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Chapter 7: Predictive Analytics for Targeted Marketing

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Building Brand Loyalty in a Digital Age: Strategies and Challenges for Modern Marketers of Small – Medium Enterprises (SME)

Grishma Jung Karki

The study examines how small and medium enterprises (SMEs) in Nepal, particularly within the Kathmandu Valley, cultivate customer loyalty in today’s digital environment. Utilizing a mixed-methods approach and responses from 202 participants, the research investigates the influence of social media engagement, personaliz...

IMPLEMENTATION OF INFORMATION TECHNOLOGIES IN THE EXECUTION OF MARKETING PROJECTS

Svitlana Vasyltsova · Maksim Hasiuk

The article examines the implementation of information technologies in the execution of marketing projects and their impact on the effectiveness of marketing activities of enterprises. In the context of the modern economy, characterized by high dynamism, digitalization of business processes, and increased competition,...

Pemberdayaan Masyarakat melalui Pelatihan Digital Marketing pada UMKM Produk Pertanian di Desa Bodag, Madiun, Jawa Timur

Prakoso Adi · Rizka Mulyani · Ardhiana Noor Hanifah Putri · Cindy Intan Saputri · y 4 más

<p><strong><em>Community Empowerment through Digital Marketing Training in Agricultural Product SMEs in Bodag Village, Madiun, East Java. </em></strong><em><em>Micro, Small and Medium Enterprises (MSMEs) are often faced with problems related to the limited range of product marketing because they only use conventional m...

Voice Marketing

Alice Zoghaib

The Influence of Digital Economic Literacy on Digital Marketing Competence for Women's Communities in Rural Areas

Purnomo Purnomo · Nani Sutarni · Lenny Nuraeni · Diemas Arya Komara · y 1 más

Background The digital divide persists in rural Indonesia, where many women entrepreneurs remain largely excluded from digital economic activities. This gap is particularly urgent because it restricts women-led MSMEs from competing effectively in an increasingly digital marketplace. Research Urgency Addressing this gap...

BUILDING AN INTEGRATED SYSTEM OF MARKETING MEASURES TO ENSURING GROWTH IN ONLINE SALES

Bohdan Kryzhanovskyi

In the context of rapid digitalization of the business environment, the effective use of digital marketing has become a key factor in ensuring the sustainable development of enterprises, in particular in the field of e-commerce. The high level of competition in online markets requires the introduction of innovative mar...

Digital marketing analytics: A review of strategies in the age of big data and AI

Rhoda Adura Adeleye · Kehinde Feranmi Awonuga · Onyeka Franca Asuzu · Ndubuisi Leonard Ndubuisi · y 1 más

Digital Marketing Analytics has become increasingly crucial in the contemporary business landscape, especially with the advent of Big Data and Artificial Intelligence (AI). This paper provides a comprehensive review of the strategies employed in Digital Marketing Analytics within the context of the rapidly evolving lan...

Digital Marketing in India – Present and Future

Shiv Yadav · Rita Telang

Digital marketing has become a transformative force in India’s business and communication ecosystem, reshaping how organizations interact with consumers in the digital age. With the rapid expansion of internet connectivity, smartphone penetration, and affordable data services, India has emerged as one of the fastest-gr...

Pelatihan Pemanfaatan Aplikasi Digital Marketing Berbasis Artificial Intelligence Sebagai Peningkatan Kompetensi Mahasiswa S1 Manajemen Di Universitas Terbuka (Pokjar Bojonegoro)

Retno Indah Rokhmawati · Fitra Abdurrachman Bachtiar · Satrio Agung Wicaksono · Tri Afirianto

Pada era ini, segala aktivitas belajar seluruh disiplin ilmu dapat didukung dengan kecerdasan buatan atau artificial intelligence (AI), termasuk pada bidang digital marketing. Berdasarkan hasil wawancara dan observasi pada mitra, yaitu mahasiswa S1 Manajemen di Universitas Terbuka Pokjar Bojonegoro, ditemukan beberapa...