6 research outputs found
Improvement at Network Planning using Heuristic Algorithm to Minimize Cost of Distance between Nodes in Wireless Mesh Networks
Wireless Mesh Networks (WMN) consists of wireless stations that are connected with each other in a semi-static configuration. Depending on the configuration of a WMN, different paths between nodes offer different levels of efficiency. One areas of research with regard to WMN is cost minimization. A Modified Binary Particle Swarm Optimization (MBPSO) approach was used to optimize cost. However, minimized cost does not guarantee network performance. This paper thus, modified the minimization function to take into consideration the distance between the different nodes so as to enable better performance while maintaining cost balance. The results were positive with the PDR showing an approximate increase of 17.83% whereas the E2E delay saw an approximate decrease of 8.33%
Analysis of mesh router placement in wireless mesh networks using Friedman test considering different meta-heuristics
In this paper, we deal with connectivity and coverage problem in wireless mesh networks (WMNs). We used Friedman test to compare genetic algorithm (GA), tabu search (TS), hill climbing (HC) and simulated annealing (SA). We found out that GA, TS, HC and SA have differences in their performance. Then, we used the implemented systems WMN-GA, WMN-TS, WMN-HC and WMN-SA to evaluate and compare the performance of the systems for different distributions of mesh clients in terms of size of giant component (SGC) and number of covered mesh clients (NCMC). The simulation results show that for uniform distribution the WMN-HC and WMN-SA perform better than WMNGA and WMN-TS. However, for small radius of communication distance, the SGC of WMN-TS is better than other systems. For normal distribution, for big radius of communication distance, the WMN-GA has the best performance. For exponential distribution, the WMN-HC and WMN-SA perform better than WMN-GA for all communication distances. For Weibull distribution, the WMN-TS has a good performance for small radius of communication distance, but for big radius of communication distances the WMN-GA, WMN-HC and WMN-SA perform betterPeer Reviewe
An empirical study into, and analysis of, the impact factors of effective digital content marketing in B2B marketing in the IT industry in Singapore
The introduction of the Internet and the growth in social media platforms provide
customers with vast information (Belch and Belch, 2017). However, customers no
longer want to receive and consume messages that are 'controlled' by marketers (Belch
and Belch, 2017). Customers want to participate by creating and contributing to the
messages (Kotler et al., 2010), which gave rise to Digital Content Marketing (DCM) as
a new way of communicating with customers (Solomon, 2013; Rao et al., 2014).
DCM that takes a publishing approach to provide targeted content (Holliman and
Rowley, 2014) and a storytelling approach to establish the brand's emotional connection
(Kee and Yazdanifard, 2015) could attract the audience more effectively than traditional
marketing (Pulizzi, 2015). Therefore, DCM was said to be the future of marketing
communications (Gábor, 2016).
DCM is more widely adopted by marketers in business-to-business (B2B) selling than
business-to-consumer (B2C) selling (Järvinen and Taiminen, 2016), and 70% of them
planned to produce more content for lead generation as the top objective (Pulizzi and
Handley, 2017a). Therefore, it is important to understand the impact factors of DCM
that could effectively generate sales leads, especially when B2B marketers are measured
on leads generation. Yet, academic research on DCM in B2B marketing is very
limited (Taiminen and Ranaweera, 2019).
This study identifies the impact factors of DCM for effective sales leads generation in
Singapore's B2B marketing in the Information Technology (IT) industry. From the
literature review, gap analysis and literature synthesis of existing research and literature
on this topic, four impact factors were identified, which formed the propositions for this
study. The four impact factors are emotionality in content, company-owned content,
referred content and job role.
The integrative methodology (Wright, 2011) aligned to the pragmatic research paradigm
(Johnson and Onwuegbuzie, 2004) was used in this study that combined both the
quantitative and qualitative methods, otherwise known as mixed methods (Firestone,
1987, Creswell, 2009). Digital content that displayed the impact factors being evaluated were created for the testing in a phenomenological research design. Using
the Sequential Explanatory Design approach to mixed methods, data were collected
using an online questionnaire from subjects to determine the extent to which the content
would interest them to find out more about the brand or product. After that, a semi structured interview was conducted to provide additional insights. The sample
comprises 203 Singapore-based IT decision-makers and influencers who leverage DCM
in the buying cycle of IT products for their organisations.
This study concludes that emotionality in content is more impactful in generating leads
among B2B customers than factual content. Marketing practitioners should leverage
storytelling to evoke emotions and interest in the products among customers, especially
at the early stage of their buying cycle when they have yet shortlisted brands or products
for consideration.
However, it is not conclusive whether company-owned content is more impactful than
referred content and vice versa. Customers would leverage company-owned content
when they have identified or shortlisted a few brands or products for comparison and
evaluation. On the other hand, referred content is regarded as useful when selecting
products for consideration and making the final decision.
This study also concludes that the impact of DCM and the impact factors varied by job
roles. Customers in non-IT related roles are more likely to turn to DCM for
information. Content that evokes emotions is impactful across all the job roles except
for IT leadership and developer roles. Company-owned content is preferred by
customers in IT-related roles, while referred content would impact customers across all
job roles, especially non-IT related roles. There is a significant difference in the
impact of DCM and the impact factors between IT managers and customers in non-IT
related roles.
The conclusions provide practical frameworks, recommendations and guidance to B2B
marketing practitioners on how to apply the impact factors to increase the Return on
Investment (ROI) of marketing spend on DCM. While this study is conducted in
Singapore due to the availability of subjects and its value to many IT companies
headquartered in Singapore, the findings may also be applied to the other Asia Pacific
and Western countries