scholarly journals The paradigm of international marketing in the digital age

2021 ◽  
pp. 147-152
Author(s):  
A. T. Yerimpasheva ◽  
R. E. Tarakbaeva ◽  
S. A. Yolcu
Keyword(s):  
Big Data ◽  
New Technologies ◽  
Consumer Preferences ◽  
Online Advertising ◽  
International Marketing ◽  
Marketing Research ◽  
Digital Age ◽  
Marketing Strategies ◽  
New Paradigm ◽  
Asymmetry Of Information

As globalization and the internationalization of economies develop, traditional marketing strategies are gradually fading into the background. The digital age is coming, which is forming a new paradigm of international marketing. At the same time, as a result of the COVID–19 pandemic, the processes of transition to digitalization have accelerated. The new paradigm of international marketing is manifested in the intensification of competition, frequent changes in the product range, the need to expand partnerships and the reduction of asymmetry of information. In order to attract and retain customers in the era of advanced digital technologies, successful companies are forced to develop new strategies. New technologies such as Big Data and artificial intelligence are becoming an alternative. Consumer preferences are also changing regarding the form of advertising. Online advertising becomes preferable. With the aim of to identify the main features of the new marketing paradigm, preliminary qualitative secondary and primary studies were conducted. To study secondary information, a search for scientific literature on the research topic was carried out in the databases SCOPUS, Science Direct and Springer, which allowed us to understand the main trends in the development of international marketing in the era of digitalization. To conduct primary research, we compiled a questionnaire, consisted of open-ended questions. The survey was conducted using a Google Form. The questionnaire contained four sections on the following topics: (I) Manifestations of a new marketing paradigm; (II) Marketing strategies in a digital environment; (III) Big data VS Marketing research; and (IV) Online Advertising. A sample of convenience, based on 12 respondents – marketing specialists, allowed formulating marketing strategies in the context of the digitalization of the world.

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 Personality or Value: A Comparative Study of Psychographic Segmentation Based on an Online Review Enhanced Recommender System

2019 ◽  
Vol 9 (10) ◽  
pp. 1992 ◽  
Author(s):  
Hui Liu ◽  
Yinghui Huang ◽  
Zichao Wang ◽  
Kai Liu ◽  
Xiangen Hu ◽  
...  
Keyword(s):  
Big Data ◽  
Language Processing ◽  
Recommender System ◽  
Consumer Preferences ◽  
Explanatory Power ◽  
Marketing Research ◽  
User Preferences ◽  
User Preference ◽  
Data Driven ◽  
Product Categories

Big consumer data promises to be a game changer in applied and empirical marketing research. However, investigations of how big data helps inform consumers’ psychological aspects have, thus far, only received scant attention. Psychographics has been shown to be a valuable market segmentation path in understanding consumer preferences. Although in the context of e-commerce, as a component of psychographic segmentation, personality has been proven to be effective for prediction of e-commerce user preferences, it still remains unclear whether psychographic segmentation is practically influential in understanding user preferences across different product categories. To the best of our knowledge, we provide the first quantitative demonstration of the promising effect and relative importance of psychographic segmentation in predicting users’ online purchasing preferences across different product categories in e-commerce by using a data-driven approach. We first construct two online psychographic lexicons that include the Big Five Factor (BFF) personality traits and Schwartz Value Survey (SVS) using natural language processing (NLP) methods that are based on behavior measurements of users’ word use. We then incorporate the lexicons in a deep neural network (DNN)-based recommender system to predict users’ online purchasing preferences considering the new progress in segmentation-based user preference prediction methods. Overall, segmenting consumers into heterogeneous groups surprisingly does not demonstrate a significant improvement in understanding consumer preferences. Psychographic variables (both BFF and SVS) significantly improve the explanatory power of e-consumer preferences, whereas the improvement in prediction power is not significant. The SVS tends to outperform BFF segmentation, except for some product categories. Additionally, the DNN significantly outperforms previous methods. An e-commerce-oriented SVS measurement and segmentation approach that integrates both BFF and the SVS is recommended. The strong empirical evidence provides both practical guidance for e-commerce product development, marketing and recommendations, and a methodological reference for big data-driven marketing research.

