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Saqib, Muhammad. "Social media marketing : Acquiring customer loyalty and relationship management using social media as a marketing channel." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Informatik, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-31811.
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Abstract Social media is a marketing phenomenon that is growing very fast. Social media helps creating value for customers in broadcasting the advertising among social networks. Blog posts, videos, pictures, reviews and ratings all have a significant impact on marketing. The purpose of the thesis is to investigate how companies can achieve customer loyalty and customer relationship management using social media marketing and if companies can target new customers by social media. An inductive research approach was used in the study. Semi-structured interviews were performed with interviewees from two companies. A survey questionnaire was answered by 100 social media users which were also customers of the companies. The findings show that there are certain constraints in social media such as risk of user information security when their information can be shared with the companies so that companies can do better marketing research. Word of mouth is spread on social media where new customers are targeted. Social media is providing new channels for support, advertisement and acting as a news feed tool to keep customers up to date about recent events and news. The company stated that no extra resources were required to market on social media.
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Geiser, Felix. "Social media as a communication channel : Is it possible to build a digital brand and generate revenue streams simultaneously by applying influencer marketing?" Thesis, KTH, Industriell Marknadsföring och Entreprenörskap, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-210049.
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Del, Aguila Llaque Maria Gracia, and Andrade Camila Murillo. "El Marketing Digital y su influencia en el posicionamiento del Gran Hotel Continental de la ciudad de Cajamarca durante el año 2019." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653576.
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Esta investigación tiene como objetivo evaluar la influencia del correcto uso de Marketing Digital sobre el posicionamiento del Gran Hotel Continental de Cajamarca. Esta, reúne datos históricos y actuales del establecimiento, para recomendar los canales y estrategias de Marketing Digital adecuados para el hotel. Este establecimiento hotelero de 4 estrellas, lleva operando 16 años en Cajamarca. Su mercado objetivo es principalmente turistas nacionales y extranjeros, además de pequeños grupos corporativos de la región.
Este estudio nace por la creciente digitalización de los medios de comunicación y, la fuerte presencia web que tienen los negocios. La propuesta de valor, nace del análisis de la situación actual, respecto a los temas digitales y los actores involucrados a nivel interno y externo; y como afectan al posicionamiento del establecimiento. Esto, para recomendar estrategias adecuadas que desarrollen su posicionamiento web; y la captura de clientes potenciales e ingresos.
El primer capítulo expone el problema y traza los objetivos del estudio. El segundo, desarrolla el marco teórico, muestra información útil, y conceptos importantes de fuentes confiables, base de nuestra investigación. El tercero, muestra la metodología usada para profundizar la investigación,los instrumentos, muestra y población para lograr los objetivos. El cuarto, evidencia los resultados. El quinto la discusión de estos frente al marco teórico para afirmar la hipótesis. Finalmente, el sexto expone las conclusiones y recomendaciones a enviar al establecimiento.<br>This research aims to assess the influence of the correct use of Digital Marketing on the positioning of the Gran Hotel Continental Cajamarca. It gathers historical and current data from the establishment, to recommend the appropriate Digital Marketing channels and strategies for the hotel. This is a 4-star hotel and it has been operating for 16 years in Cajamarca. Its target is mainly domestic and foreign tourists, and small corporate groups in the region.
This study begins from the increasing digitalization of media and the strong web presence that businesses have. The value proposition borns from the analysis of the current situation, regarding digital issues and the actors involved internally and externally; and how they affect the positioning of the establishment. This, to recommend suitable strategies to develop its web positioning; capturing potential clients and revenue.
The first chapter exposes the problem and outlines the objectives of the study. The second, develops the theoretical framework, shows useful information, and important concepts from reliable sources, the basis of our research. The third shows the methodology used in the research, the instruments, the sample and population to achieve the objectives. The fourth evidences the results. The fifth is the discussion of these against the theoretical framework to confirm the hypothesis. Finally, the sixth exposes the conclusions and recommendations to be send.<br>Tesis
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Joyeux, Jean-Marc. "Analyse de la digitalisation du canal de distribution : une approche triadique dans l’étude du risque de désintermédiation des grossistes traditionnels." Thesis, Bourgogne Franche-Comté, 2020. http://www.theses.fr/2020UBFCG002.
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Les intermédiaires sont des acteurs peu étudiés en Sciences de Gestion. La recherche propose de mettre en avant un type d’intermédiaire particulier qu’est le grossiste traditionnel. Face à la digitalisation de tous les secteurs, il est intéressant de s’interroger sur la capacité des grossistes à générer de la valeur ajoutée dans le canal de distribution. En se basant sur la méthodologie triadique et sur le terrain d’étude, il s’avère que le digital peut modifier les processus relationnels interorganisationnels. En l’absence de demande forte de l’aval du canal de distribution, les grossistes ont du mal à mettre en place une stratégie digitale faisant sens. En revanche, ce retard permet à l’industriel de prendre le leadership sur les flux informationnels en laissant la gestion des flux physiques et financiers au grossiste traditionnel. Ce phénomène de réintermédiation partielle remet en cause les relations entre les acteurs sans pour autant voir la disparition du grossiste<br>Intermediaries are little studied in Management Science. The research proposes to put forward a particular type of intermediary that is the wholesaler. Faced with the digitization of all sectors, it is interesting to question the capacity of wholesalers to generate added value in the distribution channel. Based on the triadic methodology and the field of study, it turns out that digital can modify one of the inter-organizational relational processes. In the absence of a strong demand for downstream distribution channels, wholesalers are struggling to put in place a digital strategy that makes sense. On the other hand, this delay allows the industrialist to take the lead on information flows by leaving the management of physical flows to the wholesaler. This phenomenon of partial re-intermediation calls into question the relations between the actors without seeing the disappearance of the wholesaler
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Bång, Andreas, and Cajsa Roos. "Digital Marketing Strategy." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35282.
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Abstract Course/level: 2FE16E, Bachelor Thesis Authors: Bång Andreas & Roos Cajsa Tutor: Krister Jönsson Examiner: Pejvak Oghazi Title: Digital Marketing Strategy within Manufacturing Industry – A qualitative case study Keywords: Digital marketing strategy, relationship, branding, profit/performance, social media, social commerce, service quality, digital channels, the Internet, digital development, importance of digital channels Background: The climate in B2B is very competitive and the need for a marketing strategy is vital for a company to stay competitive. Relationship, branding and profit/performance are three parts that are argued to be central in a marketing strategy. The Internet and digital marketing strategy is an area that lacks research in the context of the manufacturing industry. Therefore it could be of importance to identify how companies use the Internet and digital channels in their digital marketing strategy. Research questions: RQ 1. How do small and medium sized companies in B2B sectors use the Internet and digital channels in their marketing strategy? RQ 2. Why do small and medium sized companies in B2B use the Internet and digital channels in their marketing? RQ 3. How do small and medium sized companies in B2B see at future development of the use of the Internet and digital channels? Purpose: The purpose of this study is to identify how small and medium sized companies in B2B use the Internet as a tool for digital marketing strategy. Methodology: Qualitative approach, multi case study, semi-structured interviews Conclusion: Most used digital channel is the homepage. The more competition a company has results in a higher adoption of digital channels. Relationships can be enhanced through digital channels.
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Latoure, Rojas Ariana Elizabeth, and Saavedra Karen Camila Rasmussen. "Factores que influyen en la compra en el canal digital en tiendas por departamento." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653520.
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El propósito del presente trabajo tiene como finalidad analizar los factores que influyen en la compra en el canal digital en tiendas por departamento, en los cuales se resaltaron y se usaron como base cuatro grandes factores expuestos por Martin Lewicki, los cuales son: la arquitectura, la oferta, la información y la comunidad. Estos factores, serán detallados más adelante con el fin de poder identificar cuáles son los que generan mayor influencia en los usuarios de este medio. Asimismo, poder conocer las relaciones que guardan entre los mismos y ver en cuáles las compañías debería ponerle más énfasis para poder generar mayor cantidad de rotación de productos y así generar ganancias.<br>The purpose of this work is to analyze the factors that influence purchases in the digital channel by department, in which four major factors were highlighted and used as a basis by Martin Lewicki, which are: architecture, supply , information and the community. These factors will be detailed later in order to be able to identify the greatest ones that generate the greatest influence on users of this medium. Likewise, knowing the relationships between them and looking at companies in search engines should put more emphasis on it to generate a greater amount of product rotation and thus generate profits.<br>Trabajo de investigación
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Seehathao, Titti, and Gustavsson Helena Levin. "Att kommunicera hållbarhet inom turism : Hur kommunicerar aktörer inom besöksnäringen hållbarhet i digitala kanaler? Om det inte syns, hur vet vi att det finns?" Thesis, Karlstads universitet, Institutionen för geografi, medier och kommunikation (from 2013), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-78823.
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Denna studie har som syfte att undersöka hur aktörer inom besöksnäringen i Värmland arbetar med att kommunicera hållbarhet i digitala kanaler. Vi har valt att använda oss av en kvalitativ metod med socialkonstruktivism och diskursanalys som vetenskaplig inriktning samt ett abduktivt angreppssätt. I metoden använde vi oss av textanalys för att se hur de utvalda aktörerna kommunicerar hållbarhet med texter, bilder och filmer. Urvalet av aktörerna har vi valt utifrån turismens tre delar som är inom kategorierna äta, göra och bo, där en aktör valdes ut i varje kategori. Det teoretiska ramverk grundar sig på hållbar turism och marknadsföring, där vi beskriver tidigare forskning kring hållbarhet inom sociala, ekologiska och ekonomiska aspekter, samt olika marknadsföringsstrategier inom digitala kanaler. Studien visar att aktörer använder sig av digital marknadsföring och med deras aktiva närvaro i digitala kanaler indikerar på att det bidrar till varumärkesbyggande. Studien visar också att de kommunicerar hållbar turism främst inom den sociala och ekologiska aspekten och mindre visar kommunikation av ekonomisk hållbarhet.<br>The purpose of this study is to analyze how companies in the hospitality industry in Värmland work to communicate sustainable tourism on digital channels. We have chosen to use a qualitative method with social constructivism and discourse analysis as a scientific approach and an abductive approach. In the method, we used text analysis to define how the selected companies communicate sustainability with texts, images and videos. The selection of the tourist company we’ve used was based on the tourism three category äta-göra-bo, where one company was selected in each category. Our theoretical framework is based on sustainable tourism and marketing, where we describe previous research on sustainability in social, ecological and economic aspects, as well as various marketing strategies in digital channels. The study shows that the companies use digital marketing and their active presence on digital channels indicates to the contribution of branding. The study also shows that companies communicate sustainable tourism in primarily the social and ecological aspects and less show communication of economic sustainability.
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Mattila, J. (Juho). "Customer experience management in digital channels with marketing automation." Master's thesis, University of Oulu, 2016. http://urn.fi/URN:NBN:fi:oulu-201601291092.
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Superior customer experience and successful customer experience management can create a competitive advantage that is difficult to match by the competitors. However managing customer experience successfully the customer experience needs to be considered in the context of multiple marketing channels and multiple customer segments which requires a lot of resources. With the difficult financial conditions today the use of technology and marketing automation offer companies a chance to work efficiently across the marketing channels and segments.
Managing customer relationships and customer experience has been studied quite extensively before. In recent years the scope in the research has moved more from customer relationship management (CRM) to customer experience management (CEM). Segmentation of the customers origins from the 1950s and it is one of the fundamental concepts of marketing. Also digital marketing and using technology in the marketing has been studied quite a lot in the past decades. However using technology and specially marketing automation as a tool to manage customer experience has not been studied. Since customer experience is seen one of the most important concepts of marketing in the coming years and companies are all the time looking a ways how to enhance their marketing with better use of software these two concepts make an interesting combination.
In this study I have combined the customer experience management with marketing automation. My main research question is how customer experience can be managed with marketing automation. The sub questions are what kind of channels can be used in the digital marketing and how customers can be segmented effectively. I’ll answer these questions by reviewing the research that has already been made in these areas and with a case study of the customer experience and marketing automation in a company called Fintoto. The literature research includes customer experience and it’s management, segmentation, digital marketing channels and use of technology in marketing. Based on this research is built a framework which is used the case study to analyze the customer experience and marketing automation of Fintoto.
Main results were that there is a way how customer experience can be managed with marketing automation. The main argument is that as customer experience happens in the touch-points where customer interacts with the company with the use of marketing automation technology the respond can differ and be most optimal one for each customer. The data gathered from the customers can be used with marketing automation to tailor the right response or message for each customer.
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Frisch, Yannik Felix, and Jaakko Alarik Tawast. "Digital Sports Sponsorship : The Impact of Digital Communication Channels on Sponsorship Relationships." Thesis, Umeå universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-164732.
