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Journal articles on the topic 'Digital content marketing'
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Rowley, Jennifer. "Understanding digital content marketing." Journal of Marketing Management 24, no. 5-6 (July 7, 2008): 517–40. http://dx.doi.org/10.1362/026725708x325977.
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Umami, Zakiya, and Gede Sri Darma. "DIGITAL MARKETING: ENGAGING CONSUMERS WITH SMART DIGITAL MARKETING CONTENT." Jurnal Manajemen dan Kewirausahaan 23, no. 2 (September 17, 2021): 94–103. http://dx.doi.org/10.9744/jmk.23.2.94-103.
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The accelerated development of digital technology is currently affected by several factors such as the use of internet technology, the development of smartphones, the emergence of various social media, the development of e-commerce and the large number of people who actively use the internet. This study aimed to find a suitable marketing strategy for promoting food products by observing the development of digital marketing, especially today’s social media marketing. Bali was well known as one of the destinations visited by local and International tourists. One restaurant located in Kuta called Maisyaroh, in spite of the advancement of digital technology, had not optimized the use of the technology well. Whereas, it actually could affect the competitive advantages. In addition, a qualitative descriptive approach was used in this research, while the data collection techniques were carried out through observation, in-depth interviews by using Zoom Meeting and documentation. The results stated that promotion using Instagram (IG) endorsement and paid promote could increase brand awareness and buying interest.
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Kreutzer, Ralf T. "Digital Branding und Content-Marketing." Der Betriebswirt: Volume 56, Issue 3 56, no. 3 (September 30, 2015): 21–28. http://dx.doi.org/10.3790/dbw.56.3.21.
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Digitale Markenführung umfasst den Prozess der emotionalen Aufladung einer Marke sowie der Kommunikation zentraler Nutzenelemente einer Marke zur Erreichung einer Differenzierung im Wettbewerb durch den Einsatz digitaler Medien als integraler Bestandteil eines ganzheitlichen Markenführungsansatzes. Eine wichtige Komponente der digitalen Markenführung stellt das Content-Marketing dar. Dieses kann sowohl im BtC- wie im BtB-Markt wichtige Impulse zur Auseinandersetzung mit Angebot, Marke und/oder Unternehmen liefern. Digital brand management encompasses the process of emotionalizing the brand and of communicating the central benefit elements of a brand. The target is the achievement of competitive advantages through the use of digital media as integral part of a holistic brand management approach. An important component of digital brand management represents content marketing. This can provide an important impetus for the promotion of the offer, the brand and/or the company itself – in both the B2C as the B2B markets. Keywords: stakeholder, online medien, markenführung, informationskonkurrenz, image, identity
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Koiso-Kanttila, Nina. "Digital Content Marketing: A Literature Synthesis." Journal of Marketing Management 20, no. 1-2 (February 2004): 45–65. http://dx.doi.org/10.1362/026725704773041122.
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Shadrin, Vladislav, and Olga Kotova. "Digital Marketing Evolution." Bulletin of Kemerovo State University. Series: Political, Sociological and Economic sciences 2020, no. 2 (May 29, 2020): 263–69. http://dx.doi.org/10.21603/2500-3372-2020-5-2-263-269.
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Marketing complex acquires a new content as it tries to adjust itself to the changing business practices and consumer behavior. The research objective was to study the content of Marketing 4.0 and the changing relationship between the brand and the consumer. The authors conducted a comparative analysis of the changes in marketing concepts, which proved that consumers have become partners in marketing communications. Internet communities and opinion leaders proved to affect consumer behavior. Social networks and messengers shape attitude of whole communities. The research revealed an increasing role of customization and personalization in the promotion of brands and products in the era of digitalization. Consumer experience and pleasure derived from marketing interaction are becoming more and more important. Previously obtained materials made it possible to define the change in the marketing complex in the digital economy from 4P to 4C. New consumer communities search for information on the Internet, thus overlooking traditional methods of marketing communications.
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Lozynska, O. I. "Closer Defining of the Content of the Concept of Bank Marketing in the Context of Digitalization of the Economy." Business Inform 1, no. 516 (2021): 320–27. http://dx.doi.org/10.32983/2222-4459-2021-1-320-327.
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The article is aimed at exploring the evolution of scientific approaches to defining the essence of bank marketing, closer defining the content of the concept of bank marketing in the context of digitalization of the economy, determining the essence and place of digital marketing in the general system of bank marketing. As a result of the research, it is found out that the modern scientific conception of bank marketing is digital marketing, which provides grounds to supplement the periodization of the development of bank marketing in Ukraine with a modern stage that corresponds to the introduction of the conception of digital marketing. It is substantiated that digital marketing coexists in the general system of bank marketing with traditional and Internet marketing and applies to traditional and innovative banking products and services. In this context, a differentiation of bank marketing by two features is proposed: type of bank product/service (traditional/innovative) and the type of bank marketing (traditional, informational, digital). In accordance with the suggested differentiation, it is proposed to develop a portfolio of bank marketing strategies. It is proved that the digital marketing strategy is systematically integrated into the overall strategic marketing planning of banking institutions. It is proposed to consider the stages of formation of the digital marketing strategy in connection with the portfolio of marketing strategies implemented in the bank’s activities. Prospects for further research are the scientific substantiation of strategic, tactical and operational aspects of digital marketing in order to increase its efficiency and effectiveness in promoting the image of the bank, banking services and products, attracting and retaining consumers of financial services.
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Khairani, Asmara, and Ira Fachira. "The Influence of Different Digital Content Marketing on Consumer Engagement in The Tourism Sector." International Journal of Social Science and Business 5, no. 3 (August 14, 2021): 443. http://dx.doi.org/10.23887/ijssb.v5i3.38109.
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Social media marketing and change in consumer behavior when traveling in the digital era, present opportunities for tourism sector. Aligned with these facts, digital content marketing becomes more important in improving consumer engagement through social media. Content marketing currently has shifted to a digital world known as digital content marketing. The more people view content on social media, the more it affects consumer engagement. Thus, a study is required to determine how social media marketing can help promote Indonesian locations, especially when Indonesia is trying to cope with many losses due to the pandemic. This study used content analysis to identify the differences between digital content marketing of the travel content by identifying 150 informative and persuasive content and analyzing consumer engagement on the social media platform Instagram. The results show that persuasive content has the most impact on consumer engagement. Also, this study can contribute to digital content marketing and consumer engagement concept literature in the tourism context. In addition, it can be a reference for company in the tourism sector to market their content by paying more attention to the type of content that is of interest to the public to attract public interest in the intended destination (destination branding).
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Holliman, Geraint, and Jennifer Rowley. "Business to business digital content marketing: marketers’ perceptions of best practice." Journal of Research in Interactive Marketing 8, no. 4 (October 7, 2014): 269–93. http://dx.doi.org/10.1108/jrim-02-2014-0013.
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Purpose – This paper aims to draw attention to the emerging phenomenon of business to business (B2B) digital content marketing, offers a range of insights and reflections on good practice and contributes to theoretical understanding of the role of digital content in marketing. B2B digital content marketing is an inbound marketing technique and hence offers a solution to the declining effectiveness of traditional interruptive marketing techniques. Design/methodology/approach – Semi-structured interviews were conducted with 15 key informants involved in B2B content marketing in the USA, UK and France, in five industry sectors. Findings – B2B digital content marketing is an inbound marketing technique, effected through web page, social media and value-add content, and is perceived to be a useful tool for achieving and sustaining trusted brand status. Creating content that is valuable to B2B audiences requires brands to take a “publishing” approach, which involves developing an understanding of the audience’s information needs, and their purchase consideration cycle. Valuable content is described as being useful, relevant, compelling and timely. Content marketing requires a cultural change from “selling” to “helping”, which in turn requires different marketing objectives, tactics, metrics and skills to those associated with more traditional marketing approaches. The article concludes with a theoretical discussion on the role of digital content in marketing, thereby contextualising the findings from this study within a broader exploration of the role of digital content in marketing and relational exchanges. Originality/value – As the first research study to explore the use of digital content marketing in B2B contexts, this research positions digital content marketing with regard to prior theory, and provides both an agenda for further research, and suggestions for practice.
