scholarly journals KERANGKA CUSTOMER INTERFACE PADA WEBSITE ANCOL DALAM MENINGKATKAN CUSTOMER ENGAGEMENT

2020 ◽  
Vol 6 (1) ◽  
pp. 19
Author(s):  
Pitaloka Ayu Radhinda ◽  
Irwansyah Irwansyah
Keyword(s):  
Internet Marketing ◽  
Customer Engagement ◽  
Marketing Communication ◽  
Face To Face ◽  
Customer Interface

Keberadaan internet yang sudah menjadi kebiasaan bagi masyarakat ini kemudian melatarbelakangi fenomena peralihan komunikasi face to face menjadi komunikasi yang berlangsung secara digital atau disebut screen to face. Dalam dunia komunikasi pemasaran praktik internet marketing communication menjadi lebih relevan karena kegiatan pemasarannya dilakukan secara sistematis melalui komputer interaktif sehingga dapat menghubungkan para pelanggan online dengan suatu perusahaan melalui perangkat online lainnya. Proses komunikasi screen to face kemudian dijelaskan melalui konsep 8c’s framework of customer interface dan peneliti mengaitkannya dengan peningkatan customer engangement. Penelitian ini dilakukan dengan pendekatan kualitatif dengan metode studi kasus. Hasil penelitian ini menunjukan bahwa media komunikasi yang tampilannya dirancang sesuai dengan pelanggannya dapat membangun rasa keterikatan dan perilaku positif yang akan berdampak pada bisnis yang berjalan

MARKETING COMMUNICATION STRATEGIES OF THE ENTERPRISE IN THE CONDITIONS OF ECONOMY DIGITALIZATION

2018 ◽  
Author(s):  
Anastasiia Zerkal ◽  
◽  
Viktoriia Holomb ◽  
Keyword(s):  
Social Networks ◽  
Social Networking ◽  
Social Networking Sites ◽  
Positive Impact ◽  
Communication Strategies ◽  
Mobile Technologies ◽  
Customer Engagement ◽  
User Engagement ◽  
Marketing Communication ◽  
Internet Users

The article considers the peculiarities of the formation of marketing communication strategies of the enterprise in terms of digitalization of the economy. The main directions of mass media in the twentieth century are determined and the delimitation of modern social media is presented. The conditions of compliance of the website have been determined so that it can be considered as a part of web 2.0: the ability to independently contribute to the content of the site; User control of your own information and website design -interactive and useful. The influence of digital and mobile technologies on the peculiarities of users' communication, as well as their attitude to the interactivity of social networks is proved. The potential of social networks to support their brands, increase the customer base and promote goods and services of enterprises has been identified. It is determined that due to its popularity, social networking sites have had a significant impact on ways of social communication and as a result have changed the sales channels of enterprises. It is estimated that the number of people using social networks is growing very fast, and at the time of writing, more than 2.62 billion people are using social networking sites. The largest social networks were analyzed: Facebook, Pinterest, Twitter, LinkedIn, Instagram. Their features and advantages for both users and professional marketers of enterprises are determined. It is estimated that in 2021, 71% of the total number of Internet users were users of social networks, and this percentage is projected to increase. The most popular activity among Internet users is social networking, and it has a high level of user engagement, which has a positive impact on the sales of businesses that work with digital marketing tools. The ease and low cost of Internet marketing compared to conventional advertising has proven that businesses in all sectors of the economy can more effectively reach their target audience, and social networks help influence other potential customers, and allow businesses to get useful feedback on their product or service. Ultimately, this leads to improved products / services and customer engagement, ie improves the company's marketing communication strategies in today's digital economy.

