This dissertation examines whether B2B enterprise software firms are able to create a "market driving" perception through social media marketing. It defines market driving as leading fundamental industry changes by influencing value creation. For technology firms, this involves positioning as a thought leader to address technological/market uncertainty and competitive volatility. The study proposes that actively engaging on social media can contribute to market driving by creating value for stakeholders, influencing industry change, and developing new ideas, matching the dimensions of market driving. It explores whether B2B firms' social media efforts create a perception of being a market driver in the minds of followers.
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
Can social media marketing-improve-customer-relationship 2017-journal-of-intadnan haidar
This document discusses a study examining how social media usage can help firms build new customer relationship management (CRM) capabilities and improve marketing strategies and business performance. The study uses dynamic capabilities theory and the resource-based view as frameworks. It hypothesizes that social CRM capabilities, defined as a firm's ability to generate, integrate, and respond to customer information from social media interactions, will be positively associated with customer engagement and firm performance, and that social media usage moderates the relationship between social CRM capabilities and firm performance. The study analyzes data from 232 companies to test these hypotheses.
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.
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.
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.
Digital economy, characterized by wide access to large volumes of information, immediacy of its circulation as well as ubiquity of online communications, is shaping a new informational ecosystem, where the power of supporters and detractors is multiplied. Democratization brought about by new technologies enables any individual to generate content and create their own communities and audiences.
This context implies important challenges for corporate reputation management, where reputation is understood as a set of collective evaluations that an organization evokes in its stakeholders and that are able to lead to value– generating behaviours. Thus brands may only be successful if they are able to participate in those networks that are interesting for their stakeholders and establish long–term relations, unleashing favourable behaviours. In this scenario, corporate communication is making a U–turn, and companies are likely to face a new challenge – brand journalism, a new way of communication brought about by the influence of the Internet and the proactive attitude assumed by stakeholders.
The present report summarizes the results of the 3rd issue and the previous year, and is a rigorous analysis of comments made voluntarily on the Internet as well as their impact by the dimensions that constitute corporate reputation: Products and Services, Innovation, Finance, Workplace, Citizenship, Leadership and Governance.
The report contains a map of stakeholders that actively use the Internet and the networks that should be taken into account at the time of developing a strategy of positioning on the Internet: the real–time network Twitter, the social network Facebook, the multimedia network YouTube, and the hypertextual network Google. The report identifies relevant content for different audiences and helps to map key reputational risk areas for companies.
Social Media - Communal and consumption perspectivesMichael Ling
This document provides a literature review on communal and consumption perspectives of social media. It discusses several marketing perspectives including traditional marketing, relationship marketing, and tribal marketing. It explores characteristics of online consumers and how they satisfy social and psychological needs through social media. The review examines perspectives that consumers are both individualistic and seek social links through consumption. It also discusses how social capital and information flow theories are relevant to understanding social media use.
1. The document discusses social media marketing and how it has become a major platform for advertising. It allows companies to connect with potential customers and get feedback on products through reviews.
2. Social media provides advantages for marketing like reducing costs and improving reach compared to traditional channels. It allows customizing products based on customer feedback and interactions.
3. The usage of social media and internet is increasing worldwide each year, opening new opportunities for companies to target audiences and leverage platforms to build their brand awareness. However, social media also presents challenges that require strategic planning.
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
Can social media marketing-improve-customer-relationship 2017-journal-of-intadnan haidar
This document discusses a study examining how social media usage can help firms build new customer relationship management (CRM) capabilities and improve marketing strategies and business performance. The study uses dynamic capabilities theory and the resource-based view as frameworks. It hypothesizes that social CRM capabilities, defined as a firm's ability to generate, integrate, and respond to customer information from social media interactions, will be positively associated with customer engagement and firm performance, and that social media usage moderates the relationship between social CRM capabilities and firm performance. The study analyzes data from 232 companies to test these hypotheses.
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.
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.
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.
Digital economy, characterized by wide access to large volumes of information, immediacy of its circulation as well as ubiquity of online communications, is shaping a new informational ecosystem, where the power of supporters and detractors is multiplied. Democratization brought about by new technologies enables any individual to generate content and create their own communities and audiences.
This context implies important challenges for corporate reputation management, where reputation is understood as a set of collective evaluations that an organization evokes in its stakeholders and that are able to lead to value– generating behaviours. Thus brands may only be successful if they are able to participate in those networks that are interesting for their stakeholders and establish long–term relations, unleashing favourable behaviours. In this scenario, corporate communication is making a U–turn, and companies are likely to face a new challenge – brand journalism, a new way of communication brought about by the influence of the Internet and the proactive attitude assumed by stakeholders.
The present report summarizes the results of the 3rd issue and the previous year, and is a rigorous analysis of comments made voluntarily on the Internet as well as their impact by the dimensions that constitute corporate reputation: Products and Services, Innovation, Finance, Workplace, Citizenship, Leadership and Governance.
The report contains a map of stakeholders that actively use the Internet and the networks that should be taken into account at the time of developing a strategy of positioning on the Internet: the real–time network Twitter, the social network Facebook, the multimedia network YouTube, and the hypertextual network Google. The report identifies relevant content for different audiences and helps to map key reputational risk areas for companies.
Social Media - Communal and consumption perspectivesMichael Ling
This document provides a literature review on communal and consumption perspectives of social media. It discusses several marketing perspectives including traditional marketing, relationship marketing, and tribal marketing. It explores characteristics of online consumers and how they satisfy social and psychological needs through social media. The review examines perspectives that consumers are both individualistic and seek social links through consumption. It also discusses how social capital and information flow theories are relevant to understanding social media use.
1. The document discusses social media marketing and how it has become a major platform for advertising. It allows companies to connect with potential customers and get feedback on products through reviews.
2. Social media provides advantages for marketing like reducing costs and improving reach compared to traditional channels. It allows customizing products based on customer feedback and interactions.
3. The usage of social media and internet is increasing worldwide each year, opening new opportunities for companies to target audiences and leverage platforms to build their brand awareness. However, social media also presents challenges that require strategic planning.
Social factors in user perceptions and responses to advertising in online soc...Andrey Markin
http://personal.cb.cityu.edu.hk/mkwydou/social%20factors%20in%20user%20perceptions%20and%20responses%20to%20advertising%20in%20online%20social%20networking%20communities.pdf
ABSTRACT: With the advent of popular Web destinations such as MySpace and Facebook, online social networking
communities now occupy the center stage of e-commerce. Yet these online social networking communities must balance the
trade-off between advertising revenue and user experience. Drawing on the sociology and advertising literature, this study
investigates the impacts of social identity and group norms on community users' group intentions to accept advertising in online
social networking communities. By outlining how this type of group intention could influence community members' perceptions
and value judgments of such advertising, this study delineates possible mechanisms by which community members may respond
positively to community advertising. The authors test the proposed theoretical framework on a sample of 327 popular online
community users in China and obtain general support. Implications for the prospect of advertising in online social networking
communities are discussed.
