scholarly journals MANAGEMENT OF INTERNET-MARKETING COMMUNICATIONAL STRATEGIES ON HIGH-TECH COMPANIES AND PROJECT STARTUPS

2020 ◽  
Author(s):  
S. Y. Kasian ◽  
◽  
D. O. Yuferova ◽  
Keyword(s):  
Communication Strategies ◽  
Internet Marketing ◽  
Target Audience ◽  
Communication Strategy ◽  
Marketing Communications ◽  
High Tech ◽  
Communication Effectiveness ◽  
Marketing Communication ◽  
Competitive Strategies ◽  
Marketing Environment

This article contains development of effective Internet-marketing communicational strategy on a high-tech company in the time of digital interaction in the plane of the marketing environment. Theoretical and methodological provisions for managing Internet-marketing communication strategies of high-tech companies and startup projects have been expanded. It is established that the separation of the target audience and its specific sectors allows company to increase the degree of targeting of marketing communication strategies. This mediates the formation of marketing and communication effectiveness of such strategies in the digital environment. It is determined that advertising strategy is a more creative complex, consisting of a unique offer and transmitted to consumers through the advertising. This article contains the application of the method of forming the budget of marketing communications based on the goals and objectives of the incentive complex. In this case, goals, tasks are determined, necessary costs are calculated. The role of strategic and tactical marketing communications in partnerships is very important because that it contains a system of elements, innovative interaction tools. The Pertinence Coefficient is calculated as an assessment of the choice of marketing communications correctness. An analysis of the “MORE PYVA” company partnership with suppliers and customers was conducted. It is noted that the observed company uses one of the competitive strategies identified as the Strategy of the Leader according to P. Kotler. The company also applies a defense strategy, called “Market Share Protection”. The marketing communication strategy of the company is defined as Strategy of “Pushing”. The matrix of strategic balance (SWOT) of the enterprise was formed. It was found that the analysis and definition of the target audience is important in creating a digital strategy. There is a need to explore the values and social status of consumers and the channels through which it is possible to interact. The “MORE PYVA” chain emphasizes youth meetings, company vacations and fun rest in general. Therefore, company’s Instagram account filled by bright photos and videos of vacation with friends, in nature or at home.

STRATEGI KOMUNIKASI PEMASARAN FRESHOES DALAM MENINGKATKAN JUMLAH KONSUMEN

REPRESENTAMEN ◽  
2018 ◽  
Vol 3 (02) ◽  
Author(s):  
Nikon Andalas Putra Nuryadin ◽  
Sri Andayani ◽  
Ute Chairus Nasution
Keyword(s):  
Qualitative Research ◽  
Social Media ◽  
Communication Strategies ◽  
Marketing Mix ◽  
Communication Strategy ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Business World ◽  
Place Promotion ◽  
Depth Interviews

This research is of interest the authors of the independent small business world, which aims tofind marketing communications strategy Freshoes done in improving the consumer. The author usesdescriptive qualitative research that describes the marketing communications strategy do freshoes.The data collected to determine the marketing communication strategy using in-depth interviews andobservations of the owner Freshoes, employees as key informants and consumers as well as to test theinformant keabsahaan data. Results of the study also proves that the marketing communicationsstrategy to increase the number of consumers who do freshoes there are two things: first, the theory ofmarketing communication explains that marketers inform you as clearly as he explained the productsthat will be on offer to the target is the customer, the marketing mix (Place, Price, Place, promotion)of these four factors of marketing communication strategies to improve consumers is a factor ofPersonal Selling and promotion (promotion). Researchers recommend that marketing should bepropagated through other media such as social media Facebook and so forth and create your ownwebsite in order to facilitate the wider community.Keywords: Marketing Communications Strategy, Strategy in increasing customer

scholarly journals Empathy-based marketing communication as a strategy to win the hearts of consumers during the covid-19 pandemic

COMMICAST ◽  
2021 ◽  
Vol 3 (1) ◽  
pp. 75-82
Author(s):  
Sandika Hadit Prasetyo ◽  
Oktaviana Purnamasari
Keyword(s):  
Social Media ◽  
Communication Strategies ◽  
Target Audience ◽  
Marketing Communications ◽  
Research Approach ◽  
Marketing Communication ◽  
Interview Method ◽  
Common Interests ◽  
Data Collection Technique ◽  
Difficult Times