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Supporters and spectators of sports club matches are often exposed to advertising of sponsors of the respective club. The most common exposure is to billboard ads, such as, e.g. LED screens on the side of the football pitch, the logo of sponsors embedded in the ice of an ice hockey rink or the logo of the sponsor on the athletes' jerseys. However, exposure does not mean engagement and engagement is what sponsors seek as it can increase the purchase intention of the supporters and spectators engaging with the company. With classical sponsorship approaches, it is hard to measure the number of supporters that actually engage with and eventually purchase from the sponsoring companies. Furthermore, the engagement approach that companies choose besides classical offline sponsorship is limited to occasional news updates or - at the most - highlights of matches. Therefore, the distance between sponsors and supporters is perceived as very wide by the latter. Digital communication channels and especially social media generally poses a good way to engage with supporters, but many companies fail to implement a strategic approach to social media communication.This study is aimed at analysing sports sponsorship in the light of digitalisation and wants to contribute to the scarce literature in the field. Sponsorship is a generally widely investigated and researched topic, and so is digital marketing. In current literature, these topics rarely appear closely linked to each other. Although many companies recognise the importance of digital communication tools for their sponsorship agreements, many fail to integrate it properly. Also, sports clubs often neglect the strategic implementation of digital communication. To fill this research gap, the study at hand wants to answer the following research question.“How is sports sponsorship effectiveness enhanced by the use of digital communication channels and by restructuring the relationships among all three stakeholders within the respective agreement?”An exploratory mixed methods study, which includes 115 questionnaire respondents as well as six expert interviews, was conducted to address this research question as well as the novelty of the research topic. The research was undertaken with a focus on Swedish football and ice hockey teams in professional divisions as well as their sponsors. The study yielded several results which contribute to the literature and show relevance for practice. Firstly, the study showed that all the stakeholders lack the knowledge of the aspiration of each other as well as structured communication strategies in digital channels. Secondly, the communication between clubs and sponsors is insufficient, and wishes, ideas and assumptions concerning a sponsorship agreement remain hidden to the other parties. Thirdly, the clubs, as well as the sponsors, fail to integrate the supporters' wishes and needs into the sponsorship approach, which impedes the effectiveness and the success of this agreement. Fourthly, clubs and sponsors fail to implement precise indicators for the success of a sponsorship deal.
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Butery, Laurent. "Centres commerçants urbains et cross-canalité : perspectives théoriques et enjeux pratiques." Thesis, Paris 1, 2016. http://www.theses.fr/2016PA01E079.
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Ce travail doctoral est né à l’occasion d’une recherche sur la prospective du commerce urbain réalisée avec le soutien de la Direction Générale Adjointe chargée de l’Appui aux Entreprises de la CCI Paris Ile de France (Badot, Lemoine et Butery, 2013). Les rencontres avec les experts en charge du commerce nous ont révélé l’importance des transformations du secteur marchand impacté par l’arrivée du digital, les peurs et les freins qui en résultent, notamment lorsqu’il s’agit de mettre en œuvre ces nouveaux dispositifs de vente cross-canal<br>No English summary available
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Curtis, Lucill J. "Digital organisational storytellers : online marketing as identity work." Thesis, University of Essex, 2017. http://repository.essex.ac.uk/20037/.
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The thesis examines the effects of online marketing practices on the identity construction of individual marketers, referred to as the Digital Organisational Storyteller (DOS), across five business-to-business (B2B) organisations. I focus on illuminating their marketing processes and self-understanding when undertaking online marketing work, a practice I describe as bringing the organisation into being online. My research questions examine what the online marketing work processes the DOS undertake tell us about identity at work. They also enquire as to how they construct and understand their online identity work negotiations through these marketing activities, while considering how the DOS makes sense and gives sense to an intended audience. To investigate identity construction, I review studies on identity and identity work from organisation studies, management and social sciences’ literature. I also review marketing work, branding and co-creation literature from marketing scholarship. As the means to understand their lived experience, I study the work the DOS does, as a process of sensemaking and sensegiving through storytelling. Taking an interpretive, qualitative approach, I engage with storytelling through the methodology by asking the DOS to tell stories during the interviews. The first contribution of the thesis includes the introduction of four different character ‘types’ that summarise the way the DOS approaches sensemaking and sensegiving processes. The second contribution extends an understanding of online marketing work in contemporary B2B organisations. Accordingly, it can be categorised as a range of preparatory offline and online activities that culminate in textual and pictorial representations of the organisation, in a process described as ‘bringing the online organisation into being.’ These contributions are useful in informing our understanding of the types of identity constructions and practices that are emerging from online marketing work processes.
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Lång, Petronella, and Martin Liedholm. "E-handel eller fysisk handel - det handlar bara om handel. : En kvalitativ studie om hur detaljhandelsföretag kan skapa en enhetlig upplevelse genom implementering av en omnikanalstrategi." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-86051.
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Detaljhandeln har förändrats i och med digitaliseringens framfart. Teknikens utveckling tillsammans med en större andel uppkopplade konsumenter innebär nya försäljnings- och marknadsföringskanaler för detaljhandlare. Detta har medfört att detaljhandelsföretag ställs inför krav av att integrera de olika kanalerna med varandra vilket inom forskningen benämns som en omnikanalstrategi. Syftet med studien har varit att, ur ett företagsperspektiv, undersöka hur svenska detaljhandelskedjor arbetar med att integrera digitala och fysiska försäljnings- och marknadsföringskanaler. Detta för att erhålla en bättre förståelse för fenomenet omnikanal och hur företag går tillväga för att integrera kanalerna med varandra. Studien ämnar bidra med kunskap kring hur företag kan skapa en enhetlig upplevelse mellan sina olika kanaler. I studien har en kvalitativ forskningsmetod tillämpats där semistrukturerade intervjuer genomfördes med detaljhandelsföretag som arbetar med omnikanaler. De företag som medverkade i studien var Cervera, Elgiganten, Gina Tricot, Kappahl, Kicks, Lyko, Netonnet och Royal Design. Resultatet av studien påvisar flera aspekter gällande hur detaljhandelsföretag kan integrera de digitala och fysiska försäljnings- och marknadsföringskanaler med varandra samt dess utmaningar och möjligheter. En modell har även tagits fram, vilken består av fyra gemensamma grundläggande steg gällande att skapa en enhetlig upplevelse mellan kanalerna. De fyra stegen som identifierats är: nulägesanalys, identifiering av kundresan, skapa konsensus samt integrera system.<br>The retail industry has changed with the advance of the digitalization. The development of new technology and consumers who are continuously connected online implicate new sales and marketing channels for retailers. This imply that retail companies face the requirement of integrating the different channels with each other, which in research is called an omni-channel strategy. The purpose of the study has been, from a management perspective, to investigate how Swedish retail chains work to integrate both digital and physical sales and marketing channels. This to obtain a better understanding of the phenomenon omni-channel and how companies integrate the channels. The study aims to provide knowledge for how companies can create a unitary experience between their different channels. The study applied a qualitative research method in which semi-structured interviews were conducted with Swedish retail chain companies that has an omni channel strategy. The companies that participated in the study were: Cervera, Elgiganten, Gina Tricot, Kappahl, Kicks, Lyko, Netonnet and Royal Design. The results of the study show several aspects regarding how retail companies can connect their digital and physical sales and marketing channels with each other but also which challenges and opportunities there is. A model has been developed showing four common basic steps to create a unitary experience between the channels. The four steps are: status rapport, customer journey identification, creating consensus and integrating systems.
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Erksén, Fanny, and Matilda Thelin. "Användning av digitala marknadsföringskanaler : En kvalitativ fallstudie om hur sökmotorer integreras med digitala marknadsföringskanaler." Thesis, Södertörns högskola, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-43897.
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Syfte: Syftet med denna studie är att öka kunskapsområdet och förståelsen kring företagens användning av sökmotoroptimering och sökmotormarknadsföring, avseende integrering med andra digitala marknadsföringskanaler. Teoretisk referensram: De teorier som använts i denna studie är Push/Pull, The 4S Web Marketing Mix Model, Integrated Marketing Communication Mix och Digital Marketing Channel Decision Model. Metod: Denna studie utgår ifrån en kvalitativ forskningsstrategi där det empiriska underlaget har samlats in genom sju semistrukturerade telefonintervjuer. Slutsatser: Syftet med att använda sökmotorer är främst för att få synlighet och nå målgruppen. Sökmotormarknadsföring används i större utsträckning för att synas när de är hög konkurrens medan sökmotoroptimering används för att förse kunder med relevant information. Studiens slutsats visar att det krävs att det utvecklas en marknadsföringsmodell som utgår ifrån att kunder idag kontrollerar köpprocessen gällande hur företag ska förse kunder med information. Huruvida sökmotormarknadsföring integreras beror på företagens mål samt hur de integrerar digitala byråer i sin verksamhet. Företag med konkreta mål kan lättare anpassa strategi i sökmotorer efter andra digitala kanaler. Företag som anlitar byråer bör integrera byråerna i den digitala strategin för att anpassa strategi i sökmotorer efter andra digitala kanaler.<br>Purpose: The purpose of this research is to increase the area of knowledge and understanding of companies use of search engine optimization and search engine marketing, regarding integration with other digital marketing channels. Theoretical frame of reference: The theories used in this study are Push/Pull, The 4S web Marketing Mix Model, Integrated Marketing Communication Mix and Digital Marketing Channel Decision Model. Method: This study is based on a qualitative research strategy where the empirical data has been collected through seven semi-structured telephone interviews. Conclusions: The purpose of using search engines is primarily to gain visibility and reach the target audience. Search engine marketing is used to a greater extent to be seen when there is high competition while search engine optimization is used to provide customers with relevant information. The study's conclusion shows that it is necessary to develop a marketing model that is based on customers controlling the purchasing process regarding how companies should provide customers with information. Whether search engine marketing is integrated depends on the companies' goals and how they integrate digital agencies into their operations. Companies with concrete goals can adapt strategy in search engines with other digital channels. Companies that hire agencies should integrate the agencies into the digital strategy in order to adapt the strategy in search engines with other digital channels.
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Rashid, Paola. "Managing Brand Equity in an Integrated Marketing Communication Strategy : - A Case Study in the FMCG industry of the effectiveness and synergies of digital marketing channels." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-226901.
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Purpose: The purpose of this thesis is to add empirical findings of IMC strategies utilizing digital- and traditional marketing communication channels to build and maintain brand equity in the FMCG industry. More specifically awareness, associations/image and sales that are said to be critically affected by communication are the focus of the study. Research Question: Are digital marketing communication channels in an IMC strategy effective in creating awareness, associations and sales within the FMCG industry? Methodological approach: An exploratory case study was adopted utilizing a mix of data sources. An interview with the Nordic Marketing Manager at the focal firm combined with multiple-source secondary data was used to give the context of the IMC strategy. A survey was then conducted with 269 respondents, thus the study measures the outcome on an individual level. Findings: The findings show that the digital marketing communication channels have little or no direct effects on awareness, associations and sales. When looking at light – heavy category users it is found that the traditional marketing communication channels have a greater effect on the lightest users. Social media from others than the firm was found to have greater effects on awareness for heavier category users. Synergy effects were found for social media from the focal firm and others. Although the touchpoints that gained synergy effects were unexpected: Seen at work, tasted at work, sample from i.e. friends and family and seen on shelf. Further research is needed. Contribution: This study moves beyond the laboratory setting of most previous research, allowing study of the touchpoints in business practice/part of an IMC strategy. Some touchpoints studied seem to be part of a novel notion not studied in previous research i.e. in store activites. More touchpoints are studied than in most previous research found.
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Bergenstråhle, Alicia, Marika Svensson, and Louise Röhr. "Relationsmarknadsföring via digitala kanaler : Fallstudie Xtended Business & Event." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-12692.
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This study is conducted in Swedish. The way companies are working with marketing is constantly changing. The digital development is affecting the whole society and has enabled new ways of marketing. That makes it important to keep it up in a constantly changing world. A lot of focus is on developing and maintaining relationships. This qualitative case study aims to examine the subject relationship marketing and its meaning for companies in the event business. The focus is to find out how the marketing of relationships can be used through digital channels. The result is based on a case study of the event agency Xtended Business & Event. The purpose of this study is to examine the meaning of relationship marketing for the chosen company and to find out how they can use it as a strategy through their digital channels.Semi-structured interviews has been made to collect information from ten respondents where four of them works at the company we are studying, one is an existing client and five are potential customers. The study is built on the collection of theory from the subjects of relationship marketing and digital marketing and has together with the empiricism been put together in an analysis. The study shows that the company needs time and knowledge on how to develop and implement a relationship marketing strategy.<br>Sättet som företag arbetar med marknadsföring är under ständig förändring och den digitala utvecklingen påverkar hela samhället, vilket har gett upphov till nya tillvägagångssätt inom marknadsföring. I en ständigt föränderlig värld är det viktigt att följa med i utvecklingen och företag lägger idag stort fokus på uppkomsten och vårdandet av relationer.Den här kvalitativa fallstudien avser att undersöka ämnet relationsmarknadsföring och dess betydelse för företag inom eventbranchen. Fokus riktas till att ta reda på hur marknadsföring av relationer kan användas via digitala kanaler. Resultatet baseras sedan på en fallstudie av eventbyrån Xtended Business & Event. Studien undersöker relationsmarknadsföringensfördelar för fallföretaget samt att djupgående ta reda på hur företaget kan använda sig av relationsmarknadsföring via digitala kanaler. Semi-strukturerade intervjuer har använts som tillvägagångssätt för att samla in data från tio respondenter varav fyra arbetar på fallföretaget, en är en befintlig kund samt fem stycken externa aktörer som kan ses som potentiella kunder. Studien bygger på insamling av teori inom områdena relationsmarknadsföring och digital marknadsföring och har sedan tillsammans med det empiriska materialet från intervjuerna kopplats samman i en diskussion. Studien visar att fallföretaget behöver kännedom om sina kunder, bygga en kunddatabas, utveckla ett kundorienterat servicesystem och avsätta tid för att utveckla och implementera relationsmarknadsföring utifrån Grönroos modell. Studien visar även att fallföretaget kan få fördelar av att använda sig av relationsmarknadsföring via digitala kanaler, exempelvis en mer personaliserad bild av företaget, ökad tillit och förtroende från kunderna.
