Quu Es La Innovaciin Por Mercadotecnia Digital? (What is Digital Marketing Innovation?)

2017 ◽  
Author(s):  
Juan Mejia-Trejo
Keyword(s):  
Digital Marketing ◽  
Marketing Innovation

scholarly journals Application of Digital Marketing Innovation Technology to Improve Service Promotion Efficiency

2019 ◽  
Vol 2019 (3) ◽  
pp. 333-338 ◽  
Author(s):  
Galina A Podzorova ◽  
Valeriya Kirillova ◽  
Nataliya Pleshkova ◽  
N. Gryaznova
Keyword(s):  
Digital Marketing ◽  
Innovative Technology ◽  
Qr Code ◽  
Marketing Innovation ◽  
Marketing Technology ◽  
Advantages And Disadvantages ◽  
Website Development ◽  
Combined Use ◽  
Contextual Advertising ◽  
New Business

The current development of the digital economy determines the relevance of digital marketing as an innovative technology of service promotion. The research features a set of marketing tools used by NST company to promote services. The  research objective was to develop recommendations for the implementation of digital marketing technology in the company. The study used methods of economic and comparative analysis. The authors analyzed the advantages and disadvantages of the traditional marketing tools used by NST and proposed tools of digital marketing, such as website development, SEO-optimization, contextual advertising, and the project of a new business card with a QR-code. A combined use of various digital marketing tools gives a much greater effect, thus attracting more customers and improving the efficiency of the company. The recommendations can be successfully used by other organizations wishing to promote their production and services in the modern market.

SOLOMO – are hospitality SMEs able to move beyond traditional websites in their digital marketing roadmap for Expo 2020?

2019 ◽  
Vol 11 (3) ◽  
pp. 298-313
Author(s):  
Florian Kriechbaumer
Keyword(s):  
Data Analytics ◽  
Design Methodology ◽  
Digital Marketing ◽  
Content Type ◽  
Marketing Innovation ◽  
Technological Readiness ◽  
Local Experience ◽  
Marketing Activities ◽  
High Degree ◽  
Practical Implications

Purpose This paper aims to provide an overview of how trends encompassing SOLOMO (social, local, mobile) factors impact marketing activities in small and medium-sized hospitality enterprises (SMEs). It explores the relevancy of these factors and their application in the industry and synthesizes them in the context of Dubai’s path toward Expo 2020 by collecting practitioner input. Design/methodology/approach This paper provides continuity with the author’s previous WHATT article exploring SME website implementation by expanding its scope by analyzing literature on SOLOMO adoption in the hospitality industry, drawing from a range of journals and applicable industry sources. It collects informal commentary from practitioners with relevant local experience to contextualize the findings within Dubai’s digital roadmap. Findings Several aspects of SOLOMO in the context of hospitality have been examined by researchers; however, their successful applicability to the SME sector (which is still struggling with the fundamentals of website implementation) lacks comprehensive consideration. There is a dearth of academic and governmental guidance for industry executives. At the same time, trends beyond SOLOMO, particularly around data analytics, are emerging and require incorporation into a digital SME roadmap. Practical implications Executives in the hospitality SME domain are encouraged to continue focusing on the fundamentals of website implementation while they take into consideration the trends around SOLOMO identified in the study. A holistic, result-driven view of digital marketing is required to ensure focused resource usage. Closer collaboration between private sector, policymakers and academia will support Dubai’s initiatives to leverage its high degree of technological readiness for marketing innovation in the SME sector. Originality/value This manuscript provides a practically oriented and engaging overview of the applicability of SOLOMO concepts for hospitality SMEs, with a local focus on the Dubai ecosystem.

scholarly journals Determining Factors in the Use of Digital Marketing and Its Effect on Marketing Performance in the Creative Industries in Tasikmalaya

2020 ◽  
Vol 3 (3) ◽  
pp. 2543-2550
Author(s):  
Gun Gun Gunawan ◽  
Maman Sulaeman
Keyword(s):  
Creative Industries ◽  
Digital Marketing ◽  
Creative Industry ◽  
Marketing Innovation ◽  
Marketing Performance ◽  
Determining Factors ◽  
Ict Adoption ◽  
Information And Communication ◽  
Power Centers ◽  
Innovation Knowledge

