Online consumer engagement

Access to culturally safe and responsive services can be improved by engaging Aboriginal and Torres Strait Islander Health Workers and similar roles in an online community of practice, supporting the integration of cultural and clinical knowledge and self-determination of Aboriginal and Torres Strait Islander consumers in decisions affecting their health.

13p vishanshan 27-06-2024 2 1   Download

Ebook "Advances in advertising research - Vol. VI: The digital, the classic, the subtle, and the alternative" provides insights into the inspiring and multifaceted field of advertising research, which is confronted with challenges regarding ad content and execution, media placement, as well as online and social media. Distinguishing between digital, classic, subtle, and alternative advertising formats, renowned scholars from around the globe contribute state-of-the-art research on these issues in 30 chapters.

400p giangdongdinh 30-05-2024 4 2   Download

Understanding digital Marketing - Marketing strategies for engaging the digital generation: Part 2 presents the following content: Social media and online consumer engagement; Online PR and reputation management; Affiliate marketing and strategic partnerships; Digital media creative;...

127p trankora06 12-07-2023 12 6   Download

(bq) part 2 book “principles of marketing” has contents: retailing and wholesaling, advertising and public relations, advertising and public relations, direct, online, social media and mobile marketing, the global marketplace, social responsibility and ethics,… and other contents.

364p dien_vi09 27-10-2018 53 5   Download

In some cases, being wherever the consumer is means selling products to them when they are ready to buy. As CG companies continue their experimentation with direct-to-consumer sales—through their own online storefronts or social media—they will need to start thinking more like the retailers with which they have long partnered. This shift in mindset will require changes in the marketing mix to accommodate increased investments in social media, mobile and other digital channels.

19p nhacchovina 22-03-2013 55 4   Download

Some CG companies are fi nding an upstream approach works as well: using packaging and other in-store marketing promotions to drive consumers back online, where they can engage further with the brand. US-based Orabrush, for example, labels its tongue-cleaning products with “As Seen on YouTube” to fuel what the chief marketing offi cer, Jeffrey Harmon, calls “the engagement loop”. Viral videos drive consumers to retail outlets, which drive them back online to see more of Orabrush’s original video content, which increases awareness, engagement and loyalty.

17p nhacchovina 22-03-2013 46 7   Download

While these fi gures show that engagement priorities are shifting, marketers also understand the importance of integrating communications across all of these channels—not managing each independently—to deliver a more consistent and personalised buying experience to consumers. “Our go-to-market strategy is to win wherever people shop,” says Alex Tosolini, vice-president of global e-business at Procter & Gamble (P&G). “As more people move their shopping habits online, we want to be present when and where they want to make a purchase.

10p nhacchovina 22-03-2013 56 4   Download

As consumers spend more time online—frequently researching, discussing and even directly purchasing consumer goods ranging from household and personal-care items to apparel and consumer electronics—efforts by marketers to reach these consumers when and where they shop have lagged. In an Economist Intelligence Unit global survey of business professionals from CG companies, respondents cited three traditional marketing activities—in-store marketing (73%), co-marketing with retail partners (61%) and print/television ads (60%)—as most important for consumer engagement.

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For tracking the marketing related behaviors of online communities, “netnography” is a stand-alone method. It is a way in which to understand the discourse and interactions of people engaging in computer-mediated communication about market-oriented topics.

20p doiroimavanchuadc 06-02-2013 70 5   Download

The marketing funnel is a broken metaphor that overlooks the complexity social media introduces into the buying process. As consumers’ trust in traditional media diminishes, marketers need a new approach. We propose a new metric, engagement, that includes four components: involvement, interaction, intimacy, and influence. Each of these is built from data collected from online and offline data sources.

17p doiroimavanchuadc 06-02-2013 53 4   Download