Data-driven Marketing and E-tailing in Retail Management

Viliam MURIN

https://doi.org/10.53465/EDAMBA.2023.9788022551274.175-186

 

Abstract. One area that has changed significantly in recent years is marketing. New information technologies are starting to be applied more and more effectively in marketing. They enable companies to obtain a lot of data about their customers, they can obtain relevant data in real time. This digital marketing has also found its application in the retail industry. Mobile phones with Internet access, the Covid-19 pandemic and other factors have accelerated the transition of consumers to the digital space to a greater extent. In this issue, we relied on the knowledge of domestic and international authors. We conducted a digital marketing analysis on the retailer Native Studio, which offers services in the cosmetics industry. We based our results on the data provided by the Native Studio salon on the digital platforms it uses, such as Mitto, Mail Komplet, Google AdWords and Google Analytics. We analyzed the given findings and subsequently interpreted them for email marketing, sms marketing, search and banner advertising carried out in the Google search engine, as well as available data from its website nativestudio.sk. For businesses and brands that want to keep up with the competition these days, their presence in the digital space is essential.

Keywords: Retail Marketing, Retail, Digital Marketing

JEL classification: M3, L81

Fulltext: PDF

Online publication date: 25 January 2024

ISBN: 978-80-225-5127-4

Publisher: University of Economics in Bratislava

Pages: 175-186

 

To cite this proceedings paper (STN ISO 690 and 690-2): 

MURIN, V. 2024. Data-driven Marketing and E-tailing in Retail Management. In PETROVSKÁ, F. (ed.). EDAMBA 2023: Conference Proceedings. Bratislava: University of Economics in Bratislava, 2024. ISBN 978-80-225-5127-4, pp. 175-186.

https://doi.org/10.53465/EDAMBA.2023.9788022551274.175-186