Digital Marketing Tools Research Articles

Особливості digital маркетингу компанії «Booking.com» як провідної туристичної платформи інтернет-бронювання житла

Due to the rapid development of technology and the availability of the Internet, many companies, including Booking.com, are actively using digital channels to market and sell their services. The aim of the article is to analyze the digital marketing activities of the Booking.com company. To achieve the goal of the study, general scientific methods were used: analysis, synthesis, deduction, induction, system-based, comparative, experimental and statistical, as well as SWOT analysis. The results of the carried out study show that digital marketing is a powerful instrument for promoting residential properties through an online platform, and Booking.com uses a wide range of special tools, such as targeted advertising, content marketing, social media, email marketing, affiliate marketing, and SEO optimization, to attract customers and increase its competitiveness. A SWOT analysis of the digital marketing tools of the company Booking.com is carried out. The features of the work of the company Booking.com in the Ukrainian market are considered. The traffic to the websites of the Booking.com company and their main competitor – the AirBnb company is analyzed. As a result, it is concluded that the ability of Booking.com to adapt and develop its marketing strategies in accordance with changes in consumer behavior and technological advancements has allowed it to remain competitive in today’s housing booking market.

ФУНКЦИОНИРОВАНИЕ МАРКЕТПЛЕЙСОВ И АНТИМОНОПОЛЬНОЕ РЕГУЛИРОВАНИЕ В УСЛОВИЯХ ЦИФРОВИЗАЦИИ

Modern economic reality, conditioned by the digital transformation of all spheres of society, has acquired a completely new form and content. One of the results of these changes is the transition to networking and the formation of ecosystems of suppliers, partners, consumers and competitors around the business sphere. Marketplace as a digital marketing tool brings great benefits to society (new products, convenience, speed, etc.), but at the same time there are a number of negative consequences discussed in the article. Goods and markets in the digital environment are developing so rapidly that antimonopoly authorities around the world do not have time to study them sufficiently and react promptly in each specific situation.

СУТНІСТЬ ПОНЯТТЯ СУЧАСНОГО ЦИФРОВОГО МАРКЕТИНГУ ТА ЙОГО ЕТИМОЛОГІЧНИХ ОСОБЛИВОСТЕЙ

The article identifies the need to consider the etymological features of digital marketing, the paradigm and conceptual foundations of which were constantly evolving, providing conditions for successful and competitive business positioning. The evolution of the concept of "digital marketing" was determined on the basis of its subject of application and characteristic features from the standpoint of classical and modern approaches to management and marketing activities. The most common new approaches to defining the essence of digital marketing were the consideration of the latter as: Internet marketing, the purpose of which is to study the nature of the relationship of economic entities in the Internet space to create universal structures designed to meet the needs of society by making a profit; integration of theoretical views of classical marketing and practical technologies of the IT-sphere, which in interaction provide the offer and provision of products or services to the consumer in electronic form; promotion system through the use of various types of advertising, including banner advertising, in online communities, social networks and messengers; the necessary set of measures to study such a specific market as the Internet network market, effective promotion and sale of goods (services) using modern Internet technologies. It was proposed to define digital marketing as a multidimensional economic phenomenon, which involves the use of various digital channels and tools to reach the user audience, interact with consumers and transmit marketing messages, in a complex of market business activities developed by marketing services of organizations and implemented in online spaces based on various digital technologies – the Internet, mobile, digital broadcast technologies, local network topologies and autonomous digital devices. The key advantages of digital marketing application by modern enterprises, as well as certain problems with the introduction of digital marketing tools and methods were outlined.

