Marketing Tool Research Articles

Business Secret behind the Tagline Business Resilience behind the Tagline: Open 24 Hours / 7 Days, Apocalypse Opened for Half a Day

This research investigates the marketing strategies used by shops in Madura with a focus on the tagline "Open 24 Hours / 7 Days; Stop Opening Half A Day". Through a SWOT analysis approach and the Porter's Diamond framework, this research aims to understand how the tagline supports the competitiveness and operational success of stores in a unique local context. Research methods include in-depth interviews with shop owners, customer surveys, and operational data analysis. This research model uses a simple design with Triangulation Theory. The data collection techniques used are observation, interviews and documentation. The data analysis technique used is the Manual Data Analysis Procedure (MDAP). The research results show that the tagline not only acts as a creative marketing tool, but also reflects a commitment to high customer service and operational continuity in the face of changing market conditions. A SWOT analysis identifies strengths such as responsive customer service and weaknesses such as reliance on local resources, while a Porter's Diamond analysis highlights related factors and industry conditions that support the stores' operational strategies. Suggestions for future research include data collection, comparative studies with other industrial contexts, and collaboration with local governments to support demand and development of local shops in Madura.

Adapting Street Profile Design by Using Nature-Based Solutions in New Neighbourhoods and the Retrofit of Buildings

The aim of this paper is to analyse ways to upgrade the existing urban and architectural features in the built environment by incorporating and enhancing the use of nature-based solutions (NbSs) in relation to the city of Bucharest, which lacks green spaces mapping and quality studies and literature. The paper draws a comparison between the design elements used in other cities, namely Lisbon, Vienna and Rome. These are also analysed and compared in relation to the integration in a mixed urban development plan for a research-to-business neighbourhood design competition in Măgurele, situated near Bucharest. A matrix of five criteria is used for the analysis: historical context, urban context, nature versus design, use and climate context. In Lisbon, examples range from new green walls, modern green Mediterranean courtyards, NbS in scaffolding and temporary walls, the placing of Miradores around the city to green-and-healthy marketing tools for restaurants. For Vienna, a street is being remodelled in an innovative way using independent green infrastructure designs in existing retrofitted parking units, hotels and residential constructions. For Bucharest, emergent pop-up, small scale, bottom-up solutions push the city’s urban fabric beyond the greyish look of socialist-communist background and eclectic late 19th, early 20th century built heritage. For Măgurele, different versions of a modern neighbourhood and street profile design issues are analysed, using 3D renderings that incorporate NbS at various insertion scales. Existing example cases showcase new dimensions and toolsets of the adaptation of the urban fabric based on a more ecosystem-based approach of architectural-urban research by design, as possible instruments that facilitate a Green Transition in urban settings. Covering more cities in the future would add to the impact and contribution of this study.

USE OF SOCIAL NETWORKS BY TOURIST ENTERPRISES AT THE CURRENT STAGE

The article focuses on highlighting issues related to the use of the internet, specifically social media, in the activities of tourism enterprises. Due to high competition in the tourism business, it is necessary to utilize a full range of effective tools to attract clients. One of the most effective channels of interaction between tour operators and end consumers is the Internet in general and social media in particular. The tourism industry was one of the first to enter the realm of social media: tour operators have long been exploring opportunities for business promotion that social media platforms provide. Using social media to build relationships with target audiences is essential to ensure the prospects of development for tourism enterprises and to maintain or increase their economic indicators. Social media marketing (SMM) has become a crucial tool for the tourism industry, allowing businesses to capture attention and engage with potential travelers in the virtual environment. The use of SMM allows tourism enterprises to address many tasks. Tourism companies must be present on popular social media platforms such as Facebook, Instagram, TikTok, X (Twitter), LinkedIn, YouTube, and Pinterest. Each platform offers unique opportunities to showcase different aspects of the travel experience. Collaboration with influencers and travel bloggers expands the coverage and trust in the tourism enterprise on social media. Worldwide, there are over 4.5 billion people using some form of social media—approximately 57% of the world's population. By the beginning of 2024, there were 24.3 million social media users in Ukraine, equivalent to 64.9% of the country's total population. At the same time, 21.18 million Ukrainians aged 18 and older used social media, accounting for 69.3% of the adult population. In general, 82% of internet users used at least one social media platform. Social media platforms provide companies with the opportunity to establish direct contact with their target audience. Publishing interesting content and interacting with clients helps better understand the audience, receive feedback in real-time, and create more personalized offers. Social media marketing is a relatively new area of activity for tourism enterprises, which they actively explore regardless of the scale and specifics of their operations. SMM is a special tool of internet marketing that involves promoting a product, service, company, or brand through the use of social media, the connections of which are created and updated by the efforts of their visitors. Researching the potential of social media is a strategic tool for improving the tourist experience, monitoring the reputation and image of the tourism company, and analyzing current competitive strategies. As the number of social media users continues to grow rapidly, this trend will increasingly be taken into account in the tourism services market, and therefore, the importance of effective marketing activities of tourism organizations in this segment will grow. Keywords: social networks, tourist enterprise, SMM marketing.