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Saleh, Leo, and Angelica Storck. "Marketing Communication in the New Digital World : Take the leap!" Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-884.
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<p>Background:</p><p>During the last years, the boom of the Internet has carried along with it new possibilities for communication, in addition, other technological developments of society together act to form a new reality in which companies have to rethink their means for com-municating with consumers.</p><p>Problem and Purpose:</p><p>In a new reality where consumers seem to reap all the benefits of the technological changes, how then, should companies adjust to the changing environment? The authors first investigated the modern media environment and found some trends in how it is evolving, and after listening to what some experts within the field think about the future and of what should be done, they them-selves endeavoured to generate some guidance for companies in this matter.</p><p>Method:</p><p>This thesis is somewhat of a Delphi study, which means that it heavily relies on the statements of experts. What they have said has played a crucial role in the authors’ own formulation of guid-ance. The experts were interviewed either face-to-face, or through the exchange of e-mails.</p><p>Conclusions:</p><p>Major trends in how the media environment is transforming are; technology as an enhancer to rather becoming a determinant, segmentation to fragmentation, decreasing- to increasing returns to scale, an opening for entirely new business concepts and an in-creasing value of intangible assets as a complement to traditional, tangible assets. The authors then presented some elements that would be of crucial significance in this new environment, and they also formulated some more specific guidance in how these ele-ments could be instigated in companies. They were; Speed and flexibility, customization and sustainability. Advice in how they could be instigated where then summarized and illustrated in the “New Digital World Market Communication Diamond”, which basically emphasizes the need for updating the values and the cor-porate culture, the need for streamlining supply chains, the need of truly finding and using information about consumers, and fi-nally, the need for adaptive experimentation.</p>
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Eldefors, Miriam, and Hanna Rosvall. "Small but mighty : en kvalitativ studie om lokala designföretags marknadskommunikation." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75341.
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Studiens syfte är att redogöra för, samt få en djupare förståelse kring lokala designföretags marknadskommunikation. Forskningsfrågorna lyder som följande; Vilka kanaler för marknadskommunikation använder sig lokala designföretag av? samt Hur arbetar lokala designföretag med innehåll och formspråk i sin marknadskommunikation? Genom en kvalitativ metod med deduktiv ansats, utfördes åtta semistrukturerade intervjuer med både företagare och experter. Vidare genomfördes en innehållsanalys samt strukturerade observationer av fem företags digitala och sociala kanaler. Resultatet visar på att det finns gemensamma aspekter när det kommer till vilka kanaler samt vilket innehåll som företagen använder och publicerar. Det går även att utläsa att samtliga företag har en tydlig produktorientering i sin kommunikation. Formspråket baseras dock på företagens egen estetik. Slutligen presenteras studiens resultat i en modell, som utgår från Shannon-Weavers kommunikationsmodell från 1948 och förslag för framtida forskning tydliggörs.<br>The purpose of this study was to describe, as well as gain a deeper understanding of local design companies' marketing communication. The research questions were as follows: Which channels for marketing communication do local design companies use? and How does local design companies work with content and design languages in their market communication? Through a qualitative method of deduction, eight semistructured interviews were conducted with both entrepreneurs and experts. Furthermore, a content analysis and structured observations were conducted of five companies' digital and social channels. The result shows that there are common aspects when it comes to which channels and what content companies use and publish. It is also possible to read that all companies have a clear product orientation in their communication. The design language is based on the company's own aesthetics. Finally, the study results are presented in a model, based on Shannon-Weaver's communication model from 1948, and proposals for future research are clarified.
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Albertsson, Emma, Fanny Wallin, and Mikaela Westerlund. "Det fygitala intåget : En kvalitativ studie om hur olika företag i klädbranschen kan implementera fygital i sitt arbete." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-84884.
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Examensarbete, Programmet för Inredning- och butikskommunikation, Ekonomihögskolan Kalmar, Linnéuniveristetet. 2FE77E. VT19. Det fygitala intåget av Emma Albertsson, Fanny Wallin och Mikaela Westerlund Bakgrund: Från att den svenska handeln började med vandrande knallar på landsbygden till att utvecklas mot att låta kunden plocka varorna själv, det här var starten för detaljhandelsbranschen. När utveckling tillkommit blev det en multikanal som sedan utvecklades till en omnikanal. Från omnikanal utvecklades fygital som är aktuell för denna studie. Där de fysiska kanalerna sammanflätas med de digitala kanalerna och blir till en kanal. Frågeställning & Syfte: Studiens frågeställning är: Hur arbetar konsultföretag respektive onlinebutik och fysisk butik i klädbranschen med fygital? Syftet med studien är att få en ökad förståelse i hur de olika företagen i klädbranschen använder sig av fygital. Detta för att bidra med kunskap om vad fygital står för, samt vilka likheter och skillnader som existerar mellan företagen. Metod: Studien innefattar en kvalitativ metod med ett hermeneutiskt synsätt, genom en deduktiv ansats med induktiva inslag. Insamlingen av empiri har utförts genom semistrukturerade intervjuer med representanter från tre konsultföretag, en onlinebutik och en fysisk butik. Slutsats: Studiens resultat visar på att det fygitala inte går att förbise då digitaliseringen utvecklas konstant. Utvecklingen av digitalisering påverkar den fysiska butiken genom att butikerna kan bli mindre samtidigt som de kan erbjuda företagens hela sortiment. Därmed blir de digitala kanalerna inte en konkurrent till de fysiska kanalerna utan ett komplement till varandra då de fyller ut varandras brister. I framtiden kommer det omfatta en förändring och utveckling för att det fygitala ska samspela på bästa sätt.<br>Bachelor thesis, Interior design and visual merchandising at School of business and economic Kalmar, Linnaeus university. 2FE77E. Spring of 2019. The entry of phygital by Emma Albertsson, Fanny Wallin och Mikaela Westerlund Background: The Swedish trade market began from wandering itinerant out on the countryside to stores where customers could pick the goods by themselves, this was the beginning of the development into becoming the retail industry which is still ongoing today. The companies had to make changes to go from multi-channels to omni-channels. And omni-channels led to new development called phygital, where the physical channels are intertwined with the digital channels to become one. This is what this thesis is aiming to study. Reserarch question & Purpose: The research question of the study is: How do consulting-firms, online stores and physical stores work in the clothing business with phygital? The purpose of the study is to gain an increased understanding of how the various companies in the clothing business are using phygital. This is to contribute with knowledge of what phygital stands for, as well as which similarities and differences exist between the companies. Method: This study involves a qualitative method with a hermeneutic approach, through a deductive approach with inductive elements. The collection of empirical data has been carried out through semi-structured interviews with representatives from three consulting-firms, one online store and one physical store. Conclusion: The conclusion of the study shows that the digitization is constantly evolving which makes the digitalisation hard to surpass. The physical store becomes affected by the development of the digitization because it enables the physical stores to become smaller while still being able to offer the entire range of the companies supply. Thus, the digital channel do not become a competitor to the physical channels, but a complement to each other as they fill out the absences of each other. In the future it will evolve and change for the fygital channels to interact in the best way possible.
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Norrstig, Regina. "Mash It Up! : En studie av musikfestivalers digitala marknadsföring och dess framtidsutsikter." Thesis, University of Kalmar, Baltic Business School, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hik:diva-2202.
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<p>The purpose of this study is to analyze and understand how music festivals in Sweden are marketed today and the changes that will and may occur in the future. Music festivals are a common phenomenon in Sweden today and since most of them only are arranged once a year it gives the marketing of them a special character. Therefore I find it interesting to look at how the development of the Internet will change the marketing of music festivals. This study is based on a qualitative method where I have performed eight interviews with people who have given me their thoughts about this subject. The gathered material and my conclusions of this study are presented in chapter 4 and 5 and for further knowledge about this I recommend you to take a closer look at those chapters.</p>
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Borgstam, Wilhelm, and Dimitri Koido. "Digital advertising on a regulated market : A multiple-case study in the Swedish alcohol industry." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-452388.
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In regulated markets companies must comply with various rules, standards, and approval protocols to avoid expensive lack-of-compliance costs. Such regulations often limit the ability of companies to advertise and thereby reach out to consumers. This paper uses a qualitative multiple case-study approach to explore, from an industry perspective, how three different companies (a whisky producer, a microbrewery, and an alcohol importer) use digital advertising to raise brand awareness on the Swedish alcohol market. The firms are relatively similar in their approaches, unanimously preferring the use of social media advertising and conducting all activities through the lens of the regulations. However, the degree to which the firms are willing to take risks and find innovative solutions to the unique problems inherent to the regulated market in question differs. Although the study is context-specific, previous research has suggested that features and market practices in one regulated market can influence another. This thesis contributes to the literature on the broader topic of advertising on regulated markets, where research is primarily written from a public health perspective.
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Llosa, Yacila Elvis Gabriel, and Rafael Andrés Manuel Sosa. "El impacto de los ingresos y gastos en la rentabilidad de las empresas comerciales del sector retail, a partir del uso del canal digital en el año 2020." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2021. http://hdl.handle.net/10757/657621.
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La presente investigación tiene como objetivo conocer el impacto de los ingresos y gastos en la rentabilidad de las empresas comerciales del sector retail, a partir del uso del canal digital en el año 2020, considerando los escenarios atípicos a causa del covid-19 que ocasionaron el cierre temporal o definitivo de algunas empresas, obteniendo como alternativa de inversión la utilización de canales digitales; sin embargo, no todas las empresas del sector retail han considerado viable este nuevo modelo de negocio digital, debido a la incertidumbre de obtener beneficios económicos futuros.
Asimismo, se define los principales conceptos relacionados al desarrollo del sector retail, la evolución del marketing digital y al crecimiento del e-commerce; luego, se detalla la problemática de la investigación, el estado de la cuestión y se plantearon los objetivos e hipótesis; además, se precisa el tipo de investigación a utilizar, los enfoques a considerar, la variable dependiente e independiente, además, de conocer el universo, población y tamaño de la muestra para la aplicación de los métodos cualitativos y cuantitativos.
Posterior a eso, se aplican los instrumentos para la investigación cualitativa y cuantitativa, siendo las entrevistas a profundidad realizados a expertos con conocimientos relevantes al proyecto de investigación y las encuestas a miembros del sector retail, respectivamente. Por último, se explican las respuestas obtenidas como respuesta del análisis realizado con apoyo de las herramientas de investigación, conllevando a la elaboración de conclusiones y recomendaciones para la validación de la hipótesis general y específicas del presente estudio.<br>This research aims to know the impact of revenues and expenses on the profitability of commercial companies in the retail sector, starting with the use of the digital channel in 2020, considering the atypical scenarios due to covid-19 that caused the temporary or definitive closure of some companies, obtaining as alternative investment the use of digital channels; however, not all companies in the retail sector have considered this new digital business model viable, due to the uncertainty of obtaining future economic benefits.
It also defines the main concepts related to the development of the retail sector, the evolution of digital marketing and the growth of e-commerce; then, the research problem is detailed, the state of the question and the objectives and hypotheses were raised; in addition, the type of research to be used, the approaches to consider, the dependent and independent variable, in addition, to know the universe, population and sample size for the application of qualitative and quantitative methods.
After that, the instruments for qualitative and quantitative research are applied, with in-depth interviews conducted with experts with relevant knowledge to the research project and surveys of members of the retail sector, respectively. Finally, the answers obtained as a response to the analysis carried out with the support of the research tools are explained, leading to the elaboration of conclusions and recommendations for the validation of the general and specific hypothesis of the present study.<br>Tesis
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Avdijaj, Sabrije, and Tony Shabanaj. "Omnikanal : Att skapa en sömlös upplevelse för sina kunder." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-52781.
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Syftet med denna uppsats är att skapa en förståelse för hur svenska företag kan använda sig av omnikanal för att skapa en sömlös shoppingupplevelse för sina kunder genom att analysera hur företag kan integrera traditionella och digitala försäljningskanaler, vilka fördelar och nackdelar som integrationen medför, samt hur företag kan använda sig av innehållsmarknadsföring i sitt omnikanalsarbete för att förmedla personliga budskap till sina konsumenter. Med koppling till syftet har vi valt följande forskningsfråga: Hur kan företag inom detaljhandeln använda sig av omnikanal för att skapa en sömlös shoppingupplevelse för sina kunder? Denna uppsats är baserad på en kvalitativ forskningsmetod då vi ville skapa en djupare förståelse kring ämnet omnikanal. Under uppsatsen gång har vi arbetat parallellt med teori och empiri, vilket innebär att vi har haft ett växelspel mellan induktion och deduktion. Informationsinsamlingen har skett genom primärdata och sekundärdata där det empiriska materialet samlades in genom fem semistrukturerade intervjuer. Genom uppsatsens gång har vi insett att digitaliseringen av detaljhandeln är ett obestridligt fenomen. Dock får man inte glömma bort den fysiska butikens viktiga roll, i synnerhet som en marknadsföringskanal för dagens detaljhandlare. Konsumenter har blivit allt mer pålästa och förväntar sig idag en enhetlig shoppingupplevelse som rör sig genom samtliga försäljningskanaler. För att skapa förutsättningar för omnikanaler behöver företag ta till en kundcentrerad strategi där de satsar tid och resurser på strukturella förändringar och tekniska investeringar. Vi ser vidare att företag som inte väljer att anpassa sig till den moderna konsumenten och inte kan erbjuda en sömlös shoppingupplevelse riskerar att hamna på efterkälken.<br>The purpose of this study has been to create a deeper understanding of how Swedish companies can use omnichannel to create a seamless shopping experience for their customers by analyzing the integration between traditional and digital sales channels, the advantages and disadvantages the integration induce, as well as how companies can use content marketing when working with omnichannel to convey personalized messages to their consumers. In relation to the purpose, we have chosen the following research question: How can companies within retail use omnichannel to create a seamless shopping experience for their customers? This study has a qualitative research methodology due to the fact that we wanted to create a deeper understanding of the subject omnichannel. We have during the process of the study worked in parallel with our theoretical and empirical information, which has led to interplay between induction and deduction. The information has been collected through primary and secondary sources and the empirical material has been collected by conducting five semi-structured interviews. We have, in our analysis, pointed out that while the digitalization of the retail industry is an indisputable phenomenon, there is a need to emphasize that physical stores still play an important role for retailers today, particularly in acting as a marketing channel for their brand. Customers are getting smarter with more access to information and the modern customer expects a seamless shopping experience across all sale channels. To create conditions for an omnichannel outlook, companies need to take on a customer-centric strategy where they invest time and resources in structural changes and technical investments. We also emphasize that companies risk falling behind if they choose not to adapt to the modern customer and are unable to offer a seamless shopping experience.
