Selection of Digital Marketing Tools Using Fuzzy AHP-Fuzzy TOPSIS

2017 ◽  
pp. 587-616 ◽  
Author(s):  
Ümran Şengül ◽  
Miraç Eren
Keyword(s):  
Fuzzy Ahp ◽  
Fuzzy Topsis ◽  
Marketing Strategies ◽  
The Other ◽  
Digital Marketing ◽  
Knowledge Based ◽  
The Social ◽  
Technological Developments ◽  
Marketing Tool ◽  
Selection Of

Technological developments resulted in creative, faster, target-oriented and knowledge-based marketing strategies more prone to interactions. Digital marketing is an example of marketing types arisen by technological developments. Digital marketing tools are rapidly growing since they can be performed through internet; they are faster and thus have an ascending trend. The amount of investment to be made to each digital marketing tool has become a significant decision making problems for the businesses. In this chapter, Fuzzy AHP and Fuzzy TOPSIS techniques were employed for the selection of digital marketing tools. Multi-criteria analysis revealed the Remarketing advertising as the most suitable digital marketing tool. Additionally, the social media advertising, advertising-per-impression, advertising-per-click, affiliate advertising, banner marketing and email-advertising were respectively found to be as the other significant marketing tools.

Selection of Digital Marketing Tools Using Fuzzy AHP-Fuzzy TOPSIS

2016 ◽  
pp. 97-126 ◽  
Author(s):  
Ümran Şengül ◽  
Miraç Eren
Keyword(s):  
Fuzzy Ahp ◽  
Fuzzy Topsis ◽  
Marketing Strategies ◽  
The Other ◽  
Digital Marketing ◽  
Knowledge Based ◽  
The Social ◽  
Technological Developments ◽  
Marketing Tool ◽  
Selection Of

Technological developments resulted in creative, faster, target-oriented and knowledge-based marketing strategies more prone to interactions. Digital marketing is an example of marketing types arisen by technological developments. Digital marketing tools are rapidly growing since they can be performed through internet; they are faster and thus have an ascending trend. The amount of investment to be made to each digital marketing tool has become a significant decision making problems for the businesses. In this chapter, Fuzzy AHP and Fuzzy TOPSIS techniques were employed for the selection of digital marketing tools. Multi-criteria analysis revealed the Remarketing advertising as the most suitable digital marketing tool. Additionally, the social media advertising, advertising-per-impression, advertising-per-click, affiliate advertising, banner marketing and email-advertising were respectively found to be as the other significant marketing tools.

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 Carbon Valuation: Alternatives, Alternations and Lateral Measures?

2016 ◽  
Vol 4 (1) ◽  
pp. 67-91 ◽  
Author(s):  
Steffen Dalsgaard
Keyword(s):  
Carbon Emissions ◽  
Carbon Offsets ◽  
The Other ◽  
Science Literature ◽  
Carbon Markets ◽  
Human Beings ◽  
The Social ◽  
Social Science Literature ◽  
The One ◽  
Selection Of

This article refers to carbon valuation as the practice of ascribing value to, and assessing the value of, actions and objects in terms of carbon emissions. Due to the pervasiveness of carbon emissions in the actions and objects of everyday lives of human beings, the making of carbon offsets and credits offers almost unlimited repertoires of alternatives to be included in contemporary carbon valuation schemes. Consequently, the article unpacks how discussions of carbon valuation are interpreted through different registers of alternatives - as the commensuration and substitution of variants on the one hand, and the confrontational comparison of radical difference on the other. Through the reading of a wide selection of the social science literature on carbon markets and trading, the article argues that the value of carbon emissions itself depends on the construction of alternative, hypothetical scenarios, and that emissions have become both a moral and a virtual measure pitting diverse forms of actualised actions or objects against each other or against corresponding nonactions and non-objects as alternatives.

scholarly journals Application of social network analysis for determining the suitable social media influencers

2021 ◽  
Vol 10 (6) ◽  
pp. 348-354
Author(s):  
Mochamad Yudha Febrianta ◽  
Yusditira Yusditira ◽  
Sri Widianesty
Keyword(s):  
Social Media ◽  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
The Other ◽  
Social Media Marketing ◽  
Other Hand ◽  
The Social

Virtual Hotel Operator (VHO) trend is growing rapidly, especially in Indonesia. Two of the most popular VHO in Indonesia are OYO and RedDoorz, both have been competing to attain the first position. Both OYO and RedDoorz have their own social media marketing strategies. For example, OYO persuades other conventional hotels to collaborate and use the OYO platform in their businesses. On the other hand, RedDoorz was recorded as the most visited Virtual Hotel Operator Platform in 2019, based on the data of Konsumen Jakpat 2019. OYO and RedDoorz also utilize social media to promote their services such as Instagram and Twitter. For advertising their businesses in social media, OYO and RedDoorz often use some social media influencers or known as influencer social media marketing. Influencers should be able to effectively deliver the messages and influence people’s decisions to use the products or services they advertise. This study aims to further explore the social media marketing strategy employed by OYO and RedDoorz. The results of Social Network Analysis by using “oyoindonesia” and ‘reddoorz’ as keywords in social media Twitter showed that RedDoorz has a bigger social network and more users involved in spreading their information than OYO. On the other hand, OYO's official account on Twitter is more efficient in performing its function as marketing media.

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.

