scholarly journals INTRODUCTION OF THE LATEST INSTRUMENTS OF MARKETING COMMUNICATION FOR FORMATION OF LOYAL CONSUMER BEHAVIOR

2021 ◽  
Author(s):  
Olha Semenda ◽  
Valentina Lementovska ◽  
Dmytro Podolinny
Keyword(s):  
Consumer Behavior ◽  
New Technologies ◽  
Marketing Strategies ◽  
Marketing Communication ◽  
Business Plans ◽  
Goods And Services ◽  
Adaptive Capabilities ◽  
Marketing Activities ◽  
Modern Economic ◽  
Fierce Competition

In the modern economic context is characterized by extremely fierce competition in attracting or retaining different segments of consumers. The coronavirus pandemic in early 2020 changed the whole model of the world we are used to, which was difficult to predict. In a pandemic, life has changed, ambitious business plans, communication and marketing strategies have lost their relevance. Business was faced with a choice - to stop or try to adapt to new conditions. These changes are irreversible, and to survive in the post-quarantine period and stay afloat, you need to accept the situation, be ready for change, become flexible and see the prospects in the circumstances. Many brands have significantly changed their approaches to marketing in general, and new trends have emerged in the field of digital communications. The digital environment lives by its own laws, it changes and shapes our reality. To gain a competitive advantage in this environment, you need to learn to constantly adapt to it. It's not as easy as it may seem at first glance, but without this skill it is now difficult to survive in the market. The efforts of marketers are updated through the introduction of technological tools of communication and sales and are the path to success in business. The most important part of marketing activities is considered to be marketing communication, the task of which is to attract the attention of suppliers and buyers. Providing information about goods and services facilitates the decision to purchase. The current situation has not only led to the intensive penetration of new technologies into our lives, but also radically changed the very values of marketing, making a priority aspect of safety and care for the health of the client, not just making a profit. In addition, the ensuing crisis has shown all market players how important it is to develop their adaptive capabilities and be prepared for new challenges in the future. The article highlights the main tools used in marketing communication to establish effective contacts with consumers. The ability to use the volume and composition of marketing communications, the array of information broadcast with their help, to correct consumer behavior in a favorable way for the company is extremely important in a competitive environment.

scholarly journals A Review of Factors Affecting Consumer Behavior towards Online Shopping

2018 ◽  
Vol 8 (4) ◽  
Author(s):  
Roopjot Kochar ◽  
Harmanjot Kaur
Keyword(s):  
Consumer Behavior ◽  
Online Shopping ◽  
Web Browser ◽  
Factors Affecting ◽  
Privacy Concerns ◽  
Goods And Services ◽  
Factors Influencing ◽  
Guaranteed Quality ◽  
Specific Factors ◽  
Fierce Competition

Online shopping is a form of electronic commerce which allows consumers to directly buy goods or services from a seller over the Internet using a web browser. Online shopping provides a good example of business revolution. Ecommerce has made life Simple and innovative of individual and groups. Consumer behavior on online shopping is different from physical market where he/she has access to see the products online shopping sites are fast replacing traditional or physical shops. Over, the years the trust of the customers for online shopping sites has increased considerably. The increase in the number of these sites on one hand has led to a fierce competition which means better and cheaper products for customers. However, at the same time customers have their privacy concerns when it comes to shopping online. Internet is changing the way consumers shop and buy goods and services and has rapidly evolved into a global phenomenon. The technology oriented factors like guaranteed quality, cash on delivery discounts and promotions are the major specific factors influencing customer’s attitudes toward online shopping. This research paper attempts to analyze the consumer behavior towards online shopping and the various factors influencing trend of online shopping.

NEWEST TOOLS OF MARKETING COMMUNICATIONS

2017 ◽  
Author(s):  
Bohdana Tsurska ◽  
◽  
Svitlana Bukhta ◽  
Keyword(s):  
Communication Strategy ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Competitive Advantages ◽  
Communication Tools ◽  
Advertising Budget ◽  
Potential Contact ◽  
Marketing Activities ◽  
Fierce Competition ◽  
High Level

