Innovative Marketing Strategies Research Articles

Factors driving consumer adoption of smart and green building materials: the role of civil engineers and architects

ABSTRACT This study aims to investigate the role of civil engineers and architects in driving consumer adoption of smart and green building materials in Bengaluru, India. A mixed-method approach is employed, including quantitative surveys of 350 consumers and qualitative interviews with 30 civil engineers and architects. The data are analyzed using descriptive, Confirmatory Factor Analysis (CFA), Structural Equation Modeling (SEM), and thematic analysis. Income acts as a moderating variable influencing the consumers in adoption. Civil engineers and architects use innovative marketing strategies, public education campaigns, and consumer involvement in decision-making. However, various barriers such as initial costs, limited availability, lack of expertise, and complex regulations prevent widespread adoption. The qualitative analysis highlighted the environmental benefit as the most relevant factor, increasing awareness and providing education as the most powerful strategy. Conversely, the lack of a uniform rating system and certification system is the most critical challenge affecting the adoption of these materials from a consumer behaviour perspective. Therefore, the study recommended incentivising green building materials, promote knowledge via professional development, and expedite regulatory procedures to encourage widespread use. The study uses civil engineers and architects as consumer acceptability influencers to help policymakers create a smart and green building material consumption roadmap.

Innovative digital marketing strategies for SMEs: Driving competitive advantage and sustainable growth

Innovative digital marketing strategies for SMEs: Driving competitive advantage and sustainable growth

Exploring e-Commerce Potential: Improving Sales Performance Through Product Innovation in The Agriculture Sector

This study explores the impact of e-commerce on sales performance, mediated by innovation, among agricultural business entrepreneurs in Polewali Mandar, West Sulawesi Province. Utilizing a quantitative research design, data were collected from 97 agricultural entrepreneurs who have adopted technology in their sales processes. The study employs WarpPLS 8.0 for data analysis to test the hypothesized relationships between e-commerce, innovation, and sales performance. Results indicate that e-commerce significantly enhances sales performance both directly (path coefficient = 0.727, p < 0.001) and through innovation (path coefficient = 0.207, p = 0.001). Additionally, e-commerce positively impacts innovation (path coefficient = 0.901, p < 0.001), and innovation itself significantly boosts sales performance (path coefficient = 0.230, p < 0.001). These findings corroborate prior research, underscoring the importance of effective resource management, strategic goal alignment, and employee competencies in improving sales outcomes. Advanced technologies, such as machine learning, further enhance businesses' ability to predict and optimize sales strategies. For agribusiness entrepreneurs in Polewali Mandar, the study highlights the necessity of embracing digital transformation. Despite initial skepticism, the integration of e-commerce platforms and innovative marketing strategies can expand market reach, improve operational efficiency, and build consumer trust. This research provides practical recommendations for leveraging digital technologies to drive growth and profitability. By focusing on consistent and relevant digital content, agribusinesses can overcome barriers and achieve sustainable competitive advantages. The findings underscore the critical role of digital and technological innovations in fostering business success in the agricultural sector.

Penerapan Strategi Marketing Communication pada PT PLN (Persero)

Marketing communication strategies are a very important part of a company effort to convey valuable messages to consumers. This also applies to PT PLN (Persero) Induk Wilayah Nusa Tenggara Barat (PT PLN UIW NTB). Therefore, this service activity aims to help PT PLN UIW NTB implement various marketing communication strategies. The method of implementing this activity starts from the preparation, planning, preparation, implementation and evaluation stages. Some of the core activities carried out are the preparation of the PLN UIW NTB DimSum Podcast, creating PLN Mobile marketing content videos, monitoring news releases and media evidence of PT PLN UIW NTB. This entire series of activities was completed within one month. The results of this activity are the holding of podcast activities and positive news releases to help maintain the reputation of PT PLN UIW NTB. Through this activity, it is hoped that the company can continue to improve innovative marketing communication strategies and convey messages well and according to customers' objectives.