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Forsyth, Keith. "Digital Marketing — Content management: A prerequisite to marketing and sales effectiveness." Journal of Medical Marketing 4, no. 3 (July 1, 2004): 228–34. http://dx.doi.org/10.1057/palgrave.jmm.5040169.
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Đokić, Ines, Nikola Milićević, and Nenad Đokić. "Marketing research of general determinants of the choice of the study programme digital marketing by academic studies students." International Journal of Economic Practice and Policy 18, no. 1 (2021): 1–13. http://dx.doi.org/10.5937/skolbiz1-33650.
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Digital marketing is becoming increasingly relevant in business practice. At the same time, there is a growing need to include digital marketing content in the curricula of higher education institutions. Based on the above, this paper sets two goals-to describe the growing application of digital marketing in business practice in general and to explore the general determinants of the choice of the study program by the students at the higher education institution that will start realization of a master's study program in digital marketing in 2021/22 school year. In the context of the previous objectives, in addition to collecting secondary information, a primary survey was conducted in June 2021 (n = 89). The results of the primary research indicate a pronounced positive acceptance of the study program digital marketing by students, regardless of specific general determinants.
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Hayu, Rina Suthia. "Smart Digital Content Marketing, Strategi Membidik Konsumen Millennial Indonesia." JMK (Jurnal Manajemen dan Kewirausahaan) 4, no. 1 (January 23, 2019): 61. http://dx.doi.org/10.32503/jmk.v4i1.362.
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Millennials in Indonesia currently have the largest market share, but there are not many studies that discuss marketing in millennials in Indonesia, especially marketing in business units that market their products to end consumers (B2C-business to consumer). Judging from the current phenomenon, namely 1) The rise of growth and competition from both foreign and local online retailers competing in Indonesia. 2) Increasingly developing software and hardware technology in digital marketing which gave birth to marketing innovations. 3) Large millennial role in digital marketing, because now they are a generation that understands technology, grows in the world of social media, grew up in a culture of expression, is aware of the attachment to technological change and able to learn through online interaction, has encouraged researchers to research conceptual by creating renewal in the variable attributes of Digital Content Marketing. This study uses observations of phenomena and literature review of previous research so as to produce a new formula namely Smart Digital Content Marketing that is comprehensive based on the suitability of the characteristics of the Indonesian millennials. This study is expected to benefit Indonesian online businesses and provide opportunities for future researchers to conduct surveys and statistical tests.
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Zahladko, V. "Priority Areas for the Development and Implementation of Alternative Digital Marketing Instruments." Modern Economics 24, no. 1 (December 16, 2020): 60–68. http://dx.doi.org/10.31521/modecon.v24(2020)-10.
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Abstract. Introduction. In the context of dynamic convergence of the physical and digital worlds, presence of an incredible amount of information about an individual consumer, critical perception of traditional forms of advertising by society, increased efficiency of data processing and communication, traditional marketing has evolved into a completely new model of digital marketing. Purpose. The principal purpose of this paper is to analyse the basis of the concept of digital marketing and the conditions of its formation; to highlight the features of innovative methods and instruments of digital marketing; to consider its characteristics and to assess effectiveness in the current economic environment. Results. The author developed a definition for digital marketing and highlighted the key advantages of applying digital channels in corporate strategies. A series of alternative instruments for modern digital marketing was analysed: artificial intelligence, machine learning, chatbot, video marketing, augmented reality and influencer marketing. The main characteristics of these instruments were defined, and a critical assessment of their effectiveness was provided based on the comprehensive analysis and data comparison. Conclusions. The modern consumers have full control over the internet media and the content they interact with, which strongly reduces or even eliminates the effectiveness of traditional marketing instruments. As a result, marketing specialists are forced to work in complex and changing circumstances. Today, the principal mean of communication between consumers and brands is digital technology, which has fundamentally changed the context and methods of conducting marketing processes. Digital channels proved to be multifunctional, versatile, practical and efficient. For that reason, companies are relying on digital channels for marketing communications to a greater extent. It justifies the fact why investment in research and development of new digital marketing instruments is constantly growing. Keywords: marketing; marketing channels; digital marketing; digital technologies; target audience; promotion; personalised content.
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Fahimah, Mar'atul, and Linda Armada Ningsih. "Strategi Content Marketing dalam Membangun Customer Engagement." Benchmark 3, no. 1 (September 13, 2022): 43–52. http://dx.doi.org/10.46821/benchmark.v3i1.283.
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Pandemi Covid-19 banyak mengubah kehidupan manusia. Perubahan terjadi dalam usaha bisnis. Pemasar dituntut mengadopsi secara cepat strategi pemasaran secara digital. Penelitian ini bertujuan untuk mengetahui pengaruh langsung serta tidak langsung conten marketing terhadap customer engagement melalui brand awareness pada Instagram @ud.barokah. Penelitian ini menggunakan purposive sampling dengan 100 konsumen yang telah like, komen dan share konten. Teknik analisis penelitian yang digunakan dengan path analysis. Hasil penelitian menunjukkan bahwa terdapat pengaruh langsung variabel content marketng terhadap customer engagement, content marketing terhadap brand awareness, brand awareness terhadap customer engagement dan terdapat pengaruh tidak langsung variabel content marketing terhadap customer engagement melalui brand awareness. Konten yang mudah difahami dan keberagaman variasi konten dapat mempengaruhi keterlibatan konsumen. Konsisten dalam memposting konten secara rutin akan meningkatkan kesadaran merek. Informasi yang sampai ke konsumen tidak langsung meningkatkan customer engagement namun melalui experience yang dirasakan konsumen.
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Anber Mohammad, Anber Mohammad. "The Impact of Digital Marketing Success on Customer Loyalty." Marketing and Management of Innovations 13, no. 3 (2022): 103–13. http://dx.doi.org/10.21272/mmi.2022.3-09.
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Customer loyalty is often seen as one of the decisive factors in determining the fate of organizations. In the age of digitization, organizations should think of advanced strategies to increase their competitiveness and market share by employing the potential of digital content and enhancing their digital capabilities. Recently, many digital media have appeared available to organizations to build their brand, reach their target customers and retain them, and promote their products. Digital media represented a real revolution that made it difficult for organizations to survive in the business environment without investing in these means. Therefore, the aim of the study is twofold: 1) to explore the effects of digital content marketing and digital marketing capabilities on digital marketing success; 2) to investigate the impact of digital marketing success on customer loyalty. This research was conducted on a sample of online restaurant customers through a questionnaire distributed to 187 customers. IBM SPSS 25.0 and AMOS 22.0 were used as the main programs for analysing the collected data from 165 online restaurant customers. Structural equation modelling was applied to test the research’s hypothesized effects. The results indicated that digital content marketing and digital marketing capabilities had significant effects on digital marketing success based on the perspectives of online restaurant customers in Jordan. Moreover, digital marketing success substantially impacted customer loyalty of online restaurant customers in Jordan. It was concluded that for organizations to ensure a positive effect of digital marketing on customer loyalty, more attention should be paid to critical factors such as digital content and digital capabilities. The study calls for researchers to explore more factors affecting the success of digital marketing. It informs marketing managers that customer loyalty in the digitization era depends on the ability to create, communicate and deliver digital content using digital technologies and the quality of digital content and capabilities that deliver customer value.
