This document discusses using blogs as an innovation tool for integrated communication by small and medium enterprises (SMEs) in Brazil. It notes that SMEs represent 98% of companies in Brazil but many do not take advantage of communication tools. It argues that blogs can help SMEs improve communication in an inexpensive way, allowing them to inform customers, partners, and employees without large investments. The document outlines how blogs function, their benefits, and how SMEs can integrate blogs into their marketing communication strategies through concepts like societal marketing and integrated marketing communication.
Electronics social marketing_digital strategyMarcel Baron
Two-thirds of electronics companies either have a
limited strategy, or no strategy at all, for integrating
digital in their businesses – despite the fact that the
number of social network users around the world is
now rapidly approaching the two billion mark.1
To make the most of the digital opportunity,
marketing organisations urgently need to embrace
new approaches, new processes, new skills, new
technologies and agile organisation structures.
Is your business ready to engage?
Social Media Role in Improving Customer Relationship Management: An Empirical...journal ijrtem
The study aimed to identify the impact of Social media in improving customer relationship
management (CRM) at Jordanian Islamic banks (JIB), identify the impact of achieving the effectiveness of
Social media at JIB. To achieve the objectives of the study, the researcher prepared a questionnaire to measure
the role of Social media on CRM. The researcher selected the study sample randomly by distributing 365
questionnaires on the customers of JIB where (302) were retrieved. After reviewing the questionnaires, it was
found that there were (28) questionnaires invalid for the statistical analysis. Thus, the total number of
respondents was (274). In order to answer the study questions and test its hypotheses, the researcher extracted
the arithmetic means and standard deviations and applied the multiple regression equation. Accordingly, the
study reached too many results, most important of which is that there is a statistically significant effect for
Social media on achieving the effectiveness of the CRM. The study recommended the need that JIB seeks for
adding various characteristics of editing, deleting, copying, and setting time on the basis of text messaging
through such networks as well as the need of conducting marketing studies aimed to enabling banks to achieve
the customers' wishes in a method matching their expectations.
The document discusses opportunities for Northwestern Technologies to use social media for marketing and communication. It provides an overview of the current social media landscape in the IT industry, where social media is widely used by companies for customer service, collaboration, and productivity. The document outlines several benefits for Northwestern Technologies, such as improving customer service, establishing themselves as experts in their industry, and improving search engine optimization. It concludes that social media allows for ongoing engagement with customers and failing to adopt an effective social media strategy would miss a major opportunity.
The document discusses some of the ongoing challenges of ecommerce and online marketing, including difficulties measuring the effectiveness of online ads and consumer resistance to change. It outlines advantages like global reach and ability to target consumers, as well as disadvantages like clutter and annoyance from pop-ups. The document also examines how companies can use social media platforms like Facebook for online marketing campaigns.
The document provides guidance on developing an effective social media measurement strategy. It outlines a 9-step framework: 1) select a use case like brand health or marketing optimization; 2) define success measures and key performance indicators; 3) ensure metrics have meaning and align to business priorities; 4) decide which social data matters; 5) choose the right technology; 6) collect data through links, tagging and integrated measurement; 7) visualize data to tell the story; and sustain efforts by iterating and benchmarking. The framework helps companies prove the value of social media by integrating measurement and tying efforts to business outcomes.
This document discusses and compares online (internet) marketing and traditional marketing in the Indian scenario. It begins with introducing the concepts of marketing and how marketing has evolved with advances in technology and communication methods. Specifically, it outlines two main categories of marketing: traditional marketing and internet/online marketing. The document then discusses the emergence of eMarketing in India and how the internet has changed the landscape of global business by virtually eliminating geographical boundaries. It notes that both traditional and online marketing methods can be useful, but the key is understanding the target market and pros and cons of each approach. The document goes on to provide an outline for comparing traditional and online marketing in India.
A Review: Top Social Media For Corporate Communications 2015Jennifer Chan
The document provides a summary of a review of over 500 major publicly listed companies in the US and UK that analyzed their use of social media for corporate communications. The key findings are:
- LinkedIn is the most popular channel, used by 93% of companies overall, with 97% of US companies having an account compared to 90% of UK companies.
- 60% of companies post investor relations content on social media, making it the second most common type of content after careers content, which 73% of companies share.
- Companies that actively engage on social media by responding to posts and tweets more frequently see significantly higher levels of engagement, such as 17 times more likes on Facebook.
- While marketing
Digital marketing boon or bane for indian businessesDhiraj Shirode
Digital marketing is the rapidly emerging trend in marketing practices; it is the drastic redesigning of marketing set of courses steady with business needs of the 21st century is required. The vision and aim of this research is to study the existing awareness of digital marketing in Indian business. And the contribution of DM trends is helping to grow all those business who adopt these trends for their business growth and branding to generate more revenue.
This paper has been developed to find out the major difference between traditional marketing and digital marketing, that can help to prove, Is DM boon or bane for Indian businesses?
Contact me- shirodedhiraj@gmail.com
Electronics social marketing_digital strategyMarcel Baron
Two-thirds of electronics companies either have a
limited strategy, or no strategy at all, for integrating
digital in their businesses – despite the fact that the
number of social network users around the world is
now rapidly approaching the two billion mark.1
To make the most of the digital opportunity,
marketing organisations urgently need to embrace
new approaches, new processes, new skills, new
technologies and agile organisation structures.
Is your business ready to engage?
Social Media Role in Improving Customer Relationship Management: An Empirical...journal ijrtem
The study aimed to identify the impact of Social media in improving customer relationship
management (CRM) at Jordanian Islamic banks (JIB), identify the impact of achieving the effectiveness of
Social media at JIB. To achieve the objectives of the study, the researcher prepared a questionnaire to measure
the role of Social media on CRM. The researcher selected the study sample randomly by distributing 365
questionnaires on the customers of JIB where (302) were retrieved. After reviewing the questionnaires, it was
found that there were (28) questionnaires invalid for the statistical analysis. Thus, the total number of
respondents was (274). In order to answer the study questions and test its hypotheses, the researcher extracted
the arithmetic means and standard deviations and applied the multiple regression equation. Accordingly, the
study reached too many results, most important of which is that there is a statistically significant effect for
Social media on achieving the effectiveness of the CRM. The study recommended the need that JIB seeks for
adding various characteristics of editing, deleting, copying, and setting time on the basis of text messaging
through such networks as well as the need of conducting marketing studies aimed to enabling banks to achieve
the customers' wishes in a method matching their expectations.
The document discusses opportunities for Northwestern Technologies to use social media for marketing and communication. It provides an overview of the current social media landscape in the IT industry, where social media is widely used by companies for customer service, collaboration, and productivity. The document outlines several benefits for Northwestern Technologies, such as improving customer service, establishing themselves as experts in their industry, and improving search engine optimization. It concludes that social media allows for ongoing engagement with customers and failing to adopt an effective social media strategy would miss a major opportunity.
The document discusses some of the ongoing challenges of ecommerce and online marketing, including difficulties measuring the effectiveness of online ads and consumer resistance to change. It outlines advantages like global reach and ability to target consumers, as well as disadvantages like clutter and annoyance from pop-ups. The document also examines how companies can use social media platforms like Facebook for online marketing campaigns.
