scholarly journals Digital marketing

2020 ◽  
Vol 10 (1) ◽  
pp. 52-71
Author(s):  
Vladimir Njegomir
Keyword(s):  
Developmental Stages ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Financial Resources ◽  
Consumer Awareness ◽  
Entrepreneurial Marketing ◽  
Marketing Social ◽  
As Relationship

Marketing allows entrepreneurs to position themselves successfully in consumer awareness, to be successful competitors, and to satisfy consumer demands profitably. Entrepreneurs can use several marketing strategies, such as relationship marketing, expedition marketing, one-toone marketing, real-time marketing, and digital marketing. The aim of the paper is to discuss the advantages of digital marketing and certain forms of digital marketing in achieving entrepreneurial goals in the light of limited financial resources. In this paper, we will analyze the developmental stages of marketing. Then we will point to three critical forms of digital marketing: online marketing, social networking on the Internet, and mobile marketing. The main conclusion is that entrepreneurial marketing has a number of specific features arising from financial limitations of financial. Digital marketing does not require significant financial resources allocation and therefore represents an indispensable component of the entrepreneurs' market orientation.

scholarly journals Impact of aggressive online digital marketing on sales in the Latin American and Caribbean regions

2020 ◽  
Vol 10 (2) ◽  
pp. 91-99
Author(s):  
Felipe Oyarzo Pineida
Keyword(s):  
Interior Design ◽  
Latin American ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Digital Marketing ◽  
Strong Connection ◽  
Marketing Social ◽  
The Caribbean ◽  
Corporate Social ◽  
Latin American And Caribbean

The aim of this research was to study how aggressive online digital marketing improves sales. The study was implemented across 27 countries, 15 countries in Latin America and 12 islands in the Caribbean regions, over a period of 2 years. Professional advertising images were shared monthly with 27 different distributors of a US textile company specialised in interior design. The showrooms were expected to promote their businesses via email and on Facebook, Pinterest, Instagram, WhatsApp, Twitter and through their own websites. Data were collected from the 27 participant firms with the help of interviews. The results of the study showed a strong connection between the use of professional digital advertisement and the growth of these businesses, while the showrooms that used little or no digital marketing strategies decreased or stayed low on profits. The study also showed that the quality and the content of the advertisement received by customers and how often they received it had an impact on their perception of the brand and the new products offered by the company. Data also showed that the most professional and attractive websites belonged to the most successful businesses. This research has also made recommendations to businesses and to future researchers at the end of the article.   Keywords: Corporate social responsibility, digital marketing, email, online marketing, social media.

PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI

2016 ◽  
Vol 1 (2) ◽  
pp. 133-144
Author(s):  
Nadya Nadya
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Digital Era ◽  
Marketing Social ◽  
Technological Developments ◽  
Product Sales

Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research. Keywords: Digital Marketing, Social Media, Consumer Behavior

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 New perspectives on digital marketing, social entrepreneurship and serendipity in entrepreneurial marketing

2021 ◽  
Author(s):  
SDAG Lab
Keyword(s):  
Social Entrepreneurship ◽  
Digital Marketing ◽  
Entrepreneurial Marketing ◽  
Marketing Social

New perspectives on digital marketing, social entrepreneurship and serendipity in entrepreneurial marketing

scholarly journals Comparison on Understanding of Facebook’s Live Streams According to Shariah Principles for Thai, Malaysian and Indonesian Online Entrepreneurs

2021 ◽  
Vol 58 (1) ◽  
pp. 1501-1507
Author(s):  
Muhummad Pu, Amart Sulong
Keyword(s):  
Qualitative Data ◽  
Online Marketing ◽  
Digital Marketing ◽  
Live Streaming ◽  
Clear Understanding ◽  
Marketing Social ◽  
Depth Interview ◽  
Online Consumers ◽  
Online Entrepreneurs ◽  
Muslim Communities

