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Journal articles on the topic 'Marketing of Internet communication'
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Fomichenko, I., S. Barkova, A. Dykan, K. Kosik, and K. Kozlova. "Internet Marketing as a Modern Enterprise Communication Tool." Economic Herald of the Donbas, no. 4 (62) (2020): 97–102. http://dx.doi.org/10.12958/1817-3772-2020-4(62)-97-102.
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The article identifies the need for the use of Internet marketing technologies to promote goods and services in a modern domestic enterprise. Based on the analysis, the need to improve the marketing, sales and communication policy of domestic enterprises using the Internet is substantiated. The main marketing processes that are implemented using Internet marketing technologies, which include marketing research on the Internet, marketing communications on the Internet and promotion and marketing of products over the Internet. The main types of Internet marketing at a modern enterprise are studied. Current trends in Internet marketing communications are identified. The advantages of the use of Internet technologies in the marketing activities of enterprises are substantiated, which also affect the efficiency (or empowerment) not only in marketing activities, but also in other areas of the enterprise.
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Duhalm, Simona. "MARKETING COMMUNICATION IN THE INTERNET." STUDIES AND SCIENTIFIC RESEARCHES. ECONOMICS EDITION, no. 13 (December 17, 2008): 39. http://dx.doi.org/10.29358/sceco.v0i13.15.
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Currently, communication becomes more complex, faster and more dynamic every day. In this context, communication switches channels on traditional media to online applications. Thus, the electronic communication threatens, if not take the physical communication. We live in the era of information and the information they seek more ways than quick, cheap and accessible spread. Among the most common methods of electronic communication including website, electronic newsletter, blog and email custom. Online marketing has its roots in traditional marketing, but branch out and in a very obvious due to a unique features: interactivity. On the Internet, communication takes place in two directions and not just one, as in traditional marketing. At the same time, sellers and buyers can complete transactions from their homes or offices, at any time of day or night. Online marketing offers the advantage of presenting the interactive promotional materials that can meet the expectations of each type of buyer. Instead of creating a single message, as happens in the promotion of mass, marketing online allows the creation of "interactive brochure" that allow potential customers to choose the information that they want to see and when they want to see. Changing consumer behavior have had thoughts of marketing people who understand that the Internet is a very effective tool to attract, retain and loyalty the customer.
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Остапчук and Aleksey Ostapchuk. "Internet marketing complex to promote tourism business." Economics 4, no. 5 (October 10, 2016): 63–68. http://dx.doi.org/10.12737/20838.
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The article considers Internet marketing complex for promotion of travel business.
The article gives a review of instruments of marketing communication in Internet
network for touristic enterprises. The author describes the most common ways
for users to interact with the network. The main devices through which users log
on to the Internet are considered. The data on the percentage of use mobile
devices and personal computers in Russia and European countries are given.
The article summarizes the complex of instruments marketing communication
on the Internet for tourist enterprises. The author considers types websites
to promote businesses in travel industry, describes the structure of communication
between organization and customer through various types of websites. The article
presents a complex marketing communications through search engines, briefly
describes search advertising and search optimization, presents the most popular
search system of the Russian Internet segment.
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Kisiołek, Artur, Oleh Karyy, and Liubov Нalkiv. "The utilization of Internet marketing communication tools by higher education institutions (on the example of Poland and Ukraine)." International Journal of Educational Management 35, no. 4 (February 15, 2021): 754–67. http://dx.doi.org/10.1108/ijem-07-2020-0345.
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PurposeThe purpose of this study is to compare and contrast Internet marketing communication tools used to accomplish key marketing goals between European Union higher education institutions (HEIs) and non-EU HEIs, such as in the case of Poland and Ukraine.Design/methodology/approachIn the article, the authors used the literature review method to justify the importance of implementing HEI marketing strategy based on marketing communications with Internet users, and thus to justify the relevance of the chosen research topic. Based on the literature review, the authors identified the goals of HEI advertising campaigns on the Internet (branding, recruitment of students, site traffic increase and subscription of Internet users to the university newsletter) and substantiated the analytical study of the two countries. The survey conducted by the authors allowed them to form their conclusions, the validity of which is based on the interpretation of the indicators calculated in the analytical section.FindingsThe hypothesis that the focus of HEI Internet marketing communications, recruitment of students, is universal regardless of the country of origin is proven. There is also no significant differences in Internet marketing communication tool use that is “simpler” and cheaper. University marketing managers widely use Internet advertising tools, but they have difficulty implementing public relations and sales promotion tools. Internet marketing communication is an important component of HEIs' marketing strategies, thus, comparing EU and non-EU HEIs informs future strategies.Practical implicationsThe results of this research are of interest to HEIs that seek to improve the adaptation of their marketing communication strategy to meet the conditions of digitalisation and to strengthen their competitive foothold within the market. Also, the findings can help HEI marketing staff members to improve marketing communication tools used to build and maintain relationships with their online customers.Originality/valueThis study highlights the similarities and differences in approach to Internet marketing communications among EU (Poland) and non-EU HEIs (Ukraine). In conducting a thorough review of research, as well as a survey of 185 HEI marketing staff members, the paper offers insight into the approach HEIs of varying cultural backgrounds take to Internet marketing communications and online recruitment.
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Shaddiq, Syahrial, and Wuri Handayani. "COMMUNICATION AND INTERACTIVE MARKETING MANAGEMENT THROUGH INTERNET ADVERTISING." Strategic Management Business Journal 1, no. 02 (December 31, 2021): 25–29. http://dx.doi.org/10.55751/smbj.v1i02.18.
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Internet advertising is a development of interactive online marketing communication media that marketers can choose from. The various advantages of internet advertising compared to traditional marketing communication media make this media increasingly used. Social networks or social media have the potential to help SMEs in marketing their products and services (Viral Marketing). Because it is able to reach large areas in a cost-effective manner. Through social networking, SME businesses can carry out marketing activities such as introducing products, establishing communication with customers and potential customers, and expanding business networks. And in its implementation also implements a Customer Relationship Management strategy.
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Švajdová, Lenka. "Modern Marketing Communication in Tourism." JOURNAL OF INTERNATIONAL BUSINESS RESEARCH AND MARKETING 4, no. 2 (2019): 20–23. http://dx.doi.org/10.18775/jibrm.1849-8558.2015.42.3003.
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Mass tourism is a significant contributor to the development not only of regional but also national economies and generally, it is presented by tourism destination. Despite certain tendencies in preference for individual tourism, it is expected that mass tourism and mass tourism destination will continue to play a dominant role in the future. The present paper is dedicated to the topic of possible usage of modern tools of marketing communication in the management of mass tourism destination. Particular characteristics of its product are having an influence on the usage and effectiveness of traditional forms of marketing communication (advertising, exhibitions, etc.) in the presentation of a mass tourism destination and on the other hand, the possible preference of using new modern trends of marketing communication. The aim of this article is based on analysis of primary, secondary data and field observations to evaluate the possibility and critical factors of usage of selected forms of modern tools of marketing communication like internet marketing, social media, mobile marketing and the world of mouth marketing, etc. The result will be the evaluation of usage of modern marketing communication and its current state of the application in the propagation of mass tourism destinations including a proposal of some recommendations for their next application.