The document provides guidance on developing an effective social media measurement strategy. It outlines a 9-step framework: 1) select a use case like brand health or marketing optimization; 2) define success measures and key performance indicators; 3) ensure metrics have meaning and align to business priorities; 4) decide which social data matters; 5) choose the right technology; 6) collect data through links, tagging and integrated measurement; 7) visualize data to tell the story; and sustain efforts by iterating and benchmarking. The framework helps companies prove the value of social media by integrating measurement and tying efforts to business outcomes.
This document discusses and compares online (internet) marketing and traditional marketing in the Indian scenario. It begins with introducing the concepts of marketing and how marketing has evolved with advances in technology and communication methods. Specifically, it outlines two main categories of marketing: traditional marketing and internet/online marketing. The document then discusses the emergence of eMarketing in India and how the internet has changed the landscape of global business by virtually eliminating geographical boundaries. It notes that both traditional and online marketing methods can be useful, but the key is understanding the target market and pros and cons of each approach. The document goes on to provide an outline for comparing traditional and online marketing in India.
A Review: Top Social Media For Corporate Communications 2015Jennifer Chan
The document provides a summary of a review of over 500 major publicly listed companies in the US and UK that analyzed their use of social media for corporate communications. The key findings are:
- LinkedIn is the most popular channel, used by 93% of companies overall, with 97% of US companies having an account compared to 90% of UK companies.
- 60% of companies post investor relations content on social media, making it the second most common type of content after careers content, which 73% of companies share.
- Companies that actively engage on social media by responding to posts and tweets more frequently see significantly higher levels of engagement, such as 17 times more likes on Facebook.
- While marketing
Digital marketing boon or bane for indian businessesDhiraj Shirode
Digital marketing is the rapidly emerging trend in marketing practices; it is the drastic redesigning of marketing set of courses steady with business needs of the 21st century is required. The vision and aim of this research is to study the existing awareness of digital marketing in Indian business. And the contribution of DM trends is helping to grow all those business who adopt these trends for their business growth and branding to generate more revenue.
This paper has been developed to find out the major difference between traditional marketing and digital marketing, that can help to prove, Is DM boon or bane for Indian businesses?
Contact me- shirodedhiraj@gmail.com
This document provides an analysis of consumer motivations for participating in crowdsourcing activities in the fast-moving consumer goods (FMCG) industry. It begins by characterizing the "new consumer on the internet" and their role in co-creation. It then examines crowdsourcing as a tool for co-creation, discussing theoretical frameworks like Maslow's hierarchy of needs and the motivation-ability-opportunity model to understand consumer motivations. Finally, it analyzes specific FMCG crowdsourcing examples like Threadless to engage consumers in activities like new product features and innovations.
For brands today, the complexity of social business is steadily compounding. For every additional variable — each account, customer conversation, business unit, location, language, distributor, etc. — social media becomes a greater challenge. Meanwhile, brands struggle to prepare appropriately and adopt the right technology. This report includes four case studies that demonstrate how brands are addressing social media proliferation.
The Tasks of Marketing in the Digital EraYogeshIJTSRD
This article has a qualitative approach, where the main challenges that Marketing areas have in the era of disruptive technologies are raised. At the same time, it examines the opportunities offered by the same technologies to deal with the capture, management and treatment of large volumes of information dispersed in different sources, whose heterogeneous, unstructured data concentrates the basic elements to develop invaluable information to the departments Marketing, given that there would be obtained market trends, attributes and ideal characteristics to develop products and services tailored to consumers. Asqar Samadov "The Tasks of Marketing in the Digital Era" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-4 , June 2021, URL: https://www.ijtsrd.compapers/ijtsrd41164.pdf Paper URL: https://www.ijtsrd.comeconomics/market-economy/41164/the-tasks-of-marketing-in-the-digital-era/asqar-samadov
This document provides an overview of social business and how organizations are applying social approaches. Some key points:
- Social business involves embedding social tools and practices into organizational activities both internally and externally. This allows for improved knowledge sharing, collaboration, and customer experiences.
- Leading organizations are applying social business to create valued customer experiences, drive workforce productivity and effectiveness, and accelerate innovation.
- To create customer value, companies are using social media to engage and listen to customers, build online communities, and shift marketing and sales online.
- Applying social approaches internally increases transparency, allows experts to more easily share knowledge, and improves collaboration both within and outside the organization.
- While investment in social business is
Recent (Sept 10) AUSTRALIAN research report, prepared by Stancombe Research and Planning on behalf of Optus Small and Medium Business and COSBOA, provides an overview of how small to medium businesses view and use social media.
Useful Social Media Top 10 Articles on Social Media Evolution for 2013Hayley Dunn
The evolutions of social media – This 39 page briefing looks specifically at how your role in social media will change in 2013. They go into detail on how you can analyse the impact of social media, capture data for an improved future business strategy and the power of better social customer service.
If social media best practice is of interest then check out 2013 Corporate Social Media Summit in NYC.
Back for its 4th year now, it is even better and bigger than ever. Develop your social media strategy that elevates you beyond your competition – learn from the very best including Southwest Airlines, Dell and McDonald’s. Plus you will hear from 8 global CMOs from companies such as MasterCard, Sears and Hertz on corporate strategy and where social fits in the marketing pie. Join THE social media event of the year with a corporate audience. Save 20% with SLIDE20
Check it out here http://bit.ly/UAjTsy
1) The document discusses how social customer relationship management (social CRM) is shifting power from companies to customers through social media. Customers now have more control over the relationship due to factors like voluntary participation, information control, personal marketing, and increased choice.
2) Case studies of Deutsche Bahn, Nestle, and X Factor show how customers can empower themselves through social media. Deutsche Bahn initially lost control by ignoring customer complaints but regained it through active dialogue. Nestle was unable to control critical information created by customers. Customers also influenced chart positions through social media campaigns.
3) While customers have more power, companies can still influence relationships by actively engaging in dialogue, offering relevant content, and
By embracing new rules of internet marketing like collaboration and crowdsourcing, firms can become truly customer oriented. Crowdsourcing involves leveraging the collective intelligence of customers to inform decisions. Two case examples show how Starbucks and Tchibo use crowdsourcing platforms to generate ideas from customers. While crowdsourcing grows in practice, academic research in marketing has yet to fully explore its potential to enhance customer orientation.
Here are four clear paths for winning over—and retaining—customers in the digital era. For more from s+b, see: http://www.strategy-business.com/marketing_media_sales.
This document summarizes a student paper that examines the prevailing assumption that the internet empowers consumers. It identifies three key areas of assumed consumer empowerment - convenience, price/information transparency, and personalization/choice. However, the paper argues that consumers do not report feeling truly empowered. For each area, it discusses research that challenges the assumption of empowerment by highlighting issues like delivery delays, information overload, lack of control over personal data collection, and influence of brands. The conclusion is that while e-commerce may empower consumers in the future, that is not yet the reality for most. Further research over time would be useful to see if empowerment becomes truly realized.
The Boston Consulting Group conducted a survey of over 1,100 marketers at 57 companies in the UK and Germany to assess their digital marketing capabilities. The survey found that on average, companies scored 57 out of 100 on BCG's Digital Capabilities Index, indicating significant gaps in their digital skills. The biggest shortfalls were in capabilities related to mobile, video, testing, partner management, and developing marketing platforms. While senior leadership recognizes the importance of digital, companies received lower scores for prioritizing investment in new digital capabilities and talent development. Most marketing organizations will need to transform their approach to close these gaps through improved training, a focus on skills like mobile and data analytics, and developing a more agile culture.
