This document discusses public sector marketing and how its principles can be applied in different situations. Public sector marketing seeks to understand the exchange and relationships between government organizations and citizens. The applicability of marketing depends on whether there is an exchange and the level of constraint in the relationship. Marketing principles are less relevant when there is no exchange and the relationship is constrained, such as with police actions. Marketing tools may be used when there is no exchange but some freedom in the relationship, like with public policy development. When there is both an exchange and a constrained relationship, limited marketing approaches can be applied, like with vehicle inspections. Marketing is most applicable when relationships and exchanges are completely free, as with some public university programs.
The user's judgment: conceptualization, construction and validation of a meas...Sanae HANINE
Managerial Summary
Understanding the way in which the user judges the public service offer following a servuction is one of the indicators that can be integrated into the management repositories for steering the performance of public administrations. Indeed, in a context marked by the commodification of the public service with its corollary of increased users requirements, public administrations are led forcibily to enhance the operation of servuction during which they come into direct contact with them. The purpose of this article is to develop a scale of the user's judgment following a public servuction and test it in the context of a public administration. A survey was conducted among 422 users who actually have benefited from public service services. It highlights five (5) main dimensions of judgment: rationality, stereotyping, affective valence, value of familiarity and ultimately hedonic value.
Publication in The Journal of Advertising: “Two Birds and One Stone: Strategic Ambiguity in Minority Targeting and Advertising Evaluations”. By Stefano Puntoni, Joelle Vanhamme and Ruben Visscher.
Current Research Questions in Word of Mouth CommunicationAlexander Rossmann
Word of mouth (WOM) communication, long recognized as a highly influential source of information, has taken on new importance with the proliferation of online WOM. The rise of online forums and communities has dramatically increased the scope of word of mouth marketing, allowing consumers greater access to information from subject matter experts and other key influentials who impact new purchases. Online WOM data have been widely used in the literature to examine topics such as the impact of WOM recommendations and reviews, brand community involvement, and product adoption. For all the valuable contributions made by WOM research, a lot of important questions still remain unexplored. One is delineating the preconditions for user engagement in WOM communication; another is exploring the role of WOM content and WOM context on the efficacy of WOM in general. And there is final area where research is needed, focusing on organizational capabilities firms need in order to foster the impact of WOM communication on purchasing behavior.
Consumer trust in a post-truth world: Exploring a trust repair vis-à-vis ser...Bournemouth University
Find attached slides presenting interim results of my Academy of Marketing funded research that I presented at the Business School, Faculty of Management, BU staff seminar series.
The user's judgment: conceptualization, construction and validation of a meas...Sanae HANINE
Managerial Summary
Understanding the way in which the user judges the public service offer following a servuction is one of the indicators that can be integrated into the management repositories for steering the performance of public administrations. Indeed, in a context marked by the commodification of the public service with its corollary of increased users requirements, public administrations are led forcibily to enhance the operation of servuction during which they come into direct contact with them. The purpose of this article is to develop a scale of the user's judgment following a public servuction and test it in the context of a public administration. A survey was conducted among 422 users who actually have benefited from public service services. It highlights five (5) main dimensions of judgment: rationality, stereotyping, affective valence, value of familiarity and ultimately hedonic value.
Publication in The Journal of Advertising: “Two Birds and One Stone: Strategic Ambiguity in Minority Targeting and Advertising Evaluations”. By Stefano Puntoni, Joelle Vanhamme and Ruben Visscher.
Current Research Questions in Word of Mouth CommunicationAlexander Rossmann
Word of mouth (WOM) communication, long recognized as a highly influential source of information, has taken on new importance with the proliferation of online WOM. The rise of online forums and communities has dramatically increased the scope of word of mouth marketing, allowing consumers greater access to information from subject matter experts and other key influentials who impact new purchases. Online WOM data have been widely used in the literature to examine topics such as the impact of WOM recommendations and reviews, brand community involvement, and product adoption. For all the valuable contributions made by WOM research, a lot of important questions still remain unexplored. One is delineating the preconditions for user engagement in WOM communication; another is exploring the role of WOM content and WOM context on the efficacy of WOM in general. And there is final area where research is needed, focusing on organizational capabilities firms need in order to foster the impact of WOM communication on purchasing behavior.
Consumer trust in a post-truth world: Exploring a trust repair vis-à-vis ser...Bournemouth University
Find attached slides presenting interim results of my Academy of Marketing funded research that I presented at the Business School, Faculty of Management, BU staff seminar series.