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Zhou, Shen. "Multimedia Advertising and Marketing Methods in the Context of Digital Communication." SHS Web of Conferences 155 (2023): 02026. http://dx.doi.org/10.1051/shsconf/202315502026.
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This study uses a longitudinal multi-case study design and the objectives of the study are: 1. to explore the application of digital content marketing (DCM) strategies in the context of digital communication; 2. to identify the communication objectives used in their DCM strategies for social media using luxury car brands as a case study; 3. to assess the engagement (reactions, shares, views) of each brand on social media; 4. to use Facebook as a case study to examine the type of media used for his advertising content (text, links, photos, videos, hashtags). The analysis included identifying marketing communication objectives through media content types, social media content marketing strategies and social media indicators. The research results show that brand awareness, brand personality and brand distinctiveness are the most frequently used goals in multimedia advertising and marketing, which makes the focus of digital content advertising marketing used by brands on social media more visible and recognizable, and humanized features and attitudes are reflected on social media.
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Arifudin, Dani, and Eka Sulistiyaningsih. "THE SHORT-TERM TRAINING OF CONTENT CREATION AND DIGITAL MARKETING BAGI PELAJAR DI PURWOKERTO." RESWARA: Jurnal Pengabdian Kepada Masyarakat 2, no. 1 (January 2, 2021): 98–106. http://dx.doi.org/10.46576/rjpkm.v2i1.920.
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Perubahan industri sebagai akibat revolusi teknologi informasi ini harus diantisipasi sejak dini. Banyak bermunculan berbagai macam inovasi baru dalam persaingan dunia industri, salah satunya adalah content creation yang kemudian diterapkan dalam dunia bisnis digital marketing. Tujuan dari pengabdian ini adalah Pelatihan di bidang content creation dan Digital marketing bagi SMA/SMK/Sederajat guna mempersiapkan kebutuhan industri saat ini dan beberapa tahun yang akan datang. Metode pelaksanaan kegiatan ini dimulai dari proses identifikasi masalah, menentukan sasaran dan tujuan, menentukan metode kegiatan, implementasi dan evaluasi kegiatan. Pelaksanaan kegiatan dimulai dari pemaparan materi, praktik dan diskusi tanya jawab. Praktik langsung pembuatan konten microblog untuk kebutuhan digitial marketing diikuti oleh peserta dengan menggunakan software CorelDraw. Evaluasi kegiatan pelatihan ini menunjukan rata-rata pemahaman dan kebermanfaatannya bagi peserta terhadap materi content creation dan digital marketing sebesar 72,7%. Dengan demikian kegiatan ini akan memberikan dampak yang efektif dan positif bagi siswa
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Gómez Arroyo, Ana Rosa. "contenido audiovisual como técnica de marketing. Branded content." VISUAL REVIEW. International Visual Culture Review / Revista Internacional de Cultura Visual 10, Monográfico (February 2, 2023): 1–9. http://dx.doi.org/10.37467/revvisual.v10.4628.
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La sociedad de la comunicación está inmersa en la evolución digital. La creación de contenidos para internet conforma parte de la cultura digital, por ello, la publicidad ha adaptado sus formatos al nuevo paradigma.Este estudio pretende mostrar la relevancia del Branded content. Se analizará el contenido audiovisual mediante una metodología de investigación cualitativa.Se generará discurso en torno a la transformación del espacio digital, la conexión e integración de canales de comunicación y la conexión emocional. Concluyendo, el branded content es una de las estrategias más adecuada para transmitir la identidad de marca al consumidor a través de diferentes formatos.
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Mkwizu, Kezia Herman. "Digital marketing and tourism: opportunities for Africa." International Hospitality Review 34, no. 1 (December 3, 2019): 5–12. http://dx.doi.org/10.1108/ihr-09-2019-0015.
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Purpose The purpose of this paper is to explore digital marketing and tourism with a focus on opportunities with a case study of Africa, motivated by developments in tourism particularly the increase in tourist arrivals and the growth of digital statistics in the digital era. Design/methodology/approach Literature review as a research methodology was adopted in this study, and the integrative literature review was the method used as well as content analysis to review studies in digital marketing and tourism relating to Africa. Findings This paper reveals that digital media, content and mobile advertising are among the trends in digital marketing and, thus, affords Africa the opportunity to market its attractions to tourists in this digital era. Research limitations/implications Future studies can explore quantitative and qualitative methods to understand the phenomenon of digital marketing in relation to tourism. Practical implications Other countries within Africa to adopt similar digital marketing such as digital media and creative content in order to manage the digitization of marketing activities in the tourism sector. Originality/value This study explores digital marketing and tourism with a focus on opportunities for Africa as a case study by specifically examining social media marketing in relation to tourist arrivals using integrative literature review and content analysis methods.
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Nisrina, Rumaysha Gikha. "User generated content sebagai strategi komunikasi pemasaran digital: studi kasus fenomena #shopeehaul." Jurnal Komunikasi Profesional 5, no. 6 (December 31, 2021): 558–71. http://dx.doi.org/10.25139/jkp.v5i6.4316.
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The dynamic development of communication technology certainly brings changes in various aspects including marketing. The presence of digital channels brings new access for companies or brands to convey their marketing messages. The difference between analogue and digital marketing, of course, results in different marketing strategies. Changes in the orientation of the product to consumers also have an effect. In digital marketing, user generated content is an important feature, especially with the increasing number of social media users, including in Indonesia. As in the case of the '#Shopee Haul’ phenomenon, where user generated content becomes a digital marketing strategy that has a positive impact on product sales. This research focuses on how user generated content can be an effective digital marketing strategy from a user perspective, using descriptive qualitative methods and case studies. Primary data sources were obtained from interviews with informants who met the criteria (purposive sampling), and were supported by secondary data sources derived from participatory observation. As a result, user generated content can be an effective digital strategy due to the features attached to UGC itself, such as personal values and individual creativity, motivation to share information and social benefits.
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Gorokhova, T. "The influence of the development of digital technologies on consumer behaviour." Ukrainian Black Sea region agrarian science 112, no. 4 (2021): 45–54. http://dx.doi.org/10.31521/2313-092x/2021-4(112)-5.
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The digital technologies and social media have led to the evolution of consumer behaviour were determined. Consumer behaviour in the digital age, digital marketing strategies, digital business models such as mobile applications or the shared economy have been studied. The concept of digital strategies is revealed: content marketing, user experience, influencers marketing, user-generated content, digital word of mouth. Key words: consumer behaviour, digital economy, digital technologies, strategies.
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Suri, Made. "Pengaruh content marketing pada media sosial instagram terhadap minat kunjung followers ke pulau bali pada era new normal." Jurnal Ilmiah Pariwisata dan Bisnis 1, no. 12 (December 30, 2022): 3684–94. http://dx.doi.org/10.22334/paris.v1i12.270.
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Konsep digital marketing merupakan suatu proses pemasaran yang menerapkan inovasi teknologi untuk meningkatkan jangkauan pasar. Digital marketing dapat menjadi peluang yang sangat besar untuk diaplikasikan pada proses pemasaran pariwisata di masa pandemi seperti saat ini. Content marketing adalah salah satu faktor penting yang akan berpengaruh terhadap keberhasilan dalam penerapan digital marketing. Hal tersebut dapat diperhatikan pada akun instagram @her_journeys dalam upaya memanfaatkan digital marketing dengan membuat content marketing yang menarik untuk meningkatkan minat wisatawan untuk berkunjung ke Pulau Bali. Penelitian ini dilakukan untuk mengidentifikasi dan menganalisis pengaruh content marketing pada media sosial instagram @her_journeys terhadap minat kunjung followers ke Pulau Bali. Metode yang dilakukan dalam penelitian ini menggunakan pendekatan deskriptif kuantitatif dengan teknik analisis data analisis statistik deskriptif dan uji regresi linier sederhana. Dalam pengumpulan data pada penelitian ini peneliti menyebarkan kuisioner kepada 100 responden yang merupakan followers istagram @her_journeys. Hasil dalam penelitian ini menunjukkan bahwa content marketing berpengaruh secara positif dan signifikan terhadap minat kunjung followers ke Pulau Bali dengan kontribusi sebesar 74,1% dan sisanya sebesar 25,9% dipengaruhi oleh faktor-faktor lain diluar penelitian ini.