Were all connected the power of the social media ecosystemStephanieLeBadezet
This document discusses the rise of social media and its impact on marketing. It makes the following key points:
1. Consumers are no longer passive recipients, but are actively engaged in co-creating marketing messages and content through social media platforms.
2. Traditional beliefs about marketing control and one-way communication from companies to consumers are now myths. Social media has empowered consumers to connect, share information, and influence each other.
3. The document analyzes the major social media platforms used for marketing, including Facebook, YouTube, Twitter, and blogs. It also provides traffic statistics on the most popular sites globally.
The document discusses how social media and social commerce can help businesses transform and leverage organizational effectiveness. It provides an overview of key concepts like social networking sites, instant messaging, customer relationship management, and social commerce. The literature review covers topics like how social media has changed communication and business, the benefits of instant messaging for knowledge sharing and productivity, and the importance of trust and customer engagement for social commerce. The research methodology section describes a study that was conducted in Cyprus to examine how organizations use social media and the most widely used social networking sites. The findings suggest Facebook is the most commonly used, while only 32.1% of organizations surveyed currently use social media as part of their activities.
Prepping for the New Age of Information Services, Media and EntertainmentCognizant
As digital media begins to dominate all segments of the IME industry, organizations will need to restructure their revenue and distribution methods, as well as their global strategies and organizational models.
Social Network in marketing (Social Media Marketing) Opportunities and Risksijmpict
The most well-known social software applications are weblogs, wikis, social networking sites and instant messaging. Social networking at a high level is described as the convergence of technologies that make it possible for individuals to easily communicate, share information, and form new communities online. But the big question today is not what social networking is, but rather what it means for businesses.
Customer-to-customer interaction in brand communitiesMichael Ling
The proposed model examines the value perceptions of customers who engage in customer-to-customer (C2C) interactions in online brand communities. It adopts a value-based approach using the Motivation, Ability, and Opportunity (MOA) framework to analyze the antecedents and outcomes of C2C interactions. The model measures the perceived functional and social benefits of C2C interactions, accounting for any sacrifices required. It proposes that perceived values impact loyalty intentions, mediated by perceptions of the firm's overall offering value. The model aims to provide a more comprehensive understanding of C2C interactions in online brand communities by considering both functional and social aspects of value creation.
Solvay is a Belgian chemical company that produces products serving diversified markets worldwide. The company's vision is to lead the global chemical industry by developing sustainable chemistry solutions. Solvay uses social media like Twitter, Facebook, LinkedIn and YouTube to communicate with customers and improve its brand reputation. The company is also implementing new technologies like the internet of things and augmented reality in its manufacturing processes. While Solvay was previously active in e-marketplaces, it is now reevaluating its e-commerce strategy and tools.
B2 b management and lead generation ieee paperNilesh Thadani
This document discusses the development of a B2B management and lead generation portal for non-governmental organizations (NGOs). The proposed portal would allow multiple NGOs to register, set up profiles, publicize events, and potentially sell products online. The portal would be built using open source technologies like Laravel and Bootstrap frameworks to keep costs low for NGOs. It would include modules for users, NGO administrators, and a system administrator. The goal is to provide a scalable platform for NGO collaboration, publicity, and revenue generation through events, donations, and product sales.
Leveraging on LinkedIn and other professional social networking sites, platfo...Leo Concepcion
This document discusses leveraging professional social media for marketing purposes. It begins with definitions of professional versus general social media, then discusses reasons for using professional social media and examples of popular professional networks like LinkedIn. The document also outlines case studies of how companies have used professional social media for follower engagement, contact management, lead generation, recruitment, collaboration and reputation management. Finally, it discusses best practices for engagement on professional networks and emerging trends in this area.
Article defines social media for the B2C real estate sector and identifies effective social media tools that can be used to communicate effectively to create awareness and generate leads
This document discusses how social media improves business relationships. It begins by introducing the topic of how social media has changed business communication by allowing more interactive connections between businesses and consumers. It then reviews literature showing that social media allows businesses to create word-of-mouth promotion, engage customers on a deeper level, and replace traditional communication methods. The document proposes researching whether social media improves business relationships better than traditional methods and hypothesizes that social media relationship building is more effective.
Advertising and media are converging. The results will disrupt how companies must deploy their marketing efforts. Marketers, and their agency partners must converge their media efforts by combining social, corporate content, and advertising reach --or risk connecting with the fleeting customer.
Owned and earned media are vital to campaigns, helping to amplify and spread brand messages through the complex paths consumers follow across devices, screens and media. Advertising, or ‘paid’ media, has traditionally led marketing initiatives both online and off-. But advertising no longer works as effectively as it once did unless bolstered by additional marketing channels.
While consumers distinguish less and less between these channels, marketers remain specialized in one medium at the expense of the others. Rather than allow campaigns to be driven by paid media, marketers must now develop scale and expertise in owned and earned media to drive effectiveness, cultivate creative ideas, assess customer needs, cultivate influencers, develop reach, achieve authenticity and cut through clutter.
”The Converged Media Imperative,” a new research report co-authored by Altimeter Group Analysts Rebecca Lieb and Jeremiah Owyang, explores today's media landscape, and provides a success checklist and actionable recommendations for converged media deployment.
The turn of the century has ushered in a new age of technology where knowledge and economies are becoming more competitive. With technologies becoming obsolete quickly and new products constantly being launched, the product life cycles of cell phones are decreasing rapidly. HTC Corporation entered the business cell phone industry early and chose Microsoft's Windows Mobile as its strategic partner. It differentiated its products from rivals by focusing on high-end business cell phones and collaborating with suppliers and distributors. More recently, HTC has expanded into consumer cell phones and mid-range models while continuing to develop partnerships and improve efficiency.
Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
Existing mobile marketing faces several challenges, including difficulty capturing user intent, lack of differentiated search and discovery experiences, and fragmented user experiences across mobile apps. Next-generation mobile marketing solutions are needed to more effectively connect brands with consumers by leveraging predictive targeting based on user intent. Xploree is an innovative search and discovery platform that aims to address these challenges through its unique capabilities like intent-driven in-app marketing to drive app discovery and re-engagement.
Managing mobile devices proactively depends on more than the tools — such as mobile device management — that offer a “silver bullet” for the onslaught of mobile support requests. IT has two choices: 1) work to patch and fix by continually amending policies and myopic infrastructure or 2) establish a stance rooted in control over the devices in place today and those likely to be requested tomorrow and well into a multi-device, connected future.
Solving this problem and establishing control is an issue not only of the proper technology but key relationships across the organization, informed and enforceable policy, and a multi-part technology stack to operationalize said policy. We call this the mobile control plane, a complex but critical layer of support that serves as the foundation for enterprise mobile rollouts that’s lacking in most companies today.
The document proposes a framework called customer process management (CPM) for using customer-related data to create value for customers. CPM was developed through action research projects with industry and government and analysis of case studies. It suggests steps a service provider can take to help customers improve processes and create more value by using data related to their own processes, similar to how business process management uses company data. The framework views individual customer processes as targets that can be measured and improved using relevant customer data, taking a perspective like studies on manufacturing and business processes.