The fast growth of digital marketing, social media live stream is one of the provided tools for business competitive such as Facebook, Line, and Instagram. In today’s Islamic business is still very much less presented a clear understanding about Shariah principles. Since adoption trend on Facebook’s live stream has exponentially increased and become the main issue on digital marketing for Muslim communities. This research aims to study and compare a clear understanding of Facebook’s live streaming according to Shariah principal for Thai, Malaysian, and Indonesian. This qualitative research used interview form. We primarily focus on online entrepreneurs based on in-depth interview. Data were collected from 6 key informants from Thailand, Malaysia, and Indonesia. These qualitative data was proposed and analyzed using content analysis. Results indicated that: 1) they are mostly less concern with Shariah principles for online marketing because quickly diffusion on today’s technologies. They are just only to gain high profit of the worldwide market size from national and international targets. 2) the lack of understanding Islamic Shariah as adapted principle, where it is applied to conceptual business model for Facebook’s live stream in practical. As a result, the streamers unaware the relative impact to online consumers. 3) In particular, the streamers have a significant relationship to online consumers. They are mainly tended attracting only towards live stream advertisements. Future study is actively to encourage Islamic organization to build a framework or platform to train a new entrepreneur on digital marketing for Facebook’s live stream. Additionally, it also can provide the reliable information to the best support for their enterprise

A study of Perception and Engagement as a response of Consumers towards ads on Facebook and Google search engine

2020 ◽  
Vol 8 (10) ◽  
pp. 102-112
Author(s):  
Mohammed Usman
Keyword(s):  
Social Media ◽  
Search Engine ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Digital Marketing ◽  
Customer Engagement ◽  
Online Advertisement ◽  
Pull Marketing ◽  
And Gender ◽  
Google Search

Inbound marketing induces a customer to buy a product online by search engine optimization or various digital marketing strategies. Pull marketing is a proven way of attracting customers towards brands and engaging them for buying. Perceptions make an individual to either make a good image or bad image of the product. Buying products is a click away. Digital marketing is making reforms in India which are already doing well in foreign countries. India is witnessing a growth of internet usage due to digital marketing reforms, companies are using online marketing strategies to get them attracted towards their businesses. The online advertisement makes an individual to make the perception of the product and then respond in the form of clicking, liking sharing the social media content and then buying the product. The study will consider the demographic factors age group and gender as two variables for studying the perception of consumers towards social media. The study will help to determine customer engagement as a response to positive percetion of the ads on Facebook and Google search engine results.The engagement of customer is considered to be determined by three factors as browsing,sharing and buying products after getting influenced by ads on facebook and google serach engine results.

scholarly journals Storytelling and Social Networking as Tools for Digital and Mobile Marketing of Luxury Fashion Brands

2017 ◽  
Vol 11 (6) ◽  
pp. 136 ◽  
Author(s):  
Zahaira Fabiola González Romo ◽  
Irene García-Medina ◽  
Noemí Plaza Romero
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Social Networking ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Mobile Environment ◽  
The Public ◽  
Media Events ◽  
Depth Interviews

This research intends to discover what the current strategies in digital marketing that are being carried out by brands in the luxury fashion sector are. It is intended to identify the most relevant aspects in the interaction of brands with their audiences in a digital and mobile environment, for which qualitative techniques have been used, through content analysis and in-depth interviews. We have found that, among others, the principle of "storytelling" is one of the key strategies in digital marketing, this principle is found in video marketing strategies, social media, events and exhibitions open to the public, which seek to interact with public and show its history.

scholarly journals Understanding Digital Consumer: Generation Z Online Shopping Prefences

2019 ◽  
Vol 8 (2) ◽  
pp. 925-929
Keyword(s):  
Social Media ◽  
Information Needs ◽  
Online Shopping ◽  
Descriptive Analysis ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Digital Marketing ◽  
Generation Z ◽  
First Choice ◽  
Social Media Platforms