The urgency of the work is due to the growth of fierce competition in the competitive environment among enterprises in various fields of business. The use of exclusively traditional elements of marketing communications in the Ukrainian market does not give the desired result to enterprises due to the changing demands of consumers in the XXI century. To ensure a high level of competitiveness in the market, companies must provide their marketing appeals to any place where potential contact of potential consumers with the brand of this company. Leading companies and organizations to cover target markets and provide competitive advantages in their own marketing activities are engaged in the introduction of modern technologies and achievements. Increased attention is paid to the restructuring of the advertising budget, engaged in the development of the latest marketing activities as a result come to the need to use innovative approaches to the implementation of marketing communication tools. The need to provide multilateral communication between different subjects of marketing communications has led to the use of marketing communication tools in a comprehensive combination. The article considers the basic and synthetic means of marketing communications. The description of the newest tools of marketing communications of soft and hard influence on the consumer is described. The relationship between traditional and non-traditional newest marketing tools is determined and the possibility of integrated application of elements of marketing communications in the modern market environment is described, which is defined as the purpose of the article. In the future, the results of this study can be used in the theory of integrated newest marketing communications in order to develop measures to improve the effectiveness of communication advertising campaigns, in the development of media plans and marketing budgeting. The proposed approach to differentiating non-traditional types of marketing communications can be used as a theoretical basis for choosing a communication strategy.

scholarly journals Marketing in German Veterinary Practices

2019 ◽  
Vol 11 (2) ◽  
Author(s):  
Erik Diez ◽  
László Ózsvári
Keyword(s):  
Rural Areas ◽  
Marketing Strategies ◽  
Marketing Communication ◽  
Target Species ◽  
Lower Saxony ◽  
Veterinary Practice ◽  
The Past ◽  
Veterinary Profession ◽  
Pet Owners ◽  
Marketing Activities

The veterinary profession in Germany changed significantly in the past 20 years, and nowadays it can be categorized according to the specializations with a high emphasis on the target species (e.g. dogs, cats). Furthermore, the veterinary practice owners and managers are facing challenges of the fast-growing vet market, as well as the digitalization and its new marketing instruments and tools. The aim of our study was to survey if the German rural mixed animal veterinarians were keeping pace with time and investing in the marketing of their practices. A survey amongst pet owners and mixed animal veterinary practices was conducted regarding the marketing activities in the veterinary practices by using questionnaires in the district of Cloppenburg, Lower-Saxony, Germany, between February and June 2018. The questionnaires were spread through a Facebook group for pet owners and via email to the vet practitioners and we received 60 answers from pet owners and 21 answers from vet practices. The results show that the German mixed animal veterinary practices do not only lack marketing knowledge but the marketing strategies and tools as well. The surveyed veterinary practices neglected to improve their marketing communication activities, therefore, failed to analyze their customers’ needs. They usually did not invest in vet marketing services that would otherwise generate new customers or keep the existing clients. It can be concluded that the marketing trainings for the veterinary practice managers and owners working in the German rural areas would be a major need.    

scholarly journals Will the use of Virtual Reality Lead to a Revolution in Marketing Communication?

2019 ◽  
Vol 33 (3) ◽  
pp. 53-69
Author(s):  
Anna Szymczak
Keyword(s):  
Virtual Reality ◽  
Augmented Reality ◽  
Research Group ◽  
New Technologies ◽  
Marketing Communication ◽  
Secondary Sources ◽  
Research Institutes ◽  
Marketing Activities ◽  
Virtual And Augmented Reality ◽  
The Subject

Summary A contemporary consumer is a challenge for marketing specialists. The analysis of the conducted research shows that only a well-constructed marketing message, using new technologies will be a key element of effective marketing communication. There is a growing interest in the use of virtual and augmented reality on the market. The aim of the work is to analyze the possibilities of using innovative tools, based on virtual and augmented reality in marketing communication. The source basis of the study is available literature on the subject, secondary sources, own analyzes and research and studies carried out by foreign research institutes. The paper presents the results of authorial research carried out in 2018 using the CAPI method, as well as self-audit of marketing activities using VR and AR based on the SERVQUAL model. The results of the study indicate limited use of VR and AR. It should also be emphasized that these results are not representative, but point to a relationship that is worth exploring on a larger research group.

scholarly journals Strategi Pemasaran Musisi Indie dalam Industri Musik Indonesia (Analisis terhadap Adhitia Sofyan)

Prologia ◽  
2021 ◽  
Vol 5 (2) ◽  
pp. 218
Author(s):  
Godam Bingar Jati ◽  
Farid Rusdi
Keyword(s):  
Social Media ◽  
Research Method ◽  
Computer Software ◽  
Analytical Techniques ◽  
Marketing Strategies ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Research Subject ◽  
Technological Developments ◽  
Marketing Activities

