The authors provide a critical examination of marketing analytics methods by tracing their historical development, examining their applications to structured and unstructured data generated within or ...external to a firm, and reviewing their potential to support marketing decisions. The authors identify directions for new analytical research methods, addressing (1) analytics for optimizing marketing-mix spending in a data-rich environment, (2) analytics for personalization, and (3) analytics in the context of customers' privacy and data security. They review the implications for organizations that intend to implement big data analytics. Finally, tuming to the future, the authors identify trends that will shape marketing analytics as a discipline as well as marketing analytics education.
The article discusses the possibilities of increasing the effectiveness of advertising means in modern electronic trade. The demand for modern advertising means has increased in Georgia, and the ...increase in the effectiveness of their use will help the development of electronic commerce in Georgia. The purpose of the study is to determine the prospects for the development of e-commerce in Georgia in the post-covid period, to study the possibilities of modern advertising means in this field, and to determine the ways of their implementation. Methods of collecting, grouping, and analyzing materials about electronic commerce were used in the development of the paper. The method of data collection is mainly used in the electronic trade system of Georgia, on the basis of which the possibilities of using modern advertising means in this field were identified and recommendations for their implementation were developed. In order to increase the competitiveness of the food and nutrition products produced in Georgia, it is necessary to improve the connections between the separate links of their production, to synchronize the production processes. In order to increase the level of food self-sufficiency of Georgia, it is necessary to protect the production of import-substituting, domestic, agrarian products with non-tariff barriers, and to properly manage their production and logistics. Significant and rapid changes in the global supply chain of food and nutrition products provoked by the Covid-19 pandemic have become an opportunity to increase the level of food self-sufficiency of Georgia, which needs to be properly used.
The Internet serves as a major marketing and communication tool in the tourism industry; it is, therefore, surprising that there have been few discussions of the structural relationship between ...tourism and Internet-based advertising. This study focuses on determining how Internet-based advertising has influenced travel agencies operating in the tourism industry. The sample of 605 respondents is, therefore, limited to those with experience of both Internet-based advertising and travel agencies. Using structural equation modeling (SEM), it was found that while both consumer contact and attention paid have a direct relationship to a consumer's attitude of an advertisement, they only indirectly affect the consumer's response. The level of importance ascribed to the content of Internet advertisements creates two distinct responses, indicating that the consumer's degree of product involvement is a significant variable in determining the success of Internet advertisements.
Bring the customers you need to your business by expanding your reach to the right people and market using targeted tools and messages to increase business using this essential guide. This expertly ...written, concise reference will help you develop a marketing plan, create the right messages for the right media platform, use the platform to reach your target, increase brand awareness, interact with customers and measure results. Industry terminology alone is worth the low price of this 6 page digital guide that is jam packed with just the info you need. Value for your money and value for your time.6 page digital reference guide includes:Social Media Reach & AudiencesKey Social Media TermsTypes of Social Media SitesPopular Social Media SitesBloggingDeveloping a Social Media Marketing PlanSearch Engine Optimization (SEO)User-Generated Content and CommentsBrandingInteracting with CustomersMeasuring ResultsSocial Media Management ToolsSocial Media MonitoringPrivacy and SecurityEthics
•The studies include an examination of Internet and Facebook advertising.•Interpersonal utility creates favorable attitudes and behaviors toward Internet advertising.•Using features of Facebook ...depends how it fulfills a purpose in users’ lives.•Self-brand congruity creates favorable attitude toward Facebook advertising.•Less privacy concern contributes more freely expression and using comments feature of Facebook.
Survey research conducted to learn young individuals’ motivations toward Internet, Facebook, and their attitudes and behaviors toward Internet advertising (Study 1) and Facebook advertising in addition to Facebook feature use (Study 2). Interpersonal utility was the most prominent motivation that affected participants’ all attitudinal and behavioral process in study 1. So, particiapting in discussions, belonging to a group, meeting new people, in other words activities associated with using social media influenced consumers’ attitudes and behaviors toward Internet advertising favorably. In study 2, the participants whose opinions and attitudes are positive toward Facebook use tended to use all Facebook features. Results show that quality of life, peer influence, & structure time significantly predicts use of both one-to-many communication features (such as status updates and Groups) and one-to-one communication features (such as private messaging and chat). Facebook Groups are used more by those who are motivated by quality of life, peer influence, & structure time. Security in privacy concern had an effect on comments. In other words, the more users felt secure and less privacy concern, the more they wrote comments on Facebook.