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Ström, Freja, and Alexandra Zimmermann. "Utveckling av den personliga yrkesidentiteten för individer inom ett etablerat företag." Thesis, Södertörns högskola, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-33811.
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Varumärket, som fenomen, har utvecklats över tid och tagit olika former. Tidigare har varumärken främst varit förknippade med företag men det har nu förändrats. Utvecklingen av kommunikationskanaler, främst sociala medier, har medfört att varje individ och varje företag har en möjlighet att ständigt hålla sig synliga. Utvecklingen har bidragit till att varumärket tagit en ny form: det personliga varumärket. Många individer arbetar på ett företag med ett redan etablerat varumärke men likt en egenföretagare behöver individerna själva differentiera sig från både extern och intern konkurrens för att få kunder att komma till just dem personligen. Den här kategorin hittar vi främst inom tjänstesektorn där bland annat frisörer, personliga tränare, massörer och fastighetsmäklare är inräknade. Individerna måste utveckla ett starkt personligt varumärke för att attrahera kunder annars riskerar de att kunderna väljer kollegan eller en extern konkurrent, och individen står då utan kunder och kanske till och med helt utan inkomst. Den här studien avser därför att skapa förståelse för hur individer i företag med etablerade varumärken utvecklar sin professionella yrkesidentitet genom varumärkesbyggande samt genom val av kommunikationskanaler. För att undersöka just individer inom kategorin som beskrivs ovan används fastighetsmäklare som ett exempel på fenomenet. Studien utgår från en kvalitativ forskningsansats med ett urval från sex olika fastighetsmäklare i Stockholm vilka arbetar under tre större varumärken. Metoden som används i den här studien är semistrukturerade intervjuer som består av fyra huvudfrågor med fler underfrågor som är baserade på teorikapitlet. Studiens slutsats visar att fastighetsmäklare skapar sin professionella yrkesidentitet genom att arbeta med sitt personliga varumärke och kommunicera det genom rätt kanaler. Studien visar även att de bäst lämpade kanalerna för att kommunicera det personliga varumärket är sociala medier samt utskick genom direktreklam. Det är även viktigt att göra sig igenkänd och skapa en relation till kunderna i det område som fastighetsmäklaren är verksam i. Det personliga varumärkesbyggandet för fastighetsmäklaren behöver dock ske i enlighet med företagets varumärke för att inte skapa förvirring för kunderna.<br>The brand, as a phenomenon, has developed over time and has taken different forms. Previously, brands have mainly been associated with companies, but that has now changed. The development of the communications channels, mainly social media, has resulted in that every individual and every company have the opportunity to constantly stay visible. The development has contributed to the brand taking a new form: the personal brand. Many individuals are working in a company with an already established brand, but similar to a self-employed person the individuals need to differentiate themselves from both external and internal competition to get the customers to come to them personally. We mainly find this category in the service sector where hairdressers, personal trainers, masseuses and real estate brokers are included. Individuals need to develop a strong personal brand to attract customers, or it might be a risk that the customers choose the co-workers or an external competitor, and the individual will be left without customers and might even completely be without emolument. This study therefore seeks to examine how individuals in companies, with already established brands, develop their professional identity through branding and through a selection of communications channels. In order to examine the category of individuals described above, we use real estate brokers as an example of this phenomenon. This study is based on a qualitative research approach with a selection from six different real estate brokers in Stockholm who work in three bigger companies with well-known brands. The method used in this study is semi-structured interviews consisting of five main questions with additional sub questions based on the theory chapter. The conclusion shows that real estate brokers develop their professional identity by working with their personal brand and communicate the brand through the right channels. This study also shows that the best suited channels to communicate the personal brand is social media and direct advertising. It is also important to make yourself recognized and create relationships to the customers in the neighborhood where the real estate brokers are working. However, the personal branding for the individual real estate broker need to align with the corporate brand in order not to confuse the customers.
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Stolt, Emmie, and Sara Artursson. "The Importance of Communicating Sustainability : a Case Study of Eriksberg Vilt & Natur AB." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-314673.
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This thesis has through a case study of the company Eriksberg Vilt & Natur AB investigated, using customer-oriented marketing theories, how their customers perceive sustainability. Subsequently, looking into promotion tools it has examined what implications the customers’ opinions give for the communication channels the company use. For the case study secondary data has been collected, a survey addressing Eriksberg’s customers has been conducted and a semi-structured interview has been performed with the CEO of the company. The results have shown that the opinions of Eriksberg and their customers in many ways are congruent and that customers perceive sustainability to be important, which Eriksberg do too, but also that many customers are not aware of the company’s work in sustainability. The conclusion is that Eriksberg should communicate information about their sustainability work using communication channels in which their customers have the ability to respond and react.<br>Denna uppsats har genom en fallstudie av företaget Eriksberg Vilt & Natur AB och genom att använda kundorienterade marknadsföringsteorier undersökt hur deras kunder uppfattar hållbarhet. Därefter har den genom att se till säljfrämjande marknadsföringsverktyg undersökt hur kundernas åsikter påverkar de marknadsföringskanaler företaget använder. För fallstudien har sekundärdata samlats in, en enkätundersökning riktad till Eriksbergs kunder har genomförts och en semistrukturerad intervju har gjorts med bolagets VD. Resultaten har visat att Eriksbergs och dess kunders åsikter i många fall är samstämmiga, att kunderna upplever hållbarhet som viktigt, vilket även Eriksberg gör, men också att många kunder inte känner till företagets hållbarhetsarbete. Slutsatsen är att Eriksberg bör kommunicera information om sitt hållbarhetsarbete till kunder genom kommunikationskanaler där kunderna kan svara och reagera.
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Jakobsson, Adam, and Pontus Lindberg. "Resande seniorer på nätet." Thesis, Karlstads universitet, Institutionen för geografi, medier och kommunikation, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-36508.
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Denna uppsats har syftat till att göra en kartläggning över hur personer över 55 år använder digitala kanaler inför resor samt deras åsikter kring denna användning. Genom en fallstudie av Kulturresor Europa har studien fått ett producentperspektiv som kan relateras till kartläggningen av åldersgruppen. För att genomföra detta har en kvantitativ enkätundersökning legat till grund. Denna enkät har distribuerats via olika digitala kanaler på internet. Dessa olika kanaler har haft som gemensam nämnare att de varit riktade mot reseintresserade personer vilket gjort att svaren förmodligen blivit mer relevanta för studien. Vidare har det även genomförts en intervju med Kulturresor Europa för att få en insikt i hur de arbetar mot åldersgruppen i deras dagliga arbete. En litteraturstudie har även blivit gjord för att skapa en teoretisk referensram för studien. Denna referensram är uppdelad i två delar varav den första innehåller teorier om marknadsföring. Här presenteras bland annat teorier kring relationsmarknadsföring och sociala medier som ett verktyg för detta. Den andra delen har fokus på målgruppen och presenterar teorier och statistik kring svenskar och äldre på internet, seniorer som turister och olika kategoriseringar av turister och teknikanvändare. En analys kring hur dessa teorier kan kopplas till kartläggningen av åldersgruppen och Kulturresor Europas arbetssätt har sedan gjorts för att svara på studiens syfte. I arbetet med denna uppsats har det tydliggjorts att denna åldersgrupp använder sig av internet i hög grad och på sociala medier är det framförallt på Facebook som de återfinns. De är överlag trygga med att boka och söka information om resor på internet men de tar gärna hjälp av en familjemedlem eller vän vid själva bokningen. En viss tendens till att målgruppen använder sociala medier i större utsträckning som ett kommunikationsverktyg än vad som tidigare forskning visat har även identifierats. Utöver detta verkar det som att målgruppen i vissa anseenden anser sig resa mer självständigt än vad de kanske gör. Denna information kan användas av Kulturresor Europa för att erbjuda mer flexibla alternativ på paketresan som ger känslan av ett mer självständigt val. För vidare forskning rekommenderas bland annat en mer djupgående studie med en kvalitativ ansats för att få reda på varför målgruppen tänker och agerar så som den gör.<br>The purpose of this essay has been to examine how people over the age of 55 use digital channels before travelling and their opinions of doing so. By a case study of Kulturresor Europa the essay has been getting a producer perspective in this matter, which gave the opportunity to analyze how they work in comparison to the examination of the age group. The base of this essay has been a quantitative survey, which has been distributed through a number of digital channels on the Internet. These different channels have had certain characteristics in which they’re all directed to people with travelling as an interest and therefore supposedly are legitimate for the purpose of this essay. Further on an interview has been done with Kulturresor Europa. The purpose of the interview was to get an insight of how they work with this age group on a daily basis. Also there has been made a literature study to create a theoretical frame of reference for this essay. This frame of reference is divided up into two parts in which the first one contains mainly of marketing related theories’. In this section you’ll get presented with theories’ of relationship marketing and social media as a tool in this matter. The second part is focused on the target group and is presenting theories’ and statistics about Swedes and the elderly on the Internet, seniors as tourists and different categorizations of technology users. An analysis of how these theories’ could be compared against the examination of the age group and how Kulturresor Europa’s work with them have later been done with the intention of answering the essays purpose. Working with this essay it has clarified that this age group has a high Internet usage with Facebook being the social media in which most of them can be found. They are generally confident about booking and searching information about travel in the Internet but they still would like to have a family member or a friend present during the actual booking. A certain tendency from this target group showing that their social media usage as a communication tool is increasing has been showing compared to previous research. In addition it seems that the target group in some aspects thinks of themselves as travelling more independently than what they might actually do. This information could be used by Kulturresor Europa to offer more flexible alternatives on travel packages, which will add a feeling of making an independent choice. Further research recommendations among other things are a more profound study with a qualitative approach to find out why the target group thinks and acts the way they do.
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Gilberg, Jack. "Digital utveckling av Folkuniversitetets uppdrag Stöd och Matchning : En kvalitativ studie om Folkuniversitetets uppdrag Stöd och Matchning inför Arbetsförmedlingens reform." Thesis, Uppsala universitet, Institutionen för samhällsbyggnad och industriell teknik, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-412885.
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This study is interesting because it highlights an imminent problem for the labor market and how Folkuniversitetets mission Support and Matching can prepare for the future labor market. The study was conducted on Folkuniversitetets assignment Support and Matching (in short STOM) in the regions of Stockholm and Sörmland. The purpose of the study was to provide suggestions on supporting processes and practical tools for the staff of STOM in handling applicants to Folkuniversitetet. To achive the purpose, the purpose has been divided into the following questions: - What processes are applicable to STOM? - What skills are needed for staff in the future? - How to create awareness amon applicants? In order to answer there questions, a number of semi-structured interviews have been conducted, both with supervisors at Folkuniversitetet but also from other actors who have insight into the labor market. The analysis also showed the results through a cause-effect diagram with "five why" as basis, a tree diagram and SMARTa target were used. The results show that a change is taking place in the labor market due to the reform of Employment Services and due to hand over the assignment to Support and Matching to external actors. The handover of Support and Matching will end up with actors outside the Employment Service. The analysis showed that open data is the future of the labor market, the skills needed for it are in open data management and AI and can be aquired through external training. Furthermore, the analysis also showed that Folkuniversitetet can use the strategy "pull" and its strong brand in social media and news sites to increase knowledge about Support and Matching.<br>Den här studien är intressant eftersom den belyser ett stundande problem för arbetsmarknaden och hur Folkuniversitetets uppdrag Stöd och Matchning kan förbereda sig för framtidens arbetsmarknad. Studien har genomförts på Folkuniversitetets uppdrag Stöd och Matchning (förkortas STOM) i regionerna Stockholm och Sörmland. Bakgrunden till studien är att Arbetsförmedlingen genomför en reform som kommer resultera i att externa aktörer kommer behöva identifiera och attrahera sitt eget klientel. Det är en ny framtida arbetsmarknad som lutar mer och mer åt digitalisering. Syftet med studien är därmed att lämna förslag på stödjande processer och praktiska verktyg för personalen för STOM i hantering av sökande till Folkuniversitetet. För att nå syftet har syftet delats upp i följande frågor: - Vilka processer är tillämpliga för digitalisering av STOM? - Vilka kompetenser behövs det för personalen i framtiden? - Hur ska man skapa kännedom hos sökande? För att kunna besvara dessa frågor har ett antal semi-strukturerade intervjuer gjorts, både med handledare på Folkuniversitetet men även från andra aktörer som har inblick i arbetsmarknaden. Analysen visade att Folkuniversitetet har en förändring framför sig som bygger på öppen data, kompetens behövs för att börja arbeta mot öppen datahantering. Resultaten redovisas genom en egentolkad orsaks-verkan-diagram med ”fem varför” som grund, vidare användes även ett träddiagram och SMARTa-mål. Analysen visade även att öppen data är framtiden för arbetsmarknaden, den kompetens som behövs inom öppen datahantering och AI kan införskaffas genom extern utbildning. Vidare visade analysen även att Folkuniversitetet kan använda sig av strategin ”pull” och sitt starka varumärke i sociala medier och nyhetssidor för att öka kännedomen om Stöd och Matchning.
