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 The influence of gaming and non-gaming experience on customers’ response to the casino

2021 ◽  
pp. 135676672110663
Author(s):  
Catherine Prentice ◽  
Chunli Ji ◽  
Kefang Li
Keyword(s):  
Customer Loyalty ◽  
Place Attachment ◽  
Consumer Behaviour ◽  
Word Of Mouth ◽  
Customer Experience ◽  
Marketing Strategies ◽  
Experiential Marketing ◽  
Business Profitability

The study examines how customers’ experiences with gaming and non-gaming services offered by casino resorts affect their response toward the casino with the primary visiting purpose being modelled as a moderator. The response opted for this study includes place attachment, customer spending within the casino premises during their trip, and willingness to revisit and spread word of mouth as loyalty indicators. The study was undertaken in Macau casino resorts. Data were collected from visitors who had gambled and consumed in at least one of the resorts. The results show that customer experience, place attachment, and spend were significantly related to customer loyalty. Place attachment accounts for customers’ spending at the casino. The moderation relationships are rather complex, dependent upon the influence of other variables. This research enriches experiential marketing, consumer behaviour, and loyalty research. The findings may also be utilised by casinos to develop more appropriate marketing strategies to maximise business profitability.

scholarly journals The Effect of Marketing Strategy and Communication on Social Marketing Humanitarian Programs at The Aksi Cepat Tanggap Foundation in Cilandak South Jakarta

2019 ◽  
Vol 1 (4) ◽  
Author(s):  
Hastono Hastono
Keyword(s):  
Marketing Strategy ◽  
Social Marketing ◽  
Public Interest ◽  
Sampling Technique ◽  
Marketing Strategies ◽  
Coefficient Of Determination ◽  
Marketing Communication ◽  
The Public ◽  
Quantitative Descriptive ◽  
Positive Effect

The purpose of this study is to determine whether there is an influence of marketing strategies on social marketing, to find out whether there is an influence of marketing communication and to find out whether there are simultaneous marketing strategies and communications on Humanitarian social marketing programs at the Aksi Cepat Tanggap Foundation. The method used is quantitative descriptive. The population of 218,481 using the method of Incidental Sampling technique was 99.95 rounded up to 100 respondents. Data analysis using regression analysis, correlation coefficient analysis, coefficient of determination analysis and hypothesis testing. The results showed that marketing strategy and marketing communication had a positive effect on social marketing with a regression equation Y = 11.360 + 0.526 X1 + 0.273 X2 + e. The more effective marketing strategy and marketing communication, the more will increase public participation in social marketing in humanitarian programs that are carried out or campaigned by Aksi Cepat Tanggap. Vice versa, if the marketing strategy and marketing communication is low or less effective then the public interest in the humanitarian program driven by social marketing Aksi Cepat Tanggap will also decrease

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.

Strategi Pemasaran Industri Rumah Tangga Arang Tempurung Kelapa (Studi Kasus Pada Industri Rumah Tangga Bapak Abdul Razak Di Cimanggis, Ciputat, Tangerang Selatan)

2018 ◽  
Vol 1 (1) ◽  
pp. 67-73
Author(s):  
Zelivieska Bintang Maharani ◽  
Ratna Pratiwi ◽  
Qory Anissa ◽  
Dwi Ratnasari ◽  
Sugeng Waluyo ◽  
...  
Keyword(s):  
Marketing Strategy ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Technology Utilization ◽  
Marketing Activities ◽  
Home Industries ◽  
Industrial Strength

In South Tangerang city, there are many home industries producing charcoal shell. One of the industry is practiced by Mr. Abdul Razak in Ciputat District. According to some studies, in general the home industry is facing many problems, one of which is a weak in marketing strategy. Based the information, this article reports the marketing strategies implemented by the industry. With SWOT approach, we informed that the position of industrial strength lies in good relationships with suppliers. And the weakness is that the marketing activities carried out only through word of mouth. We recommend that the industry need to consider the using of banners or internet-based technology utilization for the marketing strategies.

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.

Influence of social media marketing towards purchase of residential property

2019 ◽  
Vol 118 (6) ◽  
pp. 145-149
Author(s):  
A. Ekanthalingam ◽  
Dr. A. Gopinath
Keyword(s):  
Social Media ◽  
High Speed ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Purchase Decision ◽  
Residential Property ◽  
Customer Delight ◽  
The Right ◽  
Potential Customers

‘Marketing’ is not just an activity. It is a process, a philosophy and a phenomenon. The evolution of marketing has produced tremendous benefits to business and end consumers. The innovation in this field has been steady and yet at high speed. From ‘word of mouth advertising’ which was the only option earlier we are now at the mercy of what consumers are sharing about their experience on the internet. Social Media has become more powerful than what we think and this article shows how we can leverage this to benefit the top-line and customer delight. We dive deep to understand the influence Social Media can create towards purchase of residential property. As much complex it is to make the purchase decision of a property, it is equally difficult for marketers to send the right message to their target audience. Through this article, we are trying to see how marketers have transformed their traditional marketing strategies to address the needs of the millennial population, who are the most potential customers for property purchase.

