Development of real estate marketing – trends for the future

Real estate marketing has changed fundamentally over the past twenty years, mainly due to digital technologies. Due to the availability of online platforms as intermediary websites, the complexity of interaction relationships between providers, demanders, and real estate agents has increased. The study takes the perspective of real estate agents and uses the example market of Cologne/Bergisch-Gladbach to show what new potential digital channels offer for the reach and intensity of real estate marketing. Real estate agencies are challenged to evolve technologically, but then have a wider inventory of marketing channels and presentation options at their disposal. In the future, social media and video streaming platforms could further revolutionize property marketing, offering further potential to proactive providers, especially in terms of property branding and international sales.

A review of neuromarketing origins as a new marketing research method

We give a literature review of neuromarketing and the origins of its emergence as a new marketing research method. We attempted to establish a general descriptive summary of relevant literature that stresses the definition of neuromarketing as a new marketing discipline and retraces its origins and foundations since and before the advent of neuroeconomics, as the latter is considered to be a precursor. The purpose of this paper is to define what neuromarketing is from the point of view of academics and practitioners, how and when it started to chart its path into academia and the business world, by drawing attention to the ever first attempts to use uncommon neuroscience tools to assess consumer’s behavior. This paper draws a timeline of neuromarketing origins and a summary of the first attempts of consumer’s behavior observations, which relied on neural and physiological responses.

Leto 2020 a intencia cestovať na dovolenku po vypuknutí pandémie: Analýza zistení vybraných vedeckých štúdií

Cieľom príspevku bola analýza vedeckých prác, ktoré sa venovali výskumu intencie cestovať na letnú dovolenku v lete 2020 po prvej vlne pandémie. Na základe prehľadu vybraných publikovaných zistení možno konštatovať: približne jedna pätina až jedna tretina opytovaných prejavila intenciu necestovať v aktuálnom roku, nízku intenciu cestovať vyjadrili staršie osoby a s horším zdravotným stavom a vyššiu muži, zamestnané osoby, osoby s vyšším príjmom a osoby, ktoré sú ochotné viac minúť. Zo psychologických faktorov sa ako negatívny činiteľ intencie cestovať javila cestovná úzkosť, obavy a zhoršená schopnosť vyhnúť sa neistote vyplývajúca zo zdravotnej krízy. Naopak, zistený bol pozitívny efekt intencie cestovať v zmysle, že pozitívne emócie, ktoré prináša cestovanie, môžu u niektorých ľudí prevážiť potenciálne riziko nákazy spojené s cestovaním. Ochota prijať nefarmaceutické opatrenia akými sú nosenie masky a podobne, ktoré môžu oddialiť prepuknutie choroby a znížiť celkový počet infekcií, pozitívne ovplyvňovala intenciu cestovať.

Personas creation using Google Analytics

This case study investigates how a marketing persona may be created with the use of data gathered by cookies and with the use of Google Analytics. The data gathered originates from the largest IT e-learning platform VITA. The basis of our research was measurement in the Google Analytics tool and the WooCommerce plug-in within the WordPress content management system. Our case study shows how a marketing persona may be created and recommends that once such a persona is created it needs to be validated repeatedly with data on real customers before it may be used for marketing purposes.

Overview of current trends in mobile commerce: global perspectives

The ever-increasing global interest in mobile commerce signals the urgent need to deepen knowledge on consumer behavior and preferences. A better understanding of the interests and values of the mobile user is crucial for the successful management and development of mobile shopping channels. Using the secondary data collected from reports of research companies and statistical portals, the paper aims at describe the state of mobile commerce and its development trends around the world. Following the analysis of secondary data, the paper we deal with the possibilities of optimizing business strategies in the field of m-commerce.

Creative industries in Slovakia and their pricing strategies as the part of their marketing mix

The aim of this article is to contribute to the understanding of the possibilities of application of selected pricing strategies in the conditions of the creative industries in Slovakia. A creative product has interesting economic aspects, which are conditioned by its specific parameters. The economic potential of a creative product is a way of returning the investment in its creation, as well as a way of generating profit. In this case, the economic potential is the set of economic utility – uniqueness, intellect, knowledge, talent and skills added by each participant in the process of product creation. These characteristics make the products of the creative industries fundamentally different from those of traditional manufacturing. The added value of a creative industry product is not determined by the amount of work invested in its creation, but by the subjective perception of consumers, insofar as its consumption satisfies their personal needs. Pricing in creative industry enterprises results from a number of factors that determine the strategic direction of the enterprise and its output. This fact in turn influences the strategy of conceiving and creating individual prices. These play an important role in the strategic marketing of creative industry enterprises, despite their specificities (zero price or free entry, voluntary, list-based). It should be noted that prices are set differently in the non-profit sector and in the for-profit sectors producing in the creative industries. This means that in terms of the marketing mix of each tool, the pricing functions need to be taken into account.

Sustainability as a factor of changing marketing strategies based on the customers´ preferences in context of different generations in Slovakia

The most up-to-date challenge of modern marketing is the need to incorporate sustainability principles into marketing strategies. Promoting the principles of sustainability requires setting environmental objectives at the enterprise level and devising marketing strategies that meet the environmental requirements and customer preferences. The article deals with two basic topics, the issue of environmental marketing against the background of customer preferences and generations of consumers, more precisely as they were profiled in Slovakia. Examining the preferences of customers of different generations aimed to prove that implementing environmental marketing principles is necessary. Although the aim of the research was to correlate selected findings with the preferences of the environmental objectives of different generations, the research that focused on the behavior of different generations of consumers under the sustainability concept revealed some original findings concerning the assessment of ethnocentrism under the sustainability concept.

Name discrimination – selected attributes based on the German advertising practice

Surprisingly, research on name discrimination in advertising is still at an early stage, although all flanking fields have experienced deep and broad research. Discrimination can be evoked through the use of names in advertising. In this article, the reader will learn which factors, such as stereotyping or serving stereotypes, have an influence on the perception in certain name bearers. This work makes a contribution to understanding and working through the problem in more detail. The use of names in advertising, which classify certain names and thus people into groups, may not be suitable if discrimination is to be excluded. The factors and individual interdependencies were only examined in this work in Germany and may therefore be different in other countries and cultures.

Development of online shopping within B2C e-commerce in the Visegrad Four countries

Online shopping has become an increasingly common way of shopping in recent years. The main goal of the paper was to evaluate and compare the development of online shopping in the Visegrad Four countries (Slovakia, Czech Republic, Poland, Hungary). The paper outlines the theoretical basis of online shopping concept, describes the current situation of online shopping in the EU market and the main types of goods and services purchased through the Internet. Based on data from the Eurostat database, the paper outlines the development of online shopping in the years 2011 to 2019, the share of online purchases in the EU market and online purchases of goods and services within the V4 countries for the given years. We found that in all countries, an increasing trend of online shopping was recorded over the period under review, with the largest increase in the Czech Republic. There was also a growing share of online purchases from retailers in other EU countries, with the largest increase recorded in Hungary. With regard to online purchases of services, year-on-year decline over the period of two years has been recorded in Slovakia.

Vnímanie digitálneho influencera na Instagrame a jeho dopad na nákupné správanie

The aim of the presented paper is to characterize the way of perception of digital influencers by users of the social network Instagram. Through a quantitative methodological approach, we identify the motives leading to the following of influencers and the perceived impact on the shopping behavior of Instagram users in terms of cultural, social, personal and psychological factors, as well as in terms of specific products. We also characterize the way followers perceive the marketing activities of influencers. In this paper, we discuss the penetration of research findings in the field of social marketing and increasing the level of critical thinking and engagement of today's young consumers.