Journal articles on the topic 'SEO; PPC; Online marketing'

AbstractIn this paper, we present the results of a secondary research regarding the use of online marketing tools in industrial companies. We focused on researching the theoretical foundations of online marketing, especially in the field of using its SEO and PPC tools. We defined the basic concepts, described the principles of individual tools and dealt with their comparison. Based on the study of data from published studies, we analysed the use of online marketing tools in the conditions of industrial companies operating in the Slovak republic. In future, it will be appropriate to expand the research and focus on the specifics and comparison of these tools’ utilisation in different types of industrial companies.

Internet marketing is a type of classic marketing that is implemented in the online space with the possibility of obtaining feedback. This article analyzes the concept of Internet marketing, provides the main structure that constitutes Internet marketing with essential characteristics of such elements as: advertising, SMM, SEO promotion, Email marketing, Web analytics, Content marketing.

Purpose This paper aims to explore expanded uses for LinkedIn.com as a teaching tool, beyond introductory assignments, for in-demand and emerging marketing techniques. Design/methodology/approach This paper reviews the current use of LinkedIn as a teaching tool for marketing educators and presents sample assignments that can be used to introduce students to content marketing, SEO, and online reputation management. Findings Marketing educators have found LinkedIn to be a valuable resource for teaching professional development in the business curriculum. But the site can also provide a platform for the exploration of emerging specializations including content marketing and search engine optimization (SEO). Research limitations/implications As a general review, this paper provides an overview of techniques. Research is needed to test and further explore the use of these techniques. Practical implications This paper provides rationale and recommendations for marketing educators who wish to better prepare students for a competitive job market, in which employers expect students to be well versed not only in social media but also in emerging techniques like content marketing and SEO. Originality/value Researchers have explored the use of various social media platforms for marketing education, including LinkedIn. This paper addresses the future potential of LinkedIn to teach various marketable skills and shows the versatility of social media platforms as pedagogical tools.

This research is a case study of Search Engine Optimization (SEO) in Palembang Polytechnic of Tourism website. The main objective of this research is to establish a plan for SEO in Palembang Polytechnic of Tourism (http://poltekpar-palembang.ac.id/) and to improve online visibility and ranking position in search engines (Google). It aims to bring in more international traffic and students to visit the website. SEO is a digital marketing technique to increase web accessibility. In the globalization world, people use search engines, such as Google, to know or find out more about various topics quickly and visually. Through a bibliographic review and qualitative analysis, the research focuses on the understanding of what SEO is and its implementation for the Palembang Polytechnic of Tourism website. The results show that the most important thing in making SEO plans is to increase visibility and branding on search engines (Google). SEO is done by developing website content and setting keywords as backlinks.

Digital marketing is the promotion of products or brands through online. In recent days the demand of digital marketing in hotels has become increasingly high with Social Media Marketing (SMM) which works with social networking sites and Search Engine Optimization (SEO) making the website to appear in search results with advertisement on Google and online magazines by search engine marketing (SEM), video marketing through you tube and websites are types of digital marketing. Searching hotels through online by computers and mobile with the hotel websites is the new trend of digital marketing and it makes the possibilities to enhance the local search on hotels by giving required content, User profiles, managing citations and in search results. The aim is to study the role of digital marketing in hotel industry. This article is also focused to identify which type of digital marketing will work best with hotel industry.

Nowadays, Google has taken a role as a major platform for the Internet search; its search algorithm has been changed periodically, hence being positioned on the first page of the Google search result has a tremendous impact on the online marketing strategy of the organization. Search Engine Optimization (SEO) has been considered as one of the most effective strategies to place the webpage at the top rank of the search engine result. This paper presents the relationship between various SEO factors and the rank in the Search Engine Result Page. The results unravel the key SEO factors, e.g. Backlinks, Keyword, Site structure, that have high degree of relationship with rank in the search engine result page (SERPs).

This article describes how search engine optimization(SEO) is becoming an increasing useful technique in online marketing as more people look to the internet to search for information. Search Engine Optimization enables web developers to develop web pages which have a high SERP rankings. A key technique in SEO is through improving the keyword prominence of keywords. In this research, keywords within web pages are extracted, and the correlation between the frequency of these words and their keyword prominence is evaluated. The findings of this research will provide a guideline to SEO practitioners, in that they will have a better understanding of the ratio of keywords they need in to add to web pages in relation to the rest of the content.

Purpose The research intended to reveal real behavioural inclination of marketer for SEO and SMM usage. This approach was developed to provide a constructive model for established marketers as well as emerging start up marketers. Design/methodology/approach The investigation was designed based on literature review followed by quantitative analysis of the collected data with appropriate statistical techniques based on random surveys of end users from the National Capital Region of India. Findings A new conceptual model is being proposed i.e. Marketer decision model, enabling a comparative framework which encourages more effective and result oriented decision-making techniques which ends up in developing better online marketing techniques. Internet users have different behavioural patterns based upon demographic profiles. The evidence based on the statistical analysis suggests that the consumer behavioural patterns need to take into consideration by online marketers while targeting and designing SEO and SMM strategies. Research limitations/implications The following research was based on a selected samples only but not the entire population of target consumers and there were cases where samples perhaps inaccurately representing the population. Originality/value The survey conducted on diversified demographic profiles, thereby providing few rich perspectives regarding online behavioural pattern.

Banyak website baru bermunculan termasuk portal berita media online menghadapi masalah sepi pengunjung atau kekurangan pembaca, sehingga peringkat atau rating website tersebut rendah. Akibatnya pemasang iklan enggan membelanjakan biaya iklan pada website tersebut, padahal iklan menjadi salah satu penompang bisnis media online. Portal berita Inakoran.com yang baru tiga tahun beroperasi menghadapi kendala rating rendah, sehingga tim marketing kesulitan mendapatkan pemasang iklan. Tim redaksi Inakoran.com juga belum menguasai teknologi informatika untuk mengembangkan media online ini. Hal ini mendorong tim pengabdi dari Fakultas Ilmu Komputer Universitas Mercu Buana untuk melaksanakan pelatihan teknologi informatika khususnya penerapan search engine optimization (SEO) untuk meningkatkan peringkat website. Pelatihan penerapan teknik SEO melibatkan 10 orang karyawan dan tim redaksi pada tanggal 17 Maret 2020 di kantor Redaksi Inakoran.com di Kelurahan Larangan Indah, Kota Tangerang, Banten. Hasilnya, pengetahuan peserta di bidang informatika khusus Teknik SEO meningkat 85,6%, dan rating Inakoran.com secara nasional naik 3.966 level, dimana sehari sebelum pelatihan yaitu tanggal 16 Maret 2020, data Alexa menunjukan rating Inakoran.com berada di urutan 21.275 secara nasional, namun dua minggu kemudian yaitu tanggal 02 April 2020, rating Inakoran naik siginifikan ke posisi urutan 17.309 secara nasional.

The purpose of Community Service Activities (PKM) is to carry out one of the three obligations of the Tri Dharma Perguruan Tinggi. In addition, it is expected that by serving the community, the existence of higher education institutions can contribute to the development and application of knowledge to the community. The method of activity used is to visit the Forum Muslimah Depok, Al-Awwal Mosque, addressed on Jalan Mawar Raya, Depok Jaya and look for problems that are in place so as to provide the right solution in motivating members who has business or UMKM in Depok, West Java, especially for Jama’ah Masjid Al Awwal Masjid Depok Jaya and gave training there on 01-03 October 2019. This training aims to develop the ability to increase marketing through online media with SEO methods and techniques (Search Engine Optimization) for Muslimah Forum members, Al-Awwal Mosque, Depok Jaya. The results of community service activities (PKM) obtained indicate that prior to the implementation of PKM, Depok Muslimah Forum members did not yet know the terms related to product marketing via online media, but after the implementation of activities known members of the Depok Muslimah Forum could understand the basics of content creation with simple SEO rules. PKM activities play a positive role in increasing the knowledge and skills of participants in creating SEO-based content The knowledge gained in Community Service this time is expected to be able to provide enthusiasm especially for the lecturers and other academicians of the University of Pamulang in providing material counseling, motivation and contributing to the public in and outside the campus environment of the University of PamulangKeywords: Content, Search Engine Optimization, Online

As the number of sites on the Web increased in the mid-to-late 90s, search engines started appearing to help people find information quickly. Search engines developed business models to finance their services, such as pay per click programs offered by Open Text in 1996 and then Goto.com in 1998. Goto.com later changed its name to Overture in 2001, and was purchased by Yahoo! in 2003, and now offers paid search opportunities for advertisers through Yahoo! Search Marketing. Google also began to offer advertisements on search results pages in 2000 through the Google Ad Words program. By 2007, pay-per-click programs proved to be primary money-makers for search engines. In a market dominated by Google, in 2009 Yahoo! and Microsoft announced the intention to forge an alliance. The Yahoo! & Microsoft Search Alliance eventually received approval from regulators in the US and Europe in February 2010. Search engine optimization consultants expanded their offerings to help businesses learn about and use the advertising opportunities offered by search engines, and new agencies focusing primarily upon marketing and advertising through search engines emerged. The term "Search Engine Marketing" was proposed by Danny Sullivan in 2001 to cover the spectrum of activities involved in performing SEO, managing paid listings at the search engines, submitting sites to directories, and developing online marketing strategies for businesses, organizations, and individuals. Some of the latest theoretical advances include Search Engine Marketing Management (SEMM). SEMM relates to activities including SEO but focuses on return on investment (ROI) management instead of relevant traffic building (as is the case of mainstream SEO). SEMM also integrates organic SEO, trying to achieve top ranking without using paid means of achieving top in search engines, and PayPerClick SEO. For example some of the attention is placed on the web page layout design and how content and information is displayed to the website visitor.

The article summarizes scientific views and defines the term of sales promotion. Features of promotion and sales promotion in B2C (Business-to-Consumer) markets are revealed. The use of digital marketing tools in the process of stimulating the sales of goods through digital channels, in particular through online stores, as well as the use of search engine optimization (SEO) and SMM-marketing is substantiated. Marketing communications and sales promotion elements used by retailers when preparing for seasonal sales are considered. The activity of consumers to retailers in the period of the preparation for grand sales, tools used by retail trade to influence the consumer and improve the activity of sales of goods is studied. The authors summarize and analyze statistic data of such online platforms as Black-friday.global, Picodi, Google Trends. The factors influencing the opportunities of online shopping and retail during Black Friday are explored and outlined. The peculiarities of trading platforms functioning, which provide online shopping space for various retail enterprises and offer marketing communications of retailers to increase the efficiency of product promotion on the Internet, are highlighted. Keywords: product promotion, sales promotion, Black Friday, marketing communications, digital marketing, retail, marketplace.

Micro, Small and Medium Enterprises (MSMEs) have an important and strategic role in national economic development. In addition to playing a role in economic growth and employment, MSMEs also play a role in distributing development results. Banyumas SME Centers are the center of sales of Banyumas SME products. At present sales at the Banyumas MSME center are mostly using manual promotions. For online promotion, the Banyumas UMKM center has used Instagram and marketplace media, but the promotion is not yet maximal. For this reason, it is necessary to carry out activities in the form of Digital Marketing Training and Seo Optimization in the Marketplace at the Banyumas Umkm Center to Maximize Online Product Marketing. The method used in this activity is the method of seminars, discussions and questions and answers. The result of this activity is that MSMEs can maximize sales through online media.

In the last decade, there has been an explosion in the use of online survey tools. Online data collection tools have lowered the cost of data collection and removed barriers to entry for carrying out research. While a number of questions have been raised about the general reliability of internet survey research, one specific use of the web for survey work has been in reaching niche populations that are difficult to access using traditional survey tools – so-called ‘rare samples’. In this paper, we present an approach to accessing such hard-to-reach populations using search engine pay-per-click (PPC) advertising. We carried out a study that makes uses of PPC advertising on search engines as an alternative means of developing a sample for a hard-to-reach group of health consumers. Based on a sample of 466 consumer responses, we discuss the effectiveness of this technique for reaching such rare populations.

Subject area Marketing, Innovation, Strategy, Digital Marketing and E-Business. Study level/applicability Master's level and Executive Program. Case overview MocDoc is a young Indian online health-care company that has achieved success in early years of establishment, and is looking forward to expand the customer base. The founder, Senthil Peelikkampatti, along with his friends decided to design a service that can bridge the gap between doctor and patients. However, initially, Senthil lost the trust in his idea due to the unacceptance of the idea by health-care experts. It took a little long for the team to gain visibility after launch of the service. Senthil and the team brainstormed to gain recognition online through different techniques of search engine optimization (SEO) and social media networking through Facebook Web site. MocDoc case is designed to stimulate discussion of a broad array of entrepreneurial issues related to online start-ups. In particular, it deals with strategy and marketing of service in the online arena. At the same time, it gives detailed overview of marketing techniques online as fuel to the business. The company is moving under strong leadership skills of CEO but fails to gain momentum in terms of gaining online customers. This case deals with decision-making capabilities to bring more number of registered customers in the online space. Expected learning outcomes The expected learning outcomes are as follows: to animate online business environment and challenges faced by virtual enterprises in the cyber space; to illustrate opportunity for students to speculate the start-up business environment; to illustrate opportunity to introduce cloud computing as a viable business option for the health-care industry; to develop understanding among students for designing effective marketing strategy for online business; to identify business opportunities and gaining competitive edge by offering bouquet of services; and to stimulate business environment for understanding innovation and strategy building. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

The digital age has brought up improved and efficient marketing ways for businesses to grow, earn publicity and generate more revenue. Web 2.0 marketing is a marketing medium that allows business to collaborate through sharing activities such as content and multimedia. This study explores the value which Web 2.0 marketing adds to the Nigerian SME's. The analyzed data showed that SME's most common marketing tool is Facebook, service-rendering companies also adopt Blogging tool and product-selling businesses prefer the picture platform (Facebook and Instagram). The major Web 2.0 marketing benefits achieved by the Nigerians SME's are increase in brand awareness and revenue. However, the benefit of getting high search engine optimization (SEO) rank is not leveraged. One major challenge is lack of in house skills is the most common faced in the adoption of Web 2.0 marketing as most of the online marketing is done by unskilled employees in the company; this issue leads to several challenges. It is recommended that the SME's should hire or outsource certified digital marketers for effective management and achievement of optimum Web 2.0 marketing strategy benefits.

Online marketing is a method of marketing using online (OL) and electronic media. This study aims to, (1) Assess the effectiveness of (OL) marketing in increasing corporate income, (2) Describe products that have OL marketing potential, ( 3) Identify influential factors in developing OL marketing strategies, and (4) Providing recommendations for alternative OL marketing strategies to be applied in MSMEs. This research was conducted on 10 MSMEs in Cibinong Sub-district, Bogor Regency, West Java Province, from April to August 2018. The method of analysis consists of descriptive analysis, content analysis, Strength, Weaknesses, Opportunity, and Threat (SWOT) analysis and Analytic Hierarchy Process (AHP). Based on the analysis of research data it is known that OL marketing successfully increases income for respondents by 10% to 32%. The results of content analysis found that the respondents' MSMEs already knew the importance of attracting product visualization by displaying descriptions and images that could invite consumers to buy, but not fully optimized yet through the Google Review Knowledge Panel facility. Based on the SWOT analysis, strategies were obtained: (a) Business Development with support of available Human Resource (HR) & Marketing Media Support, (b) Business Development System (OL), (c) Business Scale Up by Utilizing Capital, (d) Skill Improvement and OL System Knowledge, (e) Increased Business Capital and Product Promotion Display in order increasing turnover,( f) Business Development through Product Variants, Taste and Promotions (g) Increasing business capacity and services (Delivery), (h) Increasing cooperation in OL product promotion, (i) Increasing innovation and new product variants. The alternative method of OL marketing of food MSMEs in Cibinong Sub district chosen based on AHP respectively is Grab-food media. The second priority is to use social media (Facebook, Instagram, Youtube etc.). The third priority is to use Google SEO media. The fourth priority is to use a website and the fifth priority is direct contact.