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Leimar, Kajsa, and Linda Clavertz. "Netflix and Polluting? : En studie om datakonsumtionens negativa klimatpåverkan och hur en marknadsföringskampanj kan påverka 16-25 åringar till att göra hållbara digitala val." Thesis, Malmö universitet, Fakulteten för teknik och samhälle (TS), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-41239.
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Some of today’s most popular digital platforms do not have any environmental policies. The growing volume of their data consumption contributes to an increase in environmental emissions. Young adults between the ages of 16-25 are the most frequent users of these platforms. However, previous studies also show that of all age groups, 16-25s also have the highest level of concern for climate change. The purpose of this study is thus to research if the age group 16-25 are aware of the phenomenon ’green data’ and that both their own and the general data consumption has an environmental impact. Furthermore the purpose of the study is to research if and how a marketingcampaign could impact this age group to alter their digital choices to platforms and apps with less environmental impact. A quantitative survey revealed negative results on both counts. Additionally, to explore if a marketingcampaign could alter the age groups digital choices, an intervention was conducted as an Instagram prototype. The prototype was measured qualitatively through two focus groups, one exposed to the marketing campaign and one control. Although the intervention raised awareness among the exposed group, the results suggested one campaign alone would not be sufficient. Additionally, the results revealed that lack of availability of alternative platforms, platform choices amongst peers, and convenience, mitigated the effectiveness of the marketing campaign. Further research may prove valuable in investigating variables that neutralise the mitigating factors’ effects.
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Lemos, André Miguel Fonseca. "Optimizing multi-channel use in digital marketing campaigns." Master's thesis, 2015. http://hdl.handle.net/10400.14/17115.
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Digital marketing has been gaining importance in the last years. It has become an easier, faster and more accountable way to reach customers than traditional, offline marketing, leading to more effective results and lower campaign costs. In digital marketing, the need to constantly reach large audiences is met by integrating online communication channels, as this increases customer touch points and ad exposures. It becomes thus important to know which channels perform better, individually or in combination with each other and traditional media. This dissertation evaluates the performance of different online advertising channels, including email (old/new formats), display (customary and social media formats) and search engine marketing (SEM), within a single, multi-channel campaign conducted in Portugal in 2014 for a large FMCG brand. First, the effectiveness and efficiency of different channels were statistically compared, and related to international benchmarks. Then, linear regression models were ran to estimate the effect of single and multiple channel use on campaign performance metrics. Results showed that classic email formats performed the best in terms of conversion rates, profit and ROI, whereas social media display ads performed the worst. Meanwhile, the use of SEM and new email formats did not improve campaign performance. It was possible to conclude that pre-defining and aligning campaign goals between agencies and advertisers is the key to optimize multi-channel use in digital marketing, as well as past experience with different channels.<br>mais fácil, mais rápida e mais responsável para atingir os clientes que o marketing offline tradicional, levando a resultados mais eficazes e os custos de campanha inferiores. Em marketing digital, a necessidade de alcançar grandes audiências é cumprida por meio da integração de canais de comunicação on-line, pois isso aumenta os pontos de contacto com o cliente. Torna-se assim importante saber quais os canais que geram melhor desempenho, individualmente ou em combinação. Esta dissertação avalia o desempenho dos diferentes canais de publicidade on-line, incluindo e-mail (velho / novo formatos), display (formatos de media habitual e social) e search engine marketing (SEM), dentro de uma campanha multicanal realizada em Portugal em 2014 para uma grande marca FMCG. Em primeiro lugar, a eficácia e eficiência de diferentes canais foram comparados estatisticamente, e relacionado com benchmarks internacionais. Então, modelos de regressão linear foram feitos para estimar o efeito do uso único e múltiplo de canais, em métricas de desempenho da campanha. Os resultados mostraram que os formatos de e-mail clássicos tiveram o melhor desempenho em termos de taxas de conversão, lucro e ROI, enquanto os anúncios de exibição de media social realizada pelo pior. Enquanto isso, o uso de SEM e novos formatos de e-mail não melhorou o desempenho da campanha. Foi possível concluir que a pré-definição e alinhamento das metas de campanha entre agências e anunciantes é a chave para otimizar o uso de multicanal em marketing digital, bem como a experiência passada com diferentes canais.
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Simelane, Buhle. "Implementation of multi-channel marketing in a digital environment." Diss., 2014. http://hdl.handle.net/2263/44898.
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The digital world along with new communication devices and platforms is changing consumer
patterns. The growing role of the digital environment in consumer behaviour provides
companies with exploding volumes of data and new methods to interact with customers. Not
only does this transformation revolutionise consumer markets, but it also induces major
changes in industrial marketing practice.
Although multichannel marketing is being increasingly used by organisations as a result of its
revenue and cost benefits, its implementation is complicated by the diversity of channels in a
digital environment. This descriptive study seeks to understand what are the major challenges
faced by organisations in the implementation of multichannel marketing in a digital environment.
It also try to identify whether these South African organisations have developed plans or
solutions to address these challenges.
Data was collected using a web survey, it targeted business leaders and specialist in a variation
of industries across South Africa. This survey was done to assess the relevance of each
challenge for the organisations and the implications of digitisation on a company’s marketing
activities.
The results reveal that “online targeting”, adjusting “organisational capabilities” and “business
models” are the biggest improvement opportunities for companies. These findings show an
immediate need towards are the integration of channels with real-time analytics and the ability
to act on those insights. Management need to invest in integrated channels’ architecture
through the deployment of systems required to deliver ideal customer experiences while
empowering the organisation’s employees.<br>Dissertation (MBA)--University of Pretoria, 2014.<br>zkgibs2015<br>Gordon Institute of Business Science (GIBS)<br>Unrestricted
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Shiau, Yuh-Ming, and 蕭玉明. "Strategic fit of Competitive Strategy and Channel strategy with Marketing Channel Performance in Taiwan Digital Camera Industry." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/31461694010243372295.
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碩士<br>中原大學<br>企業管理研究所<br>91<br>Abstracts
The major subject of this thesis is focused on the strategic fit of competitive strategy and retail channel strategy.
Based on the literature review and depth interview, the types of competitive strategy are divided into two types-“cost leadership strategy”, “differential strategy”, and the types of retail channel strategy are divided into two types-“professional channel strategy”, “comprehensive channel strategy”. In addition, the fit of competitive strategy and retail channel strategy are divided into four types-“cost- comprehensive” ”differention- professional” ”cost- professional” “differention- comprehensive”.
Taiwan digital camera industry were the frame of sampling, 9 companies were requested to answer the questions are. These 9 companies focus on different territory, such as information technology, communication industry, consumer electronics industry, photograph industry, electronic commerce industry. The complex data are summarized as followings:
1.There is no significance between competitive strategy and retail channel strategy. But for marketing channel performance, cost-leadership strategy type company of competitive strategy, which select comprehensive channel strategy whose marketing channel performance is better than professional channel strategy type company. In addition, differentional strategy type company which select professional channel strategy whose marketing channel performance is better than comprehensive channel strategy type company.
2.There is no significance between competitive strategy and retail marketing channel performance. Both of cost leadership strategy types and differential strategy types, could reach better marketing channel performance.
3.There is no significance between retail channel strategy and marketing channel performance. Both of professional channel strategy types and comprehensive channel strategy types, could reach better marketing channel performance.
4.On marketing channel performance, cost- comprehensive types is the best one, differential-professional types is the second one, cost-professional types is the third one, differential- comprehensive types is the worst.
On net profit index, the same result as above.
On sales growth rate index, cost- comprehensive types is the best.
On gross margin rate and inventory turn over rate indexs, differential-professional types is better than cost-professional types.
On overhead rate and net profit rate indexs, differential- comprehensive types is the worst.
5.On sale growth rate and net profit rate indexs, company features influence that cost- comprehensive types is the best performance.
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WANG, YI-SHIANG, and 王繹翔. "The Marketing Channel Strategy for Digital Panel Meter-A Case Study of D Company." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/tun87v.
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碩士<br>輔仁大學<br>科技管理學程碩士在職專班<br>106<br>This study is to explore the marketing channel strategy for digital panel meter. The business behavior is to use B2B (business to business) type to promote the product to the business customer, so the marketing channel strategy is different from the consumer products.
With the ease of access to information on the internet, e-commerce activities grow rapidly. The manufactuer and intermediary must know how to maintain their advantage in this change of business structure.
This study is to use qualitative research method to process the interview with the channel supervisor in D company, their intermediary and another manufacturer. The purpose is to discuss the status of digital panel meter’s industry and its channel structure and provide the recommendation and the most appropriate marketing strategy to D company.
This study also finds that the intermediary is focus on the brand awareness and the size of the manufacturer in this industry. The manufacturer with more brand awareness and enterprise scale can increase the willingness of the intermediary to represent the products; the manufacturers with larger companies are more likely to have stronger regulatory power in the management for channel strategy. Finally, this study is also to propose relevant the suggestions to D company and to be helpful for the brand promotion and channel strategy.
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Kuo, Chia-Mei, and 郭家媚. "A Study on Marketing Channel Power, Channel Climate, Partnership and Cooperation Performance－An Empirical Investigation of the Digital Camera Industry." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/68105628935306076207.
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碩士<br>國立臺北科技大學<br>生產系統工程與管理研究所<br>91<br>In the changing competitive environment, information and technology are developing faster. Because of the strong stress and much uncertainty, marketing channel is the success critical factor of business. Various studies have enhanced understanding of relational exchange and management in marketing channels. The long-term, partnership among business has been extensively discussed and applied.
This research has developed an analytical framework, into which it incorporates measurement variables of four different constructs in terms of channel power, partnership, channel climate, and cooperation performance.
On the basis of the analytical framework and the operational model as developed, this research collected the primary data through a questionnaires survey from Digital Still Camera dealers in Taiwan, and applied Liner Structure Relation model to carry out the empirical test.
Main empirical findings are summarized as follows：
1.Partnership is a mediator, connected the channel power, channel climate and cooperation performance.
2.Channel power and channel climate significant influence on partnership. In this respect, where as channel member who are in symmetrical power and better climate, has more significant influence on partnership.
3.Channel power and Climate of channel has significant influence on cooperation performance. Cooperation performance will be better if channel members are in better trust and relationship continuity in channel climate and symmetrical power.
4.It also exists interaction effect between channel power and channel climate.
Finally, according to the research finding, it provides some suggestions in DSC industry a helping hand in proving marketing channel relationship.
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CHAUDHARY, DEEPAK. "DIGITAL MARKETING TACTICS & STRATEGIES FOR HOTEL INDUSTRY- TO CONVERT THIRD PARTY BUSINESS TO DIRECT CHANNEL." Thesis, 2019. http://dspace.dtu.ac.in:8080/jspui/handle/repository/17246.
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Digital marketing has become one of the most important aspect for all businesses. With digital marketing the organizations are becoming more powerful in terms of “reach” or “deeper penetration” and customizing the search result as per the customer preferences.
Online travel agents (OTA’s) have successfully implemented digital marketing techniques, due to which they have become one of the powerful business source in the hospitality industry. Bookings from online travel agents are increasing year on year which is directly impacting the hotels direct channel and affecting the bottom line.
Questionnaire were made using the “Likert” scale to understand the purchase intention from online travel agents & survey was conducted to collect the data using the simple random sampling technique.
This project will help us to understand the key things that Online travel agents were able to implement through digital marketing and identifies the gaps where these strategies can be implemented in the direct booking channels of hotels, so that de-growth on the direct channels can be arrested.
Project is concluded with the recommendations that can be used for the direct booking channel so that de-growth can be arrested.
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Soares, Priscila Rodrigues Tarlé. ""Subscribe to my channel": The Impact of Digital Influencers on Attitude Towards Brand, Brand Attachement and Purchase Intention." Master's thesis, 2018. http://hdl.handle.net/10316/84600.