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Tankosić, Aleš, and Anita Trnavčevič. "Internet Marketing Communication and Schools: The Slovenian Case Study." Organizacija 41, no. 4 (July 1, 2008): 136–43. http://dx.doi.org/10.2478/v10051-008-0015-5.
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Internet Marketing Communication and Schools: The Slovenian Case StudyWorldwide, some 1.32 billon people now use the Internet (Internet World Stats 2007). In the developed countries the Internet is also present in educational institutions; schools use the Internet as a means of communication with their customers. In Slovenia, however, research focusing on Internet marketing communication are rare in the field of education. This paper provides the theoretical framework and the results of the qualitative case study conducted at a school centre in Slovenia in 2005. Data were collected through group interviews and document analysis. The findings support the School Centre teachers' claim that the Internet does not enable personal contacts and the sensory collection of physical evidence, which are considered to be major disadvantages of Internet marketing communication. The teachers who consider Internet marketing communication to be an advantage stress the importance of virtuality which can function as a simulation of communication in the real world. Their adversaries, on the other hand, stress the importance of the physical world and warn us of the negative sides of virtuality.
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Demko, Mariana. "Development of integrated marketing Internet communications in the activity of Ukrainian banks." Marketing and Digital Technologies 5, no. 1 (March 14, 2021): 101–12. http://dx.doi.org/10.15276/mdt.5.1.2021.6.
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In modern conditions the Internet is developing rapidly. Marketing communications on the Internet is one of the main elements of Internet marketing of banking institutions and an important element in establishing relationships with target audiences and managing them, informing customers, improving the image of the bank. It is determined that the Internet today covers the information, communication and logistics areas of marketing communications of banks. The paper identifies the areas of integrated marketing Internet-communications in the activities of banks and their main elements to present their characteristic. At the present stage of development of Internet-communications in activities banking, it is advisable for banking institutions to use advertising, digital and creative strategies. It was found that the current trends in the development of marketing communications on the Internet also indicate the growth of Internet-communications in social networks as an important mechanism for interesting the bank customers and forming interaction with them and the development by the bank of its website, its attractive design, updating information on it. The results of the study showed that the largest share of Internet users in Ukraine uses mobile phones or smartphones, the number of which is growing, which expands the capabilities of banks in the field of Internet-communications. It was established that the most active banks in the media space are banks with state share: JSC CB «PrivatBank», JSC «Oschadbank», JSC «Ukreximbank» and banks of foreign banking groups such as JSC «Raiffeisen Bank Aval», JSC «OTP BANK», JSC «ALFA-BANK». JSC «FUIB» is among the banks with private capital. At the same time, the largest media activity of banks in 2019 was observed in banks of foreign banking groups, and in 2019, 2021 by the number of messages in state-owned banks. The analysis of the collected marketing information showed that the largest number of messages from the leading banks of Ukraine by categories of media was observed in the Internet media, as the Internet is a convenient, cheap and effective communication channel in all areas activities. The expediency of using the Internet to promote banking products is also due to the fact that recently the effectiveness of traditional channels for disseminating information about banks and their products has decreased. Key words: integrated Internet-marketing communications, banks, Internet marketing, mediaactivity of banks, means of information dissemination
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Siswanto, Tito. "Optimalisasi Sosial Media Sebagai Media Pemasaran Usaha Kecil Menengah." Liquidity 2, no. 1 (July 2, 2018): 80–86. http://dx.doi.org/10.32546/lq.v2i1.134.
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Communication is a very important element in marketing, because marketing is essentially the communication between producers and consumers. The more advanced development of technology and information, it encourages the changes of conventional communications to modern communication which is digital life style. To support the realization of such communication, the internet became an important element in the creation of modern marketing communications. Until finally, comes the online social media that offers ease of marketing communications with the online system. Because of their low cost and ease of access, it is not un-common these media are conducted by the company in marketing their products. This article will explore the importance of social media for small and medium enterprises as an effort to improve the company's competitive.
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Kostynets, Iuliia, and Bogdan Kolesnyk. "SOCIAL NETWORKS AS TOOLS OF MARKETING COMMUNICATIONS IN THE DIGITAL ENVIRONMENT." Actual Problems of Economics 1, no. 223 (January 22, 2020): 102–8. http://dx.doi.org/10.32752/1993-6788-2020-1-223-102-108.
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The article is devoted to the study of the use of social networks as a tool of marketing communications, in particular, the use of Facebook for marketing purposes. Trends in the development of advertising on the Internet, social networks, search engines and types of Internet advertising, marketing communications on the Internet and modern methods of marketing research are analyzed. In today's world, the issues of mass communication in the digital environment are becoming extremely important. This is a large system of specific communicative activities. In this regard, the systematization of information about existing methods, the development of a convenient and modern classification and the search for ways to increase the influence of communication texts on social networks becomes especially important. Internet technologies have always been considered promising by marketers due to their scale - the number of people that can be reached. However, with the increase in the number of users, the Internet has become a huge digital market, which is no less difficult to stand out than the regular market. Social networks offer the widest set of marketing tools in the history of Internet technologies. In addition to the measurement of conversions and multi-channel attribution (analysis of which advertising delivery channel had the greatest impact on the consumer), which have already been offered by search engines, there are tools of marketing communications of unprecedented scale. An important role is played by the format of advertising on social networks, which tries to be useful, relevant to the consumer and not like traditional advertising. Regularities between the growing need to use Internet resources in marketing and the necessary knowledge about the history of development and ways to apply the functions of the studied systems on the Internet are identified. It is proved that today advertising on the Internet is one of the most effective areas of marketing communications, which aims to inform consumers about goods, services or the company it self.
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ZABURMEKHA, Yevgena, O. HAIDUK, and Artem MYKHAILOV. "DIGITAL-MARKETING TOOLS IN AGRICULTURAL ENTERPRISES." Herald of Khmelnytskyi National University 302, no. 1 (January 2022): 82–87. http://dx.doi.org/10.31891/2307-5740-2022-302-1-14.
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Traditionally, most people are accustomed to consider the most effective way of advertising: advertising in print media and television, underestimating Internet advertising. Today it is becoming increasingly important to change views on product promotion on the Internet. Most small, medium and large business owners looking for options to promote goods or services turn to digital marketing tools. The Internet has made and continues to have a significant impact on the formation and development of the global information society. With the development of the Internet, approaches to business management and communication policy are changing as one of its components. The number of audiences on the Internet already exceeds a significant number of traditional media, so when forming a communication strategy, it is necessary to assess: whether Internet users are part of the target audience, how easy it is to reach it via the Internet. The theoretical aspects of the features and current trends in the development of the digital marketing system are examined in the robot. Analytical follow-up of the activity of Ltd “Biosad” was carried out. Approved methods and methods of molding and pushing products under the support of digital marketing tools. Intensive development of electronic communications is a powerful tool for selling goods and services, as well as a means of active economic and technological improvement, development of Internet sites and defines the face of the modern domestic Internet. The Internet audience is significant and is characterized by the ability to attract the attention of the target audience. A test advertising campaign was conducted on the social network Facebook, after which a decision was made to retarget. As the advertising traffic was conducted through the account, the audience of those who interacted with the company’s account during the last month was gathered.