This paper seeks to analyse the Coronavirus Pandemic (2019) on Marketing Strategy and Expenditure. The virus is currently a global issue and has affected marketing, expenditure, and various marketing strategies worldwide. This virus has impacted different companies, organizations, firms, international and regional markets through their marketing and expenditure operations. Therefore, the effects of COVID-19 on digital marketing, social media marketing, email marketing, 4Ps of marketing, advertisements, and search engines (SEO) are also discussed and examined. The coronavirus pandemic has affected branding, supply chain, advertising and marketing, and retail and marketing. Additionally, the text explores how businesses shifted their marketing strategies to take various directions while cutting down their marketing expenditure. Moreover, it also examines how industries, like travel and hospitality, have been significantly affected. On the other hand, multiple businesses, such as streaming and other online services, experienced varied effects. Generally, several marketing actions have been influenced by the spread of COVID-19, such as corporate social responsibility (CSR), consumption pattern, advertising, marketing communication program, and supply chain.

Digitization changes the world and transforms between corporate, inter-institutional and inter-communal relations. The use of state-of-the-art information technologies could solve many of the challenges faced by organizational-management and executive structures in the context of new business models of online tourism. The purpose of this report is to explore and track ways and approaches for optimizing travel information on the Internet and new media. As a result of the observations in practice and the analysis carried out by the authors, the SEO process (Search Engine Optimization) is part of the overall strategy of internet marketing. The goal of SEO is to attract the target audience and to convert part of it into customers of the advertised business product and / or service on a digital platform, while at the same time achieving easier discoverability and opportunity for its attendance. It is argued that by applying a qualitative data optimizer, a request for a more successful business of the tourist companies is requested. In the course of the study, the methodology and stages of optimization on the Internet are outlined, with the aim of popularizing the public online business and the competitiveness of the online tourism business.The new features of the market of tourism products and services also require new approaches to managing the innovation activity of the enterprises in the sector, oriented towards effective communication with consumers, which depends to a great extent on the successful realization of an innovation in this market. It is argued that tourism innovations are of a physical and social nature, primarily related to limiting the risks to tourists, increased mobility and accessibility. In most cases, they are moderate, imitating, and transferred from other spheres. An attempt to justify the idea that new communication technologies contribute about destinations offered by digital online platforms are more attractive and more accessible by highlighting the advantages of SEO optimization in terms of the functioning of the sustainable tourism market.

Este artículo mostrará el surgimiento de una nueva profesión Community Management y la importancia del marketing online en Europa y América Latina debido a que los contenidos son los pilares de marketing y a la hora de realizar la estrategia en marketing que se plantea una estructura y una organización que estará orientada a la fidelización y a la conversión. En la actualidad está siendo una herramienta para la investigación, la curación de contenidos y la calidad. Las empresas a nivel internacional buscan que la redacción sea optimización en los artículos y que sea cercano al lector y lo importante que es crear una estrategia de visual content marketing o marketing de contenidos visuales, para transformar a la marca en imágenes en acción que den una nueva dimensión a la empresa. Los contenidos con marketing generan una emoción hacia al lector y al realizar el de una manera muy visual se transmite ideas y conocimiento que el usuario recibe y le aporta valor. Esta estrategia de marketing de contenidos no se concibe de una manera aislada, sino que se engloba dentro de un plan mayor en la que se plasman todas las acciones a realizar en los distintos campos, desde las redes sociales hasta las partes de SEO; SEM entre otros aspectos.

The digital age has led to the emergence of many companies such as E-commerce, which in the marketing process, not only do marketing through offline media but also have penetrated online or digital media. BliBli.com promotes its brand in collaboration with the digital agency Content Collision to be able to provide SEO (Search Engine Optimization) that can increase PageRank on Google. The purpose of this research is to find out how the communication strategy is carried out by the Content Collision Agency. The research method used is descriptive qualitative data collection through interviews, observations, and study documents. The results showed that the communication strategy used by the Content Collision Agency in promoting BliBli.com was by managing BliBli's blog to be more interesting. Content contained on the website of articles, Slideshare, infographics, and live reports in the field, given a call to action on each document that has made. The content is SEO friendly, up to date, creative, informative, entertaining, distributed via online media, and accompanied by backlinks such as QR code and action buttons (buy now). This method makes it easier for readers to be able to get products and promotions available on Blibli.com. Readers can also share by clicking the share that serves as an expression to express like the article and want to share the information by others or just provide feedback for the content through comments. Reviews of products or services from the brand can increase the number of views and also to increase sales.

Relevance of research topic. Although the Internet is a part of the daily life, some parts of the population continue to be excluded from the digital world due to the lack of digital skills and knowledge. An access to the digital technologies become significantly important as a mean of allowing everyone to participate in the digital society fearlessly. That is why it is an extremely important to consider a wide range of the modern digital tools (mostly, marketing digital tools), which will help anyone to achieve their purposes in their professional and everyday activity. Formulation of the problem. The main problem that will be addressed during our study is summarizing, justification and analyzing digital marketing tools in order to rise digital literacy to achieve certain goals. Analysis of recent research and publications. Modern scientific, tutorial and popular literature’s space is filled with the description of the digital marketing concept, its significance and application into the current everyday life. Authors has reviewed papers of American, British, Chinese, Finish, Polish, Ukrainian and Indian authors and practitioners dedicated to summarizing the best marketing tools worldwide. However, all of these findings are not good schemed logically to provide the best applicable practice for inexperienced marketing tools users. Unexplored parts of the general problem. The main practical problem is to take a correct digital marketing tool in order to concentrate attention to the effective decision making and do not waste time and resources. The aim of our study is concentrated description and clustering of the modern digital marketing tools for their effective choice and application into the practice. The main tasks that will be solved due to our research are following (1) description of the current world social media environment in numbers; (2) research of the different types of marketing digital tools and their efficiency; (3) finding ways for the most effective digital marketing usage according to the case. Research methodology. Researching a wide range of digital marketing tools, we have used SEO engines, as well as scientific methods of analysis and synthesis, systemic approach to summarize and justify all current modern marketing tools. Methods of digital clustering and grouping have been used by constructing a table of digital marketing means. Results. Authors have analyzed a lot of statistic materials characterizing digital environment nowadays. It is underlined that 86% of people aged 16-55+ use social media at least once per day, and 72% use it multiple times per day that makes necessary to develop business digitalization. Social media marketing features have been characterized. The Main Digital Marketing Tools have been presented with their possibilities to use in a table form. Authors have provided a deeply detailed systematization of the digital marketing tools and made it clear recommendations about their correct and effective usage. Application of results. When the business grows, it is not necessary to add people (hiring) multiplying current costs, but it is advisable simply to add digital applications which will help to solve all managing issues. Digital tools help to construct a clear digital marketing plan outlining company's online marketing and advertising. The goal of a digital marketing plan is to drive conversions by means of social media, content, and blog strategy. Conclusions. Authors have described over 160 digital marketing tools clustering them for thirs types and application spheres. Accent is pointed out at the SEO tools, Marketing Automation and Mobile Marketing Applications. By having strong SEO and using online advertising, it is possible to drive visitors to the website of any company and to present them with a free information-based offer. Marketing Automating the follow-up to the lead generation process is a smart way to ensure the marketing runs continuously and smoothly all the time. Effective ways of Mobile Marketing usage include text message campaigns, having a mobile app and creating a mobile loyalty program.

Kliktrip is an Online Travel Agent (OTA) that has trip & activities facilities and was established in 2018 in Bandung. Kliktrip sales are still experiencing a decline due to low public awareness of Kliktrip which is seen through the number of downloads on mobile apps and Instagram followers. Kliktrip sales are still experiencing a decline and public awareness of Kliktrip is still low because Kliktrip has not implemented 7 out of 8 marketing communication mix optimally. Therefore, research was conducted to design an effective marketing communication program for Kliktrip by using benchmarking and Analytical Hierarchy Process (AHP) methods. Based on the results of AHP data processing, it can be seen that the selected benchmark partner is Explorer.id with a total priority vector value of 0.44 and benchmark results with Explorer.id concluded that Kliktrip needs to increases the value of SEO, page views, and unique visitors on the website, creates a Tiktok’s account, webisode, and video podcasting, collaborates with cross-promotion, makes contests (giveaways), increase the number of downloads and reviewers on mobile apps, implementing mobile billboards and cause-related marketing, increasing customer service operational time, participating in exhibitions, and collaborating with influencers.

Social media activities create additional opportunities for industrial companies to increase sales in industrial markets. The results will be influenced by the intensity of communications and posting online, as well as the content and its integrity. The article analyses current trends, prospects and possibilities of using digital marketing communications in industrial markets. Advantages and disadvantages of social media marketing for industrial companies are identified. The authors propose a methodology for assessing the performance of social media marketing for industrial companies. It includes correlation analysis, one-way ANOVA test and t-test. The authors have conducted a study of social media marketing communications of industrial companies operating in the PVC profile market. Methods of mathematical statistics were used to test the hypotheses about the influence of social media marketing activities on the results of the SEO promotion of industrial companies. Analysis of the marketing communications performance of the PVC profile producers showed that companies with active approach to social media marketing communications have significantly more search queries in the Yandex search engine.

AbstractAlthough the pace of life is very high today, young people spend free time among applications and electronic devices, but theatrical performances are relatively popular nonetheless. Theaters to appeal to young people should use online tools as a basic form of advertising. One of the most popular forms of e-marketing is the search engine SEM. The research question was formulated in the form: do the theaters advertise in paid search results PPC? To answer this question, we analyzed the search results on Google, including AdWords ads, among Polish theaters for popular keywords. By analyzing the results obtained, it can be said that definitely theaters do not use PPC as an advertising tool. Among the popular keywords only 5 theaters were identified using this form, which represents less than 3% of all the theaters in Poland. The reasons for low popularity are the high costs and the lack of advertising due to the relatively large number of contemporary theater customers.

В статье рассматриваются инновационные словообразовательные процессы в интернет-текстах, появление новых производных слов, новых аффиксов, словообразовательных моделей и способов словообразования. На примере нескольких неологизмов в статье показаны как возможности интернет-словотворчества, так и возможности изучения функционирования новообразований в интернет-коммуникации. Выбранные для анализа слова можно отнести к ключевым словам текущего времени. Отрицательная оценка в таких словах может быть задана производящим словом, суффиксом, неблагозвучием или созвучием слова с другим отрицательно оцениваемым словом. Так, образованные с помощью нейтральных суффиксов -изм, -ист слова рашизм (идеология «великорусскости», от пренебрежительного названия России - Раша, Рашка) и рашист (тот, кто придерживается идеологии рашизма) имеют ярко выраженную отрицательную окраску не только за счет отрицательной окраски производящего слова (человек, который, говоря по-русски, называет Россию Рашей, конечно,показывает свое отношение к стране, но и за счет того, что они ассоциируются со словами фашизм и фашист. Интернет, являясь международным средством коммуникации, должен поддерживать разные языки мира. В мире наблюдается рост числа пользователей его инструментов и приложений интернета среди разных людей, включая профессионалов, домохозяек и студентов. Интернет представляет собой гетерогенную среду, состоящую из различных конфигураций аппаратного и программного обеспечения, которые необходимо настраивать для поддержки используемых языков. Развитие интернет-контента и сервисов имеет важное значение для расширения использования интернета. Часть этих улучшений. Например: 1-Аналитика Сайтов И Seo 2- Smm И Smo 3- Aso 4- Email Маркетнинг 5- Ppc - Маркетнинг 6- Контент - Маркетнинг 7- Маркетнинг Вляния 8- Другие Плагины Для Повышения Эффекитвности включает в себя возможность поддержки нескольких языков и предоставление инструментов для создания и использования многоязычного контента. Abstract The present article discusses innovative word-formation processes in Internet texts, the emergence of new derivative words, new affixes, word-formation models, and word-formation methods. Using several neologisms as an example, the article shows both the possibilities of Internet word-making process and the possibilities of studying a newly established work through Internet communication. The words selected for analysis can be attributed to the keywords of the current time. (In particular, the words included in the list of "Words of 2019") there are number of words formed by the suffix method, which is the traditional method of the Russian word formation. A negation of these words is usually made through suffixes, dissonances or consonances with another negative word. Therefore, These words are formed through the addition of the neutral suffixes -ism, -ist, the words rashism (ideology of "Great Russia", from the Russia - Rasha, Rashka) and rashist (one who adheres to the ideology of rashism) have a negative connotation due not only to the negative connotation produced words (a person who, speaking in Russian, calls Russia Rushey, of course, shows his negative attitude towards the country), but also to the fact that they are associated with the words fascism and fascist. The Internet is considered a worldwide tool of communication used extensively by students, housewives and professionals as well The Internet is a heterogeneous environment consisting of various hardware and software configurations that need to be configured to support the languages used. The development of Internet content and services is essential for expanding Internet usage. Some of these improvements include the ability to support multiple languages and provide tools for creating and using multilingual content. For example: 1-Site Analytics And Seo 2 - Smm And Smo 3- Aso 4 - Email Marketing 5 - Ppc - Marketing 6 - Content Marketing 7 - Influence Marketing 8 - Other Plug ins To Improve Efficiency

Information Technology has gave major contribution to human life. Information has become the most important part of our lives. Online marketing is a phenomenon that appears in today's marketing world. This journal is written by reason of the presence of pressure from the high growth of the number of internet users, particularly in Indonesia. Overall of this paper will discuss the official site iLearning Plus, with any outlines some strategies that can increase the frequency of web visitor to the official site iLearning plus. The purpose of the strategy is to increase the popularity of official site iLearning Plus itself. Therefore it needs the right strategy to achieve this, one of them using the techniques of SEO (Search Engine Optimized ) with using Alexa benchmarks. In addition also explain about what methods are used in this journal such as literature review, mind maps, flowcharts, and the others. There is also a formulation of the problem and also the solution to solve the problem which has been accompanied by some evidence and the results that have been obtained. And the last, the conclusions of the results of research that addresses the entirety of this journal

The paper is devoted to the problems of using digital (digital) marketing tools by small businesses. The essence of digital marketing is clarified, its differences from Internet marketing are analyzed. The tasks of marketing activities of small enterprises in the digital environment are determined. The features of the use of individual digital marketing tools are considered: search engine optimization (SEO), contextual advertising, media context advertising, email marketing, social media marketing (SMM). In addition, the paper examines the main trends in the development of digital marketing in Ukraine and abroad, draws conclusions about the prospects for using various digital technologies in small businesses in the coming years. One of the main tasks of digital marketing is to connect offline audiences to the company's online channels. For example, advertising messages in an offline environment can lead potential customers to the company's website or its page on the social network. Each small business selects communication channels based on the specifics of their own business, available resources and the characteristics of the target audience. For some companies it will be acceptable to use only online tools, for others this direction will be ineffective or unprofitable. Therefore, an important component of the process of developing and implementing digital marketing policy is testing different channels of communication with the consumer. In today's rapidly transforming digital marketing environment, the regular introduction of new information and communication technologies and methods of working with mobile and Internet content to succeed in a highly competitive market, small businesses are no longer enough to use Internet marketing tools. These tools need to be integrated with offline promotion channels and develop comprehensive marketing solutions based on the characteristics and needs of a particular business. These decisions should cover all areas of marketing activities: from market research and product positioning to advertising. Entrepreneurs need to take into account changes in the psychology of consumers of digital information and adjust their marketing campaigns in accordance with the most current trends in the digital environment.

