Digital Marketing in the Globalization Process

2021 ◽  
pp. 185-200
Author(s):  
Ali Tehci
Keyword(s):  
Social Media ◽  
Competitive Advantage ◽  
Real Time ◽  
Global Economy ◽  
Digital Marketing ◽  
Cross Border ◽  
Social Media Platforms ◽  
Marketing Activities

It is seen that the global economy has changed significantly as a result of digitalization, which facilitates cross-border communication and transactions. For this reason, businesses must use technology to promote their products or services and to encourage consumers. In this respect, social media platforms provide businesses with real-time opportunities such as running campaign events, promoting products or services. In this study, the concept of digital marketing, which is extremely important for businesses, was examined and the importance of this concept was tried to be explained with examples from real-time marketing activities. Organizations or brands must take advantage of digital marketing opportunities to gain competitive advantage. Especially on social media platforms, companies are thought to be successful as a result of participating in real-time marketing activities and performing these activities appropriately.

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 THE IMPORTANCE OF DIGITAL MARKETING FOR WINERIES AND DEVELOPMENT OF WINE TOURISM: CASE STUDY OF SERBIA

2020 ◽  
pp. 241-251
Author(s):  
Tatjana Pivac ◽  
◽  
Mirjana Maksimović ◽  
Ivana Blešić ◽  
◽  
...  
Keyword(s):  
Social Media ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Wine Tourism ◽  
Social Media Platforms ◽  
Marketing Activities ◽  
Structured Questionnaire

The wineries recognized the increasingly important role of digital marketing as a valuable and appropriate tool to reach consumers. Wineries owners need to learn to use and apply social media in their marketing activities, as well as which activities are most effective for their needs. This paper intends to provide a brief analysis of digital wine marketing and social media marketing contributions for the wineries to increase brand awareness, sales, and development. The purpose of this research is to investigate social media adoption and engagement amongst wineries and more importantly to understand the activities they use to interact with consumers on social media platforms. For the purpose of this paper, a structured questionnaire was created. The authors wanted to examine to what extent the wineries are familiar with digital marketing and how much they use it in their own business. The study included 50 wineries across Serbia. Serbian wineries need to be more competitive on the tourist market and understand better the mode of functioning of different systems. The results show that Facebook and Instagram are the main platforms that wineries use to engage with consumers.

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 Classification Connection of Twitter Data using K-Means Clustering

2019 ◽  
Vol 8 (6S4) ◽  
pp. 14-22
Keyword(s):  
Social Media ◽  
Real Time ◽  
Clustering Methods ◽  
Time Analysis ◽  
Data Set ◽  
Dynamic Data ◽  
Real Time Analysis ◽  
Twitter Data ◽  
Social Media Platforms ◽  
Insight Into

The rise of social media platforms like Twitter and the increasing adoption by people in order to stay connected provide a large source of data to perform analysis based on the various trends, events and even various personalities. Such analysis also provides insight into a person’s likes and inclinations in real time independent of the data size. Several techniques have been created to retrieve such data however the most efficient technique is clustering. This paper provides an overview of the algorithms of the various clustering methods as well as looking at their efficiency in determining trending information. The clustered data may be further classified by topics for real time analysis on a large dynamic data set. In this paper, data classification is performed and analyzed for flaws followed by another classification on the same data set.

scholarly journals Detecting Damage Building Using Real-Time Crowdsourced Images And Transfer Learning

2021 ◽  
Author(s):  
Gaurav Chachra ◽  
Qingkai Kong ◽  
Jim Huang ◽  
Srujay Korlakunta ◽  
Jennifer Grannen ◽  
...  
Keyword(s):  
Social Media ◽  
Deep Learning ◽  
Real Time ◽  
Transfer Learning ◽  
Learning Model ◽  
Research Community ◽  
Rescue Work ◽  
The Public ◽  
Social Media Platforms ◽  
Deep Learning Model

Abstract After significant earthquakes, we can see images posted on social media platforms by individuals and media agencies owing to the mass usage of smartphones these days. These images can be utilized to provide information about the shaking damage in the earthquake region both to the public and research community, and potentially to guide rescue work. This paper presents an automated way to extract the damaged building images after earthquakes from social media platforms such as Twitter and thus identify the particular user posts containing such images. Using transfer learning and ~6500 manually labelled images, we trained a deep learning model to recognize images with damaged buildings in the scene. The trained model achieved good performance when tested on newly acquired images of earthquakes at different locations and ran in near real-time on Twitter feed after the 2020 M7.0 earthquake in Turkey. Furthermore, to better understand how the model makes decisions, we also implemented the Grad-CAM method to visualize the important locations on the images that facilitate the decision.