PELAKSANAAN PROMOSI GUNA MENINGKATKAN VOLUME PENJUALAN

2020 ◽  
Vol 3 (1) ◽  
Author(s):  
Wahyuni Sri Astutik
Keyword(s):  
Marketing Strategy ◽  
Marketing Strategies ◽  
Sales Volume ◽  
Price Promotion ◽  
Product Strategy ◽  
The Public ◽  
Maximum Profit ◽  
Advertising Effort ◽  
Determining Factors ◽  
The Relationship

In the implementation of promotions in order to increase sales volume at the Pangkat - Kediri tile company, an analysis result of 6.00 was obtained which states that the relationship between promotion and sales volume is strong. Because promotion is one of the determining factors for the success of every company in producing to selling their products to consumers.Because the promotion includes many things starting from product strategy to product marketing / sales. However, companies certainly cannot only focus on promotional activities, because the four elements of marketing strategy (price, promotion, distribution and production) cannot be separated. So companies should be able to combine marketing strategies appropriately, so that the company is able to achieve the desired targets, namely achieving maximum profit. In order to introduce its company products to the public with advertising media is very important. Because with this advertising effort, society knows advantages that accompanied these products, so that the company's expectations for sales to increase will be even greater and its profits will also increase.Keywords:Promotion, sale, Marketing strategy and profit.

Estudio de inversión de capital privado de la banca colombiana en el mercado bancario español

2017 ◽  
Vol 7 (12) ◽  
pp. 73
Author(s):  
Luis Eduardo Lozano Ortegón ◽  
Antonio Alonso-González
Keyword(s):  
Business Model ◽  
Financial Market ◽  
Private Equity ◽  
Banking Sector ◽  
Marketing Strategies ◽  
Economic Environment ◽  
Financial Viability ◽  
Equity Investment ◽  
Viability Study ◽  
Market Perspective

RESUMENEn el presente documento se introducen y analizan algunas de las variables a tener en cuenta en cualquier estudio de viabilidad referente a la inversión de capital privado de banca colombiana en el sector bancario español, planteando un modelo de negocio que permita alcanzar dicha viabilidad financiera de una forma sostenible mediante un formato de banco colombiano bajo la supervisión del Banco de España. Se plantean, así mismo, los requisitos y regulaciones a cumplir, incluyendo un diagnóstico del entorno económico y de la perspectiva del mercado financiero de captación y colocación bancaria española, así como sus portafolios y estrategias de marketing en un horizonte financiero a cinco años.ABSTRACTIn the present work some of the variables to be considered in any viability study concerning private equity investment of Colombian banks in the Spanish banking sector are introduced and discussed. Further, it proposes a business model that allows sustainable financial viability through a format of Colombian bank under the supervision of the Bank of Spain. Some of the requirements and regulations to comply are likewise explained, including an assessment of the economic environment and financial market perspective of the Spanish bank sector, as well as their portfolios and marketing strategies in a financial horizon to five years. Fecha de recepción: 27 de julio de 2016Fecha de aprobación: 17 de noviembre de 2016Fecha de publicación: 6 de enero de 2017 

scholarly journals The Effect of Using Social Media in the Modern Marketing Communication on the Shaping an External Employer’s Image

Energies ◽  
2021 ◽  
Vol 14 (14) ◽  
pp. 4177
Author(s):  
Agnieszka Izabela Baruk ◽  
Grzegorz Wesołowski
Keyword(s):  
World Literature ◽  
Statistical Tests ◽  
Empirical Studies ◽  
Communication Channels ◽  
Primary Data ◽  
Survey Method ◽  
Marketing Communication ◽  
Chi Square ◽  
The Impact

The aim of this article was to determine the significance of modern marketing communication channels used in the process of shaping the external image of an enterprise as an employer. An analysis of the world literature on marketing, management, marketing communication and human resource management was used to prepare the theoretical part. The results of the analysis indicate a cognitive and research gap regarding the use of modern communication channels for building the external image of an enterprise in the role of an employer. In order to reduce the gap, empirical studies were conducted among young Polish potential employees, in which the survey method was used to gather primary data. The collected data were subjected to statistical analysis, during which the following methods and statistical tests were applied: the analysis of average values, exploratory factor analysis, Kruskal–Wallis test (KW), Pearson chi-square independence test and V-Cramer coefficient analysis. The results of the analyses conducted indicate, inter alia, that statistically significant diversity was identified in the case of non-professional media in terms of respondents’ opinions on whether the employer’s image created by modern media is better than the employer’s image created on the basis of classical marketing communication channels. In the case of professional and non-professional media, the age of the respondents was not a differentiating feature. Moreover, neither for professional media nor for non-professional media were statistically significant dependencies identified between respondents’ opinions on the impact of actions undertaken by enterprises on shaping their positive external image as an employer and respondents’ opinions on whether the employer’s image created on the basis of modern marketing communication channels is more beneficial than the employer’s image created on the basis of classical marketing communication channels. The results obtained on the basis of the research have a cognitive and applicability value, characterized by originality. Until now, the importance of using modern marketing communication channels in shaping the employer’s external image has not been analysed. This also applies to enterprises operating on the energy market.

Mobility as a Service Operating Model to Enable Public Policy

2021 ◽  
pp. 036119812110266
Author(s):  
Christina Joy Ditmore ◽  
Angela K. Miller
Keyword(s):  
Public Policy ◽  
Public Sector ◽  
Environmental Impact ◽  
Private Sector ◽  
Public Good ◽  
Business Model ◽  
Operating Model ◽  
The Public ◽  
Equity And Access ◽  
Policy Goals

Mobility as a Service (MaaS) is the concept through which travelers plan, book, and pay for public or private transport on a single platform using either a service or subscription-based model. Observations of current projects identified two distinct approaches to enabling MaaS: the private-sector approach defined as a “business model,” and the public sector approach that manifests as an “operating model.” The distinction between these models is significant. MaaS provides a unique opportunity for the public sector to set and achieve public policy goals by leveraging emerging technologies in favor of the public good. Common policy goals that relate to transportation include equity and access considerations, environmental impact, congestion mitigation, and so forth. Strategies to address these policy goals include behavioral incentivization and infrastructure reallocation. This study substantiates two models for implementing MaaS and expanding on the public sector approach, to enable policy in favor of the public good.

Sign in / Sign up

Export Citation Format

Share Document