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.
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.
Shopick – Shop for Ease Ayesha Anees Zaveri
Journal of independent studies and research computing,
06/2023, Letnik:
19, Številka:
1
Journal Article
Recenzirano
Odprti dostop
According to findings made during a survey performed at malls, consumers have difficulty determining their best preferences and requirements while shopping. Local marketers confront several ...obstacles. They don't have access to a platform that may aid in the expansion and growth of their sales and business. Following this statistic, Shopick was created, which would be beneficial to both customers and suppliers.
The ready access to and availability of social media has opened up a wealth of data that marketers are leveraging for strategic insight and digital marketing. Yet there is a lack of professional ...norms regarding the use of social media in marketing and a gap in understanding consumers’ comfort with marketers’ use of their social media data. This study analyzes a census-balanced sample of online adults (n = 751) to identify consumers’ perceptions of using social media data for marketing purposes. The research finds that consumers’ perceived risks and benefits of using social media have a relationship with their comfort with marketers using their publicly available social media data. The research extends the applicability of communication privacy management theory to social media and introduces marketing comfort—a new construct of high importance for future marketing research. Marketing comfort refers to an individual's comfort with the use of information posted publicly on social media for targeted advertising, customer relations, and opinion mining. In the context of the construct development, we find that targeted advertising is the strongest contributing component to marketing comfort, relative to the other two dimensions: opinion mining and customer relations. By understanding what drives consumer comfort with this emerging marketing practice, the research proposes strategies for marketers that can support and mitigate consumers’ concerns so that consumers can maintain trust in marketers’ digital practices.
The Implications of Digital Marketing on Business Performance Pricopoaia, Oana; Micu, Adrian; Susanu, Irina-Olimpia
Analele Universității "Dunărea de Jos" Galați. Fascicula I, Economie și informatica aplicata,
12/2022, Letnik:
28, Številka:
3
Journal Article
Recenzirano
Odprti dostop
The correct application of digital marketing strategies has a direct impact on favorable results within a business. Social media marketing is not just a trend for a long time, now it has become a ...necessity, the company that stays only with traditional advertising can lose both existing customers and potential customers. The purpose of the conducted research is to identify among young entrepreneurs the motivations for using the concept of content marketing in their business, the role of social media networks in promoting a business, the evaluation of the impact of following a digital marketing plan on the final results of the company, the analysis of the implications of using tools of digital marketing and the need to establish digital marketing channels at the level of a business. We are witnessing an extraordinary evolution of marketing and how it is understood, applied and quantified through the results achieved. Digital marketing has become indispensable for all entrepreneurs, and in order to cope with the market in which they operate in relation to the numerous competitions and the increasingly sophisticated demands of consumers, entrepreneurs take into account the digital marketing channels suitable for their business, designing and following a guide of digital marketing and the use of effective digital marketing tools.
The aim of the study is to diagnose problems in the development of advertising campaigns in Ukraine and propose new approaches to their formation. To achieve this goal, the following tasks were ...performed: the concept, essence and principles of formation of the advertising campaign of the enterprise are generalized; the structure, stages of formation and objectives of the advertising campaign are considered; the novel advertising campaign tools are proposed. The practical significance of the publication is that the proposed tools can be used to improve the advertising campaign of almost any enterprise, this purpose is also underpinned by the formulated proposals for the application of certain marketing tools and techniques, taking into account the impact of business digitalization. An advertising campaign is a plan that helps a business stay in the market. Before you start developing a campaign, you need to have a clear understanding of what kind or classification is exactly needed for the enterprise. It is necessary to carefully analyze competitors, market, product or service, your own company, related markets and companies, in order to have a clear idea of the desired result. An advertising campaign has a long way of formation, including various stages of development. For a certain market and the situation in which the company is found, an individual advertising campaign is recommended. To improve their individual advertising campaigns, businesses should apply not only traditional methods and tools, but pay more attention to the developments on the social network. The key to the success of advertising campaigns will be a more active introduction of digital marketing. Digital tools will help you better understand the clients and find a special approach to every one of them. Based on the analysis of the state of advertising campaigns in Ukraine, the following directions for improving activities are proposed: use of novel technologies; creation of a system of communication with own customers; modernization of traditional methods; creating a unique advertising campaign.
The new business challenges in the B2B sector are determined by connected ecosystems, where data-driven decision making is crucial for successful strategies. At the same time, the use of digital ...marketing as a communication and sales channel has led to the need and use of Customer Relationship Management (CRM) systems to correctly manage company information. The understanding of B2B traditional Marketing strategies that use CRMs that work with Artificial Intelligence (AI) has been studied, however, research focused on the understanding and application of these technologies in B2B digital marketing is scarce. To cover this gap in the literature, this study develops a literature review on the main academic contributions in this area. To visualize the outcomes of the literature review, the results are then analyzed using a statistical approach known as Multiple Correspondence Analysis (MCA) under the homogeneity analysis of variance by means of alternating least squares (HOMALS) framework programmed in the R language. The research results classify the types of CRMs and their typologies and explore the main techniques and uses of AI-based CRMs in B2B digital marketing. In addition, a discussion, directions and propositions for future research are presented.
•This study explores the main techniques and uses of AI-based CRMs in B2B digital marketing.•A Multiple Correspondence Analysis (MCA) is develop to visualize the outcomes of a literature review.•We found third B2B Digital Marketing dimension that encompasses relevant indicators for the use of AI-based CRMs.•Directions for future research are presented for the study and practice of B2B digital marketing using intelligence-based CRMs.
The convergence of information technology, media and communication has changed consumer behavior in terms of searching, obtaining, processing and responding to company information or services. A ...company's ability to plan, implement and manage digital marketing to increase its competitiveness in the eyes of consumers is called digital marketing capability. The purpose of this research is to design a model for improving marketing capabilities by emphasizing the indicators of using digital marketing in industrial companies. This research is a type of mixed research with a qualitative and quantitative approach, which is a survey study in terms of its purpose, application, and in terms of data collection. The statistical population of the research was managers and experts in the field of digital marketing of industrial companies and university professors who were selected using the snowball sampling method. In the qualitative part, the data collection tool was an interview, and in the quantitative part, a questionnaire was used to identify the categories, and a semi-structured interview was used, and a questionnaire was used to validate the model. In the qualitative part of the data analysis method, the Grounded theory approach was based on the Strauss and Corbin method, which was compiled using MAXQDA software and using the coding method, and in the quantitative part, the analysis method was based on Kendall's correlation test
Digital transformation of the marketing organization forces firms to develop new digital marketing capabilities (DMCs) to remain competitive. However, despite considerable academic and managerial ...interest, the value relevance of DMCs beyond the value achieved through classic marketing capabilities (CMCs) remains unclear. Similarly, research investigating the interaction effect of DMCs and CMCs is scarce. We address both research gaps by drawing on a mixed-methods approach combining in-depth interviews and a multi-industry, multisource dataset. The results reveal that DMCs significantly contribute to firm profitability beyond the influence of CMCs. Drawing on the contingent view of resource-based theory, we investigate the moderating influence of organizational and environmental contingencies on the interaction effect of DMCs and CMCs. This investigation reveals important tradeoffs that result in actionable managerial implications for realizing the complementarity potential—and preventing the substitutive potential—of a firm’s DMCs and CMCs.
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