Marketing Techniques Research Articles

Contemporary digital marketing techniques used in unhealthy food campaigns targeting young people.

Contemporary digital marketing techniques used in unhealthy food campaigns targeting young people.

URBAN REGENERATION THROUGH TRADITIONAL FOLK EVENTS. "DO FOOD FESTIVALS RECONVERT THE TERRITORY?"

The massive consumption of resources causes significant changes in landscapes and affects the regenerative capacity of agricultural land, contributing to the deterioration of the territorial, economic and social conditions of geographically disadvantaged areas. A useful, albeit unusual, tool for limiting resource waste, revitalising the area and regenerating the land is the use of local food systems, expressed in the form of food festivals. Food and wine events in themselves do not directly improve disadvantaged communities, but combined with marketing techniques they act as a glue between agro-ecological practices and urban regeneration. In fact, by offering typical local agri-food products, it is possible to channel the flow of visitors to the various sites, favouring an economic influx which, in turn, influences socio-territorial regeneration. The aim of the study is to investigate the value of local agri-food events and their contribution to socioterritorial regeneration. The work carried out consists of examining official data on Italian agri-food performance over several years and collecting information and first-hand accounts of the various food festivals in the South.

The role of electronic banking marketing in enhancing the strategic success of banks: an analytical study of the opinions of a sample of employees in government banks in Nineveh Governorate

This study examines the relationship between electronic banking marketing and the strategic success of banks in Nineveh Governorate. The study adopted a descriptive analytical approach, collecting data through a questionnaire distributed to a sample of employees from Rafidain and Rashid banks. The results showed a significant correlation between electronic banking marketing and strategic success, as well as a significant impact of the dimensions of electronic banking marketing on strategic success. The study aims to analyze the role of electronic banking marketing in achieving the strategic success of banks by assessing the impact of the dimensions of electronic banking marketing on strategic performance. The main research problem is: Do the researched banks adopt electronic banking marketing as a current and future work path, and how does this affect achieving strategic success? The study found a significant positive relationship between electronic banking marketing and the strategic success of banks in Nineveh Governorate. The results indicate that improving electronic marketing tools and techniques can significantly enhance the effectiveness of banking strategies.

A Study of the Reasons for the Success of Mixue Ice Cream & Tea

Mixue Ice Cream & Tea has achieved a meteoric rise in China's burgeoning tea drink market through a strategy predicated on low pricing, a unique brand identity, and a comprehensive supply chain infrastructure. This study employs SWOT analysis to dissect the key success factors underpinning Mixue's ascent, specifically focusing on its price competitiveness, brand marketing strategies, and the economies of scale that enable high-cost performance. However, the company faces significant challenges, including the potential impact of rising prices on its value proposition, complexities in franchise management, and inherent risks within its extensive supply chain. Concurrently, globalization initiatives and the adoption of digital marketing techniques present new avenues for growth and market penetration. Moving forward, Mixue Ice Cream & Tea must prioritize the optimization of its operational management and bolster its innovative capabilities to effectively navigate the intensifying competitive landscape and sustain its current growth trajectory.

Training on Digital Marketing Strategies for Palintang Hamlet MSMEs

This community service project aims to educate Palintang Hamlet MSMEs on digital marketing. This course focuses on basic digital marketing techniques that can enhance the business operations of MSMEs in Palintang Hamlet. Palintang Hamlet hosted this training on April 15 and 29, 2025, with 25 participants. This community service uses counselling and discussion techniques. A discussion session with the trainees followed the speaker’s presentation of digital marketing-related content. It can be said that after this training, Palintang Hamlet MSME actors are better aware of digital marketing strategies.

Trust, Trends, and Transactions: A Study on the Impact of Influencer Marketing on Consumer Purchasing Behaviour in the Digital Realm

Influencer marketing, a strategy focused on promoting products or services through individuals with significant social media reach, has garnered substantial attention for its impact on consumer buying behaviour in the digital age. This research investigates the influence of such marketing techniques, utilising a cross-sectional methodology to gather insights from 322 individuals across various online platforms. The findings reveal that influencer endorsements have a strong effect on personal preferences, particularly regarding fashion & beauty, with an impressive 93% of participants indicating they have purchased beauty & skincare products as a result.The research highlights the crucial importance of trust, transparency, authenticity, content quality, & engagement in shaping consumer attitudes & behaviours. It emphasizes the need to customise content to address the diverse needs & preferences of various audiences, striking a balance between delivering factual information & crafting relatable narratives, highlighting the intricacies of influencer marketing in effectively swaying consumer decisions.. Additionally, the findings indicate that the impact of influencer recommendations can differ significantly among individuals, reinforcing the necessity for consumers to apply critical thinking & personal judgement when assessing the credibility of influencer-generated content. The authors advocate for ongoing research to keep up with the rapidly evolving landscape of digital marketing (Sudha & Sheena, 2017; Lou & Yuan, 2019).

