Wyniki wyszukiwania - BazTech

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Identification of areas for optimising marketing communications via AI systems

Bajak Maria, Majerczyk Paweł

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2022

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z. 160

25--38

EN

Purpose: The main objective of this article is to identify areas for optimizing marketing communication via artificial intelligence solutions. Design/methodology/approach: In order to realise the assumptions made, an analysis and evaluation of exemplary implementations of AI systems in marketing communications was carried out. For the purpose of achieving the research objective, it was decided to choose the case study method. As part of the discussion, the considerations on the use of AI undertaken in world literature were analysed, as well as the analysis of three different practical projects. Findings: AI can contribute to the optimisation and personalisation of communication with the customer. Its application generates multifaceted benefits for both sides of the market exchange. Achieving them, however, requires a good understanding of this technology and the precise setting of objectives for its implementation. Research limitations/implications: The article contains a preliminary study. In the future it is planned to conduct additional quantitative and qualitative research. Practical implications: The conclusions of the study can serve to better understand the benefits of using artificial intelligence in communication with the consumer. The results of the research can be used both in market practice and also serve as an inspiration for further studies of this topic. Originality/value: The article reveals the specifics of artificial intelligence in relation to business activities and, in particular, communication with the buyer. The research used examples from business practice.

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Building consumer engagement and loyalty while traversing the customer journey in the online space

Bajak Maria, Spendel Łukasz

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2022

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z. 160

39--52

EN

Purpose: The overriding goal of the considerations is to recognize the phenomena occurring when the buyer traverses the customer journey in the online space and their importance in building his commitment and loyalty. Design/methodology/approach: Dynamic technological progress significantly influences the course of consumer's decision-making processes. Brands are looking for more and more touchpoints on the customer's journey in order to be able to smoothly surround the recipient with messages. As part of the considerations, it was examined how the forms and tools of marketing communication can support marketing activities at individual stages of the customer journey. Findings: The presented publication classifies online marketing communication tools and indicates their links with the various stages of purchasing, the 5A model and building an active consumer attitude towards the brand. Research limitations/implications: The article contains a preliminary study. In the future it is planned to conduct additional quantitative and qualitative research. The study will help to perform a comprehensive analysis of the application being discussed. Practical implications: The right choice of forms and tools of marketing communication not only determines the purchase, but also builds the commitment and loyalty of the buyer, who may ultimately become a brand advocate. Therefore, it is particularly important to have a holistic approach to the dialogue with the consumer and to understand the mechanisms influencing his decisions. Originality/value: Although the topic of e-commerce appears in academic publications, only a few of them relate these devices to the customer journey. This paper comprehensively deals with this topic and focuses on the relationship between online customer journey, the 5A model and the promotion mix tools.

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Beacons as the touchpoints on the customer journey

Bajak Maria

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2022

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z. 155

17--29

EN

Purpose: The overriding goal of the presented considerations is to discuss beacons as consumer-brand touchpoints. In addition, the possibilities of using these sensors at various stages of the customer journey to implement the assumptions of the 5A model and build a lasting relationship with the buyer were indicated. Design/methodology/approach: In order to build a lasting relationship with the consumer, it is necessary to conduct multidimensional marketing communication based on numerous touchpoints. This interaction is assisted by mobile devices and many different technological solutions. One of them may be beacons, supporting consumer service at every stage of the customer journey. As part of the considerations, it was examined how the sensors can support marketing activities at individual stages of the customer journey. Findings: As part of the research, it was determined what role beacons can play at every stage of the customer journey, as well as their connections with promotion-mix elements. An attempt has been also made to indicate how these devices can create a holistic experience leading to buyer satisfaction and ultimately their loyalty. Research limitations/implications: The article contains a preliminary study. In the future it is planned to conduct additional quantitative and qualitative research. The study will help to perform a comprehensive analysis of the application being discussed. Practical implications: The article can help businesses to better realize the potential of beacons as a tool to support consumers during the shopping experience. It shows practical ways of using devices as part of individual promotional mix elements, which allows for their optimal use at all stages of the customer journey. Originality/value: Although the topic of beacons in commerce appears in academic publications, only a few of them relate these devices to the customer journey. This paper comprehensively deals with this topic and focuses on the relationship between sensors, the 5A model and the promotion mix tools.

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Mobile sightseeing applications: the example of Mazowieckie Rezerwaty Przyrody

Manczak Iryna, Bajak Maria

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2021

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z. 151

387--402

EN

Purpose: The aim of this article is to assess the functionalities offered by the selected mobile sightseeing guide application. The subject of the consideration is the Mazowieckie Rezerwaty Przyrody application. Design/methodology/approach: The article uses the case study method. The evaluation of the functionalities of the Mazowieckie Rezerwaty Przyrody (Mazovian Nature Reserves) application was made on the basis of the point method. This method has been modified for the needs of this research. Findings: (mandatory) Based on the results of the analysis it was found that the functionalities of the Mazowieckie Rezerwaty Przyrody application are mainly information tools useful for people interested in learning about protected areas located in the Mazowieckie Voivodeship. The researched mobile application can also meet various expectations of tourism participants, and it has been designed with the realization of educational tasks through entertainment in mind. Research limitations/implications: (if applicable) The article contains a preliminary study. In the future it is planned to conduct additional quantitative and qualitative research. The study will help to perform a comprehensive analysis of the application being discussed. Practical implications: (if applicable) Conclusions from the discussion can be an inspiration for creating a strategy of promotion of the analyzed mobile application, as well as activities related to improving its functionalities. Social implications: The research conclusions may encourage institutions managing touristic areas to create more complex mobile solutions supporting sightseeing tourism. This solution should offer visitors access to additional information that will enable them to improve their knowledge of tourism and sightseeing. Originality/value: The article uses the example from business practice. This is one of the earliest studies investigating the Mazowieckie Rezerwaty Przyrody application.