Digital Marketing as a Communication Tool in Emerging Businesses

2019 ◽  
pp. 353-366
Author(s):  
Carlos Luis Torres Briones
Keyword(s):  
Social Media ◽  
Small Businesses ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Communication Tool ◽  
Starting A Business ◽  
Content Generation

Emerging businesses face the daily challenge of competing in a world where major brands use their complete artillery to communicate and attract customers, and where small businesses are the most affected, so they should be more intelligent and daring to compete in the daily market. Here, the authors study the theory of digital marketing as a communication tool for emerging businesses and its benefits according to different authors. As a result, they propose the EComPymes model, where the appropriate basic tools for these type of companies are shown; thus, content generation through social media, mobile marketing, and email are the main options, not only for starting a business but competing with low budgets.

A Systematic Review of Digital Marketing in South Africa

2020 ◽  
pp. 143-162 ◽  
Author(s):  
Vera Nsahlai ◽  
Refiloe Khoase ◽  
Patrick Ndayizigamiye ◽  
Shopee M. Dube
Keyword(s):  
South Africa ◽  
Systematic Review ◽  
Social Media ◽  
South African ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Digital Platforms ◽  
Social Media Platforms ◽  
African Context ◽  
Meta Analyses

This chapter investigates the extent of digital marketing usage in South Africa, its perceived impact, and factors that influence its adoption in the South African context. The methodology adopted is the systematic review using the preferred reporting items for systematic reviews and meta-analyses (PRISMA) framework. The results show that digital platforms currently used include mobile marketing (SMS) and social media platforms. The findings suggest that SMS-based marketing may be appealing to other market segments but not to young adults. The findings further suggest that social media marketing has had a significant influence on the purchase intentions among South African millennials (Generation Y). Moreover, the findings suggest that marketers, in their quest to influence customer purchasing decisions, should consider the knowledge that social media followers have regarding a subject matter (such as a product), and make an effort to educate those followers on the subject (or product) before suggesting a purchase.

scholarly journals Storytelling and Social Networking as Tools for Digital and Mobile Marketing of Luxury Fashion Brands

2017 ◽  
Vol 11 (6) ◽  
pp. 136 ◽  
Author(s):  
Zahaira Fabiola González Romo ◽  
Irene García-Medina ◽  
Noemí Plaza Romero
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Social Networking ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Mobile Environment ◽  
The Public ◽  
Media Events ◽  
Depth Interviews

This research intends to discover what the current strategies in digital marketing that are being carried out by brands in the luxury fashion sector are. It is intended to identify the most relevant aspects in the interaction of brands with their audiences in a digital and mobile environment, for which qualitative techniques have been used, through content analysis and in-depth interviews. We have found that, among others, the principle of "storytelling" is one of the key strategies in digital marketing, this principle is found in video marketing strategies, social media, events and exhibitions open to the public, which seek to interact with public and show its history.

Digital Marketing

2021 ◽  
pp. 172-202
Author(s):  
Mohammad Osman Gani ◽  
Anisur Rahman Faroque
Keyword(s):  
Social Media ◽  
Economic Development ◽  
Search Engine ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Digital Platforms ◽  
Search Engine Marketing ◽  
Marketing Activities ◽  
E Mail

The current innovation of marketing embraces digital platforms. Digital marketing has become the successor to the economic development of many countries. This chapter intends to depict how to harness the power of digital marketing strategies as a driver of marketing activities. This chapter will navigate and provide an overview on search engine optimization (SEO), search engine marketing (SEM), web analytics, social media marketing platforms (Facebook, Instagram, YouTube, WeChat, Line, Twitter, Snapchat, etc.), e-mail marketing, mobile marketing, and display advertising and discuss the consequences of different digital marketing platforms. This chapter will navigate and thrive on how the fast-growing world of marketing develops strategy and content for communication.

