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Basco, John. "Digital Fundraising Strategies for Nonprofit Marketing Leaders in International Markets." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5540.
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Leaders of North American nonprofit healthcare organizations require funding from international markets but lack the resources to reach these markets through traditional marketing or the skills to reach them through digital marketing, a cost-effective alternative. The purpose of this multiple case study was to document digital fundraising strategies successfully used to reach international markets by the marketing leaders of 5 North American nonprofit healthcare organizations. Participants in the study were involved in implementing digital fundraising strategies. Marketing systems theory was the framework for the study. Data were collected through semistructured interviews and analysis of documents that illustrated the digital marketing techniques of each organization. Interview transcripts and documents were examined to identify key ideas, and then analyzed using cross-case analysis to identify common themes. Included in the findings were themes such as the importance of cultural understanding, the value of message translation, the power of partnership with local organizations, and the effectiveness of e-mail marketing. The findings from this study may result in social change by increasing revenue and growth for nonprofit healthcare organizations, making them better able to provide services to all members.
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Dimitrova, Polina, and Isa Sin. "Digital Marketing in Start-Ups : The role of digital marketing in acquiring and maintaining business relationships." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-76330.
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This study aims to explore the usage of the digital marketing to acquire and maintain business relationships, or more specifically, digital marketing in B2B start-ups within the Swedish market. Digital marketing is essential for businesses nowadays and has become a significant factor for business companies for improving and implementing their marketing strategies. Furthermore, business relationships have always taken an essential role among companies especially today due to the heightened level of digitalization. This case study attempts to answer two main research questions which this paper investigates on. To provide an exhaustive answer to the research questions: “How digital marketing contributes to acquiring business customers in B2B start-up context?” and “How digital marketing contributes to maintaining business customers in B2B start-up context?”, digital marketing approaches of eight respondents, theoretical implications and additional information will be examined in the upcoming chapters. The study concludes, that it was found that digital marketing is understood as an innovative and effective method for attracting, maintaining and building business relationships. However, the lack of resources is one fundamental reason why start-ups have difficulties in acquiring and maintaining business customers in practicing through digital marketing. Additionally, it was found that digital platforms and tools such as websites, industry specific platforms, and blogs provide the highest advantage for start-ups. Moreover, social media platforms like Instagram, LinkedIn and Facebook were in most use for presenting content that is informative, educational and honest. Digital marketing strategies in acquiring and maintaining business relationships are indicated in the analyses which give sufficient details in answering the research questions. The paper will provide suggestions for doing further research in improving the current topic in digital marketing.
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Quintana, Macchiavello Antonella. "Las estrategias digitales, a través de redes sociales, con relación al posicionamiento de marca en tiendas de alimentos orgánicos ubicadas en la zona 7 de Lima Metropolitana en hombres y mujeres de 28 a 33 años del NSE A durante el año 2018." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/652097.
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En la presente investigación se analizan las estrategias digitales en redes sociales de las tiendas orgánicas con la finalidad de descubrir la consecuencia actual y, en base a eso, se realizan estudios cualitativos y cuantitativos para descubrir si es que el uso constante y estratégico de estas son efectivas para posicionar la marca en el mercado. Según la investigación, el posicionamiento de la marca se ve reforzado. Sin embargo, debe ir acompañado de un desarrollo a nivel marca, no solo a través de redes sociales.In this research, I analyze the digital strategies in social networks of organic stores in order to discover the current consequence and, based on that, qualitative and quantitative studies are carried out to discover if the constant and strategic use of these are effective to position the brand in the market. According to the investigation, the positioning of the brand is reinforced. However, it must be accompanied by a brand-level development, not only through social networks.
Trabajo de investigación
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Stepanchuk, Tanja. "Optimal pricing strategies how nonlinear programming enables optimal pricing in digital environment." Hamburg Kovač, 2009. http://d-nb.info/1000250164/04.
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Gecer, Gökhan [Verfasser], and Florian [Akademischer Betreuer] Kraus. "Essays on digital marketing strategies: an analytical investigation / Gökhan Gecer ; Betreuer: Florian Kraus." Mannheim : Universitätsbibliothek Mannheim, 2021. http://d-nb.info/1239558236/34.
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Laing, Audrey Frances. "Bookselling culture and consumer behaviour : marketing strategies and responses in traditional and online environments." Thesis, Robert Gordon University, 2008. http://hdl.handle.net/10059/400.
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This research examines the implementation of marketing both by chain and online booksellers, and consumer responses to this marketing and a reading of the current trade press revealed calls for research into consumer wants and needs (Watson, 2002; Holman, 2007; Horner, 2007a). While BML (Book Marketing Limited) carries out a valuable range of research into publishing and bookselling on an ongoing basis, nevertheless, both are relatively new research areas, and bookselling is particularly underdeveloped. It would appear that research in the field of bookselling has yet to be examined in an academic context. With specific respect to the development of a comprehensive understanding of consumer responses to bookshop marketing, the research is original, timely and useful, and builds upon the foundations of existing research, as detailed above. The mixed-method approach adopted in this study enhanced the level of triangulation possible, with interviews, surveys and focus groups serving to consolidate and support sets of results. This empirical research has uncovered rich source material from consumers both online and offline, revealing complex responses to traditional and online bookselling environments. Key original findings include: the widespread perception of homogeneity across chain bookshops by consumers; the presence of a coffee shop can enhance the concept of the bookshop as a social space and that consumer behaviour online was found to tend towards linear, goal-oriented book buying, whereas traditional book shopping tends to be much more about browsing, and have a serendipitous quality to it. The research has developed a comprehensive understanding of the approaches to marketing taken by chain booksellers, but more especially, the range of consumer responses and behaviour in both traditional chain and online bookshops. It has built upon the existing scholarly material available in these fields, as well as extending and developing research in the new academic field of bookselling. There is considerable scope for further investigation in both traditional and online bookselling, as outlined in the Conclusions chapter, building on the findings emerging from this research.
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Alsabt, Danah. "Global vs. Local – Marketing and Advertising Strategies to Promote ‘Brand’ Kuwait." OpenSIUC, 2021. https://opensiuc.lib.siu.edu/theses/2880.
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The purpose of this exploratory study is to examine the development and promotion of local brands in Kuwait, to understand the cultural practices used to create their branding, and how they compete with global brands within the competitive marketplace. Specifically, the study looks into the brands of Kuwait and the need to be self-reliant and self-sufficient to generate incomes within the country and achieve national competency. The Western brands influence the local brands and sometimes squashing them by transitioning from global to local brands. The Covid-19 has also sparked the need for supporting local brands and the national economy, as evident in the way countries are gradually transitioning their business practices. Therefore, the author provides an understanding of how locals use the cultural identity theory for their owned brands and shift the perception of consumers to try, use, and support local brands. Furthermore, the author analyzes the digital marketing strategies applied by local and global brands in achieving effective communications by promoting their brand image to Kuwait and the Gulf Cooperation Council (GCC) region.
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Claesson, Amanda, and Albin Jonsson. "The Confusion of Content Marketing : a study to clarify the key dimensions of content marketing." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-16932.
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Content marketing is a popular marketing strategy, which has increased significantly during the last years. The term content marketing is new but companies have been working with parts of the strategy for decades. The new digital era changed the communication from a one-way to a two-way communica- tion. Customers now have a demand for relevant content that is valuable for them. The purpose of this dissertation is to develop an understanding of this marketing strategy, and clarify the key dimensions that distinguish content marketing from other marketing strategies. This thesis rests on a realistic philosophy with an abductive approach. Based on previous research different definitions of the marketing strategy are used to develop a model of the key dimensions of content marketing. A qualitative data collection with semi-structured interviews is performed on seven participants in order to explore what is seen as important aspects, and to gather new insight about the unclear marketing strategy. The findings indicate a differentiation between companies, but there is a consensus of the most im- portant aspects. Findings of how the strategy is done results in a new model, and a new definition of the marketing strategy. Suggestions for further research include examining how companies measure con- tent marketing. The results contribute with a clarification and further description of what content marketing is, and the most important aspects to consider when working with the strategy. The results of this study are useful as a guideline for people starting to work with content marketing, with the aim to understand the market- ing strategy.
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Espinosa, León Juan Pablo. "La relación entre el uso de redes sociales como acción de marketing digital y el Brand Awareness de músicos independientes en jóvenes de 18 a 24 años de Lima Metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/652212.
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Hoy en día, el uso de las redes sociales de manera profesional y las mismas reglas y restricciones que imponen estas plataformas al momento de ofrecer espacios publicitarios en sus webs, hace que el mundo sea competitivo para crecer y hacer un negocio conocido. Esto sucede con los músicos independientes en Lima dado que en su mayoría no cuenta con los recursos necesarios para crear una estrategia que impacte en redes sociales o simplemente no tiene un presupuesto de inversión. El tema investigado consiste en demostrar que el uso óptimo y eficiente de las redes sociales es una estrategia digital es esencial para generar Brand Awareness en el negocio de los músicos independientes. Se buscó investigar una audiencia joven, la cual es considerada como nativos digitales, que entra durante varios momentos en el día a sus redes sociales y que escuchan a sus artistas favoritos a través de plataformas de streaming digital en su gran mayoría. Basándonos en la aplicación estudios cualitativos y cuantitativos, se buscará evidenciar y demostrar que esta relación existe y es relevante para el negocio de la industria de la música en la ciudad de Lima, Perú.Today, the use of social networks in a professional manner and the same rules and restrictions imposed by these platforms when offering advertising spaces on their websites, makes the world competitive to grow and make a business known. This happens with independent musicians in Lima since they do not have the necessary resources to create a strategy that impacts social networks or simply does not have an investment budget. The subject investigated is to demonstrate that the optimal and efficient use of social networks is a digital strategy is essential to generate Brand Awareness in the business of independent musicians. We sought to investigate a young audience, which is considered as digital natives, who enter their social networks for several moments in the day and who listen to their favorite artists through digital streaming platforms in the vast majority. Based on the application of qualitative and quantitative studies, we will seek to demonstrate and demonstrate that this relationship exists and is relevant to the music industry business in the city of Lima, Peru.
