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Journal articles on the topic 'Digital marketing channel'

Author: Grafiati

Published: 7 June 2025

Last updated: 2 August 2025

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1

S.L., Bharani, Sanjay Kumar S., and Surya B. "Channel Marketing in Digital Era." Shanlax International Journal of Commerce 7, S1 (2019): 199–202. https://doi.org/10.5281/zenodo.3451694.

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This paper starts with the importance of channel marketing and its types and how it has a relationship with the customers. Channel marketing is a process where the company develops various marketing techniques as well as sales strategies to reach the broadest possible customer base. The goal of channel marketing is to establish direct communication with customers in each channel. The techniques used in each channel is different, but the overall strategy must always brand the business consistently throughout the conversation. Channels of distribution increase the effectiveness of marketing beca

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Volodymyr, Ordynskyi Володимир Ординський, and Bradulov Павло Брадулов Pavlo. "THE ROLE OF DIGITAL MARKETING IN OMNICHANNEL STRATEGY." Knowledge, Education, Law, Management 1 (25), no. 2019 (2019): 44–53. https://doi.org/10.5281/zenodo.3275695.

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The article deals with developing digital marketing strategy by brands running marketing communication in different channels. Special attention is given to increasing the effectiveness of combining digital channel with TV. It is noted that using digital helps to build effective reach of TA that cannot be covered by TV. The author emphasizes that is important to use effective channel split for digital activity. Recommendations on implementation digital marketing in media strategy are developed.

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Straker, Karla, Cara Wrigley, and Michael Rosemann. "Typologies and touchpoints: designing multi-channel digital strategies." Journal of Research in Interactive Marketing 9, no. 2 (2015): 110–28. http://dx.doi.org/10.1108/jrim-06-2014-0039.

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Purpose – This study aims to gain a clearer understanding of digital channel design. The emergence of new technologies has revolutionised the way companies interact and engage with customers. The driver for this research was the suggestion that practitioners feel they do not possess the skills to understand and exploit new digital channel opportunities. To gain a clearer understanding of digital channel design, this paper addresses the research question: What digital channels do companies from a wide range of industries and sectors use? Design/methodology/approach – A content analysis of 100 i

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Garrett, Alex, Karla Straker, and Cara Wrigley. "Digital channels for building collaborative consumption communities." Journal of Research in Interactive Marketing 11, no. 2 (2017): 160–84. http://dx.doi.org/10.1108/jrim-08-2016-0086.

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Purpose Collaborative consumption firms leverage networked peers, communicating, collaborating and even delivering services to one another through a central marketplace channel. This raises questions as to the nature of this new form of digital channel strategy and deployment from a firm’s perspective. As a first step, this research seeks to help bridge the gap in knowledge by establishing an understanding of the digital channel usage of collaborative consumption firms. Design/methodology/approach A qualitative content analysis of 30 collaborative consumption firms was conducted using multiple

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Shi, Wei. "Impact of Multi-Channel Marketing on Property Insurance Sales Performance." Economics and Management Innovation 2, no. 2 (2025): 8–14. https://doi.org/10.71222/etg14j75.

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This study explores the impact of multi-channel marketing on sales performance in the property insurance industry, focusing on how the integration of online and offline channels enhances customer acquisition, conversion, experience, and loyalty. The findings indicate that multi-channel marketing significantly improves sales outcomes by offering personalized customer experiences and increasing engagement. By combining digital marketing with traditional sales channels, such as agents and tele-sales, insurance companies can broaden their reach, build customer trust, and improve conversion rates.

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Zhu, Xiaodong, and Ruiting Deng. "Inclusive and Sustainable Supply Chain Strategies in Live E-Commerce: The Role of Influencer Marketing and Spillover Effects." Sustainability 16, no. 24 (2024): 10985. https://doi.org/10.3390/su162410985.

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Live e-commerce has proliferated as a new business model in recent years. Live-streaming channel selection strategies and behavioral decisions are critical considerations for retailers to enhance business performance by increasing engagement and profitability. This study introduces the spillover effect between influencer and self-live-streaming channels, offering new theoretical insights into sustainable supply chain management from multichannel retailing, game theory, and spillover effects for channel selection and pricing, optimizing dual-channel tactics for inclusive marketing, and challeng

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Feng, Gaofeng, and Yangzhi Ou. "The Impact of Marketing Channel Changes on Brand Loyalty in the Digital Era." Economics & Business Management 1, no. 3 (2025): 100. https://doi.org/10.63313/ebm.9061.

