Digital Content Marketing in the Business-to-Business Context. A Case Study on Marketing Communications Agencies.

Marketing has changed because of digitalization. Marketing is moving towards digital channels and more companies are transitioning from “pushing” advertising messages to “pull” marketing, that attracts audience with the content that interests and benefits the audience. This kind of marketing is called content marketing or “inbound” marketing. This study focuses on how marketing communications agencies utilize digital content marketing and what are the best practices with the selected digital content marketing channels. In this study, those channels include blogs, Facebook, Twitter, and LinkedIn. The qualitative research method was utilized in order to examine the phenomenon of digital content marketing in-depth. The chosen data collecting method was semi-structured interviewing. A total of seven marketing communications agencies, who currently utilize digital content marketing, were selected as case companies and interviewed. All the case companies are from the marketing communications industry because that industry can be assumed to be well adapted to digital content marketing techniques. There is a research gap about digital content marketing in the B2B context, which increases the novelty value of this research. The study examines what is digital content marketing, why B2B companies use digital content marketing, and how should digital content marketing be conducted through blogs and social media. The informants perceived digital marketing to be a fundamental part of their all marketing. They conduct digital content marketing for the following reasons: to increase sales, to improve their brand image and to demonstrate their own skills. Concrete results of digital content marketing for the case companies include sales leads, new clients, better brand image, and that recruiting is easier. The most important success factors with blogs and social media are the following: 1) Audience-centric thinking. All content planning should start from figuring out which themes interests the target audience. Social media channel choices should be based on where the target audience can be reached. 2) Companies should not talk only about themselves. Instead, content is made about themes that interests the target audience. On social media channels, only a fragment of all shared content is about the company. Rather, most of the shared content is industry-specific content that helps the potential client.

Dynamics Of Co-Operative Marketing In Tribiai. Economiesa Study Of Non—Timber Forest Produce Marketinowin Kerala

The following objectives have been formulated for the study. To assess the procurement and marketing practices of Non—Timber Forest Produce by tribes and Tribal Co-operative Societies and examine the role of co—operatives in liberating the tribes from the clutches of private traders. To study the relative efficiency of marketing channels. To analyse the inter—difference between tribes and regions in the collection and marketing of Non—Timber Forest produce. To examine the forward linkage of tribal co-operative societies with the Ayurvedic Medicinal Manufacturing Units of the state. To examine the impact of marketing on employment and income of tribes and To examine the extent of involvement of tribes in Tribal Co-operative Societies in policy formulation and implementation.

Planejamento estratégico de canais de marketing: uma aplicação ao franchising no Brasil

Esta pesquisa pretende levantar dados, no mercado brasileiro, que permitam a estruturação de um modelo sobre os critérios de decisão utilizados para a escolha do franchising como estratégia de distribuição tendo como referencial teórico a Teoria da Economia dos Custos de Transação.

Studies in the marketing strategy of a U.K. producer of conveyor belts

Research was undertaken in the field of marketing strategy, its formulation and implementation in Dunlop Belting Division. Emphasis was placed on marketing channel strategy, but other strategies including product strategy were studied. The research has resulted in changes in management practice in the client organisation. The relevance of theories of company organisation, planning and strategy, and marketing channels was examined in the light of the research evidence. The technique of action-research was used to gain admittance to and effect change within the client organisation. Case study material was collected for subsequent analysis. The factors affecting marketing strategy formulation in the client organisation were studied. Both the external and the internal business environments were considered. The operation of the observed marketing channels was compared with channel theory. Market segmentation and penetration, and the selling and technical resources of the channels were analysed. Recommendations were made to (a) enlarge and resite the client's distribution unit to locate it centrally in England (b) use the resited unit to secure local advantage (c) obtain greater integration of field sales activities with and from the centre. A new ex-stock distribution unit was established. Improvements to the client's ex-stock marketing in Scotland were also recommended, including improvements to the Scottish distributor's stock control procedure, as well as to Dunlop-Distributor relationships at all levels. The influence of company organisation structure and formalised procedures and systems on the formulation of strategy were considered with respect to channel and product strategy, and other aspects of marketing. Conclusions were drawn that the action research resulted in successful implementation of .agreed changes in the client organisation; that theories of strategy formulation and planning, of the operation of decentralised companies, and of industrial market segmentation required modification; that the theory of marketing channels was found relevant and useful.