The economic development of creative industries is an important aspect as a potentially good force for the national economy for the future. However, the creative industry in Tasikmalaya lacks product innovation, still maintaining the authenticity of its products by 67%, products that are easily replicated by 83%. Utilization of digital marketing concepts provides hope for MSMEs to develop into economic power centers. This research aims to analyze the determining factors of digital marketing usage and its influence on digital marketing in the creative industries in Tasikmalaya. This research is categorized as explanatory research which is a study that aims to explain the causal relationship between variables through hypothesis testing. The Inference Statitic method used in the analysis of this research data is the path of analysis. The results showed knowledge of ICT (Information and Communication Technology) adoption had a significant effect on digital marketing. Innovation has a significant impact on digital marketing. Digital marketing is influenced by the knowledge of ICT adoption and Innovation. Knowledge of ICT adoption and innovation affects digital marketing through digital marketing.

scholarly journals Designing a digital marketing model innovation to increase the competitiveness. First insights in Mexico

Nova Scientia ◽  
2018 ◽  
Vol 10 (20) ◽  
pp. 569-591 ◽  
Author(s):  
Juan Mejía-Trejo
Keyword(s):  
Digital Marketing ◽  
Validity And Reliability ◽  
Marketing Innovation ◽  
Positive Effects ◽  
Marketing Model ◽  
Special Value ◽  
Innovation Model ◽  
Measuring Tool ◽  
Relationship Of ◽  
The Relationship

Introduction: This paper is aimed to determine the relationship between the competitiveness model of Mexico (NCM) and a proposal for a digital marketing innovation model (DMIM).This is of special value for SME experts and academics, both related to the practice of digital marketing, in order to obtain a tool capable to identify different variables involved in the design and driving of a digital marketing campaign, in order to increase their levels of competitiveness.Method: The theoretical framework for the DMIM proposal, was based on a documentary, exploratory, descriptive, correlational and transversal research (academic vision). Thus, it was applied focus group using Panel Delphi and Analytical Hierarchy Process, among the specialists of digital marketing sector (expert vision) to identify different variables and indicators registering their different importance rates as well as the order of occurrence of each one into the DMIM proposal construct, for both visions. The final DMIM proposal construct, was correlated with the NCM, previously known. Therefore a pilot questionnaire, with a test of validity and reliability, was applied during the period of January-April 2017, to 400 specialists related with digital marketing and competitiveness (200 SME experts, 100 consultants and 100 academics). As a quantitative stage (empirical evidence), multiple linear regression and correlation techniques were applied to determine the relationships in this model. Results: It was obtained an original and generalized model, able to explain the relationship of variables and indicators involved among 8 NCM variables and 10 variables of the DMIM proposal as a measuring tool, and final suggestions for the improvement of such relationship.Conclusion: An empirical model of NCM-DMIM that showed positive effects of correlation in 2/10 variables of the DMIM: among the mission, vision and values (MVS) as well as the knowledge and application of the tools of digital marketing, (DMT) both variables belonging to the DMIM over to the NCM. The rest of the (8/10) variables of the DMIM, show low correlations which means that they are not yet sufficiently widespread and known in the sector for what they represent the sector's opportunities. Finally, academic and expert visions about the variables of the construct NCM-DMIM, with several suggestions for improvement.

scholarly journals Implementasi Digital Marketing pada Pengrajin Tas Anyam Desa Pesidi Kecamatan Grabag, Kabupaten Magelang

2021 ◽  
Vol 6 (3) ◽  
pp. 384-394
Author(s):  
Nur Hidayah ◽  
Irfan Maulana ◽  
Seto Priyambodo Suryawan ◽  
Siti Nur Halimatus Sa’diah ◽  
Sita Indriyani ◽  
...  
Keyword(s):  
Local Government ◽  
Community Service ◽  
Low Income ◽  
Product Innovation ◽  
Digital Marketing ◽  
Digital Platforms ◽  
Marketing Innovation ◽  
Online System ◽  
Sales Systems ◽  
Product Sales

