What are the Experts Saying About Business Marketing Communication Applications in the Digital Age?
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Oct 15, 2022
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Abstract
This study aims to understand what experts say in business marketing communication applications in the era. The search for data has been successful; we have provided technical assistance on several data that we believe are relevant to the problem, namely the marketing communication application business. We examine the data under a phenomenological approach to gain understanding from several existing data so that the data is valid in answering the problem. Based on the study and discussion, it is explained that several applications can be used in marketing business products in this era of digital applications. In essence, the application is a very communicative marketing model that connects business people with customers online. It is hoped that these findings will be helpful in the development of further studies in both academic and industrial contexts.
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How to Cite
Bangkara, B. A., Hendrik Sitaniapessy, R., Rachmawati Maruf, I., Fatmawati, E., & Purbaningsih, Y. (2022). What are the Experts Saying About Business Marketing Communication Applications in the Digital Age?. Enrichment : Journal of Management, 12(4), 2814-2824. https://doi.org/10.35335/enrichment.v12i4.741
References
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Cavdar Aksoy, N., Tumer Kabadayi, E., Yilmaz, C., & Kocak Alan, A. (2021). A typology of personalisation practices in marketing in the digital age. Journal of Marketing Management, 37(11–12), 1091–1122. https://doi.org/10.1080/0267257X.2020.1866647
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Cirulis, A., Paolis, L. T. D., & Tutberidze, M. (2015). Virtualization of Digitalized Cultural Heritage and Use Case Scenario Modeling for Sustainability Promotion of National Identity. Procedia Computer Science, 77, 199–206. https://doi.org/10.1016/j.procs.2015.12.384
Clark, D. j., Nicholas, D., & Jamali, H. R. (2014). Evaluating information seeking and use in the changing virtual world: The emerging role of Google Analytics. Learned Publishing, 27(3), 185–194. https://doi.org/10.1087/20140304
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Kraska, T., Dadashov, E., & Binnig, C. (2017). Spotlytics: How to Use Cloud Market Places for Analytics? Datenbanksysteme für Business, Technologie und Web (BTW 2017).
Labanauskaitė, D., Fiore, M., & Stašys, R. (2020). Use of E-marketing tools as communication management in the tourism industry. Tourism Management Perspectives, 34, 100652. https://doi.org/10.1016/j.tmp.2020.100652
Lester, J. N., Cho, Y., & Lochmiller, C. R. (2020). Learning to Do Qualitative Data Analysis: A Starting Point. Human Resource Development Review, 19(1), 94–106. https://doi.org/10.1177/1534484320903890
Lucius, H. W., & Hanson, J. H. (2016). Consumerism and marketing in the digital age. American Journal of Management, 16(3), 41.
Lundqvist, A., Liljander, V., Gummerus, J., & van Riel, A. (2013). The impact of storytelling on the consumer brand experience: The case of a firm-originated story. Journal of Brand Management, 20(4), 283–297. https://doi.org/10.1057/bm.2012.15
Madhu, N. S., & Goud, G. V. (2020). Analysis of Digital Marketing strategies of UCAM Pvt Ltd through Digital Analytics. http://13.232.72.61:8080/jspui/handle/123456789/4991
Mariani, M. M., & Fosso Wamba, S. (2020). Exploring how consumer goods companies innovate in the digital age: The role of big data analytics companies. Journal of Business Research, 121, 338–352. https://doi.org/10.1016/j.jbusres.2020.09.012
Miklosik, A., Kuchta, M., Evans, N., & Zak, S. (2019). Towards the Adoption of Machine Learning-Based Analytical Tools in Digital Marketing. IEEE Access, 7, 85705–85718. https://doi.org/10.1109/ACCESS.2019.2924425
Momany, M., & Alshboul, A. (2016). Social Media Marketing: Utilizing Social Media To Advance Brand Awareness And Increase Online Sales. International Journal of Business, Marketing, & Decision Science, 9(1).
