An Evaluation of the Usability of a DMO's Digital Marketing Strategy

2021 ◽  
pp. 88-101
Author(s):  
Bernardo Borges ◽  
Rui Costa
Keyword(s):  
Marketing Strategy ◽  
Qualitative Evaluation ◽  
Marketing Channel ◽  
Digital Marketing ◽  
Qualitative Assessment ◽  
Digital Environment ◽  
The Creation ◽  
Informative Content

Destination management organisations should be able to reach all those who intend to visit the region they manage in the digital environment, directing their actions towards the development of consolidated strategies, promoting the creation of awareness through extremely informative content, disseminating the notion that the most reliable means for collecting information will be through the organisation that manages the destination. This research aims to understand if the main digital marketing channel of destination management organisations in the Center of Portugal (website) is optimised in terms of usability and content to provide a relevant experience to the tourist. To this end, a qualitative evaluation was used. The qualitative assessment, which relates to the most technical part of the usability, was analysed through interviews with professionals relevant to the study area. The analysis allowed to perceive the evaluation and the usability of the websites of the Center of Portugal.

scholarly journals IMPLEMENTATION OF INNOVATIVE APPROACHES IN DIGITAL MARKETING

2021 ◽  
Author(s):  
Ihor Ponomarenko
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Data Science ◽  
Target Audience ◽  
Machine Learning Algorithms ◽  
Digital Marketing ◽  
Digital Environment ◽  
Innovative Products ◽  
Potential Customers ◽  
Innovative Approaches

The article focuses on the intense transformation of marketing in connection with the processes of digitalization and socio-economic transformations as a result of the COVID-19 pandemic. The features of using the main digital marketing tools as effective elements for establishing communications with the target audience are revealed. The expediency of introducing innovative approaches and technologies to increase the conversion rate has been proven. In the context of digital marketing, traffic generation involves the implementation of measures set that encourage potential customers to follow the company's links. The presence of an effective marketing strategy of the company in the digital environment involves the use of sales funnels, with the characteristics of the traffic involved at each stage. The focus of the company on generating organic and paid advertising traffic in accordance with the specifics of the company's functioning in the digital environment has been substantiated. The need for market research has been proven to create, on an ongoing basis, personalized content that will be in demand among the relevant groups of potential customers. It is not enough for modern subscribers to periodically provide access to thematic content, it is necessary to ensure the constant interest and desire of users to get acquainted with the materials, which is possible only with the implementation of flexible and original approaches. The necessity of using various digital marketing tools has been substantiated, since a large number of companies focus only on social media. The interest of large companies in creating specialized social media to promote specialized content increases competition and leads to the introduction of innovative products that can be used to increase the efficiency of formation and improvement of marketing strategies in the digital environment. The specificity of the machine learning algorithms application to improve the effectiveness of a company's marketing strategy in the digital environment is disclosed. Using a variety of data science approaches, it is possible to segment the target audience based on large amounts of data and increase the likelihood of increasing the level of potential customers loyalty.

scholarly journals DIGITAL MARKETING: CONSUMER BEHAVIOR

2019 ◽  
pp. 5-11 ◽  
Author(s):  
G. V. Butkovskaya ◽  
A. V. Statkus
Keyword(s):  
Consumer Behavior ◽  
Marketing Strategy ◽  
Digital Technologies ◽  
Digital Marketing ◽  
Digital Environment ◽  
Research Issues

Corporations direct significant funds to create a “digital relationship” with customers. The article deals with the results of research in the field of digital marketing, in particular theoretical and research issues of changes in consumer behavior under the influence of digital technologies and the digital environment. The basis for future researches of consumer behavior has been introduced, which highlights the points of contact in the implementation of the marketing strategy and tactics, where digital technologies have and will have a significant impact.

scholarly journals Omnichannel marketing strategy

2019 ◽  
pp. 39-45 ◽  
Author(s):  
V. I. Aleshnikova ◽  
T. A. Beregovskaya ◽  
E. V. Sumarokova
Keyword(s):  
Comparative Analysis ◽  
Marketing Strategy ◽  
Practical Problem ◽  
Single Channel ◽  
Marketing Channel ◽  
Digital Marketing ◽  
Service Control

Scientific and practical problem, associated with the organization of longterm mutually beneficial relations between the seller and the buyer based on digital marketing has been examined. The concepts of the marketing channel as a single channel of sales, service, control, which uses diff ent formats, media tools; as well as omnichannel strategy based on the interests of the seller and the buyer have been сlarified. The results of a comparative analysis of multichannel and omnichannel strategies in marketing according to nine characteristics; author’s model “omnichannel marketing wheel” have been introduced in the article. The model reflects the specifics of the omnichannel marketing strategy. Seven main groups of elements, that provide the conditions for a «seamless» continuous mutually beneficial interaction between seller and customer, have been presented in this model.