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With the rapid development of information technology, the wave of digitaliza-tion has profoundly changed the marketing landscape. Traditional marketing channels are facing challenges, and emerging digital marketing channels such as search engine marketing, social media marketing, content marketing, email marketing, and short video and live streaming marketing have become an im-portant way for enterprises to build their brands and connect with consumers by virtue of their precise, interactive and efficient features. The purpose of this paper is to discuss the types and characteristics of market

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Swan, Eric L., Andrew J. Dahl, and James W. Peltier. "Health-care marketing in an omni-channel environment." Journal of Research in Interactive Marketing 13, no. 4 (2019): 602–18. http://dx.doi.org/10.1108/jrim-03-2019-0039.

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Purpose Consumers have increased access to digital health tools such as social media, websites and marketer-controlled platforms for information sharing. Telemedicine (TM) represents an emerging omni-channel touchpoint for consumers to exchange information and inform health decision-making at a time and place of their choosing. While TM offers great potential, consumer adoption has been slower than expected. This paper aims to investigate attitudinal factors that influence adoption and usage of TM within consumers’ omni-channel decision-making environment. Design/methodology/approach Surveys f

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Karaarslan, Ozan, and Ramazan Nacar. "Dijital pazarlama kanallarının kullanımının X, Y, Z kuşaklarına göre farklılaşması." Turkish Journal of Marketing 9, no. 4 (2024): 97–113. https://doi.org/10.30685/et6fh826.

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Marketing has undergone a significant transformation and must adapt to every age. In a digitalized world, the digitalization of marketing has become inevitable. Digital Marketing has become increasingly important for companies. This study focuses on determining whether Digital Marketing channels create a significant difference between age groups so that marketers can choose appropriate digital marketing channels for targets. For this purpose, four hypotheses developed were tested with quantitative analysis methods using data obtained from 118 volunteer participants. According to the results of

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Karaarslan, Ozan, and Ramazan Nacar. "Dijital pazarlama kanallarının kullanımının X, Y, Z kuşaklarına göre farklılaşması." Turkish Journal of Marketing 9, no. 4 (2024): 97–113. https://doi.org/10.30685/tujom.v9i4.201.

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Marketing has undergone a significant transformation and must adapt to every age. In a digitalized world, the digitalization of marketing has become inevitable. Digital Marketing has become increasingly important for companies. This study focuses on determining whether Digital Marketing channels create a significant difference between age groups so that marketers can choose appropriate digital marketing channels for targets. For this purpose, four hypotheses developed were tested with quantitative analysis methods using data obtained from 118 volunteer participants. According to the results of

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Argawan, Benjamin, Budiyanto Halim, Jessica Wijaya, et al. "Pemanfaatan Digital Marketing Channel dalam Upaya Memperluas Pemasaran Produk Jahe Merah Instan Sarongge." Jurnal Pemberdayaan Masyarakat Indonesia 1, no. 1 (2019): 187–203. http://dx.doi.org/10.21632/jpmi.1.1.187-203.

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This paper aims to utilize the Digital Marketing Channel in terms of expanding the marketing of Sarongge Instant Red Ginger. this paper is based on the difficulties that partner’s experience upon doing the marketing and the usage of Digital Marketing Channel, and thus the authors feels that the brand awareness from the product is still very low. as for the reason of utilizing Digital Marketing Channel is aimed to overcomes the weaknesses that happens during the consignment such as the length of product turnover, the lack of network marketing, and the high cost of transportation in product dist

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Eckl, Mona, and Michael Lingenfelder. "Determinants of Consumers' Purchase Channel Preference in Omni-Channel Retailing." Marketing ZFP 43, no. 4 (2021): 28–44. http://dx.doi.org/10.15358/0344-1369-2021-4-28.

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Mobile technology and digitalisation put pressure on retailers to engage in omni-channel retailing. However, to avoid cannibalisation and create synergies, channels must differ and provide a unique service offer to the consumer. Indeed, little is known about what constitutes consumers’ channel preference in omni-channel environments. Thus, the present study evaluates consumers’ purchase channel preference considering benefits and costs. Besides, the role of channel experience and product category is estimated. Results demonstrate that consumers perceive differences between offline and digital

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,, Candraningrat, Januar Wibowo, and Rudi Santoso. "PEMBUATAN DIGITAL MARKETING DAN MARKETING CHANNEL UNTUK UKM PJ COLLECTION." JPM17: Jurnal Pengabdian Masyarakat 5, no. 01 (2020): 82–91. http://dx.doi.org/10.30996/jpm17.v5i01.3253.