Research Report: Customer Services in Social Media ChannelsAlexander Rossmann
In recent years, marketing scholars have invested heavily in exploring the role of social media in marketing theory and practice. One valuable strategy for using social media in marketing communication is to provide customer services in applications like Facebook or Twitter. This paper evaluates a) the concept of perceived service quality in different service channels and b) the impact customer service strategies have on customer loyalty, word of mouth communication, and cross-sell preferences. The framework presented here is tested cross-channel against data collected from the customer service department of a large telecommunication provider. The results elucidate the effectiveness of customer service strategies in different channels.
eGovernment measurement for policy makersePractice.eu
Author: Jeremy Millard.
The eGovernment policy focus has moved over the last five years from being mainly concerned with efficiency to being concerned both with efficiency and effectiveness. This paper examines the current and future development of eGovernment policy making, and the critical role that measurement and impact analysis has in it.
Step10: Communicating Evidence for Impact at Scale explains how to create the conditions for market actors involved in the PMSD process to promote change throughout the whole market system.
The step provides recommendations for facilitators to unlock and unleash market systems’ potential to disseminate new information, practices and technologies to large numbers of people.
Take a look at this samples and find information on assignment on marketing management. If you want to see more, go to https://www.mbaassignmenthelp.org/mba-marketing-assignment-help/
The concept of demand and supply and information asymmetricMarko Lucas Hupa
This presentation is about the concept of demand and supply in the process of service delivery, it also provide elaborations on the concept of information asymmetric in service delivery and how it act as a challenge to service recipients and therefore it suggest strategies and measure which the government can take to avoid the problem of information asymmetric in service delivery.
Citizen relationship management and principal agent theoryijmvsc
Principal/Agent Theory economic that makes clear accountability relationship management (Agent) to
shareholders (Principal), Have the effect of creating new public management .This theory highlights
important issues regarding the accountability of state structures that distinguishes private structures.This
theory of public administration causes agents to act and be accountable to their citizens' interests.
Although the Principal/Agent theory does not provide a complete solution for administration
accountable, but accountability relationships which reveal a positive step in improving accountability.
This theory is one of the factors citizen relationship management. In this article we will examine the
relationship between Principal/Agent theory and citizen relationship management.
The aim of this study was to determine consumer segments based on the acceptance of
shoppable ads from fashion brands on online social media platforms. To achieve this objective, we
used the technology acceptance model (TAM) to offer a vision of the perceptions of the shoppable
ads, attitudes and behaviors of social network users, using social media marketing activities as
a background. Second, we searched for fashion social buyer segments using finite mixture partial
least squares (FIMIX-PLS). Third, we sought to characterize these consumer segments. A sample
of 486 users of social networks who accessed through mobile devices was obtained. The inclusion
of social media marketing variables as antecedents of acceptance allowed us, to a large extent, to
understand the intention to buy clothing by these social media users.
SYDNEY BUSINESS SCHOOL - UNIVERSITY OF WOLLONGONG.docxdeanmtaylor1545
SYDNEY BUSINESS SCHOOL - UNIVERSITY OF WOLLONGONG
NSW Taxi Industry
-
Understanding consumer behaviour and building a
unique selling proposition
MGNT922 - BUSINESS RESEARCH PROJECT
Name: Phuong Nguyen
Student ID: 5961294
Word count: 3,918
Acknowledgement
The research has been conducted under the guidance of Ms. Zeynep Roberts, Coordinator and Lecturer of MGNT922 Business Research Project at Sydney Business School, University of Wollongong. We thank Ms. Roberts for providing knowledge and expertise that substantially assisted this research.
Moreover, we would also like to acknowledge with gratitude the support of all participants. Their insights were of fundamental importance to the understanding of the research problem, and the study would not have been possible without these individuals.
Table of Contents
I. Introduction 5
II. Literature review 5
III. Research methodology 11
IV. Analysis and Interpretation 13
V. Conclusion 16
References 18
Executive Summary
The study aims to understand the competitive position and differentiation of the point-to-point transport service market, which is achieved through the understanding of consumer behaviour and attitudes towards services in the category. The report is divided into five main sections, namely introduction of the industry and problem under study, extensive literature review, research methodology, analysis and interpretation, and conclusion.
The introduction provides an introduction of the research and the overview of the NSW Taxi industry with its challenges to overcome. The report then provides a critical review of four relevant literatures linked to the research problem and questions. In this section, Katz's four functional theories of attitudes acts as a guidance for determining the underlying motives of consumer behaviour and attitudes. The second model reviewed is the innovation adoption model, which is directly linked to the creation of the unique selling proposition. The third model assesses the habitual, cognitive and affective decisions included in the consumer decision making process, while the last model mentioned is the three levels of product, which offers the view that a service is composed of factors beyond physical features, but also a complex combination of attributes and benefits.
