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Chapter 20: AI in Multichannel and Omnichannel Marketing

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Digital Marketing Strategies

Christian Maurer

Implementasi Digital Marketing Public Relations pada UMKM Beatless Burger

null Jasmine Nadira Hadiawan · null Tresna Wiwitan

Abstract. In this increasingly advanced era, business actors who want to start their business do a lot of it using social media with digital marketing adding the concept of public relations in it, where for Beatless Burger it is a Micro, Small and Medium Enterprise, which operates in the culinary sector which is establ...

Determinants of Adoption of Digital Marketing among Selected Small and Medium Scale Enterprises in Lagos State, Nigeria

Adeyemi Adepoju · Christiana Adeniyi · Roseline Kolawole · Hameed Adebambo

The benefits of the adoption of digital marketing cannot be over-emphasized in the context of developed countries. This is however not the case in developing country context which is characterized with numerous challenges. Such challenges are well stated in the framework of technology, organization and environment (TOE...

Identification of Digital Marketing in Increasing Tourist Visits to Tembok Village, Buleleng

Trianasari Trianasari · Ni Made Ary Widiastini · Putu Saputra

This study aims to identify digital marketing in an effort to increase tourist visits to Tembok Tourism Village, Buleleng, using qualitative descriptive methods and a case study approach. Data were collected through observation, interviews with tourism village managers, and analysis of documentation related to the digi...

Analysis of Effective Marketing Strategies in Facing Tight Competition in the Marketplace Global

Karta Negara Salam · Sandi Aslim · Prudence Patricia Hieroploise Palinggi · Ibrahim Marsela · y 1 más

This study aims to analyze the effectiveness of marketing strategies in addressing intense global competition, focusing on digital transformation, differentiation, and adaptive strategies. It examines how artificial intelligence (AI), big data analytics, and omnichannel marketing enhance customer engagement and competi...

The Role of Digital Marketing in Tourism Businesses: An Empirical Investigation in Greece

Anastasia Velentza · Theodore Metaxas

For the tourism industry, the COVID-19 pandemic has acted as an accelerator towards the 4th industrial revolution by creating new and innovative solutions, which have transformed management, finance, planning and opened new avenues for the introduction of innovative sales and marketing technologies. As the tourism indu...

Capturing the Digital Era: Utilizing Digital Technologies to Strengthen Marketing and Communication -A multiple case study of eight Swedish international industrial organizations

Eklund, Carl · Brandt, Tobias

Recent technological developments during the 21st century has enabled organizations to meet its customers in new ways, giving birth to the concept of digital marketing and communication. Digital marketing and communication activities have for a long period of time been a central part of B2C-organizations marketing stra...

Efektivitas Strategi Digital Marketing di Media Sosial: Studi Kasus Facebook, Instagram, dan Tiktok Generasi Z

Andris Sahata Sitanggang · Dhafin Naufal Nazhif · Muhammad Harits Ar-Razi · Marcell Anugrah Febrian Buaton

The objective of this study is to analyze the factors that have contributed to the rapid growth of digital marketing on social media, evaluate the importance of digital marketing in the context of social media in the digital age, and identify efficient strategies for implementing digital marketing on social media. The...

BRANDING NO SUCESSO DO MARKETING DIGITAL DA AIRBNB

Marilia Marques Abreu · Daniela Melo Alves Brito · Ritiele Spaniol dos Santos Corrêa

O presente estudo explora a sinergia entre Branding e Marketing Digital em um ambiente empresarial competitivo, no qual destaca-se a relevância do encantamento dos clientes no ambiente digital, junto ao Branding que emerge como uma ferramenta crucial para estabelecer vínculos emocionais e diferenciar marcas, como é o c...