Апстракт: Да би одржали релевантност у условима нове нормалности, компаније разматрају нове приступе како би ангажовали своје потрошаче. Брендови су пред изазовом брзог реаговања и адаптирања својих активности према очекивањима потрошача. Недоступност брендова услед поремећаја у ланцу снабдевања, али и угрожена лојалност захтевају изналажење нових могућности и активности које ће одржати везу са потрошачима. У раду су приказани одговори брендова и њихово прилагођавање условима изазваним глобалном пандемијом ковид-19, праћени примерима. Одговор брендова најчешће је подразумевао подстицање људи да делују или усвоје стање које одражава обзирност и емпатију, а друштвена одговорност била је у фокусу. Поред успешних, примећене су и кампање које су оцењене као неприхватљиве. Од најранијих одговора који су подразумевали повлачење, акције су се мењале како би се заузела (и одржала) конкурентска основа. Реакција брендова подразумевала је промену тона комуникације, посебне напоре ка изградњи емоционалне везе са потрошачима и јачање друштвеног ангажмана. Рад даје преглед понашања брендова у условима кризе, када се повећава вредност дигиталних искустава.
Cilj ovog istraživanja podrazumeva ispitivanje nivoa i uspešnosti upotrebe virtuelne i proširene stvarnosti u sklopu marketinških aktivnosti. U okviru teme dat je osvrt na izazove i prihvatanje virtuelnih rešenja od strane potrošača. Na primeru brenda Ikea prikazana su tri sučaja primene VR-a i AR-a i opisani njihovi ciljevi i efekti. Istraživanje dobija na značaju u periodu kada Industrija 4.0 unosi revolucionarne promene na poslovnom polju i kada se kompanije susreću sa transformacijom u svoj digitalni oblik.
Development of the internet conditioned the evolution of marketing. Nowadays, organizations have relocated their marketing activities on the internet, so digital marketing comes into focus, as the most influential branch of marketing. A progress of digital marketing activities established the appearance of different digital marketing elements, among which social media marketing becomes more prevalent. Social media marketing is an inevitable element of digital marketing strategy and nowadays business. In order to complement social media marketing activities, graphic design is used as a crucial part of a content strategy. This paper focuses on the importance of effective visual content for social media and the usage of different tools that can facilitate and improve its creation. Social media users interact with visual content. In order to achieve higher engagement, social media posts are enriched with compelling visuals. Social media have become a real field for competition in terms of creating competitive content and attracting more users’ attention. The aim of this paper is to analyze the effectiveness of online graphic design tools that are used for creating visual content adapted to the requirements of communication on social networks. Given the importance of visuals in social media marketing, an abundance of tools are created with different features in order to support content design. These online platforms offer complete customization options, a wide range of different editing tools and templates and diverse functionalities. Visual content, through social media platforms, boosts user awareness of existing brands and makes it easier for users to associate with the organization. Through a relevant literature review in the field of social media marketing, the importance of visual elements and graphic design in online marketing communication is emphasized. In addition, this paper provides a comparative analysis of the most commonly used online tools and platforms that provide graphic design solutions and increase the effectiveness of online marketing campaigns.
In the era of Industry 4.0, business is facing significant changes that give digital shape to marketing activities. This transformation is imposed by the conditions in which consumers become digital consumers. In response to the conditions created by the new generation of consumers who have grown up with digital technology, new tools, networking features and social media are being introduced into the world of digital sales and marketing. New technologies are part of innovations that redefine everyday processes and have an impact on the marketing world. Brands often turn to virtual and augmented reality to enhance the communication consumers make with a product, service, or company. Marketing in digital technologies sees a good chance and a tool to bring innovation into its activities and approach to the (potential) consumer. The aim of this research is to examine the level and success of using virtual and augmented reality in marketing activities. A case study method covering Ikea applications was used. The subject of research is the effects of virtual and augmented reality in marketing. Within the topic, a review of the challenges and acceptance of virtual solutions by consumers is given. Research on the applications of new technologies in marketing is becoming increasingly important, especially in the period when Industry 4.0 is revolutionizing business and companies are facing with digital transformation.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.