This research tests the preferences of generation Z in online shopping, which platforms they use more often and become their choice in shopping online. This study used a direct survey to collect data from 513 respondents with consumers intercepting randomly in several locations Survey questions are compiled from previous research questions and focus group discussions (FGD). the collected data is processed qualitatively uses descriptive analysis to clearly describe the preferences of generation Z. The results showed that generation z preference on online shopping was influenced by high visual-person involvement with images or images, the need for justice, instant thinking, clear information needs in online shopping affecting their choice of social media as a first choice but they also appreciated the market places platform because of its convenience features. Generation Z was chosen in this study because this generation has an important role in determining the standards of online marketing. This research is important for the world of digital marketing where the results of this study are useful to support the planning of effective and efficient digital marketing strategies. Online shopping has become a trend today and can be done more easily through the presence of an online shopping platform. Nevertheless social media is also an alternative in shopping online. Many of consumers use social media platforms to shop online. Both types of platforms, which are preferred and what determines the preferences for shopping online is really important to understand for help business to decide effective and efficient marketing strategies for them

scholarly journals Digital marketing access as a source of competitiveness in traditional Vietnamese handicraft villages

2020 ◽  
Vol 16 (1) ◽  
pp. 1-10
Author(s):  
Zuzana Vaculčikova ◽  
Zuzana Tučkova ◽  
Xuan Thanh Nguyen
Keyword(s):  
Quantitative Research ◽  
Market Access ◽  
Main Tool ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Digital Marketing ◽  
Positive Sign ◽  
Future Application ◽  
Economic Role ◽  
Contemporary Status

Traditional handicraft villages have become an inevitable part of Vietnamese culture and play an important socio-economic role within the country’s development. However, poor governmental policy and regulatory environment in Vietnam, lack of infrastructure, limited management, marketing skills and knowledge often lead to scarce information to access the market. The aim of the research is to investigate the contemporary status of digital marketing strategies and tools used in handicraft villages in Thua Thien Hue province. It will be complemented by finding out the needs of handicraft businesses about the training course and consultancy on e-marketing. The key quantitative research method is a questionnaire survey of 100 handicraft businesses in 11 villages in Thua Thien Hue province in Vietnam. The results indicated that these businesses do not use digital marketing as the main tool to acquire customers. One of the main reasons can be a fact of not owning sufficient IT technology. However, despite this, businesses realize the need for digital marketing applications and are interested in adopting digital marketing skills and training in order to enhance tourism market access within national and international borders. That is a positive sign for future application of online marketing strategies into business management.

scholarly journals An evaluation of digital marketing applications in airline sector

2019 ◽  
Vol 16 (2) ◽  
pp. 606-619
Author(s):  
Nuran Karaağaoğlu ◽  
Meltem Çiçek
Keyword(s):  
Screening Method ◽  
Research Problem ◽  
Marketing Strategies ◽  
Customer Relationship ◽  
Digital Marketing ◽  
Customer Expectations ◽  
Marketing Social ◽  
Digital Management ◽  
Global Platform ◽  
E Mail

In the age of digital transformation , enterprises use digital marketing practices effectively in order to increase customer loyalty considering customer relationship management, to create difference and to provide competitive advantage. The airway sector, where the acceleration is fast and the competition is high, aims to present fast and secure user experience and make the customer live a different traveler experience by using all technology and marketing related  platforms. Research problem is that it is a necessity for airline brands to digitalize by utilizing the richness of technology and to offer digital applications to consumers at the local / global platform. The aim of this study is to investigate the digital marketing strategies of a number of national and international airway companies such as e-mail marketing, web marketing, social media marketing and mobile applications and to analyze the positioning of digital marketing applications. Because digital marketing is the leading actor of marketing and it is presented as the real throne of virtual world in the airway sector. For this reason, best practices from Turkey and abroad were analyzed in the context of the effect of digital marketing on the customer relations management by using descriptive method and screening method. The findings of the research shows that, by the changes in the customer expectations and demands, the airway companies try to use the digital marketing tools effectively. However, the usage of right strategy for digital management is important to make difference and compete in the airway sector.

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