Optimizing Product-Market Fit: A Digital Marketing Approach for Performance Measurement

In today's digital economy, digital marketing has grown in scope and now acts as a liaison connecting digital interactions and key start-up activities. The low investment and dynamic elements of digital marketing favor the start-up environment and enable a flexible match between digital interactions and start-up growth. However, start-ups are usually unfamiliar with all the possibilities digital marketing offers and connect its influence solely with marketing and sales. Digital marketing, powered by data analytics, can support start-ups in different key activities such as testing and experimentation, customer education, and others. This thesis first explores how digital marketing impacts start-up development within a set of growth drivers supporting different key activities and associated areas. Through a systematic literature review, the Macro- dynamic Framework was developed to identify and connect fifteen growth drivers and digital marketing impact for achieving start-up growth in four different areas. Secondly, as Product-Market fit is identified as one of the key drivers of start-up growth, this research focused on investigating how can product-market fit be influenced through digital marketing. One of the major challenges start-ups have in this perspective is measuring digital marketing performance and interpreting the collected data. As Product-Market fit and performance measurement both largely rely on the provided digital marketing analytics and received feedback, the DM_Optima framework is developed to connect the touchpoints of both areas. Through multiple case study research with nine start-ups, the thesis demonstrates this Framework application. The DM_Optima Framework is developed with a Balanced Scorecard and enables start-ups to test their ability to optimize product-market fit through digital marketing and performance measurement. The results of DM_Optima help start-up founders and managers to achieve or maintain their product-market fit and establish efficient practices of digital marketing performance measurement from an internal organizational perspective.Na economia digital de hoje, o marketing digital cresceu no seu âmbito e actua agora como um elo de ligação entre as interacções digitais e as principais actividades de arranque. O baixo investimento e os elementos dinâmicos do marketing digital favorecem o ambiente de arranque e permitem uma combinação flexível entre as interacções digitais e o crescimento de arranque. Contudo, as start-ups não estão normalmente familiarizadas com todas as possibilidades que o marketing digital oferece e ligam a sua influência apenas ao marketing e às vendas. O marketing digital, impulsionado pela análise de dados, pode apoiar start-ups em diferentes actividades chave como testes e experimentação, educação de clientes, e outras. Esta tese explora primeiro como o marketing digital tem impacto no desenvolvimento inicial dentro de um conjunto de factores de crescimento que apoiam diferentes actividades e áreas associadas. Através de uma revisão sistemática da literatura, a Estrutura Macrodinâmica foi desenvolvida para identificar e ligar quinze motores de crescimento e marketing digital para alcançar o crescimento inicial em quatro áreas diferentes. Em segundo lugar, uma vez que o ajuste Produto-Mercado é identificado como um dos principais motores do crescimento inicial, esta investigação centrou-se na investigação de como pode o ajuste produto-mercado ser influenciado através do marketing digital. Um dos maiores desafios que as novas empresas têm nesta perspectiva é medir o desempenho do marketing digital e interpretar os dados recolhidos. Uma vez que a adequação e a medição do desempenho do produto ao mercado dependem largamente da análise de marketing digital fornecida e do feedback recebido, a estrutura DM_Optima é desenvolvida para ligar os pontos de contacto de ambas as áreas. Através de múltiplos estudos de caso com nove start-ups, a tese demonstra esta aplicação da estrutura. A estrutura DM_Optima é desenvolvida com um Balanced Scorecard e permite às start-ups testar a sua capacidade de optimizar a adequação do produto ao mercado através do marketing digital e da medição do desempenho. Os resultados da DM_Optima ajudam os fundadores e gestores em fase de arranque a alcançar ou manter a sua adequação ao mercado de produtos e a estabelecer práticas eficientes de medição do desempenho do marketing digital de uma perspectiva organizacional interna

Talent Report: What Workers Want in 2012

This report set out to investigate how people view 'impact jobs,' or jobs that provide the opportunity to make social or environmental impact. This survey looked at a statistically-significant national sample of 1,726 individuals: currently-enrolled university students about to enter the workforce, and currently-employed college graduates spanning three generations (Millennials, Generation X, and Baby Boomers). The report examines each group's life goals, job satisfaction, and prioritization for making an impact at work against other key job criteria

How can start-ups increase their value co-creation through SEO?

