Marketing Experts Research Articles

Pembuatan Katalog Produk Menggunakan Canva Sebagai Media Promosi Pada Warkop R. Basman Malang

Warkop R.Basman promotes with word of mouth brochures and through whatsapp. The purpose of this research is to create promotional media in the form of a product catalog using Canva which displays a design according to the criteria for a good catalog at Warkop R.Basman Malang, to improve promotional media to consumers.
 This research uses the type of action research involving 15 respondents consisting of 1 owner, 2 marketing experts, 2 design experts, and 10 consumers. This action research was conducted up to cycle II.
 Based on the EPIC theory (Emphaty, Persuasion, Impact, and Communication) and from the results of distributing questionnaires, the average score is very effective. 
 From the details of the EPIC average score, it can be concluded that the creation of promotional media through product catalogs made using Canva, can be declared very effective as promotional media.

Direct long-acting antibodies: updating the language of RSV prevention to reflect the evolution of mAbs.

The language of medicine is constantly evolving, typically to better describe a new understanding of disease, adjust to changing social sensibilities, or simply to reflect a new drug class or category. We address the need for an updated language around monoclonal antibodies, or "mAbs" - a widely used medical term, but one which is now too general to accurately reflect the range of mAb pharmaceuticals, their effects, and the intended patients. The question of "what should we call a monoclonal antibody immunisation against respiratory syncytial virus (RSV) to ensure accurate understanding of the product?" was the basis for a virtual advisory panel in May 2022. The panel was convened by Sanofi with the intention of reviewing appropriate language in terminology in the context of mAb-based prophylaxis for RSV. The panel comprised several global experts on RSV and vaccination, a trained linguist specialising in doctor-patient interactions and medical language, and several experts in marketing and communications. We suggest the term "Direct Long-acting Antibody" (DLA) for a specific sub-class of mAbs for use in prevention of RSV disease in infants. This terminology should differentiate from other mAbs, which are generally not used as therapies in infants. This change will more accurately convey the specific mode of action of a mAb in infants, and how it could impact the prevention of communicable diseases: this class of mAbs is not an active treatment, but rather will offer direct and rapid protection lasting at least 5 months.

Design Website for Digital Promotion SMEs Product by Optimize SEO Techniques

Small and medium-sized enterprises (SMEs) frequently face challenges in effectively promoting and selling their products online. This study aims to develop an optimized website design for digital promotion of SME products, incorporating enhanced search engine optimization (SEO) techniques. The paper first reviews key barriers inhibiting SMEs from harnessing digital channels, including limited expertise and resources in web development, SEO, and online marketing. Core principles of effective website design are then introduced, covering aspects like user-friendly interfaces, high-quality content, efficient site architecture, and responsive layouts. Building on this, SEO best practices are outlined based on an analysis of major ranking signals and algorithmic behavior. An integrated methodology is subsequently proposed for planning and creating SEO-optimized websites tailored to SME product promotion. The methodology incorporates defining goals and KPIs, competitor analysis, keyword research and mapping, optimized content development, technical site optimization, performance tracking, and continuous improvement. To validate the efficacy of this methodology, the study implements it in developing an e-commerce website for a small homemade food business. KPIs including organic traffic, conversions, and revenues are tracked before and after site development. The results demonstrate significant increases across key indicators, highlighting the effectiveness of the proposed approach in bolstering SME digital promotion through optimized website design and SEO. The methodology and findings aim to provide an accessible, impactful framework for SME adoption of digital channels.

