From Suspect to Customer: Using Marketing Analytics Data to Study the Effectiveness of Digital Marketing Channels in the B2b Sales Funnel

2021 ◽  
Author(s):  
Amelia Zafreen Dash ◽  
Joel Mero ◽  
Tommi Laukkanen
Keyword(s):  
Marketing Channels ◽  
Digital Marketing ◽  
Marketing Analytics ◽  
Sales Funnel

scholarly journals Digital Marketing Tools in Balancing Interests in Tourism

TEM Journal ◽  
2021 ◽  
pp. 1155-1165
Author(s):  
Viktoriia Niziaieva ◽  
Margaryta Liganenko ◽  
Irina Muntyan ◽  
Valentyna Rusavska ◽  
Mykhailo Goncharenko ◽  
...  
Keyword(s):  
Online Advertising ◽  
Marketing Channels ◽  
Digital Marketing ◽  
Portfolio Investment ◽  
Sales Channels ◽  
Financial Investments ◽  
Specific Goal ◽  
Internet Environment ◽  
Sales Funnel ◽  
Content Marketing

The main aspects of using digital marketing tools in balancing interests in the field of tourism are considered in this article. The analysis showed that a set of sales channels in the Internet environment and a set of tools are formed, depending on the marketing strategy of the tourist enterprise. Considered are the basic tactics and tools related to the concept of digital marketing. These are: the company's website, digital marketing channels - online channels for promoting and attracting customers: SEO, online advertising, email marketing, sales funnel, content marketing, teaser advertising, SMM, etc.. It is proposed to apply the theory of portfolio investment to optimize investment in digital marketing tools to achieve a specific goal. The article uses a method of building a mathematical model that will optimally distribute financial investments in digital marketing. At the same time, balancing interests in the field of tourism on the basis of digital marketing tools is proposed on the basis of KPI indicators according to the selected goals.

A Closer Look at Direct Carrier Billing

2020 ◽  
Vol 10 (4) ◽  
pp. 18-40
Author(s):  
Lorena Herrera López
Keyword(s):  
Big Data ◽  
Data Analytics ◽  
Big Data Analytics ◽  
Mobile Network ◽  
Marketing Channels ◽  
Digital Marketing ◽  
Mobile Service ◽  
Web Analytics ◽  
Network Operator ◽  
Over The Top

The impulse to digitalization by telecom operators requires the commercialization of over-the-top services (OTT) based on the fine understanding and prediction of customer behaviour through pattern recognition involving big data, resulting in an essential part of web analytics and digital marketing. The objective of this research is to analyse factors influencing the purchase and use of a mobile game commercialized by a mobile network operator (MNO), through different digital marketing channels and using direct carrier billing (DCB) as payment channel. The novelty contribution of this study is twofold. Firstly, it assesses determinants related to the purchase and use of a mobile service through the analysis of variables identified in the scientific literature's review. In addition, it also incorporates a set of variables based on data retrieved from big data analytics. Secondly, this research analyses the willingness of consumers to pay through DCB.

scholarly journals Public Policy Issues in Direct and Digital Marketing – Concerns and Initiatives

2019 ◽  
Vol 6 (4) ◽  
pp. 54-71 ◽  
Author(s):  
Pratap Chandra Mandal
Keyword(s):  
Public Policy ◽  
Marketing Channels ◽  
Customer Relationships ◽  
Digital Marketing ◽  
Policy Issues ◽  
Consumer Privacy ◽  
Regulatory Bodies ◽  
Require Information

Companies require information about customers to understand them, know their preferences, and develop relationships with them. Companies employ a number of direct and digital marketing channels to collect information and intelligence about customers. Marketers adopt a number of unfair practices for collecting information through direct and digital marketing and this raises concerns about consumer privacy. The article discusses the various aspects of consumer privacy and the need for protecting consumer privacy. The article further focuses on the various regulations enforced by regulatory bodies and governments of countries to protect customers. Various initiatives taken by companies to protect customers are discussed. Direct and digital marketing channels allow companies to collect information and intelligence about customers and to influence them. However, companies should be sensitive to customer concerns. This will help companies in building long-term customer relationships.

scholarly journals Differentiation and the Five As Concept in Digital Marketing of Small and Medium Enterprises During the Covid-19 Pandemic (a Study at Cepaka Village, Kediri Tabanan)

2021 ◽  
Author(s):  
Ni Luh Putu Agustini Karta ◽  
Rani Kusumo Wardani ◽  
Jimmy Harry Putu Suarthana
Keyword(s):  
Small And Medium Enterprises ◽  
Marketing Channels ◽  
Digital Marketing ◽  
Purchasing Decisions ◽  
Differentiation Strategy ◽  
Emergency Situations ◽  
Leadership Strategy ◽  
Priority Needs ◽  
Medium Enterprises ◽  
The Impact

