Which message? Which channel? Which customer? Exploring response rates in multi-channel marketing using short-form advertising

Marzouk, Omar; Salminen, Joni; Zhang, Pengyi; Jansen, Bernard J.

doi:10.1016/j.dim.2022.100008

Cited by 14 publications

(8 citation statements)

References 83 publications

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Section: Discussionmentioning

confidence: 99%

“…Efficiently disseminating information on psychological detachment in remote work could support such reflection. Dissemination might involve using media channels and persuasion tactics (Marzouk et al, 2022). Employees should also persist in applying newly learned detachment strategies and understand that they will only become habits if practiced repeatedly (Bouton, 2021).…”

Section: Practical Implicationsmentioning

confidence: 99%

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Roads to recovery in remote working. Exploration of the perceptions of energy-consuming elements of remote work and self-promoted strategies toward psychological detachment

Pensar,

Mäkelä

2023

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PurposeThis paper examines an employee's recovery process in the remote-working context. It explores which elements of remote work are energy-consuming for employees and what action they can take to instigate the essential recovery strategy of psychological detachment.Design/methodology/approachThe study adopts a qualitative research approach based on 89 semi-structured interviews with employees working from home with six large corporations from multiple industries. The data were interpreted using thematic analysis.FindingsThe study identifies a main theme – the energy-consuming elements of remote work – and three sub-themes: extended working hours, intensive working and reduced social support. Each theme incorporates elements controlled by individuals (internal) and those beyond their control (external). Second, the authors identified strategies that helped individuals to detach from work, and devised four sub-themes, the authors labeled cognitive controlling, physical disconnection from work, time-bound routines and non-work activities.Originality/valueThis is the first study to focus on recovery as a process in the context of remote working, and it contributes to the knowledge of psychological detachment and strategies for recovery and to the literature on contemporary remote working.

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Section: Discussionmentioning

confidence: 99%

Section: Practical Implicationsmentioning

confidence: 99%

Roads to recovery in remote working. Exploration of the perceptions of energy-consuming elements of remote work and self-promoted strategies toward psychological detachment

Pensar,

Mäkelä

2023

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“…SMS holds a prominent role in personal interactions, connecting friends and family, while also serving as a potent tool for commercial endeavors like disseminating alerts, notifications, and marketing content to clientele. Its applicability extends across sectors, including finance, healthcare, and logistics, where it facilitates diverse functions like two-factor authentication, reminders, and seamless communication with both customers and employees [1]. Remarkably, despite the passage of time, SMS persists as a favored communication choice, valued for its simplicity, user-friendliness, and pervasive accessibility.…”

Section: Introductionmentioning

confidence: 99%

Classification of SMS Spam With N-Gram and Pearson Correlation Based Using Machine Learning Techniques

Romadloni,

Septiyanti,

Pratomo

et al. 2024

SJRI

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The Short Message Service (SMS) has garnered widespread popularity due to its simplicity, reliability, and ubiquitous accessibility.This study aims to enhance the efficacy of SMS classification by refining the classification process itself. Specifically, it strives to streamline the process by diminishing feature dimensions and eliminating inconsequential attributes. The textual data undergoes preprocessing, which involves employing the N-Gram technique for feature representation, followed by meticulous feature selection utilizing Pearson Correlation. The study employs 5 of classification algorithms. Notably, the findings underscore that the optimal outcomes emerge from the fusion of the N-Gram methodology with feature selection through Pearson Correlation. Among these, the Support Vector Machine methodology stands out, exhibiting a remarkable 91.41% enhancement in accuracy without feature selection, a further improvement to 91.96% through N-Gram utilization, and a final performance of 70.80% following the inclusion of weighted correlation. However, it is imperative to acknowledge the limitations inherent in the model's generalizability, primarily stemming from the utilization of a relatively modest dataset. Despite the efficacy of Pearson correlation and N-gram-based feature selection in curbing data dimensionality and enhancing processing efficiency, certain pertinent features may have been overlooked, or the chosen attributes might not be optimally suited for specific classifications.

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“…As a result, omnichannel customers can utilize all the omnichannel resources of companies but on different occasions or buying journeys, meaning they are single-channel at any specific purchasing occasion [36]. However, this consumer behavior has forced all multichannel companies to consider how to manage and influence interactions with customers across various touchpoints and channels to leverage their business [37].…”

Section: Introductionmentioning

confidence: 99%

Validation of Challenges for the Development of the Marketing Plan for Startups Considering the Post-COVID-19 Reality: An Exploratory Analysis of the Brazilian Context Using Lawshe’s Method

Nascimento,

Oliveira,

Nagata

et al. 2023

FinTech

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Background: The post-COVID-19 scenario has demonstrated the increasing importance of marketing for organizations, as retailers and entrepreneurs have had to adapt to new ways of selling their products and services. In this regard, this research aimed to identify challenges for developing the marketing plan of startups and validate them from the perspective of managers in the field, considering the market characteristics inherent to the post-COVID-19 era; Methods: To achieve this, a literature review and a survey were conducted among professionals in the field. The collected data were analyzed using the quantitative Lawshe method. Results: The results indicate that, for the development of the marketing plan of startups considering the post-COVID-19 reality, it is important to prioritize overcoming the challenges of “Consumer behavior pattern change”, “Differentiation from the competition”, “Digital expansion”, “Innovation capacity of companies”, “Creation of transformative marketing”, and “Reevaluation of marketing channels in the post-pandemic period”; Conclusions: Therefore, it can be concluded that these challenges reflect the main concerns and obstacles faced by startups in building effective marketing strategies and striving for a competitive position in the market. By recognizing and understanding these challenges, startups will be better prepared to face adversity and seize opportunities in this new market context.

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Which message? Which channel? Which customer? Exploring response rates in multi-channel marketing using short-form advertising

Cited by 14 publications

References 83 publications

Roads to recovery in remote working. Exploration of the perceptions of energy-consuming elements of remote work and self-promoted strategies toward psychological detachment

Roads to recovery in remote working. Exploration of the perceptions of energy-consuming elements of remote work and self-promoted strategies toward psychological detachment

Classification of SMS Spam With N-Gram and Pearson Correlation Based Using Machine Learning Techniques

Validation of Challenges for the Development of the Marketing Plan for Startups Considering the Post-COVID-19 Reality: An Exploratory Analysis of the Brazilian Context Using Lawshe’s Method

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