Abstract The Development of Information and Communication Technologies (ICTs) has recently been changing almost every aspect of society and economy. Within the new technologies, Internet with has impacted the interactivity between people and the variety of products and brands. When the discussion is not simply about a common product/service, but about a tourist destination, the concepts of marketing and ICTs are even more intertwined. An important aspect of tourist destination marketing is its branding. Destination Branding concept is very important because it make possible for a destination to differentiate from competitors through an unique name and identification in the perception that the target market will have. The aim of this paper is to investigate the impact that Internet has in destination branding, especially for relatively new destinations. The role of Internet is present through a variety of tools, such as web-sites, e-mail, social networks, blogging etc. We will bring the Albanian Case as a new destination to illustrate how the use of Internet and its related tools has helped in constructing a good brand image. Nowadays people find themselves firstly searching for information online about the destinations they want to visit, through Internet and the various platforms, so they are becoming very important as means for branding a destination. Many Internet elements can make a difference in branding if included as needed in the e-marketing strategy of companies that are making the important work about destination branding. The most important elements that have a positive impact in Albania, are content and keywords of Websites and a good level of sharing with social media. While there is much more to do with forms such as blogging, very important tools in SEO and the use of the right elements to raise brand awareness and differentiation.

The tourism industry is an industry that continues to grow in the world, including in Indonesia. Likewise, Kebumen Regency has various tourism potentials ranging from water tourism, mountain tourism, culinary tours, cave tours, cultural tourism and others. One of them is Curug Sindaro, which is located in the north of Kebumen Regency which is precisely located in Wadasmalang Village, Karangsambung District, Kebumen Regency, Central Java. However, in the process of developing and managing it, the tour, which was inaugurated on March 3, 2019, is increasingly experiencing a decline in visitors. Which is where, the main problem is that the promotion is still not optimal. In the existing tourism development process, of course, requires the media used to carry out promotions with a good marketing strategy. In order to be easily affordable, the right marketing strategy to use is an online marketing strategy. By analyzing promotional needs and analyzing keywords, it can maximize promotion. The purpose of this research is to implement Local SEO using Google My Business as a promotional medium for Wisata Curug Sindaro which is an online marketing strategy. If the Sindaro waterfall tour is promoted through Google my business, tourists around the Sindaro waterfall will find it easy to find Sindaro waterfall tourism through google and it is hoped that visitors will increase. Because, in this Google My Business has sufficient features for promotion. With the initial stage of registering a Google My Business account, then claiming an existing business. Because previously the Sindaro Curug Tour was already on Google Pages. With several stages of verification and changing the cellphone number that stated the Google My Business account for Sindaro Curug Tourism has been successfully created. However, due to the verification method there are obstacles that have been successfully created is the web page for the Sindaro Waterfall Tour.

El presente documento resalta la importancia de la informática en la actualidad y sus tendencias en la sociedad de la información, haciendo énfasis en una tendencia que está tomando fuerza dentro de las organizaciones e instituciones en general denominada Marketing Digital; además, se realiza un análisis de esta tendencia, enfocado particularmente en el manejo de Páginas Web y Redes Sociales dentro del sector Hotelero de la ciudad de Tulcán, provincia del Carchi, Ecuador. En tal virtud, se empleó el tipo de investigación mixta, la cual, según su enfoque permitió recolectar, analizar y vincular datos cuantitativos y cualitativos con el fin de conocer el manejo y estado de las Páginas Web y Redes Sociales en los Hoteles de la Ciudad. Los resultados de la investigación, permitieron orientar el uso de algunas herramientas SEO online, que son útiles para efectuar auditorías sobre toda clase de información contenida en una Página Web o Red Social en relación al público objetivo, lo cual, permite identificar medidas correctivas a ciertos parámetros establecidos, efectuar análisis comparativos con páginas similares y establecer estrategias con el objeto de mejorar la imagen corporativa y el contenido de la información digital institucional en general.

The aim of the article. The aim of the article is to investigate the industry features of Internet commerce, the most popular business models in Ukraine, the specifics of their use and to identify the most popular online stores and sources of their traffic. Analyses results. Based on statistical data, it is established that the annual growth index of Internet trade in Ukraine in 2019 was 49.8% (with retail trade only 17.6%), in 2018 these figures were 35.4% and 14 , 1%. It was determined that the most popular goods that consumers bought online were clothing, footwear and accessories, but the largest increase in sales in 2019 was demonstrated by household goods, cosmetics and perfumes, and household appliances and electronics.Not only end consumers, but also organizations use the Internet to purchase goods. In 2019, the number of enterprises that purchased goods or services (excluding e-mail) via the Internet increased by 24.5% compared to 2017 and by 6.1% compared to 2018, and the number of enterprises that received orders via the Internet (excluding e-mail) in 2019 decreased by 6% compared to 2017 and by 1.4% compared to 2018 and has a small share. However, the volume of products sold by domestic enterprises in 2019 using the Internet increased by 28.4% compared to 2018. In 2019, the largest share of the e-commerce market was held by transport, warehousing, postal and courier activities (40% ), wholesale and retail trade (36%) and processing industry (19%). Bulletin boards and marketplaces have made the most progress in recent years. Analysis of secondary marketing information shows that the advantage of the latter business model is lower costs for infrastructure and customer relations, the ability to adjust services, less dependence on the product group or brand, the hryvnia exchange rate. At the same time, the segment of marketplaces is the fastest growing trend in the niche of online trade in Ukraine, significantly ahead of the classic online stores. The study analysis peculiarities of trading in some marketplaces of Ukraine, in particular Prom.ua, Rozetka, Bigl.ua, Lamoda, Kasta, Shafa.ua. The popularity of online shopping sites is determined by the number of user visits. Marketing research has shown that the TOP-20 largest online stores in Ukraine as of 29.11.2020 include: Rozetka, Allo, MakeUp, Citrus, Epicentrk.ua, Comfy, Kasta, Foxtrot, F.ua, Moyo, Apteka 911, Eldorado, Yakaboo, Parfums, Intertop, Stylus, Lamoda, Eva, Elmir, Panama. The article analyzes the structure of their traffic sources, which include direct, referrals, keyword search, social networks, mail and media advertising. It is determined that direct traffic is very important for every online store, as it reflects the level of brand awareness and customer loyalty. Conclusions and directions for further research. The current stage of economic development is characterized by the active introduction of Internet technologies, which simplify the problem of sales and promotion of domestic enterprises. In Ukraine, e-commerce sites are visited by approximately 67% of Internet users. The annual growth of global e-commerce during 2014-2019 ranged from 15.9% in 2015 to 29.2% in 2017. Research shows that in the Ukrainian e-commerce market there are mainly companies that use such business models as e-shop (supermarket), bulletin board, marketplace and price aggregator, or combinations thereof. It is established that the leaders in direct traffic among the listed online stores are MakeUp, Citrus, Rozetka, Elmir, Comfy and Kasta (over 30%). Search traffic depends on the ranking of the site in search engines by different keywords, it shows the effectiveness of SEO-optimization of a particular site. Research has shown that the highest search traffic is observed in such online stores as Moyo, Apteka911, F.ua, Yakaboo, Epicentrk.ua, Parfums, Allo (over 60%). To increase the volume of purchases of goods and increase the number of user visits to domestic online stores, it is advisable to focus on increasing direct traffic and forming the optimal structure of other types, taking into account their impact on brand awareness, security costs and business activities. Keywords: online store, e-commerce, marketplace, SEO-optimization, traffic sources

The article examines the role of the tourism industry in the world economy, reveals the specifics of the innovation process in tourism. The classification of innovations in tourism according to the object of their application is given. The main directions of using innovative marketing technologies in the field of tourism services are considered: release of new types of tourism product, change in the organization of production and consumption, identification and use of new markets, as well as the use of new equipment and technology. Factors that accelerate the introduction of marketing innovations are studied. Based on the analysis of world experience, several models of regulation of innovative tour operating activities in the EU have been identified. The first direction of formation of the model of the innovations development in tourism is the activity of stimulating innovations in the public and private sectors of tourism with the aim of their transition to a qualitatively new model of touring (similar model is used in Greece, Italy and Portugal). The second direction is defined as the internationalization and opening of new markets (a similar model of stimulating innovative development is typical of Spain, Romania and partly Norway). The third one includes support for entrepreneurship in the field of tourism, stimulation of entrepreneurial initiatives, opening a new tourism business (A similar model of stimulating innovation in tourism is typical of many countries in Europe, Australia, New Zealand). The fourth direction is the promotion of the country, its tourism product, including educational and cultural ones (A similar model is typical of Bulgaria, Croatia, Spain, Turkey, Thailand). The role of introduction and active development of e-business and marketing technologies is defined, especially in modern conditions. The necessity of development of the newest directions of the Internet marketing in the field of tourism, including mobile, Internet branding and geomarketing, is proved. The role of innovative marketing technologies as one of the central elements of modern development of activity of tourist firms, the necessity of application of computer technologies and non-standard ways of giving of the information during carrying out modern technical maintenance, are justified. The first group of such technological solutions consists of management technologies, including property management system (PMS), aimed at optimization of basic technological operations. The modern hotels and chains are trying to present themselves not only in global distribution system (GDS), which has become a powerful advertising tool, but also in alternative distribution system (ADS), which is primarily needed by hotels focused on the business segment. Global distribution system (GDS) is also closely integrated into well-known booking systems such as Booking.com, HRS, Agoda, Travelocity, Expedia etc. The next group is for food and beverages inventory management technology (F&B). The group of marketing technologies includes search engine optimization measures (SEO and PPC), which allow to raise the hotel site in search engine rankings, E-mail Marketing as a means of maintaining constant communication with the client, marketing activities in social media (Social Media Optimization), creation of virtual hotels or illusions of visiting a hotel (Second Life and Virtual Hotels Conclusion), branding, etc. The last group of technologies are service ones, i.e. technologies for improving hotel products and services. Innovative technologies are developing in the direction of ensuring sustainable development (greening of hotel services and activities), inclusion in traditional technological operations of innovative components: electronic concierge terminals, access to hotel services via mobile devices, maximizing Internet access, etc. Based on the analysis of the activities of large tour operators, regional differences have been identified in Turkey, Greece, Croatia, Spain, Austria, Norway and France. It is proved that marketing innovations in tourism have a qualitative novelty, which affects the promising areas of tourism development, improvement of existing tourism products, improving the image and competitiveness of the tourism industry. Based on the study, it is generalized that the role of marketing innovations in international tourism has been growing every year, and it has become especially relevant in the conditions of the COVID-19 crisis. For travel companies, the effect of marketing innovation can be expressed in the qualitatively new changes in the tourism industry, improving the efficiency of tourism infrastructure, management of sustainable operation and development of tourism in the country and the formation, positioning and consumption of tourism services, improving the image and competitiveness of travel companies.

The World Wide Web has become an essential modern tool for people’s daily routine. The fact that it is a convenient means for communication and information search has made it extremely popular. This fact led companies to start using online advertising by creating corporate websites. With the rapid increase in the number of websites, search engines had to come up with a solution of algorithms and programs to qualify the results of a search and provide the users with relevant content to their search. On the other side, developers, in pursuit of the highest rankings in the search engine result pages (SERPs), began to study and observe how search engines work and which factors contribute to higher rankings. The knowledge that has been extracted constituted the base for the creation of the profession of Search Engine Optimization (SEO). This paper consists of two parts. The first part aims to perform a literature review of the factors that affect the ranking of websites in the SERPs and to highlight the top factors that contribute to better ranking. To achieve this goal, a collection and analysis of academic papers was conducted. According to our research, 24 website characteristics came up as factors affecting any website’s ranking, with the most references mentioning quality and quantity of backlinks, social media support, keyword in title tag, website structure, website size, loading time, domain age, and keyword density. The second part consists of our research which was conducted manually using the phrases “hotel Athens”, “email marketing”, and “casual shoes”. For each one of these keywords, the first 15 Google results were examined considering the factors found in the literature review. For the measurement of the significance of each factor, the Spearman correlation was calculated and every factor was compared with the ranking of the results individually. The findings of the research showed us that the top factors that contribute to higher rankings are the existence of website SSL certificate as well as keyword in URL, the quantity of backlinks pointing to a website, the text length, and the domain age, which is not perfectly aligned with what the literature review showed us.

The article describes the reasons for choosing marketing communications used in promoting IT services. The object of the research was marketing communications of the hosting company, which has been operating in Ukraine for the last 19 years. In writing the article the theoretical-empirical research method is used, consisting of elements such as analysis and synthesis of marketing processes in the enterprise, logical argument of the consequences and effects of the introduction of certain promotion tools, Comparing and generalizing the main differences between online and offline marketing communications. Distinctions between the traditional complex and Internet communications have been defined. The traditional complex of marketing communications contains advertising, public relations, sales promotion, direct marketing and personal sales. The complex of Internet communications involves the use of different kinds of Internet advertising, Internet PR, search engines, direct marketing, SMM, virtual communities. The detailed main means of Internet communications have also been identified to promote the services of enterprises active in the IT field. On the basis of the expert evaluation, the effectiveness of the use of Internet communications of the hosting company is evaluated. The most effective in this case are Email mailing, SEO and PPC. It has been proved that when choosing the type of marketing Internet communications, it is necessary to take into account the peculiarities of the target audience. To promote the services of the hosting company, where the target audience is “permanently” in a virtual environment, it is not practical to use traditional means. Recommendations are given on the selection of Internet communication tools for the hosting company depending on the characteristics of the target audience. The use of social media is justified. The practical significance of the study is that companies that try to adapt traditional tools to a virtual environment need to find new tools to better influence the behavior of both existing and potential customers.

Background: It is imperative that commercial websites should rank highly in search engine result pages because these provide the main entry point to paying customers. There are two main methods to achieve high rankings: search engine optimisation (SEO) and pay-per-click (PPC) systems. Both require a financial investment – SEO mainly at the beginning, and PPC spread over time in regular amounts. If marketing budgets are applied in the wrong area, this could lead to losses and possibly financial ruin.Objectives: The objective of this research was to investigate, using three real-world case studies, the actual expenditure on and income from both SEO and PPC systems. These figures were then compared, and specifically, the cost per acquisition (CPA) was used to decide which system yielded the best results.Methodology: Three diverse websites were chosen, and analytics data for all three were compared over a 3-month period. Calculations were performed to reduce the figures to single ratios, to make comparisons between them possible.Results: Some of the resultant ratios varied widely between websites. However, the CPA was shown to be on average 52.1 times lower for SEO than for PPC systems.Conclusion: It was concluded that SEO should be the marketing system of preference for e-commerce-based websites. However, there are cases where PPC would yield better results – when instant traffic is required, and when a large initial expenditure is not possible.

