scholarly journals The Effectiveness of Marketing Communication and Importance of Its Evaluation in an Online Environment

2019 ◽  
Vol 11 (24) ◽  
pp. 7016 ◽  
Author(s):  
Anna Krizanova ◽  
George Lăzăroiu ◽  
Lubica Gajanova ◽  
Jana Kliestikova ◽  
Margareta Nadanyiova ◽  
...  
Keyword(s):  
Return On Investment ◽  
Service Providers ◽  
Traditional Approach ◽  
Online Communication ◽  
Online Marketing ◽  
Marketing Communication ◽  
Online Environment ◽  
Communication Tools ◽  
Business World ◽  
Online Communication Tools

Online marketing communication covers a wide area and thus promotes an extensive reach of advertising to a broad audience. Hotels can achieve certain goals through online communication, mainly an increase of hotel awareness; an improvement of their image; and an increase in the level of customer satisfaction and trust, or brand loyalty. Measurement of the effectiveness of communication tools in the online environment is still a challenge, whether in the academic world or in the business world, mainly due to the complexity of this process. The main objective of this paper is to propose a methodology for implementing an indicator suitable for the evaluation of the effectiveness of online communication activities in the Slovak hotel industry. It uses analysis of the current usage of online marketing communication activities from the perspective of hotel service providers. The methodology should be applicable to support decision-making and actively support the sustainable development of hotels. In order to achieve the objective of the paper, the authors conducted a marketing survey focused on online marketing communication by Slovakian hotels to determine their use and to map the current state or methods of evaluating their effectiveness. Results of the research suggest that hotels in Slovakia perceive evaluating marketing communications online as being important, regardless of the size, length of operation, budget, and class of the hotel. They prefer financial metrics because they are a de facto manifestation of the traditional approach towards investment evaluation. The results also showed that return on investment is the most common metric for evaluating the investments of online communication activities, and that respondents expressed the highest level of confidence in this metric as well. In line with the results, we have proposed return on investment (ROI) as the most appropriate metric applicable in evaluation of the effectiveness of online communication tools.

scholarly journals Evaluation of the Marketing Communication of Scientific Units in the Context of Cooperation with the Sector of small and Medium Enterprises in Lodz Region

2019 ◽  
Vol 32 (2) ◽  
pp. 153-173
Author(s):  
Sławomir Milczarek ◽  
Magdalena Grębosz-Krawczyk
Keyword(s):  
Small And Medium Enterprises ◽  
Online Communication ◽  
Business Environment ◽  
Marketing Communication ◽  
Communication Tools ◽  
Level Of Use ◽  
The Subject ◽  
Online Communication Tools ◽  
Medium Enterprises ◽  
Market Benefits

Summary An essential role in the constant overcoming of barriers as well as in the development of cooperation on the line “science-business” is played by proper marketing communication carried out by scientific units, being the party initiating the commercialization processes. The aim of the article is to evaluate selected aspects of marketing communication carried out by scientific units during cooperation with small and medium enterprises (SMEs) representing the smart specializations of the Lodz region. The article discusses the results of research carried out in the second and third quarter of 2018, based on the method of indirect communication with respondents, using a questionnaire among the representatives of companies belonging to the smart specializations of the Lodz region. The research results prove that scientific units do not use the available spectrum of marketing communication tools in cooperation with companies and do not use the language of market benefits in the description of knowledge being the subject of commercialization. The majority of respondents are convinced that the level of use of online communication tools by scientific units is low and medium, which automatically transfers into lowering its perception as innovative partners. On the other hand, in the opinion of the surveyed companies, the use of the possibilities created by the Internet Web 2.0 era by scientific units in marketing communication, can positively affect their image in the business environment.

Is Usage of Visual Images in Online Marketing Effective?

2019 ◽  
Vol 9 (6) ◽  
pp. 147-156
Author(s):  
Chi Hong Leung
Keyword(s):  
Qualitative Research ◽  
Social Media ◽  
Online Communication ◽  
Communication Channels ◽  
Target Audience ◽  
Online Marketing ◽  
Visual Images ◽  
Marketing Communication ◽  
Online Environment ◽  
Marketing Messages

This paper discusses the importance of visual images in online marketing communication such as on Facebook. Because of noise in online communication channels it is becoming more and more difficult for marketing messages to be noticed. Visual images are now common on social media and can attract target audience and consumers and draw their attention in the online environment. This paper presents a study that selected 37 companies’ photos posted on Facebook. Four of these companies were highlighted owing to the high popularity and acceptance of their photos. Qualitative research was performed to investigate what kinds of photos these companies posted from Feb 2018 to Jan 2019. The results of this study show that there are diverse types of photos (of food, children, sports, animals, landscape, automobile, portraits, architecture, macros, quotes, events, aerial, street, and documentary) used for various marketing purposes. We concluded that visual images are effective in online marketing.

