Figure 3 - uploaded by Beba Rakic
Content may be subject to copyright.
Source publication
This paper is focused on the paradigm of integrated marketing communications (IMC) in digital environment. The integration is analysed through five aspects. First, integration in terms of media; it means that IMC are performed through the mix of traditional media (print - newspapers, magazines; radio; television; direct-response media - telephone,...
Citations
... Since the purchasers involved search for information online and expect to find a way to communicate using digital technologies, an appropriate communication strategy will be necessary (Lüders 2020, p. 71). An integrated approach will have to include traditional analogue as well as technologically advanced digital communication channels (Rakić and Rakić 2014). The focus of the following explanations in this chapter will lie on digital communication. ...
Communication is a key activity in sales. Only by communicating with prospective customers can they be made aware and convinced of any kind of product or service and be turned into customers. Even though communication has always been an essential part of marketing and sales, the options and the variety of possibilities to set up and execute a communication strategy have increased enormously in recent years due to the ongoing development of digital media and communication channels. This chapter gives an overview of communication with a focus on B-to-B sales and explains different communication channels based on digital technologies and how these can be applied in practice.
... Hence, the traditional one-way monologue of organisations to their stakeholders is being supplemented by two-way communications and dialogue not only between consumers and organisations, but also among consumers themselves. Communication is, then, extended to a permanently connected super-consumer (Bosman, 2010), who can not only talk back to organisations (bidirectionality), but sometimes does it instantly (Rakic & Rakic, 2014). ...
Source Title: Digital Marketing Strategies and Models for Competitive Business (/book/digital-marketing-strategies-models-competitive/239390) Abstract The explosive growth of new media and the multiple and diverse means of communications are changing consumers and brands. Digitalisation is a growing reality. As per April 2019, there were 4.437 billion internet users (around 58% of the worldwide population) and 3.499 billion active social media users. Not only is the setting changing, but also consumers' profiles and roles. Researchers have identified some emerging trends that are leading firms to change the way they communicate to consumers and develop new and innovative businesses. In this chapter, the authors present a general perspective of marketing communication and how it will affect business innovation, discuss the existing paradigm shift in marketing communication, and introduce a case study which applies some of the more recent techniques.
... Contemporary South African models on integrating communication justify the appointment of a multiskilled communicator or a specific team to attend to the communication of the entire organisation; thereby, achieving alignment and cohesion of communication (Niemann 2005). However, recent integrated models on digital communication that are relevant in this context, such as those by Gurău (2008), Castronovo and Huang (2012) and Rakić & Rakić (2014), fail to consider this aspect. This is contrary to the basic premise adopted in this article, namely that a favourable corporate brand is beneficial in creating a good reputation for non-profit organisations. ...
... Decisions around the blend of different types of media should be stipulated in a social media strategy, in much the same way as the decisions about the different social media content that an organisation uses. In respect of the communication mix, it is vital to adopt a holistic view of all communication by the organisation, namely to consider all possible types of traditional and social media platforms and the different communication methods used, including email, promotions, personal selling, eWOM and other communication actions (Rakić & Rakić 2014). ...
... The combination of all communication tools and methods into a single toolbox is evident in historical and contemporary IC models (Gronstedt 1996;Niemann 2005;Rakić & Rakić 2014). This refers to the comprehensive collection of communication methods, tools, mechanics or tactics, which organisations need to apply in an integrated manner. ...
As competition creates infinite choices, companies look for ways to connect emotionally with customers, become irreplaceable, and create enduring relationships. The continuous search for ways to establish emotional connections and create strong corporate brands could be achieved by the ability to integrate various online and offline communication tools. Given the wide range of communication tools available to connect with stakeholders, organisations must consider ways to combine these in the best possible ways since traditional media will not become obsolete. This article is based on the findings of a quantitative study that identified three broad foundational elements and unique features of a framework to achieve the integration of social media brand communication. The elements and features were empirically tested and verified. Results supported the correlation and a strong positive linear association between the elements confirmed the internal reliability between the sets of features, and indicated strong statistical justification of the combination of the features in the respective elements. By adopting an interdisciplinary focus on the corporate brand, social media, and Integrated Communication (IC), the article proposes a framework whereby the integration of social media brand communication could be attained; thus, promoting a strong corporate brand. The framework incorporates distinct strategic and tactical points at which the coordination of social media brand communication may occur.
... Dampaknya berbagai industri, mulai dari transportasi hingga akomodasi (Wachyuni dkk., 2018) melakukan inovasi pada pelayanan mereka, termasuk pada saluran distribusi (pemesanan) yang berbasis media sosial. Saluran atau jalur distribusi digital saat ini sangat marak diimplementasikan oleh berbagai industri pariwisata, fenomena ini membuat pemasaran semakin kompleks, terintegrasi (Rakić & Rakić, 2014) dan cenderung tumbuh sangat pesat. Tren ini dikenal dengan istilah pemasaran digital atau E-Commerce. ...
