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.
Shopick – Shop for Ease Ayesha Anees Zaveri
Journal of independent studies and research computing,
06/2023, Volume:
19, Issue:
1
Journal Article
Peer reviewed
Open access
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 significance of online advertising as a primary revenue stream for digital media cannot be understated. However, the rising adoption of ad-blocking software by users has adversely affected these ...revenues. In response to this challenge, digital publishers are exploring various strategies not only to maintain their revenues, but also to enhance them through online advertising, in addition to paid subscriptions. We discuss three potential strategies to overcome ad-blocking. The first is the subscription fee strategy, termed the benchmark strategy in the paper, wherein users pay a subscription fee to access content without encountering any ads. The second strategy is whitelisting, which involves publishers seeking users’ consent to display acceptable ads that support the website. The third approach is ad-recovery, which employs a third-party service to continue displaying ads even to users employing ad-blocking software. We utilize a duopolistic game-theoretical framework and identify conditions under which digital publishers might adopt either symmetric or asymmetric strategies to counter ad-blocking usage. We find that both firms tend to opt for whitelisting when the advertising revenue parameter is relatively low, and the proportion of consenting ad-block users is relatively high. On the other hand, when the advertising revenue parameter is high, and the proportion of consenting ad-block users is low, both firms benefit from an ad-recovery strategy. Further, under some conditions, firms utilize asymmetric strategies. The analysis suggests that a number of consumer- and firm-level factors represent important determinants of the digital marketing strategies of media firms.
•We study the relative profitability of three strategies to combat adblocking.•We link strategic choice to profitability: which strategy is more profitable.•We identify conditions in which symmetric firms might prefer asymmetric strategies.•Showcases interplay of multiple drivers in determining firms’ digital strategies.
A adoção de práticas sustentáveis pelas empresas, traz diferencial competitivo e fortalece a marca das organizações que adotam essas práticas, uma vez que a sociedade, sobretudo os consumidores, mas ...também, o governo, os investidores, os acionistas, os funcionários e os fornecedores, tem valorizado cada vez mais o papel exercido pelas empresas nas questões sociais e ambientais. Isto é resultado de uma sociedade cada vez mais preocupada com a preservação do meio ambiente e com a sustentabilidade, devido à ocorrência cada vez mais frequente de eventos extremos, como tempestades, furacões, inundações e secas. Consequentemente, valorizando as empresas que tem uma postura pró-ativa nas questões ambientais. Nesse sentido, informações sobre a qualidade dos produtos, processos produtivos sustentáveis e origem das matérias-primas utilizadas em sua produção podem agregar valor e auxiliar na abertura de mercados mais exigentes, que aceitam pagar mais por produtos ambientalmente corretos e socialmente justos. Sendo que a confiabilidade das informações apresentadas passa a ser fator primordial. A tecnologia blockchain apresenta-se como ótima solução no quesito integridade dos dados, principalmente pela sua característica de imutabilidade dos dados. Este trabalho descreve um sistema que utiliza tecnologia blockchain para armazenar de forma segura dados de qualidade, processos produtivos e rastreabilidade no intuito de agregar valor ao açúcar mascavo da Usina Granelli. Neste caso de uso, a disponibilização das informações é uma ferramenta de marketing digital para alavancar a venda do produto e fortelecer a marca Granelli.
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.
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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