scholarly journals SCOPE OF MACRO MARKETING RELATED TO THE DEVELOPMENT OF DIGITAL MARKETING SYSTEMS

2020 ◽  
Vol 22 (2(75)) ◽  
pp. 93-100
Author(s):  
Y. V. ROBUL
Keyword(s):  
Digital Media ◽  
Value Creation ◽  
System Development ◽  
Central Element ◽  
Central Place ◽  
Digital Marketing ◽  
Marketing System ◽  
Digital Platforms ◽  
Marketing Systems ◽  
The Impact

Topicality. While digital revolution in every field and sector of economy, including marketing is fait accompli, a proper conceptualisation thereof is still far from being definitely provided. In this context the need for simultaneously more accurate and general understanding of marketing system development as well as for effective regulation of their growth and change is widely recognised. The situation with macromarketing in digital is much the same. Digital marketing in so far has mostly been scrutinised as a set of tools at the level of a firm. This article represents an attempt to shape it as a marketing system within service economy, the value in which is created by co-creation, and the theoretical basis is represented by the logic of service dominance (S-D logic). Aim and tasks. The article addresses the scope and tasks of digital marketing, considered from the point of view of the marketing system at the macro level. Research results. Based on the phenomena of datafication, digitalisation, virtualisation and generativity, as specific features of digital technologies the digital marketing macrosystem is shaped. On the basis of these treats, the vision of specific features of the scope of macromarketing in the digital space is proposed and developed, as well as the comparison of digital marketing as a micro- and a macrosystem is provided. Digital platforms for transactions, creation and access to new digital services, and related to them sharing economy research have been proposed as a central element to digital macromarketing. The concept might be used in further studies aimed at assessing the input of digital marketing onto economy as a whole, or the impact of digital media development on the development and growth of market environment, as well as to develop measures to regulate and stimulate digital marketing development and, through it, the development of the digital economy as a whole. Exploring the forms and conditions of its relationship with other marketing systems and other social subsystems, as well as determining the levels of the hierarchy in it and the interaction between levels, is a promising avenue for research. Some other areas of further research are also suggested. Conclusion. Digital marketing as a macrosystem should focus on the study of functional mechanisms that help expand marketing processes and systems, determine the relationship between value creation and acquisition models and the creation and growth of welfare at the level of the economy as a whole. Given the central place of digital research platforms for the conditions of their origin and functioning depending on socio-economic conditions and development on their basis of the economy of distribution and joint value creation can be an interesting area of further research.

scholarly journals Directions of development of digital marketing systems at the macro level in the conditions of digital transformation of the economy

2021 ◽  
Vol 5 (3) ◽  
pp. 72-82
Author(s):  
Yurii Robul ◽  
Keyword(s):  
Service Providers ◽  
Digital Transformation ◽  
Digital Data ◽  
Digital Marketing ◽  
Macro Level ◽  
Marketing System ◽  
Management Decisions ◽  
Digital Platforms ◽  
Marketing Systems ◽  
Digital Entrepreneurship

