RETRO MARKETING – A PHENOMENON OF MODERN TIMES

Currently, consumer behaviour is influenced by trends that are clearly noticeable at different levels. Some organizations monitor changes in consumption and, on this basis, point to the general tendencies that are typical of today's consumers. The reason why retro marketing has become increasingly popular in recent years is the linking of the brand and the customer at a deeper, emotional level. It is designed to create a positive emotion that is favourable to the brand as well as to remember its message. The main aim of the paper is to find out, through secondary data and questionnaire research, how the young generation reacts to the elements and effects of retro marketing, compared to the older population, and what differences can be observed in its impact on the sample of male and female respondents. Subsequently according the results, the possibilities of applying a new trend of communication on the food market - retro marketing, also called nostalgia marketing, were suggested. The questionnaire survey was conducted only in the presence of a geographically limited population, namely Slovak customers. This may represent a certain limit to this paper, as the recommendations are proposed in terms of this limitation. It can be removed, if the research is considered to be relevant for the solution and the results achieved are subject to subsequent verification in an international environment. If these barriers were removed, more accurate results could be achieved

The Use of Demographic and Psychographic Segmentation to Creating Marketing Strategy of Brand Loyalty

With growing competition, loyal customers have become the key to the company's success. Brand loyalty has been a central structure for marketing for almost a century, yet this research topic is still modern and up to date. The aim of this contribution is to answer the research question of whether there are different segments of customers based on demographic and psychographic aspects that would differ in the level of brand loyalty in the company. In other words, do certain groups of company's customers (according to demographic or psychographic segmentation) have a higher degree of loyalty to the company's brand? To answer the research question, we have identified hypotheses expressing the existence of a statistical dependence between individual segmentation variable and the level of brand loyalty. Based on statistical testing of established hypotheses, we have confirmed the existence of certain company's segments that have a higher degree of loyalty.JEL Codes - M21; M3

Digital Marketing in the Context of Consumer Behaviour in the ICT Industry: The Case Study of the Slovak Republic

In Slovakia, a significant increase in spending on digital advertising was recorded in 2021. According to estimates, when compared to spending on other media types, online became the strongest advertising medium for the first time. As part of the analysis of consumer behaviour in the context of digital marketing, the research primarily focused on Slovak companies operating in the retail sector with IT and communication equipment – ICT specialized stores, because electronics is among the most frequently purchased online products by Slovak consumers. In the study, an analysis of consumer behaviour in the context of digital marketing was carried out to detect how respondents perceive selected digital marketing tools, to determine their preferences, attitudes, and reactions within ICT industry. For the purposes of this study, the method of collecting data through a questionnaire was chosen. The questions in the questionnaire were concerned consumer behaviour before purchase and were focused on selected digital marketing tools. The survey was conducted in December 2022 by the CAWI method, on a representative sample of the Slovak population of 391 respondents. The statistical method single proportion by one tailed test as well was used to verify the research assumptions. Based on the results of the consumer behaviour analysis, recommendations were established with the intention to be applied in the practice of Slovak companies in the context of digital marketing in the ICT industry. The fact that almost half of the respondents use the Internet for more than two hours daily presents many opportunities for businesses to appropriately address and engage potential customers through various digital marketing tools. The implementation of proposals should have a positive impact on companies in the ICT sector and their marketing activities. Their pursuance should bring benefits to businesses in the form of increased website traffic, acquisition of new customers, increased demand, profit, and satisfaction of customers

The Brand Value and its Impact on Sales in Automotive Industry

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The Theory of Generational Stratification in the Context of Brand Marketing Communication Strategy

CC BY-NC-ND 4.0The generational approach is becoming widely used to revise patterns in brand value building and management. The need for such revision is a logical consequence of the current situation, where traditional branding principles fail. As turbulent changes are occurring in the macro environment due to the (post)pandemic situation and global socio-economic development, more and more voices are beginning to point out the different natures of the problem. One solution is the application of the generational approach to the practice of brand managers. Thus, strategies would become more personalized and fit crucial market segments focusing on the increase of subjectively perceived brand value. On the other hand, some concepts and theories which have not been checked functionally in the long term perspective, and which have started to be prematurely applied in specific managerial tasks, are being critically discussed. One of such concepts involves the usage of generational stratification in the practice of marketing managers. Thus, the aim of this paper is to analyze the concept of fitting brand marketing communication strategy to the specifics of a targeted generational cohort. Subsequently, this study aims to critically discuss the concept of generational stratification from the point of view of brand management. To fulfill this aim, the method of contingency table evaluation and hypotheses testing via chi-squared tests is used. Data were collected via a consumer questionnaire survey among Slovak inhabitants aged 15 years and above, involving 1,978 respondents in total. Based on this research, it is concluded that generational stratification is not relevant for the purposes of brand marketing communication strategy. On the one hand, its general applicability is proved, but on the other – in selected product categories (personal cars, banks, cola beverages and sportswear) – the link between generation and perception of brand value is not proved

