Search

The viewers’ response to television advertising has changed dramatically over the past years. Search visibility of advertisers has become of paramount importance to ensure that communication messages are followed up appropriately, and that the specific brand is considered in the customer decision-making process. This paper examines the effectiveness of communication campaigns that include TV advertisements. Specifically, it determines if, and to what extent, the advertisers of selected Australian TV advertising campaigns are visible in full-text searches on Google for a variety of relevant keywords. The visibility of advertisers is measured as the number of keyword searches that result in a high ranking on the search engine results page, average ranking, and site visibility. The results revealed notable differences in the visibility of advertisers in searches. Enhancing their visibility represents a challenge for companies striving to optimise the delivery of their communication message(s) across the entire spectrum of traditional and online media. Refereed/Peer-reviewed

Managing knowledge and fostering a knowledge-sharing culture are essential in meeting the expectations of such diverse stakeholders as business owners, investors, current and prospective employees, business partners, customers, and the public. This paper describes how the adoption of knowledge management is reflected in communicated company values and principles by analysing the occurrence of knowledge-related keywords in the online resources of selected companies in Australia. The results show that companies are publicly communicating knowledge creation, sharing, and management-related topics, with knowledge sharing being the most frequent topic. The extent of communicating about knowledge-related issues differ between large organisations and SMEs; large companies mention relevant keywords significantly more frequently in their documents than SMEs. This indicates that knowledge management penetrates deeper into larger companies’ values and philosophy Refereed/Peer-reviewed

Exponential technological expansion creates opportunities for competitive advantage by applying new data oriented approaches to digital marketing practices. Machine learning (ML) can predict future developments and support decision-making by extracting insights from large amounts of generated data. This functionality greatly impacts and streamlines the strategic decision-making process of organizations. The research gap analysis revealed that little is known about marketers’ attitude towards, and knowledge about, ML tools and their adoption and utilization to support strategic and operational management. The research presented here focuses on the selection and adoption of ML-driven analytical tools by three distinct groups, namely marketing agencies, media companies, and advertisers. Qualitative and quantitative research was conducted, on a sample of these organizations operating in Slovakia. The findings highlight 1) the important role of intelligent analytical tools in the creation and deployment of marketing strategies, 2) the lack of knowledge about emerging technologies such as ML and artificial intelligence (AI), 3) the potential application of ML tools in marketing, as well as 4)the low level of adoption and utilization of ML-driven analytical tools in marketing management. A framework consisting of enablers and a process map was developed to help organizations identify the opportunities and successfully execute projects oriented towards the deployment and adoption of analytical ML tools in digital marketing Refereed/Peer-reviewed