Epidemiology - HPRO 7712
Fall, 2018
Final Examination
PART A
Name __________________________________ Date ____________________
Please respond to the following questions to the best of your knowledge while keeping in mind that “quality” is more important than “quantity”.
1.
Define the term “community”. Briefly describe the application of epidemiology in
community diagnosis.
(25 points)
2.
The mechanisms of spreading disease in human populations account for the levels
of epidemics. Differentiate between (a)common source epidemic, and
(b) propagated epidemic.(10 point)
3.
Often in analyzing epidemiological data, it becomes necessary for the investigator to adjust for rates. Identify and describe two methods for rates adjustment.
(10 points)
4.
Identify and briefly discuss three factors that contribute to errors in
epidemiologic studies of morbidity.
(20 points)
5.
The science of epidemiology is distinctively concerned with health and illness in populations and groups by place and time. Using a hypothetical situation, respond to question(A)or(B). (35 points)
(A). Describe how you would use the epidemiologic model toward preventing and controlling a behavioral health problem in an identified human population or group. (Note: In essence, describe the behavioral adaptation of the epidemiologic model and how it can be applied to an identified health problem).
OR
(B). Describe how you would use the epidemiologic approach to develop a health care policy toward preventing and controlling an identified health or social problem in human populations.
1
Running Head: HOW SOCIAL MEDIA HAVE CHANGED MARKETING
2
HOW SOCIAL MEDIA HAVE CHANGED MARKETING
HOW SOCIAL MEDIA HAVE CHANGED MARKETING
Introduction
Generally, marketing has been developing along with the world which revolves around it. From the perspective that marketing never occupies an exact science, there has been strategic mechanisms that are generally employed to improve the marketing mix as well as the marketing strategies utilized within the respective marketing field. Such mechanisms include social media which have been one of the rampant existences within networking marketing. Social media has been a key role within the worldwide marketing being experienced allover the globe. This runs from the newspapers, television to social media as imperative parameters towards moldering the marketing strategy of any given business organization.
Essentially, the issues concerning the customer services are normally regarded as the solemn issues within the business setting of any given business organization. This literally implies that the people learning such business organizations ought to employ individuals who are professionally qualified in finding appropriate remedies for such issues. In the modern world, one of the great industries which have highly been positively as well as negatively impacted by the internet is the marketing (Malik.
AICTE Sponsored National Conference on “Artificial intelligence in Marketing”, Department of Management Studies, PSNA college of Engineering & Technology, Dindigul, Tamil Nadu, India on 23rd December 2020
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.
Social factors in user perceptions and responses to advertising in online soc...Andrey Markin
http://personal.cb.cityu.edu.hk/mkwydou/social%20factors%20in%20user%20perceptions%20and%20responses%20to%20advertising%20in%20online%20social%20networking%20communities.pdf
ABSTRACT: With the advent of popular Web destinations such as MySpace and Facebook, online social networking
communities now occupy the center stage of e-commerce. Yet these online social networking communities must balance the
trade-off between advertising revenue and user experience. Drawing on the sociology and advertising literature, this study
investigates the impacts of social identity and group norms on community users' group intentions to accept advertising in online
social networking communities. By outlining how this type of group intention could influence community members' perceptions
and value judgments of such advertising, this study delineates possible mechanisms by which community members may respond
positively to community advertising. The authors test the proposed theoretical framework on a sample of 327 popular online
community users in China and obtain general support. Implications for the prospect of advertising in online social networking
communities are discussed.
Were all connected the power of the social media ecosystemStephanieLeBadezet
This document discusses the rise of social media and its impact on marketing. It makes the following key points:
1. Consumers are no longer passive recipients, but are actively engaged in co-creating marketing messages and content through social media platforms.
2. Traditional beliefs about marketing control and one-way communication from companies to consumers are now myths. Social media has empowered consumers to connect, share information, and influence each other.
3. The document analyzes the major social media platforms used for marketing, including Facebook, YouTube, Twitter, and blogs. It also provides traffic statistics on the most popular sites globally.
The document discusses how social media and social commerce can help businesses transform and leverage organizational effectiveness. It provides an overview of key concepts like social networking sites, instant messaging, customer relationship management, and social commerce. The literature review covers topics like how social media has changed communication and business, the benefits of instant messaging for knowledge sharing and productivity, and the importance of trust and customer engagement for social commerce. The research methodology section describes a study that was conducted in Cyprus to examine how organizations use social media and the most widely used social networking sites. The findings suggest Facebook is the most commonly used, while only 32.1% of organizations surveyed currently use social media as part of their activities.
Prepping for the New Age of Information Services, Media and EntertainmentCognizant
As digital media begins to dominate all segments of the IME industry, organizations will need to restructure their revenue and distribution methods, as well as their global strategies and organizational models.
Social Network in marketing (Social Media Marketing) Opportunities and Risksijmpict
The most well-known social software applications are weblogs, wikis, social networking sites and instant messaging. Social networking at a high level is described as the convergence of technologies that make it possible for individuals to easily communicate, share information, and form new communities online. But the big question today is not what social networking is, but rather what it means for businesses.
Customer-to-customer interaction in brand communitiesMichael Ling
The proposed model examines the value perceptions of customers who engage in customer-to-customer (C2C) interactions in online brand communities. It adopts a value-based approach using the Motivation, Ability, and Opportunity (MOA) framework to analyze the antecedents and outcomes of C2C interactions. The model measures the perceived functional and social benefits of C2C interactions, accounting for any sacrifices required. It proposes that perceived values impact loyalty intentions, mediated by perceptions of the firm's overall offering value. The model aims to provide a more comprehensive understanding of C2C interactions in online brand communities by considering both functional and social aspects of value creation.
Solvay is a Belgian chemical company that produces products serving diversified markets worldwide. The company's vision is to lead the global chemical industry by developing sustainable chemistry solutions. Solvay uses social media like Twitter, Facebook, LinkedIn and YouTube to communicate with customers and improve its brand reputation. The company is also implementing new technologies like the internet of things and augmented reality in its manufacturing processes. While Solvay was previously active in e-marketplaces, it is now reevaluating its e-commerce strategy and tools.
B2 b management and lead generation ieee paperNilesh Thadani
This document discusses the development of a B2B management and lead generation portal for non-governmental organizations (NGOs). The proposed portal would allow multiple NGOs to register, set up profiles, publicize events, and potentially sell products online. The portal would be built using open source technologies like Laravel and Bootstrap frameworks to keep costs low for NGOs. It would include modules for users, NGO administrators, and a system administrator. The goal is to provide a scalable platform for NGO collaboration, publicity, and revenue generation through events, donations, and product sales.