Analysis, Design and Implementation of a Digital Marketing Strategy for Ecommerce

2017 ◽  
Vol 4 (1) ◽  
pp. 1-29
Author(s):  
Bernhart Farras Sukandar ◽  
Maulahikmah Galinium ◽  
Panji Mukadis
Keyword(s):  
Marketing Strategy ◽  
Digital Media ◽  
Marketing Channel ◽  
Digital Marketing ◽  
Design And Implementation ◽  
Marketing Effectiveness ◽  
Challenges And Opportunities ◽  
Analysis Design ◽  
Tools And Techniques ◽  
The Impact

This paper is an Analysis, Design and Implementation of a Digital Marketing Strategy for eCommerce. Marketers are faced with new challenges and opportunities within this digital age. Digital marketing is the utilization of electronic media by the marketers to promote the products or services into the market. The main objective of digital marketing is attracting users and allowing them to interact with the brand through digital media. This article focuses on the importance of digital marketing for both marketers and consumers. We examine the effect of digital marketing on MerekIndonesia.com. This study has described multiple channels of digital marketing, effectiveness of it and the impact it has on MerekIndonesia.com visitor. The examined sample consists of six digital marketing channel to prove the effectiveness of digital marketing. Collected data has been analyzed with the help of various statistical tools and techniques.

Value of quantitative and qualitative assessment of protein in workers’ diet

2019 ◽  
pp. 97-103
Author(s):  
S. E. Dubenko ◽  
T. V. Mazhaeva ◽  
G. M. Nasybullina
Keyword(s):  
Amino Acids ◽  
Physical Exertion ◽  
Qualitative Evaluation ◽  
Essential Amino Acids ◽  
Qualitative Assessment ◽  
Health State ◽  
Occupational Hazards ◽  
Occupational Groups ◽  
Branched Chain ◽  
Amino Acid Contents

Th e authors reviewed literature on methodic evaluations of human requirements of protein, based on Russian and foreign data bases (Scopus, Web of Science, MedLine, RINTs, eLIBRA RY) via key words in article headings, and evaluated quality and quantity of protein in diets of workers exposed to occupational hazards. Average requirements of amino acids and their additional intake for bett er health state in certain occupational groups remains a topical problem. Th e article covers list of methods for quantitative and qualitative evaluation of proteins in foods and diets. Findings are diff erences in approaches to protein quantity regulation in Russian Federation and WHO/FAO/UNU (protein normal level in RF is higher, depends on physical exertion, with lower quantity of amino acids with branched chain in structure of essential amino acids). Th erapeutic and prophylactic diet corresponding to Order N46 of Russian Health Ministry for main occupations of metallurgic workshops can be considered as high-proteous and balanced in amino acid contents. Necessity is to study adequate intake of amino acids in workers exposed to occupational hazards, for improving protective and adaptative body mechanisms, and prevention of occupational and occupationally conditioned diseases.

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

Internet marketing tool – SEO-optimization of the enterprise site

2021 ◽  
pp. 84-89
Author(s):  
Ihor Ponomarenko ◽  
Alina Sapian
Keyword(s):  
Search Engine ◽  
Research Methodology ◽  
Internet Marketing ◽  
Target Audience ◽  
Digital Marketing ◽  
The Internet ◽  
Digital Environment ◽  
Important Place ◽  
Search Engine Optimization ◽  
Web Resource