Laura rogan individual assignment - what is ethical internet marketingVeronika Tarnovskaya
This document discusses the concept of ethical internet marketing. It begins by introducing the topic and noting that as the internet has developed as a marketing tool, new ethical issues have emerged without clear guidelines. The document then provides definitions for ethical marketing generally and differentiates between "online" and "offline" marketing. It examines similarities and differences in ethical issues between the two, finding that while some issues are the same, online marketing can exacerbate issues of transparency, consumer vulnerability, and data collection/security due to greater anonymity and lack of regulation online. The document argues marketers must increase self-regulation to reduce the growing "gap" between their practices and consumer expectations in order to maintain trust in internet commerce.
The marketing landscape is undergoing significant changes due to new digital media such as social media, mobile advertising, and online video. This has increased the complexity facing chief marketing officers and overwhelmed traditional marketing approaches. Marketers now need to focus on transparency, authenticity, and engagement through interactive communications. As a result, companies are reshaping their budgets and building new digital capabilities. Determining the right approach requires experimenting with digital strategies and maintaining flexibility.
Revisiting Marketing Mix: Study of Evidences for Investigating Innovative Rol...scmsnoida5
With increasing complexities of intense
competitive market there is an evident emerging
need for change in mechanisms of marketing.
Out of all the most promising is the convergence
of company and the customer. This synergy
is innovatively utilized by companies in cocreating
and this has been possible mainly
because of the platform provided by Information
Technology. Thus this paper highlights the role
of Information Technology and how it can be
leveraged for enhancing customer value by laying
strong foundation for co-creation of product,
price, place and promotion through continuous
interaction between the communities of customers
and company. The paper discusses the market
evidences of several companies who have been
successful in re-creating 4P’s of marketing with
the innovative usage of Information Technology.
This paper also intends to propose an algorithm
to model interaction between technologically co-created 4P’s and its impact on company’s profit
using Agent Based Modeling.
Projeto de Comunicação para a Forplas Fábrica de EscadasLiliana Chin Lau
1) O documento descreve programas de comunicação, responsabilidade social e gestão de pessoas implementados pela empresa Forplas para melhorar sua competitividade.
2) Inclui detalhes sobre iniciativas de comunicação visual, responsabilidade social interna e programa de gestão de pessoas.
3) O relatório avalia os resultados dos programas e sua contribuição para a competitividade da Forplas.
Blog as an Innovation tool of Integrated CommunicationLiliana Chin Lau
The paper employs the blog as a way to develop the communication of Small and Medium-sized Enterprises in Brazil. It presents the importance of internet and understands the amount of Social Media for SMEs. It implies the Societal Marketing concept and Integrated Marketing Communication to sets up the blog as a tool of communication. It draws a conclusion is essential for Small and Medium-sized Enterprises improve and complement their communication with the public whether it be costumers, others companies or employees. Furthermore, SME could be innovative without invest in new products and technology.
O documento fornece diretrizes sobre a construção e uso seguro de escadas, rampas e passarelas. A madeira deve ser de boa qualidade e seca. Escadas, rampas e passarelas devem ter corrimão e rodapé sólidos. Rampas devem ser usadas para transpor diferenças de nível acima de 40cm.
The Synergy of Sustainability and Societal Marketing Liliana Chin Lau
The study of this thesis highlights the direct importance of Sustainable Development in businesses. Sustainability presented here is concerned about the future based on three dimensions: Society, Economy and Environment. For this reason it employs the Societal Marketing Concept instead of the traditionally used Selling Concept as a marketing strategy. Selling products is not the only concern of companies anymore. They need to understand the needs of consumers and of society in order to satisfy them. It also utilizes the Corporate Social Responsibility model as one of the fundamental tools for the company to develop its business. Furthermore, this study exposes the essential meaning of Business Ethics when dealing with Sustainability. It is extremely significant for a company to practice Business Ethics otherwise it will have negative results resulting from its behavior. This thesis not only emphasizes Societal Marketing and Sustainability as two disconnected scopes; it also highlights the synergy between them. Synergy is defined as the sum of two and two equaling to five - Yes, five. This means that synergy is a method of combining different business sectors in a way that delivers unexpected results, innovation, and a competitive advantage that all companies seek. Understanding the essential need of synergy and the application with Sustainability and Societal Marketing this study forges a Sustainability Sweet Spot. This synergy between Sustainability and Societal Marketing works in real companies by achieving new products and management methods, as shown in a case study of Natura Cosmetics, a successful Brazilian Company that a leads its industry.
SEGURANÇA E SAÚDE NO TRABALHO PORTUÁRIO - Manual Técnico da NR 29Robson Peixoto
SEGURANÇA E SAÚDE NO TRABALHO PORTUÁRIO
Manual Técnico da NR 29
Este Manual Técnico de Segurança e Saúde no Trabalho Portuário é fruto das atividades do Programa Nacional de Pesquisa em Segurança e Saúde dos Trabalhadores Portuários e Marítimos (PRO-POMAR), desenvolvido pela Fundacentro
NR18 - Condições e Meio Ambiente de Trabalho na Indústria da ConstruçãoLarissa Aguiar
O documento discute as condições e meio ambiente de trabalho na indústria da construção civil de acordo com a NR18, abordando tópicos como comunicação prévia de obras, programa de condições e meio ambiente, escavações, fundações, desmonte de rochas, carpintaria, armações de aço, estruturas de concreto, estruturas metálicas, operações de soldagem e corte a quente, escadas, rampas, passarelas, medidas de proteção contra quedas, tapumes, galerias, andaimes, cabos
Role of social media networks in penetration of internationalAlexander Decker
This study investigated the role of social media networks in helping small and medium enterprises (SMEs) in Kenya penetrate international markets. It focused on SMEs located at Yaya Centre in Nairobi. The study found that social media networks had a statistically significant positive effect on SMEs' ability to penetrate global markets. Specifically, social media networks explained 62.8% of the variation in SMEs' global market penetration performance. The study concluded that social media networks play an important role in helping Kenyan SMEs internationalize their business and access overseas customers.
This document discusses a study on the impact of online/digital marketing on small businesses. Some key points:
- The study aims to understand if online marketing helps small businesses reach customers and be successful. It examines tools/platforms used and their effectiveness.
- A survey was conducted of 50 small businesses in Ahmednagar district, India across sectors like IT, FMCG, agriculture that use digital marketing.
- Most businesses surveyed were 0-5 years old and had annual incomes between 1-10 lakhs. The majority were in the services sector.
- 80% of respondents were aware of digital marketing and 80% used online tools like websites, Facebook, Instagram to reach customers.
-
This document provides an analysis of consumer motivations for participating in crowdsourcing activities in the fast-moving consumer goods (FMCG) industry. It begins by characterizing the "new consumer on the internet" and their role in co-creation. It then examines crowdsourcing as a tool for co-creation, discussing theoretical frameworks like Maslow's hierarchy of needs and the motivation-ability-opportunity model to understand consumer motivations. Finally, it analyzes specific FMCG crowdsourcing examples like Threadless to engage consumers in activities like new product features and innovations.
