Bundle of summaries of articles on Digital Marketing.
The new digital era comes with a lot of challenges for marketers, since a lot of digital marketing includes new technologies. An example of this is that more than 50% of the users on different social media follow brands and companies. Managers react to that and invest in social media
..... read moreThe research-shopper phenomenon is the way of consumers to research a product in one type of channel and then purchase it though another. Three drivers are acknowledging the increase this research-shopper phenomenon. These are:
Decision making driven by attributes
Lack of channel lock-in
Cross-channel synergy.
Since the introduction of digital media the number of different media has increased enormously. There are many factors driving the movements towards new types of media. Firstly and most obviously, the improvement of technologies, both at the workplace and at home has a clear impact. Secondly, marketers are currently constantly talking about creating an
..... read moreTargeting can be divided in many different forms. These can at first be divided in to non-contextual targeting and contextual targeting.
Contextual targeting: independent of the browser behavior of the consumer
Non-contextual targeting: dependent on the browser behavior of the consumer. Within this you have:
Behavioral targeting: browsing behavior on other websites
Sponsored search advertising is advertising in which a company pays a fee to a search engines. They shall then be displayed beside the regular (non-sponsored) search results. A research was conducted on the effectiveness of these sponsored search ads. At the end it was concluded that ads that have more prominent positions at the
..... read moreWithin the assessment of a consumer’s behavior on the Internet a distinction will be made between ‘search goods’ and ‘experience goods’. A search good is a product or service that has characteristics than can easily be looked up and evaluated before it is being purchased. An experience good is a product where
..... read moreWhen analyzing the results from search engines, most people think that the top position are the best, resulting in the highest click through rates. Though, on the contrary, it was found that while click through rates decrease when the position on a page gets lower, the conversion rate will increase, and for
..... read moreOnline chatter can be an extremely helpful in source analyzing the thoughts of consumer concerning for example quality, and it is very well possible to analyze possible changes. To do so you need a way to extract this information from the Internet. The article says that it is thus
..... read moreMany brand’s and companies now a days have a fan page on Facebook, where they will post updates in all different sorts to contact their consumers. It is thus important what aspects of these posts have the best result in addressing the followers. The effects are different in the effects on posts on both
..... read moreNew media are considered as all digital communication and information systems. Consumers can consume the things said and done within these new media in current time and long afterwards, regardless of their geographical locations.
There are 6 dimensions of these new media mentioned below.
Digital: digital products can be
Word-of-Mouth communication (WoM) has proven to be important in the advertising of a company. Both negative and positive WoM communications have a big influence on a company’s brand value and sales numbers.
There are two different types of Word-of-Mouth communication:
Endogenous WoM: conversations that are occurring naturally among consumer due to experience with the
Within this case a way to measure social media marketing was designed for Hokey Pokey, a popular ice cream retailer. Therefore they first proposed to implement a method to measure using the return on investment (ROI) and the value of the worth-of-mouth communication (WoM). To do so they first created a unique
..... read moreMobile marketing can be defined as the two or multi way communication and advertising of an offer between a company and its customers, using a mobile device.
When comparing mobile and mass marketing a few things come up. Mobile marketing has a bigger ability to deliver the message by a target’s location and it can measure and
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