scholarly journals Digital, Marketing and Online Vídeo Ads: Brand Studies.

2021 ◽  
pp. 1-3
Author(s):  
Jorge Remondes
Keyword(s):  
Social Networks ◽  
New Media ◽  
Mobile Devices ◽  
Online Advertising ◽  
Digital Marketing ◽  
Brand Awareness ◽  
Online Video ◽  
Marketing Communication ◽  
Advertising Content ◽  
Research Centres

Digital marketing and online advertiding are researched domains that result in a variety of articles with increasingly relevant results for science and organizations. In this second regular issue of 2021 of the International Journal of Marketing, Communication and New Media (IJMCNM), in three of the four articles, problems of digital marketing, online advertsising and video ads are analyzed. Digital marketing is one of the most sought-after trends by modern companies, currently allowing innovation and new types of integration between channels (Cabrero, 2016, p.13). Investing in online advertising in social networks has several advantages (Miranda, 2018, p. 130): brand awareness; knowledge of the consumer profile; high segmentation; generation of leads, traffic, conversions, and remarketing. Miranda (2018) also mentions that in online advertising, namely on YouTube, one should look at the creativity that accompanies the video as well as the segmentation. However, as Martínez-Costa; Serrano-Puche; Portillla and Sánchez-Blanco (2019) state, online advertising should adapt its languages and formats for mobile because mobile devices are more used by young adults who are the generation of the future, and also because the use of ad blockers is more frequent on computers than on mobile devices. Feijoo-Fernández; Sádaba-Chalezquer and Bugueño-Ipinza (2020) even highlight that "The new audiences, compared to previous generations, do not reject advertising or brands, but choose the advertising content in which they are genuinely interested" (p.3). Having given this brief introduction, I invite the reader to read all the articles in this issue to learn more about the results achieved in studies developed by researchers from universities and research centres in Brazil, Algeria, Egypt and Saudi Arabia.

A User Context-Aware Advertising Framework for the Mobile Web

2010 ◽  
pp. 1-15
Author(s):  
Nan Jing ◽  
Yong Yao ◽  
Yanbo Ru
Keyword(s):  
Mobile Devices ◽  
Online Advertising ◽  
User Interaction ◽  
Context Aware ◽  
Mobile Platforms ◽  
Social Community ◽  
Mobile Web ◽  
Web Technologies ◽  
Critical Components ◽  
Advertising Content

Context-aware advertising is one of the most critical components in the Internet ecosystem today because most WWW publisher’s revenue highly depends on the relevance of the displayed advertisement to the context of the user interaction. Existing research works in context-aware advertising mainly focus on analyzing either the content of the web page (in which it is also called contextual advertising), or the keywords of the user search. However, we have identified the limitations of these works when being extended into mobile web, which has become a major platform for users to access Internet with thanks to the new lightweight web technologies and the development of mobile devices. These mobile devices are equipped with networking capabilities and sensors that provide versatile contexts including physical environment, user internal and social community. These contexts, which are far beyond just page content and search keywords, should be well organized and utilized for online advertising to gain better user experience and reaction. In this chapter, we point out the aforementioned limitations of the existing works in context-aware advertising when being applied for mobile platforms. We also discuss the characteristics of the contexts that are available on mobile devices and clearly describe the challenges of utilizing these contexts to optimize the advertisement on mobile platforms. We then present a context-aware advertising framework that collects and integrates the user contexts to select, generate, and present advertising content. The purpose of this framework is to provide the mobile users with targeted and purposeful advertisement. Finally, we discuss the implementation aspects and one specific application of this framework and outline our future plans.

scholarly journals A Social Networks Approach to Viral Advertising: The Role of Primary, Contextual, and Low Influencers

2019 ◽  
Vol 5 (3) ◽  
pp. 205630511984751 ◽  
Author(s):  
Itai Himelboim ◽  
Guy J. Golan
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Social Networking ◽  
Online Advertising ◽  
Peer To Peer ◽  
Digital Platforms ◽  
Advertising Content ◽  
Viral Advertising

The diffusion of social networking platforms ushered in a new age of peer-to-peer distributed online advertising content, widely referred to as viral advertising. The current study proposes a social networks approach to the study of viral advertising and identifying influencers. Expanding beyond the conventional retweets metrics to include Twitter mentions as connection in the network, this study identifies three groups of influencers, based on their connectivity in their networks: Hubs, or highly retweeted users, are Primary Influencers; Bridges, or highly mentioned users who associate connect users who would otherwise be disconnected, are Contextual Influencers, and Isolates are the Low Influence users. Each of these users’ roles in viral advertising is discussed and illustrated through the Heineken’s Worlds Apart campaign as a case study. Providing a unique examination of viral advertising from a network paradigm, our study advances scholarship on social media influencers and their contribution to content virality on digital platforms.