For brands today, the complexity of social business is steadily compounding. For every additional variable — each account, customer conversation, business unit, location, language, distributor, etc. — social media becomes a greater challenge. Meanwhile, brands struggle to prepare appropriately and adopt the right technology. This report includes four case studies that demonstrate how brands are addressing social media proliferation.
The Tasks of Marketing in the Digital EraYogeshIJTSRD
This article has a qualitative approach, where the main challenges that Marketing areas have in the era of disruptive technologies are raised. At the same time, it examines the opportunities offered by the same technologies to deal with the capture, management and treatment of large volumes of information dispersed in different sources, whose heterogeneous, unstructured data concentrates the basic elements to develop invaluable information to the departments Marketing, given that there would be obtained market trends, attributes and ideal characteristics to develop products and services tailored to consumers. Asqar Samadov "The Tasks of Marketing in the Digital Era" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-4 , June 2021, URL: https://www.ijtsrd.compapers/ijtsrd41164.pdf Paper URL: https://www.ijtsrd.comeconomics/market-economy/41164/the-tasks-of-marketing-in-the-digital-era/asqar-samadov
This document provides an overview of social business and how organizations are applying social approaches. Some key points:
- Social business involves embedding social tools and practices into organizational activities both internally and externally. This allows for improved knowledge sharing, collaboration, and customer experiences.
- Leading organizations are applying social business to create valued customer experiences, drive workforce productivity and effectiveness, and accelerate innovation.
- To create customer value, companies are using social media to engage and listen to customers, build online communities, and shift marketing and sales online.
- Applying social approaches internally increases transparency, allows experts to more easily share knowledge, and improves collaboration both within and outside the organization.
- While investment in social business is
Recent (Sept 10) AUSTRALIAN research report, prepared by Stancombe Research and Planning on behalf of Optus Small and Medium Business and COSBOA, provides an overview of how small to medium businesses view and use social media.
Useful Social Media Top 10 Articles on Social Media Evolution for 2013Hayley Dunn
The evolutions of social media – This 39 page briefing looks specifically at how your role in social media will change in 2013. They go into detail on how you can analyse the impact of social media, capture data for an improved future business strategy and the power of better social customer service.
If social media best practice is of interest then check out 2013 Corporate Social Media Summit in NYC.
Back for its 4th year now, it is even better and bigger than ever. Develop your social media strategy that elevates you beyond your competition – learn from the very best including Southwest Airlines, Dell and McDonald’s. Plus you will hear from 8 global CMOs from companies such as MasterCard, Sears and Hertz on corporate strategy and where social fits in the marketing pie. Join THE social media event of the year with a corporate audience. Save 20% with SLIDE20
Check it out here http://bit.ly/UAjTsy
1) The document discusses how social customer relationship management (social CRM) is shifting power from companies to customers through social media. Customers now have more control over the relationship due to factors like voluntary participation, information control, personal marketing, and increased choice.
2) Case studies of Deutsche Bahn, Nestle, and X Factor show how customers can empower themselves through social media. Deutsche Bahn initially lost control by ignoring customer complaints but regained it through active dialogue. Nestle was unable to control critical information created by customers. Customers also influenced chart positions through social media campaigns.
3) While customers have more power, companies can still influence relationships by actively engaging in dialogue, offering relevant content, and
By embracing new rules of internet marketing like collaboration and crowdsourcing, firms can become truly customer oriented. Crowdsourcing involves leveraging the collective intelligence of customers to inform decisions. Two case examples show how Starbucks and Tchibo use crowdsourcing platforms to generate ideas from customers. While crowdsourcing grows in practice, academic research in marketing has yet to fully explore its potential to enhance customer orientation.
Here are four clear paths for winning over—and retaining—customers in the digital era. For more from s+b, see: http://www.strategy-business.com/marketing_media_sales.
This document summarizes a student paper that examines the prevailing assumption that the internet empowers consumers. It identifies three key areas of assumed consumer empowerment - convenience, price/information transparency, and personalization/choice. However, the paper argues that consumers do not report feeling truly empowered. For each area, it discusses research that challenges the assumption of empowerment by highlighting issues like delivery delays, information overload, lack of control over personal data collection, and influence of brands. The conclusion is that while e-commerce may empower consumers in the future, that is not yet the reality for most. Further research over time would be useful to see if empowerment becomes truly realized.
The Boston Consulting Group conducted a survey of over 1,100 marketers at 57 companies in the UK and Germany to assess their digital marketing capabilities. The survey found that on average, companies scored 57 out of 100 on BCG's Digital Capabilities Index, indicating significant gaps in their digital skills. The biggest shortfalls were in capabilities related to mobile, video, testing, partner management, and developing marketing platforms. While senior leadership recognizes the importance of digital, companies received lower scores for prioritizing investment in new digital capabilities and talent development. Most marketing organizations will need to transform their approach to close these gaps through improved training, a focus on skills like mobile and data analytics, and developing a more agile culture.
Laura rogan individual assignment - what is ethical internet marketingVeronika Tarnovskaya
This document discusses the concept of ethical internet marketing. It begins by introducing the topic and noting that as the internet has developed as a marketing tool, new ethical issues have emerged without clear guidelines. The document then provides definitions for ethical marketing generally and differentiates between "online" and "offline" marketing. It examines similarities and differences in ethical issues between the two, finding that while some issues are the same, online marketing can exacerbate issues of transparency, consumer vulnerability, and data collection/security due to greater anonymity and lack of regulation online. The document argues marketers must increase self-regulation to reduce the growing "gap" between their practices and consumer expectations in order to maintain trust in internet commerce.
The marketing landscape is undergoing significant changes due to new digital media such as social media, mobile advertising, and online video. This has increased the complexity facing chief marketing officers and overwhelmed traditional marketing approaches. Marketers now need to focus on transparency, authenticity, and engagement through interactive communications. As a result, companies are reshaping their budgets and building new digital capabilities. Determining the right approach requires experimenting with digital strategies and maintaining flexibility.
Revisiting Marketing Mix: Study of Evidences for Investigating Innovative Rol...scmsnoida5
With increasing complexities of intense
competitive market there is an evident emerging
need for change in mechanisms of marketing.
Out of all the most promising is the convergence
of company and the customer. This synergy
is innovatively utilized by companies in cocreating
and this has been possible mainly
because of the platform provided by Information
Technology. Thus this paper highlights the role
of Information Technology and how it can be
leveraged for enhancing customer value by laying
strong foundation for co-creation of product,
price, place and promotion through continuous
interaction between the communities of customers
and company. The paper discusses the market
evidences of several companies who have been
successful in re-creating 4P’s of marketing with
the innovative usage of Information Technology.
This paper also intends to propose an algorithm
to model interaction between technologically co-created 4P’s and its impact on company’s profit
using Agent Based Modeling.
Projeto de Comunicação para a Forplas Fábrica de EscadasLiliana Chin Lau
1) O documento descreve programas de comunicação, responsabilidade social e gestão de pessoas implementados pela empresa Forplas para melhorar sua competitividade.
2) Inclui detalhes sobre iniciativas de comunicação visual, responsabilidade social interna e programa de gestão de pessoas.
