Search results for "markkinointi"
showing 10 items of 276 documents
Marketing communication strategy of Finnish and Japanese mobile game developers and publishers
2017
Both the marketing communication strategy of mobile game industry and the industry itself have been drastically evolving in the past years since the development of computation, data transfer and communication technology on mobile devices. Marketing communication has been considered a significant part in marketing strategy, but the marketing communication strategy, activity and channels were not well investigated so far. In this study, 9 SMEs Finnish and Japanese mobile game developers and publishers provided their experience on how they built up marketing communication strategy for their targeting markets, which marketing communication channels they have used and how they chose the channels…
The impact of digitalization on marketing communications measurement process : case of global B2B industrial companies
2011
The stature of marketing communications function is under a threat within the firms. As the board of management tends to demand the profitability of all business activities, marketing practitioners have for a long time been unable to credibly show the link between marketing communications actions and financial value. Fortunately, the digitalization has offered new insights and opportunities to make the marketing communications actions more measureable. “Everything can be tracked” is an often heard slogan when speaking of monitoring web users’ online behavior facilitated by web analytics software. However, it is questionable how well this slogan fits the marketing communications of Business-…
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…
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 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…
Creating customer value through industrial services : case: Raute Technology Services
2014
The role of marketing can be seen as to assist the company on creating superior value for its customers, so that they would succeed against their competitors. Creating superior value has not always been essential, as in the past firms could achieve profitability due to regulated markets, controlled distribution channels or scarce resources. An increasing number of industrial manufacturing companies are moving from offering solely products to offering combinations of products and services. Customers benefit from industrial services as they support and enable the value generation of the products they have purchased. To firms, offering services is a matter of competitive advantage since servic…
Digital content marketing in business markets : Activities, consequences, and contingencies along the customer journey
2022
Fundamental shifts in business-to-business (B2B) buying behavior make digital content marketing (DCM) a strategic priority for vendors, though firms struggle to achieve its full potential, as a customer-centric marketing approach. To address important knowledge gaps in extant research, this study identifies key activities for realizing customer-centric DCM in B2B markets and key contingencies that influence its performance outcomes. A theories-in-use approach, building on 56 interviews with managers at 36 B2B companies that have invested heavily in DCM, advances current literature by developing an activity-based conceptualization, grounded in relevant marketing research streams (customer en…
Integrative review of Islamic marketing
2021
Purpose The purpose of this study is to integrate and synthesize the Islamic marketing literature, understand the phenomenon and related concepts and provide suggestions for future research. Design/methodology/approach The study uses an integrative review method that emphasizes summarizing and synthesizing the previous literature related to a phenomenon. Findings The findings indicate the emergence of five major themes, namely, Islamic marketing and its perspectives, activities in Islamic marketing, opportunities, controversies and challenges in Islamic marketing, Islamic principles and determinants of consumers’ behavior and awareness toward Islamic products. Each of the major themes cons…
Combining the COM-B Model and Habit Theory to Leverage Understanding of Adolescents’ Tooth-Brushing Behavior
2022
Although brushing teeth twice a day is not difficult, a surprisingly large proportion of adolescents do not behave accordingly. This paper brings together the COM-B model and the habit formation theory in order to create a basis for a more comprehensive, customer-oriented, theory-based understanding of the issue. A total of nine focus group interviews were conducted among adolescents to further understand underlying aspects and develop solutions. In findings, barriers related to adolescents tooth brushing behavior were identified in all areas of COM-B model. Especially the role of automatic motivation was highlighted as in mornings tooth brushing seemed not to have a stable place in daily r…
Becoming TikTok Famous : Strategies for Global Brands to Engage Consumers in an Emerging Market
2022
This study examines the effects of content characteristics (i.e., informational and emotional characteristics), language, and nonverbal information on social media engagement (SME; i.e., likes, shares, and comments) in the context of global brands operating in an emerging market and implementing TikTok as a tool for social media marketing. The data set comprised 680 posts, 1,527,340 likes, 58,529 shares, and 18,743 comments collected from global smartphone brands’ TikTok accounts specifically targeting Indonesian consumers. The findings confirm that informational content mainly generates higher SME than emotional content. English and code-switched languages generally improve SME, whereas n…