The study employs both primary and secondary research, which consists of in-depth interview to collect qualitative data from a sample of 5, and survey to gather quantitative data using SurveyMonkey with a sample of 50. Moreover, secondary research retrieves information from online databases such as journal articles and news articles. The research employs samples of adults living in Sydney who use the taxi service at least monthly, with the sample being drawn using non-probability sample design and online sampling due to its ability to reach a wider range of people within a limited timeframe. However, the research has certa.
Research Report: Customer Services in Social Media ChannelsAlexander Rossmann
In recent years, marketing scholars have invested heavily in exploring the role of social media in marketing theory and practice. One valuable strategy for using social media in marketing communication is to provide customer services in applications like Facebook or Twitter. This paper evaluates a) the concept of perceived service quality in different service channels and b) the impact customer service strategies have on customer loyalty, word of mouth communication, and cross-sell preferences. The framework presented here is tested cross-channel against data collected from the customer service department of a large telecommunication provider. The results elucidate the effectiveness of customer service strategies in different channels.
eGovernment measurement for policy makersePractice.eu
Author: Jeremy Millard.
The eGovernment policy focus has moved over the last five years from being mainly concerned with efficiency to being concerned both with efficiency and effectiveness. This paper examines the current and future development of eGovernment policy making, and the critical role that measurement and impact analysis has in it.
Step10: Communicating Evidence for Impact at Scale explains how to create the conditions for market actors involved in the PMSD process to promote change throughout the whole market system.
The step provides recommendations for facilitators to unlock and unleash market systems’ potential to disseminate new information, practices and technologies to large numbers of people.
Take a look at this samples and find information on assignment on marketing management. If you want to see more, go to https://www.mbaassignmenthelp.org/mba-marketing-assignment-help/
The concept of demand and supply and information asymmetricMarko Lucas Hupa
This presentation is about the concept of demand and supply in the process of service delivery, it also provide elaborations on the concept of information asymmetric in service delivery and how it act as a challenge to service recipients and therefore it suggest strategies and measure which the government can take to avoid the problem of information asymmetric in service delivery.
Citizen relationship management and principal agent theoryijmvsc
Principal/Agent Theory economic that makes clear accountability relationship management (Agent) to
shareholders (Principal), Have the effect of creating new public management .This theory highlights
important issues regarding the accountability of state structures that distinguishes private structures.This
theory of public administration causes agents to act and be accountable to their citizens' interests.
Although the Principal/Agent theory does not provide a complete solution for administration
accountable, but accountability relationships which reveal a positive step in improving accountability.
This theory is one of the factors citizen relationship management. In this article we will examine the
relationship between Principal/Agent theory and citizen relationship management.
The aim of this study was to determine consumer segments based on the acceptance of
shoppable ads from fashion brands on online social media platforms. To achieve this objective, we
used the technology acceptance model (TAM) to offer a vision of the perceptions of the shoppable
ads, attitudes and behaviors of social network users, using social media marketing activities as
a background. Second, we searched for fashion social buyer segments using finite mixture partial
least squares (FIMIX-PLS). Third, we sought to characterize these consumer segments. A sample
of 486 users of social networks who accessed through mobile devices was obtained. The inclusion
of social media marketing variables as antecedents of acceptance allowed us, to a large extent, to
understand the intention to buy clothing by these social media users.
SYDNEY BUSINESS SCHOOL - UNIVERSITY OF WOLLONGONG.docxdeanmtaylor1545
SYDNEY BUSINESS SCHOOL - UNIVERSITY OF WOLLONGONG
NSW Taxi Industry
-
Understanding consumer behaviour and building a
unique selling proposition
MGNT922 - BUSINESS RESEARCH PROJECT
Name: Phuong Nguyen
Student ID: 5961294
Word count: 3,918
Acknowledgement
The research has been conducted under the guidance of Ms. Zeynep Roberts, Coordinator and Lecturer of MGNT922 Business Research Project at Sydney Business School, University of Wollongong. We thank Ms. Roberts for providing knowledge and expertise that substantially assisted this research.
Moreover, we would also like to acknowledge with gratitude the support of all participants. Their insights were of fundamental importance to the understanding of the research problem, and the study would not have been possible without these individuals.
