ANALYTICAL VIEW OF THE PERCEPTION OF SELECTED INNOVATIVE APPROACHES IN MARKETING COMMUNICATIONS

Peter Dorčák, Pavel Štrach, František Pollák

Abstract


Purpose: The purpose of this paper is to present by means of thorough analysis of the selected market the perception of innovative approaches in marketing communication, both from the perspective of the companies on the supply side and from the perspective of their potential customers on the demand side. As regards the companies, it is in particular about their perception of relative benefits the use of electronic marketing instruments has given the degree of effort and resources spent on the establishment and maintenance of e-marketing infrastructure. As regards the customers, it is, in turn, about their perception of the particular aspects of use of virtual social networks by the companies for branding purposes or directly for promotion.

Methodology/Approach: Object of the research were real companies active on the analysed market. The subject of the research were their actual and potential customers represented by the users of one of the local Internet portals long active on the analysed market. Both these groups were presented with questions by means of electronic questionnaires. The data were subsequently processed and interpreted through cluster analyses.

Findings: Based on the confirmed aspects we came to the conclusion that perceived benefit of the Internet on business is closely related to on-line activity of the companies and to the number of instruments the company uses to promote its business. Last but not least, we have investigated whether economic status of the users (real or potential customers) has an impact on their perception of the companies' use of social networks for promotional purposes. The similarity of behaviour of particular groups allows for more accurate targeting of on-line activity with respect to selected target markets.

Research Limitation/implication: The biggest limitation is the territorial nature of the research. Research was targeted primarily at the Central European market.

Originality/Value of paper: Presented partial results of the comprehensive research are based on empirical data collected from important samples of both sides of the analysed market, thus this paper as such may significantly contribute to the clarification of the issue of innovations in promotional mix in order to increase competitiveness or prosperity of SMEs active on the central European market.


Keywords


internet; social network; innovations; marketing communication

Full Text:

PDF

References


Ashraf, F., M. and Kamal, Y., 2010. Acceptance of mobile marketing among university students. Mustang Journal of Business and Ethics, 1, pp.9-29.

Bačík, R., 2008. Increase of the Competitiveness of Small and Medium Businesses in Prešov With the Assistence of Specific Marketing Instruments. In: Management 2008. In Times of Global Change and Uncertainty. Prešov: University of Prešov in Prešov, p.189.

Barnes, S.J. and Scornavacca, E., 2004. Mobile Marketing: the Role of Permission and Acceptance. International Journal of Mobile Communication, 2(2), pp.128-139.

Chaffey, D. and Ellis-Chadwick, F., 2012. Digital Marketing: Strategy, Implementation and Practice. 5. ed., Pearson Education.

Delina, R. and Tkac, M., 2010. The Impacts of Specific ICT Solutions on Productivity. In: Interdisciplinary Information Management Talks, IDIMT-2010, Information Technology – Human Values, Innovation and Economy. Linz: Trauner Verlag, pp.23-32.

Delina, R., Vajda. V., 2006. Teória a prax elektronického obchodovania. 1. ed. Košice: Elfa. (Slovak).

Delina, R., 2009. Reputation building for electronic marketplaces. In: P. Mikulecký, T. Lišková and P. Čech, eds. 2009, Ambient Intelligence Perspectives, Volume 1, Amsterdam: IOS Press, pp.66-72.

Dorčák. P. and Pollák, F., 2010. Marketing and e-Business: Ako sa zorientovať v pojmoch a procesoch nového marketingu. 1. Vydanie. Prešov: EZO.sk, s.r.o. (Slovak).

Grant, A. and Meadows, H., 2012. Communication Technology Update and Fundamentals. Waltham: Focal Press.

Inmar, 2014. Coupon Trends: 2013 Year-End Report. [online]. Available at: http://go.inmar.com/rs/ inmar/images/Inmar_2014_Coupon_ Trends_Report.pdf

Janouch, V., 2010. Internetový marketing: prosaďte se na webu a sociálních sítích. Brno: Computer Press. (Czech).

Jones, M.T., 2011. The PayPall Official Insider Guide to Mobile Profit: Make money anytime, anywhere. Berkeley: Peachpit.

Krug, S., 2014. Don´t Make Me Think Revisited: A Common Sense Approach to Web and Mobile Usability. San Francisco: New Riders.

Lajčin, D., Frankovský, M. and Štefko, R., 2012. Possibilities of Predicting the Behaviour of Managers When Coping with Demanding Situations in Managerial Work. Ekonomický časopis, 60(8), pp.835-853.

Salesforce. 2014. Mobile Behavior Report: Combining mobile device tracking and consumer survey data to build a powerful mobile strategy. [online]. Available at: http://www.exacttarget.com/sites/exacttarget/files/deliverables/ etmc2014mobilebehaviorreport.pdf

Saruc, N. T., Dorčák, P., Pollák, F., 2013. E-business and its Application in Conditions of Central European Market. Quality Innovation Prosperity, 17(1), pp.9-15.

Scott, D., M., 2008. Nové pravidlá marketingu a PR. 1. Ed. Brno: Zoner Press. (Czech)

Stuchlík, P. and Dvořáček, M., 2000. Marketing na Internetu. 1. ed. Praha: Grada Publishing. (Czech)

Sudzina, F. and Kmec, P., 2006. The technological paradox and evaluation of the benefits of informatization. Ekonomický časopis, 54(3), pp.281-293. (Slovak)

Svetozarovova, N., 2012. Analysing the requirements of performance appraisal systems. In: Management 2012: research management and business in the light of practical needs. Prešov: Bookman.

Soviar, J. and Vodák, J., 2012. Value network as part of new trends in communication. Communications – Scientific letters of the University of Žilina, 14(2).

Szabo, S., Ferencz, V. and Pucihar, A., 2013. Trust, Innovation and Prosperity. Quality Innovation Prosperity, 17(2), pp.1-8.

Van Der Bergh, J. and Behrer, M., 2012. Jak cool znacky ostávají hot. Praha: Albatros media. (Czech).

Zgodavova, K., Sutoova, A., Kisela, M. 2015. Intelligent approaches for organisation´s management system change: web based role play simulation environment. In: Total quality management - advanced and intelligent approaches: Proceedings: The 8th International Working Conference, 1st-5th June 2015, Belgrade, Serbia, pp.405-410.

Wierzbinski, B., 2014. Communication and information sharing in the process of creating market advantage among small and medium enterprises collaboration. In: Hradec Economic Days 2014. Hradec Králové: Gaudeamus, pp.437-445.

Venkatesh, V., Ramesh, V. and Massey, A.P., 2003. Understanding usability in mobile commerce. Communications of the ACM, 46(12), pp.53-56.

Varshney, U. and Vetter, R., 2002. Mobile Commerce: Framework, Applications and Networking Support. Mobile Networks and Applications, 7(3), pp.185-198.




DOI: http://dx.doi.org/10.12776/qip.v19i1.441

Refbacks

  • There are currently no refbacks.


Copyright (c) 2015 Peter Dorčák, Pavel Štrach, František Pollák

ISSN 1335-1745 (print)
ISSN 1338-984X (online)
CCBY crossref cope
Covered, abstracted, indexed in:
 
Clarivate Analytics Emerging Sources Citation Index; Scopus; Google Scholar; IDEAS; EconPapers; RePEc; Cabells' Directories; Google Scholar