Finally, it´s getting closer, my weekend trip where I´m just going to spoil myself. I´m going to stay at a nice hotel, eat a lot of nice food and just enjoy life. I can´t wait! And to get the most out from the weekend I have off course been doing my research on TripAdvisor where UGC and eWOM has guided me. I´ve booked the hotel with the highest ranking, reserved a table at the best reviewed restaurant, and decided on which shopping area to visit based on recommendations. I will have the best vacation ever!
Read moreThe Coca-Cola Company: Analyzing its Content 2020 Strategy Part II
In order to answer the in part one raised question, namely “How Does Coca-Cola Use Storytelling in its Content Marketing Strategy to Emotionally Connect with its Users?”, this second part will analyze the company’s strategy based on the revealed theoretical background in part one.
Read moreHow Does the Coca-Cola Company Use Storytelling in its Content Marketing Strategy to Emotionally Connect with its Users? Part 1
This citation by the content marketing expert Joe Pulizzi already claims the basic meaning and the overall purpose of this blog post: To show that storytelling in one’s content marketing strategy is key to establish an emotional relationship with one’s users in today’s world (Pulizzi, 2012; Singh and Sonnenburg, 2012).
Read moreCo-creation With Online Communities: What Are The Benefits And Risks For Companies? Part 2: Benefits and Risks of Co-Creation With Online Communities
The first part of this article clarified what co-creation is and what online co-creation communities are. The following part will explore the benefits and risks of co-creation in online communities for companies. Due to the variety of different communities, the focus will lie solely on company created online communities.
Read moreCo-creation With Online Communities: What Are The Benefits And Risks For Companies? Part 1: Co-creation and Online Co-creation Communities
Over the years the business world, especially marketers, became familiar with the omnipresent terms of customer involvement, engagement or crowdsourcing. But more recently, a new term is gaining popularity: co-creation.
Read moreGenerating Innovation with Crowdsourcing: How McDonald’s got 116.000 new Burger Creations within 5 Weeks
Today, the need for innovation is an integral part for companies in all industries. Developing innovative ideas and implementing them in everyday practice is seen as a core competency for long-term market positioning and economic growth (Fagerberg, 2005).
Read moreCrowdfunding for Established Companies: 5 Tips on How to Put Crowdfunding Platforms to Good Use When You Are Looking for More Than Money
Many marketers still think that crowdfunding platforms are solely used by start-ups and individuals. If used effectively though, established companies can benefit from numerous advantages.
Read moreThe successful use of consumer-generated advertising in content marketing Revealing the secret formula of GoPro
“People remember 20% of what they hear, 30% of what they see and 70% of what they see and hear” (Knight, 2013). When it is the case of reaching the next stage of content marketing, video is the buzzword of user-generated advertising (Trimble, 2014). With the emergence of free video-hosting platforms such as YouTube, individual consumers can create content about the companies and brands they love, dislike, or just want to comment on (Campbell et al. 2011). As a consequence advertising cannot be fully controlled by marketers resulting in a shift in power from the marketer to the consumer (Labrecquea, 2013).
Read moreThe Peer-to-Peer Sharing Economy and Those Service Elements
Ten years ago, Lusch and Vergo wrote an article in which they explored what they believed to be the next dominant logic of marketing, the so-called service logic. This logic suggests that firms should customize offerings and maximize consumer involvement to better fit consumer needs (Lusch and Vergo, 2004). Now, ten years later, this service-logic is more than accepted as many firms do not only provide a service to their consumers but are facilitating a service provided by consumers themselves (Wind, 2008).
Read moreNew Update Available: Identity 2.0 (Extended version) – Part 2
In the first part we found out that we, as individuals, have an extended digital self, which consists of different objects we gather around us, including online profiles and digital re-embodiments of ourselves. Although some characteristics of our representations might not completely mirror our real self, we are able to integrate them in our identity as long as we can identify with them.
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