Closer Defining of the Content of the Concept of Bank Marketing in the Context of Digitalization of the Economy

The article is aimed at exploring the evolution of scientific approaches to defining the essence of bank marketing, closer defining the content of the concept of bank marketing in the context of digitalization of the economy, determining the essence and place of digital marketing in the general system of bank marketing. As a result of the research, it is found out that the modern scientific conception of bank marketing is digital marketing, which provides grounds to supplement the periodization of the development of bank marketing in Ukraine with a modern stage that corresponds to the introduction of the conception of digital marketing. It is substantiated that digital marketing coexists in the general system of bank marketing with traditional and Internet marketing and applies to traditional and innovative banking products and services. In this context, a differentiation of bank marketing by two features is proposed: type of bank product/service (traditional/innovative) and the type of bank marketing (traditional, informational, digital). In accordance with the suggested differentiation, it is proposed to develop a portfolio of bank marketing strategies. It is proved that the digital marketing strategy is systematically integrated into the overall strategic marketing planning of banking institutions. It is proposed to consider the stages of formation of the digital marketing strategy in connection with the portfolio of marketing strategies implemented in the bank’s activities. Prospects for further research are the scientific substantiation of strategic, tactical and operational aspects of digital marketing in order to increase its efficiency and effectiveness in promoting the image of the bank, banking services and products, attracting and retaining consumers of financial services.

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PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI

Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT ◽

10.36226/jrmb.v1i2.17 ◽

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

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MODERN DIGITAL MARKETING TRENDS AND THEIR INFLUENCE ON THE MARKETING STRATEGY FORMATION

Academic Review ◽

10.32342/2074-5354-2021-1-54-5 ◽

2021 ◽

Vol 1 (54) ◽

Author(s):

Valentyn H. Hnoievyi ◽

◽

Oleksandr M. Koren ◽

Keyword(s):

Artificial Intelligence ◽

Marketing Strategy ◽

Interpersonal Communication ◽

New Technologies ◽

Digital Communication ◽

Marketing Research ◽

Marketing Strategies ◽

Digital Marketing ◽

Customer Engagement ◽

Digital Platforms

The article has dealt with the current trends of communication aspects of company’s relations with the customers. The emphasis is placed on the necessity to review the companies’ marketing strategies, in particular, due to communication constraints and the corresponding changes in the format of both direct and feedback with the customers. Restrictive measures have changed the format of competition, having created the conditions for its concentration in cyberspace. Changes in the nature of interpersonal communication predetermined by the limited personal activity and the introduction of remote forms of interaction, have generated demand for innovative ways of communication with customers. Other factors that require the adjustment of marketing strategies include the emergence of new behavioral capabilities of consumers associated with the intensive development of digital communication channels. It has been noted that in the digital communication environment, digital platforms provide the main format of communication with the existing customer base and potential customers. In addition, prompt acquisition and processing of data on purchasing behavior of customers allows companies to increase significantly the “sensitivity” of marketing research and optimize their own marketing decisions. Among the areas of increasing targeting and personalization of product offerings, the use of elements of artificial intelligence and voice search has been accentuated. Moreover, the use of artificial intelligence greatly facilitates and simplifies the work of marketers on the processing and initial analysis of the growing flow of digital marketing data, as well as provides greater efficiency. It has been concluded that widespread use of voice assistants in e-commerce requires companies to rethink radically their approaches to internal data processing, IT investment and customer engagement strategies. Active integration of chatbots into various communication platforms is able to make them universal tools for both business and consumers, which will allow them to become a familiar part of the user experience. Implementation of virtual reality and augmented reality elements in the interface of company websites can significantly diversify the process of collecting information by users and push them to unplanned purchases. It has been indicated that the growing standards of personalization and new rules of customer confidentiality will continue to require companies to be flexible and introduce new technologies in order to adapt permanently their business to new conditions. Focusing on building trust with customers based on digital communications will enable companies to create a long-term integrated marketing strategy and concentrate on the multi-channel nature of customer experience.

