scholarly journals Digital Marketing in an Emerging Country: Exploratory Study of the Marketing Mix of SMES with Trust Seal

2016 ◽  
Vol 15 (2) ◽  
pp. 207-219
Author(s):  
Catalina Gutierrez-Leefmans ◽  
Rosa Maria Nava-Rogel ◽  
Maria Andrea Trujillo-Leon
Keyword(s):  
Social Networks ◽  
Customer Service ◽  
Marketing Mix ◽  
Digital Marketing ◽  
Exploratory Research ◽  
Digital Resources ◽  
Use Of Resources ◽  
Technology Changes ◽  
Context Knowledge ◽  
E Mail

The study of digital marketing responds to technology changes as part of the digital economy. However, there is little scientific research of this subject in Mexican SMEs. This exploratory research aims to support the Mexican context knowledge through the observation to websites of SMEs with digital trust seal. The digital resources used as part of the marketing mix that can be observed externally in the websites were analyzed. The results showed that the most used resources were social networks, e-mail, those related to navigation ease and the variety of payment options. Nevertheless, other digital resources were underutilized. It was observed, in the SMEs studied, little attention in offering additional benefits and services to the product and low use of resources related to customer service. Despite showing a high interest in social networks, a quarter of the firms with a Facebook page did not give maintenance to it. It is concluded that Mexican SMEs are still at a basic stage in the use of digital resources in the marketing mix and that the marketing mix model is useful to observe the digital resources, but that some resources may belong to more than one element of the mix.

scholarly journals THE STRUCTURE OF AN INTEGRATED INTERNET MARKETING COMPLEX, BASED ON THE MARKETING-MIX CONCEPT

2020 ◽  
Vol 19 (3) ◽  
pp. 117-126
Author(s):  
Olena Vynogradova ◽  
Nina Drokina
Keyword(s):  
Customer Service ◽  
Internet Marketing ◽  
Marketing Mix ◽  
Digital Marketing ◽  
Service Community ◽  
Marketing Models ◽  
Pros And Cons ◽  
Internet Environment ◽  
Main Components ◽  
Definition Of

This research describes the main approaches of digital marketing models based on the marketing mix concept. It outlines the main components of various models, such as: “5W” Internet marketing complex of Mosley-Matchett; “8Р” e-marketing mix of researchers at the National Taiwan University (Chen); “6С” set of elements for an effective website by Chaffey, Mayer, Johnston, Ellis-Chadwick; “4S” web marketing complex of Constantinides; “4Ps+P2C2S3” digital marketing complex (e-marketing mix) created by Kalyanam and McIntyre; “3С+І” digital marketing mix of Pastore and Vernuccio; “SIVA” client-oriented information model of Dev and Schultz; “2P+2C+3S” digital marketing complex presented by Otlakan. The study presents a comparative analysis of the characteristics of these models, and the pros and cons for using each them as part of an integrated Internet marketing strategy. The study also creates a structure of Integrated Internet marketing tools based on the marketing mix concept which includes two blocks of components: key elements found in the traditional “4P” model and adapted to the Internet environment, and the elements “2Р2С2S2”: Personalization & Privacy, Personnel & People, Customer Service, Community, Synergy & Scope. The authors formulate a definition of Internet marketing and Integrated Internet marketing, based on the built structure of integrated Internet marketing of Kalyanam and McIntyre.

scholarly journals Metrics in digital marketing of trade enterprises

2021 ◽  
Vol 5 (2) ◽  
pp. 36-47
Author(s):  
Vasyl Blyzniuk ◽  
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Marketing Metrics ◽  
Current State ◽  
Marketing Systems ◽  
State Of Affairs ◽  
E Mail ◽  
Exhaustive List

Aim of the article. The purpose of the article is to identify metrics that are relevant to digital marketing, in particular, in the activities of trade enterprises. Description of certain metrics, their detailing and systematization. Analyses results. A study on the metrics of digital marketing in the activities of trade enterprises. Systematized, defined and supplemented groups of digital marketing metrics, their application in the activities of enterprises. The main metrics of digital marketing on some groups of metrics of digital marketing in the aspect of the analysis of digital marketing are allocated. The metrics used in social media marketing have been significantly supplemented and described. Added an exhaustive list of marketing metrics in social networks, in particular, highlighted the main ones. The interpretation of the metrics for attracting, covering and evaluating the results of advertising campaigns in order to attract new subscribers has been supplemented and detailed. The metrics of media and ppc-advertising are described in detail, the most important of them are singled out. The metrics of email-marketing are considered, defined and supplemented, priority ones are determined. The popularity of using digital metrics in ppc and e-mail groups is substantiated.The digital marketing metrics used for startups are outlined, described and detailed. Conclusions and directions for further research. The study analyzed and supplemented the main groups of application of digital marketing metrics. The descriptions and details of these metrics have been clarified, a wider set of metrics has been found, which corresponds to the current state of affairs in digital marketing. Systematized information from various sources and supplemented by practical observations of the functioning of services and digital marketing systems. The metrics related to social media marketing have been significantly supplemented and described. For each direction, important metrics are identified that outline the tools by results

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.