Social Media Communication in the Artisan Economy

2016 ◽  
Vol 7 (3) ◽  
pp. 32-41 ◽  
Author(s):  
Angela Au ◽  
Peter J. Anthony
Keyword(s):  
Social Media ◽  
Small Businesses ◽  
Small Firms ◽  
Cost Effective ◽  
The United States ◽  
Customer Relationships ◽  
Small Business Owners ◽  
Communication Tool ◽  
Home Based ◽  
Communication Option

Social media is a viable marketing and communication option for small businesses as it is cost-effective and easy to use. This study explores how small business owners in the artisan economy utilize social media to communicate with their customers. Artisan small businesses share similarities with small firms in other sectors, but they face unique challenges. Five artisan owners in the United States participated in semistructured interviews answering questions relating to marketing and communication. Artisan owners work in home-based businesses and rarely interact with customers in-person. Social media is a primary communication tool. Facebook, Twitter, and Instagram are sites artisan owners utilize to connect with existing and previous customers. Social media is helpful in maintaining customer relationships as well as reaching out to potential clients. When customers interact with artisan owners on social media such as liking and sharing posts, word-of-mouth marketing is created. Social media might help artisan owners increase customer loyalty and sales.

scholarly journals Effective tools of digital marketing implementation

2019 ◽  
pp. 67-74
Author(s):  
Michael Schaefer ◽  
Oksana Hetman
Keyword(s):  
Social Media ◽  
Mobile App ◽  
Digital Tools ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Marketing Plan ◽  
Generation Process ◽  
Everyday Activity ◽  
Digital World ◽  
Wide Range

Relevance of research topic. Although the Internet is a part of the daily life, some parts of the population continue to be excluded from the digital world due to the lack of digital skills and knowledge. An access to the digital technologies become significantly important as a mean of allowing everyone to participate in the digital society fearlessly. That is why it is an extremely important to consider a wide range of the modern digital tools (mostly, marketing digital tools), which will help anyone to achieve their purposes in their professional and everyday activity. Formulation of the problem. The main problem that will be addressed during our study is summarizing, justification and analyzing digital marketing tools in order to rise digital literacy to achieve certain goals. Analysis of recent research and publications. Modern scientific, tutorial and popular literature’s space is filled with the description of the digital marketing concept, its significance and application into the current everyday life. Authors has reviewed papers of American, British, Chinese, Finish, Polish, Ukrainian and Indian authors and practitioners dedicated to summarizing the best marketing tools worldwide. However, all of these findings are not good schemed logically to provide the best applicable practice for inexperienced marketing tools users. Unexplored parts of the general problem. The main practical problem is to take a correct digital marketing tool in order to concentrate attention to the effective decision making and do not waste time and resources. The aim of our study is concentrated description and clustering of the modern digital marketing tools for their effective choice and application into the practice. The main tasks that will be solved due to our research are following (1) description of the current world social media environment in numbers; (2) research of the different types of marketing digital tools and their efficiency; (3) finding ways for the most effective digital marketing usage according to the case. Research methodology. Researching a wide range of digital marketing tools, we have used SEO engines, as well as scientific methods of analysis and synthesis, systemic approach to summarize and justify all current modern marketing tools. Methods of digital clustering and grouping have been used by constructing a table of digital marketing means. Results. Authors have analyzed a lot of statistic materials characterizing digital environment nowadays. It is underlined that 86% of people aged 16-55+ use social media at least once per day, and 72% use it multiple times per day that makes necessary to develop business digitalization. Social media marketing features have been characterized. The Main Digital Marketing Tools have been presented with their possibilities to use in a table form. Authors have provided a deeply detailed systematization of the digital marketing tools and made it clear recommendations about their correct and effective usage. Application of results. When the business grows, it is not necessary to add people (hiring) multiplying current costs, but it is advisable simply to add digital applications which will help to solve all managing issues. Digital tools help to construct a clear digital marketing plan outlining company's online marketing and advertising. The goal of a digital marketing plan is to drive conversions by means of social media, content, and blog strategy. Conclusions. Authors have described over 160 digital marketing tools clustering them for thirs types and application spheres. Accent is pointed out at the SEO tools, Marketing Automation and Mobile Marketing Applications. By having strong SEO and using online advertising, it is possible to drive visitors to the website of any company and to present them with a free information-based offer. Marketing Automating the follow-up to the lead generation process is a smart way to ensure the marketing runs continuously and smoothly all the time. Effective ways of Mobile Marketing usage include text message campaigns, having a mobile app and creating a mobile loyalty program.