3) O relatório avalia os resultados dos programas e sua contribuição para a competitividade da Forplas.
Blog as an Innovation tool of Integrated CommunicationLiliana Chin Lau
The paper employs the blog as a way to develop the communication of Small and Medium-sized Enterprises in Brazil. It presents the importance of internet and understands the amount of Social Media for SMEs. It implies the Societal Marketing concept and Integrated Marketing Communication to sets up the blog as a tool of communication. It draws a conclusion is essential for Small and Medium-sized Enterprises improve and complement their communication with the public whether it be costumers, others companies or employees. Furthermore, SME could be innovative without invest in new products and technology.
O documento fornece diretrizes sobre a construção e uso seguro de escadas, rampas e passarelas. A madeira deve ser de boa qualidade e seca. Escadas, rampas e passarelas devem ter corrimão e rodapé sólidos. Rampas devem ser usadas para transpor diferenças de nível acima de 40cm.
The Synergy of Sustainability and Societal Marketing Liliana Chin Lau
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SEGURANÇA E SAÚDE NO TRABALHO PORTUÁRIO - Manual Técnico da NR 29Robson Peixoto
SEGURANÇA E SAÚDE NO TRABALHO PORTUÁRIO
Manual Técnico da NR 29
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Role of social media networks in penetration of internationalAlexander Decker
This study investigated the role of social media networks in helping small and medium enterprises (SMEs) in Kenya penetrate international markets. It focused on SMEs located at Yaya Centre in Nairobi. The study found that social media networks had a statistically significant positive effect on SMEs' ability to penetrate global markets. Specifically, social media networks explained 62.8% of the variation in SMEs' global market penetration performance. The study concluded that social media networks play an important role in helping Kenyan SMEs internationalize their business and access overseas customers.
This document discusses a study on the impact of online/digital marketing on small businesses. Some key points:
- The study aims to understand if online marketing helps small businesses reach customers and be successful. It examines tools/platforms used and their effectiveness.
- A survey was conducted of 50 small businesses in Ahmednagar district, India across sectors like IT, FMCG, agriculture that use digital marketing.
- Most businesses surveyed were 0-5 years old and had annual incomes between 1-10 lakhs. The majority were in the services sector.
- 80% of respondents were aware of digital marketing and 80% used online tools like websites, Facebook, Instagram to reach customers.
-
Journal of Economics and Business Research, ISSN 2068 - 35.docxtawnyataylor528
Journal of Economics and Business Research,
ISSN: 2068 - 3537, E – ISSN (online) 2069 – 9476, ISSN – L = 2068 – 3537
Year XX, No. 2, 2014, pp. 155-164
Social Media Marketing to Increase Brand Awareness
M. Bîja, R. Balaş
Monica Bîja
Faculty of Economics
"Aurel Vlaicu" University of Arad, Romania
Raluca Balaş
Economic College, Arad
Abstract
Social networks are becoming more and more
widespread and they are literally conquering the World
Wide Web. Facebook has managed to arrive even in poor
and remote territories which apparently have nothing to
do with our always on the move modern world.
However, only on the African continent there are more
than 100 million active Facebook users who represent
50% of the African population having access to Internet.
Thus, it would be huge marketing mistake for businesses
not to take into consideration this opportunity to get in
touch with prospective customers (Neti, 2011). Social
media is hot and has turned into a “must” for businesses
looking for brand awareness. Therefore, the techniques
used to attract customers by means of social networks
have gained quite a high degree of sophistry (Neti,
2011). In an age in which the average internet user
accesses his/her social network account at least fourteen
times a day, companies cannot afford to be absent from
this medium. The aim of the present paper is to present
the concept and characteristics of social media and how
it can be used in order to increase brand awareness.
M. Bîja, R. Balaş
8
Keywords: social media marketing, social networks,
social media strategies, brand awareness.
Introduction
Kietzmann J.H. (2001) explains that consumers used the Internet
for its content: they read it, they watched it, and they used it in order to
purchase various products and services. Nowadays, more and more
consumers are utilizing content sharing sites, blogs, social networking
and wikis - to create, modify, share and discuss Internet content. This
represents the social media phenomenon, which can have an enormous
impact on a business’ reputation, sales and why not on its survival in an
environment getting fiercer and fiercer as days pass by.
The Social Media Marketing is not such a new phenomenon as
many might be tempted to believe. It did not begin yesterday or the day
before yesterday. It is actually more than ten years old. The entire
phenomenon began with the launch of LinkedIn in 2003. But since this
is a network targeted mainly to businesses its popularity is much lower
than that of the social networks dedicated to the public at large
(Pradiptarini, 2011).
LinkedIn was soon followed by MySpace and Facebook in 2004.
The hysteria of sharing pictures, videos and thoughts on line was
augmented by the launch of YouTube in 2005 and of Twitter in 2006
(Pradiptarini, 2011). These are the main players on the market. They are
doubled by some mi ...
Impact of Social Media Marketing on Small Businesses’ Sales Performance: A Ca...AI Publications
This study was conducted toinvestigate the impact of Social Media Marketing on Small Businesses’ Sales Performance: A Case of Women Clothing Stores in Nyamagana District, Tanzania. The study used quantitative research approach. Data was collected through questionnaires, and the analysis was conducted using quantitative means by which statistical package for social science (SPSS V 22) software was employed quantitative analysis was employed.ANOVA was applied to predict how use Facebook, Instagram and Twitter for marketing purposes influences the sales performance of small businesses engaging in women clothing retailing.In this study,regression analysis was applied to find out the relationship equation for the independent variable (use of Facebook, Instagram, and Twitter).Through this the researcher was able to understand the effects of the relationship between independent variable and dependent variable of the study. The result obtained through regression analysis established that Facebook has impacts on the sales performance of small business (Beta = .199, P <.020). The results obtained in this aspect shows that the increase in the use of Facebook by 1 unit attributes increase of performance of small business by 0.20. On Instagram, thefindings obtained through linear regression established that Instagram has a significant impact on the sales performance of small business (Beta = .369, P <.947). And on Twitterthe results obtained through regression analysis revealed that Twitter has no direct relationship on the sales performance of small business (Beta = -.599, P <-.945). The study recommends further studies to be conducted on the strategies to be used to improve the application of social media in the small business.
Internet communications mix development for FMCG companiesAndrey Markin
The document discusses internet communications as a marketing tool for FMCG companies. It defines internet communications and classifies the different types, including websites, social media, and various forms of online advertising. Specifically, it distinguishes between corporate websites, promotional websites, community websites, and online stores. The rise of social media is transforming marketing from a product-centric to a customer-centric approach by allowing companies to directly interact with and gather data from consumers. Internet communications now play an integral role in marketing communications strategies.
In this comprehensive eBook, we demystify the complex landscape of digital marketing and provide you with the tools and strategies you need to thrive in the digital age. Whether you're a seasoned marketer or just starting out, this resource is designed to empower you with the latest insights, techniques, and tactics to navigate the digital marketing landscape effectively.
Extracting Targeted Users from SNS using Data Mining ApproachIJSRD
This document summarizes a research paper that proposes using data mining clustering algorithms on social network data to identify targeted users for internet advertising. Specifically, it involves gathering post and comment data from a Facebook brand page, preprocessing the data by tokenizing, stemming, and removing stop words. Then a clustering algorithm will classify the posts and comments into categories to discover influential users. The goal is to develop a systematic technique to improve marketing strategies and target key users for online advertisements using insights from social network data and data mining.
