Industry Handbook: Porter's 5 Forces Analysis. If you are not familiar with the five competitive forces model, here is a brief background on who developed it, and why it is useful. The model originated from Michael E. Porter's 1980 book "Competitive Strategy: Techniques for Analyzing Industries and Competitors. " Since then, it has become a frequently used tool for analyzing a company's industry structure and its corporate strategy. In his book, Porter identified five competitive forces that shape every single industry and market. Threat of New Entrants - The easier it is for new companies to enter the industry, the more cutthroat competition there will be.
Proceed to Checkout: The Unexpected Story of How Ecommerce Started. The Risk of Virtual Personal Assistants as Gatekeepers - DZone Big Data. Virtual personal assistants (VPAs) are software applications that understand written and spoken text, that speak, answer questions, provide useful information, and perform tasks for us. VPAs rely on capabilities ranging from speech recognition to predictive analytics and machine learning algorithms. Siri and Google Now are the most widely used VPAs. As the technologies advance, our VPAs are expected to become increasingly capable. In a recent article, Tom Pullar-Strecker speculates that VPAs will have deep knowledge of us and our preferences.
We will depend on these smart assistants to help us plan and organize our lives and even carry out basic tasks. Our VPA will determine if we’re available to meet with friends and then arrange the entire evening for us, from inviting our guests to making the restaurant reservations. We’re entering a new world. But there are other risks that aren’t discussed as often as the topic of privacy. Spotify Embraces Programmatic Advertising. Many of the best-known streaming services, such as iHeartMedia and Pandora, have been developing systems that aim to serve advertisements to listeners in a ways that relate to their listening habits.
Spotify is probably the biggest of the music brands to have recently moved over to programmatic advertising, as the process is called. Essentially, programmatic adverts are designed to target on the subscriber based on their musical tastes. For example, a listener tuned to a classical streaming station fits a particular profile for any given streaming service. A subscriber listening to a workout mix affords Spotify the chance to sell advertising to e-marketers based on what they happen to be streaming. Some of the main music platforms, including Spotify, are in the process of building advertising machines that can take advantage of the large amounts of data that their subscribers generate when using the service. Why Playlist Targeting Works for Advertisers. Influencer marketing: Vier tips voor het organiseren van een event. Het overbrengen van een boodschap via influencers blijkt een van de snelst groeiende trends op het gebied van marketing en pr.
Afgelopen zomer werden er dan ook behoorlijk wat influencer events georganiseerd. Of het nu ging om een nieuwe hotspot, winkel, product of een catalogus; de events leverden vaak veel (online) publiciteit op. Bij het organiseren van zo’n event zijn er een aantal punten waar je extra aandacht aan moet besteden. Vier tips op een rij, aan de hand van vier succesvolle cases: 1. Essentieel is natuurlijk dat je de juiste mensen uitnodigt voor het event. Een andere optie is The Hoxton methode. 2. Misschien wel net zo belangrijk als de influencers die naar je event komen: de locatie. Verschillende Rotterdamse ondernemers combineerden verschillende perfecte locaties in hun stad zoals het King Kong Hostel.
De influencers fotografeerden en filmden er het hele weekend op los. 3. Voor degene met een beperkt budget is dit een extra belangrijke tip. 4. Gratis reclame: 3 voorbeelden van viaviamarketing. Moyee Coffee wil door middel van fairchain koffie een revolutie ontketenen, aldus de website. Ze zoeken medestanders die radically good coffee willen drinken. Over die terminologie is goed nagedacht, zeg Sjors Boelaars, chef business to consumer van Moyee Coffeer. “Radicaal gaat over een revolutie in kwaliteit én in sociale impact. Dat vinden mensen heel tof.” Volgens Boelaars worden consumenten zich steeds bewuster van de producten die ze kopen. “En ze hebben behoefte aan een diepe verbinding met een merk.” 1. Door te vertellen over hun eerlijk betaalde koffieboeren uit Ethiopië, probeert Moyee het publiek tot fan of ambassadeur te maken.