The aim of the article. The article addresses drivers of digital marketing development as a marketing system at the macro level in the context of digital transformation of the economy. The topic is relatively new and needs attention since most research devoted to digitalization in marketing is usually undertaken on the microlevel. Due to such a bias little is known about ties of digital marketing development with digital transformation on the macrolevel. The article aims at developing of conceptual frameworks of relations thereof. The methodological base of the work is the ternary structure of the digital marketing system. It consists of IT sector, digital marketing and extended digital marketing. IT-sector provides for tools of digital marketing, thus encompassing digital marketing mix. Analyses results. Digital marketing englobes tools and platforms for which digital technology are essential, while extended digital marketing layer embraces the most of marketing activities, which are in the process of digitalisation. The development of digital marketing on the macrolevel is proposed to consider as a process of transformation, like the process of organizational change of Beckhard and Harris. This process is aimed at digital transformation of the entire economy. It applies four major means of digital transformation, namely: digital privatization, digital industrialization, digital investment and reinvestment, and e-governance and paperless. Digital privatization is aimed at ensuring higher efficiency of the economy by correcting existing inefficient models in certain industries by introducing digital platforms and solutions. Digital industrialization is undertaken by the rapid introduction of digital technologies in various sectors of the economy, other than the IT sector, the transition to a new technological mode and thus ensure increased productivity and productivity in the implementation of economic exchanges. The implementation of digital industrialization requires the deployment of digital entrepreneurship, including the renewal of existing and the creation of a new infrastructure of production, management, and support processes. E-governance and paperless can improve the efficiency of management decisions, as they integrate digital data with models that allow simulation and forecasting, eliminate the problem when digital data is not converted into information and does not get into databases needed for management decisions to be made. Digital investment and reinvestment refers to the development of foundations and factors of digital economy development - digital infrastructure, hardware and software, as well as institutional conditions of digitalization, education, training and development of the workforce, creating and maintaining the necessary conditions for its development and reproduction. With the help of digital industrialization, one can expect the development of digital platforms. It should lead to an increase in the number of users and partners - an increase in coverage, both in terms of demand (consumption and penetration rate) and in terms of production and provision of services (number of digital service providers and digital producers). products). The main areas of digital investment and reinvestment are the development of the IT sector and digital platforms, but there are also points of effort at the level of expanded digital marketing - in areas that are being digitized. Efforts should be directed towards the development of digital consumption through the transfer of procurement, including public services to the digital environment. Conclusions and directions for further research. Implementing this strategy requires macroeconomic stability, without which success in long-term macro-level projects seems to be unlikely, especially in projects involving large investments and significant technological transformations. Some directions of further research are defined, such as: driving forces influencing purchasing behaviour on digital platforms, conditions for effective development of digital entrepreneurship, organizational conditions and mechanism of digital industrialization, investment and reinvestment, state economic policy that encourages the development of e-commerce, forms of communication and mechanisms of influence between digital marketing systems at different levels of the economy and the knowledge economy, etc.

The Impact of Digital Marketing Communication on Consumer Purchase Decision Among Youths in Cameroon

2021 ◽  
Vol 12 (4) ◽  
pp. 947-963
Author(s):  
Darcy Awah Achunguh
Keyword(s):  
Digital Media ◽  
Turning Point ◽  
Electronic Devices ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Digital Platforms ◽  
Digital Era ◽  
Commercial Market ◽  
Business Conditions ◽  
The Impact

Digital marketing has become one of the most commonly used phrases these days. Although it's easily used in a sentence, quite often, it is not defined accurately. For some, it's a synonym for "Internet Marketing," while others describe it as marketing using electronic devices. Business conditions have changed due to the growth of digital media, and today's commercial market is undervalued. The world's digital era is at a turning point. All companies' goods benefit from the use of digital platforms to increase revenue. Companies can quickly accept more customers, especially youths, and customers have various options when making buying decisions.

scholarly journals Digital Marketing dan Ragam Produk pada Minat Beli Konsumen Toko Online Shopee (Studi Kasus pada Mahasiswa Prodi Manajemen Fakultas Ekonomi Universitas Bhayangkara Jakarta Raya Angkatan 2016)

2019 ◽  
Vol 3 (1) ◽  
pp. 14
Author(s):  
Andrian SE,MM
Keyword(s):  
Digital Media ◽  
Linear Regression Analysis ◽  
Evaluation Process ◽  
Product Variety ◽  
Digital Marketing ◽  
The Internet ◽  
Final Conclusion ◽  
Purposive Sampling ◽  
Department Faculty ◽  
The Impact

