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Adoption of digital marketing tools and techniques for sustainable businesses
(Університет «КРОК», 2021) Kravchenko, Tetiana; Oladokun, Olajide Solomon
Digital marketing refers to any marketing methods conducted through electronic devices, which utilize some form of a computer [1]. This includes online marketing efforts conducted on the internet. In the process of conducting digital marketing, a business might leverage websites, search engines, blogs, social media, video, email and similar channels to reach customers in targeted demographics. With digital marketing, engaging target customers stands a better chance than traditional methods, where business owners can only hope that target audience will see their marketing efforts.In recent years, there has been an ever-increasing rise in the number of internet users. The implications are that service users or product consumers are online, which emphasizes the importance of digital marketing. Digital marketing takes advantage of this reality, promoting business products and services across the internet. In this way, businesses ensure that their marketing efforts are more likely to reach customers, by targeting them where they spend most of their time.Unlike traditional marketing which is static and often referred to as “one-way” communicationdigital marketing is an ever-changing, dynamic process. Stated otherwise, customers cannot interact with business through a billboard or print advertisement, whereas digital marketing provides an avenue for two-way communication between a business and itsactual or prospective customers.Using, real-world digital transformation cases, this article explores the concept of digital marketing in this internet age and seeks to help Nigerian business owners understand the efficiency of digital marketing tools in building sustainable businesses. Digital marketing is gaining predominance in marketing strategies across the globe as digitization is becoming present in business and real-world social relationships have been transitioned to the virtual world, resultingin online communities that bring people together from across the globe[2].This study aims to access the efficiency of digital marketing tools in building sustainable businesses globally.This article uses qualitative and quantitative methods of data collection and analysis [3] to offer insights into the potential of digital marketing and its various tools in efficiently influencing sustainable business
McDonald’s –the missing piece of restaurant business in Nigeria
(Університет «КРОК», 2022) Kravchenko, Tetiana; Ayesa, Oluwatosin Adeoluwa; Кравченко, Т.І.; Аєса, О.А.
The state of the quick service restaurants in Nigeria is very poor and this has led to an increasing need for an efficient and effective start-up in the main cities of Nigeria. For customers of fast-food restaurants, the motivation for consumer purchase is quick service, taste, diversity of dishes, healthy food, and convenience. This is very rare in Nigeria and investors can turn this problem into an opportunity for investment income through Franchising. As more Nigerians get involved with very challenging and demanding jobs, their eating pattern is significantly affected. From eating three meals in a day, these individuals now eat twice a day. The purpose of this article is to navigate through the minds of the Nigerian restaurant customers, identify potential customers, analyze and understand competitors’ business models while identifying Franchising as a point of entry. For investors to understand customer behavior and purchasing habit in Nigeria regarding restaurants, a survey was conducted on Consumer Preference on Fast-Food representatives of the Nigerian population with a focus on persons living in the popular urban areas of Nigeria which was generalized to represent the whole population. The perception of fastfood by respondents is that it is a quick fix service and a food option which some respondents do not consider unhealthy even if they do not encourage over-dependence on it. This is contrary to most findings and perceptions in studies in European and Asian countries hence offering a different dynamic to consumer behavior in Nigeria. The criteria for the analysis are Demographics, Behavioral, Purchase motivation, and Purchasing capacity. This brings about the means to figure out the wishes of customers and the value proposition that would be required by investors to achieve customer satisfaction. In this manner, the McDonald’s organization can create unswerving clients in Nigeria.