Table of Contents
I. Introduction 5
II. Literature review 5
III. Research methodology 11
IV. Analysis and Interpretation 13
V. Conclusion 16
References 18
Executive Summary
The study aims to understand the competitive position and differentiation of the point-to-point transport service market, which is achieved through the understanding of consumer behaviour and attitudes towards services in the category. The report is divided into five main sections, namely introduction of the industry and problem under study, extensive literature review, research methodology, analysis and interpretation, and conclusion.
The introduction provides an introduction of the research and the overview of the NSW Taxi industry with its challenges to overcome. The report then provides a critical review of four relevant literatures linked to the research problem and questions. In this section, Katz's four functional theories of attitudes acts as a guidance for determining the underlying motives of consumer behaviour and attitudes. The second model reviewed is the innovation adoption model, which is directly linked to the creation of the unique selling proposition. The third model assesses the habitual, cognitive and affective decisions included in the consumer decision making process, while the last model mentioned is the three levels of product, which offers the view that a service is composed of factors beyond physical features, but also a complex combination of attributes and benefits.
The study employs both primary and secondary research, which consists of in-depth interview to collect qualitative data from a sample of 5, and survey to gather quantitative data using SurveyMonkey with a sample of 50. Moreover, secondary research retrieves information from online databases such as journal articles and news articles. The research employs samples of adults living in Sydney who use the taxi service at least monthly, with the sample being drawn using non-probability sample design and online sampling due to its ability to reach a wider range of people within a limited timeframe. However, the research has certa.
Crowdsourcing the Policy Cycle - Collective Intelligence 2014 Araz Taeihagh ...Araz Taeihagh
Crowdsourcing is beginning to be used for policymaking. The “wisdom of crowds” [Surowiecki 2005], and crowdsourcing [Brabham 2008], are seen as new avenues that can shape all kinds of policy, from transportation policy [Nash 2009] to urban planning [Seltzer and Mahmoudi 2013], to climate policy. In general, many have high expectations for positive outcomes with crowdsourcing, and based on both anecdotal and empirical evidence, some of these expectations seem justified [Majchrzak and Malhotra 2013]. Yet, to our knowledge, research has yet to emerge that unpacks the different forms of crowdsourcing in light of each stage of the well-established policy cycle. This work addresses this research gap, and in doing so brings increased nuance to the application of crowdsourcing techniques for policymaking.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
1. PUBLIC SECTOR
MARKETING
Martial Pasquier, Professor
Institut de hautes études en administration publique
martial.pasquier@idheap.unil.ch
In a nutshell, the meaning of marketing is construed in two different but complementary ways.
In the first and most widespread meaning (Meffert, Burmann and Kirchgeorg, 2008), the emphasis
is on the managerial dimension, with special focus being dedicated to the tasks that an organization
must fulfil in order to ensure long-term success with target groups. The second and more
comprehensive meaning (Kotler, Dubois and Manceau, 2004) is concerned with the function of
marketing and focuses on the notions of exchange and relationship as these occur between an
organization and those individuals and groups who seek to satisfy their needs. Analogously, public
sector marketing seeks to articulate and propose solutions regarding the exchange and
relationships occurring between a government organization and individuals, groups of individuals,
organizations or communities in connection with the request for and performance of publicoriented tasks and services.
In order to delimit situations in which marketing principles and approaches can be applied from
those in which the basic conditions are not met, it is worth crossing types of exchange with the
nature of the relationships that can emerge between the parties. The following table presents the
results of such crossing.
Absence of exchange
Relationship subject to
constraint
Partially free
relationship / Free
relationship
Exchange subject to constraint / Free
exchange
Elements of relationship
marketing
Potential application of the conceptual
approach underlying marketing and of
corresponding tools
No marketing
Selective use of marketing tools
The first case, which frequently occurs in the public sector, corresponds to the type of situation
in which the relationship is subject to constraint and no exchange occurs. A police officer who
makes an arrest, a judge who issues a summons, etc., are all significant, concrete situations in which
marketing, as a discipline, is absent from public sector thinking: one cannot speak of the satisfaction
of a party or of freedom in the relationship. Furthermore, in order to protect people from the
arbitrary use of constraint, these situations are clearly codified in democratic systems and the rules
2. PUBLIC SECTOR MARKETING
governing constraint (e.g., codes of procedure, administrative directives, etc.) are stringent. This is
not to imply that administrations and public officials are exempted from complying with a number
of by now basic principles of modern society, such as showing respect for individuals (e.g., listening
to people; showing a minimum of empathy; taking into account, as much as possible, certain
characteristics of an individual who presents a handicap or does not understand the language, etc.),
or employing communication skills (e.g., clearly explaining the situation and underlying
expectations; justifying decisions in a way that is easily understandable; informing individuals of
their rights, etc.). Even though some of these elements can also be discerned in the principles of
relationship marketing, they do not provide a sufficient basis for discussing these public service
activities in terms of a marketing approach.