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Pembuatan dan penerapan digital marketing dan marketing channel merupakan hal yang harus dilakukan oleh setiap pengusaha, terutama Usaha Kecil Menengah (UKM). Hal ini dikarenakan UKM memiliki peranan penting dalam pembangunan ekonomi nasional. Selain itu, juga berperan dalam pendistribusian hasil-hasil pembangunan yang sesuai dengan kepentingan rakyat dan mencapai pertumbuhan ekonomi yang maksimum. Oleh karena peran UKM yang sangat penting tersebut, membuat setiap UKM saling bersaing terutama dalam hal pemasaran produk. Hal tersebut karena pemasaran produk yang tepat tentu menghasilkan pendapa

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Sukandar, Bernhart Farras, Maulahikmah Galinium, and Panji Mukadis. "Analysis, Design and Implementation of a Digital Marketing Strategy for Ecommerce." Journal of Applied Information, Communication and Technology 4, no. 1 (2017): 1–29. http://dx.doi.org/10.33555/ejaict.v4i1.80.

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This paper is an Analysis, Design and Implementation of a Digital Marketing Strategy for eCommerce. Marketers are faced with new challenges and opportunities within this digital age. Digital marketing is the utilization of electronic media by the marketers to promote the products or services into the market. The main objective of digital marketing is attracting users and allowing them to interact with the brand through digital media. This article focuses on the importance of digital marketing for both marketers and consumers. We examine the effect of digital marketing on MerekIndonesia.com. Th

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Chygryn, Olena, and Vladyslav Honcharov. "Multichannel digital strategy for b2b brands: adaptation of marketing communications to modern market." Galician economic journal 93, no. 2 (2025): 105–12. https://doi.org/10.33108/galicianvisnyk_tntu2025.02.105.

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Researching the concept of multichannel digital strategy in the B2B segment is important because it allows companies to effectively adapt marketing communications to the rapidly changing digital environment and growing customer expectations. Using an integrated approach to digital channels helps improve interactions' personalization, increase conversions and optimize marketing costs. Adapting to modern market conditions, provides a competitive advantage to B2B companies, helping them retain customers, increase engagement and successfully enter international markets. The article explores the co

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Wang, Shan, and Gang Fang. "Research on online marketing channel layout of luxury brands." E3S Web of Conferences 218 (2020): 01036. http://dx.doi.org/10.1051/e3sconf/202021801036.

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Based on the background that international luxury brands have entered the Chinese market in recent years and have carried out digital operation, this paper researches the channel layout of online marketing of luxury brands in China. And this paper analyzes the domestic market environment of luxury brands from four aspects of political factors, economic factors, social factors and technical factors, and analyzes the brands marketing layout from three aspects of new media channels, e-commerce channels and social retail channels. It is found that online marketing has a positive effect on brand ma

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Zhu, Shui Hui, An-Shin Shia, and Mei Hui Qi. "Optimization Strategies for Marketing Channel Management in Small and Medium-Sized Enterprises: A Case Study of LZY Company." International Journal of Multidisciplinary Research and Growth Evaluation 6, no. 2 (2025): 172–79. https://doi.org/10.54660/.ijmrge.2025.6.2.172-179.

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This study aims to investigate the optimization strategies for marketing channel management in small and medium-sized enterprises (SMEs) within the new market environment, with the objective of enhancing their market competitiveness. The research focuses on LZY Company, a representative SME. Utilizing case analysis and interview methods, the study delves into the current state of LZY Company’s marketing channels. The findings reveal that the company has achieved digital transformation through social media marketing and big data analytics, which has improved the precision of marketing strategie

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Westerlund, Mika, and Risto Rajala. "Effective Digital Channel Marketing for Cybersecurity Solutions." Technology Innovation Management Review 4, no. 10 (2014): 22–32. http://dx.doi.org/10.22215/timreview/836.

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Westerlund, Mika, and Risto Rajala. "Effective Digital Channel Marketing for Cybersecurity Solutions." Technology Innovation Management Review 4, no. 10 (2014): 22–32. http://dx.doi.org/10.22215/timreview836.

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KOVALCHUK, S., Y. GALYUK, and M. SYBACHEV. "INTERNET MARKETING AND INTERNET MARKETING TOOLS IN MODERN CONDITIONS." Herald of Khmelnytskyi National University. Economic sciences 286, no. 5 (2020): 7–10. https://doi.org/10.31891/2307-5740-2020-286-5-1.

