Impacto de la web 2.0 en los perfiles profesionales

En pleno siglo XXI, el uso de Internet y los avances no sólo afectan a las personas sino que las empresas también deben evolucionar al mismo ritmo y adaptar todas sus prácticas a dichos avances. Con la aparición de la Web 2.0, ciertos aspectos de las empresas han quedado obsoletos y se han debido adaptar a la nueva era: la era de la comunicación e de la interacción a través de Internet. Se han creado nuevos modelos de negocio, se han mejorado actividades de la cadena de valor, han surgido nuevas estrategias de marketing y comunicación corporativa y se han creado unos nuevos canales de venta, alrededor del fenómeno e-Commerce. En cuanto a los trabajadores, las empresas han comenzado a valorar nuevas competencias relacionadas con el uso de Internet y la Web 2.0. Dichas competencias pueden ser comunes para muchos puestos de trabajo, por ejemplo el uso de redes sociales o la gestión de la información, otras son más específicas y dependen del puesto de trabajo que consideremos. Finalmente, la aparición de la Web 2.0 ha exigido a las empresas a crear nuevas áreas y puestos de trabajo o modificar los actuales para adecuarse a los nuevos tiempos y tendencias. Así surgen los diferentes perfiles profesionales de las áreas de Estrategia Digital, Marketing Digital, Contenido Digital, Social Media, Análisis Big Data, e-Commerce y Mobile Marketing. Estos perfiles gozan de mucha popularidad y demanda por parte de las empresas y se estima que va a crecer aún más el número de puestos relacionados con el ámbito digital, ya que son las profesiones del futuro.

Otimização do sítio web e google adwords

Relatório de estágio apresentado ao Instituto de Contabilidade e Administração do Porto para a obtenção do grau de Mestre em Empreendedorismo e Internacionalização, sob orientação de Doutora Ana Azevedo.

Neuromarketing e o consumidor virtual

As neurociências aliadas ao marketing, constituem um novo paradigma com grande potencial, no que diz respeito ao conhecimento profundo do consumidor e do seu comportamento de compra: o Neuromarketing. O Neuromarketing tem uma forte componente científica que estuda e define fisiologicamente os mecanismos subjacentes à cognição, com foco específico nas bases neurais dos processos mentais e suas manifestações comportamentais e uma componente económica e social em que os Marketeers se questionam acerca dos métodos tradicionais para conhecer profundamente o seu cliente e aplicar em toda a sua potencialidade o marketing one-to-one, criar relações de fidelidade e evitar a falta de diferenciação que ainda se verifica em algumas empresas. Na óptica do consumidor este tema é ainda desconhecido e podemos afirmar com alguma certeza que também será um pouco assustador pensar que seja possível conhecer tão bem o nosso cérebro e a nossa maneira de pensar enquanto consumidores, que nos consigam “manipular” no momento da decisão de compra. O presente estudo tem como finalidade perceber o que pensa o consumidor desta nova área, o que sente em relação aos métodos usados em Neuromarketing e se já têm alguma percepção de que diariamente já são confrontados com técnicas de Neuromarketing e ainda, o que pensam delas.

Search engine advertising in web retailing : an efficiency analysis

This study examines the efficiency of search engine advertising strategies employed by firms. The research setting is the online retailing industry, which is characterized by extensive use of Web technologies and high competition for market share and profitability. For Internet retailers, search engines are increasingly serving as an information gateway for many decision-making tasks. In particular, Search engine advertising (SEA) has opened a new marketing channel for retailers to attract new customers and improve their performance. In addition to natural (organic) search marketing strategies, search engine advertisers compete for top advertisement slots provided by search brokers such as Google and Yahoo! through keyword auctions. The rationale being that greater visibility on a search engine during a keyword search will capture customers' interest in a business and its product or service offerings. Search engines account for most online activities today. Compared with the slow growth of traditional marketing channels, online search volumes continue to grow at a steady rate. According to the Search Engine Marketing Professional Organization, spending on search engine marketing by North American firms in 2008 was estimated at $13.5 billion. Despite the significant role SEA plays in Web retailing, scholarly research on the topic is limited. Prior studies in SEA have focused on search engine auction mechanism design. In contrast, research on the business value of SEA has been limited by the lack of empirical data on search advertising practices. Recent advances in search and retail technologies have created datarich environments that enable new research opportunities at the interface of marketing and information technology. This research uses extensive data from Web retailing and Google-based search advertising and evaluates Web retailers' use of resources, search advertising techniques, and other relevant factors that contribute to business performance across different metrics. The methods used include Data Envelopment Analysis (DEA), data mining, and multivariate statistics. This research contributes to empirical research by analyzing several Web retail firms in different industry sectors and product categories. One of the key findings is that the dynamics of sponsored search advertising vary between multi-channel and Web-only retailers. While the key performance metrics for multi-channel retailers include measures such as online sales, conversion rate (CR), c1ick-through-rate (CTR), and impressions, the key performance metrics for Web-only retailers focus on organic and sponsored ad ranks. These results provide a useful contribution to our organizational level understanding of search engine advertising strategies, both for multi-channel and Web-only retailers. These results also contribute to current knowledge in technology-driven marketing strategies and provide managers with a better understanding of sponsored search advertising and its impact on various performance metrics in Web retailing.

