Digital Communication: a technology of trust marketing

There are two types of marketing channels growing with the rapid development of network economy. One is the online marketing channel, which came after the appearance of the internet. In this channel, goods and services are only sold through online channel, usually without a physical store. The other is the traditional marketing channel, which we've been familiar for centuries. Therefore, three kinds of retailers can be defined according to its marketing channels: the pure-play e-tailers using the online marketing channel, the traditional (bricks-and-mortar) retailers using the traditional marketing channel, and the multichannel (bricks-and-clicks) retailers, came from traditional retailers who adopt online channel as well as traditional channel. Each of them has its own advantages, respectively. In this article, the author developed the theory of the competitive advantages that traditional retailers hold in the e-market, through model analysis on behaviors of price competition among these three types of retailers. The result shows that if consumers prefer the traditional marketing channel, the traditional retailers who adopt dual-channel could charge a higher price than that of pure-play e-tailers, and get higher profits. Moreover, we find that the market share of the multichannel retailers relates to the extent of customer s' preference toward the traditional marketing channel: the more consumers prefer the traditional market, the better opportunities that the multichannel retailers have to enlarge its market share.

Microsoft's Office team was developing the marketing communication plan for its new product, Office 2007. Office was a very mature product and several versions of the product had been introduced over more than 20 years. As such, the new version had to overcome the consumer perception that the versions of Microsoft Office that they already have are “good enough” for them. The Office 2007 marketing team has come up with a two-step campaign strategy that sought to first create awareness and intrigue using traditional media, followed by the heavy use of digital media to get consumer to experience the product through different types of “digital experiences.” The team needs to decide how much of its advertising spending it should shift from traditional media to digital media, how to design the most effective digital experiences and how to measure the effectiveness of digital experiences. The case is set at a time when digital media were emerging as a promising way to engage consumers more deeply with brands and products, but marketers were uncertain about the relative effectiveness of different digital marketing tactics and the optimal mix of traditional versus digital marketing channels for different product, market and campaign contexts.To introduce students to the possibilities of “engagement marketing” using emerging digital marketing channels To emphasize the complementary nature of traditional versus digital media and their relative effectiveness at different stages of the consumer journey from awareness to perception change to behavior. To highlight the opportunities and opportunities in designing and measuring the effectiveness of integrated marketing campaigns when digital channels are added to the marketing communications mix.

The current study was conducted to understand the importance and development of a competitive strategic framework based on digital marketing for SMEs in the developing economy (Pakistan), which could help the companies to gain competitiveness through organisational development and growth. The aim of the study is to develop a competitive strategic framework for small and medium-sized manufacturing firms functioning in the textile manufacturing industry of the developing country. In addition to this, the research study aims to recommend categorization model that small and medium-sized manufacturers in the textile manufacturing industry make use for the digital marketing tools and strategies implementation. The literature review for this research identified the main components linked with the three core areas: competitive strategy, digital marketing (tools and techniques) / application, and SMEs' strategic fit. Due to the dynamic nature of digital marketing tools and techniques, there is the continuous development of literature, and the literature review is based on the specific context, mainly focusing on SMEs from the manufacturing sector in Pakistan. There is a significantly important factor in a lack of empirical research in this specific area, and the availability of the literature related to that region that can identify digital marketing with SMEs is limited. It allowed the development of a categorization model along with the conceptual framework based on the identified variables, which identified a lack of exposure for the manufacturing SMEs to get the complete understanding and outcome based on the technology-driven digital marketing tools for better overall development and growth. Developing a competitive strategy framework specific to the context can contribute effectively to developing sustainable growth and contribute towards competitiveness. The research methodology for this research was based on the mixed method. The quantitative (questionnaire) and qualitative (interview) data collected from the sample of textile manufacturing SMEs (10 companies selected – category ‘A’ companies) from the developing economy (Pakistan). An institution (SMEDA) of the Government of Pakistan under the Ministry of Industries & Production is responsible for SMEs development in Pakistan and was responsible to provide 4 the information related to the SMEs. The sample was identified based on non-probability sampling, and the sample was selected based on available information related to SMEs, which belong to different textile manufacturing sectors. The data was collected between April 2017 and February 2018. The statistical and thematic analysis was proposed for the comprehensive data analysis. The findings based on the collected data and relevant discussion demonstrated that there is a potential requirement for the competitive strategic framework which can be presented as an effective tool to contribute effectively towards the organisational goals, which is more critical in the case of SMEs for their survival within the dynamic global economy. The findings demonstrated the relationship between the identified latent variables and the achievement of the research objectives. The research suggested that the strategic framework using the digital marketing tools can add value while the strategic framework presented through lean management tool (House of Lean). The use of literature-based categorization model can support the implementation of the strategic framework. The study contributes towards literature by providing specific research contribution for the SMEs in developing economies. The study contributed towards the development of the theoretical approach by testing the latent variables and their relevance with refence top the SMEs in developing economy. It can help to expand the prospect of future research in other industries and bigger sample size can be used. The contribution towards the practice is based on applying the framework in the SMEs context, enabling the companies to use reach, relevance, and speed-related key attributes through digital marketing tools to develop sustainable growth and competitiveness.