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Marketing is evolving every day and its modern form is a synthesis of classical marketing, programming, design, analytics, journalism, psychology, and other fields. The activity takes place in the VUCA world (abbreviation from volatility, uncertainty, complexity, and ambiguity) in the 21st century, which is characterized by the complex and dynamic rhythm of the modern world. That’s why the question of implementation of internet marketing remains relevant in modern conditions. It is determined that internet marketing is a variety of measures in the Internet environment to promote business devel

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Konhäusner, Peter, and Robert Seidentopf. "Digital Marketing Effects of Clubhouse on Crowdfunding in the Context of COVID-19." Journal of Risk and Financial Management 14, no. 8 (2021): 347. http://dx.doi.org/10.3390/jrfm14080347.

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In the marketing mix, promotion is mentioned as using the communication channels available to present and market the product or service at hand. In recent years, social media has risen as an influential marketing communication channel in digital space. Apart from end-to-end direct messengers and video communication in times of the COVID-19 pandemic, the social media channel Clubhouse offers an audio-only experience. The current research lacks analysis of the potential influence of the hyped social network. Due to the novelty of the channel and the absence of text messages as well as visual sti

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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 (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 Na

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Ramdani, Heni Cahya, Saptono Rahayu ., and Rizal Fahmi . "Pengaruh Sosial Media Marketing terhadap Minat dan Daya Beli Pelanggan." Pelita : Jurnal Penelitian dan Karya Ilmiah 22, no. 1 (2022): 48–55. http://dx.doi.org/10.33592/pelita.v22i1.2562.

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Inovasi tiada henti, teknologi, model bisnis dan pendekatan komunikasi berkembang secara berkesinambungan[1] melalui media sosial. Media sosial merupakan platform tidak hanya pengguna berinteraksi dan berkomunikasi secara digital tetapi juga sebagai channel dalam memasarkan produk dan jasa. Perkembangan transformasi digital seperti media sosial tentusaja meningkatkan keingintahuan bagaimana hal tersebut bisa mempengaruhi daya beli konsumen. Konsumen dimaksud adalah generasi milenial dimana dasar pemikirannya bahwa milenial merupakan generasi pengadaptasi teknologi dan pengguna transformasi dig

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Liu, Yueyue. "Digital Transformation in The Luxury Industry: Strategies, Challenges, And Opportunities." Highlights in Business, Economics and Management 23 (December 29, 2023): 650–56. http://dx.doi.org/10.54097/xgftec52.

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With the rise of mobile Internet and social media, digital channels have become a new way of communication between enterprises and consumers. Digital marketing has replaced traditional marketing and become one of the most widely covered and most influential publicity models. The luxury goods industry is also facing tremendous changes and challenges while ushering in new opportunities. This article first introduces the different categories of digital marketing, including website promotion, search engine marketing, social media marketing, etc., and emphasizes the uniqueness and aesthetic require

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Sánchez-Garcés, Jorge, Juan J. Soria, Josué E. Turpo-Chaparro, Himer Avila-George, and Javier Linkolk López-Gonzales. "Implementing the RECONAC Marketing Strategy for the Interaction and Brand Adoption of Peruvian University Students." Applied Sciences 11, no. 5 (2021): 2131. http://dx.doi.org/10.3390/app11052131.

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In marketing, there is a notable lack of models, which leads to the loss of potential customers since there is no feedback for improvement in the marketing strategy. In the face of the Internet revolution, this study used digital channels and interaction to achieve potential customer retention through a Funnel; this allowed a potential client to go through the acquisition, conversion, and retention stages. In addition, activities were developed that allow the potential user to become a retained client. Thus, considering the stages of a marketing strategy, a non-probabilistic sample was used, c

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Lazuarni, Shafiera, Asmawati Asharie, and Putri Rahmawaty. "Pengembangan kemandirian digital melalui workshop digital marketing bagi generasi Z." Jurnal Pembelajaran Pemberdayaan Masyarakat (JP2M) 5, no. 2 (2024): 278–87. http://dx.doi.org/10.33474/jp2m.v5i2.21773.

