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 that product. By reviewing the material it is possible to gain greater insight and value.
The problem is that it is time consuming to try and follow online customer chatter. Certainly it is better than nothing but it isn't the whole solution. By using analytical tools it is possible gather a wider array of information and use that information to understand products and services better. Scanning the web for a better sample of customer preferences is extremely helpful in decision making.
The process works a little like this.Using proper software and algorithms it is possible to calculate and analyze the types of works being used to describe products. If done over a longer period of time it is also possible to create trends that can be used in determining new product cycles, features, and overall brand exposure. The process is beneficial for those seeking to understand consumer sentiment.
New technology brings new opportunities for companies to develop higher levels of analysis. Brand image is the total collective perception of the product/service in public. In this case, consumer generate content acts as a type of speech while the analytical software seeks to break apart and understand the overall conversational trend. It is like listening to thousands of people at once to gain insight for future product and marketing development.
Tirunillai, S. & Tellis, G. (2014). Mining marketing meaning from online chatter: strategic brand analysis of big data using latent dirichlet allocation. Journal of Marketing Research, 51 (4).
Sunday, December 14, 2014
Multiple Online and/or on-campus Adjunct Faculty Positions
Department: Management, School of
Primary Location: Old Westbury
Other Location(s): Manhattan
Responsibilities: NYIT's School of
Management seeks on-campus adjunct faculty to teach: accounting, economics,
ethics, finance, human resource management, law, management, management
information systems, marketing, quantitative methods and statistics, and
entrepreneurship and small business management.
Qualifications: Master's degree
(M.B.A.)in relevant discipline and five years of working experience. Prior
teaching experience is preferred. To apply, send a current curriculum vita, a
cover letter and three references to Dr. Jim Murdy, Associate Dean, at jmurdy@nyit.edu
Two Technology Complaints in Higher Education
Technology is often seen as the savior of higher education by reducing costs and increasing access. Not all people agree and disdain the breaking of ancient tradition with venom in their words. To be fair, technology can have either a positive and destructive impact on institutions and learning. Both the pro and anti-technology supporters have strong points of argument. Two common arguments are that technology fosters shallow learning and students are not reflecting on the material.
Argument 1: Technology Fosters Shallow Learning:
Anti-technology adherents find that the use of some technologies leads to shallow learning. Student simply post comments that lack insight-fulness to ensure they are meeting posting requirements every week. The learning model becomes more of mechanical process than a deep and insightful learning experience where students must challenge themselves to learn new things.
The problem is that many traditional faculty are not sure how to use the technology properly and a number of universities are counting posts versus grading the quality of the answers and discussions. Ensuring that engagement is required earlier in the week, multiple substantive interactions are needed, and grading is based upon the quality of the answers will mitigate this problem.
Argument 2: Students Work not Reflective of Readings:
Students can sometimes skip over the text and just learn from the classroom or from their own personal experiences. This can be frustrating for professors that want the student to have sufficient depth and understanding of the theoretical material to formulate a coherent response. Online students sometimes give shallow responses to complex concepts showing a lack of reflection.
The problem exists whether you are teaching an online or on-ground class. Like an on-ground classroom much of it is based upon how the class is designed. If the materials to pass tests, quizzes, and papers can only be found in the book then this will raise the amount of reading required. Randomizing questions, using more reflective papers, and treasure hunting information is beneficial for encouraging more reading.
There are natural differences between online and ground based learning but ultimately each has its own positives and detractors. Online learning is still blooming and formalizing into a standard and effective approach while on-ground learning has also experienced its share of poor performance that has led to slips in international ranking. Higher education is changing because it must to compete. The road may be bumpy but the path is clear; technology is here to stay.
Saturday, December 13, 2014
Pup Art and Products at Harry & Merry Pet and Dog Wash Opening
You wouldn’t think puppies and art would go together but at
the Pup Art Group Show the paintings of over 30 artists came together to gain
exposure for their artistic creations while promoting the opening of Hairy
& Merry Pet Spa and Dog Wash. That is correct-a dog spa and art have
something to do with each other. Art can be an augmentation to business advertising
as long as it complements the products.
It is important to think in terms of customer demographics.
Who might own a dog and what other interests might they have? Dog owners are
interested in dog products and would also likely be interest in dog art.
Putting the two together draws a greater crowd through the door which can only
help the business gain greater exposure.
In this case the Pup Art Group Show offered a nice array of
canine paintings mixed among the many products at Hairy & Merry’s Pet Spa
and Dog Wash. Apparently, many of the local dog owners were also amateur
artists. A few of the works were professional by nature and could have been
commercialized. Together they heightened consumer interest.
One of the first things you will notice in the store is that
many of the treats are made more for human perception than animal interest. The
animal candies looked like live chocolate delicacies that made your mouth
water. I was thinking about throwing a sample in my mouth until I saw a patron
grab one and offer it to their overly excited pouch.
The opening was a dog lover’s paradise. Pet art, pet treats,
play room, socializing with pet owners, higher scale pouch products, and lots
of help. The business even hosts pet sitting for those business travelers that
need to get out of town for a few days. For the metro San Diego crowd this will
soon be one of their favorite canine outlets.
Hairy
& Merry Pet and Dog Wash
2400 Kettner Blvd Studio 105
San Diego, CA 92101
Call for Papers:International Conference on Advances in Business Management and Information Technology
Paper submission deadline March
30th, 2015
Final date of notification April
10th, 2015
Last date of registration April 23rd, 2015
Date of Conference June
5th, 2015
2015 IIER The International Conference
on Advances in Business Management and Information Technology- ICABMIT
will be held in New York, United States of America, during June 5th, 2015,
as the Conference of ICABMIT-2015. ICABMIT 2015 is sponsored by International
Institute of Engineers and Researchers (IIER). It aims to be one of the leading
international conferences for presenting novel and fundamental advances in the
fields of Advances in Business Management and Information Technology. It also serves
to foster communication among researchers and practitioners working in a wide
variety of scientific areas with a common interest in improving Advances in
Business Management and Information Technology related techniques.
2014 is the first year of ICABMIT, it will be held every
year since 2014, the conference will be an international forum for the
presentation of technological advances and research results in the fields of
Advances in Business Management and Information Technology. The conference will
bring together leading researchers, engineers and scientists in the domain of
Advances in Business Management and Information Technology interest from around
the world.
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