Marketing has enjoyed unparalleled transformation in terms of its effectiveness and ability to delivery measurable return on investment due to the digital revolution. The spread of blockchain ...technology has led to suggestions that it may have significant marketing applications. Though blockchain is indeed an amazing technology with significant applications, this paper argues that its usefulness in many traditional marketing applications may be limited. The reasons why throw important light on the interactions between blockchain technologies, data and privacy. Blockchain, by its nature, may lead to substantial privacy harms when used indiscriminately for marketing purposes.11This research is based on insights from two previously published papers - Tucker and Catalini (2018) and Marthews and Tucker (2019)
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
A inserção digital de pequenas empresas e organizações que pretendem se desenvolver no ambiente on-line necessita de ações e estratégias definidas de marketing digital para alcançarem seus objetivos. ...Este estudo tem como objetivo realizar uma análise das principais ações estratégias de marketing digital utilizadas pelos feirantes do setor confeccionista da Feira de Caruaru, em Pernambuco, segmento popularmente conhecido como Feira da Sulanca. Quanto a metodologia aplicada, este trabalho foi desenvolvido a partir de uma pesquisa quantitativa de ordem exploratória-descritiva no qual os dados foram coletados por meio de aplicação de questionário junto ao público-alvo no ambiente da Feira. Além disso, notou-se que algumas estratégias acessíveis e com potencial de usabilidade como, por exemplo, a promoção a partir do marketing de busca e do marketing de conteúdo em mídias sociais, são subutilizadas pelas organizações.
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CEKLJ, DOBA, IZUM, KILJ, NUK, PILJ, PNG, SAZU, UILJ, UKNU, UL, UM, UPUK
Recent advances in technology have affected nearly every facet of marketing. However, less is known about the degree to which marketing education has responded to shifting capabilities and practices. ...To this end, the current research conducts a systematic analysis of all 529 domestic AACSB undergraduate marketing programs to understand how digital marketing courses have been incorporated into marketing program curricula. We find a broad range of digital marketing courses adopted in a majority of business schools, and that adoption varies by institution type. We find that digital marketing courses, especially analytics, are becoming requirements for marketing degrees with many schools creating opportunities to specialize. Informed by these findings, we propose a framework of stages for marketing programs to adopt a digital marketing orientation. Collectively, this research is designed to provide a comprehensive look at the current state of digital marketing in the marketing education landscape.
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NUK, OILJ, SAZU, UKNU, UL, UM, UPUK
This study was undertaken to analyze whether luxury fashion retail brands can adhere to their core essence of providing personalized care through e-services rather than through traditional ...face-to-face interactions, particularly through Chatbot, an emerging digital tool offering convenient, personal, and unique customer assistance. The authors use customer data to test a five-dimension model measuring Chatbot for customer perceptions of interaction, entertainment, trendiness, customization, and problem-solving. The study reveals that Chatbot e-service provides interactive and engaging brand/customer service encounters. Marketers and managers in the luxury context can adopt the instrument to measure whether e-service agents provide desired outcomes and to determine whether they should adopt Chatbot virtual assistance.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
The contemporary market positions digital marketing as a powerful mediator between efficient digital interaction, data interpretation opportunities, and business growth, while extending its impact ...potential to tackle different growth challenges.
As start-ups usually have limited resources and struggle with customer engagement, retention, and other growth challenges, the low investment and dynamic elements of digital marketing tools can be used to support constructive digital interactions impacting start-up growth. Consequently, these links have outlined an extended digital marketing impact in the areas which build on marketing and sales and influence growth components such as product & market testing, customer engagement, and partnership development.
Through a systematic literature review, we present a holistic overview encompassing start-up growth areas that use digital marketing. We also discuss how digital marketing efforts complement the start-up maturity. Furthermore, we analyze the differences in B2B and B2C digital marketing usage and discuss how emerging technologies impact digital marketing. The link between the extended digital marketing impact, start-up challenges, and growth areas result in the identification of start-up growth drivers supported by digital marketing. We propose a Macro-Dynamic framework identifying the start-up growth drivers from product, market, team, and finance areas and digital marketing tactics connected to the identified growth drivers.
•Systematic overview encompassing start-up growth drivers from digital marketing perspective•Identifying how digital marketing activities can complement the start-up maturity process•Designed Macro-dynamic framework of 15 growth drivers with corresponding digital marketing tools/tactics•Framework utilization - a practical/ strategic tool of using digital marketing activities for start-up growth (drivers)
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
6.
The Effect of Digital Marketing on Clothing Sales Hanif Hanif; Supriyadi Supriyadi; Zaharuddin Zaharuddin ...
