7,971 research outputs found

    Digital marketing actions that achieve a better attraction and loyalty of users: an analytical study

    Get PDF
    Currently, the digital economy contributes decisively to an increase in competitiveness, especially as a digital transformation involves migrating to new technological models where digital marketing is a key part of growth and user loyalty strategies. Internet and Digital Marketing have become important factors in campaigns, which attract and retain Internet users. This study aims to identify the main ways in which users can be gained and retained by using Digital Marketing. The Delphi method with in-depth interviews was the methodology used in this study. The results of the research show the most important actions for achieving user recruitment and loyalty with Digital Marketing from the opinions of consulted experts. The limitations of this study are those related to the number of experts included in the study, and the number of research papers consulted in the literature review. The literature review and the results of this research are used to propose new solid research with a consolidated critical methodology. This research deals with a new approach that will optimize web technologies for the evolution of user trends, and therefore, will be of academic and professional use for marketing managers and web solution developers. The conclusions of the investigation show the key factors, discarding others that do not affect the optimization of conversions in B2C businesses such as the duration of the session and the rebound percentage. Likewise, the results of the research identify the specific actions that must be carried out to attract and retain users in B2C companies that use the Digital Marketing ecosystem on the Internet. The requirements for companies that wish to implement a model to optimize conversions using the current digital economy are also shown.info:eu-repo/semantics/publishedVersio

    Optimizing multi-channel use in digital marketing campaigns

    Get PDF
    Digital marketing has been gaining importance in the last years. It has become an easier, faster and more accountable way to reach customers than traditional, offline marketing, leading to more effective results and lower campaign costs. In digital marketing, the need to constantly reach large audiences is met by integrating online communication channels, as this increases customer touch points and ad exposures. It becomes thus important to know which channels perform better, individually or in combination with each other and traditional media. This dissertation evaluates the performance of different online advertising channels, including email (old/new formats), display (customary and social media formats) and search engine marketing (SEM), within a single, multi-channel campaign conducted in Portugal in 2014 for a large FMCG brand. First, the effectiveness and efficiency of different channels were statistically compared, and related to international benchmarks. Then, linear regression models were ran to estimate the effect of single and multiple channel use on campaign performance metrics. Results showed that classic email formats performed the best in terms of conversion rates, profit and ROI, whereas social media display ads performed the worst. Meanwhile, the use of SEM and new email formats did not improve campaign performance. It was possible to conclude that pre-defining and aligning campaign goals between agencies and advertisers is the key to optimize multi-channel use in digital marketing, as well as past experience with different channels.mais fácil, mais rápida e mais responsável para atingir os clientes que o marketing offline tradicional, levando a resultados mais eficazes e os custos de campanha inferiores. Em marketing digital, a necessidade de alcançar grandes audiências é cumprida por meio da integração de canais de comunicação on-line, pois isso aumenta os pontos de contacto com o cliente. Torna-se assim importante saber quais os canais que geram melhor desempenho, individualmente ou em combinação. Esta dissertação avalia o desempenho dos diferentes canais de publicidade on-line, incluindo e-mail (velho / novo formatos), display (formatos de media habitual e social) e search engine marketing (SEM), dentro de uma campanha multicanal realizada em Portugal em 2014 para uma grande marca FMCG. Em primeiro lugar, a eficácia e eficiência de diferentes canais foram comparados estatisticamente, e relacionado com benchmarks internacionais. Então, modelos de regressão linear foram feitos para estimar o efeito do uso único e múltiplo de canais, em métricas de desempenho da campanha. Os resultados mostraram que os formatos de e-mail clássicos tiveram o melhor desempenho em termos de taxas de conversão, lucro e ROI, enquanto os anúncios de exibição de media social realizada pelo pior. Enquanto isso, o uso de SEM e novos formatos de e-mail não melhorou o desempenho da campanha. Foi possível concluir que a pré-definição e alinhamento das metas de campanha entre agências e anunciantes é a chave para otimizar o uso de multicanal em marketing digital, bem como a experiência passada com diferentes canais

    Social media usage and entrepreneurial development amongst 18- to 25-year-olds in Hail, Saudi Arabia

