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Journal articles on the topic 'Digital marketing strategies'

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Published: 4 June 2021
Last updated: 1 February 2022

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1

Morris, Neil. "Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation." Journal of Direct, Data and Digital Marketing Practice 10, no. 4 (April 2009): 384–87. http://dx.doi.org/10.1057/dddmp.2009.7.

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Suda, Takanori, and Naoto Onzo. "Digital Innovation Strategies in Mature Markets:." Japan Marketing Journal 40, no. 4 (March 31, 2021): 94–103. http://dx.doi.org/10.7222/marketing.2021.023.

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García Rosales, Daniel Francisco. "Digital communication. Integrated marketing strategies." Questiones Publicitarias 3, no. 26 (July 8, 2020): 57. http://dx.doi.org/10.5565/rev/qp.354.

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Ph.D, Prof P. Vijaya Lakshmi,. "Digital Food Marketing Strategies Targeting Children: Review of Literature." International Journal of Trend in Scientific Research and Development Volume-2, Issue-5 (August 31, 2018): 2074–80. http://dx.doi.org/10.31142/ijtsrd18258.

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Njegomir, Vladimir. "Digital marketing." Civitas 10, no. 1 (2020): 52–71. http://dx.doi.org/10.5937/civitas2001052n.

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Marketing allows entrepreneurs to position themselves successfully in consumer awareness, to be successful competitors, and to satisfy consumer demands profitably. Entrepreneurs can use several marketing strategies, such as relationship marketing, expedition marketing, one-toone marketing, real-time marketing, and digital marketing. The aim of the paper is to discuss the advantages of digital marketing and certain forms of digital marketing in achieving entrepreneurial goals in the light of limited financial resources. In this paper, we will analyze the developmental stages of marketing. Then we will point to three critical forms of digital marketing: online marketing, social networking on the Internet, and mobile marketing. The main conclusion is that entrepreneurial marketing has a number of specific features arising from financial limitations of financial. Digital marketing does not require significant financial resources allocation and therefore represents an indispensable component of the entrepreneurs' market orientation.
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Petrovska, Oksana, and Viktoria Gerzhyk. "Marketing communications strategies in digital economy." Socio-Economic Research Bulletin, no. 4(68) (December 27, 2018): 159–68. http://dx.doi.org/10.33987/vsed.4(68).2018.159-168.

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7

Henderson, Kay. "Marketing strategies for digital library services." Library Review 54, no. 6 (August 2005): 342–45. http://dx.doi.org/10.1108/00242530510605467.

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Alavi, Shirin, and Vandana Ahuja. "Digital Marketing Analytics." International Journal of Innovation in the Digital Economy 5, no. 4 (October 2014): 50–65. http://dx.doi.org/10.4018/ijide.2014100104.

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Technological advances and the speed with which new technologies are being embraced by organizations, along with the rising power of the consumers and their ability to get what they want, when they want it, from whomever they want, have opened up new challenges for customer relationship management and marketing. Thus the need for understanding the digital world and its application becomes one of the greatest competitive aspects for a business's survival. The exhortation of globalization holds no meaning without the concept of what is being termed as ‘Digitization'. Blackberry has started a long and hard climb to regain its lost glory. Supporting its product improvement and repositioning strategies are a set of well-defined digital marketing strategies. This manuscript explores the dynamics of Inside Blackberry-an online endeavour of Blackberry to trace the E-Marketing objectives of the Blog and its ability to leverage the behavioral internet theory for online branding, building usability and reciprocity, strengthening credibility and consumer persuasion.
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Fatin, Tasnia, and Nayem Rahman. "Measuring Digital Marketing Performance." International Journal of Applied Management Theory and Research 2, no. 1 (January 2020): 1–15. http://dx.doi.org/10.4018/ijamtr.2020010101.

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Ever since its inception in the early 1990s, digital marketing has received significant attention as marketing strategies in industry and academia. The advent of the Internet and related information technologies has initiated the new marketing framework for business and business-related strategies. Companies have been taking significant actions to switch from traditional marketing to digital marketing strategies. Even then, the marketing performance measurement practices in this field are reported to be less developed. This article is an attempt to examine digital marketing media and its campaigns and provide a framework to measure the performance of digital marketing. To measure the performance of digital marketing campaigns, the article uses the balanced scorecard approach devised by Kaplan and Norton. In this article, descriptive comprehension is provided on the measurement of digital marketing performance. The measurement incorporates four perspectives such as customer, business value, internal processes, and growth and innovation. The outcome of this work may help managers and researchers gain insights into the theoretical and practical strategic characteristics of digital marketing and its performance measurement.
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Yaneva, Ralitsa. "Digital Strategies for Marketing Relationships with Customers." European Journal of Marketing and Economics 1, no. 1 (July 17, 2018): 135. http://dx.doi.org/10.26417/ejme.v1i1.p135-145.

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Gogia, Jyoti, and Sawan Nanda. "Digital Marketing: Significance and Trending Strategies During COVID-19." International Journal of Research in Engineering, Science and Management 3, no. 11 (November 9, 2020): 45–46. http://dx.doi.org/10.47607/ijresm.2020.370.