The industrial revolution that entered the 4.0 phase encouraged the industry to innovate, where one of the developing industries was e-commerce. As part of the OTA (tourism industry), e-commerce, or especially Agoda offers not only products but also services. However, at the moment, Agoda can be said to be left behind if we look at the ranking of the top brand awards, 2019. Therefore this research intends to examine the satisfaction of tourists (consumers) in using Agoda for booking a hotel. The approach used in this research is descriptive quantitative, where primary data is collected through a questionnaire with indicators of customer satisfaction (Repurchase, Word of Mouth, Brand Image, Product Quality, Price, Service Quality, and Emotional Factor). The scale used is Likert (1-5), and the sampling technique used is probability sampling, which is simple random sampling with a total of 100 respondents. The secondary data is taken from Agoda's website, books, literature, and previous research. The study was conducted during June-July 2019. This study found that the average tourist was quite satisfied - satisfied with Agoda's services in booking hotels. However, to maintain its existence, Agoda needs to make efforts to attract tourists, especially in improving the Agoda brand image. Also, the cooperation partners, which are hotels, will have high confidence in marketing their hotels through Agoda. Furthermore, in terms of the marketing segment, Agoda is very firmly attached to the millennial generation in meeting accommodation needs. However, it is interesting to investigate further the purpose of booking this accommodation, whether for travel needs or other vacation concepts, like one of the popular concepts nowadays, "staycation". This research is expected to provide information about service conditions and customer satisfaction using Agoda. So the results of this study can be useful not only for Agoda companies but also for other OTAs who offer similar products or services. Keywords: kepuasan wisatawan, e-commerce, pemesanan hotel, online travel agent (OTA)
... Dampaknya berbagai industri, mulai dari transportasi hingga akomodasi (Wachyuni dkk., 2018) melakukan inovasi pada pelayanan mereka, termasuk pada saluran distribusi (pemesanan) yang berbasis media sosial. Saluran atau jalur distribusi digital saat ini sangat marak diimplementasikan oleh berbagai industri pariwisata, fenomena ini membuat pemasaran semakin kompleks, terintegrasi (Rakić & Rakić, 2014) dan cenderung tumbuh sangat pesat. Tren ini dikenal dengan istilah pemasaran digital atau E-Commerce. ...
The industrial revolution that entered the 4.0 phase encouraged the industry to innovate, where one of the developing industries was e-commerce. As part of the online travel agents (OTA), Agoda through its e-commerce offers not only products but also services. However, at the moment, referring to the 2019 top brand awards ranking, Agoda can be said to be left behind. Therefore, this research intends to examine the satisfaction of tourists (consumers) in using Agoda for booking hotels. This research is based on descriptive quantitative approach, where primary data is collected through questionnaire with indicators of customer satisfaction (Repurchase, Emotional Factor, Word of Mouth, Price, Brand Image, Service Quality, and Product Quality). The scale used is Likert scale (1-5), and the sampling method used is probability sampling, which is simple random sampling with a total of a hundred respondents. The secondary data is taken from Agoda's website, books, literature, and previous research. The study was conducted during June-July 2019. This study found that the average tourist was quite satisfied with Agoda's services in booking hotels. However, to maintain its existence, Agoda needs to make efforts to attract tourists, especially in improving the Agoda brand image. Also, the cooperation partners, which are hotels, will have high confidence in marketing their hotels through Agoda. Furthermore, in terms of the marketing segment, Agoda is very firmly attached to the millennial generation in meeting accommodation needs. However, it is interesting to investigate further the purpose of booking this accommodation, whether for travel needs or other vacation concepts, like one of the popular concepts nowadays, "staycation". This research is expected to provide information about service conditions and customer satisfaction using Agoda. The findings of this study can be useful not only for Agoda companies but also for other OTAs who offer similar products or services. Abstrak Revolusi industri yang memasuki fase 4.0 mendorong industri untuk berinovasi, di mana salah satu industri yang berkembang adalah e-commerce. Sebagai bagian dari agen perjalanan online (OTA), Agoda melalui perdagangan elektronik tidak hanya menawarkan produk tetapi juga layanan. Namun, saat ini, mengacu pada peringkat penghargaan merek teratas 2019, Agoda dapat dikatakan tertinggal. Oleh karena itu, penelitian ini bermaksud untuk menguji kepuasan wisatawan (konsumen) dalam menggunakan Agoda untuk pemesanan hotel. Penelitian ini didasarkan pada pendekatan deskriptif kuantitatif, di mana data primer dikumpulkan melalui kuesioner dengan indikator kepuasan pelanggan (Pembelian Kembali, Faktor Emosional, dari mulut ke mulut, Harga, Citra Merek, Kualitas Layanan, dan Kualitas Produk). Skala yang digunakan adalah skala likert (1-5), dan metode pengambilan sampel yang digunakan adalah pengambilan sampel probabilitas, yaitu contoh acak sederhana dengan total seratus responden. Data sekunder diambil dari situs web Agoda, buku, literatur, dan penelitian sebelumnya. Studi ini dilakukan selama Juni-Juli 2019. Studi ini menemukan bahwa rata-rata turis cukup puas dengan layanan Agoda dalam memesan hotel. Namun, untuk mempertahankan keberadaannya, Agoda perlu melakukan upaya untuk menarik wisatawan, terutama dalam meningkatkan citra merek Agoda. Juga, mitra kerja sama, yang merupakan hotel, akan memiliki kepercayaan diri yang tinggi dalam memasarkan hotel mereka melalui Agoda. Selain itu, dalam hal segmen pemasaran, Agoda sangat terikat dengan generasi milenial dalam memenuhi kebutuhan akomodasi. Namun, menarik untuk menyelidiki lebih lanjut tujuan pemesanan akomodasi ini, baik untuk