Minding your mobile manners : a cross-national comparison

Mobile phones offer a new marketing channel, but socially there are concerns about their intrusiveness. Marketers need to understand the social etiquettes governing their use in order to exploit their value. In addition, the use of mobiles whilst driving is the cause of car accidents and is illegal in some parts of the world. A study of 893 United States, Australian and Chinese tertiary students showed that there was widespread but not universal agreement that usage was inappropriate in places of worship, classrooms and libraries or while driving a car. Australian and Chinese students were more tolerant of mobile usage than Americans in most situations, apart from use while driving. The study showed a conflict between actual driving behaviour and views on the desirability of using mobiles while driving. The persistence of talking while driving should be a concern to those who promote road safety. Use of SMS was more broadly tolerated in class and in picture theatres than was speaking on a mobile phone. The use of inbound and outbound telemarketing is limited by the social etiquettes discovered. Further research into tolerable mobile behaviour in various public and private spaces is required in order to make best use of this marketing medium.

Integration of market research and customer analytics : a study of CRM manager perspectives

The study examined key relationships between two overlapping customer knowledge systems, Market Research (MR) and Customer Analytics (CA). Their integration can provide valuable new marketing insights. However a survey of 286 US CRM and CA managers showed that many companies do not fully integrate MR and CA. Organisations with a Prospector strategic orientation were more likely to integrate the two and judge the CA system a success. Trust between the two functions enhanced knowledge integration. This in turn was shown to make a strong contribution to the value of CA and a modest indirect contribution to firm success.

Empresa e Comunidade: Responsabilidade Social, Sobrevivência, Produtividade e Imagem Institucional

Inicialmente, faz-se um convite para um passeio na história, observando-se as relações sócio-econômicas na sociedade ocidental, a partir do Império Romano até os primórdios do capitalismo, com a finalidade de identificar sob a responsabilidade de quem estava o bem-estar das comunidades, o permite registrar que essa responsabilidade foi conduzida pelas mãos da igreja, reis, confrarias e pelo Estado, e esteve sempre associada às entidades que detinham o poder. Uma vez feito isso, passa-se ao contexto atual, para entender a maneira com que o poder econômico , mais especificamente as companhias produtoras de bens e serviços, participa da responsabilidade social pelo desenvolvimento das comunidades nas quais estão situadas as unidades de produção e as conseqüências dessa participação para a imagem e sobrevivência das empresas. Finalmente, através da pesquisa de campo realizada na Refinaria de Duque de Caxias do Sistema Petrobras ¿ REDUC, examina-se na prática, a relação estabelecida entre a empresa e a comunidade local, ressaltando as motivações que levam a companhia a empreender-se socialmente, através de estratégias e planos de ação compatíveis com os interesses do seu próprio negócio.

A Influência do atributo de segurança na segmentação dos consumidores de carne suína da região fronteira noroeste do Rio Grande do Sul

This document constitutes itself a thesis for a master¿s, partial fulfillment for getting a master¿s degree in Public and Business Management. The subject is a research on the influence of the attribute of safety in the segmentation of pork in the northwest border of the State of Rio Grande do Sul, Brazil, involving a bibliographic review related to the theme, and also an explorative research in order to identify the characteristics of the sector. From this information, a descriptive research is carried out from data collected in stores wich commercialize pork products in Santa Rosa, reaching a comprehensive undestanding on the subject. The main results of the research are the theoretical building of the thematic support concerning the safety of the food; the use of interviews aiming at verifying the importance of different attributes of pork which the consumer consider important and also the identification of segments based on these assessments. The conclusions from the research show that the consumers in general consider of high importance the safety of the food, and it is due to the fact that pork is still considered a product which offers a high risk at consumption. Consumers still have a preconceived idea about pork, because years ago, hog breeding was conducted with precarious standards of hygiene. It is imperative that the related business and producers divulge the advances of the sector in order to destroy this negative concept. The study identified three segments of market to the consumer of in natura pork: the first emphasized attributes are the inspection and the presentation of the product (cluster 1), flavour and softness stand out as the second ones. Finally, the third most important attributes that consumers consider when picking a pork product are its price and its aspect. It also favours further studies wich can provide the formulation of new marketing strategies to order products that form part of this agrolimentary system, giving this segment opportunity to boost its business and improve its approach to its consumer.