The purpose of this article is to consider issues related to the peculiarities of the use of search engine optimization in the implementation of a comprehensive marketing strategy in the digital environment. Research methodology. The research methodology is system-structural and comparative analyzes (to study the application of search engine optimization in the process of improving the efficiency of the company on the Internet); monograph (the study of various software solutions in the field of digital marketing); eco- nomic analysis (when assessing the effectiveness of the use of SEO in the process of attracting the target audience and its impact on the growth of conversions). The scientific novelty – features of using search engine optimization as an effective tool of digital marketing in modern conditions are revealed. The expediency of using SEO to increase the level of competitiveness of the company on the Internet is proved. A set of Internet marketing measures to strengthen the company’s communications with the target audience in the digital environment is revealed, as well as the role in this structure of search engine optimization is outlined. The expediency of building a semantic core as a basic element of search engine optimization of a company’s web resource and creating preconditions for long-term provision of high positions of the site in search services is proved. The subject of the research is the approach to the possibility of using search engine optimization methods in modern conditions to ensure a highly competitive position of the company and its web resources in the digital space in the long period. Conclusions. The digitalization of business leads to the intensification of the use of various digital marketing tools, among which search engine optimization occupies an important place. SEO-optimization of the company’s website involves the implementation of a set of measures aimed at increasing the place of the re- source in search results. Innovative approaches make it possible to integrate an up-to-date keyword list into important elements of a company’s web resource and to constantly update libraries in order to ensure high search engine rankings. Keywords: audience, Internet marketing, search engine optimization, site, targeted traffic.

Hitting the right note for child and adolescent mental and emotional wellbeing: a formative qualitative evaluation of Sistema Scotland’s “Big Noise” orchestral programme

2016 ◽  
Vol 15 (1) ◽  
pp. 25-36 ◽  
Author(s):  
Christopher Harkins ◽  
Lisa Garnham ◽  
Aileen Campbell ◽  
Carol Tannahill
Keyword(s):  
Mental Health ◽  
Mental Health Problems ◽  
Early Stage ◽  
Qualitative Evaluation ◽  
Qualitative Assessment ◽  
Potential Contribution ◽  
Emotional Wellbeing ◽  
Structured Interviews ◽  
Content Type ◽  
Causal Pathways

Purpose – Previous research emphasises the need for preventative interventions to reduce mental health problems among disadvantaged children and adolescents. There is however little consensus concerning the delivery and impacts of such interventions particularly non-clinical, arts-based models delivered within community settings. The purpose of this paper is to begin to address this deficit through a qualitative assessment of the short- to medium-term impacts to participants’ mental and emotional wellbeing within Sistema Scotland’s Big Noise orchestral programme. Design/methodology/approach – Semi-structured interviews, observation, participant drawing exercise, participatory filmmaking, focus group and analysis of programme engagement were undertaken to examine the mental and emotional wellbeing impacts of the programme which are observable at this early stage of programme delivery and participants’ lives. Findings – The qualitative findings indicate that participation in the Big Noise programme enhances participant mental and emotional wellbeing in three ways; first, the happiness and enjoyment of taking part in the programme and orchestra, particularly from music making; second, the security, belonging and relationships fostered through participation; the quality of musician/participant relationship is important here as is programme design which enables support, routine and structure; and third, increased pride, confidence and self-esteem, as a result of acquiring difficult musical skills, receiving regular praise and having frequent opportunities to demonstrate these acquired skills through regular orchestral performances. Originality/value – There is little evidence or understanding of community-based, preventative, arts interventions like Big Noise: their delivery, their life-course impacts and their potential contribution to mental health and to addressing social and health inequalities. The causal pathways in the field are under-theorised. These early findings are important as they serve as an important basis from which to consider the programme’s wider and longer term impacts, which will be assessed through an on-going longitudinal, mixed method summative evaluation.

scholarly journals Marketing Strategy in Wine Tourism: Tradition Versus Innovation

2020 ◽  
Vol 4 (3) ◽  
pp. 6-12
Author(s):  
Alla Levitskaia ◽  
◽  
Nadejda Ianioglo ◽  
Svetlana Curaxina ◽  
◽  
...  
Keyword(s):  
Marketing Strategy ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Competitive Advantages ◽  
Global Trends ◽  
Wine Tourism ◽  
Republic Of Moldova ◽  
Initial Stage ◽  
Tourism Activity ◽  
The Republic

The tools and technologies of traditional marketing cannot ensure the effective functioning of companies in the field of tourism and services. In this regard, the use of digital marketing technologies becomes a prerequisite for successful tourism activity. The results of the study confirm that the use of the digital marketing strategy approach in Moldovan wineries is at an initial stage while global trends prove the effectiveness of their application in the development of competitive advantages of wine tourism. In this article the authors consider it important and relevant to develop potential in the Republic of Moldova through the implementation of a digital marketing strategy in wine tourism promotion activity. Key words: wine tourism, digital strategy, mobile marketing.

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