O e-mail e o marketing de permissão

No domínio do marketing, o e-mail é amplamente reconhecido na literatura como uma das mais eficazes ferramentas de comunicação ao serviço das organizações. Contudo, o seu manancial de potencialidades tem sido ensombrado por um crescente fenómeno de spam, capaz de influencia negativamente as suas taxas de eficácia. Face a este problema, a presente investigação foi dirigida em torno de uma das suas possíveis soluções - o marketing de permissão.

Marketing móvel: where is... the hapiness: campanha aplicada à Coca-Cola Brasil

Trabalho de projeto apresentado à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.

O comportamento dos consumidores perante o recebimento de mensagens de SMS Marketing

Nos dias de hoje, os smartphones são cada vez mais vulgares no quotidiano das pessoas e com isto as empresas têm uma grande oportunidade para chegar aos seus consumidores e possíveis consumidores. Mas esta oportunidade, para alguns consumidores, gera um problema: invasão do seu espaço pessoal. O presente estudo tem como objetivo perceber como é que o consumidor valoriza a estratégia do SMS Marketing e qual a sua atitude perante a mesma, ou seja, uma vez que deu permissão para o recebimento deste tipo de SMS’s, interessa perceber se o consumidor dá importância a esta estratégia e como age quando as recebe. A metodologia utilizada é do tipo quantitativa, instrumentada através de questionários online a um tipo de amostragem por conveniência. Para analisar as hipóteses de estudo, foi realizada uma regressão linear múltipla. Os principais resultados indicam que apenas a dimensão Entretenimento (uma das características da publicidade por SMS) exerce influência nas intenções comportamentais dos consumidores. As estatísticas descritivas mostram que a dimensão Irritação é a que tem uma média mais elevada e o Entretenimento a média mais baixa o que indica a opinião dos consumidores em relação a esta estratégia.

Visitor Relationship Management (VRM) - Repeat Visitation Opportunities for Destination Marketing Organisations

In competitive tourism markets the consumer-traveller is spoilt by choice of available destinations. Successfully differentiating a destination and getting noticed at decision time is arguably the focus of activities by destination marketing organisations (DMOs). In pursuit of differentiation, three emergent themes in the marketing literature during the past decade have been branding, integrated marketing communications (IMC), and customer relationship management (CRM) a fundamental goal of each being stimulating customer loyalty. However there has been little attention given to destination loyalty in the tourism literature. The purpose of this paper is to report an exploratory investigation of visitor relationship management (VRM) by DMOs. Based on interviews with the management of 11 regional tourism organisations (RTO) in Queensland, Australia, the opportunities for, and immediate challenges of, VRM are discussed. While each RTO recognised the potential for VRM, none had yet been able to develop a formal approach to engage in meaningful dialogue with previous visitors from their largest market.

Consumer appraisals of mobile marketing communications

This paper reports on a study that investigates the emotions elicited from appraising SMS-based mobile marketing (m-marketing) communications under three marketing conditions: product consistency, incentives and permission giving. Results from the experimental design show that appraising m-marketing communications elicits both single emotions and mixed emotions; that is, a mixture of positive and negative emotions in the same response. Additionally, the results show that the influence of specific marketing conditions may increase or reduce the intensity of the emotions elicited. This study contributes to marketing practice by examining consumer appraisals of m-marketing communications under different combinations of marketing conditions. The results provide insights into which emotions are likely to be elicited as a result, and how a specific marketing condition might influence their levels of intensity. The study contributes to marketing theory also through combining appraisal theory with Richins (1997) consumption emotion set.

Mobile phone consumption and implications for SMS marketing

This paper reports on a Q-methodology study on the consumption of mobile phones and opinions on SMS-marketing, extracted from interpretive interviews and focus groups. The Metaphors Q-sort, developed within a framework of Holt's (1995) four metaphors of consumption, identifies three experiential value clusters in the consumption of mobile phones: the Mobile Pragmatists, the Mobile Connectors and the Mobile Revelers. The SMS-marketing Q-sort identifies two key clusters of subjective opinions on various aspects of SMS-based mobile-marketing. By integrating the findings from these two Q-sorts, we demonstrate that while all three value clusters express positive opinions towards ‘location specific’ and ‘customer initiated contact’ SMS-marketing, there are noticeable differences in how marketers should develop their strategies to maximize the consumers’ perceived experiential value derived from the consumption of their mobile phones. Keywords: mobile phones; experiential consumption: SMS-marketing; Q-methodology