International Journal of Business, Law, and Education (Online),
05/2024, Volume:
5, Issue:
2
Journal Article
Peer reviewed
Open access
This research aims to find out whether digital marketing has an effect on clothing sales at Tanah Abang Market Block A Floor 6, Central Jakarta. The method used in this research is quantitative with ...a survey approach. The population in this study were clothing shop owners at Tanah Abang Market, Block A, 6th Floor, Central Jakarta, totaling 403 shop owners with a sample size of 162. The results of the study showed that digital marketing had a significant influence on clothing sales at Tanah Abang Market, Block A, 6th Floor, Central Jakarta. which is shown from the results of the R Square coefficient of determination test of 0.220 so it can be concluded that 22% of digital marketing influences sales and the other 78% is influenced by other factors which the author did not examine in this research
Purpose: The research explores the role of digital marketing and its tools in tourism, including a case study of a hotel. The first part of the paper focuses on the theoretical background, describing ...different tools that are used in the industry and focusing on those that are particularly useful in the field of tourism. In the second part of the paper, we wanted to examine how these insights are reflected in an actual tourist facility. Study design/methodology/approach: In order to better understand how the target group of the selected hotel behaves online and on social networks, we decided to use a quantitative research method. The data collection technique chosen was a survey questionnaire. We have chosen Slovenian-speaking guests, who benefit from the selected "Pampering for Two" package as our target group. This is a package aimed at couples who are the target group of the selected hotel. The survey was carried out in person, at the hotel reception, at the time of check-out, so that we were also able to get an impression of the stay itself. Findings: In the last eight years of presence in the tourism industry, and more specifically in the hotel industry, the importance of this type of marketing has become increasingly apparent every year, and in general, we have seen a rise in social networks and tourism offers on them. Our research has confirmed this and demonstrated the importance of digital marketing in tourism. Originality/value: Based on the results and findings, we wrote proposals that will enable the hotel to design a digital strategy that will help increase online sales and strengthen its brand.
Digital business platforms (DBPs) such as eBay, Google, and Uber Technologies have seen enormous growth; this paper explores their salient characteristics, the role of marketing in helping DBPs ...succeed, and important research topics for theory and practice. A new conceptual framework based on insights from transaction cost analysis outlines the role and impact of marketing in DBPs. A key role for marketing is to increase the number and quality of interactions on a DBP while reducing transaction costs for users and production costs for the DPB. The DBPs' interactions and the data thus generated are key enablers of value creation and value appropriation on these platforms. However, there are several challenges to resolve in value creation and value appropriation because DBPs cater to the needs of many different types of users. Therefore, DBPs should carefully coordinate and manage interactions among users on different sides of a platform. For researchers, there are many opportunities to reconceptualize some of the traditional roles of marketing in the context of DBPs.
•Conceptualization of Digital Business Platforms (DBPs) and their characteristics.•Transaction Cost Analysis framework to articulate the roles of of marketing in DBPs.•Marketing in DBPs must reduce transaction and production costs and enhance benefits for users.•How DBPs change the way value is created and appropriated.•Future research to address theoretical, empirical, and managerial issues of DBPs.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
Digital marketing is a marketing strategy aimed at providing information to the community at large in an effective and efficient manner without being limited by space and time. This community ...partnership program aims to increase the understanding of the concept of digital marketing for spice coffee SMEs in Pertakina, Nglegok District, Blitar Regency as partners, by providing education, training, and mentoring. The results achieved increased partners' motivation and engagement to use digital marketing in spice coffee marketing, partners already have product logos and have created separate social media accounts for individuals and businesses. Partners can maintain their social media accounts by regularly uploading content about their spice coffee products to social media such as WhatsApp Group, Facebook, Instagram, and Youtube. The results of the evaluation with in-depth interviews show that there has been a development in the number of followers on social networks becoming more than before. This shows that there is life on social media, as evidenced by regular content uploads, catching viewers' attention and attracting consumer interest to follow spice coffee's social media.
People are increasingly purchasing (e.g., food, clothes) and consuming (e.g., movies, courses) online where, traditionally, the sensory interaction has mostly been limited to visual, and to a lesser ...extent, auditory inputs. However, other sensory interfaces (e.g., including touch screens, together with a range of virtual, and augmented solutions) are increasingly being made available to people to interact online. Moreover, recent progress in the field of human–computer interaction means that online environments will likely engage more of the senses and become more connected with offline environments in the coming years. This expansion will likely coincide with an increasing engagement with the consumer's more emotional senses, namely touch/haptics, and possibly even olfaction. Forward-thinking marketers and researchers will therefore need to appropriate the latest tools/technologies in order to deliver richer online experiences for tomorrow's consumers. This review is designed to help the interested reader better understand what sensory marketing in a digital context can offer, thus hopefully opening the way for further research and development in the area.
•How to compensate the lack of sensory inputs in the online environment.•Product evaluation and consumer experience through sensory-enabling technologies.•Physical contact with products and between consumers in online environments.•Possibilities concerning the multisensory online environment for the near future.•Research perspectives on the “sensorialization” of online environments.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
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