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Abanga, Joseph. "Internet use among tour operators in Ghana: An exploratory study." Oguaa Journal of Social Sciences 7, no. 2 (June 1, 2015): 42–52. http://dx.doi.org/10.47963/joss.v7i2.327.
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The introduction of the Internet and the World Wide Web (WWW) in the early 1990’s brought in a new era in communications and transformed the promotion and sales of tourism products. Established web sites by companies have put them in position to carry out productive marketing activities. The current study presents the findings of an exploratory work on the current stage of Internet use among tour operators in Ghana. The study shows that despite the increase in the use of the Internet, Ghanaian tour operators only use it as an additional mode of communication. Currently, the emphasis is still on traditional marketing communication channels such as the print media and telephone. Their websites simply do not possess the interactive features required for Internet marketing. It is recommended that tour operators in Ghana engage in social interactions by creating virtual communities.
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Saxby, S. "Internet Marketing." Computer Law & Security Review 21, no. 3 (January 2005): 277. http://dx.doi.org/10.1016/j.clsr.2005.01.013.
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Belikova, Olena, Inna Fomichenko, Victoriia Shashko, and Yuliia Nikolaieva. "Trends in Digital Marketing as an Innovative Tool for Enterprise Management." Herald of the Economic Sciences of Ukraine, no. 2(39) (2020): 133–38. http://dx.doi.org/10.37405/1729-7206.2020.2(39).133-138.
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The article considers the features of digital marketing in modern business conditions. Channels and basic methods of digital marketing are given. Among the trends of 2018-2019 are online video, native advertising, personalized content, smart advertising with big data, community development. The components that include digital marketing (content, design, statistics) are identified. The advantages of digital marketing in enterprise management are determined. The volume of digital advertising of the advertising and communication market of Ukraine is investigated. The necessity of development of marketing Internet technologies of promotion of goods and services as a hybrid technology in the conditions of development of information society is substantiated. The essence of digital marketing as a targeted and interactive marketing of goods and services, which uses digital technologies to attract potential customers and retain them as consumers, is clarified. The main marketing processes that are implemented using digital marketing technologies, which include marketing research on the Internet, marketing communications on the Internet and promotion and marketing of products over the Internet.
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Gorlevskaya, Liudmila. "Building Effective Marketing Communications in Tourism." Studia Commercialia Bratislavensia 9, no. 35 (December 1, 2016): 252–65. http://dx.doi.org/10.1515/stcb-2016-0025.
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Abstract In the world of rapid technological evolution and economy of digitalization, consumers are continuously changing. Tourists are among the first. Their behaviour, media consumption, engagement level and expectations must influence on transformation of applied communication tools. In recent decades, the pace of change became faster. Media consumption has shifted to Internet, Mobile and innovative mediums. The paper proposes modern forms of communication tools on different stages of making-decision process and describes role of each to build marketing communications of tourism industry actors in a more effective way.
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Bormane, Santa. "TRENDS IN THE DEVELOPMENT OF INTEGRATED MARKETING COMMUNICATION IN THE CONTEXT OF DIGITAL MARKETING." SOCIETY. INTEGRATION. EDUCATION. Proceedings of the International Scientific Conference 6 (May 21, 2019): 84. http://dx.doi.org/10.17770/sie2019vol6.3717.
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Nowadays, in the context of digital marketing and social media development, with the advantages given by technologies and the vast possibilities of communication among consumers, businesses find the implementation of integrated marketing communication influenced by the Internet as a marketing communication environment where businesses are urged into a customer-centric approach by the consumers’ changing habits of receiving information. This results in an increased role of content marketing, relationship orientation, dialogue and network communication, management of multiple stakeholders etc., which envisages consumer involvement with a view to mitigating the consequences caused by the obstacles to marketing communication – loss of control over corporate communication and being adversely affected by invisible communication. Aim of the research was to study and assess integrated marketing communications in the context of digital marketing and its influence upon buyers’ buying decisions. The object of the research is integrated marketing communications. The subject of the research is the influence of integrated marketing communication upon buyers’ buying decisions. The research makes use of the results of studies conducted by the author in 2017 and 2018. There was a survey of leading marketing specialists of Latvian food retail chains and a survey of randomly selected buyers with a sample of 1,003 respondents to find out the influence of integrated marketing communications upon the buyers’ buying decisions. The research brings conclusions regarding the consumption habits of different generations and other factors influencing buying decisions. The research confirmed the hypothesis that integrated marketing communications in the context of digital marketing is a relatively little used type of communication in the marketing communication strategy of businesses, yet its use facilitates consumer loyalty. The results of the research are of both theoretical and practical value.
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Kovalenko, A. E., I. Yu Okolnishnikova, and J. G. Kuzmenko. "MONETIZATION PROCESSES IN THE STRUCTURE OF INTERNET MARKETING ACTIVITIES OF SMALL BUSINESS COMPANIES." Juvenis scientia, no. 10 (2018): 44–48. http://dx.doi.org/10.32415/jscientia.2018.10.09.
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The article explores the essence of monetization processes in the structure of internet marketing activities of small business companies. The authors have reviewed the approaches to the characterization of the main processes of Internet marketing. Highlighted communication, conversion processes and their limitations, which determine the need to consider monetization processes as an additional element in the hierarchical interaction of Internet marketing processes in small organizations. The specificity of the monetization processes of Internet marketing was determined, consisting in the economic synthesis of communication and conversion processes, which allows to consider the transformation of behavioral characteristics of target audience units on the websites of small organizations into cash flow from the Internet marketing activities of small organizations. The specifics of Internet marketing monetization process allowed us to present the characteristics and to determine the monetization models used by small organizations. And present the provisions characterizing the role of monetization processes in the Internet marketing activities of small businesses.
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Peattie, Sue. "The Internet as a Medium for Communicating with Teenagers." Social Marketing Quarterly 13, no. 2 (June 2007): 21–46. http://dx.doi.org/10.1080/15245000701326343.
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The current teenage generation has been dubbed the “Generation Y”, and being the first generation to grow up online is one of its defining characteristics. For them the Internet is increasingly the focus of their search for information on any topic and is an integral part of their leisure time and social life. This article investigates the opportunities provided by the Internet to communicate with teenagers within social marketing campaigns with a particular emphasis on health. In-depth interviews with United Kingdom teenagers explored their experience of the Internet and their opinions on its potential as a communication medium. In addition, an audit of Bolt.com , one of the most popular teen Websites, was conducted over a 19-month period to analyze and learn from its marketing strategy. The results suggest considerable synergy between the Internet as a medium and teenagers as an audience. For social marketers to take advantage of the communications opportunities that the Internet provides, they need to be aware of some specific challenges posed by Internet-based communication and to learn from the rapid evolution of commercial e-marketing.
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Kerem, Katri, and Katrin Kull. "The effectiveness of internet based marketing communication in estonia." International Advances in Economic Research 8, no. 1 (February 2002): 81. http://dx.doi.org/10.1007/bf02295570.
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Gostenina, V. I., K. S. Karandin, and S. L. Melnikov. "Digital Communication: a technology of trust marketing." Communicology 9, no. 3 (September 29, 2021): 74–87. http://dx.doi.org/10.21453/2311-3065-2021-9-3-74-87.