Leveraging on LinkedIn and other professional social networking sites, platfo...Leo Concepcion
This document discusses leveraging professional social media for marketing purposes. It begins with definitions of professional versus general social media, then discusses reasons for using professional social media and examples of popular professional networks like LinkedIn. The document also outlines case studies of how companies have used professional social media for follower engagement, contact management, lead generation, recruitment, collaboration and reputation management. Finally, it discusses best practices for engagement on professional networks and emerging trends in this area.
Article defines social media for the B2C real estate sector and identifies effective social media tools that can be used to communicate effectively to create awareness and generate leads
This document discusses how social media improves business relationships. It begins by introducing the topic of how social media has changed business communication by allowing more interactive connections between businesses and consumers. It then reviews literature showing that social media allows businesses to create word-of-mouth promotion, engage customers on a deeper level, and replace traditional communication methods. The document proposes researching whether social media improves business relationships better than traditional methods and hypothesizes that social media relationship building is more effective.
Advertising and media are converging. The results will disrupt how companies must deploy their marketing efforts. Marketers, and their agency partners must converge their media efforts by combining social, corporate content, and advertising reach --or risk connecting with the fleeting customer.
Owned and earned media are vital to campaigns, helping to amplify and spread brand messages through the complex paths consumers follow across devices, screens and media. Advertising, or ‘paid’ media, has traditionally led marketing initiatives both online and off-. But advertising no longer works as effectively as it once did unless bolstered by additional marketing channels.
While consumers distinguish less and less between these channels, marketers remain specialized in one medium at the expense of the others. Rather than allow campaigns to be driven by paid media, marketers must now develop scale and expertise in owned and earned media to drive effectiveness, cultivate creative ideas, assess customer needs, cultivate influencers, develop reach, achieve authenticity and cut through clutter.
”The Converged Media Imperative,” a new research report co-authored by Altimeter Group Analysts Rebecca Lieb and Jeremiah Owyang, explores today's media landscape, and provides a success checklist and actionable recommendations for converged media deployment.
The turn of the century has ushered in a new age of technology where knowledge and economies are becoming more competitive. With technologies becoming obsolete quickly and new products constantly being launched, the product life cycles of cell phones are decreasing rapidly. HTC Corporation entered the business cell phone industry early and chose Microsoft's Windows Mobile as its strategic partner. It differentiated its products from rivals by focusing on high-end business cell phones and collaborating with suppliers and distributors. More recently, HTC has expanded into consumer cell phones and mid-range models while continuing to develop partnerships and improve efficiency.
Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
Existing mobile marketing faces several challenges, including difficulty capturing user intent, lack of differentiated search and discovery experiences, and fragmented user experiences across mobile apps. Next-generation mobile marketing solutions are needed to more effectively connect brands with consumers by leveraging predictive targeting based on user intent. Xploree is an innovative search and discovery platform that aims to address these challenges through its unique capabilities like intent-driven in-app marketing to drive app discovery and re-engagement.
Managing mobile devices proactively depends on more than the tools — such as mobile device management — that offer a “silver bullet” for the onslaught of mobile support requests. IT has two choices: 1) work to patch and fix by continually amending policies and myopic infrastructure or 2) establish a stance rooted in control over the devices in place today and those likely to be requested tomorrow and well into a multi-device, connected future.
Solving this problem and establishing control is an issue not only of the proper technology but key relationships across the organization, informed and enforceable policy, and a multi-part technology stack to operationalize said policy. We call this the mobile control plane, a complex but critical layer of support that serves as the foundation for enterprise mobile rollouts that’s lacking in most companies today.
The document proposes a framework called customer process management (CPM) for using customer-related data to create value for customers. CPM was developed through action research projects with industry and government and analysis of case studies. It suggests steps a service provider can take to help customers improve processes and create more value by using data related to their own processes, similar to how business process management uses company data. The framework views individual customer processes as targets that can be measured and improved using relevant customer data, taking a perspective like studies on manufacturing and business processes.
Epidemiology - HPRO 7712
Fall, 2018
Final Examination
PART A
Name __________________________________ Date ____________________
Please respond to the following questions to the best of your knowledge while keeping in mind that “quality” is more important than “quantity”.
1.
Define the term “community”. Briefly describe the application of epidemiology in
community diagnosis.
(25 points)
2.
The mechanisms of spreading disease in human populations account for the levels
of epidemics. Differentiate between (a)common source epidemic, and
(b) propagated epidemic.(10 point)
3.
Often in analyzing epidemiological data, it becomes necessary for the investigator to adjust for rates. Identify and describe two methods for rates adjustment.
(10 points)
4.
Identify and briefly discuss three factors that contribute to errors in
epidemiologic studies of morbidity.
(20 points)
5.
The science of epidemiology is distinctively concerned with health and illness in populations and groups by place and time. Using a hypothetical situation, respond to question(A)or(B). (35 points)
(A). Describe how you would use the epidemiologic model toward preventing and controlling a behavioral health problem in an identified human population or group. (Note: In essence, describe the behavioral adaptation of the epidemiologic model and how it can be applied to an identified health problem).
OR
(B). Describe how you would use the epidemiologic approach to develop a health care policy toward preventing and controlling an identified health or social problem in human populations.
1
Running Head: HOW SOCIAL MEDIA HAVE CHANGED MARKETING
2
HOW SOCIAL MEDIA HAVE CHANGED MARKETING
HOW SOCIAL MEDIA HAVE CHANGED MARKETING
Introduction
Generally, marketing has been developing along with the world which revolves around it. From the perspective that marketing never occupies an exact science, there has been strategic mechanisms that are generally employed to improve the marketing mix as well as the marketing strategies utilized within the respective marketing field. Such mechanisms include social media which have been one of the rampant existences within networking marketing. Social media has been a key role within the worldwide marketing being experienced allover the globe. This runs from the newspapers, television to social media as imperative parameters towards moldering the marketing strategy of any given business organization.
Essentially, the issues concerning the customer services are normally regarded as the solemn issues within the business setting of any given business organization. This literally implies that the people learning such business organizations ought to employ individuals who are professionally qualified in finding appropriate remedies for such issues. In the modern world, one of the great industries which have highly been positively as well as negatively impacted by the internet is the marketing (Malik.
AICTE Sponsored National Conference on “Artificial intelligence in Marketing”, Department of Management Studies, PSNA college of Engineering & Technology, Dindigul, Tamil Nadu, India on 23rd December 2020
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.
SOCIAL MEDIA AS A MARKETING TOOL IN INDIAGirish Kumar
This project report summarizes research conducted on using social media as a marketing tool in India. The report discusses how social media marketing allows businesses to connect with customers and build relationships. It provides an overview of major social media platforms like Facebook, Twitter, LinkedIn and how businesses can benefit from using these tools. The report also analyzes primary research findings on social media usage in India and provides recommendations on how businesses can effectively utilize social media for marketing.
This document discusses social media as a new hybrid element of the promotion mix. It argues that social media enables companies to communicate with customers, while also allowing customers to communicate directly with each other, outside of companies' direct control. This contrasts with traditional integrated marketing communications which gives companies more control. The document aims to propose treating social media as part of the promotion mix and provide methods for companies to shape customer discussions through social media in a way that aligns with their goals.
