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Book part
Publication date: 19 February 2021

Mohammad Hajarian, Mark Anthony Camilleri, Paloma Díaz and Ignacio Aedo

This chapter presents a systematic review of over 30 types of online marketing methods. It describes different methods like email marketing, social network marketing

Abstract

This chapter presents a systematic review of over 30 types of online marketing methods. It describes different methods like email marketing, social network marketing, in-game marketing and augmented reality marketing, among other approaches. The researchers discuss that the rationale for using these online marketing strategies is to increase brand awareness, customer-centric marketing and consumer loyalty. They shed light on various personalization methods including recommendation systems and user-generated content in their taxonomy of online marketing terms. Hence, they explain how these online marketing methods are related to each other. The researchers contend that the boundaries between online marketing methods have not been clarified enough within the academic literature. Therefore, this chapter provides a better understanding of different online marketing methods. A review of the literature suggests that the “oldest” online marketing methods including the email and the websites are still very relevant for today’s corporate communication. In conclusion, the researchers put forward their recommendations for future research about contemporary online marketing methods.

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Strategic Corporate Communication in the Digital Age
Type: Book
ISBN: 978-1-80071-264-5

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Book part
Publication date: 2 September 2014

V. Kumar, Nita Umashankar and Insu Park

Retail marketing is in the midst of an evolution. The paradigm is shifting from a product-centric to a consumer-centric focus, with a particular emphasis on understanding…

Abstract

Retail marketing is in the midst of an evolution. The paradigm is shifting from a product-centric to a consumer-centric focus, with a particular emphasis on understanding how consumers transition from harboring an interest in a product to actually purchasing that product. In response, shopper marketing, and in-store marketing (ISM) in particular, have emerged as important mechanisms to influence shopper behavior in brick & mortar and online retail environments. The academic literature is replete with work on what factors of ISM influence shopper behavior. In this chapter, we categorize prominent streams of findings on ISM into firm, customer, competitor and product characteristics of ISM and examine how the notion of a “store” is evolving from bricks to clicks – namely from physical formats to online shopping experiences. Insights from this chapter will help retailers and store managers identify what their customers respond to within a physical store, how technology is changing the way they can capture information on customers, and how shopper behavior is evolving in response to brick & mortar and online retail environments.

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Shopper Marketing and the Role of In-Store Marketing
Type: Book
ISBN: 978-1-78441-001-8

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Article
Publication date: 16 March 2012

Katherine Taken Smith

The purpose of this study is to determine which digital marketing strategies are preferred by Millennials and are effective in influencing their behavior. There is…

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38925

Abstract

Purpose

The purpose of this study is to determine which digital marketing strategies are preferred by Millennials and are effective in influencing their behavior. There is potential growth and value in using digital marketing aimed at Millennials, but the marketing strategies must be perceived positively by this online generation.

Design/methodology/approach

Data were collected over a three‐year period (2009 to 2011) by surveying Millennials at a prominent southwest US university.

Findings

Results indicate that Millennials have a definite preference for certain forms of online advertising. There are digital marketing strategies that are considerably more effective in grabbing the attention of Millennials, motivating repeat visits to a web site, and encouraging Millennials to write online reviews.

Practical implications

By taking into consideration the preferences of Millennials, the effectiveness of online communications and digital marketing aimed at this market segment can be increased. Recommendations are made regarding types of online advertising to use, how companies should design their web sites, how to motivate repeat visits to web sites, and how to encourage Millennials to write online reviews. Millennials are reading and being influenced by online reviews.

Originality/value

Even though online advertising is the fastest growing advertising medium, only a small percentage of total advertising expenditures are currently being devoted to the internet. There is potential growth and value in using digital marketing aimed at Millennials, but the marketing strategies must be perceived positively by this generation.

Details

Journal of Consumer Marketing, vol. 29 no. 2
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 5 July 2011

Amalesh Sharma

The purpose of this research is to study the emerging nature of on‐line marketing and define the next generation strategies for online marketers.