The strategic location of the island of Bali which is surrounded by sea has a great potential for people in Bali to establish a diving company. Some diving companies in Bali have made various strategies to compete offering diving tour packages. Marketing through the internet is the best way that most diving companies in Bali have recently taken. However, to be able to compete with other similar companies on the internet, the website must be easily accessible to internet users, i.e. by appearing on the first page of the Google search engine. SEO or search engine optimization is an internet marketing strategy that serves to increase website visibility by targeting certain keywords. The use of SEO can have a positive impact on increasing online sales, increasing website visibility and brand awareness on the internet. This study aims to analyze the extent to which SEO techniques have a positive impact on the marketing of diving tourism in Bali through the internet, using quantitative descriptive methods. The research was conducted in three selected companies, namely Bali Diving, Atlantis Dune, and Scuba Adventure. The results of the study showed that diving companies in Bali have obtained all the positive impacts of SEO. These impacts were increasing website visibility, brand awareness, and sales. Keywords: Diving in Bali, Internet Marketing, SEO, Bali Tourism.

<p>Toko Oleh-oleh Danisa berdiri tahun 2011, terletak di dekat pintu keluar dan masuk jalan Tol Banyumanik dan dikelilingi oleh pemukiman dan kos mahasiswa. Lokasi yang strategis ini merupakan keuntungan geologi yang harus dimanfaatkan betul hingga yang akan berencana lewat jalur tersebut tidak hanya lewat saja (karena belum tahu ada toko oleh-oleh khas), melainkan juga singgah untuk membeli produk yang disediakan oleh toko Danisa. Perlunya media publikasi yang tepat dan tersebar yang tidak perlu memakan banyak biaya sangat dibutuhkan oleh toko Danisa yang masih dalam kategori Usaha Kecil Menengah (UKM). Kegiatan pengabdian masyarakat kompetitif bertujuan untuk meningkatkan penjualan produk yang dijual pada Toko Oleh-oleh Danisa dengan mode penjualan yang menyesuaikan dengan tren pasar sekarang. Peningkatan ini dilakukan dengan cara memberikan model transaksi dan publikasi yang menggunakan teknologi internet untuk memperluas target lokasi pembeli. Penggunaan transaksi online dengan menggunakan prinsip toko online dipilih karena ketepatan dari permasalahan yang dihadapi oleh Toko Danisa sendiri. Dengan dibangunnya toko online ini tidak serta merta akan langsung mendatangkan banyak pembeli, diharuskan adanya publikasi yang tidak bisa untuk mengarah pasar yang tepat. Salah satunya dengan menggunakan teknik Digital Marketing yang mengoptimalkan toko online dengan kata kunci-kata kunci yang sudah dianalisa sebelumnya. Iklan pada platform ternama seperti Google dan Facebook menjadi pilihan selanjutnya untuk meningkatkan populeritas toko online dan produk dari toko Danisa. Dari toko online dengan mengupayakan perbaikan SEO yang tepat dan promosi pada platform terkenal tersebut pembeli baru bahkan yang tidak kenal sebelumnya pun akan tahu. Iklan juga dapat disasarkan pada pengguna yang spesifik sehingga produk toko Danisa yang lebih cocok untuk orang dewasa tersebut dapat diiklankan dengan menarget mereka. Kegiatan pengabdian telah berhasil dilakukan, dengan membuatkan website dengan yang ramah SEO dengan nilai 92 pada Lighthouse. Toko online juga memiliki Load Time 5.129s, document complete membutuhkan waktu 5,129s dan Fully loaded membutuhkan waktu 5,526s. Pengujian dilanjutkan dengan pemberian iklan google ads didapatkan 197 pengunjung pada tiga hari pertama, bergantian tiga hari selanjutnya dengan facebook ads didapatkan 206 pengunjung dan ketika tiga hari selanjutnya keduanya diaktifkan didapatkan 437 pengunjung. Pengunjung kebanyakan memakai perangkat mobile untuk mengakses iklan dengan rata-rata untuk seluruh transaksi diangka 93%. Hal ini bisa membantu mempromosikan Toko Danisa pada warga Internet yang secara langsung akan memperkenalkan produk dan menarik pembeli untuk datang ke Toko Danisa atau bisa memesan lewat fasilitas toko online. Hal ini dilihat dari penyebaran iklan dengan jumlah klik yang menandakan ketertarikan pengunjung untuk melihat-lihat toko meningkat dalam masa iklan. Dengan mempermudah akses pedagang untuk melakukan transaksi lewat mobile dengan Tablet PC dan modem mifi yang menghubungkan penjual dengan pembeli secara langsung.</p><p align="center"> </p><p><strong>Kata </strong><strong>K</strong><strong>unci:</strong> Digital Marketing, Toko Online, SEO, Facebook Ads, Google Ads</p>

The global electronic market has become so large that a successful business can no longer exist and develop outside the Internet. The article notes how digital technologies have penetrated into online business. They are being incorporated into marketing plans and daily life, and people are using digital devices instead of physical stores; digital marketing campaigns are becoming more prevalent and effective.The article discusses the main marketing tools for the development and efficiency of e-commerce in the context of global digitalization: SMM marketing, SEO, contextual and banner advertisements, communication marketing, video marketing, event marketing, remarketing.The main trends and the most influential tools of the digital age are also highlighted.The main Key Performance Indicators are given. They reflect how the actions that are taken as part of an online promotion help the company move towards achieving its e-commerce business goals.

PurposeFor companies that intend to respond to the modern conscious consumers' needs, a great competitive advantage is played on the ability to incorporate sustainability messages in marketing communications. The aim of this paper is to address this important priority in the web context, building a semantic algorithm that allows content managers to evaluate the quality of sustainability web contents for search engines, considering the current semantic web development.Design/methodology/approachFollowing the Design Science (DS) methodological approach, the study develops the algorithm as an artefact capable of solving a practical problem and improving the operation of content managerial process.FindingsThe algorithm considers multiple factors of evaluation, grouped in three parameters: completeness, clarity and consistency. An applicability test of the algorithm was conducted on a sample of web pages of the Google blog on sustainability to highlight the correspondence between the established evaluation factors and those actually used by Google.Practical implicationsStudying content marketing for sustainability communication constitutes a new field of research that offers exciting opportunities. Writing sustainability contents in an effective way is a fundamental step to trigger stakeholder engagement mechanisms online. It could be a positive social engineering technique in the hands of marketers to make web users able to pursue sustainable development in their choices.Originality/valueThis is the first study that creates a theoretical connection between digital content marketing and sustainability communication focussing, especially, on the aspects of search engine optimization (SEO). The algorithm of “Sustainability-contents SEO” is the first operational software tool, with a regulatory nature, that is able to analyse the web contents, detecting the terms of the sustainability language and measuring the compliance to SEO requirements.

<p align="center"><strong>ABSTRACT</strong><strong> </strong><strong></strong></p><p><em>Discount voucher / voucher sites are one part of e-commerce. Rampant discount sites in Indonesia, a separate phenomenon, especially in terms of the development of Internet-based commerce (e-commerce). Discount voucher sites are sites or mobile apps that market advertisements about promos and discounts being held by companies into the world of the internet so that the spread becomes more widespread. With a discount voucher site, companies can advertise their promotions and discounts to the internet. The methodology of data collection is done by observation, namely: direct observation on various voucher and discount voucher sites in Indonesia and with Library Studies, reading books, articles and sites that can assist in the analysis. For marketing strategy done with Organic Marketing, that is by using SEO (Search Engine Optimization) Hash Tags, Meta Tags, Achor Links that must be applied into the website, outside of the side of the website, organic marketing can also be done by way of broadcasting and social media press. For offline marketing channels, discount voucher sites can be made by distributing flyers to public places, such as malls, to inform the public that there is a discount voucher Site presence that they can download using a smartphone. Business analysis is carried out by assessing business feasibility studies in terms of financial aspects. Based on the calculation of investment feasibility study, by using the method of payback period, net present value, internal rate of return, and profability index, it can be concluded that discount voucher sites deserve to be a business opportunity.</em><em></em></p><p><em> </em></p><p><strong><em>Keywords</em></strong><strong><em> : E-commerce, Discount Vouchers, Investment Feasibility Study</em></strong><em></em></p>