People in Pesidi village have an additional livelihood as woven bag craftsmen. Many housewives become craftsmen because the production time is flexible and can be done at home. However, the problems faced by woven bag craftsmen include the lack of product innovation, conventional sales systems, low selling prices resulting in low income, craftsmen not having knowledge of digital marketing, and inventory buildup due to lack of sales. The purpose of this community service is to increase digital marketing knowledge and reduce the problems of woven bag craftsmen. The methods used are socialization to local government and craftsmen, training (lectures, simulations, and discussions), and assistance in making digital marketing. The results of the service are in the form of marketing innovation through digital marketing, an increase in income of 7%, an increase in the understanding of woven bag craftsmen about digital marketing, and product sales with an online system via email, Facebook, Instagram, and market places available on digital platforms.

scholarly journals PKMS Braille Digital Marketing UMKM Al Mumtaz Eduwisata Difabel Penyandang Disabilitas Tunanetra dan Daksa Ringan Era New Normal di Kabupaten Banyuwangi

2021 ◽  
Vol 2 (1) ◽  
pp. 22-26
Author(s):  
Putri Robiatul Adawiyah ◽  
Hadi Jatmiko
Keyword(s):  
Digital Marketing ◽  
Online Media ◽  
Access To Information ◽  
Community Inclusion ◽  
New Normal ◽  
Mild Disabilities ◽  
Marketing Innovation ◽  
Epidemic Period ◽  
Disability Education ◽  
Partner Knowledge

This PKM aims to solve the problems of Al Mumtaz problems with Disabilities Using Technology Based on Community Inclusion and Disabilities, People with Disabilities who are Blind and Mild Daksa Era of New Normal in Banyuwangi Regency. Braille Digital Marketing Umkm Al Mumtaz Disability Education Using AI Technology Based on Community Inclusion and Disabilities People with Visual and Mild Disabilities Era New Normal in Banyuwangi Regency, aims to overcome the problem of disabilities A / Blind and mild D (1) Lack of Partner knowledge related to Digital Marketing 2) Decrease in consumers using Al Mumtaz Disability Tourism Edu services and Decreased Handicraft Sales during the epidemic period (3) Unavailability of Braille Digital Marketing Module, no media aids that make it easier for A / blind and mild disabilities in marketing innovation for handicraft products ( 4) The lack of access to information and special AI technology media for the blind in terms of improving the quality and marketing of handicraft products. The activities carried out are by holding Braille Digital Marketing training and simulations using the Braille Digital Marketing Module, including training for Braille Digital Marketing workshops using the Braille Module, collaborating with other supporting partners who have computers and braille printers in compiling the Braille Digital Marketing Module, partner assistance ( UMKM Al Mumtaz) in optimizing potential. The resulting output is the increased understanding of the training participants, the Al Mumtaz youtube account of online media publications and print media, dedication articles in the form of national journals, photos and videos of activity documentation, blogs and websites.

scholarly journals MATEMATIS (MALANG TEMATIK TOURISM): INOVASI DIGITAL MARKETING WISATA KAMPUNG TEMATIK BERBASIS PENTA-HELIX

2020 ◽  
Vol 8 (1) ◽  
pp. 1-23
Author(s):  
Ida Ayu Githa Girindra
Keyword(s):  
Mathematical Program ◽  
Digital Marketing ◽  
Creative Industry ◽  
City Branding ◽  
Tourist Attractions ◽  
Marketing Innovation ◽  
Tourism Sector ◽  
Analysis Technique ◽  
Packaging Strategy ◽  
Descriptive Writing