Social media has had a significant impact on marketing by allowing businesses to connect personally with consumers through virtual networks and communities. Over 4.8 billion people worldwide use social media, representing nearly 60% of the global population. This widespread reach has enabled businesses to advertise freely at a massive scale without paying for traditional advertising methods. Additionally, social media has lowered the skill requirement to become a marketer and increased opportunities for paid partnerships between companies and social media influencers.
This document discusses strategies for using social media and digital platforms to achieve business objectives. It outlines four main strategies: 1) Building brand reputation through engagement on platforms like Facebook and blogs. 2) Using mobile technologies like apps to reach customers. 3) Engaging businesses online through platforms like LinkedIn and forums. 4) Promoting open government and transparency through sharing data and information online. The document argues that these strategies can increase brand awareness, make connections, and take advantage of digital opportunities to help businesses outperform competitors.
This document discusses the importance of digital marketing in the 21st century. It notes that digital marketing allows for smooth communication with customers anywhere in the world through various online platforms. The goals of digital marketing are to provide customers with a pleasant experience no matter their location and increase brand recognition for companies. Digital marketing provides benefits like reaching a large global audience and improving customer experience through feedback. While threats include overreliance on internet access and competition from other brands online, digital marketing overall improves lives and business success when implemented correctly.
This document discusses the impact of digital marketing on business. It begins with an introduction to the history and growth of digital marketing. It then discusses 10 important digital marketing trends that will impact business in 2015, including the growing role of big data, mobile, content marketing, social media, multi-channel marketing, personalization, ad retargeting, visual content, data analytics, and collaboration across platforms. It also outlines both the positive and negative impacts of digital media on business, such as faster information, greater reach, new technology, and more options. The conclusion is that digital marketing can minimize costs while increasing product awareness, reach, and sales through more effective targeting.
Abstract: The modern technology gives new direction to companies for advertise the product thats known by digital marketing. It is platform which offer a lot of advantages like less cost, fast communication, quickly feedback etc. it is new marketing technique that used for interactive communication by companies. When company wants to approach new potential customers, getting customer loyalty, establish routes for good relationship marketing at that time marketer adopt this. It is unique and different from traditional marketing which is essential for companies to obtain sustainable growth. This paper highlights the key factors of the digital marketing that affects the company directly and includes challenges, status of the digital marketing in the market of India.
Digital marketing uses electronic and internet-based channels to promote products and services. In Bangladesh, while some major companies use digital marketing, most still rely on traditional methods. This study aims to identify challenges to digital marketing in Bangladesh and how embracing digital strategies could benefit businesses and the economy. It will survey 50 consumers on their views of digital marketing and extract data to further illuminate the situation. The results could help marketers understand how to better connect with consumers digitally and expand their reach nationally and internationally.
Role of Social Media Marketing On Organisational Performance in Kenyaiosrjce
The purpose of this research is to identify and analyze the role and impact of social media marketing
and to analyze to what extent it has an impact on business performance. Social media have become a major
factor in influencing different aspects of consumer behavior including awareness, information acquisition,
opinions, attitudes, purchase behavior, and post-purchase communication and evaluation
Enterprise Social: Your Future Neural NetworkCognizant
This document discusses how enterprise social platforms can help large organizations overcome common communication challenges by establishing an internal "neural network". It identifies issues such as information being locked into hierarchies, reward systems not aligned with collaboration, and difficulty measuring internal costs. Next-generation social platforms aim to address these issues by integrating all organizational data, identifying patterns to support talent retention, and accelerating business performance. However, simply implementing a platform is not enough - organizations must establish clear goals and business cases to realize the benefits of internal social networking. The social layer has potential to become the "neural network" of an enterprise by facilitating boundary-free collaboration if implemented properly.
This document discusses how social media has changed how businesses interact with and engage customers. It provides an overview of the evolution of social media marketing and the two main approaches: passive, by analyzing user generated content; and active, using social media as an engagement and communication tool. The document also examines how companies can use influencers and hyper targeting on platforms like Facebook and LinkedIn. It aims to understand the role of social media strategies in creating buzz and engaging customers.
✅ Understanding your target audience and developing a buyer persona to tailor your marketing efforts effectively
✅ Creating a website that is optimized for search engines and user experience
✅ Building a strong social media presence across various platforms
✅ Creating high-quality and engaging content
✅ Case studies and real-world examples of successful online marketing campaigns and strategies.
A project report on Social Media MarketingSafder Mak
Introduction: Social media has gained importance and acceptance at a very past pace. It has become an avenue to share one’s personal and professional life. The usage of social media as a marketing tool is already implemented by many businesses. This reports analysed how effectively social media be used as a marketing tool. The comparison of social media versus traditional media for marketing was studied and advantages and disadvantages of both are compiled. This report also analysed how small business start-ups can benefit from the ever growing social media industry.
Method: This report used journals, magazine articles, newspaper articles, business reviews, online survey and so on from the library of Amity University. Further official social media pages of various companies on Facebook, Twitter and LinkedIn were analysed to generate statistics.
Result: Social media presence is definitely an advantage for all kinds of businesses. Social media marketing has wider market appeal and is relatively cheaper than traditional advertisements. With a huge number of audiences and high customisability of social media for required content, social media marketing emerges as an exciting and effective tool for marketing.
This document is a study on social media marketing and how it creates brand awareness. It discusses how social media can be used as an integrated marketing communications tool. Some key points:
- Social media allows for two-way communication between brands and customers and the sharing of user-generated content.
- Successful social media marketing relies on creating engaging content that encourages sharing and builds trust in the brand.
- Brands can use social media to increase awareness, provide customer support, gain insights, and manage their online reputation.
- The study examines consumers' usage of and attitudes toward social media platforms and marketing, finding that Facebook, Instagram, and YouTube are most popular and effective for brands.
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https://www.oeconsulting.com.sg/training-presentations]
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Blog as an innovation tool of integrated communication
1. Blog as an Innovation Tool of Integrated Communication for Small
and Medium Enterprises in Brazil
Liliana Chin Lau
School of Management, Wuhan University of Technology, Wuhan, P.R.China, 430070
(E-mail:lilianachinlau@gmail.com)
Abstract The paper employs the blog as a way to develop the communication of Small and
Medium Enterprises in Brazil. It presents the importance of internet and understands the amount of
Social Media for SME. It implies the Societal Marketing concept and Integrated Marketing
Communication to sets up the blog as a tool of communication. It draws a conclusion is essential for
Small and Medium Enterprises improve and complement their communication with the public whether
it be costumers, others companies or employees. Furthermore, SME could be innovative without invest
in new products and technology.
Keywords Blog, Integrated Marketing, Innovation, Small and Medium Enterprise
1 Introduction
The recent technology which allows swiftness and the flow of information are created in the
New Digital Age. Telecommunications, computers, information, internet, transportation and other
technologies have had a major impact on the ways companies bring value to their customers.
Globalization and internet are the keywords of this age. People start to be more dependent and
trustworthy as they search for more information, ideas and innovations. Studies about Social Media
Marketing are an engagement in which online communities generate exposure, business opportunities,
and sales with online communities. The number-one advantage for businesses is generating exposure for
the business, followed by increasing customer traffic and building new business partnerships.