Understanding Online Consumer Purchase Behaviour for Varied Consumer Clusters...inventionjournals
: We are living in a digital age. The wave of digitalisation is in full swing to make its presence felt
in every sphere of life. It has not just challenged the geographical limitations narrowing the gaps between the
places that are situated faraway from each other and made the life easier with huge number of facilities but has
also influenced our attitudes and values. In such a situation, online shopping has started emerging as a popular
shopping option among urban and modernised consumers. Not all the consumers show similar trends while
using ecommerce. People of different clusters have different comfort zones as far as online shopping behaviour
is concerned. Product preferences vary with a change in demographics. Level of satisfaction is also different for
different set of consumers. Though window shopping is no longer an alien concept even for the internet
immigrants, purpose of use is certainly different for every age group. Literatures reveal that the attractive
features of the medium have tempted many researchers from time to time to throw light on lesser known areas
but there is still much to be explored. This paper is an endeavour to study about the potential of the medium to
market consumer electronics analysing in details the electronic shopping behaviour of different age groups. A
random survey has been conducted among the people of the age group of 19 – 35 (n – 100) and the samples
have been divided into four groups 19 – 22, 23 -26, 27 – 30 and 30 – 35. Reactions have been studied through
a questionnaire containing close ended questions. Analysis of data has been done through data graphs
Comparative Analysis of Brand Performance and Financial Gains a Case Study of...inventionjournals
Digital marketing is a term for interactive marketing using digital techniques. The main objective is to create brand awareness and to raise sales. This paper finds the effects of mobile marketing of sportswear companies (Nike, Adidas and Puma) by the comparison of their fans/followers on internet and financial gains. In this study, it is found that mobile marketing helps to create awareness and to raise sales of company. Nike spends more on mobile marketing as compared to its both rivals and is also getting more profit and brand value than Adidas and Puma. Nike leads in digital market; the company has more fans and followers on internet(Facebook, Twitter and Youtube). Adidas also made strategies for mobile marketing that helped them to raise brand value and profit in recent years. Statistics shows that Puma is relatively far behind in this race. The company should develop strategies better than its rivals to raise its enterprise value and to compete in the world market
This document provides a case study on brand communication by Adidas on Twitter. It analyzes over 289,000 tweets collected over 60 days related to Adidas. The study investigates communication genres from stakeholders to stakeholders, from the business to stakeholders, and from stakeholders to the business to understand how awareness is created. It finds that communication on social media is important for Adidas and that the company strategically uses Twitter to increase awareness of its products. The study contributes new insights into how companies communicate via social media and how they can improve their strategies.
The document provides an overview of social media marketing from a bottom-up perspective. It defines key terms like social media, social media marketing, and bottom-up approach. It also describes popular social media platforms and common social media marketing techniques. The study aims to understand how local organizations in Umeå, Sweden use social media from a bottom-up view, focusing on grassroots interactions rather than top-down directives. Interviews were used to collect qualitative data from representatives of different organizations.
This document summarizes a literature review on the use of social media as a marketing tool. It begins by defining key terms related to social media and marketing, such as social media marketing, virtual brand communities, and factors that influence consumer attitudes. It then examines four main themes in current research: virtual brand communities and how they can influence consumer behavior; how consumer attitudes and motives are affected by social media use; the role of user-generated content; and the use of viral advertising. The review notes gaps in research, such as a lack of studies on the long-term promotional benefits of social media marketing for retailers.
Measuring the impact of social media marketing campaign.docxbala krishna
The document discusses a study on measuring the impact of social media marketing campaigns. It begins with an introduction on social media and its importance in marketing. The objectives of the study are to understand perceptions and awareness of social media marketing among respondents in Hyderabad, India. The scope covers how companies use social media platforms and data analytics to track marketing campaigns. The methodology section describes the descriptive research design used, including primary and secondary data collection and analysis of a sample of 100 industrialists in Hyderabad.
Social Media in Future.pdf
This presentation contributes brief scopes of social media in the Immediate, Near, and Far Future through filters of Consumers, Industries, and Public policies.
Instructions for the Business Research Project OptionIf the stu.docxnormanibarber20063
Instructions for the Business Research Project Option:
If the student picks the Business Research Project option, the guidelines below outline the project's expectations:
The purpose of this project is to pick a current issue or force affecting businesses, important to many businesses, and to research it. Examples would include globalization, increased focus on diversity of the workforce, greater competition, etc.
The research performed should focus on history and background of the issue and how it is affecting businesses today.
The remainder of the paper will address the possible trends of the issue [such as increasing globalization or increasing competition] and alternatives business managers have to address the issue.
Required Major parts for paper:
I. Introduction [What is the topic, why it is important….to whom]
II. Review of existing literature [history, background, current company experiences]
III. Impact on business [in the past, now, going forward]
IV. Going forward [projected trends, pending legislation, likely regulation, political pressures]
V. Management options to address likely trends going forward; these could include actions to mitigate risks of the trends or actions to take advantage of the trends
VI. Conclusion
Topic
The issue chosen for research is the role of new media on marketing in 2017 and beyond. The research project will explore available figures to find out if businesses are still spending big on traditional media advertising, including radio, television, and print media. The data will be compared to spending on online advertising over the past half decade. If indeed businesses are changing their advertising strategies, it will be important to show the effectiveness of new media. According to Forbes, people are watching more videos online and thus businesses may have to take note and create not only interesting but also informative content for their consumers. Social media has already been embraced by most corporations as a form of communication to customers. However, the paper will try and see the importance of having an actual social media strategy and the importance of well trained persons to handle these accounts.
BUSINESS RESEARCH OUTLINE 2
Business Research Outline
I. Introduction
The topic of this research is new media marketing. This is a form of marketing that is anchored on promotion of brands and the sale of products through emerging online channels. New media marketing leverages on the elements of both established and emerging online channels to engage potential and current customers. This channels include display advertising, content marketing and social networking platforms (Calder, Malthouse, & Maslowska, 2016). New media marketing aims at getting the consumer to interact with the brand and engaging them in a way that increases awareness and ultimately product sales. New media marketing has become significantly vital in the digital era and huge a.
This document presents a case study analysis of Instagram as a social media platform for businesses. It begins with an introduction to Instagram and a literature review on social media platforms and their importance for businesses. It then describes using qualitative content analysis and case study methodology to evaluate Instagram's strategies. The study explores how Instagram can improve as an app for both businesses and consumers. It provides insights on Instagram as a marketing tool and recommendations for digital strategies.
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 ...
This document summarizes a research article that investigated key factors in planning digital content marketing strategies for B2B companies on Instagram. The researchers analyzed content from 24 top companies across three industries to identify 12 common content types and their corresponding marketing goals. They found that different content types have different value to B2B audiences and different abilities to encourage audience participation. The researchers propose a model to help organizations determine valuable content types to meet B2B audience needs and develop relationships on Instagram, in order to plan effective digital content marketing strategies aligned with business objectives.
