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)
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.
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.
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.
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)
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
The article aims to show the role (benefits and challenges) of AI-powered digital marketing tools for marketers in the age of digital transformation. The considerations were related to the Polish ...market and a case study of LPP, a Polish clothing retailer. The starting point for this study was the analysis of the literature on the concept of artificial intelligence (AI) with reference to digital marketing. In the next steps, the results of the research on the Polish market conducted by the Digital Poland Foundation and presented in the report entitled “State of Polish AI 2021” were reviewed, and an application case study of the largest Polish clothing company – LPP – was conducted. The study is of an introductory and exploratory nature. It recognises the significant role of AI in digital transformation in the context of digital marketing in the Polish market. The implementation of solutions based on artificial intelligence algorithms, such as the Google Cloud, analytical platform and data repository, e-commerce infrastructure, chatbot, Genesys PureCloud, Google Dialogflow and the AI-based function in the PSIwms Warehouse Management System in LPP's distribution centre significantly improves the efficiency of online order processing without compromising the quality of products and order fulfilment time. By applying a case study analysis, the importance of AI-based tools in the digital transformation process, including digital marketing, in the Polish market was demonstrated. Marketers, including CMOs, were shown the benefits of applying AI-related technological solutions in the field of e-commerce optimisation and customer service.
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.
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.
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