The concept of digital marketing is a marketing process that applies technological innovations to increase market reach. Digital marketing can be a huge opportunity to be applied to the tourism marketing process during the current pandemic. Content marketing is one of the important factors that will affect the success in implementing digital marketing. This can be seen on the Instagram account @her_journeys in an effort to take advantage of digital marketing by creating interesting marketing content to increase tourist interest in visiting the island of Bali. This study was conducted to identify and analyse the effect of content marketing on Instagram social media @her_journeys on followers' interest in visiting the island of Bali. The method used in this study uses a descriptive quantitative approach with data analysis techniques, descriptive statistical analysis and simple linear regression test. In collecting data in this study, researchers distributed questionnaires to 100 respondents who were followers of @her_journeys instagram. The results in this study indicate that content marketing has a positive and significant effect on followers' interest in visiting the island of Bali with a contribution of 74.1% and the remaining 25.9% is influenced by other factors outside of this study.
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Khalayleh, Mohammad Alkarem, and Sulieman Al-Hawary. "The impact of digital content of marketing mix on marketing performance: An experimental study at five-star hotels in Jordan." International Journal of Data and Network Science 6, no. 4 (2022): 1023–32. http://dx.doi.org/10.5267/j.ijdns.2022.8.008.
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The study aimed to examine the impact of the marketing mix for digital content on the marketing performance of five-star hotels in Jordan. The dimensions of the marketing mix for digital content were (digital marketing database, social media platforms, digital pricing, and digital advertising), while the dimensions of marketing performance were (customer loyalty, customer satisfaction, and attracting new customers). The study population represented five-star hotel customers in Jordan, where an appropriate sample of (294) customers was used. The data of the study were analyzed using the Structural Equation Modeling (SEM) technique. The study concluded that all dimensions of the marketing mix for digital content had a positive impact on the marketing performance of five-star hotels in Jordan. Accordingly, the study recommended managers in these hotels pay more attention to promoting through digital means by publishing advertisements that include images and videos related to the quality of services available.
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Kumaravadivelan, J. "The New Era Of Different Types Of Digital Marketing For Economy Growth In India." International Review of Business and Economics 4, no. 2 (2020): 23–27. http://dx.doi.org/10.56902/irbe.2020.4.2.16.
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In India digital marketing team is connect with umbrella team for marketing of the product or service utilizing digital technology, primarily on the net, show advertising, and the other digital medium, however additionally as well as mobile phones. Digital marketing activities square measure search engine optimisation, computer programme marketing, content marketing, and content automation, campaign marketing, and social media marketing, social media optimisation, e-commerce marketing, show advertising, and the other of digital media, e-mail marketing , optical disks and games ,callback and on-hold mobile ring tones. Latest digital marketing trends India they are: Search and e-commerce can transcend Google to Face book and twitter, Snap chat, Link to very engaged audience with live video streaming. During this study reference to getting into numerous kinds of digital marketing era for economy growth in India.
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Sulkiah, Sulkiah. "Dampak Isi dan Keakuratan Seleksi Pemasaran Digital terhadap Penjualan Makanan Olahan Ikan Lombok Timur." MANAZHIM 5, no. 1 (February 1, 2023): 154–65. http://dx.doi.org/10.36088/manazhim.v5i1.2839.
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Recent empirical studies show that the use of digital marketing among fishermen is still not optimal due to limitations in content creation and limited online media options. Digital marketing has been heralded as an effort to increase sales to fishermen. Unattractive content and target market errors in online media are one of the causes of the failure of fishing businesses to increase sales. Therefore, this research was conducted to determine the effect of digital marketing content and the accuracy of choices on the sales of East Lombok fishermen's processed food. This study analyzes the impact of digital marketing content and the accuracy of selection on sales of processed fishery products. The sample is based on the type of business and business category. Data collection was carried out by distributing questionnaires to 171 fishermen, who sold their products directly to online media using a door to door approach and filling assistance. Data were tested statistically with descriptive analysis, validity and reliability, and linear regression. The results of the study show that the content and accuracy of digital marketing choices have a positive effect on sales of processed fisherman products. These results show the importance of content choices and digital marketing to increase sales of processed fishery products in East Lombok. Fishermen can increase their ability and willingness to explore content and methods for selecting online media to promote their products in order to maximize sales results. Data were tested statistically with descriptive analysis, validity and reliability, and linear regression. The results of the study show that the content and accuracy of digital marketing choices have a positive effect on sales of processed fisherman products. These results show the importance of content choices and digital marketing to increase sales of processed fishery products in East Lombok. Fishermen can increase their ability and willingness to explore content and methods for selecting online media to promote their products in order to maximize sales results. Data were tested statistically with descriptive analysis, validity and reliability, and linear regression. The results of the study show that the content and accuracy of digital marketing choices have a positive effect on sales of processed fisherman products. These results show the importance of content choices and digital marketing to increase sales of processed fishery products in East Lombok. Fishermen can increase their ability and willingness to explore content and methods for selecting online media to promote their products in order to maximize sales results. that the content and accuracy of digital marketing choices have a positive effect on sales of processed fisherman products. These results show the importance of content choices and digital marketing to increase sales of processed fishery products in East Lombok. Fishermen can increase their ability and willingness to explore content and methods for selecting online media to promote their products in order to maximize sales results. that the content and accuracy of digital marketing choices have a positive effect on sales of processed fisherman products. These results show the importance of content choices and digital marketing to increase sales of processed fishery products in East Lombok. Fishermen can increase their ability and willingness to explore content and methods for selecting online media to promote their products in order to maximize sales results.
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Belikova, Olena, Inna Fomichenko, Victoriia Shashko, and Yuliia Nikolaieva. "Trends in Digital Marketing as an Innovative Tool for Enterprise Management." Herald of the Economic Sciences of Ukraine, no. 2(39) (2020): 133–38. http://dx.doi.org/10.37405/1729-7206.2020.2(39).133-138.
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The article considers the features of digital marketing in modern business conditions. Channels and basic methods of digital marketing are given. Among the trends of 2018-2019 are online video, native advertising, personalized content, smart advertising with big data, community development. The components that include digital marketing (content, design, statistics) are identified. The advantages of digital marketing in enterprise management are determined. The volume of digital advertising of the advertising and communication market of Ukraine is investigated. The necessity of development of marketing Internet technologies of promotion of goods and services as a hybrid technology in the conditions of development of information society is substantiated. The essence of digital marketing as a targeted and interactive marketing of goods and services, which uses digital technologies to attract potential customers and retain them as consumers, is clarified. The main marketing processes that are implemented using digital marketing technologies, which include marketing research on the Internet, marketing communications on the Internet and promotion and marketing of products over the Internet.
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Masrianto, Agus, Hartoyo Hartoyo, Aida Vitayala S. Hubeis, and Nur Hasanah. "Digital Marketing Utilization Index for Evaluating and Improving Company Digital Marketing Capability." Journal of Open Innovation: Technology, Market, and Complexity 8, no. 3 (August 29, 2022): 153. http://dx.doi.org/10.3390/joitmc8030153.
