The tie-up blues for Vanya’s Dance Planet: A failure case of social media marketing

This case study covers various aspects of social media as an alternative and cost-effective tool of marketing and promotion. The case also highlights the social media promotion tools used by a social media consultancy start-up for a client, and how it failed to achieve desired results. In this world of digitisation, social media marketing is a trend that is prevalent across the globe. Social networks have changed the way information is delivered to the customers, shifting from traditional push marketing to pull marketing. Entrepreneurs are using social media marketing to promote their product or services by this they can not only promote their venture but at the same time efficiently utilise their marketing budget. Vanya’s Dance Planet is such an organisation which used social media marketing to reach out to its target prospective customers. It required structured planning, professional knowledge about various social media platforms, and creative writing skills to post content on these platforms. The consultant organisation We4U planned and executed the social media campaigns for Vanya’s Dance Planet getting professional help from social media consultancy start-ups which can be a wise decision for some entrepreneurial ventures. But sometimes these professional tie-ups would end up with loss of time, money and trust. This case study deliberates upon such a fallout.

POLITICAL MARKETING STRATEGIES OF WOMAN CANDIDATES TO WIN THE 2019 PROVINCIAL LEGISLATIVE ELECTION IN CENTRAL JAVA

The political marketing strategy of legislative candidates is one of the important roles for the victory of a legislative candidate. This study aims to find out how Siti Ambar Fathonah S.Pd.I Political Marketing Strategy to Win the 2019 Legislative Election in Central Java. The research method used is qualitative research with a descriptive approach. Data collection techniques through interviews and documentation. The results of the study show that the marketing strategy carried out by Siti Ambar Fathonah has been going well with push marketing and pull marketing strategies that are used optimally in approaching the community. This marketing success brought him back to the legislative seat for the 2019-2024 period. However, it is not maximized in pass marketing, namely the use of social media as an arena for campaigning to the public. The 2019 Central Java provincial election is proof that political marketing plays an important role for Siti Ambar in gaining votes in the Golkar faction's electoral district II which brought her to the seat of the Central Java Provincial DPRD for the 2019-2024 period.

OVERCOMING CRISIS PHENOMENA OF TOURISM ENTERPRISES THROUGH APPLICATION OF MODERN MARKETING TECHNOLOGIES

The issues of finding new ways to overcome the crisis of tourism enterprises are studied. The factors of negative impact of the Covid pandemic on the tourism industry are revealed. Attention is focused on the study of marketing activities in the process of survival of tourism enterprises. Emphasis is placed on studying the peculiarities of the use of digital marketing tools by tourist enterprises. The aim of the work is to study digital marketing activities to ensure the sustainability and full functioning of the tourism sector on the basis of flexibility and adaptability to changes in internal and external environment. The article presents the thesis that the successful functioning of enterprises is based on the skillful use of market patterns, forecasting its priority needs and available resources, competent competition for the consumer. The author of the article states that marketing is a managerial creative activity aimed at increasing the volume of production (goods, works, services), their sales, based on a thorough study of consumer needs and which ensures the achievement of strategic goals of enterprise development. Acting as a lever to regulate the processes of production and sales, marketing constantly monitors existing markets and searches for new markets, new consumers, new products (goods, works, services), analyzes their requirements and requests, explores all alternatives and offers the most appropriate. The author emphasizes that tourism marketing is a process of organizing the activities of a tourism enterprise to develop, form and promote new types of tourism services by meeting the needs of tourists in order to provide the highest quality tourism product and profit for the tourism enterprise. The article substantiates that the stagnation of tourism enterprises exacerbates the issue of finding and implementing anti-crisis measures for the tourism business. In this direction, we believe that a significant role belongs to the use of tourism marketing tools. The content of specific features of marketing in the field of tourism is revealed. Emphasis is placed on the fact that digitalization has directly affected the marketing activities of tourism enterprises. The author substantiates that this gave impetus to the rapid spread of digital marketing. Qualitatively new conditions of the growing volumes of the digital marketing environment force marketers to solve difficult tasks on attraction of attention of new and new consumers. In such circumstances, we can safely say that the tools and technologies of digital marketing play a major role in influencing consumer behavior. In addition, modern marketing can no longer work effectively without the use of modern digital technologies. The article proposes a range of digital marketing tools for tourism enterprises. These are: the transition from website marketing to social networking; creation of high-quality, cognitive, interesting content; transition of marketing policy from push-marketing to pull-marketing; promoting the formation of the most positive personal feedback in electronic form; application of online video broadcasting technologies. The author emphasizes that the enterprises of the tourist sphere in the conditions of rapidly changing epidemiological circumstances are forced to radically restructure their activities taking into account significant changes in consumer requirements and the spread of digitalization of the world economy. In order to prevent destructive phenomena, the tourism business must be flexibly and dynamically transformed, ensuring its sustainable operation and increasing the potential for post-quarantine recovery.

