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11 – 20 of over 5000This study develops a model for selecting Internet advertising networks. The proposed model adopts the “analytic hierarchy process” (AHP) to determine the relative weights of…
Abstract
This study develops a model for selecting Internet advertising networks. The proposed model adopts the “analytic hierarchy process” (AHP) to determine the relative weights of evaluative criteria, then ranks the alternatives and selects the optimum Internet advertising network for advertisers. Additionally, a famous Taiwanese food company is used herein as an example of how an Internet advertising network can be selected using this model. The proposed model helps advertisers to effectively select Internet advertising networks, making it highly applicable for academia and commerce.
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The purpose of this paper is to explore the various application of artificial intelligence (AI) to social media and digital advertising professionals and agencies to specialize to…
Abstract
Purpose
The purpose of this paper is to explore the various application of artificial intelligence (AI) to social media and digital advertising professionals and agencies to specialize to an advanced degree and maintain collaboration and creativity to bring a better return on investment.
Design/methodology/approach
Digital marketers are still oblivious to the importance of AI application, while some others simply do not know how to implement it. AI is currently acting as a significant disruption in digital and social media marketing worldwide.
Findings
Based on the literature review, the paper identifies the various AI applications in the field of digital media marketing.
Originality/value
This paper can serve as a useful guide for social media marketers to implement AI applications to impact digital marketing strategies better.
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Syed Asif Raza and Srikrishna Madhumohan Govindaluri
The purpose of this paper is to conduct a structured literature review using advanced bibliometric tools to understand the existing knowledge base, understand the trends in…
Abstract
Purpose
The purpose of this paper is to conduct a structured literature review using advanced bibliometric tools to understand the existing knowledge base, understand the trends in omni-channel (OC) research and identify emerging research topics.
Design/methodology/approach
More than 500 articles selected through a keyword combination search from reputed databases of peer-reviewed academic sources from period 2009–19 are analyzed for the purposes of this study. The study first presents an exploratory analysis to determine influential authors, sources and regions, among other key aspects. Second, several network analyses including co-citation and dynamic co-citation network analyses are conducted to identify themes. These allow identifying research clusters and emerging research topics algorithmically. Both centrality and modularity-based clustering are employed. A content analysis of the most influential groups within OC literature for each cluster is included.
Findings
The findings of this paper make unique contributions by using advanced tools from network analysis along with the standard bibliometric analysis tools to explore the current status of OC research, identify existing themes and the guidance for potential areas of future research interest in OC.
Practical implications
This research provides a comprehensive view of the range of topics of importance that have been discussed in the literature of OC management. These research trends can serve as a quick guide to researchers and practitioners to improve decision making and also develop strategies.
Originality/value
The paper employs advanced tools for the first time to review the literature of OC retailing. The sophisticated tools include co-citation and dynamic co-citation network analysis.
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Sandra C. Jones and Amanda Reid
Given the role that food marketing plays in influencing dietary patterns in children, the aim of this article is to explore the internet‐based marketing tactics employed by eight…
Abstract
Purpose
Given the role that food marketing plays in influencing dietary patterns in children, the aim of this article is to explore the internet‐based marketing tactics employed by eight leading Australian food companies that produce and distribute foods that are predominantly consumed by children.
Design/methodology/approach
The marketing policies and child‐targeted internet marketing practices of eight major Australian food companies were examined.
Findings
Seven of the eight food companies have web sites or sections of sites that are devoted to children and/or teenagers; with downloadable materials and extensive direct marketing. Of most concern was the collection of detailed personal information from children and/or teenagers, which was evident on the web sites of five of the seven food companies that have such sites.
Research limitations/implications
This study examined only eight Australia food companies, so the findings cannot be generalized to other companies, or companies in other countries. The study was conducted at a specific point in time and, given rapid changes in internet marketing, it is likely that new strategies and messages will have emerged since data collection.
Originality/value
The article provides a unique snapshot of internet marketing practices of a sample of Australian food companies targeting children and adolescents, and raises important issues for discussion regarding the appropriateness and ethics of some of these practices.