O BOCA A BOCA ON-LINE: AS IMPLICAÇÕES DA VOZ DO CONSUMIDOR NA COMUNICAÇÃO DE MERCADO

O consumidor contemporâneo, inserido em um novo ambiente de comunicação, potencializa suas expressões, capaz de avaliar uma marca ou produto e transmitir sua opinião pelas redes sociais, ou seja, o consumidor expressa suas opiniões e desejos dialogando com seus pares de forma espontânea nas redes sociais on-line. É neste ambiente de participação e interação (ciberespaço) que está nosso objeto de estudo, o boca a boca on-line – a voz do consumidor contemporâneo, também conhecido como uma manifestação informativa pessoal ou uma conversa, a opinion sharing. Proporcionado pelos consumidores nas redes sociais on-line, o boca a boca se fortalece em função das possibilidades de interação, característica da sociedade em rede. Nesse cenário, oobjetivo desta pesquisa é caracterizar o boca a boca on-line como um novo fluxo comunicacional entre consumidores, hoje potencializado pelas novas tecnologias da comunicação, capazes de alterar a percepção da marca e demonstrar o uso, pelas marcas, das redes sociais on-line ainda como um ambiente de comunicação unidirecional. Mediante três casos selecionados por conveniência (dois casos nacionais e um internacional), o corpus de análise de nossa pesquisa se limitou aos 5.084 comentários disponibilizados após publicação de matérias jornalísticas no Portal G1 e nas fanpages (Facebook), ambos relativos aos casos selecionados. Com a Análise de Conteúdo dos posts, identificamos e categorizamos a fala do consumidor contemporâneo, sendo assim possível comprovar que as organizações/marcas se valem da cultura do massivo, não dialogando com seus consumidores, pois utilizam as redes sociais on-line ainda de forma unidirecional, além de não darem a devida atenção ao atual fluxo onde se evidencia a opinião compartilhada dos consumidores da sociedade em rede.

[Pamphlets]

no.1 The Railroad question. 1919?--no.2 Labor and reconstruction. 1919?--no.3 Education. 1919?--no.4 Buffer employment, land, housing. 1919?--no.5 New marketing systems, the farmer and reconstruction. 1919?--no.6 International. 1919?--no.7 Popular government. 1919?--no.8 Kent, William. Democracy and efficiency. 1913.--no.9 King, Judson. The state-wide initiative and referendum. 1917.--no.10 Vrooman, C.S. Initiative and referendum in Switzerland. 1913.--no.11 Haynes, J.R. Direct government in California. 1917.--no.12 Lewis, W.D. Recall of judicial decisions in state constitutional question.--no.13 American federation of labor. Executive council. Initiative, referendum and recall. [1913?]--no. 14 Thieme, T.F. A new state constitution for Indiana. 1914?--no.15 Montague, R.W. The Oregon system at work. 1914?--no. 16 Committee to inquire into the status of democracy. [1910?]--no. 17 National popular government league, Washington, D.C. The first year and a look ahead. 1915?--no. 18 Committee to inquire into the status of democracy. The confusion of property with privilege. [1910]--no. 19 United States. Congress. Senate. Committee on privileges and elections. Publicity and control of campaign contributions and disbursements. [1917]--no. 20 Bettman, Alfred and Hale, Swinburne. Do we need more sedition laws? [1902]--no. 21 Johnson, L.J. The preferential ballot as a substitute for the direct primary. 1915.