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SILJESTEDT, SANDRA. "Marketing strategies in luxury fashion SMEs : The dream about Mary Katrantzou." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-18078.
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Purpose: The purpose of this study is to critically examine the marketing strategy and marketing communication within a luxury fashion SME, the case of Mary Katrantzou. Methodology: This report has been conducted in a qualitative approach and six employees at the case study company have been interviewed. Three of the respondents are a part of the marketing department at the company, two are a part of the sales department and one member of the ecommerce team was interviewed. Moreover the interview approach was semi-structured interviews, and one on one interviews were conducted as well as written ones. Due to the access in the company the written interviews could be followed up by additional questions. Findings: Mary Katrantzou works with the appropriate traditional tools for luxury fashion brands, apart from advertisement, as well as working with the digital channels most suitable. Accordingly the theory a cohesive brand identity is vital when it comes to luxury fashion firms, and the findings in this area showed that the company does not have a coherent brand identity that permeates the whole organization. Instead the opinions of the six respondents differed. Moreover the empirical findings showed that collaborating with other companies could increase brand awareness. Conclusion: Mary Katrantzou’s marketing strategy is, accordingly the theory collected, in line with how luxury fashion brands should work with marketing. For the future however the company could invest in one more traditional tool in the form of advertisement. Figuring out the true brand identity of the company is also of importance. Moreover collaborations have according to this study the ability to increase brand awareness and should therefore be of interest to research further in the near future. Value/originality: The intimate access in the case study company in this report should be of high interest due to its rareness. From the inside examined fashion luxury brands are seldom researched, which adds value and originality to this study.Program: Textilekonomutbildningen
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Dean, Curtis7. "Social Media Marketing Strategies Used by Owners of Small Retail Businesses." ScholarWorks, 2019. https://scholarworks.waldenu.edu/dissertations/6989.
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Implementing an effective social media marketing strategy campaign to engage customers and increase sales is a challenge for owners of small retail business owners The purpose of this multiple case study was to explore the social media marketing strategies owners of small retail businesses used to increase sales. The conceptual framework for this study was the social media marketing strategy theory. Data were collected from 5 small retail business owners in North Carolina through semistructured, face-to-face interviews and a review of company documents, websites, and social media sites. Data analysis through Yin's 5-step process of compiling, disassembling, reassembling, interpreting, and concluding data resulted in 3 emergent themes: social media engagement strategy, outsourcing strategy, and target market strategy. Owners of small retail businesses might benefit from the findings of this study to increase sales by understanding how to integrate a mix of social media marketing platforms, improve customer engagement, use third-party social media experts to improve advertising, and target customers using social media. The implications of this study for positive social change include the potential for small business owners to increase job opportunities, lower local unemployment rates, and improve local economic growth and stability.
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Mitsche, Nicole. "Digital destination promotion : understanding and maximizing the use of digital and cultural assets to enhance tourists' decision making and destination marketing strategies." Thesis, University of Sunderland, 2016. http://sure.sunderland.ac.uk/7105/.
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With the overarching research question “how Information and Communication Technologies can be used to support a destination in improving tourists’ information search and decision making through the use of its digital and cultural assets” this thesis connects the three themes of eTourism, destination marketing and heritage tourism through a user-centric approach and the application of innovative technologies. The eight papers provided utilise and investigate the application of technology to improve the effectiveness and promotion of destination marketing and destination marketing organisations whilst, at the same time, improving user experiences. Interdisciplinary research focuses on the opportunities provided by digital and cultural assets of destinations to enhance destination marketing efforts. This research recognises and discusses the importance and challenges of the commodification process of tangible and intangible heritage as part of the marketing process. Methodologies appropriate to each of the research purposes were applied and data was triangulated to improve understanding. Quantitative data was collected through questionnaires, web crawlers and log files enabling the research to draw on analytical methods such as correspondence and cluster analysis, as well as data envelopment analysis (DEA). Qualitative methods such as workshop cycles, observations, and interviews were used to provide rich narratives analysed through content analysis. The results from the eight papers enhance destination marketing efforts by providing a better understanding of user behaviour and preferences based on travel personalities, travel and search pattern. They provide a clearer representation of the technologies, digital assets and e-Services available, discussing web site content and effectiveness. Strategies and innovative ideas to improve the current utilisation of digital technologies are provided based on the outcomes of the studies presented. Furthermore, a reflection on the use of intangible cultural heritage assets within destination marketing supported through the use of technologies is explored to enhance opportunities for destination marketing. V The research presents innovative and new ways to a destination to create new meanings and unique selling points (USPs) through cultural heritage assets and user-centric technologies. It introduces an interpretative strategy within destination marketing, and ideas to make the tourists’ holiday choice process more engaging. It enhances the understanding of on-line destination presentation, enabling comparisons between providers and improving their competitiveness. The main contribution of this work is new and enhanced insights how to improve on-line destination presentation by understanding its current representation and users’ search and behaviour patterns online and during travelling. It provides examples for the usefulness of ICT and cultural heritage in order to improve destinations’ marketing efforts. It also adds to the debate of the application of technologies for heritage interpretation and the commodification of (local) cultural heritage assets for destination marketing and tourism purposes.
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Chuquilin, Zelada Fiorella Elizabeth. "Acciones de la promoción digital en relación con el proceso de compra de ropa Plus Size en mujeres de 18 a 34 años de NSE B de Lima Metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/652970.
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El presente trabajo de investigación académica está basado en el análisis de las acciones de la promoción digital en relación con el proceso de compra de ropa Plus Size en mujeres de 18 a 34 años de NSE B de Lima Metropolitana. En primer lugar, se dan a conocer cuales son las estrategias SEO y SEM, así mismo detalla cuales son las acciones comprendidas dentro de estas estrategias. Además, se investiga sobre la reacción del target a estas acciones y estímulos. En segundo lugar, se tomó muy en cuenta el análisis del proceso de compra de las mujeres del segmento, descubriéndose que el target prefiere realizar compras por internet antes que las tiendas físicas. Finalmente, se contrastaron ambas variables y se evaluó la influencia de las diferentes estrategias de marketing digital en las etapas del proceso de compra del segmento Plus Size. Adicionalmente, se presenta el contraste de los resultados con la hipótesis planteada y conclusiones de la investigación.This academic research work is based on the analysis of the actions of digital promotion in relation to the process of buying Plus Size clothing in women from 18 to 34 years of age from NSE B of Metropolitan Lima. First of all, they are disclosed which are the SEO and SEM strategies, as well as detailing what are the actions included within these strategies. In addition, the target's reaction to these actions and stimuli is investigated. Secondly, I am very aware of the analysis of the purchasing process of women in the segment, discovering that the objective of making purchases online before physical stores. Finally, both variables were compared and the influence of the different digital marketing strategies in the stages of the Plus Size segment purchasing process was evaluated. In addition, the contrast of the results with the hypotheses and the conclusions of the investigation is presented.
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Isaacs, Julien(Julien Dylan). "Digital expansionism : exploring the U.S.-China technology dynamic through cybersecurity policy and international marketing strategies in the Cloud Computing Sector." Thesis, Massachusetts Institute of Technology, 2019. https://hdl.handle.net/1721.1/122125.
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Thesis: S.M. in Management Studies, Massachusetts Institute of Technology, Sloan School of Management, 2019Cataloged from PDF version of thesis.
Includes bibliographical references (pages 86-94).
The U.S. and China remain largely separated from one another in terms of technological market access, with both sides implementing policy regimes serving as official or unofficial barriers to international trade, especially evident in data-sensitive industries, such as cloud computing. The result is a very low market share for American cloud computing providers in China, and vice-versa. This paper explores the U.S.-China dynamic insofar as government policy and action are concerned, the U.S. and China markets, and private enterprise's response and strategy in the cloud computing industry, which is notable not only given its value, $278.3 billion worldwide by 2021, but also its central position in the flow of global data.' The paper arrives at a number of conclusions. Firstly, given China's techno-nationalist policy regime, U.S. cloud computing firms, and by extension, all U.S. technology companies, will face increasingly limited market share and opportunity in China. Conversely, Chinese cloud computing providers, and by extension Chinese technology products, in general, may be able to successfully garner market share in the U.S. by offering innovative products with little to no substitutes, for which Americans will potentially waive their data privacy concerns in order to access (which may lead to unintended consequences). Lastly, the U.S. and China should work together to form, articulate and implement cybersecurity and data norms, enhancing international cooperation on a government and private enterprise level, effectively removing international trade barriers and promoting and enhancing market access. Cooperation, however, remains a challenge, given the differing policy objectives of the U.S. and China.
by Julien Isaacs.