Patti, C. H., Hartley, S. W., van Dessel, M. M., & Baack, D. W. (2017). Improving integrated marketing communications practices: A comparison of objectives and results. Journal of Marketing Communications, 23(4), 351–370. https://doi.org/10.1080/13527266.2015.1027251
Peyrovi, H., Nikbakht Nasrabadi, A., & Valiee, S. (2016). Exploration of the barriers of reporting nursing errors in intensive care units: A qualitative study. Journal of the Intensive Care Society, 17(3), 215–221. https://doi.org/10.1177/1751143716638370
Prayitno, H. J., Kusmanto, H., Nasucha, Y., Rahmawati, L. E., Jamaluddin, N., Samsuddin, S., & Ilma, A. A. (2019). The Politeness Comments on The Indonesian President Jokowi Instagram Official Account Viewed From Politico Pragmatics and The Character Education Orientation in The Disruption Era. Indonesian Journal on Learning and Advanced Education (IJOLAE), 1(2), Art. 2. https://doi.org/10.23917/ijolae.v1i2.8785
Read, S., Dew, N., Sarasvathy, S. D., Song, M., & Wiltbank, R. (2009). Marketing under Uncertainty: The Logic of an Effectual Approach. Journal of Marketing, 73(3), 1–18. https://doi.org/10.1509/jmkg.73.3.001
Sameer, M. (2021). Role Of Artificial In℡Ligence In Digital Marketing.
Sanyé-Mengual, E., Pérez-López, P., González-García, S., Lozano, R. G., Feijoo, G., Moreira, M. T., Gabarrell, X., & Rieradevall, J. (2014). Eco-designing the use phase of products in sustainable manufacturing: The importance of maintenance and communication-to-user strategies. Journal of Industrial Ecology, 18(4), 545–557.
Scott, D. M. (2015). The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly. John Wiley & Sons.
Shankar, V., Grewal, D., Sunder, S., Fossen, B., Peters, K., & Agarwal, A. (2022). Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches. International Journal of Research in Marketing, 39(2), 541–565. https://doi.org/10.1016/j.ijresmar.2021.09.005
Shreya, S. (2018). Impact of Digital Marketing on Today’s Business. http://localhost:8080/xmlui/handle/123456789/9916
Silbiger, S. (2016). The 10-Day MBA: A step-by-step guide to mastering the skills taught in top business schools. Hachette UK.
Sisodia, S., & Telrandhe, N. (2010). Role of integrated marketing communication in modern Indian Business. Researchers World, 1(1), 134.
Slijepčević, M., & Radojevic, I. (2018). Current Trends In Digital Marketing Communication.
Smith, K. T., & Brower, T. R. (2012). Longitudinal study of green marketing strategies that influence Millennials. Journal of Strategic Marketing, 20(6), 535–551. https://doi.org/10.1080/0965254X.2012.711345
Soldatova, A. V., Budrin, A. G., Budrina, E. V., Solovieva, D. V., & Semenov, Viktor. P. (2020). Information Technologies in the Management of Digital Marketing Communications. 2020 International Conference Quality Management, Transport and Information Security, Information Technologies (IT&QM&IS), 534–537. https://doi.org/10.1109/ITQMIS51053.2020.9322990
Song, M. J., Ward, J., Choi, F., Nikoo, M., Frank, A., Shams, F., Tabi, K., Vigo, D., & Krausz, M. (2018). A Process Evaluation of a Web-Based Mental Health Portal (WalkAlong) Using Google Analytics. JMIR Mental Health, 5(3), e8594. https://doi.org/10.2196/mental.8594
Sterne, J. (2017). Artificial Intelligence for Marketing: Practical Applications. John Wiley & Sons.
Vatsa, M., Rastogi, S., Tiwari, A., & Jain, S. (2021). Impacts of Cloud Computing in Digital Marketing. 2021 5th International Conference on Electronics, Communication and Aerospace Technology (ICECA), 1170–1174. https://doi.org/10.1109/ICECA52323.2021.9676043
Villanova, D., Bodapati, A. V., Puccinelli, N. M., Tsiros, M., Goodstein, R. C., Kushwaha, T., Suri, R.,
Ho, H., Brandon, R., & Hatfield, C. (2021). Retailer Marketing Communications in the Digital Age: Getting the Right Message to the Right Shopper at the Right Time. Journal of Retailing, 97(1), 116–132. https://doi.org/10.1016/j.jretai.2021.02.001
Widjaja, G. (2022). What Experts Tell about Integrated Marketing Communication for Effective Business Promotion and Sale Strategy. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 5(1), Art. 1. https://doi.org/10.31538/iijse.v5i1.1661
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Bejarano Barragán, P. A., Esguerra Hernández, J. D., Lara Parra, L. V., & Ortiz Guarín, M. A. (2021). Plan de marketing digital de Musicala [BachelorThesis, Universidad del Rosario]. Dalam Built With. (2021). Built With (Versión 3.3) [Herramienta virtual]. Descargado de: Https://builtwith.com/. https://doi.org/10.48713/10336_31657
Bell, E., Bryman, A., & Harley, B. (2022). Business Research Methods. Oxford University Press.