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Kota Palembang mengalami perubahan besar dalam ranah teknologi informasi dan komunikasi. Namun masih banyak tantangan yang dihadapi generasi Z seperti kesenjangan keterampilan, kurangnya pemahaman tentang digital marketing, dan persaingan di pasar kerja. Hal ini menunjukkan perlunya pengembangan keterampilan digital marketing untuk mempersiapkan mereka masuk ke dalam pasar kerja yang semakin terdigitalisasi. Agar pelatihan berjalan efektif dan efisien, tim menggunakan metode ABCD. Audience: peserta diidentifikasi berdasarkan tingkat pengetahuan awal melalui survei. Behavior: peserta diharapkan

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Yoga, I. Made Sindhu, Ni Putu Dyah Permatha Korry, and Ni Made Dhian Rani Yulianti. "Information technology adoption on digital marketing communication channel." International journal of social sciences and humanities 3, no. 2 (2019): 95–104. http://dx.doi.org/10.29332/ijssh.v3n2.297.

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This research aimed at contributing academically related to the effort of information technology adoption particularly in digital channels of marketing communication, such as website and social media, to be optimized by Small-Medium size Enterprises (SMEs) in Bali. The main focus is on various travel agents and ticketing in small and medium scale which using the media of information technology in order to build brand awareness of their services and attracting their potential target market. Snowball sampling was used to 16 informants through the semi-structured interview as a qualitative resear

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Radchenko, Yury, Viktoria Marenych, Olga Marchenko, Nadiya Kryvosheeva, Hanna Guzenko, and Tamila Shcheblykina. "Digital transformations of service marketing: theoretical fundamentals and directions." ScienceRise, no. 2 (April 30, 2021): 37–43. http://dx.doi.org/10.21303/2313-8416.2021.001787.

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The conceptual approaches to definition of the purposes, principles and directions of the digital transformation of marketing activity of enterprises offering services according to technologies and methods of Marketing 4.0 have been proved on the basis of modern theories of service marketing. The inclusiveness and customer-focused of digital marketing services have been revealed. The omnichannel of marketing communications on the basis of integration and availability of online and offline channels of service enterprises and clients interaction, digitalization of client managerial experience ha

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Radchenko, Yury, Viktoria Marenych, Olga Marchenko, Nadiya Kryvosheeva, Hanna Guzenko, and Tamila Shcheblykina. "Digital transformations of service marketing: theoretical fundamentals and directions." ScienceRise, no. 2 (April 30, 2021): 37–43. https://doi.org/10.21303/2313-8416.2021.001787.

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The conceptual approaches to definition of the purposes, principles and directions of the digital transformation of marketing activity of enterprises offering services according to technologies and methods of Marketing 4.0 have been proved on the basis of modern theories of service marketing. The inclusiveness and customer-focused of digital marketing services have been revealed. The omnichannel of marketing communications on the basis of integration and availability of online and offline channels of service enterprises and clients interaction, digitalization of client managerial experience ha

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Dahl, Andrew J., Anthony M. D’Alessandro, James W. Peltier, and Eric L. Swan. "Differential effects of omni-channel touchpoints and digital behaviors on digital natives’ social cause engagement." Journal of Research in Interactive Marketing 12, no. 3 (2018): 258–73. http://dx.doi.org/10.1108/jrim-04-2018-0051.

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Purpose Social causes increasingly rely on omni-channel touchpoints involving personal discussions and grassroots digital marketing efforts to engage individuals via social referrals. This paper aims to examine digital natives’ perceived effectiveness of omni-channel touchpoints for increasing social cause engagement including social media, digital media, traditional and interpersonal communications, along with an individual’s social/digital media behaviors. Design/methodology/approach The paper reports empirical results from an online survey of 924 digital natives. The paper uses multivariate

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Loisa, Riris, Diah Ayu Candraningrum, Lusia Savitri Setyo Utami, and Lydia Irena. "Cultural Participatory in Tourism Digital Marketing Communication Channel." Jurnal Komunikasi 13, no. 2 (2021): 314. http://dx.doi.org/10.24912/jk.v13i2.13411.

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Tourism is one of Indonesia's leading sectors that has been seriously affected by the pandemic. This study aims to describe participatory culture in digital tourism marketing communication channels during the pandemic, through Instagram social media channels from micro-influencers, that focus on three priority tourism destinations that have been set by the government. By using the Participatory Media Culture Theory from Henry Jenkins, it is further studied how consumers and producers create cultural artifacts with commodity value. The research applied a netnographic method, the data were gathe

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A, Ramesh, and Kasthuri R. "Multi Channel Marketing - Opportunities and Challenges." Shanlax International Journal of Commerce 6, S1 (2018): 301–4. https://doi.org/10.5281/zenodo.1419468.