S.M. in Management Studies
S.M.inManagementStudies Massachusetts Institute of Technology, Sloan School of Management
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Bojén, Lo, Jessica Janzén, and Jessica Dahlbeck. "Fast fashion-företags marknadsföring av hållbara produkter : En kvalitativ studie avgränsad till digitala kanaler." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-23450.
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Samhället står inför stora utmaningar att konsumera hållbart, vilket fast fashion-företag kritiseras för att bidra till. På grund av den ökade medvetenheten i samhället om hållbarhet har dessa företag börjat ta större ansvar för miljön genom att utveckla mer hållbara affärslösningar. I samband med detta kommer dock nya utmaningar, nämligen att nå ut till konsumenter med det bra arbete som görs så att de både blir intresserade av produkterna och påverkas till attkonsumera dessa. Kommunikationen som företag sänder ut har enligt tidigare forskning ansettsbristfällig ur flera aspekter, vilket innefattar hur den är utformad och vad den innehåller för attkunden ska känna att de hållbara plaggen är attraktiva att köpa. Marknadsföringen har nämligen inte uppfattats som trovärdig och konsumenter uppger att de upplever risker med de hållbara produktalternativen. I denna kvalitativa studie har innehållsanalyser gjorts på sex stora skandinaviska fast fashion-företags digitala kanaler, mer exakt Instagram samt hemsidor. Detta för att undersöka hur fast fashion-företag faktiskt kommunicerar idag och vad det är som karaktäriserar deras strategier. Studiens resultat syftar till att bidra med kunskap och tillvägagångssätt som modeföretag, medhållbara produktalternativ, kan ta hjälp av för att nå ut med dess budskap. Frågeställningarna som vi sökt svar på är hur fast fashion-företags visuella kommunikation av hållbara produktalternativ uttrycks samt vilka strategier som kan urskiljas för att företagen skall engagera konsumenter samt minska konsumenters upplevda risker med hållbara produktalternativ. Tidigare forskning har ofta fokuserat på att studera vad som påverkarkonsumenters köpintention och vilka strategier som ökar varumärkens värde. Med vår studiekom vi fram till hur kommunikationen faktiskt ser ut idag och resultatet visar att det finns en mängd olika strategier som företag använder sig av. Det företagen gör mest av är att kommunicera hållbarhetspåståenden, men de talar även till konsumenters personliga vinning. Det har också gått att urskilja att vissa fast fashion-företag använder sig av storytelling och word-of-mouth för att skapa engagemang kring hållbara produkter, men detta till en lägre grad. Utifrån deras utformning av kommunikationen går det vidare att se att de på olika sätt vill bjuda in till en hållbarhetsdialog med kunden, men det är eventuellt ett område som skulle kunna undersökas mer. De slutsatserna som går att dra är därmed att företag behöver arbeta mer med sin kommunikation för att konsumenter ska nås på ett sätt som uppfattas som trovärdigt vad gäller hållbarhetspåståenden. Företag bör även arbeta med att generera mer engagemanggällande hållbarhet.In today’s society fast fashion companies are being criticized for promoting unsustainable consumption, which inhibit reaching the societal sustainability goals regarding consumption. But since there is an increased awareness about sustainability, these companies have started to take greater responsibility for the environment by developing more sustainable business solutions that enable a production of sustainable product alternatives. Although companies progress, this adaption arises new challenges regarding marketing communication. Today’s companies struggle to reach consumers with their new sustainability approach in order to both influence and make consumers interested to consume more sustainable products. According to previous research, the communication that companies send out has been considered deficient in several aspects. This includes what the messages in the marketing communication contain to make consumers feel that the sustainable garments are attractive to buy as well as its perceived reliability. In this qualitative study, we implement content analyzes on six Scandinavian fast fashion companies’ digital channels, more precisely Instagram and websites. This enables the possibility to analyze the communication of their more sustainable products and examine what characterizes their communication strategies. The study's result is aimed to contribute with more knowledge within the field and marketing strategies that fast fashion companies, with sustainable product alternatives, can use to reach out with their sustainability message regarding their sustainable products. The questions we sought to answer were how fast fashion companies expressed their visual communication of sustainable product alternatives. But also, which marketing strategies that could be distinguished in the company’s communication in order to both engage consumers and reduce consumers perceived risk with buying sustainable product alternatives. Previous research has often focused on studying what affects consumers purchasing intention and what kind of marketing strategies there are to increase brand value. With this as our framework, we came to know what the sustainability communication looks like today within fast fashion companies. The results show that there are a variety of strategies that companies use. Companies mostly communicate sustainability claims, but they also speak to consumers' personal gain. It has also been discernible that some fast fashion companies use storytelling and word-of-mouth to create engagement around sustainable products, but to a lesser extent. Based on the design of the communication, it is possible to see that they want to invite consumers in a sustainability dialogue when marketing their products, but this is an area that could be explored more. The conclusions that can be drawn are therefore that companies need to work more with their communication in order to reach consumers in a way that is perceived as credible in terms of sustainability claims. Companies should also work to generate more engagement around sustainability in their marketing strategies.
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Arestav, Amanda, and Sara Åström. "Bridging the digital and physical worlds : The deployment of augmented reality in a retail setting – a case study on IKEA." Thesis, Umeå universitet, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-149394.
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Developments in digital marketing are putting pressure on companies to keep up in the rapidly changing market environment. To do so, companies must take proactive steps in identifying new strategies to optimize their customers’ experiences in a digital era of increasing customer demands for online solutions. Among the most promising technological developments is the growth of Augmented Reality (AR) applications. While the future of augmented reality is relatively unknown, its unique attributes of bridging the digital and physical world have gotten investors excited. Yet, the knowledge of how to utilize AR’s unique attributes in marketing strategies is still limited, and the discussion on how to get the restless new generation to accept this emerging technology is accelerating. Within the retail industry, IKEA is considered a pioneer in deploying augmented reality in their customer experience. This project is a case study on IKEA’s implementation of augmented reality, a source of inspiration for future deployment strategies. The research data consists of interviews with respondents from both IKEA and IKEA’s innovation lab SPACE10, representing the industry practitioners, and two focus groups representing the low- and high-involvements customer perspectives. Supported by both theoretical and case study findings, this study develops a conceptual framework for AR deployment within the retail industry. The framework highlights the main elements to consider for an effective deployment of AR within a retail context. Firstly, companies should identify which customer values the AR program aims to provide, evaluate whether or not the AR technology is more effective than traditional methods for the intended value creation and thereafter design the program objectives accordingly. Secondly, the deployment stage consists of three entangled dimensions that are intertwined with a customer feedback loop. The three dimensions represent AR deployment success factors, and they are: (1) User experience (2) Utilizing unique attributes and (3) Strategy coherence.
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Gasslander, Lina, and Gustav Holmberg. "Integrating digital marketing strategies and efficiency when designing an assembly line with high product variations : A case study performed at Habo Plast AB." Thesis, Jönköping University, JTH, Produktionsutveckling, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-54138.
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The volatile nature of the current market situation forces companies to improve their competitiveness in different ways. An important but unexplored research area is the integration between production marketing and production efficiency. This research area is important as it can assist companies to improve their competitiveness. The integration between digital marketing and production was examined in this study, and to which extent this integration affects the ability to design an effective and flexible assembly line at a case company. An abductive research approach formed the methodology during this research project, which was a case study where literature review, interviews and observations was used to gather data. The deductive approach facilitated the ability to analyze existing theories and form guidelines to follow when designing an efficientand flexible assembly line. The abductive approach facilitated the integration of the digital marketing strategies with the design of an efficient and flexible assembly line. The analysis showed that the digital marketing attributes had both positive and negative impacts on the production efficiency. It was also stated that using the production as a marketing tool can in fact result in a positive outcome for both parts. Using the production as a part of the marketing strategy could encourage companies to keep the production space clean and structured, which in turn have a positive effect on the production efficiency. The study results also indicated that it is important to consider possible trade-offs that might occur when using the production as a marketing tool. In the case of Habo Plast, the main trade-offs that was found was that the shape of the assembly line is not aligned with both the efficiency and Habo Plast’s marketing purpose. The trade-offs for production marketing are, however, dependent on companies’ chosen marketing attributes and can therefore not be generalizable for all companies. As this subject is an unexplored research area, suggestions for further research are also included in this report.
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Ståhl, Emma, and Anna Pettersen. "Marknadsstrategi för lead generation : En studie om digitala marknadsstrategier och dess effekt på marknadsleads." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-16989.
