QR CODES AS ONE OF THE MODERN INTERACTIVE MOBILE MARKETING TOOLS

2021 ◽  
Author(s):  
Милена Андреевна Шадринцева
Keyword(s):  
Marketing Strategies ◽  
Mobile Marketing ◽  
Successful Implementation ◽  
Qr Codes ◽  
Advertising Campaign ◽  
Marketing Tool

Cтатья является обзором QR-кодов как технологии: их характеристик и вариаций, и как инструмента маркетинга: возможностей и целесообразности их применения в рекламной кампании. Также в статье приведены примеры успешного внедрения QR-кодов в маркетинговые стратегии известных крупных компаний, позволяющие сделать выводы об их полезности в сфере маркетинга на практике. The article is an overview of QR codes as a technology: their characteristics and variations, and as a marketing tool: the possibilities and expediency of their use in an advertising campaign. The article also provides examples of the successful implementation of QR codes in the marketing strategies of well-known large companies, allowing to make conclusions about their usefulness in marketing in practice.

Developing Service Marketing Through Successful Involvement of Customer

2015 ◽  
Vol 2 (1) ◽  
pp. 6
Author(s):  
_______ Naveen
Keyword(s):  
Relationship Marketing ◽  
Service Marketing ◽  
Marketing Strategies ◽  
Customer Relationship ◽  
Successful Implementation ◽  
Process Automation ◽  
Customer Contact ◽  
Use Of Technology ◽  
Marketing Systems ◽  
Technological Means

Customer Relationship Management has its roots in service marketing which is based in turn on the formative work of Berry (1983) and the IMP. Its purpose is to integrate marketing, sales and service functions through business process automation, technological solutions and information resources to maximize each customer contact. In this way service marketing systems facilitate relationships among enterprises, their customers, suppliers and employees and so provide the technological means to put relationship marketing philosophy into practice. Organizations that fail to keep up with competitor’s service marketing capabilities risk being seriously disadvantaged. However, the use of technology on its own is not sufficient and firms must combine developments in IT with a philosophy that calls for the re-organisation of the entire firm around its customers. This shift will not be easily achieved. Our purpose, based on collaborative Canfield/CSC Computer Sciences Corporation studies, is to identify the pitfalls, and offer advice on the successful implementation of service marketing systems in support of relationship marketing strategies, including an audit of the organization’s readiness to proceed. 

Mobile Marketing: Upcoming marketing tool for Entrepreneurs

2017 ◽  
Vol 3 (02) ◽  
Author(s):  
Bhagwan Singh ◽  
Sunita Yadav
Keyword(s):  
Market Share ◽  
General Public ◽  
Mobile Apps ◽  
Mobile Marketing ◽  
Good Market ◽  
Marketing Tool ◽  
Almost All

The Bhartiyamarket is changing overnight. The reforms taken by the current UPAgovernment regarding bold decisions like demonetization in November 2016 and forthcoming launch of GST on 1st July 2017 is changing the market facade in BHARAT. Latest innovation in technology is dictating the market and the youth of the country Bharat popularly called as India is depending on the technological reforms. The youths are enlisting themselves in rapid growing and developing technology and are very much adaptive to the change, thus, having complete dependency on the e-gadgets like smartphones, laptops, iPads and the like. This change is forcing the COF (Company Organization Firms) and marketers to use this tool through which they can sell their provices (products + services) and penetrate in the hands of the smartphone users by just launching mobile apps. The launching or developing of mobile apps is the market where almost all enterprises and rising entrepreneurs are keeping eye and want to capture good market share using this tool of mobile marketing. This study has tried to explain the usage and awareness of Mobile marketing as an upcoming tool for entrepreneurs based on the responses of the general public using mobile or smartphones.

The Dangerous Discord Between Sentiment and Reality: How Management Consultancies Should be Using Digital Marketing

2018 ◽  
Vol 1 (2) ◽  
pp. 38-41
Author(s):  
Melissa Hernandez
Keyword(s):  
Marketing Strategies ◽  
Digital Marketing ◽  
Advertising Campaign

Abstract This paper looks into the implications for management consultancies who aren’t implementing effective digital marketing strategies as part of their own advertising campaign.

