The evolving retail landscape in the digital age has resulted in opportunities and novel capabilities for retailers. This paper identifies four key challenges facing retailers based on insights from ...practitioners and academics using the customer journey framework as a guide. It then considers evidence from both practice and theory on how contemporary retailers might best innovate in the face of these challenges, to get “the right message to the right shopper at the right time.” Historically, retail was largely constrained to focus on individual touchpoints as manufacturers drove the majority of communication decisions. More recently, with the ability of e-commerce to capture the shopper decision journey more comprehensively, retailers are better able to understand what the right message would be as well as where, when, and how to deliver it to reach the most responsive shoppers to achieve the retailer’s strategic objectives in each phase of the journey. It is within this context that this paper considers the following key challenges: 1) When is the right time to communicate with a given shopper?, 2) What is the right way to communicate with a given shopper?, 3) What is the right way to leverage in-store collateral?, and 4) How do we cultivate the right long-term relationship with a shopper?
PT. PLN (Persero) is a provider of electrical energy services in Indonesia. Technological developments encourage the innovation of prepaid electricity programs in providing effective and efficient ...services to consumers. So marketing communication is one of the strategies used to introduce prepaid electricity products to the public. marketing communication is communication that is used to improve marketing strategies in expanding the target market segmentation. PT. PLN (Persero) Temanggung Customer Service Unit uses socialization techniques in delivering prepaid electricity programs to the Temanggung community. The purpose of this study was to determine the form of marketing communication channels used by PT. PLN (Persero) Temanggung Customer Service Unit to provide prepaid electricity program information to consumers in order to increase prepaid electricity usage in Temanggung. This study uses a qualitative description method. Research data obtained by interview and observation conducted at PT. PLN (Persero) Temanggung Customer Service Unit. In this study conducted with triagulation techniques. The research results of PT. PLN (Persero) Temanggung Customer Service Unit uses marketing communication channels in promoting prepaid electricity programs. The message delivered contains the difference between prepaid and postpaid electricity, benefits, token costs or electricity energy vouchers and how to purchase tokens on the prepaid electricity program.
Clean meat shows great potential as an alternative to conventional meat and may help to mitigate sustainability problems stemming from the meat industry. However, this novel method of producing meat ...is currently being met by consumer hesitancy due to perceptions of unnaturalness and feelings of disgust. While prior research has shown that appeal positioning based on naturalness and ethicality, for example, may enhance the acceptance of clean meat, these findings are limited because prior research has only examined different appeals in isolation, and no research has explored the psychological mechanism underlying the effect of these appeals. To the best of our knowledge, this is the first study to examine how a joint appeal based on both natural and ethical aspects of clean meat is more effective in enhancing consumer preference. Specifically, two experiments were conducted among participants from the US (n = 302) and the UK (n = 303) to examine whether a joint appeal is more effective than a single appeal focusing on either naturalness or ethicality, and no appeal. Extending the current literature, our findings show that the joint appeal increases the effectiveness of the communication, with participants in this condition showing a significantly higher preference toward the product when compared to those in the single-appeal or no-appeal conditions. The results also demonstrate that disgust and compassion underlie the effect of the joint appeal on consumer preference. Taken together, the current research provides insights to enhance the effectiveness of marketing interventions in promoting consumer preference for and acceptance of clean meat.
Although the significance of travel health risks is well documented, the process through which people assess their vulnerability and ultimately take on preventive measures needs clarification. The ...purpose of this article is to better understand factors underlying travelers’ health risk perceptions and their protective behavior. Using the health psychology literature, a conceptual model that incorporates multilevel psychological constructs was tested with 830 Australian outbound travelers. Worry was an important antecedent to both travel health risk perceptions and risk-protective behavior. Perceived control over health-related risks was not positively associated with risk perceptions but was positively associated with risk-protective behavior. Sensation-seeking propensity was negatively associated with risk perceptions but positively associated with risk-protective behavior. Travel risk perceptions mediated the relationship between the antecedents and risk-protective behavior. Implications for the design of health communication for industry and government are outlined, and future research avenues are also proposed.
Purpose: This study aims to determine the marketing communication strategy used by Pentol Kluwung through Instagram media.
Design/methodology/approach: The type of research used is descriptive ...qualitative method. The non random sampling technique (purposive sampling) used direct communication by involving 30 informants.
Findings: The results of this study indicate that Pentol Kluwung uses several marketing communication strategies by implementing SOSTAC (Situation, Objective, Strategy, Tactics, Action, Controlling) then promotional communication strategies through Instagram media to convey product information in the form of visuals, audio and messages.
Research limitations/implications: The limitation of this research is about the gender comparison of the informants. The number of informants with gender characteristics is not comparable. Researchers get female dominant informants; this can be a reference for future researchers.
Practical implications: Important implications found in this research activity are in order to be able to further improve the quality of Pentol Kluwung products.
Originality/value: The paper is original.
Paper type: Research paper
The advent of digital transformation has revolutionized the marketing landscape, presenting both challenges and opportunities for businesses. This scientific paper delves into the realm of marketing ...communications in the context of this transformative era. The primary objective is to examine the profound impact of various marketing communication tools on consumer perception and response to advertising messages, direct marketing, electronic communication, and other innovative marketing techniques. Utilizing the ANOVA (analysis of variance) statistical evaluation method, comprehensive empirical research data are analysed to uncover key trends and insights. The findings shed light on the dynamic market developments characterized by a notable decline in the effectiveness of traditional mass marketing approaches. Instead, there is a discernible shift towards more specialized marketing strategies, bolstered by the rapid advancement of computer and information technologies. Moreover, this study confirms a hypothesis pertaining to the efficacy of Internet advertising in relation to different age groups of customers. This confirmation underscores the importance of leveraging digital platforms and channels to engage specific target audiences effectively. The practical significance of this research lies in its potential to guide marketers in optimizing their marketing budgets, identifying the most impactful communication channels, and discerning statistically significant variations in consumer responses to diverse marketing communication tools. By understanding these nuances, marketers can design more targeted and persuasive marketing campaigns, leading to enhanced customer engagement and improved business outcomes.
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