            Digital Marketing adalah  merupakan suatu kegiatan pemasaran atau promosi sebuah brand atau produk menggunakan media digital atau internet. Tujuan digital marketing adalah untuk menarik konsumen dan calon konsumen secara cepat. Seperti yang kita tahu, penerimaan teknologi dan internet di masyarakat sangat luas, sehingga tidak heran kegiatan pemasaran secara digital dijadikan pilihan utama oleh perusahaan-perusahaan. Keragaman produk merupakan kumpulan seluruh produk dan barang yang ditawarkan penjual tertentu kepada pembeli. Sedangkan minat beli timbul setelah adanya proses evaluasi alternatif dan di dalam proses evaluasi, seseorang akan membuat suatu rangkaian pilihan mengenai produk yang hendak dibeli atas dasar merek maupun minat. Penelitian ini menggunakan jenis penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Variabel yang digunakan dalam penelitian ini ada tiga, yaitu Digital Marketing (X1), Ragam Produk (X2), dan Minat Beli (Y). Pengumpulan data diperoleh melalui penyebaran kuesioner ke sejumlah mahasiswa Jurusan Manajemen Angkatan 2016 Fakultas Ekonomi Universitas Bhayangkara Jakarta Raya. Sampel yang digunakan dalam penelitian ini berjumlah 100 orang responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Analisis data yang digunakan adalah analisis deskriptif dan analisis regresi linier berganda dengan metode SPSS versi 22. Penelitian ini menghasilkan kesimpulan akhir bahwa variabel Digital Marketing dan Ragam Produk mempunyai pengaruh yang signifikan pada variabel Minat Beli sebesar 23,8%.The Impact of Digital Marketing and Product Variety towards Purchasing Interest in Online Store Shopee (Case Study to Students of Class of 2016 Management Department Faculty of Economic University of Bhayangkara Jakarta Raya)Abstract            Digital Marketing is an activity of marketing or promoting a brand or product using digital media or the internet. The purpose of digital marketing is to attract consumers and prospective consumers quickly. As we know, the acceptance of technology and the internet in the community is very broad, so it is not surprising that digital marketing activities are made the top choice by companies. Product diversity is a collection of all products and goods offered by certain sellers to buyers. Whereas buying interest arises after the existence of an alternative evaluation process and in the evaluation process, someone will make a series of choices regarding the product to be purchased on the basis of brand and interest. This research uses explanatory research with a quantitative approach. There are three variables used in this research, namely the Digital Marketing (X1), Product Variety (X2), and Purchase Interest (Y). Data collection is obtained through questionnaires distributed to several students of the  Class of 2016 Management Department, Faculty of Economics, University of Bhayangkara Jakarta Raya. The sample used in this research amounted to 100 respondents. The sampling technique used is purposive sampling. Data analysis used is descriptive analysis and multiple linear regression analysis with SPSS version 22. This research produces the final conclusion that the Digital Marketing variable and Product Variety have a significant effect on the Purchase Interest variable as 23.8%.

Marketing Response Modelling: Impact of Digital Marketing for a Luxury Car Brand

2019 ◽  
Vol 14 (3) ◽  
pp. 254-270
Author(s):  
Mihir Dash ◽  
Kshitiz Sharma
Keyword(s):  
Digital Media ◽  
Emerging Economies ◽  
High Growth ◽  
Digital Marketing ◽  
Independent Variables ◽  
Goods Market ◽  
The Media ◽  
Media Mix ◽  
Response Modelling ◽  
The Impact

The luxury car segment is the most vibrant segment in the luxury goods market, experiencing high growth in recent years in the emerging economies of China, India, and Brazil. In India, the luxury car segment is dominated by three major players, that is, Audi, Mercedes-Benz, and BMW, together accounting for 85 per cent of the total Indian luxury car segment. The study proposes a marketing response model for luxury car brands, involving a linear model with all possible interaction effects. The model is applied in the case of a luxury car brand which had recently adopted digital marketing in addition to its traditional advertising media mix. The response in the form of customer queries at its showroom (situated in Bangalore, India) was taken as the dependent variable. The independent variables were the advertising expenditure in different media, viz. newspapers and magazines, display events, and digital media. The results of the model provide a measure of the effectiveness of each of the media, the interaction between them, as well as the impact of digital marketing.

