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Journal articles on the topic 'Interactive marketing tools'

Author: Grafiati

Published: 3 June 2025

Last updated: 31 July 2025

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1

Schafer, Peter. "Interactive Marketing." Communicare: Journal for Communication Studies in Africa 10, no. 1 (2022): 5–30. http://dx.doi.org/10.36615/jcsa.v10i1.2030.

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Increasing competition, declines in consumer demand and consumers that are more strategic than ever before have led to saturation and stagnation in a number of well-developed markets. Corporations have begun to realise that constructive forms of marketing communication in such markets imply that all business efforts need to be directed at relationship-building with consumers, Le. all communication instruments, including advertising, personal selling, sales promotion and corporate identity as well as conventional direct and database communication need to draw on personalised and targeted method

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Kutenkov, Evgeniy I. "SPORTS PROMOTION: NEW MARKETING TOOLS AND APPROACHES." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 2/5, no. 155 (2025): 169–74. https://doi.org/10.36871/ek.up.p.r.2025.02.05.018.

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The article discusses modern methods and approaches to promoting sports and sporting events in the market. The author analyzes the latest marketing tools that help attract the attention of a wide audience for sports. This article discusses innovative technologies such as virtual and augmented reality, which open up new horizons for interacting with the audience. These technologies allow you to create unique experiences and engage your audience in sporting events, even if they are located at a distance. Special attention is paid to the use of social networks, VR technologies in sports, phone ap

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Shcherban, Elena. "APPLICATION OF INTERNET MARKETING IN ACTIVITY ENTERPRISES." 64, no. 64 (December 30, 2022): 48–54. http://dx.doi.org/10.26565/2524-2547-2022-64-05.

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The article highlights the essence of Internet marketing, its role and opportunities in the distribution of goods and services. I determined the advantages of digital marketing in modern conditions. The purpose of the study is to consider the features of the use of Internet marketing tools, types of distribution channels, interaction with various spheres of consumer life, and to identify features that should be applied in the activities of enterprises. The automated system of information processes is a strategic factor of competition. The tools of interactive marketing are e-mail, promo site,

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Burlitska, Oksana. "The essence of interactive promotion tools as a new trend of communication solutions in retail." Galician economic journal 94, no. 3 (2025): 139–46. https://doi.org/10.33108/galicianvisnyk_tntu2025.03.139.

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The article is devoted to highlighting the essence of the concept of interactive promotion tools as a new trend in the communication strategies of modern retail. The main goals, key advantages in ensuring effective communication with customers, as well as the main difficulties that arise during the implementation of such tools in retail, are analyzed. Interactive tools as an important element in the formation of the latest marketing strategies of retailers are studied. Emphasis is placed on the relevance of using interactive solutions in the field of trade, which contribute to increasing consu

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E. Plank, Richard, and Robert Hooker. "Sales and operations planning." Journal of Research in Interactive Marketing 8, no. 1 (2014): 18–36. http://dx.doi.org/10.1108/jrim-08-2013-0059.

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Purpose – The purpose of this paper is to outline the usage of interactive marketing tools in the area of sales and operations planning (S&OP) to further collaboration among supply chain partners. Emergent challenges and research directions are proposed. Design/methodology/approach – Using extant literature from S&OP, supply chain management and interactive marketing, the authors integrate those to show the value of using interactive marketing tools to further integration across the supply chain of important S&OP processes. Findings – S&OP utilizes sophisticated software to int

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Mushka, Daniella. "GENESIS OF DIGITAL MARKETING IN THE AGE OF DIGITAL REVOLUTION." Innovative Solution in Modern Science 5, no. 60 (2023): 5. http://dx.doi.org/10.26886/2414-634x.5(60)2023.1.

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The article discusses the features of digital marketing in relation to classical, traditional marketing. A special attention is devoted to a review of digital communications and digital marketing tools, which by their nature are targeted, interactive and integrative. The research analyses the technology of digital marketing algorithmization describing the sequence of management decisions made to adapt developing digital marketing tools to the company’s activities. As part of the consideration of modern trends in the development of digital marketing, the author has identified the most effective

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Barvinok, Nataliia, Liudmyla Neshchadym, Oksana Lytvyn, and Svitlana Tymchuk. "INTERACTIVE MARKETING IN THE HOSPITALITY INDUSTRY: DIGITAL TOOLS FOR PROMOTION IN A MULTICULTURAL ENVIRONMENT." Economies' Horizons, no. 1(30) (March 29, 2025): 22–32. https://doi.org/10.31499/2616-5236.1(30).2025.320681.

