Digital Marketing and Digital Retail Strategies in the Luxury Sector

2021 ◽  
pp. 112-129
Author(s):  
Giuseppe Colella ◽  
Cesare Amatulli
Keyword(s):  
Digital Technologies ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Luxury Brands ◽  
Critical Factors ◽  
Digital Platforms ◽  
Brand Communities ◽  
Market Trends ◽  
New Challenges ◽  
Near Future

Contemporary marketing strategies have shifted from unidirectional to bidirectional logic, according to which the rise of digitization and of social networks are changing the concept of marketing itself. The most impactful digital technologies have been digital platforms and brand communities, which have exposed companies and consumers alike to new challenges, such as online purchasing experiences. As a result, luxury retailers, who have traditionally resisted rapid adoption of market trends, have begun embracing digitization as part of their marketing strategies. This chapter highlights how understanding this topic is crucial amid changing global economics that are reshaping how luxury consumers interact with retailers. Through a qualitative approach based on semi-structured one-to-one interviews with experts from a leading digital marketing company, this chapter intends to illustrate the critical factors (and related opportunities) that luxury brands will look to exploit in the near future. The results highlight the pervading separation between digital technology and luxury brands.

scholarly journals MODERN DIGITAL MARKETING TRENDS AND THEIR INFLUENCE ON THE MARKETING STRATEGY FORMATION

2021 ◽  
Vol 1 (54) ◽  
Author(s):  
Valentyn H. Hnoievyi ◽  
◽  
Oleksandr M. Koren ◽  
Keyword(s):  
Artificial Intelligence ◽  
Marketing Strategy ◽  
Interpersonal Communication ◽  
New Technologies ◽  
Digital Communication ◽  
Marketing Research ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Customer Engagement ◽  
Digital Platforms

The article has dealt with the current trends of communication aspects of company’s relations with the customers. The emphasis is placed on the necessity to review the companies’ marketing strategies, in particular, due to communication constraints and the corresponding changes in the format of both direct and feedback with the customers. Restrictive measures have changed the format of competition, having created the conditions for its concentration in cyberspace. Changes in the nature of interpersonal communication predetermined by the limited personal activity and the introduction of remote forms of interaction, have generated demand for innovative ways of communication with customers. Other factors that require the adjustment of marketing strategies include the emergence of new behavioral capabilities of consumers associated with the intensive development of digital communication channels. It has been noted that in the digital communication environment, digital platforms provide the main format of communication with the existing customer base and potential customers. In addition, prompt acquisition and processing of data on purchasing behavior of customers allows companies to increase significantly the “sensitivity” of marketing research and optimize their own marketing decisions. Among the areas of increasing targeting and personalization of product offerings, the use of elements of artificial intelligence and voice search has been accentuated. Moreover, the use of artificial intelligence greatly facilitates and simplifies the work of marketers on the processing and initial analysis of the growing flow of digital marketing data, as well as provides greater efficiency. It has been concluded that widespread use of voice assistants in e-commerce requires companies to rethink radically their approaches to internal data processing, IT investment and customer engagement strategies. Active integration of chatbots into various communication platforms is able to make them universal tools for both business and consumers, which will allow them to become a familiar part of the user experience. Implementation of virtual reality and augmented reality elements in the interface of company websites can significantly diversify the process of collecting information by users and push them to unplanned purchases. It has been indicated that the growing standards of personalization and new rules of customer confidentiality will continue to require companies to be flexible and introduce new technologies in order to adapt permanently their business to new conditions. Focusing on building trust with customers based on digital communications will enable companies to create a long-term integrated marketing strategy and concentrate on the multi-channel nature of customer experience.

scholarly journals Digital Marketing: Significance and Trending Strategies During COVID-19

2020 ◽  
Vol 3 (11) ◽  
pp. 45-46
Author(s):  
Jyoti Gogia ◽  
Sawan Nanda
Keyword(s):  
Digital Media ◽  
Digital Age ◽  
Electronic Media ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Challenges And Opportunities ◽  
New Challenges

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 customers and allowing them to interact with the brand through digital media. The paper focuses on significance of digital marketing during COVID-19 and also discusses some trending digital marketing strategies.

Digital Marketing in Online Education Services

2017 ◽  
pp. 757-766
Author(s):  
Surabhi Singh
Keyword(s):  
Online Education ◽  
Marketing Strategy ◽  
Digital Media ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Educational Services ◽  
Digital Platforms ◽  
Education Services ◽  
Innovative Strategies ◽  
Sales Strategy

Digital activities are compulsorily required to include when online education services are concerned. The digital marketing strategy need to be defined if customer satisfaction has to be maintained. Digital activities are an increasingly important part of any marketing and sales strategy. The strong inclination of digital platforms for delivering courses online cannot be denied. The organization has to be focused on simple act of providing digital course and innovative strategies through which they interact with students and create learning environment. The marketing via digital media is significant for delivery of educational services online. We need to be updated in the area of online education services and for the same digital marketing strategies are critical.