This research is the author of a thorough research to see the marketing strategies used by indie musicians in the music industry. The purpose of this research is to see what marketing communication strategy is used by Adhitia Sofyan Team in conducting marketing activities. With today's technological developments, artists can use various kinds of computer software to record their work and market it through various social media online. An independent label, also known as an indie label, is a record label company that can market, fund, and publish artists and their work, funded independently. By analyzing a person's research subject (Adhitia Sofyan). The research method that I use here is to use qualitative methods. The research technique uses analytical techniques. The data technique used observation and interview techniques. The interview was conducted with one of the indie staff management (Rendy Kopoy) as the manager of Adhitia Sofyan. He was also the manager of a duo Endah and Resha before becoming manager of Adhitia Sofyan.Penelitian ini penulis teliti untuk mengetahui Strategi pemasaran yang digunakan oleh musisi indie dalam industri musik. Tujuan dari penelitian ini adalah untuk mengetahui Strategi komunikasi pemasaran apakah yang digunakan oleh Tim Adhitia Sofyan dalam melakukan kegiatan pemasaran. Dengan adanya perkembangan teknologi di masa kini, artis dapat menggunakan berbagai macam software komputer untuk merekam karyanya dan memasarkannya melalui berbagai media sosial secara online. Label independen, juga dikenal sebagai label indie, adalah perusahaan label rekaman yang dapat memasarkan, membiayai, dan mempublikasikan artis dan karyanya, didanai secara independent. Dengan menganalisis subjek penelitian musisi indie (Adhitia Sofyan) . Metode penelitian yang penulis pakai disini adalah dengan menggunakan metode kualitatif. Teknik penelitian memakai teknik analisis. Teknik pengumpulan data menggunakan yaitu teknik observasi dan juga wawancara. Wawancara dilakukan dengan salah satu manajemen musisi indie (Rendy Kopoy) selaku manajer Adhitia Sofyan. Ia juga pernah menjadi manajer salah satu duo Endah and Resha sebelum menjadi manajer Adhitia Sofyan.

scholarly journals MODERN MARKETING TECHNOLOGIES AS A TOOL FOR EFFECTIVE BUSINESS MANAGEMENT IN THE CONTEXT OF GLOBALIZATION

2020 ◽  
Vol 1 (19(47)) ◽  
pp. 57-63
Author(s):  
Oleh Kuzmak ◽  
Artur Shaidyuk
Keyword(s):  
New Technologies ◽  
Business Management ◽  
International Markets ◽  
Global Markets ◽  
Goods And Services ◽  
Commercial Activities ◽  
Management Processes ◽  
Marketing Activities ◽  
Correct Application ◽  
Practical Recommendations

Globalization through increased trade liberalization and the development of new technologies has led to a sharp increase in trade and economic turnover of goods and services, as well as an increase in the exchange of financial resources. Accordingly, effective marketing, which would take into account the various factors of the environment and the peculiarities of integration processes, becomes one of the tools to provide the prerequisites for competitive advantage in both national and global markets. At the same time, the use of modern marketing technologies in the management of marketing activities allows companies to increase turnover, become more personalized and become attractive to consumers. And, most importantly, not only the interface between brands and consumers is changing, but the correct application of marketing technologies allows modern companies to improve their financial situation, strengthen their position and facilitate integration into competitive global markets. The purpose of the study is to develop theoretical provisions and practical recommendations on the field, meaning and features of modern marketing technologies, their impact on the commercial activities of enterprises and strengthening competitive positions in domestic and global markets. The article examines the importance and necessity of the modern marketing technologies application in the activities of modern enterprises in a competitive global environment. In particular, the content, specifics, features of the formation of marketing technologies are considered. The purpose and directions of the marketing technologies application and their influence on competitiveness of domestic enterprises both in the domestic and global markets are substantiated. The conducted research gives grounds to conclude that marketing technologies are important for the effective operation of domestic enterprises. Proper selection and correct application of modern marketing technologies allows companies to improve marketing management processes, expand the target audience, increase sales, strengthen their market position, increase their image and brand interest in national and international markets.

scholarly journals To the Question of the Application of Generational Approach in the Management of Marketing Activities of Enterprises

2020 ◽  
Vol 9 (4) ◽  
pp. 53-62
Author(s):  
O. A. Mironova ◽  
G. I. Chekmareva
Keyword(s):  
Consumer Behavior ◽  
Generation X ◽  
Online Marketing ◽  
Baby Boomer Generation ◽  
Goods And Services ◽  
Effective Strategies ◽  
Wide Range ◽  
Generational Groups ◽  
Marketing Activities ◽  
Theoretical Foundations

