• 유통과학연구
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• 제13권5호
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• pp.91-102
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• 2015

Purpose - This study aims to build a systematic frame for effective marketing performances by prioritizing product type and pertinent channel that are appropriate for digital channel characteristics. FCB grid model was used to define a product type, and Internet communication satisfaction index was considered as a marketing performance measuring tool for digital channel. Research design, data, and methodology - As systematic understanding for Digital marketing is still unfamiliar to even professional marketer, the hypothesis was established based on preliminary research by conducting a qualitative survey of marketing experts who already experienced digital marketing in the fields as well as existing related study literature. Through a preliminary research, the degree for understanding for digital marketing, current digital marketing (including product/channel mix) execution status, and difficulties for marketers who had experienced digital marketing were figured out. Based on preliminary research, the main part of survey was designed to examine which type of product would be effective for digital marketing and which digital channel would be effective to achieve marketing performance in line with marketing objectives. To collect data, the questionnaire survey was conducted for professional marketers who had experienced digital marketing in 10 different fields including FMCG, cosmetics, distribution industry for one month (July, 10, 2014~Aug, 10, 2014). A total of 90 questionnaire were distributed and 66 questionnaires were used for the analysis, excluding the unanswered and insincere questionnaires. The data were analysed using SPSS ver.18.0. Results - The analysis for product type which is pertinent to digital marketing and prioritization for digital channel per digital marketing performance type could be summarized as followings. First, high involvement buying decision type of product and rational purchasing decision type of product in FCB grid are more effective for digital marketing in terms of marketing performance. Therefore, marketers in field would prioritize considering product type before executing digital marketing. Second, factor for sales increase, potential consumer creation and brand awareness was represented respectively 31.25%, 21.9%, and 20.8% as a result of factor analysis in terms of digital marketing channel performance. Third, effective major digital channel per digital marketing performance factor was differently identified as each digital channel has its own peculiarity. For instance, search engine is more effective for increasing sales while social media such as facebook and Kakaotalk is more effective for encouraging consumer participation. Conclusions - As a result of this study, product type and peculiarity which were pertinently fit to digital marketing were identified by using FCB grid model, and also suggested framework for decision making of digital channel selection in line with marketing objectives for effective marketing performance. It also provided insight to professional marketer which type of product could be effective for digital marketing execution as well as which factors should be measured for digital marketing performance.

• 한국디지털정책학회:학술대회논문집
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• 한국디지털정책학회 2004년도 International Conference on Digital Policy & Management
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• pp.87-95
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• 2004

We explore marketing topics classification-internet marketing environment, internet marketing function, special internet marketing applications, internet marketing research, other topics in the digital age. This paper will introduce and discuss the changes that economic agents including firms and consumers will face in the digital marketing age. The digital revolution has shaken marketing to its core. The digital age provides the opportunity to reach vast new audiences with surgical precision.

• International Journal of Computer Science & Network Security
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• 제22권2호
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• pp.311-317
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• 2022

The research is devoted to the substantiation of the system approach to the involvement of digital marketing tools as a guarantee of international business development. It is proved that digital marketing, as a type of marketing based on the use of digital technologies allows to make a profit, to promote the brand, as well as goods and services in the market. The digital marketing toolkit system is a set of elements with existing relationships that ensure the effectiveness of the entire digital marketing, which in total is greater than its individual components. The implementation of a systems approach involves the implementation of the philosophy of digital marketing in general, its functions in the form of systems analysis, formation of strategic development goals and entry and promotion in the international market, preparation and implementation of tactical and strategic development plans.The use of such digital marketing tools as: content marketing, social media marketing, Email-marketing, targeted advertising, contextual advertising, media advertising, Search Engine Optimization, affiliate programs and the company's website is analyzed in detail.

