Find best tutors to help you in your market research homework help. Just send us an email at support@homeworkguru.com and we will provide you best market research help.
Our friends from Kuhcoon show you how businesses can effectively manage their social media presences for success. No matter what your business' size or industry, social media is a key component of your marketing efforts.
Find best tutors to help you in your market research homework help. Just send us an email at support@homeworkguru.com and we will provide you best market research help.
Our friends from Kuhcoon show you how businesses can effectively manage their social media presences for success. No matter what your business' size or industry, social media is a key component of your marketing efforts.
An introduction to social marketing, including an overview of the marketing mix in social marketing, and a case study on one of Australia's most influential social marketing campaigns - Freedom from Fear
intllab.com - Mine for sale (magazine advertising)intllab.com
Attitude towards advertising can be used as one of the predictable factors of advertising effectiveness. Of course, considering belief factors is very important and also necessary. Influential responses to advertising (effective reaction to advertisement) have significant impacts on causing positive reaction to the brands. Moreover, the impact of influential responses on attitude towards advertising and then attitude towards brand may be different from one person to another
Engaging Educators in the Digital Break Room
This webinar provides the results of MDR’s Digital Marketing Trends in the Education Market report, which reveals the reality of educator interaction with digital marketing in email, web ads, and social media.
You’ll come away with:
Techniques to improve email campaign performance
Insight into what makes web ads clickable
Hard facts that take the mystery out of social engagement
Tips that translate stats and charts into actions
We analyzed nearly 400 million prospecting emails and 100 million web ad impressions across three years and dozens of industries to reveal the kinds of digital marketing that educators respond to. Built from a huge data set, and informed by our decades of experience, this report offers findings you won’t find anywhere else!
Plan your 2018 with strategies for success based on the most extensive and exclusive study of educator online behavior.
In this session, Chloe shared customer insights informed by the pilot studies the organization carries out for partner companies. These insights lead to advice on marketing activities such as the appropriate languages to use and visualization. These pilot studies are purely qualitative at this stage. However, the case study module can be comparatively easily adapted by the companies in their areas of operations.
The first presentation of the lifestyle sponsorship breach as market opportunity concept. The audience was not impressed that we wanted to treat football players as humans.
Reference: Dann, S & Dann, S (2005) "Lifestyle Sponsorship and Player Lifestyle Breach: Opportunity, Not Loss?" Second Australasian Nonprofit and Social Marketing Conference, Melbourne, 25 September 2005.
Available at http://stephendann.net/articles/thematic/sportsmarketing.htm
Mixed Mode Buying > The Influence of the Web on the Buying CycleEverjean
A study conducted by InSites Consulting and Vlerick Managment School about the role of the internet in a shopping & decision cycle.
"Mixed Mode Buying" is the process by which a customer changes between online and offline channels during the buying process.
This is the light version of the original presentation. contact me for the full version, upon simple request.
Making Content Relevant To IT Buyers: Part One: Matching Content to the Buyin...Vanson Bourne
Research insight into UK Enterprise IT buyers's attitudes to vendor content and how they use it (and other sources) in the buying cycle. Part One focuses on Decoupling the Message from the Medium and Knowing where content works in the Buying Cycle
An introduction to social marketing, including an overview of the marketing mix in social marketing, and a case study on one of Australia's most influential social marketing campaigns - Freedom from Fear
intllab.com - Mine for sale (magazine advertising)intllab.com
Attitude towards advertising can be used as one of the predictable factors of advertising effectiveness. Of course, considering belief factors is very important and also necessary. Influential responses to advertising (effective reaction to advertisement) have significant impacts on causing positive reaction to the brands. Moreover, the impact of influential responses on attitude towards advertising and then attitude towards brand may be different from one person to another
Engaging Educators in the Digital Break Room
This webinar provides the results of MDR’s Digital Marketing Trends in the Education Market report, which reveals the reality of educator interaction with digital marketing in email, web ads, and social media.
You’ll come away with:
Techniques to improve email campaign performance
Insight into what makes web ads clickable
Hard facts that take the mystery out of social engagement
Tips that translate stats and charts into actions
We analyzed nearly 400 million prospecting emails and 100 million web ad impressions across three years and dozens of industries to reveal the kinds of digital marketing that educators respond to. Built from a huge data set, and informed by our decades of experience, this report offers findings you won’t find anywhere else!