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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 customers and allowing them to interact with the brand through digital media. The paper focuses on significance of digital marketing during COVID-19 and also discusses some trending digital marketing strategies.
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12

E. Massis, Bruce. "Library marketing: moving between traditional and digital strategies." New Library World 115, no. 7/8 (July 8, 2014): 405–8. http://dx.doi.org/10.1108/nlw-01-2014-0007.

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Purpose – The purpose of this column is to provide several discussion themes on which to muse regarding the strategy of library marketing in today’s technology-rich environment. Design/methodology/approach – It involves literature review and commentary on this topic that has been addressed by professionals, researchers and practitioners. Findings – Moving between the traditional model of library marketing to the cutting-edge model is occurring through the numerous digital communication tools used everyday. Not only must the library rely on these modes of marketing they must also recognize that their patrons share that space with them and the many contacts each one of those patrons has as well, thus potentially expanding the library audience and therefore positively expanding its user base. Originality/value – The value in addressing this issue is to examine approaches to marketing library services in an effort to present the reader with several discussion points on the topic.
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13

Roberts, Scott D., and Kathleen S. Micken. "Marketing Digital Offerings Is Different: Strategies for Teaching About Digital Offerings in the Marketing Classroom." Journal of Education for Business 90, no. 2 (December 22, 2014): 96–102. http://dx.doi.org/10.1080/08832323.2014.988200.

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14

Dewi, Liliana, and Marco Tantomo. "Aspek Digital Marketing Bagi Kemajuan Disc Jockey." BIP's JURNAL BISNIS PERSPEKTIF 11, no. 1 (January 31, 2019): 13–20. http://dx.doi.org/10.37477/bip.v11i1.10.

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This study aimed to find out the Evaluation of Marketing Strategies for Shift Paradigm. The method used in this research was a qualitative method. Research subjects involved 7 consumers, Shift Paradigm members, expert marketing, and lecturers EP6. This study found Paradigma Shift’s marketing strategy was not effective. Using digital marketing was recommended to maximize marketing strategies for Shift Paradigm. In addition to a digital marketing, involving event planner and promoter were also recommended to reach the marketing targets of the shift paradigm. The results of this study are expected to serve as review materials for the Evaluation of Marketing Strategies for Shift Paradigm and other Disc Jockey Management.
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Dewi, Liliana, and Marco Tantomo. "Aspek Digital Marketing bagi Kemajuan Disc Jockey." BIP's : JURNAL BISNIS PERSPEKTIF 11, no. 1 (November 6, 2019): 13–20. http://dx.doi.org/10.37477/bip.v11i1.31.

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This study aimed to find out the Evaluation of Marketing Strategies for Shift Paradigm. The method used in this research was a qualitative method. Research subjects involved 7 consumers, Shift Paradigm members, expert marketing, and lecturers EP6. This study found Paradigma Shift’s marketing strategy was not effective. Using digital marketing was recommended to maximize marketing strategies for Shift Paradigm. In addition to a digital marketing, involving event planner and promoter were also recommended to reach the marketing targets of the shift paradigm. The results of this study are expected to serve as review materials for the Evaluation of Marketing Strategies for Shift Paradigm and other Disc Jockey Management.
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16

Levin, Roger P. "Commentary: Online Reviews and Other Digital Marketing Strategies." Journal of Periodontology 88, no. 2 (February 2017): 135–36. http://dx.doi.org/10.1902/jop.2016.160295.

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Taken Smith, Katherine. "Longitudinal study of digital marketing strategies targeting Millennials." Journal of Consumer Marketing 29, no. 2 (March 16, 2012): 86–92. http://dx.doi.org/10.1108/07363761211206339.

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Finotto, Vladi, and Christine Mauracher. "DIGITAL MARKETING STRATEGIES IN THE ITALIAN WINE SECTOR." International Journal of Globalisation and Small Business 1, no. 1 (2020): 1. http://dx.doi.org/10.1504/ijgsb.2020.10029812.

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Finotto, Vladi, and Christine Mauracher. "Digital marketing strategies in the Italian wine sector." International Journal of Globalisation and Small Business 11, no. 4 (2020): 373. http://dx.doi.org/10.1504/ijgsb.2020.110806.

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20

De Pelsmacker, Patrick, Sophie van Tilburg, and Christian Holthof. "Digital marketing strategies, online reviews and hotel performance." International Journal of Hospitality Management 72 (June 2018): 47–55. http://dx.doi.org/10.1016/j.ijhm.2018.01.003.

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21

Burrell, Darrell Norman, Aikyna Finch, Eugene J. M. Lewis, Maurice Dawson, and Karen D. Bovell. "How Sustainable Marketing Strategies Apply Digital Economy Innovations in Cyber Marketing and Digital Communications for Colleges." International Journal of Innovation in the Digital Economy 12, no. 2 (April 2021): 32–47. http://dx.doi.org/10.4018/ijide.2021040103.