This article examines the effectiveness of digital marketing tools and prioritization of business processes in the context of Internet marketing development in the face of an ever-growing number of resources involved in promoting goods or services through various digital channels. To conduct the research, the methods of analysis of scientific publications and expert articles on the topic, a review of real examples of the results of business activities of companies in the field of electronic commerce, and statistical data were used. Schemes of key business processes are created using examples from e-commerce websites to demonstrate the impact of identifying targeted and effective digital marketing tools, as well as expanding and optimizing existing business processes. The study examines the most commonly used digital marketing tools employed by the majority of websites. Using a real business example, the article highlights the shift in the focus of the business process from one digital marketing tool to another for promoting products or services. It compares the strengths and weaknesses of the most common digital marketing channels to better distribute companies' products and services. An organic search strategy has been determined to provide long-term customer trust and stable organic traffic, while a paid search strategy allows you to quickly attract a target audience with specific proposals. It is concluded that the synthesis of top digital marketing channels like investing in search engine optimization and paid-per-click will allow an e-commerce company to maximize its online and search visibility, achieve short-term and long-term goals, increase income and optimize ROI. Described the basic scheme of the online store with a constant process of analyzing and adjusting processes

The article examines the need to use non-traditional digital marketing tools to develop an enterprise's marketing strategy. It has been proved that over the last decade the focus is on the latest technologies and types of marketing, which in their appearance are obliged to the innovative progress to which digital marketing is concerned. It was also proved that the main channels of digital marketing include Content Marketing, Email, Social Media (SM), Organic Search, paid Search, Display Ads, Mobil. Digital marketing has a greater advantage than Internet marketing, particularly by spreading its messages, considering the possibility of channel selection depending on the goals, functions of the message and the budget. It has been proved that traditional (classic) digital marketing tools include: Creation of own WEB-site, distribution of information through social networks, e-mail-mailing, webinars, blogs, banner advertising, contextual advertising, games, quads, surveys, interactive leaflets, complementary reality, video services, interactive surfaces, pictures, sounds, animations, etc. Key non-traditional digital marketing tools were identified, including: internet things (IoT), virtual reality (VR), complementary reality (AR), personalization, visualization, face recognition, etc. It is well-founded that these innovative technologies allow brands to provide fascinating experience of purchases and encourage customers to look, interact, personalize and evaluate products even before purchase, increasing channel conversion. It is confirmed that modern digital marketing is a constant bilateral dialog with each consumer, which allows to optimize interaction in an on-line mode, and digital tools help to build a clear marketing strategy implementation plan aimed at stimulating transformation through social media, content and blog strategies, all digital marketing tools. It is proved that the development of digital marketing strategies should focus on non-traditional tools.