Furthermore, social media is the preferred tool of choice for communication seen by the increase of
users over the past years [1]
The objective of this paper is to highlight the importance of social media as a tool of
communication for businesses specifically for Small and Medium Enterprises (SME) found in Brazil.
The small and medium enterprises represent 98% of total companies in Brazil, this means 5.9 million
of current operating companies; 62% of them export products which represent 2.3% of total exports
and SME and 20% of GPD of Brazil [2]. Instead of considering the internet as a good promotion for
companies which have all facilities and tools to manage and deal with it, this paper will consider the
difficulties for SME to understand this kind an innovation for them and show that is not so complicated
to establish it in their companies. However, some of these companies do not have totally access to the
internet, here the paper will consider that SME´s know and have internet access which they do not use
because they have not capability to work on it or just unaware the improvement possibilities for their
business.
The reason for choosing this topic is because the population of internet users in Brazil is
increasing and a major group of these people are connected daily and have some interest on social
media, more specifically in blogs [3]. Blogs can be defined as a “frequently update website consisting of
dated entries arranged in reverse chronological order so the most recent post appears first” (Farkas,
2007)[4]. Furthermore, the tendency of this new media is only enhanced and even the small and medium
enterprises have to be prepared for it, otherwise it will not be competitive enough for the market. It is
essential to remember that even the small and medium enterprises need to have responsibility and
liability to be innovative and competitive. The search for a new concepts and strategies of marketing is
extremely important for their business. The costumers want more than just good service and product, but
also want a company which can attend costumer necessities and construct a relationship between
company and them. They want to expose their opinions and feedback of it. The market claimed for
relationship marketing as philosophy, because of it, this study brings to surface the blog as a tool of
communication for integrated marketing.
This paper approaches a study above the necessity to develop a way of internet communication
in small and medium enterprises to improve their integrated marketing. For development of this case, it
will board the communication in SME in Brazil; applicability of a blog as a communication tool and
integration of a blog in Marketing Communication. To better understand it will utilize the societal
2. marketing concept as a base of concept marketing and for the content literature review, books research
and surveys results as complement of this study.
2 Communication of SME in Brazil
With characteristics of sell products and services with lower unit price; public target are the
final consumer; attending the basic necessities of population as food and beverages; clothing, shoes and
furniture; and residence (construction and reform); has lower level of production; and utilizes
technology of public domain; the SME has been increasing more, made the competitive enhancement
for achieving their customers. The table 1 denotes statistics of quantity of SME per year and inhabitants
in that year. On 2004 registered 5 million of SME in Brazil, which corresponded to 36 inhabitants for
each company. But on 2010, the numbers of SME will grow up whereas the habitants per company will
decrease.
Table 1 Total of Small and Medium Enterprise in Brazil (Industry, Trade and Services)
Source: Sebrae-SP, Cenários 2015
Analyzing it foresees possible enhance of competitors and competitiveness on the market;
to maximize sales, fortify company’s brand and acquire new costumers the SME have to develop a
marketing plan. The Small and Medium Enterprises in Brazil in despite of be the majority in Brazil,
they do not take advantage of communication’s tools. A study made by Brazilian Service of Support
for Micro and Small Enterprises (SEBRAE) about Technology of Information and Communications
(table 2) from SME shows 91% of SME utilizes cell phone; 75% microcomputer and 71% have access
to internet. These numbers are increasing each year, but in the same time it shows the SME do not give
much importance to internet as they should do.
Table 2 Importance of those tools for business (SME in Brazil)
Source: Magazine Observatório das MPE do SEBRAE-SP
That is one important reason for SME start to improve the capability to use the internet and
take advantage of it. The conventional tools of communication are useful and also works as a way
of advertising for company, but it cannot be as efficient as blogs. In this paper, conventional tools
3. of communication for SME referrers to advertisements in vehicles, clothes, wall etc; flyers; e-mail
marketing; telemarketing, participation in fairs, etc. Although those kinds of communication could
be effective for divulgation for SME, it is not known if it really reaches the public that they target,
what customers are thinking about and moreover usually all this conventional communication focus in
mass marketing – selling highly products to masses of costumers. The mass media are those that are
accessible to most people, thus they are media that enjoy vast audiences and sometimes it can be only a
waste of money. Besides conventional communication tools do not have the power to build relationship
between customer and company at the first time. The costumer will only know about the company,
their business, what they do and if this advertisement brings some interest they will enter in contact,
otherwise this communication does not get into the objective or brings more consumers to the company.
This paper again emphasizes that enhancement of internet users has been more and for that, it
will be very important tool of communication for companies.
3 Applicability of Blog as Communication Tool
The internet has a range of capabilities that organizations are using to exchange internally
information or to communicate externally with other organizations. This giant network of networks has
become a major catalyst for both electronic commerce and electronic business [5]. Internet usage surged
in the 1990s with the development of the user-friendly World Wide Web. Entering the twenty-first
century, internet penetration in the Brazil has reached 44.5 million of internet users, who access the
internet at least once a month even from their houses or work. The estimative is to achieve 62.3 million
people accessing the internet everywhere (home, work, cyber-cafes, libraries etc). Brazil still is the first
one when it is about the time spending on internet. The Brazilians spend average 40h41min on internet
it is in front of countries such as United States, United Kingdom, France and Spain where the average is
about 26 hours [6].
Nowadays it is fundamental for a company to develop their own space on the internet, but it
does not mean only e-mail messages, databases, websites etc. Those tools are already an obligation for
companies to have it. Without those utilities companies would not work. The issues visible and reasons
present for a small and medium enterprise to introduce their business in a social media. Social media
refers to a collective group of web properties whose content is primarily published by users, not direct
employees of the property and it embody websites as Orkut, Facebook, Twitter, Digg, Youtube, blogs
etc. The social media is an instrument of communication to share information, exchange opinions,
discuss topics, know and promote people or companies etc.
The Institute for Business Value (IBV) from IBM is developed a study about “Changing face of
Communication”[2] which highlights until 2012 the numbers of internet users will be more than 800
million. On July, 2008 this amount already represented amount two thirds of the internet users in the
world. Moreover, it indicated that social media is already being used to promote the interaction between
companies, clients and market. Understanding the importance of use not only the internet but also the
social media, micro and small companies can improve their market.
3.1 Corporative Blog
Competitiveness and innovation are two important variables for a company. The global
competition is made when a micro company from a little city competes with a large one in a big city in
its home markets. Companies are not only trying to sell more of their locally produced goods, indeed
they try to create a relationship between company and for customer to differentiate from others
companies. The corporative blog can be the tool which fixes on it and also it can be easier for a small
and medium enterprise to manage it. It could be an innovative way to reach costumers, promote
advertising and publish information about the company or business. The blog is a giant open door for
customers; partners or even employees, who for them access to a blog is comfortable. People have
started to be interested in others opinions and acquiring knowledge. The blog can create a new vision
and organizational structure for companies which want to be successful adopting an organization with
its focus on the client. This type of structure, organization with its focus on the client, embodies all
departments and processes which are always acting in function of customer. On the table 3, it can
demonstrate how the structure of a company which focuses on costumer is [7]. Considering the
organizations with focus on costumer, we can understand the importance to attend necessities and
satisfaction of the costumer in a successful company. For SME the blog may have more relevance,
because it can measure as one source of research and external studies without so much investment.
