozh Madli ◽  
Stephen Laison Sondoh Jr ◽  
Andreas Totu ◽  
Sharifah Nurafizah Syed Annuar
Keyword(s):  
Social Media ◽  
Organ Donation ◽  
Marketing Plan ◽  
Organ Donors ◽  
Marketing Campaign ◽  
Digital World ◽  
Target Segment ◽  
Research Findings ◽  
Near Future ◽  
Rapid Shift

Effective insights about market segmentation provide important information for social marketers in formulating a sound marketing plan. This importance could also be observed in the context of the digital segmentation of organ donors in Malaysia. Digital segmentation has become a crucial element in organ donation promotion as fuelled by the rapid shift to the digital world especially social media. In this sense, a sound marketing campaign for organ donation promotion is critically needed due to the low rate of organ donation registrations among Malaysians. Therefore, by focusing on people’s inclination to shift to social media and the importance of organ donation in Malaysia, the current study presents a systematic literature review to examine the potential of digital segmentation regarding organ donation promotion via social media. The current study successfully identified university students as the digital target segment for organ donors in Malaysia. This study also observed a massive opportunity to discover a new market segment due to the rapidly increasing number of digital users and the anticipated higher demand for organ donation in the near future. Additional research could optimise the current study findings to further study the effectiveness of organ donation campaigns. Besides that, stakeholders such as the Ministry of Health Malaysia could benefit from current research findings in formulating a sound organ donation marketing campaign.

scholarly journals The analysis of graphic design platforms used in social media marketing

2020 ◽  
Author(s):  
Ksenija Mitrović ◽  
◽  
Anja Jakšić ◽  
Jelena Spajić ◽  
◽  
...  
Keyword(s):  
Social Media ◽  
Graphic Design ◽  
Online Marketing ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Real Field ◽  
The Internet ◽  
Visual Content ◽  
Wide Range ◽  
Marketing Activities

Development of the internet conditioned the evolution of marketing. Nowadays, organizations have relocated their marketing activities on the internet, so digital marketing comes into focus, as the most influential branch of marketing. A progress of digital marketing activities established the appearance of different digital marketing elements, among which social media marketing becomes more prevalent. Social media marketing is an inevitable element of digital marketing strategy and nowadays business. In order to complement social media marketing activities, graphic design is used as a crucial part of a content strategy. This paper focuses on the importance of effective visual content for social media and the usage of different tools that can facilitate and improve its creation. Social media users interact with visual content. In order to achieve higher engagement, social media posts are enriched with compelling visuals. Social media have become a real field for competition in terms of creating competitive content and attracting more users’ attention. The aim of this paper is to analyze the effectiveness of online graphic design tools that are used for creating visual content adapted to the requirements of communication on social networks. Given the importance of visuals in social media marketing, an abundance of tools are created with different features in order to support content design. These online platforms offer complete customization options, a wide range of different editing tools and templates and diverse functionalities. Visual content, through social media platforms, boosts user awareness of existing brands and makes it easier for users to associate with the organization. Through a relevant literature review in the field of social media marketing, the importance of visual elements and graphic design in online marketing communication is emphasized. In addition, this paper provides a comparative analysis of the most commonly used online tools and platforms that provide graphic design solutions and increase the effectiveness of online marketing campaigns.

EFFECT OF DIGITAL MARKETING ON CONSUMER BASED BRAND EQUITY OF MICRO ENTERPRISES IN NIGERIA

2021 ◽  
Vol 2 (2) ◽  
Author(s):  
Kingsley ONANA
Keyword(s):  
Social Media ◽  
Search Engine ◽  
Brand Equity ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Primary Data ◽  
Survey Tool ◽  
Search Engine Optimization ◽  
Insignificant Effect ◽  
Micro Enterprises

Micro enterprises in Nigeria lack brand equity in terms of customers awareness for distinct Nigerian micro enterprises brands, trust in perceived quality for micro enterprises products, loyalty and brand associations which limits their ability to perform well despite use of digital marketing. This study sought to ascertain the effect of digital marketing on consumer-based brand equity (CBBE) of micro enterprises in Nigeria with social media marketing, email marketing, mobile marketing, web solutions marketing, search engine optimization and pay per click advertising as the independent variables of the study, while micro enterprises consumer-based brand equity was the dependent variable of the study. The study adopted survey research design with a sample of 400 respondents from a population of micro enterprises’ customers who were registered active internet users in the country. Factor Analysis using structural equation modelling (SEM) was employed in analyzing the primary data collected for the study from structured questionnaire in google forms electronic survey tool. The study found that social media and mobile marketing have positive but insignificant effect on the brand equity of micro enterprises while webs solutions has a negative but insignificant effect. Email, search engine optimization and pay-per-click on the other hand have positive significant effects on brand equity of micro enterprises in Nigeria. The study therefore recommends that email, search engine optimization and pay-per-click usage can be continued, while social media, web solutions and mobile marketing should be improved to a point where their effects can be positive and significant. Keywords: Digital Marketing, Consumer Based Brand Equity, Micro Enterprises, Nigeria

scholarly journals Writer–Reader Interaction: Investigating Interactional Metadiscourse in Advertisements from Arab Universities

2021 ◽  
pp. 1-6
Author(s):  
Aisha Al-Subhi
Keyword(s):  
Social Media ◽  
Online Advertising ◽  
Digital Marketing ◽  
Linguistic Resources ◽  
Strong Indicator ◽  
Wide Range ◽  
The World ◽  
High Degree

Nowadays, universities heavily rely on digital marketing and social media to recruit more students and to generate interest in their schools. Digital marketing and online advertising constitute a kind of interaction between writers and their potential readers. This paper explores how such an interaction is achieved by investigating a wide range of linguistic resources that writers use to express their stance toward the content in the text and toward the reader. A corpus of 80 academic advertisements from 38 universities, totaling approximately 2,118 words, was compiled and analyzed using Hyland’s (2005b) interactional metadiscourse. The corpus was searched manually for all categories of interactional metadiscourse, and all the reported cases were examined in context to ensure their validity. The results revealed a statistically higher frequency of engagement markers than stance markers. This extensive use of engagement markers, particularly directives and reader pronouns, is a strong indicator of a high degree of interactionality, personalization, and reader consideration. Universities use these engagement features to position themselves and their students in the world of academia and in the context of interaction, where they can successfully focus students’ attention, acknowledge their presence, and guide them toward achieving mutual goals.

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