E-Service Marketing

2014 ◽  
pp. 1-8 ◽  
Author(s):  
Ali Ghorbani ◽  
Emel Kursunluoglu Yarimoglu
Keyword(s):  
Service Quality ◽  
Paradigm Shift ◽  
Business Models ◽  
Service Marketing ◽  
Services Marketing ◽  
Internet Marketing ◽  
Information Economy ◽  
Electronic Networks ◽  
Customer Interface

In the cyber era, the extension of the information economy and electronic networks has caused the shifting of the economy from goods to services and emerging e-service marketing. The synthesis of Internet marketing and services marketing has formed this new area of marketing. This chapter starts with introducing e-service marketing and comparing components of traditional and electronic services marketing. The click-only and click-and-mortar business models are described as types of e-tailing. Afterward, the paradigm shift from traditional e-commerce to e-service is investigated. In order to measure of e-service quality, some scales are discussed. Finally, the chapter suggests 7Cs of the customer interface in e-service marketing.

Social Media and Its Implications for Marketing Communications

2015 ◽  
pp. 252-270 ◽  
Author(s):  
Irina Yankova ◽  
Wilson Ozuem
Keyword(s):  
Social Media ◽  
Customer Retention ◽  
Marketing Communications ◽  
Customer Engagement ◽  
Marketing Communication ◽  
Design And Implementation ◽  
Computer Mediated ◽  
Social Media Platforms ◽  
Way Of Thinking ◽  
The Uk

The field of marketing communications studies is often called on to close the gap between marketing and computer-mediated studies. This chapter engages with the concept of social media in the design and implementation of marketing communication programmes, particularly in the UK Fashion sector. The chapter goes on to conclude, rather sceptically, that understandings of the various nuances of social media platforms could engender effective customer retention programmes. It also offers a new way of thinking about customer engagement, incorporating social media platforms.

Giving Personalized Treatment

2016 ◽  
pp. 183-196
Author(s):  
Nidhi Phutela ◽  
Anubha Vashisht
Keyword(s):  
Customer Engagement ◽  
Discussion Forums ◽  
Revolutionary Change ◽  
Business Decisions ◽  
Face To Face ◽  
Personalized Services ◽  
Customer Delight ◽  
Common Strategy ◽  
Self Service ◽  
E Mail

Healthy profits are critical to any organization's survival and must be factored into key business decisions, including the decision to hold the customers with the firm. Though these benefits extend beyond the financial realm, organizations should focus more on customers because it makes good business sense. Therefore, to achieve operational excellence, a firm must integrate its sales and service functions across multiple channels that provide personalized services to its customers. From face-to-face contact to self-service websites, they must capitalize on every communication opportunity. Improving customer satisfaction is not enough, to stay competitive; firms must also focus on achieving customer delight. The value of relationships with customers is double the worth of measured brand value. Every single transaction with every customer is a big contributor to successful business. And, nowadays, organizations have started looking for various strategies that can satisfy, delight or excite customers. The most common strategy used is that of engaging its customers with a company or a brand. Vrious ways are adopted to engage customers both online and offline. It can be through extensive brand and product knowledge, discussion forums, personalized services like e-mails, sms etc. Online engagement tactics may bring a revolutionary change in the customer's mindset. Hence, the organization can shift its entire focus on Customers and must provide with an exceptional customer experience. Some of the strategies that can be implemented in this regard are: e-mail marketing and in-product messaging. E-mail Marketing is the commonly used approach by most of the firms these days. The purpose of sending e-mails can be numerous: feedback, upgrades, monthly newsletter, tradeshows, etc. But the question is what would be the response of the customers to these generalized mails. Will they take them on a serious not? The answer is a big ‘NO'. The customers would be appreciating these mails only and only if they are related to the specific interest of the customer. Personalized services steal a customer's heart at least to a certain extent. As far as the second approach is concerned, it is in-product messaging which is on a rise currently. It removes the hurdle of poor conversion rates as in the case of e-mail marketing, also, it focuses directly on customer. The aim of this chapter is to highlight the strategies of customer engagement in creating value satisfaction and thereby building customer loyalty leading to excellence in business, which is one of the key factors for excellence, with a special reference to online shopping. This chapter will provide theoretical framework to understand the relationship between excellence, customer Engagement and loyalty. This chapter is structured as follows. To start with, this chapter focuses on excellence of the business which benefits both the internal as well as the external customer, followed by the outcomes of previous investigations on conceptual framework of engagement.