Marketing resources of actively involved exporters

The purpose of this dissertation is to examine the impact of the market orientation and market based resources of actively involved exporters and their distributors on export venture performance. Previous literature in marketing channels has examined the effect of the market orientation of suppliers and their distributors on supplier-distributor relationships, mainly in a domestic context, as well as the impact of the quality of their relationship on business performance in domestic and international contexts. Little or no research focuses on the interplay between the relevant marketing resources, such as market orientation, proactive market orientation, selling, pricing reputation, and market innovation, of an export venture and their distributor, and consequently on export venture performance. This dissertation is mainly a quantitative study using a mail survey among Greek exporting firms in various industries. The final sample comprised 190 exporting ventures. The survey was enhanced through open interviews with export venture managers and their respective distributors and was pre-tested with a small-scale dyadic survey. Survey data were analysed using structural equation modelling. The main research objective was to assess the impact of marketing support resources, namely market orientation and proactive market orientation, and market-based resources of an export venture and its distributor on export performance. In addition, the relationship of marketing support resources of the export venture and those of the distributor was examined. Some of the relationships examined are a migration of traditional domestic theory (Hooley et al. 2005), to an exporting context, testing whether there are differences in the relationships in a different context. This study contributes to the resource-based view, marketing, and export business literature, as findings indicate that high levels of export venture proactive market orientation lead to distributors with high levels of market orientation. In line with findings of domestic context research, the proactive market orientation of the venture renders its market orientation statistically not significant.

The Role of Marketing in Corporate Competitiveness: Marketing Practice Analysis of Hungarian Companies

The objective of this article is to analyse the marketing practice of Hungarian companies. On the one hand, the role of marketing function in the company has been revealed, and on the other hand the relationship between marketing efforts and market performance has been investigated. In frame of the Hungarian Competitiveness Studies, 300 marketing executives were surveyed to rate the marketing practice of their companies, concentrating on branding, pricing policy, applied marketing channels and promotional activities. The results confirm that sophisticated marketing practice leads to higher business performance. Keywords: marketing tools, competitiveness, performance

Marketing channel behaviour and performance

Thesis submitted to University of Manchester for the degree of Doctor of Philosophy in the Faculty of Business Administration.

Integração vertical como estratégia de apropriação de valor: um estudo exploratório no canal de distribuição de produtos agrícolas

Neste artigo, investiga-se a adoção de canais alternativos para a comercialização de produtos agrícolas como forma de atenuar o poder, cada vez maior, exercido pelas grandes redes varejistas. O artigo investiga a decisão - e os efeitos daí decorrentes - de uma determinada empresa sediada no interior paulista, agrícola Pedra Branca, quanto à operacionalização verticalizada de uma butique de frutas, legumes e verduras (FLVs). Consciente dos novos padrões demandados pelo consumidor, a estratégia da empresa alvo do estudo foi combinar a oferta regular de produtos frescos, de qualidade intrínseca padronizada e preços atrativos, a um serviço diferenciado, baseado em um alto valor na experiência de compra. Esta estratégia fundamenta-se no anseio dos consumidores de, mais do que simplesmente adquirir produtos, experimentar sensações, as quais vividas em momentos de lazer exerceriam um grande poder de diferenciação. Realizou-se um estudo de caso baseado em entrevistas em profundidade semiestruturadas com diretores e gerentes da empresa. Como resultado, as evidências empíricas sugerem: 1) a verticalização (integração vertical) da atividade de comercialização como uma alternativa para a apropriação de valor da produção ao longo do canal de distribuição; e 2) o desafio da gestão do suprimento como requisito-chave para a adequada gestão do valor de uma marca. Considera-se oportuno lembrar, porém, que, em decorrência das limitações próprias da metodologia de estudos de caso, estas tais evidências devem ser entendidas como proposição a ser testada em trabalhos quantitativos futuros, ou mesmo melhor embasada via condução de estudos multicaso.

Growth hacking model for B2B saas startups

The following project introduces a model of Growth Hacking strategies for business-tobusiness Software-as-a-Service startups that was developed in collaboration with and applied to a Portuguese startup called Liquid. The work addresses digital marketing channels such as content marketing, email marketing, social marketing and selling. Further, the company’s product, pricing strategy, partnerships and website communication are examined. Applying best case practices, competitor benchmarks and interview insights from numerous industry influencers and experts, areas for improvement are deduced and procedures for each of those channels recommended.