scholarly journals Towards a Theory of Marketing Systems as the Public Good

2018 ◽  
Vol 38 (3) ◽  
pp. 278-297 ◽  
Author(s):  
Djavlonbek Kadirov
Keyword(s):  
Public Good ◽  
Value Creation ◽  
Lived Experiences ◽  
Temporal Change ◽  
Marketing System ◽  
Perceived Justice ◽  
The Public ◽  
Political Discourses ◽  
Justice Motive ◽  
Marketing Systems

The Marketing-Systems-as-the-Public-Good framework proposed in this article outlines the general principles of interpreting change in marketing systems. The framework advances a view of purposeful temporal change based on collective practices that a) identify, develop and maintain key common resources; b) initiate public-private asset transitions; c) facilitate contributory participation of market actors in marketing system processes; and d) perpetuate attenuating mechanisms. These processes construct the system as the public good with non-excludable and non-subtractable (dis)benefits. The drive for further change arises when the system’s overarching structures infuse value creation practices with macromotive-based meaningfulness (e.g. the justice motive) which differentially resonates in market actors’ lived experiences, who through ongoing localized socio-political discourses and contestation undertake to correct perceived justice digressions. The case of the historical evolution of the Uzbek Bozor Marketing System illustrates the key elements of the proposed framework.

scholarly journals Towards a Theory of Marketing Systems as the Public Good

2020 ◽  
Author(s):  
Djavlonbek Kadirov
Keyword(s):  
Public Good ◽  
Value Creation ◽  
Lived Experiences ◽  
Temporal Change ◽  
Marketing System ◽  
Perceived Justice ◽  
The Public ◽  
Political Discourses ◽  
Justice Motive ◽  
Marketing Systems

© The Author(s) 2018. The Marketing-Systems-as-the-Public-Good framework proposed in this article outlines the general principles of interpreting change in marketing systems. The framework advances a view of purposeful temporal change based on collective practices that a) identify, develop and maintain key common resources; b) initiate public-private asset transitions; c) facilitate contributory participation of market actors in marketing system processes; and d) perpetuate attenuating mechanisms. These processes construct the system as the public good with non-excludable and non-subtractable (dis)benefits. The drive for further change arises when the system’s overarching structures infuse value creation practices with macromotive-based meaningfulness (e.g. the justice motive) which differentially resonates in market actors’ lived experiences, who through ongoing localized socio-political discourses and contestation undertake to correct perceived justice digressions. The case of the historical evolution of the Uzbek Bozor Marketing System illustrates the key elements of the proposed framework.

scholarly journals Dynamics of Innovations and Value Creation in Small Business by Diffusion of Digital Marketing

2019 ◽  
Vol 8 (4) ◽  
pp. 4978-4982
Keyword(s):  
Small Business ◽  
Value Creation ◽  
Random Sampling ◽  
Business Group ◽  
Target Audience ◽  
Digital Marketing ◽  
Stratified Random Sampling ◽  
Revenue Generation ◽  
Customer Base ◽  
The Impact

The digital arena is now seeing a swift transformation into a platform for marketing and communication, with an increasing number of apps scouting for ways to bridge the gap between brands and audience. The marketers thus have to focus on right sources that can help them to reach their target audience optimally, even in the gaming space. The study focused on the impact of digital marketing to influence the successful revenue generation of small business in different cities of Odisha. 342 respondents were selected for the study and stratified random sampling was used. The respondents belong to the food, handicraft, jewelry, mobile shop and coaching centers business group. The findings suggested digital marketing had an impact on revenue generation as well as effectiveness in acquision of new customers as well as retaining the customer base

scholarly journals An Information and Marketing System for Agrocomplex Sector Based on Reliable Digital Technology as a Supporting Capacity for Food Security in a Force Majeure Event