The Covid-19 pandemic has affected many sectors including the economy. This situation forces companies to make significant changes in interacting with consumers through marketing communication activities. One of the marketing communication strategies used in pandemic situations is empathy-based marketing communication that promotes common interests and cares for others. This method aims to create a relationship, please help from all parties so that we can get through the difficult times of the pandemic together. Companies that have done this kind of thing include Burger King Indonesia, which carries out empathy-based marketing communications through the official Instagram account @burgerking.id. This study aims to determine the response of the Burger King Indonesia target audience, both user and non-user, regarding their empathy-based marketing communication efforts. This research approach is qualitative with the interview method. The data collection technique was carried out by interviewing 8 BurgerKing target audiences consisting of 4 users and 4 non-users. The results of the study show that the Burger King target audience positively welcomes Burger King's efforts in empathy-based marketing communications. The majority of informants admitted that they were touched by the message conveyed by Burger King. Not only that, they also admitted that Burger King's image was getting better, furthermore there were sources who even had the desire to make purchases and spread the message on their social media.

scholarly journals Segmentasi Pasar Ganda dalam Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra

2019 ◽  
Vol 4 (1) ◽  
pp. 1-7
Author(s):  
Gisela Anindita
Keyword(s):  
Social Media ◽  
Market Segmentation ◽  
Target Audience ◽  
Communication Strategy ◽  
Target Market ◽  
Marketing Communication ◽  
Important Thing ◽  
Product Service

Abstrak Komunikasi marketing adalah sebuah strategi dalam penyampaian informasi mengenai sebuah produk, jasa, ataupun kegiatan. Dalam komunikasi marketing, salah satu hal terpenting ialah segmentasi pasar. Target komunikasi dapat dibagi melalui demografis dan psikologis. Dalam artikel ini akan mendeskripsikan bagaimana ambiguitas target komunikasi marketing dapat terjadi pada Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra (KMG)pada tahun 2017. Secara garis besar, target komunikasi marketing KMG terbagi menjadi dua, yakni generasi X (kelahiran 1961-1980) dan generasi peralihan Y (1981-1997) dan Z (1998-2011). Hasilnya adalah karena adanya pengaruh perbedaan generasi dalam manajemen KMG itu sendiri. Nama Guruh Soekarno Putra, konsep acara, dan media sosial yang digunakan dalam strategi komunikasi marketing pun menimbulkan ambiguitas, sehingga target market yang dicapai terlalu luas dan menimbulkan ketidak-teraturan pada saat acara tersebut. Abstract Marketing communication is a strategy to give information about a product, service, or any activity. In marketing communication, one of the most important thing is a market segmentation. Communication target audience can be devided by demographic and psychology. This article will be describe about how ambiguity of communication target audience on Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra (KMG) 2017 can be occur. In larger scale, communication target audience KMG divide in to two, the X generation (born between 1961-1980) and transitional generation between Y (born between 19811997) and Z (1998-2011). The result found that the ambiguity is occur because of differencess between both generation inside the KMG organization itself. The name of Guruh Soekarno Putro, the concept of the concert, an social media that used in marketing communication strategy also make a ambiguity, thus maket the marketing target too widely and raises the chaotic at the concert.

Internet marketing complex to promote tourism business

2016 ◽  
Vol 4 (5) ◽  
pp. 63-68
Author(s):  
Остапчук ◽  
Aleksey Ostapchuk
Keyword(s):  
Internet Marketing ◽  
European Countries ◽  
Personal Computers ◽  
Marketing Communications ◽  
The Internet ◽  
Marketing Communication ◽  
Search System ◽  
Search Advertising ◽  
Search Optimization ◽  
Travel Industry

The article considers Internet marketing complex for promotion of travel business. The article gives a review of instruments of marketing communication in Internet network for touristic enterprises. The author describes the most common ways for users to interact with the network. The main devices through which users log on to the Internet are considered. The data on the percentage of use mobile devices and personal computers in Russia and European countries are given. The article summarizes the complex of instruments marketing communication on the Internet for tourist enterprises. The author considers types websites to promote businesses in travel industry, describes the structure of communication between organization and customer through various types of websites. The article presents a complex marketing communications through search engines, briefly describes search advertising and search optimization, presents the most popular search system of the Russian Internet segment.