PATJI.COM: DIGITAL MARKETING KOMUNIKASI BERBASIS KEARIFAN LOKAL DI KABUPATEN TEGAL

2019 ◽  
Vol 1 (3) ◽  
pp. 155-163
Author(s):  
Intan Putri Cahnyani
Keyword(s):  
Digital Marketing ◽  
Brand Awareness ◽  
Marketing Communication

Ungkapan Tegal (dalam hal ini Kabupaten Tegal) sebagai Jepangnya Indonesia, bermula dari industri pengolahan logam yang menjadi salah satu potensi unggulan daerah sejak puluhan tahun yang lalu dan bahkan hingga kini konsisten menjadi penyumbang lebih dari 25 persen setiap tahunnya pada Pendapatan Domestik Regional Bruto (PDRB) Kabupaten Tegal.  Pemerintah Kabupaten Tegal melalui Dinas Perindustrian dan Perdagangan (Disperindag) menjawab tantangan Pemerintah Indonesia dengan merilis Potji.com sebagai salah satu mimpi besar Kabupaten Tegal untuk bisa merevolusi perekonomian Kabupaten Tegal di era digital dalam rangka menghadapi Masyarakat Ekonomi ASEAN (MEA) dengan menggeliatkan bisnis Industri Kecil Menengah (IKM), khususnya sentra logam melalui digital marketing communication. Hal tersebut didasarkan pada kenyataan bahwa hingga saat ini industri logam di Kabupaten Tegal masih mengalami kendala utama dalam pemasaran, penguasaan IT dan kualitas SDM. Berkaitan dengan masalah tersebut, Program Pengembangan Produk Unggulan Daerah (PPPUD) ini berusaha untuk mengajak mitra memanfaatkan potji.com dengan memberikan workshop dan intensive coaching clinic mengenai digital marketing communication berbasis kearifan lokal. Tujuan dari kegiatan Program Pengembangan Produk Unggulan Daerah (PPPUD) ini adalah (1) meningkatkan brand awareness masyarakat terhadap positioning Kabupaten Tegal sebagai Jepangnya Indonesia atau Tegal sebagai Kota Industri (pengolahan) khususnya logam, (2) termanfaatkannya situs potji.com milik disperindag Kab Tegal oleh mitra dalam melakukan digital marketing communication berbasis kearifan local, (3) jaringan pemasaran IKM sentra logam mitra bertambah luas, (4) interaktivitas operator dari mitra di website potji.com meningkat serta terupdatenya content yang ada di potji.com secara regular. Inti dari program ini adalah peningkatan kapasitas dari para mitra yang menjadi pelaku IKM sentra logam

Research on the Digital Marketing Theory Based on Web Technology

2013 ◽  
Vol 380-384 ◽  
pp. 2087-2090 ◽  
Author(s):  
Guang Chen
Keyword(s):  
New Media ◽  
Economic Condition ◽  
Online Advertising ◽  
Profit Maximization ◽  
Internet Marketing ◽  
Digital Marketing ◽  
Contact Network ◽  
Marketing Theory ◽  
Investment Theory ◽  
The Web

The emergence of Web 2.0 concept means that new media development of Internet has entered a new stage. With the continue update of network technology, there are more and more people contact network. With the improvement of economic condition, there are more and more people contact network. The dependence on network is growing. The network hides huge market. Through network research and mathematical statistics, this paper finds that the expected invest of online advertising of U.S. in 2013 is up to 82%. So for the web digital marketing theory there is great significance. This paper establishes the marketing profit maximization model based on profit and Internet marketing investment theory of the web. It also introduces a simple case of marketing advertising through the form of web programming. It also concludes the influence of web network on different consumer groups in the market by case analysis.

