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Daita, Ananda Rohit. "The Art and Science of Data Analysis." Thesis, University of North Texas, 2018. https://digital.library.unt.edu/ark:/67531/metadc1157624/.
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This thesis aims to utilize data analysis and predictive modeling techniques and apply them in different domains for gaining insights. The topics were chosen keeping the same in mind. Analysis of customer interests is a crucial factor in present marketing trends and hence we worked on twitter data which is a significant part of digital marketing. Neuroscience, especially psychological behavior, is an important research area. We chose eye tracking data based on which we differentiated human concentration while watching controllable (video game) videos and uncontrollable (sports) videos. Currently, cities are using data analysis for becoming smart cities. We worked on the City of Lewisville emergency services data and predicted the vehicle-accident-prone areas for development of precautionary measures in those areas.
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Nyblom, Oscar. "Analysing the digital marketing tool Digital Plattform : Identifying issues users are experiencing when using a digital marketing tool for the first time." Thesis, Linköpings universitet, Institutionen för datavetenskap, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-176573.
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Digital marketing is becoming more influential for businesses and along with it so does digital marketing tools. To make digital marketing tools useful for new users and businesses, they should be easy to use and allow for a good user experience. By analysing the digital marketing tool ‘Digital Plattform’ by Digital Marknadsplan, this study examines how to make design suggestions to improve user experience by using theories in interaction design and insights from user tests that highlights common issues. It turns out there are common issues that has been highlighted trough a heuristic analysis and a thematic analysis. Some issues include a lack of feedback and information along with general inconsistencies. By providing design suggestions to these issues, they could be targeted directly and therefore improving the user experience for new potential users. The results of this study could also be argued to be applicable to other digital marketing tools in improving their user experience for new users.
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Čížová, Natália. "Marketingová stratégia vybranej firmy." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-201100.
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The basic feature of our time is constant change. The world is becoming more globalized, needs and desires of consumers are changing and consumer is changing itself, because he is more informed and has greater purchasing power. Technical and technological progress changes the way we look at the world. Competition strengthens and the way of trading is modernizing. For all these reasons, the marketing strategy is in many ways a necessity for businesses. The diploma thesis is divided into theoretical and analytical part and the main objective is the analysis and proposal of marketing strategy of chosen company in regard to a theoretical part, analysis results and information obtained.
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Barone, Edoardo <1992>. "Innovazione digitale e marketing territoriale: strategie per lo sviluppo del settore turistico culturale." Master's Degree Thesis, Università Ca' Foscari Venezia, 2017. http://hdl.handle.net/10579/11824.
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Lo scopo di questo lavoro è quello di analizzare lo stato dell'arte circa i metodi di valorizzazione del patrimonio culturale italiano e di proporre nuovi strumenti e strategie per la collaborazione fra addetti ai lavori del settore artistico ed esercenti del territorio.
La chiave di volta per tale cooperazione è da ricercare nello sviluppo di un innovativo modo di intendere e pensare il turismo, che leghi il patrimonio in questione al settore commerciale privato col fine di sviluppare le potenzialità dei singoli territori.
Ed è proprio del territorio che questo lavoro comincerà a trattare, inteso come spazio entro il quale coesistono beni e persone. Si spiegherà come il fortunato caso che riguarda la penisola italiana possa aprire le porte a nuovi modi per intendere e sfruttare le risorse artistiche di cui il paese dispone.
Nel primo capitolo si andrà ad esporre il concetto di “museo diffuso” e di come l'utilizzo della razionalizzazione dello spazio tramite il mapping possa migliorare l'efficienza nella fruizione dei beni in un dato ambiente. A seguire andranno analizzati i consumi, i bisogni e i pubblici della cultura con l'ausilio di dati qualitativi e quantitativi, esaminate le regolamentazioni che disciplinano il management del patrimonio artistico e esposte le criticità delle attuali strategie di valorizzazione dei beni culturali.
Le mutazioni che hanno coinvolto il turismo e l'innovazione digitale dei servizi saranno invece i soggetti di studio del secondo capitolo.
Durante la stesura di questa parte di lavoro ho reputato necessario porre a sostegno le cifre del turismo nelle città d'arte e le intuizioni di alcuni esperti circa l'evoluzione del turista del nostro secolo per giustificare un accenno critico al mercato che ruota attorno ad esso.
Si passerà poi a tracciare la crescita delle tecnologie per la promozione del territorio e lo sfruttamento di una evoluzione dell'uso della Rete chiamato IoT, ovvero Internet delle Cose.
Dalla fusione fra questi propedeutici studi nasce il mio lavoro, che non è che un'indagine su possibili nuove cooperazioni che coinvolgano il settore culturale e quello turistico.
Ipotizzando che gli strumenti per far sì che tale sinergia si riveli proficua per entrambe le parti siano software e devices tecnologici, si procederà con analisi benchmark sui congegni esistenti arrivando alla formulazione di un nuovo innovativo sistema che sfrutti dinamiche di audience engagement e gamification.
Di tale strumento tratterà infine il quarto capitolo, dove ne saranno esposti gradualmente i processi di realizzazione, ne sarà testata la sostenibilità economica e presentati gli stakeholders.
Si seguirà lo sviluppo dal back-end, la parte relativa la programmazione che permette l'effettivo funzionamento del software, al front-end, cioè la parte visibile al fruitore con cui egli stesso può interagire, lasciando spazio infine per immaginare conseguenti implementazioni funzionali al prodotto stesso, volte ad aumentarne l'efficacia e i bacini di utenza a cui potrebbe rivolgersi.
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Lindström, Sofia, Sebastian Edemalm, and Erik Reinholdsson. "Marketers are Watching You : An exploration of AI in relation to marketing, existential threats, and opportunities." Thesis, Jönköping University, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-52744.