FUser Experience (UX) Design Websites as a Marketing Tool

FUser Experience (UX) Design Websites as a Marketing Tool

The Efficacy of SEO as a Strategic Marketing Tool for Brand Promotion and Product Advertising

This article is devoted to the study of the role of SEO optimization in the promotion of the company's brand and products on the market. The purpose of the study is to study the effectiveness of using SEO in promoting the company's brand and products on the net. The main directions and ideas of the work consist in the analysis of SEO methods, consideration of examples of successful practice in various business sectors and identification of the main factors affecting the effectiveness of SEO. The scientific and practical significance of the work is to identify the features of using SEO to promote the company's brand and products on the Internet and to establish the effectiveness of various methods of SEO in practice. The research methodology includes an analysis of the literature, consideration of the stages of the implementation of the tool and a comparative analysis of SEO methods. The main results and analysis of the work show that the use of SEO is an effective way to promote the company's brand and products on the Internet, and to achieve maximum efficiency, it is necessary to take into account the specifics of the business and the audience, as well as constantly monitor changes in search engine algorithms. The value of the conducted research lies in the development of theoretical knowledge about the effectiveness of SEO for the promotion of the company's brand and products on the Internet, as well as in the practical application of the research results in the development and implementation of SEO strategies in various business sectors.

ANALYSIS OF PRIORITY BANKING OFFICER (PBO) MARKETING STRATEGY IN INCREASING THE NUMBER OF PRIORITY CUSTOMERS VIEWED FROM A MAQASHID SYARIAH PERSPECTIVE: BANK SUMUT KC SYARIAH PADANGSIDIMPUAN

Maintaining the excellence of PT Bank Sumut KC Syariah Padangsidimpuan requires an effective marketing strategy to be implemented in order to realize a competitive advantage and achieve predetermined targets in the marketing process. Bank Sumut KC Syariah Padangsidimpuan certainly has goals and strategies with Sharia-based purposes (Maqashid Sharia) or is more than merely material. In this context, the target in question is Priority Customers. This writing analyzes the Priority Banking Officer's marketing strategy for increasing the number of priority customers at PT. Bank Sumut KC Syariah Padangsidimpuan is reviewed from a Maqashid Syariah perspective. The research method used is descriptive-qualitative. The data collection techniques in this research were observation, interviews, documentation, and literature. Moreover, researchers used descriptive analysis techniques. The result of this writing is that PT. Bank Sumut KC Syariah Padangsidimpuan, in implementing marketing strategies to increase the number of customers, applies the Marketing Mix 7P component. Marketing Mix is a tool for marketers consisting of various marketing program elements (product, price, promotion, place, people, process, and physical evidence) that must be considered to implement the determined marketing strategy. Bank Sumut KC Syariah Padangsidimpuan, in carrying out the marketing mix strategy, contains Maqashid Syariah principles containing sharia values ​​that are by sharia objectives (Maqashid Syariah). The marketing mix aspect (product, price, promotion, place, people, processes, and physical evidence) contains sharia values ​​by the 5 principles of maqashid sharia (sharia goals), namely protecting religion, soul, will, descendants, and property.

Artificial intelligence in digital marketing

Development of a comprehensive approach to the integration of artificiale intelligence (AI) into a companyʼs marketing strategy in the digital environment is important to directly ensure the loyalty of customers and achieve an economically primed level of sales conversion period. In this article it was focused on the direct integration of digital marketing algorithms of artificiale inteligence to optimize interaction between companies and target audiences. During the research, the use of fundamental scientific methods of analysis and synthesis was carried out to characterize the AI main algorithms that are used in digital marketing; empirical methods, graphical images, and sys­tem structural analysis. The AI role in digital marke­ting has been emphasized and the impor­tance of using current algorithms to ensure effective communications between com­pa­nies and vendors has been proved. A compr­ehensive analysis of the main digital marketing tools and the features of their use to ensure the competitive position of companies on the Internet was carried out. The scheme of obtain­ning informa­tion from users and optimizing the use of AI tools based on the applying of effective mathematical algorithms is given. The key trends in the development of the market for generative AI in the field of digital marketing have been identi­fied. A subdivision of content created by gene­rative AI has been presented. It has been determined that piece intelligence is a priority in the marketing strategies of companies in the digital environment, which allows companies to ensure personalization of the approach to each client.

