marketing strategies

Considering the importance of the concept of strategic alignment of information technology (IT) in today economic organizations, this study attempted to extract the organization's IT strategies in order to increase the degree of strategic alignment and consequently the optimal strategies in the field of marketing and service delivery for social security organization. Using QFD technique and hierarchical analysis, the results of the study showed that among the IT strategies collected, three strategies of introducing the application of new technologies to operation department employees of the organization, standardizing software problem solving methods in the organization, and increase the organization users' sense of responsibility for IT costs were the top three priorities of IT strategy in the Social Security Organization to increase strategic alignment. Also based on the other results of the study, three strategies of forming a specialist team for emerging technologies, increasing the share of not-in-person services and enhancing the quality of information in the organization's electronic port are among the most desirable marketing strategies, and three strategies for improving the quality of electronic services, create a unity of working procedure among the employees and review and updating of services delivery processes, have been among three most desirable strategies of the organization in the field of service delivery.

The condition of the hotel's competitiveness is a strong brand. The introduction of digital marketing in the strategy of hotel branding creates new opportunities for hotels when interacting with guests through digital channels. The purpose of this study is to develop theoretical and practical measures to improve the effectiveness of marketing strategies in hotel branding using digital tools. To achieve the goal of the study was conducted research on targeted branding some of the largest hotel chains. The results of the analysis showed that in the process of branding at each stage the corresponding goals have achieved by means of advertising, marketing, public relations management, personnel selection, corporate culture.This study substantiates the main tools of the strategy of the Digital Marketing and Sales. The brands need to constantly monitor changes in market positions and audience sentiment using all the features and channels. The priorities should be implemented by performing key tasks, in particular such astimely measurements as far as brand experience has a positive effect on customer satisfaction and loyalty.

The objective of this study is to understand the customer journey in technology product adoption by exploring the experiences and perspectives of individuals who have recently adopted new technology products. This research aims to identify key themes and factors influencing the customer journey from initial awareness to ongoing engagement and retention, providing insights to enhance customer experiences and inform marketing strategies. This qualitative study employed semi-structured interviews with 20 participants selected through purposive sampling to ensure diverse representation. Participants included individuals who had recently adopted technology products within the past six months. Data collection continued until theoretical saturation was reached. The interview transcripts were analyzed using NVivo software, following an inductive approach to identify patterns and themes. The analysis revealed three main themes: Awareness and Decision-Making, First-Time Use and Learning, and Ongoing Engagement and Retention. Initial awareness was driven by advertising, social media, and word-of-mouth, while decision-making was influenced by peer recommendations, brand reputation, and price sensitivity. The first-time use phase highlighted the importance of intuitive design and support resources. Regular updates, community engagement, and product reliability emerged as critical factors in ongoing engagement and retention. Participants valued seamless omnichannel experiences, personalized marketing efforts, and robust support systems. The study underscores the significance of personalized, seamless customer journeys in technology product adoption. Businesses should focus on integrating physical and digital touchpoints, leveraging AI for personalized experiences, and maintaining active user communities to enhance customer satisfaction and loyalty. Addressing cultural nuances in global markets and managing digital signals effectively can further optimize the customer journey. These insights provide valuable guidance for businesses aiming to improve customer experiences and foster long-term engagement in the competitive technology market.