Marketing communication of modern enterprises in the era of digital economy

Purpose: The purpose of the study is to present the digital nature of the marketing communications of companies located in Poland by determining the digital-based activities they undertake in their marketing communications with stakeholders. The study assumes that the digital nature of their marketing communications is determined by their business profile, form of ownership, ownership capital and the number of employees they employ. Design/methodology/approach: The survey was conducted on a sample of 225 enterprises in July-September 2020 throughout Poland (16 provinces). The sample selection was stratified and random. The method used in the study was a diagnostic survey. Findings: The survey results show that a sizable percentage of companies located in Poland have some catching up to do in basic digital functions in the area of stakeholder communication. On the other hand, enterprises using digital solutions in marketing communications boast a fair amount of diversity in them, making the integration of digital instruments and solutions a feature. The undertaking of selected marketing activities by organizations is determined by various attributes of the organization, i.e. business profile, form of ownership, especially their size and ownership capital. Research limitations/implications: The results of the survey call for a broader and more in depth analysis of the digital activity of modern enterprises in the area of marketing communications. This includes, first and foremost, learning about the determinants of the deficiencies manifested by a sizable percentage of companies in this area, which would make it possible, perhaps, to remove the barriers to these companies becoming more digital in the area of communication with stakeholders. Practical implications: The results of the research prove that among the surveyed attributes of organizations, it is the form of ownership and size of the enterprise that most differentiates them in terms of the digital solutions used in marketing communications. Sole proprietorships are less likely to use such solutions than partnerships and limited liability companies, and companies employing between 10 and 49 people are less likely to use such solutions than medium-sized and large companies. They are the ones that should accelerate the implementation of digital solutions in marketing activities first. This would require building a management culture conducive to change and based on an understanding of the role of new technologies, which are now becoming a guarantor of their success. Social implications: Better understanding of the business impact of digital marketing tools. Originality/value: The article is primarily of cognitive value, emphasizing the importance of digital solutions used in marketing communications by modern companies. Consequently, it can be an element that stimulates the management of modern organizations to seek and apply marketing instruments using the latest digital solutions to reach specific groups of stakeholders. Keywords: marketing communications, digital economy, digital technologies in marketing communications. Category of the paper: research paper.

DIGITAL-МАРКЕТИНГ, КАК ИНСТРУМЕНТ ПРОДВИЖЕНИЯ ТУРИСТИЧЕСКИХ МАРШРУТОВ РЕГИОНА

The article reveals the importance of promoting regional tourism products through the use of digital marketing tools. The tourism potential of Mordovia is considered, and the directions of tourism activity in the region under consideration are highlighted. In addition, the article describes the problems of maximizing profit from the existing tourism potential in Mordovia and options for using it to attract tourist flows to the region using the example of the unique national route “Call of Toram”.

Інноваційні маркетингові інструменти просування промислової продукції в мережі Інтернет

The article is devoted to the study of features of promotion of industrial products in the network. The publication is aimed at studying the peculiarities of using innovative digital marketing tools in the process of transforming the relationship between the brand of industrial products and the consumer. The characteristic features of using actual client-oriented means of promoting products on the Internet are investigated and generalized: non-standard advertising media; online exhibitions, online auctions; web conferencing; systems of interaction with sellers; methods of website promotion in social networks; mobile advertising; augmented reality. It is proved that the integrated use and innovative updating of marketing tools allows constantly expanding the customer base, increasing the level of competitiveness of industrial products, stimulating customer loyalty, strengthening ties with the target audience, and also contributes to reputation strengthening, organic growth in the number of users of products, increasing the level of retention of the target audience, increasing the number of repeat purchases, increasing the amount medium check, increasing the company’s profits. It is noted that this is facilitated by the fullest use of the possibilities of personalizing customer experience, increasing customer satisfaction due to maximum convenience of product consumption, guaranteed satisfaction of expectations, ensuring effective feedback, meticulous and thoughtful work with negative customer reactions. The modern tools of the Marketing 4.0 concept considered in the publication and the peculiarities of their use in the digital environment of the Internet presented in detail formed the basis of the formulated proposals for the introduction of new brand development strategies, the content of which is to attract customers to the development and updating of the concept of industrial products, its adjustment in accordance with the personal preferences of consumers, the creation of “ideal” offers. The use of digital marketing opportunities in combination with the combined application of the latest strategies for promoting industrial products allows more efficient use of dynamic pricing tools, promotes the practical introduction of many channel sales of products, maximizes the processes of attracting customers to the formation of added value of the manufacturer, really saves the marketing budget, optimizes in real time the level of production workload capacities of manufacturers of industrial products.