Contemporary Art Museums' Marketing Strategies

2014 ◽  
pp. 371-388
Author(s):  
Zeynep Guney Celebi
Keyword(s):  
Literature Review ◽  
Contemporary Art ◽  
Modern Art ◽  
Art Museums ◽  
Marketing Strategies ◽  
Entertainment Industry ◽  
Museum Marketing ◽  
Marketing Tool ◽  
The Relationship

Contemporary art museums are significant actors in the entertainment industry, which is recreated by new forms of leisure time activities every day. Entertainment that is used as an important and effective marketing tool in contemporary art museums is also a significant formative of the new relationship between contemporary art museums and their visitors. Therefore, the aim of this chapter is to explore the relationship between art, entertainment, leisure, and museum marketing with a literature review in order to find answers to questions like, What is the relationship between art and entertainment? and Which marketing techniques are used by contemporary art organizations? In this context, the relationship between leisure, entertainment, and contemporary art museums is explained; afterwards, contemporary art museums' marketing strategies are described in detail as the main scope of the study. Finally, as a case study, Istanbul Modern Art Museum's political-economical environment and marketing strategies are analyzed.

Branded Content on Social Media

2017 ◽  
pp. 118-131
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Vital Part ◽  
Long Run ◽  
Social Media Platforms ◽  
Marketing Tool ◽  
The Impact

Social media platforms have become a powerful marketing tool for brands in order to reach new audiences and engage with them. Creative content is a vital part of social media marketing strategies, as innovative content can attract more users and improve brand health. In this chapter, the channels and creative strategies that are being utilized by marketers in social media are explored, and brand health, which is how the brand is evaluated by consumers, is examined. Brand health is an indicator for brand equity in the long run, and as such, the impact of social media marketing on it should be considered by managers.

How Digitalisation Is Influencing Traditional Food Restaurants in the Management of Their Marketing Strategies

2021 ◽  
pp. 211-225
Author(s):  
Juan-Gabriel Martínez-Navalón
Keyword(s):  
Marketing Strategies ◽  
Traditional Food ◽  
Study Analysis ◽  
Advertising Campaign ◽  
Customer Needs ◽  
Case Study Analysis ◽  
Targeted Advertising ◽  
Order Management

There is no denying that digitalisation is a new revolution. At a time when technology is taking over all aspects of society in an exponential way, not introducing it into the management of companies is a clear mistake that could lead to their disappearance. But we cannot forget that the incorporation of technology is a challenge for any type of company and sector. This study analyses the importance of digitalisation in traditional restaurants and its influence on the management of marketing policies using case study analysis. Therefore, the aim of this study is to show how digitalisation for order management in these companies can also be applied to marketing policies. This is because, by monitoring and storing the customer's behaviour in the ordering process from start to finish, it is possible to know their preferences and searches in a more concrete way. Such information enables the company to maximise its resources by applying policies designed to meet customer needs, as well as to design targeted advertising to increase the chances of success of the advertising campaign.

A Comparative Analysis of Mobile Marketing Adoption in the Light of Hofstede's Cultural Dimensions

2020 ◽  
Vol 10 (3) ◽  
pp. 62-89
Author(s):  
Hadeel Bahjat Al-Haddad ◽  
Mohammad Hasan Galib
Keyword(s):  
Marketing Strategies ◽  
Cultural Dimensions ◽  
Mobile Marketing ◽  
Relative Advantage ◽  
Factors Affecting ◽  
Intention To Adopt ◽  
Hofstede’S Cultural Dimensions ◽  
The Usa ◽  
Hofstede's Cultural Dimensions ◽  
Practical Implications

This study investigates the factors that affect consumers' intentions to adopt mobile marketing and compare these factors between the USA and Jordan in the light of Hofstede's cultural dimensions. The collected data (n=250) were subject to statistical analysis including exploratory factor analysis, multiple regression, and Mann Whitney U test. The results showed that trust, observability and subjective norm, and relative advantage are the main factors affecting consumers' intentions to adopt mobile marketing, and trust had the strongest effect among the factors. Complexity had a positive significant effect only on Americans' intentions to adopt mobile marketing. The intention to adopt mobile marketing was higher in Jordan than that of the USA. The findings of this study provided several theoretical and practical implications and shed light on some factors that marketers may consider in developing their mobile marketing strategies. The study revealed that culture plays a significant role in peoples' technology adoption intentions.

