Did you know that an average car in North America and Western Europe is in use only 8% of the time (Gansky 2011)? That means that more than 90% of the time the existing resources of these cars are wasted while other people don´t have the economic power to purchase an own car. A solution for this problem of missing reallocation of resources is collaborative consumption in form of car sharing. For more than one decade the concept of car sharing has gained huge popularity and owes its convenience to the internet and web 2.0 (Belk 2014). This and other contemporary phenomena have changed the consumer and their consumption behavior: The number of car sharing members worldwide is increasing while simultaneously car ownership among young people is decreasing and losing its popularity (Bardhi & Eckhardt 2012; Gansky 2011).
Read moreHOW CONSUMER EMPOVERNMENT STIMULATES GROWTH OF VIRAL CONTENT IN THE ERA OF DIGITAL MARKETING? PART I
Recent ALS Ice Bucket Challenge is an example of a campaign, which went viral on social media, rising over $125 million donations in more than one month [1] for Amyotrophic Lateral Sclerosis (ALS) Association to conduct research and promote awareness of ALS disease. This amount of accumulated money is 40 times more than the sum acquired by ALS Foundation in 2013 [2]. The campaign gained 2.2 million Twitter mentions, 1.2 million Facebook videos of individuals pouring buckets of ice water over themselves, engagement of such leaders as Bill Gates, Mark Zuckerberg, Lei Jun and Victor Koo [3]
Read moreSEO vs PPC – a successful Search Engine Marketing campaign for SMEs (Part II)
This is the second part of the article about a successful Search Engine Marketing campaign for SMEs involving web marketing in organic and paid search results. In the first part of the article I explained how Google Search works and described basic Search Engine Optimization techniques. In the second part of the article I will continue by explaining how Adwords paid search works and showing how to combine SEO and PPC for a successful Search Engine Marketing campaign.
Read moreSEO vs PPC – a successful Search Engine Marketing campaign for SMEs (Part I)
Every business needs exposure. Nowadays, internet marketing can promptly satisfy this need. However, for small or medium-sized business marketing in all online channels is be too expensive. Therefore, I advise to put all company’s online advertising budget into Search Engine Marketing (SEM).
Read moreIn a World Where Consumers Hold the Power – Can a Bad Company Survive?
It is an accepted fact of today’s business world that the strong social media presence of consumers can highlight and magnify brand weaknesses. It is now up to brand managers to figure out how to incorporate this public and real time forum of their consumers into the brand strategy in a positive way. This may be an easy task for some companies, those that have regular positive enforcement in the social media conversations of consumers, but what about the negative conversations that occur? Can a company known for bad customer service survive in today’s world where the consumers have so much power?
Read moreHow Can The Connectivity Impact a Tourist’s Travel Experience Through Social Media?
In today’s world we see more travelers sharing their travel experience through social media channels, which contributes to a higher usage of technology and has become a frequent part of our daily lives.
Social Media And Tourism
The tourism has been affected by several factors and its developments during the past decades (Franklin & Crang, 2001). An influential factor is technology and its constant changing character. Thus, the tourism is well related to our society, and technology is part of the society then technology has therefore evolved and become a meaningful key concept.
Read moreEvolution Of The Internet & Its Impact On Consumers & Marketers
This e-paper seeks to discuss how has the internet changed consumers over the past 10 years and how can marketers best adapt to these changes. The discussion presents the evolution of the internet, consumers and what marketers need to do. Several examples of firms are also included in the discussion to illustrate the changing era of marketing and branding. Finally, we will look into what is the future for marketers of our time.
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How individualization of consumers can help you interact online
Individualizing consumers in large international companies sounds almost impossible. But when you rephrase the word to customization it sounds more familiar. The online presence of companies makes interaction and data extraction more accessible. Extracting individual data from consumers enables you to customize your content and your future interaction. It’s a full circle starting with among other things interaction to gain knowledge/data for the purpose of customizing future interactions. What I want to highlight by this post is the value created by viewing the consumers as individual identities and how this can help you interact using social medias.
Read moreContinued: How luxury brands can use social media for exclusivity Part 2
In part I of this post the characteristics of social media and luxury brands were explored and set into comparison. As a result social media and luxury brands seem incompatible at a first glance. However, taking a closer look social media incorporates several aspects that luxury brands can use to their advantage when promoting their exclusivity online. This second part of the post depicts examples of luxury brands that succeeded in maintaining exclusivity online and also an example that is taking exclusivity too far.
Read moreHow luxury brands can use social media for exclusivity Part 1
Luxury brands are a case of its own when it comes to social media marketing. Most of the well-established brands gained their recognition through traditional media long before the birth of social networking sites. Although quite late, most luxury brands have by now entered the social media sphere. For instance, Chanel, which has been on Twitter since 2011, only last year discovered the power of photo sharing, when creating the Chanel Official Instagram page (Heine, 2014).
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