Effect of Social Media Influencers, YouTube Marketing and Tourism V-logging on Green Tourism Promotion: Evidence from Pakistan

The Marketers and residents of tourist places are facing tourism promotion-related challenges. The trends of digital marketing are stimulating traditional marketers for tourism promotion. Recently, the trend of digital media influencers has been getting considerable attention among marketing academicians and practitioners. However, this study aims to determine the role of modern digital marketing tools for green tourism promotion of foreign tourism in Pakistan. Consequently, 450 questionnaires for data collection were distributed among foreign tourists visiting different tourist destinations. The Partial Least Square (PLS) software was used to analyze the data, and the threshold for significant variables was (P<0.05). The study points out the critical role of modern digital marketing tools, i.e. YouTube marketing and social media influencers, in promoting green tourism through tourism v-logging in Pakistan. The practical implications of this study would enhance the experiences of marketers for green tourism promotion in Pakistan. Moreover, the current research fills the literature gap in the digital marketing domain by thoroughly discussing emerging digital marketing tools.

Digital Marketing as a Driver for Sustainable Tourism Development

The notion of digital marketing has emerged as a prominent topic in the tourism industry and received high attention from the marketing research community in recent years. However, there is a noticeable absence of theoretically grounded research on how the tourism industry should apply and implement digital marketing to bring about sustainable tourism development. To address this concern, the researchers conducted a systematic literature review (SLR) of 83 journal articles related to digital marketing and tourism, indexed in the Scopus database and Web of Science from 2015 to 2021. In doing so, this review makes an important contribution to the identification of existing and future digital marketing tools applied in the tourism industry and their role in the progress of sustainable tourism development. Furthermore, researchers propose an integrated conceptual framework to provide a comprehensive overview of the relationships between technology, marketing, and tourism to add something new to the existing literature and inspire further research in the future.

Digital leadership as a tool for strengthening the market position of the company: corporate and personal context

The article examines the tools of digital leadership for building the company’s interaction with the target audience and for getting ahead of competitors. The essence of digital marketing is analyzed, its main characteristics, advantages and disadvantages are determined. The company’s digital leadership to strengthen market positions is formed through the effective development of digital marketing tools in order to form competitive advantages in the market. To ensure such characteristics, it is necessary to develop the key factors of the company’s success based on digital technologies and the digital competencies of the company’s leader. The main tools of digital marketing and the features of their application, their strengths and challenges for companies are substantiated. The main problem of digital marketing is the inadequate use of tools – approaches to the implementation of digital marketing functions and metrics for substantiating their effectiveness. Therefore, the use of each tool must be justified. Options for using digital marketing tools in the B2C segments for the provision of services and B2C for the sale of goods have been determined.

Licensing Socialization, Digital Marketing and MSME Bookkeeping Workshop for Retired Migrant Workers In Pagak Village Purwareja Klampok District Banjarnegara Regency

MSMEs need to provide opportunities for local entrepreneurs and utilize local resources to help stimulate economic activity and increase the competitiveness of a region as a whole. Based on the problems mentioned above, it is necessary to hold training on the use of digital marketing tools and socialize the processing of business permits for micro, small and medium enterprises (MSMEs) in Pagak Village, Banjarnegara Regency as a solution. In the socialization process, an MSME association was also formed whose members were active in the business world in Pagak Village. All presenters have tried to provide all the knowledge about the digital marketing and bookkeeping process for MSMEs and various interesting things regarding business licensing, so it is hoped that the entrepreneurial knowledge provided can be directly applied by the MSME community, especially in Pagak Village.

Promoting dairy products through the web: The case of Pecorino Siciliano PDO during the COVID-19 pandemic.

