Go Social or Go Home! - Social Media Effectiveness and Why Startups Should Use It

2.0 and the wide spread of e-commerce created a new world for marketers to market products and companies. In today’s fast-paced society and marketplace it is instrumental for a firm to be seen and build brand awareness and brand credibility. Social media is seen as a strategic marketing tool for firms’ today, much since online is where the modern consumer is located. Due to the different strategic advantages with social media, such as high potential reach, high interaction, enhanced credibility and cost-efficiency, it creates a great way for any firm to market itself and its product, not least for startups. This paper demonstrates why social media is a crucial advertising tool for startups to have in their marketing mix today, and why it could be the difference between success and failure for a new brand. It also gives a great example of a previous startup company that has built its brand almost entirely trough social media marketing; the Swedish watch brand Daniel Wellington.

Read More

Academic Researchers’ Personal Branding Ensures Successful Crowdfunding

Every academic researcher knows the anxiety of submitting grant application. Oftentimes researchers are stuck in an application limbo where submission is followed with long evaluation period, resubmission, and yet another long waiting period (Gerster, 2013). The waiting may not be a great inconvenience if the grant is guaranteed, but the chance of receiving research grants has become increasingly difficult due intense competition and shrinking funding pot (Cha, 2015, Barker, 2013). As consequence, many researchers opt for alternative funding source with the hope to sustain their projects. 

Read More