STRATEGY FOR CONTEMPORARY BUSINESS ENVIRONMENT-An analysis of tools and media for the development of Marketing strategy

2020 ◽  
pp. 278-285
Author(s):  
Dr. K C Prashanth ◽  
Dr. Veena M
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Swot Analysis ◽  
New Technologies ◽  
Business Environment ◽  
Digital Marketing ◽  
The Internet ◽  
Marketing Social ◽  
Traditional Marketing

Businesses are taking multifold strides as time passes by, which may be due to the range of opportunities offered by the internet and other technologies. The new technologies have provided marketers with new ways of promoting their products or services to the customers. The paper dodges the traditional marketing media with the new ones and looks at marketing tools which can be used to create a successful e-marketing strategy. The paper also tried to analyse different e-marketing mediums using Porter’s 5 forces and SWOT (strengths, weaknesses, opportunities and threats) analysis. KEYWORDS—e-business, e-marketing, strategy, digital marketing, social media, Porter’s 5 forces, SWOT analysis

scholarly journals Digital Marketing Strategies for Rural India

2019 ◽  
pp. 159-172
Author(s):  
Shruthi Jayaprakash
Keyword(s):  
Social Media ◽  
Rural Areas ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Rural India ◽  
The Internet ◽  
Marketing Social ◽  
Challenges And Opportunities ◽  
Current Scenario ◽  
Traditional Marketing

Digital marketing is dominating the market now. Though traditional marketing has not yet turned obsolete, digital marketing is surpassing traditional marketing. Digital marketing refers to advertising through digital means such as websites, social media (such as Facebook, Instagram, Snapchat, YouTube etc.) emails and so forth. This is digital era and no one can deny the fact that there are immense possibilities in digital marketing. Social media marketing, email marketing, affiliation marketing, on-demand video streaming, the website, SEO, SEM etc. are attributes of digital marketing. Currently, according to the report in rural India, 78 million users or around 48% use the internet daily, while 140 million, or around 83%use the internet at least once a month. Rural India contributes to over 60% of the country‘s GDP and with the staggering increase in internet usage, there is expected to be a significant uptick in digital commerce. Consumers are aware of the alternatives available to them, due to the internet. Digital marketing just aims at potential customers, making them aware of the products and services in the market thus consumers get familiar with the opportunities and choices handy and take sensible decisions. With digital marketing, consumers of the rural area have gained awareness about the brands. The paper aims at finding out what digital marketing is all about, and how companies are adopting digital marketing strategies in rural areas to promote their products and make consumers aware, and also to gain a competitive edge over others. The paper describes the current scenario of digital market in rural areas and explores the challenges and opportunities businesses have with the companies going rural with digital marketing. Why are companies adopting it? What is the future of digital marketing in rural India? It concludes that digital marketing is something that will continuously grow in both practice and demand in rural areas.

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

scholarly journals MK-2.0: Secretos a voces del social-media

2010 ◽  
pp. 191
Author(s):  
María Aránzazu Sulé Alonso ◽  
Javier Prieto García
Keyword(s):  
Social Media ◽  
Digital Marketing ◽  
The Internet ◽  
Redes Sociales ◽  
Course Quality ◽  
Beneficial Effects ◽  
Communication Processes ◽  
New Business ◽  
Traditional Marketing ◽  
La Red

Las redes sociales son un fenómeno emergente al que cada día se suman nuevos adeptos convirtiéndose en un sector exitoso que los expertos en marketing digital tienen que aprovechar. Esta investigación evidencia que la multidisciplinariedad entre ambas puede tener efectos muy beneficiosos y que su puesta en práctica es ya una realidad. Pepsi, Starbucks, Avon, Adidas, infinidad de marcas de reconocido prestigio internacional han apostado muy fuerte por estos nuevos canales de actuación obteniendo resultados lo suficientemente reveladores como para hablar de nuevas modalidades de negocio, y aún más en este momento cuando parece que las formas de hacer marketing y publicidad convencionales están perdiendo protagonismo. Cada vez pasamos menos tiempo frente al televisor y más conectados a la red. Si una marca quiere encontrarnos, es probable que allí pueda hacerlo. Las redes sociales aportan grandes dosis de viralidad a los procesos de comunicación, las cuales son de gran calidad ya que, ¿hay mejores prescriptores que nuestros familiares y amigos?. Y todo esto para satisfacer a un agente que tiene mucho que decir: tu.<br /><br />Social media is an emerging phenomenon which wins new followers every day becoming a succesful sector that digital marketing experts have to make the most of. This research shows that multidisciplinarity between can have beneficial effects and its practice it's already a reality. Pepsi, Starbucks, Avon, Adidas, and most of the well-known international brands have bet strongly for these new marketing chanels getting such good results that we can talk about new business methods and more evennow this moment where traditional marketing and advertising are losing prominence. Every day we spend less time in front of TV but more time surfing the internet. If a brand wants to find us it will probably find us there. Social media contributes to get virality to the communication processes and of course quality because, are there better prescriptors than our relatives and friends? And everythig to satisfy an agent that has a lot of to say: you.<br />