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Dissertação de Mestrado em Marketing apresentada à Faculdade de Economia<br>Propósito: Esta pesquisa busca descobrir a correlação entre influenciadores digitais e três conceitos-chave de marketing: attitude face a marca, brand attachment e intenção de compra. Considerando que os influenciadores digitais se tornaram aspectos chave das comunidades online, e seu papel fundamental no apoio e endosso às marcas, estudar sua função nas estratégias de marketing é essencial para melhorar essas estratégias e desenvolver melhores relacionamentos com os clientes.Metodologia: A metodologia adotada nesta dissertação foi um questionário. Uma vez que as variáveis principais foram identificadas, e métricas para cada uma delas foram retiradas da literatura, um questionário foi criado e compartilhado através das mídias sociais. As respostas foram então compiladas em um software estatístico e analisados usando o IBM SPSS e o IBM SPSS AMOS.Resultados: Os resultados indicam que customer social participation é a variável mais preditiva de percepções positivas dos influenciadores. As percepções positivas da credibilidade do influenciador afetaram positivamente a atitude em relação à marca, o brand attachment e as intenções de compra. Os resultados mostram, ainda, conexões positivas entre perceived fit, atitude em relação ao conteúdo patrocinado e credibilidade.Originalidade/valor: Considerando a falta de pesquisas sobre o papel dos influenciadores no marketing, o estudo prova ter uma visão inovadora sobre a função destes indivíduos no campo. Ao considerar variáveis como a atitude face o conteúdo patrocinado, esta pesquisa também lança novas questões quanto as interações entre influenciadores, marcas e seus públicos.Implicações Práticas: Este estudo contribui para o campo de marketing por ter uma visão inovadora sobre o papel dos influenciadores digitais. Isso não apenas esclarece seus possíveis papéis nas estratégias de marketing, mas também fornece base para futuras discussões e pesquisas sobre o tema.<br>Purpose: This research aims to discover the links between digital influencers and three key marketing concepts: attitude towards brand, brand attachment and purchase intention. Seeing as digital influencers have become key aspects of online communities, and their key role in supporting and endorsing brands, studying their role within marketing strategies is essential to improve such strategies and develop better relationships with customers.Design/Methodology Approach: The methodology adopted in this dissertation is a survey. Once the key variables were identified, and metrics for each of them were found in literature, a questionnaire was created and shared through social media. Answers were then compiled in a statistics software and analyzes using both IBM SPSS and IBM SPSS AMOS.Findings: Findings indicate that customer social participation is the best predictive of positive perceptions of influencers, from those that were considered, and that positive perceptions of influencer credibility positively affected attitude towards brand, brand attachment and purchase intentions. Furthermore, they also show positive connections between perceived fit, attitude towards sponsorship and credibility.Originality/value: Considering the lack of research on influencers and their role in marketing, this dissertation hopes to take a step towards filling these gaps in literature. The study proves to have an innovative take on the role these individuals have on marketing. Furthermore, it also considers variables such as the attitude towards sponsored content, which may shed light on different interactions between influencers and their audiences.Practical Implications: This study contributes to the field of marketing by having an innovative take on the role of digital influencers. Not only does this shed light on their possible roles in marketing strategies, but also provides basis for further discussion and research on the topic.Keywords: digital marketing, digital influencers, attitude towards brand, brand attachment, purchase intention.
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Costa, Sara Vanessa Fernandes. "How can century-old multinational companies adapt their marketing and communication strategy to the digital channel and generational evolution: Philips Portuguesa S.A." Master's thesis, 2020. http://hdl.handle.net/10071/21883.
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The main purpose of this pedagogical case is to understand how the evolution of digital channel
and new generations can influence the notoriety and positioning of a century-old Multinational
company and to evaluate the impact of a marketing and communication change on company's
results.
Regarding to this goal, it'll be used the example of Philips, a Dutch company with 129
years of existence, with several important steps made throughout its history that were decisive
for current people lives. These steps made this company being always in the consumers' minds,
being considered one of the most prestigious brands in its various areas of operation. However,
this didn't hold with most recent generations, as there was a great evolution in digital during
the Millennials' existance, thus resulting on a behavioral change. Because of that, it was
difficult for Philips to make this transition and maintain with these new consumers the same
relationship that it had with previous generations. Due to this, the brand positioning was lost
over time, until the moment when the company realized the need to adapt its strategy to the
evolution of the context and its target.
This case will approach these changes specifically and the company's decision to move
forward with a totally different strategy, so it could adapt to new habits and consumers'
behaviour, as well as the use of the digital channel to reach them.<br>O presente caso pedagógico tem como principais objetivos entender como a evolução do canal
digital e das novas gerações, pode influenciar a notoriedade e posicionamento de uma
Multinacional com mais de cem anos de existência e verificar como uma mudança estratégica
pode influenciar estes resultados.
Para tal, foi utilizado o exemplo da Philips, uma empresa holandesa com 129 anos de
existência, com vários marcos ao longo da sua história determinantes para a vida das pessoas
de hoje. Estes marcos fizeram esta empresa estar sempre na mente dos consumidores, sendo
considerada uma das marcas com mais prestígio nas suas diversas áreas de atuação. No entanto,
isto não se manteve nas gerações mais recentes, já que ocorreu uma grande evolução no digital
durante a existência dos Millennials, resultando numa grande mudança comportamental. Nesse
sentido, para a Philips foi difícil fazer esta transição e manter com estes novos consumidores a
mesma relação que tinha nos anos anteriores. Foi assim que foi perdendo posicionamento até
ter de reestruturar a sua estratégia.
Este caso irá precisamente abordar estas alterações e a tomada de decisão da empresa em
avançar com uma estratégia totalmente diferente, para se adaptar aos novos hábitos e
comportamentos dos consumidores, bem como à utilização do canal digital para chegar até eles.
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Almeida, Rodrigo de Oliveira Pimentel Sequeira de. "How can PT efficiently and effectvely align its e-mail and sms marketing efforts to drive channel migrations to online touchpoints?" Master's thesis, 2016. http://hdl.handle.net/10362/18241.
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This work studies the current Portugal Telecom’s Customer Journey, exploring opportunities to do channel migrations into online touchpoints by using E-mail and SMS as tools, as a way to be more efficient. In-depth interviews were conducted to access PT’s strategic aim, and 913 persons were surveyed about their path when contacting the company and its competitors. Statistical evidence was found for differences between the telecommunications operators in the use of some touchpoints, mainly Word-of-Mouth and the Call-Center. Furthermore, some other online touchpoints were found to be not leveraged in PT’s strategy. Recommendations and best practices are presented to perform the changes suggested, targeting the use of E-Mail to acquire new customers, the increase of the online selling channel weight, the opportunities of using Word-of-Mouth to create awareness and loyalty, the migration of the post-purchase services to online channels and the use of SMS to communicate relevant contents.
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Genú, Lorena Silveira Batista. "Digital marketing: how the beauty market has changed with the emergence of digital influencers." Master's thesis, 2019. http://hdl.handle.net/10071/19210.
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Digital influencers are now one of the primary sources of data to which customers turn when seeking advice and suggestions for pre-purchase in a globe characterized by intense competition. The growing power of digital influencers in the industries where they work can increasingly be realized. The brands should attract customers to their primary goal: sales growth. It is possible in many forms, but digital influencers are one of the most precious strategies. It is because digital influencers have a closer connection with clients. Thus, for instance, bloggers and YouTubers are anticipated to have the confidence of their followers, which is very difficult to hope from any other brand promoter. The ultimate objective of strategy type is to induce those followers to purchase their products and remain loyal to the brands.
In this context, this research seeks to define possible implications of the followers-blogger relationship on the buying conduct of followers of beauty bloggers. The goal is to formulate feasible theories from information observation using inductive reasoning and a methodology combining quantitative and qualitative methods. Although hard to assess, they proved to be a pushed source of data that every customer of cosmetics has in the account. Concerning purchase decisions, the more evident trend is the introduction of brands and new products. The latter has shown the marketing ability of bloggers to generate requirements. All the follower-blogger interaction improves the interest of followers in beauty products and thus boosts the number of products bought per year.<br>Os influenciadores digitais são agora uma das principais fontes de dados a que os clientes recorrem quando procuram aconselhamento e sugestões de pré-compra num globo caracterizado por uma concorrência intensa. O poder crescente dos influenciadores digitais nas indústrias pode ser cada vez mais percebido. As marcas devem atrair os clientes para sua meta principal: o crescimento das vendas. Isso é possível de muitas formas, mas os influenciadores digitais são uma das estratégias mais preciosas. Isso ocorre porque os influenciadores digitais têm uma conexão mais próxima com os clientes. Assim, por exemplo, bloggers e Youtubers devem ter a confiança de seus seguidores, o que é muito difícil de esperar de qualquer outro promotor de marca. O objetivo final dessa estratégia é induzir esses seguidores a comprar seus produtos e permanecerem leais às marcas.
Esta pesquisa busca definir possíveis implicações da relação seguidores-blogger na conduta de compra de seguidores de bloggers de beleza. Utilizando raciocínio indutivo e uma metodologia que combina métodos quantitativos e qualitativos, o objetivo é formular teorias viáveis a partir da observação da informação. Apesar de difíceis de avaliar, elas provaram ser uma fonte de dados que todo cliente de cosméticos tem em conta. No que diz respeito às decisões de compra, a tendência mais clara é a introdução de marcas e novos produtos. Este último tem mostrado a capacidade de marketing dos bloggers para gerar requisitos. A interação seguidor-blogger melhora o interesse dos seguidores em produtos de beleza e, assim, aumenta a quantidade de produtos comprados por ano.
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Fecha, Pedro Miguel Silva. "The Return of the Investment of the Digital Channels in Pharmaceutical Industry." Master's thesis, 2017. http://hdl.handle.net/10316/82725.
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Dissertação de Mestrado em Marketing apresentada à Faculdade de Economia<br>Healthcare trends are being reshaped, patients are becoming more independent concerning their own health and there is a dissemination in the information allied to health products or treatments. During the last years there was an increment on the investment in digital channels by the pharmaceutical industry. Digital is now taking it to the next level (ATKearney, 2015). The problem faced by many companies is how to evaluate whether their investment is profitable and whether they are communicating and catching consumers’ attention efficiently. Based on a sample of 186 sample size of healthcare costumers from a structured and revised questionnaire from more than 15 countries spread from 4 continents, it was possible to establish a correlation among the antecedents (informativeness, risk acceptance and positive attitudes toward advertising) and consequents (loyalty, WOM, purchase intention and engagement) of customer’s attitudes towards email marketing.This study was originally based in Brackett & Carr (2001) and Ducoffe's (1996) models and adapted to the this industry needs. Multiple linear regression, as well as the factor analysis and the Student’s t-test were used to test our study variables and to formulate our regression in order to assess the best results. The main results of this study encourages the implementation of new and efficient strategies by marketers so that they start to change the consumer’s attitudes towards digital channels such as email marketing and also to perform further researches into the digital channels. Also, the results reinforce the importance of establishing long term relationships with consumers once they will have more favorable antecedents of attitudes towards digital channels.<br>As tendências do mercado da saúde estão a ser reestruturadas, os pacientes estão a tornar-se cada vez mais independentes no que diz respeito à sua saúde e há uma aposta na disseminação de informação relativa a produtos de saúde e tratamentos. Durante os últimos anos, houve um incremento do investimento nos canais digitais por parte da indústria farmacêutica e assiste-se, atualmente, a uma nova era digital (ATKearney, 2015).Hoje em dia, o problema enfrentado pela maioria das empresas é avaliar se o seu investimento é rentável e se a sua comunicação está a atrair a atenção dos consumidores de forma eficiente. Com base numa amostra de 186 participantes de mais de 15 países espalhados pelos 4 continentes, foi possível estabelecer uma correlação entre os antecedentes (informatividade, aceitação do risco e atitudes positivas em relação à publicidade) e os consequentes (lealdade, WOM, intenção de compra e engagamento) das atitudes dos clientes em relação ao email marketing.Este estudo foi baseado nos modelos de Brackett & Carr (2001) e Ducoffe (1996) e adaptado às necessidades desta indústria em particular.A regressão linear múltipla, a análise fatorial e o teste T de Student foram utilizados para analisar as variáveis de estudo e formular uma regressão para avaliar os resultados obtidos.Os resultados deste estudo encorajam a implementação de novas estratégias mais eficientes e capazes de melhorar as atitudes do consumidores em relação aos canais digitais, (como o email marketing) mas também a realização de estudos sobre canais digitais. Além disso, os resultados reforçam a importância de estabelecer relações a longo prazo com os consumidores, uma vez que os consumidores de longa data têm antecedentes mais favoráveis em relação aos canais digitais.
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Huang, Hsin-Rong, and 黃辛榮. "A Study of Marketing Channels of Digital Contents for The Industry of Digital Video-Audio Application." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/5n67nm.
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碩士<br>國立臺北科技大學<br>商業自動化與管理研究所<br>94<br>This research analyzed the transaction costs and agency problems of each types of industry digital-content market channel using the transaction cost analysis and agency theory and investigated their effectiveness of channel performance. We found three member''s functions, four carriers and seven types of real broadcast channels. They are (1) three members: content provider, distributor and end user; (2) four carries and seven channels：TV Broadcast Carries (Wired/Wire-less TV Companies，Satellite TV Companies), Network Broadcast Caries (Web TV、Interactive Platform (VOD，MOD)), Mobile Broadcast Carries (3G Mobile Phone) and Public Issue Carries (DVD/VCD Public Issue and Broadcast )。We also found six types of market channel structures for digital-content Video-Audio Application, including provider-self make and issue by owner-self, provider-self make and issue by agent, outsourcing and issue by owner-self, outsourcing and issue by agent, commission and issue by owner-self and commission and issue by agent. The designing of the market channel will influence the transaction costs and agency problems which will also influence the effectiveness of channel performance between the distributor and provider 。
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Alves, Tomás de Oliveira Mouton Ribeiro. "Assessing the relative performance of online advertising media." Master's thesis, 2014. http://hdl.handle.net/10400.14/15268.
