Digital content becomes a big technical part in marketing work; it uses internet and Instagram media to publish their work and convey their message to the audience with involving their campaign on the progress. As Sustainability Development becomes trend for corporate responsibility, its law nature allowed it to become a trend. Therefore, in order to be successful, Accor Group also takes part in sustainability development, an important corporate responsibility yet at the same time maintaining their business. As a result, what Author gets from the analysis is that how their company profile and what they practiced in digital content synchronized each other, means that they did their duty properly.

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Digital marketing communication sustainable hotel practice of accor group in social media

: Today Online Marketing plays a major role as digital marketing helps all the human activities involved in purchasing activities to do the digital marketing plays a significant place for the growth of a country. Fastest Moving Consumer Goods (FMCG’s) Sector is one of the growing sectors in the market and is the necessity sector which is to also becoming competitive day by day due to new entrants in the market. Digital marketing is the cost efficient mechanism used by the marketers to advertise their products in the market which help them to create the customer engagement and its impact on purchase intention on FMCG’s. The purpose of this research is to : (1) To find the impact of Digital Marketing on Customer Engagement in FMCG’s , (2) To find the effect of Digital marketing on Purchase Intention of FMCG’s, (3) To analyse the effect of customer engagement on purchase intention of FMCG’s. This type of Research is causal research with a quantitative approach. The sample in the study was 100 consumers of FMCG’s products. The study used in SEM analysis and the results in this study show that: (1) The impact of Digital Marketing on customer Engagement and their effect; (2) The impact of Digital marketing in customer Purchase Intention; (3) impact of customer Engagement on purchase intention of consumers.

THE IMPACT OF DIGITAL MARKETING IN SHAPING THE CUSTOMER ENGAGEMENT AND ITS IMPACT ON PURCHASE INTENTION ON FMCG’s IN CHENNAI CITY- AN EMPIRICAL STUDY.

The rapid development of increasingly sophisticated technology leads companies to continue developing and adapting to current technology, especially in product promotion activities to increase brand awareness. The increase in social media usage has made many companies, especially those in the ice cream industry, shift to utilizing social media in their marketing promotion activities. The purpose of this study was to determine the aspects that influence social media marketing strategies to achieve effective consumer brand awareness. This study used a qualitative descriptive analysis method that compared the social media implementation of several brands of ice cream, using SWOT analysis. Data from social media measurements resulted in the number of views and subscribers. The results showed that brands achieved high consumer awareness by managing social media. Management methods included choosing social media, choosing content, and choosing the right influencer according to the market characteristics and target. 

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Comparison of Social Media Marketing of Ice Cream Brands in Indonesia

El objetivo de esta investigación es determinar las tendencias en marketing digital que puedan aplicarse al emprendimiento social basado en plataformas digitales. Se aborda el uso de tecnologías como la inteligencia artificial, la realidad virtual y la realidad aumentada. Es un rango de posibilidades para emprender en la economía digital potenciando la creación de soluciones a problemáticas sociales. Sin embargo, deben conocerse los retos y desafíos para implementar con éxito las últimas tendencias en marketing digital para el emprendimiento social, para construir propuestas de valor de gran impacto y escalabilidad. Esto requiere de un conocimiento actual del estado del arte en la materia. Por esta razón, se realizó un estudio de análisis sistemático de literatura en la plataforma de ScienceDirect para identificar el conocimiento teórico y práctico existente. Se encontraron cuatro dimensiones: tendencias y tecnologías en el marketing digital; implicaciones de emprendimiento basados en plataformas digitales; marketing digital y emprendimiento social; y, estrategias y tácticas de marketing digital para emprendimiento social.

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Tendencias de marketing digital para emprendedores sociales basados en plataformas digitales

With its roots in traditional advertising, digital marketing has become a specialized field over the decade preceding. Brand marketers now have a greater number of direct and indirect channels to interact with their target customers as a result of the rise in the number of personal gadgets and their use. The digital world is expanding, particularly in social media and digital marketing. As a result, many businesses decide to investigate social media and create digital marketing plans, the effectiveness of which is monitored to increase advancement. This study’s goal is to investigate the variables that affect brand-consumer relationships and digital marketing. Researchers create and estimate a conceptual model of the influences of antecedent factors (such as perceived convenience, service quality, E-WoM, brand awareness, accessibility of websites, and sharing content) on digital marketing and brand-consumer relationships by attracting hypotheses of technological advances acceptance, uses, and gratifications. Utilizing data gathered from both an established and a growing market, the researcher empirically tests the model with a consumer-centric focus (India). Results from various markets show similarities and differences between markets in terms of factors that influence customer acceptance. Researchers glean implications for hypothesis and practice from the findings. The findings indicate that perceived convenience, service quality, website accessibility, and shared content impact digital marketing. Also, it was found that digital marketing impact brand and consumer relation.

Identifying the factors influencing digital marketing and brand-consumer relationship

The convergence of information technology, media, and telecommunications has altered consumer behavior in terms of searching, obtaining, processing, and responding to a company’s information or services. The ability of a company to plan, implement, and manage digital marketing to increase its competitiveness in the eyes of consumers is referred to as digital marketing capability. This research presents a digital marketing utilization index (DMUI) to evaluate and improve a company’s digital marketing capability. DMUI is made up of three components: the innovation ecosystem readiness, the adoption of digital marketing technology, and the company’s digital transformation. Based on data from 217 companies in Indonesia, the results show that the DMUI of companies in Indonesia has an average of 71.97, indicating that the level of digital marketing capabilities of companies in Indonesia is in the medium category. They can improve their digital marketing capabilities by increasing the role of managerial innovativeness, organizational readiness, and perceived usefulness. Furthermore, businesses must carry out digital transformation by governing the transformation and reinvention of new business models. Finally, in addition to implementing digital marketing via websites, social media, mobile marketing, and content marketing, they must emphasize the importance of digital analytics, digital CRM, digital advertising, and display advertising to improve their company’s digital marketing capabilities.

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Agus Masrianto

Papers

Digital Marketing Utilization Index for Evaluating and Improving Company Digital Marketing Capability