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Background: As of today, it is apparent that with the ever-changing demands and needs of customers, companies are facing enormous pressure to deliver the right value, on time, in the right way, and proper manner. To realize the full potential of Artificial Intelligence (AI), a careful plan and method need to be established in the development and deployment when incorporating the technology with marketing. Technology is evolving at a rapid pace and Artificial Intelligence (AI) can be found in a variety of applications. AI in marketing can provide valuable data clusterization and insights for personalized recommendations, customer segmentation, or even advertising optimization. Problem: To date, a few studies have been made due to the rapid development of AI which has shown an opportunity for marketers. From this hype, companies are looking into speedy implementation where one can forget that this technology comes with risks and threats. “The problem is that everybody has unconscious biases and people embed their own biases into technology” (Kantayya, 2021). Although machines can deliver personalized numerical information, it cannot deliver new solutions such as products and services, nor classify different outputs with a cognitive mindset which could result in biased results. The objective of this research is to utilize the information and insights gathered from experts in the field of engineering and marketing to gain a holistic view of the current and future capabilities of AI in marketing. Purpose: The focus of this bachelor thesis is to provide additional insights in regards to Artificial Intelligence in relation to marketing, taking into consideration bias, personalization, the black box, along with other possible implications of AI systems, also referred to as the dark side. To fulfill the researchers’ objective, qualitative interviews with practitioners and employees with different roles within the field of AI and Marketing were conducted. The paper will be focusing on concepts, theories, secondary data, and interviews which will be further discussed and give opportunities for future research. Method: To perform this research, a qualitative research design was applied, and 12 structured interviews were conducted with those who have knowledge and experience with AI, marketing, or both. Results: The study elucidates the potentials and fallbacks of Artificial Intelligence in marketing. Where the findings suggest a mixture of human intervention and technology is needed to work against the perceptions, bias, and manipulation the technology can possess. The aims then guide towards the conclusion presenting the important cognitive and emotional skills that humans obtain that are currently lacking in AI. This study finds several key areas both in terms of opportunities and risks. Such key areas involve the possibility of delivering new, unique personalized content to a mass audience at lightning-quick speed and at the same time presenting a handful of risks by giving machines the permission to make human decisions. Risks found in this study presented as the dark side include the bubble, bias, manipulation, fear of losing jobs, lack of transparency creating the black-box phenomena. Therefore, this research is interesting especially for marketing managers in how AI could be used both from an opportunity perspective and possible risks to consider.
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Jarl, Mathilda. "WHAT ATTRACTS GEN Z? : A thesis about how companies strategically are attracting generation Z with IT/digital related competence through their Employer Branding." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-37441.
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With a new generation entering the labour market, HR departments struggle to stay attractive. The talents are hard to attract and even harder to maintain. The importance of employer branding is therefore essential for both the employer and the seekers, in order to become a match. The generation Z desires to make a change and it is up to the employer to give them the opportunity to influence and make an impact.
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Silva, Bruno Reis Moniz da. "Marketing Digital." Master's thesis, Universidade Europeia - Laureate International Universities, 2015. http://hdl.handle.net/10400.26/9633.
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O Marketing Digital é uma plataforma de comunicação digital que permite as empresas promover produtos, serviços e marcas, assim como conquistar novos clientes e melhorar a sua
rede de relacionamentos. O presente estudo tem
como objectivo caracterizar o Marketing Digital em Angola, assim como descrever as áreas relacionadas e estratégias adoptadas. Recorreu-‐se à pesquisa qualitativa, devido ao seu carácter descritivo e exploratório. Como método de investigação optou-‐se pela realização de estudos de casos referentes a
empresas de diferentes sectores em Angola. Com base na literatura relacionada a matéria, realizaram-se entrevistas aos directores das empresas e foi feita uma análise às estratégias já existentes de cada uma delas. Os resultados evidenciam pontos fortes e fracos no que concerne as estratégias de
Marketing Digital adoptadas. Os mesmos demonstram que o Marketing Digital é ainda uma
questão de “futuro” em Angola, isto é, não é
prioridade e há grande relutância por parte das empresas em investir em tal área. O mercado em si já possui meios suficientes que permitem a implementação do Marketing Digital.
Por fim, conclui-‐se que é necessário sensibilizar as empresas a adoptaram uma estratégia que possua planeamento e
pesquisa, pois só assim serão evitados orçamentos de valor avultado e encontrados técnicos qualificados- principais motivos que originam a fraca aposta no Marketing Digital.
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Bång, Andreas, and Cajsa Roos. "Digital Marketing Strategy." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35282.
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Abstract Course/level: 2FE16E, Bachelor Thesis Authors: Bång Andreas & Roos Cajsa Tutor: Krister Jönsson Examiner: Pejvak Oghazi Title: Digital Marketing Strategy within Manufacturing Industry – A qualitative case study Keywords: Digital marketing strategy, relationship, branding, profit/performance, social media, social commerce, service quality, digital channels, the Internet, digital development, importance of digital channels Background: The climate in B2B is very competitive and the need for a marketing strategy is vital for a company to stay competitive. Relationship, branding and profit/performance are three parts that are argued to be central in a marketing strategy. The Internet and digital marketing strategy is an area that lacks research in the context of the manufacturing industry. Therefore it could be of importance to identify how companies use the Internet and digital channels in their digital marketing strategy. Research questions: RQ 1. How do small and medium sized companies in B2B sectors use the Internet and digital channels in their marketing strategy? RQ 2. Why do small and medium sized companies in B2B use the Internet and digital channels in their marketing? RQ 3. How do small and medium sized companies in B2B see at future development of the use of the Internet and digital channels? Purpose: The purpose of this study is to identify how small and medium sized companies in B2B use the Internet as a tool for digital marketing strategy. Methodology: Qualitative approach, multi case study, semi-structured interviews Conclusion: Most used digital channel is the homepage. The more competition a company has results in a higher adoption of digital channels. Relationships can be enhanced through digital channels.