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Online marketing campaigns are the big trend in today’s advertising world. The obvious advantages of online ad media – low costs, multiple tracking options and better segmentation -, are forcing marketing managers to re-allocate big portions of their advertisement budgets from traditional offline marketing media to online ad campaigns.
Several digital communication channels are suitable for online advertising, each serving different communication goals - awareness, engagement, traffic generation, lead generation and sales conversion – according to the overall brand strategy. Yet, which channel or mix of channels should advertisers or marketing agencies employ in order to best achieve its communication goals is something that still remains highly unclear. This is particularly true for advertising markets outside the USA.
The overall aim of this dissertation was hence to compare the performance of different advertising media channels – E-mail marketing, Social Networked Media and Paid Search -, with performance being assessed from the viewpoint of a digital marketing agency, both in terms of campaign effectiveness (traffic and lead generation) and campaign profitability (ROI). To this end, secondary panel data regarding the features and performance of six online ad campaigns (five of which were conducted in more than one channel), namely click-through rates (CTR; traffic generation), lead conversion rates (LCR; submission of a registration form) and Return-on-Investment (ROI), conducted over the course of the first trimester of 2014 were compiled. OLS multivariate linear regression analysis was then performed to understand which channel and campaign features significantly affected campaign effectiveness and profitability. Moreover, primary data were also collected by selecting a poorly performing campaign, optimizing it based on the results of the secondary data analysis, re-launching it and re-analyzing its performance results.
Results show that e-mail marketing campaigns seem to be the most effective and the most profitable ones for digital marketing agencies operating under performance (lead conversion)-based pricing models. Social Networked media such as Facebook, however, seem to perform better when the campaign goal is drive traffic to advertisers’ websites, as CTR rates for this channel tend to higher on average. Regarding the quasi-experiment done, E-mail and Google had similar performance in terms of target effectiveness. The number of conversions was also similar, However, Google had substantial higher costs, due to the number of impressions. After dropping that channel, campaign’s results have improved. Nevertheless, the increase in the number of leads may have been due to E-mail design rather than the channel choice.<br>Atualmente, as campanhas de publicidade on-line são uma grande tendência entre as empresas. As principais vantagens dos canais on-line – como por exemplo os baixos custos associados, as opções de tracking e de segmentação, motivam os Marketers a re-alocar uma parcela maior do orçamento total de Publicidade do tradicional para campanhas online.
Existem diversos media on-line que podem ser usados, assim como objetivos diferentes - branding, aumento das vendas ou captação de bases de dados. No entanto, ainda não é claro o que o canal on-line mais apropriado para uma empresa, consoante o objetivo traçado. Ainda, a maioria dos resultados só dizem respeito ao mercado dos EUA.
Esta tese visa compreender o desempenho dos canais E-mail Marketing, anúncios do Facebook e Google Ad Words, tendo em conta três objetivos diferentes: geração de tráfego para o site do cliente (número de cliques) , o preenchimento de um registo (número de conversões) e o ROI médio por canal . Devido à parceria com Revshare , uma agência digital Português, todos os resultados são baseados sobre a perspectiva da agência.
Foram analisados dados secundários de 6 campanhas, lançadas no primeiro trimestre do presente ano, no mercado Português - 5 das quais são campanhas multi-canal. Foi realizado uma análise descritiva dos dados obtidos. Também foram recolhidos dados primários, com o objetivo de avaliar o impacto da escolha dos canais no desempenho dos mesmo. Foi realizada uma regressão linear OLS com o intuito de entender quais as variáveis que têm impacto no número de cliques, conversões e ROI.
Concluindo, o E-mail aparenta ser o canal mais adequado quando o objetivo é a conversão. Além disso, é o único com um ROI positivo. Os anúncios do Facebook são uma boa opção em direcionar o tráfego para o site do cliente. Relativamente à expriência realizada, tanto o canal E-mail como o Google tiveram uma performance semelhante em termos de leads e segmentação. Contudo, devido ao maior número de impressões gerados pelo Google, os custos deste canal foram substancialmente mais elevados. Assim, e depois de ter sido retirado este canal, os resultados da campanha melhoraram. No entanto, esta melhoria poderá ter sido originada pela alteração do design do E-mail e não pela combinação de canais.
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LO, TZU-CHUN, and 羅紫君. "Integrated Digital Marketing Channels and Direct Selling for Consumer Purchase Intention of Biotech Products." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/37371789514916541566.
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碩士<br>大葉大學<br>企業管理學系碩士班<br>101<br>Online stores are becoming one channel that could not be overlooked following the sustained growth in e-commerce market. For this reason, the question rises as to whether if consumers with different characteristics are affected when other shopping channels could meet consumer demand at the same time? Moreover, how do consumers make initial shopping decisions when faced with the strength and weakness of online and direct-sale channels for shopping? The study aims to analyze the factors that affect the purchase intention for health food in consumers through integrated digital marketing channels and direct-sale channels.
The purpose of the study is to conduct in-depth analysis on the purchase motivations resulted from consumers purchasing health food through different marketing channels. Hence, the objectives of this study are outlined in the follows:
一、 To understand the viewpoints of digital marketing channel plan on the impact of health food industry.
二、 To understand the viewpoints of direct-sale channel on health food industries.
三、 To analyze the consumer acceptance to marketing channel.
四、 To provide reference and recommendations for domestic health food industries based on the study results.
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Montandon, Isabelle Gomes de Amaral. "How Chanel adapted its storytelling to the digital era within its masstige segment : a case study of the perfume Chanel number 5." Master's thesis, 2020. http://hdl.handle.net/10400.14/34306.
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The information and communication technologies - which became popular worldwide since the 1990s - have transformed the contemporary world; thus, altering interpersonal, labor and consumption relationships. Thanks to the connectivity and interaction between people, without limits of time and space, the collectivity was empowered. In this globalized world - with an endless supply of possibilities, experiences, information and products - it is crucial to offer users great content to stand out in the crowd. In this context, nothing is more effective than using storytelling to involve and engage consumers. Stories arouse interest and empathy for brands, as well as for the values they transmit; thus, strengthening emotional bonds with customers and consequently increasing the desire of purchasing their products. Luxury brands are aware of the relevance of engaging customers and creating emotional bonds. This research is a case study of the perfume Chanel Number 5, that consists of a one single phase; which is the qualitative content analysis of all advertising films the perfume, released from 1973 to 2020. This study investigated the evolution of the storytelling of Chanel - within its masstige segment - and how it has adapted to the digital age. Another objective was having a broader understanding of the use of storytelling in the advertisement of luxury and masstige brands, specially in the new digital context. The storytelling of Chanel Number 5 evolved over time and accompanied the technological changes that transformed the contemporary society; but, without ever losing its essential attributes, like glamour, luxury, allure and singularity.<br>As tecnologias da informação e comunicação - que se popularizaram mundialmente desde a década de 1990 - transformaram o mundo contemporâneo, e alteraram as relações interpessoais, de trabalho e consumo. Graças à conectividade e interação entre as pessoas, sem limites de tempo e espaço, a coletividade foi potencializada. Neste mundo globalizado - com uma oferta infinita de possibilidades, experiências, informações e produtos - é fundamental oferecer aos usuários um ótimo conteúdo para se destacar na multidão. Nesse contexto, nada é mais eficaz do que contar histórias para envolver e engajar os consumidores. As histórias despertam interesse e empatia pelas marcas, bem como pelos valores que transmitem; fortalecendo assim os laços afetivos com os consumidores e, consequentemente, aumentando o desejo em adquirir seus produtos. As marcas de luxo estão cientes da importância de envolver os clientes e criar laços emocionais. Esta pesquisa é um estudo de caso do perfume Chanel Número 5, que consiste em uma única fase; qual seja uma análise qualitativa de conteúdo de todos os filmes publicitários do perfume, lançados de 1973 a 2020. Este estudo investigou a evolução da narrativa da Chanel - dentro do seu segmento masstige - e como ela se adaptou à era digital. Outro objetivo foi ter uma ampla compreensão do uso da narrativa na propaganda de marcas de luxo e masstige, especialmente no novo contexto digital. A narrativa do perfume Chanel Número 5 evoluiu ao longo do tempo e acompanhou as mudanças tecnológicas que transformaram a sociedade contemporânea; sem perder de vista seus atributos essenciais, como glamour, luxo, fascínio e singularidade.
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Costa, Inês Marques Prestes Pires da. "A influência do social media marketing na indústria da moda : o caso da Chanel e da Zara." Master's thesis, 2021. http://hdl.handle.net/10437/12787.
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Orientação: Eduardo Moraes Sarmento<br>Com a evolução da internet, as redes sociais estão cada vez mais inseridas no nosso
quotidiano. Isto desperta a necessidade por parte das marcas de perceber qual o impacto
e grau de influência destas plataformas nas escolhas feitas pelos consumidores. Assim, o
papel do marketing tem feito cada vez mais sentido nas redes sociais, uma vez que estas
permitem um novo tipo de comunicação e contacto entre a marca e o consumidor, novas
reações e feedbacks instantâneos.
Na indústria da moda, marcada predominantemente pelo consumismo, as redes sociais
têm tido uma função fundamental, sendo este um dos mercados que mais se adequa e
beneficia deste modelo de comunicação. Desde modo, são várias as marcas de moda que
se adaptaram a esta realidade virtual e que contam já com uma grande influência no
mundo digital.
O presente trabalho de investigação tem como objetivo a compreensão e pertinência do
funcionamento do social media marketing na indústria da moda e a análise das estratégias
de comunicação e de marketing de duas marcas líderes de mercado, uma no ramo da moda
de luxo, a Chanel, e uma pertencente ao ramo da moda de Fast Fashion, a Zara.
Conclui-se que, através da análise de ambas as marcas, foi possível entender qual o papel
que as redes sociais demostram ter na interação entre as marcas de moda e os seus
consumidores e de que forma conseguem estas marcas distanciar-se dosseus concorrentes
e utilizar estas plataformas como ferramenta de comunicação e divulgação dos seus
produtos. Para além disso, foi possível constatar também que as estratégias aplicadas
devem diferir conforme o mercado a que pertencem as marcas em questão, mantendo-se
fiéis aos valores e imagem que estas pretendem transmitir.<br>With the evolution of the internet, social networks are increasingly a part of our daily
lives. This awakens the need for the brands to understand the influence of these platforms
on the consumers choices and buying intention. Thus, the role of marketing has made
more and more sense in social networks, as they follow for a new type of communication
and contact between the brand and the consumer, new reactions and instant feedbacks.
In the fashion industry, predominantly marked by consumerism, social networks have
played a fundamental role, and this is one of markets that best suits and benefits from this
communication model. So, there are several fashion brands that have adapted to this
virtual reality and that already have a great influence in the digital world.
This research work aims to understand and pertinence the functioning of social media
marketing in the fashion industry and to analyze the communication and marketing
strategies of two leading brands in the market, one in the luxury fashion field, Chanel and
one belonging to the Fast Fashion market, Zara.
We can conclude that, through the analysis of both brands, it was possible to understand
the role that social networks have in the interaction between fashion brands and their
consumers and how these brands distance themselves from their competitors, using these
platforms as a communication and dissemination tool for their products. In addition, it
was also found that the strategies applied must differ according to the market the brands
belong, keeping the value and image they intend to convey possible.
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Pimentel, Diogo Maria Trigueiros Alvim de Sousa. "Business diplomacy, corporate reputation and digital communications channels." Master's thesis, 2019. http://hdl.handle.net/10071/19423.
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We live in an increasingly interconnected world, with information flowing almost instantaneously, predominantly through digital media. This contributes to a rapidly changing world that creates new needs in specific and technical areas, leading to a paradigm shift in the way society, companies and countries relate.
In this context, corporate reputation is a competitive advantage within the business world, requiring constant attention.
Business Diplomacy appears as a response to both the proliferation of stakeholders, and the increasing need for corporate reputation management as a tool to ensure knowledge of the environment and an attempt to influence the social context. There are no clear answers to how this kind of diplomacy should be carried out, but the complexity of the situations demands an ever-greater preparation and adequacy of responses.
Thus, the present study seeks to understand the comprehension of this new paradigm in the relationship with multiple stakeholders, and also to understand the use of digital communication channels for this type of role.
We used a questionnaire that was built based on the literature review and collected 60 valid answers. We found that companies with a higher level of revenues perform more business diplomacy activities (BDA) than companies with lower results; also, older companies engage more in BDA than younger ones; companies with better reputation practice more BDA than others; and finally, companies with a higher level of online competition perform more BDA through digital communication channels than the companies with lower online competition.<br>Vivemos num mundo interligado, com informação a circular de forma instantânea, predominantemente através de meios de comunicação digitais. Este facto contribui para um mundo em mudança, que cria novas necessidades em áreas específicas, levando a uma mudança de paradigma na forma como a sociedade, empresas e países se relacionam.
Neste contexto, a reputação empresarial é uma vantagem competitiva, necessitada de constante atenção.
A diplomacia empresarial aparece como resposta à proliferação de stakeholders e à necessidade de gestão da reputação. É uma ferramenta para garantir o conhecimento da situação e tentar influenciar o seu contexto. Não há resposta certa sobre como efectuar esta diplomacia, mas as situações exigem uma cada vez maior preparação e adequação das respostas.