... Hence, the traditional one-way monologue of organisations to their stakeholders is being supplemented by two-way communications and dialogue not only between consumers and organisations, but also among consumers themselves. Communication is, then, extended to a permanently connected super-consumer (Bosman, 2010), who can not only talk back to organisations (bidirectionality), but sometimes does it instantly (Rakic & Rakic, 2014). ...
The explosive growth of new media and the multiple and diverse means of communications are changing consumers and brands. Digitalisation is a growing reality. As per April 2019, there were 4.437 billion internet users (around 58% of the worldwide population) and 3.499 billion active social media users. Not only is the setting changing, but also consumers' profiles and roles. Researchers have identified some emerging trends that are leading firms to change the way they communicate to consumers and develop new and innovative businesses. In this chapter, the authors present a general perspective of marketing communication and how it will affect business innovation, discuss the existing paradigm shift in marketing communication, and introduce a case study which applies some of the more recent techniques.
... This approach of consumers has compelled companies to adapt their production process into a sustainable production system for the world's well-being (Antonides, 2017). Further, the new age gadgets with advanced technology, mobile devices, and cheap computers have empowered consumers to freely participate and freely share their opinions and views (Rakic et al., 2014). Many companies use interactive and participatory technology to create positive awareness of their company/product to gain customers' attention. ...
... Organisations must accept that stakeholders are empowered to originate and drive specific conversations through content creation on the platforms that could affect the impressions that are formed about the corporate brand (Swart 2018: 110) in both positive and negative ways. Social media content created by the organisation is popularly categorised as curated, co-created and created (Rakić & Rakić 2014;Leroux Miller 2013), which describes content that is repurposed, created in collaboration with the stakeholder, and solely created by the organisation, respectively. Apart from stakeholders creating and sharing content on social media, the organisation is able to source content in the aforementioned ways. ...
It is widely acknowledged that the advent of the Internet has created distinct opportunities to connect and communicate with consumers. Yet, endeavours to explore the opportunities to employ corporate brand communication in a social media landscape to achieve differentiation and awareness of the corporate brand, are limited. This paper aims to explore these realities. It proposes the combination of two brand orientations as perceived by Balmer (2013), namely corporate brand and total corporate communication, and the resultant broadening of these views to a corporate brand communication orientation in a social media context. Finally, a comparison is drawn between the total corporate communication outlook and the contemporary corporate brand communication orientation to illustrate the various points of contact available to the organisation in a social media landscape.
Keywords: corporate branding, new media, marketing management, social media, corporate brand communication, corporate brand
... .,Rakic, M. (2014): "Integrated Marketing Communications Paradigm in Digital Environment: The Five Pillars of the Integration." Megatrend Review, 11, 187-204. ...
This paper analyzes and presents the sources of the market power of digital consumers and marketing opportunities for companies in the 24-7-365-connected world. A research was conducted into the impact of students connected via the social media on changes at the faculty, civil society and social change. The market power is being redirected from companies to digital consumers. Key sources of digital consumers’ power are their abundance, connectivity with other consumers, increased awareness, mobility, and as a result – the control of communications and the impact on organizations’ business. Numerous, connected, informed and mobile consumers can control communications and the business of companies. Digital consumers have the power and it should not be seen as a threat but as an opportunity. This is why the sources of market power of digital consumers and marketing opportunity are presented as honeycomb. The conclusion can be drawn that digital consumers have market power only if they are connected to each other and aware of their power. Figuratively speaking, "one bee can achieve almost nothing but the bee community can." The similar thing happens with digital consumers.
... Thus, digital media make it possible to create an exchange platform with the users [48]. ...