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The article examines modern approaches to the use of interactive marketing in the hospitality industry, focusing on its importance for personalizing services in a multicultural environment. The impact of globalization processes, which create new challenges for enterprises due to increased competition and growing consumer demands, is considered. The need to adapt marketing strategies to the cultural, linguistic and behavioral characteristics of customers is highlighted, which allows you to create unique offers that meet the needs and expectations of different audiences. The main attention is pa

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Tetyana, Tetyana. "Startup marketing: features, digital tools, and promotion channels." Marketing and Digital Technologies 1, no. 7 (2023): 107–19. http://dx.doi.org/10.15276/mdt.7.1.2023.8.

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The aim of the article. The purpose of the article is to study the digital marketing tools of a startup in terms of marketing strategy following the stage of the life cycle, the entire target audience of the product. The results of the analyzes. We consider a marketing startup as an activity aimed at comprehensive market research and the needs of the startup's target audience, ensuring sales and customer loyalty, and maximizing profits based on the promotion of ideas to the market. The differences between a marketing startup and classic marketing are as follows: a marketing startup involves ex

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Bangkara, B. M. A. S. Anaconda, Eka Hendrayani, Cahyani Pratisti, Rudianto, and Hermiyetti. "The Effectiveness of Digital-Based Marketing Science Teaching Innovation." International Journal of Social Science and Business 7, no. 4 (2023): 843–53. http://dx.doi.org/10.23887/ijssb.v7i4.68188.

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This research emerged in response to the challenge of improving students' academic success in marketing science. With the development of digital technology, digital-based teaching methods are considered as potential innovations to enrich the learning experience. The main objective of this study is to evaluate the effectiveness of digital-based teaching innovations. It includes understanding whether the use of digital tools and interactive methods enhances students' understanding of marketing science concepts and academic performance. This study is a case study that focuses on the implementatio

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Sak, T. V. "Modern digital tools for marketing analytics." Marketing and Digital Technologies 8, no. 4 (2024): 33–43. https://doi.org/10.15276/mdt.8.4.2024.3.

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The aim of the article. The use of modern analytical platforms and digital tools in marketing analytics is becoming an integral part of marketing activities, enabling companies to enhance the efficiency of their operations and remain competitive in the market. This article aims to explore contemporary approaches and digital tools for marketing analytics, as well as to identify their role in strategic decision-making processes. Analysis results. The article analyzes modern approaches to marketing analytics and its role in improving business competitiveness. It examines the key stages of the ana

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Aleshnikova, V. I. "Digital place marketing: interaction practices with target audiences." Vestnik Universiteta 1, no. 7 (2022): 71–81. http://dx.doi.org/10.26425/1816-4277-2022-7-71-81.

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The article analyzes how the authorities and territorial administrations use marketing tools of interaction with various groups of the local population and tourists. The relevance of the research lies in the increasing role of regional government bodies in ensuring stable socio-economic territorial development in the conditions of the digital economy, external and internal threats, crises, sanctions limitations, as well as in the urgent need for a marketing approach in the management of the territories. The aim of the study is to identify the best practices for using tools for interaction betw

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Chan, Tkhi Tkhan Tkhuyi. "Інтерактивне контролювання витрат на маркетинг інновацій в умовах зростання інноваційного тиску". Economic journal Odessa polytechnic university 2, № 24 (2023): 106–13. https://doi.org/10.15276/ej.02.2023.12.

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The article is devoted to the study of approaches to the organisation of controlling the costs of marketing innovations in the context of growing innovation pressure. Particular attention is paid to interactive control methods, including digital tools, KPI analytics and adaptive budgeting, as well as their role in ensuring the flexibility of management decisions. The article proposes a typology of cost control systems based on time, object, methods and level of innovation pressure. Based on the results of a field study of enterprises in the Odesa region, the key factors for updating control in

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Tereshchenko, Ivan, Olena Melnykovych, Olha Boiko, Yuliia Zabaldina, Stefaniia Mosiiuk, and Serhii Mieshkov. "Interactive marketing communications of international creative industry clusters." Multidisciplinary Reviews 8 (December 18, 2024): 2024spe059. https://doi.org/10.31893/multirev.2024spe059.

