Digital Marketing and Grocery Retailing Evidence From a Large Retailer in Italy and Belarus

2019 ◽  
pp. 168-189
Author(s):  
Maria Giovanna Tongiani ◽  
Jacopo Carfora ◽  
Anastasiya Reut
Keyword(s):  
Social Media ◽  
Digital Marketing ◽  
Multiple Channels ◽  
Grocery Retailing ◽  
The Social ◽  
Marketing Activities ◽  
Distribution Sector ◽  
Different Characteristics ◽  
The Web

Today the competition in the distribution sector is becoming increasingly more cut-throat and consumers have multiple channels to choose from for making their purchases, each with different characteristics and use methods. The objective of this chapter is to obtain information and identify the elements that allow for highlighting the ability of the grocery retailers who use the web and the social media to expand their own reference markets and establish lasting relationships with the consumers, establishing high loyalty rates of the same. The basic idea is that of verifying the importance for the enterprises operating in the grocery sector both in Italy and Belarus of setting up an e-commerce website, and of making the means and instruments available to the clientele to allow them to shop in different ways to the traditional one. The information will be acquired by means of interviews with customers of a retailer in Italy and a retailer in Belarus. The analyses of the results will provide useful indications concerning the marketing activities of the retailers in both countries.

Marketing Orientation Embedding Internet Capability as Best Practice for Medium-Sized Global Firms

2019 ◽  
pp. 111-135
Author(s):  
Maria Giovanna Tongiani ◽  
Claudia Burchielli
Keyword(s):  
Best Practice ◽  
Global Market ◽  
Future Research ◽  
Research Directions ◽  
Marketing Orientation ◽  
The Social ◽  
Marketing Activities ◽  
Future Research Directions ◽  
Different Characteristics ◽  
The Web

Contemporary competition in the distribution sector is becoming increasingly more cut-throat and consumers have multiple channels to choose from for making their purchases, each with different characteristics and practical methods. The objective of this work is to obtain information and identify the elements that allow for highlighting the ability of the medium-sized retailers who use the web and the social media to expand their own reference markets. The information will be acquired by means of interviews with Italian and international (USA and UK) customers of a medium Italian global fashion retailer. The analyses of the results will provide useful indications concerning the marketing activities for the medium retailer firms operating in the global market. This approach is followed by future research directions and a conclusion.

scholarly journals The Participatory Management in the Enterprise through Digital Marketing: Enterprise 2.0

2016 ◽  
Vol 8 (6) ◽  
pp. 89
Author(s):  
Giuseppe Granata ◽  
Antonio De Filippo
Keyword(s):  
Social Media ◽  
Social Network ◽  
Web 2.0 ◽  
Internal Communication ◽  
Digital Marketing ◽  
Participatory Management ◽  
Enterprise 2.0 ◽  
The Social ◽  
Commercial Communication ◽  
The Web

<p>From its birth to the nowadays lifestyle, web has strongly changed. Although once it was a “place’’ to find information, now it represents that virtual condition, in which it can be possible to share and collect information, thoughts, desires and doing shopping and so on and so forth.</p><p>Today, the company does not only make just a commercial communication. Instead, there exist many types of interaction: the internal communication, for instance. Enterprise 2.0 is that kind of business that uses the instruments of the web 2.0 both for external and internal communication. It means to use all the digital marketing tools to manage the entire organization, such that we have to think in a participatory management way. Indeed, we have to focus ourselves even more on a participatory organization, where the development of new projects derives from the ones who work into the company. The Social media that can be involved in this field are the same that are used for a commercial communication: social network, blogs, Wikipedia, podcasts, rss feed and so on and so forth.</p><p>Even though there are very few Italian companies that apply the tools of web 2.0 to manage the entire organization, the paradigm of the enterprise 2.0 is slowly taking off.</p><p>The purpose of this work paper is to identify how the company can efficiently adopt the digital marketing instruments, utilizing the participatory management: enterprise 2.0. The adoption of these participatory tools is fundamental, because only through their adoption, it can be possible to reach a vast audience and to satisfy the digital consumer needs, who is no more passive, but he is even more active and critic about the choices he is going to make.</p>

scholarly journals The Assimilation of Social Media in Marketing Management: A Case Review of Taliah’s Strategy