While advertising products with reflections is a common industry practice, this research is the first to investigate their impact on product aesthetics. Reflections are endowed with an inherent shine since they are naturally formed by the interaction of light with an object and a reflecting surface. We draw upon this property along with Evolutionary Psychology (EP) research documenting an intrinsic human attraction towards gloss to predict their positive effect on product aesthetics. Further in line with the EP principles, we propose that this effect is mediated by enhanced pristineness perceptions about the product in the presence of its reflection in the ad. Finally, we draw upon the Elaboration Likelihood Model (ELM) to identify product design complexity as a boundary condition for the positive effect of reflection on product attractiveness perceptions. For a product with relatively high (vs. low) design complexity, with design being the focal aspect that is elaborated via a central route, we predict the effect of a peripheral stylistic cue like product reflection to attenuate. Three experimentally designed studies employing different product types offer empirical support to these predictions. Our work extends prior marketing research studying the effects of executional elements in advertising on consumers' product reactions, particularly the aesthetic impact of product reflections as creative stylistic cues. The managerial implications of this work span both traditional and digital marketing channels. Incorporating a product reflection in advertising can work as an easy‐to‐implement option that can help practitioners elevate product pristineness and aesthetics. On the other hand, avoiding their use when advertising products with relatively complex designs can save both ad space and money.

This research aims to analyze the relationship between brand image and visiting decisions, digital marketing and visiting decisions, and brand image with digital marketing. This research method is quantitative through surveys, research data was obtained by distributing online questionnaires to 489 tourism industry managers who were selected using a simple random sampling method, and the online questionnaire was designed using statement items with a Likert scale of 1 to 7. Data analysis used a structural equation model based on covariance (CB-SEM) with SmartPLS 4.0 software to analyze research data. The independent variables are brand image and digital marketing, and the dependent variable is the decision to visit. The stages of data analysis are validity testing, reliability testing, model suitability testing and significance testing of hypothesis testing. The results of this research are that brand image has a positive and significant relationship with the decision to visit, digital marketing has a positive and significant relationship with the decision to visit, and brand image has a positive and significant relationship with digital marketing. Based on the results of this research, several suggestions can be made that tourism must explore the potential of various digital marketing channels. From the results of this research, the channel with the lowest contribution is the presence on social media which is still very minimal and the quality of the newsletter is less attractive. The researcher's next suggestion is to take advantage of the marketing potential of social media. Tourism does not only rely on guest recommendations to get the next guests but must be more active in various marketing efforts, especially digital marketing because the enormous potential in disseminating information about tourism's unique selling points through digital media is unlimited.

The purpose of the article is to highlight the specifics of the impact of digital marketing on increasing the competitiveness of domestic business from a practical perspective. It was determined that digital marketing in the context of increasing business competitiveness is a new stage in the development of marketing activities due to global digital transformation and changes in the business environment. It has been established that digital marketing tools allow business entities to solve a variety of marketing tasks. It was found that an important aspect of using digital marketing tools to increase the competitiveness of domestic business is the assessment of their effectiveness. It was determined that digital marketing creates a significant impact on increasing the competitiveness of domestic business. It was revealed that the main criterion for increasing the competitiveness of domestic business entities that use digital marketing tools is the improvement of management and the establishment of a feedback system between them and customers. Business entities usually need to choose digital marketing tools that can improve the efficiency of their business processes in interaction with partners and customers. Research has proven that content marketing, search engine optimization, search engine marketing, social media marketing, affiliate and influencer marketing, electronic and mobile marketing, and other digital marketing tools are effective digital marketing tools used to increase the competitiveness of domestic businesses. Digital marketing allows for the integration of multiple technologies (social, mobile, web systems, CRM systems, etc.) with sales and customer service, ensuring constant and high-quality communication between advertisers and end consumers. It penetrates traditional forms of communication to attract audiences and engage them in the virtual world based on the analysis of data about users and their behavior. In the perspective of further research, it is advisable to highlight the influence of digital marketing tools on the effectiveness of domestic business entities.