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

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.

EFEKTIFITAS PEMASARAN POLITIK (PULL MARKETING) TERHADAP KEMENANGAN ABM-ENNY PADA PEMILIHAN GUBERNUR SULAWESI BARAT TAHUN 2017

Information Communication Technologi (ICT) merupakan sarana yang sangat berperan atas perubahan kehidupan masyarakat. Kebisaan masyarakat kini bergeser masuk kedalam pemanfaatan TIK, meninggalkan cara lama menuju cara baru. Demokrasi digital adalah salah satu bentuk penggunaan TIK dalam area politik. Demokrasi digital merupakan istilah yang digunakan untuk menggambarkan penggunaan media internet dalam ruang lingkup politik. Pemanfaatan media internet dengan beberapa jenis platform kini menjadi wadah bagi pelaku politik praktis untuk melakukan kampanye politik. Pengunaan media internet dalam ranah politik bukan hanya dilakukan oleh para kontestan politik melainkan juga dilakukan oleh para penyelenggara dan pengwas pemilihan seperti KPU, BAWASLU dan beberapa Lembaga lain dengan peran dan koridor masing-masing. Media internet dengan beberapa jenis platform media sosial adalah wadah dalam menyampaikan pesan politik kepada masyarakat. Penelitian ini menggunankan pendekatan kualitatif yang menghasilkan data derskriptif berupa kata-kata tertulis atau lisan dari orang-orang dan perilaku yang diamati. Tujuan penelitian ini untuk mengetahui efektifitas pemasaran politik (pull marketing) terhadap kemenangan ABM-Enny. Hasil penelitian menunjukkan bahawa pemasaran politik Pull marketing ABM-Enny bersama timnya dalam kemenangan pada pemilihan gubernur Sulawesi Barat tahun 2017 cukup efektif. Hal itu tercapai karena kemampuan aktivitas pemasaran politik yang dilakukan, dengan menggunakan strategi pull marketing yang dikombinasikan dengan strategi pemsaran politik yang lainnya seperti startegi push marketing dengan pass marketing. Yaitu pemanfaatan media sosial dalam mobilisasi massa yang sebelum melakukan kunjungan langsung kelapangan (pull marketing). Pemasaran politik yang dilakukan melalui media sosial juga dimanfaatakna dengan strategi menghadirkan para figur yang dianggap berpengaruh sehingga dapat pula mempengaruhi pilihan masyarakat (pass marketing).

Predicting medical tourism behavioural intention using social cognition models

Purpose Few studies have adopted social psychology theories to understand the medical tourism decision-making process. The purpose of this study is to fill the said gap by suggesting the adoption of two social cognition models: the theory of planned behaviour (TPB) and protection motivation theory (PMT), to predict medical tourism behavioural intention, as well as compare their predictive power by integrating TBP and PMT in a single model. Design/methodology/approach A quantitative method has been adopted. There were 265 international tourists from various regions who visited Malaysia (one of the main medical tourism players in Asia), who were asked to complete the survey questionnaire. Data was analysed using the partial least squares structural equation modelling technique. Findings The results of this study provided support and validated the well-developed research models of TPB and PMT. Although PMT appears to be a more concrete and specific framework, the TPB model results have a slight advantage. TPB results emphasised the important roles of attitude, subjective norms and perceived behavioural control in developing behavioural intentions, and thus directly linked to the development of pull marketing strategies. PMT results emphasised the important roles of perceived threats and coping appraisal of health care in developing push strategies for medical tourism. Originality/value The research illustrates the need for rigorous examination of the ability of behavioural theories. The findings can aid in scrutinising their shortcomings and their readiness to modify, integrate and enhance in a more constructive manner when they address the health-education interventions, especially in a medical tourism context.

