Micro-Blogging as Generator of Market Insights and Competitive Intelligence

Author(s):  
Elisa Arrigo

Despite the growing popularity of social media in academic papers, micro-blogging research is still in its infancy and there are few research studies on micro-blogging as a tool for achieving business objectives. In particular, the aim of this chapter is to examine the role of micro-blogging in improving the market knowledge of firms. Therefore, this manuscript wants to make a contribution to the strategic marketing field, providing an overview of how micro-blogging can draw insights from the market. It has been shown that micro-blogging allows firms to understand the real thoughts of customers, to control marketing strategies and to acquire updated knowledge about competitors. In fact, the intrinsic features of micro-posts (micro, mobile, instantaneous, spontaneous) make this social media different from other marketing channels and very useful for gathering customer data and accumulating market knowledge.

Author(s):  
Rajagopal

This study is carried out in Mexico with an objective to analyse empirically the role of education in a transforming services marketing strategies of the firms. The study is carried on in Mexico through pragmatic investigation among the consumers subscribing to the communication and entertainment services. The analysis of primary data is developed around the theory of action that demonstrates the skills and confidence of individuals or groups towards making decision in acquiring or hiring services to improve their quality of life. The results of the study reveal that knowledge acquired on the services and value perceived by the consumers play key role in determining the intentions to purchases services. This study meticulously rows several arguments on how consumers with high level of education scrutinize the benefits offered by the firms marketing their communication and entertainment services, and build their value propositions on the services bought or contracted.


2019 ◽  
Vol 44 (1) ◽  
pp. 17-35
Author(s):  
Seerat Sohal ◽  
Harsandaldeep Kaur

The present study is an endeavour to broaden the research on the use of social media websites in political campaigns beyond the ambit of developed countries. This article focuses on scrutinizing the role of YouTube during 2014 Indian Parliamentary elections—the first ‘social media’-based elections in India. The methodology of data collection incorporates the content analysis of 147 YouTube-based audio–visual political advertisements, associating the message characteristics (natures, types and appeals) with message reach (number of views) and viewer engagement (types of comments). The results reveal the failure of the viewers to recognize the association between message reach and viewers’ engagement with message characteristics, confirming the ‘marginal’ use of YouTube. However, the study recommends the incorporation of contemporary, Internet-based social media advertising tools along with the traditional tools in the future political marketing campaigns. This article is instrumental for political marketers and consultants in devising political marketing strategies.


2016 ◽  
Vol 6 (2) ◽  
pp. 49-61 ◽  
Author(s):  
Elisa Arrigo

Marketing managers in many industries are seeking to provide their companies with new tools to detect market changes early and quickly enough to defend their competitive position. Social media has been recognized to be particularly relevant for both marketing strategies and competitive intelligence purposes since the information required to deal with competitive challenges has been recently relocated from published and proprietary sources to open social platforms. Among social media, microblog is one of the most convenient platforms since it is short, instantaneous, spontaneous and mobile and has become a great source of consumer opinions. Although there has been an increase in the number of companies developing a microblog presence, so far, very few academic research focused on microblog as a marketing intelligence tool. Therefore, the purpose of this paper is twofold: to provide a theoretical framework for microblog competitive intelligence, and to discuss its opportunities and limitations.


Author(s):  
Kijpokin Kasemsap

This chapter introduces the role of marketing strategies in the tourism industry, thus explaining the application overview of marketing strategies in the tourism industry in terms of the consumer-oriented approach, the competitor-oriented approach, and the trade-oriented approach; the characteristics of consumer behavior in the tourism industry; brand management in the tourism industry; and strategic marketing in the tourism industry. This chapter has explained a wide variety of marketing strategies and an interdisciplinary perspective of tourism marketing that encompasses the academic and practical areas to effectively understand the concept of tourism marketing. Tourism marketing keeps up with the dynamic evolutions and the demands of tourism industry in relation to the diversity of tourism marketing in modern organizations. Applying the marketing strategies will significantly enhance marketing performance and achieve business goals in the tourism industry.


Servis plus ◽  
2015 ◽  
Vol 9 (4) ◽  
pp. 33-39
Author(s):  
Алина Чеснокова ◽  
Alina Chesnokova

The article shows the problems of brand identity of the shopping malls. The competition of commercial enterprises increases in the context of globalization of commodity markets. There is a need to develop marketing strategies for each individual shopping center. The main goal and the key to successful operation of a shopping center is the creation of a positive reputation and promote customer loyalty to the brand of the shopping center. It depends on the ability of companies-the tenants of this shopping center to attract consumers and promote their products to the market. The shopping center acts as an intermediary between the tenants and consumers. Its intermediary function is to establish a common loyalty to the shopping centre, covering the company’s tenants and creating conditions for their development. Unfortunately, in today’s market it becomes more difficult to separate one business from another and shaping the brand identity of the company. This situation, i. e. the transition from mass to individual marketing, is the cause of strengthening the role of strategic marketing, creating a more serious theoretical and practical base for market segmentation.