The Indonesian tourism sector in 2014 has doubled since 2007 in contributing to the country's foreign exchange, amounting to USD 11,166.13 million. Malang City supports the Indonesian government in encouraging tourism growth, namely through the vision of 'Tri Bina Cita' with three main foundations, namely development. creative industry, education and tourism. Along with the development of thematic villages as leading tourism in Malang City, quoted from malangtoday.net, so far Malang branding is still considered less than optimal in terms of packaging, strategy and concept. This writing uses descriptive writing with a qualitative approach. The analysis technique used in this paper is SWOT. There is need for new innovations in increasing branding for thematic villages in Malang City, one of which is through the Mathematical program (Malang Thematic Tourism): Digital Marketing Innovation, Penta-Helix-Based Thematic Village Education Tourism in which there is tourism application used to increase branding village tourist attractions thematic in Malang City. The benefits of thematic village branding are in the form of: (1) Tri Bina Cita Malang City on one main foundations, namely tourism can contribute to support RI Law Number 23 of 2014, (2) Realizing Beautiful Malang city branding, (3) GRDP increases, ( 4) Expansion of employment

scholarly journals How is related the digital marketing innovation and e-leadership in smes. Towards a gender study

2019 ◽  
Vol 9 (20) ◽  
pp. 77
Author(s):  
Juan Mejía-Trejo
Keyword(s):  
Digital Marketing ◽  
Marketing Innovation ◽  
Gender Study ◽  
Liderazgo Transformacional ◽  
Las Mujeres ◽  
Para Determinar ◽  
Estilos De Liderazgo

Este trabajo propone un constructo que relaciona tres modelos previamente publicados: estilo de liderazgo, habilidades de liderazgo electrónico e innovación en mercadotecnia digital, como un modelo que revela la manera en que las interrelaciones de estos dependen del género del gerente, a fin de lograr la mejora de la pequeña y mediana empresa dentro de su sector de mercadotecnia digital. Para ello, se hizo una investigación documental que sirviera para determinar cómo el género responde al constructo mencionado. Entre los resultados destaca que hay diferencias notorias entre la forma en que el género de los gerentes obedece a diferentes estilos de liderazgo, las habilidades de liderazgo electrónico y la innovación de mercadotecnia digital para las pequeñas y medianas empresas. Se concluye que las mujeres directivas tienen mayor liderazgo transformacional, están más dirigidas a la inteligencia empresarial de las pequeñas y medianas empresas y al rendimiento del modelo de innovación, en comparación con sus contrapartes masculinas.

Strategi Kewirausahaan dan Digital Marketing Produk Teh Binahong di Tawang, Tasikmalaya, Jawa Barat

2020 ◽  
Vol 4 (1) ◽  
Author(s):  
Rani Rubiyanti ◽  
Tovani Sri ◽  
Adi Wibowo
Keyword(s):  
Digital Marketing

Kewirausahaan adalah suatu proses membelai bisnis baru, mengorganisasikan sumberdaya-sumberdaya seperti; sumberdaya manusia (tenga kerja), sumberdaya alam (bahan baku) yang diperlukan untuk kegiatan pemberian nilai tambah ekonomis yang akan menghasilkan produk, baik barang maupun jasa dengan mempertimbangkan risiko yang terkait. Secara sederhana digital marketing adalah terminologi yang mencoba mendeskripsikan jasa pemasaran terintegrasi yang digunakan untuk menarik perhatian, serta pelibatan konsumen secara online. Tujuan dari program pengabdian kepada masyarakat (PKM) ini adalah mengembangkan program sebelumnya dimana belum ada penyampaian ilmu tentang strategi kewirausahaan dan pemasaran dengan teknik digital marketing agar masyarakat dapat berwirausaha dan memasarkan produk teh binahong ke masyarakat luas. Sasaran utama program PKM ini adalah warga Kelurahan Lengkongsari Kecamatan Tawang Kota Tasikmalaya yang mendapat bantuan Program Keluarga Harapan (PKH) yang merupakan masyarakat tidak produktif secara ekonomis. Metode yang digunakan meliputi ceramah, praktik langsung, dan diskusi. Hasil kegiatan memyimpulkan bahwa: 1) Pengetahuan peserta tentang strategi kewirausahaan dan digital marketing meningkat; 2) Masyarakat dapat membuat dan mengemas teh binahong; dan 3) Kegiatan ini telah memberi manfaat bagi masyarakat Sidorejo, khususnya ibu-ibu PKK dengan meningkatnya keinginan peserta menjual produk the binahong pada salah satu akun digital marketing.

Sign in / Sign up

Export Citation Format

Share Document