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Andersson, Elina, and Nicolai Pitz. "Ready, set, live! How Do European Consumers Perceive the Value of Live Video Shopping and What are Their Motivations to Engage in It? A Qualitative Study." Thesis, Umeå universitet, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-185201.
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The phenomenon of Live Video Shopping (LVS) has gained increased attention in recent years. Sinceapproximately 2017, the Chinese market has brought LVSto the attention of the public. In terms of overall market share, LVS was projected to account for roughly 20% of the overalle-commerce volume in Chinauntil 2021. Despite that, within Europe LVS has not seen such rapid growth and seems to be still a neglected domain,both in practice and in academia.Most academic research on LVS has originated in China and took place in an Asian setting. From a European standpoint, these findings can onlyserve as a starting point for further researchdue to cultural differences. Sincemost extant research on the topic of LVS adopted a quantitative research design, we could clearly identify a lack of qualitative studies in a European context. Therefore, our study aims to fill this research gap by investigating European consumersperceived value of LVS and their motivations to engage in it. A qualitative research design is particularly suitable for the exploratory nature of ourresearch. For the collection of data, we conducted three synchronous online focus groups through purposive sampling of European participants. In addition to that, and as a triangulation for our data sources, Pål Burman, the CEO of the LVS provider Zellma, was interviewed. With this we were able to includedifferent perspectives on the topic. It also helped us to increase thevalidityofthemanagerial implications.Usingthematic analysis, we could identify themes that theparticipants associated with the concept of LVS. The findings suggest that the perceived value of LVS for European consumers is not indisputable. Based on the theoretical concept of perceived value,LVS has to solve the trade-off between give and get components. This means that the committed time for attending an LVS stream has to be compensated by certainbenefits, such asdiscounts, enhanced product information, exclusivity of content,or inspiration. By using the theoretical framework of Uses and Gratifications Theory (UGT), we were able to divide the motivations of European consumers to engage in LVS in three types of gratifications: hedonic, utilitarian, and social. As opposed to prior Asian research on the topic, social gratifications only played a minor role forEuropean consumers. Reasons for an interaction between the viewer and the broadcaster were primarily product-related and utilitarian by nature. Engagement for the sake of social motives could not be confirmed. Utilitarian gratifications desired byEuropean consumers were mainly connected to theobtainment of enhanced production information, leading to more informed purchase decisions. Hedonic motivations were for exampleentertainmentand inspiration. When connecting UGT to the TechnologyAcceptance Model (TAM), we have also been able to identify consumers' approachesto LVS as a new technology.Crucial here weretheperceived ease of use and perceived usefulnessof LVS.It was shown that consumers require LVS to be as easy or easier than normal e-commerce shopping is already.LVS would further be perceived as useful if it could provide the viewers with something uniquethat old technologies are not able to provide.Asa new digital phenomenon, itis expected to serve as a complement to physical and online stores. In fact, LVS might not only serve as a platform of sales, but also tocreate long-lasting relationships between a brand and its consumers with consumer engagementas a main desired outcome.
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Vennberg, Karin. "Attracting Digital Native Students Through Digital Marketing." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-70366.
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As the world economies have shifted from being production-based to knowledge-based each country has to develop their technologically literate workforces to stay globally competitive. A low interest in the engineering profession among younger students has caused insufficient support for the workforce demand. Marketers must adapt their efforts to recruiting young people even before they attend college as this focused cohort tend to make career plans early. As today’s teenagers have been using digital media constantly since they grew up, they are frequently called digital natives. They perceive social networking sites, where they can communicate with friends and exchange information with people all over the world, as essential parts of their lives. This makes social networks great promotional tools, as digital natives share experiences and opinions about products and services online, creating a kind of electronic word-of-mouth, which is characterized as the future of social media marketing communications. To investigate in what ways digital natives’ absorb online marketing, the purpose of this research is to provide a better understanding of how technical high schools can address digital marketing activities to attract more students. The thesis was compiled after inquiries from the Swedish nationwide senior high school Teknikcollege, and it is conducted as a quantitative explanatory study, where primary data was collected through an online questionnaire distributed among junior high school students in Luleå and Överkalix. A total of 239 answers were collected and 182 answers were analyzed using statistical techniques. The results suggested that senior high schools should focus their online marketing efforts on visual social media channels, and that people based trust is the most important factor when using the peripheral route to persuade digital natives.
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Koukova, Nevena Taneva. "Marketing of digital products." College Park, Md. : University of Maryland, 2005. http://hdl.handle.net/1903/2414.
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Thesis (Ph. D.) -- University of Maryland, College Park, 2005.Thesis research directed by: Business and Management. Title from t.p. of PDF. Includes bibliographical references. Published by UMI Dissertation Services, Ann Arbor, Mich. Also available in paper.
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Ignacio, Martinez Alcorta Jorge. "Marketing Digital-CM32-201401." Universidad Peruana de Ciencias Aplicadas (UPC), 2014. http://hdl.handle.net/10757/633571.
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Somos actores y no solo espectadores de un profundo cambio en nuestra sociedad. El advenimiento de la digitalidad cambia nuestra forma de aprender relacionarnos trabajar y consumir al punto que ya nos resulta imposible imaginar una sociedad sin Internet. La digitalidad ha permeado también en el Marketing y trastocado su fórmula base abriendo nuevas posibilidades y lapidando prácticas consideradas básicas hace 40 años razones que llevan a que los profesionales en Marketing desarrollen estrategias específicas en este nuevo escenario tecnológico.
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Ignacio, Martinez Alcorta Jorge. "Marketing Digital-CM32-201402." Universidad Peruana de Ciencias Aplicadas (UPC), 2014. http://hdl.handle.net/10757/633572.