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Today generation marketing is on most important part of business. It  is  the  one  of  the  profit  maximisation  process.  Multi  channels marketing is an helps to developing the technology in our country. In current scenario the consumer most like online marketing, because of it helps to save  time and money. Technology development is one of the success tools of marketing. Digital marketing refers to advertising the  goods  and  service  through  digital  channels  or  medias.  Such  as

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Vyas, Astha, Ritu Srivastava, and Parul Gupta. "Channeling Chirmi." Emerald Emerging Markets Case Studies 13, no. 1 (2023): 1–15. http://dx.doi.org/10.1108/eemcs-12-2022-0536.

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Learning outcomes The case is intended to assist students to:1. understand the customer’s purchase decision with reference to channel values;2. evaluate and assess the channel strategy using conventional and digital channels; and3. design the channel strategy for start-ups in emerging markets. Case overview/synopsis The subject area for this teaching case was marketing management. The teaching case could be used for the undergraduation and graduation levels of students. The case was about the marketing channel strategy of a small start-up boutique called Chirmi in India, with the theory of con

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Andaru, Azzamia Azizah. "ANALISIS EFISIENSI PEMASARAN PRODUK OLAHAN UBI JALAR (Ipomoea Batatas) DI KECAMATAN NGARGOYOSO KABUPATEN KARANGANYAR." Agricultural Socio-Economic Empowerment and Agribusiness Journal 3, no. 2 (2024): 74. https://doi.org/10.20961/agrisema.v3i2.91281.

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<p><em>Micro, Small and Medium Enterprises (UMKM) are the largest group of economic actors in Indonesia. Processed products based on sweet potatoes are a typical food of Ngargoyoso District. The aim of this research is to determine efficient marketing channels and barriers to MSME marketing channels for processed sweet potato products in Ngargoyoso District.</em> <em>Research respondents were UMKM owners as producers, small traders and large traders. This research uses primary data and secondary data. Data collection was carried out through interviews. Data analysis was

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Khokhlov, D. A. "Research of actual characteristics for describing of the target audience for digital marketing." Vestnik Universiteta, no. 11 (January 5, 2022): 47–52. http://dx.doi.org/10.26425/1816-4277-2021-11-47-52.

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The article examines the current characteristics of the target audience in the digital marketing. The problem of the discrepancy between the classical ways of describing audiences and the advertising inventory of digital promotion channels has been actualised. Analysis of advertising campaigns and web analytics systems has identifed six main groups of characteristics that can be used to describe the target audience for any advertising service in the digital marketing. The new features complement existing audience description methods and allow target groups to be described in terms that are und

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Haverila, Matti, Jenny Carita Twyford, and Hadi Zarea. "Analyzing the Interaction of Industry 4.0 and Sustainable Global Marketing Channel Development with Necessary Condition Analysis: The Role of Inter-Organizational Trust." Sustainability 17, no. 6 (2025): 2489. https://doi.org/10.3390/su17062489.

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The purpose of this study is to examine the interaction between Industry 4.0 technologies, inter-organizational trust, sustainable distributor channel development, and marketing channel operational performance. The research employed a quantitative approach, collecting data from 131 respondents in Canadian and U.S. global firms with over 400 employees. The analysis utilized partial least squares structural equation modelling (PLS-SEM) and Necessary Condition Analysis (NCA). The study revealed that inter-organizational trust is both a significant determinant and a necessary condition for marketi

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Afaf, Naufal, Neneng Nurlaela Arief, and Iwan Setiawan. "Digital Marketing Strategy Formulation For Distributor-Based Company Using Digital Customer Journey Approach (Study Case: PT Barca Trios Chemindo)." Journal of Economic, Bussines and Accounting (COSTING) 7, no. 3 (2024): 4398–407. http://dx.doi.org/10.31539/costing.v7i3.9074.

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The research objectives is to identify critical touchpoint (s) of digital customer journey in PT BTC marketplace channel strategy, to discover the result of current PT BTC digital customer journey feedback, to give recommendation in digital marketing strategy to improve PT BTC digital customer journey, and to give supporting strategy to enhance PT. In this research, data collection methods will be using qualitative data from Primary Data and Secondary Data. This research found 5 critical touchpoints of digital customer journey in PT BTC marketplace channel strategy, like Awareness, Appeal, Ask

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Trivedi, Shubhanker. "Factors Influencing the Strategy of Marketing in This Digital Era." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 05 (2025): 1–9. https://doi.org/10.55041/ijsrem49251.