Enhance Customer Engagement via Facebook Fanpage for Increased Purchase Intentions

2021 ◽  
Vol 11 (1) ◽  
pp. 62-77
Author(s):  
Mansi Gupta ◽  
Alka Sharma
Keyword(s):  
Digital Media ◽  
Paradigm Shift ◽  
Strong Association ◽  
Purchase Intentions ◽  
Customer Engagement ◽  
Marketing Communication ◽  
Brand Trust ◽  
Consumer Experiences ◽  
Marketing Tool ◽  
Positive Word Of Mouth

In recent times, social media has become a preferred marketing communication platform by the organisations with the consumers exhibiting an increased inclination towards the adaptation of this media. This paradigm shift justifies the positioning of brands in digital media platforms like Facebook, which provide an ideal platform for direct non-stop communication between organisations and customers. This builds a strong association between brands and consumers thereby generating brand trust through the sharing of consumer experiences and a positive word of mouth. Consumers do not make hasty decisions where there is the involvement of money, therefore trust plays a huge role in the usage of the services provided by eWallets. This study aims to investigate the effect of customer engagement through Facebook fan page usage on brand trust and purchase intentions. Results have revealed that consumer engagement through Facebook fan page usage generates trust for the eWallet brand in turn affecting purchase intentions indicating that Facebook fan pages can be utilised as an effective marketing tool.

Internet marketing complex to promote tourism business

2016 ◽  
Vol 4 (5) ◽  
pp. 63-68
Author(s):  
Остапчук ◽  
Aleksey Ostapchuk
Keyword(s):  
Internet Marketing ◽  
European Countries ◽  
Personal Computers ◽  
Marketing Communications ◽  
The Internet ◽  
Marketing Communication ◽  
Search System ◽  
Search Advertising ◽  
Search Optimization ◽  
Travel Industry

The article considers Internet marketing complex for promotion of travel business. The article gives a review of instruments of marketing communication in Internet network for touristic enterprises. The author describes the most common ways for users to interact with the network. The main devices through which users log on to the Internet are considered. The data on the percentage of use mobile devices and personal computers in Russia and European countries are given. The article summarizes the complex of instruments marketing communication on the Internet for tourist enterprises. The author considers types websites to promote businesses in travel industry, describes the structure of communication between organization and customer through various types of websites. The article presents a complex marketing communications through search engines, briefly describes search advertising and search optimization, presents the most popular search system of the Russian Internet segment.

scholarly journals Growth of Internet Marketing: The Indian Scenerio

2016 ◽  
Vol 3 (2) ◽  
Author(s):  
Anurag Mittal ◽  
Divya Mohan
Keyword(s):  
Customer Relationship Management ◽  
Internet Marketing ◽  
Online Marketing ◽  
Customer Relationship ◽  
Customer Engagement ◽  
The World ◽  
Marketing Spending ◽  
Use Of Internet ◽  
The Impact ◽  
Indian Scenario

Internet marketing is the process of promoting a brand, products or services over the internet. Its broad scope includes email marketing, electronic customer relationship management and any promotional activities that are done via wireless media. It also combines the technical and creative aspects of the World Wide Web such as advertising, designing, development and sales. Moreover, internet marketing also deals with creating and placing ads throughout the various stages of customer engagement cycle. The aim of the study is to investigate the growth of internet marketing in Indian scenario. To study the influence of the use of internet and thereby the impact of internet marketing in overall market scenario it was decided to record opinions on various aspects related to the growth of internet marketing. Hence the important entities of market, i.e. consumer were considered as the respondents. It is observed that online marketing is becoming a significant part of marketing for a large number of companies. It is also found that companies have inclination for increasing their online marketing spending.

