Email Marketing Research Articles

Email Marketing: Is It Still the Influence Young Adults on Purchase Decision

This study has been undertaken to understand customer’s perception towards email marketing. The main aim of this research is to identify customer’s opinion in advertisement on email, how it’s useful for the customers, how much the customers believe theadvertisers, have they brought products based on the advertisement in email. This studyis mainly taken to know about the email marketing impacts on youths only. A sample of 100 responses have been collected through questionnaire. Chi-square andCorrelationAnalysis has been used.

Responsible Email Marketing in Higher Education

In higher education, responsible email marketing emerges as a critical strategy for engaging students, alums, and potential students meaningfully and ethically. By comprehensively examining best practices and regulatory compliance, we aim to provide educational institutions with actionable insights for cultivating trust and enhancing communication effectiveness in their email marketing campaigns. This paper explores the nuanced landscape of responsible email marketing within higher education, focusing on balancing effective communication and ethical considerations. The paper aims to identify the starting points for creating a responsible email marketing campaign in higher education. Sources such as Marketing Compare, OmniUpdate, IBM Marketing Cloud and CoSchedule were used for secondary research. The results were formulated based on data published in surveys by RNL, Emma, Oberlo, LeadSquared, Full Fabric, Barnes and Noble, and WordStream. The following scientific research methods were used to create individual parts of the paper: extraction, information collection and processing, comparison, analysis, synthesis and interpretation. By examining current practices, regulatory frameworks, and case studies, we identify strategies institutions can employ to respectfully and effectively engage their audiences. Our analysis highlights the importance of transparency, consent, and personalisation in fostering trust and building long-term relationships with students, alums, and prospective learners.

Digital media ecosystem: a dimensional analysis according to the criteria of specialists

Digital marketing plays an important role in achieving organizations' strategies. This article aims to identify the elements and resources capable of configuring a digital media system that increases the effectiveness of commercial strategies. The present study was a non-experimental cross-sectional study. The empirical method used was data collection with an instrument structured by 5-option Likert scales. The survey was applied to 273 specialists. The statistical procedure used to measure the quality of the model was reliability analysis and factor analysis. The elements most recommended by experts in each digital channel were defined. It is concluded that a digital media ecosystem is formed by social networks, paid advertising, mobile marketing, organic positioning, social media, email marketing, and websites.

ADVERGAMING MARKETING – A NEW AND EFFECTIVE BRAND COMMUNICATION TOOL

Currently, there are many effective marketing communication tools, such as social media marketing, email marketing, video marketing, content marketing, and influencer collaborations. However, the recent boom in the online gaming market has created a significant opportunity for marketers to implement marketing communication activities through online games (commonly called Advergaming Marketing or simply Advergaming, hereinafter abbreviated as Advergaming). Advergaming is a process that combines advertising and gaming, merging marketing communication with games as forms of both entertainment and culture. To effectively leverage the benefits of Advergaming, theoretical issues such as its definition, business benefits, methods, and application in brand communication must be clarified. Using appropriate scientific research methods, such as desk research and theoretical development, the author will clarify theoretical issues related to branding and brand communication through online games. Key points for applying Advergaming to brand communication in businesses today will also be proposed.