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.
Social Media Role in Improving Customer Relationship Management: An Empirical...IJRTEMJOURNAL
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.
This document discusses social media marketing and its role in business. It begins by explaining the purpose of marketing according to business thinkers like Drucker, focusing on understanding customer needs and delivering value. It then discusses how social media allows organizations to identify market opportunities, design offerings, and win customers. Finally, it introduces the concept of a social media value chain to understand the infrastructure, channels, software, and devices that enable social media marketing.
This literature review examines key concepts in digital marketing and proposes approaches for businesses. It identifies concepts that must be redefined for the digital era, such as digital marketing strategy, social media marketing strategy, and customer experience. It also outlines current and future challenges for digital marketing, including the importance of social media, mobile marketing, and developing a business-customer-customer triangle. The review proposes mainstream definitions for key concepts and insights about digital marketing strategies, customer engagement and loyalty, and the importance of trust and satisfaction in the digital environment. It recommends that businesses focus on resource transformation, innovation and collaboration to stay competitive through digital technologies.
1. . summarized fromdissertation submitted to’Oxford Brookes University’
A CRITICAL EVALUATION OF SOCIAL MEDIA FOLLOWERS’ PERCEPTIONS OF SOCIAL MEDIA
MARKETING IN DEVELOPING A MARKET DRIVING POSITION IN B2B ENTERPRISE SOFTWARE
FIRMS
Nurcan Bicakci Arcan
July, 2016
ABSTRACT
The expanding role of social media in marketing is continuing to change the way companies are doing
business and allocating their marketing budget& efforts. While the tools of social media are more
widely used in B2C marketing,the usage in business-to-business markets is still limited.Jussila etal,
(2014) emphasizes the fact that social media has notreceived much attention in B2B. There are various
viewpoints on how and why social media marketing is/mustbe used by B2B technologycompanies.A
highly supported one by academics is thatthe main aim ofsocial media marketing for B2B technology
companies is creating “marketdriving” perception.(Sarin et al., 2003) They argue that the main aim is
to position their firms as “marketdriving”.Kumar et al. (2000) describes “marketdriving” as a firm’s
ability to lead fundamental changes in the evolution of industryconditions by influencing the value
creation process atthe product, market,or industrylevels.
This paper focuses on B2B enterprise software industryand aims to explore and analyse whether these
companies are able to create “market driving” perception through social media marketing.
2. . summarized fromdissertation submitted to’Oxford Brookes University’
1. INTRODUCTION
This paper addresses a currentissue broughtwith the digital transformation in marketing.It focuses on
B2B technologycompanies and includes an assessmentofcustomer’s perceptions ofsocial media
marketing in developing a marketdriving position.
The expanding role of social media in marketing is continuing to change the way companies are doing
business and allocating their marketing budget& efforts. Kaplan and Haenlein (2010 cited in Valos,
2016) define social media as “a group of internet-based applications thatbuild on the ideological and
technical foundations ofWeb 2.0 and that allow the creation and exchange of User Generated Content”.
They characterize Web 2.0 as an open and collaborative system through which users share and modify
content, and they use that term to describe how the Internet currently operates.In that way, Web 2.0
pools collective intelligence,and itis the platform on which s ocial media operates.This definition
clarifies social media’s potential value:through the creation and exchange of content, social media
offers leaders oforganizations the potential to forge stronger bonds with key stakeholders.
By 2016, social media platforms such as Facebook,Twitter,Linkedin, YouTube, Flickr, Instagram and
many blogging platforms-owned by brands or independentlymanaged- are popular with increasing
number offollowers.According to wearesocial Digital Book of2015 and 2016, world population has
increased by2.5% from January 2015 (7.21 billion) to January 2016 (7.39 billion),whereas number of
social media users has shown an increase of11% during the same period (2015:2.07 billion,2016:2.3
billion)
Twitter has 320 million monthlyactive users as ofDecember 21,2015. (Twitter statistics) Linkedin
operates the world’s largestprofessional network on the Internet with more than 433 million members in
over 200 countries and territories as ofend of 2016 March (Linkedin statistics).
According to Barnes (2010 in Valos et al, 2016) social media is becoming integral to marketing strategy
due to its interactive nature (Kaplan and Haenlein,2010 in Valos et al, 2016) that allows collaboration
(Prohaska,2011 in Valos et al, 2016) and fast information collection (Wright etal., 2010 in Valos et al,
2016).Social media marketing is defined as a system which allows marketers to engage,collaborate,
interact and harness intelligence crowd sourcing for marketing purposes.” (Tsitsi,2013)
While the tools of social media are more widelyused in contemporaryconsumer marketing,the usage
in business-to-business markets is still limited. Jussila etal,(2014) emphasizes the factthat social
media has notreceived much attention in B2B. Some B2B industries are pioneering in social media
usage in their marketing mixwhile some are still way behind in becoming aware ofthe benefits
associated.One of the pioneering industries in this domain is definitelytechnologyindustry. According
to Brennal et al. (2012), since technologycompanies have themselves spearheaded new Web 2.0
business models,as well as enabling the whole social media phenomenon to develop through
incremental improvements in connectivity, they have been familiar with the potential earlier than others.
Moreover, some unique characteristics oftechnologyindustrymake these companies closer to the
conceptof marketdriving.
There are various viewpoints on how and why social media marketing is/mustbe used byB2B
technologycompanies.A highly supported one by academics is thatthe main aim of social media
marketing for B2B technology companies is creating “marketdriving” perception.(Sarin etal., 2003)
They argue that the main aim is to position their firms as “marketdriving”. Kumar et al. (2000) describes
3. . summarized fromdissertation submitted to’Oxford Brookes University’
“marketdriving” as a firm’s abilityto lead fundamental changes in the evolution of industryconditions by
influencing the value creation process atthe product,market, or industrylevels. The sophisticated
nature of technologyindustry requires firms to markettheir products & services accordinglyand “market
driving” or so-called “thoughtleadership” perception plays an importantrole in this.
This research aims to understand whether technologyfirms’ efforts in this positioning strategycreate
the perception of “marketdriving” in the minds of their social media followers.The technologyindustry is
limited to “enterprise software companies who develop and sell software solutions to various industries”
such as SAS, Oracle (software only), IBM (software only), Informatica and SAP (software only). The
reasoning behind this choice is to analyse the companies working in the same dynamic environment.
2. WHAT IS “MARKET DRIVING”
“Market driving” or “driving markets” is a conceptof marketorientation.Kohli et al. (1993) define market
orientation as the organization wide generation of marketintelligence pertaining to currentand future
needs ofcustomers,dissemination ofintelligence horizontallyand vertically within the organization, and
organization wide action or responsiveness to marketintelligence.Jaworski etal.(2000) discuss two
approaches to being marketoriented- a market-driven approach and a driving-markets approach.
Market-driven refers to a business orientation thatis based on understanding and reacting to the
preferences and behaviors ofplayers within a given marketstructure.According to the authors,driving
markets,on the other hand,implies influencing the structure ofthe marketplayers in a direction that
enhances the competitive position ofthe business.