Estrategias comerciales en la gestión de proyectos

El objetivo del presente Trabajo Final de Carrera ha consistido en realizar un estudio de investigación sobre estrategias comerciales aplicables en la gestión de proyectos, con el fin de identificar y proponer estrategias de gestión para el desarrollo e implementación de estrategias comerciales que posibiliten la reducción de costes y creación de nuevos modelos comerciales que permitan maximizar el retorno de inversión en proyectos de índole tecnológica. El estudio ha tratado las diversas áreas funcionales y de conocimiento que convergen en la gestión económica y financiera de un proyecto: (1) El área de Marketing y la concepción del plan estratégico. (2) La gestión y control de costes. (3) La gestión del suministro y compras. (4) El plan comercial de ventas. (5) La estrategia y gestión de un proyecto. En definitiva el presente proyecto representa un estudio de rigor de las áreas funcionales y del conocimiento que aquí se citan, así como sus implicaciones a lo largo del ciclo de vida de un proyecto.

The association between need for touch and desire for unique products and consumer (inter)dependent problem-solving

Some people cannot buy products without first touching them, believing that doing so will create more assurance and information and reduce uncertainty. The international consumer marketing literature suggests an instrument to measure consumers' necessity for pohysical contact, called Need for Touch (NFT). This paper analyzes whether the Need for Touch structure is empirically consistent. Based on a literature review, we suggest six hypotheses in order to assess the nomological, convergent, and discriminant validity of the phenomenon. Departing from these, data supported four assumptions in the predicted direction. Need for Touch was associated with Need for Input and with Need for Cognition. Need for Touch was not associated with traditional marketing channels. The results also showed the dual characterization of Need for Touch as a bi-dimensional construct. The moderator effect indicated that when the consumer has a higher (vs. lower) Need for Touch autotelic score, the experiential motivation for shopping played a more (vs. less) important role in impulsive motivation. Our Study 3 supports the NFT structure and shows new associations with the need for unique products and dependent decisions.

WWW-sivuston kävijäseurannan uudistaminen

Julkisista WWW-sivustoista on tullut yrityksille tärkeitä markkinointikanavia ja niiden kehittämiseen ja ylläpitoon panostetaan yhä enemmän. Yritykset tarvitsevat kuitenkin myös mahdollisuuden mitata sivuston tavoitteiden onnistumista. Tähän tarkoitukseen on kehitetty erilaisia kävijäseurantaohjelmistoja, jotka raportoivat sivuston kävijäliikenteen määriä ja asetettujen tavoitteiden toteutumista. Tässä työssä käsitellään WWW-sivustojen kävijäseurannan mahdollisuuksia ja erilaisia seurantaan soveltuvia menetelmiä.Suosituimpia menetelmiä ovat WWW-palvelimen lokitiedostojen analysointi, evästeet ja sivuihin upotettavat jäljitteet. Työssä mietittiin myös yksityisyyden suojaa, joka tulee ottaa huomioon, kun kävijöistä aletaan kerätä tietoa. Työn tarkoituksena oli löytää Vaisalan sivustoille sopiva kävijäseurantamenetelmä ja uusi ohjelmisto, joka toteuttaa tarvittavat vaatimukset. Mahdollisia kävijäseurantaohjelmistoja testattiin Vaisalan julkisella WWW-sivustolla ja testaustulosten perusteella otettiin käyttöön jäljitteillä toimiva kävijäseurantaohjelmisto. Ohjelmiston avulla saadaan huomattavasti aikaisempaa tarkempaa tietoa WWW-sivujen käytöstä. Uusi tieto helpottaa sivuston kehitystyötä ja sitä käytetään myös markkinoinnin ja erilaisten tulosmittarien tarpeisiin.

Puutuoteperheen markkinointisuunnitelma

Työssä on selvitetty erään mekaanisessa metsäteollisuudessa toimivan yrityksen puutuoteperheen markkinoita. Työn tavoitteena oli laatia uuden, massiivisesta männystä valmistetun sisustukseen tarkoitetun puutuoteperheen markkinointisuunnitelma kotimaan markkinoille. Markkinointisuunnitelman tehtävä oli vastata erityisesti seuraaviin kysymyksiin: millainen tuoteperhe kiinnostaa markkinoita, kuinka suuri kysyntä tuoteperheelle olisi, mitkä olisivat markkinointikanavat, ketkä ovat kilpailijoita ja millaisia heidän tuotteensa ovat, sekä millainen hintataso markkinoilla vallitsee? Tiedonhankintamenetelmänä työssä käytettiin haastattelututkimusta. Työssä tehtiin ympäristö- ja yritysanalyysi. Ympäristöanalyysiin kuului kysyntä-, asiakas-, kilpailija-, ja yhteisötekijäanalyysi. Yritysanalyysissä puolestaan käsiteltiin yrityksen perusajattelua, taloutta, voimavaroja, toimintoja ja tuotteita. Näiden pohjalta tehtiin SWOT-analyysi, johon perustettiin johtopäätökset strategioiden ja alustavan toimintasuunnitelman muodossa. Työn tuloksena saatiin tietoa markkinoista ja niiden vaatimuksista tuoteperheelle. Tulokset auttavat yrityksen johtoa sen arvioidessa mahdollisia investointeja sisustuspuutuotteiden valmistukseen ja markkinointiin.

