• The Journal of the Korea Contents Association
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• v.10 no.6
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• pp.43-48
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• 2010

Useful emails influence on consumers' purchase behavior and activate them to visit retail stores. Regular contact with consumers by e-mail has positive effects on brand loyalty. However, email marketing has a limitation. Spam now accounts for over half of all e-mail traffic. The increase of email users has resulted in the dramatic increase of spam emails during the past few years. In this paper, we proposed an ontology-based system offering personalized email services to overcome such limitation. Our method is not the ontology-driven spam filtering, but a personalized content service considering personal interests and relations among people by using FOAF and domain ontologies. Our system was successfully tested in email marketing domain.

• The Journal of the Korea Contents Association
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• v.4 no.4
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• pp.11-19
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• 2004

With the help of information technology the number of email users and personal home page owners are increasing. Marketers have much interest in using the email and personal home pages as a marketing promotion tool which can provide potential customers with messages they want to send. Marketers can facilitate the promotion efforts once if the profiles of potential customers' information can be databased by sending proper messages to the targeted market. Because of the merit of email and personal home page hotel firms are expected to adopt the information applications in their promotions for customers. This study proposes the Possibilities of email and personal home pages as a marketing promotion tool in the hotel industry and discusses problems to be overcome.

• 한국디지털정책학회:학술대회논문집
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• 2005.11a
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• pp.45-60
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• 2005

The purpose of this study is to classify customer by e-mailing responsiveness on time-series analysis and testify the effectiveness of grouping by ROI analysis. Response recency, response frequency and Activity(RFA) of e-mailing systems were adapted for Customer segmentations. ROI analysis were consisted of open, click-through, duration time, personalization, conversion rate and email loyalty index of email systems. Major findings are as follows: RFA analysis is used for customer segmentations that is fundamental process of e-CRM applications. Customer segmentations were loyal customer, odds customer, dormant customer, secession customer and observation customer by RFA grouping. Loyal customer group has high point in all ROI index compared to other groups. These results indicated that customer responsiveness of e-mailing systems were appropriate methods to grouping the customer with demographic variables. Therefore, effective e-mailing marketing strategy of e-Biz have suitable active DB and Behavior targeting is best approach to enforcing the target e-mailing marketing.

• Journal of Korea Technology Innovation Society
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• v.7 no.3
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• pp.681-709
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• 2004

The purpose of this study is to classify customers by e-mail responsiveness on time-series analysis and testify the effectiveness of grouping by ROI analysis. Response recency, response frequency and Activity(RFA) of e-mailing systems are adapted for Customer segmentations. ROI analysis are consisted of open, click-through, duration time, personalization, conversion rate and email loyalty index of email systems. Major findings are as follows: RFA analysis is used for customer segmentations that is fundamental process of e-CRM applications. Customers can be grouped into loyal customers, odds customers, dormant customers, secession customers, and observation customers by RFA grouping. Loyal customer group has high point in all ROI index compared to other groups. These results indicated that customer responsiveness of e-mail systems were appropriate methods to group the customer with demographic variables. Therefore, effective e-mail marketing strategy of e-Biz should have suitable active DB and Behavior targeting is best approach to enforce the target e-mail marketing.

• International Journal of Computer Science & Network Security
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• v.22 no.2
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• pp.311-317
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• 2022

The research is devoted to the substantiation of the system approach to the involvement of digital marketing tools as a guarantee of international business development. It is proved that digital marketing, as a type of marketing based on the use of digital technologies allows to make a profit, to promote the brand, as well as goods and services in the market. The digital marketing toolkit system is a set of elements with existing relationships that ensure the effectiveness of the entire digital marketing, which in total is greater than its individual components. The implementation of a systems approach involves the implementation of the philosophy of digital marketing in general, its functions in the form of systems analysis, formation of strategic development goals and entry and promotion in the international market, preparation and implementation of tactical and strategic development plans.The use of such digital marketing tools as: content marketing, social media marketing, Email-marketing, targeted advertising, contextual advertising, media advertising, Search Engine Optimization, affiliate programs and the company's website is analyzed in detail.