EFFECT OF DIGITAL MARKETING ON CONSUMER BASED BRAND EQUITY OF MICRO ENTERPRISES IN NIGERIA

2021 ◽  
Vol 2 (2) ◽  
Author(s):  
Kingsley ONANA
Keyword(s):  
Social Media ◽  
Search Engine ◽  
Brand Equity ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Primary Data ◽  
Survey Tool ◽  
Search Engine Optimization ◽  
Insignificant Effect ◽  
Micro Enterprises

Micro enterprises in Nigeria lack brand equity in terms of customers awareness for distinct Nigerian micro enterprises brands, trust in perceived quality for micro enterprises products, loyalty and brand associations which limits their ability to perform well despite use of digital marketing. This study sought to ascertain the effect of digital marketing on consumer-based brand equity (CBBE) of micro enterprises in Nigeria with social media marketing, email marketing, mobile marketing, web solutions marketing, search engine optimization and pay per click advertising as the independent variables of the study, while micro enterprises consumer-based brand equity was the dependent variable of the study. The study adopted survey research design with a sample of 400 respondents from a population of micro enterprises’ customers who were registered active internet users in the country. Factor Analysis using structural equation modelling (SEM) was employed in analyzing the primary data collected for the study from structured questionnaire in google forms electronic survey tool. The study found that social media and mobile marketing have positive but insignificant effect on the brand equity of micro enterprises while webs solutions has a negative but insignificant effect. Email, search engine optimization and pay-per-click on the other hand have positive significant effects on brand equity of micro enterprises in Nigeria. The study therefore recommends that email, search engine optimization and pay-per-click usage can be continued, while social media, web solutions and mobile marketing should be improved to a point where their effects can be positive and significant. Keywords: Digital Marketing, Consumer Based Brand Equity, Micro Enterprises, Nigeria

scholarly journals Role of Social Media Optimization in Digital Marketing with special reference to Trupay

2018 ◽  
Vol 7 (2.11) ◽  
pp. 52
Author(s):  
Seema Sahai ◽  
Richa Goel ◽  
Priyanka Malik ◽  
Chitra Krishnan ◽  
Gurinder Singh ◽  
...  
Keyword(s):  
Social Media ◽  
Special Reference ◽  
Electronic Media ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Media Optimization ◽  
The People ◽  
Marketing Tool ◽  
E Mail

Social media optimization has been used by many organizations in the recent years, after the growth of Internet, for enhancing the growth and profits of their business. This paper discusses some of the strategies of digital marketing adopted by Trupay after the period of demonetization in India.SMO (Social Media Optimization) can be defined as the process of increasing the popularity and awareness of the product in the minds of the people. It is basically a marketing tool which helps in the promotion, marketing and sale of the product. Digital marketing is the method of promoting a product or a brand using electronic media like Mobile marketing, E-mail marketing etc..  

scholarly journals Digital Marketing Communications: Selection Criteria

2021 ◽  
Author(s):  
Larisa Kapustina ◽  
Olga Gaiterova ◽  
Natalya Izakova ◽  
Maksim Lazukov
Keyword(s):  
Digital Media ◽  
Small Businesses ◽  
Net Present Value ◽  
Methodological Approach ◽  
Internet Marketing ◽  
Digital Marketing ◽  
Marketing Communications ◽  
Mobile Marketing ◽  
Television Content ◽  
Media Channels

This article discusses the concepts of digital and internet marketing and analyzes the classification of digital marketing communications. The purpose of the study is to develop criteria, a methodological approach to selecting the most appropriate digital marketing tools for a particular enterprise and market, and a system of indicators for evaluating the effectiveness of the marketing communications complex. The methodological approach is applied to small businesses in the retail market of cut flowers. For a specific company digital advertising, launching an internet site, maintaining social networks and search marketing were selected. Calculations of marketing communications performance indicators have shown that the use of digital marketing tools leads to a positive financial result. The survey has established that digital marketing is broader than internet marketing and includes the following media channels: social media marketing, digital television, content marketing, e-mail marketing, web site, SEO, Banner Ads, mobile marketing, streaming platforms, digital billboards. For specific purposes and markets it is sufficient to use not all, but part of the digital communication tools. The criteria for their selection are proposed: the marketing budget, the goals of the marketing strategy, the age of the audience, the competence of the company’s staff and the frequency of use of digital marketing tools. To assess the effectiveness of digital marketing communications a system of indicators is proposed that includes such indicators as: ROMI (Return on Marketing Investment), site traffic; profitability of sales on the Internet, increase in net profit, NPV (Net Present Value), popularity of certain pages of the site; information about the sources of transition to the site; duration of stay on the site; triggers for performing targeted actions; conversion and Web Analytics indexes. Keywords: digital marketing, digital marketing communications, digital media channels

scholarly journals EFFECT OF DIGITAL MARKETING STRATEGIES ON GROWTH OF SMALL MEDIUM ENTERPRISES IN LIQUEFIED PETROLEUM GAS DISTRIBUTION IN NAIROBI CITY COUNTY, KENYA

