scholarly journals LIVE STREAMING AS A DIGITAL MARKETING TOOL

2021 ◽  
Author(s):  
Olha Vovchanska ◽  
Liliya Ivanova
Keyword(s):  
Real Time ◽  
Communication Strategies ◽  
Digital Marketing ◽  
Live Streaming ◽  
Marketing Communication ◽  
Large Audience ◽  
Modern Business ◽  
Marketing Tool ◽  
Streaming Technology ◽  
Customer Trust

The article is disclosing features and advantages of using Live streaming technology in digital marketing and in marketing communication strategies. Live streaming technology is a process of broadcasting any live event that takes place in real time anywhere via the Internet. Marketers incorporate Live streaming into their digital marketing communication strategies as they seek to build customer trust, attract and retain their attention, and broadcast their competitive advantages in real time. Companies can use Live streaming for free, but at the same time must understand that paid live broadcasting can be more profitable. Authors identify the traditional channels and methods of Live streaming in digital marketing and clarify the main types of streaming platforms, each of which offers different functions, but the result is always feedback from existing or potential consumers. It is noted that the development of digital technologies and the COVID-19 pandemic have changed the format of online shopping, companies are actively using Livestreaming e-commerce, which allows to increase sales, promote the brand, talk more about the product and attract more customers. The most important feature of live stream shopping is the so-called seamlessness, i.e. the buying process is organized in the simplest way for consumers, literally in one click. It has been proven that video streaming in a pandemic crisis can serve, first and foremost, as a powerful tool for raising brand awareness. This can be achieved when quality content will meet such important criteria as high quality and uniqueness, creativity of the presented idea. Modern business practice confirms that Live streaming technology will dominate companies' marketing communications, as it is low-budget instrument that provides company transparency, inspires trust and feedback from consumers, and reaches a large audience. Taking advantage of Live streaming will help companies develop an effective marketing strategy to increase the number of potential customers and turn them into regular followers in the long-term.

scholarly journals REAL-TIME INTERACTIVE MECHANISM FOR LIVE STREAMING ON PEER-TO-PEER NETWORKS

2020 ◽  
pp. 208-215
Author(s):  
Mina N. Abadeer ◽  
Rowayda A. Sadek ◽  
Gamal I. Selim
Keyword(s):  
Real Time ◽  
Video Streaming ◽  
Packet Delay ◽  
Peer To Peer ◽  
Live Streaming ◽  
P2p Streaming ◽  
Neighbor Selection ◽  
Streaming Technology ◽  
Selection Methodology

Quality of live video streaming technology is based on quality of Experiences parameters (QoE). Approaching the peer-to-peer (P2P) or peer-assisted networks as a sympathetic solution is highly required, especially in light of its authentic scalability and its extremely low initial cost requirements. However, the design of robust, efficient, and performing P2P streaming systems remains a high challenge when real-time constraints are part of the quality of service (QoS), as in TV distribution or conferencing applications. One of the P2P main issues that affect the quality of streaming is the neighbor selection methodology. The proposed work presents an effective mesh-based neighbor selection approaches for video streaming – Uniform Peer Distribution Algorithm (UPDA) – based on QoS and QoE Parameters. UPDA shortens the latency to be ranging from 10 ms to 50 ms servicing up to 4000 online peers under failure / recovery tests. Simulation results demonstrate that the proposed UPDA achieves good performance in End-to End delay with a percentage of 10.4 % and packet delay variation about 2% compared to random neighbor selection method.

scholarly journals Influencers as a Means of Marketing Communications Strategy Digital Marketing Little PEP Jaya