scholarly journals Latinx Digital Memory: Identity Making in Real Time

2019 ◽  
Vol 5 (4) ◽  
pp. 205630511986264
Author(s):  
Melissa Villa-Nicholas
Keyword(s):  
Social Media ◽  
Identity Formation ◽  
Cultural Values ◽  
Real Time ◽  
Cultural Memory ◽  
Corporate Sponsorship ◽  
Memory Work ◽  
Digital Memory ◽  
Social Media Platforms

Recently, there has been an increase in cultural Latinx social media platforms, leading to a renaissance of digital visual cultural memory work around Latinidad. This work focuses on how Latinx digital memory participates in an ongoing identity formation in real time, both in resistance to and collusion with American cultural values. By looking at popular visual Latinx social media accounts, this article explores how Latinx identity is constructed and adapted in real time, through Latinx social media platforms. Three main trends are noted as arising from Latinx social media: nostalgia around Latinx identity, the corporate sponsorship of Latinx memory, and the resistance to hegemonic Latinidad narratives.

scholarly journals Let's Have a Tweetup: The Case for Using Twitter Professionally

2016 ◽  
Vol 140 (9) ◽  
pp. 956-957 ◽  
Author(s):  
Maren Y. Fuller ◽  
Timothy Craig Allen
Keyword(s):  
Social Media ◽  
Real Time ◽  
San Francisco ◽  
Media Use ◽  
Patient Privacy ◽  
Social Media Use ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Social Media Network

Social media use is very common and can be an effective way for professionals to discuss information and interact with colleagues. Twitter (Twitter, Inc, San Francisco, California) is a social media network where posts, termed tweets, are limited to 140 characters. Professional use of Twitter is ideal for physicians interested in both networking and education and is optimally used to facilitate in-person networking. Live-tweeting (posting real-time reactions to events) at professional meetings is also a popular and highly successful use of Twitter. Physicians report patient privacy as the top concern preventing use of social media for professional reasons, and although generally social media use is safe, it is essential to understand how to protect patient confidentially. Other social media platforms with potential for professional use include Facebook (Facebook, Inc, Menlo Park, California), Instagram (Facebook, Inc), YouTube (YouTube, LLC, San Bruno, California), and Periscope (Twitter, Inc). With Twitter and other social media options, now is the time for pathologists to increase our visibility on social media and worldwide.

scholarly journals AthPPA: A Data Visualization Tool for Identifying Political Popularity over Twitter

Information ◽  
2021 ◽  
Vol 12 (8) ◽  
pp. 312
Author(s):  
Alexandros Britzolakis ◽  
Haridimos Kondylakis ◽  
Nikolaos Papadakis
Keyword(s):  
Social Media ◽  
Sentiment Analysis ◽  
Real Time ◽  
Data Visualization ◽  
Visualization Tool ◽  
Political Leaders ◽  
Political Event ◽  
Data Analyst ◽  
Industrial Sectors ◽  
Social Media Platforms

Sentiment Analysis is an actively growing field with demand in both scientific and industrial sectors. Political sentiment analysis is used when a data analyst wants to determine the opinion of different users on social media platforms regarding a politician or a political event. This paper presents Athena Political Popularity Analysis (AthPPA), a tool for identifying political popularity over Twitter. AthPPA is able to collect in-real-time tweets and for each tweet to extract metadata such as number of likes, retweets per tweet etc. Then it processes their text in order to calculate their overall sentiment. For the calculation of sentiment analysis, we have implemented a sentiment analyzer that is able to identify the grammatical issues of a sentence as well as a lexicon of negative and positive words designed specifically for political sentiment analysis. An analytic engine processes the collected data and provides different visualizations that provide additional insights on the collected data. We show how we applied our framework to the three most prominent Greek political leaders in Greece and present our findings there.

The use of social media by higher education institutions

2020 ◽  
Vol 65 (2) ◽  
pp. 30-42
Author(s):  
Jacek Maślankowski ◽  
Łukasz Brzezicki
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Big Data ◽  
Competitive Advantage ◽  
Full Advantage ◽  
Higher Education Institutions ◽  
Marketing Activities ◽  
Use Of Social Media ◽  
Marketing Methods

Higher education institutions have been using, to an increasing extent, various marketing methods and tools, which are becoming a decisive factor in building their competitive advantage and achieving success. In order to initiate and maintain long-term relationships with their communities and to conduct other marketing activities, higher education institutions have been increasingly often using social media, which has enabled them to actively create their image. The aim of this study is to utilize big data methods and tools to measure the scale of the use of social media by the higher education sector. The research carried out in the first quarter of 2019 demonstrates that large higher education institutions, i.e. those with over 1696 students (according to the adopted classification), use social media to communicate current news to a larger extent than the smaller ones. A significantly smaller percentage of mediumsized higher education institutions (223-1695 students) and small ones (up to 222 students) have accounts in social media, thus failing to take full advantage of the potential of these media. Higher education institutions use social media mainly to promote events they organise.

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