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The relevance of the research topic is due to the rapid development of digital technologies and the increasing importance of interactive marketing communications in the context of globalisation. Creative industries play a crucial role in economic growth, and effective marketing strategies are a prerequisite for their competitiveness and sustainable development. The study aims to analyse interactive marketing communications of international clusters of creative industries and identify effective strategies and tools that contribute to their development. The types of research used are analysis of

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Jamal, Fauziyah Nur, Norfaridatul Akmaliah Othman, Nurul Zarirah Nizam, Aninda Jelita, Wafrotur Rohmah, and Nur Rachman Dzakiyullah. "Green Marketing: Reviewing Aspect of Communication Tools." International Journal of Sustainable Development and Planning 17, no. 4 (2022): 1085–92. http://dx.doi.org/10.18280/ijsdp.170405.

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This article explores one of the functions of green marketing is communication that needs to be maintained from the company to consumers. Brand Trust is usually used in reference to a thought that serves as the main determinant of consumer decision-making. The application of green marketing is very important to support brand trust in Indonesian Industrial Properties. In addition, this study aims to identify variables that have a relationship with communication tools on brand trust. Furthermore, a conceptual model has been proposed as well as information collected through a survey of 400 consum

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Li, Yingmin, and Christine Balagué. "Measure Social Metrics with Sodatech: a Monitoring and Analysis Platform of Big Data." Proceedings of the International AAAI Conference on Web and Social Media 9, no. 1 (2021): 713–14. http://dx.doi.org/10.1609/icwsm.v9i1.14580.

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Social Network Services (SNS) nowadays require marketing research study using Big Data tools. In this paper we present Sodatech platform: a monitoring and analysis tool of big data to help researchers and SNS community managers to measure effectiveness of social media marketing activities. Sodatech platform provides three functions: collect massive data from social network; analyze marketing metrics with big data tools; display intuitive data in a dynamic and interactive interface.

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Коренева, А. Я., П. А. Амзаракова, Н. И. Татаринцев, et al. "Features of a QR code as an interactive marketing tool." Экономика и предпринимательство, no. 5(118) (June 11, 2020): 612–16. http://dx.doi.org/10.34925/eip.2020.118.5.124.

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Взаимодействие между потребителями и продавцами с помощью современных технологий привело в последние десятилетия к увеличению использования мобильных медиатехнологий в качестве интерактивного маркетингового инструмента. Одной из тех технологий, которые могут быть использованы в интерактивном маркетинге для рекламы, является QR-код (Quick Response Code). QR-коды могут содержать ссылки на конкретные веб-сайты, где информация о потребностях и желаниях клиентов собирается с помощью различных инструментов. Целью данной статьи является изучение вклада QR-кодов в реализацию преимуществ интерактивной

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Sizikova, Anastasiya. "Tools of Brand Promotion Metaverse." Communications. Media. Design 9, no. 3 (2024): 135–58. https://doi.org/10.17323/cmd.2024.22634.

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Metaverse is a new immersive technology that is trending to become a new platform for branding, marketing and advertising campaigns. This study is aimed at studying the process of brand promotion in Metaverses, due to limited research on this topic. Majority of the current research is based on analogous virtual spaces, meaning that its data and conclusions may not be fully applicable to Metaverse.This study aims to identify brand promotion tools and study consumer behavioral responses to these tools. The study used a mixed methodology, exploratory design. Qualitative stage of the study involve

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Pietukhov, Volodymyr. "MODERN MARKETING TOOLS FOR STRENGTHENING COMPETITIVE POSITIONS OF ENTERPRISES." Economic scope, no. 198 (March 10, 2025): 224–28. https://doi.org/10.30838/ep.198.224-228.

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The article examines modern marketing tools. They will help strengthen the competitive positions of enterprises in the context of rapid technological adaptation and globalization. Different approaches to defining the essence of the concept of "marketing tools" are systematized. Each of the approaches allows for different interpretations and consideration of marketing tools depending on the specific context. In various aspects of theoretical and practical marketing activities of enterprises, these approaches serve to clarify and expand the understanding of the essence of marketing tools, which

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Torgunakova, E. V., та E. A. Torgunakov. "Development and efﬁcient use of a marketing communications mix". Economics and Management 28, № 3 (2022): 281–88. http://dx.doi.org/10.35854/1998-1627-2022-3-281-288.

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Aim. Based on an analysis of current trends in the development of the marketing communications mix, the presented study aims to determine the prerequisites for its efficient use by organizations for maximum impact on the consumer.Tasks. The authors identify trends in the development of the marketing communications mix; consider an algorithm for the formation of the marketing communications mix in an organization; substantiate the prerequisites for its efficient implementation in an organization.Methods. This study uses general scientific methods of cognition to investigate trends in the develo

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Bubenets, Iryna, and Yulia Krysko. "TOOLS FOR FORMING THE MARKETING COMPLEX OF RESTAURANT BUSINESS ENTERPRISES IN THE CONDITIONS OF DIGITIZATION." Economic scope, no. 200 (May 9, 2025): 22–26. https://doi.org/10.30838/ep.200.22-26.