2021 ◽  
Vol 1 (4) ◽  
pp. 357-368
Author(s):  
Hasim Hasim ◽  
Dinna Nurdiani Hapsari
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Communication Strategies ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Structured Interviews ◽  
Literature Study

creative economic field production of clothing in the city is currently experiencing a significant increase, various Various methods and sales promotion strategies are carried out by them to introduce their products to the wider community through digital media including social media, Instagram, company web. Business competition is also very tight, this company tries to attract consumers to buy its products by carrying out promotional strategies through the role of an influencer, such as artists, fashion bloggers, fashion stylish, and others, in this way is expected to increase sales. This study aims to see an overview of digital marketing communication strategies through the role of an influencer applied by Little PEP Jaya. Based on the research theme, a suitable research method for digging up the data or information needed uses qualitative research methods with a descriptive approach. Data collection techniques in research are through semi-structured interviews conducted with informants who are closely related to the theme of this research, including influencers and management staff at Little PEP Jaya. research findings the researcher also conducted a literature study, either through communication books or through online sources relevant to this research. The results of this study are Little PEP Jaya's digital marketing communication strategy planning through influencers using Instagram social media as a medium for disseminating information. In planning the marketing communication strategy, Little PEP Jaya has communicators, namely influencers according to the character of the product, they have an age segmentation that is in accordance with the Little PEP Jaya brand image, namely children's and young parents' clothing, In the implementation of marketing communication strategies through influencers, Little PEP publicity Jaya asked for a message to be conveyed by communicators, namely influencers, those who designed it by adjusting the personality of the Influencers, but did not have a deadline.

scholarly journals Managing Digital Marketing Communication of Coffee Shop Using Instagram

2020 ◽  
Vol 14 (05) ◽  
pp. 108
Author(s):  
Dewi K Soedarsono ◽  
Bahtiar Mohamad ◽  
Adamu Abbas Adamu ◽  
Kennia Aline Pradita
Keyword(s):  
Empirical Studies ◽  
Structured Interview ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Communication Tools ◽  
Coffee Shop ◽  
Marketing Tool ◽  
Cost Efficient ◽  
Promotional Message

This paper focuses on managing the digital marketing communication of coffee shop using the Instagram. The Instagram application offer a great advantages such as quick and cheap marketing communication tools, particularly in  promoting the product, disseminating advertisement and brand awareness. Previous study highlighted that managing marketing communication via Instagram is a strategic tools to inform, persuade and remind consumers about what they offer. However, there is limited number of empirical studies on Instagram as a marketing communication tools on how efficiencies of Instagram application in managing digital marketing communication strategies to the customers. Therefore, this paper will enlighten the issues related to the application of Instagram as a marketing tool in the coffee shop business. The content analysis and semi-structured interview has been employed to gain in-depth knowledge from the owner, marketing staffs and marketing consultant who have experiences in managing the digital marketing communication strategy. The findings of the study revealed that Instagram application has become an effective marketing communication tools to disseminate the promotional message to the customers in quick way dan cost efficient as compare to the traditional media.

scholarly journals PERANCANGAN STRATEGI DIGITAL MARKETING COMMUNICATION BAGI INDUSTRI PERHOTELAN DALAM MENJAWAB TANTANGAN ERA POSMODERN

2020 ◽  
Vol 6 (01) ◽  
pp. 051
Author(s):  
Monika Teguh ◽  
Selvy Tri Ciawati
Keyword(s):  
Communication Strategies ◽  
Hotel Industry ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Access To Information ◽  
Information Distribution ◽  
Internet Users ◽  
Hospitality Sector ◽  
Website Features