Sarin et al. (2003) argue that marketing in technologyindustryrequires a broader and more proactive
strategic approach called “market driving”.Based on all these literature reviewed, this paper defines
marketdriving as “a firm’s abilityto lead and change their industryby creating value at product,market
and/or industry levels.”
Dimensions of Market Driving Strategy
In their study, Sarin et al. (2003) constructed “marketdriving” on 3 main dimensions:value creation,
change and leadership.These 3 dimensions will be the basis ofthis research in evaluating customers’
perceptions.These have been selected as the basis to the study since these dim ensions were
evaluated to be common in mostdefinitions given above thus cover the literature widely. As this paper
will discuss later under social media marketing section,Sarin et. al. (2003) argue that active
participation in B2B social media networks contribute along all three ofthese dimensions and become a
valuable componentofa marketdriving strategy in technologyindustries.
Value creation
Market driving organizations create value by engaging in innovative activities both within the
organization, and outside it (Deshpande etal.,2000). Value creation can occur through means such as:
process innovation (Reichheld and Sasser,1990) strategyimplementation (Hamel,1996),and
developmentofcompetitive barriers to entry (Jaworski etal., 2000) among others.
Change
4. . summarized fromdissertation submitted to’Oxford Brookes University’
Market driving organizations actas change agents or catalysts.(Sarin et al., 2003) Market driving firms
don’tjustengage in educating customers (Kumar etal., 2000),but their activities extend to creating
fundamental shifts in the attitudes,behaviors and structures ofcompetitors,allies,potential partners,
investors and other industry-level actors (Jaworski etal., 2000)
Leadership
Closelyrelated to the dimension ofchange,leadership is the third dimension of“marketdriving”
behaviour. While it may be possible thatany firm mightcreate value or effect change,marketdriving
firms extend themselves further,compelling other industryparticipants to follow them in a new direction.
(Sarin et al., 2003)
Levels of Market Driving Strategy
So far the findings ofthe study regarding marketdriving being a multi-dimensional concepthave been
discussed.Besides being multi-dimensional, marketdriving is also a multi-level concept.Sarin et al.
suggestthatmarketdriving can occur in the following 3 levels:
Industry level: activity focused on driving change to the nature of competition by altering the
structures and/or functions ofindustry participants.
Market level: activity focused on driving change in one or more marketspace(s) within an industry
by altering customer preferences/behaviours.
Product level: activity focused on driving change to products/services byaltering the industry
standards for that offering.
3. MARKET DRIVING IN HIGH-TECHNOLOGY INDUSTRY
Mohr (2014,p9) argues thatstandard marketing strategies need to be modified and adapted in high -
tech industries. Marketing in technologically-oriented industries presents organizations with a unique set
of issues and challenges.(Sarin et al., 2003) High-technologyenvironments manifesta setof common
characteristics- mostnotably(1) marketuncertainty, (2) technological uncertainty, and (3) competitive
volatility. (Mohr 2014,p11)
Technological Uncertainty
There is always a technological uncertaintyas there is a doubtabout the ability of new technology to
function properly. Mohr (2014) defines technological uncertaintyas not knowing whether the
technology- or the companyproviding it- can deliver on its promise to meetspecific needs. When a
new technology is launched,there is always a hesitation both on the technologyowner and user side.
High-technologymarketers mustpursue strategies thatwill make the customers/potential customers
trust them.This paper asserts thatthis “trust” can be builtby positioning themselves as “thought
leaders”.As argued in Heath et al (2013), Prince and Rogers define a thought leader as “an individual
or firm that prospects,clients,referral sources,intermediaries and even competitors recognize as one of
the foremostauthorities in selected areas ofspecialization,resulting in itbeing the go-to-individual or
organization for said expertise.”
Market Uncertainty
5. . summarized fromdissertation submitted to’Oxford Brookes University’
Market uncertainty refers to ambiguityabout the type and extent of customer needs thatcan be satisfied
by a particular technology.It arises due to customer fear and anxiety, concern aboutthe
market/customer (end-user) reaction to the new technology, the ability of the technology to meet
customer needs,and the ability of the marketto accept the technologyas a standard (Mohr 2014, pp12-
14). Mohr (2014) argues thatcustomers having such anxieties and concerns require a high degree of
education and information,and need post-purchase reassurance to assuage anylingering doubt.This
paper claims thatthis is another reason for high-technologycompanies to pursue a marketing driving
strategy and position themselves as thoughtleaders as thoughtleadership is associated with “educating
and influencing” by Heath et al (2013).Moreover “post-purchase reassurance” (Mohr, 2014) can be
guaranteed by “high trust” which is again associated with thoughtleadership (Heath etal, 2013).
Competitive Volatility
A third characteristics oftechnologymarkets,Mohr (2014,p16) claims,is competitive volatility which is
defined as ”the rate of change in marketparticipants,both in terms of the number ofcompetitors and
the basis on which participants compete.” It refers to both intensityin degree of change in the
competitive landscape and uncertaintyaboutcompetitors and their strategies. Technologyindustry
participants have to make decisions with insufficientinformation due to uncertainty and frequent
changes in competition.This leads to a perception of risk in participants atboth the supplyand demand
side of the industry(D’Aveni, 1995).
Mohr (2014,p17) mentions thata key implication ofcompetitive volatility for technologycompanies is to
avoid being myopic when it comes to evaluating competitive threats.He defines marketing myopia as
“the tendency of managers to be narrow-minded or short-sighted in their views abouttheir industry
contexts and their business strategies.” An example could be thinking that their technologyis so new
that they have no competitors.Marketers in this industryshould be very careful aboutsuch myopia and
keep on positioning themselves as the marketdriver/thoughtleader in that specific area.Davidow
(1986,p23) further argues:
”In slower-moving fields,the displacementofone competitor by another can take years. But in
high-tech fortunes can change overnight. Companies atthe forefront of technologytruly balance on
their razor’s edge.The minute you think you are safe in a high-tech marketsegment,you have
sown the seeds ofyour own defeat.”
4. ”MARKET DRIVING” STRATEGY IN SOCIAL MEDIA MARKETING IN B2B TECHNOLOGY
INDUSTRY
Heath et al. (2013) argues thatorganizations are increasinglyutilizing social media as an important
competitive tool that enables them to actively participate with key stakeholders including currentand
potential customers,potential employees,shareholders,competitors,industrythoughtleaders and
casual observers.Theystate that meaningful and focused social media conversations on ideas or
issues ofmutual interestto an organization and its stakeholders form the basis for strategic
engagementand continue:
”Organizations can engage with stakeholders via social media in a way that allows
them to manage their brand and influence demand for their products and services,
impactoverall marketdirections and guide future strategy.”
6. . summarized fromdissertation submitted to’Oxford Brookes University’
Influencing demand,impacting marketdirections and guiding future strategyare all seen as indicators
of being ”market-driving” which is used as synonymous with ”thoughtleadership” in this paper.