COMUNICAÇÃO EMPRESARIAL, INTERATIVIDADE E REDES SOCIAIS: ESTUDO DE CASO DA EMBRAPA SOLOS

Esta pesquisa tem o objetivo de analisar como a interatividade e a transparência passaram a ser os novos paradigmas da comunicação empresarial e a forma como as empresas estão lidando com esta nova realidade, manifestada com o surgimento e proliferação das redes sociais. Não apenas a comunicação corporativa, mas o marketing e o atendimento ao cliente foram profundamente afetados pela Web 2.0 e este trabalho procura fazer uma reflexão deste novo momento, ao optar por um estudo qualitativo, onde foram aplicados questionários estruturados e semi-estruturados, além da observação participante. Trata-se de um estudo de caso na Embrapa Solos, o primeiro centro de pesquisa da Empresa Brasileira de Pesquisa Agropecuária a implantar blogs corporativos quando pouco se falava no assunto. Nos últimos cinco anos, desde que os primeiros posts foram publicados, muita coisa mudou na delicada balança de poder x informação/ empresa x consumidor. Este estudo conclui que apesar dos avanços que os blogs proporcionaram não só à Embrapa Solos, mas em outras empresas que adotaram esta e outras redes sociais, ainda há um longo caminho a ser percorrido, de horizontalização de estruturas e real democratização da informação.

Purchase decision-making in fair trade and the ethical 'gap':'is there a fair trade twix?'

Children are increasingly being recognised as a significant force in the retail market place, as primary consumers, influencers of others, and as future customers. This paper adds to the literature on children as consumers by exploring their attitudinal responses to a specific group of products: Fair Trade lines. There has been no research to date that has specifically addressed children as consumers of Fair Trade or the ethical purchase decision-making process in this area. The methodological approach taken here is an essentially interpretive and naturalistic analysis of two focus groups of school children. The analysis found that there is an urgent need to develop meaningful Fair Trade brands that combine strong brand knowledge and positive brand images to bridge the ethical purchase gap between the formation of clear ethical attitudes and actual ethical purchase behaviour. Such an approach would both capture more of the children’s primary market and influence future purchase behaviour. It is argued that Fair Trade actors should coordinate new marketing communications campaigns that build brand knowledge structures holistically around the Fair Trade process and that extend beyond merely raising consumer awareness.