Marketing organization is the interface of the firm with its markets and where the work of marketing gets done. This review of the past 25 years of scholarship on marketing organization examines the ...individual and integrative roles of four elements of marketing organization—capabilities, configuration (including structure, metrics, and incentives), culture, and the human capital of marketing leadership and talent. The authors indicate that these four elements are mobilized through seven marketing activities (7As) that occur during the marketing strategy process. These activities enable the firm to anticipate market changes, adapt the strategy to stay ahead of competition, align the organization to the strategy and market, activate effective implementation, ensure accountability for results, attract resources, and manage marketing assets. How well the firm manages these seven activities throughout the marketing strategy process determines the performance payoffs from marketing organization. Future research priorities outlined for the elements of marketing organization, their integration, and their impact on the 7As offer directions for the study of organizing for marketing excellence.
Brand Buzz in the Echoverse Hewett, Kelly; Rand, William; Rust, Roland T. ...
Journal of marketing,
05/2016, Volume:
80, Issue:
3
Journal Article
Peer reviewed
Social media sites have created a reverberating "echoverse" for brand communication, forming complex feedback loops ("echoes") between the "universe" of corporate communications, news media, and ...user-generated social media. To understand these feedback loops, the authors process longitudinal, unstructured data using computational linguistics techniques and analyze them using econometric methods. By assembling one of the most comprehensive data sets in the brand communications literature with corporate communications, news stories, social media, and business outcomes, the authors document the echoverse (i.e., feedback loops between all of these sources). Furthermore, the echoverse has changed as online word of mouth has become prevalent. Over time, online word of mouth has fallen into a negativity spiral, with negative messages leading to greater volume, and firms are adjusting their communications strategies in response. The nature of brand communications has been transformed by online technology as corporate communications move increasingly from one to many (e.g., advertising) to one to one (e.g., Twitter) while consumer word of mouth moves from one to one (e.g., conversations) to one to many (e.g., social media). The results indicate that companies benefit from using social media (e.g., Twitter) for personalized customer responses, although there is still a role for traditional brand communications (e.g., press releases, advertising). The evolving echoverse requires managers to rethink brand communication strategies, with online communications becoming increasingly central.
As with all forms of advertising, exposure is a necessary prerequisite for Internet banner ad effectiveness. However, exposure does not guarantee a user's attention, an issue especially relevant to ...the Internet, where ad avoidance occurs most frequently. And if an ad is noticed, the message may or may not remain in the consumer's memory after cognitive processing. However, even if the advertising message is not consciously remembered, the exposure can be unconsciously processed and subsequently change the user's affective state. To investigate how attention levels influence users, this study uses eye tracking to measure the level of attention that results from an advertisement exposure and explores how different levels of attention influence users in conscious and unconscious ways. Also, we examine the effect of animation-one of the most popular attention-grabbing tools-on attention and how it moderates cognitive processing.
By measuring and analyzing users' actual eye-movement data, we found that animation in banner ads not only attracts less attention than static ads but also reduces the positive effect of attention on memory. In addition, although more than half of the participants could not recognize the advertised brand, the animated banner ad was unconsciously processed and did influence attitudes toward the brand. The results suggest that animation in banner ads does not necessarily increase user attention, but that even if a user does not consciously notice a banner ad, the user's attitude toward the brand is influenced.
The effect of Internet advertising is increasing due to the prevalence of smartphones and high-speed communication. Among them, video advertisements featured on video sharing platforms, such as ...YouTube, are attracting attention. Effective distribution methods on these platforms are being actively discussed. However, research on the insertion timing of video advertisements (beginning, middle, or end) has been insufficient. Since viewers’ attention differs in the beginning, middle, and end of video content, it is presumed that the effect of the advertisements on viewers will change based on their presentation time. In this study, we tested the following two hypotheses for video advertisements of tea and fitness gyms on YouTube: (1) The video advertisements inserted in the middle of the video are more memorable than those inserted in the beginning and end. (2) The video advertisements inserted in the beginning and end of the video have more influence on purchase intent than those inserted in the middle. Randomized controlled trials were conducted and both hypotheses were supported. Therefore, there is a need for video platform operators to build a mechanism to set the insertion timing of video advertisements according to the objective of the advertiser.
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