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The use of digital marketing tools in the formation of the marketing complex of restaurant business enterprises increases the competitiveness of establishments, optimizes customer interaction and increases profitability. The integration of modern digital technologies into marketing activities will increase the effectiveness of advertising messages, adapt to changes in consumer behavior, and ensure long-term customer loyalty. In this regard, the study of effective marketing tools for the formation of a marketing complex is extremely relevant for restaurant business enterprises. The article is a

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Gavrysh, Iuliia, Oleg Gavrysh, and Anzhela Symonenko. "Marketing in the Era of Digitalization: The Impact of Digital Technologies on Business Processes." Economics: time realities 3, no. 79 (2025): 49–57. https://doi.org/10.15276/etr.03.2025.5.

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The article examines the impact of digitalization on the transformation of marketing activities in the digital economy. The author analyzes the key tools of modern digital marketing: search engine optimization (SEO), process automation, artificial intelligence, content personalization, interactive platforms, and the use of augmented and virtual reality (AR/VR) technologies. The main challenges are outlined, including information overload, changes in social media algorithms, and personal data privacy issues. The author suggests ways to increase the effectiveness of digital marketing through inv

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Wan, Yuxuan. "Investigating the Impact and Effectiveness of Digital Marketing on Brand Awareness, Sales and Customer Engagement." Advances in Economics, Management and Political Sciences 51, no. 1 (2023): 146–52. http://dx.doi.org/10.54254/2754-1169/51/20230651.

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Digital marketing strategy is an important strategy in the current business field, which leverages digital technology and various digital platforms and tools to interact and communicate with target audiences, in order to enhance brand awareness, increase sales, and promote customer engagement. With the rapid development of internet technology and the increasing demand for digital content, the significance of digital marketing strategy has become increasingly important. However, along with the many opportunities brought by digital marketing, there are also challenges. Enhancing brand awareness,

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Tataryntseva, Yuliia. "REFINEMENT OF THE CONCEPTUAL FRAMEWORK FOR THE EXPERIENCE ECONOMY IN DIGITAL MARKETING." Bulletin of the National Technical University "Kharkiv Polytechnic Institute" (economic sciences), no. 5 (September 2, 2024): 3–10. https://doi.org/10.20998/2519-4461.2024.5.3.

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The object of this study is the refinement of the conceptual framework for the experience economy in digital marketing. The problem addressed involves the inadequacy of existing definitions related to digital marketing, experiences, the experience economy, and experiential marketing, which complicates their practical application in developing marketing strategies within experience-oriented environments. The results obtained enabled the clarification of key concepts, including: "digital marketing management," defined as a systematic program of actions encompassing the planning, implementation,

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Matviiets, Olha, and Viktoriia Kipen. "The features of direct marketing and personal selling as a form of marketing communications." VUZF Review 6, no. 2 (2021): 139–45. http://dx.doi.org/10.38188/2534-9228.21.2.16.

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The article summarizes approaches to defining the essence of the "direct marketing" concept. It is proved that the tools of direct marketing, as a component of internal marketing, are the most effective means of influencing the behavior of modern consumers and adaptive to market conditions of marketing activities, the implementation of which will contribute to achieving the corporate goal and mission of the enterprise with minimal time and resources. The necessity of using direct marketing tools in the activities of modern enterprises is justified. The problems of activating direct marketing b

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Korniienko, Oksana. "SMM PROMOTION TOOLS: LOW-BUDGET PROMOTION." Economic scope, no. 199 (April 14, 2025): 58–64. https://doi.org/10.30838/ep.199.58-64.

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The aim of the article. In the context of the rapid development of digital marketing, social media promotion has become a key tool for businesses, public institutions, and personal brands. However, one of the critical challenges, particularly for small and medium-sized businesses (SMBs) and startups, is the limitation of financial resources for marketing activities. Traditional methods of social media promotion, such as targeted advertising and collaborations with macro-influencers, often require significant investments that are unaffordable for many companies. Therefore, identifying effective

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Baurina, S. B. "Tools of Mobile Marketing of Today’s Business-Structures." Vestnik of the Plekhanov Russian University of Economics, no. 3 (May 23, 2024): 230–42. http://dx.doi.org/10.21686/2413-2829-2024-3-230-242.

