СТРУКТУРНІ ТРЕНДИ МІЖНАРОДНОГО МАРКЕТИНГУ

The article seeks to provide insights on the current structural trends in international marketing. It is observed that in recent decades, marketing as a business concept has undergone internal qualitative changes which have been primarily underpinned by new technological advancements and globalization opportunities. The rapid pace of globalization has fuelled the emergence of a large number of new customers and new competitors in the global market, as well as spurred revolutionary changes in communication technology. In modern realia of intensified competition, marketing remains an exceptional tool to win and protect market share for most companies. Further on, the study explores the etymology of the word "trend" and substantiates its significance to business development perspectives along with providing the most popular trend classification groupings: by the generational theory and according to the Internet marketing concept. The findings reveal the key latest trends in various industries that have gained a positive response from consumers, thus verifying a growing interest in marketing trends. In addition, the study presents an overview of the latest trends that will help companies enhance their market position. It is argued that to be competitive, each company should monitor trends, follow trends and actively implement them in their marketing activities, especially in the international market. It is resumed that for these trends in international marketing to be effective, a special emphasis should be placed to targeted communication with consumers, in particular, marketing strategies should focus on the following principles: the need to adapt the content of messages and channels to the target audience demands by age groups and generations; narrow market segmentation – hyperpersonalization; creating interactive advertising content and format and using games; trend towards individuality, environmental friendliness and consumer involvement in the process of developing goods, products and services; flexibility in obtaining data; collaboration with international brands; active implementation of new functions on social platforms (such as Shops on Instagram / Facebook) in company marketing.

Skippable Ads: Interactive Advertising on Digital Media Platforms

The growth of YouTube and other digital content platforms in the prior decade may have been aided by their utilization of the skippable ad format, but as that growth tapers, this format may become less valuable to their ad revenue.

Research on the Optimization Method of Visual Effect of Outdoor Interactive Advertising Assisted by New Media Technology and Big Data Analysis

Along with the development and promotion of Internet technology, new media are increasingly diversified, enriching and changing our lives. This paper focuses on outdoor interactive advertising as a communication method, analyzing its creative features and applications. Unlike traditional advertising, where audiences receive passively, new media interactive advertising establishes a more direct communication method for consumers and products, creating different sensory stimulation and emotional experience environments according to the characteristics of products and conducting a series of interactions with consumers’ sensory systems such as vision, hearing, smell, taste, and touch. The advertising method has also changed from passive reception to active participation. Finally, combining the characteristics of accurate delivery and the diversity of presentation forms of interactive advertising under the big data platform, the theme conception and form design of interactive advertising is proposed. The interactive design principles of highlighting the simplicity of the theme are explored. The interactive design principle of highlighting the simplicity of the theme is proposed, and the combination of color, text, and graphics is explored by the aesthetic visual design of the audience and the premise of focusing on the audience’s feelings. Starting from the visual effect of outdoor interactive advertising, the change in the way advertising is conveyed is interpreting to us the arrival of a new communication concept, the arrival of the Internet-centered and technology-centered data integration era. The research in this paper aims to provide useful support for the diversified development of outdoor interactive advertising in the new media environment by exploring how to skillfully realize the creative expression of outdoor interactive advertising in the new media environment.

In-store interactive advertising screens: the effect of interactivity on impulse buying explained by self-agency

PurposePhysical stores are increasingly dependent on impulse visits and the impulse purchases of passers-by. Interactive advertising screens in store windows could help retailers increase impulse-visit urges and impulse-buying urges. However, the effects of interactive screens in physical surroundings have not been studied before. Therefore, this study aimed to examine the effect of interactive screens on impulse urges and gain insight into the underlying mechanism that explains the possible effect.Design/methodology/approachAn interactive screen was placed in a store window. Using three field experiments, we studied the effect of interactivity-level (high vs low) on the impulse-visit and impulse-buying urges of passers-by, and the mediating role of self-agency in these effects.FindingsHighly interactive (compared to less interactive) advertising screens in store windows positively affect impulse-visit and impulse-buying urges through self-agency. Retailers can therefore use interactive advertising screens to increase the number of impulse purchases if feelings of self-agency are activated.Originality/valueThis is the first study to examine the extent to which interactive screens in a store window enhance the impulse-visit and impulse-buying urges of passers-by and the mediating factor of these effects. By conducting three field experiments, we achieved a high external validity and managed to share very reliable results owing to the replication of the findings.