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Somos actores y no solo espectadores de un profundo cambio en nuestra sociedad. El advenimiento de la digitalidad cambia nuestra forma de aprender relacionarnos trabajar y consumir al punto que ya nos resulta imposible imaginar una sociedad sin Internet. La digitalidad ha permeado también en el Marketing y trastocado su fórmula base abriendo nuevas posibilidades y lapidando prácticas consideradas básicas hace 40 años razones que llevan a que los profesionales en Marketing desarrollen estrategias específicas en este nuevo escenario tecnológico.
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Ignacio, Martinez Alcorta Jorge. "Marketing Digital-CM32-201501." Universidad Peruana de Ciencias Aplicadas (UPC), 2015. http://hdl.handle.net/10757/633573.
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Somos actores y no solo espectadores de un profundo cambio en nuestra sociedad. El advenimiento de la digitalidad cambia nuestra forma de aprender relacionarnos trabajar y consumir al punto que ya nos resulta imposible imaginar una sociedad sin Internet. La digitalidad ha permeado también en el Marketing y trastocado su fórmula base abriendo nuevas posibilidades y lapidando prácticas consideradas básicas hace 40 años razones que llevan a que los profesionales en Marketing desarrollen estrategias específicas en este nuevo escenario tecnológico.
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Ignacio, Martinez Alcorta Jorge. "Marketing Digital-CM55-201502." Universidad Peruana de Ciencias Aplicadas (UPC), 2015. http://hdl.handle.net/10757/633650.
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Curso de especialidad en la carrera de Comunicación y Marketing de carácter teórico dirigido a los estudiantes del séptimo ciclo que busca desarrollar las competencias generales de Comunicación escrita y Pensamiento Innovador y la competencia específica de Actualización e Innovación Comercial.Somos actores y no solo espectadores de un profundo cambio en nuestra sociedad. El advenimiento de la digitalidad cambia nuestra forma de aprender relacionarnos trabajar y consumir al punto que ya nos resulta imposible imaginar una sociedad sin Internet.La digitalidad también ha permeado en el Marketing y trastocado su fórmula base abriendo nuevas posibilidades y lapidando prácticas consideradas básicas hace 40 años.Este curso preparará al estudiante para afrontar este fenómeno y manejar herramientas de marketing digital respondiendo a objetivos estratégicos de comunicación.
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Ignacio, Martinez Alcorta Jorge. "Marketing Digital-CM55-201601." Universidad Peruana de Ciencias Aplicadas (UPC), 2016. http://hdl.handle.net/10757/633651.
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Curso de especialidad en la carrera de Comunicación y Marketing de carácter teórico dirigido a los estudiantes del séptimo ciclo que busca desarrollar las competencias generales de comunicación escrita y pensamiento innovador y la competencia específica de actualización e innovación comercial.El curso ofrece al alumno una nueva mirada para abordar el marketing así como una infinita gama de posibilidades y beneficios necesarias en las empresas de hoy. A su vez la asignatura prepara al estudiante para afrontar este fenómeno y manejar herramientas de marketing digital respondiendo a objetivos estratégicos de comunicación los cuales crean valor en las organizaciones actuales. El alumno aprende las bases del marketing digital que luego consolidará en el curso siguiente Estrategia Digital de esta forma el estudiante no solo actualiza sus conocimientos sobre las tendencias tecnológicas en marketing sino también fortalece su perfil y competitividad profesional en el mercado.Somos actores y no solo espectadores de un profundo cambio en nuestra sociedad. El advenimiento de la digitalidad cambia nuestra forma de aprender relacionarnos trabajar y consumir al punto que ya nos resulta imposible imaginar una sociedad sin Internet.La digitalidad también ha permeado en el marketing y trastocado su fórmula base abriendo nuevas posibilidades y lapidando prácticas consideradas básicas hace 40 años.
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Ignacio, Martinez Alcorta Jorge. "Marketing Digital-CM55-201602." Universidad Peruana de Ciencias Aplicadas (UPC), 2016. http://hdl.handle.net/10757/633652.
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Curso de especialidad en la carrera de Comunicación y Marketing de carácter teórico dirigido a los estudiantes del séptimo ciclo que busca desarrollar las competencias generales de comunicación escrita y pensamiento innovador y la competencia específica de actualización e innovación comercial.El curso ofrece al alumno una nueva mirada para abordar el marketing así como una infinita gama de posibilidades y beneficios necesarias en las empresas de hoy. A su vez la asignatura prepara al estudiante para afrontar este fenómeno y manejar herramientas de marketing digital respondiendo a objetivos estratégicos de comunicación los cuales crean valor en las organizaciones actuales. El alumno aprende las bases del marketing digital que luego consolidará en el curso siguiente Estrategia Digital de esta forma el estudiante no solo actualiza sus conocimientos sobre las tendencias tecnológicas en marketing sino también fortalece su perfil y competitividad profesional en el mercado.Somos actores y no solo espectadores de un profundo cambio en nuestra sociedad. El advenimiento de la digitalidad cambia nuestra forma de aprender relacionarnos trabajar y consumir al punto que ya nos resulta imposible imaginar una sociedad sin Internet.La digitalidad también ha permeado en el marketing y trastocado su fórmula base abriendo nuevas posibilidades y lapidando prácticas consideradas básicas hace 40 años.
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Ignacio, Martinez Alcorta Jorge. "Marketing Digital-CM55-201701." Universidad Peruana de Ciencias Aplicadas (UPC), 2017. http://hdl.handle.net/10757/633653.