The earthquakes that took place in Kahramanmaraş, Hatay, Gaziantep, Adıyaman, Adana, Malatya, Diyarbakır, Kilis, Osmaniye, Şanlıurfa, and Elazığ on February 6, 2023, at 04:17 and 13:24 Turkish Standard Time, resulted in significant property damage and fatalities. After these earthquake disasters in Türkiye, all government institutions, non-governmental organizations, individuals, and international actors implemented a variety of social responsibility projects to provide aid to the region and mitigate the effects of the earthquake on the lives of the people. Since the COVID-19 pandemic that occurred between 2020 and 2022 accelerated the digital transformation of businesses, the use of social media and digital marketing tools by individuals and institutions has increased significantly. Although Digital Marketing communication tools such as e-commerce web sites, social media marketing, and search engine marketing are primarily marketing and profit-oriented technologies, it has been demonstrated that they can also be used in social responsibility projects due to their widespread use by individuals and businesses and their ability to quickly deliver messages to the masses. Following the development of a conceptual framework for social responsibility and digital marketing communication, examples of the use of Digital Marketing Communication Tools, such as E-Commerce Web Sites (Topraktan Tabağa, Umut Hareketi), Social Media Platforms (Instagram, Twitter, Youtube), Search Engine Advertisement (Google Ads), and Social Media Advertisement (Facebook), in Türkiye's post-earthquake social responsibility projects are examined in this study. Based on these examples, suggestions for influencers, institutions, and content managers regarding the use of marketing communication tools in social responsibility projects are shared, and recommendations for future research are provided.

Warehouses are specialized storage facilities designed for scientific preservation, while receipt systems integrate credit with marketing to enhance marketing efficiency. Warehousing in India gained importance with the 1928 Royal Commission on Agriculture. Despite various interventions from the government, farmers struggle to access remunerative prices due to their reliance on traditional marketing channels. Understanding the key factors influencing farmers' choice between traditional and warehouse-based marketing is crucial for designing effective policies that enhance market participation. Electronic Negotiable Warehouse Receipts (e-NWRs) play a crucial role in improving market access and financial security for farmers. This study examined the factors affecting marketing channel choices among paddy farmers in Andhra Pradesh. A multistage sampling technique was used to select 240 farmers from Guntur and Krishna districts, including both e-NWR adopters and non-adopters. Logistic regression analysis was employed to determine key factors affecting the adoption of e-NWR. The results revealed that the education level of farmers, farm size, access to market information, and access to training significantly influenced warehouse market channel choice. Conversely, the age of the farmer and the distance to warehouses had a negative influence on the adoption of e-NWR. The findings emphasized the need for improved infrastructure, financial literacy, improved access to market information & training and awareness programs to promote e-NWR adoption and enhance farmers' market engagement. The study concluded that education, farm size, income, market information, and training encouraged adoption, while age and distance to warehouses posed challenges. Farmers with higher levels of education, larger farm sizes, and better access to market information and training were more likely to participate in warehouse-based markets. It was recommended that warehouse management should strengthen the market information systems and develop government-backed digital platforms to provide real-time price updates and establish training programs to enhance farmers’ market awareness. Improving farm-to-market infrastructure and accessibility and promoting decentralized mini-warehouses closer to farming communities to enhance the adoption of e-NWR.

With the development of digital technologies, digital marketing tools have developed and diversified. The spread of digital marketing and the development of digital marketing tools have caused consumers to start benefiting from the digital versions of the products they have physically purchased. This situation has shown how important the authority of consumers to use digital marketing tools is for businesses. For this reason, it reveals the necessity of correctly perceiving the skills of consumers to use digital marketing tools and developing new digital marketing strategies for businesses in order to develop these skills. In the research, the effect of consumers' authorization to use digital marketing tools on digital product perceptions will be measured and what needs to be done in terms of developing new digital marketing strategies for businesses will be explained. The aim of this study is to measure the competencies of digital consumers in using marketing tools and to explain what needs to be done in terms of businesses at the point of improving consumers' digital product perceptions.