    Get PDF
    The recent transformation endorsed by the Vision 2030 development plan in the Kingdom of Saudi Arabia has instigated a negotiation of modern values and norms in a youthful conservative nation. The rise of social media usage in Saudi Arabia and specifically in Hail has enabled these negotiations due to considerable technological advancement and its adoption by a youthful nation where almost 72% of the population are below the age of 35. The Saudi social media scene has not only become a recognisable career path, driven by the vast economic and socio-cultural reform, but a space where intersections of a power dynamic is visible and complex.Two main theoretical approaches have been adopted to examine and explore social media usage and entrepreneurial development. The first approach is Bourdieu’s work of field, habitus, and capital (1977, 1984, 1986) and more recent scholarly work on social, cultural, economic, and symbolic capitals. The second approach is informed by scholarship on presentational culture, new media, and social media studies. Although both theoretical approaches are from a western viewpoint, the experiences of Saudi youth provide new insight into the contextual negotiations between old values and norms and modernity in an era of development. In this qualitative study, the data will speak for themselves through the experiences and perspectives of social media users and entrepreneurs explored across an open-ended survey, focus groups and semi-structured interviews. While this work is focused on Saudi, it offers lessons and insights for other similar nations, or even for the west. The study raises questions relating to how Hail’s young men and women who maintain old values will utilise social media platforms to navigate and negotiate their online identity into an online entrepreneurial identity. Furthermore, having a diverse sample for each method – for instance, influencers and micro-celebrities from both rural and urban backgrounds – enabled me to capture different dimensions of the same entrepreneurial process. This entrepreneurial process identified different identity constructions and identity performances and crosschecking these practices with Hail’s young men and women demonstrates the complex ways in which the Saudi social media entrepreneur can participate in and contribute to the attention economy in this new Saudi era

    Integrating digital analytics in strategic marketing decision making : An absorptive capacity approach

    Get PDF
    Over the last two decades, digital analytics has evolved from simply monitoring clicks to ever more complex campaign analyses and evaluations of marketing communication performance. However, the rapid rate of technological development has overshadowed the strategic importance of digital analytics for marketing practitioners and researchers alike. This has led to a situation, where the technical execution of digital analytics has become known relatively well but its practical benefits and purposes have been left without much attention. This research aims to breach this research gap by answering the question: how can companies integrate digital analytics in their strategic marketing decision making. This is a qualitative single case study, the focus of which is the company Unilever. The empirical data comprises eight semi-structured interviews as well as two digital analytics reports supplied by the case company. Literature on the absorptive capacity theory and strategic marketing decision making was used as a basis for the analysis of the data. The research findings suggest that it is possible to use digital analytics to generate strategically relevant knowledge on actual customer behaviour, wants and interests. The findings also indicate that digital analytics as a concept is broad and consists of several analytics subclasses, each with their distinctive characteristics and purposes. Furthermore, the findings highlight the challenges and obstacles that companies face in their attempts to integrate digital analytics in their strategic decision making processes. The main theoretical contribution of this study is to illuminate the strategic relevance of digital analytics. Digital analytics should not be viewed simply as a tool to monitor on-going marketing campaigns; in the right hands, it can generate valuable insights to support strategic marketing decision making. Another significant contribution is the conceptualisation of digital marketing knowledge. This research presents strong evidence to support the statement that the knowledge generated through digital analytics is fundamentally different from that of conventional consumer and market research. Companies can therefore use digital analytics to generate new insights on their customers, competitors and markets. In order to unleash this potential, companies must strive towards a flexible organisational structure and processes, offer purposeful employee training and support, develop a functional data management platform and be strategically committed towards developing their digital analytics capacity. Finally, this study provides research avenues for future research on the utility of digital analytics as a decision support tool. Further longitudinal analysis or a multiple case study on this research topic would work toward confirming, refuting or supplementing the results of this study

    Digital marketing performance measurement: how good marketing performance measurement practices can increase firm's performance

    Get PDF
    The main purpose of this case study is to analyse the impact of good marketing performance practices on firm’s results, by using financial metrics. With digital improvement, it has become easier to measure marketing efforts. Hence, this project is focused on Forall Phones’ digital marketing performance measurement process, on how performance indicators are chosen, communicated and used to lead to strategic decisions, and if this department is creating value for the company. The measurement process used is one of the firm’s competitive advantages, with a constant monitoring of the trade-off between costs and benefits, in order to provide a clear vision of what is most profitable for the department. There is a clear focus on what is highly quantifiable and measurable and the establishment of objectives and target audiences, and their constant monitoring, allowing a more effective way of channelling efforts in this direction. Despite the high investment in marketing and, since the professionalization of the department, the considerable increase of the results at the level of sales and revenue, there is not enough data to clearly highlight it from the rest. One possible justification is that the department does not make a forecast of ROI with its respective monitoring, which would allow knowing all the profitability of the marketing, as well as perceive gaps and its causes, which would provide a more effective budget management, through a better resources’ allocation.O presente caso de estudo tem como principal propósito analisar o impacto de boas práticas de medição da performance do marketing nos resultados da empresa, usando métricas financeiras. Com o avanço do digital, tornou-se mais fácil medir os esforços de marketing. Assim, este projeto está focado no processo de medição de performance de marketing digital da Forall Phones, na maneira como os indicadores de performance são escolhidos, comunicados e usados para tomar decisões estratégicas, e se o departamento de marketing está ou não a criar valor para a empresa. O processo de medição usado tem sido uma das vantagens competitivas da empresa, havendo uma constante monitorização de custos relativamente aos benefícios, de modo a proporcionar uma leitura clara do que é mais rentável para o departamento. Existe um foco claro nas métricas altamente quantificáveis e mensuráveis e o estabelecimento de objetivos e de públicos-alvo, e sua monitorização, permite um foco mais claro daquilo que se pretende, canalizando os esforços nesse sentido. Apesar do elevado investimento em marketing e de, desde a profissionalização do departamento, os resultados ao nível de vendas e receita terem aumentado consideravelmente, não existem dados suficientes para o destacar, claramente, dos restantes. Uma possível justificação é o facto de o departamento não fazer uma previsão de ROI com uma monitorização do mesmo, o que permitiria saber toda a rentabilidade do marketing, bem como perceber desvios e causas dos mesmos, proporcionando uma gestão do budget mais eficaz, através de uma melhor alocação de recursos