Reshaping marketing through immersive technologies – an exploratory study in the Egyptian real estate sector

PurposeThis paper aims to explore the role of immersive technologies in reshaping the marketing techniques for the real estate industry and their effect on the consumer purchase decision process.Design/methodology/approachThe research methodology is based on a qualitative approach, utilizing the case study research method. Data collection was conducted in two phases. The first phase involved general interviews with chief executive officers from Canada and Egypt. The second phase included a site visit to the company’s location in Egypt, where observations of the technology implementation were made, along with semi-structured interviews with all involved departments. The classical model of the consumer purchase decision-making process served as a solid theoretical framework.FindingsImmersive technologies are transforming real estate marketing. It provides the buyers with an innovative customer journey, enabling a smooth customer experience and easy purchase decision, and the sellers with a simple sales journey focusing on customer preferences. The study also reveals that immersive technologies have environmental, economic and social impacts.Originality/valueThere is still a gap in marketing studies regarding the effects of immersive technologies on consumer behavior in the real estate industry, particularly in Africa. Using the classical model of consumer purchase decision, this in-depth case study provides a novel exploration of how real estate agents use immersive technologies to promote properties and how these technologies influence consumer decisions at each stage. The paper makes an empirical contribution by examining this sector in Egypt. This contributes to advancing our understanding of consumer behavior models and improving marketing practices.

Customer Relationship Management Information System Analysis Using RFM Dashboard For Customer Segmentation Strategy

The progression of information technology compels organizations to adeptly leverage customer data, particularly in mitigating the elevated rate of client attrition resulting from insufficient comprehension of consumer behavior and limited personalization in marketing approaches. This study aims to develop and implement a Customer Relationship Management (CRM) system, coupled with an RFM (Recency, Frequency, Monetary) dashboard, for the fashion enterprise Whoop Culture. This system employs the equal-width intervals binning approach to categorize clients based on purchase frequency, transaction value, and the recency of their latest transaction, thereby facilitating the company's understanding of the needs and preferences of each customer category. This online solution is designed to analyze client data and execute segmentation, facilitating more targeted marketing techniques. This research aims to enhance the company's performance by gaining a deeper understanding of consumer behavior, enabling Whoop Culture to improve customer retention, sales, and resource allocation.

Penguatan Paradigma Dakwah dalam Strategi Pemasaran Digital

The development of digital technology has influenced various aspects of life, including Islamic education and preaching. However, the lack of digital literacy among preachers and educators is a major challenge in optimizing social media and digital platforms as a means of preaching and religious marketing. The Digital Education Talkshow for Preaching and Marketing was held in response to this problem. The activity methods include interactive seminars, case studies, and question and answer sessions featuring speakers who are experts in digital preaching and content marketing. The purpose of this activity is to improve participants' competence in integrating preaching strategies and digital marketing techniques effectively. The contribution of the activity can be seen from the increased understanding of participants regarding the use of digital media for preaching and educational promotion. The evaluation results showed that 85% of the 180 participants experienced an increase in their understanding of the concept of digital preaching, and 72% stated that they were ready to implement digital marketing strategies in their preaching activities. This activity proves that an educational and practical approach can be an effective solution to answer the challenges of preaching in the digital era.

Effectiveness of Influencer Marketing in Brand Promotion

In the digital age, influencer marketing has emerged as a powerful strategy for brand promotion. This project explores how influencer marketing impacts consumer behavior, brand awareness, and sales. It evaluates the effectiveness of this marketing approach compared to traditional advertising methods. Objectives: · To analyze the role of influencers in shaping brand perception. · To assess the impact of influencer marketing on consumer engagement and purchasing decisions. · To compare influencer marketing with traditional marketing techniques in terms of cost- effectiveness and reach. · To identify the key factors that contribute to a successful influencer marketing campaign.

