Recently, YouTube, today the worldwide second biggest search engine for the web right after Google, had its tenth anniversary. As YouTube was purchased in autumn 2006 by Google, it is today integrated in Google’s advertising network and therefore an essential channel for reaching audiences worldwide.
Read moreBRAND BUILDING THROUGH CONSUMER CO-CREATION OF THE ROYAL DANISH THEATER?
“The Royal Danish Theater Hits Historical Low” (Strøyer, 2013). Such is the headline of one of many articles in Danish newspapers addressing the national theater’s fleeing audiences. According to their annual report, the ticket sales have decreased by 115,000 tickets between 2012 and 2013 (Det Kongelige Teater, 2013), marking 2013 as the year with the fewest tickets sold in history (Strøyer, 2013). The reason?
Read moreWhole Foods Market - An Example of a Food Retailer Using Social Media PART 2
This part investigates how Whole Foods Market uses social media activities in its marketing strategy to respond to the changing consumer behavior regarding food consumption. Whole Foods Market’s overall objective is to influence the potential consumers on social media in their purchase decision making, even before they decide to go to a physical grocery store.
Read moreSocial Media as Digital Cookbooks – Leveraging Web 2.0 in the Food Retail Industry PART 1
Due to today’s globalized world it is possible to experience different and new food cultures in everyday life. Exotic and unusual ingredients are available at foreign food shops but the most convenient and obvious solution for a shopper is to purchase the ingredients at the same supermarket where he does his weekly shopping.
Read moreHow Brand Management can survive the Web 2.0 era
Social media has been a buzzword for a long time and the realization that companies need to use social media to interact with their consumers is not new. The shift in power, from company to consumer, has arisen as an issue (Christodoulides, 2009) in regards to more traditional brand management practices (Keller, 1993).
Read moreSocial Media Monitoring in the age of the Engaged Consumer
The 21st century has brought on rapid changes for companies, where consumers are now taking an increasingly important part in the creation of brands. Consequently, marketing has been given a new role, where brand managers are no longer the creators of the brand image, rather are seen as hosts to the new engaged consumers (Christodoulides, 2009).
Read moreBrand communities: The relationship between non-consumers and brand engagement
In today’s society, brands have become increasingly important in the everyday life of consumers. The time when brands were just a pure symbol of quality is long gone and brands are to a greater extent used as a way of expression and as a reflection of the self (Levy, 1959).
Read moreSocial media develops retail banking into the modern lifestyle of consumers online
The traditionally retail banking sector in Sweden is developing as part of the flexible society shaped by Internet and the spread of social media. This new era forces the sector to abandoned old approaches and focusing on how to engage customers to retain loyalty. As part of the development, new online consumer-focused concepts becoming serious competitors challenging the old and stereotype retail banking sector in Sweden.
Read moreInfluencer marketing - How companies can benefit from influencers to strengthen their brands
Consumers are online and, above all, social these days. They prefer to spend their time on social media, chat and connect with friends, read blog posts or share their favourite video with their network (Murphy & Schram, 2014). What’s more, ordinary people increasingly create content themselves – and through social media platforms it will be accessible to people all over the world. These people are also referred to as influencers and they gain increasingly power to determine the perception of a brand through the communication on social media platforms (Booth & Matic, 2011).
Read moreHow can companies carry out CRM effectively on social media? - The case of Halebop
We spend hours there, days, weeks; scrolling through wedding and pet photos, reading status updates about political opinions from old classmates, replying to friend requests from mothers-in-law, sharing recipes… retweeting, regramming, commenting, tagging, blogging, writing, liking, chatting, crying and laughing. Social media is no longer a buzzword belonging to the young and hip. Instead, social media has become a matter of course for millions of people around the globe.
Read more