Vodafone marketing communications

2012 ◽  
Vol 2 (8) ◽  
pp. 1-8
Author(s):  
Namita N. Kumar
Keyword(s):  
Brand Management ◽  
Emerging Market ◽  
Communication Strategies ◽  
Subject Area ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Marketing Department ◽  
Content Type ◽  
Customer Base

Subject area Integrated advertising, promotion and marketing communications. Study level/applicability The case has been developed for use in marketing communication as well as strategic brand management courses of MBA and/or PGDM programmes. It high/ights the fact that generating interest amongst customers is not the only task of marketing strategists but conversion of such interest into an effective purchase is what the marketing department should be looking for. Case overview The case takes the students through the journey of Vodafone's marketing communication since its introduction in the Indian market. It gives the reader a briefing as to how Vodafone has grown in the past few years - the changes in communication strategies involved to propagate the product; the integrated marketing communications that have he/ped Vodafone increase its customer base considerably. As mentioned by Marten Pieters, CEO of Vodafone Essar, India is an emerging market and it is necessary for Vodafone not on/y to increase its customer base but a/so to generate revenues. Therefore, his di/emma is how to bring about the perceptual connect with customers which induces them into product usage. Expected learning outcomes The area of integrated advertising, promotion and marketing communications is an integral part of marketing. It forms the foundation of creating effective marketing programmes that in turn helps develop positive product perception in the minds of the customers. It also helps the student understand the role of customizing the marketing communication according to the target audience and the importance of integrating advertising with not only the promotional activities but also other newer forms of marketing communications. The case has been structured to achieve the following learning objectives: the role of marketing communications in creating and building brand Vodafone; understanding the importance and key elements of Vodafone's Zoozoo ad campaign relating it to Vodafone's communication strategies; and the effect of marketing communication on the customers' perception about the brand. Supplementary materials Teaching notes are available. Please consult your librarian for access.

scholarly journals Analisis Strategi Komunikasi Pemasaran Pada PT.PT. Bank Aceh Melalui Pendekatan Teori AIDA

2019 ◽  
Vol 2 (2) ◽  
Author(s):  
Cut Devi Maulidasari ◽  
Yusnaidi Yusnaidi
Keyword(s):  
Research Methodology ◽  
Communication Strategies ◽  
Descriptive Analysis ◽  
Customer Retention ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Effective Strategy ◽  
Purchasing Decision ◽  
Aceh Province ◽  
Aida Model

Abstract                                                                     This research was conducted to analyze and illustrates the used of AIDA model  in  marketing communication or an advertisement to engages and persuades the consumers in purchasing decision or choosing the brand. The descriptive analysis research methodology was used as the method to implement the research through qualititave reseach .   It will describes the marketing communication strategy used by PT. Bank Aceh to promote their product to the consumers in Aceh Province. AIDA theoritical approach which was introduced by Wilbur Schramm, has been used to analyze the marketing programs and the effectiveness of programs to target the consumers. The respondents are the consumers of PT. Bank Aceh which were considered had better understanding of the marketing programs and the impacts to their choice when they have to make decision of purchasing banking products and facilities. The result shows that the marketing communication strategies which have been implemented by PT. Bank Aceh have been considered as the effective strategy to approach new customers and to maintain customer retention. However, it needs improvement in term of media and the dilivered messages to adapt to the latest customers lifestyle.  Keywords : AIDA Model, Marketing Communication, Promotion

scholarly journals Strategic Planning of Marketing Communications in the Digital Age: An Empirical Study of Small and Medium Freight Transport Companies

2019 ◽  
Vol 2 (4) ◽  
Author(s):  
Neringa Vilkaite-Vaitone ◽  
Simas Sologubas
Keyword(s):  
Qualitative Research ◽  
Strategic Planning ◽  
Mission Statement ◽  
Communication Strategies ◽  
Mission Statements ◽  
Market Analysis ◽  
Marketing Communications ◽  
Research Approach ◽  
Marketing Communication ◽  
Communication Challenges

Small and medium transport companies play an important role in creating jobs and wealth of economy. Being related with the consumption of other products, transport companies should build marketing communication strategies. However, strategic planning of marketing communication might have specific challenges in this industry as recent innovations in the field of marketing communication (chatbots, groups in social networks, etc.) gain a considerable appreciation. Prior research has almost neglected specificity of marketing communication challenges faced by small and medium transport companies. Thus, the present research explored strategic planning of marketing communications in aforementioned industry. A qualitative research approach was adopted in order to collect information about peculiarities of strategic planning of marketing communication in transport industry. Interviews with marketing managers showed that their knowledge in the field of strategic planning of marketing communications is insufficient. Gaps in the stages of market analysis, mission statement, and measurement were identified. The lack of compatibility between mission statements and measures used for the evaluation of marketing communication results let authors to conclude that transport companies should pay more attention in ensuring the integration of marketing communication.

scholarly journals STRATEGI KOMUNIKASI PEMASARAN MELALUI MEDIA DARING TERHADAP KEPUTUSAN PEMBELIAN

2021 ◽  
Vol 11 (2) ◽  
pp. 81
Author(s):  
Diana Fitriani
Keyword(s):  
Communication Strategies ◽  
Sampling Technique ◽  
Marketing Strategies ◽  
Communication Strategy ◽  
Online Media ◽  
Decision Variable ◽  
Marketing Communication ◽  
Analysis Method ◽  
Purchasing Decisions ◽  
Beta Coefficient