LUXURY VS BUDGET TRAVEL: HOW MARKETING STRATEGIES SHAPE CONSUMER BEHAVIOUR

In today’s rapidly evolving tourism landscape, travelers are increasingly segmented not only by their spending capacity but also by their behavioural responses to digital marketing strategies. This study examines how luxury and budget travellers differ in their receptiveness to four major digital marketing techniques: price promotions, social media influence, personalized marketing, and urgency-based offers. While luxury travelers often value exclusivity, brand identity, and curated digital experiences, budget travelers prioritize affordability, practicality, and time-sensitive deals. To empirically assess these differences, a structured survey was administered to 250 recent travelers, equally divided between luxury and budget segments. Statistical analysis using Chi-square tests and ANOVA validated four hypotheses, confirming that all examined marketing strategies significantly influence consumer behavior—though in different magnitudes for each group. Notably, budget travelers showed stronger sensitivity to price and urgency cues, whereas luxury travelers responded more to personalization and social media narratives. The findings underscore the need for a dual-strategy approach in travel marketing—one that goes beyond income classification and considers psychological triggers and digital touchpoint engagement. This paper contributes to the field by providing actionable insights for marketers and travel brands to tailor their campaigns based on behavioural segmentation, ultimately enhancing customer engagement and satisfaction. Keywords: Luxury travel, budget travel, digital marketing, consumer behavior, price promotions, personalization, social media influence, urgency marketing, behavioral segmentation, travel industry strategy

A Qualitative Inquiry into Marketing Strategies in Increasing Student Enrollment: Mind-Share Marketing Analysis of Latecomer University

Background Higher education institutions - particularly latecomer or private university - are under growing pressure to differentiate themselves and attract sufficient enrollment to sustain operations and growth due to the heightened competition, shifting demographics, and changing student expectations in open and digital landscape. Purpose This study seeks to critically examine the role of marketing strategies in enhancing student enrollment at Nahdlatul Ulama University of Yogyakarta, a latecomer university in Indonesia. Design/method/approach The study proposes an integrated marketing framework specifically tailored for higher education, grounded in mind-share marketing management and interpreted to the lens of higher education. This study employs a qualitative methodology, utilizing an ethnographic approach to enable an immersive exploration of the social and cultural dynamics within the research context. Results Contrary to prevailing assumptions in existing literature, this study reveals that Nahdlatul Ulama University (UNU) Yogyakarta does not predominantly employ conventional marketing techniques such as advertisements, posters, or television campaigns, which are commonly adopted by many higher education institutions. Instead, UNU Yogyakarta emphasizes the development of sustained, strategic partnerships with key stakeholders - such as Islamic boarding schools, Nahdlatul Ulama-affiliated secondary schools, governmental agencies, and industry representatives - who hold significant influence over its long-term institutional growth. Contribution/value This marketing approach effectively cultivates customer loyalty, thereby ensuring a stable and potentially increasing student enrollment, particularly for latecomer university or private university.

Estrategias de marketing digital en el comportamiento del consumidor de la Hostería Samay Kirutoa Lodge

This article addresses the main challenge facing Samay Kitutoa Lodge, located in Zumbahua, Cotopaxi: the lack of a personalized digital marketing strategy, which limits its ability to attract and retain customers. This problem impacts its competitiveness in the local tourism market, despite the growth of tourism in the region. The objective of the study is to determine the relationship between digital marketing strategies and consumer behavior to improve the lodge's brand positioning. The objective was to identify how the implementation of personalized tactics influences customer decisions and preferences. The methodology adopted was quantitative; data was collected through customer surveys. The results highlighted that customers value strategies that personalize the user experience, such as targeted promotions and relevant content. However, the lodge's lack of segmentation and advanced technological tools reduces its effectiveness in attracting specific audiences. A growing interest in digital strategies among local consumers was also identified. These elements were confirmed by the Spearman Correlation Coefficient, which ranged from Good to Very Good correlation. In conclusion, the study underscores the need to adopt more sophisticated digital marketing techniques, such as data analysis and advanced segmentation, to improve the customer experience, build customer loyalty, and strengthen the competitive position of hospitality in the tourism sector.