Sarin et al. (2003) argue that active participation in B2B social media networks contribute along all three
dimensions ofmarketdriving ”value creation, change,leadership” and become a valuable componentof
a marketdriving strategy in technology industries. According to the authors,the B2B marketer who
successfullyimplements a successful social media marketing strategycreates value for other
stakeholders and conditions for change within the industry by developing a new and vibrant forum for
the exchange of information and the collaborative developmentofnew ideas.Moreover, the goal of
social media marketing is to position the originator as a thought leader in that domain.They argue:
”The primary objective ofmarketdriving firms is to influence the evolution of their
industry in a direction consistentwith their own strengths and abilities,and to derive
long-term advantage from such an evolution.”
Based on the literature reviewed, this paper proposes a model (Figure 1) on how a B2B marketer can
drive a marketdriving strategy through social media marketing.
Figure 1: How B2B technology
marketer can drive a market-driving
strategy through social media
marketing
The model proposes thata B2B
marketer in technology industrywho
implements a successful social media
marketing strategyis able to show
that they create value for other
stakeholders,influence and lead
change in the industry and develop
new ideas. These are matching with
the dimensions ofmarketdriving:
Value creation,change,and
leadership. All these can be at product
level, marketlevel, and/or industry
level.
This paper claims thatB2B
technologycompanies mustposition
themselves as “marketdrivers”.This can be achieved through an integrated marketing approach in line
with overall marketdriving strategy. Efforts directly towards selling must be avoided and social media
mustbe seen as the platform to create “market driver/thought leader” perception.
7. . summarized fromdissertation submitted to’Oxford Brookes University’
5. RESEARCH METHODS & FINDINGS
The research is an exploratory research and is following a mixed method approach in which both
qualitative and quantitative methods are utilized.
The research starts with a content analysis aiming atidentifying the scope of social media for the
research. The term “social media” maybe used for various platforms. So the need to identify the scope
of social media was identified before the research has started. The content analysis was made using
SAS text mining software.Words’ frequencies have been counted with the aim of identifying which
social media platforms are mostrelevantfor the research.Once the scope was identified as Linkedin
and Twitter, this was used for the second and third phases ofthe research: questionnaire and interview.
The questionnaire was formulated around 3 dimensions and levels ofmarketdriving (Sarin et al., 2003).
Questionnaire results were analysed using SAS Enterprise Guide Software. Findings were then
discussed in a limited number of semi-structured interviews with an attemptto understand the survey
results better as it is a good way to interpret the data.
Figure 2: One-Way
Frequencies Analysis,
Distribution ofTotal Correct
Answers
As per the analysis,ithas
been noted that no
respondenthas given
”correct answers” (answers
that were associated with
dimensions and levels of
marketdriving per literature) to all the questions and only15 respondents outof102 gave more than 6
”correct answers” to 13 questions.This means 85,3% ofthe respondents gave 6 or less ”correct
answers” implying thatmajorityof our respondents do nothave the perception of”marketdriving”. As
clearly seen in both Figure 2, the highestfrequencyof number of“correct answers” is 4 with 25%,
followed by 21% of 5. As an example, 25 respondents outof102 respondents gave answers thatare
associated with a dimension and/or level of ”marketdriving” to 4 questions outof13 questions.So this
paper accepts that their level of “marketdriving” perception is only 25%.
The interviews conducted indicated a similar result,as exemplified bythe following answers:
”I don’treally think that I learn anything from them.Actually this is a good question.
They are technologycompanies and Iwould expect that I would learn a lot from them.
But what I see on social media is mostlyinformation abouttheir products.Idon’t really
need to follow that companyto see this.That information is readilyavailable on web
site.”
”I don’tthink they setthe standards for the market.I would rather say they may be
improving them in some cases or simplyfollow whatis alreadyset.”
8. . summarized fromdissertation submitted to’Oxford Brookes University’
These comments actuallygive an idea aboutwhy they do not perceive these companies as “market
drivers”. The follower doesn’texpectto see productreviews,in other words they do not want to see an
effort to sell them something.Some others also mentioned this in the interviews:If they want to
purchase something and want to make an online investigation,they can simplygo to the web sites.
Per industrybreakdown analysis,ithas been noted 32% of the respondents come from finance industry
representing the highestindustrypercentage.It is followed by Information Technologycompanies other
than the ones in enterprise software industry.Retail represents 16% ofthe respondents and 15% ofthe
respondents are from enterprise software industry.
A distribution boxplot analysis has been made based on industries.This analysis excludes outliers in
the data setas seen in Figure 3. Outliers are shown as blue squares under Finance,Other IT and
Retail.The widestrange of answers is seen in Other IT, whereas the narrowestrange is observed in
Other Industries.Among these other industries are Public,Manufacturing,Health Care, and Consulting.
Other IT includes all information technologycompanies thatprovide solutions & products other than
enterprise software. The black square in the blue box represents mean,the average value, which is
highestfor Enterprise Software Industry. This is an interesting figure that may also remind the term
“myopia” previously. Mohr (2014, p17) defines marketing myopia as “the tendencyof managers to be
narrow-minded or short-sighted in their views abouttheir industrycontexts and their business
strategies.” Marketers in this industryshould be very careful about such myopia and keep on positioning
themselves as the marketdriver/thoughtleader in that specific area. Though it requires further research,
the fact that enterprise software industryis the one with the highestperception of”marketdriving” could
mean that they are becoming ”myopic”.They may be thinking that their efforts to position themselves as
”marketdrivers” or ”thought leaders” are well structured and they are positioning themselves as ”market
drivers” however results from various industries are notsupporting this view.This means kind ofa lack
of awareness and is very dangerous for competitive position in the market.
Figure3:Distribution Analysis based on industry/Box Plot
9. . summarized fromdissertation submitted to’Oxford Brookes University’
A distribution analysis was also performed based on geographies.Although Africa showed the highest
rates for marketdriving perception among others,even it remained atvery low levels and explicit
statements showing “marketdriving” perception did notcome out of interviews with respondents from
other regions.
6. CONCLUSION
As seen in literature review performed,B2B technologycompanies mustsee social media as a strategic
marketing channel and mustinvestin this channel as partof their integrated marketing plans.However
the main aim in these efforts should notbe direct selling butcreating a “marketdriving” or “thought
leadership” perception.However research performed shows thatcurrentfollowers ofthese firms do not
think that they are “market-drivers” or “thoughtleaders” butsee them as “continuouslyposting already
available information and/or trying to sell them something via social media. The findings show thatthere
is still a huge gap between academic viewpointand industrypractice.
7. LIMITATIONS AND FURTHER RESEARCH
This research was performed with a limited number ofsamples so there is need for further research to
be able to make a concrete conclusion on the topic. Furthermore,the findings show differentresults for
different regions and industries.Although these differences were partlyexplained during interviews,a
further analysis is required using relevantliterature on cultural diversity, social psychology,sociology,
technologymaturity indexes and a more comprehensive research with a higher number ofsamples.
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