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Curso de especialidad en la carrera de Comunicación y Marketing de carácter teórico dirigido a los estudiantes del séptimo ciclo que busca desarrollar las competencias generales de comunicación escrita y pensamiento innovador así como la competencia específica de actualización e innovación comercial.El curso ofrece al alumno una nueva mirada para abordar el marketing así como una infinita gama de posibilidades y beneficios necesarias en las empresas de hoy. A su vez la asignatura prepara al estudiante para afrontar este fenómeno y manejar herramientas de marketing digital respondiendo a objetivos estratégicos de comunicación los cuales crean valor en las organizaciones actuales. El alumno aprende las bases del marketing digital que luego consolidará en el curso siguiente Estrategia Digital de esta forma el estudiante no solo actualiza sus conocimientos sobre las tendencias tecnológicas en marketing sino también fortalece su perfil y competitividad profesional en el mercado.
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Ignacio, Martinez Alcorta Jorge, and Ortiz Tavara Davis. "Marketing Digital-CM55-201702." Universidad Peruana de Ciencias Aplicadas (UPC), 2017. http://hdl.handle.net/10757/633655.
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Curso de especialidad en la carrera de Comunicación y Marketing de carácter teórico dirigido a los estudiantes del séptimo ciclo que busca desarrollar las competencias generales de comunicación escrita y pensamiento innovador así como la competencia específica de actualización e innovación comercial.El curso ofrece al alumno una nueva mirada para abordar el marketing así como una infinita gama de posibilidades y beneficios necesarias en las empresas de hoy. A su vez la asignatura prepara al estudiante para afrontar este fenómeno y manejar herramientas de marketing digital respondiendo a objetivos estratégicos de comunicación los cuales crean valor en las organizaciones actuales. El alumno aprende las bases del marketing digital que luego consolidará en el curso siguiente Estrategia Digital de esta forma el estudiante no solo actualiza sus conocimientos sobre las tendencias tecnológicas en marketing sino también fortalece su perfil y competitividad profesional en el mercado.
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Fatima, Castillo Botetano, Ortiz Tavara Davis, and Tello Horna Diana Luz. "Marketing Digital-CM55-201801." Universidad Peruana de Ciencias Aplicadas (UPC), 2018. http://hdl.handle.net/10757/633656.
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Descripción:El curso de Marketing Digital ofrece una nueva mirada sobre lo digital demostrando que también ha permeado en el marketing y se ha transformado abriendo nuevas oportunidades de negocio para las empresas de hoy. A lo largo de cada sesión el alumno reconoce que más que espectadores todos somos protagonistas de un profundo cambio en nuestra sociedad. El aterrizaje de "lo digital" - en toda su magnitud y variables - cambia nuestra forma de aprender relacionarnos trabajar y consumir al punto que ya nos resulta imposible imaginar una empresa sin presencia online.Propósito:El curso prepara al alumno para ser un profesional competitivo dentro del marketing 4.0 fortaleciendo su perfil profesional. Así estará en la capacidad de analizar el entorno y comprender la mecánica de las nuevas tendencias al momento de construir proyectos digitales. A partir de ello podrá identificar herramientas digitales que puedan alinearse a los objetivos estratégicos de una empresa creando un valor diferencial en sus propuestas. El curso contribuye directamente al desarrollo de la competencia general Pensamiento Innovador y la competencia específica Actualización e Innovación Comercial ambas a un nivel intermedio (nivel 2). Esta asignatura es requisito del curso Estrategia Digital (CM56).
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Fatima, Castillo Botetano, Ortiz Tavara Davis, and Tello Horna Diana Luz. "Marketing Digital-CM55-201802." Universidad Peruana de Ciencias Aplicadas (UPC), 2018. http://hdl.handle.net/10757/633657.
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El curso de Marketing Digital ofrece una nueva mirada sobre lo digital demostrando que también ha permeado en el marketing y se ha transformado abriendo nuevas oportunidades de negocio para las empresas de hoy. A lo largo de cada sesión el alumno reconoce que más que espectadores todos somos protagonistas de un profundo cambio en nuestra sociedad. El aterrizaje de "lo digital" - en toda su magnitud y variables - cambia nuestra forma de aprender relacionarnos trabajar y consumir al punto que ya nos resulta imposible imaginar una empresa sin presencia online.El curso prepara al alumno para ser un profesional competitivo dentro del marketing 4.0 fortaleciendo su perfil profesional. Así estará en la capacidad de analizar el entorno y comprender la mecánica de las nuevas tendencias al momento de construir proyectos digitales. A partir de ello podrá identificar herramientas digitales que puedan alinearse a los objetivos estratégicos de una empresa creando un valor diferencial en sus propuestas. El curso contribuye directamente al desarrollo de la competencia general Pensamiento Innovador y la competencia específica Actualización e Innovación Comercial ambas a un nivel intermedio (nivel 2). Esta asignatura es requisito del curso Estrategia Digital (CM56).
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Martin, Lescano Uriol Ubaldo. "Marketing Digital-CM55-201900." Universidad Peruana de Ciencias Aplicadas (UPC), 2018. http://hdl.handle.net/10757/633658.
Full textAbstract:
El curso de Marketing Digital ofrece una nueva mirada sobre lo digital demostrando que también ha permeado en el marketing y se ha transformado abriendo nuevas oportunidades de negocio para las empresas de hoy. A lo largo de cada sesión el alumno reconoce que más que espectadores todos somos protagonistas de un profundo cambio en nuestra sociedad. El aterrizaje de "lo digital" - en toda su magnitud y variables - cambia nuestra forma de aprender relacionarnos trabajar y consumir al punto que ya nos resulta imposible imaginar una empresa sin presencia online.El curso prepara al alumno para ser un profesional competitivo dentro del marketing 4.0 fortaleciendo su perfil profesional. Así estará en la capacidad de analizar el entorno y comprender la mecánica de las nuevas tendencias al momento de construir proyectos digitales. A partir de ello podrá identificar herramientas digitales que puedan alinearse a los objetivos estratégicos de una empresa creando un valor diferencial en sus propuestas. El curso contribuye directamente al desarrollo de la competencia general Pensamiento Innovador y la competencia específica Actualización e Innovación Comercial ambas a un nivel intermedio (nivel 2). Esta asignatura es requisito del curso Estrategia Digital (CM56).