scholarly journals MARKETING COMMUNICATION MODEL FOR SOCIAL NETWORKS

2018 ◽  
Vol 19 (3) ◽  
pp. 500-520
Author(s):  
Martin Klepek ◽  
Halina Starzyczná
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Social Network ◽  
Resistance To Change ◽  
Online Advertising ◽  
Communication Model ◽  
Marketing Communication ◽  
Content Creation ◽  
The Social ◽  
Communication Needs

The advent of social media offers yet another set of communication channels which can brand add to integrated marketing communication strategies. Contrary to online advertising available on social media where traditional advertising logic provides an adequate explanation, the content creation and dialogue on social networks still lack sufficient understanding. Consequently, there are many companies which tend to misunderstand customers communication needs within the social media landscape. The obvious reason is the lack of knowledge combined with resistance to change. To bridge this gap, there is a need for empirical research which will clarify the current communication needs of customers. To explore this phenomenon, exploratory research employing questionnaire involving 481 respondents was evaluated with factor analysis method. Identification of three factors provided deeper insights into the understanding of attitudes and behaviour of the current internet population in the Czech Republic. Social network Facebook was chosen as the most widespread not only locally but also globally. Based on this research and previous research studies on communication, a new communication model is proposed in which the element of interaction is the most important. The proposed scheme bears some novel aspects. Firstly, the content in our model is not created outside as in previous models. A social network itself provides a platform for content creation. Secondly, we expanded the physical technical environment of the social network by the abstract brand community in which not only customers but the employees form a vital part. Lastly, the data plays an important role as a valuable tool for feedback and further analysis. Data flow from customer to company enables managers to execute true mass individualisation.

scholarly journals Disability and the Internet in 2015: Where to now?

First Monday ◽  
2015 ◽  
Author(s):  
Katie Ellis ◽  
Mike Kent
Keyword(s):  
Social Networks ◽  
New Media ◽  
Web 2.0 ◽  
Mobile Devices ◽  
Online Social Networks ◽  
People With Disabilities ◽  
The Internet ◽  
Legal Environment ◽  
Special Issue ◽  
Access To Technology

Earlier this decade, the emerging field of disability media began to focus on the Internet and people with disabilities. Books such as Paul T. Jaeger’s Disability and the Internet in 2012 and Disability and new media by this issue’s editors in 2011 both extended earlier work in this field particularly Goggin and Newell’s 2003 Digital disability.This new focus incorporated changes to the environment with the hype around Web 2.0, the rise of online social networks and the increasing prevalence of smartphone and other mobile devices being used to access the Internet, as well as the evolving legal environment around access to technology for people with disabilities.Our aim in compiling this special issue was to continue the work we began with Disability and new media.

scholarly journals DIGITAL MARKETING OF SERPONG URBANTOWN APARTMENTS TO INCREASE BRAND AWARENESS AND CUSTOMER SATISFACTION

2021 ◽  
Vol 2 (2) ◽  
pp. 84-89
Author(s):  
Kevin Lye ◽  
Rudi Santoso
Keyword(s):  
Marketing Strategies ◽  
Point Of View ◽  
Digital Marketing ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Marketing Process ◽  
Qualitative Descriptive ◽  
Use Of Social Media ◽  
The Impact ◽  
Descriptive Method

This research focuses on the efforts of Apartment Urbantown Serpong to increase Brand Awareness. The strategy offered in this research is marketing communication using digital marketing. The use of social media in marketing communications in this study aims to provide a different perspective or point of view from the activities of the digital marketing process. This study also examines digital marketing strategies to increase Brand Awareness Apartment Urbantown Serpong. This study uses a qualitative descriptive method with a literature review approach. The results show that digital marketing strategies are proven to be able to increase brand awareness. The indicator used in this study is the impact or response from research sources to identify the Serpong Urbantown Apartment brand.

scholarly journals The Use of Digital Marketing Communication Media as a Tool to Achieve Brand Awareness of Kitchenindo Products