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The paper represents the review of marketing management tools and technologies online: the concept of trust funnel, web-traffic temperature, digital marketing tools. The relevance of the work is determined by the following factors: first, globalization and digital revolution have irreversibly changed the trajectory of the marketing technology development path. Mass advertising has smoothly lost its influence, and companies began to focus more on the customer. The emergence of new digital media has led to new concept – digital marketing. Second, many organizations are using a combination of traditional and digital marketing channels; however, digital marketing is becoming more prominent as it allows for more precise tracking of resources and funds in relation to other traditional marketing channels. In conclusion, the authors highlight common elements in defining the concept of digital marketing: its connection with technological progress and the use of the Internet, leading us to social media. In the new digital age, the main function of marketing is to be in constant contact with users, customers, the community and other companies, provides relevant news and content that convey unique experiences, communicate with people, giving them the opportunity to interact with the company or brand.
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Plummer, Joseph T. "Editorial: The Internet Revolution." Journal of Advertising Research 47, no. 2 (June 2007): 129. http://dx.doi.org/10.2501/s0021849907070134.
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Lorenc, Dorota. "INTERNET MEDIA AS A MARKETING TOOL IN TOURISM." Zeszyty Naukowe Wyższej Szkoły Humanitas Zarządzanie 21, no. 2 (June 30, 2020): 235–44. http://dx.doi.org/10.5604/01.3001.0014.2890.
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Marketing activities of companies are constantly changing due to the globalization and developing technology. In acordance to the new distribution channels as well as to new forms of communication, marketing strategies are based on communication in various media. Since the provision of information become easier, faster and more effective due to the Internet, business representatives are more and more willing to conduct a dialogue wiht clients in virtual world, also transferring their marketing campaigns there. The paper aims to indicate the possibility of using the Internet in marketing activities of companies operating in the tourism services industry, as well as the advantages and disadvantages arising from that fact
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Rowley, Jennifer. "Remodelling marketing communications in an Internet environment." Internet Research 11, no. 3 (August 2001): 203–12. http://dx.doi.org/10.1108/10662240110397017.
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Okazaki, Shintaro, and Morikazu Hirose. "Effects of displacement–reinforcement between traditional media, PC internet and mobile internet." International Journal of Advertising 28, no. 1 (January 2009): 77–104. http://dx.doi.org/10.2501/s026504870909043x.
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Susanto, Ari, Suwartono Suwartono, and Sri Lestari. "GOOD PRICE MANY GOLD DEMANDS." Media Mahardhika 18, no. 3 (May 31, 2020): 298. http://dx.doi.org/10.29062/mahardika.v18i3.167.
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The uncertainty of the global economy and the corona outbreak, gold is the most sought after investment alternative. Therefore, when compared to other types of investment the value of gold is relatively more stable. In fact, the price of gold tends to continue to rise. But now the physical sales of gold are threatened to fall because people avoid crowded places. As a result, no one came to the gold shop. Internet marketing is a new form of business in marketing products or services and building communication with consumers through the internet. The use of internet marketing as a marketing communication medium is influenced by the increasing development of communication technology, especially the internet. The internet has changed the face of the world today, especially in the business world, the internet is fast becoming the most important part of people's lives. This study aims to determine the effect of social media marketing and viral marketing on gold purchasing decisions at Macan Gold Sidoarjo. This type of research is quantitative research which is the process of determining knowledge using the form of numbers in data. This research produces SPSS output that social media marketing and viral marketing have a significant positive effect on purchasing decisions, the use of appropriate the core of forming viral marketing is social media marketing. Consumers who like and are satisfied with promotions in social media marketing and taking viral marketing moments have an impact on gold purchasing decisions at Macan Gold Sidoarjo.
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Demko, Mariana, Nataliia Kosar, and Nataliia Kuzo. "INTEGRATED MARKETING COMMUNICATIONS OF COMMERCIAL BANKS IN THE CONDITIONS OF A HIGHLY COMPETITIVE MARKET: ESSENCE AND FORMATION." Global Prosperity 1, no. 1-2 (April 25, 2021): 22–31. http://dx.doi.org/10.46489/gpj.2021-1-1-8.
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In this article, we analyze the dynamics of active operations of several Ukrainian banks. During the last three years, there was a declining trend in the number of commercial banks in Ukraine and their issued loans' size. In order to increase the assets of banking institutions of Ukraine, increase their income, banks need to attract new customers, increase the volume of products purchases by existing customers through active communication activities of commercial banks of Ukraine. The intensification of Internet use by banks opens new opportunities for the sales systems improvement and promotion of their products. The analyzed the main characteristics of the commercial bank marketing policy of communications and the basic principles of integrated marketing banking institutions formation and the mechanism of their implementation, which begins with the collection and analysis of marketing information, based on the mission, corporate and marketing bank goals. We argue that an essential stage in forming integrated marketing communications of the bank is to determine its target audiences, which are much more comprehensive than the bank's target market, a rational combination of individual components of the bank's communication complex. Integrated marketing communications of a commercial bank should aim at forming its image and reputation in the market, taking into account the existing competitive advantages of the bank. We determined that in the conditions of Internet spread, an essential component of the integrated marketing communications of a banking institution is online communications. We formulated the main goals and means of marketing communications realization of the bank on the Internet and developed proposals to improve the efficiency of the bank in social networks
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Śmiałowicz, Katarzyna. "Online Marketing Communication of Polish National Art Museums in Comparison to Selected European Museums." Marketing of Scientific and Research Organizations 37, no. 3 (September 1, 2020): 33–50. http://dx.doi.org/10.2478/minib-2020-0021.
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AbstractThe aim of the article is to present the results of the comparative analysis of online marketing communication in three national art museums in Poland and the comparable museums in European cities, that could serve as a model for the use of marketing communication on the Internet. Marketing communications on the Internet of selected museums have been compared in three categories: website usability and responsiveness — in this category the cognitive walkthrough method was used; online advertisements — in this category a survey, distributed by email had been used to collect information from people responsible for marketing communication in selected museums and the results of the survey were subject to comparative analysis; social media marketing — in order to determine how selected museums are using social media, a content analysis of museums’ profiles on Facebook, Twitter, Instagram, and YouTube was conducted. The number and type of posts that museums posted during the month (July 1–31, 2019) and the number and type of collected responses were compared using the questionnaire. Based on the conducted analyses, basic problems related to the communication of Polish national museums online have been identified and recommendations for museums have been formulated.
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Hermawati, Tanti, and Prahastiwi Utari. "Information Technology as Tools of Public Relations Inform in Health Services." KnE Social Sciences 2, no. 4 (June 13, 2017): 96. http://dx.doi.org/10.18502/kss.v2i4.873.
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Internet usage in Indonesia has jumped from just 2 million in 2000 to 45 million in 2011. The use of communication technology has impacted on all aspects of life in Indonesia, including the marketing of medical services by public and private hospitals. This paper reports on a survey ofthree private hospitals in Surakarta, Indonesia, that have usedfive types of marketing communications including: advertising, personal selling, sales promotions, public relations and direct marketing. One of direct marketing methods used is internet marketing with the development of hospital website. This paper describes ICT used by RSU PKU Muhammadiyah Delanggu in informing the public of its health services.
