scholarly journals Luxury fashion advertising: transitioning in the age of digital marketing

2021 ◽  
Author(s):  
Natasha Lamoureux
Keyword(s):  
Brand Loyalty ◽  
Qualitative Content Analysis ◽  
Phase 1 ◽  
Marketing Channels ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Digital Content ◽  
Emotional Engagement ◽  
Analysis Phase ◽  
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Many luxury retailers fear embracing digital touchpoints, believing it could diminish a brand’s integrity. This study explored luxury fashion brands’ transition from traditional marketing strategies into the current “digital age” and experiential economy. The research encompassed a 2-phase qualitative content analysis: Phase 1 used an inductive approach that analyzed and categorized print advertisement images from Vogue US 1980 and 2013 into 3 major categories—types of product or service, overall presentation, and overall appearance of digital content. Phase 2 consisted of a deductive approach that examined Chanel’s and Burberry’s online and social touchpoints. Findings showed that both luxury retailers understand the importance of aligning and maintaining a consistent, appealing brand image across all marketing channels to guarantee success. Marketers and managers must pay attention to the aforementioned constructs if they wish to maintain consumer brand loyalty and emotional engagement by transitioning from traditional into digital marketing strategies.

scholarly journals Luxury fashion advertising: transitioning in the age of digital marketing

2021 ◽  
Author(s):  
Natasha Lamoureux
Keyword(s):  
Brand Loyalty ◽  
Qualitative Content Analysis ◽  
Phase 1 ◽  
Marketing Channels ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Digital Content ◽  
Emotional Engagement ◽  
Analysis Phase ◽  
Print Advertisement

Many luxury retailers fear embracing digital touchpoints, believing it could diminish a brand’s integrity. This study explored luxury fashion brands’ transition from traditional marketing strategies into the current “digital age” and experiential economy. The research encompassed a 2-phase qualitative content analysis: Phase 1 used an inductive approach that analyzed and categorized print advertisement images from Vogue US 1980 and 2013 into 3 major categories—types of product or service, overall presentation, and overall appearance of digital content. Phase 2 consisted of a deductive approach that examined Chanel’s and Burberry’s online and social touchpoints. Findings showed that both luxury retailers understand the importance of aligning and maintaining a consistent, appealing brand image across all marketing channels to guarantee success. Marketers and managers must pay attention to the aforementioned constructs if they wish to maintain consumer brand loyalty and emotional engagement by transitioning from traditional into digital marketing strategies.

scholarly journals Pembekalan tentang Digital Marketing Strategy bagi Pengurus dan Anggota Dekopinda Jakarta Utara

2021 ◽  
Vol 3 (1) ◽  
pp. 38
Author(s):  
Tony Sitinjak ◽  
Budi Berlinton Sitorus ◽  
Martha Ayerza Esra ◽  
Elis Sondang Dasawaty ◽  
Farida Komalasari
Keyword(s):  
Marketing Strategy ◽  
Community Service ◽  
Internet Marketing ◽  
Marketing Channels ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Business People ◽  
Business Opportunities ◽  
Service Activity

Currently mastery of digital marketing has become a must for business people. However, there are<br />still many parties who have not mastered it. In order to provide briefing and enrichment on digital<br />marketing strategy, this community service activity (PKM) was carried out in collaboration with<br />Dekopinda - North Jakarta. Starting with the formulation of the problem, followed by the formulation of<br />the material and the determination of the form of activity, this PKM was carried out on June 26, 2021<br />using an online platform, because it took place in the midst of the Covid-19 Pandemic and the<br />implementation of the PPKM Mikro in DKI Jakarta. This activity was attended by 35 participants who<br />are the Managements and Members of Dekopinda – North Jakarta. The material presented includes<br />the understanding of digital marketing, digital marketing channels, internet marketing and its main<br />channels, how to start digital marketing, strategies for choosing social media as a promotional tool,<br />and how to choose a marketplace for beginners. After participating in this activity, participants felt<br />great benefits and suggested similar activities with different topics. The proposed topics are<br />leadership and identification of business opportunities during a pandemic.

Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 79-104
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

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.

scholarly journals A process for the development of a psychosocial educational programme to facilitate the reintegration of incarcerated women who had dumped babies and / or committed infanticide in Namibia

2016 ◽  
Vol 4 (1) ◽  
pp. 80
Author(s):  
Ndempavali Sumpi ◽  
Hans Justus Amukugo
Keyword(s):  
Qualitative Data ◽  
Phase 1 ◽  
Correctional Facility ◽  
Incarcerated Women ◽  
Educational Programme ◽  
Situational Analysis ◽  
Phase 3 ◽  
Individual Interviews ◽  
Analysis Phase ◽  
Experiences Of Women

The aim of this paper is to describe the steps/process used to develop a psychosocial educational programme to facilitate the reintegration of incarcerated women who had dumped babies and / or committed infanticide in Namibia. This process was done in four phases namely Phase 1, was carried out to explore and describe the lived experiences of women who had dumped and / or committed infanticide. The researcher used in-depth unstructured individual interviews for data collection and data was analysed by using Tech’s method of qualitative data analysis. Phase 2, focuses on the conceptualisation framework guided the development of a psychosocial educational programme that facilitated the reintegration process of women who had dumped and / or committed infanticide. The educational programme included the activities suggested in the survey list of Dickoff et al. (1968); namely, agent, recipient, context, dynamics, procedures, and terminus. Phase 3, focused on the development of a psychosocial educational programme to facilitate the reintegration process of women who had dumped their babies and / or committed infanticide. The survey list of Dickoff et al. (1968) was adopted as a reasoning map in the construction of the development of a psychosocial educational programme, as well as the findings of the situational analysis of this study. And Phase 4, focused on the implementation and evaluation of the psychosocial educational programme that was developed to facilitate the reintegration of incarcerated women who had dumped babies and / or committed infanticide. A three-day training workshop was held at the Oluno Correctional Facility to conduct the educational programme. The educational programme was evaluated in order to validate whether the programme interventions were likely to bring about the desired change among the participants.A process for the development of a psychosocial educational programme to facilitate the reintegration of incarcerated women who had dumped babies and / or committed infanticide in Namibia

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
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