Abstract. The internet started in the 1960s for government researchers to exchange research. Tim Berners Lee created the foundation for the web in 1990, which consisted of the HTTP protocol, a browser, a server, and the world’s first website. Netscape, an early web browser, had a very successful IPO in 1995, which ultimately popularized the web and sparked the so-called “Dot Com bubble.” The World Wide Web, since its creation until now, has become a critical channel between companies and customers. Over half of the internet starts their search on a search engine, making it imperative for companies that want to stay competitive to have a website online. Ever since the commercialization of the internet, startup companies have competed for the first search results in search engines through a digital marketing technique known as Search Engine Optimization. SEO as a study topic has been studied since Google was created in 1998. This thesis explores how value co-creation is created with Search Engine Optimization and how the two concepts are related. The context is for high-growth start-up companies that aim to increase their digital presence online. The research method is qualitative dominant and takes an abductive approach. The primary data was collected from a young startup company in North America and consisted of an extensive data set of user behavior. The data consisted of screen recordings of the users and user metrics collected through a tracking script on the website. The secondary data used takes the form of peer-reviewed articles, previous SEO studies, online articles, and books. Search Engine Optimization was found to enable companies that want to increase their value co-creation based on the data. It was shown to have the capacity to boost their online presence, create more opportunities for value co-creation, and provide an insight into any blockages preventing co-creation. Essentially, SEO was found to be a vehicle to drive users to companies’ websites and increase the chances for the company to engage the user with a value proposition that could later turn into value-creation. The data also revealed that companies could choose to become co-creators in value if they choose to do so. This was a contrary finding to the pre-existing theory

Birth of the cool : global flows and the growth of English language stand-up comedy in Mumbai

"Birth of the Cool: Global Flows and the Rise of English Language Stand-up Comedy in Mumbai" investigates how English language stand-up is rearticulating the meaning of 'cool' in Mumbai. The dissertation aims to study how this global format, tweaked to simultaneously suit and challenge local bourgeois tastes, has transitioned from subcultural phenomenon to mainstream entertainment product. I examine the Hindi film and television industry's role in bringing stand-up to prominence and how this relationship has grown into a symbiotic one. I situate all of this in the context of Westernization, increased access to the Internet and other competing media, and draw attention to an intertextual field that is continuously negotiating modernity. I do a close analysis of online satirical videos such as 'All India Bakchod Knockout' and 'Rape: It's Your Fault' to demonstrate how stand-up culture becomes 'cool' and earns significant mainstream media attention; and how it uses this cachet to propagate a forward-thinking, progressive agenda. I link expressions of modernity to a circuit of 'cool,' whose constituent elements interact in a highly articulated manner to make meanings, both permanent and temporary, in different moments. I record the tensions between present and past, the global and the local, and use media ethnography and textual analysis techniques to capture the rich texture of Mumbai's English language stand-up comedy scene, which is distinct from Hindi and regional language comedy performances. In India, English language stand-up comedy has grown in relevance by heavily engaging with contemporary cultural politics and discursively defining the parameters of 'cool.' But this has masked the reluctance to make similar interventions in electoral politics. I argue that stand-up has chosen to evolve thus because morally compelling social issues such as women's rights and the elimination of corruption generate less controversy than the polarizing act of confronting political parties with the power to regulate the scene. My study contributes to different debates and bodies of scholarship, ranging from globalization and performance culture to gender studies and cultural anthropology, by showing how producers, consumers and regulators of Mumbai's English language stand-up scene come together to ultimately re-imagine Indian modernity.Radio-Television-Fil

The impact of diverse factors on the success of Chinese start-ups: Byte Dance's success story

China is ranked second in the world for the number of unicorns (i.e., companies with a valuation of $1 bn USD without being listed on the stock market), with local start-ups driving disruptive innovation. The Western world is sometimes less aware of the success of Chinese unicorns and their economic value. This paper examines the impact of diverse factors on the success of Chinese start-ups. Incorporating evidence from a literature review, interviews, surveys, and databases, this study demonstrates how the start-up ecosystem in China contributes to the success and development of Chinese start-ups. The paper argues that the human capital, venture capital, and governmental initiatives present in China make a firm and dynamic start-up ecosystem. Moreover, the case conducted on ByteDance illustrates country-specific and firm-specific advantages

New Mexico Daily Lobo, Volume 085, No 96, 2/13/1981

New Mexico Daily Lobo, Volume 085, No 96, 2/13/1981https://digitalrepository.unm.edu/daily_lobo_1981/1020/thumbnail.jp