scholarly journals NATIVE ADVERTISING AS A PRIORITY WAY OF CONTENT STRATEGY MANAGEMENT

2019 ◽  
pp. 53-62
Author(s):  
Oleh Lehkyy ◽  
Oleksandra Martsinkovska
Keyword(s):  
Strategy Management ◽  
Digital Marketing ◽  
Web Pages ◽  
Method Of Calculation ◽  
Goods And Services ◽  
Current State ◽  
Strategic Goals ◽  
Content Strategy ◽  
Marketing Tool ◽  
Content Marketing

The following article outlines the current state of the management of communication channels usage on the Internet, especially the PPC (Pay Per Click) model of it; nowadays this process is characterized by the prevalence of the consumer value of messages, which occurs in the context of content marketing; in its turn, it is highlighted how content marketing initiatives compete with more traditional means (contextual and display advertising); modern principles and requirements of the content strategy of the company, based primarily on Google’s assessments recommendations and quality experience of the website visitor, are systematized, and they include the profile and authority of the author, specifications regarding video on web-pages, “Your Money Your Life” criteria (which focuses on goods and services that may influence many state or health of the consumer or visitor of the web-page), author’s reputation, and the criterion E-A-T (Expertise, Credibility, Reliability); the essence of native advertising as a new hybrid digital marketing tool that combines the consumer usefulness of the material and the commercial component of the advertisement module to achieve tactical (generating inbound traffic, increasing campaign reach) and strategic goals (applying the image and, in part, reminiscent marketing functions of this tool) are identified; the basic factors of success of native advertising in modern conditions of competition of information portals and content projects in social networks are highlighted; the method of calculation of the native advertising performance is suggested which includes several indicators to calculate the returns on the specific native advertising; tendencies of development of native advertising and ways of determining its effectiveness are outlined.

scholarly journals ҚАЗАҚСТАНДАҒЫ DIGITAL-МАРКЕТИНГТІҢ ДАМУ ЕРЕКЕШЕЛІКТЕРІ

2021 ◽  
pp. 42-49
Author(s):  
Г. НАКИПОВА ◽  
Р. СЫЗДЫКОВ
Keyword(s):  
Social Networks ◽  
Comparative Analysis ◽  
Statistical Methods ◽  
Statistical Data ◽  
Communication Channels ◽  
Digital Marketing ◽  
The Internet ◽  
Goods And Services ◽  
Current State ◽  
Electronic Channels

В данной статье исследуется современное состояние Digital-маркетинга в Казахстане. Digital-маркетинг – это продвижение товаров и услуг через информационные и электронные каналы, такие как телевидение, интернет, социальные сети и т.д. Основная цель применения digital-маркетинга связана с расширением числа возможных каналов коммуникации с клиентами. Авторами проведен анализ методов и инструментов Digital-маркетинга, на основе которого были выявлены проблемы развития Digital-маркетинга в Казахстане. В процессе исследования использовались экономико-статистические методы, а также сравнительно-сопоставительный анализ статистических данных. Бұл мақалада Қазақстандағы digital-маркетингтің қазіргі жағдайының ерекшеліктері көрсетілген. Digital-маркетинг - бұл тауарлар мен қызметтерді ақпараттық және электронды каналдар, мысалы теледидар, интернет, әлеуметтік желілер және т.б. арқылы жылжыту. Digital маркетингтің басты мақсаты - тұтынушылармен байланыс арналарын кеңейту. Мақала авторлары digital-маркетингтің әдістері мен құралдарын талдады, сол анализ негізінде Қазақстанда digital-маркетингтің дамуының негізгі проблемалары анықталды. Зерттеу барысында экономикалық және статистикалық әдістер, сондай-ақ статистикалық мәліметтерді салыстырмалы талдау анализы қолданылды. This article highlights the features of the current state of Digital Marketing in Kazakhstan. Digital marketing is the promotion of goods and services through information and electronic channels such as television, the Internet, social networks, etc. The main purpose of digital marketing is to expand the number of possible communication channels with customers. The authors analyzed the methods and tools of Digital marketing, and the main problems of the development of Digital marketing in Kazakhstan were identified on its basis. In the course of the research, we used economic and statistical methods, as well as a comparative analysis of statistical data.

scholarly journals Digital marketing and social networks

2021 ◽  
Vol 2021 (1) ◽  
pp. 146-152
Author(s):  
Olena Ugolkova ◽  
Keyword(s):  
Social Networks ◽  
Low Cost ◽  
Rapid Development ◽  
Digital Marketing ◽  
Audience Analysis ◽  
Goods And Services ◽  
Sharp Growth ◽  
Marketing Activities ◽  
Information Products ◽  
Marketing Tool

