Η μετάβαση από το παραδοσιακό μάρκετινγκ 4p στο ψηφιακό μάρκετινγκ 5p
The transition from traditional marketing in digital marketing
Χαλκίδου, Ουρανία - Μαρία
KeywordsΠαραδοσιακό μάρκετινγκ ; Digital marketing ; Beacon technology ; Proximity ; Εγγύτητα ; Σύγκλιση των τεχνολογιών ; Τουριστικός ξενοδοχειακός κλάδος ; Ανταγωνιστικό πλεονέκτημα ; Ψηφιακή στρατηγική ; Σενάριο εφαρμογής
The modern business environment is quite volatile and is characterized by intense competition. These two elements make the convergence of information and communication technologies necessary to achieve the competitive advantage. At the same time the elements of Marketing (advertising and promotion) are particularly important for the development and survival of all kinds of business units. The present and the future for all bussinesses is about the digital operation of marketing through the use of various technologies that offer more and more competitive advantages to the consumers. Digital functions are governed by corresponding digital strategies as well as digital measurements of their effectiveness. The convergence of information and communications technologies offers a new dimension to the digital marketing, enabling it to take into account proximity, which includes the location of the consumer in the area of interest (location-based marketing). This interaction determines how we will see the concept of proximity as the 5th P (proximity) of renewed digital marketing as compared to 4p traditional marketing. This possibility is to be analyzed in this diploma thesis, since first a detailed reference is made to the evolution that marketing has traveled from traditional structures to the most modern ones. More specifically, the aim of this diploma thesis is: • The bibliographic study of the integration of proximity to digital marketing through the use of emerging beacon technology, which interacts with users' mobile devices • Analysis of proximity to individual parts that define it • And the proposal to apply it to a real use-case scenario in the hotel tourism industry.