Innovative Marketing Strategies for Attracting Millennial and Gen Z Travelers

Purpose: The general objective of the study was to explore the innovative marketing strategies for attracting Millennial and Gen Z travelers. Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive’s time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library. Findings: The findings reveal that there exists a contextual and methodological gap relating to the innovative marketing strategies for attracting Millennial and Gen Z travelers. Preliminary empirical review revealed the importance of leveraging technology, personalization, social media, and sustainability to engage these influential demographics. It was found that immersive technologies like VR and AR, personalized recommendations through AI, and sustainable practices significantly enhanced customer engagement and loyalty. Examples such as Marriott’s VR tours and Airbnb’s personalized itineraries demonstrated the effectiveness of these approaches. The study concluded that understanding and adapting to the unique preferences and values of Millennials and Gen Z were crucial for maintaining relevance and achieving growth in the travel industry. Unique Contribution to Theory, Practice and Policy: The Critical Race Theory, Social Disorganization Theory and Labeling theory may be used to anchor future studies on innovative marketing strategies for attracting Millennial and Gen Z travelers. The study highlighted the importance of integrating immersive technologies like VR and AR, utilizing advanced data analytics and AI for personalization, and engaging with social media and influencers. It recommended that travel brands invest in these areas to enhance customer satisfaction and loyalty. Additionally, it advocated for policy measures to support sustainable tourism and the involvement of local communities in tourism planning. The study contributed to theoretical advancements by expanding the understanding of consumer engagement and provided practical and policy recommendations to align with the values and preferences of these influential demographics. Keywords: Innovative Marketing Strategies, Millennial Travelers, Gen Z Travelers, Consumer Engagement, Virtual Reality (VR), Augmented Reality (AR)

Scope Management in Industry 4.0 Projects

This study investigates the implementation of marketing innovations within the framework of Industry 4.0, focusing on Asian corporate culture. Companies must innovate in the rapid globalization and digital transformation era to stay competitive and meet evolving client demands. The research identifies 15 critical attributes essential for marketing innovation in Industry 4.0, including augmented reality, virtual cryptocurrencies, and the Internet of Things (IoT). These innovations represent a blend of technological and non-technological advancements companies use to enhance their marketing strategies. The study examines the impacts of these innovations through a survey of 50 companies utilizing Industry 4.0 technologies. Key findings indicate significant impacts such as increased competitiveness, improved customer communication, and enhanced work efficiency. Larger companies and those in the automotive sector rate these impacts more highly, reflecting their greater reliance on technological advancements. Additionally, the study reveals that cultural factors influence the perception of these impacts, with companies in Asian cultures exhibiting varied responses compared to those with a global business culture. The pilot study utilized qualitative and quantitative methods, including structured surveys and descriptive statistical analysis. The results underscore the importance of effective scope management in successfully implementing Industry 4.0 projects, emphasizing the need for clear goal-setting, resource allocation, and change control. The research highlights the necessity for organizations to adapt their corporate culture and develop innovative marketing strategies tailored to their specific contexts. These insights offer practical recommendations for optimizing project outcomes and maintaining competitiveness in the digital age.

Study of the Effect of Cultural Integration, Marketing Innovation, and Brand Positioning on Brand Awareness in Indonesia

This research investigates the influence of cultural integration, marketing innovation, and brand positioning on brand awareness in the Indonesian market through quantitative analysis. Drawing on data from 200 participants, the study examines the relationships between these variables using correlation and regression analyses. The findings reveal significant positive correlations between cultural integration, marketing innovation, brand positioning, and brand awareness, indicating that brands that effectively integrate cultural elements, employ innovative marketing strategies, and establish strong brand positioning are more likely to enhance brand awareness among Indonesian consumers. Regression analysis further confirms the direct effects of cultural integration, marketing innovation, and brand positioning on brand awareness, while controlling for demographic variables. The study underscores the importance of cultural sensitivity, creativity, and strategic positioning in building strong brands in culturally diverse markets like Indonesia, offering valuable insights for marketers and brand managers seeking to navigate the complexities of the Indonesian market.

