From fast food to pop-culture - A content marketing study of Quiznos’ Toasty.TV platform

Since the dawn of humanity, the art of storytelling has been of utmost importance. It has provided us with a knowledge pool, past on from former generations, enabling humans to understand their world as well as themselves. As stories were passed on from generation to generation they took part in the shaping of society and some of these stories live on to this day. But what was decisive in terms of deciding which story that were to survive over the years? Was it the morals or knowledge embedded in these stories?

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HOW TO OPTIMIZE YOUR SOCIAL MEDIA MARKETING STRATEGY

Today many companies have problems with how to use social media differently from traditional media. This paper starts with describing the difference in use between them, and then presents a number of suggestions of how to optimize the use of social media in your marketing strategy.

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How Social Media Customer Complaints can ruin your Brand: How Companies and Marketers should use CRM on Social Media to Positively Influence Customers and Create Brand Advocates

In 2009, Dave Carroll was on a United Airlines flight when his precious guitar was broken by the baggage handlers. What did he do about it? Wrote a song about the experience and posted it on YouTube of course.  Today the video has over 15 million views and has led to Dave writing a book titled “United Breaks Guitars – The Power of One Voice in The Age of Social Media”. This is any companies’ worst nightmare. To be cast in such a negative light for all the world to see and no way to control it being shared or people talking about it. Long gone are the days when companies could control what was being said about their brand. In today’s world, customers are able to share their thoughts, opinions and ideas about a brand or company any way they see fit; both positively and negatively.  

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The impact of social media on customer communication and modern day marketing

The 21st century has been characterized by various developments, shifts and changes worldwide. Many of these shifts and changes, especially within a marketing context, have been fuelled by the nowadays omnipresent Internet and all the platforms and tools found within.  Businesses need to adapt their ways of interaction with their customers and clients. Here fore, several authors offer several approaches on which path to take in order to maximize the potential offered by the World Wide Web.

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