Plan your 2018 with strategies for success based on the most extensive and exclusive study of educator online behavior.
In this session, Chloe shared customer insights informed by the pilot studies the organization carries out for partner companies. These insights lead to advice on marketing activities such as the appropriate languages to use and visualization. These pilot studies are purely qualitative at this stage. However, the case study module can be comparatively easily adapted by the companies in their areas of operations.
The first presentation of the lifestyle sponsorship breach as market opportunity concept. The audience was not impressed that we wanted to treat football players as humans.
Reference: Dann, S & Dann, S (2005) "Lifestyle Sponsorship and Player Lifestyle Breach: Opportunity, Not Loss?" Second Australasian Nonprofit and Social Marketing Conference, Melbourne, 25 September 2005.
Available at http://stephendann.net/articles/thematic/sportsmarketing.htm
Mixed Mode Buying > The Influence of the Web on the Buying CycleEverjean
A study conducted by InSites Consulting and Vlerick Managment School about the role of the internet in a shopping & decision cycle.
"Mixed Mode Buying" is the process by which a customer changes between online and offline channels during the buying process.
This is the light version of the original presentation. contact me for the full version, upon simple request.
Making Content Relevant To IT Buyers: Part One: Matching Content to the Buyin...Vanson Bourne
Research insight into UK Enterprise IT buyers's attitudes to vendor content and how they use it (and other sources) in the buying cycle. Part One focuses on Decoupling the Message from the Medium and Knowing where content works in the Buying Cycle
8th CEE Retail Banking Conference, 11 October 2011, Budapest
Organized by Fleming Europe
Presentation given by Sotiris Sirmakezis, Deputy General Manager, Piraeus Bank
As a small business owner, how can you use social media wisely in your customer journey? In a way which will generate results and avoid aimless posting and wasted time. Digital Media & Customer Experience expert, Gemma Screen explores how different elements of social media fit in your customer journey as part of Enterprise Nation's Small Business Social Media Summit for Social Media Week Bristol #SMWiBristol
Content Marketing Strategies Conference: Bill Flitter How to Leverage Faceboo...dlvr.it
The 2011 Content Marketing Strategies Conference (contentmarketing2011.com) had some amazing speakers and lively conversation. This is one great example. Continue the conversation at twitter.com/content2011.
Isobar Belgium research: brands on Snapchat in BelgiumIsobar Belgium
This what brands do on Snapchat in Belgium:
The amount of Snapchat users in Belgium is estimated at 1 million and continues to grow. The application isn't more popular anywhere else than in our country (60% of 16-24yo's are using Snapchat).
It was about time to better understand how brands are using Snapchat in Belgium. In collaboration with Digimedia we setup a research in order gather more insights on brands first experiences on Snapchat. Beside experiences of brands that are active on Snapchat, we also researched brands that aren't present (yet) and their reasons why. Engagement and awareness are Snapchat main assets, while content creation & analytics are the main challenges.
Data and Creativity - A Content Marketing Winning Formula - SASCon 2016Stacey MacNaught
Stacey MacNaught's SASCon 2016 presentation on Data and Creativity for Content Marketing Success.
Tips, tactics and learnings from 6 years of using data at the heart of content marketing for link building, coverage and citation acquisition.
Webinar: PR Measurement Trends in North AmericaCARMA
CARMA North American CEO and 4L Strategies' Jennifer Zingsheim Phillips discuss trends in PR and media measurement in North America. The webinar was part of AMEC Measurement Month 2016.
Unicorn Media Index Q1'16: Who Ranks Where Across News, Social and Search?Tim Marklein
This quarterly study benchmarks earned media visibility and momentum for 145 unicorn startups, looking across news, social and search. Who are the stars, superstars and megastars? Who's rising and falling?
Amec measurement month: Garbage in, Gospel Out.Smoking Gun PR
Measurement Month is a global education campaign run by the Association of Measurement and Evaluation Companies (AMEC) aimed at educating communications professionals on the latest thinking in measuring, evaluating and proving the success of public relations activities.