2019 ◽  
Vol 15 (1) ◽  
pp. 15-27
Author(s):  
Voettie Wisataone

Dewasa ini, tidak hanya organisasi profit yang menjalankan berbagai macam strategi pemasaran untuk menjaring konsumen. Organisasi non-profit pun juga melakukan berbagai strategi pemasaran agar tetap eksis, sehingga dapat mendatangkan sejumlah donatur. Salah satu strategi pemasaran yang digunakan adalah dengan menjalankan fungsi hubungan masyarakat (humas) dan publisitas. Pos Keadilan Peduli Umat (PKPU) menjalankan fungsi humas dan publisitas, meskipun secara struktur tidak memiliki devisi humas. Peran fungsi humas dan publisitas dijalankan oleh bidang kemitraan. Hasil wawancara dan observasi menunjukkan bahwa fungsi humas dan publisitas yang dijalankan oleh PKPU Yogyakarta, antara lain; persconference, publikasi melalui media sosial, dan bekerjasama dengan media radio. Sasaran dari program tersebut adalah para donatur dan masyarakat secara luas. Tujuannya adalah agar dapat membangun citra yang baik, sehingga donatur dan masyarakat dapat berdonasi melalui PKPU Yogyakarta. Kata kunci : Fungsi Humas dan Publisitas, PKPU Yogyakarta, Organisasi Non-Profit  Abstract: Implementation of Public Relations and Publicity Functions in Non-Profit Organizations. Today, not only profit organizations run various kinds of marketing strategies to attract consumers. Non-profit organizations also carry out various marketing strategies in order to continue to exist, so that they can bring in a number of donors. One of the marketing strategies used is to carry out public relations and publicity functions. The Community Care Justice Post (PKPU) carries out public relations and publicity functions, even though structurally there is no public relations division. The role of public relations and publicity functions is carried out by the partnership sector. The results of interviews and observations indicate that the functions of public relations and publicity run by PKPU Yogyakarta, among others; persconference, publication through social media, and collaborating with radio media. The objectives of the program are donors and the community at large. The aim is to build a good image, so donors and the community can donate through PKPU Yogyakarta. Keywords: Function of Public Relations and Publicity, PKPU Yogyakarta, Non-Profit Organizations


2020 ◽  
Vol 1 (2) ◽  
pp. 239-249
Author(s):  
Arifah Hidayati ◽  
Melvi Yansi

This study aims to explain how the role of social media in marketing MSME products during the Covid 19 pandemic in DKI Jakarta. This research method is qualitative by using phenomenological predictions. The results of this study explain that MSMEs are more dominant in using the TikTok, Instagram, Facebook, and WhatsApp applications in promoting their products because they are easier to implement and can attract more consumer interest through interesting videos and photos. Therefore, social media provides a good prospect for increasing the sales of MSME products in DKI Jakarta which is experiencing the impact of the COVID-19 pandemic. This is because the digital marketing system provides an online buying and selling platform, in order to facilitate the ordering and purchasing process. So that consumers can interact with MSME owners to make transactions directly. The results of this study suggest that MSME have to understand and add insight into the importance of digital marketing strategies to support the sustainability of MSME businesses. Digital marketing is an opportunity that can be developed to achieve maximum business benefits during the COVID-19 pandemic.


2019 ◽  
Author(s):  
Dewi Hapsari

K-pop culture in Indonesia has mushroomed among teenagers and of course it makes teenagers want to be able to communicate more closely with their idols. The role of the fans was shown through several things one of which is by playing roleplayer on Twitter. The purpose of this study is that through roleplayers fans can represent their idols according to what they expect in their daily lives through social media twitter. This study uses a qualitative method by observing case studies that examine the virtual world of roleplayers, the results of this study are fans doing roleplaying activities to fulfill the fanaticism of the idol to fulfill his desire to represent themselves and create a new virtual identity in cyberspace. The result is unwittingly this rolepayer activity also changes the personality of the culprit in the real world created by his imagination because of playing roleplayer too often, but on the other hand this roleplayer game also brings a positive impact on the culprit. with this article it is hoped that roleplayer can be more careful in representing themselves as other people in cyberspace because it will affect their personalities in the real world.


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