scholarly journals The Green Competitiveness of Enterprises: Justifying the Quality Criteria of Digital Marketing Communication Channels

2021 ◽  
Vol 13 (24) ◽  
pp. 13679
Author(s):  
Chen Yang ◽  
Aleksy Kwilinski ◽  
Olena Chygryn ◽  
Oleksii Lyulyov ◽  
Tetyana Pimonenko
Keyword(s):  
Communication Channels ◽  
Quality Criteria ◽  
International Markets ◽  
Quality Parameters ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Food Industries ◽  
Stakeholder Interests ◽  
Significant Relationships

The omnichannel approach to forming marketing strategies for the development of the green competitiveness of enterprises is seen as a process for the inseparable interaction of marketing-mix elements that are aimed at promoting green competitiveness. This approach integrates traditional and digital marketing communication channels and provides consideration for stakeholder interests. The effectiveness of applying the omnichannel approach to the formation of marketing strategies to develop the green competitiveness of enterprises depends on a set of marketing communication channels, which, in various combinations, can increase or decrease the level of companies’ green competitiveness. For that purpose, this paper proposes a scientific approach to identifying the quality parameters of marketing communication channels, which involves testing the hypothesis that statistically significant relationships exist between their quality parameters and the levels of green competitiveness. The objects analyzed in the paper comprise large Ukrainian production companies that are part of the agro-industrial, mechanical engineering, and food industries, and that work in both the local and international markets. According to the results of the calculations, four relevant parameters were identified for determining the quality of the marketing communication channels: the speed of loading pages, the failure rate, image, and remarketing activities.

Rise of Experiential Marketing in Emerging Markets

2016 ◽  
pp. 284-312
Author(s):  
Mervat Medhat Youssef ◽  
Hanan Atef Abdallah
Keyword(s):  
Emerging Markets ◽  
Business Model ◽  
Word Of Mouth ◽  
Communication Channels ◽  
Marketing Strategies ◽  
Marketing Communication ◽  
Experiential Marketing ◽  
The Public ◽  
Consumption Experience

This chapter aims to contribute towards the improvement of using Experiential Marketing as a business model in Emerging Markets. This chapter also clarifies how experiential marketing fits within the Emerging marketing climate, and how to go about planning and evaluating it for best results. It provides examples focused on Emerging Markets ethics, market mix strategies, customer brand consumption experience and consumer word of mouth. The finding suggests how Experiential Marketing strategies can best utilize marketing communication channels to achieve Emerging Markets objectives. This chapter will encourage companies and brands in Emerging Markets to look into using experiential advertising in their marketing strategies. The chapter will focus on highlighting the connection between Emerging Markets and Experiential Marketing in different aspects, which then will be analyzed in order to determine how functional and successful Experiential Marketing can be. It concludes with analysis of demonstrating views from the public and experiential specialists.

scholarly journals PENERAPAN DIGITAL MARKETING SEBAGAI STRATEGI KOMUNIKASI PEMASARAN USAHA KECIL DAN MENENGAH WARGA DEPOK JAYA

DEDIKASI PKM ◽  
2020 ◽  
Vol 1 (1) ◽  
pp. 86
Author(s):  
Iskandar Zulkarnain ◽  
Tabah Heri Setiawan ◽  
Budi Syamtoro ◽  
Muhamad Nurhamdi ◽  
Irma Sari Octaviani
Keyword(s):  
Community Service ◽  
Financial Statements ◽  
Marketing Strategies ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Positive Role ◽  
Neighborhood Association ◽  
Service Activity ◽  
The Right

This community service activity aims to transfer the knowledge and techniques of making simple financial statements to the Jama'at Al Awwal Mosque in Jakarta so that they can implement and practice Digital Marketing as a marketing communication strategy in Depok Jaya sub-district. The method used in the form of delivery of material and practice / application of digital marketing such as the use of Facebook, Instagram, Gojek, Grab and so forth. The results of the activities showed that before the PKM implementation of the Al Awwal Jamaat Mosque the depok jaya lacked mastery of the application as a marketing strategy for the products sold, but after the implementation of the activity it was known that the Al Awwal Mosque of the depok jaya mosque was quite mastered and could make the appearance and use of digital marketing. PKM activities indirectly have a very positive role in increasing participant knowledge and participant skills in making simple financial statements. The method of activity used is in collaboration with the Head of the Mosque Management at Al Awwal Mosque, Jalan Mawar Raya Depok Jaya and looking for problems in that place so as to provide the right solution in motivating as a businessman in Depok, West Java, especially the Jamaat Al Awwal Mosque, Depok Jaya. After the analysis, we provide training in material and practice forms in developing the use of digital marketing applications as a means to market the products to representatives of the Head of the Neighborhood Association in the Jamaat Masjid Al Awwal, Depok Jaya.Keywords: marketing applications, digital marketing, marketing strategies

scholarly journals DIGITAL MARKETING OF SERPONG URBANTOWN APARTMENTS TO INCREASE BRAND AWARENESS AND CUSTOMER SATISFACTION

2021 ◽  
Vol 2 (2) ◽  
pp. 84-89
Author(s):  
Kevin Lye ◽  
Rudi Santoso
Keyword(s):  
Marketing Strategies ◽  
Point Of View ◽  
Digital Marketing ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Marketing Process ◽  
Qualitative Descriptive ◽  
Use Of Social Media ◽  
The Impact ◽  
Descriptive Method

This research focuses on the efforts of Apartment Urbantown Serpong to increase Brand Awareness. The strategy offered in this research is marketing communication using digital marketing. The use of social media in marketing communications in this study aims to provide a different perspective or point of view from the activities of the digital marketing process. This study also examines digital marketing strategies to increase Brand Awareness Apartment Urbantown Serpong. This study uses a qualitative descriptive method with a literature review approach. The results show that digital marketing strategies are proven to be able to increase brand awareness. The indicator used in this study is the impact or response from research sources to identify the Serpong Urbantown Apartment brand.

scholarly journals Digital Marketing Communication Strategy

2020 ◽  
Vol 9 (2) ◽  
pp. 57-66
Author(s):  
Arjuna Rizaldi ◽  
H Hidayat
Keyword(s):  
Qualitative Method ◽  
Marketing Strategies ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Global Competition ◽  
Marketing Communication ◽  
Business Unit ◽  
Literature Study ◽  
Business Units ◽  
Number Of Customers

The purpose of this research is to see how digital marketing strategies can affect the increase in sales and number of customers. The method used to support this research is descriptive qualitative method by collecting data through literature study in order to describe the elements that exist in a digital marketing strategy in depth. The results of this study show that the development of information technology is necessary for the community to support a variety of business activities both large and small. one of them is using digital marketing in the marketing system of a business unit to increase sales volume and the number of consumers that affect competitiveness in global competition. It is because technology will facilitate human work in meeting their needs related to the development of business units.

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.

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