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Ali, Nafez Nimer Hasan, and Mahmoud Allan. "The Role of Integrated Marketing Communications in Increasing the Efficiency of Internet-based Marketing among Jordanian Consumers." International Journal of Marketing Studies 9, no. 4 (July 28, 2017): 97. http://dx.doi.org/10.5539/ijms.v9n4p97.
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Many marketing strategies including and approaches like CRM, mass marketing, PR marketing and IMC have developed for the sake of increasing the demand on the product and elevate the level of customer satisfaction. With the technological development and the entrance of internet marketing there appeared an urgent need to increase the intensity of the marketing strategies in a way that matches the concept of online marketing as distance marketing. From that point, the current study seeks to understand the influence of integrated marketing communication (IMC) on the efficiency of internet-based marketing from the perspective of Jordanian customers. The variables which are employed in the current study are (communicational messaging, direct marketing, online marketing, promotion, mass media marketing and public relations). The sample of the study consisted of (349) customer from malls, commercial complexes and trading center. Through the quantitative approach and utilizing the questionnaire; the results of the study indicated there is a positive influence of IMC on the internet-based marketing within the variables of (communicational messaging, direct marketing, public relations, and mass media marketing) while (promotions and online marketing) seemed to have no influence on the internet-based marketing. The study recommends carrying out a research study that examines the influence of E-IMC on the online marketing practices through social media websites.
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Hemmati, Mahdi. "Analyzing the Effect of Social Internet of Things on Making the Internet Marketing Smart." Modern Applied Science 10, no. 9 (July 20, 2016): 213. http://dx.doi.org/10.5539/mas.v10n9p213.
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The development of social internet of things in recent years led to widening the data and information scope. A wide scope of new services caused by this procedure. In this regard, a new pattern called the social internet of things is created by integrating the social network and internet of things (IOT) which shows the network communication of things. IOS can put a step toward the marketing world. In this paper, the effect of IoT on internet marketing and making it smart are taken into consideration by considering marketing in human social network.
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Halunko, Valentyn, Kseniia Kurkova, and Vitalii Oksin. "METHODS OF ASSESSING THE EFFICIENCY OF INTERNET MARKETING COMMUNICATIONS." Baltic Journal of Economic Studies 4, no. 4 (September 2018): 76–86. http://dx.doi.org/10.30525/2256-0742/2018-4-4-76-86.
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The purpose of the study is to systematize the methodological foundations for evaluating the effectiveness of marketing communications on the Internet. In the literature, there are often limited definitions of interactivity, which do not reveal the essence and do not allow fully realizing the marketing opportunities associated with its phenomena. Today, interactive video, gaming technologies, which are increasingly used in the creation of advertising and communication materials, provide unprecedented opportunities for users to create and flexibly change their own scenarios for the development of events, to guide the history of the video and its heroes, which, among other things, makes it possible to make the presentation object not only goods or services but also the practice of behaviour in different situations of their purchase and consumption. In Internet marketing communications, preconditions for estimating the time budget, general stay in the network, implementation of specific behavioural scenarios of the full-fledged functioning of the user as a representative of the target audience, including through various devices and due to multimedia character, are formed. Optimization of Internet communications of enterprises is carried out on the basis of cyclic interactive communication and timely adjustments of parameters of the received traffic from automated services such as Google analytics, Yandex Metrica, CoMagic, and others. An audience behaviour analysis becomes possible by the use of cookie data. This fragment of data stored on Internet users’ computers reveals the broad opportunities for enterprises to target their advertising, identifying the target audience, for example, by geographic location of users, tracking their interests, counting impressions and passing through banners. Due to the high level of inherent interactivity, simplification of activity realization, and its coordination in a virtual environment, with real results, the development of marketing communications on the Internet contributes to the transition from the integrated application of specialized tools and technologies to their genuine integration. These new opportunities, subject to their implementation, will update one more aspect – the achievement of the effectiveness of Internet communications in marketing. Attempts and methodical options for the formation of a holistic set of marketing communications, with their declared effectiveness, have become widespread. The author proposes a more adaptive system for evaluating the effectiveness of marketing communications, where a balanced system of indicators and stages of work are complemented by the classical algorithms that create the necessary preconditions for preventing or neutralizing the identified problems in the organization of Internet marketing communications. The effectiveness of the CPM model depends entirely on the derivative results of user behaviour (review of site materials, ordering and purchasing goods). Therefore, depending on the goals of the campaign, that is, expanding the target audience or promoting sales, the result may be more predictable. The success of online platforms is based on the consistent development of activities, which is harmonized by three benchmarks: differentiation, effectiveness, efficiency. If earlier, marketing monitoring of the audience and behaviour of Internet users was mainly based on the features of its persons or contingents, and the information context, today it needs to be integrated (contextual targeting, retargeting, and other tools).
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Suryanto, Dardi. "Digital Marketing, Msme Product Marketing Innovation." International Journal of Educational Research & Social Sciences 2, no. 6 (December 19, 2021): 1308–15. http://dx.doi.org/10.51601/ijersc.v2i6.233.
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The use of digital media for business is not only an additional marketing activity, but also an integrated communication mechanism that amplifies the impact of every function in an organization by leveraging the power of human networks through a platform. Digital-based marketing is used to get consumers, build their preferences, promote brands, retain consumers, and increase the number of products sold and ultimately increase profits. Digital Marketing allows buyers to get all information about products and can make buying and selling transactions via the internet. Like sellers, they too can monitor, and cater to the needs and wants of potential buyers without time and geographical restrictions. Digital marketing is a two-way communication that can create awareness and engagement in the community for certain products and brands.
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Pomaz, Oleksandr, Tetiana Voronko-Nevidnycha, Vladuslav Dereza, and Artem Mykhailyk. "The Peculiarities of Modern Methods of Marketing Communication Policy Application by Enterprises." Modern Economics 23, no. 1 (October 27, 2020): 169–73. http://dx.doi.org/10.31521/modecon.v23(2020)-27.
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Introduction. The article deals with current issues related to the application of modern methods of marketing communication policy at enterprises, and with the research of different scientists’ approaches in defining this concept. Results. It has been proved that modern enterprises, regardless of their field of activity, require the establishment of long-term mutually beneficial relationships with suppliers, intermediaries, partners and, most importantly, with customers, therefore there is an urgent need for effective communication policy. The problems of forming marketing communications of domestic enterprises have been highlighted. It has been determined that the effective application of the communication policy of business entities becomes more important due to the increasing level of competition, the spread of globalization processes in the modern world, the impact of the pandemic, etc. As a result, communications are becoming almost the main driver of business growth. The main tasks of the marketing communications system and their functions have been described. The relevance of both traditional and new methods of using marketing communication tools has been proved. In particular, among modern methods of marketing communication policy, which have found application in the business practices of the leading companies, are specified: Internet marketing, event marketing; holistic (comprehensive, integrated) marketing; story-telling (technology to create a story and transmit the necessary information by using it); tryvertising (the consumer can first try a product and then buy it) sensitive marketing; identification marketing (based on the features of the brand), input or involving marketing (sending out content useful to the target audience through a blog or e-mail); impact marketing, etc. The need to develop marketing communications management was noted. Conclusions. It has been substantiated that enterprises need to constantly respond to the existing customer expectations that are a dominant factor in the success of the products (works, services) sale by effectively applying the marketing communications system. Keywords: communication; marketing communication; agrarian enterprise; promotion; communication policy.
