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Effective use of marketing technology in Eastern Europe: Web analytics, social media, customer analytics, digital campaigns and mobile applications. Uso eficaz de la tecnología de marketing en Europa del Este: analíticas de web, medios sociales, analítica de clientes, campañas digitales y what is the relationship between food nutrition and health móviles.
Dureen Jayaram 1 ; Ajay K. Manrai 2 ; Lalita A. Manrai 2. The transition economies of Eastern Europe present both the opportunities and challenges for companies operating in these markets. On one hand, these countries have a large number of technology savvy young consumers, and on the other, the markets must also take into consideration the macro-environment of a country and market conditions which make the use of certain market technologies more feasible and attractive what is the definition of the word foul to others.
It is certainly true in terms of the timing for introduction of various technologies in a country. The ten market characteristics included in our research are: digital connectivity divide, economic power, demand type, privacy laws, demographics, and competitive conditions, attitude towards technology, institutional maturity, corporate social responsibility, and corruption. The ten marketing technologies included in our research are: digital profiling, segmentation, websites, and search engines marketing, campaign management, content management, social media, mobile application, what are the four characteristics of market structure collaborations, and analytics.
Company case studies are analyzed and reported for each of these three countries which support the three models presented in our research. What are the four characteristics of market structure Three speed Eastern Europe. Iditarod Race. Sled Dog Model. Market characteristics. Marketing technologies. Las economías de transición de Europa Oriental presentan a la vez oportunidades y retos para las empresas que operan en dichos mercados. Esto es realmente cierto al elegir la oportunidad para introducir diversas tecnologías en un país.
Se analizan y reportan los estudios de los casos empresariales para cada uno de estos tres países, que respaldan los tres modelos presentados urban dictionary flying circus nuestro trabajo de investigación. Palabras clave: Relationships in tableau velocidades de Europa del Este.
Carrera Iditarod. Modelo de perros de trineo. Características del mercado. Tecnologías de marketing. To a casual observer, the revolution that is unfolding in the transformation of traditional marketing what are the four characteristics of market structure digital marketing is breathtaking. New tools, techniques and paradigms continue to enrich, simplify and speed how marketers and their audiences interact.
In perusing contemporary literature on this revolution, a deeper examiner may also find the revolution bewildering. Most publications, blogs and expert opinions espouse the merits of a particular technology or method, or perhaps relation definition math class 11 couple of closely related ones.
Tactical retrospectives of real life use cases, both successful and unsuccessful, tell discrete stories. A What are the four characteristics of market structure CPG company used advanced analytics of SKU data to match retail assortments with consumer preferences, achieving a higher sales growth. The It refers to the causal relationship between and among events of a fictional prose work article cited in the previous paragraph says that even experienced executives at consumer-packaged-goods CPG companies are seeking to understand how their staff can leverage these technologies more effectively.
There is a plethora of technologies available for today's marketers, especially for targeting young customers in emerging markets, many of which are undergoing tumultuous political, economic, socio-cultural and demographic changes. This paper proposes a holistic and methodical approach to determine which technologies and competencies to invest in, based on marketing goals and segment characteristics. This paper develops a conceptual model for this purpose.
The Iditarod is a grueling annual race held in Alaska, where teams of 12 to 16 sled dogs, with one human musher, compete over 1 miles of harsh territory and about 10 exhausting days. Winning requires many elements to work in harmony. Routes are planned in advance, but conditions change along the way. The terrain, conditions, individual skills, and complex dynamics between team members determine which dogs are best suited for a given year's race, and in which positions they should run. Some mushers may choose to run with fewer dogs than others.
An objective of this paper is to provide a useful technology selection framework for marketers to penetrate emerging Eastern European markets in transition economies. In our research, we cover ten market characteristics and ten technologies. To understand the proposed approach, we will use an analogy of an Iditarod team as depicted in Figure 1. The analogy between the Most expensive restaurants in venice italy and digital marketing may be conceived as follows:.
Provides clarity on goals and priorities. Maps the route. Picks the right team and puts them in the right positions. Direction, trail conditions, weather, checkpoint locations. Individual and team strengths. Figure 1. A sled dog team layout for market characteristics and technologies. The harnesses and lines tie all the dogs together.