Drawing upon popular magazines, newspapers, blogs, Web sites, and videos, this essay compares the media framing of six, “fat” political figures from around the world. Framing refers to the suggested interpretations that are imbedded in media reports (Entman; McCombs and Ghanem; Seo, Dillard and Shen). As Robert Entman explains, framing is the process of culling a few elements of perceived reality and assembling a narrative that highlights connections among them to promote a particular interpretation. Frames introduce or raise the salience of certain ideas. Fully developed frames typically perform several functions, such as problem definition and moral judgment. Framing is connected to the [covert] wielding of power as, for example, when a particular frame is intentionally applied to obscure other frames. This comparative international study is an inquiry into “what people and societies make of the reality of [human weight]” (Marilyn Wann as quoted in Rothblum 3), especially in the political arena. The cultural and historical dimensions of human weight are illustrated by the practice of force-feeding girls and young women in Mauritania, because “fat” women have higher status and are more sought after as brides (Frenkiel). The current study, however, focuses on “fat” politics. The research questions that guide the study are: [RQ1] which terms do commentators utilize to describe political figures as “fat”? [RQ2] Why is the term “fat” utilized in the political arena? [RQ3] To what extent can one detect gender, national, or other differences in the manner in which the term “fat” is used in the political arena? After a brief introduction to the current media obsession with fat, the analysis begins in 1908 with William Howard Taft, the 330 pound, twenty-seventh President of the United States. The other political figures are: Chris Christie (Governor of New Jersey), Bill Clinton (forty-second President of the United States), Michelle Obama (current First Lady of the United States), Carla Bruni (former First Lady of France), and Julia Gillard (former Prime Minister of Australia). The final section presents some conclusions that may help readers and viewers to take a more critical perspective on “fat politics.” All of the individuals selected for this study are powerful, rich, and privileged. What may be notable is that their experiences of fat shaming by the media are different. This study explores those differences, while suggesting that, in some cases, their weight and appearance are being attacked to undercut their legitimate and referent power (Gaski). Media Obsession with Fat “Fat,” or “obesity,” the more scientific term that reflects the medicalisation of “fat” (Sobal) and which seems to hold sway today, is a topic with which the media currently is obsessed, both in Asia and in the United States. A quick Google search using the word “obesity” reports over 73 million hits. Ambady Ramachandran and Chamukuttan Snehalatha report on “The Rising Burden of Obesity in Asia” in a journal article that emphasizes the term “burden.” The word “epidemic” is featured prominently in a 2013 medical news report. According to the latter, obesity among men was at 13.8 per cent in Mongolia and 19.3 per cent in Australia, while the overall obesity rate has increased 46 per cent in Japan and has quadrupled in China (“Rising Epidemic”). Both articles use the word “rising” in their titles, a fear-laden term that suggests a worsening condition. In the United States, obesity also is portrayed as an “epidemic.” While some progress is being made, the obesity rate nonetheless increased in sixteen states in 2013, with Louisiana at 34.7 per cent as the highest. “Extreme obesity” in the United States has grown dramatically over thirty years to 6.3 per cent. The framing of obesity as a health/medical issue has made obesity more likely to reinforce social stereotypes (Saguy and Riley). In addition, the “thematic framing” (Shugart) of obesity as a moral failure means that “obesity” is a useful tool for undermining political figures who are fat. While the media pay considerable attention to the psychological impact of obesity, such as in “fat shaming,” the media, ironically, participate in fat shaming. Shame is defined as an emotional “consequence of the evaluation of failure” and often is induced by critics who attack the person and not the behavior (Boudewyns, Turner and Paquin). However, in a backlash against fat shaming, “Who you callin' fat?” is now a popular byline in articles and in YouTube videos (Reagan). Nevertheless, the dynamics of fat are even more complicated than an attack-and-response model can capture. For example, in an odd instance of how women cannot win, Rachel Frederickson, the recent winner of the TV competition The Biggest Loser, was attacked for being “too thin” (Ceja and Valine). Framing fat, therefore, is a complex process. Fat shaming is only one way that the media frame fat. However, fat shaming does not appear to be a major factor in media coverage of William Howard Taft, the first person in this study. William Howard Taft William Howard Taft was elected the 27th President of the United States in 1908 and served 1909-1913. Whitehouse.com describes Taft as “Large, jovial, conscientious…” Indeed, comments on the happy way that he carried his “large” size (330 pounds) are the main focus here. This ‹happy fat› framing is much different than the media framing associated with ‹fat shaming›. His happy personality was often mentioned, as can be seen in his 1930 obituary in The New York Times: “Mr. Taft was often called the most human President who ever sat in the White House. The mantle of office did not hide his winning personality in any way” (“Taft Gained Peaks”). Notice how “large” and “jovial” are combined in the framing of Taft. Despite his size, Taft was known to be a good dancer (Bromley 129). Two other words associated with Taft are “rotund” (round, plump, chubby) and “pudgy.” These terms seem a bit old-fashioned in 2015. “Rotund” comes from the Latin for “round,” “circular,” “spherical.” “Pudgy,” a somewhat newer term, comes from the colloquial for “short and thick” (Etymology Online). Taft was comfortable with being called “pudgy.” A story about Taft’s portrait in the Smithsonian’s National Portrait Gallery in Washington, D.C. illustrates the point: Artist William Schevill was a longtime acquaintance of Taft and painted him several times between 1905 and 1910. Friendship did not keep Taft from criticizing the artist, and on one occasion he asked Schevill to rework a portrait. On one point, however, the rotund Taft never interfered. When someone said that he should not tolerate Schevill's making him look so pudgy in his likenesses, he simply answered, "But I am pudgy." (Kain) Taft’s self-acceptance, as seen in the portrait by Schevill (circa 1910), stands in contrast to the discomfort caused by media framing of other fat political figures in the era of more intense media scrutiny. Chris Christie Governor Christie has tried to be comfortable with his size (300+ pounds), but may have succumbed to the medicalisation of fat and the less than positive framing of his appearance. As Christie took the national stage in the aftermath of Hurricane Sandy (2012), and subsequently explored running for President, he may have felt pressure to look more “healthy” and “attractive.” Even while scoring political points for his leadership in the aftermath of Superstorm Sandy, Christie’s large size was apparent. Filmed in his blue Governor jacket during an ABC TV News report that can be accessed as a YouTube video, Christie obviously was much larger than the four other persons on the speakers’ platform (“Jersey Shore Devastated”). In the current media climate, being known for your weight may be a political liability. A 2015 Rutgers’ Eagleton Poll found that 53 percent of respondents said that Governor Christie did not have “the right look” to be President (Capehart). While fat traditionally has been associated with laziness, it now is associated with health issues, too. The media framing of fat as ‹morbidly obese› may have been one factor that led Christie to undergo weight loss surgery in 2013. After the surgery, he reportedly lost a significant amount of weight. Yet his new look was partially tarnished by media reports on the specifics of lap-band-surgery. One report in The New York Daily News stressed that the surgery is not for everyone, and that it still requires much work on the part of the patient before any long-term weight loss can be achieved (Engel). Bill Clinton Never as heavy as Governor Christie, Bill Clinton nonetheless received considerable media fat-attention of two sorts. First, he could be portrayed as a kind of ‹happy fat “Bubba”› who enjoyed eating high cholesterol fast food. Because of his charm and rhetorical ability (linked to the political necessity of appearing to understand the “average person”), Clinton could make political headway by emphasizing his Arkansas roots and eating a hamburger. This vision of Bill Clinton as a redneck, fast-food devouring “Bubba” was spoofed in a popular 1992 Saturday Night Live skit (“President-Elect Bill Clinton Stops by a McDonald's”). In 2004, after his quadruple bypass surgery, the media adopted another way to frame Bill Clinton. Clinton became the poster-child for coronary heart disease. Soon he would be framed as the ‹transformed Bubba›, who now consumed a healthier diet. ‹Bill Clinton-as-vegan› framing fit nicely with the national emphasis on nutrition, including the widespread advocacy for a largely plant-based diet (see film Forks over Knives). Michelle Obama Another political figure in the United States, whom the media has connected both to fast food and healthy nutrition, is Michelle Obama. Now in her second term as First Lady, Michelle Obama is associated with the national campaign for healthier school lunches. At the same time, critics call her “fat” and a “hypocrite.” A harsh diatribe against Obama was revealed by Media Matters for America in the personal attacks on Michelle Obama as “too fat” to be a credible source on nutrition. Dr. Keith Ablow, a FOX News medical adviser said, Michelle Obama needs to “drop a few” [pounds]. “Who is she to be giving nutrition advice?” Another biting attack on Obama can be seen in a mocking 2011 Breitbart cartoon that portrayed Michelle Obama devouring hamburgers while saying, “Please pass the bacon” (Hahn). Even though these attacks come from conservative media utterly opposed to the presidency of Barack Obama, they nonetheless reflect a more widespread political use of media framing. In the case of Michelle Obama, the media sometimes cannot decide if she is “statuesque” or “fat.” She is reported to be 5’11 tall, but her overall appearance has been described as “toned” (in her trademark sleeveless dresses) yet never as “thin.” The media’s ambivalence toward tall/large women is evident in the recent online arguments over whether Robyn Lawley, named one of the “rookies of the year” by the Sports Illustrated Swimsuit issue, has a “normal” body or a “plus-size” body (Blair). Therefore, we have two forms of media framing in the case of Michelle Obama. First, there is the ‹fat hypocrite› frame, an ad hominem framing that she should not be a spokesperson for nutrition. This first form of framing, perhaps, is linked to the traditional tendency to tear down political figures, to take them off their pedestals. The second form of media framing is a ‹large woman ambiguity› frame. If you are big and tall, are you “fat”? Carla Bruni Carla Bruni, a model and singer/songwriter, was married in 2008 to French President Nicolas Sarkozy (who served 2007 to 2012). In 2011, Bruni gave birth to a daughter, Giulia. After 2011, Bruni reports many attacks on her as being too “fat” (Kim; Strang). Her case is quite interesting, because it goes beyond ‹fat shaming› to illustrate two themes not previously discussed. First, the attacks on Bruni seem to connect age and fat. Specifically, Bruni’s narrative introduces the frame: ‹weight loss is difficult after giving birth›. Motherhood is taxing enough, but it becomes even more difficulty when the media are watching your waist line. It is implied that older mothers should receive more sympathy. The second frame represents an odd form of reverse fat shaming: ‹I am so sick and tired of skinny people saying they are fat›. As Bruni explains: “I’m kind of tall, with good-size shoulders, and when I am 40 pounds overweight, I don’t even look fat—I just look ugly” (Orth). Critics charge that celebs like Bruni not only do not look fat, they are not fat. Moreover, celebs are misguided in trying to cultivate sympathy that is needed by people who actually are fat. Several blogs echo this sentiment. The site Whisper displays a poster that states: “I am so sick and tired of skinny people saying they are fat.” According to Anarie in another blog, the comment, “I’m fat, too,” is misplaced but may be offered as a form of “sisterhood.” One of the best examples of the strong reaction to celebs’ fat claims is the case of actress Jennifer Lawrence. According The Gloss, Lawrence isn’t chubby. She isn’t ugly. She fits the very narrow parameters for what we consider beautiful, and has been rewarded significantly for it. There’s something a bit tone deaf in pretending not to have thin or attractive privilege when you’re one of the most successful actresses in Hollywood, consistently lauded for your looks. (Sonenshein) In sum, the attempt to make political gain out of “I’m fat” comments, may backfire and lead to a loss in political capital. Julia Gillard The final political figure in this study is Julia Eileen Gillard. She is described on Wikipedia as“…a former Australian politician who served as the 27th Prime Minister of Australia, and the Australian Labor Party leader from 2010 to 2013. She was the first woman to hold either position” (“Julia Gillard”). Gillard’s case provides a useful example of how the media can frame feminism and fat in almost opposite manners. The first version of framing, ‹woman inappropriately attacks fat men›, is set forth in a flashback video on YouTube. Political enemies of Gillard posted the video of Gillard attacking fat male politicians. The video clip includes the technique of having Gillard mouth and repeat over and over again the phrase, “fat men”…”fat men”…”fat men” (“Gillard Attacks”). The effect is to make Gillard look arrogant, insensitive, and shrill. The not-so-subtle message is that a woman should not call men fat, because a woman would not want men to call her fat. The second version of framing in the Gillard case, ironically, has a feminist leader calling Gillard “fat” on a popular Australian TV show. Australian-born Germaine Greer, iconic feminist activist and author of The Female Eunuch (1970 international best seller), commented that Gillard wore ill-fitting jackets and that “You’ve got a big arse, Julia” (“You’ve Got”). Greer’s remarks surprised and disappointed many commentators. The Melbourne Herald Sun offered the opinion that Greer has “big mouth” (“Germaine Greer’s”). The Gillard case seems to support the theory that female politicians may have a more difficult time navigating weight and appearance than male politicians. An experimental study by Beth Miller and Jennifer Lundgren suggests “weight bias exists for obese female political candidates, but that large body size may be an asset for male candidates” (p. 712). Conclusion This study has at least partially answered the original research questions. [RQ1] Which terms do commentators utilize to describe political figures as “fat”? The terms include: fat, fat arse, fat f***, large, heavy, obese, plus size, pudgy, and rotund. The media frames include: ‹happy fat›, ‹fat shaming›, ‹morbidly obese›, ‹happy fat “Bubba›, ‹transformed “Bubba›, ‹fat hypocrite›, ‹large woman ambiguity›, ‹weight gain women may experience after giving birth›, ‹I am so sick and tired of skinny people saying they are fat›, ‹woman inappropriately attacks fat men›, and ‹feminist inappropriately attacks fat woman›. [RQ2] Why is the term “fat” utilized in the political arena? Opponents in attack mode, to discredit a political figure, often use the term “fat”. It can imply that the person is “unhealthy” or has a character flaw. In the attack mode, critics can use “fat” as a tool to minimize a political figure’s legitimate and referent power. [RQ3] To what extent can one detect gender, national, or other differences in the manner in which the term “fat” is used in the political arena? In the United States, “obesity” is the dominant term, and is associated with the medicalisation of fat. Obesity is linked to health concerns, such as coronary heart disease. Weight bias and fat shaming seem to have a disproportionate impact on women. This study also has left many unanswered questions. Future research might fruitfully explore more of the international and intercultural differences in fat framing, as well as the differences between the fat shaming of elites and the fat shaming of so-called ordinary citizens.References Anarie. “Sick and Tired.” 7 July 2013. 17 May 2015 ‹http://www.sparkpeople.com/ma/sick-of--thin-people-saying-they-are-fat!/1/1/31404459›. Blair, Kevin. “Rookie Robyn Lawley Is the First Plus-Size Model to Be Featured in the Sports Illustrated Swimsuit Issue.” 6 Feb. 2015. 22 Apr. 2015 ‹http://www.starpulse.com/news/Kevin_Blair/2015/02/06/rookie-robin-lawley-is-the-first-pluss›. Boudewyns, Vanessa, Monique Turner, and Ryan Paquin. “Shame-Free Guilt Appeals.” Psychology & Marketing 23 July 2013. doi: 10.1002/mar.20647. Bromley, Michael L. William Howard Taft and the First Motoring Presidency. Jefferson, NC: McFarland & Company, 2007. Capehart, Jonathan. “Chris Christie’s Dirty Image Problem.” 18 Feb. 2015. 22 Apr. 2015 ‹http://www.washingtonpost.com/blogs/post-partisan/wp/2015/02/18/chris-christies-dirty-image-problem/›.“Carla Bruni.” n.d. 22 Apr. 2015 ‹http://www.biography.com/people/carla-bruni-17183782›. Ceja, Berenice, and Karissa Valine. “Women Can’t Win: Gender Irony and the E-Politics of Food in The Biggest Loser.” Unpublished manuscript. Humboldt State University, 2015. “Chris Christie to Consider.” 17 April 2012. 22 Apr. 2015 ‹http://www.seeyounexttuesday.com-468›. Conason, Joe. “Bill Clinton Explains Why He Became a Vegan.” AARP The Magazine, Aug./Sep. 2013. 22 Apr. 2015 ‹http://www.aarp.org/health/healthy-living/info-08-2013/bill-clinton-vegan.html›. Engel, Meredith. “Lap Band Surgery.” New York Daily News. 24 Sep. 2014. 22 Apr. 2015 ‹http://www.nydailynews.com/life-style/health/lap-band-surgery-helped-chris-christie-article-1.1951266›. Entman, Robert M. “Framing Bias: Media in the Distribution of Power.” Journal of Communication 57 (2007): 163-173. Etymology Online. n.d. 22 Apr. 2015 ‹http://etymonline.com/›. Frenkiel, Olenka. “Forced to Be Fat.” The Sunday Mail (Queensland, Australia). 13 Nov. 2005: 64. Gaski, John. “Interrelations among a Channel Entity's Power Sources: Impact of the Expert, Referent, and Legitimate Power Sources.” Journal of Marketing Research 23 (Feb. 1986): 62-77. Hahn, Laura. “Irony and Food Politics.” Communication and Critical/Cultural Studies 12 Feb. 2015. doi: 10.1080/14791420.2015.1014185.“Julia Gillard.” n.d. 22 Apr. 2015 ‹http://en.wikipedia.org/wiki/Julia_Gillard›. Kain, Erik. “A History of Fat Presidents.” Forbes.com 28 Sep. 2011. 22 Apr. 2015 ‹http://www.forbes.com/sites/erikkain/2011/09/28/a-history-of-fat-presidents/›.Kim, Eun Kyung. “Carla Bruni on Media: They Get Really Nasty.” 22 Apr. 2015 ‹http://www.today.com/news/carla-bruni-media-they-get-really-nasty-6C9733510›. McCombs, Max, and S.I. Ghanem. “The Convergence of Agenda Setting and Framing.” In Stephen D. Reese, Oscar. H. Gandy, Jr., and August Grant (eds.), Framing Public Life: Perspectives on Media and Our Understanding of the Social World. Mahwah, NJ: Erlbaum, 2001. 67-83. Miller, Beth, and Jennifer Lundgren. “An Experimental Study on the Role of Weight Bias in Candidate Evaluation.” Obesity 18 (Apr. 2010): 712-718. Orth, Maureen. “Carla on a Hot Tin Roof.” Vanity Fair June 2013. 22 Apr. 2015 ‹http://www.vanityfair.com/hollywood/2013/06/carla-bruni-musical-career-album›. “President-Elect Bill Clinton Stops by a McDonalds.” n.d. 22 Apr. 2015 ‹https://screen.yahoo.com/clinton-mcdonalds-000000491.html›. Ramachandran, Ambady, and Chamukuttan Snehalatha. “The Rising Burden of Obesity in Asia.” Journal of Obesity (2010). doi: 10.1155/2010868573. 22 Apr. 2015 ‹http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2939400/›.Reagan, Gillian. “Ex-Chubettes Unite! Former Fat Kids Let It All Out.” New York Observer 22 Apr. 2008. 22 Apr. 2015 ‹http://observer.com/2008/04/exchubettes-unite-former-fat-kids-let-it-all-out/›. “Rising Epidemic of Obesity in Asia.” News Medical 21 Feb. 2013. 23 Apr. 2015 ‹http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2939400/›. Rothblum, Esther. “Why a Journal on Fat Studies?” Fat Studies 1 (2012): 3-5. Saguy, Abigail C., and Kevin W. Riley. “Weighing Both Sides: Morality, Mortality, and Framing Contests over Obesity.” Journal of Health Politics, Policy and Law 30.5 (2005): 869-921. Seo, Kiwon, James P. Dillard, and Fuyuan Shen. “The Effects of Message Framing and Visual Image on Persuasion. Communication Quarterly 61 (2013): 564-583. Shugart, Helene A. “Heavy Viewing: Emergent Frames in Contemporary News Coverage of Obesity.” Health Communication 26 (Oct./Nov. 2011): 635-648. Sobal, Jeffery. “The Medicalization and Demedicalization of Obesity.” Eating Agendas: Food and Nutrition as Social Problems. Ed. Jeffery Sobal and Donna Maurer. New York: Aldine de Gruyter, 1995. 67-90. Sonenshein, Julia. “Jennifer Lawrence Does More Harm than Good with Her ‘I’m Chubby’ Comments.” 3 Jan. 2014. 16 May 2015 ‹http://www.thegloss.com/2014/01/03/culture/jennifer-lawrence-fat-comments-body-image/#ixzz3aWTEg35U›. Strang, Fay. ”Carla Bruni Admits Used Therapy.” 3 May 2013. 22 Apr. 2015 ‹http://www.dailymail.co.uk/tvshowbiz/article-2318719/Carla-Bruni-admits-used-therapy-deal-comments-fat-giving-birth-forties.html›. “Taft Gained Peaks in Unusual Career.” The New York Times 9 March 1930. 22 Apr. 2015 ‹http://www.nytimes.com/learning/general/onthisday/bday/0915.html›. Vedantam, Shankar. “Clinton's Heart Bypass Surgery Called a Success.” Washington Post 7 Sep. 2004: A01. “William Howard Taft.” Whitehouse.com. n.d. 12 May 2015. Whisper. n.d. 16 May 2015 ‹https://sh.whisper/o5o8bf3810d45295605bce53f8082Db6ddb29/I-am-so-sick-and-tired-of-skinny-people-saying-that-they-are-fat›. “You’ve Got a Big Arse, Julia. Germaine Greer Advice for Julia Gillard.” Politics and Porn in a Post-Feminist World. 24 Aug. 2012. 22 Apr. 2015 ‹https://www.youtube.com/watch?v=8lFtww!D3ss›. See also: ‹http://www.smh.com.au/federal-politics/political-news/greer-defends-fat-arse-pm-comment-20120827-24x5i.html›.