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The convergence of information technology, media, and telecommunications has altered consumer behavior in terms of searching, obtaining, processing, and responding to a company’s information or services. The ability of a company to plan, implement, and manage digital marketing to increase its competitiveness in the eyes of consumers is referred to as digital marketing capability. This research presents a digital marketing utilization index (DMUI) to evaluate and improve a company’s digital marketing capability. DMUI is made up of three components: the innovation ecosystem readiness, the adoption of digital marketing technology, and the company’s digital transformation. Based on data from 217 companies in Indonesia, the results show that the DMUI of companies in Indonesia has an average of 71.97, indicating that the level of digital marketing capabilities of companies in Indonesia is in the medium category. They can improve their digital marketing capabilities by increasing the role of managerial innovativeness, organizational readiness, and perceived usefulness. Furthermore, businesses must carry out digital transformation by governing the transformation and reinvention of new business models. Finally, in addition to implementing digital marketing via websites, social media, mobile marketing, and content marketing, they must emphasize the importance of digital analytics, digital CRM, digital advertising, and display advertising to improve their company’s digital marketing capabilities.
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Davidavičius, Sigitas, and Tadas Limba. "Recognition of Digital Content Needs for Inbound Marketing Solutions." Social Sciences 11, no. 8 (August 8, 2022): 351. http://dx.doi.org/10.3390/socsci11080351.
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The paper aims to investigate users’ behavior regarding inbound marketing while consuming content, in particular, to reveal the source of the reasons and triggers affecting content need in the case of long-consumption products. In the theoretical part of the article, the literature analysis is conducted in order to build a theoretical background. The variety of theories of content values as well as users’ decision-making processes are analyzed, and a conceptual view of the origins of content need is formed, which states that the need for a specific type of content emerges under the conditions of the consumer’s experienced gap of information or knowledge when in the stages of the buying model. In order to test this hypothesis, empirical research—the survey—was conducted. The main conclusion is that the decision-to-buy model makes a significant impact on the gap experienced by the consumer of the content and has the potential to be used to reveal the need for different content types in terms of its purposes.
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Jacob, Mishel Elizabeth, and Johney Johnson. "Conceptualising Digital Content Marketing for Greater Consumer Brand Engagement." Colombo Business Journal 12, no. 2 (December 31, 2021): 80. http://dx.doi.org/10.4038/cbj.v12i2.83.
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Chaniago, Nicco Chaisar, Aditia Jaya Saputra, America Rachmasari Calosa, Ayu Karmila Dewi, Muhammad Farel Akuan, Nurul Kholifah, and Satria Bangsawan. "Digital Marketing Design and Content Development at Nutrihub Lampung." Devotion: Journal Corner of Community Service 1, no. 3 (December 31, 2022): 115–27. http://dx.doi.org/10.54012/devotion.v1i3.115.
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A large number of internet users in Indonesia is an opportunity for business people to use digital marketing to get consumers. Nutrifood is a company engaged in the healthy food and beverage industry and has a place for public activities called Nutrihub. This service examines how Nutrihub uses digital content to build brand awareness. The dedication method used comes from devotion and conducting focus group discussions (FGD) with the leaders and employees of Nutrihub Lampung. The data obtained is then processed based on selection and sorting so that it is sorted, which is more appropriate in describing the problem according to the purpose of the service. The data sources used are journals, publications, websites, and Nutrihub's social media pages. The service results show that using digital content as marketing, including websites, e-commerce and social media, using the slogan "Connect, Collaborate, Innovate," is considered successful in building brand awareness at Nutrihub Lampung. Because it can build people's top of mind that Nutrihub is a brand of healthy living through a series of high-tasting health food and drink products. Instagram social media and e-commerce platforms have a big factor in building Nutrihub's brand awareness in the eyes of the public.
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Indrayani, Heni, Swita Amalia Hapsari, Hanif Wahyu Cahyaningtyas, and Rifqi Hindami. "ANALISIS PERKEMBANGAN PENELITIAN KOMUNIKASI PEMASARAN DAN KONTEN DIGITAL." DIALEKTIKA 6, no. 2 (September 9, 2019): 118–34. http://dx.doi.org/10.32816/dialektika.v6i2.1261.
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Students try to communicate scientifically through information written in their final project in the form of a Thesis. In the distribution of research topics in the Communication Studies program at Dian Nuswantoro University, most discussed digital content and marketing communication. Therefore, the purpose of this research is to analyze the development of digital content research and marketing communications. The method used is a descriptive quantitative method with a bibliometric approach from 21 thesis of Communication Studies Program students from August 2017 to March 2019. The results showed that the study of Communication Studies Program Students at Dian Nuswantoro University was the most adalagh of analyzing digital content and marketing communications. This is in accordance with specialization in the study program. Digital content both online media, social media and Youtube are discussed in terms of strategy and media platform content. Meanwhile, marketing communication research discusses the strategy side and impact of marketing communication.
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Lehnert, Kevin, Sarah Goupil, and Pete Brand. "Content and the customer: inbound ad strategies gain traction." Journal of Business Strategy 42, no. 1 (May 4, 2020): 3–12. http://dx.doi.org/10.1108/jbs-12-2019-0243.
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Purpose Marketing has radically changed in the past few years. With the rise of digital marketing, search technology, blogging and podcasts, consumer access to information and content has exploded. This paper aims to provide a critical look at one aspect of this change, inbound marketing and the creation of content to drive engagement. Inbound marketing differs from traditional marketing by pulling customers to the firm, as opposed to reaching out through traditional advertising. Design/methodology/approach This study provides an overview of inbound marketing and illustrate three views of inbound marketing: digital, social and content marketing. Findings The study highlights the importance of consumer personae, critical content creation and customer strategies. Practical implications The study concludes with a look to the future of inbound marketing and clear guidelines for developing an inbound strategy, including understanding the buyer personas, strategic analysis and a formulized plan for inbound content creation. Originality/value This work combines traditional theoretical research and analysis to provide a comprehensive and clear illustration of what inbound marketing is and where it can be used in both business strategy and academic research.
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Kamuri, Klaasvakumok Jehezkielomi. "ANALISIS PERAN DIGITAL CONTENT MARKETING BAGI WIRAUSAHA MILENIAL DI KOTA KUPANG DALAM MASA PANDEMI COVID-19." Journal of Management : Small and Medium Enterprises (SMEs) 14, no. 2 (July 30, 2021): 225–38. http://dx.doi.org/10.35508/jom.v14i2.4784.
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One of the impacts caused by the Covid-19 pandemic is the limited interaction of the community in various activities, including business activities, causing Indonesia to experience a 0.1% decline in economic growth in 2020, and more than 50% of Small and Medium Enterprises have become victims. However, the limited interaction in business activities is not a major problem for the millennial generation. They have sufficient skills and knowledge in utilizing technology to carry out their business activities. The method used today is marketing through digital content which is known as digital content marketing. Many business people have started to switch to modern marketing based on digital technology because it is considered more effective and can be done in various situations and conditions, including during the Covid-19 pandemic. This study aims to examine the role of digital content marketing towards the efforts made by millennial entrepreneurs in Kupang City during the Covid-19 pandemic. The method used in this research is descriptive qualitative in order to obtain data and facts related to the research problem directly. Through the results and discussion, it was concluded that digital content marketing plays an important role in creating cost-effective promotions, increasing sales, communication media and effective and up to date marketing information. Digital content marketing plays a role in building brand awareness and consumer loyalty, being a means of developing creativity and knowledge of business actors in utilizing technology for business, and creating competitive advantages for millennial entrepreneurs in Kupang City.