The purpose of the study is to develop recommendations on the use of marketing tools for economically active generational groups taking into account their values, the specifics of their consumer behavior and determining the most effective marketing tools. The methodological basis of the study was the theoretical foundations of the theory of generations of N. Howe and W. Strauss, adapted to the Russian specifics of marketing. As a study result, it was found that in the practical marketing activities of companies for representatives of the baby boomer generation it is advisable to use the tools of traditional offline marketing; for generation X —  a combination of both online and offline marketing tools; generations Y and Z should be focused on a wide range Internet (online) marketing tools with an emphasis on impression marketing. The results of the study can be used by Russian companies in developing effective strategies for promoting goods and services.

scholarly journals Facing the Pandemic Challenge in Business Marketing

2021 ◽  
Vol 93 ◽  
pp. 02013
Author(s):  
Natalya Altynova
Keyword(s):  
Consumer Behavior ◽  
Marketing Strategies ◽  
Marketing Tactics ◽  
Marketing Activities

The publication reviews the challenges presented to business in general and to marketing strategies in particular by the COVID-19 pandemic. Changing consumer behavior presents business with new tasks and calls for changed and improved marketing tactics. The author identifies and identifies priority factors that affect business during the pandemic. Specific marketing activities are proposed that are appropriate to stabilize the results of the marketing goals of entrepreneurs, both during the pandemic and during the recession.

Digital Moms

2019 ◽  
pp. 260-280
Author(s):  
Teresa Treviño
Keyword(s):  
Consumer Behavior ◽  
Marketing Strategy ◽  
New Technologies ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Brand Awareness ◽  
Attitudes And Perceptions ◽  
Technological Tools ◽  
Symbolic Meanings ◽  
Interpretative Approach

Given the rise of new technologies and the resultant changes in consumer behavior, marketing practices need to evolve, which requires organizations to rethink their strategies. Having a digital marketing strategy can establish a direct dialog with customers, thereby increasing knowledge about customers, suppliers, and partners, as well as building, consolidating, and maintaining brand awareness. However, little is known about the attitudes and perceptions of consumers toward popular digital marketing tools that can strategically be used in an integrated digital marketing strategy. Therefore, the objective of this research is to understand the perceptions of digital moms toward technology and digital marketing strategies. Following a qualitative and interpretative approach, the results contribute to the literature by (1) addressing the symbolic meanings that technological tools have in the lives of this group of consumers and (2) providing insights on how different digital marketing strategies commonly implemented by brands are perceived by digital moms.

scholarly journals Features of Marketing Activities of Companies in the Condition of the Coronavirus Pandemic

2020 ◽  
pp. 109-116
Author(s):  
Natalia BABKO ◽  
Tetiana KVIATKO ◽  
Viktoriia DUZKRIATCHENKO ◽  
Akradii MYKYTAS
Keyword(s):  
Consumer Behavior ◽  
Information Transfer ◽  
Business Processes ◽  
Sales Promotion ◽  
Online Marketing ◽  
Negative Consequences ◽  
Goods And Services ◽  
Market Participants ◽  
Strategic Approach ◽  
Marketing Activities

The article identifies the features of marketing in a coronavirus pandemic. The negative consequences of the coronary crisis for enterprises of different spheres of activity have been studied. The main indicators of the efficiency of companies, which showed their growth in the COVID-19 pandemic, as well as changes in marketing activities, which they had to make in order to adapt to the conditions of quarantine, were analyzed. Examples of practical marketing activities of the world's leading companies are given. The main results of activities in terms of sales of goods and services are presented. The tendencies of development of the leading companies for the period of pandemic are defined, the basic factors of influence on demand and adjustment of the offer in the corresponding markets are formed. Features and practical mechanisms of transition to online business are given, the basic components of tools of transition to online marketing are grouped. The influence of crisis phenomena on market activity of consumers is proved. Marketing tools and methods of influencing consumer behavior, which has undergone significant changes in quarantine are identified. Theoretical features of formation of marketing activity in the conditions of pandemic and directions of marketing transformations in business are worked out. Comparison of the existing theoretical principles and practices of leading companies, resulting in the need to move away from the classical theory of marketing to the introduction of a strategic approach, taking into account the conditions of uncertainty is conducted. The necessity of finding new systems and means of communication and sales promotion through changing the model of consumer behavior and customer demand, in general, is proved. It is determined that under the conditions of the pandemic, e-commerce received a significant development and increase in demand, which also affected the marketing model in terms of business processes between individual market participants. The directions of development of the marketing component in the field of media are outlined, the means of information transfer more popular in the conditions of a pandemic are presented. Examples of leading companies on the reorganization of their marketing activities with emphasis on certain streaming tools, which during this period were in greater demand among consumers are given. The structure of consumption in the field of media is analyzed and the results in the field of marketing policy of communications and advertising are formalized. Recommendations for marketing activities of companies in the conditions of forced transformation of their activities with a focus on total digital are developed.

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