The event, themed ‘How to Avoid Garbage in, Gospel out’ offered practical guides to modern PR measurement.
Sharing best practice insights and tips on what it looks like to live in the ‘Land of Intelligent Measurement’ to get the best value, performance and results in your PR, and Social Media Comms.
Discover what intelligent dashboards look like, what to measure and what to ignore, and how to stop doing ‘Fluffy PR’ or becoming a ‘Digital Dinosaur’ to avoid ‘Garbage in, Gospel out’.
Fear Factor Metrics: PR Metrics Communicators Fear MostSandra Fathi
Presentation given at PR News Measurement Conference in Chicago on November 18, 2015. Covers key measurement concepts including Share of Voice (SOV), Competitive Benchmarking & Correlations
PR Measurement Summit 2016: Mazen Nahawi, CEO of CARMA - Industry Insight Pre...CARMA
Mazen Nahawi, CEO of CARMA presented an industry insight on "Tribal Relations: How Our Understanding of Trust Will Chnage Amidst The Failures of Political Comunications" last October 13th as part of the 2-day PR Measurement Summit held at the Address Dubai Marina, Dubai, UAE. The theme of the event was “Measurement in an Age of Integrated Communications”.
Impact of Social Media on Products & Brands, Online Marketing & Social Media...Akshay Krishnapurkar
- Introduction
- Social Media Statistics
- Popular Social Media Channels
- How Social Media Marketing Helps Businesses Meet Marketing Goals
- Best Social Media Marketing Tips
- Consumer Behaviour on Social Media
- Consumer Decision Process
- How social media influence the consumer buying behaviour ?
- E-Commerce
- Factors of Online Customer Behavior
- Filtering Elements
- 10 Factors that Influence Customer Buying Behaviour Online
- Social Marketing vs Social Media Marketing
INFLUENCE OF SOCIAL MEDIAS
ON BRAND CHOICE
Social Medias are becoming more popular day by day. Use of social sites for
various purposes is increasing. It is the interaction among people in which they create,
share or exchange information and ideas in virtual communities and networks. These
social Medias or sites like face book, twitter, Google plus, LinkedIn can be used as a
source of information and to share information. We know that social media depend on
mobile and web-based technologies and create highly interactive platforms through
which individuals and communities can share, co-create, discuss, and modify user-
generated content. These social sites can be used as a source of brand information.
People can use these sites to compare different brands and products they buy. Even they
can compare price and quality over B2C and C2C e-commerce sites. So the contribution
of these social sites is increasing. This paper aims to investigate consumers’ attitude
towards using these social sites as a medium of brand choice and for getting brand
information. For finding out the impact of social sites on brand choice I have conducted
a survey on 50 respondents in Dhaka city, more specifically in Dhaka University through
a structured questionnaire. This study intends to explore the factors about consumers’
perception about social sites and using social sites as a source of information about
brand information and using this information for brand choice. I hope this survey will
help to determine the perceived benefits, risks, and consumers’’ willingness to use social
sites as a source of brand choice. This paper also attempts to detect how consumers
evaluate the concept of using social sites for purposes like shopping. And finally we
evaluate the implications of these findings and suggest actions to related parties.
Consumer behavior and advertising researchZaibunnisa73
Consumer behavior is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
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India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Social media and the customer journey: What role does it play in the buying cycle for UK consumers?
1. Social media and the customer journey:
What role does it play in the buying cycle for UK
consumers?
@JoannaHalton
2. The Agenda: For The Next 30 Minutes
• How I picked my dissertation topic
• Research objectives
• The Dreaded Literature Review: Highlights thereof
– A speedy run through to fit it all in!
• Research Design
– Theory
– Practice
• Presentation of Data
• Discussion
• Conclusion
• Questions?
There may or may not be furry critters peppered throughout this presentation.
3. Dissertation Topic: The Decision
I picked my dissertation using an algebraic and funnel approach.
Social Media + (Purchase Decision + Customer Journeys) = It.
My dissertation topic was:
“Social media and the customer journey: What role does it play in
the buying cycle for UK consumers?”
