Using the Concept of SoLoMo Marketing in Digital Environment to Increase Brand Awareness and Communication with Customers
| Autor: | Mária Sirotiaková, Karol Čarnogurský, Pavol Križo |
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| Rok vydání: | 2018 |
| Předmět: | |
| Zdroj: | Communications in Computer and Information Science ISBN: 9783319952031 KMO |
| DOI: | 10.1007/978-3-319-95204-8_46 |
| Popis: | In today’s digital age, businesses are doing a lot of their activities online. The internet always brings new possibilities in every area and the area of integrated marketing communication is one of the most developing fields. An important role is played by social media with links to user geolocation and mobile devices, i.e. mobile marketing. These marketing techniques are based on attracting attention to the brand, product, or particular business. The aim of this paper is to examine and point out the effect of ads on Facebook’s social network using mobile marketing tools. The data were obtained with the conducted survey and the internal documents of the selected company. The results confirmed the premise that using the latest marketing communications in the digital environment greatly increases brand awareness and geolocation. The target is therefore to create user-friendly content and get its attention. Such a way of integrated marketing communication represents the most popular way to attract customers in a simple and effective way with properly placed content and information. However, the principle of both-sided, active communication is a prerequisite for such functioning. Today’s customers are very happy to in-form others about where they are, what they are doing, where they are shopping, and so on. This behavior helps companies actively monitor their activities and prepare an attractive offer for them. Since the issue of SoLoMo marketing is still relatively little explored in Slovakia, the paper points out mainly the theoretical knowledge of the given issue. |
| Databáze: | OpenAIRE |
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