This study analyses the digital marketing tools that companies producing Pecorino Siciliano with a protected designation of origin (PDO) are implementing on the web through their corporate website and their brand page on Facebook. It aims to verify whether companies are adapting (or not) to new trends in web marketing and e-commerce. The quality of corporate websites was assessed during the COVID-19 pandemic in terms of usability and amount of activity on Facebook brand pages by Pecorino Siciliano PDO-producing companies. Analysed data show that the companies producing Pecorino Siciliano PDO fell short in developing their web-marketing tools, demonstrating their poor adaptation to the new digitalisation trends driven by the COVID-19 pandemic.

Coffee Product Tourism Development Plan In Mekarsari Gambung Village

This article contains the Community Partnership Program (PKM) activities process, the Bandung State Polytechnic (Polban) collaboration with Mekarsari Gambung Village as its partner, which is in its second year. The problems faced by Mekarsari Gambung Village include the lack of competence of human resources in compiling and presenting qualified tourism products and not having adequate promotional tools to market these tourism products to prospective tourists. Solutions to partner problems offered from this PKM activity include preparing tourism products and making digital marketing tools. The output of the compiled PKM activities is in the form of trekking tour packages which are recorded in the form of an electronic guidebook and a website containing comprehensive information about Mekarsari Gambung Village as a tourism destination along with activities that tourists can carry out during their visit.

Аnalysis of digital marketing tools for effective lead generation in the b2b sector

Аnalysis of digital marketing tools for effective lead generation in the b2b sector

Investigating Different Social Media Platforms Used by Tourists to Book a Hotel in Greece

The tourism industry has been recognized as one of the largest economic sector in Greece. The expansion of social media has contributed to introducing new digital marketing tools and changed the way tourist acquire and digest information in the decision-making process to book a hotel. The aim of this quantitative research is to investigate the different types of social media platforms used by tourists to book a hotel in Greece. Descriptive analysis was employed to analyze the data (N= 171) from tourists in Greece. The findings revealed that the majority of participants used TripAdvisor, Instagram and Nikana.gr to book a hotel in Greece, followed by grecia.directbooking.ro and Booking.com receiving lower percentages. Moreover, the guests’ reviews of the hotel, the photos and shots of the hotel on the social media platforms and special offers and discounts on hotels’ social media were the three main participants’ criteria for choosing social media to book a hotel. This study provides an insight for all the relevant stakeholders involved with social media in the travel and hospitality sector more specifically in the hotel field in Greece.

MARKETING DIGITAL TOOLS FROM STARTUP PROJECTS IN THE TOURISM AND TRAVEL INDUSTRY

The article examines the offers of marketing digital tools developed as a part of startup projects for participants in the tourism and travel industry, taking into account current tendencies and trends in the development of the tourism, hospitality and leisure industries. Startups offer both pioneering ideas, business models and technologies that can fundamentally change and influence the tourism industry, as well as scalable and proven ideas that affect the future of tourism, have a reliable revenue model and a clear strategy for achieving profitability
 The article considers new niches for startups in the tourism industry (digital nomads, slow tourism, local experience, ecological tourism, family and group vacations), which are driven by changes in travel patterns, demands and expectations of people planning their next trip, satisfy important, but so far completely unsatisfied customer needs (personalization, security, health protection during travel, logistics, mobility).
 The ratings of analytical units of the leading market companies Phocuswright "The State of Travel Startups", Amadeus "The Amadeus Startup Universe", "Amadeus' Startup Universe: 14 travel tech startups to watch" have been analyzed, in which the most innovative, creative, bold, functional startups are noted, which contribute to the restoration of industries, expand opportunities for cooperation with customers and other stakeholders, accelerate the implementation of new concepts, establish cooperation within the framework of the concept of sustainable tourism of all providers of the hospitality industry. In general, startups cover all sectors and services of the tourism, hospitality and leisure industries, from pricing and revenue management to airports and corporate travel. Startups of 2022 focus on sustainability, inclusion, blockchain, alternative housing, artificial intelligence, databases, security. The activities of global distribution systems in terms of updating their marketing tools by attracting young companies, investing in new startups, in knowledge and technology, and improving interaction with the startup ecosystem are considered.
 The analysis of startup project proposals in the tourism and travel industry allows to conclude that the proposed marketing digital tools are focused on active digital transformation of business to increase profits, optimize operations, ensure positive consumer experience and unprecedented customer satisfaction. Digital marketing tools allow market participants to: better manage guest experiences; explore the customer journey; organize the sale of additional services, make them available for online booking; create new revenue channels, reduce costs and increase efficiency; simplify the management of experience and services; quickly personalize the experience, create personalized and easily modified offers for individual customers and large groups; access detailed performance reports; understand customer preferences and study their needs in order to create adequate business strategies of the highest level.