ФОРМУВАННЯ ПОРТФЕЛЮ ІНСТРУМЕНТІВ ЦИФРОВОГО МАРКЕТИНГУ ПІДПРИЄМСТВА В УМОВАХ ВІДНОВЛЕННЯ ЕКОНОМІКИ УКРАЇНИ

The article examines the peculiarities of the period of post-war recovery of the Ukrainian economy and their influence on the composition of the portfolio of digital marketing tools of enterprises. The purpose of the article is to develop an algorithm for forming a portfolio of digital marketing tools for an enterprise in the period of post-war recovery, to clarify the concept of a "portfolio of digital marketing tools of an enterprise." It is substantiated that in the post-war period, the provisions of the concept of anti-crisis marketing will be relevant for planning the marketing activities of enterprises. The most common digital marketing tools are identified. The definition of the term "portfolio of digital marketing tools of the enterprise" is proposed. An algorithm for forming a portfolio of enterprise digital marketing tools has been developed. It was determined that the audit of the enterprise's marketing activity is the foundation for the formation of the enterprise's portfolio of digital marketing tools. It was determined that conducting marketing research will contribute to increasing the accuracy of the planning of the enterprise's anti-crisis marketing program. It is proposed to apply decision-making criteria in conditions of uncertainty and risk when choosing optimal alternatives for achieving the company's marketing goals in the post-war period. It was determined that monitoring the level of rationality of the company's portfolio of digital marketing tools is a necessary condition for controlling the company's marketing activities. The expediency of focusing on a proactive strategy in the implementation of marketing activities has been investigated. It has been studied that in recent years the tools of digital marketing have been constantly improved and this allows it to be considered as an opportunity to spend the marketing budget of enterprises more rationally. The portfolio of digital marketing tools can include content marketing, SEO, contextual and targeted advertising, advertising in social networks, e-mail marketing, influencer marketing, lead generation, complex analytics, viral marketing.

Enhancing Environmental Awareness Among Entrepreneurs and Digital-Based Marketing Mechanisms for MSME Products

Environmental awareness among MSME actors in the Dauh Puri Kangin Village area is important to consider as it can positively impact the environment and public health. Here are some key points regarding the environmental awareness of MSME actors: 1. Applying business environmental ethics can reduce the negative impact of MSME production and create business sustainability. 2. Understanding and awareness among MSME actors are necessary for waste management. 3. The government needs to assist MSMEs by facilitating waste management, such as ensuring the operation of wastewater treatment facilities. In addition to environmental awareness, MSME actors also need to pay attention to other issues, such as limited business capital, licensing problems, financial management, lack of product innovation, and difficulties in business development. Digital marketing mechanisms for MSMEs in the Dauh Puri Kangin Village area can be implemented using digital technology and online platforms to achieve marketing goals. Some digital marketing strategies that MSMEs can adopt include: 1. MSMEs can create their own sales website to design the layout, ambience, product catalogue, and promotions. The website should be mobile-friendly for easy access via smartphones. 2. MSMEs can leverage social media as a promotional tool for sales. They can create special groups on platforms like WhatsApp and Line to send product catalogues to loyal customers. 3. MSMEs can collaborate with marketplaces to sell their products. Marketplaces like Shopee and Tokopedia provide security for MSMEs regarding payments. 4. MSMEs can implement email marketing as an online marketing strategy. 5. MSMEs can provide responsive and effective customer service through digital channels such as email, social media, and online chat. Important principles in digital marketing include understanding the target market and consumer behaviour in the digital space, identifying digital platforms that align with the target audience, and analyzing data to measure marketing performance.

The Digital Echo: The Influence of Digital Marketing Channels on Brand Awareness and Consumer Purchase Decisions

This study explore the impact of the digital marketing strategies ( Social Media Marketing, Email Marketing, Content Marketing and Online Advertising) on brand awareness while investigating to what extent does this resulting effect subsequent affects consumer purchase decisions. Understanding these relationships can allow businesses to tailor their marketing programs to produce higher brand visibility and an increased flow of consumers. The study employed quantitative research design and data was collected using online survey questionnaire from 265 respondents. Data analysis was performed using SmartPls software. The results of the study suggest that Social Media Marketing, Email Marketing, Content marketing and Online Advertising all have positive relationship in designed model with brand awareness. Moreover, the research demonstrates that consumers are more likely to purchase based on brand recognition. This study found strong relationships between social media, email, content, online advertising, brand awareness, and purchasing decisions. Brand awareness increases purchasing intention and consumer loyalty. A personalized and integrated digital marketing strategy is needed since different digital marketing channels have different effects on brand awareness and buying decisions. This study adds to the literature by showing how digital marketing methods affect brand awareness and purchasing decisions. This study helps marketers optimize their digital marketing strategies and improve brand performance in the digital age by explaining the complex relationship between digital marketing and customer behavior. It also emphasizes the need for a comprehensive strategy to digital marketing, since digital channels influence consumer perceptions and buying behavior.

