scholarly journals Proposed Digital Marketing Strategy for Muslim Women’s Fashion Brand (Arra Style)

2021 ◽  
Vol 3 (4) ◽  
pp. 36-44
Author(s):  
Roni Akbar
Keyword(s):  
Communication Channel ◽  
Customer Behavior ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Sales Channel ◽  
Fashion Brand ◽  
Women's Apparel ◽  
External Stakeholders ◽  
Medium Enterprise

Arra Style is a small and medium enterprise of women fashion brand in Indonesia initiated in November 2016, producing and selling Muslim women’s apparel. In 2019, along with the declining numbers of Tanah Abang visitors, the sales of Arra Style also decreased since the brand simply relied on sales of Tanah Abang in-store transaction and WhatsApp. To adapt to changing customer behavior, Arra Style needs to adopt the existing technology and implement digital marketing. By conducting interviews with the internal and external stakeholders, the author proposed digital marketing strategies through communication channel strategies and sales channel strategies. These strategies are based on the classification of customer journey through the 5A funnel.

Excavating fashion film: a media archaeological perspective

2020 ◽  
Vol 19 (3) ◽  
pp. 340-361
Author(s):  
Marketa Uhlirova
Keyword(s):  
20Th Century ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Early 20Th Century ◽  
Fashion Industry ◽  
Moving Image ◽  
Fashion Brand ◽  
Recent Scholarship ◽  
Archaeological Models ◽  
First World

In the emerging ‘video-first world’ of the last decade, global fashion brands have made the moving image an integral component of their digital marketing strategies. As a result, both the industry and popular perceptions of fashion film have been increasingly colonized by the notions of branding and promotion. Recent scholarship on fashion film too has put the fashion brand at the centre of analysis. This article argues against any such premature fixing of fashion film’s identity. Instead, it proposes shifting the existing perspective by reframing fashion film as not only a product of the fashion industry and associated media but also one of the cinema industry and culture. Drawing on media archaeological models of ‘excavation’ and ‘parallax historiography’, the article examines contemporary digital fashion film in parallel with fashion film of the early 20th century – a juxtaposition that helps to recapture the phenomenon’s remarkable diversity and open possibility in both periods.

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

Transformation from Traditional to Digital Marketing: A Case on Facebook Marketing for Micro Foodservice Brands

2020 ◽  
Vol 2 (2) ◽  
pp. 166-187
Keyword(s):  
Marketing Strategies ◽  
Restaurant Industry ◽  
Digital Marketing ◽  
Customer Engagement ◽  
Per Se ◽  
Potential Customers ◽  
Inexpensive Technique ◽  
Facebook Marketing

This study analyses the transformation of marketing strategies from traditional to 'digital' and finds out the efficacy of 'Facebook' marketing for small or micro-enterprise brands; in the case of the restaurant industry. The study looks for the answers to questions such as How ‘Facebook' has changed the means of marketing in the case of small restaurant brands. Two restaurant brands were considered for the study. A qualitative case approach was adopted for the study. Major findings of the study have revealed that Facebook marketing is the direct, easiest and economical mode of communication with current and potential customers through 'Facebook page', to disseminate information regarding brand and services through 'Facebook posts', 'Comments' and 'chats'; besides, to maintain rapid feedback service to customers' queries. In addition, through 'Facebook' activities i.e., an instance of 'Likes', 'Reviews', 'Check-ins', and' Share' customers, themselves ensue as a source for promoting the brands. Nevertheless, for these small or microbrands' Facebook Marketing' per se, it is an inexpensive technique for effective marketing; additionally, it fosters mutual relationships and increases the level of customer engagement.

Innovative Marketing Strategies for Select E-Commerce Companies in India - A Review.

2018 ◽  
Vol 5 (1) ◽  
Author(s):  
Amit Kumar Bhanja ◽  
P.C Tripathy
Keyword(s):  
Artificial Intelligence ◽  
Internet Of Things ◽  
Business Environment ◽  
Marketing Strategies ◽  
Point Of View ◽  
Digital Marketing ◽  
Customer Base ◽  
Innovative Methods ◽  
Online Shoppers ◽  
Drastic Increase

Innovation is the key to opportunities and growth in today’s competitive and dynamic business environment. It not only nurtures but also provides companies with unique dimensions for constant reinvention of the existing way of performance which enables and facilitates them to reach out to their prospective customers more effectively. It has been estimated by Morgan Stanley that India would have 480 million shoppers buying products online by the year 2026, a drastic increase from 60 million online shoppers in the year 2016. E-commerce companies are aggressively implementing innovative methods of marketing their product offerings using tools like digital marketing, internet of things (IoT)and artificial intelligence to name a few. This paper focuses on outlining the innovative ways of marketing that the E-Commerce sector implements in orders to increase their customer base and aims at determining the future scope of this area. A conceptual comparative study of Amazon and Flipkart helps to determine which marketing strategies are more appealing and beneficial for both the customers and companies point of view.