INTERNET MEDIA AS A MARKETING TOOL IN TOURISM

2020 ◽  
Vol 21 (2) ◽  
pp. 235-244
Author(s):  
Dorota Lorenc
Keyword(s):  
Virtual World ◽  
Distribution Channels ◽  
Marketing Strategies ◽  
The Internet ◽  
Advantages And Disadvantages ◽  
Internet Media ◽  
Marketing Activities ◽  
Marketing Tool ◽  
Tourism Services ◽  
New Distribution

Marketing activities of companies are constantly changing due to the globalization and developing technology. In acordance to the new distribution channels as well as to new forms of communication, marketing strategies are based on communication in various media. Since the provision of information become easier, faster and more effective due to the Internet, business representatives are more and more willing to conduct a dialogue wiht clients in virtual world, also transferring their marketing campaigns there. The paper aims to indicate the possibility of using the Internet in marketing activities of companies operating in the tourism services industry, as well as the advantages and disadvantages arising from that fact

Selling all good: how small new entrants can compete

2016 ◽  
Vol 12 (3) ◽  
pp. 374-398 ◽  
Author(s):  
Eva Collins ◽  
Kate Kearins ◽  
Helen Tregidga ◽  
Stephen Bowden
Keyword(s):  
Social Media ◽  
New Zealand ◽  
Multinational Corporations ◽  
Marketing Strategies ◽  
Resource Constrained ◽  
Content Type ◽  
The Social ◽  
Marketing Tool ◽  
Available Information ◽  
Broad Level

Synopsis Chris Morrison and two partners introduced the first Fairtrade bananas in New Zealand in a bid to improve the social and environmental impacts of banana consumption. The trio started All Good Bananas in 2010. Using social media as a key marketing tool, the startup had grown to take a 5 percent market share in a fiercely competitive industry dominated by big players. In 2012, the entrepreneurs needed to decide the best way to increase sales of ethically sourced products under the All Good brand. Should they expand their share of the banana market or diversify into drinks? Research methodology The case is primarily based on tape-recorded interviews by the authors with the founding entrepreneur and three employees of All Good from May to July 2012 and an analysis of the company’s website and social media activities. Other publicly available information sources were drawn upon, and a discussion held with a New Zealand national grocery chain CEO. Relevant courses and levels This case has been written for use in classes in undergraduate and graduate level entrepreneurship, strategic management and sustainability. The case can be used to illustrate how very small resource-constrained startups can compete in an industry dominated by large multinational corporations, and how Fairtrade might provide a worthy differentiation focus. It is open to a consideration of judo economics. While several of the questions ask students to consider the New Zealand context in which this case is set, knowledge of New Zealand and the various industries beyond what is offered in the case is not necessary. Theoretical bases At a broad level the case illustrates how a small, resource-constrained startup can compete against much, much larger players through a niche Fairtrade product focus and the use of alternative marketing strategies such as guerrilla marketing and social media. In relation to the competitive dynamics within an industry, this case can be used to illustrate the concept of judo economics (also referred to as judo strategy). Both the utility and potential limits of judo economics can be demonstrated through the case by considering current activities and potential future dynamics.

scholarly journals Marketing tool for the development of organic production market in Ukraine

2020 ◽  
Vol 11 (4) ◽  
Author(s):  
O. Kucher ◽  
Keyword(s):  
Marketing Strategy ◽  
Agricultural Sector ◽  
Organic Production ◽  
Marketing Strategies ◽  
Resource Potential ◽  
Production Sector ◽  
Factors Affecting ◽  
Current State ◽  
Strategic Approach ◽  
Marketing Tool

The paper discusses the current state and prospects of production and sale of organic production in Ukraine. Certain empirical factors were characterized, such as the available resource potential for the production of organic agricultural goods. Its exports and consumption on the domestic market. It is determined that the organic sector is a very promising direction in Ukrainian agriculture. The necessity of forming and implementing a marketing strategic approach aimed at developing the organic production sector is considered. The main conceptual elements and basic priorities of the marketing strategy for the development of the organic market are presented. The article presents a model and algorithm which helps to create a marketing strategy for the development of organic production in Ukraine, which considers the core features of enterprises in the agricultural sector of the economy, which will ensure that all factors affecting the results of production are taken into account. The author emphasize that the novelty of the proposed strategy will consist in focusing on the areas of improving the system of development of the organic sector in Ukraine. The article concludes that the implementation of the proposed marketing strategies for the development of organic production will bring this area of activity to a new level of efficiency.

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