Digital Marketing Strategies and their Impact on Consumer Behavior

The advent of digital marketing has greatly altered customer behavior by altering the way in which companies communicate with their target audiences. The effects of different digital marketing methods on customer actions are discussed in this article. Content marketing, social media marketing, SEO, email marketing, and influencer marketing are some of the key tactics that are addressed. Research shows that these tactics increase customer involvement, familiarity with the brand, and ultimately, sales. The goal of content marketing is to increase customer trust and loyalty by providing them with high-quality, relevant material. In order to increase brand awareness and customer engagement, social media marketers use sites like Twitter, Instagram, and Facebook to build tailored and interactive campaigns. With search engine optimization (SEO), companies may increase their online presence and more effectively reach their target audience. One of the most effective ways to reach out to customers, build rapport, and increase sales is through email marketing. Influencer marketing leverages preexisting trust networks to sell items in a genuine way by teaming up with people who have large online followings. Not only do these tactics affect the whole buyer experience, from awareness to post-purchase assessment, but they also significantly affect consumers' views and preferences. The study highlights the need of comprehending customer behavior and psychology in order to customize digital marketing campaigns successfully. It also stresses how important it is for companies to keep up with new technology and trends if they want to be competitive. Businesses may improve marketing strategies, get insights into consumer preferences, and boost customer happiness by employing data analytics. The report finds that the most effective way to influence customer behavior and achieve corporate goals is through an integrated approach that combines numerous digital marketing methods.

Electronic Marketing and Customer Retention in the Fast Foods Industry in Yenagoa, Bayelsa State

Fast food businesses are known to be affected by some existential problems. This economic sector faces problems ranging from insufficient capital, lack of efficient manpower, inefficient management, fraud, and inability to analyse and capture market opportunities. Other problems also include marketing problems, research inefficiencies and production problems such as poor standardisation and low-quality products to mention but a few. In a quest to find lasting solutions to these problems, governments in Bayelsa State both at the state and local levels have been embarking on programs geared towards the development of businesses in the state especially the fast food sector which is very popular in the state. Authors have argued that the adoption of e-marketing has been found to improve firm performance. E-marketing is gradually gaining prominence as a tool for gaining competitive advantage and this has implications for marketing practice in Nigeria. The primary objective of this paper, therefore, is to review the current situation of e-marketing in Fast food restaurants in Nigeria and will also digress to understand its effect on customer retention, given that there are different levels of development of e-marketing in all countries. In line with the foregoing, the study used a cross-sectional survey design method based on an array of information collected from the population. The study target Sample size for the study was 138 customers drawn from the five selected fast food restaurants in Yenegoa. After an extensive analysis of the data gathered from administering structured questionnaires, the study revealed, among others, that Social media marketing has a significant influence on customer retention among customers of fast foods in Yenegoa, Bayelsa state. From the analysis of the hypothesised variables, the study concluded that there is a positive relationship between the independent variables (social media marketing, email marketing and online advertising) and the dependent variable (customer retention). Thus, on the basis of the findings and conclusion of the study, the researcher recommended, among others, that Fast food restaurants should pay strong attention to social media tools like Facebook, Instagram, WhatsApp etc to reach both potential and current customers to enhance retention.

Применение методов интернет-маркетинга для стимулирования агротуризма на сельских территориях