Yun Dong Jia: find a silver lining on “cloud” during COVID-19 pandemic

Learning outcomes This case provides detailed information about digital technologies and business practices that may help offline retailers catch up with the trend of new retail. After studying the case and working on the assignment questions, students will be able to:▪ Understand new features of smart cash registers, including facial-recognition payment, purchase-sales-inventory management, customer profile and store management, which all are important for the long-term development of the retail business in the age of “new retail”.▪ Identify opportunities, practices and impacts of digital technologies, such as big data and artificial intelligence, on contemporary retail businesses.▪ Identify problems of traditional retail and suggest solutions by applying the concepts and tools learned above.▪ Apply digital marketing approaches and tools (e.g., social media, livestreaming and online word-of-mouth) to design marketing campaigns; students should include basic elements such as the 6Ms for effective marketing communications (market, mission, message, media, money and measure). Case overview/synopsis This case describes difficult situations facing Leo Shoudong Pan, the founder and CEO of Yun Dong Jia Technologies Co Ltd (YDJ), in marketing communications. With a motto of “Making it easy to open stores anywhere”, YDJ develops and sells smart cash registers, which provide a self-developed operating system and cloud computing services. Pan targets small and micro retailers, who are technology laggards when digital transitions had swept the world. His goal is to build a network of 100,000 pieces of smart cash registers across China, but he has only sold 8,000 pieces since he founded YDJ in 2016. He must make a breakthrough in the business. To drive leads and sales, he feels the urgency of conducting effective marketing communications with target customers and enhance their understanding on the value that YDJ creates for them. Monetary incentives are tangible but not yet fully demonstrated YDJ’s value. With the traditional retail approach, brick-and-mortar stores, especially those small-scaled ones, are not able to meet the market change; instead, they must adopt digital techniques to catch up with the trend of new retail, which is necessary for a long-term business development rather than just a temporary measure during the Covid-19 pandemic. Pan must craft more compelling messages. What customer value should be chosen as incentives to motivate the target market? How to conduct effective marketing communications correspondingly? Complexity academic level Senior undergraduate; Postgraduate; MBA; EMBA. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing.

An assessment of online visibility and engagement of COVID-19 related health messages by selected health-related organizations in Sri Lanka

<strong>Introduction:</strong> We live in an era of digital technologies. COVID-19 aggregate the usage of digital tools by all industries including the health sector. Social media and other digital marketing tools are used by healthcare professionals for health education. Online visibility and engagement of these tools affect the spread of health messages to people. <strong>Objectives:</strong> To assess the digital presence of selected health organizations in relation to COVID-19 related health messages. <strong>Methodology:</strong> A descriptive cross-sectional study was done to assess the digital presence of online health messages marketed by selected healthcare organizations. The Ministry of Health, Health Promotion Bureau, Epidemiology unit, Sri Lanka Medical Association, and Government Medical Officers Association were selected for the study. <strong>Results:</strong> The Health Promotion Bureau which is the focal point for health promotion has shown 39% of visibility. Sri Lanka Medical Association has shown 44% recording a higher percentage of visibility and engagement. Overall visibility and engagement are high in Health Promotion Bureau. However, none of the organizations reached more than 50% of visibility and engagement. <strong>Conclusions:</strong> Selected organizations have shown less than 50% in both visibility and engagement in digital presence. It is recommended that these organizations should pay more attention to enhancing the digital presence of their health messages related to COVID-19.