2018 ◽  
Vol 4 (3) ◽  
pp. 58
Author(s):  
Nelson Obinna Omenugha
Keyword(s):  
Social Media ◽  
Digital Technologies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Call To Action ◽  
Promotional Strategy ◽  
The Social ◽  
Social Media Platforms ◽  
Marketing Activities ◽  
The Subject

Aim: To review and discuss the use of social media platforms as digital marketing tool and promotional strategy by brands. The digital age inevitably brings changes and increased competition in ways businesses target, reach and recruit customers. This phenomena raises the question of which medium or media do businesses adopt in the marketing effort to reach, inform and convert customers; ultimately for survival? This review is an attempt to address this question within the context of the promotional activities of a beauty brand, Taliah.Approach: A review was conducted on the social media marketing activities of Taliah. It discusses different social media platforms such as Facebook, Twitter, Instagram and YouTube which the brand has combined to target, reach, persuade and convert their customers. In addition, the review identified four factors that reasonably affect the social media marketing as time and date; personality, call to action and post type. Consequently, this logical approach towards the subject-matter would help to provide knowledge and facilitate reaching the best-fit decision that can optimize the marketing activities of brands and businesses; considering the increasingly evolving technological era.Findings: The review considers the evolving changes in business as a result of the presence of various digital and interactive platforms and technologies. The study recognizes that the social media platforms provide opportunities for media content; including information on products and services to be processed and distributed to the targets. There is a worry that the market space is increasingly becoming competitive; particularly as consumers are empowered by the digital technologies to make informed choices among different brands and businesses. Arguably, this is one of the major factors that triggered the competition in the market and among brands.Review limitations/implications: The characteristics of the impact of the social media marketing on brands and businesses have recently been widely discussed because of their general applicability. Consequently, it is impossible to review and cover all the important aspects of the subject-matter in this review. This review focuses on the Taliah brand and how it has particularly conducted its social media and digital marketing management. It also examines four factors that reasonably affect the social media marketing; namely, time and date; personality, call to action and post type. The review examines and provides its own views based on content analysis of the social media marketing activities of Taliah brand.Practical implications: The review highlights the activities, benefits and challenges of applying social media as a marketing and promotional strategy. Social media platforms provide the channel through which brands and businesses can develop and disseminate information about their activities to their targets in an easy, less expensive and convenient manner. On the other hand, if brands and business understand the factors affecting the social media marketing; namely, time and date; personality, call to action and post type – they would be better prepared to checkmate these factors; including been able to aptly adapt the strengths of the social media in their marketing activities. This complement would strike the balance and potentially present a practical means through which brands could coordinate their marketing efforts in using various social media platforms. It is also crucial to gain insight into other factors that potentially impacting the activities of social media marketing strategy.Value: The review considers that the increasing changes in the market is itself an opportunity for the brands to rethink strategy on how various digital technologies and networking platforms can be optimized in marketing their activities and information. It is crucial and beneficial to emerging businesses and academics to understand how Taliah brand combined and utilized diverse social media platforms to target, reach out and recruit target customers; ultimately boosting its market shares.

scholarly journals Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India

2020 ◽  
Vol 16 (4) ◽  
pp. 602-617
Author(s):  
Sukanya Sharma ◽  
Saumya Singh ◽  
Fedric Kujur ◽  
Gairik Das
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Shopping Behavior ◽  
Social Media Marketing ◽  
The Internet ◽  
Digital Era ◽  
Brand Relationship ◽  
The Social ◽  
Marketing Activities ◽  
The Relationship