The Social Conditions for Nanomedicine: Disruption, Systems, and Lock-In

2006 ◽  
Vol 34 (4) ◽  
pp. 733-740 ◽  
Author(s):  
Robert Best ◽  
George Khushf
Keyword(s):  
Science Fiction ◽  
New World ◽  
The Other ◽  
The Social ◽  
Policy Statements ◽  
Technological Developments ◽  
Brave New World ◽  
Molecular Manufacturing ◽  
Lock In ◽  
Self Replication

Many believe that nanotechnology will be disruptive to our society. Presumably, this means that some people and even whole industries will be undermined by technological developments that nanoscience makes possible. This, in turn, implies that we should anticipate potential workforce disruptions, mitigate in advance social problems likely to arise, and work to fairly distribute the future benefits of nanotechnology. This general, somewhat vague sense of disruption, is very difficult to specify – what will it entail? And how can we responsibly anticipate and mitigate any problems? We can't even clearly state what the problems are anticipated to be. In fact, when we move from sweeping policy statements to more concrete accounts, nanotechnology seems to bifurcate into two divergent streams: one is fairly continuous with current developments, extending extant science in a quantitative way; the other is radically new, and includes science fiction-like dreams of molecular manufacturing and assemblers, with their utopian (or dystopian) scenarios of absolute plenty (or runaway self-replication). In these cases, “disruption” takes on the valence of Huxley's brave new world.

scholarly journals Documentación, valorización y difusión del patrimonio hidráulico romano en el Valle medio del Ebro.

2012 ◽  
Vol 3 (6) ◽  
pp. 98
Author(s):  
Paula Uribe ◽  
Jorge Angás ◽  
María Ángeles Magallón ◽  
Jorge Víctor Miranda
Keyword(s):  
Water Cycle ◽  
Research Process ◽  
Hydraulic Structures ◽  
Web Environment ◽  
Knowledge Based ◽  
Complex Process ◽  
The Social ◽  
Representative Selection ◽  
La Rioja ◽  
Selection Of

<p>Nowadays, how to focus the last geometric documentation techniques applied to cultural heritage, aiming a didactic application, is being a complex process. The development of this purpose must balance research process with the social spreading of the scientific knowledge. Based on this concern, the aim of this research project is the geometric documentation - accompanied by a highlighting and spreading on a web environment - of a representative selection of Roman hydraulic structures. The choice of the sites has been done focusing on archaeological discovers in the Ebro’s Valley, concretely in monuments located in La Rioja, Navarra and Aragon. In this way, the purpose of the project is to document the sites and spread the knowledge about Roman aqueducts, dam, sewers, tanks and cisterns, which is essential to understand the water cycle during the Roman period.</p>

scholarly journals A TWO PHASED FUZZY METHODOLOGY FOR SELECTION AMONG MUNICIPAL PROJECTS

2015 ◽  
Vol 21 (3) ◽  
pp. 405-422 ◽  
Author(s):  
Mehmet Emin BAYSAL ◽  
İhsan KAYA ◽  
Cengiz KAHRAMAN ◽  
Ahmet SARUCAN ◽  
Orhan ENGIN
Keyword(s):  
Decision Making ◽  
Fuzzy Ahp ◽  
Multicriteria Decision Making ◽  
Fuzzy Topsis ◽  
Community Life ◽  
Topsis Method ◽  
Complex Processes ◽  
Central District ◽  
Selection Of

A municipality improves the quality of community life through its projects and actions. However, project selection and prioritization by municipalities are highly complex processes. Therefore, multicriteria decision making (MCDM) methodologies are very suitable for determining the best alternative. Recently, some studies have concentrated on the selection of the best project alternatives. In this paper, a two phased fuzzy MCDM methodology is proposed for the selection among municipal projects. In the first phase, fuzzy TOPSIS method is used to select the main project group and then fuzzy AHP is used to select the best sub-municipal project. The application of the suggested methodology has been made at the central district municipality in Konya, Turkey.

scholarly journals Estrategias de acceso al suelo y a la vivienda en barrios populares del Área Metropolitana de Buenos Aires

2012 ◽  
Vol 14 (1) ◽  
pp. 29
Author(s):  
María Mercedes Di Virgilio ◽  
María Soledad Arqueros Mejica ◽  
Tomás Guevara
Keyword(s):  
Metropolitan Area ◽  
Buenos Aires ◽  
Urban Land ◽  
The Other ◽  
Metropolitan Region ◽  
Social Production ◽  
Palabras Clave ◽  
The Social ◽  
Selection Of ◽  
Family Trajectories

En este trabajo se investiga la producción social de los asentamientos y barrios populares ubicados en el Área Metropolitana de Buenos Aires. Describe los procesos de integración, la urbanización y la consolidación de los distritos e investiga las trayectorias familiares y estrategias de acceso a la tierra y a la vivienda. Busca también las conexiones entre dos escalas geográficas de análisis: por un lado, los cambios en el barrio y en el lote y, por otro, los cambios en la vivienda. El estudio se realizó en cuatro distritos de la región metropolitana. La investigación de los procesos de producción de hábitat se basó en una encuesta realizada en 2008, y la selección de casos de estudio en profundidad se hizo de acuerdo con los criterios de significación adoptados. Palabras clave: producción del hábitat; estrategias; acceso al suelo urbano; hábitat popular; políticas de regularización. Abstract: This paper investigates the social production of settlements and poor neighborhoods in the Metropolitan Area of Buenos Aires. The processes of urbanization, integration and consolidation of the districts are described and family trajectories and strategies to access land and housing are investigated. The analysis looks for the connections between two geographical scales: on one hand, the changes in the neighborhood and in the lot, and on the other, the changes in housing. The study was conducted in four districts of the metropolitan region. The investigation of the processes of habitat production was based on a survey conducted in 2008, and the selection of cases for study in depth was made according to criteria of significance. Keywords: production of habitat; strategies; access to urban land; popular habitat; regularization policies.

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