Keywords: Digital Content Marketing, Entrepreneurship, Millennial Generation
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Javed Parvez, Shaik, H. M. Moyeenudin, S. Arun, R. Anandan, and Senthil Kumar Janahan. "Digital marketing in hotel industry." International Journal of Engineering & Technology 7, no. 2.21 (April 20, 2018): 288. http://dx.doi.org/10.14419/ijet.v7i2.21.12383.
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Digital marketing is the promotion of products or brands through online. In recent days the demand of digital marketing in hotels has become increasingly high with Social Media Marketing (SMM) which works with social networking sites and Search Engine Optimization (SEO) making the website to appear in search results with advertisement on Google and online magazines by search engine marketing (SEM), video marketing through you tube and websites are types of digital marketing. Searching hotels through online by computers and mobile with the hotel websites is the new trend of digital marketing and it makes the possibilities to enhance the local search on hotels by giving required content, User profiles, managing citations and in search results. The aim is to study the role of digital marketing in hotel industry. This article is also focused to identify which type of digital marketing will work best with hotel industry.
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Sawhney, Aastha, and Vandana Ahuja. "Drivers of Social Media Content Marketing in the Banking Sector." International Journal of Service Science, Management, Engineering, and Technology 12, no. 3 (May 2021): 54–72. http://dx.doi.org/10.4018/ijssmet.2021050104.
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Due to technological advancement, the economy is shifting from market-driven stature to a network-oriented economy, and social media has captured prime IT trends of the technology world. The banking sector has also been trapped in the digital wave, and the banks are compelled to focus and redefine their digitalisation processes as they witness a rapid change in consumer behaviour and buying habits. Digital marketing and other social media platforms have enabled banks to become an influential tool in not only acquiring the target prospects but also for facilitating their businesses. Content marketing is a crucial ingredient to the overall digital marketing strategy to measure the effectiveness and success of an organization's online communication. Apart from the quality of the content, marketers should be conscious and must introspect their respective target audiences while delivering and promoting the content. This research paper is based on an extensive literature review that outlines the concept of social media content marketing while highlighting the various benefits it offers to the banking sector, thereby defining multiple digital media content marketing strategies that enable banks to accomplish their objectives.
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Toledo, Luciano Augusto, Alexandre Santos Lima Junior, Lucas Marçal Franzé Pace, Renan Abujamra da Cunha, Sérgio Baeta de Mendonça, and Luiz Alberto Toledo. "Marketing digital um estudo sob a perspectiva da rede de fast food Burger King brasil." Prisma.com 45 (2021): 34–51. http://dx.doi.org/10.21747/16463153/45a3.
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The article is structured along the lines of qualitative research. Through the case study, the premise is to investigate how digital marketing is applied in the fast food company Burger King. With the application of the Collective Subject Discourse, contextual clues are listedthat allow to investigate the use of digital marketing within the context of a food company in Brazil. Through the analysis of speeches included in the material studied, it was possible to verify that digital marketing at Burger King occurs through the application of inbound marketing. It allows the use of digital social networks for the purpose of disseminating relevant content to the target audience and potential customers.
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Misci Kip, Sema, and Pınar Umul Ünsal. "Exploring native advertising in Turkey: insights from digital immigrants and digital natives." Qualitative Market Research: An International Journal 23, no. 3 (January 31, 2020): 381–406. http://dx.doi.org/10.1108/qmr-01-2018-0016.
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Purpose This study aims to achieve broad insights into perceptions and attitudes of Turkish digital immigrants (DI) and digital natives (DN) toward native advertising (NA) format. Design/methodology/approach Based on extant review of literature, semi-structured interview questions helped to solicit subjective interpretations, perceptions and attitudes of Turkish consumers toward NA format. In-depth interviews with 36 participants were conducted. Findings The study gains new knowledge on issues related to NA format, such as self-determination of viewing, privacy and accuracy of information. Findings provide whys and wherefores for these undiscovered issues, as well as for preexisting themes such as format recall and recognition, disclosure, communication/marketing aims, attitudes toward NA format, brand and publisher, NA placement and “nativity” of the format. In terms of perceptions and attitudes of DIs and DNs, both similarities and differences exist. DNs consider viewing NA content under their own initiative, so their perceptions and attitudes toward NA are shaped accordingly. Research limitations/implications The interviews were carried out in a single setting; with a convenience sample of consumers living in Izmir, Turkey. Certain age and education levels were considered desirable as main criteria for selection. Practical implications The study identifies consumer concerns on the NA format and content; and provides suggestions for advertisers, publishers and ad professionals on disclosure, relevancy and frequency of exposure, which can be applied in practice. Implications for public policy are also discussed. Originality/value This is the first known study to explore perceptions and attitudes of DIs and DNs toward NA format in the Turkish context. This study uncovers and discusses insights into underlying reasons of DI/DNs’ perceptions and attitudes. The study extends prior findings of quantitative research on NA, offering fruitful insights for future research.
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Ashari, Revida Mareta Herfi, and Onny Fitriana Sitorus. "Pengaruh Content Marketing terhadap Customer Engagement Kopi Kenangan." Jurnal EMT KITA 7, no. 1 (January 1, 2023): 38–46. http://dx.doi.org/10.35870/emt.v7i1.726.
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Hadirnya internet membuka peluang untuk pemasaran digital dan para pemilik bisnis berlomba membuat konten-konten yang menarik untuk mencapai target penjualan. Tujuan penelitian ini adalah untuk mengetahui pengaruh Content Marketing terhadap Customer Engagement Kopi Kenangan dan seberapa besar pengaruh Content Marketing terhadap Customer Engagement Kopi Kenangan. Populasi dalam penelitian ini ialah pelanggan Kopi Kenangan cabang ruko M. Toha Kota Tangerang yang berjumlah 175 pelanggan. Metode yang digunakan yaitu metode kuantitatif dengan jumlah sampel sebanyak 64 responden. Teknik dalam pengumpulan sampel menggunakan Teknik simple random sampling. Proses pengumpulan data dengan menggunakan kuesioner melalui google form. Kemudian hasil dianalisis dengan analisis korelasi dan regresi. Hasil penelitian menunjukan bahwa terdapat pengaruh yang signifikan antara Content Marketing terhadap Customer Engagement Kopi Kenangan. Pengaruh Content Marketing terhadap Customer Engagement sebesar 52,8%, sedangkan sisanya 47,2% dipengaruhi oleh variabel lain yang tidak digunakan dalam penelitian ini.
Kata kunci: Content Marketing, Customer Engagement, Pemasaran Digital, Media Sosial
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Son, Jaeyoung. "Online to Offline Expansion Strategy of Digital Contents: A Case study of Chinese Digital Animation Boonie Bears." Academic Association of Global Cultural Contents 39 (May 31, 2019): 114–29. http://dx.doi.org/10.32611/jgcc.2019.5.39.114.
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<Boonie Bears> has been one of the most successful digital animation products in China since 2012. The reason why we focus on this animation series is that the IP holder Huaqiang group make the animation a bigger business through combining it with “space business” in offline. This article tried to analyze <Boonie Bears> case as a strategy of expansion from online digital content to offline space business and license merchandise, based on case study research methodology of Dr. Robert K Yin. I summarized two theories of online and offline cross marketing and transmedia storytelling as the research framework. And I made a conclusion of 5 strategies of <Boonie Bears> for its expansion from online to offline. The result of the research shows as below. First, the players widened the audience and customer pool via multimedia expansion. Second, they took transmedia storytelling as the expansion strategy rather than traditional OSMU. Third, all the media contents are enough to be understood and are able to be entry point of content consumers. These are the way of product portfolio planning. Fourth, media contents of online and offline are related each other and are planned to make bigger contents world. Fifth, digital contents were empowered to be used as marketing activities for offline goods in the process of marketing funnel. Those results imply that digital content products that aim Chinese market should be designed considering online and offline transmedia expansion. And further, the way to Chinese market should be a transmedia storytelling strategy rather than traditional (or simple) OSMU strategy especially in the media channel acquisition.