4. Dissertation Topic: The Decision
My choice was supported by 4 reasons:
1) It was relevant to me and had applicability to my career
2) Social media is growing all the time, (Facebook now has over a 1bn
users), so it seemed like a topic that would be of use for future
researchers
3) There isn’t that much about it out there in an academic capacity
already
4) THE BIGGY. This really interested me. This is crucial. You’re going to
be doing this a loooonnnng time.
You have to have a natural interest in it or…
5. As tempting as it is, it won’t get your
dissertation done. Trust me, I know.
6. Research Objectives
• In order to answer my overarching question (or attempt to!), I thought about the
different component parts of the investigation.
• Breaking this down into sections laid the foundation of what I was going to cover off in
my dissertation and then provided a yard stick for what I included and what I didn’t.
• If it didn’t answer one of the objectives, it was outta here!
7. Research Objectives
1. Assess whether traditional buying process and marketing models can
be applied to social media.
2. Discover how social media may affect the customer journey and its
effects on decision-making at different points in the buying cycle.
3. Investigate whether social influence can apply through social media
and its affect on preference and likeliness of purchase
4. Investigate how accepting users are of messages about products or
brands through their social networks.
5. Determine whether the social network chosen affects the likelihood
that users will purchase or share.
9. 1. Assess whether traditional buying process and marketing
models can be applied to social media
10. 1. Assess whether traditional buying process and marketing
models can be applied to social media
11. 1. Assess whether traditional buying process and marketing
models can be applied to social media
12. 1. Assess whether traditional buying process and marketing
models can be applied to social media
Figure 1: Traditional Purchase Funnel With Previously Assumed Brand/Product
Filtering Process
(Edelman, 2010)
TTHENTHE FUNNEL METAPHOR
For years, marketers assumed that consumers started with a large
number of potential brands in mind and methodically winnowed
their choices until they’d decided which one to buy. After purchase,
their relationship with the brand typically focused on the use of the
product or service itself.
NOWTHE CONSUMER DECISION JOURNEY
New research shows that rather than systematically narrowing their
choices, consumers add and subtract brands from a group under
consideration during an extended evaluation phase. After purchase,
MANY BRANDS
FEWER BRANDS
FINAL CHOICE
BUYBUY
s upended how consumers engage
transforming the economics of mar-
ng obsolete many of the function’s
egies and structures. For marketers,
oing business is unsustainable.
s: Not long ago, a car buyer would
are down the available choices un-
the one that best met his criteria.
reel him in and make the sale. The
ship with both the dealer and the
would typically dissipate after the
oday, consumers are promiscuous
elationships: They connect with
—through new media channels be-
acturer’s and the retailer’s control
ge—and evaluate a shifting array of
anding the pool before narrowing it.
e these consumers may remain ag-
ed, publicly promoting or assailing
ey’ve bought, collaborating in the
ment, and challenging and shaping
till want a clear brand promise and
lue. What has changed is when—at
ts—they are most open to influence,
n interact with them at those points.
keting strategies that put the lion’s
ces into building brand awareness
OCIAL MEDIA AND THE NEW RULES OF BRANDING
13. 1. Assess whether traditional buying process and marketing
models can be applied to social media
14. 1. Assess whether traditional buying process and marketing
models can be applied to social media
But this doesn’t have all the steps!
What about customer loyalty I hear you cry!
16. 2. Discover how social media may affect the customer journey
and its effects on decision-making at different points in the
buying cycle
Um, no.
Certainly not in this era of social media and WOM.
With recent advances in technology, growing connectivity and
increasing numbers of consumers shopping online, the
consumer journey is being impacted in ways which weren’t even
thought possible previously.
- (Owyang, 2012)
17. 2. Discover how social media may affect the customer journey
and its effects on decision-making at different points in the
buying cycle
18. 2. Discover how social media may affect the customer journey
and its effects on decision-making at different points in the
buying cycle
19. 2. Discover how social media may affect the customer journey
and its effects on decision-making at different points in the
buying cycle
20. 2. Discover how social media may affect the customer journey
and its effects on decision-making at different points in the
buying cycle
Earlier purchase funnels were based on the assumption that
consumers narrow their options down from the initial consideration set,
by filtering out unsuitable options, to make a final selection to purchase.