scholarly journals Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19

2021 ◽  
Vol 13 (12) ◽  
pp. 6735
Author(s):  
Ganesh Dash ◽  
Debarun Chakraborty
Keyword(s):  
Customer Satisfaction ◽  
Life Insurance ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Digital Transformation ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Five Dimensions ◽  
Customer Involvement ◽  
The Relationship

This study explores the relationship between digital marketing practices, customer satisfaction, customer involvement, and purchase intention. The focus is on the life insurance digital marketing strategies during a pandemic and the resultant lockdown and shutdown. This work sought to analyze the digital transformation of marketing practices and the customers’ resultant purchase intentions. COVID-19 was taken as the prevailing pandemic and its impact on the digital transformation of marketing strategies. Five dimensions of digital marketing strategies with eighteen items and three items each of customer satisfaction and purchase intention were considered for practical purposes. It used structural equation modeling to study 535 responses of life insurance customers. Findings indicate that SEM/SEO, display, and E-CRM practices significantly impacted customer satisfaction and purchase intention. Further, a mediation-cum-moderation approach was undertaken. Customer satisfaction significantly affected purchase intention and played a good mediator between digital marketing practices and purchase intention. Additionally, customer involvement moderated the relationship between content marketing and communication with purchase intention. This research work helps life insurance marketers in general. The digital channel managers expressly understand their key areas of strengths regarding the five dimensions of digital marketing strategies. Accordingly, they frame their plans for decision-making to improve customer satisfaction and resultant purchase intentions. It provides a direction for future adoption of specific marketing strategies during a pandemic and consequent shutdown and lockdowns.

A Trend Setting Integrated Digital Marketing Strategies for Business Promotions

2017 ◽  
Author(s):  
J Senthilkumar ◽  
S.S. Aravinth ◽  
J Gokulraj ◽  
P Iyyanar
Keyword(s):  
Marketing Strategies ◽  
Digital Marketing

Walking by Thinking: The Brainwaves Are Crucial, Not the Muscles!

2006 ◽  
Vol 15 (5) ◽  
pp. 500-514 ◽  
Author(s):  
Robert Leeb ◽  
Claudia Keinrath ◽  
Doron Friedman ◽  
Christoph Guger ◽  
Reinhold Scherer ◽  
...  
Keyword(s):  
Communication Channel ◽  
Muscular Activity ◽  
Proof Of Concept ◽  
Closed Loop System ◽  
Head Mounted Display ◽  
Eeg Recordings ◽  
Sensorimotor Rhythms ◽  
Electroencephalogram Eeg ◽  
Healthy Participants

Healthy participants are able to move forward within a virtual environment (VE) by the imagination of foot movement. This is achieved by using a brain-computer interface (BCI) that transforms thought-modulated electroencephalogram (EEG) recordings into a control signal. A BCI establishes a communication channel between the human brain and the computer. The basic principle of the Graz-BCI is the detection and classification of motor-imagery-related EEG patterns, whereby the dynamics of sensorimotor rhythms are analyzed. A BCI is a closed-loop system and information is visually fed back to the user about the success or failure of an intended movement imagination. Feedback can be realized in different ways, from a simple moving bar graph to navigation in VEs. The goals of this work are twofold: first, to show the influence of different feedback types on the same task, and second, to demonstrate that it is possible to move through a VE (e.g., a virtual street) without any muscular activity, using only the imagination of foot movement. In the presented work, data from BCI feedback displayed on a conventional monitor are compared with data from BCI feedback in VE experiments with a head-mounted display (HMD) and in a high immersive projection environment (Cave). Results of three participants are reported to demonstrate the proof-of-concept. The data indicate that the type of feedback has an influence on the task performance, but not on the BCI classification accuracy. The participants achieved their best performances viewing feedback in the Cave. Furthermore the VE feedback provided motivation for the subjects.

scholarly journals Segmentation as a base for digital marketing strategies in blood service: A cluster analysis for classifying healthy regional subjects

2021 ◽  
Vol 307 ◽  
pp. 03001
Author(s):  
Liliia Khomenko ◽  
Liudmyla Saher ◽  
Nataliia Letunovska ◽  
Adam Jasnikowski
Keyword(s):  
Cluster Analysis ◽  
Young People ◽  
Main Parameter ◽  
Effective Interaction ◽  
Marketing Strategies ◽  
Previous Experience ◽  
Recruitment Strategy ◽  
Digital Marketing ◽  
Study Region ◽  
Retention Strategy

The work aims to analyse the youth by lifestyle and divide it into segments for more effective interaction in advertising campaigns. The object of the study is young people aged from 18 to 35 living in Sumy, Ukraine. It was performed a cluster analysis using the k-means method in the program Statistica 10 to divide into segments. There were selected 5 clusters. The main parameter for segment division is the age and previous experience of donation or its absence. There are also important: types of family, existence of children, the type of employment, the number of far trips for rest. Demographics is important first and, to a lesser extent, lifestyle. For two clusters it is recommended to use the recruitment strategy; for others - retention strategy with aspects considered in this work. The clusters of respondents identified by the authors also provide an opportunity to divide the residents of the study region in relation to the health problems of the location of their residence in relation to life and activities.

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