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Cyber marketing, digital communications, and social media practices for branding and marketing purposes have allowed colleges and universities to engage in sustainable/green marketing. For colleges, this means reducing advertising, marketing, and promotions costs in conjunction with lessening previous environmental impacts of printing, paper waste, mailing brochures, and college recruiter travel and transportation. Digital economy innovations in cyber marketing create channels for advertising and promotion without the carbon footprint issues of previous recruiting approaches. This paper uses a content analysis of the literature to explore how sustainable marketing approaches apply digital economy innovations in cyber marketing and digital communications for student global student marketing and recruiting. The goal is to gain actionable and applied knowledge about how sustainable marketing strategies apply digital economy innovations in cyber marketing and digital communication can influence the world of practice.
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22

Prymostka, Olena. "Life insurance companies marketing strategy in the digital world." Insurance Markets and Companies 9, no. 1 (October 2, 2018): 70–78. http://dx.doi.org/10.21511/ins.09(1).2018.06.

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The research is aimed to evaluate the internet marketing strategies in of life insurance companies in Ukraine. The insurance service in the time of digitalization faces scenarios of implementation in the marketing strategy on-line component. The main challenge for Ukrainian life insurance companies comparatively with the world practice is non-obligatory status of such kind of insurance contracts. So, on the one hand, costs of operation, regulatory pressures and inflexible technology infrastructure are increasing, and, on the other hand, economic recession does not allow to increase the number of insured persons, premiums and profit growth.Sector of financial services is characterized by an increase in the level of competition, life insurance compelled to compete with pensions funds, banks and other financial institutions in order to defend their market share. Insurance companies marketing strategy determines how an insurer can best achieve its goals and objectives, keep existing customers and attract new ones with minimal costs.Keeping all the above problems around the study would attempt to study all the factors that contributed to the effective marketing strategies. This paper presents different marketing strategies that are taken up in life insurance services keeping in view external and internal environment of the company.
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23

Rizaldi, Arjuna, and H. Hidayat. "Digital Marketing Communication Strategy." Jurnal Entrepreneur dan Entrepreneurship 9, no. 2 (December 14, 2020): 57–66. http://dx.doi.org/10.37715/jee.v9i2.1340.

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The purpose of this research is to see how digital marketing strategies can affect the increase in sales and number of customers. The method used to support this research is descriptive qualitative method by collecting data through literature study in order to describe the elements that exist in a digital marketing strategy in depth. The results of this study show that the development of information technology is necessary for the community to support a variety of business activities both large and small. one of them is using digital marketing in the marketing system of a business unit to increase sales volume and the number of consumers that affect competitiveness in global competition. It is because technology will facilitate human work in meeting their needs related to the development of business units.
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24

Straker, Karla, Cara Wrigley, and Michael Rosemann. "Typologies and touchpoints: designing multi-channel digital strategies." Journal of Research in Interactive Marketing 9, no. 2 (June 8, 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 international companies was conducted with multiple data sources to form a typology of digital “touchpoints”. The appropriateness of a digital channel typology for this study was for developing rigorous and useful concepts for clarifying and refining the meaning of digital channels. Findings – This study identifies what digital channels companies globally currently employ and explores the related needs across industries. A total of 34 digital touchpoints and 4 typologies of digital channels were identified across 16 industries. This research helps to identify the relationship between digital channels and enabling the connections with industry. Research limitations/implications – The findings contribute to the growing research area of digital channels. The typology of digital channels is a useful starting point for developing a systematic, theory-based study for enabling the development of broader, comprehensive theories of digital channels. Practical implications – Typologies and touchpoints are outlined in relation to industry, company objectives and customer needs to allow businesses to seize opportunities and optimise performance through individual touchpoints. A digital channel model as a key outcome of this research guides practitioners on what touchpoint to implement through an interrelated understanding of industry, company and customer needs. Originality/value – This is the first paper to explore a range of industries in relation to their use of digital channels using a unique content analysis. Contributions include clarifying and refining digital channel meaning; identifying and refining the hierarchical relations among digital channels (typologies); and establishing typology and industry relationship model.
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Drummond, Conor, Thomas O'Toole, and Helen McGrath. "Digital engagement strategies and tactics in social media marketing." European Journal of Marketing 54, no. 6 (March 9, 2020): 1247–80. http://dx.doi.org/10.1108/ejm-02-2019-0183.

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Purpose Digitalisation has increased the importance of online forms of marketing, including social media (SM) marketing, for entrepreneurial firms. This paper aims to identify digital engagement strategies and tactics in developing SM marketing capability. Design/methodology/approach The study uses ethnographic content analysis of an entrepreneurial firm and a network of business-to-business (B2B) actors to classify 1,248 B2B Facebook posts and Twitter tweets from a case of an artisan food producer in addition to semi-structured interviews with 26 networked actors. Findings The authors derive a range of digital engagement strategies (8 in total) and tactics (15 in total) for the four defining layers of SM marketing capability, namely, connect, engage, co-ordinate and collaborate. Research limitations/implications This research focuses on a case study and a network of B2B actors within the artisan food sector. However, the strategies and tactics are applicable to other entrepreneurial firms and contexts. Practical implications The digital engagement strategies and tactics are of direct practical benefit to entrepreneurial firms willing to learn and develop SM marketing capability in interaction with their B2B partners. Originality/value This study investigates three under-researched areas, SM as it relates to B2B relationships, and entrepreneurship, and marketing capability gaps in an era of rapid digitalisation. The definition of SM marketing capability and associated digital engagement strategies and tactics are new to the extant literature moving forward the understanding of SM B2B marketing in theory and practice.
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Поляков, В., V. Polyakov, Ирина Фомичева, and Irina Fomicheva. "Conceptual Aspects of Digital Marketing." Scientific Research and Development. Economics 6, no. 6 (January 23, 2019): 12–19. http://dx.doi.org/10.12737/article_5c1b61813e6018.10952730.