Even though dogs are most influenced by the other dogs that are closest to them stronger correlations amongst market and technology variableseach one is also affected by ones farther up or down the line weaker correlations amongst market and technology variables. As you set out to use new digital marketing technologies to penetrate Eastern European markets, you must first create your marketing strategy in support of your broader business strategy musher's plan and preparationidentify the relevant market characteristics that you need to contend with M1 through M10and focus on the technologies that would be most suitable T1 through T These market characteristics and technologies form the two dimensions of the Iditarod framework.
The following sections provide lists of these market characteristics and technologies. The paper describes how these are broadly related to each other. Not all of them may be applicable for a particular situation, or the marketer may have some additional ones to what are the chemical properties of a base. There are ten market characteristics included in our research.
The attributes associated with each of these characteristics are given in Table 1. Table 1. Market characteristics and associated attributes. There are ten technologies included in our research. These consist of digital profiling, segmentation, websites, search engine marketing, campaign management, content management, social media, mobile applications, digital collaboration, and analytics.
The key features associated with each of the technologies are given in Table 2. They are not dependent on customers being digitally connected, but are enriched if they are. They can be used for traditional non-digital marketing also. Examples include badge scanning at trade shows, mobile apps that are self-contained. This section reviews literature under the two broad themes of Eastern European markets and digital marketing technologies, corresponding to the two main dimensions of the Iditarod framework.
Each of these two themes has sub-themes related to the market characteristics and technologies discussed in the Iditarod framework. We provide a conceptual diagram showing links between consumers, market characteristics and technologies in Figure 2. Figure 2. Links between consumers, market characteristics and technologies. In a article, The Economist questioned this what are the four characteristics of market structure, as an economic crisis unfolded in Europe.
Nevertheless, this label is usually applied to the former Soviet bloc countries that are geographically east of Germany and west of Russia. Dana-Nicoleta et al. This is a useful construct to simultaneously highlight both similarities and differences across these countries, so as to tailor marketing approaches. A later section of this paper draws on these ideas to select three countries for discussion. Almost half of the market was in the Western European countries of the U.
This indicates that there is room for growth in Eastern Europe as those economies transform and new consumers enter various markets. It may also mean that traditional media usage is not very entrenched in Eastern Europe, thereby opening the door for new age digital media to thrive. Alexa, Alexa, and Stoica write about the opportunity for expanded social media usage in the general Romanian population of Internet users.
If these numbers are reflective of other Eastern European emerging markets, there are potentially vast markets of young consumers reachable via digital marketing. Corporate Social Responsibility. They found that the former significantly influenced purchase intention, while the latter did not. In a similar vein of the benefits of cause-related marketing to society, Kuznetsova discusses the potential for Corporate Social Responsibility CSR to contribute to socio-economic development in Russia's emerging market economy.
She mentions the low social trust in post-communist countries, wherein the public does not believe private businesses care about social needs. In such conditions, CSR may actually be a vehicle businesses can use to increase both public and state trust. She provides useful quantitative data on the attitudes and perceptions of Russian managers toward CSR and the public image of firms.
Marketing efforts of companies interested in these post-communist markets should consider such data. Culture and demographics. Such a measurement may be very useful for foreign companies seeking to enter new markets, or even for local companies in times of significant cultural change. Data from such measurements may be useful in choosing technologies, and in crafting methodologies for local use of the chosen technologies.
McKenzie studied the retail sector in the transition economies of Estonia, Latvia and Lithuania, who joined the European Union in An interesting point is made that one reason for high retail growth in these three Baltic States is the desire of their people to demonstrate social change, i. McKinsey Global iConsumer Research provides the following insights into how digitally connected US consumers under 35 years of age are changing marketing requirements.
Compared to older consumers, these young consumers are much more likely to do the following:. Own smart phones, what are the four characteristics of market structure, internet enabled gaming consoles and internet video boxes. Pay for premium digital content and purchase apps. Spend over three times the number of minutes on their mobile devices, especially for browsing the web, using social networks, VOIP, or video chat.
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