Abstract. In the context of the development of digital technologies and the increasing number of internet users worldwide, internet marketing becomes a powerful tool for attracting and retaining the target audience. For rural areas, the application of internet marketing can significantly enhance the attractiveness and accessibility of agritourism destinations and offerings. Purpose of article is to identify effective internet marketing methods for stimulating agritourism in rural areas. Methods. The study employs analytical and empirical methods, including a review and analysis of existing internet marketing methods such as SEO, content marketing, social media, and email marketing, and their adaptation to agritourism. The study also includes the analysis of successful cases and provides practical recommendations for integrating internet marketing into the development strategy of agritourism. Results. Strategies are identified for creating unique and attractive tourism products that meet the demands of modern tourists and support the sustainable development of rural areas. The study examines aspects of content development that reflect the uniqueness and authenticity of rural regions, including the creation of visual and textual materials, videos, and virtual tours. Special attention is given to the role of social media in promoting agritourism products, which allows for direct communication with potential tourists, creating a loyal community, and improving the reputation of tourism destinations. The impact of reviews and ratings on tourists' decision-making is also analyzed, and methods for managing online reputation are proposed. Scientific novelty. The article presents a new concept for integrating internet marketing into agritourism, which can become a valuable contribution to the practices of regional management structures and entrepreneurs. Unique approaches to the creation and promotion of agritourism products are considered, the importance of integrating Internet marketing into the overall strategy for the development of agritourism in rural areas is emphasized, which helps attract more tourists, support local communities, create jobs and preserve cultural heritage. Special attention is given to the use of data analytics and offer personalization to increase tourist engagement and improve their experience.

Influence of Digital Marketing Techniques on Consumer Behavior for Mobile Services

The aim of this research was to explore how different digital marketing techniques, such as video marketing, internet advertising, email marketing, and SEO, impact consumer behavior regarding mobile services offered by Zain Telecom in Amman, Jordan. A simple random survey method was employed, with 445 questionnaires distributed to Zain Telecom customers in Amman. After excluding incomplete responses, 405 completed questionnaires were analyzed using multiple regression, descriptive analysis, and reliability testing. The findings indicate that all the independent variables significantly influence consumer behavior in purchasing mobile services, with email marketing exhibiting the strongest impact. Consequently, the study suggests an increased investment in email marketing techniques

Innovative strategic marketing practices to propel small business development and competitiveness

In today's dynamic and competitive business environment, small businesses face unique challenges in establishing their presence and achieving sustainable growth. This paper explores innovative strategic marketing practices that can propel small business development and enhance competitiveness. The primary focus is on leveraging digital marketing, personalization, customer engagement, data analytics, and strategic partnerships. Digital marketing has revolutionized how small businesses reach and engage with their target audiences. By utilizing social media platforms, search engine optimization (SEO), content marketing, and email marketing, small businesses can create cost-effective and highly targeted campaigns. These strategies not only increase brand visibility but also foster customer loyalty through consistent and relevant communication. Personalization is another key strategy that drives small business competitiveness. By tailoring marketing messages and offers to individual customer preferences and behaviors, businesses can create more meaningful and impactful interactions. This approach enhances customer satisfaction and encourages repeat business, contributing to long-term growth. Effective customer engagement is critical for small businesses to build strong relationships and foster community. Utilizing interactive content such as polls, quizzes, and live chats on social media and websites can create a more engaging and immersive customer experience. Additionally, loyalty programs and personalized incentives can strengthen customer retention and advocacy. Data analytics plays a crucial role in informing and optimizing marketing strategies. By analyzing customer data, market trends, and campaign performance, small businesses can gain valuable insights that drive strategic decision-making. This data-driven approach allows for more precise targeting, efficient resource allocation, and continuous improvement of marketing efforts. Strategic partnerships and collaborations with other businesses, influencers, and community organizations can also enhance marketing effectiveness. These partnerships can expand reach, provide access to new customer segments, and enhance credibility. Co-marketing initiatives, joint events, and cross-promotions are examples of how small businesses can leverage strategic alliances for mutual benefit. In conclusion, innovative strategic marketing practices, including digital marketing, personalization, customer engagement, data analytics, and strategic partnerships, are essential for propelling small business development and competitiveness. By adopting these practices, small businesses can effectively navigate the competitive landscape, achieve sustainable growth, and secure a strong market position in today's ever-evolving business environment.