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The stages of evolutionary formation of digital marketing depending on the concept of the industry, stages of development of marketing and marketing environment are considered. The features of marketing tools (4p) in digital marketing are revealed. New markets of the digital revolution are presented. Digital marketing strategies in industry 4.0 are proposed in accordance with the concept of customized marketing. The features of the development of integrated marketing communications in the digital environment are highlighted. The approach of “service-oriented design” in consumer activity in digital marketing is considered.
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Singh, Surabhi. "Digital Marketing in Online Education Services." International Journal of Online Marketing 7, no. 3 (July 2017): 20–29. http://dx.doi.org/10.4018/ijom.2017070102.

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Digital activities are compulsorily required to include when online education services are concerned. The digital marketing strategy need to be defined if customer satisfaction has to be maintained. Digital activities are an increasingly important part of any marketing and sales strategy. The strong inclination of digital platforms for delivering courses online cannot be denied. The organization has to be focused on simple act of providing digital course and innovative strategies through which they interact with students and create learning environment. The marketing via digital media is significant for delivery of educational services online. We need to be updated in the area of online education services and for the same digital marketing strategies are critical.
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Memon, U. Y., and Yogesh Khandre. "Recent Trends in Digital Marketing to Develop the Marketing Strategies for Every Marketer." Asian Journal of Engineering and Applied Technology 9, no. 1 (May 5, 2020): 38–41. http://dx.doi.org/10.51983/ajeat-2020.9.1.1079.

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The overall marketing situation is rapidly converting over the last few years. With this modification it has a positive impact on the developing economies. Moreover this has led to high general of living, excessive in step with capita income and thereby contributing to the economic development. It is now not a seller’s market and over the years, it has emerge as one of the largest customer markets within the world. Today, the market for the developing economies is based totally on the right competition principle with the presence of both buyers and sellers. Therefore purpose of this paper is, first, to review and recognize standards of digital marketing secondly, to speak about various present day developments in digital advertising and marketing and, lastly, to talk about and summarize the destiny of digital advertising and marketing.
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Dash, Ganesh, and Debarun Chakraborty. "Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19." Sustainability 13, no. 12 (June 14, 2021): 6735. http://dx.doi.org/10.3390/su13126735.

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This study explores the relationship between digital marketing practices, customer satisfaction, customer involvement, and purchase intention. The focus is on the life insurance digital marketing strategies during a pandemic and the resultant lockdown and shutdown. This work sought to analyze the digital transformation of marketing practices and the customers’ resultant purchase intentions. COVID-19 was taken as the prevailing pandemic and its impact on the digital transformation of marketing strategies. Five dimensions of digital marketing strategies with eighteen items and three items each of customer satisfaction and purchase intention were considered for practical purposes. It used structural equation modeling to study 535 responses of life insurance customers. Findings indicate that SEM/SEO, display, and E-CRM practices significantly impacted customer satisfaction and purchase intention. Further, a mediation-cum-moderation approach was undertaken. Customer satisfaction significantly affected purchase intention and played a good mediator between digital marketing practices and purchase intention. Additionally, customer involvement moderated the relationship between content marketing and communication with purchase intention. This research work helps life insurance marketers in general. The digital channel managers expressly understand their key areas of strengths regarding the five dimensions of digital marketing strategies. Accordingly, they frame their plans for decision-making to improve customer satisfaction and resultant purchase intentions. It provides a direction for future adoption of specific marketing strategies during a pandemic and consequent shutdown and lockdowns.
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Horsfall, Millie N. "Marketing of Library and Information Services in the Digital Age: Challenges, Strategies and Implications." Information Impact: Journal of Information and Knowledge Management 11, no. 2 (August 25, 2020): 13–20. http://dx.doi.org/10.4314/iijikm.v11i2.2.

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This paper discussed effective marketing of library and information services in the digital age. It focused on librarians marketing themselves and library services which require the application of ICT through web 2.0 tools; these include WhatsApp, email, face book, You-tube, Twitter, LinkedIn, Telephone, etc to reach out to their clientele in order to satisfy their information needs. The study adopted a conceptual review based on previous research. It x-rays the need to market LIS to increase usage, whether onsite or remote for sustainable development. There were some challenges such as ignorance among librarians, lack of ICT infrastructure, lack of awareness of the public in their right to information, lack of fund and lack of training and retraining of library staff. However, some strategies, implications and recommendations were proffered. It was concluded that effective marketing be used to promote access to library and information services as a panacea towards sustainable Nigerian libraries in the digital age. Keywords: Marketingt, Library, Information Information services, Digital Agev
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Daynovskyy, Y. A., B. B. Semak, and I. V. Boychuk. "Digital communication strategies in marketing of higher education services." Herald of Lviv University of Trade and Economics. Economic sciences, no. 56 (2018): 5–11. http://dx.doi.org/10.36477/2522-1205-2018-56-01.

