Search results for "Digital market"

The role of digital channels in industrial marketing communications

2015

Purpose – The purpose of this research is to investigate industrial marketing communications tools and the role of digital channels. The research draws from the literature on industrial marketing communications to examine its goals and intended utilization in industrial firms. Design/methodology/approach – An empirical multiple case study conducted among six industrial firms examines the current state of digital marketing communications (DMC). Findings – The study gleans three research insights. First, although DMC is one of the most important industrial marketing communication tools, firms have not yet used it to its full potential. Second, firms use DMC to enhance customer relationship c…

Digital communications in industrial marketing

2015

Patērētāju uzvedību ietekmējošie faktori Latvijas digitālā mārketinga vidē

2020

In today's world, modern technologies are becoming part of day to day life of most people in the world and becoming an effective tool for marketing activities. That is why the digital environment is very important as the number of users is increasing every year. Traditional marketing can also be used in the digital environment, but it has to be adapted to the needs of online consumers. Nowadays, online advertising is considered as one of the keys to the success of a company. Customer's voice has always been one of the most important part of marketing. Thanks to digital technologies customers can get not only information about the product but also to purchase it from the internet. Any potent…

Targeting Young Voters in a Political Campaign: Empirical Insights into an Interactive Digital Marketing Campaign in the 2007 Finnish General Election

2010

At general elections across Europe, turnout among young people tends to be significantly lower than among older voters. Therefore, this paper examines a digital marketing campaign that was targeted at young voters in the 2007 Finnish general election. More specifically, this paper aims to provide insights into the creative development process of a political marketing campaign and the nature of the client-agency relationship in political campaigns. The methodology adopted in this paper consisted of in-depth interviews with key informants involved in the campaign planning and implementation. The results provide new empirical insights into the challenges that political campaigner may face when…

The quality of websites and their impact on economic performance: The case of nurseries and gardening companies in the Italian 'Mezzogiorno' regions

2014

The aim of this paper is to examine the quality of websites and the entrepreneurial perception of the importance of the website to improve the business performance in nurseries and gardening companies adopting web-marketing strategies. On this purpose, the paper firstly analyses which structural features enable a potential website to be labelled as 'good'; the awareness of these aspects is pivotal to define effective web-marketing solutions. Secondly, it examines whether the plant nursery entrepreneurs perceive the company website as a tool of additional sales able to increase the firm turnover. The results show that the websites are well framed and with a well-groomed design, but lacking i…

Advertisers' perceptions of search engine marketing

2009

The objective of this study is to examine advertisers' perceptions of search engine marketing. The theoretical part of the study investigates the two aspects of search engine marketing, namely advertising and optimisation. With the use of a qualitative case study conducted with leading search engine marketers and experts in Finland, the paper suggests that search engine marketing is still in its infancy among Finnish companies. Whereas small-sized dot-com companies operating in the Business-to-Business (B2B) sector have been most active in search engine marketing, traditional brick-and-mortars are just starting to set plans for search engine marketing. Finally, the study discusses the impli…

Strategic network marketing in tehncology SMEs

2013

Abstract This study seeks to explore strategic networks from an entrepreneurial marketing and value creation perspective in the business-to-business (B2B) context to ascertain the value generated by strategic groups of network actors. This area has received little research investigation, despite the importance of network marketing in small-to-medium-sized enterprises (SMEs). The Strategic Network Marketing Model (SNMM) is generated from the study which presents a typology of six network types, together with their associated value creation opportunities. Both the typology and the focus on opportunities generated by the network types are novel. Qualitative interviews were conducted in 12 soft…

The effect of marketing communication on business relationship loyalty

2017

Purpose The purpose of this paper is to create a new understanding of industrial business-to-business (B2B) relationships by connecting the theoretical streams of marketing communications and relationship marketing. This study tests how various marketing communication channels and communication quality increase the transformation of customer-perceived value into customer loyalty. Design/methodology/approach The theoretical framework consists of links between customer-perceived value, marketing communication quality, channel effectiveness, and customer loyalty. The age of the business relationship is also taken into consideration. Empirical testing is based on global survey data (n=121) col…

Antecedents and implications of search engine use as prepurchase information tools

2009

The aim of this research is to analyse the antecedents and implications of using search engines as prepurchase information tools. The impact of internet use experience, internet shopping experience and online shopping motivations on the use of information provided by search engines in online purchases is analysed together with attitudinal changes deriving from search engine use (online purchase intention). Data analysis shows that the experiences as internet user and as internet shopper are negative key drivers of search engine use. The use of search engines in online purchase decisions is more likely in consumers with utilitarian shopping motivations than in consumers with hedonic shopping…

Website design and e-consumer: effects and responses

2007

This research is focused on the study of the effects of different web layouts ? related to navigational structure and presentation of products ? on internal and behavioural consumer responses within an online shopping situation. Moreover, in our model we have introduced two types of variables ? involvement and atmospheric responsiveness ? which mediate the relationships between the constructs analysed. A website and a tracking behaviour methodology for a fictitious apparel retailer have been developed in order to carry out a 2?2 between-subjects experimental study. Our results show that if web marketers design stores without restrictive navigation cues (offering, in consequence, freedom of …