The Impact of Marketing Strategy on Consumers' Purchasing Decisions in the Computer Gaming Aspect

Video game marketing strategies, particularly concerning social media and E-sports culture, have become a focal point of contemporary research. Researchers have highlighted the potential and progress in utilizing these digital platforms to engage consumers and enhance game popularity. However, there remains a significant gap in understanding the specific mechanics of how such strategies lead to commercial success and the extent to which they influence consumer behaviour. This study delves into the multifaceted dynamics shaping consumer behaviour in digital gaming. Drawing from the Cognitive Evaluation Theory, it explores how intrinsic motivations like autonomy and engagement drive consumer behaviour. It also examines innovative in-game purchase strategies, notably the Battle Pass and loot boxes, and their profound influence on player spending. Social media is scrutinized as a critical marketing tool, with user and expert reviews shaping purchase decisions. The importance of vibrant gaming communities and E-sports culture is highlighted, underlining their contribution to a game's cultural significance. Lastly, the study considers brand building in E-sports, shedding light on how renowned brands foster emotional bonds with consumers, ultimately securing loyalty and enhancing their market position. The goal is to provide industry players with a holistic understanding of the evolving digital gaming industry, aiding them in devising effective strategies to navigate this complex terrain.

Two-stage taxonomy for measuring success in social marketing practice

Purpose Given the lack of understanding of social marketing success in theory and practice, this study aims to investigate how social marketing experts conceptualize success. Design/methodology/approach In this qualitative study, the authors conducted an open-ended online questionnaire with 48 worldwide social marketing experts, most with more than 20 years of experience in the field. The authors analyzed data using topic modeling, a machine-learning method that groups responses/terms into cluster topics based on similarities. Keywords in each topic served to generate themes for discussion. Findings While behavior change is mentioned as paramount to conceptualizing success, participants prefer to use more tangible and less complex forms to define/measure success, such as campaign recall uptick. In addition, lack of funding was considered an important factor in measuring success. This study provides a two-stage taxonomy to better understand success in social marketing. Originality/value To the best of the authors’ knowledge, this study is one of the first to conceptualize success in social marketing practice.

DESIGN AN E-CATALOG ON INSTAGRAM USING CORELDRAW AS THE ADVERTISING

This research aims to provide complete information about Rumah Kinasih's products by developing E-Catalog as an advertising medium on Instagram. The research design used was Action Research. The research procedure consists of planning, action, observation, and reflection. Research data were collected through questionnaires distributed to 1 Owner, 2 marketing experts, 2 computer experts, 10 consumers, and 20 potential customers. The effectiveness of the design is measured using the EPIC Model (Emphaty, Persuasion, Impact, Communication). This is due to the attractive and creative design of the E-Catalog which provides detailed or information related to the products offered by Rumah Kinasih, Blitar Regency. The conclusion which could be inferred is that the E-Catalog product is very effective to be used as Instagram advertising media at Rumah Kinasih, Blitar Regency.

Diffusion to peers in firm-hosted user innovation communities: Contributions by professional versus amateur users

Users can develop innovations that improve or complement a firm's product. To benefit from these, firms may host online user innovation communities (UICs) with two purposes: 1. Incorporate user innovations into the firm's products, and 2. Facilitate the direct diffusion of user innovations to peer users to increase the product's general value. The second of these objectives (antecedents of peer diffusion) is under-investigated. Peer diffusion comes with additional challenges: when the hosting firm's innovation experts (e.g., R&D workers) do not pick up the role of continued development, adoption by peers is frustrated—as many user innovators lack the expertise to improve their initial prototypes so that peers can easily adopt. We address this gap by exploring if contributions by professional external users of the hosting firm's product have better peer diffusion rates compared to those of amateur users. We argue that professionals' expertise in design and marketing enables them to improve their initial prototypes, which peers can adopt more easily. Next, taking an interactionist perspective, we hypothesize that the relationship between professional user status and peer diffusion is amplified by users' commercial motivation and their central position in the UIC's network. We analyze multiple-source data of 614 innovations contributed by 122 users of a firm-hosted UIC in 3D printing. We find that contributions by professionals indeed diffuse better, but only at high commercial motivation or favorable network positions (high closeness centrality). To firm-hosted UICs, professional users are an important asset advancing the free peer diffusion of user innovations without firm interventions and merit attention when designing UICs.