ტრადიციული და ციფრული მარკეტინგული მეთოდების სინთეზური გამოყენების ეფექტურობა ქართული ბიზნესკომპანიის მაგალითზე

Models of traditional and digital marketing methods and tools are discussed individually and in terms of their synthesis. The performance indicators of each direction and their compliance with marketing goals are analyzed. It is important to note that only traditional or only digital marketing methodologies and tools, taken separately, cannot be assigned a decisive role in solving marketing problems. Therefore, when determining a marketing strategy, it is necessary to find the best and most effective methods and approaches, both from the point of view of the individual use of these methods and from the point of view of their synthesis. The goal of the article is to identify and establish types of models that will be applicable, highly effective and successful in the context of modern challenges, to solve any marketing problem. In general, the cases of individual use and synthesis of traditional and digital marketing tools and methods are examined, using the example and obtained results of one of the Georgian construction companies.

MARKETING SUPPORT OF THE ENTERPRISE COMPETITIVENESS MANAGEMENT SYSTEM

In the context of an aggravated competitive situation both in domestic and foreign markets, marketing tools for ensuring the competitiveness of an enterprise are becoming increasingly important. With the simultaneous growth of the role of a systematic approach in strategic planning both in the overall activities of the enterprise and its development prospects, and the level of competitiveness of the enterprise and its competitive position in specific markets. The subject of the study is the theoretical and methodological foundations of enterprise competitiveness management. The purpose of the article is to form a system for managing the competitiveness of enterprise on the basis of marketing. Methodology. To achieve the research objective, the following tasks were set and solved: a critical analysis of scientific approaches to the formation of a system for managing the competitiveness of enterprise, substantiation of the theoretical and methodological foundations for the formation of a system for managing the competitiveness of enterprise, clarification of the components of this system, and identification of the types of links between the components of the system for managing the competitiveness of enterprise. The following methods and approaches to research were employed in the study: an abstract and logical approach was used to examine the theoretical and methodological foundations of interaction management; an analysis of theoretical approaches to the formation of the enterprise competitiveness management system was conducted; an inductive and deductive approach (used to determine the factors influencing the formation of the enterprise competitiveness management system) was employed; a systematisation and generalisation approach (to clarify the approaches to the formation of the enterprise competitiveness management system) was also utilised. Results. The article considers processes of formation of the system of enterprise competitiveness management. It characterises and groups approaches to the system of management of competitiveness of an enterprise. The factors of influence on the level of competitiveness of enterprise have been determined. The structure of the system for managing the competitiveness of enterprise is described. Practical implications. The suggested integrated approach will help to clarify the role and functional links between the components of the enterprise competitiveness management system, taking into account the influence of factors of the marketing environment of enterprise and the marketing tools for assessing and improving the competitiveness of enterprise. Value/Originality. The proposed integrated approach to the formation of a system for managing the competitiveness of enterprise on the basis of marketing, unlike the existing ones, recognises the key role of competitiveness of enterprise products in assessing the competitiveness of enterprise, allocates the subject and object of competitiveness management, is based on the levels of strategic planning, takes into account the influence of factors of the marketing environment of enterprise and reveals the marketing tools for assessing and managing the competitiveness of enterprise.

Exploring the impact of mobile marketing tools on the purchase intention of iberian consumers

Mobile devices have become an integral part of our daily lives, and people use them for numerous activities, including shopping. As a result, businesses must utilize mobile marketing tools to communicate with their customers and offer personalized and differentiated products. Mobile marketing employs various tools such as location-based services, mobile applications, and mobile e-mail to attract customers and stimulate their interest in purchasing a particular product. This research seeks to identify the mobile marketing tools that influence the Iberian consumer's purchase intention. The study collected data through a questionnaire from Iberian consumers using a non-probabilistic convenience sample. The study results showed that a positive attitude towards mobile marketing is a significant factor that influences the purchase intention of a product or service. The study also revealed that location-based services and mobile applications are the most effective tools in creating a favorable attitude towards mobile marketing and, consequently, the intention of Iberian consumers to purchase a product or service. This investigation aims to provide organizations and researchers with know-how on mobile marketing and the Iberian consumer's purchase intention so that they can make better decisions and encourage further research.