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Titel: Marknadsstrategi för lead generation: En studie om digitala marknadsstrategier och dess effekt på marknadsleads Nivå: C-uppsats, kandidatexamen i Företagsekonomi Författare: Anna Pettersen och Emma Ståhl Handledare: PhD Agneta Sundström Examinator: PhD Lars-Johan Åge Datum: 2014-Juni Syfte: Syftet med denna studie är att öka förståelsen för hur företag planerar, tillämpar och utvärderar strategier för digital marknadsföring med avsikt att generera leads. Metod: Flerfallstudien är av kvalitativ karaktär. Empirin samlades in genom en primär datainsamling av tio semistrukturerade intervjuer utförda på tio olika företag med verksamhet inom svenska IT-industrin. Genom ett rutnät har vi kodat och analyserat insamlad primär data för att finna teman och mönster som mynnade ut i en kärnkategori; Effekt. Resultat & slutsats: Studien visar att de medverkande respondenterna anser att lead generation och digital marknadsföring är viktiga områden för deras företag. Respondenterna väljer att basera sin planering för marknadsstrategier på intuition och tillämpar strategier genom ”trial and error”. Vidare lägger respondenterna sparsamt med tid på att utvärdera sina strategier. Studiens bidrag: Studien bidrar till en ökad förståelse för vilken effekt företagens planering, tillämpning och utvärdering av digitala marknadsstrategier har på lead generation. Fortsatt forskning: Vi föreslår att fortsatt forskning undersöker hur mycket affärssamarbeten mellan företag påverkas av kulturella skillnader, och vad företagen kan göra för att undvika problem kopplat till detta. Nyckelord: Digital marknadsföring, Marknadsstrategier, Digitala verktyg, Lead generation, Marknadsleads, Business-to-businessTitle: Market strategy of lead generation: A study about digital market strategies and its effects on market leads Level: Bachelor thesis in Business economics Authors: Anna Pettersen and Emma Ståhl Supervisor: PhD Agneta Sundström Examiner: PhD Lars-Johan Åge Date: 2014-June Aim: The aim of this study is to increase understanding of how companies plan, implement and evaluate strategies for digital marketing in order to generate leads. Method: This multiple case study has a qualitative research approach. The empirical data were collected through a primary data collection of ten semi-structured interviews conducted in ten different companies with locations in the Swedish IT-industry. Through a grid where we coded and analysed the collected primary data, themes and patterns were found that emerged in to a core category; Effect. Result & conclusion: This study shows that the participating respondent consider digital marketing and lead generation to be of high importance for their company. The respondents choose to base their design for marketing strategies on intuition, and they apply their strategies by “trial and error”. Further, the respondents spend a small amount of time on evaluation of strategies. Contribution: This study contribute to a higher understanding of what effect a companies design, application and evaluation of digital marketing strategies have on lead generation Further research: We suggest that future research examines what businesses can do to receive feedback from customers, and how important this benefit is in lead generation. Key words: Digital marketing, Market strategies, Lead generation, Digital tools, Market leads, Business-to-business
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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.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.
Tesis
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Larsson, Anders, and Linus Eriksson. "Kampen om de stora pengarna : En kvalitativ studie om de svenska spelbolagens konkurrenskraft på den föränderliga spelmarknaden." Thesis, Södertörns högskola, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-37879.
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Purpose: The purpose of this study is to map how Swedish gaming companies and their gaming companies work to be competitive in a market characterized by high competition, and which are also facing a change in law. Method: This study has been based on a qualitative approach in the form of four interviews, two of which have been semi-structured personal interviews and two mail interviews. Theoretical Reference Framework: The theories used in this study are pull and push strategies, brand equity, the STP process, corporate acquisitions - strategy and celebrities and fictitious characters in brands. Conclusions: The conclusion is that the gaming companies are trying to strengthen their brands using mostly similar strategies, in order to be able to take market shares, customers and increase their own competitiveness in this changing and competitive market.Syfte: Syftet med denna studie är att kartlägga hur svenska spelbolagskoncerner och deras spelbolag, jobbar för att vara konkurrenskraftiga på en marknad präglad av hög konkurrens, och som även står inför en lagändring. Metod: Denna studie har utgått från en kvalitativ ansats i form av fyra intervjuer, där två av dem har varit semistrukturerade personliga intervjuer och två mailintervjuer. Teoretisk referensram: De teorier som använts i denna studie är pull och push - strategierna, brand equity, STP - processen, företagsförvärv - strategi och kändisar och fiktiva karaktärer i varumärken. Slutsatser: Slutsatsen är att spelbolagen försöker stärka sina varumärken med hjälp av mestadels liknande strategier, för att kunna ta marknadsandelar, kunder och öka sin egen konkurrenskraft på denna föränderliga och konkurrenskraftiga marknad.
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SEPE, GIORGIA. "Alcuni insight nel definire le strategie di marketing nel settore food & beverage." Doctoral thesis, Università Cattolica del Sacro Cuore, 2018. http://hdl.handle.net/10280/39863.
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Il presente lavoro di tesi ha l’obiettivo di approfondire la conoscenza dei diversi aspetti del marketing del food & beverage, in considerazione dei molteplici cambiamenti occorsi e derivanti non solo dalla tecnologia ma anche dalle preferenze dei consumatori. A tal proposito, la ricerca adotta una triplice prospettiva, prendendo in considerazione l’analisi degli attori fondamentali esperti delle dinamiche del settore: gli insegnanti di educazione alimentare nelle scuole italiene; i professionisti di marketing, trade marketing e vendite nei loro processi di integrazione; le startup digitali coinvolte nello sviluppo di progetti che innovano i canali e le modalità distributivi. Pertanto, ogni capitolo di questo lavoro si focalizza in modo indipendente su ognuno degli attori proposti, presentando evidenze empiriche e spunti di ricerca futuri.
L’obiettivo dell’intero studio è dunque di analizzare l’evoluzione del settore food & beverage a livello empirico e di fornire degli avanzamenti dal punto di vista teorico.This research project deepens the knowledge around many aspects of the marketing of the food and beverage industry to address the new challenges deriving from both incremental and disruptive changes and more unpredictable consumers’ preferences. The research adopts different perspectives of three fundamental actors: consumers, established firms, and new ventures. The first study examines teachers’ perceptions and feelings around nutrition education, to what extent these professional figures can affect students’ behavior and how they perceive the relationship with families. The second study focuses on the integration of marketing, trade marketing, and sales functions within established firms. The third paper analyzes digital startups, and it contributes to the entrepreneurial literature on startups development and survival and the development of dynamic capabilities. The aim of the study is twofold, both empirical and theoretical. At a more empirical level, the goal is to provide an in-depth understanding of the evolution of marketing in the changing and complex environment of the food and beverage system, regarding competition, channels and institutions and consumers. At a theoretical level, it tries to provide some explanatory propositions for each analyzed setting.
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Mariano, Navarro Mirian Sarita, Romero Denisse Gisselle Quispe, and Campos Alberto Jesús Villar. "Plan de negocio para una consultora de comunicación estratégica DirCom para el sector gastronómico. A Punto Comunicación Estratégica." Master's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2021. http://hdl.handle.net/10757/657640.
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El presente plan de negocios sustenta la creación de la agencia de comunicación estratégica A Punto, cuya misión es brindar asesoría a pequeñas y medianas empresas del sector gastronómico, así como a sus dueños y chefs, para potenciar sus marcas y crear planes de comunicación con los cuales destacar en el competitivo mercado de las redes sociales.
La pandemia cerró la economía peruana por varios meses y varios sectores económicos pagaron las consecuencias. Junto con el de turismo, el gastronómico fue, no cabe duda, uno de los más golpeados. Sin embargo, esta crisis evidenció también las posibilidades y beneficios que la comunicación estratégica y el marketing digital tienen para el desarrollo de un negocio que debe saber cómo posicionarse en redes sociales.
A Punto propone una estrategia diferenciadora, pues no existe ninguna agencia de marketing digital en el mercado dedicada al sector de la gastronomía, ello pese a que en la actualidad unos 150 mil negocios dedicados a ello operan en el país.
Nuestro modelo de negocio ancla su propuesta de valor en el conocimiento de la comunicación como herramienta para hacer crecer una empresa, a partir del diagnóstico, la planificación de estrategias y el acompañamiento del cliente en el desarrollo y evaluación de las mismas; todo alineado, y enfocado, en el mundo de los fogones.
Basados en un sondeo de mercado, nuestra investigación halló los aspectos que las organizaciones, dueños y cocineros identifican como necesidades de comunicación. Nos hemos apoyado también en la visión de estrategas y consultores de comunicación con experiencia en el rubro de la restauración, con quienes nos acercamos a la realidad, retos y oportunidades de la consultoría especializada en gastronomía.
Los resultados del trabajo nos permiten concluir que el modelo es viable con un prometedor crecimiento en los siguientes años.This business plan upholds establishing of A Punto, an strategic communication agency whose mission is providing consultancy to small business and medium-sized companies in the gastronomic sector, as well as business’s owners and entrepreneurs chefs, in order to boosting brands and creating communication plans with which ones to stand out in the competitive social media market. The Covid19 pandemic closed the Peruvian economy for several months and many economic sectors were affected. Along with tourism, gastronomy was, certainly, one of the hardest hit. However, this crisis also evidenced the possibilities and benefits that strategic communication and digital marketing to develop business and knowing how take position on social networks. A Punto proposes a differentiation strategy, since there is no a digital marketing agency in the Peruvian market specialized in gastronomy sector, despite the fact that currently some 150 thousand gastronomic businesses operate in our country. Our business model holds its value proposition in the knowledge of communication as a tool to growing company, focused in on diagnosis, planning of strategies and accompanying to client in their development and evaluation; everything lined and focused in the world of stoves. Based in a market survey, our investigation found out the aspects which companies, business’s owners and entrepreneurs chefs identify as communication needs. We have also relied on the vision of communication strategists and specialized consultants with experience in the restaurant industry, with whom we get closer to the reality, challenges and opportunities of gastronomy consulting. The results of this investigation allow us to conclude that the model is viable with promising growth in the following years.