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Abstract- Nowadays, with everything happening so fast digitally, marketing has changed a lot, pushed by new tools, changing customer habits and how the internet changes frequently. Key factors guiding the creation and carrying out of marketing strategies in the digital age are highlighted in this research paper, namely, big data analytics, AI, social media systems, using mobile devices as the initial channel and personalized content for users. The study shows, after reviewing and applying theoretical models to the data, that digital marketing stands out most when it values the customer, provid

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Palić, Mirko. "Smart channel – The next step in the evolution of marketing channels." International journal of multidisciplinarity in business and science 10, no. 16 (2024): 57–64. https://doi.org/10.56321/ijmbs.10.16.57.

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The evolution of marketing channels has progressed from multichannel to omnichannel strategies, driven by advancements in technology and shifting consumer expectations. This paper introduces the concept of the smart channel as the next step in this evolution, enabled by technologies from the Fourth Industrial Revolution (4IR), such as artificial intelligence (AI), machine learning, the Internet of Things (IoT), robotics, virtual and augmented reality, big data, etc. The paper examines the historical development of marketing channels, highlights the limitations of existing omnichannel strategie

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Siddiqueee, Md Shahadat Hossain, and Md Mokshud Ali. "Conquering Digital Marketing: Powerful Strategies for Accelerating Business Growth." International journal of business and economics 1, no. 4 (2024): 1–13. http://dx.doi.org/10.62304/ijbm.v1i04.194.

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Understanding digital marketing tactics is now crucial for company expansion in the digital age due to the quickly changing technology landscape. This study investigates the efficacy of modern digital marketing strategies with an emphasis on how they support significant company growth. This study is significant because it offers practical advice on how to use data analytics, customization, and cutting-edge technology like machine learning and artificial intelligence to maximize digital marketing initiatives. The main goal of this study is to determine and evaluate the best digital marketing ta

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Preeti, Kaushik. "DIGITAL MARKETING: SUCCESS METRICS, FUTURE TRENDS." INTERNATIONAL JOURNAL OF ENGINEERING SCIENCES & RESEARCH TECHNOLOGY 6, no. 8 (2017): 79–84. https://doi.org/10.5281/zenodo.839123.

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Abstract – Business Marketing is one of the prospective which has been tremendously affected by digital world in last few years. Digital marketing refers to doing advertising through digital channels. This paper provides detailed study of metrics to measure success of digital marketing platform and glimpse of future of technologies by 2020.

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Adi Hermawansyah and Sudarmiatin Sudarmiatin. "Integrated Digital Marketing Strategy for UMKM in Facing Globalisation Challenges : A Multi-Channel and Digital Alliance Approach." Harmony Management: International Journal of Management Science and Business 2, no. 2 (2025): 66–70. https://doi.org/10.70062/harmonymanagement.v2i2.233.

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The development of digitalisation and globalisation requires MSMEs to adopt effective and integrated digital marketing strategies to improve competitiveness in international markets. This study aims to examine the effect of an integrated digital marketing strategy, which combines multi-channel and digital alliance approaches, on MSME performance. A quantitative research method with a survey approach was used, involving a sample of MSMEs that have been actively using digital marketing for at least six months. Data were analysed using Structural Equation Modeling (SEM) with the help of AMOS soft

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Febri, Febrialdy Yogapratama, Dianur Permatasari, Isabella Intan Kurniafitra, and Wulansari Islamiah. "PELATIHAN DIGITAL MARKETING SEBAGAI UPAYA PENGEMBANGAN STRATEGI PEMASARAN PRODUK UMKM BATIK DI KELURAHAN GEDOG KOTA BLITAR." Transformasi dan Inovasi : Jurnal Pengabdian Masyarakat 2, no. 1 (2022): 60–72. http://dx.doi.org/10.26740/jpm.v2n1.p60-72.

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In this modern era, digital marketing has become a mainstay or prima donna in the world of marketing. However, not all MSMEs have the ability to change their marketing patterns to digital marketing. Low educational background and lack of knowledge about the internet, development, and technology are the factors that caused the use of digital marketing in MSMEs to be not optimal. Based on the previous statement, It is the researcher's goal in determining activity plan in the form of a training program to help MSMEs exploit digitalization, a program that is being mutual concern from the academic

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Zhao, Yuxi. "From Tradition to Technology: Exploring the Evolution of Luxury Retailing and the Digital Frontier." Highlights in Business, Economics and Management 23 (December 29, 2023): 1048–52. http://dx.doi.org/10.54097/383g7g23.