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Sinha, Sarita, and Tarunendra Singh. "Travel from Traditional Marketing to Digital Marketing." International Journal of Emerging Research in Management and Technology 6, no. 11 (June 13, 2018): 173. http://dx.doi.org/10.23956/ijermt.v6i11.60.
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Lately, with the information technology improvements and broad band internet service spreading, speed of access to shopping sites get high. Because of these changes, companies unavoidably entered to digital environment. Thus, while communication rules change, field and definition of marketing changes too. With the development of IT technologies, traditional marketing methods leave sits place to digital day by day. Companies which follow technology can easily communicate with customers interactively while providing products or services. Like in the traditional Marketing, in digital marketing, building well communication with customers, deter mining their needs and requests are crucial. While companies using digital marketing make difference with dual communication, others who don’t getinvolved in this race, become distanced from competition gradually. The biggest advantage of digital marketing is reaching the target audience in right way with using social media and search engines. This study tries to explain digital marketing periods and advantages, experienced transition and difference between traditional and digital marketing.
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Shaltoni, Abdel Monim. "From websites to social media: exploring the adoption of internet marketing in emerging industrial markets." Journal of Business & Industrial Marketing 32, no. 7 (August 7, 2017): 1009–19. http://dx.doi.org/10.1108/jbim-06-2016-0122.
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Purpose This study aims to explore internet marketing adoption in emerging industrial markets across several internet-based technologies (i.e. social media platforms, static and transactional websites). Design/methodology/approach This study is mainly based on an exploratory research design and investigated the online presence of 570 industrial organizations in terms of their involvement in social media. This study also examines if websites are used for basic marketing communications (brochureware) or for conducting advanced marketing activities. An online survey is used to explore the relationships between several factors and internet marketing adoption. Findings The study found that half of the investigated organizations are using the internet as a one-way communication vehicle through static websites. The study also revealed that decision-makers in emerging industrial markets are enthusiastic about social media, particularly Facebook. In addition, internet marketing adoption was positively related to perceived relative advantage, compatibility, organizational innovativeness, competitor and customer pressure. Practical implications From practitioners’ perspectives, the findings can help decision-makers identify the current levels of involvement in internet marketing. At the macro level, the high percentage of organizations with minimum involvement in internet marketing calls for conducting awareness initiatives to educate industrial organizations, particularly small- and medium-sized enterprises, about the opportunities offered by the internet. Originality/value The findings from this study enrich internet marketing research because it focuses on industrial organizations in emerging markets, which is a rarely examined context despite its importance and potential.
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Kurniali, Sartika. "Pengaruh Internet Marketing terhadap Brand dan Kinerja pada Universitas Swasta di Jakarta Barat." ComTech: Computer, Mathematics and Engineering Applications 3, no. 1 (June 1, 2012): 432. http://dx.doi.org/10.21512/comtech.v3i1.2442.
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Several purposes of this research writing are to comprehend marketing activity at a private university in West Jakarta, the relationship between internet marketing with the brand, the relationship between internet marketing and performance of private universities in West Jakarta, and the relationship between the brand and the university's performance in West Jakarta. Data are taken from questionnaires to the management of the private university in West Jakarta and were analyzed using descriptive analysis as well as statistical analysis for non-parametric Spearman correlation. The results revealed that there was no significant relationship between neither internet marketing and brand nor internet marketing and performance. However, the internet marketing sub-variables, which proved to have a significant effect on brand or performance, is communication. Meanwhile, brand has a significant effect on performance. It canbe concluded that the internet marketing activities performed by the university’s management does not have a high impact to brand and performance eventhough it has a positive correlation. Therefore, it is necessary to improve the communication component and to make improvement especially on other four components (product, price, community, and distribution) which currently have not provided any significant influence.
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Putra, Gerry Hadi, and Muhammad Adi Pribadi. "Peran Interaksi Simbolik Dalam Perencanaan Komunikasi Pemasaran ( Studi Kasus Strogen Indonesia )." Prologia 5, no. 2 (September 29, 2021): 349. http://dx.doi.org/10.24912/pr.v5i2.10210.
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In the midst of the rise of communication through digital media and the internet, it is easier to disseminate information, so many companies use the internet as a means of marketing communication. One brand that uses the Internet as a marketing communication medium is Strogen Indonesia. Strogen is a private company that focuses on selling smart home appliances products that are present with the latest technology and have the aim of helping users do their daily homework. In carrying out marketing communications, Strogen Indonesia focuses on sharing attractive visuals of its products as a symbol that can be widely accepted by consumers. Strogen Indonesia shares the visuals of its products through various media such as company websites, Instagram, to Youtube. In addition, Strogen Indonesia also tries to listen to consumers and makes it easier for consumers to communicate by having various social media that actively answer various questions and complaints from customers to achieve the best customer service. Researchers want to focus on the title of the thesis "The Role of Symbolic Interaction in Marketing Communication Planning (Case Study of Indonesian Strogen)". This research uses symbolic interaction communication theory and marketing communication planning. For this research method using a qualitative approach with type one case study method. The research object is Strogen marketing communication planning activity while the research subjects are employees and employees who carry out Strogen Indonesia marketing communication planning activities. The method of data analysis was done through reduction, grouping and drawing conclusions.Di tengah maraknya komunikasi melalui media digital dan internet membuat semakin mudahnya penyebaran informasi maka banyak perusahaan menggunakan media internet ini sebagai suatu sarana komunikasi pemasaran. Salah satu brand yang menggunakan Internet sebagai media komunikasi pemasarannya adalah Strogen Indonesia. Strogen merupakan salah satu perusahaan swasta yang berfokus pada penjualan produk – produk smart home appliances yang hadir mengusung teknologi terbaru dan memiliki tujuan untuk membantu penggunanya dalam melakukan pekerjaan rumah sehari – hari. Dalam menjalankan komunikasi pemasaran, Strogen Indonesia berfokus membagikan visual yang menarik dari produk – produknya sebagai suatu simbol yang bisa diterima konsumen secara luas. Strogen Indonesia membagikan visual – visual dari produknya melalui berbagai macam media seperti situs perusahaan, Instagram, hingga Youtube. Selain itu Strogen Indonesia juga berusaha mendengarkan konsumen serta memudahkan konsumennya untuk berkomunikasi dengan memiliki berbagai media sosial yang aktif menjawab berbagai pertanyaan dan keluhan dari pelanggan untuk mencapai pelayanan pelanggan yang terbaik. peneliti ingin befokus pada judul skripsi “Peran Interaksi Simbolik Dalam Perencanaan Komunikasi Pemasaran (Studi Kasus Strogen Indonesia)”. Penelitian ini menggunakan teori komunikasi interaksi simbolik dan perencanaan komunikasi pemasaran. Untuk metode penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus tipe satu. Untuk Objek penelitian adalah kegiatan perencanaan komunikasi pemasaran Strogen sementara untuk subjek penelitian adalah karyawan dan karyawati yang melakukan kegiatan perencanaan komunikasi pemasaran Strogen Indonesia. Metode analisis data dilakukan melalui reduksi, pengelompokkan dan penarikan kesimpulan.