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DIGITAL MARKETING STRATEGIES TO BOOST TOURISM ECONOMY: A CASE STUDY OF ATLANTIS LAND SURABAYA

Humanities & Social Sciences Reviews ◽

10.18510/hssr.2019.7553 ◽

2019 ◽

Vol 7 (5) ◽

pp. 468-473 ◽

Cited By ~ 1

Author(s):

Slamet Riyadi ◽

Daniel Susilo ◽

Siska Armawati Sufa ◽

Teguh Dwi Putranto

Keyword(s):

Social Media ◽

Marketing Strategy ◽

Marketing Strategies ◽

Digital Marketing ◽

Face To Face ◽

The Government ◽

Surrounding Areas ◽

Tourism Economy ◽

Tourism Services

Purpose: This research has a purpose to know how PT. Granting Jaya implementing a digital marketing strategy to promote the Atlantis Land Surabaya theme park in the field of one of the tourism services located in Surabaya city. The Mayor of Surabaya has established the Atlantis Land area as an integrated marine tourism area since 2017. Ria Kenjeran Beach (Kenjeran Park) previously managed by the Government of Surabaya. Methodology: This study uses a qualitative approach and interview techniques for collecting material that is done with the question and answers verbally unilaterally face to face. Main Finding: The results of the study found that PT. Granting Jaya prefers to use Social Media as a Digital Marketing Strategy is a way to promote a new brand, build preference, and increase the visitors of Atlantis Land Surabaya through Instagram Strategic Marketing. Implications/ Applications: This research can have implications for the selection and use of promotions more precisely through social media. Because the novelty in this study can be applied to attracting the number of visitors in the world of tourism, especially in Surabaya and surrounding areas.

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A Scrutiny of Self Concept Level of Bank Customers as an Emerging Bank Marketing Strategy

International Journal of Recent Technology and Engineering - 2 ◽

10.35940/ijrte.b1108.0782s419 ◽

2019 ◽

Vol 8 (2S4) ◽

pp. 552-556

Keyword(s):

Marketing Strategy ◽

Commercial Bank ◽

Marketing Strategies ◽

Personal Life ◽

Self Concept ◽

Essential Factor ◽

Psychological Variable ◽

Bank Marketing ◽

The Relationship

The study purpose is to focus with an analysis of Self Concept level of Bank customers as an Emerging Bank Marketing Strategy. The results of the present study shows that self-concept implicit as an essential factor for each and every individual and can transformones belief, attitude, and reaction towards their emerging marketing strategies and personal life. This study helps to comprehend the efficiency of the banks through their marketing strategies and the influence of self-concept variable of individual bank customers towards the meticulous bank. Thus, this paper concentrateson the relationship between the psychological variable self-concept levels of bank customers towards the specific commercial bank marketing strategies

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Digital Marketing in Online Education Services

Digital Marketing and Consumer Engagement ◽

10.4018/978-1-5225-5187-4.ch038 ◽

2017 ◽

pp. 757-766

Author(s):

Surabhi Singh

Keyword(s):

Online Education ◽

Marketing Strategy ◽

Digital Media ◽

Marketing Strategies ◽

Digital Marketing ◽

Educational Services ◽

Digital Platforms ◽

Education Services ◽

Innovative Strategies ◽

Sales Strategy

Digital activities are compulsorily required to include when online education services are concerned. The digital marketing strategy need to be defined if customer satisfaction has to be maintained. Digital activities are an increasingly important part of any marketing and sales strategy. The strong inclination of digital platforms for delivering courses online cannot be denied. The organization has to be focused on simple act of providing digital course and innovative strategies through which they interact with students and create learning environment. The marketing via digital media is significant for delivery of educational services online. We need to be updated in the area of online education services and for the same digital marketing strategies are critical.