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In the luxury fashion industry, it was previously believed that participating in e-commerce, especially selling through multi-channel, was only suitable for brands in lower and middle range. However, this perception has been changed by digital transformation happening in all industries in the recent years. Through a circumspect analysis on existing literatures and modifications that have been made among the luxury retailers, this research seeks to provide a comprehensive review of challenges being faced by the physical stores, prevailing situation of digital luxury marketing, and future opport

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Omar, Amira M., and Nermine Atteya. "The Impact of Digital Marketing on Consumer Buying Decision Process in the Egyptian Market." International Journal of Business and Management 15, no. 7 (2020): 120. http://dx.doi.org/10.5539/ijbm.v15n7p120.

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This research examines digital marketing channels (E-mail Marketing, Mobile Marketing, and Retargeting) for marketers. It analyzes the effect of these channels on the consumer buying decision process in the Egyptian market.  The author researched an online questionnaire. The questionnaires were administered based on a simple sampling method and obtained in the Egyptian market. 285 questionnaires were distributed, and 213 available samples were collected, except incomplete questionnaires, resulted in a response rate of 74.7% to all those who chose to participate. Findings indicate t

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Kusumasari, Septariawulan, Fitria Riany Eris, Yudi LA Salampessy, et al. "Digital Marketing Training for MSMEs to Increase Marketing Channel of Local Banten Product." MOVE: Journal of Community Service and Engagement 2, no. 2 (2022): 67–72. http://dx.doi.org/10.54408/move.v2i2.145.

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This community service activity is a digital marketing training conducted by a lecturer of Food Technology Study Program, Sultan Ageng Tirtayasa University to the people of Ciborang Village, Kadubeureum Village, Pabuaran District, Serang Regency. The purpose of this service activity is to provide training and practical knowledge of management knowledge in helping the people of Ciborang Villages represented by MSMEs Karisma Creativa, to improve the marketing of Banten local products with digital marketing strategies. The methods used are survey and direct material delivery, as well as simulatio

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Beregovskaya, T. A., and S. A. Grishaeva. "GENERATION Z: CONSUMER BEHAVIOR IN DIGITAL ECOSYSTEM." Vestnik Universiteta, no. 1 (March 23, 2020): 92–99. http://dx.doi.org/10.26425/1816-4277-2020-1-92-99.

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The behavioral matters of Generation Z, who use the possibilities of the Internet to meet their needs, have been considered. There is no universal digital format. The company’s interaction with the consumer facilitates the implementation of an omnichannel marketing strategy that creates conditions for their continuous interaction, as easy and convenient as possible to meet existing expectations, requests, and needs. As a result of the study, the opportunities (consumer’s independent choice of means of interaction with the manufacturer, channel shifting in the process of purchasing, interaction

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Khokhlov, D. A. "The concept of advertising media in the digital marketing." Vestnik Universiteta, no. 10 (November 27, 2022): 97–104. http://dx.doi.org/10.26425/1816-4277-2022-10-97-104.

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The article examines the main factors affecting the effectiveness of promotion in the digital marketing. The problems of determining the advertising media and the distribution of the budget in the media plan for the digital environment are examined in the article. Four main factors influencing effectiveness of digital promotion are revealed through the analysis of advertising campaigns and web analytics systems. Based on the results of the study, the actual advertising media for the digital marketing is determined, an advertising hypothesis, consisting of the characteristics of the audience, a

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Cai, Ya-Jun, and Tsan-Ming Choi. "Omni-channel marketing strategy in the digital platform era." Journal of Business Research 168 (November 2023): 114197. http://dx.doi.org/10.1016/j.jbusres.2023.114197.

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Wedhowerti, Wedhowerti, Epata Puji Astuti, Tatang Iskarna, Gabriel Fajar Sasmita Aji, and Dewi Widyastuti. "Pemanfaatan Youtube sebagai Media Pemasaran Digital Produk Sarung Tenun UMKM Desa Wirun, Sukoharjo." PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat 10, Suppl-1 (2025): 324–31. https://doi.org/10.33084/pengabdianmu.v10isuppl-1.7643.

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MSME in Wirun, Mojolaban, Sukoharjo produces high-quality products of woven sarong. However, this product marketing has not reached a wider scope. This problem is mainly due to the unavailability of a digital marketing system. Departing from this fact, the English Letters Department of Universitas Sanata Dharma designed community service activities to be conducted in Wirun. This community service program was designed to introduce a bilingual digital marketing system as well as to work hand in hand designing and creating a bilingual YouTube channel as a medium for promotion and marketing. A ser

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