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Ghaisani, Clariza Orivia, and Subhan Afifi. "The implementation of digital marketing communication strategy in cultural tourism: a case study in Yogyakarta." Indonesian Journal of Communication Studies 15, no. 1 (August 16, 2022): 66. http://dx.doi.org/10.31315/ijcs.v15i1.6095.
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Cultural tourism is one category that attracts local and foreign tourists. Various previous studies have shown that digital marketing communication media plays an essential role in influencing tourist interest in visiting tourist destinations. This study aims to analyze the implementation of digital marketing communication strategies in marketing cultural tourism with a case study of cultural tourism destinations in Yogyakarta. This study uses a case study method with indepth interviews and field observations as data collection methods. The collected data were analyzed using thematic analysis and SWOT analysis. The results showed that managers of cultural tourism destinations optimize social media such as Facebook and Instagram for promotion. Whatsapp and email are also used for more personal communication with customers. The company's systematic digital marketing communications planning system supports solid work teams and produces original content. In addition, the extensive national and international marketing network and stable institutional position, because it is a stateowned company, are the advantages of this company. The increasing public interest at home and abroad for travel, the reduced Covid-19 pandemic, and the availability of various digital promotional media are opportunities for this company. However, the technical competence of staff in managing digital marketing media still needs to be improved. In addition, the digital content production and distribution scheduling system has not been implemented strictly and consistently. The quantity and quality of digital media content are also still limited. In addition, this cultural tourism object has several external challenges, such as the emergence of various new tourist objects in Yogyakarta, which are more aggressively promoted through digital media, and the possibility of a re-emergence of the Covid-19 pandemic or other natural disasters. This paper contributes to the literature on digital marketing communications by focusing on its implementation in the context of cultural tourism.
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Justitia, Army, Indah Werdiningsih, Faried Effendy, and Taufik Taufik. "Pelatihan dan Pendampingan Digital Marketing bagi UMKM Jasa Laundry menuju UMKM Go Digital." Jurnal Nasional Pengabdian Masyarakat 2, no. 2 (October 1, 2021): 60–72. http://dx.doi.org/10.47747/jnpm.v2i2.388.
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The COVID-19 pandemic has had a significant impact on Micro Small Medium Enterprises (MSMEs), especially laundry services in Plosokandang, Tulungagung Regency. Their primary customers, college students, no longer use their services because of online teaching and learning. The use of social media digital marketing is one solution to promote products and services. Unfortunately, many MSMEs lack this skill. This community service project focuses on training and assisting MSMEs in designing digital marketing content and posting them on their official social media. Canva software was chosen as a tool for content creation because it is simple and quick to use, with minimal design capabilities. Canva offers ready-made templates, so users only need to add their own personal touches. Then, the content is shared on the official social media accounts (Instagram or Facebook Pages). Participants’ and partners’ knowledge and skills improved after following the training. The average increase in participant knowledge of Canva material is 18.62 points, while social media material is 10.79 points. These training and mentoring activities have a positive impact on skills and knowledge related to using Canva and social media for digital marketing. Another effect of digital marketing on social media is an increase in revenue turnover, customer numbers, customer reach, and market sectors.
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Nesya, Nesya, and Juwono Tri Atmodjo. "MODEL PEMASARAN DIGITAL ‘TRANSMEDIA BRANDING’ PADA CHANNEL NARASI.TV." Jurnal Visi Komunikasi 19, no. 02 (March 5, 2021): 170. http://dx.doi.org/10.22441/visikom.v19i02.11390.
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The world of marketing is moving fast and using new media to attract consumer attention is called digital marketing. Digital marketing focuses on providing space for advertising as well as embracing consumers to participate in marketing the brand. So that in digital marketing there is the term transmedia which is a marketing communication process where information about a brand is packaged in an integrated narrative that is disseminated into contributions in various media channels with the aim of creating certain experiences. This phenomenon has begun to be developed by the digital platform Narasi.Tv, a digital-based company with the www.narasi.tv page. Established in September 2017, Narasi.Tv has a number of programs that are disseminated on social media. Researchers want to see Narasi.Tv in presenting media content on its channel, advertising space on Narasi.Tv, and the transmedia branding model on Narasi.Tv as a whole. This research uses a qualitative approach with study methods collected based on the results of interviews, observations, and documentation. The result of this research is Narasi.Tv applies transmedia branding which includes narration, participation, and brand. Narasi.Tv as a media for young people to embrace its audience aged 18-35 years to be involved in uploaded content. Narasi.Tv also creates content with advertisers with the concept of collaboration where the content must contain positive values that are in line. Narasi.Tv will also not run collaboration content at any time.
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Kim, Dayoung. "Strategic proposal of digital content marketing in social media environment in digital age." Europe Culture Arts Association 8, no. 2 (September 30, 2017): 55–75. http://dx.doi.org/10.26854/jeca.2017.8.2.55.
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Vazquez, Erik Ernesto. "Effects of enduring involvement and perceived content vividness on digital engagement." Journal of Research in Interactive Marketing 14, no. 1 (December 16, 2019): 1–16. http://dx.doi.org/10.1108/jrim-05-2018-0071.
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Purpose Retail marketers use brand communities (BCs) on social media (SM) to create digital engagement and reach new customers. However, this marketing form needs perceived content vividness and enduring involvement with products. The purpose of this study compares digital engagement (measured as an intention to recommend a retail brand online) produced by BCs of retailers at three levels of cognitive load (measured as exposure time to website). Design/methodology/approach Online quasi-experiments were conducted to analyze how SM platforms with diverse levels of enduring involvement with products, perceived content vividness and cognitive load influence digital engagement. Findings Results show enduring involvement with products produced digital engagement. In addition, cognitive load produced an inverted U-shaped effect on digital engagement in the condition of high content vividness (perceived). In the low content vividness condition, cognitive load produced similar or greater positive effects on digital engagement than those produced in the high content vividness condition. Research limitations/implications The study implies a willingness to recommend online serves as a proxy of digital engagement failing to capture the reciprocal activities from the firms to customers. It also assumes that measuring product importance and usage frequency of the product serve as proxies of enduring involvement failing to capture the hedonic motivations related to products. Practical implications Practitioners should prioritize enduring involvement with products over perceived content vividness to improve digital engagement and reach new customers through their BCs on SM platforms. In addition, managers should use SM with content perceived with low vividness to improve digital engagement. Originality/value The study shows the influence of enduring involvement with products on digital engagement. It supports applying the resource-matching theory in SM platforms. It offers an alternative operationalization of constructs. The study compares multiple products and SM platforms providing empirical evidence of distinct levels of content vividness between SM platforms, not considered in previous studies.
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Nyström, Anna-Greta, and Karl-Jacob Mickelsson. "Digital advertising as service: introducing contextually embedded selling." Journal of Services Marketing 33, no. 4 (August 12, 2019): 396–406. http://dx.doi.org/10.1108/jsm-01-2018-0043.
