...INFLUENCING DEVELOPMENT OF INTERACTIVE PERSONALIZED RELATIONSHIPS Goran VLASIC ---------------------------------------------------------------- Teaching and Research Assistant Faculty of Economics and Business, University of Zagreb Trg J. F. Kennedya 6, 10000 Zagreb, CROATIA Phone. +385 98 271 512 Web. www.efzg.hr/gvlasic e-mail. gvlasic@efzg.hr Abstract: Purpose: The purpose of this paper is to analyze, on one hand, factors which influence consumers to start interacting with companies, and on the other hand, factors which influence consumers to develop / maintain relationships with companies. Methodology: In order to analyze mentioned factors, a telephone survey (CATI) was conducted on the representative sample of Croatian citizens (n=411) Findings: Using discriminant analysis I have come up with factors which influence consumers’ willingness to participate in interactive marketing communication and those which influence consumers’ willingness to develop personalized relationships with companies. Implications: These findings have implications on what should companies nourish if they want to have interactive personalized relationships developed with their consumers. Key words: Interactivity, Marketing, Communications, Relationships, Personalization Introduction Interactive marketing communication and relationship personalization present some of the most recent developments in the field of marketing communication and marketing in general...
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...eventually turning to toys in the 1940s. In 1951, the company hit pay dirt for the Mr. Potato Head that indicated bright future of Hasbro in toys. Next big hit was G.I. Joe around a decade after the first hit. In 1968, the company went public. The beginning of investment in interactive games was acquisition of Milton Bradley. In early 1990s, the company acquired Tonka Toys which includes Parker Brothers. In 995, realizing that interactive games becoming popular and the company’s potential in that area, Alan Hassenfeld, chief executive at that time decided to create Hasbro Interactive as new division to take risk in interactive games. The division was headed by Tom Dusenberry and consist of outside experts hired to meet the needs and demands such as software developers. Mr. Dusenberry was responsible to make all operational decisions and others related to the division. The division generated revenues right away from the existing CD-ROM products which showed rapid growth and leading to rapid success. Hasbro Interactive paid great bonus to the employees for that rapid success. To continue achieving increase in revenues, Mr. Dusenberry expanded company’s activities beyond translating existing Hasbro properties to interactive format. He purchased license to produce games based on successful television game shows and also announced to build new game from scratch. The company also began acquiring software firms to expand its product line. The acquiring companies become separate divisions in...
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...mothers using interactive marketing Mothers showing greater independence in decision making © The Institute of Direct Marketing 2002 1 © The Institute of Direct Marketing 2002 2 Projected Market Share Graph The Objectives To rebuild the brand and gain greater market share 55 50 45 40 35 30 Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- Oct- Nov01 01 01 01 01 01 01 01 01 01 Pampers Huggies To develop stronger relationships with mothers in order to re-establish trust and increase loyalty © The Institute of Direct Marketing 2002 3 © The Institute of Direct Marketing 2002 4 Customer Research Huggies brand perceived as the market leader in focus group research Proliferation of information channels, including the Internet Traditional advice from parents being replaced by other sources leading to brand switching Communication Strategy One-to-One approach Targeted mailings using Bounty data Creative message ‘See the world through a baby’s eyes’ Direct mail - three packs pre-birth, five packs post-birth © The Institute of Direct Marketing 2002 5 © The Institute of Direct Marketing 2002 6 1 Direct Mail Pack Collectable information booklets compiled by baby care experts and noncompeting baby product information Two CDs Samples and money-off coupons Direct Mail © The Institute of Direct Marketing 2002 7 © The Institute of Direct Marketing 2002 8 Online Strategy 40% of mothers online Online communication ideally suited...
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...Global reach The Internet helps business reach the whole world. 2 Real-time access The Web makes it possible for customers to interact immediately. 3 Information density The technology reduces information costs and raises quality. 4 Richness Multimedia and information can become vivid. Abstract This paper is intended to integrate Internet Marketing, Customer Experience, E-brand and Integrated Marketing Communications to develop a high benefits Internet Marketing Framework. This framework not only can combine marketing resources effectively, let enterprises obtain the greatest benefits; it also provides total consumer experience and increase customer satisfaction. On the other hand, this making a more successful customer relationship management and customer experience on internet marketing can be achieved. Furthermore, we make the application of internet marketing will be more extensive and convenient. Keywords: Internet Marketing, Customer Experience, E-brand, Integrated Marketing Communications. 3. Integrated Marketing Communications ntegrated Marketing Communications (IMC) is capable of enhancing the holistic consumer experience and creating a holistic brand value structure, which can unite the consumer’s sensory, emotion, social and intellectual experiences. ( Don,Rober,Stanley,1994,Don,Heidi,2004,Chen -linChen,2004,Shu-peiTsai,2005 ): (1) Put consumers in core of marketing strategy. (2) Pay much attention to Brand strategies. (3)Establish long-term relationship between...
