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

• Science of Emotion and Sensibility
• /
• v.9 no.spc3
• /
• pp.197-208
• /
• 2006

Modern corporations are changing their strategies from 4P-based marketing strategies which have been used for logic-based consumers in the past to perception-based marketing strategies which will be performed for current emotion-based consumers. Therefore, the importance of emotional marketing, which means the integrated strategies approaching consumers by combining logic-based marketing strategies and emotion-based design strategies, has been increased. However, existing researches have not tried to suggest the essence and research scope of design marketing and verify the applicability of each research sectors but only tried to apply some marketing tools in design process. Regarding this, this study suggests that the essence of design marketing has to be defined first then various and systematic academic reviews have been performed on each research sectors of it before design marketing tools are applied in design practices. In addition, this study suggests 3 research categories of design marketing based on traditional marketing. They are first, understanding consumer's decision making precess for design and next, introducing and applying various research tools ant last, applying various strategic tools for strategy-making based on situation understanding. Finally, this study suggests future research directions on 3 research categories mentioned above.

• International Journal of Computer Science & Network Security
• /
• v.23 no.12
• /
• pp.137-144
• /
• 2023

The relevance of the research topic lies in the necessity to use social networks as innovative tools of marketing communications. A wide audience and the ability to segment the market for a specific consumer determine the construction of a corporate strategy, which will be based on using the social networking approach. The spread of the global coronavirus pandemic has led to the rapid development of remote communication channels between the company and the customer. The issue of using marketing tools in social networks acquires the most urgent importance in the modern world of the introduction and implementation of the company's marketing strategies. The purpose of the academic paper is to study the use of social networks as features of implementing the marketing campaign. Social networks are the result of the development of digital technologies and the processes of creating an information society involved in the digital space. The objectives of the research are to analyse the opportunity of using social networks as a tool for marketing communications and their implementation at the level of its widespread use by enterprises and establishments. It is significant to create an advertising campaign by defining the target audience and outlining the key aspects, on which the company is focused. The research methodology consists in determining the theoretical and methodological approaches to the essence of introducing social networks and their practical importance in the implementation of marketing activities of companies. The obtained results can significantly improve the quality of functioning of modern enterprises and organizations that plan to master a new market segment or gain competitive advantages in the existing one. The academic paper examines the essence of social networks as a tool of marketing communications. The key principles of the development of digital social platforms were revealed. The quality of implementing the advertising campaign in the social network was studied, and further prospects for the development of using social networks as a component of the marketing strategy were outlined. Therefore, the academic paper analyses the problems of using social networks as a marketing tool.

• International Journal of Computer Science & Network Security
• /
• v.22 no.5
• /
• pp.154-162
• /
• 2022

Digital marketing tools are actively used in managing the development of park and recreation complexes to familiarize the population with the objects of natural heritage. This article aims to empirically evaluate digital marketing tools for popularizing the park and recreational complexes. The methodology was based on the concept of ecosystem value of park and recreation complexes as a natural heritage site. These methods included: identifying and selecting websites with information about park and recreation complexes in Slovakia and Ukraine. structural analysis of the main channels of online details about natural parks. Assessing the current state of online identity of the studied sites from the perspective of Internet users. The results indicate that to manage the development of park and recreational complexes developed their driven official websites in the Internet space, on which sections structure the information with the allocation of data on tourism and recreational potential. The article identifies additional digital marketing tools for managing the development of park and recreation complexes, particularly social networks and tourist websites. There is a sufficient amount of information about tourist recreation sites within these natural parks and tourist routes. Among the main problems of the websites: the information on the websites is entirely textual, there is a lack of sufficient data on social networks, despite the created official pages, there is no video content, which was more attracted tourists and visitors, allowing a visual assessment of the tourist potential; there is a problem of many communication channels to present the natural heritage of the countries. The research proves that the website is the primary and most common digital marketing tool for natural heritage, structuring information about tourism potential and recreation.