Role of Machine Learning Algorithms in Enhancing Customer Relationship Management Systems in Rwanda

Purpose: The aim of the study was to assess the role of machine learning algorithms in enhancing customer relationship management systems in Rwanda. Materials and Methods: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Algorithms analyze vast amounts of data, allowing businesses to personalize interactions and anticipate customer needs more effectively. For instance, predictive analytics can forecast customer churn, prompting proactive retention strategies. Moreover, sentiment analysis tools gauge customer emotions from feedback, enabling tailored responses and improved service delivery. Machine learning also automates routine tasks like email marketing segmentation, optimizing resource allocation and enhancing overall efficiency. Consequently, CRM systems empowered by machine learning algorithms foster stronger customer relationships, driving business growth through enhanced customer satisfaction and loyalty. Implications to Theory, Practice and Policy: Technology acceptance model (TAM), resource-based view and diffusion of innovations theory may be used to anchor future studies on assessing the role of machine learning algorithms in enhancing customer relationship management systems in Rwanda. Businesses should adopt advanced ML techniques, such as Long Short-Term Memory (LSTM) models and ensemble learning, to enhance the accuracy of customer segmentation and churn prediction, leading to more personalized marketing strategies and improved customer retention. Policymakers should develop and enforce stringent data privacy and security regulations to protect customer data used in ML-enhanced CRM systems.

Understanding the digital customer journey of Indonesian full service restaurants in sourcing food suppliers

This study aims to provide a comprehensive understanding of the needs, preferences, and behaviors of its target market in the Indonesian full-service restaurant (FSR) sector. Firstly, it seeks to map the customer journey of FSRs in the food supplies purchasing process, identifying key touchpoints, brand awareness levels, information sources, and factors influencing brand choice. Secondly, it evaluates the effectiveness of various digital marketing channels, such as social media advertising, search engine marketing, and email marketing, by analyzing cost-per-lead and conversion rates to identify the most efficient channels for acquiring new FSR customers for PT MBI. Finally, the research intends to develop a data-driven digital marketing strategy that optimizes customer interactions, enhance brand visibility, and improve lead generation at each decision-making stage to drive sales conversions and increase customer lifetime value. The results of this study show that the current focus of PTXYZin the FSR segment lies between two segments: Relationship-Driven Traditionalists and Hybrid Decision-Makers.

Utilization of Digital Marketing Content Creator for Promotion of Entrepreneurship

Technological developments, the use of smartphones and internet access provide innovation in marketing activities. Entrepreneurs have new strategies in marketing the goods they produce which were originally marketed offline and can then be marketed online. Online marketing is one of the digital marketing strategies. Digital marketing activities are an important point in entrepreneurship promotion activities, considering that all forms of activity, especially in the business sector, have gone through the digitalization stage, so understanding in the digital marketing process must be improved so that they are not left behind and goals can continue to be achieved. The use of digital marketing is needed to improve the entrepreneurial marketing skills of students at SMA 7 Padang, SMK 4 Padang, and SMA 3 Tebo, so that students can implement digital marketing and be able to increase their business potential. Digital marketing involves starting from content creation, placing online advertisements, website optimization, email marketing, relations with online media, to becoming a social media admin. One application of digital marketing in business is content creation. This activity provides guidance regarding digital marketing strategies using content creation methods via social media platforms.

Defining patterns in the implementation of digital marketing of innovative products in order to improve the level of financial results

The object of research is digital marketing of innovative products. The problem addressed in the study was the need to define digital marketing tools for the promotion of innovative products in order to increase the financial results of enterprises. The specificity of digital marketing of innovative products, which have their own specificity, has been clarified, including the need to explain the benefits of new technologies to consumers. The results of the research revealed that the study of the target audience using analytical tools allows better optimization of marketing campaigns. It has been proven that the substantiation of the expenditure budget based on the method "from the achievement of goals" provides effective use of marketing resources and flexibility in case of changes in market conditions. The advantages of this budgeting method have been revealed, which makes it possible to clearly define marketing goals and direct resources to achieve them. This ensures optimal use of marketing resources. On the basis of regression analysis, the influence of expenses on various digital marketing tools on the total income of the enterprise was determined. Verification of the guidelines included an assessment of the impact of various digital marketing tools on total revenue. Based on the regression analysis, it was established that the costs of setting up a website and search advertising, advertising in social networks and email marketing showed a significant positive impact on the total income of the enterprise. However, spending on content marketing revealed a negative effect. The identified dependences made it possible to accurately assess the impact of each marketing tool on the total revenue of the enterprise, which is critical for effective planning of marketing campaigns and cost optimization