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Fatima, Castillo Botetano, Ortiz Tavara Davis, and Lescano Uriol Ubaldo Martin. "Marketing Digital-CM55-201901." Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/633659.
Full textAbstract:
El curso de Marketing Digital ofrece una nueva mirada sobre lo digital demostrando que también ha permeado en el marketing y se ha transformado abriendo nuevas oportunidades de negocio para las empresas de hoy. A lo largo de cada sesión el alumno reconoce que más que espectadores todos somos protagonistas de un profundo cambio en nuestra sociedad. El aterrizaje de ¿lo digital¿ - en toda su magnitud y variables- cambia nuestra forma de aprender relacionarnos trabajar y consumir al punto que ya nos resulta imposible imaginar una empresa sin presencia online. El curso prepara al alumno para ser un profesional competitivo dentro del marketing 4.0 fortaleciendo su perfil profesional. Así estará en la capacidad de analizar el entorno y comprender la mecánica de las nuevas tendencias al momento de construir proyectos digitales. A partir de ello podrá identificar herramientas digitales que puedan alinearse a los objetivos estratégicos de una empresa creando un valor diferencial en sus propuestas. El curso contribuye directamente al desarrollo de la competencia general Pensamiento Innovador y la competencia específica Actualización e Innovación Comercial ambas a un nivel intermedio (nivel 2). Esta asignatura es requisito del curso Estrategia Digital (CM56).
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Holder, John Frans Patrick. "Immersive, digital, expressive, art." Thesis, University of East London, 2011. http://roar.uel.ac.uk/3137/.
Full textAbstract:
Ever since I can remember I have been obsessed with alternate realities of one form or another: be it creating a graphical fantasy computer game in the mid 1980's; or as an engineer in rooms full of mainframe computers with their invisible layers of data being interrogated and processed, to more recently creating places that people would explore and spend time in Virtually', such as three dimensional social environments and rich-media websites. Despite a background in creative design and computing as engineer, designer, and media creative, my artistic mind always seems to be thinking in abstract ways about the reality that we inhabit and how that might be expressed, this remains a constant source of inspiration. Employment typically constrained me to a company's requirements, so it was quite rare for me to find enough time to focus completely on developing my personal artistic practice. Embarking on the professional doctorate has changed this over the course of the last 5 years, as I find it a platform from which to explore and evolve my own personal creative practice. I began exhibiting locally in the studio and at University, and through people that viewed my artwork I was invited to exhibit a piece in Athens. This formed part of a group show and my piece received positive media coverage, which led to a place on a prestigious programme later that year in Athens called 'e- MobilArt'. Its aim was to encourage international collaborative art projects, and this would lead to a major exhibitions over the following years. Two collaborations ensued, and as well as creating them in London I travelled to Finland and Austria in order to pursue their development. Through the University of Athens, I was invited to exhibit one of these pieces at a major exhibition, The 2nd Biennale of Contemporary Art, Thessaloniki, this elicited a further invitation to exhibit my other collaborative artwork in Poland at the impressive Rondo Stzuki Art Gallery. After this creative period and exhibitioning I critically reflected upon my pieces and decided I was not satisfied with the installations or their interactive elements, and considered how these elements might be revisited, as their complexity had grown considerably during the collaborative process. At this time a tutorial with my supervisor confirmed that I should look at simplifying future work, thus allowing the audience greater freedom in their interpretation of the piece. After long periods in the studio I realised that my critical thinking had focussed on creative expression that was heavily influenced by several factors and their combination thereof; Interaction, Interface and Immersion. In this document I discuss how the interfaces that allow participants to interact can differ and how that affects the experience; how interaction may be physical or sensory, and what that might mean to the audience or participant, and how the immersion is integral to the participant's experience and may be sensorial and/or narrative based. Since these revelations in how I think about my work, I have created work that utilised unfamiliar (at least to me) and forms of interaction, whilst stripping away complexity, and now I am putting greater emphasis on the experience through relational concepts. Ultimately the work is evolving to become far more about my self-expression and far less about audience constriction of thought.
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Anderson, Larna. "Art marketing and management." Thesis, Rhodes University, 1995. http://hdl.handle.net/10962/d1002188.
Full textAbstract:
Formal art education equips students with skills to produce artworks. A formal art education may increase the opportunity for employment, however, art-related employment is very limited. Art graduates would be better equipped to market and manage art establishments or their own careers if art education were to be supplemented with basic business skills. Artists who wish to earn unsupplemented incomes from their art should undertake to acquire business acumen. This includes being presentable to the market place in attitude and appearance. It also includes aptitude in art, marketing and management. Role models and non-models of success and failure in business should also be observed. Art graduates should adopt applicable tried and tested business methods. Good marketing is a mix of business activities which identifies and creates consumer needs and wants. Marketing activities involve research, planning, packaging, pricing, promoting and distributing products and services to the public to create exchanges that satisfy individual and organisational objectives. Art products include artworks, frames, art books and art materials. Art-related services include the undertaking of commissions, consulting, teaching, free parking, convenient shopping hours, acceptance of mail or telephone orders, exhibitions, ease of contact, approval facilities, wrapping, delivery, installations (picture hanging), quotations, discounts, credit facilities, guarantees, trade-ins, adjustments and restorations. Good management is a mix of business activities which enables a venture to meet the challenges of supply and demand. There is a blueprint for management competence. The three dimensions of organisational competence are collaboration, commitment and creativity. Self-marketing and management is an expression of an artist's most creative being. It is that which can ensure and sustain recognition and income. Artists, like other competent organisations and entrepreneurs from the private sector, should operate with efficient manufacturing, marketing, management and finance departments. They are also equally important and therefore demand equal attention. Artistic skill together with business acumen should equip the artist to successfully compete in the market place. There are no short-cuts to becoming an artist but there are short-cuts to becoming a known and financially stable artist. Understanding marketing and management could mean the difference between waiting in poverty and frustration for a "lucky break" (which may only happen after an artists's death) and taking control. Success should be perpetuated through continuous effort.