• 디지털콘텐츠학회 논문지
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• 제13권2호
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• pp.205-211
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• 2012

본 논문은 기업의 마케팅 캠페인 실행 성과를 향상시키기 위한 디지털 마케팅 모델에 대한 연구 결과를 제시하고 있다. 최근 ERP, CRM, SCM 등 비즈니스 가치 사슬 프로세스를 개선하기 위한 프로젝트를 마친 기업들은 마케팅 프로세스를 전사적으로 개선하기 위한 작업을 진행하고 있다. 기존 마케팅 기법의 한계를 극복하기 위해서 디지털 마케팅 기법을 활용하기 위한 시도가 많다. 특히 마케팅 프로세스의 실행 단계인 캠페인 수행성과를 향상시키기 위해 디지털 마케팅 기법들을 적용하고 있다. 이에 본 논문에서는 디지털 마케팅 연구 모델과 연구 가설을 수립하고, 마케팅 전문가 설문 조사를 통한 통계적 분석 방법을 통해 검증하고자 하였다. 연구를 통해서 디지털 마케팅 모델 중에서 웹 분석, 소셜 분석, 개인 맞춤형 고객 관계 분석, 캠페인 실행 자동화, 실시간 캠페인 관리 등의 기법이 기업의 마케팅 캠페인 실행 성과에 영향을 미치는 것을 실증적으로 검증하였다.

• The Journal of Asian Finance, Economics and Business
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• 제9권3호
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• pp.295-302
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• 2022

This research aims to determine and analyze: (a) the effects of digital marketing activity (DMAc), digital marketing capability (DMC), and Digital marketing asset (DMA), (b) the effects of DMAc, DMC, and DMA on marketing performance (MP), (c). the effects of entrepreneurial orientation (OE) on MP and (d). the mediating role of OA on the effects of DMAc, DMC, and DMA on OE. The research population is all the small enterprise actors in Kendari city applying digital marketing and having a permanent establishment in Kendari City. The analysis tool used is SEM Partial Least Square. Results of the research show that: (a). DMC and DMA have positive and significant effects on OE while DMAc is found to be insignificant on OE, (b). then, DMAc and DMA have positive and significant effects on MP, and DMC is found to be insignificantly increasing MP, (c). OE has positive and significant effects on MP and (d). DMC effects on MP and effects between DMA and MP are mediated by OE, whereas DMA effects on MP are not mediated by OE position. Based on research findings, DMC and DMA are superior at forming research opinions since they have a substantial influence on enhancing collaboration.

• 디지털융복합연구
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• 제18권11호
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• pp.195-205
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• 2020

전세계적으로 인터넷사용이 보편화 되면서 디지털마케팅이 광고매체로서 커다란 비중을 가지게되었다. 적은 비용으로 효과가 큰 디지털마케팅 도구로는 웹사이트, 눈, 블로그, 검색광고, 온라인 배너, 메일링, 유트브 등이 있으며 이는 전세계의 대부분 기업들이 이들중 하나 이상을 디지털마케팅에 활용하고 있디. 이러한 환경에서 하나 이상의 해외 법인을 가지고 있는 글로벌 기업들은 디지털 마케팅 추진전략수립 및 이행방법에 대해 많은 관심을 갖게되었다. 그러나 디지털 마케팅의 필요성과 추진전략에 대한 연구는 다수가 이루어지고 있으나 실제 적용할 수 있는 구체적인 이행방법 모델에 대한 연구는 전무한 상황이다. 따라서, 본연구에서는 글로벌 중소기업에 적합한 디지털 마케팅을 정의하고 추진전략수립 모델 및 구체적인실행방안을 제시하고자 한다. 이를 통해 범용적인 중소기업 글로벌 디지털 마케팅전략 수립방안에 기여하고자 한다.

