scholarly journals Do marketing tradicional ao marketing digital uma análise a partir dos programas de marketing digital online

2020 ◽  
Vol 2 (2) ◽  
pp. 1-12
Author(s):  
Beatriz Monica Schuchmann ◽  
Agostinho Augusto Figueira
Keyword(s):  
Inbound Marketing ◽  
Moments Of Truth

Este artigo visou identificar semelhanças, diferenças e complementariedade entre o marketing tradicional e o digital, tendo como base de comparação a seleção de termos e conceitos usados  nos cursos de marketing digital oferecidos para o mercado. Foram analisados alguns conceitos como: o  Outbound e Inbound marketing, 'ZMOT' e outros ligados ao comportamento do consumidor,  as redes sociais e ao marketing de relacionamento. A metodologia bibliográfica utilizada foi exploratória, destacado pelas características de um determinado fenômeno que se pretendeu organizar. O estudo do Processo de Decisão de compra - PDC inclui entre os temas explorados o conceito de MOT (moments of truth ou momentos da verdade) e a necessidade de maior relacionamento com os consumidores que valorizam as experiências dos clientes

Teknologi inbound marketing sebagai alternatif

2015 ◽  
Vol 13 (01) ◽  
Author(s):  
Benny Yustim
Keyword(s):  
Internet Marketing ◽  
Inbound Marketing

Kegiatan promosi merupakan sebuah bagian penting yang dilakukan oleh perusahaan untuk memperkenalkan produk atau jasa yang dihasilkan dari kegiatan yang dilakukan. Kegiatan ini diharapkan dapat meningkatkan determinasi perusahaan dibidang kegiatan usaha yang dilakukan.Berbagai terobosan dengan memanfaatkan keragaman media yang ada saat ini senantiasa menjadi inovasi yang tiada henti yang dilakukan advertiser untuk dapat membangun pencitraan dari produk yang dihasilkan. Saat ini kegiatan promosi tidak hanya sekedar membangun citra, namun sudah bergeser menjadi sebuah kegiatan marketing untuk dapat memberikan solusi pencapaian outcome dan optimization dari sebuah halaman web yang dimiliki oleh sebuah perusahaan.Perkembangan teknologi internet yang sangat cepat membuat inovasi dalam melakukan promosi tidak saja terpaku pada kegiatan outbound marketing, namun bergerak juga ke arah inbound marketing. Inbound marketing atau bisa disebut juga dengan internet marketing memiliki berbagai inovasi yang saat ini dapat digunakan untuk meningkatkan pemanfaatan internet sebagai media promosi alternatif bagi perusahaan.

Customer Experience: Extracting Topics From Tweets

2021 ◽  
pp. 147078532110475
Author(s):  
Manit Mishra
Keyword(s):  
Social Media ◽  
Customer Service ◽  
Latent Dirichlet Allocation ◽  
Online Shopping ◽  
Customer Experience ◽  
Process Failure ◽  
Shopping Experience ◽  
Social Media Platforms ◽  
Media Platform ◽  
Moments Of Truth

The ubiquity of social media platforms facilitates free flow of online chatter related to customer experience. Twitter is a prominent social media platform for sharing experiences, and e-retail firms are rapidly emerging as the preferred shopping destination. This study explores customers’ online shopping experience tweets. Customers tweet about their online shopping experience based on moments of truth shaped by encounters across different touchpoints. We aggregate 25,173 such tweets related to six e-retailers tweeted over a 5-year period. Grounded on agency theory, we extract the topics underlying these customer experience tweets using unsupervised latent Dirichlet allocation. The output reveals five topics which manifest into customer experience tweets related to online shopping—ordering, customer service interaction, entertainment, service outcome failure, and service process failure. Topics extracted are validated through inter-rater agreement with human experts. The study, thus, derives topics from tweets about e-retail customer experience and thereby facilitates prioritization of decision-making pertaining to critical service encounter touchpoints.

scholarly journals Consumer Moments of Truth In the Digital Context

2014 ◽  
Vol 54 (2) ◽  
pp. 200-204 ◽  
Author(s):  
Gillian Moran ◽  
Laurent Muzellec ◽  
Eoghan Nolan
Keyword(s):  
Moments Of Truth

scholarly journals Efeitos das Mídias Digitais nas Novas Vendas B2B: Um ensaio sobre inbound marketing, mídias pagas e ganhadas on-line

2019 ◽  
Vol 18 (2) ◽  
pp. 194-212
Author(s):  
Nôga Simões de Arruda Corrêa da Silva ◽  
Valter Afonso Vieira
Keyword(s):  
On Line ◽  
Inbound Marketing

Este ensaio teórico sugere um modelo teórico que o inbound marketing, as mídias pagas e as mídias ganhadas on-line possuem efeitos no desempenho das novas vendas B2B. Estudos anteriores sustentam esses efeitos de modo isolado, não englobando as variáveis do modo conjunto (Stephen & Galak, 2012; Opreana & Vinerean, 2015; Hewett et al., 2016; Kumar et al., 2017). As mídias pagas on-line consistem em investimentos realizados em palavras-chave no Google e Facebook. As mídias ganhadas on-line provêm de curtidas, compartilhamentos e comentários nas redes sociais. Sendo assim, o inbound marketing é uma mídia não intrusiva baseada na criação de conteúdos que geram leads. O trabalho traz as seguintes contribuições: primeiro, pelo modelo teórico o inbound marketing pode ser a mídia mais proeminente no resultado de novas vendas B2B, sendo que as mídias pagas e ganhadas on-line podem exercer influência direta sobre o mesmo e indireta sobre as vendas; segundo, pela classificação da literatura, sugere-se quadros explicativos e informativos dos resultados anteriores do inbound marketing, das mídias pagas e das mídias ganhadas on-line; por fim, sugere-se caminhos novos para futuras pesquisas com o intuito de comprovar o modelo teórico e os argumentos defendidos nesta pesquisa.

scholarly journals PERAN KOMUNIKASI PPID PROPINSI BANTEN DALAM PELAYANAN INFORMASI PUBLIK

2020 ◽  
Vol 8 (2) ◽  
pp. 117-124
Author(s):  
Hilman Hilman
Keyword(s):  
Moments Of Truth

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