Margetinggeschichte:Die Genese einer modernen Sozialtechnik, Hartmut Berghoff

Book revew: Marketinggeschichte: die Genese einer modernen Sozialtechnik [Marketing history: The genesis of a modern social technique], edited by Hartmut Berghoff, Frankfurt/Main, Campus Verlag, 2007, 409 pp., illus., [euro]30.00 (paperback), ISBN 978-3-593-38323-1. This edited volume is the result of a workshop at Göttingen University in 2006 and combines a number of different approaches to the research into the history of marketing in Germany's economy and society. The majority of contributions loosely focus around the occurrence of a ‘marketing revolution’ in the 1970s, which ties in with interpretations of the Americanisation of German business. This revolution replaced the indigenous German idea of Absatzwirtschaft (the economics of sales) with the American-influenced idea of Marketing, which was less functionally oriented and more strategic, and which aimed to connect processes within the firm in order to allow a greater focus on the consumer. The entire volume is framed by Hartmut Berghoff's substantial and informative introduction, which introduces a number of actors and trends beyond the content of the volume. Throughout the various contributions, authors provide explanations of the timing and nature of marketing revolutions. Alexander Engel identifies an earlier revolution in the marketing of dyes, which undergoes major change with the emergence of chemical dyes. While the natural dyestuff had been a commodity, with producers removed from consumers via a global network of traders, chemical dyes were products and were branded at an early stage. This was a fundamental change in the nature of production and sales. As Roman Rossfeld shows in his contribution on the Swiss chocolate industry (which focuses almost exclusively on Suchard), even companies that produced non-essential consumer goods which had always required some measure of labelling grappled for years with the need to develop fewer and higher impact brands, as well as an efficient sales operation. A good example for the classical ‘marketing revolution’ of the 1970s is the German automobile industry. Ingo Köhler convincingly argues that the crisis situation of German car manufacturers – the change from a seller's to a buyer's market, appreciation of the German mark which undermines exports, the oil crises coupled with higher inflation and greater frugality of consumers and the emergence of new competitors – lead companies to refocus from production to the demands of the consumer. While he highlights the role of Ford in responding most rapidly to these problems, he does not address whether the multinational was potentially transferring American knowledge to the German market. Similarly, Paul Erker illustrates that a marketing revolution in transport and logistics happened much later, because the market remained highly regulated until the 1980s. Both Paul Erker and Uwe Spiekermann in their contribution, present comparisons of two different sectors or companies (the tire manufacturer Continental and the logistics company Dachser, and agriculture and trade, respectively). In both cases, however, it remains unclear why these examples were chosen for comparison, as both seem to have little in common and are not always effectively used to demonstrate differences. The weakest section of the book is the development of marketing as an academic discipline. The attempt at sketching the phases in the evolution of marketing as an academic discipline by Ursula Hansen and Matthias Bode opens with an undergraduate-level explanation on the methodology of historical periodisation that seems extraneous. Considerably stronger is the section on the wider societal impact of marketing, and Anja Kruke shows how the new techniques of opinion research was accepted by politics and business – surprisingly more readily by politicians than their commercial counterparts. In terms of contemporary personalities, Hans Domizlaff emerges as one fascinating figure of German marketing history, which several contributors refer to and whose career as the German cigarette manufacturer Reemtsma is critically analysed by Tino Jacobs. Domizlaff was Germany's own ‘marketing guru’, whose successful campaigns led to the wide-ranging reception of his ideas about the nature of good branding and marketing. These are variously described as intuitive, elitist, and sachlich, a German concept of a sober, fact-based, and ‘no frills’ approach. Domizlaff did not believe in market research. Rather, he saw the genius of the individual advertiser as key to intuitively ascertaining the people's moods, wishes, and desires. This seems to have made him peculiarly suited to the tastes of the German middle class, according to Thomas Mergel's contribution on the nature of political marketing in the republic. Especially in politics, any form of hard sales tactics were severely frowned upon and considered to demean the citizen as incapable of making an informed choice, a mentality that he dates back to the traditions of nineteenth-century liberalism. Part of this disdain of ‘selling politics like toothpaste’ was also founded on the highly effective use of branding by the National Socialists, who identified their party through the use of an increasingly standardised image of Adolf Hitler and the swastika. Alexander Schug extends on previous research that criticised the simplistic notion of Hitler's charisma as the only explanation of the popular success and distances his approach from those who see it in terms of propaganda and demagogy. He argues that the NSDAP used the tools of advertising and branding precisely because they had to introduce their new ideology into a political marketplace dominated by more established parties. In this they were undoubtedly successful, more so than they intended: as bakers sold swastika cookies and butchers formed Führer heads out of lard, the NSDAP sought to regain control over the now effectively iconic images that constituted their brand, which was in danger of being trivialised and devalued. Key to understanding the history of marketing in Germany is on the one hand the exchange of ideas with the United States, and on the other the impact of national-socialist policies, and the question whether they were a force of modernisation or retardation. The general argument in the volume appears to favour the latter explanation. In the 1930s, some of the leading marketing experts emigrated to the USA, leaving German academia and business isolated. The aftermath of the Second World War left a country that needed to increase production to satisfy consumer demand, and there was little interest in advanced sales techniques. Although the Nazis were progressive in applying new marketing methods to their political campaign, this retarded the adoption of sales techniques in politics for a long time. Germany saw the development of idiosyncratic approaches by people like Domizlaff in the 1930s and 1940s, when it lost some leading thinkers, and only engaged with American marketing conceptions in the 1960s and 1970s, when consumers eventually became more important than producers.

Advergames: Overview

Advergame is a new marketing concept that has appeared due to the fact that young people are always connected to the Internet, are using mobile services such as SMS and MMS, or are chatting with instant messenger services and they spend too much time just playing in a stand alone way or in a network game. A new revolutionary service is the advergame one; that is a game with advertisment capabilities. Any company can develop an advergame that is, a game with some kind of advertising process of this company. This paper introduces some idea and concepts when developping an advergame.

Factors that drive Female Entrepreneurship in Armenia

Entrepreneurs play a key role in any economy. Entrepreneurship includes creativity, innovation, risk taking, planning and management and is described as transferring ideas into action. Female entrepreneurship, in particular, is considered an important tool in enabling female empowerment and emancipation. In the light of recent world events, this has become a crucial area to study and understand, especially with respect to motivations, obstacles, constraints and consequences of female entrepreneurship. Having the previous framework in attention, this thesis focuses on female entrepreneurship in a developing country - Armenia – and proposes a conceptual framework of the phenomenon. A joint cooperation between the World Bank and the European Bank for Reconstruction and Development allowed to conduct an enterprise survey in the country and from that survey a microeconomic dataset was released and applied in this research study. A logistic regression econometric method is applied to the dataset to identify and measure the relationship between female entrepreneurship and several factors such as the location, size, legal status, market and obstacles faced by Armenian firms. The study concludes that women entrepreneurs in Armenia share many common features and obstacles with their male counterparts. Moreover, gender of the top managers, the firm’s location, size, main market type, the number of competitors and full-time employees, the adoption of new marketing methods, the access to land, the tax administration system and an inadequately educated workforce are found to be statistical significant factors in the explanation of female entrepreneurship in Armenia.