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The development of information technologies and use of mobile devices that help establish direct contacts at a distance became an integral part of people life and tools of conducting today’s business. These factors promote the development of mobile marketing, a new and promising trend of work, which is characterized by interactive contact with target audience beyond space limits. There are a lot of investigations and publications dealing with different aspects of mobile marketing, however the problem of tools of mobile marketing stirs high interest of academic community. The goal of the articl

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Frolova, Anna Sergeevna, and Viktoriya Antonovna Dainekova. "DIGITAL TOOLS OF BOOK AND READING PROMO-TION ON THE RUSSIAN BOOK MARKET." Вестник Восточно-Сибирского государственного института культуры 160 (October 17, 2023): 99–107. http://dx.doi.org/10.31443/2541-8874-2023-2-26-99-107.

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The article characterizes a set of applied tasks for the formation of consum-ers’ preferences, influence on consumer choice and stimulation of buying activ-ity on the Russian retail market of publishing production solved by the domes-tic firms in the context of internetization of marketing communications with the help of digital tools (including «book» blogs, experts’ recommendations, «literature» podcasts, mobile services and apps, interactive web advertising, «book» challenges, messenger marketing, contextual online advertising).

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Asawawisidchai, Jirakitti, and Songporn Hansanti. "influence of Integrated Market Communication on purchase Decision making process of EV car in Bangkok and surrounding areas." Proceedings of the International Conference on Applied Research in Management, Business and Economics 1, no. 1 (2024): 1–9. http://dx.doi.org/10.33422/icarbme.v1i1.477.

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This study examines how the tools of Integrated Marketing Communications (IMC) namely promotion, interactive marketing, advertising, public relations, and personal selling are used to inform, persuade, and remind the target audience in Bangkok and surrounding areas about purchase decision electric vehicles car. It investigates their impact on stages of the purchase decision-making process such as problem/need recognition, information search, evaluation of alternatives, and purchase. However, this study does not explore the influence of Integrated Marketing Communications tools on post-purchase

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Navickas, Valentinas, and Asta Malakauskaitė. "The Pecularities of Formation and Development of Event Marketing Strategies." Business: Theory and Practice 8, no. (3) (2007): 146–52. https://doi.org/10.3846/btp.2007.21.

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The necessity determined by the global economy – it is the ability to transform the flows of ideas into technological and commercial success. This process includes not only the creation of new products and services, but also the introduction of new methods to stimulate and promote sales. Creativity and innovativeness tend to become the most important competencies that enable companies to gain and retain competitive advantage. The study shows that event marketing and other interactive forms of communication have developed as the answer to the challenges of mass-adaptation era. They ensure the d

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Rodionov, Alexey, та Nikolay Shaburov. "Аpproaches to Organizing Marketing Communications in Residential Real Estate Sales". Baikal Research Journal 15, № 3 (2024): 1015–24. https://doi.org/10.17150/2411-6262.2024.15(3).1015-1024.

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The effectiveness of marketing communications in the construction industry is determined by numerous factors, such as business goals, seasonal changes, and the geopolitical situation. This article provides a comprehensive analysis of various types of marketing communications, including advertising, PR, sales promotion, and branding. Particular attention is given to the selection of effective communication channels and their importance in achieving marketing strategy goals. The study demonstrates that traditional marketing methods, such as media advertising and outdoor advertising, are losing t

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M., Devisri. "Business Intelligence - in Modern Marketing." Shanlax International Journal of Commerce 7, S1 (2019): 137–40. https://doi.org/10.5281/zenodo.3451667.

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Over the past decade, business knowledge has done revolutionized. Data exploded and became pregnant. We only obtained entrance to the film. Spreadsheets assuredly took a backseat to actionable and insightful data visualizations and interactive business dashboards. The growth of self-service analytics democratized the data product chain. Marketing intelligence tools draw data from multiple areas together and organize that data into a unified format. This data gives insight into customers and where the data came from, allowing marketers to know where each customer engages. Several tools provide

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Pyatnychuk, I. D., A. V. Tomashevska, N. I. Horogotska, and Yu V. Paska. "Digital-marketing: current challenges and development prospects." Marketing and Digital Technologies 8, no. 1 (2024): 150–61. https://doi.org/10.15276/mdt.8.1.2024.10.