The purpose of this study was to analyze the differentiation and the Five As digital marketing concept made by SMEs (Small and Medium Enterprises) in Cepaka Village during the Covid-19 pandemic in maintaining their competitiveness. This was qualitative research with key informants consisting of 14 SME managers in Cepaka Village, Kediri, Tabanan Bali. The differentiation was viewed from the basis of products, services, personnel, marketing channels and images as well as marketing 4.0 (digital marketing) implementation in aspects of Mapping Customer Path throughout the Five As concepts. On average, the income of the SMEs in Cepaka Village decreased by 50%. The differentiation strategy consisted of a cost leadership strategy, service variations, expansion of marketing channels and special promotions of 20-30%. Only 3% of SMEs added marketing personnel. The implementation of digital marketing with the Five As approach did not work as intended. Digital marketing had to be done because of the demands of the Covid-19 pandemic, but the impact from this digital marketing strategy has shifted and did not perform optimally. The purchasing decisions were not based on Aware, Appeal, Ask; however, the purchasing decisions were made because of the priority needs and impacts of Covid-19. There was no brand loyalty or repurchase. The implication of this research was to provide a reference for SMEs to prioritize operations in the Covid-19 pandemic or other emergency situations that disrupt the operations of SMEs. Keywords: differentiation, the five as concept, digital marketing, SMEs

scholarly journals The Future Prospect of Digital Marketing in the Malaysian Context

2021 ◽  
Vol 15 (1) ◽  
pp. 72
Author(s):  
Mandy Mok Kim Man ◽  
Lim Rui Yang
Keyword(s):  
Data Protection ◽  
Future Prospect ◽  
Public Awareness ◽  
Digital Technologies ◽  
Marketing Channels ◽  
Government Policies ◽  
Digital Marketing ◽  
Business World ◽  
Brick And Mortar ◽  
Online Business

Under the globalization trend, digital marketing is part of the digitalization practices in the business world. Many organisations, companies and firms have practised digital marketing in their businesses, to start, explore or expand their markets. Digital marketing enables companies to achieve marketing objectives with digital technologies. In the advanced countries, such as US, UK, Japan, Australia, Singapore, etc., many organizations and industrial practitioners have implemented digital marketing practises that have changed from brick and mortar to online business channels. Like other forms of marketing channels, digital marketing has its benefits and pitfalls. This paper discusses the threats and opportunities, problems and challenges faced when promoting and expanding digital types of business and digital marketing in Malaysia, such as education, government policies, public awareness and users’ data protection. This paper shed some light on the importance and development of digital marketing in the Malaysian context and, the discussion outcomes raise further awareness and attention of companies to implement digital marketing in their business activities.

scholarly journals Digital Communication: a technology of trust marketing

Communicology ◽  
2021 ◽  
Vol 9 (3) ◽  
pp. 74-87
Author(s):  
V. I. Gostenina ◽  
K. S. Karandin ◽  
S. L. Melnikov
Keyword(s):  
Digital Media ◽  
Technology Development ◽  
Marketing Channels ◽  
Digital Marketing ◽  
Main Function ◽  
Web Traffic ◽  
Management Tools ◽  
Digital Revolution ◽  
Development Path ◽  
Use Of The Internet

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.

scholarly journals Effects of Advertising Through Different Digital Marketing Channels on Consumer Buying Behavior in Bosnia and Herzegovina: A Research Project

2021 ◽  
Vol 4 (2) ◽  
pp. 49-56
Author(s):  
Dzenita Sljivo ◽  
Mersid Poturak
Keyword(s):  
Bosnia And Herzegovina ◽  
Electronic Devices ◽  
Marketing Channels ◽  
Digital Marketing ◽  
Purchasing Behavior ◽  
Buying Behavior ◽  
Digital Devices ◽  
Online Advertisement ◽  
Primary Form ◽  
Consumer Buying Behavior

Advertising today is different from what is used to be before the revelation of digital marketing channels. The ultimate switch from traditional advertising channels to digital marketing channels has seen a vast expansion, expansion that has been observed in the amount of time users spend on digital devices. We can easily say that advertising is everywhere around us today, with the help of increased usage of technology, smartphones and other electronic devices that are constant during the day-to-day basis of people’s lives. Therefore, it becomes very interesting to research and conclude whether this constant exposure of advertisements on different digital marketing channels have an effect on consumer’s buying behavior towards advertisements of products or services. The main aim of this study is to identify and explain whether through different digital marketing channels advertisements can change the attitude of people regarding products or services and there purchasing behavior from a stand point view of consumers in Bosnia and Herzegovina. To achieve this goal, the analysis of data is based on qualitative data derived from a survey as a primary form of data collection. A research model with three independent variables (social media marketing, email marketing, and mobile phone marketing) and one dependent variable (consumer buying behavior) was developed based on the literature review. The outcomes of this research are going to provide insights of what effects through online advertisement can make changes on the consumer buying behavior.

DMOs and tourism marketing channels in centre of Portugal.

2021 ◽  
pp. 43-61
Author(s):  
Bernardo Borges ◽  
Rui Augusto Costa
Keyword(s):  
Marketing Strategy ◽  
Information Search ◽  
Marketing Channels ◽  
Digital Marketing ◽  
Tourism Marketing

Abstract This chapter, by Bernardo Borges and Rui Augusto Costa, deals with destination management organisations (DMOs) and the tourism marketing channels in the Centre of Portugal. The chapter assesses the significance of the digital marketing strategy of the DMOs responsible for the Centre of Portugal and provides insights regarding how this strategy can affect tourists' information search during the pre-trip as well as at the destination. The study concludes with useful information for DMOs regarding the main promotion channels that they should use for attracting tourists to the region.

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