In light of the COVID-19 pandemic, where income has become precarious and Internet use has soared, the influencer industry has to strategise over new ways to sustain viewer attention, maintain income flows, and innovate around formats and messaging, to avoid being excluded from continued commercial possibilities. In this article, we review the press coverage of the influencer markets in Australia, Japan, and Korea, and consider how the industry has been attempting to navigate their way through the pandemic through deviations and detours. We consider the narratives and groups of influencers who have been included and excluded in shaping the discourse about influencer strategies in the time of COVID-19. The distinction between inclusion and exclusion has been a crucial mechanism to maintain the social normativity, constructed with gender, sexuality, wealth, able-ness, education, age, and so on (Stäheli and Stichweh, par. 3; Hall and Du Gay 5; Bourdieu 162). The influencer industry is the epitome of where the inclusion-exclusion binary is noticeable. It has been criticised for serving as a locus where social norms, such as femininity and middle-class identities, are crystallised and endorsed in the form of visibility and attention (Duffy 234; Abidin 122). Many are concerned about the global expansion of the influencer industry, in which young generations are led to clickbait and sensational content and normative ways of living, in order to be “included” by their peer groups and communities and to avoid being “excluded” (Cavanagh). However, COVID-19 has changed our understanding of the “normal”: people staying home, eschewing social communications, and turning more to the online where they can feel “virtually” connected (Lu et al. 15). The influencer industry also has been affected by COVID-19, since the images of normativity cannot be curated and presented as they used to be. In this situation, it is questionable how the influencer industry that pivots on the inclusion-exclusion binary is adjusting to the “new normal” brought by COVID-19, and how the binary is challenged or maintained, especially by exploring the continuities and discontinuities in industry. Methodology This cross-cultural study draws from a corpus of articles from Australia, Japan, and Korea published between January and May 2020, to investigate how local news outlets portrayed the contingencies undergone by the influencer industry, and what narratives or groups of influencers were excluded in the process. An extended discussion of our methodology has been published in an earlier article (Abidin et al. 5-7). Using the top ranked search engine of each country (Google for Australia and Japan, Naver for Korea), we compiled search results of news articles from the first ten pages (ten results per page) of each search, prioritising reputable news sites over infotainment sites, and by using targeted keyword searches: for Australia: ‘influencer’ and ‘Australia’ and ‘COVID-19’, ‘coronavirus’, ‘pandemic’; for Japan: ‘インフルエンサー’ (influensā) and ‘コロナ’ (korona), ‘新型コロ ナ’ (shin-gata korona), ‘コロナ禍’ (korona-ka); for Korea: ‘인플루언서’ (Influencer) and ‘코로나’ (corona) and ‘팬데믹’ (pandemic). 111 articles were collected (42 for Australia, 31 for Japan, 38 for Korea). In this article, we focus on a subset of 60 articles and adopt a grounded theory approach (Glaser and Strauss 5) to manually conduct open, axial, and close coding of their headline and body text. Each headline was translated by the authors and coded for a primary and secondary ‘open code’ across seven categories: Income loss, Backlash, COVID-19 campaign, Misinformation, Influencer strategy, Industry shifts, and Brand leverage. The body text was coded in a similar manner to indicate all the relevant open codes covered in the article. In this article, we focus on the last two open codes that illustrate how brands have been working with influencers to tide through COVID-19, and what the overall industry shifts were on the three Asia-Pacific country markets. Table 1 (see Appendix) indicates a full list of our coding schema. Inclusion of the Normal in Shifting Brand Preferences In this section, we consider two main shifts in brand preferences: an increased demand for influencers, and a reliance on influencers to boost viewer/consumer traffic. We found that by expanding digital marketing through Influencers, companies attempted to secure a so-called “new normal” during the pandemic. However, their marketing strategies tended to reiterate the existing inclusion-exclusion binary and exacerbated the lack of diversity and inequality in the industry. Increased Demand for Influencers Across the three country markets, brokers and clients in the influencer industry increased their demand for influencers’ services and expertise to sustain businesses via advertising in the “aftermath of COVID-19”, as they were deemed to be more cost-efficient “viral marketing on social media” (Yoo). By outsourcing content production to influencers who could still produce content independently from their homes (Cheik-Hussein) and who engage with audiences with their “interactive communication ability” (S. Kim and Cho), many companies attempted to continue their business and maintain their relationships with prospective consumers (Forlani). As the newly enforced social distancing measures have also interrupted face-to-face contact opportunities, the mass pivot towards influencers for digital marketing is perceived to further professionalise the industry via competition and quality control in all three countries (Wilkinson; S. Kim and Cho; Yadorigi). By integrating these online personae of influencers into their marketing, the business side of each country is moving towards the new normal in different manners. In Australia, businesses launched campaigns showcasing athlete influencers engaging in meaningful activities at home (e.g. yoga, cooking), and brands and companies reorganised their marketing strategies to highlight social responsibilities (Moore). On the other hand, for some companies in the Japanese market, the disruption from the pandemic was a rare opportunity to build connections and work with “famous” and “prominent” influencers (Yadorigi), otherwise unavailable and unwilling to work for smaller campaigns during regular periods of an intensely competitive market. In Korea, by emphasising their creative ability, influencers progressed from being “mere PR tools” to becoming “active economic subjects of production” who now can play a key role in product planning for clients, mediating companies and consumers (S. Kim and Cho). The underpinning premise here is that influencers are tech-savvy and therefore competent in creating media content, forging relationships with people, and communicating with them “virtually” through social media. Reliance on Influencers to Boost Viewer/Consumer Traffic Across several industry verticals, brands relied on influencers to boost viewership and consumer traffic on their digital estates and portals, on the premise that influencers work in line with the attention economy (Duffy 234). The fashion industry’s expansion of influencer marketing was noticeable in this manner. For instance, Korean department store chains (e.g. Lotte) invited influencers to “no-audience live fashion shows” to attract viewership and advertise fashion goods through the influencers’ social media (Y. Kim), and Australian swimwear brand Vitamin A partnered with influencers to launch online contests to invite engagement and purchases on their online stores (Moore). Like most industries where aspirational middle-class lifestyles are emphasised, the travel industry also extended partnerships with their current repertoire of influencers or international influencers in order to plan for the post-COVID-19 market recovery and post-border reopening tourism boom (Moore; Yamatogokoro; J. Lee). By extension, brands without any prior relationships with influencers, whcih did not have such histories to draw on, were likely to have struggled to produce new influencer content. Such brands could thus only rely on hiring influencers specifically to leverage their follower base. The increasing demand for influencers in industries like fashion, food, and travel is especially notable. In the attention economy where (media) visibility can be obtained and maintained (Duffy 121), media users practice “visibility labor” to curate their media personas and portray branding themselves as arbiters of good taste (Abidin 122). As such, influencers in genres where personal taste can be visibly presented—e.g. fashion, travel, F&B—seem to have emerged from the economic slump with a head start, especially given their dominance on the highly visual platform of Instagram. Our analysis shows that media coverage during COVID-19 repeated the discursive correlation between influencers and such hyper-visible or visually-oriented industries. However, this dominant discourse about hyper-visible influencers and the gendered genres of their work has ultimately reinforced norms of self-presentation in the industry—e.g. being feminine, young, beautiful, luxurious—while those who deviate from such norms seem to be marginalised and excluded in media coverage and economic opportunities during the pandemic cycle. Including Newness by Shifting Format Preferences We observed the inclusion of newness in the influencer scenes in all three countries. By shifting to new formats, the previously excluded and lesser seen aspects of our lives—such as home-based content—began to be integrated into the “new normal”. There were four main shifts in format preferences, wherein influencers pivoted to home-made content, where livestreaming is the new dominant format of content, and where followers preferred more casual influencer content. Influencers Have Pivoted to Home-Made Content In all three country markets, influencers have pivoted to generating content based on life at home and ideas of domesticity. These public displays of homely life corresponded with the sudden occurrence of being wired to the Internet all day—also known as “LAN cable life” (랜선라이프, lan-seon life) in the Korean media—which influencers were chiefly responsible for pioneering (B. Kim). While some genres like gaming and esports were less impacted upon by the pivot, given that the nature and production of the content has always been confined to a desktop at home (Cheik-Hussein), pivots occurred for the likes of outdoor brands (Moore), the culinary industry (Dean), and fitness and workout brands (Perelli and Whateley). In Korea, new trends such as “home cafes” (B. Kim) and DIY coffees—like the infamous “Dalgona-Coffee” that was first introduced by a Korean YouTuber 뚤기 (ddulgi)—went viral on social media across the globe (Makalintal). In Japan, the spike in influencers showcasing at-home activities (Hayama) also encouraged mainstream TV celebrities to open social media accounts explicitly to do the same (Kamada). In light of these trends, the largest Multi-Channel Network (MCN) in Japan, UUUM, partnered with one of the country’s largest entertainment industries, Yoshimoto Kogyo, to assist the latter’s comedian talents to establish a digital video presence—a trend that was also observed in Korea (Koo), further underscoring the ubiquity of influencer practices in the time of COVID-19. Along with those creators who were already producing content in a domestic environment before COVID-19, it was the influencers with the time and resources to quickly pivot to home-made content who profited the most from the spike in Internet traffic during the pandemic (Noshita). The benefits of this boost in traffic were far from equal. For instance, many others who had to turn to makeshift work for income, and those who did not have conducive living situations to produce content at home, were likely to be disadvantaged. Livestreaming Is the New Dominant Format Amidst the many new content formats to be popularised during COVID-19, livestreaming was unanimously the most prolific. In Korea, influencers were credited for the mainstreaming and demotising (Y. Kim) of livestreaming for “live commerce” through real-time advertorials and online purchases. Livestreaming influencers were solicited specifically to keep international markets continuously interested in Korean products and cultures (Oh), and livestreaming was underscored as a main economic driver for shaping a “post-COVID-19” society (Y. Kim). In Australia, livestreaming was noted among art (Dean) and fitness influencers (Dean), and in Japan it began to be adopted among major fashion brands like Prada and Chloe (Saito). While the Australian coverage included livestreaming on platforms such as Instagram, Facebook, YouTube, Twitch, and Douyin (Cheik-Hussein; Perelli and Whateley; Webb), the Japanese coverage highlighted the potential for Instagram Live to target young audiences, increase feelings of “trustworthiness”, and increase sales via word-of-mouth advertising (Saito). In light of reduced client campaigns, influencers in Australia had also used livestreaming to provide online consulting, teaching, and coaching (Perelli and Whateley), and to partner with brands to provide masterclasses and webinars (Sanders). In this era, influencers in genres and verticals that had already adopted streaming as a normative practice—e.g. gaming and lifestyle performances—were likely to have had an edge over others, while other genres were excluded from this economic silver lining. Followers Prefer More Casual Influencer Content In general, all country markets report followers preferring more casual influencer content. In Japan, this was offered via the potential of livestreaming to deliver more “raw” feelings (Saito), while in Australia this was conveyed through specific content genres like “mental or physical health battles” (Moore); specific aesthetic choices like appearing “messier”, less “curated”, and “more unfiltered” (Wilkinson); and the growing use of specific emergent platforms like TikTok (Dean, Forlani, Perelli, and Whateley). In Korea, influencers in the photography, travel, and book genres were celebrated for their new provision of pseudo-experiences during COVID-19-imposed social distancing (Kang). Influencers on Instagram also spearheaded new social media trends, like the “#wheredoyouwannago_challenge” where Instagram users photoshopped themselves into images of famous tourist spots around the world (Kang). Conclusion In our study of news articles on the impact of COVID-19 on the Australian, Japanese, and Korean influencer industries during the first wave of the pandemic, influencer marketing was primed to be the dominant and default mode of advertising and communication in the post-COVID-19 era (Tate). In general, specific industry verticals that relied more on visual portrayals of lifestyles and consumption—e.g. fashion, F&B, travel—to continue partaking in economic recovery efforts. However, given the gendered genre norms in the industry, this meant that influencers who were predominantly feminine, young, beautiful, and luxurious experienced more opportunity over others. Further, influencers who did not have the resources or skills to pivot to the “new normals” of creating content from home, engaging in livestreaming, and performing their personae more casually were excluded from these new economic opportunities. Across the countries, there were minor differences in the overall perception of influencers. There was an increasingly positive perception of influencers in Japan and Korea, due to new norms and pandemic-related opportunities in the media ecology: in Korea, influencers were considered to be the “vanguard of growing media commerce in the post-pandemonium era” (S. Kim and Cho), and in Japan, influencers were identified as critical vehicles during a more general consumer shift from traditional media to social media, as TV watching time is reduced and home-based e-commerce purchases are increasingly popular (Yadogiri). However, in Australia, in light of the sudden influx of influencer marketing strategies during COVID-19, the market seemed to be saturated more quickly: brands were beginning to question the efficiency of influencers, cautioned that their impact has not been completely proven for all industry verticals (Stephens), and have also begun to reduce commissions for influencer affiliate programmes as a cost-cutting measure (Perelli and Whateley). While news reports on these three markets indicate that there is some level of growth and expansion for various influencers and brands, such opportunities were not experienced equally, with some genres and demographics of influencers and businesses being excluded from pandemic-related pivots and silver linings. Further, in light of the increasing commercial opportunities, pressure for more regulations also emerged; for example, the Korean government announced new investigations into tax avoidance (Han). Not backed up by talent agencies or MCNs, independent influencers are likely to be more exposed to the disciplinary power of shifting regulatory practices, a condition which might have hindered their attempt at diversifying their income streams during the pandemic. Thus, while it is tempting to focus on the privileged and novel influencers who have managed to cling on to some measure of success during the pandemic, scholarly attention should also remember those who are being excluded and left behind, lest generations, cohorts, genres, or subcultures of the once-vibrant influencer industry fade into oblivion. References Abidin, Crystal. “#In$tagLam: Instagram as a repository of taste, a burgeoning marketplace, a war of eyeballs.” Mobile Media Making in an Age of Smartphones. Eds. Marsha Berry and Max Schleser. New York: Palgrave Pivot, 2014. 119-128. <https://doi.org/10.1057/9781137469816_11>. 