The Power of Personalized Marketing: How Tailored Strategies Influence Consumer Engagement

Abstract In today’s world, customers don’t want to be treated like just another number. Personalized marketing has changed the game by allowing brands to create messages and offers that fit each person’s unique interests and needs. This study looks at how these personalized marketing strategies actually influence how customers engage with brands, from noticing the message to becoming loyal buyers. First, the study explains what personalized marketing really means and how it’s different from old-school marketing that sends the same message to everyone. Thanks to new technology like data analytics and artificial intelligence, companies can now learn a lot about their customers and deliver content that feels relevant and useful to each individual. The research shows that when marketing feels personal, customers are more likely to pay attention, feel satisfied, and connect emotionally with the brand. This leads to better engagement, which includes things like interacting with the brand, trusting it, and even recommending it to others. To understand this better, the study used a mix of methods: a survey with 100 people from different backgrounds and interviews with marketing professionals. The survey helped measure how people reacted to personalized ads and messages, while the interviews shared practical advice and challenges faced by marketers in the real world. Results from the study clearly show that personalized marketing works — people respond more positively and tend to stay loyal to brands that take the time to understand and speak directly to them. However, the research also points out some problems, such as concerns about privacy and the possibility of customers getting tired if they feel overwhelmed by too much personalization. In conclusion, personalized marketing is a powerful tool for brands looking to build stronger relationships with their customers. By focusing on what each person wants and needs, companies can improve engagement, boost sales, and stand out in today’s crowded market. The study suggests that marketers should use personalization carefully, respect customer privacy, and keep improving their strategies based on customer feedback. These days, people expect brands to understand them better than ever before. Personalized marketing helps companies do just that by tailoring their messages and offers to match what each customer really wants. This research explores how these personalized marketing techniques affect the way consumers engage with brands, from catching their attention to building loyalty.

The Impact of Live Streaming and Influencer Marketing on Consumer Purchase Decisions on TikTok Shop

The TikTok Shop platform is one example of how the advancement of digital technology has altered how consumers shop. Influencer marketing and live streaming are two increasingly common marketing techniques for drawing customers. The purpose of this study is to examine how TikTok Shop users' decisions to buy are impacted by live streaming and influencer marketing features. 95 respondents who regularly used TikTok Shop were surveyed as part of the quantitative research methodology. In addition to testing for normality, multicollinearity, heteroscedasticity, multiple linear regression analysis, F test, and T test to examine the relationships between variables, validity and reliability tests were performed to guarantee the quality of the data. The findings demonstrated that, with a regression coefficient value of 0.306 and a significant level of 0.000, the live streaming feature significantly influenced purchasing decisions. Influencer marketing, on the other hand, has a higher impact, as indicated by its regression coefficient value of 0.713 and significance level of 0.000. Also, the regression analysis revealed that, with an Adjusted R Square value of 0.852, both factors concurrently affected the choice to buy. Influencer marketing combined with live streaming features is therefore crucial for enhancing customer purchasing decisions. These findings illustrate that TikTok Shop’s success is not just about technology or features, but also about how influencing trust, community engagement, and live streaming create a unique, highly engaging shopping environment that drives both impulse and repeat purchases across generations. This study investigates the impact of live streaming and influences marketing features on consumer purchase decisions on TikTok Shop can also be the alternative marketing media. Also, the results of this research show that the influence of live streaming promotions and influences can have a significant positive impact on a person's purchasing decisions on an e-commerce platform.

Enhancing Community Empowerment and Capacity Through Collaboration With The Fajar Laut Group in Padangdangan Sumenep

Local fishermen in Padangdangan Village still rely on traditional methods to determine fishing areas, which are less effective due to the dynamic changes in marine ecosystems. Additionally, the community faces other challenges, including a lack of knowledge in fish processing, low awareness of the importance of halal certification for UMKM products, and limited digital marketing strategies. Therefore, this community engagement program aims to improve community welfare through community-based education. The method used in this activity is Community-Based Research (CBR), which actively involves the community in problem identification, program planning, implementation, and evaluation. This program consists of four main activities: oceanography-based fishing area determination education, fish handling and processing training, halal certification counseling for MSME products, and digital marketing training. The results of the program show that fishermen have gained new insights into scientific techniques for determining fishing areas, contributing to increased catches and marine ecosystem sustainability. Additionally, the community has acquired skills in fish processing to enhance product value, understood the importance of halal certification for their products, and mastered digital marketing techniques to expand market reach. In conclusion, this program has successfully provided tangible benefits to the people of Padangdangan Village, improving their economic and social well-being through educational and participatory approaches.