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Digital Marketing in Online Education Services

International Journal of Online Marketing ◽

10.4018/ijom.2017070102 ◽

2017 ◽

Vol 7 (3) ◽

pp. 20-29 ◽

Cited By ~ 1

Author(s):

Surabhi Singh

Keyword(s):

Online Education ◽

Marketing Strategy ◽

Digital Media ◽

Marketing Strategies ◽

Digital Marketing ◽

Educational Services ◽

Digital Platforms ◽

Education Services ◽

Innovative Strategies ◽

Sales Strategy

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Aspek Digital Marketing Bagi Kemajuan Disc Jockey

BIP's JURNAL BISNIS PERSPEKTIF ◽

10.37477/bip.v11i1.10 ◽

2019 ◽

Vol 11 (1) ◽

pp. 13-20

Author(s):

Liliana Dewi ◽

Marco Tantomo

Keyword(s):

Marketing Strategy ◽

Qualitative Method ◽

Marketing Strategies ◽

Digital Marketing ◽

Research Subjects ◽

Disc Jockey

This study aimed to find out the Evaluation of Marketing Strategies for Shift Paradigm. The method used in this research was a qualitative method. Research subjects involved 7 consumers, Shift Paradigm members, expert marketing, and lecturers EP6. This study found Paradigma Shift’s marketing strategy was not effective. Using digital marketing was recommended to maximize marketing strategies for Shift Paradigm. In addition to a digital marketing, involving event planner and promoter were also recommended to reach the marketing targets of the shift paradigm. The results of this study are expected to serve as review materials for the Evaluation of Marketing Strategies for Shift Paradigm and other Disc Jockey Management.

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PEMILIHAN STRATEGI PEMASARAN DI ERA DIGITAL PADA KELOMPOK IBU PKK DESA GADINGHARJO

Dinamisia Jurnal Pengabdian Kepada Masyarakat ◽

10.31849/dinamisia.v4i1.3246 ◽

2020 ◽

Vol 4 (1) ◽

Author(s):

Antonius Satria Hadi ◽

Ardhi Khairi

Keyword(s):

Marketing Strategy ◽

Community Engagement ◽

Community Service ◽

Industry 4.0 ◽

Marketing Strategies ◽

Digital Marketing ◽

Family Empowerment ◽

Digital Era ◽

The Right ◽

And Training

Community engagement activities in the form of counseling to mothers of family empowerment and welfare in Gadingharjo Village, Sanden Sub-District, Bantul Regency is aim to provide additional understanding, knowledge, and training to mothers of family empowerment and welfare in Gadingharjo Village in choosing the right marketing strategy in the digital era and industry 4.0 so the products can be marketed widely by utilizing an application-based marketplace that is currently being popular in Gadingharjo Village, namely Shopee application. Counseling aims to provide additional understanding, knowledge, and training to mothers of family empowerment and welfare in Gadingharjo Village in choosing the right marketing strategy in the digital era and industry 4.0 with lecturing, demonstrating, question & answer, and practicing methods. The benefits that can be obtained by participants from community service activities are increased knowledge and understanding of mothers of family empowerment and welfare in Gadingharjo Village about industry 4.0 and about choosing digital marketing strategies by utilizing an application-based marketplace.

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DIGITAL MARKETING SEBAGAI STRATEGI KOMUNIKASI PEMASARAN “WAROENK ORA UMUM” DALAM MENINGKATKAN JUMLAH KONSUMEN

Jurnal Riset Komunikasi ◽

10.24329/jurkom.v1i1.21 ◽

2018 ◽

Vol 1 (1) ◽

pp. 147-157

Author(s):

Ascharisa Mettasatya Afrilia

Keyword(s):