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IntroductionJohn Berger provides a compelling analysis in Ways of Seeing on how we’ve been socialized through centuries of art to see women as objects and men as subjects. This way of seeing men and women is more than aesthetic choices but in fact shapes our ideologies of gender. As Berger asserts: “The art of the past no longer exists as it once did… In its place there is a language of images. What matters now is who uses that language for what purpose” (33).What happens when there are no historical images that represent your identity? How do others learn to see you? How do you learn to represent yourself? This article addresses the challenges that bisexuals face in constructing and contending with media representations of non-normative sexualities. As Berger suggests: “A people or class which is cut off from its own past is far less free to choose and to act as a people or class than one that has been able to situate itself in history” (33). This article seeks to apply Berger’s core concepts in Ways of Seeing studying representations of bisexuality in mainstream media. How bisexuality is represented, and therefore observed, shapes what can ultimately be culturally understood and recognized.This article explores how bisexuals use digital media to construct self-representations and brand a bisexual identity. Bisexual representations are particularly relevant to study as they are often rendered invisible by the cultural hegemony of monosexuality. Cultural norms ideologically shape the intelligibility of representation; bisexuality is often misinterpreted when read within the dominant binaries of heterosexuality and homosexuality in Western European culture. This work addresses how users adapt visual, textual, and hyperlinked information in online spaces to create representations that can be culturally recognized. Users want to be seen as bisexuals. The research for this article examined online social spaces created by and for bisexuals between 2013-2015, as well as mainstream media addressing bisexuality or bisexual characters. The social spaces studied included national and regional websites for bisexual organizations, blogs dedicated to bisexual issues and topics, and public bisexual groups on Facebook and Tumblr. Participant observation and semiotic analysis was employed to analyze how bisexual representation was discussed and performed. Learning to See Bisexuality Bisexuality is often constructed within the domain of medical and psychological classification systems as a sexual identity situated between one polarity or the other: between desiring men or desiring women as sexual partners or between being gay or being straight in sexual orientation, as most widely put forth by Alfred Kinsey in the 1950s (Kinsey et al., 1948; e.g., Blumstein, 1977; Diamond, 1993; Weinberg, 1995). This popularly held conception has a particular history that serves to reinforce the normative categories of heterosexuality and monosexuality.This history does not reflect bisexual’s accounts of their own experiences of what it means to be bisexual. Bisexuals in the spaces I study express their sexuality as fluid both in terms of gender (objects of desire do not have to identify as only male or female) as well as in terms of the lifespan (desire based on sex or gender does not have remain consistent throughout one’s life). As one participant remarked: “I think of bisexual as a different orientation from both homosexuals (who orient exclusively towards same-sex romance/sexuality) and heterosexuals (who orient exclusively toward opposite-sex romance/sexuality). Bisexuals seem to think about the world in a different way: a world of ‘AND’ rather than a world of ‘OR’.” Or as another participant noted: “I saw video a couple of months ago that described ‘bi’ as being attracted to ‘same and different sexed people.’ I considered my internal debate settled at that point. Yes, it is binary, but only in the broadest sense.”This data from my research is congruent with data from much larger studies that examined longitudinal psycho-social development of bisexual identities (Klein, 1978; Barker, 2007; Diamond, 2008). Individuals’ narratives of a more “fluid” identity suggest an emphasis at the individual level less about fluctuating between “two” possible types of sexual partners than about a dynamic, complex desire within a coherent self. Nevertheless, popular constructions of bisexuality in media continue to emphasize it within hegemonic monosexual ideologies.Heterosexual relationships are overwhelmingly the most dominant relationship type portrayed in media, and the second most portrayed relationship is homosexuality, or a serial monogamy towards only one gender. This pairing is not only conveying the dominant hegemonic norms of heterosexuality (and most often paired with serial monogamy as well), but it is equally and powerfully reproducing the hegemonic ideal of monosexuality. Monosexuality is the romantic or sexual attraction to members of one sex or gender group only. A monosexual person may identify as either heterosexual or homosexual, the key element being that their sexual or romantic attraction remains consistently directed towards one sex or gender group. In this way, we have all been socialized since childhood to value not only monogamy but monosexuality as well. However, current research on sexuality suggests that self-identified bisexuals are the largest group among non-heterosexuals. In 2011, Dr. Gary Gates, Research Director of the Williams Institute at UCLA School of Law, analyzed data collected from nine national health surveys from the USA, United Kindgdom, Canada, Australia and Norway to provide the most comprehensive statistics available to date on how many people self-identify as lesbian, gay, bisexual and transgender. While the population percentage of LGBT people varied by country, the ratio of lesbian, gay and bisexuals among LGBT people remained consistent, with self-identified bisexuals accounting for 40-60% of all LGBT populations regardless of country. This data is significant for challenging the popular assumption that bisexuals are a small minority among non-heterosexuals; indeed, this data indicates that non-monosexuals represent half of all non-heterosexuals. Yet we have learned to recognize monosexuality as dominant, normal and naturalized, even within LGBT representations. Conversely, we struggle to even recognize relationships that fall outside of this hegemonic norm. In essence, we lack ways of seeing bisexuals, pansexuals, omnisexuals, asexuals, and all queer-identified individuals who do not conform to monosexuality. We quite literally have not learned to see them, or—worse yet—learned how to not see them.Bisexual representations are particularly relevant to study as they are often rendered invisible in cultures that practice monogamy paired with hegemonic monosexuality. Members of bisexual spaces desire to achieve recognition but struggle to overcome bisexual erasure in their daily lives.Misrepresention: The Triad in Popular MediaWhen bisexuality is portrayed in media it is most commonly portrayed in a disingenuous manner where the bisexual is portrayed as being torn between potential lovers, on a pathway from straight to gay, or as a serial liar and cheater who cannot remain monogamous due to overwhelming attractions. Representations of bisexuals in media are infrequent, but those that are available too often follow these inaccurate stereotypes. By far the most common convention for representing bisexuality in visual media is the use of the triad: three people convey the (mis)representation of bisexuality as a sexuality in the “middle” of heterosexuality and homosexuality. For the purpose of this article, data analysis will be limited to print magazines for the sake of length and clarity.The 2014 New York Times Magazine article “The Scientific Quest to Prove Bisexuality Exists” (Denizet-Lewis) addresses the controversial nature of bisexuality. The cover image depicts a close-up of a man’s face, separated into two halves: in one half, a woman is nuzzled up to the man’s cheek, and the other half a man is nuzzled up to his ear. Presumably the man is bisexual and therefore split into two parts: his heterosexual self and his homosexual self. This visual depiction of bisexuality reifies the notion that bisexuals are torn between two polar desires and experience equal and concurrent attraction to more than one partner simultaneously. Furthermore, the triad represented in this way suggests that the essential bisexual is having simultaneous liaisons with heterosexual and homosexual partners.Within the convention of the triad there is also a sub-genre closely connected with hypersexualization and the male gaze. In these cases, the triad is commonly presented in varying states of undress and/or in a bed. An article in The Guardian from 11 April 2014 with the headline: “Make up your mind! The science behind bisexuality” (Browne) includes an image with three attractive young people in bed together. A man is sitting up between two sleeping women and smoking a cigarette – the cigarette connotes post-coital sexual activity, as does the smirk on his face. This may have been a suitable image if the article had been about having a threesome, but the headline—and the article—are attempting to explain the science behind bisexuality. Furthermore, while the image is intended to illustrate an article on bisexuality, the image is fundamentally misleading. The women in the image are asleep and to the side and the man is awake and in the middle. He is the central figure – it is a picture of him. So who is the bisexual in the image? What is the image attempting to do? It seems that the goal is to titillate, to excite, and to satisfy a particularly heterosexual fantasy rather than to discuss bisexuality. This hypersexualization once again references the mistaken idea (or heterosexual male fantasy) that bisexuality is only expressed through simultaneous sex acts.Many of these examples are salacious but they occur with surprising regularity in the mainstream media. On 17 February 2016, the American Association of Retired Persons posted an article to the front page of their website titled “Am I Discovering I'm Bisexual?” (Schwartz, 2016). In the accompanying image at the top of the article, we see three people sitting on a park bench – two men on either side of a woman. The image is taken from behind the bench so we see their backs and ostensibly they do not see us, the viewer. The man on the left is kissing the woman in the center while also holding hands behind the back of the bench with the man sitting on her other side. The man on the right is looking away from the couple kissing, suggesting he is not directly included in their intimate activity. Furthermore, the two men are holding hands behind the bench, which could also be code for behind the woman’s back, suggesting infidelity to the dyad and depicting some form of duplicity. This triad reinforces the trope of the bisexual as promiscuous and untrustworthy.Images such as these are common and range from the more inoffensive to the salacious. The resulting implications are that bisexuals are torn between their internal hetero and homo desires, require simultaneous partners, and are untrustworthy partners. Notably, in all these images it is never clear exactly which individuals are bisexual. Are all three members of the triad bisexual? While this is a possible read, the dominant discourse leads us to believe that one of person in the triad is the bisexual while the others adhere to more dominant sexualities.Participants in my research were acutely aware of these media representations and expressed frequent negative reactions to the implications of the triad. Each article contained numerous online comments expressing frustration with the use of “threesomes.” As one commentator stated: “Without a threesome, we’re invisible. It’s messed up. I always imagine a t-shirt with 3 couples stick figure like: girl + girl, girl + boy, and boy + boy. and it says “6 bisexuals.” What is made clear in many user comments is that the mainstream social scripts used to portray bisexuality are clearly at odds with the ways in which bisexuals choose to describe or portray themselves. Seeing through CapitalismOne of the significant conclusions of this research was the ways in which the misrepresentation of bisexuality results in many individuals feeling underrepresented or made invisible within mainstream media. The most salient themes to emerge from this research is participants’ affective struggle with feeling "invisible.” The frequency of discourse specific to invisibility is significant, as well as its expressed negatively associated experiences and feelings. The public sharing of those reactions among individuals, and the ensuing discourse that emerges from those interactions, include imagining what visibility “looks” like (its semiotic markers and what would make those markers “successful” for visibility), and the articulation of “solutions” to counter perceived invisibility. Notably, participants often express the desire for visibility in terms of commodification. As one participant posted, “their [sic] is no style for bi, there is no voice tone, unless I'm wearing my shirt, how is anyone to know?” Another participant explicated, “I wish there was a look. I wish I could get up every day and put on the clothes and jewelry that identified me to the world when I stepped out of my apartment. I wish I was as visible on the street as I am on facebook.” This longing for a culturally recognizable bisexual identity is articulated as a desire for a market commodification of “bisexual.” But a commodified identity may be a misguided desire. As Berger warns: “Publicity is not merely an assembly of competing messages: it is a language in itself which is always being used to make the same general purpose… It proposes to each of us that we transform ourselves, or our lives, by buying something more” (131). Consumerism—and its bedfellow—marketing, aim to sell the fantasy of a future self whereby the consumer transforms themselves through material objects, not transforming the culture to accept them. Berger further elicits that marketing essentially convinces us that we are not whole the way we are and sells us the idea of a wholeness achieved through consumerism (134). Following Berger’s argument, this desire for a commodified identity, while genuine, may fundamentally undermine the autonomy bisexuals currently have insomuch as without a corporate brand, bisexual representations are more culturally malleable and therefore potentially more inclusive to the real diversity of bisexual identified people.However, Berger also rightly noted that “publicity is the culture of the consumer society. It propagates through images that society’s belief in itself” (139). Without any publicity, bisexuals are not wrong to feel invisible in a consumer culture. And yet “publicity turns consumption into a substitute for democracy. The choice of what one eats (or wears or drives) takes the place of significant political choice” (149). A commodified identity will not likely usher in meaningful political change in a culture where bisexuals experience worse mental health and discrimination outcomes than lesbian and gay people (LGBT Advisory Committee, 2011). Bisexuals Online: New Ways of SeeingThe Internet, which was touted early as a space of great potential for anonymity and exploration where visibility can be masked, here becomes the place where bisexuals try to make the perceived invisible ‘visible.’ Digital technologies and spaces provide particularly useful environments for participants of online bisexual spaces to negotiate issues of invisibility as participants construct visible identities through daily posts, threads, videos, and discourse in which bisexuality is discursively and visually imagined, produced, articulated, defended, and desired. But most importantly these digital technologies provide bisexuals with opportunities to counter misrepresentations in mainstream media. In the frequent example of intimate partners in the physical world rendering a bisexual’s identity invisible, participants of these online communities grapple with the seeming paradox of one’s offline self as the avatar and one’s online self as more fully integrated, represented, and recognized. One participant expressed this experience, remarking:I feel I'm more out online that offline. That's because, in the offline world there's the whole ''social assumptions'' issue. My co-workers, friends, etc, know I have a boyfriend, wich [sic] equals ''straight'' for most ppl out there. So, I'll out myself when the occasion comes (talking abt smn I used to date, the LGBT youth group I used to belong to, or usually just abt some girl I find attractive) and usually ppl are not surprised. Whereas online, my pic at Facebook (and Orkut) is a Bisexual Pride icon. I follow Bi groups on Twitter. I'm a member of bi groups. So, online it's spelled out, while offline ppl usually think me having a bf means I'm straight.The I Am Visible (IAV) campaign is just one example of an organized response to the perceived erasure of bisexuals in mainstream culture. Launched in January 2011 by Adrienne McCue (nee Williams), the executive director of the Bi Social Network, a non-profit organization aimed at bringing awareness to representations of bisexuality in media. The campaign was hosted on bisocialnetwork.com, with the goal to “stop biphobia and bi-erasure in our community, media, news, and entertainment,” Prior to going live, IAV implemented a six-month lead-up advertising campaign across multiple online bisexual forums, making it the most publicized new venture during the period of my study. IAV hosted user-generated videos and posters that followed the vernacular of coming out and provided emotional support for listeners who may be struggling with their identity in a world largely hostile to bisexuality. Perceived invisibility was the central theme of IAV, which was the most salient theme for every bisexual group I studied online.Perhaps the most notable video and still image series to come out of IAV were those including Emmy nominated Scottish actor Alan Cumming. Cumming, a long-time Broadway thespian and acclaimed film actor, openly identifies as bisexual and has criticized ‘gaystream’ outlets on more than one occasion for intentionally mislabeling him as ‘gay.’ As such, Alan Cumming is one of the most prominently celebrated bisexual celebrities during the time of my study. While there are numerous famous out gays and lesbians in the media industry who have lent their celebrity status to endorse LGBT political messages—such as Ellen DeGeneres, Elton John, and Neil Patrick Harris, to name a few—there have been notably fewer celebrities supporting bisexual specific causes. Therefore, Cummings involvement with IAV was significant for many bisexuals. His star status was perceived as contributing legitimacy to bisexuality and increasing cultural visibility for bisexuals.These campaigns to become more visible are based in the need to counteract the false media narrative, which is, in a sense, to educate the wider society as to what bisexuality is not. The campaigns are an attempt to repair the false messages which have been “learnt” and replace them with more accurate representations. The Internet provides bisexual activists with a tool with which they can work to correct the skewed media image of themselves. Additionally, the Internet has also become a place where bisexuals can more easily represent themselves through a wide variety of semiotic markers in ways which would be difficult or unacceptable offline. In these ways, the Internet has become a key device in bisexual activism and while it is important not to uncritically praise the technology it plays an important role in enabling correct representation. ReferencesBarker, Meg. "Heteronormativity and the Exclusion of Bisexuality in Psychology." Out in Psychology: Lesbian, Gay, Bisexual, Trans, and Queer Perspectives. Eds. Victoria Clarke and Elizabeth Peel. Chichester: Wiley, 2007. 86–118.Berger, John. Ways of Seeing. London: Penguin Books, 1972.Blumstein, Phillip W., and Pepper Schwartz. “Bisexuality: Some Social Psychological Issues.” Journal of Social Issues 33.2 (1977): 30–45.Browne, Tania. “Make Up Your Mind! The Science behind Bisexuality.” The Guardian 11 Apr. 2014.Denizet-Lewis, Benoit. "The Scientific Quest to Prove Bisexuality Exists." New York Times 20 Mar. 2014.Diamond, Lisa. Sexual Fluidity: Understanding Women's Love and Desire. Harvard UP, 2008.Diamond, Milton. “Homosexuality and Bisexuality in Different Populations.” Archives of Sexual Behavior 22.4 (1993): 291-310.Gates, Gary J. How Many People Are Lesbian, Gay, Bisexual and Transgender? Williams Institute, UCLA School of Law, 2011.Kinsey, Alfred, et al. Sexual Behavior in the Human Female. Philadelphia: Saunders, 1953.Klein, Fitz. The Bisexual Option. London: Routledge, 1978.Leland, J. “Not Gay, Not Straight: A New Sexuality Emerges.” Newsweek 17 July 1995: 44–50.Schwartz, P. “Am I Discovering I Am Bisexual?” AARP (2016). 20 Mar. 2016 <http://aarp.org/home-family/sex-intimacy/info-2016/discovering-bisexual-schwartz.html>.