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Chan-Olmsted, Sylvia M. "Branding and Internet Marketing in the Age of Digital Media." Journal of Broadcasting & Electronic Media 46, no. 4 (December 2002): 641–45. http://dx.doi.org/10.1207/s15506878jobem4604_9.
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Mohylova, A., and V. Shcherban. "Internet technology in travel company management." ЕКОНОМІКА І РЕГІОН Науковий вісник, no. 4(75) (December 27, 2019): 100–106. http://dx.doi.org/10.26906/eir.2019.4(75).1856.
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The theoretical and methodological principles of the formation of Internet technologies in brand management are investigated. The main functions and features of the brand are identified. The place of the brand in the structure of marketing strategy is considered. Types of brand communication strategies are analyzed. The mechanism of brand management in the marketing activity of enterprises is investigated, in particular the application of modern marketing concepts in brand-oriented management. The influence of factors on the effectiveness of the brand of the company is determined. The main stages of the process of forming the brand of the company "Ai Agency" are characterized. Marketing Internet technologies of “Ai Travel Agency” LLC as a brand management tool are analyzed. There provided marketing technologies to promote their own brand.
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Sulthan, Muhammad. "Marketing Communication Tourism Purbalingga District (Study of Communication Analysis of Digital-Based Tourism)." Prosiding Semnasfi 1, no. 1 (May 9, 2018): 215. http://dx.doi.org/10.21070/semnasfi.v1i1.1138.
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The number of tourism objects in Purbalingga that are worth to be known and to be visited by all of us. Therefore, the tourism objects are very necessary to be informed to attract as much as possible potential tourists. Spreading information of tourism objects for tourist can happen in various ways, one of them that now very popular is the usage of internet/digital media. Because it can reach audience more widely. Methodology of this research is descriptive qualitative. Determination of informants are using purposive sampling, which is representative. There are two types of data source: which are primary data source and secondary data. The techniques of collecting data are in-depth interviews, observation, and documentation. The way of analyzing data are reduction, data presentation and integrated conclusion drawing. The results showed that the communication of tourism objects by using digital-based are very effective and efficient. Social media is also very helpful in disseminating tourist information in Purbalingga, and also Purbalingga tourism community that is intensively promoting Purbalingga tourism objects. Theoretically, Purbalingga tourism marketing strategy based on digital communication that is used is Kotler and Keller's theory. The elements are advertisement; sales promotion, events and experiences, public relations and publicity, direct marketing, interactive marketing, word of mouth marketing, sales personnel. Those elements of communication are supported by the internet.
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Crespo-Almendros, Esmeralda, and Salvador Del Barrio-García. "The Quality of Internet-User Recall." Journal of Advertising Research 54, no. 1 (March 2014): 56–70. http://dx.doi.org/10.2501/jar-54-1-056-070.
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Rachmawati, Maulidina Atikah, and Subhan Afifi. "The integrated marketing communication in digital environment: a case study of local radio in Yogyakarta." Indonesian Journal of Communication Studies 14, no. 2 (January 24, 2022): 105. http://dx.doi.org/10.31315/ijcs.v14i2.5470.
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The internet and the digitization of media have expanded the ability of mass media to reach the public. Radio is one type of mass media that has developed by utilizing digital technology in the internet era. The development of new technology has expanded radio's ability to reach audiences. The utilization of various innovations through the internet has increased the role of interactive social communication of a radio station. Digitalization has made radio survive during intense competition from multiple types of media in the era of disruption. It is interesting to see how the radio station's integrated marketing communication strategy in the digital environment is changing. This study aims to determine local radio's integrated marketing communication strategy in Yogyakarta in a changing digital environment. This research uses a case study method with in-depth interviews and observation data collection techniques. The results show that radio marketing communication strategies still use various promotional tools with digital technology modifications in a changing digital environment. The case study of Swaragama FM Radio shows that this radio implements an integrated marketing communication strategy which consists of several strategies, namely: (1) Formulating Segmentation, Targeting, and Positioning by adjusting the radio marketing mix character (2) Integrating Advertising and Direct Marketing, (3) Optimizing Sales Promotion and Personal Selling, (4) Strengthening Branding through Public Relations, and (5) Building interaction with the audience through Social Media Marketing.
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Bilnikova, Zvezdelina. "Internet marketing and e-commerce – interaction." SHS Web of Conferences 120 (2021): 02024. http://dx.doi.org/10.1051/shsconf/202112002024.
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E-commerce has taken up an increasing share of market relations in recent years. The use of online marketing tools allows us to reach the right end consumer. In the present report we shall study part of them and more specifically those used in communication policy. The main aim of this work is to analyze the interaction between internet marketing and e-commerce on the end consumer of goods and services. The research methods used are: theoretical and empirical methods, such as analysis, synthesis, comparison, etc. The results achieved are related to the analysis of establishing an internet shop or a website where the producer and the consumer of the good or the service meet. The conclusion generalizes on the use of social media, e-mail marketing, VibeMarket, online display ads as the main channels for internet advertising - a means through which the consumer may widen their selection options and receive detailed information about the saught product or service. Internet advertising brings benefits for advertisers because it needs a lower budget and is flexible when directed to a specific target group.
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ASSAEL, HENRY. "A Demographic and Psychographic Profile of Heavy Internet Users and Users by Type of Internet Usage." Journal of Advertising Research 45, no. 01 (October 12, 2005): 93. http://dx.doi.org/10.1017/s0021849905050014.
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MIZINA, Olena. "CURRENT TRENDS IN THE FORMATION OF MARKETING STRATEGY OF TRADE ENTERPRISES." Herald of Khmelnytskyi National University 292, no. 2 (May 2021): 121–27. http://dx.doi.org/10.31891/2307-5740-2021-292-2-20.
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The main scientific goal of this work is to study modern trends in the formation of marketing strategies in the context of the development of e-commerce and Internet communications and to determine the key determinants of this process. Consideration of the theoretical foundations of the formation of marketing strategies in the aspect of modernity has shown that there are new requirements for the formation of enterprise strategies, including functional ones. The approach in which strategic marketing planning is limited to defining a future-oriented overall direction of operations is changing. The emphasis is shifting towards the formation of an efficient market-oriented system with an appropriate allocation of the firm’s resources. The marketing strategy should contain a set of measures to strengthen the competitive position in the target market, and today’s reality is such that it is almost impossible without promoting the company on the Internet. Moreover, today the issue of transition to integrated marketing communications is relevant, and the complex of Internet communications is precisely those new modern tools that can complement and strengthen the classic set of five basic tools (advertising, sales promotion, etc.). A study was conducted on the possibilities and feasibility of using Internet tools and relevant information and communication technologies in the field of market research, product promotion, and effective use of resources. On the example of one of the most competitive niches in the field of e-commerce (sales of electronics and household appliances), a study of key trends in online sales of Ukrainian online stores was carried out, directions for developing an online promotion strategy were determined, based on the goals and restrictions of the market. From a modern point of view, the individual elements of the marketing complex, their semantic content are considered, an assessment of the strengths and weaknesses of various Internet communication channels is presented, which makes it possible to design their growth zones within the framework of solving problems and achieving the goals of specific market entities.