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32

Rozaq, Miftahul, Sri Hastjarjo, and Yulius Slamet. "How Novice Entrepreneurs Learn About Digital Marketing Communication Strategies?" Jurnal ASPIKOM 6, no. 2 (July 25, 2021): 345. http://dx.doi.org/10.24329/aspikom.v6i2.936.

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This study aims to investigate the process of learning digital communication strategies by novice entrepreneurs who have limited knowledge, information, and access to formal training by learning through observations on social media to develop their business. This study used a qualitative approach with a case study design of six start-up entrepreneurs from micro, small and medium enterprises in Surakarta, Indonesia. In-depth interviews were conducted with six start-up entrepreneurs to study the social media situation in modeling and the meaning of the social media communication strategy being modeled. The results showed that role modeling occurred based on the needs of novice entrepreneurs to learn social media communication strategies. Also, the correct meaning of social media communication strategies is a determining factor that leads to the self-efficacy of novice entrepreneurs to make similar imitation decisions, develop observed strategies, or create new versions of strategies.
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Meshko, Nataliia, and Anastasiia Savinova. "Digital marketing strategy: companies experience during pandemic." VUZF Review 5, no. 4 (December 31, 2020): 41–49. http://dx.doi.org/10.38188/2534-9228.20.4.05.

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COVID-19 pandemic has brought significant changes, especially regarding the use of digital technologies in the promotion of goods and services. Digital marketing strategies are widespread in various sectors of the world economy. With the use of digital marketing tools, the companies are able to gain real-time consumer insights, to create and to communicate value to consumers more creatively. This scientific research described proposes to determine the feasibility of using a digital marketing strategy in the context of a limited budget, using the example of an IT company. The results of digital marketing tools were analyzed, management problems according to strategic decisions are identified and the strategy of digital opportunities for the local context was improved. The key factors of digital marketing strategy are usability, tangible value, perceived value, high return, efficiency, quality of digital services, quality of digital information, quality of the digital system, predictability of expected results. The main strategies for promoting goods and services in the digital environment, and expected financial indicators in the context of the chosen strategies and changes in important indicators during a pandemic were considered. Measures for improving the promotion strategy were proposed; they will help maintain an appropriate level of development of the company within the current budget and contribute to its financial stability.
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Meshko, Nataliia, and Anastasiia Savinova. "Digital marketing strategy: companies experience during pandemic." VUZF Review 5, no. 4 (December 31, 2020): 41–49. http://dx.doi.org/10.38188/2534-9228.20.4.05.

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COVID-19 pandemic has brought significant changes, especially regarding the use of digital technologies in the promotion of goods and services. Digital marketing strategies are widespread in various sectors of the world economy. With the use of digital marketing tools, the companies are able to gain real-time consumer insights, to create and to communicate value to consumers more creatively. This scientific research described proposes to determine the feasibility of using a digital marketing strategy in the context of a limited budget, using the example of an IT company. The results of digital marketing tools were analyzed, management problems according to strategic decisions are identified and the strategy of digital opportunities for the local context was improved. The key factors of digital marketing strategy are usability, tangible value, perceived value, high return, efficiency, quality of digital services, quality of digital information, quality of the digital system, predictability of expected results. The main strategies for promoting goods and services in the digital environment, and expected financial indicators in the context of the chosen strategies and changes in important indicators during a pandemic were considered. Measures for improving the promotion strategy were proposed; they will help maintain an appropriate level of development of the company within the current budget and contribute to its financial stability.
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35

Pavlović, Maja, and Ljubiša Bojić. "Political marketing and strategies of digital illusions: Examples from Venezuela and Brazil." Socioloski pregled 54, no. 4 (2020): 1391–414. http://dx.doi.org/10.5937/socpreg54-27846.

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State represents a social phenomenon which is constantly changing - just like all political actors. The direction of that evolution is determined by the development and current state of the art in technological domain. That explains how the rise of social media and new ICTs has shaped the contemporary political communication. This paper sheds light on the manner in which digital tools are exploited in an unpredictable social ambience which is characterized by numerous political crises. Special attention has been given to the phenomenon of digital astroturfing and political disinformation trends in Venezuela and Brazil. We have found that the dynamic technological development combined with the use of political bots has been creating the potential for fake news, thus impacting election processes and endangering democracy. Therefore, these phenomena need further scientific examination.
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Chivu, Raluca Giorgiana, Ivona Stoica, Mihai-Cristian Orzan, and Andra-Victoria Radu. "New trends in marketing mix strategies for digital consumer behaviour." New Trends and Issues Proceedings on Humanities and Social Sciences 5, no. 2 (September 11, 2018): 89–95. http://dx.doi.org/10.18844/prosoc.v5i2.3658.