Social Networks and Business Performance of Igbo Migrant Traders in Ibadan, South-West Nigeria

2014 ◽  
Vol 12 (2) ◽  
Author(s):  
Deborah O. Obor ◽  
Emeka E. Okafor
Keyword(s):  
Social Support ◽  
Social Networks ◽  
Social Network ◽  
Social Exchange ◽  
Business Performance ◽  
Exploratory Research ◽  
Business Growth ◽  
South West ◽  
Key Informant ◽  
Depth Interviews

This study focused on social networks and business performance among Igbo businessmen in Ibadan, South-west Nigeria through the exploratory research design. Social exchange, social network and social capital theories were employed as theoretical framework. Twenty-six in-depth interviews, key informant interviews and case studies were conducted with purposively selected respondents in four business locations in Ibadan. The results showed that among the factors that facilitated migration of the Igbo to Ibadan were their interest to learn a trade, their inability to attain higher education, and having a relative in Ibadan. The types of social networks available showed that social network was not location bound, as all the respondents belonged to town progressive unions and mutual benefits/cooperative associations. Social networks played vital roles in business performance, including social support, access to loan, business growth and expansion. The main challenges to maintaining adequate social network in business were distrust, envy, unbridled competition, dishonesty and inability to keep terms of agreement. The study concludes that social networks have positively influenced the business performance of migrant Igbo in Ibadan. There is need for the Igbo to strengthen their social networks through honesty, forthrightness, and transparency in all their dealings.

scholarly journals Stacked Community Prediction: A Distributed Stacking-Based Community Extraction Methodology for Large Scale Social Networks

2021 ◽  
Vol 5 (1) ◽  
pp. 14
Author(s):  
Christos Makris ◽  
Georgios Pispirigos
Keyword(s):  
Social Networks ◽  
Graph Partitioning ◽  
Large Scale ◽  
Real Life ◽  
Information Networks ◽  
Digital Marketing ◽  
Partitioning Problems ◽  
Iterative Solutions ◽  
Community Extraction ◽  
Stability And Accuracy

Nowadays, due to the extensive use of information networks in a broad range of fields, e.g., bio-informatics, sociology, digital marketing, computer science, etc., graph theory applications have attracted significant scientific interest. Due to its apparent abstraction, community detection has become one of the most thoroughly studied graph partitioning problems. However, the existing algorithms principally propose iterative solutions of high polynomial order that repetitively require exhaustive analysis. These methods can undoubtedly be considered resource-wise overdemanding, unscalable, and inapplicable in big data graphs, such as today’s social networks. In this article, a novel, near-linear, and highly scalable community prediction methodology is introduced. Specifically, using a distributed, stacking-based model, which is built on plain network topology characteristics of bootstrap sampled subgraphs, the underlined community hierarchy of any given social network is efficiently extracted in spite of its size and density. The effectiveness of the proposed methodology has diligently been examined on numerous real-life social networks and proven superior to various similar approaches in terms of performance, stability, and accuracy.

ANALISIS STRATEGI PEMASARAN DALAM PENINGKATAN JUMLAH NASABAH PRODUK TABUNGAN BRITAMA PADA PT. BANK RAKYAT INDONESIA (Persero), Tbk KANTOR CABANG PALOPO

2021 ◽  
Author(s):  
Rosnaini Daga
Keyword(s):  
Marketing Strategy ◽  
Relationship Marketing ◽  
Customer Service ◽  
Marketing Mix ◽  
Marketing Manager ◽  
Product Price ◽  
Service Strategy

Penelitian Ini berjudul “Analisis Strategi Pemasaran Dalam Peningkatan Jumlah Nasabah Produk Tabungan Britama Pada PT.Bank Rakyat Indonesia (Persero) Tbk. Penelitian ini bertujuan untuk Mengethui dan menganalisis strategi pemasaran yangdigunakan dalam peningkatan jumlah nasabah produk tabungan britama pada PT Bank Rakyat Indonesia (Persero), Tbk kantor cabang Palopo.Metode analisis yang digunakan dalam penelitian ini yaitu metode deskriftif kualitatif. Informan ditentukan dengan teknik purposive, yaitu teknik penentuan subjek (informan) berdasarkan kriteria dan tujuan dari penelitian ini. Kriteria yang dipilih adalah Kepala Bagian Marketing Manager PT. Bank Rakyat Indonesia (Persero) Tbk, Kantor Cabang Palopo JL. K.H Ramli No. 2, Palopo, Sulawesi Selatan dengan tidak berdasarkan jenis kelamin dan mereka siap menjadi informan. Informan yang digunakan adalah 1 (satu) orang dan memungkinkan adanya penambahan jika tujuan penelitian belum tercapai.Hasil penelitian menunjukkan bahwa telah terjadi peningkatan jumlah nasabah pada PT Bank Rakyat Indonesia (Persero), Tbk kantor cabang Palopo. Strategi pemasaran yang dilakukan untuk meningkatkan jumlah nasabah pada PT Bank Rakyat Indonesia (Persero) tidak jauh dari unsur marketing mix yaitu Place, Product, Price, dan Promotion. Strategi yang paling tepat adalah melalui strategi Relationship Marketing Strategy,, Strategy Superior Customer Service, Strategy Unconditional Guarantees, dan strategi penanganan keluhan yang efektif.