scholarly journals An Overview of Digital Marketing Practices in India

2020 ◽  
Vol 3 (9) ◽  
pp. 66-70
Author(s):  
S. Mahalingam ◽  
B. Ashokkumar
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Mobile Devices ◽  
Digital Marketing ◽  
Business Success ◽  
The Internet ◽  
Web Based ◽  
Business World ◽  
Customer Expectations ◽  
Business Web

The most popular businesses adopt the Internet, not simply as another advertisement tool or marketing instrument. It is seen as a mechanism for transforming the companies and changing everything about the way computers and mobile devices function to serve their customer better and to connect with their suppliers. In short, digital marketing has sparked a business world revolution by pushing out some old established players and rising new leaders. The winners discover new market possibilities, enhanced ways to develop work and better ways to manage and run their companies. Despite this, the digital marketing entrepreneurs still have to take care of their clients and earn a profit to remain in the business. Web-based business success requires the entrepreneur to strike a balance between creating a digital marketing strategy that utilizes the strength of the Internet and meeting customer expectations of convenience and service. Consumer's present use of mobile devices, social media and search engines have led to developing integrated social –local-mobile strategies (SOLOMO). Entrepreneurs may use the SOLOMO strategy effectively as customers enhance their online activities by extensively using these three methods.

scholarly journals MK-2.0: Secretos a voces del social-media

2010 ◽  
pp. 191
Author(s):  
María Aránzazu Sulé Alonso ◽  
Javier Prieto García
Keyword(s):  
Social Media ◽  
Digital Marketing ◽  
The Internet ◽  
Redes Sociales ◽  
Course Quality ◽  
Beneficial Effects ◽  
Communication Processes ◽  
New Business ◽  
Traditional Marketing ◽  
La Red

Las redes sociales son un fenómeno emergente al que cada día se suman nuevos adeptos convirtiéndose en un sector exitoso que los expertos en marketing digital tienen que aprovechar. Esta investigación evidencia que la multidisciplinariedad entre ambas puede tener efectos muy beneficiosos y que su puesta en práctica es ya una realidad. Pepsi, Starbucks, Avon, Adidas, infinidad de marcas de reconocido prestigio internacional han apostado muy fuerte por estos nuevos canales de actuación obteniendo resultados lo suficientemente reveladores como para hablar de nuevas modalidades de negocio, y aún más en este momento cuando parece que las formas de hacer marketing y publicidad convencionales están perdiendo protagonismo. Cada vez pasamos menos tiempo frente al televisor y más conectados a la red. Si una marca quiere encontrarnos, es probable que allí pueda hacerlo. Las redes sociales aportan grandes dosis de viralidad a los procesos de comunicación, las cuales son de gran calidad ya que, ¿hay mejores prescriptores que nuestros familiares y amigos?. Y todo esto para satisfacer a un agente que tiene mucho que decir: tu.<br /><br />Social media is an emerging phenomenon which wins new followers every day becoming a succesful sector that digital marketing experts have to make the most of. This research shows that multidisciplinarity between can have beneficial effects and its practice it's already a reality. Pepsi, Starbucks, Avon, Adidas, and most of the well-known international brands have bet strongly for these new marketing chanels getting such good results that we can talk about new business methods and more evennow this moment where traditional marketing and advertising are losing prominence. Every day we spend less time in front of TV but more time surfing the internet. If a brand wants to find us it will probably find us there. Social media contributes to get virality to the communication processes and of course quality because, are there better prescriptors than our relatives and friends? And everythig to satisfy an agent that has a lot of to say: you.<br />

The Digital Tourism Business

2020 ◽  
pp. 1-22
Author(s):  
Jose Ramon Saura ◽  
Ana Reyes-Menendez ◽  
Pedro R. Palos-Sanchez
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Business Models ◽  
Word Of Mouth ◽  
New Technologies ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
The Internet ◽  
Social Media Networks ◽  
Published Research

In recent years, the development of new technologies and, in particular, the internet has encouraged industries such as the tourism to adapt their business models to the new forms of marketing in the 21st century. Therefore, the objective of this research is to carry out a systematic literature review (SLR) on the main published research studies in the field of digital tourism business (DTB) with the aim of defining what are the essential digital marketing strategies and their trends for the years coming. The results of the research identify techniques such as SEO, SEM, ASO, Sentiment analysis, textual analysis, based-location social media networks, remarketing and programmatic advertising, social ads influencers marketing, and eWOM (internet word of mouth) as the main digital marketing techniques for digital tourism business. Likewise, the main trends for the tourism digital sector have been identified. The results of this research study can be used by practitioners to improve their digital marketing strategies within the digital tourism ecosystem.