• International Journal of Computer Science & Network Security
• /
• v.22 no.1
• /
• pp.77-84
• /
• 2022

The study highlights the features and trends of digital marketing for international business. To achieve these goals, the authors used a systematic approach that allows a comprehensive approach to the object of study, as well as used general and specific methods of scientific knowledge on the application of digital marketing for international business. The dynamics of the number of users of social networks in the world is analyzed, which allowed us to conclude about the steady trend of increasing the number of users of the Internet and social networks, as well as the time spent by users on social networks. The study of the dynamics of the number of users of social networks provides increased efficiency in the use of digital marketing tools to enhance international business. The most effective digital marketing tools for international business, including artificial intelligence, conversational marketing, chatbots, personalization, video marketing, live shopping, social media stories, interactive content, omnic marketing, augmented reality and technology immersion, native advertising, green marketing and mobile commerce.

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

• Journal of Distribution Science
• /
• v.18 no.9
• /
• pp.77-86
• /
• 2020

Purpose: This study focused on SNS, which has been in the spotlight as a marketing tool as the number of people using SNS, to find out about the relationship between the characteristics of airline SNS marketing and the impact on brand attitude and purchasing intention. It will also identify the relationship between each factor and, in conclusion, identify the influence of SNS characteristics as marketing tools of airlines and provide direction and theoretical implications so that they can be used as effective marketing tools based on this. Research design, data: Airline SNS characteristics factors were derived from three main components: interactivity, entertainment, and convenience, four hypotheses were set up, and the SPSS Win 18.0 program and AMOS 22.0 were used to analyze the relationship between factors in a total of 333 questionnaires. Results: The airline's successful SNS marketing directly affects the airline's brand image and airline's brand attitude, and a good brand image forms a positive brand attitude for consumers and also suggests that this can lead to purchasing intentions. Conclusions: Airlines that want to successfully market SNS should pay attention to SNS characteristics and consider them in-depth, and pay attention to SNS as an important marketing tool.

• Asia Marketing Journal
• /
• v.7 no.2
• /
• pp.23-46
• /
• 2005

Social marketing emerged as a significant paradigm in the late 1960s when the conceptual boundaries of marketing were broadened by some scholars. Accordingly, social marketers have tended to apply traditional marketing tools, albeit within a vastly different context. After reviewing and classifying the social marketing literature into traditional and interdisciplinary approach, the author found out that both approaches disregarded the special context in which social marketing operated. In this regard, the author maintains that social marketers, operating in an environment that is characterized by intricate exchange and amplified market failure brought about by externalities, may be ill-equipped to foster change utilizing conventional marketing tools. Therefore, this paper proposes that social capital is an appropriate theory to supplement traditional notions of marketing to further enhance the field of social marketing as it takes into account market failure, intricate exchange, and behavioral and social phenomena.

• Journal of Digital Convergence
• /
• v.18 no.11
• /
• pp.195-205
• /
• 2020

As the use of the Internet has become more common worldwide, digital marketing has gained a great weight as an advertising medium. Low cost and effective digital marketing tools include websites, eyes, blogs, search advertisements, online banners, mailings, YouTube, etc., which most companies around the world use one or more of them for digital marketing. I have. In this environment, global companies with more than one overseas subsidiary have become very interested in how to establish and implement digital marketing strategies. However, many studies have been conducted on the necessity of digital marketing and its implementation strategy, but there are no studies on specific implementation methods that can be applied in practice. Therefore, in this study, we intend to define digital marketing suitable for global SMEs, establish a promotion strategy model, and present a specific implementation strategy establishment planl. Through this, we intend to contribute to establishing a general-purpose SME global digital marketing strategy.

• Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
• /
• v.8 no.10
• /
• pp.71-79
• /
• 2018

The Internet of Things is a technology that makes it possible for objects made up of hardware and software to exchange information with one another via the Internet, thereby facilitating the servitization of the objects. An IoT service, which is composed of an IoT device and a web service, has recently been applied to the marketing field and is being used as a means to meet customer needs. However, applying appropriate marketing elements to IoT services is not easy. Therefore, analysis tools are needed to properly apply marketing elements to IoT services. This study aims to construct an analysis model for marketing evaluation of IoT services. In this study, the technical elements and marketing elements of IoT were derived through a literature review, and the analysis model for marketing evaluation of IoT services was established by exploring the relationship between the elements based on a service blueprint. We also applied real cases to verify the analytical model. This study is expected to contribute to the development of tools for evaluating IoT services.