Research on the analysis of marketing strategies through online media in Pontianak through Facebook and Instagram. Quantitative related is used for the path analysis method and the application of SPSS V. 23.0 as a calculation tool. Respond 100 with a non-probability sampling technique that is unintentional. Communication strategies in research are lead to awareness, knowledge, passions, inclinations, beliefs and purchases. Based on this strategy, a positive and significant value is obtained in the decision making process. Marketing communication strategies through online media towards consumer purchasing decisions on culinary products marketed through Instagram and Facebook. The results of the study with a significance of 0,000 obtained a beta coefficient of 0.483. The significance of tcount <0.05 indicates that Ho was not accepted and thus received Ha. Explanation of the results of calculations in research gives a meaningful and positive marketing communication strategy to the product purchase decision variable through online media. It can be concluded that the strategies proposed have proven to be effective in winning diverse consumer dynamics

scholarly journals CREATIVE PLANNING DAN STRATEGI PENGEMBANGAN PESAN KOMUNIKASI PEMASARAN

Al-Hikmah ◽  
2019 ◽  
Vol 13 (1) ◽  
pp. 1
Author(s):  
Handes Handes
Keyword(s):  
Development Strategy ◽  
Development Strategies ◽  
Target Audience ◽  
Marketing Communications ◽  
Marketing Communication ◽  
The Public ◽  
Specific Theme ◽  
Message Development

This article is focused on creative planning and marketing communication message development strategies. The results of this study found that creative planning was compiled as a reference in implementing marketing communications campaigns. In a campaign, creative planning is important to produce marketing creativity that is different, unique and interesting compared to competitors. While the message development strategy can be interpreted as a process of finding ways to influence the public or certain goals by persuading or persuasive and motivating the public to participate, so that the message is expected to create certain effects as planned according to a specific theme. The development of messages starts from a big idea to express certain intentions according to needs and benefits which are then constructed into messages that are then conveyed to the target audience. The purpose of developing messages can only be achieved if the audience understands these messages. [Artikel ini difokuskan pada perencanaan kreatif dan strategi pengembangan pesan komunikasi pemasaran. Hasil kajian ini menemukan bahwa perencanaan kreatif disusun sebagai acuan dalam pelaksanaan kampanye komunikasi pemasaran. Dalam sebuah penyelenggaraan kampanye, perencanaan kreatif menjadi penting untuk menghasilkan kreativitas pemasaran yang berbeda, unik dan menarik dibandingkan pesaing. Sedangkan strategi pengembangan pesan dapat diartikan sebagai proses menemukan cara untuk mempengaruhi publik atau sasaran tertentu dengan cara membujuk atau persuasif dan memotivasi publik untuk berpartisipasi, sehingga pesan diharapkan dapat menciptakan efek tertentu seperti yang direncanakan sesuai dengan tema spesifik. Pengembangan pesan berawal dari suatu gagasan (big idea) untuk menyatakan maksud tertentu sesuai dengan kebutuhan dan manfaat yang kemudian di konstruksi menjadi bentuk pesan-pesan yang kemudian disampaikan kepada khalayak sasaran. Tujuan pengembangan pesan hanya dapat dicapai apabila khalayak memahami pesan-pesan tersebut]. Kata Kunci: Creative planning, Strategi Pesan, dan Komunikasi Pemasaran.

scholarly journals Integrated marketing communications

10.12737/8184 ◽  
1905 ◽  
Author(s):  
Валерий Музыкант ◽  
Valyeriy Muzykant
Keyword(s):  
Legal Protection ◽  
Trade Mark ◽  
Target Audience ◽  
Marketing Communications ◽  
Special Focus ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Advertising And Promotion

The hand book deals with integrated marketing communication (IMC) as the part of advertising and promotion campaign. IMC is a concept introduced in the 1990s and being considered as an important part 7 P’s, and integral part of brand creativity. IMC help tocreate brand assets, which is based on the financial reserves and legal protection of the trade mark and effective positioning . IMCintegrates ATL-and BTL-advertising with the aim to reach target audience in the market era. The author, Professor V.L. Muzykant, a well-known Russian specialist in marketing, branding, advertising, thoroughly analyzed the IMC position during campaigning. Special focus is being made to aATL-and BTL-skills of the contemporary specialist.

Sign in / Sign up

Export Citation Format

Share Document