Digital Marketing in the Business Environment

Ištvanić, Marin; Milić, Dominika Crnjac; Krpić, Zdravko

doi:10.32985/ijeces.8.2.4

Cited by 30 publications

(21 citation statements)

References 3 publications

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“…Online shopping has taken over the buying sphere by storm as more and more people now spend a greater part of their daily time on the internet. The world over, 3.5 billion people used the internet in 2016 as compared to only 400 million in the year 2000 representing a 875% growth rate ( Istvanic, Milic & Krpic, 2017). In America and Europe marketing spending on digital marketing platforms has dramatically increased eclipsing the traditional marketing forms.…”

Section: Introductionmentioning

confidence: 99%

Digital Marketing Mix Strategies in the Tourism Industry in Zimbabwe: A Masvingo Tourism Destination Perspective

Matura¹

2018

IJEMR

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Digitalization is considered as the veritable vehicle of transformation for the tourism industry marketing in this age of the internet economy. It influences all business marketing processes before, during and after a tourism trip in a profoundly revolutionary way. Information distribution is quicker, better, and cheaper regardless of geographical and time limitation due to digitalization. The digital marketing mix, which consists of eproduct, eprice, eplace, epromotion, eprocess, epeople, and ephysical evidence, is a powerful tool in revolutionizing tourism marketing management globally including in Zimbabwe. The aim of the study was to examine the level of use and adoption of digital marketing mix strategies in the tourism industry's accommodation sector in Masvingo, Zimbabwe. This study adopted a qualitative research design approach with twenty purposively selected key informants from the tourism industry in and around Masvingo Urban. The sample had managers and marketing managers of hotels and lodges who were respondents in the study. Interviews and analysis of digital platforms were the data collection methods. Data was thematically analyzed. The major finding is that the level of adoption and use of digital marketing mix strategies is varied and generally low. Most players still rely more on the traditional analogue marketing mix strategies. The paper recommends the tourism industry in Masvingo to fully adopt and utilize digital marketing mix strategies for them to achieve customer satisfaction and profitability.

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Section: Introductionmentioning

confidence: 99%

Digital Marketing Mix Strategies in the Tourism Industry in Zimbabwe: A Masvingo Tourism Destination Perspective

Matura¹

2018

IJEMR

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“…When he searches "locksmith near me" on the Internet, some brands appear in the first positions of the browser, labeled with a sign saying "advertising" [42]. For these brands that have paid the browser for being in this preferential position, "it is vital to know which business-related keywords people type while searching" [46] (p. 69). Nevertheless, some authors warn that getting the first positions is not a synonym for maximizing the brand's sales [38,60].…”

Section: Ramos-gutiérrez Andmentioning

confidence: 99%

Evaluation Expediency of Eco-Friendly Advertising Formats for Different Generation Based on Spanish Advertising Experts

Palomo-Domínguez

Zemlickienė

2022

Sustainability

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The advertising industry is also responsible for promoting a sustainable future for our planet. Besides launching messages of environmental respect, it is essential to choose and use advertising tools that will leave the lightest footprint in the environment. While environmental issues are indeed relevant, in any way, the need remains to spread the word about the products/services and make rational decisions that will maximize the reach of potential consumers. In other words, support measures are needed to reach the target market more effectively. Based on the above considerations, the article presents the research results of evaluating the expediency of eco-friendly advertising formats to different generational cohorts in the Spanish media scene. The MCDM method defined the structure of the research and was used to summarize the results of the expert study. This method’s choice is based on motive related to the purpose of the evaluation and the applicability of the research results in practice. Research results are helpful guidelines for decision-makers of advertising agencies or their clients in the campaign planning process. They show that generational differences are a determining factor for reaching the target market.

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“…A methodology combining traditional offline marketing with free and paid digital marketing tools should be developed to achieve the organization's carefully set objectives in line with its short and long-term vision. Search engine marketing (SEM), social media marketing (SMM), affiliate marketing, content marketing, email marketing, mobile marketing, display advertising, re-marketing, video advertising, influencer marketing, online brochures, inbound marketing, webinars, e-detailing, and medical portals are some examples of digital marketing types that pharmaceutical companies can use 19,22,46,[56][57] . Additionally, even though pharmaceutical companies that produce OTC drugs can now engage more with their consumers through many touchpoints, mobile apps are indisputably one unique digital marketing tool.…”

Section: Pdm and Promotional Advertisingmentioning

confidence: 99%

Pharmaceutical marketing of over-the-counter drugs in the current digital era: A review

Anis¹,

Hassali²

2022

Pharm Sci Asia

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Digitization is a current era trend that has permeated various daily activities of individuals and businesses. The acceleration of digital adoption can be seen even more with the onset of the COVID-19 pandemic. As a result, a new pattern of pharmaceutical marketing has been defined in the industry in several terms, most notably pharmaceutical digital marketing (PDM). Undeniably, over-the-counter (OTC) drugs, which are pharmaceuticals sold without a medical prescription, are the most affected drug category by this digital transformation in the pharma industry. The content of this review paper is based on secondary data derived from recent literature and Internet sources. The relevant information from various journal articles, books, reports, and reliable web pages has been presented and discussed. Basically, the main body of the review was divided into two fundamental areas of PDM, with a greater emphasis on the context of OTC drugs: (1) online pharmacies (e-commerce marketing);(2) promotional advertising. In a nutshell, this review provides valuable insights into the emerging concepts of PDM within the scope of OTC drugs.

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Digital Marketing in the Business Environment

Cited by 30 publications

References 3 publications

Digital Marketing Mix Strategies in the Tourism Industry in Zimbabwe: A Masvingo Tourism Destination Perspective

Digital Marketing Mix Strategies in the Tourism Industry in Zimbabwe: A Masvingo Tourism Destination Perspective

Evaluation Expediency of Eco-Friendly Advertising Formats for Different Generation Based on Spanish Advertising Experts

Pharmaceutical marketing of over-the-counter drugs in the current digital era: A review

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