Lead Generation and Behavioral Marketing

2012 ◽  
pp. 202-214
Keyword(s):  
Focus Groups ◽  
New Technologies ◽  
Online Advertising ◽  
Interactive Media ◽  
Marketing Research ◽  
Basic Activity ◽  
New Concepts ◽  
Main Emphasis ◽  
Lead Generation ◽  
The One

The importance of introducing lead generation is that it is the most basic activity before publishing an advertisement or conducting any other strategic activity on the Internet. Advertisements formed by a true understanding of the target customers, their wants, motives, and the main reasons for purchasing are more efficient and effective. Thus, marketers always try to adapt their solution based on the sensitive needs and wants of their audience. These efforts of marketers on the one hand, and emergence of new technologies in interactive media on the other, have led to the creation of a new concept of lead generation in marketing and online advertising with the responsibility of collecting information, trends, and surfing methods of various customers. This chapter focuses on lead generation as a new responsibility of interactive agencies and its role in B2B and B2C. Also, the way of launching a successful lead generation strategy will be reviewed, and new concepts such as behavioral targeting and behavioral marketing will be mentioned. Meanwhile, by studying forums and online communities, the chapter will show how focus groups based on traditional marketing research are being replaced by free online focus groups. The main emphasis of this chapter is the application of new technologies for making Internet advertising more effective.

scholarly journals The Potential of The Big Data Implementation, in Serbia, in the context of Marketing Research

2018 ◽  
Vol 23 (2) ◽  
pp. 39
Author(s):  
Ana Miodrag Zekavica ◽  
Aleksandar Djordjevic ◽  
Aleksandra Vukmirovic ◽  
Jovanka Vukmirovic ◽  
Milica Brankovic
Keyword(s):  
Artificial Intelligence ◽  
Big Data ◽  
Online Survey ◽  
New Technologies ◽  
Research Question ◽  
Marketing Research ◽  
Business Environment ◽  
Global Market ◽  
Business Decision ◽  
Business Entities

Research question: Big Data represents a true business revolution in many areas, and, as such, in marketing research, as well. The subject of this study is the analysis of the existing stage, as well as of the achieved results in the implementation of the Big Data Technology in Serbia. Motivation: The success in managing the company depends on the ability to provide quality and comprehensive information by establishing personalized (1:1) communication with consumers on the global market in real or near real-time. This form of communication has become an imperative of the modern business decision-making process. Advanced Internet technologies, Cloud Computing (Cloud Technology), Big Data and Artificial Intelligence open a significant business potential for companies in Serbia to emerge on global markets. Idea: of this study is to perceive current business environment in Serbia through the prism of research development based on the Big Data technologies. Relevant hypotheses and conducted research have been set up with the aim of pointing to the potential of applying modern information-communication technologies, with an emphasis on artificial intelligence and the Big Data concept. Data: The survey was conducted on 154 business entities from the Serbian Business Register Agency’s database. The applied sampling method was a random analysis (selection was made randomly from the total number of selected companies, with the same probability of choice). Tools: An online survey was used, and respondents were contacted via e-mail. Findings: Research results, opinions and attitudes of managers, experts in the fields of marketing research and information technology, indicate a significant degree of justifiability of investments in new technologies in the Republic of Serbia and result in several proposals of certain measures and recommendations of incentives that should be conducted by the State. Contribution: The solutions in this paper are based upon the implementation of standardized procedures and advanced tools that could be used to overcome a "bottleneck" in the existing IT infrastructure, in order to enable a rapid collection and implementation of enabled data.

scholarly journals Political marketing in the times of big data

2017 ◽  
pp. 34-44
Author(s):  
Piotr Pawełczyk ◽  
Jakub Jakubowski
Keyword(s):  
Big Data ◽  
Political Communication ◽  
Marketing Strategies ◽  
Political Marketing ◽  
New Paradigm ◽  
Commercial Activities ◽  
Marketing Activities ◽  
History Of ◽  
The Times ◽  
Election Strategies