Possibilities of gamification in online learning at the University of Žilina

Research background: The current classical education system also used at the University of Žilina has certain gamification elements. However, it does not meet needs of most students, and is even very demotivating for a large proportion of students. Students perceive studying only as their duty, instead of perceiving it as something they enjoy and like to do. With the advent of modern technologies, the way of teaching without them is beginning to seem uninteresting and often ineffective. Purpose of the article: The COVID-19 global pandemic and the necessary national measures taken to combat the spread of the virus can significantly disrupt the provision of education. According to Resolution on the future of European education in the context of Covid-19 now is the right time to rethink and modernize curricula and procedures and accelerate change, by promoting digitization and innovation through gamification as well. The purpose of the paper is detect the possibilities of gamification in online learning at the University of Žilina. Methods: The survey was conducted to obtain the necessary primary data. It was statistically tested by one-way ANOVA, which represents the option of analysis of variance. Findings & Value added: The aim of the paper is to find a statistically significantly different segment of students from the University of Žilina, who have greatly expressed interest in gamification in online learning in order to increase their motivation

Challenges of external personnel marketing

Research background: In the long term, employees are without a doubt the most important success factor for any company. Due to the demographic change, numerous companies are increasingly confronted with a shortage of skilled workers and are therefore facing the increased competition in gaining of the qualified employees. This challenge is exacerbated by a globalization, digitization and the change from an industrial society to a service one as well. In addition, the Slovak and worldwide labor market in the coming years will be characterized by a change of generation, which will form the majority of the available potential of the workforce. Against this background, aspects such as employer attractiveness and employer branding are becoming increasingly important and influential in the field of personnel management. Purpose of the article: Due to demographic developments and the upcoming change of generation, companies will face the difficulty of inspiring qualified employees in the future. This creates numerous challenges for external personnel marketing. The overall goal of this paper is to contribute to the current state of research on the challenges of personnel marketing in the future. Methods: The method of collecting data through a questionnaire and the contingency analysis to process the data were chosen for this research. Findings & Value added: The objective of the paper is to setting up specific recommendations for the use of external personnel marketing, against the background of changing requirements and attitudes of generation Z

The Agile Content Marketing Roadmap Based on the B2B Buyer’s Journey – The Case Study of the Slovak republic

The rise of new technologies has created opportunities for the emergence of many trends today. This fact is a chance for the visibility of companies and in recent years internet marketing has become an integral part of marketing strategies of companies across all markets. Today’s marketing world give new opportunities to engage and gain the attention of relevant users. But customers including B2B buyers are overwhelmed by advertising on the Internet. Emphasis on the creation of quality content therefore becomes necessary and creates another of the right ways to address customers. This paper deals with the use of content marketing strategy in the B2B market in the conditions of the Slovak Republic. As there are a large number of tools usable in the content marketing strategy, the aim of the paper is to use factor analysis to obtain an alternative description of the variability of the observed variables (B2B content marketing tools) with a potentially lower number of latent variables

The impact of Corporate Social Responsibility on brand loyalty in the process of globalization

In the process of globalization, the topic of sustainable development is among the most up-to-date and discussed issues. Companies applying the principles of social responsibility are focused not only on profit, but above all on sustainable growth and development. And just the triple bottom line concept represents a tool that enables CSR put into practice and points out that economic interests may not be in conflict with social and environmental issues. The aim of this article includes providing a literature review on the issue from the perspective of several foreign and domestic authors. By using methods of description, comparison, deduction, induction, it discusses the essence of corporate social responsibility, the concept of triple bottom line and also analyses its practical use in the case of the particular company. The secondary data for the analysis were obtained from annual company reports, statistical tables and published professional publications. In order to determine the impact of corporate social responsibility on brand loyalty in the process of globalization, a questionnaire survey was conducted among Slovak consumers. General scientific methods were applied for the processing of the data, as well as mathematical methods to evaluate the data collated from the results of the questionnaire survey. Based on this, benefits of using CSR principles are highlighted, that includes, in particular, building customer relationships, increasing the brand value and gaining brand loyalty. Finally, proposals are put forward for the effective implementation of corporate social responsibility principles in the process of globalization

Reshaping of the retail environment due to internet as a global competitor

According to statistics, the number of Slovaks who shop over the Internet is increasing year by year. Compared to the surrounding countries, Slovaks are clearly the leaders in online shopping. Increasing popularity of customers in online shopping leads to a significant decline in number of retail stores. This is a consequence of global technological change. However, businesses and especially retailers themselves can benefit from technological advances in this case as well. All you have to do is choose the right marketing tool. Such tools are undoubtedly the tools of proximity marketing that are used as a communication channel in retail stores. In this paper, we focus on proximity marketing tools that provide a means of creating a personal relationship between a customer and a vendor at the time of physical purchase by a customer in a store. Its aim is to support and increase sales in retail stores, increase consumer satisfaction and build a positive brand image. The aim of the paper is to analyse the possibility of using proximity marketing for Slovak consumers as one of the possibilities of reshaping of the retail environment. This analysis will be realized from demographic and also from psychographic point of view