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Showing posts with the label marketing research

Mining Marketing Information from Web Conversations

Marketing in the era of the World Wide Web is still a growing field. Many great ideas came, worked for a while, declined in value, and disappeared. New technologies are always developing that provide additional opportunity and value in creating stronger methods of developing and marketing new products through understanding web conversation. Web conversation is something we see everyday but don't really notice. It is everything people put on the web when they discuss products, needs, and other opinions about ideas and concepts. It is a type of user generated content that stays on the web and is good for analysis. A study by Tirunillai and Tellis (2014) show that user generated content is ripe for market analysis. Consider the idea that you desire to understand what people are thinking about a particular product and its features. Popular products and features often develop forums that are used by interested members to analyze and discuss their ideas and opinions as they relate to

Improving Multi-Channel Outcomes in Online Marketing

Companies don’t always exist exclusively in the real or virtual world and neither should their marketing campaigns. Some consumers prefer buying products through physical channels while others prefer online channels. Companies find themselves managing the complexity of both broad channels to improve sales. These sales may not be based in a single marketing channel and may be more associated with the use of multiple marketing channels working together. An article in the Journal of Marketing Research offers greater insight into cross-channel effects on traditional, online display and paid search advertising. They found that a single marketing channel cannot account for the total purchase rate of products/services (Dinner, Van Heerde, & Neslin, 2014). Consumers may have a particular on or off line preference for purchasing but regularly use the Internet to search out and research their chosen items. The totality of both online and offline purchases is a combination of usi

Exploding Your Small Business into the International Marketplace

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From the fire into the frying pan is one way to describe entrepreneurs that start out engaging in international marketing. According to Zhou et. al. (2012) such entrepreneurs often excel quickly past their competitors as the organization maintains pliability and learning to match market needs. Despite the overall risks of marking internationally from the beginning, organizations are more likely to grow quickly and obtain greater cash flow.  Organizations must learn to be competitive. Starts up businesses have a significant learning curve at first but begins to wane over time as they gain skills. When they are connected quickly to the international markets there is more opportunity to find resources that requires greater learning activity. Doing so before the small company becomes structured helps to ensure its pliability in finding new revenue streams and maintains its entrepreneurial activities. To be successful such firms will need to exploit both foreign market knowled