2021 ◽  
Vol 7 (3) ◽  
pp. 190
Author(s):  
Endang Sulistiyaningsih ◽  
Valentina Dwi Suci Handayani ◽  
Widiastuti Setyaningsih ◽  
Wahdan Fitriya ◽  
Arif Wahyu Widada ◽  
...  
Keyword(s):  
Food Security ◽  
Digital Media ◽  
Information Dissemination ◽  
Agricultural Sector ◽  
Animal Husbandry ◽  
Digital Information ◽  
Marketing System ◽  
Average Decrease ◽  
Online Sales ◽  
The Impact

The pandemic situation experienced by the world are currently threatening food security in various regions including Indonesia. In these regions, the flow of traffic in the agricultural and fisheries sectors, from the means of production to the distribution of the harvest, is choked up due to social restrictions in various parts of the region. As a strategic step to reduce the impact on the agricultural sector, it is necessary to accelerate information to support the stability of production and also to distribute production results. Digital media in agriculture are needed to provide education with a variety of contents, such as technical production, marketing, and agricultural finance information. The Faculty of Agriculture of Universitas Gadjah Mada (UGM) has supported digital information dissemination through the Desa Apps application. Desa Apps aims to be an application platform that provides agricultural extension and develops digital farmer communities. The information that has been carried out by Desa Apps so far includes agrocomplex sector (agriculture, animal husbandry and fisheries) problems related to cultivation methods and obstacles faced in the land such as attack by plant pest and disease. As a digital media, the Desa Apps has educated farmer and aquaculturists. Optimization needs to be done to improve the performance of Desa Apps as a digital media, one of which is the marketing system that this application actually has. This study evaluates whether farmers and aquaculturists under the auspices of the Faculty of Agriculture are interested in being able to get education and at the same time be able to market their product directly to consumers with one application, the Desa Apps. The findings of the study showed that the pandemic period greatly affected the incomes of the assisted target community, and they required media that can help market their product. The decline in turnover due to pandemic conditions reached 70% with an average decrease of 39.2%. The method of selling products has changed from conventional to online sales by 20% of the total respondents. Changes in sales methods occurred due to distribution limitations due to regional and activity restrictions during the pandemic. Therefore, it is necessary to optimize the Desa Apps application as a digital media to support food security.

scholarly journals Effectiveness of Digital Marketing in the Challenging Age: An Empirical Study

2015 ◽  
Vol 1 (5) ◽  
pp. 69-80 ◽  
Author(s):  
Afrina Yasmin ◽  
Sadia Tasneem ◽  
Kaniz Fatema
Keyword(s):  
Empirical Study ◽  
Digital Media ◽  
Electronic Media ◽  
Digital Marketing ◽  
Statistical Tools ◽  
Marketing Effectiveness ◽  
Challenges And Opportunities ◽  
New Challenges ◽  
Tools And Techniques ◽  
The Impact

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 customers 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 the firms’ sales. Additionally the differences between traditional marketing and digital marketing in this paper are presented. This study has described various forms of digital marketing, effectiveness of it and the impact it has on firm’s sales. The examined sample consists of one hundred fifty firms and fifty executives which have been randomly selected to prove the effectiveness of digital marketing. Collected data has been analyzed with the help of various statistical tools and techniques.

Digital Marketing in Online Education Services

2017 ◽  
pp. 757-766
Author(s):  
Surabhi Singh
Keyword(s):  
Online Education ◽  
Marketing Strategy ◽  
Digital Media ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Educational Services ◽  
Digital Platforms ◽  
Education Services ◽  
Innovative Strategies ◽  
Sales Strategy

Digital activities are compulsorily required to include when online education services are concerned. The digital marketing strategy need to be defined if customer satisfaction has to be maintained. Digital activities are an increasingly important part of any marketing and sales strategy. The strong inclination of digital platforms for delivering courses online cannot be denied. The organization has to be focused on simple act of providing digital course and innovative strategies through which they interact with students and create learning environment. The marketing via digital media is significant for delivery of educational services online. We need to be updated in the area of online education services and for the same digital marketing strategies are critical.

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