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15173

Abstract

Purpose

The purpose of this research is to study the emerging nature of on‐line marketing and define the next generation strategies for online marketers.

Design/methodology/approach

It is a qualitative research to explain a few factors. Surveys were conducted to determine the view points of consumers. Existing literature and current trends are considered

Findings

On the basis of the study, author has tried to forecast certain major factors and strategic approaches, which will dominate the on‐line marketing world in the near future.

Research limitations/implications

It is difficult to predict trends. Extreme technological revolution, huge changes in market dynamics, economy of the nations and few other factors may affect the trends suddenly. So the intensity of the result may vary with time.

Practical implications:

It will add value to the strategic thinking of the organizations. Especially for the start‐ups firms and for the firms, which are following the traditional on‐line marketing strategies, it will give a new outlook.

Originality/value

The paper attempts to showing the critical factors, which are neglected while building the online marketing strategies. Also, author tries to show the original market trends and the necessity of innovative strategies

Details

Business Strategy Series, vol. 12 no. 4
Type: Research Article
ISSN: 1751-5637

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Book part
Publication date: 30 November 2020

Ahmad Albattat

Online marketing become a trend in recent years focussed on online social networks, such social networks have rapidly grown in popularity; providing platforms to the…

Abstract

Online marketing become a trend in recent years focussed on online social networks, such social networks have rapidly grown in popularity; providing platforms to the marketing of products and services for the hospitality industry. Online marketing offers media technologies that can facilitate online functionality and monitoring perspectives wherein the data gathered can be used to develop their services for customer satisfaction. The purpose of this study is to study the impact of online marketing in travel agency. The data collected using google online survey and analysed using SPSS. The findings stressed that online marketing in travel agency has a positive relationship in increasing the sale of packages in travel agency. Travel agencies who use online marketing more frequently receive more correspondence. Therefore, travel agencies should use online marketing to generate more income. The value of time has also changed, making communication a process that has to be instant and simplified. Hence, travel agencies have to use online marketing and taking into account travellers feedbacks and complaints as well as delivering information about products and services in real time. Travel agencies have no chance to face their competitors if they don’t adopt online marketing strategies.

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The Emerald Handbook of ICT in Tourism and Hospitality
Type: Book
ISBN: 978-1-83982-689-4

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Book part
Publication date: 19 September 2019

Brian T. Ratchford

This chapter presents a summary of the literature on the influence of the Internet and other digital innovations on markets, consumers, and firms. The review leads to a…

Abstract

This chapter presents a summary of the literature on the influence of the Internet and other digital innovations on markets, consumers, and firms. The review leads to a list of topics in need of research in the general areas of big data, online and mobile advertising, consumer search, online privacy, online reviews, social networks, platforms for online transactions, and the impact of the Internet on retail markets, including multi-channel and omni-channel retailing. We discuss the big data approaches that have been applied to problems of targeting and positioning and suggest areas for further development of these approaches. We also discuss the emerging area of mobile advertising, which can further enhance targeting. On the consumer side, the evidence indicates that the Internet has greatly lowered the costs of search and access to retailers. Much of the consumer data are transmitted to sellers, and much of the online advertising is transmitted to consumers, through platforms, such as Google. We conclude that better models of competition among these platform firms are needed and that they need to be examined for anti-trust violations. While online retailing has grown rapidly, it still has a relatively small share of retail sales. Since sellers can combine the advantages of online and offline channels, it has been common for sellers to branch into multi-channel retailing. Given the increased availability of detailed consumer data, omni-channel selling, which emphasizes strategies for the various touchpoints that lead to a transaction, is an area for further development.