ABSTRACT The development of consumer culture in the era of technology has a direct impact on business competition in the hospitality sector. To be in a superior position in winning the competition, it requires the implementation of strategic planning. With the significant growth of internet users, the hotel industry must make good use of the situation, namely promoting digital marketing communication strategies. The purpose of this research is to design a digital marketing communication strategy for the Golden Tulip Legacy Hotel in Surabaya to overcome the postmodern era challenges. The research method is descriptive qualitative. The study is focused on the website and Instagram design, because it is the main access to information distribution of the Golden Tulip Legacy Surabaya. The informants in this study are selected speakers based on criteria that fit the purpose of the study. The method of data collection is done by observation, interviews, and documentation. The results of this study are the design of innovative digital marketing communication strategies that can be made with a management calendar, content formulation system, updated website features, optimized Instagram, and following the latest trends. Keywords; marketing strategy, digital marketing communication, website, Instagram ABSTRAK Perkembangan budaya konsumen di era teknologi berdampak langsung pada persaingan bisnis di dalam bidang perhotelan. Untuk berada di posisi yang unggul dalam memenangkan persaingan, diperlukan adanya implementasi dari perencanaan yang strategis. Dengan pertumbuhan pengguna internet yang signifikan, industri hotel harus memanfaatkan keadaan dengan baik, yakni melakukan promosi dengan strategi digital marketing communication. Tujuan dari penelitian ini adalah untuk merancang strategi digital marketing communication bagi Hotel Golden Tulip Legacy Surabaya agar dapat menjawab tantangan pada era postmodern. Jenis penelitian yang digunakan adalah kualitatif deskriptif yang berfokus pada website dan Instagram karena merupakan akses penyaluran informasi utama Golden Tulip Legacy Surabaya. Informan dalam penelitian ini adalah narasumber yang terpilih berdasarkan kriteria yang sesuai dengan tujuan penelitian. Metode pengumpulan data dilakukan dengan observasi, wawancara, dan dokumentasi. Hasil penelitian ini adalah perancangan strategi digital marketing communication yang inovatif dapat dibuat dengan kalender pengelolaan, sistem perumusan konten, pembaharuan fitur website, pengoptimalan Instagram, dan mengikuti tren terkini. Kata kunci; strategi pemasaran, komunikasi pemasaran digital, website, Instagram

Knowledge Production in E-Sports Culture

2016 ◽  
pp. 238-257
Author(s):  
Robert James Hein ◽  
Jason A. Engerman
Keyword(s):  
Young Adults ◽  
Video Games ◽  
Real Time ◽  
Skill Acquisition ◽  
Knowledge Production ◽  
Live Streaming ◽  
Community Members ◽  
Sports Culture ◽  
Affinity Spaces ◽  
Streaming Technology

Competitive video games, commonly referred to as “e-sports,” are becoming increasingly popular among young adults (van Ditmarsch, 2013). However, unlike more traditional, physical sports, these video games blur the lines between their participants and spectators (Cheung & Huang, 2011), encouraging veterans and newcomers alike to become contributing members evolving, digital affinity spaces. Bolstered by the affordances of live-streaming technology, e-sports culture constantly gathers its experts and novices together to play, compete, and discuss in real time. These inclusive practices help to facilitate the rapid knowledge and skill acquisition of all of its community members. Consequently, this chapter will explore how and why e-sports culture successfully champions participation and mastery learning. Likewise, the authors will discuss what teachers can learn and apply from this culture's values.

scholarly journals Digital Marketing Communication Strategies: The Case of Indonesian News‘ Portals

2020 ◽  
Vol VIII (Issue 3) ◽  
pp. 307-316
Author(s):  
Nindyta ◽  
Ahmad Mulyana ◽  
Sri Hesti ◽  
Rizki Briandana ◽  
Putrianti
Keyword(s):  
Communication Strategies ◽  
Digital Marketing ◽  
Marketing Communication

Facebook als corporate-communicatietool voor bedrijven?

2015 ◽  
Vol 43 (1) ◽  
Author(s):  
Hannelore Crijns PhD ◽  
Liselot Hudders ◽  
Verolien Cauberghe ◽  
An-Sofie Claeys
Keyword(s):  
Content Analysis ◽  
Social Network ◽  
Public Relations ◽  
Communication Strategies ◽  
Corporate Communication ◽  
Marketing Communication ◽  
Communication Tool ◽  
Social Network Site ◽  
Network Site ◽  
The Social

Facebook as a corporate communication tool for companies? A content analysis of the communication strategies of reputable Belgian companies on the social network site Facebook as a corporate communication tool for companies? A content analysis of the communication strategies of reputable Belgian companies on the social network site This study used a quantitative content analysis to investigate how twelve reputable Belgian companies use Facebook as a corporate communication tool. Findings indicate that companies use Facebook more often to post public relations than marketing communication content. The former is also more often shared than the latter. However, the latter creates more engagement in terms of reactions of the company on comments of users. Furthermore, about one fourth of the company posts did not generate any written reactions from users and can be classified as one-way communication. Almost 40% of the posts generated reactions from the users. To conclude, in one third of the cases companies reacted on these reactions of users, and results reveal that this is more often the case when it concerns public relations content than marketing communication content. Reputation score was not able to predict the communication strategy used on Facebook.

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