Mekaanisen puunjalostuksen markkinakartoitus: Koivusahatavaran ja -puolijalosteiden markkinat Euroopassa

Tutkimuksen tavoitteena oli kartoittaa koivusahatavaran ja -puolijalosteiden potentiaalisia vientikohdemaita EU-maissa ja Norjassa. Tarkastelun kohteena olivat koivutuotteiden markkinapotentiaali ja kysyntä sekä puutuotteiden markkinointikanavavaihtoehdot Euroopan puutuotemarkkinoilla. Tutkimuksen teoreettisena lähtökohtana oli tarkastella, kuinka markkinointitutkimuksen avulla kartoitetaan tuotantohyödykemarkkinoita, miten määritetään tuotantohyödykkeen markkinapotentiaali ja kysyntä sekä mitä markkinointikanavavaihtoehtoja puutuotteita valmistavalla yrityksellä on vientimarkkinoille lähdettäessä. Empiirisessä osassa selvitettiin sekä kvantitatiivista että kvalitatiivista tietoa Euroopan puutuotemarkkinoista. Lehtipuu- ja koivusahatavaran vienti-, tuonti- ja tuotantotilastojen pohjalta tarkasteltiin koivun suurimpia vientikohdemaita ja arvioitiin kysyntää tulevaisuudessa. Tämän lisäksi puutuotteiden toimialaorganisaatioiden, asiantuntijoiden, puutuotteita valmistavien yritysten ja maahantuojien haastattelujen avulla muodostettiin kokonaiskuva koivusahatavaran ja -puolijalosteiden markkinapotentiaalista ja koivutuotteiden asemasta Euroopan puutuotemarkkinoilla. Koivu koettiin Euroopan puutuotemarkkinoilla kiinnostavana puulajina ja koivutuotteiden kysyntä onkin ollut viime vuosien aikana nousujohteista. Tämä johtuu suurimmaksi osaksi tällä hetkellä vallitsevasta vaaleiden puulajien trendistä. Markkinoilla menestyminen riippuu kuitenkin siitä, kuinka hyvin koivun tarjoaja pystyy vastaamaan asiakkaiden tuotteelle asettamiin vaatimuksiin.

Yliopistohakijan päätöksentekoprosessi markkinointiviestinnän näkökulmasta

Tutkielman tavoitteena on selventää yliopistohakijan päätöksentekoprosessia. Jotta yliopistohakijan päätöksentekoon pystyttiin tarkemmin tutustumaan, selvitettiin informaationhakua hyödyllisien viestintäkanavien ja vaihtoehtojen vertailua tärkeiden valintakriteerien avuilla. Tutkielmassa tarkasteltiin myös sitoutuneisuutta ja subjektiivista tietotasoa, jotta hakijan viitekehystä pystyttiin tarkemmin ymmärtämään. Yliopistohakijoihin kohdistuvaa mainonnan tehokkuutta selvitettiin kolmen mainoksen avulla. Tutkielman empiirinen osa toteutettiin kvantitatiivisena internet -pohjaisena kyselytutkimuksena tilastollisin menetelmin. Otos (n=290) koostui valmennuskurssilla olevista opiskelijoista keväällä 2010. Vastausprosentiksi saatiin 33 %. Johtopäätöksenä voidaan todeta, että yliopistohakijan päätöksentekoprosessi on hyvin monimutkainen. Monimutkaisuutta prosessiin tuo useiden attribuuttien vaikuttavuus päätöksenteossa. Tutkielma on tuottanut viitekehyksen, jonka avulla voidaan havaita yliopistohakijalle tärkeät viestintäkanavat sekä valintakriteerit. Tutkielman avulla myös havaittiin, että yliopistohakijat ovat korkeasti sitoutuneita yliopistohakuun.