New Event Trends as a Tool of Digital Marketing Communication

2021 ◽  
pp. 216-241
Author(s):  
Dilaysu Cinar
Keyword(s):  
Virtual Reality ◽  
Augmented Reality ◽  
Literature Review ◽  
Virtual Communities ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Communication Tool ◽  
Communication Tools ◽  
Social Events ◽  
Potential Customers

Today, with digital marketing communication, it has become easier to reach and persuade both existing and potential customers. The aforementioned situation is also valid for event applications which are one of the digital marketing communication tools. Indeed, with the technological power, brands began to offer participants almost unlimited options for events and participation takes place regardless of the venue. This study aims to provide information about the new event trends as a digital marketing communication tool. For this purpose, a literature review was made in the study. Accordingly, it can be argued that the new event trends used in digital marketing communications consist of real-time events, social events, storytelling, virtual reality and augmented reality applications, influencers, and virtual communities.

5. Promotions (marketing communications) and social media

2021 ◽  
pp. 63-79
Author(s):  
Kenneth Le Meunier-FitzHugh
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Sales Promotions ◽  
Communication Tools ◽  
Brand Values ◽  
Potential Customers

This chapter explores promotions, which are made up of a range of marketing communication tools that are critical in supporting the organization’s offer and conveying their brand values. They are designed to reach, interest, and engage customers in conversations and to encourage them to purchase their products. Promotional tools include advertising, sales promotions, public relations, direct marketing (on- or offline), sponsorship, and personal selling. Today, communication activities are being totally reinvented by the growth of social media and digital marketing. Indeed, the development of different types of social media has created opportunities to develop digital marketing that has an immediacy of interaction and increased intimacy with potential customers.

Progress and Development of Virtual Reality and Augmented Reality Technologies in Tourism

2020 ◽  
pp. 1-23
Author(s):  
Evrim Çeltek
Keyword(s):  
Virtual Reality ◽  
Augmented Reality ◽  
Research Methods ◽  
Smart Devices ◽  
Marketing Communication ◽  
Tourism Research ◽  
Tourism Marketing ◽  
Hospitality And Tourism ◽  
Smart Technologies

Progress and development of tourism technologies and applications available through smart devices provide an increasing diversity in tourism marketing. Augmented reality, virtual reality applications with the smart technologies, which are considered as new marketing communication instruments, increase awareness and help in terms of getting information about tourists and giving information to the tourist. Thus, this chapter provides an assessment regarding the progress of AR and VR researches published in hospitality and tourism journals. In particular, the chapter determines the current fields, topics, and research methods of AR and VR articles published in 32 hospitality and tourism research journals between 2000-2018, comparing the subjects and research methods of 32 journals and discussing the changes in topic areas throughout the years, to offer suggestions for further research on AR and VR for hospitality and tourism journals.

scholarly journals The Role of Integrated Marketing Communications in Enhancement of SMEs Growth in South Africa

2015 ◽  
Vol 7 (2(J)) ◽  
pp. 139-144
Author(s):  
Lawrence Mpele LEKHANYA
Keyword(s):  
South Africa ◽  
Literature Review ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Communication Tools ◽  
Starting Point ◽  
Communication Approach

The intention of this paper is to discover and empirically test the knowledge gap exist with regard to the role that integrated marketing communication (IMC) plays in the enhancement of SMEs growth. A quantitative approach is followed in this paper, with a questionnaire as the research instrument and questionnaire items established through a literature review. A sample of 374 SMEs owners/managers agreed to complete the questionnaire. In order to give a descriptive overview of variables relevant to the objectives of the study, a Cronbach test was performed. Certain ability in marketing communication by SMEs was evident from the sample. However, very few marketing communication tools are fully applied in order to enhance SMEs growth. A significant starting point, in attaching importance to the role of IMC enhancement of SMEs growth, is constituted by this paper’s sample, even though it is restrictively small. Practitioners may, from this paper, understand where intervention guidelines are needed, in order to improve an IMC plan needed for SMEs. Compared to previous research done on large company practices, this paper represents an original trial to empirically apply the marketing communication approach within SMEs.

scholarly journals Managing Digital Marketing Communication of Coffee Shop Using Instagram

2020 ◽  
Vol 14 (05) ◽  
pp. 108
Author(s):  
Dewi K Soedarsono ◽  
Bahtiar Mohamad ◽  
Adamu Abbas Adamu ◽  
Kennia Aline Pradita
Keyword(s):  
Empirical Studies ◽  
Structured Interview ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Communication Tools ◽  
Coffee Shop ◽  
Marketing Tool ◽  
Cost Efficient ◽  
Promotional Message

This paper focuses on managing the digital marketing communication of coffee shop using the Instagram. The Instagram application offer a great advantages such as quick and cheap marketing communication tools, particularly in  promoting the product, disseminating advertisement and brand awareness. Previous study highlighted that managing marketing communication via Instagram is a strategic tools to inform, persuade and remind consumers about what they offer. However, there is limited number of empirical studies on Instagram as a marketing communication tools on how efficiencies of Instagram application in managing digital marketing communication strategies to the customers. Therefore, this paper will enlighten the issues related to the application of Instagram as a marketing tool in the coffee shop business. The content analysis and semi-structured interview has been employed to gain in-depth knowledge from the owner, marketing staffs and marketing consultant who have experiences in managing the digital marketing communication strategy. The findings of the study revealed that Instagram application has become an effective marketing communication tools to disseminate the promotional message to the customers in quick way dan cost efficient as compare to the traditional media.

scholarly journals Suitability of the Kinect Sensor and Leap Motion Controller—A Literature Review

Sensors ◽  
2019 ◽  
Vol 19 (5) ◽  
pp. 1072 ◽  
Author(s):  
Tibor Guzsvinecz ◽  
Veronika Szucs ◽  
Cecilia Sik-Lanyi
Keyword(s):  
Virtual Reality ◽  
Augmented Reality ◽  
Literature Review ◽  
Mixed Reality ◽  
State Of The Art ◽  
Leap Motion ◽  
Kinect Sensor ◽  
Motion Controller ◽  
Leap Motion Controller ◽  
Error Distributions

As the need for sensors increases with the inception of virtual reality, augmented reality and mixed reality, the purpose of this paper is to evaluate the suitability of the two Kinect devices and the Leap Motion Controller. When evaluating the suitability, the authors’ focus was on the state of the art, device comparison, accuracy, precision, existing gesture recognition algorithms and on the price of the devices. The aim of this study is to give an insight whether these devices could substitute more expensive sensors in the industry or on the market. While in general the answer is yes, it is not as easy as it seems: There are significant differences between the devices, even between the two Kinects, such as different measurement ranges, error distributions on each axis and changing depth precision relative to distance.

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