The rapid development of digital communication technologies, the spread of Internet access to the population, the growing number of smartphones, increasing the number of social network users and other factors are the reason for the sharp growth of online operations and services in recent years. In 2020, the Covid-19 epidemic was added to this list of factors, creating an additional impetus for the growth of online business. This situation causes significant changes in the implementation of marketing activities by enterprises. Digital marketing is an important tool that allows companies to achieve their marketing goals, as well as influence a large number of people at a relatively low cost. More and more consumers are spending a significant amount of time on the Internet searching for information, products and services, communicating with other consumers about their experience and interaction with companies. The purpose of this article is to substantiate the theoretical and practical provisions of the use of digital marketing in the enterprise, to characterize the possibilities of using social networks as a tool of digital marketing, taking into account their features, limitations and advantages. The article substantiates that in modern conditions it is not enough to have only a website for the enterprise. Social networks play an increasingly important role not only in people’s lives, but also in business activities, which is an additional but important way to attract the attention of potential customers and promote trust. The most effective ways to use Facebook as a marketing tool are analyzed (direct advertising, social posting, detailed audience analysis, link sharing). It also describes a number of features that should be considered for forming a digital marketing strategy in 2021 and 2022. It is concluded that marketing in social networks can be a valuable tool that will help create an Internet brand awareness for the company, increase trust in it and develop the demand for goods and services.

Impact of Digital Marketing on the Buying Behavior of Youth With Special Reference to Uttarakhand State

2021 ◽  
pp. 162-182
Author(s):  
Arun Kant Painoli ◽  
Rohit Bansal ◽  
Ram Singh ◽  
Ankur Kukreti
Keyword(s):  
New Technologies ◽  
Ease Of Use ◽  
Digital Marketing ◽  
The Internet ◽  
Young Generation ◽  
Buying Behavior ◽  
Goods And Services ◽  
Internet Users ◽  
Marketing Tool ◽  
Buying Behaviors

The buying behaviors of the consumers are changing very rapidly in the today's consumer-oriented market. New technologies are evolving in the market to attract the customers. Smart phones have become necessities to cope with the changing dynamics of the market and society as a whole. Due to competitive price offer by the various cellular operators, it has become easy for all to reach the internet. Due to ease of use, the young generations are using the application of internet for various uses especially for purchasing goods and services. Today, every company is applying the digital marketing tool to attract customers, especially the young generation. As per a report published in Economics, the internet users in India are expected to reach 627 million by the end 2020. Due to the digital marketing, a new concept of shopping has evolved in the market, which the authors call off-the-shop retailing.

scholarly journals Generation Y Preferences in Online Content Consumption: Content Marketing Implications for the Arts

2021 ◽  
Vol 7 (1) ◽  
pp. 1-17
Author(s):  
Edita Štrbová ◽  
Simona Boldišová
Keyword(s):  
Generation Y ◽  
Online Content ◽  
Online Questionnaire ◽  
Current State ◽  
The Arts ◽  
Content Consumption ◽  
The Social ◽  
Content Strategy ◽  
Future Direction ◽  
Content Marketing

Abstract This paper focuses on analysing the specific attributes and applications of content marketing in social media. Through an engaging and targeted content strategy using the “personas”, this kind of marketing creates an engaged and motivated audience both in the commercial and non-commercial environment. The social networks are an appropriate environment and a tool for distributing and promoting content, including arts. The aim of our research was to use an online questionnaire to describe the behaviour of Generation Y (25-40 years) when using online content and identify their preferences. We also characterize the current state and future direction of content marketing in the Slovak conditions and the possibility of its use in the realm of arts.

scholarly journals Modern Approaches to Formation of a Social Media Marketing Strategy

2021 ◽  
Vol 2 (517) ◽  
pp. 346-351
Author(s):  
P. O. Chemorda ◽  
◽  
N. V. Vasiutkina ◽  
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Social Media Marketing ◽  
Current State ◽  
The Social ◽  
The Face ◽  
Content Strategy ◽  
Marketing Tool ◽  
Use Of Social Media

