The Importance of Database Marketing in Social Network Advertising

Gregurec, Iva; Vranešević, Tihomir; Dobrinić, Damir

doi:10.5848/apbj.2011.00124

Cited by 20 publications

(10 citation statements)

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“…between 2002 and 2013 increased by 22%. In 2010, companies spent about $62 billion on advertisements on social network sites (Gregurec, et al, 2011), which shows the growing importance of social media as a marketing channel (Hofmann et al, 2013).…”

Section: Facebook As a Marketing Toolmentioning

confidence: 99%

Social Media for Organic Products Promotion

Pechová¹,

Lohr²,

Havlíček³

2015

AOL

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AnotaceCílem článku je představit nová sociální média jako jeden z efektivních marketingových nástrojů pro ekologicky hospodařící zemědělce. Výzkum zahrnuje aplikaci praktických doporučení navržených Lohrem (2013). Pro jejich ověření na úspěšně zavedené koncepci pracující s přesně definovanou cílovou skupinou byla zvolena data z Facebooku Provozně ekonomické fakulty České zemědělské univerzity v Praze. Jako jeden z klíčových indikátorů úspěchu je zkoumán dosah publikovaných příspěvků. Pro jeho zvýšení doporučujeme publikovat kratší příspěvky a zábavný obsah (jako jsou fotky). Zvlášť analyzujeme vliv her a soutěží na loajalitu fanoušků a doporučujeme jejich využívání pro lepší kontakt s uživateli.Výsledky souběžně provedené studie využití Facebooku k propagaci bioproduktů ukázaly, že mít mnoho fanoušků na stránkách Facebooku nutně neznamená, že budou také aktivní. Distribuce aktivit odpovídá tzv. "dlouhému chvostu", čímž s využitím teorie sociální výměny podle Emersona (2003) implikujeme, že potenciál sociálních médií farmářských stránek je v dnešní době stále vysoký a na své využití teprve čeká. Sociální média mohou složit farmářům jako marketingový nástroj, ale zatím nejsou plně využívána. Jedním z důvodů může být neobeznámenost zemědělců s možnostmi, které se nabízí, nebo nezkušenost s novým druhem nástroje Klíčová slovaSociální média, výrobkový marketing, bio produkty, Facebook, příspěvek. AbstractThe aim of the article is to introduce new social media as one of effective marketing tools for organic farmers. The research includes an application of recommendations proposed by Lohr (2013). In order to verify them on successfully implemented concept working with precisely defined target group the data from Facebook of the Faculty of Economics and Management of the Czech University of Life Sciences Prague were chosen. As one of the key indicators of success the reach of the published posts is examined. For its increasing we recommend to publish short posts and amusing content (such as photos). We analyse separately the influence of games and competitions on the loyalty of fans and recommend using them for better communication with users.The results of mutually done analysis of utilization of Facebook to promote organic products showed that having a lot of fans at Facebook does not necessary mean that they are active as well. The distribution of activities corresponds to the so-called "long tail", which implies, using the theory of social capital exchange according to Emerson (2003) that the potential of social media for farmers' pages is nowadays still high and still waits for its utilization. Social media can serve to farmers as a marketing tool, but are not fully utilized yet. One reason might be that farmers are not familiar with possibilities or lack of experiences with this new tool.

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Section: Facebook As a Marketing Toolmentioning

confidence: 99%

Social Media for Organic Products Promotion

Pechová¹,

Lohr²,

Havlíček³

2015

AOL

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“…The author found it difficult to apply the concept with respect to access of customer information, as well as the investment requirements for data warehouse development, and lack of specialized knowledge to take advantage of the available data. In such manner, Gregurec, Vraneevi & Dobrini (2011) investigated the importance of database marketing for firm advertisements on social networks. The study reveals that companies that use D1 seek to increase marketing productivity, develop customer relationships and gain competitive advantage.…”

Section: Contemporary Marketing Practicesmentioning

confidence: 99%

“…Main difficulties found in the application of database marketing: lack of data; poor accessibility to customer data; absence of data warehouses (to integrate different data sources in one place); lack of knowledge about the application of customer data; consumers who do not update their information. Gregurec, Vraneevi & Dobrini (2011) Companies use database marketing for three purposes: increase marketing productivity, develop customer relationships, and gain sustainable competitive advantage. Digital Marketing Day & Bens (2005) Managers see the internet from a positive outlook, since through digital marketing practices they can reduce service costs and allow companies to strengthen customer relationships.…”

Section: Focusmentioning

confidence: 99%

Contemporary marketing practices approaches in the professional services industry in Brazil

Hoeckesfeld

Sarquis

Urdan

et al. 2020

Pensamento Contemporâneo em Administração

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The objective of this study is to investigate the Contemporary Marketing Practices (CMP) of professional services firms from the State of Santa Catarina in Brazil, according to the models proposed by Coviello, Brodie & Munro (1997) and Coviello, Milley & Marcolin (2001). The research methodology has a quantitative and descriptive approach and uses a survey; the sample encompasses 146 companies from the accounting, engineering, consulting, advertising, information technology and hospital industries. Our findings also reveal the existence of seven main business segment typologies: "Advanced Relational";

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“…And during this period Meituan is able to keep performance continues to grow. [2] In addition, In addition, Meituan also wins half of the country by virtue of their own buying advantage into the take-away industry in the take-away market. What makes Meituan to stand out on many buy sites?…”

Section: Research Backgroundmentioning

confidence: 99%

The Research of Network Marketing of Meituan

Gong¹,

Shao²

2017

Proceedings of 3rd International Symposium on Social Science (ISSS 2017)

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Abstract. Today is the era of the rapid development of the Internet, with the great number of Internet users and the great network technology, the Internet has become a part of people's life, from dining to the basic necessities of life, online shopping has become a kind of new fashion. As a leader in buying mode, Meituan has many unique features in the network marketing model, willing to put forward some reasonable suggestions to make it develope farther.

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The Importance of Database Marketing in Social Network Advertising

Cited by 20 publications

References 0 publications

Social Media for Organic Products Promotion

Social Media for Organic Products Promotion

Contemporary marketing practices approaches in the professional services industry in Brazil

The Research of Network Marketing of Meituan

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