Search results for "Digital Marketing"
showing 10 items of 60 documents
Marketing communication metrics for social media
2011
The objective of this paper is to develop a conceptual framework for measuring the effectiveness of social media marketing communications. Specifically, we study whether the existing marketing communications performance metrics are still valid in the changing digitalised communications landscape, or whether it is time to rethink them, or even to devise entirely new metrics. Recent advances in information technology and marketing bring a need to re-examine measurement models. We combine two important research topics and set directions for potential future research. Metrics to measure marketing communications performance have developed towards a customer orientation. There is no broadly accep…
ACTUAL PROBLEMS OF ENTERPRISES’ MARKETING MANAGEMENT
2021
The purpose of this paper is to provide an overview of the most current problems and issues in marketing management. As all enterprises deal with various difficulties in their business planning, implementation and control, these issues and problems have to be recognized, dealt with, and solved. Most of the business strains will have a lot to do with diverse marketing aspects, as marketing is the main link between enterprises and their markets and customers; strategically mappedand implemented marketing helps to create competitive advantage and pave the way for success, but different problems can endanger firms’ marketing process, thus in today’s volatile business environment marketing execu…
Social network brand visibility (SNBV) : Conceptualization and empirical evidence
2018
Social media has become a new way of life that allows for real-time interaction among businesses (B2B) and consumers (P2P/C2C) as well as between business firms and consumers (B2C). Customers are increasingly accessing and using social networking sites (SNS), making it imperative for businesses and organizations to have a presence on these platforms to enhance visibility. The main purpose of this chapter is to provoke an agenda on the study of social network brand visibility (SNBV). We developed and proposed a definition of SNBV and report findings from a preliminary study. We further discuss implications for theory, research, and practice as well as the limitations and options for future r…
Electoral digital communication : a new stage in the commodification of politics?
2022
Online election campaigns and associated professional practices in digital and electoral communication have brought electoral work to new horizons where performance through web technologies and the exploitation of online data mark a new stage in the commodification of politics. Through digital communicators and specialists, campaign teams learn new methods and professional practices to manage an election campaign. The introduction of new digital tools for the administration of communication operations thus induces new processes whose object of this research is to be interested, on the basis of online supports and interviews, The European Parliament’s Committee on Employment, Social Affairs …
Digitālā mārketinga priekšrocības Uzbekistānas tūrisma veicināšanai
2020
Šis pētījums ir vērsts uz digitālā mārketinga ietekmi uz Uzbekistānas tūrisma veicināšanu. Šajā pētījumā digitālā mārketinga teorijas īsi apsprieda, piemēram, digitālā mārketinga nozīmi, lomu un priekšrocības tūrisma veicināšanā, un pēc tam autore analizēja digitālā mārketinga rīku izmantošanu Uzbekistānā. Pēc analīzes autors pamanīja, ka tiek veiktas vājas mārketinga aktivitātes. Autors izmantoja primāro metodi un izveidoja tiešsaistes anketu, kur autors ieguva datu analīzi. Tad autors sagatavoja secinājumus un noderīgus ieteikumus, lai visā pasaulē veicinātu Uzbekistānas tūrismu. Turklāt autors atbild uz pētījuma jautājumiem un parāda, kā Uzbekistānas tūrisms var būt konkurētspējīgāks, iz…
Digitālā mārketinga loma klientu pirkšanas uzvedības ietekmē: pētījums par Rimi Baltic
2022
Mūsdienu biznesa vide ir kļuvusi ļoti dinamiska un konkurētspējīga, un uzņēmumiem ir jākoncentrējas uz agresīvu mārketingu, lai tie varētu radīt pietiekamu vajadzību un pieprasījumu klientu vidū. Pašreizējā scenārijā digitālais mārketings ir kļuvis par vienu no svarīgākajiem un populārākajiem mārketinga veidiem, un tas koncentrējas uz interneta un tiešsaistes platformu izmantošanu, lai tirgotu un reklamētu pakalpojumus un produktus. Mūsdienās zīmoli izmanto ar digitālo mārketingu saistītos kanālus, jo tiem ir nozīmīga loma klientu piesaistē un piesaistē. Šī pētījuma mērķis ir analizēt, cik lielā mērā ar digitālo mārketingu saistītā prakse ietekmē pircēju pirkšanas paradumus. Dati ir savākti…
Setting the future of digital and social media marketing research: Perspectives and research propositions
2021
in press The use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts' perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues i…
Importance of Strategic Social Media Marketing
2017
Technological innovation has grown at an unprecedented rate over the past couple of decades, creating multiple opportunities for marketing in online settings. The proliferation of social media helps customers become more empowered and engaged in their brand interactions, while also providing them with new tools in their search, evaluation, choice and purchases of marketing offerings. Consequently, these developments are influencing marketing practices, both strategically, and tactically. Nowadays, social media has developed in an essential part of marketing strategy for its ability to generate co-created value, to interactively connect brands to consumers, to monitor brand-related discussio…
Social Media Marketing Efforts of Luxury Brands on Instagram
2019
Social media offers marketers a broad set of instruments to connect to targeted customers in a personalized and interactive manner. Different social media platforms enable different innovative strategies for an organization’s social media presence. In this framework, Instagram has become a popular social media platform for luxury fashion brands. This paper explores the area of luxury fashion brands on Instagram by focusing on key practices that should be implemented in a social media marketing strategy. The main objectives of this study are: (1) the present the concept of luxury brands, (2) to examine the social media marketing of luxury brands aimed at driving consumer engagement, (3) to a…