While we live in a highly digitalised world since quite some time now, I wonder why so many companies still struggle with the integration of “online and offline” channels in distribution and communication. Why do I assume that they are struggling? Because, as a Master’s student in marketing and consumption, this is exactly what University urges us to solve in the future. You find it in job descriptions and in journal articles.
Read moreSharing Your Home with Strangers - Collaborative Consumption with Airbnb
How come I, along with thousands of others, suddenly have the urge of living in strangers’ homes while travelling? I am a person who gladly avoids taking unnecessary risks and the bare thought of doing something ‘bad’ makes me quite anxious. Despite all of this, I have put my money and trust into people I have never met, multiple times, in the hope of getting to experience a good living accommodation during my travels.
Read morePART 2: COLLABORATIVE CONSUMPTION: WILL CAR SHARING REPLACE CAR OWNERSHIP?
In the first part we had a deeper look at the different concepts associated with the buzzword sharing. In addition, we analyzed how it can be distinguished from collaborative and access-based consumption, which are more accurate in order to describe the concept of car sharing. Furthermore, we came up with a definition of car sharing and we explained which circumstances have caused the rise of this phenomenon. One of the last points was that collaborative consumption is perceived as an alternative to ownership and Belk (2014) even suggests that we are entering post-ownership economy and that self-identity is influenced by what you can access instead of what you own.
Read moreCOLLABORATIVE CONSUMPTION: WILL CAR SHARING REPLACE CAR OWNERSHIP?
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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