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The marketing mix is the first step in establishing a lasting relationship between the company’s offer and the final consumer. From the product to the price meeting the needs and allows the consumer to buy, the placement and the promotion have received increasing importance. Also, when we think of an online environment where the consumer can be found, smartphones—consumer mobile journey, online TV advertising on Netflix and YouTube a.s.o. This paper aims to identify the element of the marketing mix with the highest impact on the final consumer buying decisions. For this, we have conducted a quantitative research on a sample of 100 respondents. The results show that the elements of the marketing mix passed through major changes because of the digital revolution and the unavoidable appearance of many situational factors that led to a significant variation of the consumer behaviours and changing the consumers’ mindset and their personal system of values.Keywords: Digital marketing mix, consumer behaviour, quantitative research
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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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Pashchuk, O. B. "Strategic Marketing Instruments for Product Promotion on the Marketplace." Business Inform 7, no. 522 (2021): 274–80. http://dx.doi.org/10.32983/2222-4459-2021-7-274-280.

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Digital trading places change traditional approaches to product promotion due to the ability to accurately assess market volumes, competitors, choose the most effective promotion strategy and marketing instruments. With the development of digital marketing, online stores are increasingly being used not as an intermediary between the seller and the buyer, but as an online sales platform. This led to the emergence of a new format of trade and the transformation of the traditional e-commerce market, changes in the role of sellers, active participation of the buyer in the formation of supply and marketing. The use of digital instruments for competitive analysis of a potential niche of the product facilitates promotion and allows to evaluate the potential level of income, optimize promotion instruments in the current period. The article is aimed at identifying a set of strategic marketing instruments for promoting the product on the marketplace. The article on the basis of competitive analysis cases discusses practical aspects of using digital instruments to determine sales potential in a particular market. The main strategies for product promotion and the advantages of each strategy are defined. Based on the practical sales case of three types of products using a digital platform and instruments for promoting these products, the efficiency of each instrument has been identified. The effect of promoting each product is evaluated using conversion rates, rating, sales ratio using digital platform advertising campaigns to organic sales of each product. It is proved that thanks to digital platforms, the manufacturer, the seller of the product in real time in the current period has the opportunity to redistribute the costs of various marketing instruments of promotion and ensure sales growth, product rating. The product sales performance indicators (conversion, rating, and volumes) allow to adjust the promotion strategy (update the brand, content, listing) in the current period, which reduces the risk of shortage in sales. The author emphasizes that further research should be directed towards studying practical cases of product promotion on digital platforms for the formation of theoretical and methodological aspects of marketing in the digital environment.
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Hendrawan, Henky. "Analisa SWOT dan STP (Segmentasi, Tertarget, Posisi) terhadap Strategi Pemasaran Digital pada Usaha Mikro – Bunda Culinary." JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) 7, no. 2 (May 31, 2021): 127–38. http://dx.doi.org/10.31289/jkbm.v7i2.4505.

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The change of conventional marketing to digital marketing has an impact on the business world, including micro businesses. So that a certain strategy is needed in dealing with digital marketing. SWOT analysis and STP analysis among several other analyzes that can be used to determine a marketing strategy. The purpose of this study is to find an overview of the use of SWOT analysis and STP analysis implemented in micro enterprises, namely 'Bunda Culinary'. SWOT analysis and STP analysis are used in order to see what digital marketing strategies are being pursued by the micro entrepreneur 'Bunda Culinary'. The research method used is a descriptive survey. Data collection techniques in this study were observation and interviews. The results obtained are strategies for digital marketing that are carried out only on the pattern of Relationship Marketing, Word of mouth Marketing, Seasonal Marketing, and Social Media Marketing. Meanwhile, the development towards B2B Marketing and B2C Marketing has not been carried out. And there is also no specific personal or team handling digital marketing.
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Pinheiro, Aurilene Figueiredo, and Maria Erilucia Cruz Macêdo. "Marketing Digital: Estratégias de Vendas com o Varejo Digital na Pandemia do COVID-19 / Digital Marketing: Sales Strategies with Digital Retail during COVID-19 Pandemic." ID on line REVISTA DE PSICOLOGIA 15, no. 55 (May 31, 2021): 194–205. http://dx.doi.org/10.14295/idonline.v15i55.3045.

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Resumo: A pandemia do covid-19 veio a assolar nosso país e desde então só prejuízos foram acarretados. O Brasil entrou por fim não somente em uma gigantesca crise sanitária, como também econômica. Com essas perspectivas os governadores viram a necessidade em implementar barreiras para evitar a disseminação do vírus, como por exemplo o fechamento de comércios e todo e qualquer veículo comercial, tido como não essencial. Por essas e outras medidas, o marketing digital veio para tentar implementar estratégias de vendas ao varejo digital, com o colapso financeiro em que a pandemia deixou nosso país. Deste modo, as estratégias que o marketing on-line utilizou, se basearam na divulgação e venda de produtos pela internet. São várias as ferramentas utilizadas para a divulgação dos produtos, como por exemplo as redes sociais: instagram, facebook, whasapp, dentre outros. Sendo assim, a pesquisa tem como objetivo geral: analisar os pontos positivos que o marketing digital apresenta para o segmento do varejo com as novas mídias de comunicação. Os objetivos específicos sem baseiam em: Analisar as vantagens e desvantagens do marketing digital; identificar a influência que o varejo digital aplica sobre o processo de compra dos consumidores; compreender como ocorreu o processo de compra de produtos no varejo digital com a pandemia. O desígnio metodológico deste estudo pautou-se em apresentar uma pesquisa com abordagem qualitativa do tipo bibliográfica, identificando subsídios importantes a respeito do marketing digital; e suas estratégias, analisando os pontos positivos que o próprio apresentou para o segmento do varejo com as novas mídias de comunicação. Com a análise dos dados é possível observar que a ferramenta digital fornece uma excelente opção para as divulgações de produtos, ofertas, enfim, infinitas possibilidades e maneiras de se trabalhar. Com o desenvolvimento do estudo, foi possível explanar todas as vantagens e desvantagens que a mediante ferramenta proporciona, obtendo um excelente resultado positivo sob as suas vantagens, alcançando e explanando todos os objetivos e fortalecendo cada vez mais a dinâmica ampla e confiante que o marketing digital oferta as empresas e usuários.
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Murdiana, Ramdani, and Zineb Hajaoui. "E-Commerce marketing strategies in industry 4.0." International Journal of Business Ecosystem & Strategy (2687-2293) 2, no. 1 (February 24, 2020): 30–41. http://dx.doi.org/10.36096/ijbes.v2i1.165.

