online marketing importance
168867692
GROWING IMPORTANCE OF ONLINE MARKETING
The purpose of undertaking this study is to explore potential of Online Marketing and to publish comprehensive information of benefits and limits of this untraditional marketing approach for increasing efficiency of the marketing activities of small and mid sized organisations. The world is rapidly shifting from analogue to digital. People are consuming more and more digital content on a daily basis on mobile phones, laptops, desktop computers at work, and more.it is not only a rapidly growing force in the current marketing playing field, it is set to be the future of marketing, and it seems likely that digital media will soon replace more traditional forms altogether. The facts are that digital methods of communication and marketing are faster, more versatile, practical and streamlined, so it is perhaps unsurprising that once the technology became available we began quickly moving into the digital age. Some of the key forms of it at present are Websites and SEO content, Blogs, Internet banner ads ,Online video content, Pay per click (PPC) advertising, Email marketing, Social media marketing (Facebook, Twitter, LinkedIn, etc.,Mobile marketing (SMS, MMS, etc..But one of the main benefits of conducting marketing digitally is the ease with which results can be tracked and monitored. Rather than conducting expensive customer research, quickly view customer response rates and measure the success of marketing campaign in real time, enabling to plan marketing strategies more effectively. Studies by analysts such as Gartner indicate that increasing numbers of consumers use social media and research on mobile Internet to carry out preliminary product and price research before making final decisions. Internet marketing enables the firm to build relations with customers and prospects through regular, low cost personalized communication, reflecting the move away from mass marketing.
Sathyabhama Nadar
214407588
The Effectiveness of Marketing Communication and Importance of Its Evaluation in an Online Environment
Online marketing communication covers a wide area and thus promotes an extensive reach of advertising to a broad audience. Hotels can achieve certain goals through online communication, mainly an increase of hotel awareness; an improvement of their image; and an increase in the level of customer satisfaction and trust, or brand loyalty. Measurement of the effectiveness of communication tools in the online environment is still a challenge, whether in the academic world or in the business world, mainly due to the complexity of this process. The main objective of this paper is to propose a methodology for implementing an indicator suitable for the evaluation of the effectiveness of online communication activities in the Slovak hotel industry. It uses analysis of the current usage of online marketing communication activities from the perspective of hotel service providers. The methodology should be applicable to support decision making and actively support the sustainable development of hotels. In order to achieve the objective of the paper, the authors conducted a marketing survey focused on online marketing communication by Slovakian hotels to determine their use and to map the current state or methods of evaluating their effectiveness. Results of the research suggest that hotels in Slovakia perceive evaluating marketing communications online as being important, regardless of the size, length of operation, budget, and class of the hotel. They prefer financial metrics because they are a de facto manifestation of the traditional approach towards investment evaluation. The results also showed that return on investment is the most common metric for evaluating the investments of online communication activities, and that respondents expressed the highest level of confidence in this metric as well. In line with the results, we have proposed return on investment (ROI) as the most appropriate metric applicable in evaluation of the effectiveness of online communication tools.
Anna Krizanova George Cristian Lazaroiu Lubica Gajanova Jana Kliestikova Margareta Nadanyiova Dominika Moravcikova
197680698
Is usage of visual images in online marketing effective
This paper discusses the importance of visual images in online marketing communication such as on Facebook. Because of noise in online communication channels it is becoming more and more difficult for marketing messages to be noticed. Visual images are now common on social media and can attract target audience and consumers and draw their attention in the online environment. This paper presents a study that selected 37 companies? photos posted on Facebook. Four of these companies were highlighted owing to the high popularity and acceptance of their photos. Qualitative research was performed to investigate what kinds of photos these companies posted from Feb 2018 to Jan 2019. The results of this study show that there are diverse types of photos (of food, children, sports, animals, landscape, automobile, portraits, architecture, macros, quotes, events, aerial, street, and documentary) used for various marketing purposes. We concluded that visual images are effective in online marketing.
Chi-Hong Leung
211425149
Online Engagement Among Restaurant Customers: The Importance of Enhancing Flow for Social Media Users
The increased usage of digital communication technologies has transformed online engagement into a key aspect of the modern customer experience in the hospitality industry. The flow theory is especially important for understanding customer engagement in the online environment. The purpose of this study is to examine the antecedents of flow and to investigate its influence on the positive attitudes and continuance intentions among the users of social media. The study's results show that challenge, information quality, and system quality all play significant roles in flow; and flow leads to positive attitudes and continuance intentions, which indicates the importance of creating flow to increase customer engagement. Academically, this study contributes to the limited body of literature on the flow experience and customer engagement in the hospitality context. Additionally, it provides practical insights how to gain competitive advantages by strategically managing customer engagement with social media marketing through flow.
Bomin Kim Michelle Yoo Wan Yang
15020198
Improving the performance of the OTOP online marketing
To help the entrepreneurs for selling their products, the government setup the one tambon one products is called OTOP. Online marketing is the one of channel to distribute the products to customers. In Chiang Mai Thailand, the www.cnxcenterpoint.com website was developed to help and increase the marketing channels for the OTOP entrepreneurs. The website is supported by Chiang Mai Provincial Administrative Organization including 25 sub districts and 250 entrepreneurs. To improve the performance of the website, the search engine optimization (SEO) is importance in the online marketing including the tittle, keywords, description. However, the main problem is the entrepreneurs have lack of SEO knowledge. The entrepreneurs are unable to create the suitable information for the website. Therefore, the neuro linguistic program is used to train the entrepreneurs to understand the SEO for getting the suitable information. In the research, the website was developed by using CSS, MySQL, PHP, HTML, and JavaScript. The number of products and shops are 664 items and 88 shops. To evaluate the performance the online marketing, the analytics web, page rank are the tools. To evaluate the effectiveness of generating the keywords, tittle, and description, rating levels of the entrepreneur satisfaction was used. The results were collected between Septembers to October 2016. The results show that the number of new visitor and return visitor are 26.1% and 73.9% To visit the website, the organic search, direct, and reference are 42.64% 25.56% and 8.33% The entrepreneur satisfaction on the content of the training is 54% very satisfied, 35% satisfied, and 11% neutral, respectively. The entrepreneur satisfaction on the benefit of training is 53% every satisfied, 41% satisfied, and 6% neutral, respectively.