Cloud Computing and Mobile Technologies as a Marketing Strategy towards Innovation and Business Growth among Small Tourism Enterprises

This study examined the impact of Cloud Computing and Mobile Technologies as marketing strategy towards innovation, business growth among small tourism enterprises (STEs). Mobile commerce is viewed as next generation, e-commerce refers to any transactions, either direct or indirect, via mobile devices, such as phones or personal digital assistants (PDAs). Most significant features of mobile technology are mobility and portability. Ability to access services ubiquitously, on the move, through wireless networks, various devices. The study highlights business risk of being left behind and gives a contemporary research gap, how frequent businesses are engaging with mobile technologies and innovation marketing strategies. Positivist Paradigm- Targeted population were Southern African border countries players in STEs. Data analysis utilised SMARTPLS, Tested CFA, Model Fit, Reliability and Validity, Path Modelling and hypothesis. Raosoft calculator was used to calculate sample size. Calculation considered population of approximately 350 STEs officially registered with Southern Africa Tourism Services Association (SATSA), a 5% margin of error, 90% confidence interval & recommended 50% distribution, and returned a minimum sample size of 184 respondents. Findings revealed transactions can be business to business applications (targeted to other firms, business to consumer applications (targeted to final customers, e.g. advertisements based on SMS/ MMS) e- catalogues on what the small tourism enterprise offers and networking regionally and at global level. Keywords: cloud computing, innovation, mobile technology, tourism enterprise, marketing strategy, business growth

The Role of Marketing Strategies in Improving the Export Potential of Grape Growing Enterprises

In the global marketplace, grape growing enterprises face increasing competition and challenges in realizing their export potential. This paper examines the pivotal role of marketing strategies in bolstering the export capabilities of grape growers. Drawing on a comprehensive review of literature and empirical evidence, this study elucidates how strategic marketing initiatives can effectively address market dynamics, consumer preferences, and regulatory requirements to propel grape products into international markets. The research underscores the significance of understanding market segmentation, consumer behavior, and emerging trends in destination markets to tailor marketing strategies adeptly. By employing a mix of traditional and digital marketing channels, grape growers can enhance brand visibility, cultivate consumer loyalty, and differentiate their offerings amidst fierce competition. Moreover, strategic alliances with distributors, retailers, and industry stakeholders facilitate market penetration and access to new export markets. Furthermore, the paper explores the role of branding, packaging, and product innovation in augmenting the perceived value of grape products, thus enabling enterprises to command premium prices and gain a competitive edge. Importantly, the study discusses the imperative of aligning marketing strategies with sustainability practices and certifications to meet evolving consumer demands for ethically sourced and environmentally responsible products. In conclusion, this paper advocates for a holistic approach to marketing that integrates market research, branding, distribution, and sustainability considerations to unlock the export potential of grape growing enterprises in a dynamic global landscape. By embracing innovative marketing strategies, grape growers can navigate challenges and capitalize on opportunities to thrive in international markets.

MARKETING STRATEGIES AMUL ICE-CREAM IN NOIDA

This essay explores new ways of advertising Amul Ice Cream in the ever-changing Noida market. Noida is a metropolis with a diverse population and a fast growing client base, providing Amul with ample opportunities for growth. After researching the local market, customer tastes, and competitors extensively, this report offers strategic positioning and promotion ideas for Amul Ice Cream. Some examples of these strategies include developing regionally specialized flavors, utilizing innovative packaging designs, forming partnerships with local businesses and events to increase product visibility, and utilizing digital platforms for more targeted promotion and interaction. Promoting a company's commitment to offering reasonably priced, high-quality products is a certain way to boost brand trust and loyalty. Amul can strengthen its position and drive growth in the fiercely competitive ice cream sector with these innovative marketing strategies tailored to the Noida market. Keywords: Amul Ice Cream, Noida, marketing strategies, product differentiation, distribution channels, promotional activities, customer engagement.