Trabajo de investigación
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Ames, Orihuela Grazia Nicole. "Gestión de la interacción parasocial de influencers en beneficio de la percepción de marca." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/656561.
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La interacción parasocial es un fenómeno que está presente en las relaciones de la audiencia con los influencers, sin embargo, no es tomada en cuenta en la elaboración de estrategias de marketing con influencers, quienes, hoy en día, cumplen un rol importante en la comunicación de las marcas. El presente trabajo es un estudio cualitativo realizado mediante entrevistas a especialistas en marketing, psicología y comunicaciones que busca profundizar en el conocimiento de la dinámica de la interacción parasocial entre influencers y su audiencia y sus efectos sobre la percepción de marca para determinar maneras de poder aprovecharla en beneficio de la marca. Con los hallazgos, se pudo determinar la consideración de la interacción parasocial en las estrategias de marketing actuales, los beneficios que esta trae para influencers y marcas; y maneras de poder gestionarla a través del mismo influencer. Debido a que es un elemento que surge en la audiencia, la interacción parasocial es una variable bajo el control del público. Es solo gestionable a través del influencer, mediante elementos relevantes a considerar desde la etapa de planeación de la estrategia, y, de esa manera, aprovechar la interacción parasocial desde etapas iniciales y no solo descubrirla en el desarrollo de una campaña.Parasocial interaction is a phenomenon present in the relationships between audiences and influencers, however, it is not taken into consideration in the development stages of marketing strategies with influencers, who play an important role in brands’ communication today. This paper is a qualitative investigation carried out through interviews with marketing, psychology and communications specialists which looks for expanding the knowledge of the dynamics of parasocial interaction between influencers and their audiences and its effects on brand perception to determine ways to obtain brand benefits. With this study, it was possible to determine the role of parasocial interaction in current marketing strategies, the benefits it brings to influencers and brands; and ways to manage it through the influencer. Since it is an element that originates in the audience, parasocial interaction is a variable under their control. It is only manageable through the influencer, considering relevant elements since the planning stages of the strategy, so, that way, the brand can benefit from parasocial interaction since the planning stages and not only in the development stage of a campaign.
Tesis
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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-canalNo English summary available
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Cozer, Mateus Tavares da Silva. "O projeto delta sob a perspectiva do marketing estratégico: uma abordagem em ambiente de economia digital." Universidade de São Paulo, 2006. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-03122006-103714/.
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O objetivo do trabalho é analisar o processo competitivo em ambiente de economia digital sob a ótica do marketing estratégico, fundamentado no Projeto Delta, de Arnoldo C. Hax e Dean L. Wilde II, que examina três posicionamentos estratégicos alternativos. O trabalho focaliza precipuamente um desses processos adaptativos críticos o foco no cliente e se justifica porque amplia a visão do processo estratégico no nível da unidade estratégica de negócios. As duas abordagens exclusivas de conquista de vantagem competitiva propostas por Michael Porter baixo custo ou diferenciação enfatizam, respectivamente, as vertentes rentabilidade do produto e entrega do melhor produto. Nesse sentido, embora relevantes, elas não descrevem todas as situações de competição que caracterizam o ambiente contemporâneo de negócios. Sob o aspecto metodológico, é feita, preliminarmente, uma fundamentação da literatura pertinente ao tema, a partir de uma perspectiva do marketing estratégico, sequencialmente são mostrados os resultados de uma pesquisa empírica sobre o caso de uma empresa de relações públicas.The most influential contemporary strategic framework, espoused by Michael Porter, is based on two exclusive ways to compete: low cost or differentiation. Although the best-product strategy continues to be relevant, Arnoldo C. Hax and Dean L. Wilde II argues that it does not describe all the ways companies compete in the current environment. In that way, the focus of this work is to analyze the competitive process on the digital economy environment, under strategic marketing optics and based on the Delta Model, which looks to three strategic positioning options. The work focuses on one of those adaptative processes: customer targeting. On the methodological point of view, a literature review is done in the field of strategic marketing; sequentially are shown the results of an empiric research on the case of a public relationship company.
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Bernetière, Camille. "L’introduction d'outils numériques dans les offices de tourisme : Énonciations spatiales et pratiques des conseillers." Thesis, Avignon, 2016. http://www.theses.fr/2016AVIG1164/document.
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L’émergence d’un contexte concurrentiel fort entre les destinations amène les offices de tourisme à se démarquer pour gagner leur place de dispositifs communicationnels d’informations touristiques. Ce mémoire de thèse défend l’idée que les stratégies spatio-communicationnelles mises en œuvre au sein des offices de tourisme équipés d’outils numériques jouent un rôle déterminant sur les pratiques des conseillers en séjour. Ces stratégies mettent en scène dans l’espace les quatre composants fondamentaux d’un office de tourisme : le territoire, le savoir, la relation aux usagers et les outils numériques. L’étude de ces composants et de leur organisation dans l’espace, selon une approche qui se place du côté de la production, fait ressortir trois types idéaux de stratégies spatio-communicationnelles : la séduction, la promotion et la revendication d’identité. Enfin, les analyses des pratiques des conseillers en séjour (à partir de leur observation et d’entretiens rétrospectifs) démontrent une mutation des métiers liée à ces stratégies : les pratiques des conseillers, induites par l’espace, les transforment alors en ambassadeurs du territoire auprès des usagers, en experts de l’offre touristique, ou encore en médiateurs numériques. Dès lors, l’énonciation spatiale désigne l’ensemble des tactiques ou stratégies élaborées à partir de relations spatialisées qui conditionnent la communicationThe emergence of a strong competitive environment between destinations compels tourist offices to stand out from one another so as to carry out their role of tourist information communication agencies. The present thesis argues that the spatio-communicational strategies implemented with digital equipment by tourist offices have a major impact on counselors’ guidelines for a trip. These strategies reproduce spatially the four basic components of a tourist office: territory, knowledge, customer relation, and digital tools. The study of these components and their spatial translation, especially in regard to their production, highlights three ideal types of spatio-communicational strategies: enticement, promotion and the claiming of identity. Lastly, the analysis of counsellors’ practices induced by space (as evidenced by their observations and retrospective testimonies) reveals a mutation of mission statements: influenced by spatial factors, counselors turn into ambassadors of the territory, experts of tourist happenings, or even digital mediators in their dealings with customers. Therefore, spatial enunciation has referred to all the possible techniques and strategies derived from spatialized relationships affecting communication
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Comandini, Chiara. "Social Media Marketing: Integrazione dei social network nella strategia aziendale." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2018. http://amslaurea.unibo.it/15194/.
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La rivoluzione tecnologica che caratterizza l'era digitale si sta rivelando un fenomeno di massa che ha profondamente modificato il modo di agire e di pensare delle persone. La globalizzazione, l’evoluzione delle tecnologie e la digitalizzazione degli accessi alle informazioni sono i principali fattori che hanno determinato profondi cambiamenti sui mercati, sulle imprese e sui consumatori. Il Web è diventato un elemento fondamentale della quotidianità delle persone, ed è in grado di raggiungere gli individui in qualsiasi luogo o in qualsiasi momento. Nel contesto economico, le tecnologie informatiche coinvolgono le relazioni tra le imprese e il consumatore, e le singole componenti del marketing mix. Dal punto di vista sociale, permettono a milioni di persone di scambiarsi informazioni, di costruire una rete relazionale e comunicativa priva di barriere geografiche, di creare contenuti diversificati in qualsiasi parte del mondo. Queste potenzialità hanno costretto imprese e individui a prendere coscienza di un cambiamento radicale nel paradigma del marketing. La figura del consumatore assume un ruolo centrale e un’importanza molto diversa rispetto all’entità passiva tipica del marketing tradizionale: gli “utenti 2.0” utilizzano i numerosi strumenti digitali a loro disposizione per partecipare attivamente alle community che si sono create sulla Rete, condividendo opinioni e ricercando informazioni sui prodotti e servizi. Le imprese hanno la possibilità di sfruttare questa fonte di conoscenza gratuita e largamente disponibile per meglio comprendere le esigenze e i reali bisogni del target di riferimento, adattando di conseguenza l'offerta. I social network sono le piattaforme su cui avviene la maggior parte degli scambi relazionali tra gli utenti, e le imprese che intendono competere in un mercato globale orientando la propria comunicazione sul Web devono integrare questi new media nella propria strategia, distribuendo contenuti creativi e monitorando l'attività online.
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Čížová, Natália. "Marketingová stratégia vybranej firmy." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-201100.
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The basic feature of our time is constant change. The world is becoming more globalized, needs and desires of consumers are changing and consumer is changing itself, because he is more informed and has greater purchasing power. Technical and technological progress changes the way we look at the world. Competition strengthens and the way of trading is modernizing. For all these reasons, the marketing strategy is in many ways a necessity for businesses. The diploma thesis is divided into theoretical and analytical part and the main objective is the analysis and proposal of marketing strategy of chosen company in regard to a theoretical part, analysis results and information obtained.
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Feťková, Jana. "Digitálna marketingová stratégia." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-197637.
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The diploma thesis deals with the digital marketing strategy for the selected company -- a real estate agency called F.O.K., s.r.o. Prešov. The main objective of theoretical part is to analyze and define the most effective ways and means of company's promotion on the Internet with an emphasis on character of the company and the specifics of the real estate market. SOSTAC method is applied to find the most effective planning of the digital marketing strategy. The practical part deals with an optimization of the existing marketing communications and advertising. As a result, the recommendation for promotion improvement are discovered and futher development for real estate agency plan is defined.