Remediated marketing: leveraging computer vision and rule-based classification models to detect e-cigarette warning labels across social media

ABSTRACT Big Tobacco and other stakeholders, such as vape shops and smaller e-cigarette manufacturers, have adapted traditional tobacco marketing techniques to digital platforms. Warning labels are essential for informing consumers about the potential harms of tobacco use, including e-cigarettes. However, in a rapidly changing digital landscape, social media platform policies often lag behind, leaving digital marketing largely unchecked. This has allowed Big Tobacco to modernize traditional cigarette marketing in the digital sphere with e-cigarettes, a phenomenon we term ‘remediated marketing’. Without adequate warning labels, exposure to tobacco promotion may increase e-cigarette use among youth, who engage with social media at particularly high rates. This article presents a rule-based classifier developed to detect warning labels in TikTok and YouTube videos by combining computer vision technology with rule-based classification. Our classifier achieved 97.33% accuracy in detecting posts with warning labels. However, only 2.32% of YouTube video frames (240 out of 10,344 frames) and 1.32% of TikTok video frames (61 out of 4639 frames) contained warning labels, suggesting that warning messages are infrequent across e-cigarette content on platforms popular among youth, including TikTok and YouTube. Among the detected warning labels, there was notable diversity in wording and length, indicating a lack of standardization. Additionally, within YouTube and TikTok video frames, 63.7% and 30.0% of the warnings appeared in the first five seconds of the videos, respectively. These results highlight the need for improved policies and standardized warning labels to better protect young adults from e-cigarette promotion on social media.

Tesla vs BYD: Who Performs Better in the Marketing Battle of EVs?

The primary business of Tesla is the design, production, and sale of electric automobiles. Naturally, this is the case, and the energy storage industry has grown as a result. Tesla concentrates on the vehicle, outsources some links, and combines them with its system capabilities. It also masters fundamental technologies, including chip algorithms, autonomous driving technology, and battery management technology. Tesla has a cutting-edge new media promotion strategy. Regarding promotion, Tesla does not increase its spending on traditional media advertising; instead, its marketing team actively leverages popular social media platforms, word-of-mouth marketing, and live broadcast marketing techniques and strategies to capitalize on the novel aspects of new media marketing in the current market, particularly the domestic market.

‘Nature of the year’ in Germany: An effective policy to raise public awareness?

Abstract Building public awareness for conservation can be done in different ways. However, the impact of the conservation marketing techniques is not well understood. The ‘nature of the year’ award is a public awareness building strategy for conservation in Germany, which aims to draw attention to annually selected species and their habitats. In order to evaluate the success of these campaigns, we utilized citizen science occurrence records from iNaturalist and Observation.org as well as Google tools for a data‐driven analysis of the association between public awareness and the various organisms awarded as ‘nature of the year’ between 2018 and 2021. Of the 31 species studied, only 16 showed a significant increase in either their occurrence records and/or Google search activity. An increase in occurrence records was found particularly for the categories of insect, butterfly and amphibians/reptiles, whereas a higher Google search activity could be demonstrated for the categories of animal, bird, tree and flower. The reasons for this pattern are manifold: they relate to the prevalence of the organism group, the perception of a species by the public and the associated recording behaviour of citizen scientists, the charisma of the species as well as the human and financial resources of the nominating organizations to conduct marketing campaigns for the nominated species. To enhance the campaign's impact, communication efforts should be unified, such as synchronized ‘nature of the year’ award announcements and shared social media content. Further research using conservation culturomics could address the gap in understanding the effectiveness of public conservation policies. Read the free Plain Language Summary for this article on the Journal blog.

PELATIHAN SOCIAL MEDIA MARKETING DAN PENINGKATAN OMZET POKDAKAN NAMISANG OMZET NAMINASANG FARM & CO

Social Media Marketing and turnover enhancement training activities have been carried out at POKDAKAN Naminasang Farm & Co in Mandalamekar Village. This training aims to improve the digital marketing skills of POKDAKAN members and local Karang Taruna, especially in utilizing social media as an effective promotional tool. The method used in this activity is a pre-test and post-test to measure the increase in participants' understanding of digital marketing strategies before and after training. The results of the pre-test showed that most participants had limited knowledge of social media marketing strategies. However, after the training, the results of the post-test indicated a significant increase in participants' understanding and skills. In addition, this training also had a positive impact on increasing POKDAKAN's turnover through the application of more effective marketing techniques on social media. The managerial implications are that by utilizing social media effectively, POKDAKAN can build stronger brand awareness among potential and existing consumers. Strengthening brand awareness, coupled with higher engagement through interactions on social media, can increase customer loyalty and contribute to long-term turnover growth.