In contrast, the Consumer Decision Journey (CDJ) model suggests that
consumers do have an initial consideration set, but rather than
systematically narrowing this down, the set is dynamic and items are
added and subtracted during research in an extended evaluation phase
(Edelman, 2010).
21. 2. Discover how social media may affect the customer journey
and its effects on decision-making at different points in the
buying cycle
Two aspects of this make social media more applicable than ever
before:
1) The importance of post-purchase: one person’s review is another
person’s research or ‘closer’
2) The shift in balance between companies ‘pushing’ messaging and
consumers actively ‘pulling’ it from various sources: People are
doing their own research and evaluation, turning to The Internet for
further information, from reviews, forums and social networks.
22. 2. Discover how social media may affect the customer journey
and its effects on decision-making at different points in the
buying cycle
Two aspects of this make social media more applicable than ever
before:
1) The importance of post-purchase: one person’s review is another
person’s research or ‘closer’
2) The shift in balance between companies ‘pushing’ messaging and
consumers actively ‘pulling’ it from various sources: People are
turning to The Internet for further information, from reviews, forums
and social networks.
23. 2. Discover how social media may affect the customer journey
and its effects on decision-making at different points in the
buying cycle
This researcher surmised there are SIX points that could be affected by
social media in the purchase decision:
• Trigger: Creation of desire or need / Awareness
• Consider: McInerney et al (2009) found that, “Being part of a consumer’s “initial
consideration set” significantly increases the likelihood of purchase”.
• Evaluate: They will review their original consideration set and begin to research
further brands and products that they categorise as similar but may have additional
attributes or features they desire; adding and dropping items from the consideration
set as they progress (McKinsey Quarterly, 2009).
• Buy: Take action. Either pre-meditated or impulse upon seeing in feed.
• Enjoy and advocate: Post-purchase evaluation or promotion
• Bond and Loyalty Loop: “Customer’s engagement with a brand doesn’t
necessarily begin or end with purchase” (Edelman, 2010)
24. 3. Investigate whether social influence can apply through
social media and its affect on preference and likeliness of
purchase
Strutton et al (2011) states,
“Product, service or branding information obtained from family
members, friends, associates and neighbours is more influential
than information received through marketer-controlled
promotional methods."
In essence, you trust friends and peers. Not brands.
25. 3. Investigate whether social influence can apply through
social media and its affect on preference and likeliness of
purchase
26. 3. Investigate whether social influence can apply through
social media and its affect on preference and likeliness of
purchase
27. 3. Investigate whether social influence can apply through
social media and its affect on preference and likeliness of
purchase
“Positive WOM is a powerful force driving recommendation
and purchase intent”."
- (Keller, 2007)
28. 4. Investigate how accepting users are of messages about
products or brands through their social networks.
I thought it would be…..
29. 4. Investigate how accepting users are of messages about
products or brands through their social networks.
Actually, it depends.
30. 4. Investigate how accepting users are of messages about
products or brands through their social networks.
• In some cases, Taylor et al (2011) suggests, social media users will not
only accept advertising content but actively promote it; by sharing it with
their own audience.
• They go on to describe how consumer acceptance of messaging is key;
overly commercialised communication or spamming risks negative
consequences.
• Marketers will want to avoid too many commercial messages as
Greenfield (cited in Cauley, 2011) suggests, “consumers shy away from
what they view as commercialism”.
• People like to be entertained. Entertainment exhibited almost four times
more strength of influence on favourable consumer attitudes towards
[social media content from brands] than the second most influential
predictor variable ‘informative’ ” (Taylor et al, 2011).
31. 5. Determine whether the social network chosen affects the
likelihood that users will purchase or share
There wasn’t much.
32. Research Design
1. Theory
• This project is an inductive study to discover if and how social media
affects the buying process.
• This research approach provides a mixture of qualitative and
quantitative data.
• In this respect, the researcher is adopting whichever approach works in
order to “best enable the answering of the research
question” (Saunders et al, 2009).
• A pragmatic logical induction approach is best suited to the purposes of
discovery; blending qualitative and quantitative philosophies.