• The Journal of Asian Finance, Economics and Business
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• 제8권5호
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• pp.455-463
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• 2021

The main objective of this research was to analyze the influence of digital marketing on purchasing decisions. The research was guided by specific aims; to evaluate numerous digital marketing platforms in Jordan that can affect the purchasing decisions and identify product categories purchased by customers on digital media platforms. Furthermore, questionnaires were given based on a simple sampling technique and acquired in the Jordanian market. 300 questionnaires were distributed, and 220 available samples were gathered, except for incomplete questionnaires, resulting in a 73% response rate to all those who selected to participate. Descriptive analysis, reliability test, correlation test, and multiple regressions were used in this research. Moreover, this study's results demonstrated that digital marketing, such as social media marketing and mobile marketing, has a profound impact on consumer purchasing decisions. However, hypothesis testing demonstrated that there are many patronized digital media platforms in Jordan that affect student behavior. Jordanian students buy various product categories on digital media platforms, and digital marketing affects student decision-making. Finally, the results of this study suggest that firms should adopt strategies to leverage the digital world and technology, increase brand awareness through digital platforms to continue competing in today's commercial environment.

• 유통과학연구
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• 제13권7호
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• pp.5-10
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• 2015

Purpose - Gen Y college students have emerged as a profitable consumer segment because of their growing purchasing power and influence on others' buying decisions. Digital marketing is deemed effective in increasing Gen Y college students' knowledge of and interest in products and services. This research examined the effect of digital marketing on Gen Y college students'perceptions, attitudes and purchase intentions toward cotton clothing compared to that of conventional print marketing and no marketing. Research design, Date and Methodology -Data were collected from three different groups of college students from a large university in the U.S.: the group with no cotton marketing, those with print media marketing, and those with digital marketing. Result - The findings confirmed that college students who were exposed to cotton digital marketing displayed the highest level of agreement on the benefits of cotton clothing. They also exhibited the most favorable attitudes and strongest purchase intentions toward cotton clothing. Conclusions - To target Gen Y consumers effectively, marketers should consider a digital marketing strategy to promote their products and services.

• International Journal of Computer Science & Network Security
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• 제22권1호
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• pp.77-84
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• 2022

The study highlights the features and trends of digital marketing for international business. To achieve these goals, the authors used a systematic approach that allows a comprehensive approach to the object of study, as well as used general and specific methods of scientific knowledge on the application of digital marketing for international business. The dynamics of the number of users of social networks in the world is analyzed, which allowed us to conclude about the steady trend of increasing the number of users of the Internet and social networks, as well as the time spent by users on social networks. The study of the dynamics of the number of users of social networks provides increased efficiency in the use of digital marketing tools to enhance international business. The most effective digital marketing tools for international business, including artificial intelligence, conversational marketing, chatbots, personalization, video marketing, live shopping, social media stories, interactive content, omnic marketing, augmented reality and technology immersion, native advertising, green marketing and mobile commerce.

• 산업융합연구
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• 제20권11호
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• pp.11-17
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• 2022

디지털 기술의 발달은 우리의 일상생활과 기업의 마케팅 환경에 많은 변화를 주고 있다. 이에 본 연구에서는 디지털 마케팅의 최근 해외 연구 동향을 파악하는데 있다. 이를 위해 외국 학술 데이터베이스인 SCOPUS를 활용하여 디지털 마케팅의 연구 동향을 파악하고자 한다. 분석결과, 디지털 마케팅 논문은 2013년 이후 지속적으로 증가를 하고 잇는 것으로 나타났다. 또한 토픽모델링 분석결과 총 6개의 주제중에서 2번과 4번 토픽이 유사한 것으로 나타났으며, 주요한 토픽으로는 digital, marketing, research 등으로 나타났다. 본 연구의 결과는 연구자와 기업의 실무자들에게 디지털 마케팅 연구동향에 대한 정보를 제공하였다는 점에서 의의를 가지고 있다. 또한 본 연구결과는 기업의 마케터들이 디지털 마케팅의 중요성을 인지하고 활용하는데 실무적인 시사점을 제공한다.