Assim, este estudo procura entender a transversalidade deste novo paradigma na relação com múltiplos stakeholders, e entender a utilização das comunicações digitais para estas funções.
Recorrendo a um questionário baseado na revisão de literatura, foram recolhidas 60 respostas válidas. Concluímos que as empresas com maior nível de facturação investem mais em actividades de diplomacia empresarial do que as empresas que facturam menos; assim como as empresas mais antigas o fazem comparativamente às empresas mais novas; ainda, que as empresas com melhor reputação dão mais importância a este tipo de actividades do que as empresas com menos boa reputação; também o mesmo acontece em relação às empresas que consideram ter um maior nível de competição online, que recorrem mais a meios de comunicação digital para este tipo de funções que as empresas com menor competição online.
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Tavira, Beatriz Coimbra De Sousa Correia. "How can the dermocosmetics brand la roche-posay recruit new consumers using digital channels?" Master's thesis, 2021. http://hdl.handle.net/10362/123028.
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The dermocosmetic brand LaRoche-Posay has recently lost a position in the sector to a competitor. The purpose of this work project is to understand the digital behavior of consumers in the dermocosmetic sector and evaluate how effective is La Roche-Posay’s digital strategy in addressing these consumers. From a primary research, we infer there are two segments of consumers, thatcan be distinguished by their involvement with skin care. The recommendation for the brand lies in targeting the involved segment of consumers, according to their digital behavior, who have great sales potential but aren’t currently well impacted by the brand.
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Pereira, Ana Margarida Marcelino Oliveira. "Pedagogical case of marketing strategies during the Covid-19 pandemic: The extraordinary case of Chanel." Master's thesis, 2021. http://hdl.handle.net/10071/24153.
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Due to Covid-19, many businesses and industries suffered with the pandemic. Luxury was one of those areas: products belonging to this commercial segment went through transformations about their distribution channels, with the purpose of maintaining sales or at least allowing the business to continue.
This pedagogic case focuses on this thematic: analyzing how luxury brands were able to survive in a period of commercial uncertainty. Particularly, it studies Chanel and its response to the online paradigm during the Covid-19 pandemic. This master thesis addresses the company’s history, its business model, the digital transformation’s impact on luxury and what was verifiable, succinctly, in terms of marketing strategies during the pandemic, for diverse luxury brands (concentrating on Chanel). The target for this thesis is either students of Marketing and/or Luxury, investigators of these areas or luxury enthusiasts.
With this pedagogic case, it is expected that the target can develop their insights from the pandemic era whilst also managing to creatively respond to the case study questions. The ultimate and master goal for this thesis is to broaden the horizons of the industry, specifically Chanel, on all the new possibilities in this digital new paradigm.
With an extensive literary and factual search, the results showed that the marketing strategies chosen by Chanel not only have a distinct weight on the conservation of values such as exclusivity, but also a positive aspect for the financial recovery of the brand after the pandemic.<br>Com o Covid-19, muitas empresas e áreas de negócio sofreram com a pandemia. O luxo foi uma dessas áreas: as distribuições dos produtos deste segmento comercial passaram por transformações, de maneira a que as empresas não perdessem vendas e conseguissem manter os negócios a funcionar.
Este caso pedagógico foca-se nesta questão: como marcas de luxo conseguiram sobreviver a este período de enorme incerteza comercial. Em particular, estuda o caso Chanel e a sua adaptação ao digital durante a pandemia. A parte inicial desta tese aborda a história da empresa, o seu modelo de negócio, o impacto da transformação digital no luxo e o que se pôde verificar, sucintamente, em termos de estratégias de marketing durante a pandemia, para diversas marcas de luxo (focando na Chanel). Os alvos desta tese são estudantes de Marketing e/ou Luxo, investigadores destas áreas ou entusiastas do luxo.
Com este caso, espera-se que os especificados consigam desenvolver conhecimento no luxo durante a pandemia enquanto conseguem responder criativamente às questões do caso. O objetivo final desta tese é expandir o horizonte desta indústria, especificamente da Chanel, para todas as novas possibilidades neste novo paradigma digital.
Após uma extensa pesquisa literária e factual sobre os conceitos chave desta tese, concluiu-se que as estratégias de marketing adotadas pela Chanel não só têm um peso preponderante na conservação de valores como exclusividade, como uma nota positiva para a recuperação financeira da marca após pandemia.
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Gama, Maria Ana Abecassis e. Castelo Branco da. "Marcas de luxo e estratégias digitais de comunicação : os casos Chanel e Fashion Clinic." Master's thesis, 2020. http://hdl.handle.net/10400.14/32921.
Full textAbstract:
As últimas décadas têm desafiado o mundo do luxo. Com a comunicação digital, as marcas têm sido forçadas a uma rápida adaptação, a serem cada vez mais versáteis e inclusivas. Cada vez mais Marcas de Luxo se tornam próximas e presentes nas rotinas dos seus consumidores e das necessidades que estes têm, através das redes sociais e do mundo digital, desvendando cada vez mais quem são e o que é que defendem. Esta dissertação parte da definição de Marcas de Luxo, explora quem são os novos consumidores destas marcas e averigua o espaço ocupado pelas Marcas de Luxo e a estratégia digital que implementam, sem nunca perderem os seus atributos e identidade. A questão central – a relação entre as marcas de luxo e estratégias digitais de comunicação – é investigada num plano teórico-prático. Por isso, foram obtidos dados por entrevista sobre os dois casos, um de origem francesa e outro sedado em Portugal – Chanel e Fashion Clinic – com o objetivo de compreender a gestão e estratégia de comunicação das marcas de luxo no mundo contemporâneo. Os resultados deste estudo oferecem insights relevantes sobre o universo profissional das marcas de luxo, que não podem ignorar as redes sociais, e sobre o desenvolvimento de ações de marketing experimental e social media marketing, em resposta aos novos consumidores que gostam de se sentir cada vez mais integrados. A dissertação contribuiu para a perceção de abrangência da definição de marcas de luxo e fornece informações e perspetivas únicas sobre esta indústria e a sua estratégia digital.<br>The past few decades have challenged the world of luxury. With digital communication, brands have been forced to adapt, to be increasingly versatile and inclusive. More and more Luxury Brands are becoming closer and present in the routines of their consumers and their needs, through social networks and the digital world, increasingly revealing who they are and what they stand for. This dissertation starts from the definition of Luxury Brands, explores their new consumers, and investigates the space occupied by Luxury Brands as well as their digital strategy, without ever losing their attributes and identity. The central issue – the relationship between luxury and digital communication brands – is investigated on a theoretical-practical level. For this reason, the data was collected through interviews about the two cases, one of French origin and the other sedated in Portugal - Chanel and Fashion Clinic - in order to understand the management and communication strategy of luxury brands in the contemporary world. The results of this study provide insights into the professional universe of luxury brands, which they cannot ignore as social networks, and about the development of experimental and social media marketing actions, in response to new consumers who like to feel more and more integrated. This dissertation has contributed to the perception of scope of the definition of luxury brands and offers information and unique perspectives on this industry and its digital strategy.
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Gomes, Mariana Pimentel. "Inbound Marketing como estratégia de comunicação no segmento B2B : o caso da PRIMAVERA." Master's thesis, 2020. http://hdl.handle.net/10400.14/32570.
Full textAbstract:
O crescente número de opões de canais digitais, aliado a um novo paradigma de
consumo que tem evoluído com a acessibilidade da informação e a agilidade de
comunicação, resulta numa necessidade de evolução também das estratégias de marketing.
Deste modo, novas abordagens que colocam o consumidor no centro de todas as ações têm
sido adotadas, o que resulta uma nova era, na qual o marketing deixa de estar focado
apenas no produto e passa a estar focado, essencialmente, nas necessidades do cliente.
É no âmbito deste processo que surge o Inbound Marketing como resposta a um
consumidor que assume, cada vez mais, o controlo do processo de marketing, procurando,
de forma ativa, as informações que considera úteis.
Por essa razão, e no desenrolar de um estágio curricular na empresa PRIMAVERA
Business Software Solutions, uma tecnológica especializada no desenvolvimento de
software de gestão, procurou-se desenvolver um estudo sobre o impacto do Inbound
Marketing e estratégias de comunicação da marca na atração e retenção de clientes, no
sentido de perceber de que forma uma gestão sólida de métodos e técnicas de comunicação
promovem uma diferenciação eficaz no desenvolvimento da relação com os consumidores.
Para tal, foi analisada uma campanha em específico, “Ser Empreendedor”, desenvolvida no
âmbito de um dos produtos da PRIMAVERA, o Jasmin Software, no sentido de explorar as
estratégias de comunicação da marca e os resultados indicam que houve, efetivamente,
uma interação positiva, resultado das ações desenvolvidas.<br>The growing number of digital channel options, combined with a new consumer
paradigm, which has evolved with information accessibility and communication agility,
results in a need for the evolution of marketing strategies as well. In this way, new
approaches that put the consumer at the center of all actions have been adopted. A new era
emerges, in which marketing ceases to be focused only on the product and becomes
focused, essentially, on the customer's needs.
It is in the scope of this process that Inbound Marketing emerges as a response to a
consumer who increasingly assumes control of the marketing process, actively seeking
information that he considers useful.
For this reason, and during the course of a curricular internship at PRIMAVERA
Business Software Solutions, a technology company specialized in the development of
management software, we sought to develop a study on the impact of Inbound Marketing
and brand communication strategies in attracting and retaining customers., in order to
understand how a solid management of communication methods and techniques promote
an effective differentiation in the development of the relationship with consumers. To this
end, a specific campaign, “Being an Entrepreneur”, developed within the scope of one of
PRIMAVERA's products, Jasmin Software, was analyzed in order to explore the brand's
communication strategies and the results indicate that there was, effectively, a positive
interaction as a result of the developed actions.
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Guilherme, Tatiana Brito. "Retail banks recommendations to properly implement marketing automation strategy?" Master's thesis, 2017. http://hdl.handle.net/10400.14/22199.
Full textAbstract:
The concept of Marketing Automation emerged from an urge to face the major
changes brought by the fast evolution of technology and the continuous increase in
supply and demand in this field. This new modern era of marketing not only improves
marketers’ efficiency, but also gives an answer to the self-educated buyer’s demands.
In order to achieve the desired marketing results, businesses have to employ digital
marketing and communication services. These services help marketers to improve
campaigns, measuring, scoring and lead nurturing, allowing better practices of
Customer Relationship Management and strengthening relations with customers,
increasing their loyalty and providing personalized treatment, amongst other
advantages. The challenge to align Sales and Marketing can be easily met with this
new platform that gathers measurable and visible results to track the success and
measuring the Return on Investment of campaigns, while improving the quality of
leads. At the same time, the sales department can monitor interest levels in order to
close more deals.
This dissertation intends to display the main concerns and best practices to implement
Marketing Automation strategy in Retail banks.
The purpose of making a benchmark was to better understand the concept in the
banking industry, while performing a survey helped evaluating customers’ demands,
to be able to make the best recommendations regarding the proper implementation of
the strategy.
Moreover, interviews with 4 marketing experts from different banks were performed
in order to get some insights into the banking industry.<br>O conceito de Marketing Automation surgiu da necessidade de fazer face às grandes alterações conduzidas pela rápida evolução da tecnologia e pelo aumento contínuo da oferta e da procura neste âmbito. Esta nova Era de marketing não só permite uma melhoria da eficiência dos colaboradores de marketing, como dá resposta às exigências de clientes mais sofisticados. Com a finalidade de alcançar resultados no departamento de marketing, as empresas deverão implementar serviços de comunicação e marketing digitais. Estes serviços permitem aos profissionais de marketing melhorar campanhas, medir, avaliar e consolidar leads, permitindo o desenvolvimento de melhores práticas de CRM, bem como o fortalecimento das relações com os clientes, aumentando a lealdade do consumidor e proporcionando um tratamento personalizado, entre outras vantagens. O desafio de alinhar Vendas e Marketing pode ser facilmente alcançado com recurso a esta nova plataforma que reúne resultados mensuráveis e visíveis para rastrear o sucesso e medir o retorno do investimento das campanhas, enquanto melhora a qualidade dos leads. Ao mesmo tempo, o departamento de vendas pode monitorar níveis de interesse para fechar mais negócios.
Esta dissertação pretende mostrar as principais preocupações e as melhores práticas para implementar uma estratégia de Marketing Automation em bancos de retalho. O benchmark permitiu entender melhor o conceito no sector bancário, enquanto o questionário possibilitou a avaliação das exigências dos clientes, fundamentando as melhores recomendações para uma implementação correta da estratégia. Ademais, foram realizadas entrevistas com 4 especialistas em marketing de diferentes bancos para obter uma melhor percepção do sector bancário.
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Branco, Rita Mota Veiga de Araujo. "Marketing plan for online aqctivity of Rota Vicentina boosting direct website sales." Master's thesis, 2016. http://hdl.handle.net/10362/17194.
Full textAbstract:
The nature tourism experienced a great expansion of its market with the appearance of
different lifestyles.
In this Work Project a study regarding the website direct sales of Rota Vicentina was
developed. Its website shows the idea of being solely an information structure and not a
purchase one, leading to a current absence of online sales. Hence, it is suggested the
modification of its business model, using different instruments and channels. Some digital
marketing recommendations were developed in order to boost website sales, such as a platform
for online reviews, remarketing campaigns and social media activity.