Implementation Of Murabaha Financing In Baitul Maal Wat Tamwil: A SWOT Analysis

This research uses the SWOT approach to review Murabaha financing at Baitul Maal Wat Tamwil (BMT). This research is field research, with primary and secondary data sources, such as questionnaires, interviews, and literature. The research sample consisted of 20 people and three informants. Data analysis uses a mixed method approach, quantitatively and qualitatively, with the IFAS, EFAS and SWOT matrices. The research results found that several internal and external factors need to be evaluated, such as public trust, quality leadership, networks and partnerships, excellent and friendly service, practical procedures, and strategic location, which are assets that organizations can utilize to socialize Murabaha financing in the community. Meanwhile, external opportunities such as support from government agencies, a majority Muslim community, and local marketing strategies offer further growth and development potential. However, there are areas for improvement in education and awareness, product and service innovation, limited resources, and local marketing strategies that need to be overcome. Furthermore, threats from many competitors, the same target market, and a low public understanding of Islamic financing exist. This research can be helpful as a reference for future research and then become a reference for BMT in aligning organizational strategy with internal strengths and external opportunities, as well as overcoming existing weaknesses and threats.

Manajemen Pemasaran Ekonomi Kreatif Untuk Meningkatkan Pendapatan Produk UMKM Singkong Jelaku

The concept of creative economy, introduced by John Howkins, highlights the importance of creative ideas in transforming environmental materials into additional economic value, thereby enhancing welfare through job creation. Effective management, especially in SMEs, is crucial in ensuring business success with innovative marketing strategies. This research explores the potential of modified cassava flour (mocaf) as a healthy and economical alternative, emphasizing the need for creative production techniques and marketing management to increase SME revenue. The aim of this study is to understand product management and creative ideas in enhancing economic value by creating job opportunities. The research employs a qualitative descriptive approach and semi-structured interviews to analyze the case study of Punggelan Ribug village, which produces mocaf as its flagship product. Effective product and marketing management strategies, such as ensuring the quality of raw materials and implementing digital marketing, are essential to enhance visibility and sales. Mocaf has the potential as an environmentally friendly and gluten-free alternative to wheat flour, with fermentation process also reducing production costs. With emphasis on creative management and marketing, this research underscores the importance of innovation in increasing SME revenue and reaching a broader market.

Research on Market Competition and Cooperation Opportunities in the Cultural Industries of China, Japan, and Korea

With the deep development of global cultural exchange, the cultural industry, as an important manifestation of soft power, has become a focus of competition among countries. China, Japan, and Korea, geographically close with rich cultural traditions, each have their distinctive cultural industries that have developed rapidly, forming their unique competitive advantages. Japan, with its exquisite craftsmanship and innovative thinking, leads in fields such as animation and design, and its cultural products are beloved by consumers worldwide. Korea has opened up international markets with its innovative production and marketing strategies in pop culture and film, becoming a new force in the global cultural industry. China, with its long history and rich cultural resources, has made significant achievements in investment and creation in the cultural industry in recent years, becoming a global cultural industry hub. However, with the increasing openness of the cultural market and intensified competition, the cultural industries of China, Japan, and Korea face unprecedented challenges. How to further enhance market competitiveness and explore international markets while maintaining their own characteristics has become a focus of attention for the cultural industries and governments of the three countries. Through strengthening cooperation and exchange, the cultural industries of China, Japan, and Korea can certainly shine brighter in the global market, making greater contributions to the cultural prosperity of Asia and the world.