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The aim of the article. The purpose of the article is to define modern challenges and prospects for the development of digital marketing using digital tools in conditions of uncertainty and dynamism of the business environment. The tasks of the article are: identify challenges in digital marketing; to form prospects for the development of digital marketing in modern conditions; identify the key areas of digital marketing development; to identify digital tools that are useful for the implementation of key areas of digital-marketing development. Analyses results. The article examines modern chal

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Kesharwani, Gagan. "Evaluating the Effectiveness of Digital Strategies in Student Recruitment: A Case Study of Amity University Raipur Marketing." International Scientific Journal of Engineering and Management 04, no. 06 (2025): 1–9. https://doi.org/10.55041/isjem04028.

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Abstract: This research paper explores the role of digital marketing in shaping prospective students’ decisions to enroll at Amity University Raipur. Employing a quantitative survey methodology with 82 student participants, the study analyzes the impact of digital platforms including Instagram, the university’s official website, webinars, and direct engagement tools on recruitment outcomes. The findings indicate that interactive and personalized digital communication significantly enhances prospective students’ engagement and decision-making. The study concludes with strategic recommendations

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Zhu, Huiying. "How Social Media Marketing Strategies Drive Brand Development in the Digital Age?" BCP Business & Management 38 (March 2, 2023): 2047–53. http://dx.doi.org/10.54691/bcpbm.v38i.4031.

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The era of digital marketing has arrived and has grown accordingly. Among the many approaches to digital marketing, different marketing strategies have different factors for success and results. While many scholars focus primarily on measuring the effects of different marketing approaches, this paper focuses on analyzing the factors contributing to the operation and success of different marketing models. There are many digital marketing tools, and this paper selects two of the more used digital marketing tools for analysis and uses case studies to analyze how word-of-mouth marketing and intera

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Dronova, Tetiana, and Yuliia Horiashchenko. "Marketing means of communication of the independent commercial enterprises with consumers (using innovative technologies)." VUZF Review 7, no. 2 (2022): 143–51. http://dx.doi.org/10.38188/2534-9228.22.2.15.

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The article presents a critical analysis of the bank’s marketing means of communication with consumers in the conditions of economic and classical war. In particular, the tools of interactive marketing, marketing tasks to increase loyalty to the brand and its products, raising audience awareness, the use of innovative Internet acquiring systems are analyzed. The differences between the uses of marketing tools by financial institutions from purely economic ones are given. The challenges of the war for the financial sector of Ukraine as a whole are assessed. The marketing activity of the leading

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Budnikevych, IRYNA, Olena Kolomytseva, and Oleksandr Shpayuk. "THE INFLUENCE OF GLOBAL MARKETING TRENDS ON THE UPDATE OF MEDICAL MARKETING TOOLS." HERALD OF KHMELNYTSKYI NATIONAL UNIVERSITY 300, no. 6 Part 2 (2021): 135–42. http://dx.doi.org/10.31891/2307-5740-2021-300-6/2-22.

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The article examines the impact of global marketing trends on the updating of medical marketing tools that are becoming more customer-oriented, patient-centered, personalized, service, digitalized, partner and socially oriented. The impact of the COVID-19 pandemic on the activities of health care providers, investors and consumers is considered. It is noted that new marketing technologies and tools, innovation of medical processes, active digitalization, global automation of customer service and medical services, changing priorities from “disease medicine” to “health medicine” distinguish mode

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Krylova, L. V., and T. V. Volozhaninova. "Marketing Internet communications of service enterprises." Gostinichnoe delo (Hotel Business), no. 6 (June 10, 2022): 393–400. http://dx.doi.org/10.33920/igt-2-2206-04.

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Today the Internet is a business tool that satisfies information needs and creates an effective system of relationships between enterprises and consumers, as well as all elements of the external business environment. This actualizes a comprehensive study of the conceptual foundations of Internet marketing and its communication, the role of the Internet in the processes of business globalization and acquires important scientific and practical significance. The use of the Internet brings new features and benefits compared to marketing based on traditional technologies and the classic marketing m

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СИМОНОВ, С. "DIGITAL MARKETING: AN OVERVIEW OF CHANNELS AND TOOLS." Экономика и предпринимательство, no. 11(148) (May 13, 2023): 802–7. http://dx.doi.org/10.34925/eip.2022.148.11.155.