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Purpose Previous research on advertising in digital contexts has emphasized its persuasive and information processing roles for the customer. This paper aims to problematize this point of view and argues that the converged and interactive nature of digital media makes all advertising content into potential points of engagement in a digital media journey. Design/methodology/approach The paper is conceptual in nature and applies service logic (SL) and customer engagement to reconceptualize digital advertising and selling. Findings The authors present digital advertisements and digital media content as elements that contribute to a digital media journey, which ideally leads to a purchase. Advertising content is regarded as a resource used by consumers in their underlying value-creating processes. Thus, the digital advertising process is conceptualized as a customer-driven process of engaging with digital media content, where a purchase is incorporated in (and naturally follows from) the theme of engagement. Research limitations/implications The paper introduces the concept of contextually embedded selling, which refers to a process where digital advertising content is thematically congruent with the surrounding editorial content, so that both contribute to the same consumer journey. Otherwise, consumers experience a contextual jump – a disconnect in theme, place or time during the consumer’s process of engagement with the digital content. Originality/value The paper contributes to advertising theory on advertising, engagement and the emerging research on consumer journey design by presenting an approach based on SL, namely, contextually embedded digital selling.
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Confetto, Maria Giovanna, and Alfonso Siano. "Social Media Content: A Management Framework." International Journal of Business and Management 13, no. 6 (May 16, 2018): 84. http://dx.doi.org/10.5539/ijbm.v13n6p84.
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This paper aims to introduce a model for social media content management that is focused on both the strategic and operational levels to guide companies in setting, formulating and spreading social media marketing content and monitoring the achieved results. The framework has been realized considering different cognitive goals related to the organizational unit responsible of the development of the content marketing processes, corporate content identity, decision making elements for digital content creation, the diffusion of content through social media platforms, and the tools and parameters used to measure and evaluate performance. The model presented here is an attempt to fill in the existing gap in the recent literature regarding digital content marketing and social media content management. The framework introduces some consequential steps of a well-defined process that is composed of decisions and activities that must be carefully planned, thus preventing (from an operational level) the recurrent use of specific management tools. By adopting an integrated vision, is it possible to keep the business strategy’s objectives and all the operative tasks conducted by the content marketing team aligned.
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Rohmat Hidayat, Agus, and Nur Alifah. "Marketing Communication Strategy for Coffee Through Digital Marketing." Return : Study of Management, Economic and Bussines 1, no. 4 (December 20, 2022): 139–44. http://dx.doi.org/10.57096/return.v1i04.54.
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Background: Marketing communication is one step that has a major influence on the success of a company. Along with the development of technology, the economy, and the market, competition becomes more stringent. For this reason, marketing communication media are needed to be able to reach the target market. For this reason, marketing communication media are needed to be able to reach the target market. Aim: This study aims to explain SCI Coffee's marketing communication strategy, which includes message strategy and media strategy, as implemented through Instagram Method: This research uses a descriptive qualitative method. This research was conducted at the café SCI COFFEE. The population and sample used were all workers at the Syntax Corporation Indonesia office, totaling 100 respondents. Findings: The results of the message strategy research study conducted by SCI via Instagram are information contained in the form of a service model that is close to consumers, offers a place with a comfortable atmosphere, and has a unique café concept that is different in each branch. While the message strategy is through creative message forms in the form of unique photo content and captions. The choice of language for writing captions uses slang. The media strategy carried out by SCI through Instagram as a marketing communication medium, media strategy through target audiences that are tailored to the habits of the target audience, using the current trending Instastory feature, and the hashtag feature to make it easier for consumers to find places to enjoy good coffee, and election Instagram post time.
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Dewi, Ida Ayu Kusuma, Putu Gde Arie Yudhistira, and Ni Ketut Wiwiek Agustina. "Impact of Digital Content Marketing on Tourist Visit Interest to Melasti Beach: The Mediating Role of Social Word of Mouth." Jurnal Manajemen Teori dan Terapan | Journal of Theory and Applied Management 15, no. 2 (August 27, 2022): 286–99. http://dx.doi.org/10.20473/jmtt.v15i2.35708.
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Objective: This study aims to determine the role of social word of mouth in mediating the influence of digital content marketing on visiting interests. Design/Methods/Approach: This research uses a purposive sampling technique on 385 respondents who used social media and had never visited Melasti Beach tourist attractions. The data collection technique uses a questionnaire. This research uses SmartPLS 4 to test the validity, reliability, and various tests. Findings: As a result of the study, it is found that digital content marketing has a positive effect on visiting interest, digital content marketing has a positive effect on social word of mouth, social word of mouth has a positive effect on visiting interest, and social word of mouth mediates digital content marketing on visiting interest. Originality: The development of digitalization has led to new ways for tourists to look for references through social word of mouth on social media. This research topic becomes very important for marketers considering that the application of content marketing strategies presents social word of mouth on social media. This is important, especially for a tourist attraction, to generate interest in visiting. Practical/Policy implication: Identification of social word of mouth on social media can be used as a benchmark in mediating digital content marketing and visiting interest. The results of this study have implications for the tourist attraction of Melasti Beach to create interesting content.
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Schwartz, Laura. "Advocating for digital projects in the arts: UC San Diego Visual Arts and Architecture Digital Collections." Art Libraries Journal 45, no. 2 (April 2020): 61–67. http://dx.doi.org/10.1017/alj.2020.4.
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Through a close examination of the UC San Diego Visual Arts and Architecture Digital Collections, this article reviews the context of the UC San Diego Library's Digital Collection including the tools leveraged to create a successful digital library environment and the importance of cultivating relationships with content donors, including challenges and opportunities. Marketing and publicity of digital collections as part of the project lifecycle will also be discussed, as well as the importance of advocating for arts content within the library's digital collection.
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Pfeiffer, Kerstin, and Rolf Konkel. "A content marketing strategy in response to changing digital user behaviour." Schriftenreihe der Deutschen Gesellschaft für Geowissenschaften 94 (May 7, 2019): 54–59. http://dx.doi.org/10.1127/sdgg/94/2019/54.
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Karandyuk, Olga, and Valeria Marchuk. "CURRENT TRENDS OF DIGITAL-MARKETING IN THE CONDITIONS OF GLOBALIZATION." 3, no. 3 (December 30, 2021): 48–56. http://dx.doi.org/10.26565/2786-4995-2021-3-05.
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The article states that the impact of Internet technologies on public life has become a prerequisite for creating a new type of marketing - digital marketing, a characteristic feature of which in addition to the specific environment of information dissemination was the need to develop an information product that meets consumer information needs. The authors note that under the current conditions of development of the world economy in general and the economy of Ukraine in particular, there are significant changes in the activities of enterprises and approaches to doing business. The development of globalization is analyzed and the emphasis is on its transformation into globalization processes. The most obvious change is that most companies and people have moved to the online environment. Current trends in the development of digital marketing in the context of globalization are considered. Important aspects of the impact of information technology on the change of everyday life and business activities are highlighted. The importance of digital marketing to meet the needs of a new generation of consumers has been identified. The main directions of using information technologies in marketing with their tendency to personification are determined. It is substantiated that the effective practice of digital marketing in the conditions of global informatization for enterprises is content marketing, which is based on the formation of interesting, relevant information material in accordance with the needs and desires of the consumer. Content should be relevant to current issues and issues of concern to consumers, have a clear and understandable structure of material, combine different tools of visualization and interactivity.Modern digital marketing is actively developing in the direction of video marketing, creation of audio content and voice processing systems; the role of messengers as a low-cost and more efficient SMM implementation environment is growing. Taking into account the analysis of modern scientific research, the authors noted that they have not substantiated the tools of Internet marketing, which are relevant in the context of globalization. Effective tools for promoting products on the Internet, which have developed significantly in recent years, are analyzed. The necessity of development of marketing Internet technologies of promotion of goods and services as a hybrid technology in the conditions of business globalization is substantiated. Taking into account the current trends in the development of online communications, the authors based on a study of modern publications summarized the current tools of digital marketing and systematized current trends in digital marketing. It is concluded that the further transformation of marketing in connection with the rapid development of technology.