PEMANFAATAN TEKNOLOGI INTERNET DALAM BISNIS SUATU PERUSAHAAN

Internet dalam bisnis digunakan untuk pertukaran informasi, katalog produk,media promosi, surat elektronik, bulletin boards, kuesioner elektronik, dan mailing list.Internet juga bisa digunakan untuk berdialog, berdiskusi, dan konsultasi dengankonsumen secara on-line, sehingga konsumen dapat dilibatkan secara proaktif daninteraktif dalam perancangan, pengembangan, pemasaran, dan penjualan produk.Pemasaran lewat internet ada 2 metode, yaitu push dan pull marketing. Keunggulanstrategi bisnis yang dapat diperoleh dari internet adalah komunikasi global dan interaktif;menyediakan informasi dan pelayanan sesuai dengan kebutuhan konsumen;meningkatkan kerja sama; memungkinkan untuk membuka pasar, produk, atau pelayananbaru; serta mengintegrasikan aktivitas secara on-line. Aplikasi Electronic Commerce ada2, yaitu: Business-to-Consumer dan Business-to-Business Commerce. Pembayarantransaksi electronic commerce diatur dalam Sistem Electronic Funds Transfer, sedangkankeamanan datanya diatur oleh Secure Socket Layer yang dikembangkan menjadi SecureElectronic Transaction.

PEMANFAATAN TEKNOLOGI INTERNET DALAM BISNIS SUATU PERUSAHAAN

Internet dalam bisnis digunakan untuk pertukaran informasi, katalog produk,media promosi, surat elektronik, bulletin boards, kuesioner elektronik, dan mailing list.Internet juga bisa digunakan untuk berdialog, berdiskusi, dan konsultasi dengankonsumen secara on-line, sehingga konsumen dapat dilibatkan secara proaktif daninteraktif dalam perancangan, pengembangan, pemasaran, dan penjualan produk.Pemasaran lewat internet ada 2 metode, yaitu push dan pull marketing. Keunggulanstrategi bisnis yang dapat diperoleh dari internet adalah komunikasi global dan interaktif;menyediakan informasi dan pelayanan sesuai dengan kebutuhan konsumen;meningkatkan kerja sama; memungkinkan untuk membuka pasar, produk, atau pelayananbaru; serta mengintegrasikan aktivitas secara on-line. Aplikasi Electronic Commerce ada2, yaitu: Business-to-Consumer dan Business-to-Business Commerce. Pembayarantransaksi electronic commerce diatur dalam Sistem Electronic Funds Transfer, sedangkankeamanan datanya diatur oleh Secure Socket Layer yang dikembangkan menjadi SecureElectronic Transaction

PENGENALAN JARINGTAN KOMPUTER DALAM E-COMMRECE

Internet dalam bisnis digunakan untuk pertukaran informasi, katalog produk,media promosi, surat elektronik, bulletin boards, kuesioner elektronik, dan mailing list.Internet juga bisa digunakan untuk berdialog, berdiskusi, dan konsultasi dengankonsumen secara on-line, sehingga konsumen dapat dilibatkan secara proaktif daninteraktif dalam perancangan, pengembangan, pemasaran, dan penjualan produk.Pemasaran lewat internet ada 2 metode, yaitu push dan pull marketing. Keunggulanstrategi bisnis yang dapat diperoleh dari internet adalah komunikasi global dan interaktif;menyediakan informasi dan pelayanan sesuai dengan kebutuhan konsumen;meningkatkan kerja sama; memungkinkan untuk membuka pasar, produk, atau pelayananbaru; serta mengintegrasikan aktivitas secara on-line. Aplikasi Electronic Commerce ada2, yaitu: Business-to-Consumer dan Business-to-Business Commerce. Pembayarantransaksi electronic commerce diatur dalam Sistem Electronic Funds Transfer, sedangkankeamanan datanya diatur oleh Secure Socket Layer yang dikembangkan menjadi SecureElectronic Transaction

PEMASARAN POLITIK CALEG PENDATANG BARU DALAM PEMILU (STUDI KASUS WARDI NINGSIH CALEG PAN DAPIL 1 KABUPATEN LAMANDAU)

Entering the era of democracy in Indonesia since 1998, impact on the progress of Elections Elections in Indonesia made progress since then, parliamentary elections will directly make the participants prepare a strategy to deal with it. Similarly, participants from District Lamandau. Researchers are searching for a legislative candidate from the district Lamandau newcomers to the dimensions of political marketing. Candidates studied were Wardi Ningsih candidates from the party PAN. This research uses descriptive research. The results of this study are Wardi Ningsih use pull marketing, push marketing, and marketing pass. candidates prepare and deliver a political product with a political marketing approach to deliver its programs to voters.Keywords: Political marketing, Elections, Legislative candidate