Search results for "Digital marketing"
showing 10 items of 60 documents
The use of Web analytics for digital marketing performance measurement
2015
This study proposes that the benefits gained from marketing performance measurement are determined by how an organization exploits the metrics system under specific circumstances. For this purpose, the authors review performance measurement literature and apply it to the use of Web analytics, which offers companies a metrics system to measure digital marketing performance. By performing an in-depth investigation of the use of Web analytics in industrial companies, the study shows that an organization's efforts to use marketing metrics systems and the resulting outcomes cannot be understood without considering the reasoning behind the chosen metrics, the processing of metrics data, and the o…
B2B influencer marketing : Conceptualization and four managerial strategies
2023
While there is a growing body of research on influencer marketing, it focuses almost exclusively on the consumer marketing context, and offers limited insights for business-to-business (B2B) organizations. To address this gap, the purpose of this study is to explore the use of influencer marketing in B2B markets. We draw empirical insights from 22 interviews with a) 12 senior marketing managers representing influencer marketing users in various B2B industries, ranging from industrial product manufacturers to professional service providers, and b) 10 experts from marketing agencies who advise other B2B firms on how to apply influencer marketing. The study findings identify the key elements o…
Social Media Marketing and Value Co-Creation
2017
Nowadays social media and brand communities provide virtual places where the consumers can publicize their opinions about products and services and play an active role as marketers, advertisers, value creators through electronic word-of-mouth. Since most of the times these dynamics flow out of business control, in order to pursue firms' objectives, managers and marketers operating in many sectors look at the web social community with growing interest. The present chapter presents a system-wide analysis of the links and feedback mechanisms between the different aspects of value co-creation through social media marketing and brand communities. For the purpose, it is proposed a qualitative mod…
Social Media Marketing and Value Co-creation: A Dynamic Performance Management Perspective
2017
The diffusion of web-based technologies has transformed the today consumers, shifting them from mere users to content generators, able to influence each other’s opinions and choices. Such trend discloses important consequences for firms, products and brands. In order to support strategic and operational decision-making, this study frames the phenomenon of social media marketing into the value co-creation paradigm and shows how to design an analytical framework combining performance management and System Dynamics.
INTERNET USE FOR SHOPPING IN LATVIA: FINDINGS BY RECENT SURVEY
2019
Recent developments of internet applications and increase in application of various information technologies have supported fast development of internet shopping worldwide and also important topics for academic researchers. Aim of the research: check findings of recent preferences by customers on internet shops and factors for internet shop choice, different aspects on internet shopping and comparisons with academic research results in other countries. Tasks: scientific findings studies and empirical investigations on customer preferences and determining factors for choice of different factors in internet shopping. Research methods used: recent scientific publications studies, studies of st…
The contribution of dynamic marketing capabilities to service innovation and performance
2015
Innovation can become a sustainable competitive advantage for service firms. However, there is lack of empirical research on how marketing capabilities support innovation. This study differentiates between operational and dynamic marketing capabilities, the latter related to strategic marketing, marketing planning and market knowledge skills. Based on a sample of 152 service firms, the results show that operational marketing capabilities influence on those dynamic marketing capabilities. Strategic marketing and marketing planning capabilities impact positively on firm's performance while market knowledge capabilities impact positively on service innovation.
Harnessing marketing automation for B2B content marketing
2016
The growing importance of the Internet to B2B customer purchasing decisions has motivated B2B sellers to create digital content that leads potential buyers to interact with their company. This trend has engendered a new paradigm referred to as ‘content marketing.’ This study investigates the organizational processes for developing valuable and timely content to meet customer needs and for integrating content marketing with B2B selling processes. The results of this single case study demonstrate the use of marketing automation to generate high-quality sales leads through behavioral targeting and content personalization. The study advances understanding of the organizational processes that su…
Factors affecting Finnish consumers' intention to receive SMS marketing: a conceptual model and an empirical study
2008
The study examines factors that affect consumers' intentions to participate in mobile marketing and explores the relationship between consumers' intentions to participate in mobile marketing and their experience with mobile marketing. The authors develop and test a research model with a sample of 4062 mobile phone users. The empirical model highlights that Perceived Utility (PU), context, credibility and Perceived Social Utility (PSU) are the main contributors to consumers' intentions to participate in mobile-marketing initiatives. The paper provides several contributions to both theory and practice.
The Opportunities of Relationship Marketing: Aspect of the Eu Digital Market
2016
The purpose of research is to analyse and evaluate opportunities of using relationship marketing in online trading. The objectives of research are to analyse scientific literature on the topic, to conduct a relationship marketing research, to make the internet trade industry analysis, to evaluate opportunities of using relationship marketing in online trading. The methods of research are: theoretical analysis of scientific literature, experts’ survey and its statistical analysis. In the course of time it becomes necessary to have long-term relationships between businesses and consumers. Many companies want not only to sell their products to the consumer just once, but also to make up a new …
Consumer Behavior Knowledge for Effective Sports and Event Marketing
2011
Consumer Behavior Knowledge for Effective Sports and Event Marketing L. R. Kahle & A. G. Close (Eds) New York, NY: Routledge, 2011, 348pp., ∈68(£55), ISBN 978-0-4158-7358-1 Lynn R. Kahle (Universit...