Interactive Advertising on HbbTV: An Experimental Analysis of Emotions

Interactivity in television (and sustainability, thanks to virtualization) is a growing phenomenon, driven especially by the implementation of the HbbTV (hybrid broadcast broadband television) standard. Networks, media agencies and advertisers are trying to adapt to and profit from the options generated by the interaction with the viewer. Through an experimental methodology including the viewing of an advertising block which included conventional and interactive advertisements, the emotions of the viewer were collected. It was concluded that the order of the announcements is not decisive, that the emotions of anger and sadness predominate over those of joy due to a negative predisposition towards viewing advertising proposals and the content of the advertisement itself, and that less intrusive formats are more accepted.

Promoting Character Through Partnership Marketing and Interactive Advertising

Creating a new character as an intellectual property right is just the beginning of a long journey. The next step would be introducing the character to a broader audience. A startup company would not have the budget to produce a full feature film or finance a massive marketing campaign to introduce the character to a much broader audience. This research tries to implement partnership marketing theory to lessen the financial burden of marketing a new character. The idea is finding a partner who have the same target audience then collaborate to create a proper marketing campaign which all partners must profit from. One of the most recent trend in advertising is interactive advertising which create strong engagement with its audience and possible social media engagements. This research shall create the platform for partnership marketing through product placement on an Interactive Advertising to promote Keluarga Ramadhan (Ramadhan Family) character to a broader audience.

El prosumidor en la economía colaborativa: nueva manera de participar en el mercado de consumo

El concepto de prosumidor puede ser comprendido como un articulador entre la comunicología, anclada en la comprensión de los medios de comunicación tradicionales, y una comunicología transformada, encaminada al estudio de las comunicaciones en los ambientes digitales. Si bien el concepto de prosumidor pareciera que ha ido perdiendo el sentido de utilidad y actualidad en el imaginario comunicológico, estudios realizados por Interactive Advertising Bureau (IAB) reconocen que los nuevos actores digitales han actualizado y extendido la figura del prosumidor hacia un nuevo escenario en el campo de la economía colaborativa, siendo ahora su figura una pieza fundamental. Esta situación supone una profunda reflexión para el comunicólogo, que advierte un escenario de producción de contenidos, servicios y productos nunca antes visto. De esta manera, nos encontramos con la necesidad de analizar el concepto de prosumidor desde una nueva perspectiva que supone complejidad, interdisciplinaridad y sentido holístico. Por ello, el objetivo de este texto es evidenciar la vigencia del concepto renovado del prosumidor, insertado en el imaginario de la economía colaborativa.

“Anything That Can Be Traded, Will Be Traded”: The Contests to Automate and Financialize Advertising Futures Markets

This article explores potential advertising futures markets that may emerge from current trends of automation and financialization in digital advertising. Managing price and availability is important to advertisers for securing prices and premium inventory and to publishers for safeguarding long-term revenue. The article compares US network television’s annual upfront events with adtech company the New York Interactive Advertising Exchange (NYIAX). This article contributes two primary observations. First, that buying and selling forward advertising inventory is an important, and understudied, part of advertising markets. Second, the design of infrastructures that enable adverting futures markets are social and contested. The formation and framing of forward media markets has consequences for the advertising industry at a time of critical juncture and for broader media that rely on advertising revenue.

Optimalisasi Penggunaan Bahasa Iklan Interaktif dalam Pembuatan Iklan Online Produk Unggulan di Kelurahan Semarapura Kaja

Klungkung Regency is not only famous for producing songket and endek fabrics, but there are still many other Micro, Small, Medium Enterprises (MSMEs) that have been born and developed there. Semarapura Kaja Village is one of the MSME centers which certainly has a lot of potential that must be supported and developed so that it can become bigger and more independent. However, not all of these MSMEs have adequate capital, strategies, and support to be able to develop rapidly so that synergy and collaboration with the government and other parties are needed to overcome these problems. One solution that can be offered is to carry out promotional activities with interactive advertising language to attract consumer interest through online media in the hope of expanding market share and of course increasing income for MSME in Semarapura Kaja Village. This Community Partnership Program (PKM) educates and assists MSME to create good promotion and marketing strategies, either through print or online media. Assistance in optimizing the use of interactive advertising language in making online advertisements for superior products in Semarapura Kaja Village is targeting MSME who sell Balinese traditional clothing as one of the characteristics of Klungkung Regency which is the center of MSME traditional clothing. In its implementation, it was found that people are still very ignorant not only about advertising language but also with how to create, manage, and develop social media for promotion because there are still social media such as: Instagram and Facebook that are not effective and even not active in uploading content so that the form of implementation of assistance is direct and not in groups to maximize the results. MSMEs that are partners in the Community Partnership Program (PKM) are Dex's Pong and Tri Arta Collection. MSME have been assisted to socialize the importance of professionally managed social media with interactive advertising language, how to create attractive visual content for potential customers, to the importance of publication in print or online media. It is hoped that MSME will be able to consciously and independently promote their products in the future through the media consistently and continuously.