2016 International Computer Science and Engineering Conference (ICSEC)
Ukrit Marung
195293272
THE IMPORTANCE OF CUSTOMERS LOYALTY IN RELATIONSHIP MARKETING IN THE ONLINE AND OFFLINE MARKET THE CASE OF THE ALBANIAN FINANCIAL SECTOR
Building a loyalty program allows firms to keep existing customers and to search for new clients Being closely related to the client, in a personal way of caring, conveyed a sense of partnership to them, while applying a proper relationship marketing hip. Loyalty Program is an expression of the culture of a company. One reason that loyalty is growing rapidly, is because businesses are realizing the benefits of customer loyalty at the time of technological development. The purpose of this paper is to assess the importance of consumer loyalty in the process of building relationship marketing in the online and offline market. For realization of this paper, is used marketing and social sciences literature and was chosen a sample of 446 consumers who were answering questions about the importance of consumer loyalty and its impact on relationship marketing The choice is made randomly grouped by demographic distribution according to the region where they live, age, sex, educational level and sector in which they work. The questionnaires were completed in two major Albanian cities, Tirana and Durres. The paper is based on primary and secondary data for the case of financial sector in Albania. The findings of this research indicate that, based on the data we see that loyalty is important for online marketing. This is based on consumer perception data through surveys developed. So, consumer loyalty which is achieved by marketing on the Internet is important in relationship marketing
Olta Nexhipi
181671179
The Importance of Social Media and Digital Marketing to Attract Millennials' Behavior as a Consumer
The use of social media and digital marketing is nowadays becoming a strategic tool in terms of building brand awareness and running a marketing campaign. Shifting from the era of conventional or mass media, by using social media and digital marketing, the marketers can track brandaEUR(tm)s competitors and have more measurable campaign results. The usage of having these online activities is also to know about peopleaEUR(tm)s opinion about the product, building brand reputation, and most importantly very targeted for the millennials. The study is descriptive in nature. The study used The Hook Canvas Model in Marketing by Nir Eyal. The study objective is to investigate why social media and digital marketing is significant to do branding and marketing activities lately, and what are the proper steps for doing so. The description is based on the explanation of social media and digital marketing usage, especially for Millenials era, explaining the steps of doing digital and online campaign, while also describing The Hook Canvas Model by Nir Eyal for the latest social media and digital marketing phenomenon. The data used in the study include interview, observation, and library research. The data were analyzed in three stages, such as reduction, presentation, and conclusion drawing. The results of the study show that social media and digital marketing campaign are not only useful to create brand awareness and engage the customers but also crucial in terms of measurement. By doing these kinds of marketing efforts (digitally) the effectiveness of each campaign can be measured, the behavior of the customers or even the potential ones could be tracked beforehand, and the reach of the message could be spread wider rather than making only traditional marketing efforts.
Sarah Silvia
213601143
The importance of functional and emotional content in online consumer reviews for product sales: Evidence from the mobile gaming market
Abstract Prior research on online consumer reviews (OCRs) has focused more on the volume and valence of all OCRs as a whole and less on their individual contents. This paper investigates the importance of multidimensional OCR contents, in terms of functional and emotional dimensions, in online marketing. Utilizing a rich dataset of four million online postings and weekly sales for 342 mobile games, this study identifies subcategories of functional OCRs product quality, product innovativeness, price acceptability, and product ease of use and emotional OCRs anger, fear, shame, love, contentment, and happiness. The results show that the volume of product quality and ease of use OCRs drives more sales than the valence, while the valence of product innovativeness and price OCRs outperforms the volume. Furthermore, both negative and positive emotion related OCRs moderate the relationship between functional OCRs and product sales. This study offers guidance to firms in managing specific OCR content for superior marketing outcomes.
Seongsoo Jang Jaihak Chung Vithala R Rao
168369857
Customer Centric Marketing Strategies: The Importance and Measurement of Customer Satisfaction Offline vs. Online
Building strong relationships with customers has become strategic for firms wishing to sustain their competitive advantage. In order to reach this goal, it is fundamental to continuously work towards an even higher experienced customer satisfaction. Thus, the aim of this chapter is: (a) to review customer satisfaction studies in both offline and online environments, (b) to analyze tools and methods already used to measure it, and (c) to propose a new, comprehensive, and complete theoretical framework that helps evaluate e customer satisfaction. The last point represents a prerequisite to reach a best and exhaustive understanding of e customer satisfaction, able to take into account the joint effects of its different antecedents and clearly suggest how to design and shape a website in order to generate an even higher overall customer satisfaction online.
Elsa Serpico Barbara Aquilani Alessandro Ruggieri Cecilia Silvestri
35313867
Online marketing strategies the future is here
It is well known that traditional (offline) marketing strategies are already widely used by the companies around the world and there are almost no new options for fostering competition. And here comes online marketing with almost unlimited possibilities and options. This paper focuse s on the growing importance of online marketing, including research of the state of the art through analysis of the data provided by numerous surveys. It also contains brief description of the online marketing itself, basic strategies on the internet nowadays and the answer to the question: How it is possible to get new customers while keeping the old ones?
Susanne Schwarzl