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Uherková, Marie. "Komunikační strategie podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2017. http://www.nusl.cz/ntk/nusl-319400.
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Mater thesis deals with online marketing and optimization of marketing communication strategy for online job board specialised on remote jobs. The practical part based on theory and analyses of competitors and macro/micro environmental factors focus on short term marketing campaign. This campaign tests reaching the main goal of the strategy by evaluating operative goals. After evaluation of the campaign, there is optimized marketing communication strategy plan.
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Pejchal, Lubomír. "Analýza digitální strategie společnosti Geox S.p.A na německém trhu a návrhy na její zdokonalení." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2015. http://www.nusl.cz/ntk/nusl-234404.
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Pochopení digitální transformace společností v segmentu Business-to-Customer, to je hlavní smysl teoretické části této práce. Konkrétně, jak je touto transformací ovlivněno vytváření business modelu a digitální strategie společností v retailovém odvětví. Avšak hlavním účelem práce je ukázat tuto transformaci na příkladu obuvní a oděvnické společnosti Geox S.p.A, konkrétně její dceřiné společnosti Geox Deutschland Gbmh (dále jen Geox). Největší důraz je kladen na dvě oblasti digitální transformace. Prvně, jak mohou být využity on-line kanály a technologie obecně spojené s digitalizací ke zvýšení příjmů. Druhou oblastí je zkoumání příležitosti v oblasti sběru dat pomocí digitákních technologii a využití těchto dat s cílem zvýšit úroveň nákupních zkušenosti zákazníků této společnosti. Vyhodnocení úrovně digitalizace německého trhu je založeno na analýze kvalitativních dat, schromážděných ze sekundárních zdrojů. Tato metoda se ukázala být jako velmi efektivní v poskytnutí detailního pohledu do této oblasti. V rámci investigace vlastní digitálni strategie společnosti Geox byly opět většinou použity sekundární data; jen v několika oblastech kde to bylo realistické byly vyhodnoceny primární data. Výsledky analýz odhalily že společnost Geox dala do své digitální transformace poměrně mnoho usílí, primárně v oblastech sjednocování online a offline kanálů, marketingu na sociálních sítí, vývoji content managementu a růstu povědomí o značce Geox díky několika interaktivním kampaním. Nicméně, analýza odhalila i nadmíru slabin v digitální strategii společnosti Geox. Konkrétně nedostačující mobilní strategie, chybějící digitální technologie v kamenných obchodech, nevyhovující spolupráce mezi vedením Geox a lokálními prodejci v tvorbě marketingových kampaní, chabě personalizované webové stránky a nefungující zasílání nabídek na míru konkrétním zákazníkům. Obecně tedy může být konstatováno, že navzdory věnovanému úsilí do digitální transformace se společnosti Geox v některých oblastech nedaří přizpůsobit moderním trendům. Pročež je v závěrečné části práce identifikováno několik doporučení pro společnost Geox, za účelem eliminace slabin zmíněných výše a udržení konkurenceschopnosti do budoucna.
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Weijsenburg, Helena, and Denisse Morales. "Strategier och kanaler vid marknadsföring för fysiska researrangörer och traditionella resebyråer." Thesis, Södertörns högskola, Institutionen för naturvetenskap, miljö och teknik, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-25004.
Full textAbstract:
The tourism industry in Sweden has expanded in recent years and the increasing industry has meant that customers are in need of a reseller for their trips abroad. Today there are three types of retailers available. These are : Traditional travel agencies , tour operators and online travel agencies. Online Travel agencies are the most modern online option for customers. Their existence has made it easier for the customer and reservation can be made anytime and anywhere. The competition has intensified between the three retailers and the traditional alternatives must find new ways to survive. Through effective marketing and selecting the right channel may be vital to the travel agency's survival. The theories that have been essentiell for this Investigation are: marketing mix, relationship marketing, porter curve, the buying process, the agent's role, word-of-mouth and marketing of services and products company. In this essay, the authors investigated four tour operators and one traditional travel agency and everyone is placed in Stockholm. The authors has choosed to investigate their market businesses and how the customer's requirements have changed since online travel agencies took over a large part of the market. The authors have also decided to conduct interviews with an online travel agency and one travel company that works with marketing for travel agencies. The tour operators in Stockholm mainly use relationship marketing as a primary strategy for maintaining a loyal relationship with the customer. The channels that travel companies utilize is a combination of word-of- mouth, digital media and printed media. All companies could state that the consumer in the current situation is more aware than before and this has led an increased requirement for travel agencies. Travel agents and tour operators must offer something unique or give the client an xceptional service that they can not recieve in another place. Service in this case may involve travel on customers behalf, visa application, bookings for specific requests and helping to add travel insurance.
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Kpedor, Dorm. "Personification in Advertising: A Rhetorical Analysis of Digital Video Ads in the Insurance Industry." Digital Commons @ East Tennessee State University, 2021. https://dc.etsu.edu/etd/3894.
Full textAbstract:
Major companies in the insurance industry—notably Allstate, Progressive, and Farmers—often employ personification as a creative rhetorical tool in digital video advertisements. By leveraging brand characters in various ways, these companies seek to establish trust and engender emotional impact in customers. Allstate ascribes destructive characteristics that are associated with house cats to its Mayhem character; in doing so they evoke the desired emotional responses of humor and fear. Progressive creates and deploys the Motaur character, a visual personification and play on the Centaur; in this case, the company’s rhetorical strategy is to evoke humor and nostalgia that resonate with motorcycle owners. Farmers’ strategy is to win customers by demonstrating experience and empathy; they do so with the Professor Burke character, whose professorial ethos functions to evoke feelings of trust. I employ the Elaboration Likelihood Model (ELM) in my analysis to explore the relationships between personification, emotional appeals, and persuasion.
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Luttrup, Julia, Maria Boo, and Louise Carlsson. "Syns du finns du? : En studie över användningen av SEO, PPC och sociala medier som strategiska kommunikationsverktyg i svenska företag." Thesis, Linnéuniversitetet, Institutionen för samhällsvetenskaper, SV, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-8376.
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Narvaez, Suárez Fabiola. "La Comunicación Estratégica Externa en la música: Conectando en la era digital." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/655766.
Full textAbstract:
El presente trabajo tiene como objetivo analizar desde un enfoque cualitativo de qué manera los especialistas del sector musical peruano gestionan la comunicación digital en proyectos musicales (solistas o bandas) durante la pandemia. La industria musical ha pasado por diversos cambios y adaptaciones, en la cual la comunicación se ha encargado de mantener aquella cercanía con los seguidores en las distintas etapas. Ante la pandemia del Covid-19, la industria se ha visto afectada y paralizada en todo el mundo, postergando de manera indefinida los grandes festivales y conciertos. Siendo las presentaciones de música en vivo un punto de contacto importante con el oyente y la mayor fuente de ingresos, los proyectos musicales han tenido que adaptarse a la era digital para promover su música y conectar con sus seguidores. Estos puntos de contacto con el consumidor (oyente) están en constante cambio. Esta situación ha obligado a la música adaptarse a los cambios de la transformación digital, haciendo uso de la comunicación digital. Para lograr el objetivo del estudio, se realizaron entrevistas semi estructuradas a especialistas peruanos con experiencia en el sector musical peruano y latinoamericano.The present work aims to analyze from a qualitative approach how specialists in the Peruvian music sector manage digital communication in musical projects (soloists or bands) during the pandemic. The music industry has gone through various changes and adaptations, in which communication has been in charge of maintaining that closeness with the fans at different stages. In the face of the Covid-19 pandemic, the industry has been affected and paralyzed around the world, indefinitely postponing major festivals and concerts. With live music performances being an important point of contact with the listener and the biggest source of income, music projects have had to adapt to the digital age to promote their music and connect with their fans. These points of contact with the consumer (listener) are constantly changing. This situation has forced music to adapt to the changes of digital transformation, making use of digital communication. To achieve the objective of the study, semi-structured interviews were conducted with Peruvian specialists with experience in the Peruvian and Latin American music sector.
Trabajo de investigación
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Harutjunjan, Ani. "Analýza efektivity vybrané marketingové kampaně." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-199988.
Full textAbstract:
The aim of the thesis is to evaluate the effectiveness of the selected marketing campaign in the area of telecommunications, on the basis of defining basic criteria for success of the marketing campaign as part of the communications plan of the company. The theoretical part of the thesis is focused on defining the fundamental components of the marketing and the communication mix. Furthermore, theoretical part covering the approaches, methods and indicators for measuring the effectiveness of marketing campaigns, serves as a theoretical basis to schedule and implement the practical part. The practical part deals with the marketing and creative concept and the communication strategy of the campaign O2 Extra výhody of Telefónica Czech Republic. The effectiveness of the campaign is evaluated on the basis of the primary research using the questionnaire and also on the basis of the secondary data available from Telefónica CR.
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Navrátilová, Ludmila. "Budování konkurenční výhody českých podniků prostřednictvím kreativní internetové reklamy v rámci jednotného evropského trhu." Doctoral thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2016. http://www.nusl.cz/ntk/nusl-263393.