In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of “costumers” The SM provides a platform where “costumers” are exposed to the best product with the best price along with reviews and opinions about the merchandise. So, we can turn our heads and look at a brand in a way as if the brand is speaking to us. This study was an attempt to explore the Social Media Marketing Activities (SMMA) that are being used for the marketing of fashionable products like apparel and to what level the SMMA activities of brands truly strengthen the relationship with customers and motivate purchase intention. Moreover, SMMA has a robust application in developing a marketing strategy for business. It has become a significant tool that collaborates with businesses and people. It is concluded that the “costumer”-brand relationship does have a positive and statistically significant impact on consumers’ purchase intention through SM.

scholarly journals Understanding Social Media Marketing activities in Western Balkans

2021 ◽  
Vol 72 (6) ◽  
pp. 869-893
Author(s):  
Visar Rrustemi ◽  
Gezim Jusufi
Keyword(s):  
Social Media ◽  
Empirical Research ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Probit Regression ◽  
Western Balkans ◽  
Online Consumers ◽  
Marketing Activities ◽  
Business Policies ◽  
The Impact

Digital marketing activities through social media are being developed extensively by firms in the Western Balkans region, therefore the purpose of this paper is to investigate the impact of social media marketing activities on increasing sales of SMEs in the Western Balkans, with special emphasis on those of Kosovo. Using a sample of 100 manufacturing SMEs, we have researched the impact of digital marketing activities which are carried out through social media, on increasing the sales or turnover of these SMEs. The achieved results were analyzed through probit regression. The results show that facebook is mostly used for business activities in these SMEs. Also, the analyzed SMEs give a lot of importance to the opinions and comments of consumers expressed on social media. They design their business policies based on the comments and opinions received from online consumers. This empirical research provides data on the implementation of social media marketing activities by SMEs in the Western Balkans region.

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 What Makes GO-JEK Go in Indonesia? The Influences of Social Media Marketing Activities on Purchase Intention

2021 ◽  
Vol 17 (1) ◽  
pp. 89-103
Author(s):  
Massoud Moslehpour ◽  
Taufiq Ismail ◽  
Bey Purba ◽  
Wing-Keung Wong
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Brand Image ◽  
Two Dimensions ◽  
Social Media Marketing ◽  
Primary Data ◽  
Online Questionnaire ◽  
The Social ◽  
Marketing Activities ◽  
The Relationship

This research examines the relationship between social media marketing activities and purchase intention mediated by trust and brand image to confirm the constructs with practical applicability, specifically in a growing online ride-hailing service company. This study employs a quantitative approach with a causal research design to test the proposed hypotheses to identify interrelationships between each pair of constructs. Data collection was performed through a survey of 350 respondents via an online questionnaire as the primary data source distributed to social media users in Indonesia who had experienced using GO-JEK services. In addition, EFA, CFA, SEM, and bootstrapping methods were run to analyze these research data. Social media marketing, trust, and brand image affect consumers’ purchase intention significantly. Among the five dimensions of social media marketing, the findings show that two dimensions—namely, entertainment and word of mouth, bring the most significant direct effect on purchase intention. Trust and brand image mediate the relationship between social media marketing and purchase intention. This study suggests practical directions for organizations. First, it reveals the social media dimensions that directly encourage purchase intention among consumers. Second, it explains that trust and brand image can amplify each variable’s influence on the purchase intention among consumers. GO-JEK is an example of the online ride-hailing industry that causes the generalizability issue in different business contexts. Based on our findings, there are some practical directions for GO-JEK. First, it reveals the social media marketing dimensions that directly encourage purchase intention among consumers to use GO-JEK. Second, it explains that trust and brand image can amplify the influence of each variable on consumers’ purchase intention. Very few studies investigated social media marketing’s role in a GO-JEK business model in the Indonesian context. This research delivers in-depth insights into the significant factors that affect Indonesian consumers to decide which product they intend to buy through the influence of social media activities.

scholarly journals Analisis Strategi Pesan Content Marketing Untuk Mempertahankan Brand Engagement