Introduction It is now commonplace for babies to begin their lives inhabiting media environments characterised by the presence, distribution, and mobility of digital devices and screens. Such arrangements can be traced, in part, to the birth of a new regime of mobile and touchscreen media beginning with the release of the iPhone in 2007 and the iPad in 2010, which stimulated a surge in household media consumption, underpinned by broadband and wireless Internet infrastructures. Research into these conditions of ambient mediation at the beginnings of life, however, is currently dominated by medical and educational literature, largely removed from media studies approaches that seek to understand the everyday contexts of babies using media. Putting aside discourses of promise or peril familiar to researchers of children’s media (Buckingham; Postman), this paper draws on ongoing research in both domestic and social media settings exploring infants’ everyday encounters and entanglements with mobile media and communication technologies. The paper identifies the ways infants’ mobile communication is assembled and distributed through touchscreen interfaces, proxy parent users, and commercial software sorting. It argues that within these interfacial, intermediary, and interactive contexts, we can conceptualise infants’ communicative agency through an emerging repertoire of techniques: accidental, assisted and automated. This assemblage of infant communication recognises that children no longer live with but in media (Deuze), which underscores the impossibility of a path of media resistance found in medical discourses of ‘exposure’ and restriction, and instead points to the need for critical and ethical responses to these immanent conditions of infant media life. Background and Approach Infants, understandably, have largely been excluded from analyses of mobile mediality given their historically limited engagement with or capacity to use mobile media. Yet, this situation is undergoing change as mobile devices become increasingly prominent in children’s homes (OfCom; Rideout), and as touchscreen interfaces lower thresholds of usability (Buckleitner; Hourcade et al.). The dominant frameworks within research addressing infants and media continue to resonate with long running and widely circulated debates in the study of children and mass media (Wartella and Robb), responding in contradictory ways to what is seen as an ever-increasing ‘technologization of childhood’ (McPake, Plowman and Stephen). Education research centres on digital literacy, emphasising the potential of mobile computing for these future digital learners, labourers, and citizens (McPake, Plowman and Stephen). Alternatively, health research largely positions mobile media within the rubric of ‘screen time’ inherited from older broadcast models, with paediatric groups continuing to caution parents about the dangers of infants’ ‘exposure’ to electronic screens (Strasburger and Hogan), without differentiating between screen types or activities. In turn, a range of digital media channels seek to propel or profit from infant media culture, with a number of review sites, YouTube channels and tech blogs promoting or surveying the latest gadgets and apps for babies. Within media studies, research is beginning to analyse the practices, conceptions and implications of digital interfaces and content for younger children. Studies are, for example, quantifying the devices, activities, and time spent by young children with mobile devices (Ofcom; Rideout), reviewing the design and marketing of children’s mobile application software products (e.g. Shuler), analysing digital content shared about babies on social media platforms (Kumar & Schoenebeck; Morris), and exploring emerging interactive spaces and technologies shaping young children’s ‘postdigital’ play (Giddings; Jayemanne, Nansen and Apperley). This paper extends this growing area of research by focusing specifically on infants’ early encounters, contexts, and configurations of mobile mediality, offering some preliminary analysis of an emerging repertoire of mobile communication techniques: accidental, assisted, and automated. That is, through infants playing with devices and accidentally activating them; through others such as parents assisting use; and through software features in applications that help to automate interaction. This analysis draws from an ongoing research project exploring young children’s mobile and interactive media use in domestic settings, which is employing ethnographic techniques including household technology tours and interviews, as well as participant observation and demonstrations of infant media interaction. To date 19 families, with 31 children aged between 0 and 5, located in Melbourne, Australia have participated. These participating families are largely homogeneous and privileged; though are a sample of relatively early and heavy adopters that reveal emerging qualities about young children’s changing media environments and encounters. This approach builds on established traditions of media and ethnographic research on technology consumption and use within domestic spaces (e.g. Mackay and Ivey; Silverstone and Hirsch), but turns to the digital media encountered by infants, the geographies and routines of these encounters, and how families mediate these encounters within the contexts of home life. This paper offers some preliminary findings from this research, drawing mostly from discussions with parents about their babies’ use of digital, mobile, and touchscreen media. In this larger project, the domestic and family research is accompanied by the collection of online data focused on the cultural context of, and content shared about, infants’ mobile media use. In this paper I report on social media analysis of publicly shared images tagged with #babyselfie queried from Instagram’s API. I viewed all publicly shared images on Instagram tagged with #babyselfie, and collected the associated captions, comments, hashtags, and metadata, over a period of 48 hours in October 2014, resulting in a dataset of 324 posts. Clearly, using this data for research purposes raises ethical issues about privacy and consent given the posts are being used in an unintended context from which they were originally shared; something that is further complicated by the research focus on young children. These issues, in which the ease of extracting online data using digital methods research (Rogers), needs to be both minimised and balanced against the value of the research aims and outcomes (Highfield and Leaver). To minimise risks, captions and comments cited in this paper have been de-identified; whist the value of this data lies in complementing and contextualising the more ethnographically informed research, despite perceptions of incompatibility, through analysis of the wider cultural and mediated networks in which babies’ digital lives are now shared and represented. This field of cultural production also includes analysis of examples of children’s software products from mobile app stores that support baby image capture and sharing, and in particular in this paper discussion of the My Baby Selfie app from the iTunes App Store and the Baby Selfie app from the Google Play store. The rationale for drawing on these multiple sources of data within the larger project is to locate young children’s digital entanglements within the diverse places, platforms and politics in which they unfold. This research scope is limited by the constraints of this short paper, however different sources of data are drawn upon here in order to identify, compare, and contextualise the emerging themes of accidental, assisted, and automated. Accidental Media Use The domestication and aggregation of mobile media in the home, principally laptops, mobile phones and tablet computers has established polymediated environments in which infants are increasingly surrounded by mobile media; in which they often observe their parents using mobile devices; and in which the flashing of screens unsurprisingly draws their attention. Living within these ambient media environments, then, infants often observe, find and reach for mobile devices: on the iPad or whatever, then what's actually happening in front of them, then naturally they'll gravitate towards it. These media encounters are animated by touchscreens interfaces that are responsive to the gestural actions of infants. Conversely, touchscreen interfaces drive attempts to swipe legacy media screens. Underscoring the nomenclature of ‘natural user interfaces’ within the design and manufacturer communities, screens lighting up through touch prompts interest, interaction, and even habituation through gestural interaction, especially swiping: It's funny because when she was younger she would go up the T.V. and she would try swiping to turn the channel.They can grab it and start playing with it. It just shows that it's so much part of their world … to swipe something. Despite demonstrable capacities of infants to interact with mobile screens, discussions with parents revealed that accidental forms of media engagement were a more regular consequence of these ambient contexts, interfacial affordances and early encounters with mobile media. It was not uncommon for infants to accidentally swipe and activate applications, to temporarily lock the screen, or even to dial contacts: He didn't know the password, and he just kept locking it … find it disabled for 15 minutes.If I've got that on YouTube, they can quite quickly get on to some you know [video] … by pressing … and they don't do it on purpose, they're just pushing random buttons.He does Skype calls! I think he recognizes their image, the icon. Then just taps it and … Similarly, in the analysis of publicly shared images on Instagram tagged with #babyselfie, there were instances in which it appeared infants had accidentally taken photos with the cameraphone based on the image content, photo framing or descriptions in the caption. Many of these photos showed a baby with an arm in view reaching towards the phone in a classic trope of a selfie image; others were poorly framed shots showing parts of baby faces too close to the camera lens suggesting they accidentally took the photograph; whilst most definitive was many instances in which the caption of the image posted by parents directly attributed the photographic production to an infant: Isabella's first #babyselfie She actually pushed the button herself! My little man loves taking selfies lol Whilst, then, the research identified many instances in which infants accidentally engaged in mobile media use, sometimes managing to communicate with an unsuspecting interlocutor, it is important to acknowledge such encounters could not have emerged without the enabling infrastructure of ambient media contexts and touchscreen interfaces, nor observed without studying this infrastructure utilising materially-oriented ethnographic perspectives (Star). Significantly, too, was the intermediary role played by parents. With parents acting as intermediaries in household environments or as proxy users in posting content on their behalf, multiple forms of assisted infant communication were identified. Assisted Media Use Assisted communication emerged from discussions with parents about the ways, routines, and rationale for making mobile media available to their children. These sometimes revolved around keeping their child engaged whilst they were travelling as a family – part of what has been described as the pass-back effect – but were more frequently discussed in terms of sharing and showing digital content, especially family photographs, and in facilitating infant mediated communication with relatives abroad: they love scrolling through my photos on my iPhone …We quite often just have them [on Skype] … have the computers in there while we're having dinner … the laptop will be there, opened up at one end of the table with the family here and there will be my sister having breakfast with her family in Ireland … These forms of parental mediated communication did not, however, simply situate or construct infants as passive recipients of their parents’ desires to make media content available or their efforts to establish communication with extended family members. Instead, the research revealed that infants were often active participants in these processes, pushing for access to devices, digital content, and mediated communication. These distributed relations of agency were expressed through infants verbal requests and gestural urging; through the ways parents initiated use by, for example, unlocking a device, preparing software, or loading an application, but then handed them over to infants to play, explore or communicate; and through wider networks of relations in which others including siblings, acted as proxies or had a say in the kinds of media infants used: she can do it, once I've unlocked … even, even with iView, once I'm on iView she can pick her own show and then go to the channel she wants to go to.We had my son’s birthday and there were some photos, some footage of us singing happy birthday and the little one just wants to watch it over and over again. She thinks it's fantastic watching herself.He [sibling] becomes like a proxy user … with the second one … they don't even need the agency because of their sibling. Similarly, the assisted communication emerging from the analysis of #babyselfie images on Instagram revealed that parents were not simply determining infant media use, but often acting as proxies on their behalf. #Selfie obsessed baby. Seriously though. He won't stop. Insists on pressing the button and everything. He sees my phone and points and says "Pic? Pic?" I've created a monster lol. In sharing this digital content on social networks, parents were acting as intermediaries in the communication of their children’s digital images. Clearly they were determining the platforms and networks where these images were published online, yet the production of these images was more uncertain, with accidental self-portraits taken by infants suggesting they played a key role in the circuits of digital photography distribution (van Dijck). Automated Media Use The production, archiving, circulation and reception of these images speaks to larger assemblages of media in which software protocols and algorithms are increasingly embedded in and help to configure everyday life (e.g. Chun; Gillespie), including young children’s media lives (Ito). Here, software automates process of sorting and shaping information, and in doing so both empowers and governs forms of infant media conduct. The final theme emerging from the research, then, is the identification of automated forms of infant mobile media use enabled through software applications and algorithmic operations. Automated techniques of interaction emerged as part of the repertoire of infant mobile mediality and communication through observations and discussions during the family research, and through surveying commercial software applications. Within family discussions, parents spoke about the ways digital databases and applications facilitated infant exploration and navigation. These included photo galleries stored on mobile devices, as well as children’s Internet television services such as the Australian Broadcasting Corporation’s catch-up online TV service, iView, which are visually organised and easily scrollable. In addition, algorithmic functions for sorting, recommending and autoplay on the video-sharing platform YouTube meant that infants were often automatically delivered an ongoing stream of content: They just keep watching it [YouTube]. So it leads on form the other thing. Which is pretty amazing, that's pretty interactive.Yeah, but the kids like, like if they've watched a YouTube clip now, they'll know to look down the next column to see what they want to play next … you get suggestions there so. Forms of automated communication specifically addressing infants was also located in examples of children’s software products from mobile app stores: the My Baby Selfie app from the iTunes App Store and the Baby Selfie app from the Google Play store. These applications are designed to support baby image capture and sharing, promising to “allow your baby to take a photo of him himself [sic]” (Giudicelli), based on automated software features that use sounds and images to capture a babies attention and touch sensors to activate image capture and storage. In one sense, these applications may appear to empower infants to participate in the production of digital content, namely selfies, yet they also clearly distribute this agency with and through mobile media and digital software. Moreover, they imply forms of conduct, expectations and imperatives around the possibilities of infant presence in a participatory digital culture. Immanent Ethic and Critique Digital participation typically assumes a degree of individual agency in deciding what to share, post, or communicate that is not typically available to infants. The emerging communicative practices of infants detailed above suggests that infants are increasingly connecting, however this communicative agency is distributed amongst a network of ambient devices, user-friendly interfaces, proxy users, and software sorting. Such distributions reflect conditions Deuze has noted, that we do not live with but in media. He argues this ubiquity, habituation, and embodiment of media and communication technologies pervade and constitute our lives becoming effectively invisible, negating the possibility of an outside from which resistance can be mounted. Whilst, resistance remains a solution promoted in medical discourses and paediatric advice proposing no ‘screen time’ for children aged below two (Strasburger and Hogan), Deuze’s thesis suggests this is ontologically futile and instead we should strive for a more immanent relation that seeks to modulate choices and actions from within our media life: finding “creative ways to wield the awesome communication power of media both ethically and aesthetically” ("Unseen" 367). An immanent ethics and a critical aesthetics of infant mediated life can be located in examples of cultural production and everyday parental practice addressing the arrangements of infant mobile media and communication discussed above. For example, an article in the Guardian, ‘Toddlers pose a serious risk to smartphones and tablets’ parodies moral panics around children’s exposure to media by noting that media devices are at greater risk of physical damage from children handling them, whilst a design project from the Eindhoven Academy – called New Born Fame – built from soft toys shaped like social media logos, motion and touch sensors that activate image capture (much like babyselfie apps), but with automated social media sharing, critically interrogates the ways infants are increasingly bound-up with the networked and algorithmic regimes of our computational culture. Finally, parents in this research revealed that they carefully considered the ethics of media in their children’s lives by organising everyday media practices that balanced dwelling with new, old, and non media forms, and by curating their digitally mediated interactions and archives with an awareness they were custodians of their children’s digital memories (Garde-Hansen et al.). I suggest these examples work from an immanent ethical and critical position in order to make visible and operate from within the conditions of infant media life. Rather than seeking to deny or avoid the diversity of encounters infants have with and through mobile media in their everyday lives, this analysis has explored the ways infants are increasingly configured as users of mobile media and communication technologies, identifying an emerging repertoire of infant mobile communication techniques. The emerging practices of infant mobile communication outlined here are intertwined with contemporary household media environments, and assembled through accidental, assisted, and automated relations of living with mobile media. Moreover, such entanglements of use are both represented and discursively reconfigured through multiple channels, contexts, and networks of public mediation. Together, these diverse contexts and forms of conduct have implications for both studying and understanding the ways babies are emerging as active participants and interpellated subjects within a continually expanding digital culture. Acknowledgments This research was supported with funding from the Australian Research Council (ARC) Discovery Early Career Researcher Award (DE130100735). I would like to express my appreciation to the children and families involved in this study for their generous contribution of time and experiences. References Buckingham, David. 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