scholarly journals Social media in use

2021 ◽  
Vol 26 (1) ◽  
pp. 201-217
Author(s):  
Visar Rrustemi ◽  
Egzona Hasani ◽  
Gezim Jusufi ◽  
Dušan Mladenović
Keyword(s):  
Social Media ◽  
Information Technologies ◽  
Uses And Gratifications ◽  
Digital Marketing ◽  
Western Balkans ◽  
The World ◽  
Digital Environments ◽  
Marketing Activities ◽  
Traditional Marketing ◽  
The Right

Information technologies have caused radical changes in many areas, they have also changed marketing activities. Today, marketing activities are carried out in digital environments, facilitating the work of companies and helping consumers around the world. Consumers get the right information and data about products and services much easier and faster, as well as access different forms of entertainment. Therefore, it can be said that the place of traditional marketing today has been replaced by digital marketing. This paper tries to shed some light on how consumers of Western Balkans and specifically in Kosovo, use social media and how those shape their attitudes, based on the uses and gratifications approach. This is the first paper from this region, which analyzes social media, based on the previously mentioned approach. Since research in the region was prohibitive for us, we selected a sample of 200 consumers from Kosovo, active on social media. The findings of this paper serve managers in better attracting online customers through social media.

scholarly journals Impact of the COVID-19 Pandemic on Instagram and Influencer Marketing

2021 ◽  
Vol 13 (2) ◽  
pp. 20
Author(s):  
Evelina Francisco ◽  
Nadira Fardos ◽  
Aakash Bhatt ◽  
Gulhan Bizel
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Online Survey ◽  
Video Conferencing ◽  
Marketing Mix ◽  
The Internet ◽  
Exploratory Research ◽  
Social Media Platforms ◽  
The Impact ◽  
Made In

The COVID-19 pandemic and the resulting stay-at-home orders have disrupted all aspects of life globally, most notably our relationship with the internet and social media platforms. People are online more than ever before, working and attending school from home and socializing with friends and family via video conferencing. Marketers and brands have been forced to adapt to a new normal and, as a result, have shifted their brand communication and marketing mix to digital approaches. Hence, this study aims to examine the shift of influencer marketing on Instagram during this period and the possible future implications. By employing an online survey for exploratory research, individuals answered questions addressing their perceptions about the impact of the pandemic, brands and influencers&rsquo; relationship, and the overall changes made in marketing strategy.

Electronic Trading, Electronic Advertising, and Social Media Literacy

2020 ◽  
pp. 224-261
Author(s):  
Yurdagül Meral ◽  
Duygu Ecem Özbay
Keyword(s):  
Social Media ◽  
Media Literacy ◽  
Digital Marketing ◽  
The Internet ◽  
Local Market ◽  
Electronic Trade ◽  
Large Audience ◽  
Huge Impact ◽  
Electronic Advertising ◽  
Marketing Methods

The internet has a huge impact on everything including by converting traditional trade methods into electronic trade and traditional marketing/advertising methods into electronic advertising and digital marketing methods not only in local trade but international trade as well. The purpose of this study is to increase literacy about electronic advertising, social media, digital marketing, by giving examples of how Turkish local influencers are used in social media to increase sales of international products. As a result, it is seen that the advertising posts made by influencers could reach a large audience in the local market.

Customers’ Current Preferences in E-commerce and Possible Dominance of Social Media Marketplace in the Industry

2019 ◽  
Vol 5 (4) ◽  
pp. 18-26
Author(s):  
Lasha Tchelidze
Keyword(s):  
Social Media ◽  
Business Environment ◽  
The Internet ◽  
Technological Advancement ◽  
New Markets ◽  
Online Sales ◽  
Internet Development

Technological advancement and internet development have significantly contributed to more comfortable and innovative services. The e-commerce industry has become tough and full of competition. Technologies and the internet reduce barriers of penetration into new markets. Social media, which is a vivid example of internet development, has already penetrated the e-commerce industry. However, the business environment is rapidly changing and requires constant analysis to anticipate prospective threats or opportunities. Therefore, this paper refers to the analysis of customers’ current preferences. Questionnaires were distributed to 83 participants to analyze preferences and to evaluate possible dominance of “Facebook Marketplace” in the e-commerce industry. According to the results, provision of high protection is overly required. Online sales network should act as an intermediary, in order to provide refund guarantees an official verification, which is not provided by ‘Facebook Marketplace”. The survey was conducted in a country were “Facebook Marketplace” was not available, and it was impossible to identify practical challenges of the marketplace.

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