2018 ◽  
Vol 10 (2) ◽  
pp. 167
Author(s):  
Nigar Pandrianto ◽  
Gregorius Genep Sukendro
Keyword(s):  
Social Media ◽  
Brand Engagement ◽  
Descriptive Research ◽  
The Social ◽  
Marketing Activities ◽  
Content Strategy ◽  
Use Of Social Media ◽  
The Right ◽  
Culinary Culture ◽  
Content Marketing

The use of social media as an alternative medium to communicate marketing messages is increasingly massive. In the landscape of the contemporary marketing industry that is commonly called content marketing. But the use of this medium is not always use the right strategy. The strategy in this context is content strategy. The result, this process does not show the expected results. One of them is that there is no significant brand awareness among audiences. Even though the use of marketing content appropriately can produce a very obvious engagament brand. Therefore it is always interesting to observe the content strategy used by a brand, then see if the strategy used is appropriate to the intended goal or not. Likewise with the marketing activities that Pasar Papringan tries to do through the Instagram account @PasarPapringan. In this study the author will examine the marketing content of social media Instagram accounts Pasar Papringan. The research method used in this study is qualitative research. Meanwhile, the type of research used in this study is descriptive research that systematically describes facts or characteristics of certain populations in a factual and careful manner. From here the author will see whether the social media marketing content has been produced according to its purpose or not. The results of the study show that the content strategy chosen by the Pasar Papringan account is informative only, and this not relevant to the audience. The relevance of the content will be obtained if Pasar Papringan does a deeper profiling to the audience and explore themes that are relevant to the Pasar Papringan itself, like culinary, culture, dan peoples around Pasar Papringan. Pemanfaatan media sosial sebagai medium alternatif untuk mengomunikasikan pesan-pesan pemasaran semakin masif. Dalam lanskap industri marketing kontemporer ini yang lazim disebut konten marketing. Namun pemanfaatan medium ini tidak selalu dibarengi pemilihan strategi yang tepat. Strategi yang dimaksud adalah strategi konten. Akibatnya komunikasi yang dilakukan tidak memperlihatkan hasil yang memuaskan. Salah satunya adalah tidak terlihatnya brand engagament secara signifikan. Padahal pemanfaatan konten marketing secara tepat dapat menghasilkan brand engagament yang sangat kentara. Oleh sebab itu selalu menarik untuk mengamati strategi konten yang digunakan oleh sebuah brand, lalu melihat apakah startegi yang digunakan telah sesuai atau tepat denga tujuan yang diharapkan. Begitu juga dengan aktivitas marketing yang dicoba dilakukan oleh Pasar Papringan melalui akun Instagram @PasarPapringan. Dalam penelitian ini penulis akan meneliti konten marketing media sosial akun Instagram Pasar Papringan. Metode penelitian yang digunakan dalam penelitian ini adalah penelitian kualitatif. Sedangkan, jenis penelitian yang digunakan dalam penelitian ini adalah penelitian yang sifatnya deskriptif yang menggambarkan secara sistematis fakta atau karakteristik populasi tertentu secara faktual dan cermat. Dari sini penulis akan melihat apakah konten marketing media sosial tersebut telah diproduksi sesuai tujuannya atau belum. Hasil penelitian memperlihatkan strategi konten yang dipilih oleh akun Pasar Papringan masih bersifat informatif, dan belum relevan dengan audiens. Relevansi konten akan diperoleh jika Pasar Papringan dapat melihat lebih dalam profil audiens dan mengeksplorasi tema-tema yang relevan dengan Pasar Papringan itu sendiri, seperti kuliner, kebudayaan, orang-orang yang ada di seputar Pasar Papringan.

scholarly journals Social Media Consumer Perceptions in the Context of Demographic Features

2020 ◽  
Author(s):  
Muhammed Fatih Cevher ◽  
Erdoğan Taşkın
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Consumer Perceptions ◽  
Popular Method ◽  
The Social ◽  
Technological Developments ◽  
Social Media Platforms ◽  
Marketing Activities ◽  
Demographic Features