2019 ◽  
Vol 3 (1) ◽  
pp. 59
Author(s):  
Ahmad Vinza Riskyawan ◽  
Rizka Miladiah Ervianty
Keyword(s):  
Social Media ◽  
Simple Random Sampling ◽  
Internet Technology ◽  
Digital Marketing ◽  
Communication Media ◽  
Brand Awareness ◽  
Measurement Scale ◽  
Marketing Communication ◽  
Brand Recall ◽  
Brand Recognition

There are various ways to use the internet technology for marketers. One of them is the use of social media as a means for marketers to inform or sell products or services for customers' online market share. Social media is a new marketing tool that makes it possible to know customers and prospective customers in ways that were previously impossible (Clayman, 2017). The subjects of this study were the people of Surabaya, who were selected by simple random sampling. This study uses a Likert scale as a measurement scale, which consists of four answer choices. This was used to accommodate differences in respondents' answers between categories of respondents. Data collection was carried out through a questionnaire containing several questions which were then recorded, calculated on average per dimension, and analyzed descriptively. The questionnaire in this study employed to measure the effectiveness of advertising is based on EPIC theory (Empathy, Persuation, Impact, and Communication - EPIC), and to measure brand awareness is based on the brand awareness of the pyramid theory (top of mid, brand recall, brand recognition, and unaware of the brand) by David Aaker quoted in Durianto (2004). All respondents knew the Kitchenindo brand with the help of content or advertisements through the Kitchenindo Instagram account and respondents rated Kitchenindo's ads or content on Instagram as effective. Thus, the use of digital marketing communication media can be used as a tool to achieve the awareness of the Kitchenindo brand, although this research only reached the brand recognition stage and has not reached the level of brand recall and even top of mind. This turned out to have an impact on the number of product sales figures that did not significantly give benefit to the company. 

scholarly journals FERRAMENTAS DE MARKETING: ESTUDO DE CASO COM CONSUMIDORES DE SUPERMERCADOS DA CIDADE DE CARANGOLA – MG

2019 ◽  
Vol 2 (3) ◽  
pp. 0492-0507
Author(s):  
Altamiro Junior Lacerda de Almeida ◽  
João Carlos Valente Gomes Resgala ◽  
Camila Lacerda Abreu ◽  
Marília Miranda Lacerda ◽  
Wagner dos Reis Marques Araújo
Keyword(s):  
Social Networks ◽  
Content Analysis ◽  
Data Analysis ◽  
Marketing Mix ◽  
Qualitative Approach ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Descriptive Case Study ◽  
The Relationship

RESUMO. O presente estudo apresenta a percepção dos consumidores de supermercados de Carangola sobre as ações de comunicação de marketing digital, uma prática que tem se tornando comum nesse e em diversos seguimentos. Utilizou-se como arcabouço teórico para embasar o estudo os conceitos relacionados ao marketing e seu composto mercadológico, o marketing digital e suas respectivas ferramentas, e as principais redes sociais digitais. O estudo é caracterizado como estudo de caso do tipo descritivo e tem uma abordagem qualitativa. Como instrumentos de pesquisa utilizou-se a pesquisa bibliográfica e o levantamento com utilização de questionários semiestruturados. Para análise dos dados utilizou-se a técnica da análise de conteúdo. Como resultados percebe-se que tanto clientes como empresas estão alterando sua percepção em relação as promoções mercadológicas, há uma migração no uso das ferramentas tradicionais de marketing para as ferramentas de marketing digital nas redes sociais. Estas estratégias visam aumentar a capilaridade da comunicação e estreitar o relacionamento entre empresas e clientes.ABSTRACT. The present study presents the perception from supermarket consumers of Carangola about digital marketing communication actions, a practice that has become common in this and several segments. It was used as a theoretical framework to support the I study the concepts related to marketing and its marketing mix, digital marketing and their respective tools, and the major digital social networks. The study is characterized as descriptive case study and has a qualitative approach. As research tools bibliographic research and survey using questionnaires were used. semi-structured. For data analysis we used the technique of content analysis. Like results show that both customers and companies are changing their perception of marketing promotions, there is a migration in the use of traditional marketing tools for digital marketing tools on social networks. These strategies aim to increase the communication capillarity and strengthen the relationship between companies and customers.

Sign in / Sign up

Export Citation Format

Share Document