33. Research Design
2. Practice
• For the purposes of this project the research questions were
addressed in two studies: combining both an empirical and
ethnographic study.
• Due to cost and time restrictions, the empirical study has been
conducted in the form of an online questionnaire.
• I used Survey Monkey, paid for pro and offered a prize draw of a
£25 Amazon voucher to encourage participation.
34. Research Design
2. Practice
• The ethnographic research took the form of an online audit of four
brands, Facebook pages that had an active, and popular social media
presence over a period of fourteen days; allowing for each day of the
week to feature twice so the average post rate was more accurate
• Bryman and Bell (2011) describe web-based ethnography as a
“marketing research method that investigates computer-mediated
communications in connection with market-related topics” referring to it
as ‘netnography’.
• Content was ranked using the categories defined by IBM (2011) and the
content themes that influenced consumer attitude as described by
Taylor (2011).
35. Presentation of Data: Empirical
• I wanted to find out about my
respondents
• I also wanted to be able to cross
reference age, gender and employment
• Survey Monkey lets you do this with pro
45. Discussion (condensed)
Ethnographic
The survey was originally sent out to the researcher’s 1,850 Twitter users and 597
Facebook fans, as well as their agency of over 150. Due to the nature of social media, it
is difficult to work out how many members of the researcher’s network were online when
the links were published and therefore, the true response rate is problematic to calculate.
As the survey was electronic, it is possible to see that 40 of the agency colleagues and
109 members of her social network responded. 149 participants started the survey and
126 completed it, giving a completion rate of 85 per cent.
The demographic information taken in the survey revealed that a gender split of 39 per
cent female to 61 per cent male. The average age of respondents was 31 years old with
57 per cent being between 20 and 30 years old. The majority (53 per cent) were
employed in marketing, advertising and PR, this is reflective of the sample from both the
agency and the researcher’s network.
In addition to this the survey of social networks utilised versus frequency used showed
that the most of the audience had a good grasp of social media with 60 per cent using
Facebook more than twice a day and 50 per cent doing the same with Twitter. This
supports the assumption that as the respondents work within this sector they are likely to
be savvier than the general population.
46. Discussion (condensed)
Ethnographic
The researcher’s choice of channel for the ethnographic survey was
supported by the survey, as Facebook was the most popular social
channel with 79 per cent of respondents reporting that they used it
daily or more; 60 per cent used it more than twice a day.
One issue of validity that was apparent was the subjective nature of
assigning categories to posts as the assessment of this quite
subjective. One cannot be sure if the researcher’s definition of
‘Exclusive Content” matches IBM’s, or equally whether her valuation
of an entertainment post is the same as Taylor’s (2011).
47. Discussion (condensed)
Combined Analysis
I related the discussion back to my initial objectives and broke down
the study and findings into sections.
1. Social Media’s Influence On Purchase Intent and The Buying
Cycle
2. Reasons Why Respondents Follow Brands on Social Media
3. How Consumers React To Content Posted By Brands
48. Discussion (condensed)
Combined Analysis
1. Social Media’s Influence On Purchase Intent and The Buying Cycle
• In the empirical study 93 per cent of respondents said they had become aware of a
product or brand through social media with 77 per cent claiming they discovered new
products or brands through social media frequently (stated as once a quarter) or
more; of those 47 per cent believed it occurred once a month or more.
• Social media seems to blur the lines between awareness and evaluation with 92 per
cent of participants claiming to have clicked on a link to find out more after becoming
aware of a product or brand.
• 90 per cent of respondents went further saying that they had been made aware of a
product and gone on to do further research about it, even if that didn’t end in a
purchase.
• 82 per cent of respondents saying they went on to purchase the item and 81 per cent
saying that they saw a product or brand and went on to purchase a similar or related
item which wasn’t the one they initially saw.
51. Conclusion
Combining literature review with study. Do my findings support the
research or conflict?
What are the limitations? E.g While the research indicates that
respondents have been made aware of products through social
media, it does not state whether this is through peer or brand
communication. OR the researcher’s network of industry peers,
social media savvy individuals.
52. Conclusion
In conclusion, this research found that social media could play a
part in the consumer decision journey at various phases and that
peer recommendation can positively influence preference and
likeliness of purchase.