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В данной статье описаны особенности цифрового онлайн-маркетинга. Сравниваются цифровой онлайн-маркетинг с традиционным офлайн-маркетингом. В специальном разделе статьи представлен обзор каналов и инструментов цифрового маркетинга. Цифровой маркетинг, как и цифровая коммуникация, по своей сути является целевым и интерактивным. Цифровые медиа (или новые медиа) — это набор цифровых медиа для рекламных сообщений. Сравниваются основные группы медиаканалов. Подчеркивается, что ключом к пониманию единства коммуникаций в Интернете и цифровой среде является то, что они имеют одинаковую маркетинговую на

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BABKO, Natalia, Inna NAUMENKO, and Svitlana SPIVAK. "FEATURES OF MARKETING COMMUNICATIONS IN INFORMATION NETWORKS." Ukrainian Journal of Applied Economics 5, no. 1 (2020): 297–303. http://dx.doi.org/10.36887/2415-8453-2020-1-35.

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The article investigates the peculiarities of marketing communications in information networks. It is determined that marketing in information networks involves many methods. The most popular of these are the creation of brand communities (the creation of company representative offices in information media), reputation management and several others. The use of various tools of information (social) promotion on the Internet allows to establish effective communication with potential and real consumers of goods and services and solves a number of other equally important tasks. In this case, the S

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Wang, Yiming. "Reaching the Consumers: Pampers Integrated Marketing Communication Strategies." Advances in Economics, Management and Political Sciences 63, no. 1 (2023): 190–94. http://dx.doi.org/10.54254/2754-1169/63/20231423.

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With the continuous enhancement of the standard of living, customers are more and more selective in baby care products. To stand out from other brands and maintain long-term connections with consumers, many companies have taken advantage of various marketing tools. This paper mainly focuses on the brand Pampers and the integrated marketing communication tools used by it. The goal is to analyze and evaluate IMCs effectiveness in helping Pampers achieve a close relationship with its customers. This paper employs thematic analysis to study the cases of Pampers marketing campaigns in three dimensi

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Zakharchenko, Yu V., T. V. Kuvaeva, and Yu M. Makukha. "Digital marketing tools in recovery of energy infrastructure of Ukraine." Economic Bulletin of Dnipro University of Technology 89 (March 2025): 59–67. https://doi.org/10.33271/ebdut/89.059.

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Methods. The results were obtained through the application of general and specific methods of scientific knowledge: a systemic approach – when studying the problems and challenges in the energy sector that Ukraine faces; theoretical generalization – when studying digital marketing tools in the restoration of energy infrastructure for relevant purposes; the essence and types of energy retail are considered; comparison – when studying the opportunities and threats of their implementation and their analysis. Results. The main problems that the energy sector of Ukraine faces as a result of the war

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Humeniuk, Alla. "DIGITAL MARKETING AS A PRIORITY DIRECTION OF BUSINESS DEVELOPMENT." Economies' Horizons, no. 4(29) (October 30, 2024): 48–55. https://doi.org/10.31499/2616-5236.4(29).2024.314335.

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The purpose of the article is to study the potential of digital marketing and the possibilities of its use in the conditions of modern challenges. It has been proven that the development of high technologies and digitalization processes have changed approaches to business organization and the existing challenges have stimulated the growth of business activity in the online sphere. The differences in the use of B2B and B2C digital marketing are analyzed and how new technologies affect digital marketing is presented. The expediency of using marketing tools with the use of interactive space has b

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Allan, Mahmoud Saleh, Mohammed L. Ashour, Nafez Nimer Ali, and Ahmad N. Al Warasneh. "Factors affecting female online purchase decision." Journal of Governance and Regulation 11, no. 1, special issue (2022): 351–60. http://dx.doi.org/10.22495/jgrv11i1siart14.

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This study enhances the existing literature on female online buying decisions by evaluating the factors shaping women’s clothing purchase decision-making. Hence, it investigates the influence of social media interactive marketing activities, i.e., electronic advertising (e-Ads), electronic word of mouth (e-WOM), interaction (Int.), and content credibility (CC), on female purchase decisions. The study adopted the logic of quantitative approach using an e questionnaire as a main data collection tool targeting online female consumers. Data were collected from 388 female social media users, and re

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Abdulbasyr, Makhtibekov. "The Role of Interactive Content in Building Customer Loyalty: Practices in Digital Marketing." International Journal of Scientific and Management Research 08, no. 05 (2025): 165–70. https://doi.org/10.37502/ijsmr.2025.8513.

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This article explores the role of interactive content in building customer loyalty. It examines the impact of various formats and tools such as polls, quizzes, augmented and virtual reality, as well as gamification, on user engagement and long-term relationships with brands. Successful marketing campaign examples are discussed, along with data on the influence of interactive technologies on consumer behavior. The paper highlights the importance of a personalized approach and the use of new technologies to create an emotional connection with the brand and strengthen customer loyalty

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Pantano, Eleonora, Constantinos-Vasilios Priporas, and Giuseppe Migliano. "Reshaping traditional marketing mix to include social media participation." European Business Review 31, no. 2 (2019): 162–78. http://dx.doi.org/10.1108/ebr-08-2017-0152.

