The manifestation of the ROPO-trend in the travel industry - How to successfully incorporate e-commerce strategies to perform offline

ROPO – research online, purchase offline – a trend, you might be familiar with. It is seen as the result of the development of the Web 2.0 phenomenon. Since the 21st century the web space has become more dynamic and is characterized by its user interactivity as well as network connectivity, highly affected by the rise of social media and content-sharing initiatives (Bell et al., 2014; Berthon et al., 2012). In a business context, companies experienced a shift from presenting themselves solely on their websites (used for information sharing) to a more customer-centric approach - being omnipresent and mediating between product and consumer – welcome in Web 2.0 (Bell et al., 2014). 

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Buying Fake Twitter Followers: Is It Worth It?

April 24, 2014


NEW SOCIAL MEDIA TREND: Buying Fake Followers

In the current marketing landscape and Web 2.0, social media has become a necessary tool to increase brand awareness, solicit promotions and interact with current and potential customers. Social media sites allow companies to increase their visibility and create networks in order to share thoughts and information with users that can potentially turn into investments (Akar, 2011). With Facebook’s over 1-billion users and Twitter’s 600-plus million users, these platforms provide an aggregated audience for company’s to interact with (Statistic Brain (a & b), 2014; Hanna, Rohm & Crittenden, 2011). Because of the value social media can create for a business, it is no surprise that there has been an emerging trend of companies using services to purchase Twitter followers and Facebook likes. 

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Who is the new ‘luxury’ customer in the Internet era?

This an exploration of the luxury customer in the current internet era. What influences these customer in the decision making process and why does this call for a different approach of branding in the online environment.

The aim is not to come to generalizable answers concerning these questions, but  rather to gain insight from theory and practice. 

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The new and inherited features of the online marketing setting

This analysis aims at elaborating the mutual traits and difference between online marketing environment and traditional marketing environment by looking at the essential factors influencing the communication between brands and consumer. Factors differs the online marketing environment from the traditional one are promotion and place element in marketing mix, audience reach, and the emerge of empowered consumer. Because of the change of marketing setting, the appraisal on media marketing’s performance is therefore different in terms of the effective factors. In other words, because of the dynamic nature of online marketing setting, branding approach emphasises more on interaction with empowered consumer and the reach of audience can be more specific by tracking individual online behavior. Unique user’s database serves greater value on targeting for marketing promotion. 

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