• Asia pacific journal of information systems
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• v.25 no.2
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• pp.337-355
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• 2015

The Internet has become one of the most important channels for people to communicate and for companies to implement their sales promotion activities, such as advertising. Marketing and advertising attempt to influence customers' attitude to persuade them to choose to buy the advertisers' products instead of the competitors'. With the different forms of online marketing, such as search engine marketing, email marketing, and mobile marketing, advertisers can find more effective strategies to attract the attention of more targeted audiences. With the emergence of the social web (web 2.0), a new platform was introduced called social networks. This paper presents the current work in internet marketing activities until web 2.0, and conducts a social network analysis to aid in data extraction. Marketing and advertising companies have understood the power of information for a very long time. The more knowledge these companies have on the demographics, consumer habits, and preferences of particular customer types, the more they can tailor their product offerings, and the more sales they can make. This paper aims to understand the internet marketing concepts as well as present challenges and work directions in internet marketing.

• Journal of Distribution Science
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• v.17 no.10
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• pp.27-39
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• 2019

Purpose - This study explores the relationships between e-Marketing and perceived service quality with brand trust and loyalty towards the brand of mobile telephone operators in Kosovo. Research design, data, and methodology - The conceptual model of four constructs was developed, while each construct consisted of the set of variables measured by using five-point Likert scale. The primary data was collected via an online survey through SurveyMonkey, distributed via Facebook and email. The collected data were cleaned, validated and tested for its consistency through Cronbach's Alpha; ensured that five assumptions of multiple linear regression are met. To assess the relationships between outcome variable and dependent variables of the model, performed the bivariate correlation, simple, multiple linear and hierarchical regression. Results - Perceived service quality has a positive significant effect on brand trust and loyalty. e-Marketing presents moderating direct effect on brand loyalty, and slightly higher effect through brand trust of the mobile telephone operators in Kosovo. Conclusions - The perceived service quality and brand trust are key determinants in achieving brand loyalty in telecommunication industry, followed by e-Marketing as means to creating expectations, delivering on promise to meet customers' perceptions for service quality with a purpose of building trust, that leads to loyalty towards the brands of mobile operators in Kosovo.

• The Journal of the Korea Contents Association
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• v.6 no.10
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• pp.62-71
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• 2006

With the introduction of internet applications to the hotel industry hotel customers are very willing to use the electronic communication tools in their both searching information and purchasing behaviors. It is generally agreed that the internet communication tools can be a strategic one for less competitive hotels in the traditional marketing environment. This study found that there are significant differences among several classifications of hotels in the use of internet communications as a marketing tool. The study also found that there are some possibilities for local hotels to overcome the current marketing handicaps with internet communications.

• The Journal of Society for e-Business Studies
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• v.16 no.3
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• pp.249-261
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• 2011

The rapid growth of e-business market makes new online companies to start and existing offline companies to join in this area. As the number of players of this market grows rapidly, the competition among them is very intense. Many companies invest huge resources to online marketing including search advertisement, email advertisement and banner advertisement. Because these traditional online marketing activities mainly focus on how to invite visitors to their web sites, ROI of these marketing activities are getting lower. Many companies are looking for a new marketing method to escape this situation. In this paper, we propose ROMS (Realtime Online Marketing System) which supports tools to improve conversion ratio of e-commerce sites, ROMS gathers behavioral data of visitors and analyzes it in realtime. ROMS supports live chats, visitor profiling, context analysis, event detection, and live marketing. With ROMS, personalized offers based on visitors' realtime context can be made for each visitor.

• Journal of Global Scholars of Marketing Science
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• v.14
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• pp.125-144
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• 2004

The purpose of this study is to classify customer bye-mailing responsiveness on time-series analysis and RFM module and testify the effectiveness of grouping by ROI analysis. RFM (Recency, Frequency, Monetary Value) analysis are used for customer classification that is fundamental process of e-CRM application. ROI analysis were consisted of open, click-through, duration time, conversion rate, personalization and e-mail loyalty index. Major findings are as follows; Customer segmentation were loyal customer, odds customer, dormant customer, secession customer and observation customer by Activity email module. And Loyal, dormant and secession customer are segregated by RFM module. Loyal customer group have higher point of all ROI index than other groups. These results indicated that customer responsiveness of e-mailing and RFM analysis were appropriate methods to grouping the customer. Mid-small Internet Biz adapted marketing strategy by optimization of consumer information.