4. Table 3 Organization with focus on Customer
Source: Corporative blog, page 34
Worked well and integrated into a system of data marketing’s company, it will be valuable for
planning and measuring results.
3.1.1 Functions of Corporative Blog
However, some managers think blogs are a virtual diary for people to post about their daily life;
it is not anymore the only function of it. The Jeffrey Group, the biggest international independent
agency of Public Relations presented studies about the blogosphere and unveil the blogosphere is
consolidated, impacting more people and growing more than internet on that region. The blog already is
a strong way of communication which is increasing not only in numbers of who is reading it but also in
who is writing it [8]. And the reason of this enhance it are because the blog can provide a bidirectional
communication instantaneous power. It is the fastest channel of communication and aggregate more
value for who is reading. The reasons for this enhance are because the blog provide:
§ It have pleasant and chronology reading;
§ It is easy to make and maintain;
§ The costs is little;
§ It has simple and intuitive navigation;
§ It open space for comments;
§ It offers to exchange links;
§ It is custom;
§ It is part of a niche and is an expert;
§ It demonstrates knowledge of the company
§ the early establishment of a community [7]
Besides, the blog can also anticipate tendencies, movements, necessities and opinions of
costumers. Other issue for a company use the corporative blog is because they can measure relevant
data through referrers, keywords, comments or answers about posts, how many people are accessing
the blog, repercussion of posts, publication of news versus posts, etc [9]. It is a dynamic tool of
communication, on contrary of conventional communication mentioned before. Another function it is
provides a communication channel without formalities for costumers and in the same time it inform
correctly contents to reach the expectation of them [7]. One example of corporative blog is a Tecnisa
(www.blogtecnisa.com.br), civil construction company in Brazil, which has all tools of social media
marketing on their website. The organization indentified one problem on the relationship with the
buyers. There was less of synergy in information when they were waiting for the delivery of the landed
property. For maintain them informed about the work, this company publishes information and photos in
their blog and stimulates costumers to comment and express their opinion or ideas for measure possible
doubts or insecurity. The blog spares time and noise of communication between them and costumer.
The main function of corporative blog is to inform publics, no matters which are customers,
employees or companies. Moreover, it also can corroborate the image and business of company without
high investment as publicity on television, for example. Depends from company decide which kind of
blog they want to develop. The essence of blog is focus on Marketing and Public Relations, but others
departments also can take advantage of this tool as show the table 4. The blog can be more than a simple
website page which companies only post their notices.
5. Table 4 Process which can take advantage of blogs into Business
Source: Corporative blog, page 38
However, SME have to have some diligence about blogs. The same way the fastness of internet
could be an advantage for blog, it also could be a disadvantage. One single mistake about what the
company wrote can have an enormous bad repercussion on the media. And other disadvantage of a
group blog is “the single, authentic, human voice is diluted by a plurality of voices” (Holtz &
Demopoulos, 2006) [10]. The company should be careful when choose someone to write their blog. The
Institute of Research Qualibest published 72% of Brazilians were helped by blogs to make their opinion
about some brand, product or service [11]. So is very important know what information put in the blog.
And always be careful with legal rules and copyrights. The function of corporative blog is “an extension
of the company informing about history, advices and change experiences” (Cipriani, 2007). The
corporative blog have to be transparency and show credibility for blogger people. The SME should be
careful when construct the page, trying to do not give some character to their blog, indeed made the
corporative blog as a complement of their website.
4 Integration of blog in Marketing Communication
Nowadays companies do not compete anymore as better products or good services. Off course,
this is very important for a development of a SME, but that are others important factors which influence
on buy decision of consumers. Whit the globalization people star to be aware about environment, social
responsibility and they want to know what companies are doing about that. So because of that the
Societal Marketing Concept is an essential way to deal with that. Societal Marketing Concept is “a
principle of enlightened marketing that holds that a company should make good marketing decisions by
considering consumers’ wants, the company’s long-run interests, and society’s long-run interests”
(Kotler, 2007)[12]. Adopt this kind of concept it converge with the organization with focus on client
already mentioned in this paper.
The Brazilian Service of Support for Micro and Small Enterprises published about 80% of
SME in Brazil do not survive on their first year life. The reason is because most of those companies do
not know how to manage their business or establish strategic plan and do not plan a marketing business.
As the societal marketing concept is about satisfaction as long-run necessities and society common
value, SME start since beginning is innovative. The concept of innovation is not only to develop new
products, new technologies, but also new ideas. “To create sustainable growth business, companies will
have to focus on strategic innovation that integrates and transcends all these companies dimensions of
innovation in an explorative quest for the new business concept” (Möller, Stolla and Doujak, 2007)
[13]. More over, Hamel [14] cite in him book “a business concept that differs from industry conventions
along several dimensions is typically the most difficult convention-bound incumbents to emulate”
(2001). Develop a new concept of business is an innovation. Adopt the Societal Marketing Concept as
a first step for integration of blog in integrated communication if fundamental. Moreover, the concept
of Integrated Marketing Communication (IMC) can help small and Medium Enterprise since IMC
is “under which a company carefully integrates and coordinates its many communication channels to
deliver a clear, consistent, and compelling message about the organization and its products” (Kotler,
2007).
The IMC builds brand identity and strong customer relationships by using one single
collaborate message together all of the company’s messages and images. That is the reason for SME to
adhere corporative blog. The SME need better communications consistency and greater sales impact.
ICM and Corporative blog can be the ideal synergy of tool communication to this function. It places
6. the responsibility in someone’s hands to unify the company’s image as it is shaped by thousands of
company activities. It leads to a total marketing communication strategy aimed at showing how the
company and its products can help costumers solve their problems.
5 Conclusions
This paper highlights the importance of use blog as integrated communication tool in Small and
Medium Enterprise in Brazil. The increase of internet users and social media permit the company to
understand the importance of employing this communication. Social media will be the channel between
companies and costumers. Communication is not anymore, one directional way, indeed it is changing to
bidirectional. Consumers do not want to only buy products or hire services; they want to exchange
opinions, ideas and experiences. This paper board Societal Marketing Concept, because with this
concept SME can understand the necessities not only from costumers but also from society. It needs to
comprehend and satisfy long-run interests of people. If they perceive it, SME’s can adopt corporative
blog as a tool of communication for their company. Since blog is a social media, the objective is to
create a relationship and inform public whether they are customers, companies and employees; without
interesting to sell or convince them about products and services. That is the reason utilizes blog as a tool
of integrated marketing. The integrated marketing is works around public relations and marketing, but
aimed inform and build a relationship between costumers and company. Besides the blog does not need
so many investments to build one and it can give to SME a good position on market from consumers;
SME must be careful when publish information and data, otherwise it give the opposite results.
The corporative blog is a tool for complement the communication. SME should employ others
types of communication, but this paper emphasizes the blog because it shows corporative blog as an
innovation for small and medium enterprises. The innovation there is on skill to deal with new concepts,
take advantage of opportunities and explore a market which is not attending. Usually the SME does not
have so much capital to invest in high technology and R&D, making corporative blog an option to
promote the SME.
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