Online-Marketing Schritt für Schritt

2021 ◽  
Author(s):  
Gerald Pilz
Keyword(s):  
Social Media ◽  
Big Data ◽  
Marketing Mix ◽  
Online Marketing ◽  
Mobile Marketing ◽  
Social Media Marketing ◽  
Soziale Medien ◽  
Marketing Social ◽  
E Mail

Das Online-Marketing hat sich in den vergangenen Jahren in beschleunigender Weise professionalisiert und ausdifferenziert. Die Dynamik von Geschäftsmodellen und die stetige Erweiterung technischer Möglichkeiten lassen immer weitere Marketinginstrumente entstehen. Gleichzeitig wirken soziale Medien und Big Data auf dieses Fachgebiet ein, so dass durch passgenaue Bedarfsermittlungen das Internetmarketing inzwischen von vielen Profis als weitaus wirksamer angesehen wird als der herkömmliche Marketing-Mix. Das Buch behandelt die Themen Banner-Werbung, E-Mail- Werbung, Affiliate-Marketing, SEO bzw. Suchmaschinenoptimierung, SEA bzw. Suchmaschinenwerbung, Blog-Marketing, Influencer-Marketing, Social-Media-Marketing, Mobile Marketing sowie Online-Marktforschung. Zahlreiche Übersichten, Merksätze, Zusammenfassungen und vielfältige Aufgaben mit Lösungen erleichtern das Verständnis.

scholarly journals Digital Marketing as a Technology for Promotion of Organic Products

2019 ◽  
pp. 196-200
Author(s):  
I. Novytska
Keyword(s):  
Customer Service ◽  
Integrated Approach ◽  
Digital Marketing ◽  
Continuous Quality ◽  
Potential Consumer ◽  
Organic Products ◽  
Market Needs ◽  
Marketing Costs ◽  
The Right ◽  
Offline Channels

The article highlights the use of digital marketing as an opportunity for modern promotion of organic products, which should turn into a complex of multidirectional components, such as: a deep study of the online audience, its behavioral component; Engaging all possible audience segments immersion of production employees in digital communication with the consumer; organization of interaction with the potential consumer. Digital technology provides an integrated approach to promoting organic products in the digital environment, also encompassing offline consumers using mobile phones and other digital communications. Provides the ability to integrate a large number of different technologies (social, mobile, web, etc.) with sales and customer service. Continuous quality two-way communication between the advertiser and the end consumer of organic products; the combination of technology and human resources, keeping the right balance, based on the needs of the target audience and the features of the organic products offered; the ability to be relevant to the market, evaluate and analyze the results of promotion, respond flexibly to market needs. The article notes that digital marketing is more profitable than a traditional advertising campaign, especially for small non-network manufacturers. Organic producers who previously could not afford to compete with the big players side by side with the big players are now offered to launch a quality campaign for their audience, even at low marketing costs. marketing opens up a lot of new opportunities for organic businesses, while improving the quality of ordering and delivery and making it more personalized to potential consumers. Keywords digital marketing, promotion, organic products, digital tools, online channels, offline channels, consumers.

scholarly journals The Most Effective Strategies and Approaches Towards Emerging Trends in Digital Marketing in India (With Special Reference to Bhopal Region)

2019 ◽  
Vol 13 (01) ◽  
Author(s):  
Kaustubh Jain ◽  
Jinendra Kumar Jain
Keyword(s):  
Digital Marketing ◽  
Exploratory Research ◽  
Indian Market ◽  
Effective Strategies ◽  
Emerging Trends ◽  
Wide Range ◽  
Current Scenario ◽  
Marketing Activities ◽  
High Level ◽  
Digital Channels

The massive Indian market is changing fast. The pace of change is rapid with digital channels and constantly growing with volume and strength perpetually. Digital Marketing is really the High buzz in current scenario. It is one of those sectors in the marketing industry which is considered to be an experience an exponential growth due to this it makes studying about digital really interesting. At a high level, digital marketing refers to advertising of brands delivered through Businesses leverage digital channels such as search engines, mobile applications, website sales, social media, various e-mails to connect with current and prospective customers digitally. The term digital covers a wide range of marketing activities in current era, all of which are still not universally agreed upon, the current research focuses on the most common types of research which is known as exploratory research towards Digital Marketing in India. This issue raised is rarely been addressed by the academicians and researchers in Bhopal. The study used digital marketing parameters to measure the awareness and effectiveness of digital marketing among marketing professionals in Bhopal.

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