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...credit Course credit Language Skills @ Written Analysis & Communication @ Soft skills II @ Employability Skills @ IT & MIS 2 Soft skills I @ Computing skills 2 Social Media Marketing @ 2 Legal Aspects of Business 2 Business Strategy 3 Management Control Systems 3 Micro Economics 3 Macro Economics 3 Business Environment 3 Business Ethics & Corporate Governance 2 Quantitative Methods-1 3 Business Research Methods 3 Quantitative Methods-2 3 Core Elective-1 3 Core Elective1 3 Core Elective-2 3 Core Elective2 3 Elective-1 3 Elective-1 3 Elective-2 3 Elective-2 3 Grand Project-1 3 Grand Project-2 3 Principles of Management Basic Building Blocks Autumn Break Executive Skills Organisational Behavior Human Resources Management 3 Marketing Management 1 3 Marketing Management -2 3 Understanding Financial Statements 3 Financial Mgt 3 Operation Management Management Domain 3 3 Basics of Business Planning 2 Electives Credits Autumn Break credit SUMMER INTERNSHIP Course S 1 22 S 2 24 Total Credits 2 8 S 3 21 S 4 20 95 Index Sr.No Subject Faculty Credits 1 Written Analysis & Communication Prof. Dhriti Banerjee @ 2 Soft Skills Prof. Dhriti...
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...Basic Elements of a Marketing Plan 1. A detailed situation analysis 2. Specific marketing objectives 3. A marketing strategy and program 4. A program for implementing the strategy 5. A process for monitoring and evaluating performance Marketing Mix • The four Ps Product Price Place Promotion The Promotional Mix Advertising Direct Marketing Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations Personal Selling Model of the IMC Planning Process Review of marketing plan Analysis of Promotional program situation Analysis of communications process Budget determination Develop integrated marketing communications program Advertising Sales promotion PR/ publicity Personal selling Direct marketing Develop objectives and strategy for each Develop message, media strategy, and tactics Integrate and implement marketing communications strategies Monitor, evaluate and control IMC Program Internet/ interactive Retail communication planning Retail objectives • The primary objective is to build store traffic. • Retailers also use advertising to: – attract new customers – build store loyalty – increase the average sale – maintain inventory balance – create a sense of urgency Copyright © 2012 Pearson Education 1 8 -5 Retail communication planning Retail targeting • The first concern is geography. – Where do my customers live? – How far will they drive to visit my store? • The next concern is consumer taste. – Offers, merchandise, and advertising messages...
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...search terms that you can use to enhance your search, as was the case in the tutorial. “Interactive Marketing” Find three articles that have the “find it” option. Write the titles and authors of the three articles here. 1) Analysis of fashion consumers’ motives to engage in electronic word-of-mouth communication through social media platforms. By: Wolny, Julia; Mueller, Claudia. 2) Interactive media usage among millennial consumers. By: Moore, Marguerite. 3) Strategies for Interactive Communication, with External and Internal Stakeholders, in Events’ Marketing. By Moise Daniel; Georgescu Bogdan; Zgură Daniel. Click “find it” for all three of these articles. What did you find? Are any of the articles available full-text, perhaps through the journal website? 1) Not available online – At least when I click find it, this appears. 2) Full text is available at www.emeraldinsight.com, which is a journal, book, and database website. HTML and PDF are available for this journal. 3) Full text is available at www.sciencedirect.com, which is a journal website. Also the only way to see the whole thing is by downloading the PDF. Ask for one of the articles through Document Express. Write the name and author of the article you ask for below. 1) Journal: Journal of marketing management Article: Analysis of fashion consumers’ motives to engage in electronic word-of-mouth communication through social media platforms. Author: Wolny, Julia Did you learn anything new about OneSearch...