Qualitative Research ◽

Data Collection ◽

Marketing Strategy ◽

Statistical Data ◽

Marketing Strategies ◽

Digital Marketing ◽

Migrant Population ◽

Business People ◽

Targeted Marketing ◽

The City

Purwokerto is the capital of Banyumas Regency as a growing and developing small tow. Purwokerto has experienced population transformation in terms of both quantity and quality. Based on statistical data can be seen that the population in the city per year 2014 ranged between 292,782 people with an area of 38.58 KM². The increase of population per year is also increasing along with the number of migrant population. This is an opportunity for business people are no exception to the culinary business. Waroenk Ora Umum is one type of culinary business which is quite rapid growth in the city of Purwokerto. Along with the current milenal era, it is necessary to further explore the marketing strategy of targeted marketing communications. And digital marketing is one strategy that has enough impact to increase the number of consumer culinary business in this era. This study used qualitative research methods. Data collection is done by observation, documentation, and interview. The results show that Waroenk Ora Umum Purwokerto has utilized digital marketing strategy which is also balanced with other marketing strategies.

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PENDAMPINGAN PENERAPAN DIGITAL MARKETING SEBAGAI STRATEGI MARKETING PADA UMKM BAKPAO IJO LUMER

Sarwahita ◽

10.21009/sarwahita.182.5 ◽

2022 ◽

Vol 18 (02) ◽

pp. 157-171

Author(s):

Dina Mahesti ◽

Andhita Risko Faristiana

Keyword(s):

Community Development ◽

Public Interest ◽

Food Products ◽

Marketing Strategies ◽

Digital Marketing ◽

Useful Knowledge ◽

Marketing Technology ◽

Marketing Planning ◽

Asset Based Community Development ◽

Community Marketing

Abstract The development of technology today has been increasingly advanced and developed, especially social media that greatly impact and affect people's lives. The development of technology also has an impact on marketing, especially in the process of buying and selling, Digital Marketing is one of the marketing strategies that can reach the wider community from the top to the bottom. Research in this training uses the ABCD method or this training using the ABCD approach that is Asset Based Community Development, which prioritizes the utilization of assets and potential that exist around and owned by the community. Marketing planning in this study aims to develop MSMEs Bakpao Ijo Lumer in Milangasri District Panekan which due to pandemic vovid-19 began to decrease sales, the problems faced by bakpao ijo sellers one of them is in marketing or marketing, With this research bakpao ijo sellers can better know the benefits of technology, especially digital marketing to advertise or sell their bakpao ijo lumer food products, so that with this digital marketing sales turnover and public interest to buy bakpao ijo lumer increases, besides that sellers also get a lot of useful knowledge about digital marketing technology to be able to compete with the market and compete with other bakpao ijo products or other food products that are similar or different. Abstrak Perkembangan teknologi saat ini sudah semakin maju dan berkembang, terutama media sosial yang sangat berdampak dan mempengaruhi kehidupan masyarakat. Perkembangan teknologi juga berdampak pada pemasaran terutama dalam proses jual beli, Digital Marketing merupakan salah satu strategi pemasaran yang dapat menjangkau masyarakat luas mulai dari kalangan atas sampai bawah. Penelitian dalam pelatihan ini menggunakan metode ABCD atau Pelatihan ini menggunakan pendekatan ABCD yaitu Asset Based Community Development, yang mengutamakan pemanfaatan aset dan potensi yang ada di sekitar dan dimiliki oleh komunitas masyarakat. Perencanaan marketing dalam penelitian ini bertujuan untuk mengembangkan UMKM Bakpao Ijo Lumer didesa Milangasri Kecamatan Panekan yang akibat pandemic vovid-19 mulai menurun penjualannya, permasalahan yang dihadapi penjual bakpao ijo salah satunya adalah dalam pemasaran atau marketing, dengan penelitian ini penjual bakpao ijo bisa lebih mengetahui manfaat dari teknologi terutama digital marketing untuk mengiklankan atau menjual produk makanan bakpao ijo lumer miliknya, sehingga dengan digital marketing ini omset penjualan dan minat masyarakat untuk membeli bakpao ijo lumer meningkat, selain itu penjual juga mendapat banyak sekali ilmu yang bermanfaat mengenai teknologi digital marketing untuk bisa bersaing dengan pasar dan bersaing dengan produk bakpao ijo lain ataupun produk makanan lain yang serupa maupun berbeda.

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