Digital Marketing Optimization

2017 ◽  
pp. 559-567
Author(s):  
Neha Jain ◽  
Vandana Ahuja ◽  
Yajulu Medury
Keyword(s):  
Return On Investment ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Online Presence ◽  
Virtual Presence ◽  
New Challenges ◽  
The Creation ◽  
Online Traffic ◽  
Aids Organizations

Digital marketing is a proliferating field that has opened new challenges for marketers. These challenges address concepts of website navigation, searchability, and garnering online traffic –issues that are critical to any organization's online presence. This chapter identifies website characteristics, studies the role they perform in the context of an organization's virtual presence, and proposes the creation of a framework that aids organizations in optimizing their digital marketing strategies for better return on investment.

The Clash of the Titans

2020 ◽  
pp. 86-102
Author(s):  
Sachithra Lokuge ◽  
Darshana Sedera ◽  
Shailesh Palekar
Keyword(s):  
Information Technology ◽  
Technology Management ◽  
Digital Technologies ◽  
Digital Marketing ◽  
Chief Information Officers ◽  
New Challenges ◽  
The Creation ◽  
Management Approaches ◽  
It Innovations

The emergence of digital technologies provides organizations with affordable, easy-to-use, and easy-to-learn technologies that opens line-of-business (LOB) managers to participate in information technology-led innovations. Such participatory actions by the LOB-managers in information technology (IT) innovations at the department levels will lead the creation of new roles like the ‘chief digital marketing officer.' While the overall outlook for innovation becomes positive through such expanding contributions of the LOB-managers, such additions will ignite new challenges. Especially, such roles and approaches will contest the traditional centralized technology management approaches. This chapter provides three engagement models on how the LOB-managers and chief information officers could interact harmoniously to enhance the quality of IT innovations led by LOB-managers.

Digital Marketing in Online Education Services

2017 ◽  
Vol 7 (3) ◽  
pp. 20-29 ◽  
Author(s):  
Surabhi Singh
Keyword(s):  
Online Education ◽  
Marketing Strategy ◽  
Digital Media ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Educational Services ◽  
Digital Platforms ◽  
Education Services ◽  
Innovative Strategies ◽  
Sales Strategy

Digital activities are compulsorily required to include when online education services are concerned. The digital marketing strategy need to be defined if customer satisfaction has to be maintained. Digital activities are an increasingly important part of any marketing and sales strategy. The strong inclination of digital platforms for delivering courses online cannot be denied. The organization has to be focused on simple act of providing digital course and innovative strategies through which they interact with students and create learning environment. The marketing via digital media is significant for delivery of educational services online. We need to be updated in the area of online education services and for the same digital marketing strategies are critical.

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.

scholarly journals EFFECTIVENESS OF DIGITAL PLATFORMS AS FOOD AND BEVERAGE MARKETING MEDIA DURING THE COVID-19 PANDEMIC

2021 ◽  
Vol 2 (2) ◽  
pp. 122
Author(s):  
Ira Nur Hidayah ◽  
Nur Fadhilatur Rohmah ◽  
Muchammad Saifuddin
Keyword(s):  
Food Delivery ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Business Practices ◽  
Global Effect ◽  
Literature Study ◽  
Government Regulations ◽  
Digital Platforms ◽  
Depth Analysis ◽  
Food And Beverage

Covid-19 pandemic disrupted business practices worldwide, especially in food and everage sector. Not a few business actors in this sector closed their business due to declining sales during pandemic. In responding to this global effect, business actors are not only encouraged to adapt. Still, they must also think of practical steps to stabilize sales as before through creative and innovative digital marketing strategies. Data collected by interviews and literature study to provide an in-depth analysis of condition of food and beverage during Covid-19 pandemic and provide education about digital marketing strategies that business actors can apply to increase food and beverage sales during Covid-19 pandemic. The results showed that social media such as Instagram, Facebook, Twitter, and Whatsapps were effective in marketing food and beverage products. In addition, Shopeefood e-commerce platform and food delivery applications such as GrabFood and GoFood also play a significant role in success of food and beverage marketing and sales and can support government regulations to stay at home during the Covid-19 pandemic. 

Digital Marketing Optimization

2015 ◽  
pp. 162-170 ◽  
Author(s):  
Neha Jain ◽  
Vandana Ahuja ◽  
Yajulu Medury
Keyword(s):  
Return On Investment ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Online Presence ◽  
Virtual Presence ◽  
New Challenges ◽  
The Creation ◽  
Online Traffic ◽  
Aids Organizations

Digital marketing is a proliferating field that has opened new challenges for marketers. These challenges address concepts of website navigation, searchability, and garnering online traffic –issues that are critical to any organization's online presence. This chapter identifies website characteristics, studies the role they perform in the context of an organization's virtual presence, and proposes the creation of a framework that aids organizations in optimizing their digital marketing strategies for better return on investment.

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