The article explores modern approaches to formation of a social media marketing strategy, taking into account the dynamics of their development, peculiarities of functioning and possible goals that can be set by economic actors on the face of such a marketing segment. A modern view on the use of social media as a marketing tool is specified, the specific features and existing approaches to the formation of marketing strategies in this sphere are defined. The current state and specificity of social media for business, marketing and consumer behavior are studied and analyzed. A characterization of the existing approaches to the formation of a social media marketing strategy is provided. The main functions of social media marketing content are allocated and generalized, namely: audience search, engagement, coordination and cooperation, which should become the basis for building up an effective strategy. The peculiarities of each function in the context of their application by different enterprises for various purposes are considered; their specifics are defined and summarized. The specifics of social media marketing work in the context of choosing goals and means of interacting with the audience through content are analyzed, on the basis of which two main approaches to the formation of a content strategy for social media marketing, namely consumer and customer approaches, are summed up and classified. Their role, place and importance in forming the strategy of marketing interaction with consumers, partners and other users of social media are substantiated. A characterization of these approaches in the context of their goals, instruments and means is presented. Based on the carried out research, elements of the problem such as social media content marketing functions, their role in shaping social media strategy are generalized and classified; also generalized and allocated are the approaches to the formation of social media marketing. Based on this information, it is possible to take a more objective approach to the formation of the social media marketing strategy necessary for the goals of an enterprise, and on the basis of the drawn conclusions – to carry out further research in this direction.

Determining the reliability and validity of online reputation databases for lodging

2017 ◽  
Vol 24 (3) ◽  
pp. 261-274 ◽  
Author(s):  
Manuel Rodríguez Díaz ◽  
Tomás F Espino Rodríguez
Keyword(s):  
Reliability And Validity ◽  
Nonparametric Tests ◽  
Lodging Industry ◽  
Customer Reviews ◽  
Goods And Services ◽  
Strategic Factor ◽  
Customer Evaluations ◽  
New Type ◽  
Marketing Tool ◽  
Online Reputation

Online reputation is a strategic factor in determining the competitiveness and marketing capacity of lodging companies. The influence of online opinions on customers’ decisions is increasing, and, consequently, the online reputation is a new marketing tool to capture clients and reach sales objectives in the lodging industry. In this context, the reliability and validity of customer evaluations available on websites is an essential key to competing in a tourism market influenced by the development of the Internet. The objective of this study is to analyze three of the most important online reputation websites in tourism in order to establish the reliability and validity of the scales used in customer reviews. The results demonstrated that the three websites analyzed fulfill the conventional statistical criteria of reliability and validity. However, a new type of validity is formulated in this study in order to test the capacity of the scales to determine the similarities or differences between tourism goods and services. Nonparametric tests were carried out, demonstrating that although the three websites meet the conventional statistic criteria of reliability and validity, only Booking.com has the capacity to differentiate between destinations.

scholarly journals “Fettered” and “unfettered” capitalism in J.A. Schumpeter’s concept of Tax State and economic development – issues in banking perspective

2016 ◽  
Vol 7 (1) ◽  
pp. 23
Author(s):  
Karol Śledzik
Keyword(s):  
Economic Development ◽  
Theoretical Concept ◽  
Factors Affecting ◽  
Scientific Discussion ◽  
Goods And Services ◽  
Current State ◽  
Modern Economy ◽  
Tax State ◽  
Economic Reality ◽  
Transformation Processes

Economic development and transformation processes have become much more intense in economic reality in the last years than they have ever been before. At this time a lot of questions were raised about the causes of the actual Global Crisis, future crises, the factors affecting the modern economy, about the essence of contemporary capitalism, demographic problems and overgrown bureaucracy. The most spectacular threat to capitalism, (based on private entrepreneurship) according to Schumpeter, stems from the high, growing and progressive taxation. Schumpeter saw clearly that the financing of public goods and services (requiring taxes, maybe even relatively high) is something other than a clerical control of the economic system that violates the natural economic mechanism. Moreover, Schumpeter says explicitly that an entrepreneur does not have to be one person, he even states that the country (state) itself, or its agenda, can act as an entrepreneur. Therefore, it can be concluded that we may have to deal with “Tax State”, which is typical for “fettered capitalism”, and with “entrepreneurial state”, which is typical for “unfettered capitalism”. The main goal of this paper is to present two different approaches to the economic development concept: Schumpeter’s “fettered” and “unfettered” capitalism in the context of “Tax State” and interventionism. The Author analyzes presented concept in contemporary issues from the banking perspective. In the paper, the Author used critical analysis as a research method. This allowed to identify gaps in the current state of knowledge and the scientific discussion focused on J.A. Schumpeter’s theoretical concept. Analysis was performed in 2015.