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...member 1 My style was the interactive style and based on the description given the hardest style that i would find hard to work with would be the d style (Dominance style), with my personality style i prefer working with others and in groups so team achievement is of a greater importance to me rather than self fulfillment. I tend to value others opinions, thoughts, feelings and try my hardest to not offend or hurt other individuals. In order to work with the d style personality i think i would have to practice patience amongst other things in understanding where they are coming from and attempting to understand their thought process, whilst being assertive and not allowing them to walk all over me. I would also have to face conflict head on as there would be situations where our personalities would clash and disagreements would follow. I would probably have to live with not being recognized or acknowledged which would built character hopefully when dealing or working with the d style personality. Communication would be key in overcoming hurdles due to conflict which would mean i would have to be very clear in making my expectations known as well as being open to coming to a common ground in terms of the expectations from the d style personality. Time management would be key in the achievement of goals and tasks when considering the mixing of both personalities in trying not to annoy the d style personality type. The Interactive Style (I Style): The Interactive Styles are friendly,...
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...discuss the issue of health literacy. The article states that "in the context of the study, the problem is of greater concern since South Carolina ranks 49th of all the states in the number of ninth graders completing high school within 4 years" (Corwin 2009). The references for this article were current and ranged from 1957-2008, with majority of the references from the past 5 years. This article was published online on June 11, 2009 in the Journal of Community Health. Framework Corwin and colleagues uses D. Nutbeam's article "Health literacy as a public health goal: a challenge for contemporary health education and communication strategies into the 21st century", as a main source. According to Nutbeam the definition of health literacy is a composite term to describe a range of outcomes to health education and communication activities (Nutbeam, D. 2006). Corwin also used the definition from US Department of Health and Human Services and the...
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... July 23, 2010 TABLE OF CONTENTS Table of Contents 2 Problem Statement 3 Situation Analysis 3 Background 3 Objectives and Goals 3 Current Situation 3 Henerson Bas Process 3 SWOT Analysis 4 Market Analysis 5 Segment Analysis 5 Competition Analysis 6 Financial Analysis 6 Case Keys 7 Key success factors 7 Key uncertainties 7 Alternative 7 Alternative Analysis 9 Recommendations 9 Action Plan 10 Contigency Plan 10 Problem Statement: Louisa Morgan needs to Set a price and service level for advertising campaign for Halpernia Industry regard to maintain client relationship and satisfaction. The management at Henderson Bas needs to set up a pricing model to effectively balance company's profitability against customer satisfaction Situation Analysis Background Henderson Bas was founded by Dawna Henderson in 1996 and started as an interactive agency in downtown Toronto. The company developed from a one person operation to a midsized 65 person corporation. The company provided wide range of online services like web design, online advertising, e-mail marketing, database marketing and Technology services. They worked with many large companies including Coca-Cola, eBay, Molson and Nike. Henderson Bas was recognized as a leader in the interactive advertising industry. Objectives and Goals Keep its position as a leader in the interactive advertising industry by providing premium service and maintaining well above average relationship...
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...Multimedia Design and Development find what they want. The best Milestones - Analysis Report, navigation is highly intuitive. Often Outline, Statement of Work web pages provide alternate paths Design Phase (e.g. - buttons, image maps, • Begin Design (Interface, hypertext.) Navigation, Graphics, Text Textual content should be Treatment) designed for accessibility and readability. Depending on the kind • Draft Flowcharts and of project, text may also need to be Storyboards printable and changeable. Detailing what it takes to do it right, During design it is also important to • Review and make any necessary revisions to designs, etc. this article describes some basic consider technology issues, such as: design principles, delineates the • Define and Build Rapid bandwidth, throughput, system phases of development, Prototype(s) requirements, etc. demonstrates appropriate analysis • Conduct Test of Rapid and defines some basic multimedia Development Prototype(s) with typical end terms. Here are the activities involved users during each phase of multimedia As the line between disk and webbased projects continue to blur, it becomes easier to communicate effectively using either or both. Capture and hold attention with multimedia. Combine audio, video and animated graphics with the written word, to deliver interesting, entertaining and compelling messages. Design Interactive design is probably the most exciting feature of multimedia projects....