Bondarenko, S., Laburtseva, O., Sadchenko, О., Lebedieva, V., Haidukova, O., Kharchenko, T., Бондаренко, С., Лабурцева, О., Садченко, О., Лебед’єва, В., Гайдукова, О., Харченко, Т., Бондаренко, С., Лабурцева, Е., Садченко, Е., Лебедева, В., Гайдукова, А., & Харченко, Т. (2019). Modern Lead Generation in Internet Marketing for the Development of Enterprise Potential. http://repo.snau.edu.ua:8080/xmlui/handle/123456789/7841
Burn, K., & Mutton, T. (2015). A review of ‘research-informed clinical practice’ in Initial Teacher Education. Oxford Review of Education, 41(2), 217–233. https://doi.org/10.1080/03054985.2015.1020104
Cavdar Aksoy, N., Tumer Kabadayi, E., Yilmaz, C., & Kocak Alan, A. (2021). A typology of personalisation practices in marketing in the digital age. Journal of Marketing Management, 37(11–12), 1091–1122. https://doi.org/10.1080/0267257X.2020.1866647
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation & Practice. Pearson UK.
Cirulis, A., Paolis, L. T. D., & Tutberidze, M. (2015). Virtualization of Digitalized Cultural Heritage and Use Case Scenario Modeling for Sustainability Promotion of National Identity. Procedia Computer Science, 77, 199–206. https://doi.org/10.1016/j.procs.2015.12.384
Clark, D. j., Nicholas, D., & Jamali, H. R. (2014). Evaluating information seeking and use in the changing virtual world: The emerging role of Google Analytics. Learned Publishing, 27(3), 185–194. https://doi.org/10.1087/20140304
Conick, H. (t.t.). The Past, Present and Future of AI in Marketing. American Marketing Association. Diambil 13 Oktober 2022, dari https://www.ama.org/marketing-news/the-past-present-and-future-of-ai-in-marketing/
Corrigan, H. B., Craciun, G., & Powell, A. M. (2014). How Does Target Know So Much About Its Customers? Utilizing Customer Analytics to Make Marketing Decisions. Marketing Education Review, 24(2), 159–166. https://doi.org/10.2753/MER1052-8008240206
Das, S. (2021). Search Engine Optimization and Marketing: A Recipe for Success in Digital Marketing. CRC Press.
Dyanasari, D., Siswadi, B., Hindarti, S., Askafi, E., & Mulyaningtiyas, R. D. (2021). Improving the strategy to create a profitable and sustainable business in the era of economic competition in Indonesia. Linguistics and Culture Review, 5(S4), Art. S4. https://doi.org/10.21744/lingcure.v5nS4.1973
Eagle, L., Czarnecka, B., Dahl, S., & Lloyd, J. (2020). Marketing Communications (2 ed.). Routledge. https://doi.org/10.4324/9781003089292
Ernawati, & Hamid, N. (2020). Effects of environmental characteristics and business partner relationships on improving innovation performance through the mediation of knowledge management practices. VINE Journal of Information and Knowledge Management Systems, 51(1), 139–162. https://doi.org/10.1108/VJIKMS-09-2019-0137
Finne, Å., & Grönroos, C. (2011). Rethinking marketing communication: From integrated marketing communication to relationship communication. Dalam The Evolution of Integrated Marketing Communications. Routledge.