A Conceptual Framework of E-Takaful Participation Readiness (ETPR) among Individuals at Insurable Age in Malaysia

Malaysians need more savings and a critical financial backup to protect themselves from adversity. Hence, a call for a digital platform is vital to further reach out in the current economic situation. The phenomenal growth of B2C e-commerce, particularly after the pandemic, has impacted almost every industry, including banking and financial services. This research suggests an integrated model of E-Takaful Participation Readiness (ETPR). However, academic research on digital takaful is still in its early stages. Most academics focus on technology and ignore the takaful institutions adopting it. Past studies have explored the topic of e-banking readiness, but limited studies have focused on its relation to the takaful area. This study is a pioneer in examining consumer participation readiness for e-takaful services, particularly during the digital shift process due to the pandemic. This paper proposes a conceptual framework for e-takaful adoption. Takaful institutions can use the proposed framework as a starting point for implementing e-takaful, and scholars can use it to expand, refine, and evaluate takaful technology (Takatech) research. The findings of this study can be shared with takaful industry stakeholders and regulatory bodies to help them develop innovative marketing strategies and customer-centric takaful products.

Cultivating Success: The Interplay of Innovation Marketing, Marketing Orientation and Internal Strategies on Organization Performance in Pakistan

This study's primary goal is to ascertain how innovative marketing and market-oriented internal marketing relate to one another and how this relationship affects performance in the mediating impact of innovative capability within Pakistan. To analyze the relationship between variables and accomplish the study's objective, 295 university student samples were used. The study's findings indicate that internal marketing plays a significant role in performance, meaning that an increase in internal marketing will improve an organization's performance. Innovative cultures have a big impact on how well an organization does; in Pakistan, any organization that has a strong creative culture will perform even better. Market orientation is also crucial for any organization. The study found that innovation is believed to have a mediating role in the relationship between market orientation and marketing performance.

F2P-модель монетизации как маркетинговый инструмент влияния на потребительское поведение мобильных геймеров

This study is aimed to analyze, systematize and improve the knowledge about the specifics of microtransactions in the mobile games industry. The study also explores the consumer behavior of players in the context of microtransactions and provides relevant information on the influence of microtransactions on the growing popularity of free-to-play monetization model. Being one of the most promising industries, mobile gamification is becoming more and more dy-namic over time, leveraging innovative marketing strategies for its promotion. The opportunity to earn money in a fast-growing market motivates developers to move away from simple monetization models. Today, the most popular is the free-to-play model, which provides the game for free and leaves the choice to the user for in-game purchases. Despite the risks associated with this model, it frequently becomes the most profitable for businesses. The article describes ap-proaches to the definition of microtransactions, explores the monetization models in which microtransactions are used most often. It also classified microtransactions based on average check and segmented users based on the size of monthly spending. The article also describes the main methods of stimulating users to make microtransactions in the context of free-to-play monetization model.

The Argentinian experience with yerba mate in agroforestry

Agroforestry is able to address two of society’s great contemporary issues, climate change mitigation and food security. Characterised by the presence of trees within croplands and farmland, agroforestry has been recognised for its ability to enhance biomass and soil carbon while sustaining agricultural production. Agroforestry’s many environmental and ecosystem services - including water quality improvement, erosion control, and biodiversity enhancement - may also help achieve a number of other United Nations Sustainable Development Goals, including renewable energy, responsible consumption and life on land. Yerba mate (YM) is a tree species that is native to South America, which has traditionally been harvested for its leaves, which are used to prepare a traditional infusion. Over the years, new YM products have emerged, including dehydrated powder for instant preparation. The cultivation of YM has evolved from traditional forest stands to large-scale monoculture plantations, but there is recent interest in sustainable agroforestry approaches. Research in Argentina's Misiones Province has demonstrated the benefits of YM being shaded by other trees in agroforestry systems, including increased yields of YM and an enhancement of preferred flavours of the leaves, as well as increased soil fertility, carbon sequestration and protection against extreme weather conditions. To continue to improve upon YM agroforestry, the I 049 Agroforestry project plans to study YM cultivation in agroforestry arrangements to better support sustainable agroforestry practices and innovative marketing strategies in Argentina.