Online grocery shopping recommender systems: Common approaches and practices

Food recommender systems have been developed for the online environment to support shoppers in making informed decisions. These systems analyze the extensive data collected to infer consumer preferences and needs, providing relevant product recommendations accordingly. Despite the potential of recommender systems as a strategic marketing tool in the online grocery shopping environment, there has been limited effort to systematically analyze approaches of prior studies on recommender systems for online grocery shoppers along the five stages of recommendation delivery: (1) identify recommendation goal, (2) acquire consumer data, (3) compute, (4) evaluate, and (5) present the recommendation. Therefore, this paper examines the advancements in each stage of delivering grocery recommendations to consumers from 2018 to March 2023. We performed a search strategy resulting in 50 papers dedicated to recommender systems for online grocery shoppers, which contrasts with previous research that typically examined recipe and meal recommendations that were merely meant to inspire users on what to cook. Findings reveal a prevalence of preference-based systems with limited integration of explicit consumer data, and often lacking consent for implicit data usage. While advanced deep neural network models are getting more attention in the literature, evaluation methods tend to be system-oriented, overlooking essential user feedback and the efficacy of general metrics. This systematic literature review underscores the necessity for consumer engagement in system and interface design, aiming for grocery recommendation systems that improve customer experience, by ensuring inclusivity and prioritizing user-centered design.

The Influence of Short Length Video (Reels) Marketing on Generation Z Consumer’s Purchase Intentions (In the Case of Mongolia)

As the world develops rapidly, the number of Internet users, especially social media users and the main marketing tool is based on social media. It was considered important to highlight Reels videos, especially the generation Z, and include them in the research work due to the fact that users watch videos a lot and get most of their information from them. A correlational model was used between how daily videos affect their purchase motivation and how they perceive the brand. This research is motivated by the large number of internet users in Mongolia, as well as the use of Instagram with a variety of useful features provided, one of which is the Reels feature. The purpose of this study is to find out how the influence of the Reel feature on Instagram and other social media platforms can have a direct effect on consumer’s purchase intentions can also be influenced indirectly through brand attitudes. The results of this study indicate that variables based on independent scenarios, user participation, perceived benefits, attractiveness of influencers involvement directly have a positive and significant effect on consumer brand attitudes, and brand attitudes also play a positive and significant role in influencing consumer’s purchase intentions.

Assessing the Impact of Recommendation Novelty on Older Consumers: Older Does Not Always Mean the Avoidance of Innovative Products.

Personalized recommendations that use digital technologies to predict user interests and preferences and give guiding conclusions have become a widely used digital marketing tool on e-commerce platforms. Given that existing consumer behavior research has not reached a consensus on the relationship between age and the adoption of innovative products, whether recommendation novelty can stimulate older consumers' acceptance of innovative products remains uncertain. Grounded in the aging and social influence literature, this experimental study investigated the moderating role of individual cognitive age on the impact of recommendation novelty on consumer perceptions regarding stereotype threat and receptiveness to innovativeness. An experiment involving 239 online shoppers was conducted to investigate the experiences of cognitively younger and older adults while using low or high levels of recommendation novelty designed for this study. Results reveal the tension for older adults when using highly recommended novelty, as they perceive these to be more of a stereotype threat, but they also have a higher level of receptiveness to innovativeness. This finding is contrary to the common belief that "the older the consumer, the less receptive to innovativeness", providing novel insight into the information systems literature. Theoretically, this research shows how increasing the level of recommended novelty affects stereotype threat and receptiveness to innovativeness (of consumers of different cognitive ages). For practitioners, the results provide important guidelines on the kind of personalized recommendations that are appropriate for consumers with different cognitive ages.

Male product endorsers and the embodiment of modern Thai masculinities in skincare advertisements

As male endorsement in advertising continues to expand, and alternative forms of masculinity emerge in Asia and elsewhere, this article asks how skincare advertisements in Bangkok participate in these worldwide trends and how different forms of masculinity are represented and embodied in such advertising. The article analyses skincare advertising signs – banal sexed signs that form a significant part of Bangkok’s linguistic landscape – through the lens of social semiotics. The analysis reveals the use of both a more stereotypical form of masculinity associated with male heterosexuality and the ‘new man’, a masculinity associated with a ‘softer’ personality and Asian beauty trends. Important components contributing to the latter image include depictions of ‘feminine touch’ and multilingual texts. The findings illustrate how the new man serves as an important marketing tool, promoting not only a particular masculinity but also a modern, middle-class lifestyle.