Academic considerations on the topic of political marketing very often boil down to discussing the political history of the 20th and 21st centuries, while failing to account for the significant changes in the range of instruments used to implement election strategies. However, the academic discussion about political marketing as an applied sub-discipline should take into account some mechanisms for accomplishing specified tasks. Therefore, the purpose of this paper is to fill this gap and try to examine the influence of the tools based on big data on the broad picture of what we name marketing activities in the field of politics. We would like to present readers with our hypothesis that the profound changes in this area that were particularly noticeable in the election and referendum campaigns in 2016 may provide a premise to identify a new paradigm in the discussion on the use of marketing strategies in political communication. It would be based on the Internet combining the function of a communication channel and a source of data about voters. This information is next used for marketing purposes. It should be emphasized that this mechanism that has been used in the field of commercial activities for almost a decade, in the field of politics produces completely new and potentially dangerous consequences for citizens 

scholarly journals Project Management in the Fourth Industrial Revolution

2021 ◽  
Vol 9 (2) ◽  
pp. 79-96
Author(s):  
António Cabeças ◽  
Mário Marques da Silva
Keyword(s):  
Artificial Intelligence ◽  
Big Data ◽  
Industry 4.0 ◽  
Industrial Revolution ◽  
New Technologies ◽  
High Impact ◽  
Human Adaptation ◽  
New Paradigm ◽  
Quantum Communications ◽  
Fourth Industrial Revolution

The Fourth Industrial Revolution (also referred to as Industry 4.0) is driven by a massive utilization of new technologies, such as robots, artificial intelligence, Internet of Things (IoT), Big Data, Quantum Computing and Quantum Communications, replacing humans by machines in certain tasks or the development of new or more efficient tasks. The Fourth Industrial Revolution is originating huge modifications in society and organizations. Human adaptation to the new paradigm is required, as it will have a high impact on jobs and on the required skills.

scholarly journals SIG y bases de datos. Oportunidades y retos en la transición de los sistemas tradicionales al Big Data = GIS and databases. Opportunities and Challenges in the Transition from Traditional Systems to Big Data

2019 ◽  
pp. 135
Author(s):  
Laura García Juan ◽  
Alejandro Vallina Rodríguez
Keyword(s):  
Big Data ◽  
Swot Analysis ◽  
New Technologies ◽  
Current Debate ◽  
Great Weight ◽  
New Paradigm ◽  
Relational Models ◽  
Need To Evaluate ◽  
Nuevas Tecnologías ◽  
Technological Options

La universalización y democratización de diversas geotecnologías, sumada a la creación y consumo de grandes cantidades de geodatos, ha generado un impulso para lograr soluciones tecnológicas que satisfagan las nuevas necesidades surgidas. El debate actual se centra en la disyuntiva de la continuidad de operar con sistemas tradicionales, o bien apostar por el surgimiento y consolidación de nuevas tecnologías, como es el caso del Big Data. A todo ello se suma la necesidad de evaluar y analizar el encaje de los SIG, herramienta fundamental del geógrafo en estos nuevos planteamientos.Dentro de todo este complejo universo, se tomará como ejemplo la transición que se está produciendo en el campo de las bases de datos, verdadero corazón de un SIG. Tradicionalmente se ha venido empleando modelos relacionales, que están actualmente en pugna con opciones más novedosas, entre las que destaca el ya citado Big Data, con una potente irrupción en el mundo geográfico, y con un gran peso fuera de él.A través de una revisión crítica, realizada de forma empírica, mediante el desarrollo de una matriz multicriterio y de la aplicación de un análisis DAFO, con este trabajo se pretenden evaluar las opciones tecnológicas, actuales y futuras, más adecuadas para dar respuesta a este nuevo paradigma.AbstractThe universalization and democratization of diverse geotechnologies, added to the creation and consumption of large amounts of geodata, has generated an impulse to achieve technological solutions that meet the new needs that have arisen. The current debate focuses on the dilemma of the continuity of operating with traditional systems, or betting on the emergence and consolidation of new technologies, such as Big Data. To all this is added the need to evaluate and analyze the fit of GIS, a fundamental tool of the geographer in these new approaches.Within this complex universe, we will take as an example the transition that is taking place in the field of databases, the true heart of a GIS. Traditionally they have been using relational models, which are currently in conflict with newer options, among which the Big Data stands out, with a strong irruption in the geographical world, and with a great weight outside it.Through a critical review, conducted empirically, through the development of a multicriteria matrix and the application of a SWOT analysis, this paper aims to evaluate the technological options, current and future, more appropriate to respond to this new paradigm.