2019 ◽  
Vol 4 (1) ◽  
pp. 88
Author(s):  
Benson Njuguna Ngochi ◽  
Dr. Allan Kihara
Keyword(s):  
Social Media ◽  
Technology Acceptance ◽  
Search Engine ◽  
Pearson Correlation ◽  
Marketing Strategies ◽  
Descriptive Statistics ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Email Marketing ◽  
Search Engine Marketing

Purpose: The currents research sought to establish the effects of digital marketing strategies on growth of SMEs in LPG distribution in Nairobi County, Kenya.The research specificifically sought to establish the effects of mobile marketing, search engine marketing, media marketing and email marketing on the growth of SMEs in LPG distribution in Nairobi County, Kenya.Methodology: The research was anchored on Technology Acceptance Theory, Transaction Cost Innovative Theory, Expectation Confirmation Theory and Resource Based View Theory.The target population comprisedof 895 SMEs dealing with LPG distribution in Nairobi County. Fisher’s sampling formula was adopted in acquiring a sample of 268 SMEs. The unit of observation comprised of owners/managers of the SMEs under examination.The instrument for primary data collection in this research was a numerical 5-point Likert scale questionnaire. The research used Cronbach alpha threshold value of 0.7 for internal consistency of the research instrument. The information collected was analyzed by employing descriptive statistics and inferential analysis using statistical package for social science (SPSS) version 21 and MS Excel Software. Descriptive statistics involved calculation of the mean, frequency, percentages and standard deviation while Pearson correlation coefficient and a multiple regression was the inferential statistics applied in the study. The results and findings were presented in tables, figures and charts.Results:The study found that most of SME ensures timely sending of messages to their customers on availability of products and contacts both existing and prospective customers directly to inform them on the availability of their products. The study also found that most of SMEs have a Facebook page for advertising their products, have a twitter account for their SME and post their range of products to various Facebook pages to enhance their customer reachability. The study concluded that mobile marketing had the greatest influence on growth of SMEs in LPG distribution in Nairobi County, Kenya followed by email marketing, then search engine marketing while social media marketing had the least influence on the growth of SMEs in LPG distribution in Nairobi County, Kenya.Contribution to theory, policy and practice: The study recommends that management of SMES in LPG distribution should make sure that the application on which the content is created should be versatile and compatible with mobile devices, that SMES in LPG distribution in Nairobi County should mix and match various mediums such emails, social media and mobile phones to reach their desired target audience and that SMES in LPG distribution should make use of social media such as Twitter for promoting their products and services and offering real time response to customers’ complaints.

scholarly journals Marketing Digital: A Utilização Das Mídias Sociais como um Canal de Comunicação no Varejo de Moda de Barbalha-CE / Digital Marketing: The use of Social Media as a Communication Tool in the Fashion Retail Market in Barbalha, Ceará

2019 ◽  
Vol 13 (44) ◽  
pp. 486-507
Author(s):  
Piedley Macedo Saraiva
Keyword(s):  
Social Media ◽  
Digital Marketing ◽  
Retail Market ◽  
Communication Tool ◽  
De Se ◽  
Fashion Retail ◽  
Use Of Social Media

As empresas têm se aproveitado das ferramentas digitais como uma maneira de criar vínculo, estabelecer comunicação e interação de maneira direta e rápida na mensagem compartilhada com o público de interesse. O progresso das tecnologias proporcionou inúmeras maneiras de se estabelecer um espaço de diálogo e as organizações estão aprendendo sobre essas tendências e sobre as possibilidades de explorar o que as novas mídias de relacionamento prometem. Assim, este trabalho tem como tema o marketing digital, e apresenta como objeto de estudo, a utilização das mídias sociais como um canal de comunicação no varejo de moda de Barbalha-Ce. O modelo de pesquisa utilizada foi exploratório e descritiva, se utilizando ainda de um estudo de caso. Para isso, foi utilizado como instrumento para coleta de dados, entrevista estruturada com os proprietários das empresas estudadas e questionários aplicado a clientes e prospect (possíveis clientes). Quanto a análise dos dados apresentados nas entrevistas, foi percebido que a utilização do marketing digital feitos pelas empresas através das redes sociais é bastante intensa, de modo que cada um dos empreendimentos possui características reservadas de como alcançar os clientes, usufruem também essas mídias sociais para além da divulgação e captar novos clientes, obter uma possível fidelização dos mesmos. 

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