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This doctoral thesis focuses on creative online advertising in the context of understanding the value orientation of Czech consumers. By interactions of creative campaigns and national culture of target country aspects businesses can achieve a competitive advantage in the field of digital marketing communications. The main objective of the thesis is to create a concept of creative use of online advertising in the Czech market in relation to the cultural values of Czech consumers as a factor of increasing the competitiveness of Czech companies. The result of the thesis is a design that represents the creative elements of interactive online campaign to Czech national culture, defined as the value orientation by Schwartz according to targeting to defined age group of consumers and it also defines the effective use of online ad formats.
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趙良正. "Game Theory Based Marketing Strategies of Digital Video Services." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/82769634032019777147.
Full textAbstract:
碩士國立交通大學
管理學院碩士在職專班資訊管理組
96
The purpose of this study is to help put into perspective what is going on in this underdeveloped market and opefully help give entrepreneurs some foresight into what is likely to happen in the future. Using the same theoretical analysis as is used in the Game Theory, this article will raise various points that will help entrepreneurs develop proper strategies for their business. After analyzing Game Theory and applying it to the business management, four management models, considered appropriate to the application on the digital content market, each with their own Profit functions are found worthy of consideration. The study will then calculate all Profit functions and integrate them into Payoff functions. As a result, there will be four sets of Nash Equilibriums that will be discussed in this study. Finally, via the conclusion predicted by the Profit functions and Nash Equilibriums that come out from different strategies, this study will be able to simulate, analyze, and verify the impact on benefits, when two industries are competing and cooperating with each other based on their different strategies. This study also suggests the broadcasters play a leading role in the management model, and that the money saved by telecommunication service providers will compensate their advertisement investments cost. On the other hand, the broadcasters will be able to extend their digital content market. For both of broadcasting and telecommunication industries, it will be a win-win situation.
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Wen, Hung-En, and 溫鴻恩. "The Central News Agency digital marketing strategies of News." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/32386041731608490548.
Full textAbstract:
碩士佛光大學
傳播學系
103
Out of the tradition into the digital era, about to enter the 90-year-old CNA, feeds from the traditional pen and paper technology era, the evolution of a computer to transmit news stories, becoming the first move towards digital news media marketing foundation for digitization. From the information provided by traditional news agency, the Central News Agency digitization service transformation, integration of various IT products, hoping to develop more information-oriented convergence influential media, and a lot of information to meet the needs of the majority of audiences. This study was to investigate the digitization news agency, how to digitally integrated marketing model, to create more revenue while satisfying audiences for news and information needs of the public. In this study, literature research methods and case study method, the purpose of the study can be a traditional Central News Agency in digital convergence under the digitized information through more innovative marketing channels, the information is transmitted to more reading audience, thereby creating more element of profit model. Methods take literature search method, participant observation, in-depth interviews to Central News Agency digitized marketing theme for the CNA transition digitized information, digitized marketing strategies and models, in-depth interviews record. The study found the following: CNA facing new media challenges of the times, the transformation of digital business intelligence enabling the creation of new business models, with professional advantage "roots" management, clarification and implementation of the need for "digital convergence mechanism" of globalization and free coping strategies under the impact of the news. Meanwhile, with the rapid development of communication technology, CNA business model for the future can not rely on the old news text and news photos, must actively integrate digital marketing of news information. Such as Internet, smart phone App software, as well as other innovative integration of new media in order to meet modern reading audience demand for news.
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Rodrigues, Dalvia Nair da Silva. "The influence of digital marketing strategies on recruitment effectiveness." Master's thesis, 2018. http://hdl.handle.net/10362/39291.
Full textAbstract:
The present study was set to incorporate marketing insights into a well-known HRM subject – recruitment –, unfolding how different digital marketing strategies influence recruitment effectiveness. More specifically, it focused on understanding if, and how, information sources’ credibility, content marketing and organizational reputation influence candidates’ decision to apply for a job on the Portuguese market. A qualitative research, aligned with a content analysis, was conducted to focus on the insights from participants’ thoughts and experiences regarding the subject. The provided results offer clear and practical understandings for managers of how candidates are influenced throughout the recruitment process and how management should adapt – for instance implementing an integrated marketing communication strategy. Besides, the study adds further knowledge to the literature and sets the ground for researchers who wish to further explore this subject.
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Silva, André Filipe Lopes Simões. "InWebSolutions." Master's thesis, 2017. http://hdl.handle.net/10400.26/22921.
Full textAbstract:
No âmbito do Mestrado em Comunicação e Marketing, na vertente de Gestão de
Marketing, na Escola Superior de Educação de Coimbra, em parceria com a Escola
Superior de Tecnologia e Gestão de Oliveira do Hospital, foi realizado o Estágio
Curricular na empresa InWebSolutions, especializa em Marketing Digital e Formação.
De modo a cumprir o objetivo do trabalho, a finalidade deste relatório/ projeto
prende-se à contrução de uma ferramenta matricial com base nas estratégias de Marketing
Digital, medindo a forma como as empresas podem implementar técnicas estratégicas de
Marketing em formato Online.
Primeiramente, será apresentado o tema através de uma abordagem teórica,
retratando questões ligadas ao objeto de trabalho por via do contributo de vários autores.
Numa segunda parte, será dedicada ao desenvolvimento de um instrumento matricial,
baseado no autor Vasco Marques (2016) que irá permitir medir nove dimensões
específicas de conhecimento estratégico digital: (1) Plano de marketing digital; (2)
Website profissional; (3) Loja Online; (4) Email- marketign; (5) Redes sociais e socias
media; (6) Search engine optimization; (7) Google Adwords; (8) Mobile marketing; (9)
Google Analytics.
Este trabalho permitiu gerar um conjunto de considerações e aplicações ao nível
teórico e prático. A nível teórico abordam-se questões ligadas às estratégicas de
Marketing Digital, e a importância que este novo paradigma contribui para o desempenho
das organizações. A nível prático este trabalho permitiu construir uma ferramenta de
análise que permitiu suportar decisões de Marketing, nomeadamente ao nível das
Estratégicas em Marketing Digital.N/A
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Sokol, Dominika. "Developing Marketing Strategies for dLIST and the LIS Commons." 2007. http://hdl.handle.net/10150/105096.
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This paper, accompanied by a short workshop, introduces the development of marketing tools and strategies used to promote the LIS Commons and its basic infrastructure provided by dLIST. dLIST (http://dlist.sir.arizona.edu) â Digital Library of Information Science and Technology â was established at the University of Arizona in Tucson in 2002 as a cross-institutional, subject-based, open access digital archive for the Information Sciences, including Archives and Records Management, Library and Information Science, Information Systems, Museum Informatics, and other critical information infrastructures. dLIST currently contains approximately 800 documents and its registered user base has surpassed 1200. With the recent foundation of LIS Commons â an international consortium for scholarly communication in information science, dLIST has entered a new phase. The main goal of LIS Commonsâ members (schools as well as individual researchers) is to encourage their faculty to use and further develop the cross-institutional, interdisciplinary repository based on dLIST. This task requires a new marketing strategy corresponding to the current competitive environment. The dLIST approach and effort to fulfil these needs is discussed. During the workshop the main structure, interface, and functions of dLIST will be introduced as a part of the dLIST marketing strategy.
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RICCIARDI, KARA, and 李凱拉. "Digital Marketing Strategies for Small Businesses in the Food Service Industry." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/95650366203784284190.
Full textAbstract:
碩士輔仁大學
國際創業與經營管理學程碩士在職專班
104
This study will explain the importance of a strong web presence in the food industry. It will also provide some strategies for small food service businesses to attract new corporate catering clients using free digital marketing. First, the parameters of this study are discussed. Then, the current use of digital media in the food service industry is illuminated and current strategies are examined. This is done while discussing the use of social media, food blogs and community forums in the food service industry. Later, results of a survey conducted with twenty six (26) participating office managers about their corporate catering practices are examined. Finally, the information is used to build a strategy for creating a stronger digital marketing plan to attract more corporate catering clients. This strategy includes a high quality image for the brand, a strong presence on Facebook and a high quality customer service offline to create a positive presence online.
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Kuan, Audrey, and 官欣雨. "Planning Intellectual Property for Marketing Strategies in the Digital Content Industry." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/82055075334946990920.
Full textAbstract:
碩士國立政治大學
智慧財產研究所
94
New Technologies and hypercompetitive market environments have motivated industries and innovators to understand the crucial importance of intellectual property rights. The value and quality of intellectual property is achieved through the use of intellectual property combined with marketing strategies on a worldwide scale. Therefore, it is vital that the role of intellectual property in marketing is sufficiently understood. However, most people are still not aware of the relevant problems. One problem is that the subject of planning intellectual property as an effective tool for marketing has been rarely analyzed in previous studies and accordingly has not even been covered in the field’s education system. The other problem is the lack of any intention in industries to use intellectual property systems or intellectual property as one means of innovation. Consequently, the applications of intellectual property and relevant rights certainly are under-valued and under-exploited. In addition, the most influential technology in the 21st century—the Internet—has turned many businesses upside down, especially in the digital content industry. Also, a digital content product shall not be defined as a tangible asset nor an intangible asset because there are rights from the intellectual property system for the origin of the product—“content” and other rights from the Civil Code for the product itself, these rights make a digital content product become a unique asset. Therefore, the digital content industry is the chosen subject for this research. Obviously, there is a need to distinguish between what actions of planning intellectual property for marketing strategies make the company fly up or dive down and what kind of concerns should be checked. Therefore, this research discusses what kind of preparations a digital content company has to make in order to implement strategic intellectual property management; be able to exercise intellectual property for creating profit; and to determine the most effective application of intellectual property for marketing strategies. Accordingly, this research provides a model for planning intellectual property for marketing strategies. Also, this research hypothetically expands the application of the 4C structure, which is used to distinguish where to pay attention while planning intellectual property for marketing strategies, and so provide useful ideas to the rights owner. After all, if a company makes changes to its organizational infrastructure, this could quickly bring substantive benefit to its economic performance. Furthermore, this research takes Google as an example, since its impact can be seen in news and reports almost everyday, to test the hypothesis and model in this research and to demonstrate how a company can have the opportunity and ability to create economic value from its intellectual property. Finally, the preliminary conclusions of this research include: (1) intellectual property concepts should be applied in “marketing” and vice versa; (2) the most primary concept for strategic intellectual property management is an organizational infrastructure integrating the groundwork of IP management; (3) the 4C structure can be used to analyze decisions of planning and exercising intellectual property; and (4) a digital content product can be analyzed through the product life cycle and the 4C structure.