Analisis Strategi Pemasaran Syariah Pada Produk Hijab (Studi Kasus Konveksi Hijab HAS di Kabupaten Bandung)

There is no doubt that every company has a unique approach that must be implemented to ensure that every product that is sold is successful and achieves the goals set. There are product, pricing, advertising, and location/distribution strategies. The purpose of these various marketing objectives is to gain benefits for the company and its own consumers. This problem is caused by the increasing number of competitors who make products that are similar to the products being sold and the lack of product marketing experts. When viewed from the price, this product may not be too expensive for the general public. However, because there are several people who market it, the selling price of the product will change.
 The purpose of this study is to identify the marketing strategies used by the HAS Hijab Convection and to analyze these strategies by considering their compatibility with sharia marketing. The concept of Islamic marketing and general marketing is used in this research framework. This research is a type of qualitative research using field research, or field research. The research method used is descriptive qualitative. Data was collected through interviews and observation.
 This study found that the HAS Hijab Convection uses sharia principles in its marketing, but has not maximized its selling value. This research shows that the HAS hijab convection has used a general marketing strategy using a marketing mix, which includes product, price, location, and promotion. In buying and selling and promotions, applying the attitudes of Rasulullah SAW such as shiddiq (honest), amanah (trustworthy), fathonah (intelligent), and tabligh (communicative). So, if a transaction shows a violation of a principle such as honesty, then that principle has not been fully implemented in practice.

The reciprocal relationship between search engine optimization (SEO) success and brand equity (BE): an analysis of SMEs

PurposeSearch engine optimization (SEO) has long been a key topic in marketing research, but there are very few studies addressing SEO success and brand equity (BE). Thus, this study aims to investigate the interdependence of SEO success and BE, with a specific focus on small- and medium-sized enterprises (SMEs).Design/methodology/approachThe study involved conducting interviews with SEO and digital marketing experts, followed by a comprehensive analysis of their responses to investigate the mutual association between BE and SEO. The analysis of the interview data was conducted using the grounded theory approach.FindingsThe placement of a brand on top of search engine results is perceived as an indication of its credibility by searchers. Well-established brands tend to have superior SEO performance due to the impact of search algorithms and their powerful brand recognition. Lesser-known brands should improve their SEO performance to enhance their BE.Practical implicationsThis study makes a significant contribution to the understanding of the interdependence between SEO and BE. Specifically, this study provides SMEs with effective SEO strategies to enhance their BE in the future.Originality/valueThis study presents unprecedented findings on the reciprocal relationship between SEO success and BE. The study also highlights the potential risk for SMEs of falling into a negative spiral due to poor SEO performance and offers practical business solutions to address this issue.

Strategi Value Delivery Process pada Pemasaran Digital di Sektor Publik

The purpose of this study is to find out how the digital marketing process in public sector organizations is carried out and also to find out how public sector organizations deliver value (value delivery process) through digital marketing processes, especially through social media platforms, and what strategies are most appropriate for public organizations in delivering value. The digital marketing process studied in this study was carried out at the National Civil Apparatus Competency Mapping and Training Center (Puslatbang PKASN) National Institute of Public Administration Republic of Indonesia. To find out the digital marketing process carried out by the Puslatbang PKASN LAN, a social media analysis was carried out using the infact social media analytic application. The results of the analysis found that the digital marketing process through social media has not really been carried out effectively and optimally. This is illustrated by the results the Instagram account @puslatbang_pkasn which shows that the value is 1.04 posts per month and engagement is 0.01, which means it is still low and content is dominated by ceremonial content. Then to determine the most appropriate strategy in carrying out the value delivery process, an analysis was carried out using the analytical hierarchy process (AHP) method. The experts involved in filling out the AHP method amounted to 5 experts who were experts in public sector marketing and social media influencer. The results of the analysis with AHP found that social media platforms in order of priority: Instagram 0.78, Facebook 0.14, and Twitter 0.06. Meanwhile, the best content in delivering value is educational content of 0.48, program info content of 0.20, Q&A content of 0.14 and the rest is quiz content, popular memes and ceremonial content.