Giving Personalized Treatment

2017 ◽  
pp. 1056-1069
Author(s):  
Nidhi Phutela ◽  
Anubha Vashisht
Keyword(s):  
Customer Engagement ◽  
Discussion Forums ◽  
Revolutionary Change ◽  
Business Decisions ◽  
Face To Face ◽  
Personalized Services ◽  
Customer Delight ◽  
Common Strategy ◽  
Self Service ◽  
E Mail

Healthy profits are critical to any organization's survival and must be factored into key business decisions, including the decision to hold the customers with the firm. Though these benefits extend beyond the financial realm, organizations should focus more on customers because it makes good business sense. Therefore, to achieve operational excellence, a firm must integrate its sales and service functions across multiple channels that provide personalized services to its customers. From face-to-face contact to self-service websites, they must capitalize on every communication opportunity. Improving customer satisfaction is not enough, to stay competitive; firms must also focus on achieving customer delight. The value of relationships with customers is double the worth of measured brand value. Every single transaction with every customer is a big contributor to successful business. And, nowadays, organizations have started looking for various strategies that can satisfy, delight or excite customers. The most common strategy used is that of engaging its customers with a company or a brand. Various ways are adopted to engage customers both online and offline. It can be through extensive brand and product knowledge, discussion forums, personalized services like e-mails, SMS etc. Online engagement tactics may bring a revolutionary change in the customer's mindset. Hence, the organization can shift its entire focus on Customers and must provide with an exceptional customer experience. Some of the strategies that can be implemented in this regard are: e-mail marketing and in-product messaging. E-mail Marketing is the commonly used approach by most of the firms these days. The purpose of sending e-mails can be numerous: feedback, upgrades, monthly newsletter, tradeshows, etc. But the question is what would be the response of the customers to these generalized mails. Will they take them on a serious not? The answer is a big ‘NO'. The customers would be appreciating these mails only and only if they are related to the specific interest of the customer. Personalized services steal a customer's heart at least to a certain extent. As far as the second approach is concerned, it is in-product messaging which is on a rise currently. It removes the hurdle of poor conversion rates as in the case of e-mail marketing, also, it focuses directly on customer. The aim of this chapter is to highlight the strategies of customer engagement in creating value satisfaction and thereby building customer loyalty leading to excellence in business, which is one of the key factors for excellence, with a special reference to online shopping. This chapter will provide theoretical framework to understand the relationship between excellence, customer Engagement and loyalty. This chapter is structured as follows. To start with, this chapter focuses on excellence of the business which benefits both the internal as well as the external customer, followed by the outcomes of previous investigations on conceptual framework of engagement.

scholarly journals Internet Marketing Communication and Schools: The Slovenian Case Study

Organizacija ◽  
2008 ◽  
Vol 41 (4) ◽  
pp. 136-143 ◽  
Author(s):  
Aleš Tankosić ◽  
Anita Trnavčevič
Keyword(s):  
Internet Marketing ◽  
Developed Countries ◽  
Physical World ◽  
Educational Institutions ◽  
The Internet ◽  
Marketing Communication ◽  
Physical Evidence ◽  
Group Interviews ◽  
The Developed Countries

Internet Marketing Communication and Schools: The Slovenian Case StudyWorldwide, some 1.32 billon people now use the Internet (Internet World Stats 2007). In the developed countries the Internet is also present in educational institutions; schools use the Internet as a means of communication with their customers. In Slovenia, however, research focusing on Internet marketing communication are rare in the field of education. This paper provides the theoretical framework and the results of the qualitative case study conducted at a school centre in Slovenia in 2005. Data were collected through group interviews and document analysis. The findings support the School Centre teachers' claim that the Internet does not enable personal contacts and the sensory collection of physical evidence, which are considered to be major disadvantages of Internet marketing communication. The teachers who consider Internet marketing communication to be an advantage stress the importance of virtuality which can function as a simulation of communication in the real world. Their adversaries, on the other hand, stress the importance of the physical world and warn us of the negative sides of virtuality.

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