USE OF AUDIOMARKETING TO PROMOTE THE SERVICES OF THE TOURISM INDUSTRY

The aim of the study is to substantiate the importance and peculiarities of using audio marketing tools to promote tourism services in the tourism industry. The article proves that the use of neuroimaging methods in marketing is gaining popularity, as it provides marketers with information that cannot be obtained using conventional marketing methods. Musical content is increasingly integrated into the marketing communications system, covers the points of interaction with tourists, and contributes to the personalization of audiocommunication. It has been determined that audio marketing is an important element of modern marketing strategies, and its tools not only influence the behavior and psycho-emotional state of consumers of tourism services, but also significantly enhance the effectiveness of other marketing tools aimed at obtaining the expected result. Well-chosen music helps to improve interaction and form a positive perception of tourism products and services among tourists, creates sound comfort, ensures a good mood, enhances positive impressions, builds commitment, increases loyalty, extends the time of stay, and increases both planned and spontaneous purchases. The article substantiates that the choice of background music is of great importance in the formation of audio design, which provides tourists with positive emotions, creates an appropriate atmosphere and a pleasant overall impression. It is proved that in order to achieve an effective result of music's influence on consumers of tourist services, producers of tourist services need to constantly conduct marketing research on the needs and behavior of tourists; monitor and analyze the impact of music on tourist behavior; and conduct training and professional development of marketers.

ОСОБЕННОСТИ МАРКЕТИНГОВОЙ ДЕЯТЕЛЬНОСТИ НА РЫНКЕ ТРАНСПОРТНО-ЛОГИСТИЧЕСКИХ УСЛУГ

The work demonstrates the specifics of the activities of large transport and logistics companies, which determines the distinctive features of their marketing policy. Despite the fact that classical marketing tools have relatively low effectiveness in this market because logistics operators and their key customers prefer long-term relationships, in the current conditions the role of marketing is increasing. This is due to the transfor-mation of the global logistics market and the release of niches in it, as well as the need to attract small customers. The main directions of marketing activities in the market of transport and logistics services are demon-strated.

КРЕАТИВНЫЕ ПОДХОДЫ И РЕШЕНИЯ В ИВЕНТ-МАРКЕТИНГЕ

This article reflects the application of some creative approaches and solutions in event marketing, which is especially relevant in conditions when traditional marketing tools (advertising on television, radio, in the press) no longer demonstrate the desired level of effectiveness. The authors note that if event marketing exists within the framework of an organization, then, as a rule, it is used with-out the use of creative approaches and methods, which ultimately reduces their ef-fectiveness. The article also proposed an author's algorithm for increasing the creativi-ty of events, which will make event market-ing in the organization more successful.

Optimization of Social Media as a Marketing Tool at PT. Indonesian Travel Amanah

This research aims to find out how to optimize social media as a marketing tool at PT. Amanah Travel Indonesia, a company that focuses on Umrah travel services. The research method used is qualitative research with a research design, namely a case study. The research results show that the use of social media such as Instagram, Facebook, and YouTube is very effective in increasing brand awareness, interaction with potential congregants, and sales. An interesting content strategy, consistent posting, and active interaction with the audience are proven to strengthen relationships with customers. This research confirms the importance of integrating various social media elements to achieve optimal marketing effectiveness.

Mengatasi Hambatan Literasi Digital: Strategi Pemasaran Digital bagi Pelaku UMKM Desa Truko

The development of information technology that is not accompanied by the acceleration of digital literacy, especially in the MSME sector, can result in failure to compete in an era of high use of digital marketing. This service activity aims to increase understanding and use of digital marketing among MSMEs in Truko Village, Kendal Regency. Through training and mentoring activities using the Participatory Action Research (PAR) method, MSMEs are actively involved in the digital marketing learning process. The results of the situation analysis show that although the majority of MSMEs have basic knowledge about digital marketing, implementation is still limited. Training activities are focused on digitalizing products and promotions, using tools such as photoroom, single landing page, Linktree, and WA Business. Evaluation of the results shows a significant increase in the use of digital marketing tools, reaching an 80% increase in the use of Linktree. This article summarizes the process, results and positive impact of community service activities in improving the skills and business competitiveness of Truko Village MSMEs in the digital era.

Website Utilization as Labuan Bajo Super Digital Marketing

Digital marketing by utilizing websites can have a significant impact, such as improving their brand image, reaching a wider audience, and expanding the target market. The purpose of this study is to identify the website as Labuan Bajo Super's digital marketing tool. This type of research is qualitative, with qualitative descriptive analysis methods. Data collection was carried out by observing the Labuan Bajo Super website and taking the necessary data in this study. The result of the study is Labuan Bajo Super making good use of the website as their marketing medium. Labuan Bajo Super provides complete information, such as displaying information on tour packages offered, Labuan Bajo Super contact information, and more.