Google Ads, SEO, and Email Marketing: The Pillars of Business Success in the Digital Age

Google Ads, SEO, and Email Marketing: The Pillars of Business Success in the Digital Age

Impact of digital marketing on consumer purchasing behavior in Kathmandu Valley

This study examines the impact of digital marketing on consumer buying behavior in Kathmandu Valley. Consumer buying behavior is the dependent variable. The selected independent variables are email marketing, online advertising, social media marketing, video marketing and influencer marketing. The primary source of data is used to assess the opinions of the respondents regarding impact of digital marketing on consumer buying behavior in Kathmandu Valley. The study is based on primary data with 100 respondents. To achieve the purpose of the study, structured questionnaire is prepared. The correlation coefficients and regression models are estimated to test the significance and importance of digital marketing on consumer buying behavior in Kathmandu Valley. The study showed that online advertising has a positive impact on consumer buying behavior. It implies that better online advertising stimulates the buying behavior of the consumer. The result also reveals that social media marketing has a positive impact on consumer buying behavior. It implies that better social media marketing stimulates the buying behavior of the consumer. Moreover, video marketing has a positive impact on consumer buying behavior indicating that better video marketing, stimulates the buying behavior of the consumer. Furthermore, email marketing has a positive impact on consumer buying behavior indicating that better email marketing stimulates the buying behavior of the consumer. Similarly, the result also showed that influencer marketing has a positive impact on consumer buying behavior. It indicates that better marketing through popular influencer stimulate the buying behavior of the consumer.

Effectiveness of digital advertising in Kathmandu Valley

This study examines the effectiveness of digital advertising in Kathmandu Valley. Consumer purchase decision is selected as the dependent variable. Similarly, digital advertising, email marketing, social media marketing, mobile marketing and blog are selected as independent variables. The primary source of data is used to assess the opinions of the respondents regarding effectiveness of digital marketing on consumer buying behavior in Kathmandu Valley. This study is based on primary data with 122 observations. To achieve the purpose of the study, structured questionnaire is prepared. The correlation coefficients and regression models are estimated to test the significance and importance of digital advertising on consumer purchase decision in Kathmandu Valley. The study showed that digital advertising has a positive impact on consumer purchase decisions. It means that better digital advertising leads to increase in consumer purchase decisions. Similarly, email marketing has a positive impact on consumer purchase decisions. It indicates that increase in email marketing leads to increase in consumer purchase decisions. Moreover, social media marketing has a positive impact on consumer purchase decisions. It means that increase in social media marketing leads to increase in consumer purchase decisions. Likewise, mobile marketing has a positive impact on consumer purchase decisions. It shows that the increase in mobile marketing leads to increase in consumer purchase decisions. Further, blog has a positive impact on consumer purchase decisions. It shows that uniqueness in blog leads to increment in consumer purchase decisions.

Driving Business Growth through Data Decision Making: The Role of Marketing Automation

The business landscape has transformed significantly with the abundance of information and rapid technological advances, creating numerous opportunities for data-driven decision-making to foster company growth. This research evaluates the impact of marketing automation systems on marketing communication channels using a quantitative analysis approach with data from organizations that have implemented these systems. Marketing automation has become essential for businesses, automating repetitive tasks such as email marketing and customer segmentation. This software personalizes messages for different segments, increasing customer engagement, adoption rates, and accelerating company growth while enhancing profit margins. This research contributes new knowledge by demonstrating the positive effects of marketing automation on organizational growth rates. It shows that companies adopting automated platforms see dramatic efficiency increases. Businesses using these platforms for data-driven decision-making experience higher effectiveness rates and attract more customers, improving overall performance. The study also addresses potential challenges during implementation, such as integrating data management systems and customizing processes for organizational readiness. Examining how marketing automation supports business growth, the insights gained are relevant for both academia and practitioners. This research highlights the importance of information-based marketing strategies and the potential of marketing automation to foster sustainable business growth. The findings provide practical guidance for optimizing marketing activities to achieve a competitive edge through appropriate marketing automation systems.