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Mohanbir Sawhney and Sachin Waikar
Microsoft's Office team was developing the marketing communication plan for its new product, Office 2007. Office was a very mature product and several versions of the product had…
Abstract
Microsoft's Office team was developing the marketing communication plan for its new product, Office 2007. Office was a very mature product and several versions of the product had been introduced over more than 20 years. As such, the new version had to overcome the consumer perception that the versions of Microsoft Office that they already have are “good enough” for them. The Office 2007 marketing team has come up with a two-step campaign strategy that sought to first create awareness and intrigue using traditional media, followed by the heavy use of digital media to get consumer to experience the product through different types of “digital experiences.” The team needs to decide how much of its advertising spending it should shift from traditional media to digital media, how to design the most effective digital experiences and how to measure the effectiveness of digital experiences. The case is set at a time when digital media were emerging as a promising way to engage consumers more deeply with brands and products, but marketers were uncertain about the relative effectiveness of different digital marketing tactics and the optimal mix of traditional versus digital marketing channels for different product, market and campaign contexts.
To introduce students to the possibilities of “engagement marketing” using emerging digital marketing channels To emphasize the complementary nature of traditional versus digital media and their relative effectiveness at different stages of the consumer journey from awareness to perception change to behavior. To highlight the opportunities and opportunities in designing and measuring the effectiveness of integrated marketing campaigns when digital channels are added to the marketing communications mix.
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After reading and discussing the case, the participant would be able to: comprehend business expansion strategies and challenges of an entrepreneur dealing with handicraft and…
Abstract
Learning outcomes
After reading and discussing the case, the participant would be able to: comprehend business expansion strategies and challenges of an entrepreneur dealing with handicraft and artefacts, digital marketing, entrepreneurship and marketing strategy; understand how a comprehensive digital marketing plan for the business is developed; discuss the pros and cons of digital marketing.
Case overview/synopsis
The handloom and handicraft industry has been the backbone of India’s rural economy for decades. It is one of the largest employment generators after agriculture, providing livelihood to country’s rural and urban population. The protagonist in the case had a strong inclination towards various art and craft forms, and her passion led her to start her venture – Guthali, wherein she sourced various handicrafts and handlooms from local artisans and after adding value to the fabric or art form through painting, block printing, etc., marketed it to the customers. However, the marketing was full of challenges, with brands like Fab India, enjoying high awareness and customer base. This case highlights the challenges faced by the protagonist to market Indian handicrafts and handloom in the urban market. The readers of the case would be able to learn about various stages involved in developing digital marketing strategies.
Complexity academic level
This case is suitable for postgraduate courses in digital marketing and entrepreneurship to understand the entrepreneurial challenges and come up with digital marketing solutions. This case is equally suitable for management development programmes on how digital marketing can help entrepreneurs grow their businesses.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS 8: Marketing.
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A self‐help guide to achieving success in business. Directed more towards the self‐employed, it is relevant to other managers in organizations. Divided into clear sections on…
Abstract
A self‐help guide to achieving success in business. Directed more towards the self‐employed, it is relevant to other managers in organizations. Divided into clear sections on creativity and dealing with change; importance of clear goal setting; developing winning business and marketing strategies; negotiating skills; leadership; financial skills; and time management.
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Gordon Wills, Sherril H. Kennedy, John Cheese and Angela Rushton
To achieve a full understanding of the role ofmarketing from plan to profit requires a knowledgeof the basic building blocks. This textbookintroduces the key concepts in the art…
Abstract
To achieve a full understanding of the role of marketing from plan to profit requires a knowledge of the basic building blocks. This textbook introduces the key concepts in the art or science of marketing to practising managers. Understanding your customers and consumers, the 4 Ps (Product, Place, Price and Promotion) provides the basic tools for effective marketing. Deploying your resources and informing your managerial decision making is dealt with in Unit VII introducing marketing intelligence, competition, budgeting and organisational issues. The logical conclusion of this effort is achieving sales and the particular techniques involved are explored in the final section.
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