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Purpose Due to the emergent use of social media for marketing purposes, and the limited number of studies focusing on the use of social media by firms, the purpose of this paper is to explore the inclusion of social networks in the traditional marketing mix models. Design/methodology/approach A sample of 20 small and large Italian liquor producers was used, and their Facebook profiles were content analyzed. Findings The results provide evidence about the emerging shift from the use of social media for communication purposes through static advertising (characterized by pictures and slogans), to

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Amanda Mutiara Hasibuan and Zuhrinal M. Nawawi. "Strategi Efektif dalam Pelatihan Persiapan Konten Digital untuk Pemula : Meningkatkan Keterampilan Marketing di Era Digital." Maslahah : Jurnal Manajemen dan Ekonomi Syariah 3, no. 3 (2025): 10–26. https://doi.org/10.59059/maslahah.v3i3.2364.

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This study aims to identify and analyze effective strategies in digital content preparation training for beginners to enhance marketing skills in the digital era. The method used is a qualitative literature review examining various literatures, reports, and empirical studies related to digital marketing skill development. The findings indicate that project-based and case study training methods are the most effective in improving beginners’ technical and creative abilities, especially in content creation and social media management. Major challenges faced by beginners include information overlo

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Todorova-Ekmekci, Mirena. "Presenting and Promoting Cultural Heritage with Digital Media, Marketing Approaches and Methods. Good Examples." Cultural and Historical Heritage: Preservation, Presentation, Digitalization 7, no. 2 (2021): 259–66. http://dx.doi.org/10.26615/issn.2367-8038.2021_2_023.

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Making the cultural and historical heritage of countries available and attractive to a broad public, including in a digital way, is a key to making it survive and be acknowledged and well-maintained in time. Researches and practices show that cultural objects, which are digitalized and promoted, are much more known, visited and attract better investments. Digital tools are more and more used – tools like video presentation, 3D models, interactive photos and video with objects, interactive presentations and games, online tours and life events in social media. Especially, after COVID-19 anti-epi

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BLAHUN, Ivan, and Liudmyla GRYNEVYCH. "MARKETING OF CREATIVE INDUSTRIES: MODERN DIRECTIONS OF DEVELOPMENT." Ukrainian Journal of Applied Economics 6, no. 2 (2021): 107–12. http://dx.doi.org/10.36887/2415-8453-2021-2-13.

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The article studies the development of creative industries in Ukraine and proposes marketing tools to increase its competitiveness in the market. In modern economic conditions, the development of the creative industry in Ukraine is possible only on the basis of marketing, which allows to determine the needs of consumers, channels of communication with them and develop strategies for the development of the industry in the short and long term. In today's dynamic environment of creative industries, it is important to be able to respond quickly to changes in the environment. Thus, the use of marke

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Chan, Tkhi Tkhan Tkhuyi. "Interactive Control of Innovation Marketing Costs in Conditions of Increasing Innovation Pressure." Economic journal Odessa polytechnic university 2, no. 24 (2023): 106–13. https://doi.org/10.5281/zenodo.15388114.

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The article is devoted to the study of approaches to the organisation of controlling the costs of marketing innovations in the context of growing innovation pressure. Particular attention is paid to interactive control methods, including digital tools, KPI analytics and adaptive budgeting, as well as their role in ensuring the flexibility of management decisions. The article proposes a typology of cost control systems based on time, object, methods and level of innovation pressure. Based on the results of a field study of enterprises in the Odesa region, the key factors for updating control in

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Ігнатенко, Р.В. "ЦИФРОВІ КОМУНІКАЦІЇ В МАРКЕТИНГУ: СУТНІСТЬ ТА ПЕРСПЕКТИВИ РОЗВИТКУ В УМОВАХ ПАНДЕМІЇ COVID-19". Наукові записки Львівського університету бізнесу та права. Серія економічна. Серія юридична, № 31 (30 грудня 2021): 40–46. https://doi.org/10.5281/zenodo.6034732.

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In today's business environment, the changes taking place and their speed of spread are related to the digital revolution and the increase in the number of communication channels, the development of social networks and interactive marketing platforms, and many other phenomena that shape new vectors for business. Digital marketing communications have become an integral part of today's quarantine business. The purpose of the article is to explore the essence of digital marketing communications and determine the main prospects for their development in the context of the COVID-19 pandemic.

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