МУЗЕЙ АУДИТОРИЯСЫН ТАРТУҒА АРНАЛҒАН ЖАҢА ДИЖИТАЛ МАРКЕТИНГ ҚҰРАЛДАРЫ

This article examines in detail and analyzes the role of new digital marketing tools in the promotion and advertising of museum communications. Specialists of the foreign museum industry have considered approaches to the marketing of the museum industry, analyzed the main directions of new technologies of digital marketing in the development of museum102 communications and the collection of the target audience. The marketing of events is considered as the basis of these directions, the whole essence is revealed. Information on how to use them is also recorded, defining 5 stages of interaction between the museum and the visitor related to the use of media. In conclusion, the analysis is carried out and the importance of the main trends in the use of digital and remote technologies by the largest museums in the world is outlined.

Factors affecting Arab consumers' attitudes toward online shopping in light of COVID-19: the moderating role of digital marketing

PurposeIn both developed and developing countries, the COVID-19 pandemic has created a new generation of first-time online shoppers. More significantly, academics and practitioners believe that the shift to online shopping will continue in the years to come. Therefore, the purpose of this study was to examine the role of digital marketing tools as a moderator variable between the independent variables (i.e. consumption patterns, lifestyle, level of income, and payment methods) and dependent variable (i.e. the consumer's attitude towards online shopping) during the COVID-19 pandemic time in Arab countries.Design/methodology/approachA structured and self-administered online survey has targeted online shopping users in six different Arab countries based on a snowball and convenience sample. In total, 577 useable questionnaires were analyzed.FindingsThe findings show a significant positive relationship between the independent variables (i.e. consumption patterns, lifestyle, level of income, and payment methods) and the dependent variable (i.e. consumer attitude towards online shopping). Furthermore, the results reveal that the positive relationship between the independent and dependent variables is strengthened by the existence of the moderator variable, the digital marketing tools.Research limitations/implicationsThis study was based on cross-sectional data collection, rather than a longitudinal study and collected data from six Arab countries. It is suggested that future research should expand the survey in more similar countries to broaden the database for further generalizations and use a longitudinal approach to better assess changes in attitudes over time. In addition, this study focused on the issue from a consumer's viewpoint, so it is recommended that future research could be conducted, but from the viewpoint of marketing managers.Practical implicationsThis study represents a further deeper insight into consumer behaviour; it advocates giving more emphasis on organizations' awareness of their customers' consumption pattern, lifestyle, level of income, and payment method. The findings of this study can help managers and marketers to design a promotional mix to improve consumer's behaviour towards online shopping. The results suggest paying more attention to the high relevant effect of the consumption pattern, lifestyle, level of income, and payment method on the consumer attitude towards online shopping.Originality/valueThis paper is one of the few attempts that investigated consumer attitudes toward online shopping in the Arab world. Importantly, it identified the drivers of online shoppers' attitudes in the Arab world. This may be used to develop and implement e-marketing strategies. Furthermore, this paper examines the role of digital marketing as a moderator variable to provide empirical evidence to the body of knowledge of these drivers during the COVID-19 pandemic time in the Arab countries.

The Influence of Guerrilla Marketing on Buying Interests in Indonesian Fashion Local Brands

The modern age has had an impact on commercial sectors, particularly the fashion industry. There are already an increasing number of local brands that are in demand from the general public, particularly ladies. But the local fashion brand's marketing strategy is not wholly responsible for its success. The typical marketing strategy is now less effective due to technology innovation. Thus, a non-traditional strategy using digital marketing tools like web hunt can make it simpler for Indonesian fashion local products to be noticed and purchased by many people in various places. Therefore, the goal of this study is to analyse how guerrilla marketing has an impact on Indonesian consumers' shopping habits and local fashion brands. The quantitative approach combined with a descriptive analysis was the research methodology employed in this study. A survey of 103 respondents who fit the requirements for the data collecting process—product owners and potential customers of a regional fashion brand in Indonesia—was utilized to gather the information. The study's findings show that guerrilla marketing has an impact on Indonesian local fashion brands' consumer behaviour at the same time. However, in part, the emotional arousal factor has the greatest impact on consumers' purchasing decisions. Therefore, it may be said that guerrilla marketing has little effect on consumer behaviour.