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Beneventi, Martina. "Digital marketing: comunicazione e percezione del nuovo marketing." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2015. http://amslaurea.unibo.it/8292/.
Full textAbstract:
Il Digital Marketing si occupa di tutto quello che possiamo fare, grazie ad Internet, per far crescere
il business aziendale.
Le tecnologie informatiche negli ultimi anni stanno producendo degli effetti pervasivi sulle
infrastrutture delle imprese, sui prodotti, sui mercati e sui consumatori, con una rilevanza tale
all'interno di un periodo di tempo relativamente limitato che non è possibile riscontrare in nessuna
epoca passata.
Coinvolgono le relazioni tra imprese, i mercati dei consumatori, le relazioni tra gli stessi
consumatori, le singole componenti del marketing mix (prodotto, prezzo, comunicazione,
distribuzione) e le loro modalità di interazione e di gestione all'interno della strategia di marketing
dell'impresa.
L'evoluzione del mondo digitale ha portato imprese e consumatori a dover affrontare un
cambiamento radicale del paradigma di marketing e comunicazione che vede la relazione e
l'interazione al centro di uno scambio di messaggi bilaterali altamente personalizzati e costanti.
Il marketing non è un processo lineare ma circolare, in cui ascolto e comprensione dei bisogni e
delle forze che agiscono sui mercati, progettazione dei prodotti o servizi in grado di rispondere alle
nuove opportunità individuate, si integrano e cambiano continuamente.
Quando si parla di Internet e commercio non si pensa solo all'e-commerce, ovvero all'acquisto e al
pagamento del prodotto su Internet.
La Rete ha acquisito un'influenza basilare in tutte le fasi precedenti all'acquisto infatti sul Web si
attuano attività di ricerca e raccolta di informazioni, selezione, comparazione e perfezionamento che
precedono la decisione d'acquisto e che specialmente per i beni durevoli e dall'alto valore monetario
rappresentano un momento cruciale del processo d'acquisto.
Questo fenomeno ha condizionato uno scenario di mercato in cui si sono abbassate le barriere di
accesso all'informazione, si sono ridotti i tempi di relazione tra le persone e tra le persone e
l'azienda e in alcuni settori sono crollare le barriere all'ingresso permettendo, attraverso la creazione
di attività online di raggiungere e instaurare una relazione diretta.
Questo elaborato si propone come un'analisi del digital marketing.
Suddiviso in sei capitoli vuole dare una soddisfacente panoramica di questo nuovo marketing.
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Florez, Sandra. "Publicidad digital: Carolina Herrera." Universidad Peruana de Ciencias Aplicadas (UPC), 2018. http://hdl.handle.net/10757/623888.
Full textAbstract:
Charla de Marketing Digital a cargo de la Carrera de Administración y Marketing con Sandra Florez, Brand Manager de Puig Perú. Se realizó el 19 de junio de 2018 en el Auditorio Bancalari de la Universidad Peruana de Ciencias Aplicadas (UPC), Campus Monterrico.
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Bennett, Josephine. "Marketing public art : public art, urban cultural policy and the role of relationship marketing." Thesis, Queensland University of Technology, 2000.
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Куценко, Є. О. "Digital-marketing в сучасних умовах." Thesis, Київський національний універститет технологій та дизайну, 2017. https://er.knutd.edu.ua/handle/123456789/10156.
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Bergman, John. "IMMERSIVE GALLERY OF DIGITAL ART." Thesis, KTH, Arkitektur, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-223228.
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Kavanaugh, Anya. "Effectiveness of Digital Response Art." Digital Commons at Loyola Marymount University and Loyola Law School, 2020. https://digitalcommons.lmu.edu/etd/905.
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This study looks at the effectiveness of digital media to create response art and deepen attunement with adolescent clients as well as develop self-awareness in the therapist. An arts- based qualitative heuristic self-study was used to analyze data gathered over a six-week period. The subject was the researcher/therapist and the data was gathered during the second-year practicum while working with adolescents at a non-public school. Data was gathered through a process of creating two post-session response artworks using video, animation, or digital drawing and a written reflection for each artwork. Nine artworks and eight written reflections were created in total. The data was analyzed using a phenomenological lens and a digital art therapy lens. Certain themes, such as use of color, rhythm and pace, self as subject, client process, progression of affect, management of environment, and representation of containment were analyzed. These themes revealed a high probability for digital media to assist in deepening attunement with an adolescent client and a more limited chance of development of self- awareness.
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Dimitrova, Polina, and Isa Sin. "Digital Marketing in Start-Ups : The role of digital marketing in acquiring and maintaining business relationships." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-76330.