Consumer behavior, which is one of the focus issues of marketing, continues to be examined from different perspectives after changing technological developments. As marketing activities have been realized through social media platforms in recent years, it has also made it possible to examine the social media platforms and consumers as users. Influencer Marketing is an increasingly popular method of influencing consumers in social media with the help of influencers. It is important for businesses to send their messages about their brand or products to consumers and affect them. Consumers' evaluation of these messages is realized through their perceptions. The analysis of consumer perceptions in terms of demographic features in social media is also the focus of this study.

scholarly journals KLINIK PEMASARAN DIGITAL BAGI DOSEN BERWIRAUSAHA

2021 ◽  
Vol 4 (2) ◽  
pp. 443
Author(s):  
Alin Liana ◽  
Sulfaidah Sulfaidah ◽  
Maisya Zahra Al Banna
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Waste Treatment ◽  
Electronic Devices ◽  
Digital Marketing ◽  
Goods And Services ◽  
Second Stage ◽  
Promotional Video ◽  
Two Stages ◽  
The Web

ABSTRAKPemasaran digital merupakan strategi promosi produk barang dan jasa dengan memanfaatkan media digital yang terintegrasi pada perangkat elektronik dan menggunakan koneksi jaringan internet. Terdapat 6% dosen STKIP Pembangunan Indonesia  mengelola usaha mikro secara mandiri, yang bergerak dalam bidang kuliner, kosmetik, pakaian, pemanfaatan sagu, budidaya tanaman dan usaha pengolahan limbah plastik. Usaha mikro yang digeluti oleh dosen masih cenderung konvensional, dan belum memanfaatkan peluang digitalisasi dalam pemasaran produknya, sehingga perlu dilakukan pelatihan pemasaran digital untuk mengimbangi besarnya tantangan persaingan usaha saat ini. Kegiatan ini dibagi menjadi dua tahap, tahap pertama merupakan pemberian materi marketing digital yang terdiri atas (i) pemanfaatan website dan media sosial sebagai media promosi produk, (ii) penguasaan teknik dasar iklan, dan (iii) pemanfaatan video untuk iklan. Sedangkan tahap kedua merupakan praktek pemanfaatan web atau media sosial oleh peserta untuk mempromosikan produk yang dijual. Dari hasil pelatihan ini seluruh peserta dapat menerapkan pemasaran digital dalam mempromosikan produk yang dijual, dan terdapat satu orang peserta yang telah berhasil memanfaatkan video promosi untuk meningkatkan jumlah produk yang terjual. Kepuasan peserta terhadap pelatihan diukur menggunakan kuesioner, yang menunjukkan bahwa 88% peserta menyatakan puas terhadap pelatihan ini. Kata kunci: pemasaran digital; dosen; STKIP Pembangunan Indonesia. ABSTRACTDigital marketing is a strategy to promoting goods and services products by utilizing digital media integrated in electronic devices and using internet network connections. There are 6% lecturers of STKIP Pembangunan Indonesia managing micro businesses independently, engaged in culinary, cosmetics, clothing, sago, decorative plants and plastic waste treatment business. Micro businesses pursued by lecturers still tend to be conventional, and have not taken advantage of digitalization opportunities in the marketing of their products, so it is necessary to conduct digital marketing training to offset the magnitude of the challenges of business competition today. This activity is divided into two stages, the first stage is the provision of digital marketing materials consisting of (i) the utilization of websites and social media as a product promotional media, (ii) mastery of basic advertising techniques, and (iii) the utilization of video for advertising. While the second stage is the practice of using the web or social media by participants to promote the products sold. From the results of this training all participants can apply digital marketing in promoting their products, and there is one participant who has successfully utilized the promotional video to increase the number of products sold. Participants' satisfaction with the training was measured using a questionnaire, which showed that 88% of participants expressed satisfaction with the training. Keywords: digital marketing; lecturer; STKIP Pembangunan Indonesia.

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