Goyal, D., Goyal, R., G.Rekha, Malik, S., & Tyagi, A. K. (2020). Emerging Trends and Challenges in Data Science and Big Data Analytics. 2020 International Conference on Emerging Trends in Information Technology and Engineering (ic-ETITE), 1–8. https://doi.org/10.1109/ic-ETITE47903.2020.316
Grayson, D., & Hodges, A. (2017). Corporate Social Opportunity!: Seven Steps to Make Corporate Social Responsibility Work for your Business. Routledge. https://doi.org/10.4324/9781351280884
Holmlund, M., Van Vaerenbergh, Y., Ciuchita, R., Ravald, A., Sarantopoulos, P., Ordenes, F. V., & Zaki, M. (2020). Customer experience management in the age of big data analytics: A strategic framework. Journal of Business Research, 116, 356–365. https://doi.org/10.1016/j.jbusres.2020.01.022
Idrysheva, Z., Tovma, N., Abisheva, K.-Z., Murzagulova, M., & Mergenbay, N. (2019). Marketing communications in the digital age. E3S Web of Conferences, 135, 04044. https://doi.org/10.1051/e3sconf/201913504044
Iskarim, M. (2018). The Quality Management of Arabic Language Education Based on The Quality Management System (SMM) ISO 9001:2015. ALSINATUNA, 3(2), 225–243. https://doi.org/10.28918/alsinatuna.v3i2.1238
Jalkala, A., & Salminen, R. T. (2010). Practices and functions of customer reference marketing—Leveraging customer references as marketing assets. Industrial Marketing Management, 39(6), 975–985. https://doi.org/10.1016/j.indmarman.2010.06.017
Järvinen, J., & Taiminen, H. (2016). Harnessing marketing automation for B2B content marketing. Industrial Marketing Management, 54, 164–175. https://doi.org/10.1016/j.indmarman.2015.07.002
Jayaram, D., Manrai, A. K., & Manrai, L. A. (2015). Effective use of marketing technology in Eastern Europe: Web analytics, social media, customer analytics, digital campaigns and mobile applications. Journal of Economics, Finance and Administrative Science, 20(39), 118–132. https://doi.org/10.1016/j.jefas.2015.07.001
Ju, M., Jin, J. L., & Zhou, K. Z. (2018). How Can International Ventures Utilize Marketing Capability in Emerging Markets? Its Contingent Effect on New Product Development. Journal of International Marketing, 26(4), 1–17. https://doi.org/10.1177/1069031X18809999
Kenny, R., Pierce, J., & Pye, G. (2012). Ethical considerations and guidelines in web analytics and digital marketing: A retail case study. AiCE 2012: Proceedings of the 6th Australian Institute of Computer Ethics conference 2012, 5–12.
Kraska, T., Dadashov, E., & Binnig, C. (2017). Spotlytics: How to Use Cloud Market Places for Analytics? Datenbanksysteme für Business, Technologie und Web (BTW 2017).
Labanauskaitė, D., Fiore, M., & Stašys, R. (2020). Use of E-marketing tools as communication management in the tourism industry. Tourism Management Perspectives, 34, 100652. https://doi.org/10.1016/j.tmp.2020.100652
Lester, J. N., Cho, Y., & Lochmiller, C. R. (2020). Learning to Do Qualitative Data Analysis: A Starting Point. Human Resource Development Review, 19(1), 94–106. https://doi.org/10.1177/1534484320903890
Lucius, H. W., & Hanson, J. H. (2016). Consumerism and marketing in the digital age. American Journal of Management, 16(3), 41.
Lundqvist, A., Liljander, V., Gummerus, J., & van Riel, A. (2013). The impact of storytelling on the consumer brand experience: The case of a firm-originated story. Journal of Brand Management, 20(4), 283–297. https://doi.org/10.1057/bm.2012.15
Madhu, N. S., & Goud, G. V. (2020). Analysis of Digital Marketing strategies of UCAM Pvt Ltd through Digital Analytics. http://13.232.72.61:8080/jspui/handle/123456789/4991
Mariani, M. M., & Fosso Wamba, S. (2020). Exploring how consumer goods companies innovate in the digital age: The role of big data analytics companies. Journal of Business Research, 121, 338–352. https://doi.org/10.1016/j.jbusres.2020.09.012
Miklosik, A., Kuchta, M., Evans, N., & Zak, S. (2019). Towards the Adoption of Machine Learning-Based Analytical Tools in Digital Marketing. IEEE Access, 7, 85705–85718. https://doi.org/10.1109/ACCESS.2019.2924425
Momany, M., & Alshboul, A. (2016). Social Media Marketing: Utilizing Social Media To Advance Brand Awareness And Increase Online Sales. International Journal of Business, Marketing, & Decision Science, 9(1).