RECOGNIZING AND RANKING THE MOST IMPORTANT AI APPLICATIONS IN ONLINE MARKETING

The application of artificial intelligence (AI) in online marketing has garnered significant attention from investors and marketing professionals. Despite this interest, limited research has been conducted on this topic. Therefore, the objective of this study is to identify and rank the diverse applications of AI in various aspects of online marketing. This study employs a mixed-method approach, utilizing qualitative data gathered through semi-structured interviews with experts in online marketing, AI, and electronic marketing. Subsequently, forty AI applications in online marketing are identified and categorized into four groups, based on a mixed marketing approach. In the quantitative phase, a questionnaire is utilized to prioritize the identified applications. The opinions of industry experts and students in Iran with knowledge of AI and online marketing are analyzed. The research identifies four general areas where AI can be applied effectively in online marketing: product design and value creation, pricing and cost design, advertising and customer communication, and product distribution. Personalized advertising, based on user behavior, and analysis of customer emotions regarding advertising are deemed the highest priority applications. Finally, the study ranks the most significant and least significant applications. Among the identified applications, the distribution of distribution forces in branches proportional to the predicted workload of each branch is ranked as having the least priority.

Pelatihan Dasar Fotografi Dan Desain Grafis Sebagai Penunjang Optimalisasi Digital Marketing Desa Wisata Belik Depok (Desa Nglewan)

The belik depok tourist is one of the first tourists in the village of nglewan, samet district district of ponorogo. The tourism was established by the surrounding communities following the host of a tourist village program with a view to preserving local cultures and also to introducing the potential in the village of nglewan. The digital age could be a big move to make the tourism known and enjoyed by visitors, but because of the lack of human resources that have the expertise in digital marketing, which has resulted in the loss of travel to both local and non-local. In this activity the writer uses a method of completion of literature in harmony with the problem, among which are pretests on the preparation and debriefing to be used, the discussion and practice and managing of the photo results. The objective of this training is to contribute to the marketing of the digital age in order to attract the interest of visiting both local and manca countries

Impact of artificial intelligence on marketing

The evolution of artificial intelligence (AI) has drastically changed the dynamics of today’s business world. One of the most significant applications of AI is in the field of marketing, which assists in enhancing performance. The current research aims at finding out the impact of AI in marketing. A thorough literature research was highlighted, providing a strong knowledge of AI and its use in marketing. Second, the researcher employed a qualitative study strategy that included semi-structured interviews with marketing professionals from several Indian companies. The researcher chose a sample size of fifteen marketing experts to interview. The study's findings emphasise the elements that influence AI integration in marketing, the benefits and obstacles of AI integration in marketing, as well as your company's pre and post AI marketing strategy, ethical considerations, and use of AI in the marketing industry. The study proposes integrating AI into marketing tasks in order to improve corporate performance and, as a result, achieve profitability and competitive advantage. This study also contributes to strategic marketing research by identifying research gaps that bridge strategic AI marketing practise and research in a systematic and rigorous manner.

Fundamental Study on the Compositional Structure of Advertising

In this article, we will go over the elements of advertising that are essential to any successful advertisement. We will delve deeper into each of them to determine how it contributes to the message's dissemination and the persuasive effect that advertising aims to achieve. Scientific studies on advertising theory, advertising definitions, etc. have been actively conducted for a long time in Belarus, Egypt, and the UK. However, studies on the structural characteristics of advertising texts have only recently been published. Despite the fact that the importance of these components has already been established, it is still important to know what they are and what characteristics they each have. So that we could get a sense of the key elements that marketing and communication experts take into account, we focus on a list that will help us get to know them and learn about their characteristics.