    Building experiential live campaigns for social media

    Get PDF
    Despite the prominence of social media and the increasing interest towards experiential live marketing, no prior studies have evaluated how organizations can successfully create experiential live campaigns (ELCs) in social media. This study draws together the framework for building ELCs in offline environments and the framework for creating virtual experiences in online marketplaces. Annexing the two concepts enabled the author to develop a theoretical framework for investigating how virtual environments impact the design and implementation of, what can be called, virtual experiential live campaigns (vELCs). Study was conducted qualitatively by examining a case campaign ‘Checkout247’. Data for the analysis was gathered through interviews with creators of the campaign and netnographic analysis on 3000 consumer comments on organizators’ brand communities. Based on findings, author developed a modified framework for building vELCs to highlight the main differences between ELCs in offline and online environments. Results enabled the author to conclude that virtual experiential marketing can serve as an effective tool for designing and implementing ELCs in social media, and that social media indeed can serve as an impactful and cost-efficient channel for delivering virtual experiences

    Understanding complaint channel usage in multichannel retailing

    Get PDF
    This study aims to understand customer patterns of channel usage to voice complaints to multichannel retailers. Data were collected from multichannel shoppers for apparel in Spain by means of an online survey. Latent Class Analysis on complaint channel (store, website, mobile app and social media) usage was performed. The analysis identifies four customer segments that use complaint channels differently. Channel dependencies emerged, particularly related to mobile app usage. The study then explores how the identified patterns are related to channel usage for information search and purchase and to the quality of the relationship with the retailer. Results provide theoretical and managerial contributions to the retailing field

    Shaping customer engagement, repurchase intention and positive word-of-month in omnichannel retailing context

    Get PDF
    A seamless experience across different channels is a present challenge for all brands. Omnichannel is shaping customers' needs and expectations, brands must evolve their efforts to engage and empower their customers across several channels. The aim of this dissertation is to provide insights on how customer engagement and its outcomes, repurchase intention and positive word-of-mouth, change in an omnichannel environment. Thus, a research model was drawn and tested based on social exchange theory to explain customer engagement in an omnichannel environment. Two studies were conducted to better understand the proposed model: the first study with a secondary data approach provided insights on the market the study was conducted in: the skin care market in Portugal. Study number two used primary data to test the proposed model and its hypotheses through partial least square analysis. The findings of the study show that customer channel familiarity and channel integration quality are, indeed, related to customer engagement and its outcomes. However, customer empowerment was not found significant as a mediating effect between customer channel familiarity and customer engagement. This is mainly related to offline channels not being fully owned by skin care brands, which difficult their empowering effect towards customers. Nevertheless, customer empowerment is a mediating effect of channel integration quality and customer engagement. A consistent integration of channels makes customers feel more empowered, and, consequently, more engaged leading customers to repurchase brands’ products and sharing positive comments about the brand with others.O omnicanal está a moldar os consumidores e as marcas têm de atuar no sentido de capacitar e envolver os consumidores através de vários canais. O objetivo desta dissertação é fornecer informação sobre como o "engagement" do cliente, a intenção de recompra e o passa-palavra positivo, mudam num ambiente de omnicanal. Assim, foi desenhado e testado um modelo baseado na teoria de troca social para explicar o envolvimento do consumidor num ambiente de omnicanal. Foram realizados dois estudos para compreender o modelo proposto: o primeiro estudo proporcionou uma visão do mercado no qual o estudo foi realizado: o mercado de cuidados da pele em Portugal. O segundo estudo testou o modelo e hipóteses propostas pela análise de parciais dos mínimos quadrados. Os resultados do estudo demonstram que a familiaridade com o canal do cliente e a qualidade da integração de canal estão correlacionados com o "engagement" do cliente e os seus resultados. No entanto, a capacitação do consumidor não se revelou significativo como um efeito mediador entre a familiaridade e o "engagement" do cliente. Tal sucede, nomeadamente, devido às lojas físicas não serem totalmente propriedade de nenhuma marca de cuidados de pele, o que dificulta o seu envolvimento no capacitação do cliente. No entanto, a capacitação do consumidor é um efeito mediador da qualidade da integração dos canais e do "engagement" do cliente. Uma integração consistente faz com que os clientes se sintam mais capacitados o que se revela intenção de recompra e passa-palavra positivo
    • …
    corecore