Patti, C. H., Hartley, S. W., van Dessel, M. M., & Baack, D. W. (2017). Improving integrated marketing communications practices: A comparison of objectives and results. Journal of Marketing Communications, 23(4), 351–370. https://doi.org/10.1080/13527266.2015.1027251
Peyrovi, H., Nikbakht Nasrabadi, A., & Valiee, S. (2016). Exploration of the barriers of reporting nursing errors in intensive care units: A qualitative study. Journal of the Intensive Care Society, 17(3), 215–221. https://doi.org/10.1177/1751143716638370
Prayitno, H. J., Kusmanto, H., Nasucha, Y., Rahmawati, L. E., Jamaluddin, N., Samsuddin, S., & Ilma, A. A. (2019). The Politeness Comments on The Indonesian President Jokowi Instagram Official Account Viewed From Politico Pragmatics and The Character Education Orientation in The Disruption Era. Indonesian Journal on Learning and Advanced Education (IJOLAE), 1(2), Art. 2. https://doi.org/10.23917/ijolae.v1i2.8785
Read, S., Dew, N., Sarasvathy, S. D., Song, M., & Wiltbank, R. (2009). Marketing under Uncertainty: The Logic of an Effectual Approach. Journal of Marketing, 73(3), 1–18. https://doi.org/10.1509/jmkg.73.3.001
Sameer, M. (2021). Role Of Artificial In℡Ligence In Digital Marketing.
Sanyé-Mengual, E., Pérez-López, P., González-García, S., Lozano, R. G., Feijoo, G., Moreira, M. T., Gabarrell, X., & Rieradevall, J. (2014). Eco-designing the use phase of products in sustainable manufacturing: The importance of maintenance and communication-to-user strategies. Journal of Industrial Ecology, 18(4), 545–557.
Scott, D. M. (2015). The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly. John Wiley & Sons.
Shankar, V., Grewal, D., Sunder, S., Fossen, B., Peters, K., & Agarwal, A. (2022). Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches. International Journal of Research in Marketing, 39(2), 541–565. https://doi.org/10.1016/j.ijresmar.2021.09.005
Shreya, S. (2018). Impact of Digital Marketing on Today’s Business. http://localhost:8080/xmlui/handle/123456789/9916
Silbiger, S. (2016). The 10-Day MBA: A step-by-step guide to mastering the skills taught in top business schools. Hachette UK.
Sisodia, S., & Telrandhe, N. (2010). Role of integrated marketing communication in modern Indian Business. Researchers World, 1(1), 134.
Slijepčević, M., & Radojevic, I. (2018). Current Trends In Digital Marketing Communication.
Smith, K. T., & Brower, T. R. (2012). Longitudinal study of green marketing strategies that influence Millennials. Journal of Strategic Marketing, 20(6), 535–551. https://doi.org/10.1080/0965254X.2012.711345
Soldatova, A. V., Budrin, A. G., Budrina, E. V., Solovieva, D. V., & Semenov, Viktor. P. (2020). Information Technologies in the Management of Digital Marketing Communications. 2020 International Conference Quality Management, Transport and Information Security, Information Technologies (IT&QM&IS), 534–537. https://doi.org/10.1109/ITQMIS51053.2020.9322990
Song, M. J., Ward, J., Choi, F., Nikoo, M., Frank, A., Shams, F., Tabi, K., Vigo, D., & Krausz, M. (2018). A Process Evaluation of a Web-Based Mental Health Portal (WalkAlong) Using Google Analytics. JMIR Mental Health, 5(3), e8594. https://doi.org/10.2196/mental.8594
Sterne, J. (2017). Artificial Intelligence for Marketing: Practical Applications. John Wiley & Sons.
Vatsa, M., Rastogi, S., Tiwari, A., & Jain, S. (2021). Impacts of Cloud Computing in Digital Marketing. 2021 5th International Conference on Electronics, Communication and Aerospace Technology (ICECA), 1170–1174. https://doi.org/10.1109/ICECA52323.2021.9676043
Villanova, D., Bodapati, A. V., Puccinelli, N. M., Tsiros, M., Goodstein, R. C., Kushwaha, T., Suri, R.,
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