In situations in which exchange is absent and the relationship is devoid of constraint (i.e., is at
least partially free), one may resort to an approach that more systematically takes elements of
relationship marketing into account. It is a fact that many public organization activities do not
consist in the provisioning of services for citizens but instead in the development, implementation
and monitoring of policies. Although all such activities do not culminate in an exchange, they can,
however, involve individuals or groups of individuals, owing to the need to gather and analyze data,
hold discussions with the representatives of these people, etc. When, for example, a municipality
decides to review its public transportation grid in response to expanding demand or out of a need
to establish a competitive tendering process regarding any related concession, it can send citizens a
questionnaire for the purpose of learning more about their transportation habits, hold a public
briefing, or foster dialogue with citizens (e.g., Web forum, suggestion box, etc.). Depending on the
activity and the institutional context, these organizations can apply the principles of relationship
marketing with a view to establishing a lasting relationship of trust.
A different kind of situation occurs where the relationship is subject to constraint but where a
certain degree of exchange exists. This is the case, for example, of mandatory periodic vehicle
inspections that are, at the same time, the occasion of a concrete service transaction (i.e.,
authorization is given to use a vehicle in return for guarantees that the vehicle complies with safety
standards). Owing to the absence of freedom in the relationship that is established between the
administration and the service user, it is not possible to apply all marketing principles – regarding,
for example, the segmentation of needs, expectations or behaviours, or the positioning of the
service offering (due to little or no competitive environment, the absence of any possible
differentiation in terms of service fee, etc.). Nevertheless, organizations can apply a certain number
of marketing tools by trying to adapt elements of the service offering in relation to recipients (for
example, garage owners as opposed to individual citizens). One such way is to step up the use of
communication tools to improve and simplify transactions between the organization and the
recipient (e.g., the option of choosing the time of one's car inspection on the Internet; prepayment
via various modern mechanisms, etc.). Another way is to establish ways of systematically improving
the transaction and the relationship with service users (e.g., surveys on user satisfaction or service
quality). This situation also applies in the case of compulsory education, tax collection, etc.
Whenever the relationship is at least partially free and a degree of exchange occurs, there is
room for implementing more fully developed marketing approaches. The simplest case involves the
situation in which both the exchange and the relationship are totally free. Then, the public
organization can, subject to existing laws and regulations, act like a private business to a very great
extent. Such criteria are fully satisfied in the case of the continuing education programs offered by
public universities, which enjoy considerable latitude in terms of accepting or refusing program
participants and which are also free to determine the form and content of their program offering. In
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3. PUBLIC SECTOR MARKETING
the public sector, however, the freedom characterizing the relationship is often limited – where
users are concerned – to accepting or refusing the corresponding service. That being said,
limitations can apply to the choice of operator or supplier and both the offer and the terms and
conditions of the exchange are subject to restrictions. As regards the organization, the ability and
interest in using marketing tools stems directly from the possibility of incorporating differentiation
criteria into the service offering and of obtaining input from users as part of this exchange.
Bibliography
Kotler, P., B. Dubois and D. Manceau (2004). Marketing Management, Paris, Pearson Education.
Meffert, H., C. Burmann and M. Kirchgeorg (2008). Marketing. Grundlagen marktorientierter
Unternehmensführung, Wiesbaden (Germany), Gabler Verlag.
Pasquier, M. and J. P. Villeneuve (2011). Marketing Management and Communication in the Public Sector,
New York, Routledge.
Pasquier, M. (2006). “Public Sector Marketing,” in R. Zaugg Handbuch Kompetenzmanagement. Durch
Kompetenz nachhaltig Werte schaffen, Bern (Switzerland), Haupt Verlag, pp. 370-380.
REPRODUCTION
HOW TO CITE
INFORMATION
LEGAL DEPOSIT
Reproduction in whole or part of the definitions contained in the Encyclopedic Dictionary of Public
Administration is authorized, provided the source is acknowledged.
Martial, P. (2012). “Public Sector Marketing,” in L. Côté and J.-F. Savard (eds.), Encyclopedic Dictionary
of Public Administration, [online], www.dictionnaire.enap.ca
For further information, please visit www.dictionnaire.enap.ca
Library and Archives Canada, 2012 | ISBN 978-2-923008-70-7 (Online)
ENCYCLOPEDIC DICTIONARY OF PUBLIC ADMINISTRATION
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