De consumenten die Moyee op die manier aantrekt, blijven meestal langer. 2. Sociale media zijn vooral handig om je bereik flink op te schalen. Op Facebook nam de zichtbaarheid van posts de afgelopen jaren flink af. 3. Van Emmerik noemt ook de Pay it Forward-methode, waarbij je gebruik maakt van het netwerk van je volgers. Customer service is changing - "social media is just the tip of the iceberg" Downloads | Purpose+
Digital Marketing and Measurement Model: Web Analytics. The Periodic Table Of SEO Success Factors. BPTrends | Connect, Capture, Collaborate. Economic pressures are driving urgent change in the UK public sector, with sufficient force that civil servants are starting to adopt approaches modern even by private sector standards.
For example, recent technical innovations include authentication for UK government Web sites via social media accounts such as Facebook (see There are also deeper, more cultural innovations. In this Column, I will discuss such an innovation – a new approach to change itself. Plan A The department store chain Marks & Spencer calls its sustainability campaign “Plan A”: We launched Plan A in January 2007, setting out 100 commitments to achieve in 5 years. We've now extended Plan A to 180 commitments to achieve by 2015, with the ultimate goal of becoming the world's most sustainable major retailer. The interesting thing about Plan A is that its basis is commitments. So far, we've Achieved 139 with 31 On plan, 5 Behind plan, 4 Not achieved and one Cancelled. Conclusion. Web Data Mining - An Introduction. The 6 critical questions guaranteed to drive your social media strategy.
If you made ladders for a living and sold them to big chain stores, how much of your budget should you spend on social media marketing? Should you step it up? (Sorry, I can’t help myself sometimes). This was a real question posed to me by a reader last week and as I walked her through the six key questions that lead to social media strategy I thought this would be useful information to share with you. Undoubtedly, most companies should have a social media presence today. But let’s assume you’re like 95% of the businesses out there: You need to do it. When I’m working with new clients, the roadmap basically boils down to following the line behind six essential questions.
Here we go … 1) Can you finish this sentence? This is the most difficult task in business. Are you the fastest, cheapest, highest, lowest, most convenient, most colorful, most … what? Are you unique because of your experience, your location, your service or your flavor? 2) Can our culture sustain a social media strategy? Behavioral Marketing | What is Behavioral Marketing? Explore the Strategy of Behavioral Marketing As you search through your favorite web pages, your eyes briefly drift to the side of a webpage. You suddenly notice the ads that have been sitting there all along -- ads that actually seem interesting to you for once.
Also known as behavioral targeting, behavioral marketing profiles the prior behavior of online users in order to determine which ads those users will see next. This allows for a deeper level of ad customization, giving businesses insight into the habits and desires of consumers. Targeted advertisments are more likely to seem interesting to users, and take into account their individual preferences to display relevant content. Understanding how to implement behavioral marketing campaigns allows marketers to reach a more receptive audience. What is behavioral marketing? Consider Facebook, where users share a variety of information every day -- not only about their likes and interests, but about their friends as well. How to use social media at every stage of the sales funnel. Thinking of social media as part of the phrase ‘social media marketing’ is an unduly limited way to approach it. Many customers are using social media more than ever before and the challenge doesn’t stop at marketing.
We need to find ways to make meaningful connections with customers at every stage of the sales funnel. The purchase funnel is a consumer focused marketing model (just like social media) that has stood the test of time. Over the years, there have been various additions, modifications and adaptations to this funnel, based on changing consumer behavior and sales cycles.
And that funnel is no longer a cone-shaped conduit that drains more and more customers as they pass through it. And it’s your duty as a marketer to keep it moving upstairs. So where does social media fit in? Awareness Your customers are just embarking on their not-yet-intended journey. The more consumers interact with your brand the easier they’ll be to market to further down the funnel. Engage proactively Purchase.