scholarly journals Impact of Digital Marketing on Consumer Purchase Decision

2019 ◽  
Vol 9 (2S2) ◽  
pp. 453-455
Keyword(s):  
Distribution Channels ◽  
Ease Of Use ◽  
Digital Marketing ◽  
Survey Method ◽  
Purchase Decision ◽  
Goods And Services ◽  
Price Range ◽  
Digital Generation ◽  
The Gift ◽  
The Look

promoting is a trifling exchange of goods and services for cost but advertising and marketing is the phenomenon that allows keeping clients other than attracting them. Within the gift era among the numerous modes of marketing, digital marketing occurs to generate the maximum fee. It could be as the mechanism of reaching consumers through the use of diverse virtual distribution channels. The present observes aims to observe the effect of digital marketing and advertising on client purchase conduct and additionally makes an attempt to investigate as to in what ways are the clients absolutely privy to the diverse digital marketing and advertising mediums inside the gift digital generation. The look at is primarily based on the survey method. A questionnaire is prepared and covered 786 respondents for evaluation. The effects of the look at discovered the information that the purchasers are privy to the digital mediums available to them. It also confirmed the results that most of the customers opt to shop online due to its ease of use and in your price range mode of buying. Because of the technological upliftment in the gift generation, digital mediums and digital marketing are gaining significance and is enormously prevalent via each stratum of the society.

CURRENT TRENDS IN THE APPLICATION OF THE DIGITAL MARKETING SYSTEM AT THE MOTOR TRANSPORT ENTERPRISE

2018 ◽  
Author(s):  
Oleksii Omelyanovych ◽  
◽  
Arsen Bobiak ◽  
Keyword(s):  
Analytical Data ◽  
Relevant Information ◽  
Digital Marketing ◽  
Data Sets ◽  
Special Role ◽  
Current Trends ◽  
Strategic Goals ◽  
Personalized Approach ◽  
Trucking Companies

Digital marketing is one of the modern concepts of promoting products / services and positioning the company's brand with the help of any available digital technology. The development of digital technologies, software, the latest means of communication and communication channels allows digital marketing to reach the consciousness of the consumer as effectively as possible. A large number of types of digital marketing is formed depending on the tools and channels of digital marketing. Communications play a special role in digital marketing, taking into account not only the means of their implementation, but also the quality of their reproduction, as well as the nature of the focus of the information flow. For digital marketing, it is important to form a feedback channel and obtain relevant information on the basis of which analytical data sets can be formed. The main advantage of digital marketing is a personalized approach to each individual consumer by actively studying his preferences through the formation of an array of data that contains information on customer searches. The formation of an advertising campaign in digital marketing is carried out on the basis of the results of the analysis and in accordance with the main strategic goals of the company. At the same time, the effect of reducing the company's strategic gaps with its main competitors is achieved during the process of the development of the strategy. Based on the fact that modern consumers actively use Internet technologies to purchase the necessary products and services, as well as taking into account a feature of trucking as a service, that is, the impossibility of separating its production from consumption, is virtually bypassing the marketing stage, the expediency of the use of digital marketing was noted in the study. As a result of the study, taking into account all the characteristics of digital marketing and its benefits and conditions of use, several optimal options for the use of digital marketing for trucking companies, whose products are the process of transportation, were determined.

Certain aspects of the development of foreign language professional competencies of public administration students

2020 ◽  
Vol 38 (3) ◽  
pp. 346-362
Author(s):  
Guliya K Nurlybaeva
Keyword(s):  
Foreign Language ◽  
Public Administration ◽  
Research Methods ◽  
Civil Servants ◽  
Theoretical Research ◽  
Professional Competencies ◽  
Teaching Aids ◽  
Current State ◽  
Strategic Goals ◽  
Analytical Research

For the full implementation of strategic goals of public administration, as well as a worthy representation of the interests of the state at the international level, civil servants must have high foreign-language professional competencies. Practical issues of educational and training programs in the field of development of these competencies are carefully studied by the author. The current state of the level of language training of future civil service students (undergraduates, graduates and postgraduates) at the Institute for Social Sciences at the Russian Presidential Academy of National Economy and Public Administration is analyzed. The analysis includes the definition and formulation of tasks, goals, curriculum technologies, qualification requirements of future civil servants, ways of improving the quality of their knowledge of foreign languages and improving the methodological support of foreign-language teaching, and the creation of textbooks and teaching aids to solve the above-mentioned problem, etc. The research methods include theoretical research, analytical research methods, methodology of empirical research and methods of comparative research. The conclusions are based on the results of the analysis. Ways of improving programs for better development of civil servants’ foreign-language professional competencies are outlined. Some recommendations for teachers and education managers are presented.

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