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The business transition process from conventional to digital forms causes companies to think about strategic steps to make the new business processes that are in it become sustainable. One way is to take advantage of technological developments in the era of industry 4.0 that change the way work is done from the conventional way towards digital technology by utilizing e-commerce. This research uses descriptive research method with a qualitative analysis approach. Data collection techniques in this study used primary data and secondary data approaches. Data obtained from research are empirical data. The methodology used in this study is a conceptual review, which is a method carried out by collecting data and information related to market potential, changes in consumer behavior and how to use e-commerce technology as an alternative solution in innovating marketing strategies with the aim to capture potential market potential. greater than. The results of the research resulted nine e-commerce strategies in the industry 4.0 era to achieve the goals of a business with challenges and high competitiveness in the e-commerce market, business people in industry 4.0 era can use 9 strategies to successful in this technological era, including; framing the market opportunity; formulating the marketing strategy; designing the customer experience; crafting the customer interface; designing the marketing program; leveraging customer information through technology; character and competent delegation; systemized market customers; and evaluating the marketing program.
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Nindyta, Ahmad Mulyana, Sri Hesti, Rizki Briandana, and Putrianti. "Digital Marketing Communication Strategies: The Case of Indonesian News‘ Portals." International Journal of Economics and Business Administration VIII, Issue 3 (July 1, 2020): 307–16. http://dx.doi.org/10.35808/ijeba/517.

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Hwang, Jae-Young, and Chan-Mi Koo. "A Study on Social Media Marketing Strategies for Digital Libraries." Journal of Information Management 42, no. 4 (October 30, 2011): 225–42. http://dx.doi.org/10.1633/jim.2011.42.4.225.

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Cheney, Kristin. "Marketing Law Libraries: Strategies and Techniques in the Digital Age." Legal Reference Services Quarterly 26, no. 1-2 (December 20, 2007): 281–99. http://dx.doi.org/10.1300/j113v26n01_14.

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Zulkha Ermayda, Ria, Hanjar Ikrima Nanda, and Dwi Narullia. "DIGITAL MARKETING SEBAGAI STRATEGI PEMASARAN PRODUK PKK." Jurnal Pengabdian UntukMu NegeRI 3, no. 2 (November 1, 2019): 80–84. http://dx.doi.org/10.37859/jpumri.v3i2.1506.

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Abstrak Kegiatan yang dilakukan Kelompok PKK Desa Sutojayan sebagian besar telah diarahkan kepada aktivitas yang produktif dan bernilai jual, seperti pembuatan kerajinan tas dari tali kur, membuat bros, dan berbagai jenis keripik. Beberapa produk tersebut mampu dihasilkan oleh kelompok PKK dalam kurun waktu tertentu. Berdasarkan analisis situasi, dibutuhkan cara atau strategi khusus dalam melakukan pemasaran produk-produk tersebut, karena selama ini pemasaran masih dilakukan dalam lingkup lokal atau hanya sebatas dari mulut ke mulut. Kegiatan ini bertujuan untuk menambah pengetahuan terkait strategi pemasaran produk kepada kelompok PKK melalui pelatihan digital marketing. Metode pelaksanaan kegiatan ini yakni pelatihan secara langsung sekaligus praktik pada aplikasi online yang digunakan, yakni facebook dan instagram. Hasil dari kegiatannya ini adalah anggota kelompok PKK dapat membuat akun online yang khusus untuk memasarkan produk-produk yang dihasilkan melalui akun facebook dan instagram. Melalui strategi digital marketing, beberapa produk yang dihasilkan oleh Kelompok PKK Desa Sutojayan dapat dikenal secara meluas sehingga mampu mengangkat nama Desa Sutojayan. Keywords: Digital Marketing, local product, marketing training Abstract Most of the activities undertaken by the PKK group in Sutojayan Village have been directed to productive and valuable selling activities, such as making handicraft bags made from rope ties, making brooches, and various types of chips. Some of these products were able to be produced by the PKK group within a certain period. Based on the situation analysis, special methods or strategies are needed in marketing these products, because so far marketing has only been carried out in the local scope or only limited to word of mouth. This activity aims to increase knowledge related to product marketing strategies to PKK group through digital marketing training. The method used in the implementation of activities is direct training as well as practice in the online application used, namely Facebook and Instagram. As a result of this activity, PKK group members can create an online account specifically for marketing products produced through Facebook and Instagram accounts. Through digital marketing strategies, some of the products produced by the PKK group can be widely recognized so that they can raise the name of the Sutojayan Village. Keywords : Digital Marketing, produk lokal, pelatihan pemasaran
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Madhani, Jeet Virendrabhai, and Krunal Hareshkumar Rajyaguru. "IMPACT ANALYSIS OF DIGITAL MARKETING: AN INDIAN PERSPECTIVE." Jurnal Manajemen dan Kewirausahaan 22, no. 2 (September 1, 2020): 161–64. http://dx.doi.org/10.9744/jmk.22.2.161-164.