scholarly journals Foreword: Big Data Future and the First Decade of an Interdisciplinary Journal

2018 ◽  
Author(s):  
Peter M. Shane
Keyword(s):  
Big Data ◽  
Information Society ◽  
New Technologies ◽  
Digital Age ◽  
Information And Communications Technologies ◽  
Law And Policy ◽  
Cultural Life ◽  
Communications Technologies ◽  
Challenges And Opportunities ◽  
Interdisciplinary Journal

This essay is the Foreword for a symposium entitled "Big Data Future," which was organized by I/S: A Journal of Law and Policy for the Information Society. As the Journal marked the end of its first decade of publication, this piece explains how the emergence of the Big Data phenomenon substantiates the premises for the interdisciplinary journal's creation: the information and communications technologies of the digital age promise to reshape virtually every aspect of our collective economic, social, political, and cultural life, and appropriate roles of law and policy in meeting the challenges and opportunities that new technologies pose requires a wide-ranging interdisciplinary conversation.

Factors Affecting Customer Switching Behavior towards Hybrid Electrical Vehicles (HEV’s) from a Customer Perspective in Jordan

2018 ◽  
Vol 1 (3) ◽  
pp. 53
Author(s):  
Bushra Mahadin
Keyword(s):  
Decision Making ◽  
Consumer Behaviour ◽  
New Technologies ◽  
International Marketing ◽  
Current Trend ◽  
Switching Behavior ◽  
Future Research ◽  
Decision Making Process ◽  
Customer Switching ◽  
Electrical Vehicles

Purpose-This paper aims to investigate factors that affect customer switching from Internal Combustion Engine Vehicles (ICEV’s) to Hybrid Electrical Vehicles (HEV’s), in Jordan for the period of (2010-2014).Design/methodology/approach-A self-administered survey was hand-delivered to the targeted sample of car users in Jordan. The authors delivered 400 questionnaires to customers, from which 333 were deemed valid for the analysis, corresponding to the percentage of (83.25%) which indicates the validity of the study. Findings- There was no difference in switching behavior between (ICEV’s) and (HEV’s) based on gender in the Jordanian market. Fuel consumption efficiency was the number one variable that supports the switching behavior towards (HEV's), followed by Eco friendliness, lower taxes and technological features. Price and the current trend in the market were the least supporting factors. In addition to that the perception of the battery life of (HEV's), limited choices in the market, lack of information and fear of the relatively new technology were the major hindering factors of choosing an (HEV).Research limitations-Future research needs to investigate other factors that may affect customers’ behavior such as perceived image, trust, and subjective norms. Future research should investigate into the importance of environmental awareness and new technologies, and gender differences in behavior. From an international marketing standpoint, comparative studies between Jordanian and non-Jordanian customers are potential areas of future research for international marketing strategies and cross-cultural consumer behaviour analysis. Practical implications-The paper identifies the determinants of switching behavior. marketers should focus addressing customers concerns in terms of providing enough information and building awareness towards the technology and it's benefits towards the society and the environment.Originality/value-Our study is one of the few in Jordan that investigates the switching behavior towards vehicles technology. Our study is thought to have made a modest contribution to consumer behaviour literature and, specifically, for decision making process. It offers marketers insights into the determinants of switching behavior towards the hybrid vechicle technology and how this contribute to consumers’ decision making process and attitudes to achieve the intended behavioural outcomes

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