Issues, challenges and opportunities in the digitalization of rural markets

BACKGROUND: Digitalization widely connected the MNCs and urban consumers. Though not much efforts were made to reach the rural markets, the Indian government must recognize the problems and challenges to digitally connect such rural consumers. OBJECTIVE: This study aims to highlight the problems and challenges that the Indian rural markets are currently undergoing through digital transformation and also discusses the possible avenues for rural development and growth of the national economy. METHODS: This paper studies the extant literature on the Indian rural market and understands its potential resources for which the Indian government is leveraging efforts for the national wide digitalization. The study conducted focused group discussion (FGD) with 23 industrial digital marketing experts who are working in rural areas. RESULTS: The findings illustrated literacy rate, resources non-availability, obsolete traditions and culture, unemployment, low income, crime and violence as problems; communication barriers, lack of government coordination, inadequate media coverage, lack of infrastructure, varying purchasing decisions as challenges; easiness through ICT, penetrating into export-import markets, expanding consumer markets, increase in employment as exciting opportunities. CONCLUSIONS: This research highlights the most potential barriers of rural markets and suggests a steady approach of digitalization to bring the rural consumers closer to the entrepreneurs.

Fact or Fiction? The Development and Evaluation of a Tobacco Virtual Health Tool.

The virtual setting is an important setting for health promotion as individuals increasingly go online for health information and support. Yet, users can have difficulty finding valid, trustworthy, and user-friendly health information online. In 2022, we launched an interactive Fact or Fiction Tobacco virtual health tool. The virtual health tool uses evidence-informed tailored content to engage users and refer them to local tobacco cessation resources. The present paper describes the development, user testing, and evaluation of this tool. The Fact or Fiction virtual health tool was designed by tobacco cessation and health marketing experts and informed by health behaviour theories of change. The tool captures data on who is seeking health information, the user's stage of readiness to quit tobacco products, and whether they act by accessing referred resources. In 2021, we conducted two phases of user testing prior to marketing the tool publicly. After 7 weeks of marketing, we collected data on user interactions with the tool and evaluated the reach of the tool. Results from user testing found the tool to be engaging, easy to use, and quick to complete. Adaptations were made to simplify and condense text and include additional animations. During the first seven weeks of the tool being live, it reached 2306 users, and 38.7% of those users were current or occasional tobacco users. Users were classified based on their intention to quit. Bivariate analysis found that the tool was successful in driving tobacco users towards action as 21.2% tobacco users who were looking to quit and 8.8% of tobacco users who were not looking to quit clicked on local tobacco cessation resources. This virtual health tool is reaching the targeted population and providing tailored information needed at each stage of the continuum of health behaviour change. Among tobacco users looking to quit, this virtual health tool acts as a quick referral to local tobacco cessation resources.

Verification of GPDS planning framework for social marketing: a Delphi method

This paper presents the GPDS (Getting Started, Planning, Design, and Sustainability) Planning Framework for Social Marketing. A qualitative research design was employed. Data were collected from social marketing experts using the Delphi method and analyzed using the thematic analysis approach. The proposed framework includes key strengths of existing Social Marketing Planning (SMP) approaches. It also embeds emerging social marketing principles in the planning process, such as ‘Continuous Consumer Research and Feedback Loop’ (embracing key aspects of monitoring and evaluation) and ‘Expert Consultation’ to overcome the lack of clarity on the interdisciplinary language used in the field. Importantly, the critical aspect of ‘Sustainability’ in the changed behavior is incorporated, aligning with the global consensus definition of social marketing and the United Nations’ (UN) Sustainable Development Goals (SDGs) focus on sustainable outcomes. Both theory and practice have been applied to the development and verification process of the proposed framework. The framework has consensus from 23 social marketing experts worldwide, drawing on current best practices and experts’ opinions/experience in the field. The GPDS Planning Framework for Social Marketing offers a comprehensive list of sources in the accompanying toolkit, including various activities for insight, design, implementation, and evaluation. This enables practitioners to prepare, plan and deliver social marketing programs to sustain behavioral outcomes. This research informs those working in social marketing, social policy, behavioral insight/design, public health, health communication, and service-user experience. These disciplines deploy social marketing practices in the design and delivery of interventions.