Digital marketing uses digital technologies and media to achieve marketing goals. With the advent of digital media, digital marketing strategies have gained a lot of importance among marketers to reach their target markets and improve their performance. This study aims to examine the effect of various digital marketing tools that can significantly impact the competitiveness of the restaurant industry. Restaurants have used various facets of digital marketing to attract and influence customer decisions. The study attempts to identify the digital marketing tools based on the asset-process-performance (APP) framework. The study utilises the structural equation modelling technique to determine the structural relationship among various digital marketing variables. The result indicates that social media, online branding, online advertisements, and post-service quality have a significant impact on the competitiveness of the restaurant industry. Further, the research provides implications for practitioners and policymakers.

Digital marketing is the process of marketing and promoting a brand, product or service which is carried out using digital media and requires an internet network for its activities. Digital marketing is a new way for a company or businessman to reach consumers. To carry out digital marketing activities, you need an entrepreneur. The term entrepreneur is no longer foreign to today's technology-based world. An entrepreneur is an individual who can create a new business, is willing to bear most of the risks, and in return can enjoy most of the profits. The process of setting up an entrepreneur's business is called entrepreneurship or entrepreneurship. Students can access a wider audience by using digital marketing tools and students can reach a wider and global audience. By using online platforms, entrepreneurs can reach potential customers from various locations. The aim of this service activity is as the way to Improve the Enterpreuneur Spirit of SMKS Penerbangan SPN Dirgantara Students. The benefits obtained by students from service activities are that students can apply cost efficiency in product promotion, students can create interesting personal content from the product brands they design, students can think systematically and have entrepreneurship skills and students are able to adapt to the external environment.

Government of the People’s Republic of Bangladesh has been giving more emphasis to stable the economy by increasing Small and Medium Enterprise (SME) in Bangladesh. But the problem is that SMEs are facing great challenges developing business at starting and also sustaining due to incapacity in costly traditional marketing channels. It is also noted that most of the internet users are aware about use of internet as personal social media platform. SMEs of Bangladesh are not aware of using Social Media Marketing (SMM) as the tools for business growth especially at starter. The aim of this research study was to review the present various traditional marketing channels with cost to identify whether the cost is affordable or not for SME marketing as starter. Research objectives were also to find involvement with SMM as free marketing tools and to find laps and gaps of using SMM for SME business growth. This research study was designed in such a way that the sample selection presents the SME study population. Here in the research study, most relevant SME sectors and also booster sectors were included in sample design. This research study shown that only 17% Bangladesh SME’s are using SMM platform for business development. Following the objectives of this study, marketing channels both traditional and SMM were reviewed. How much SMEs are engaged in SMM was also studied. This research study came up with laps and gaps of SMEs at SMM for business growth. Recommendations were put following the findings.

This study explores how product quality and digital marketing influence consumer purchase decisions within the niche sector of fire safety equipment, using CV. Alfa Galuh Perkasa, a small and medium-sized enterprise (SME) based in Bandung, Indonesia, as a case study. In the wake of the COVID-19 pandemic, consumer behavior has become increasingly digital, yet limited empirical research addresses how safety product distributors are adapting to this shift. The study seeks to answer the extent to which product quality and digital marketing impact consumer purchasing decisions in this industry. The novelty of this research lies in its dual-variable focus—product quality and digital marketing—applied to a sector where digital engagement is still in its formative stages, contrasting with the more commonly studied fast-moving consumer goods. A quantitative approach was adopted, utilizing a cross-sectional design. Data were collected through an online survey completed by 105 respondents, selected via accidental sampling. Multiple linear regression analysis using SPSS was employed to assess the influence of the independent variables on purchasing decisions. The results demonstrate that both product quality and digital marketing significantly and positively affect consumer purchasing decisions. Notably, product performance and reliability emerged as key factors, while digital visibility—especially through search engines and affiliate marketing—proved to be critical in shaping consumer awareness and interest. The findings suggest that SMEs in niche industries can enhance customer engagement and drive purchasing behavior by improving product reliability and strategically expanding their digital marketing channels. This study provides actionable insights for businesses aiming to stay competitive in an increasingly digital market landscape.