Promoting the fashion industry through digital marketing: The relationship of digital marketing strategies to consumer behavior and fashion. & beauty trends

This research aimed to spotlight the role of digital marketing in modernizing the beauty and fashion sector. It sought to uncover the relationship between digital marketing strategies promoting the fashion industry and their influence on consumer behavior. The study also explored how marketing campaigns designed to attract consumers impact the shaping of trends in the world of fashion and beauty. Finally, a SWOT analysis was conducted to discern expected strengths, weaknesses, opportunities, and challenges in this trend. Employing an analytical and descriptive approach, the researcher analyzed responses from 100 consumers and social media followers in the Republic of Iraq. The questionnaire, aligned with the research hypotheses, was divided into four axes. Computer statistical methods, including SPSS ver. 23 and T-test and F-test, were employed to test the relationship between independent and dependent variables. The research verified the hypothesis, establishing a significant relationship between the effectiveness of digital marketing strategies in promoting the fashion industry and their impact on consumer behavior and fashion and beauty trends. The findings suggested that fashion trends positively influence brands in both commercial and digital marketing. The research concluded with proposals advocating for the adoption of innovative and interactive digital marketing strategies in the fashion industry. Emphasis was placed on building relationships through social media, enhancing consumer experiences, and organizing interactive digital marketing campaigns to guide new trends in the dynamic world of fashion and beauty

Pengaruh Entrepreneurial Marketing terhadap Kinerja Biro Penyelenggara Perjalanan Ibadah Umrah di Provinsi Sulawesi Selatan

The phenomenon of Umrah worship is currently increasing, as evidenced by the large number of pilgrims who perform Umrah every year. The Umrah pilgrimage has also become a business phenomenon for many industries, including the travel and tourism industry. The Umrah pilgrimage travel agency has an important role in facilitating pilgrims in performing the Umrah pilgrimage by meeting their needs such as transportation, accommodation, and so on. Therefore, the increase in the phenomenon of the Umrah pilgrimage also affects the performance of bureaus organizing the Umrah pilgrimage. Based on data from the Ministry of Religion, there has been a significant increase in the number of bureaus organizing Umrah services in the province of South Sulawesi in 2020 by 46 bureaus. Entrepreneurial Marketing is the ability to develop innovative and effective marketing strategies. By using the right marketing strategy, the Umrah travel agency can increase the number of pilgrims registered with the company, while increasing business profits. This can be an opportunity for Umrah travel agents in South Sulawesi Province to improve their performance and develop their business by observing this trend. In this study a correlative descriptive research method was used and 100 questionnaires with a five-point Likert scale were distributed among someone who worked at the Umrah travel agency in South Sulawesi province using the simple random sampling method. To analyze the data, structural equation modeling based on partial least squares was used using SmartPLS. The purpose of this study is to investigate whether Entrepreneurial Marketing has a positive and significant influence on the performance aspects of bureaus organizing Umrah travel in the province of South Sulawesi.

Influence Technological Innovation, Social Media & Marketing Increasing Productivity And Growth Jakarta's UMKM

The growth and sustainability of DKI Jakarta's micro, small, and medium enterprises (UMKM) in the current digital era is greatly influenced by their ability to utilize technological innovation, social media, and effective, interactive, and creative marketing strategies. This research aims to study the effect of using technological innovation, social media and creative, interactive and effective marketing media on the productivity and growth rate of UMKM in DKI Jakarta. This case study was conducted on Jakarta residents, and data was collected through a questionnaire survey. The results of the analysis show that DKI Jakarta UMKM that are successful in utilizing the latest technology and integrating it into their daily operations experience a significant increase in productivity and business growth. The use of apps, interactive marketing on social media and product and service innovation are key factors that support the success of this study. This research makes an important contribution in understanding the role of technology, marketing media and social media in supporting DKI Jakarta UMKM. The implication of the findings of this research is the importance of training and mentoring in assisting DKI Jakarta UMKM in developing their digital skills. In addition, cooperation with e-commerce platforms and the use of interactive marketing strategies also need to be improved.