The Role of Digital Marketing in Achieving Sustainable Competitive Advantage

Digital marketing is a growing trend day by day, with internet marketing concepts becoming a powerful medium for digital marketing and electronic devices such as cell phones, digital billboards, tablets and laptops, portable game devices, and many gadgets that help in digital marketing. In this chapter, the role of digital marketing in assisting companies to achieve a sustainable competitive advantage was analyzed. The outbreak of the COVID-19 pandemic has put an end to companies' sales and business growth predictions, and digital marketing is no exception. Digital marketing will be at the forefront as many marketers might be looking for creative ways to sell online, reduce lead costs, increase click-through rates and conversion rates, and seek out what's new in digital marketing. This chapter focuses on understanding digital marketing concepts and how firms can achieve a competitive edge using various examples. This chapter reviews the different digital marketing concepts and strategies adopted by major global companies.

The Development Of Brigthness Evaluation Method For Digital Billboards

LED-based billboards are becoming increasingly popular due to their low cost, flexibility, and efficiency. On another side, the too-bright digital billboard may pose a potential threat to road safety. The driver’s perception of advertising depends on the different factors, including the billboard’s luminance value. The aim of the study was to develop the assessment method for the digital screen parameters (luminance or illumination) which could be applied by supervising authorities, using budget-friendly devices, such as a lux meter and could be used during the billboard active operation. We tested the recommended method of OAAA and concluded that it is not applied for large billboards (over 25 square-meter) due to the calculated far distance and low sensitivity of lux meter. We have developed the new method based on driver discomfort glare and De Boer ratio. The ratio helps to determine how likely a display is to cause discomfort to those around it. The lower the value, the less discomfort the driver will experience from the billboard. The new method is applied for the active and different size billboard and using lux meter that is not an expensive device. Moreover, we take into account the glare effect of billboard on drivers’ vision.

Digital billboards dynamic luminance measurements

In the opinion of the drivers, digital billboards and telebims are a potential threat to road traffic. Multimedia content with dynamically changing luminance level over time is often presented on emission media. The problem was highlighted when trying to regulate the requirements for dynamic media in law. The Ministry of Infrastructure and Development is in the process of drafting regulations aimed at limiting the emission parameters of light commercials used in the road environment. The limitation is to apply to the maximum luminance parameters emitted during the daylight and night, with the limitation to the built-up area and outside the built-up area. It is also proposed to limit the switching time of the image sequence and its luminance level. In the article have been describe the test procedure with presented sample measurement results. The object of research was medium-size advertising, where the illuminating surface was made with the use of semiconductor LED light sources. Obtained results undoubtedly indicate that there is a problem with measuring the parameters of advertising luminance with dynamically changing content.

Information and Communication Technology (ICT) for Emergency Services

While most would suggest that more effective use of ICT bodes well for emergency services, there are issues associated with the introduction of such use. To explore these issues in Texas, the authors administered a survey of Texas Emergency Services Districts (ESDs). These districts are charged with delivery of emergency and medical services throughout the state and receive modest tax revenue to fund operations. The results show that in Texas ESDs political and organizational factors are important. Budgets are closely related to the political process in the ESDs, so politics plays a central role. Organizational culture and prevailing sentiments in Texas ESDs are generally supportive of ICT adoption and use. While ICT is seen as essential to service delivery, survey results show that problems of interoperability of communication systems is an issue. The most commonly used ICTs include email, GPS, Google Maps, standard web pages, Wi-Fi networks, smart phones, reverse 911, emergency alerts, Facebook, and database management. GIS, You Tube, VOIP, Cloud Computing, Twitter, LinkedIn, Digital Billboards, 311 for non-emergency disaster, 3D mapping, blogs, podcasts, and Wikis were used by few ESDs. When social media are used, they are not used in such a way as to encourage wider participation of the community in information gathering rather they are used only as an alternative traditional delivery service from the ESDs to the community. Data analysis of past events is used to improve performance. Data management issues of significant concerns include privacy and security.