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...Management Information Systems MANAGING THE DIGITAL FIRM Kenneth C. Laudon New York University f Jane P. Laudon Azimuth Information Systems PEARSON feerttifie tall Pearson Education International Brief Contents Part One Chapter 1 Chapter 2 Chapter 3 Chapter 4 Part One Project Organizations, Management, and the Networked Enterprise 1 Information Systems in Global Business Today 2 Global E-Business: How Businesses Use Information Systems 38 Information Systems, Organizations, and Strategy 80 Ethical and Social Issues in Information Systems 124 Analyzing Business Processes for an Enterprise System 165 Part Two Chapter 5 Chapter 6 Chapter 7 Chapter 8 Part Two Project Information Technology Infrastructure 167 IT Infrastructure and Emerging Technologies 168 Foundations of Business Intelligence: Databases and Information Management 222 Telecommunications, the Internet, and Wireless Technology 260 Securing Information Systems 312 Creating a New Internet Business 351 Part Three Chapter 9 Chapter 10 Chapter 11 Chapter 12 Part Three Project Key System Applications for the Digital Age 353 Achieving Operational Excellence and Customer Intimacy: Enterprise Applications 354 E-Commerce: Digital Markets, Digital Goods 388 Managing Knowledge 428 Enhancing Decision Making 470 Designing an Enterprise Information Portal 508 Part Four Chapter 13 Chapter 14 Chapter 15 Part Four Project Building and Managing Systems 509 Building Systems 510 Project Management:...
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... Integrated marketing communication is often compared to an orchestra. Just as an orchestra’s performance is guided by a musical score, an IMC campaign must have a written score, or plan. This plan details which marketing communication functions and which media are to be used at which times and to what extent. An IMC campaign plan is a written document. It can be as minimal as a set of organized notes by a person running a small retail business or as complex as a 100-page document for a multimillion-euro brand campaign. But all good plans, regardless of size, have six basic elements: • Targeting (designated customers and prospects) • SWOT analysis • Objectives • Strategies and tactics • Budget • Evaluation The planning process begins with the selection of the desired audience for the brand message. Research then determines the strengths and weaknesses of a company or brand from the perspective of customers and prospects. Planning also takes into consideration marketplace opportunities and threats—the things that companies cannot control but can leverage or address to their advantage. Different Researchers and authors define this marketing activity in different perspectives the most famous definitions are as follow: “Integrated marketing communication is a process for planning, executing & monitoring the brand messages that create customer relationships, (Duncan, 2005)” “IMC is the coordination and integration of all marketing communication tools, avenues, and sources...
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...attempting to clear up the confusion and clarify misunderstandings . Different ways organization can communicate the value of benefits package. • Identify the benefits provided. Sounds simple, but all employees know what benefits they are provided? Healthcare is the benefit most everyone thinks of—and its value is considerable. But how about other “hidden” benefits that may provide? • Explain the value of each benefit. Every benefit has a value. communication program should be comprehensive enough so that any employee in organization can calculate the value—either in a dollar amount or as a percent of his or her pay—of each benefit provided. • Provide various methods to teach the value of benefits. Some basic methods to use in your education program include one-on-one meetings with expert consultants, group meetings, and Internet or self-enroll methods. Other ideas to supplement these methods include online resources, printed benefits booklets, printed enrollment guides and interactive multimedia tools. • Be interactive. People learn in different ways. Some comprehend written messages; others prefer audio-visuals. And most learn best through interactivity. Today’s benefits education involves more than just developing a message and delivering it. It’s about...
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...market political candidates, and deal with societal problems such as alcohol and drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them. Most of the people involved in advertising and promotion will tell you that there is no more dynamic and fascinating a field to either practice or study. However, they will also tell you that the field is undergoing dramatic changes that are changing advertising and promotion forever. The changes are coming from all sides—clients demanding better results from their advertising and promotional dollars; lean but highly creative smaller ad agencies; sales promotion and direct-marketing firms, as well as interactive agencies, which want a larger share of the billions of dollars companies spend each year promoting their products and services; consumers who no longer respond to traditional forms of advertising; and new technologies that may reinvent the very process of advertising. As the new millennium begins, we are experiencing perhaps the most dynamic and revolutionary changes of any era in the history of marketing, as well as advertising and promotion. These changes are being driven by advances in technology and developments that have led to the rapid...
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