Design and Explanation of a Model for Factors Affecting the Digital Marketing Environment in Global Markets

Objective: The primary aim of this study is to design a model for factors affecting the digital marketing environment in global markets. Method: An exploratory mixed-methods research approach was employed. The qualitative part of the study is based on grounded theory. Data collection was conducted through semi-structured interviews with 19 managers and experts in digital marketing, selected using purposive and snowball sampling methods. Data analysis followed grounded theory procedures, and data were collected using MAXQDA18 software. For testing the model, research hypotheses were formulated, and a questionnaire was designed. Data were collected from 205 managers of companies active in digital marketing. Data analysis and hypothesis testing were conducted using confirmatory factor analysis and path analysis methods, employing SPSS and AMOS software. Results: A total of 242 codes and components of the model for factors affecting the digital marketing environment, comprising 41 key concepts and 20 main categories, were identified from the interviews and organized into a conceptual model based on grounded theory. The initial model was then revised and validated by experts. The quantitative phase results indicated that the path analysis model and the relationships within the model were confirmed with appropriate impact coefficients, consistent with the qualitative part. Conclusion: The paradigmatic model suggests that the primary phenomenon of the digital marketing environment is influenced by two categories: internal factors and external factors, which in turn determine the strategies of the digital marketing environment. It is crucial to recognize that this influence is not pure and occurs with the intervention of other internal and external factors. Several strategies emerged from the insights of key informants, taking into account their experiences and perceptions of the digital marketing environment in global markets. These included four main categories: business strategies, educational strategies, innovative strategies, and performance evaluation.

Business Growth Prediction Using Social Media Data Analytics

Marketing has become an important aspect of the growth of any business. Without good strategies for sharing content across social media platforms, no business can flourish and will lose its customers. Many social media platforms provide various analytics tools for free. These tools provide analytics of content engagement. Many proprietary tools provide such features with enhanced capabilities. These tools require shared content of users for analysis. These tools do not exactly state the content being shared. Businesses need marketing teams for creating attractive content. However, a lot of money is needed for hiring skilled personnel. This research proposed an efficient platform that provides analysis of content shared by successful businesses on social media platforms. Firstly, it’s free and public shared data, no surveys to be done because the analysis is done on businesses who are experts in marketing, and secondly, there is no headache for searching trends because the analysis is done on real-time data.

A distance measure for optimistic viewpoint of the information in interval-valued intuitionistic fuzzy sets and its applications

Distance measures in interval-valued intuitionistic fuzzy sets are useful tools for a wide range of decision-making, pattern recognition, and clustering problems. However, so far, only a few distance measures have been developed. Furthermore, the developed distance measure takes a moderate view of the information held in the interval-valued intuitionistic fuzzy sets. It is frequently necessary to be optimistic about the information contained in interval-valued intuitionistic fuzzy sets. Furthermore, in decision-making problems, cross-time information is an important parameter. As a result, a new distance measure has been developed to fill this gap in the literature. The developed distance measure takes into account the optimistic viewpoint of the information held in the interval-valued intuitionistic fuzzy sets as well as the cross-time information via the difference between the maximum and minimum cross-information factors. Numerical and comparative studies are being conducted to demonstrate the superiority of the proposed distance measure. Furthermore, to establish the validity and applicability of the proposed distance measure, it is being used to solve multi-attribute decision making problems, pattern recognition problems, and clustering problems in an interval-valued intuitionistic fuzzy environment. The results of the multi-attribute decision making problem of recruiting a marketing expert have been found to be equivalent to the majority of existing methods. Furthermore, the pattern recognition and clustering problems of building material classification are based on the same data set, with the pattern recognition problem determining that polyvinyl chloride flooring belongs to carpet, and the clustering problem determining that polyvinyl chloride flooring and carpet belong to the same class with a very high confidence interval. These demonstrate the proposed distance measure’s validity and applicability. In general, this work highlights on decision making, pattern recognition, and clustering of engineering problems under interval-valued intuitionistic fuzzy environment from an optimistic point of view.