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Chezhia, Georgii. "Development social digital marketing strategies in wine tourism for Portuguese wine market." Master's thesis, 2019. https://hdl.handle.net/10216/126698.
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Heng-Chang, Tsai, and 蔡恒昌. "The Inference of Marketing Strategies on Customer Behavior for the Digital Output Store." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/69zp68.
Full textAbstract:
碩士僑光科技大學
企業管理研究所在職專班
107
The digitalization of documents and data combined with the development of the Internet and the prevalence of e-commerce have changed our stereotypes about traditional photocopying shops. In recent years, photocopying shops have changed from traditional face-to-face service models to paper photocopying processing centers or network digital output centers. This change has also caused fierce competition in the traditional printing photocopying industry. Is there any other way including available services or introduced newer devices that never been used but the traditional price war in order to increase consumer loyalty and satisfaction, expand consumer groups, and continue to attract customers to their homes. For the business, how to successfully transform into a digital output center, and use this as an opportunity to strengthen business management and marketing strategies. This research tries to focus on the research of digital output, and the marketing strategy of transforming the target merchant into a digital output center to summarize three major directions: equipment upgrade, internet network operation, new technology and new service investment. Extend the questionnaire research and design, and distribute it to consumers. Through statistical analysis of questionnaires, we can understand the interaction between consumers and traditional consumers of traditional photocopying shops after the digital output center. This research is aimed at different types of customers then randomized and recycled effective questionnaires. With reference to the questionnaire to analyze the marketing strategy of the merchant and the conclusions drawn from each other for the customer's consumption motivation, loyalty and satisfaction, and make suggestions to encourage the merchant to get more resounding and help on the business issues. Keywords: Digital output, Marketing Strategies, Customer Behavior.
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Hsu, Wei-Chun, and 徐偉峻. "A Study on Digital Music Marketing Strategies from Viewpoints of Providers and Consumers." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/28126436693562046648.
Full textAbstract:
碩士南台科技大學
資訊傳播系
94
Due to the popularization of computer networks, digital music has become a major device that most of consumers approach music today. Nowadays, the scale ofdigital music market becomes huge. The form of music products is carried out anddramatically changed from physical media platform to service provision in terms of listening and experience over digital platform. More and more music corporations are shifting their profit gains from producing actual music products to providing digitalmusic enjoyment and service. Since music industry paradigm is shifting from traditional market platform to a whole digital platform, how to promote to benefit from the major marketplace of digital music becomes an important issue. This research mainly takes shapes in terms of conducting case studies andquestionnaire surveys through viewpoints of the provider and consumer, respectively.Strategies on how to promote the digital music service market are analyzed and concluded using the STP (i.e., segmentation, targeting, and positioning) strategy and the Marketing Mix by product, price, place, and promotion (abbreviated by 4P). First, the thesis chooses two digital music companies, i.e., KURO and KKBOX,as investigation targets, and concentrates on their marketing strategies. Information is collected by means of questionnaires and conducting interviews. Then, the thesis brings up findings about how different consumers with various characteristics and behaviors respond to the value at marketing mix. Finally, analyzing two parts of comparison to carry out the marketing strategies compounded with consumer-preference, the thesis highlights marketing factors to be neglected by music industry and addresses concrete suggestions on marketing strategies concrete for developing digital music service. According to the various needs of consumers and concluding the result form ourresearch and case studies, our suggestions for the overall marketing strategies are as follows. KURO should appropriately and occasionally adjust their marketing mix in order to meet those needs. KKBOX should also consider the demographic variables while doing the market segmentation to look for a more precise marketplace and to promote their valid marketing mix effectively. According to the result of the analysis mentioned above, five concrete promotion strategy suggestions related to engaged marketplace of digital music are made as follows：1) providing variety of products composed of popular and alterative product categories to increase the product marketplace, 2) providing diverse pricing strategies to meet with various needs of consumers, 3)adopting the multi-segmentation marketing strategy, 4)building up brand and image trust-worthy with high quality, 5) doing cooperation in alliance of marketing promotion.
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Mueller, Margaux Julie. "An analysis of digital marketing strategies on Instagram: comparing storytelling and informational creative strategies amongst other creative tactics." Master's thesis, 2019. http://hdl.handle.net/10071/18994.
Full textAbstract:
In a competition-based economy, organizations use various factors to influence advertisement
and brand engagement effectiveness. Companies strive to implement social media, as this form
of brand communication is increasingly powerful in terms of reach and still quite inexpensive
compared to other media tools. This dissertation compares storytelling versus informational
content formats in Instagram brand posts and explores their impact on users’ brand engagement.
This study employed qualitative and quantitative research methods, conducting eight in-depth
interviews and a content analysis using a sample of 1000 Instagram brand posts from four
different industries (beauty, technology, apparel and fast food industry). A total of 9 hypotheses
were proposed to analyze brand engagement activities in view of content post characteristics
(i.e. vividness, level of interactivity, content type, publication timing).
Results reveal that storytelling strategy in posts increase the number of comments, however it
does not impact the engagement or number of likes. Using highly vivid content instead of
photos on Instagram does not benefit the engagement. Highly interactive posts and posts with
additional information about the product have no impact on the number of likes and comments.
Posting on weekends results in significantly higher engagement regardless of storytelling or
informational post strategy, whereas weekdays indicate overall less engagement. Several conclusions and implications for marketing practitioners are derived from the study
findings, while several aspects of this study corroborate with previous research. This
dissertation can be a guide to marketers for best practices on social media and ways to enhance
engagement across industries on Instagram.Numa economia baseada na concorrência, organizações usam vários fatores para influenciar publicidade e a eficácia do engajamento de marca. As empresas esforçam-se para implementar redes sociais, pois esta forma de comunicação é cada vez mais poderosa em termos de alcance e mais barata comparando com outras ferramentas. Esta dissertação compara e contrasta narrativa versus apelos informativos nas publicações de marca no Instagram e tenta explorar o impacto destes no engajamento. Este estudo utilizou métodos qualitativos e quantitativos, realizando oito entrevistas e analisando o conteúdo de 1000 publicações de marca no Instagram de quatro indústrias diferentes. Um total de 9 hipóteses foram propostas para analisar o engajamento da marca em função das características do conteúdo partilhado. Resultados revelam que a narrativa em publicações aumenta o número de comentários, porém não impacta no engajamento ou no número de gostos. Usar conteúdo de fotos em vez de vídeos altamente vívidos no Instagram beneficiará o engajamento. Mensagens altamente interativas e publicações com informações adicionais sobre o produto não têm impacto sobre o número de gostos e comentários. Publicar nos fins-de-semana resulta num engajamento significativamente maior, independentemente da narrativa ou da estratégia de informação, enquanto os dias de semana indicam um engajamento significativamente menor. Conclusões e implicações para os profissionais de marketing são derivadas dos resultados do estudo, enquanto vários aspetos deste estudo corroboram com pesquisas anteriores. Esta dissertação pode ser um guia para os profissionais de marketing para as melhores práticas nas redes sociais e maneiras de melhorar o engajamento entre indústrias no Instagram.
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Raja, Hariharan, and 藍和瑞. "How Micro-firms can use Digital Marketing Strategies: The case of Zingpro in Taiwan." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/h885ff.
Full textAbstract:
碩士國立臺灣大學
企業管理碩士專班
107
This case study discusses the digital marketing strategies that can be adapted by resource constrained micro-firms. This case analyses the things from the perceptive of “Zingpro Consulting”, an India based consulting start-up offering Indian market entry services to Taiwanese firms. Normally, established firms prefer to work with well-known companies and micro-firms are hardly considered because they are perceived to lack credibility. For the micro-businesses to collaborate with such established firms, their digital marketing strategy should focus on building credibility using available resources and leveraging their flexibility. Based on the case of Zingpro, I describe how using different software tools and marketing automation strategies can be used effectively to improve micro-firm credibility and online reputation. From the technical and financial standpoints, the recommended strategies have been tested and the operational cost have been monitored for more than a month. Though the case study is based on Zingpro consulting, the digital marketing strategies can be adapted by other micro-firms providing similar services.
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Ho, Yu-Chih, and 何昱志. "Deconstruction of Marketing Strategies in Digital Television: From the Perspective of Follow Me TV." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/09288241846081741372.
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