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The increasing use of digital media by consumers, companies utilizes digital marketing to outreach their market segments. The purpose of this study is to determine marketing strategies commonly utilized in digital communication and identify the preferred by consumers which influences decision making. Consumers have been identified as a driving force for online shopping. While there have been numerous studies about digital advertising, there has been little academic research focused on type of digital marketing strategies are preferred and influences their consumer’s behavior. A survey of 225 consumes indicated a preference for side panel ads and email ads; they do not like pop – up advertising. If provided a personal benefit like discount or reward they will write an online product review.
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Rayter, Kseniya Alekseevna. "Digital transformation of marketing strategies of the construction small and medium-sized enterprises." Теоретическая и прикладная экономика, no. 3 (March 2021): 30–45. http://dx.doi.org/10.25136/2409-8647.2021.3.36370.

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The subject of this research is the digital transformation of marketing strategies and development strategies of the construction small and medium-sized enterprises. The object of this research is the construction small and medium-sized enterprises in the conditions of modern digital economy and the global socioeconomic crisis caused by the COVID-19 pandemic. The goal of this article consists in the analysis of peculiarities of digital transformation of marketing strategies and development strategies of the construction small and medium-sized enterprises. The research data was collected via he method of in-depth interviews with the representatives of Russian construction small and medium-sized enterprises, and analyzed using the method of thematic analysis. The hypotheses were advanced and proved on the the impact of digital transformation of marketing strategies of the construction small and medium-sized enterprises upon their competitiveness in the conditions of modern digital economy. The article indicates the growing role of digital transformation of the construction small and medium-sized enterprises in the conditions of modern digital economy and global socioeconomic crisis caused by the COVID-19 pandemic. As a result of research, the author obtained the key characteristics of digital transformation of the construction small and medium-sized enterprises, including the questions of awareness of the informants about digitalization, digital transformation marketing strategies and development strategies of the informant companies, level of digital literacy of the employees of the construction small and medium-sized enterprises, barriers and changes in the process of digitalization, forecasts for the future digital development of the construction small and medium-sized enterprises, and personal perception of digital transformation by the informants. The acquired data can be used by the construction small and medium-sized enterprises in development of the technology for creating digital strategy, formulation of the corresponding scientific-methodological and practical recommendations in the area of their innovation development.
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Confos, Nicolla, and Teresa Davis. "Young consumer-brand relationship building potential using digital marketing." European Journal of Marketing 50, no. 11 (November 14, 2016): 1993–2017. http://dx.doi.org/10.1108/ejm-07-2015-0430.

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Purpose This paper aims to examine branding strategies directed at child consumers, used by six high fat, sugar and salt food brands across three different digital marketing platforms. It identifies brand relationship building potential in this digital context. Design/methodology/approach This study analyses the contents of branded mobile phone applications, branded websites (including advergames) and branded Facebook sites to understand the nature of young consumer–brand relationship strategies that marketers are developing in this digital media marketing environment. Findings The use of sophisticated integrated branding strategies in immersive online media creates the potential for marketers to build relationships between young consumers and brands at an interactive, direct and social level not seen in traditional media. Categories of relationships and brand tactics are identified as outcomes of this analysis and linked to brand relationship building potential. Research limitations/implications The results suggest that branded communication strategies that food companies use in the online environment are creating conditions that appeal to young consumers, fostering new ways to build brand relationships. As this is a dynamic medium in a fluid state of change, this exploratory study identifies and categorises the marketing strategy, but not the young consumers’ response to such branding strategies (a limitation). Originality/value This study details the potential for child–brand relationship building in the context of online branding environments. It identifies the potential for longer-term effects of embedded advertising directly to young consumers, within and across three digital media platforms.
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González Romo, Zahaira Fabiola, Irene García-Medina, and Noemí Plaza Romero. "Storytelling and Social Networking as Tools for Digital and Mobile Marketing of Luxury Fashion Brands." International Journal of Interactive Mobile Technologies (iJIM) 11, no. 6 (November 27, 2017): 136. http://dx.doi.org/10.3991/ijim.v11i6.7511.

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This research intends to discover what the current strategies in digital marketing that are being carried out by brands in the luxury fashion sector are. It is intended to identify the most relevant aspects in the interaction of brands with their audiences in a digital and mobile environment, for which qualitative techniques have been used, through content analysis and in-depth interviews. We have found that, among others, the principle of "storytelling" is one of the key strategies in digital marketing, this principle is found in video marketing strategies, social media, events and exhibitions open to the public, which seek to interact with public and show its history.
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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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