Recent Progress in Online Communication Tools for Urban Planning

2018 ◽  
pp. 1139-1155
Author(s):  
Lukasz Damurski
Keyword(s):  
Urban Planning ◽  
Online Communication ◽  
Historical Background ◽  
Communication Tools ◽  
Capital Cities ◽  
Comprehensive Method ◽  
Ict Tools ◽  
Planning Processes ◽  
Online Communication Tools ◽  
Regional Capital

This comparative analysis of Polish and German online communication tools for urban planning follows a similar study conducted in 2012. A comprehensive method for analysis of e-participation tools including three complimentary criteria: “transparency”, “spatiality” and “interactivity” is now enhanced with mobile applications for planning. Using the same research sample (the biggest regional capital cities) enables the comparison of the ICT tools in the years 2012-2015. The results show how public planning institutions improve and develop their online communication in urban planning processes in line with the contemporary trends and citizens' expectations. They also point to the emerging standards in e-participation in urban planning, evidently similar in Poland and Germany despite different historical background as well as socio-political and technological contexts.

scholarly journals PENGGUNAAN ALAT KOMUNIKASI DARING VIA WHATSAPP GROUP DALAM PEMBELAJARAN SENI TARI PADA KELAS X OTKP SMK KARTIKA 1-2 PADANG

2020 ◽  
Vol 9 (4) ◽  
pp. 9
Author(s):  
Rahmi Syafira ◽  
Susmiarti Susmiarti
Keyword(s):  
Online Learning ◽  
Data Collection ◽  
Qualitative Study ◽  
Learning Outcomes ◽  
Online Communication ◽  
Lessons Learned ◽  
Communication Tools ◽  
Descriptive Approach ◽  
Online Communication Tools ◽  
Research Show

This study aims to determine and describe the use of online communication tools via whatsapp group in learning dance in class X OTKP SMK Kartika 1-2 Padang. This research is a qualitative study using a descriptive approach. The object of this research was 29 students of class X OTKP SMK Kartika 1-2 Padang. The research instrument was the researcher itself and was assisted by data collection tools such as dance videos, Whatsapp groups, and direct observation with the teacher doingthe instruction by using online learning communication tools for dance learning. The results of the research show that the use of online communication tools via WhatsApp group runs very well. Students are able to learn from any source in which at this time, the students can learn through technology / mobile phones.Students can access lessons learned such as learning dance practice on YouTube. At the second and third meetings, it can be seen that students understand and can do movements without the help of the teacher, and they can memorize only through YouTube. The last meeting also shows excellent learning outcomes. However, the teacher cannot assess the extent of the students' abilities in learning due to the fact that the teacher cannot monitor directly. Instead, the teacher can only provide direction in the form of solutions through Whatsapp group. Thus, the researcher concludes that the use of online communication tools via Whatsapp group in learning dance in class X OTKP is conducted well, and it can be used in learning dance practice.Keywords: The Use, Online Communication Tools, WhatsApp Group, Dance

scholarly journals Marketing communication tools and their influence on marketing innovation: Evidence from Slovakian SMEs

2021 ◽  
Vol 16 (3) ◽  
pp. 210-227
Author(s):  
Mehmet Civelek ◽  
Michal Červinka ◽  
Krzysztof Gajdka ◽  
Václav Nétek
Keyword(s):  
Sampling Method ◽  
Research Question ◽  
Direct Marketing ◽  
Personal Selling ◽  
Online Marketing ◽  
Marketing Communication ◽  
Communication Tools ◽  
Broad Perspective ◽  
Marketing Innovation ◽  
Research Gap

Abstract Due to lack of sources, SMEs face certain problems when applying innovative activities. Since marketing communication tools enable to perform innovative actions, SMEs’ usage of such channels might provide solutions for them to overcome the barriers of making innovation. Thus, this paper investigates whether the usage of marketing communication tools by SMEs enables them to be innovative in marketing or not, and the research question is “Does the usage of marketing communication tools by SMEs improve their innovativeness in marketing?” This paper focuses on traditional and technology-enabled marketing communication tools, such as direct marketing, personal selling, online marketing, and advertising in social media. The researchers employ a random sampling method and then create an online internet-mediated questionnaire to collect data from 812 SMEs in Slovakia. The researchers have also performed Ordinal Logistic Regression analyses to fulfill the research aim. The results show that the usage of marketing communication tools by SMEs improves their innovative posture in marketing. The education level of firm executives and cultural factors in a specific nation might be the reasons for the findings of this research. Thus, the trainings and financial support provided by policymakers and collaboration of other institutions are beneficial for the growth of SMEs. This research analyzes traditional and technology-enabled marketing tools, and areas of marketing innovation in a broad perspective, including innovations in products/services, prices, distribution, promotion, people, processes, and visualization. Therefore, it differs from other studies and fills the research gap by making a significant value addition in related literature.

scholarly journals Reviews

2003 ◽  
Vol 11 (2) ◽  
Author(s):  
Philip Barker ◽  
John Knight ◽  
Ray McAleese ◽  
Philip Barker
Keyword(s):  
World Wide Web ◽  
Teaching And Learning ◽  
World Wide ◽  
Online Communication ◽  
The Internet ◽  
Communication Tools ◽  
Online Communication Tools

The Internet and its many aspects, including the use of the increasingly media-rich World Wide Web and online communication tools is becoming increasingly central to teaching and learning across the whole educational spectrum. Nevertheless, despite directives such as the National Grid for Learning, which has led to near universal, if still uneven,DOI:10.1080/0968776030110208

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