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Marketing in a Digital World
Type: Book
ISBN: 978-1-78756-339-1

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Book part
Publication date: 27 August 2014

Suresh C. Sood and Hugh M. Pattinson

This chapter covers a diverse range of alternative methods for capturing deep major account insights online. Increasingly in the twenty first century, B2B decision-makers…

Abstract

This chapter covers a diverse range of alternative methods for capturing deep major account insights online. Increasingly in the twenty first century, B2B decision-makers remain abreast of industry innovations and product information through participation in online communities. Through using social mobile technologies businesses exchange product and service experiences online amongst peers not just vendor organisations. A key aspect of this chapter shares rationale for selection of a marketing versus research community, community objectives, online techniques to gain major account insights using big data, resourcing, integration with existing marketing systems and budgeting for ongoing maintenance of marketing communities supporting B2B sales and marketing initiatives. This chapter focuses on the emerging area of B2B sales activities for creation and management of online communities for Major Account management of energy supply customers. A case-based research strategy specifically honed towards sensemaking of major account activities through using B2B online communities in conjunction with emerging research methods is outlined and critiqued.

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Field Guide to Case Study Research in Business-to-business Marketing and Purchasing
Type: Book
ISBN: 978-1-78441-080-3

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Abstract

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International Journal of Sports Marketing and Sponsorship, vol. 11 no. 4
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 12 October 2015

Arunima Rana, Anil Bhat and Leela Rani

The purpose of the paper is to systematically review and summarize the literature addressing various sources of online brand equity. The evolution of social media, online

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1929

Abstract

Purpose

The purpose of the paper is to systematically review and summarize the literature addressing various sources of online brand equity. The evolution of social media, online forums and virtual communities drive the diversity in nomenclature of online marketing variables. Different researchers have used different marketing variables to indicate the same source of online brand equity. The definitions of the marketing variables change with the change in context, due to the complex e-commerce environment. The marketing variables used in different studies have lead to a conceptual overlap and repetitiveness.

Design/methodology/approach

This confusion is sought to be classified by the proposed classificatory scheme that used content analysis of 42 previous studies. The definitions of the antecedents of sources of the online brand equity used by the authors are analyzed with the help of content analysis to summarize the marketing variables in a meaningful way.

Findings

The paper identifies 15 major marketing variables by authors in their studies related to various sources of online brand equity. The final list contains 13 frequently used variables which also comprises variables which are evolving due to the dynamic e-commerce environment like the feeling of “virtual-real”.

Practical implications

The variables identified can be used by the businesses as a check list to their marketing activities.

Originality/value

This is the first paper which identifies and clarifies the ambiguity present in the application of the various online marketing variables.

Details

Journal of Research in Interactive Marketing, vol. 9 no. 4
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 28 August 2019

Park Thaichon, Gajendra Liyanaarachchi, Sara Quach, Scott Weaven and Yi Bu

The purpose of this paper is to review the past, current and future trends in empirical research and theoretical insights into online relationship marketing.

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1932

Abstract

Purpose

The purpose of this paper is to review the past, current and future trends in empirical research and theoretical insights into online relationship marketing.

Design/methodology/approach

Review over 100 empirical and theoretical studies in the online relationship marketing from top marketing and management journals.

Findings

This paper examined three areas pertinent to online relationship marketing: first, the evolution of online relationship marketing from pre-1990s to the present, which offers a temporal snapshot of changes in and an overview of the critical components that make up the structure of online relationship marketing; second, key theoretical perspectives are underlying the development of online relationship marketing; and third, empirical insights into online relationship marketing. In general, online relationship marketing has evolved from customers being passive receivers of online information and services to active co-producers and value co-creators.

Research limitations/implications

The paper identifies future research areas, including multiple layers of interactions, use of new technologies and platforms and the dark side of online communications.

Originality/value

The authors dedicated summary tables for each area, highlighting key findings, which in turn suggest a series of managerial recommendations for facilitating efficient, effective buyer–seller interactions and maximising firm performance in relation to online relationship marketing.

Details

Marketing Intelligence & Planning, vol. 38 no. 6
Type: Research Article
ISSN: 0263-4503

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