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Белоконская, Елена Геннадьевна, and Наталья Андреевна Чумакова. "FEATURES OF THE ORGANIZATION OF CONTEXT ADVERTISING OF THE HIGHER EDUCATIONAL INSTITUTION." «Izvestia vyssih uchebnyh zavedenij. Seria «Ekonomika, finansy i upravlenie proizvodstvom», no. 4 (46) (December 29, 2020): 52–59. http://dx.doi.org/10.6060/ivecofin.2020464.508.
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Contextual advertising is one of the most popular internet marketing tools. In the article, the authors investigate the problem of how it is possible to apply online advertising to promote the university and educational services. The traditional tools of marketing communications used by educational institutions are considered, as well as the most relevant communication channels using the Internet. The promotion strategy through contextual advertising of a higher educational institution has been developed to solve the problem of attracting applicants. Recommendations for launching an advertising campaign for an educational institution using the Yandex.Direct service are given
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Alhawamdeh, Zead M. "The implementation of the Marketing Communication Mix using Internet Platforms on Turkish Cypriot Hotels." International Journal of Business and Management 14, no. 3 (February 19, 2019): 124. http://dx.doi.org/10.5539/ijbm.v14n3p124.
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The advent of the internet has reshaped the way humans live, and the way business is done globally. Although the tide of globalization had set in long before the advent of the internet, the coming of the internet expedited it. This is even more so for the field of tourism which relies on the cross cultural and global fascination the world’s citizens hold for the various ‘other sides’ of the planet. The benefits of marketing through the internet is for some an overwhelming phenomena. Tourism forms have however had to catch up fast. Today the internet is used in such marketing schemes as online sales promotion, online advertising, Thus the traditional marketing communications mix have been found to have a new avenue in the world wide web. This study set out to understand the rate at which North Cyprus hoteliers are catching up and more specifically to understand how elements of the marketing communications mix are deployed through their websites. Three, four and five star hotels graded by the North Cyprus Hoteliers Association known as KITOB were used as the sample population for this study.
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Baran, Rostyslav. "FORMATION OF MARKETING COMMUNICATIVE POLICY OF TOURIST ENTERPRISES IN THE CONDITIONS OF DIGITAL COMMUNICATIONS DEVELOPMENT." Economic Analysis, no. 31(2) (2021): 80–89. http://dx.doi.org/10.35774/econa2021.02.080.
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Introduction. The development of modern information technologies of communication significantly influence the formation of approaches to the implementation of marketing communication policy of tourism enterprises. The intensification of quarantine measures in connection with the COVID-19 pandemic has accelerated the process of digitization of marketing communications, and thus accumulated the process of transformation of traditional marketing communications channels. Purpose. Conceptual understanding of the components of marketing communication policy of tourism enterprises in the system of digital communication, definition of successive stages of its formation and specification of the main directions and tasks of its implementation. Method (methodology). The theoretical and scientific-methodological basis of the study were the provisions of the concept of digital and information economy. In the course of research such methods and approaches as logical generalization and synthesis are used for formation of the basic conclusions and offers of research; graphic – visualization of the results of identification of the main directions and tasks of formation of marketing communicative policy of tourist enterprises in the conditions of development of digital transformations. Results. In the article it is defined the elements of the system of formation of marketing communication policy of tourism enterprises. Among them are the elements of communication policy, communication subjects, data distribution channels, elements of information and communication system, mechanism of information and communication policy management of tourist enterprises. The sequence of marketing communication policy of tourism enterprises in the system of digital communication involves stages: planning to address the audience; control of the processes of bringing information (adjusting the appeal if necessary) to the target audience; receiving feedback from the audience, data processing, development and decision-making; analysis of penetration depth and communication efficiency; differentiation of communication functions for the most qualitative influence on consumer behavior; management of interactive marketing in the system of communications with government agencies, the public sector and the business audience. The directions and tasks of formation and realization of the Internet marketing communicative policy of the enterprises of tourism in the context of key subjects of digital interaction are formed.
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Angelia Putriana. "Peran Komunikasi Pemasaran Pengobatan Alternatif dalam Meningkatkan Kepercayaan Masyarakat." MUKASI: Jurnal Ilmu Komunikasi 1, no. 1 (February 20, 2022): 31–38. http://dx.doi.org/10.54259/mukasi.v1i1.427.
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This thesis contains research on the Role of Medicine Marketing Communication Alternative in Increasing Public Trust. This research aims to knowing the role of Accurate Health's alternative medicine marketing communication Center on the blog in increasing patient confidence. This research uses the method qualitative descriptive research, the data collection technique used is interview depth, literature, observation and documentation. Data analysis techniques using reduction, data presentation and drawing conclusions. To test the validity of this research using triangulation by comparing. The subject of this research is Fudin Pang, Akp, S.Psi, M.Psi and Accurate Health Center patients and the object is the role of Accurate Health Center marketing communications on the level of patient trust. The theory that use, communications, marketing communications, communication technology and trust. The results of this study indicate that the role of marketing communication in blogs has good role and very effective because of developing communication technology makes it easier for users to obtain information without looking at the user's status, everyone have also been able to manage existing new media (internet) communication technology and making each user more flexible. Through this research, it is also known that Each patient has their own level of trust and has their own way to convince themselves in their decision to take treatment.before deciding to do alternative medicine at Accurate Health Center
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BUCHII, NATALIIA, and SOLOMIIA FEDUSHKO. "INFORMATION SUPPORT OF THE INTERNET-STORE ON THE SOCIAL NETWORK INSTAGRAM." Herald of Khmelnytskyi National University 303, no. 6 (December 2021): 37–40. http://dx.doi.org/10.31891/2307-5732-2021-303-6-37-40.
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The article analyzes the internet-store on the social network Instagram. Today, social networks have rapidly entered not only people’s lives, but also play an important role in entrepreneurship and have become an effective method of implementing any business projects. One of the most popular social platforms is Instagram. This social network allows entrepreneurs to promote their products on the Internet, having a real business. The main task in such promotion is the correct choice of the target audience and the presence of a clear content plan. Designing and maintaining a page on the social network is a profitable solution for small businesses. The development of the site is necessary for the global network, and for the cosmetics store a profitable addition to the business will be a page on the social network Instagram. The social network Instagram will help increase the target audience of the store and the sale of goods in general. The object of research is the activity of cosmetic stores on the Internet. The subject of research is information support for the activities of the internet-store «Beauty Island» on the social network Instagram. Researchers consider the corporate profile in social networks as a profile that is a necessary tool for the effective operation of any organization. Maintaining a page on social networks allows you to connect with the target audience and improve communication with it. There are two concepts of marketing: e-marketing and internet marketing. E-marketing is a social process that focuses on the need to satisfy consumers on the Internet, creates an offer and exchanges services / goods, using information and communication technologies. The concept of Internet marketing is considered as a construction of marketing communications via the Internet. This is not a completely independent field, but just a marketing tool that has its own characteristics. The results of the work a developed internet-store «Beauty Island» on Instagram, which is used to find a new target audience and increase sales of the store «Beauty Island». Improved promotion methods can be used for the effective operation of the internet–store.