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This study aims to explore the usage of the digital marketing to acquire and maintain business relationships, or more specifically, digital marketing in B2B start-ups within the Swedish market. Digital marketing is essential for businesses nowadays and has become a significant factor for business companies for improving and implementing their marketing strategies. Furthermore, business relationships have always taken an essential role among companies especially today due to the heightened level of digitalization. This case study attempts to answer two main research questions which this paper investigates on. To provide an exhaustive answer to the research questions: “How digital marketing contributes to acquiring business customers in B2B start-up context?” and “How digital marketing contributes to maintaining business customers in B2B start-up context?”, digital marketing approaches of eight respondents, theoretical implications and additional information will be examined in the upcoming chapters. The study concludes, that it was found that digital marketing is understood as an innovative and effective method for attracting, maintaining and building business relationships. However, the lack of resources is one fundamental reason why start-ups have difficulties in acquiring and maintaining business customers in practicing through digital marketing. Additionally, it was found that digital platforms and tools such as websites, industry specific platforms, and blogs provide the highest advantage for start-ups. Moreover, social media platforms like Instagram, LinkedIn and Facebook were in most use for presenting content that is informative, educational and honest. Digital marketing strategies in acquiring and maintaining business relationships are indicated in the analyses which give sufficient details in answering the research questions. The paper will provide suggestions for doing further research in improving the current topic in digital marketing.
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Solenne, Andrea. "Machine Learning nell'era del Digital Marketing." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2020. http://amslaurea.unibo.it/20476/.
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Il Machine Learning è una branca dell’intelligenza artificiale avente lo scopo di migliorare autonomamente l’identificazione di pattern nei dati. L'obiettivo di questo elaborato è capire se gli strumenti che mette a disposizine il machine learning possano fare la differenza nella creazione di strategie di digital marketing. Per rispondere a questa domanda sono stati presi in considerazione come casi studio, aziende che hanno utilizzato o utilizzano algoritmi di machine learning per il raggiungimento o miglioramento delle proprie strategie di marketing. Sulla base dei casi analizzati, si è dedotto che tali algoritmi non solo migliorano queste strategie ma bensì ne identificano di nuove, proponendo previsioni sempre più accurate a chi le utilizza.
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Lashgari, Maryam. "Digital Marketing Strategy:B2B and Stakeholders Communication." Doctoral thesis, KTH, Skolan för industriell teknik och management (ITM), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-220144.
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Since digital media entered the business domain, many different tools and platforms have transformed the nature of business communications. This transformation has not been easy, since the journey has been accompanied by challenges from the marketers’ side against the adoption of the new platforms into the firm’s communication channels. Business to business marketers have also been engaged in such challenges by maintaining a slow adoption, which has motivated the researchers to study the adoption of different means and tools of digital communication in a business context. Through this research, I contribute by exploring the adoption strategies of digital platforms in the B2B supply chain including B2B firms, retailers and end users. By digital media, I mainly refer to social media and beacon technology. First, I begin this thesis by identifying the adoption and integration strategies of social media and digital marketing into traditional marketing channels in a B2B context. In this part, I identify the B2B firms’ target audience and propose a model facilitating a B2B firm’s practical social media adoption strategies. Second, to explore the benefits of different social media content sharing approaches derived from information accessibility resulted in the prior study of this thesis, I introduce and examine Public and Gated-Content sharing approaches. Thereafter, assisted by Social Power Theory and Resource Dependence Theory, I examine the effect of Public and Gated-Content sharing approaches on the target audience’s willingness to interact with the firm. The findings of this study reveal that Gated-Content approach can help the firms build closer relationship with the target audience and engage them in a co-creation process. Third, by studying proximity marketing through the adoption of beacon technology in the retail context, I explore the current methods of usage, as well as the benefits and challenges of in-store proximity marketing adoption for content sharing purposes. I complete the thesis by presenting the different challenges of such adoption, which consist technical, human behavior, managerial perception, resource and privacy factors. Finally, I identify the need to integrate the physical aspect of place and location back again into the online digital communication channels within a retail context.QC 20171219
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Martins, Paulo Jorge Gomes de Sousa. "Plano de marketing digital ANFQ 2016." Master's thesis, Instituto Superior de Economia e Gestão, 2015. http://hdl.handle.net/10400.5/10657.
Full textAbstract:
Mestrado em MarketingAs transformações sociais e tecnológicas dos últimos anos tornaram a adoção do online um fator crítico de sucesso para as organizações do terceiro sector envolverem a sociedade nas suas causas e, desta forma, conseguirem os recursos humanos e financeiros que necessitam para atingir os seus fins. O presente plano de marketing tem como objetivo aumentar a notoriedade da ANFQ e desenvolver uma estratégia de marketing digital integrada, orientada pelos valores da associação e alicerçada numa mensagem de marca consistente em todos os canais de comunicação. A ANFQ - Associação Nacional de Fibrose Quística é uma Instituição Particular de Solidariedade Social criada em 1996 para apoiar os pacientes e divulgar os sintomas e cuidados associados à doença. O plano de marketing digital faz uma análise da envolvente externa e um ponto da situação interna para depois projetar a estratégia digital integrada, definindo objetivos, públicos, posicionamento e essência da marca. Posteriormente, é apresentada a tática e os mecanismos de medição e controlo, terminando com o plano de ação e respetivo orçamento. A implementação deste plano ajudará a ANFQ a criar valor e construir relações sustentáveis com os seus públicos, nomeadamente com parceiros que se intersetem com a sua causa e colaborem na concretização dos seus objetivos.
Social and technological changes in recent years have made the online a critical success factor for third sector organizations to engage society in their causes thus achieving the human and financial resources they need to reach their goals. This marketing plan main objective is to increase ANFQ awareness by developing an integrated digital marketing strategy, driven by the association's core values,and a consistent brand message across all channels. The ANFQ - National Association of Cystic Fibrosis is a nonprofit organization established in 1996 to support patients and provide information on symptoms and care associated with the disease. The digital marketing plan starts with the analysis, both external and internal, establishes the strategy, defining objectives, targets, positioning and brand essence, the tactics needed and the measure and control mechanisms, finishing with the action plan and the budget. The implementation of this plan will help ANFQ to create value and build sustainable relationships with its publics, namely with partners that intersect with the association's cause and help achieving its goals.
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Ramírez, Benítez María de Jesús, and Castillo Bianca Vianey Sánchez. "Publicidad y marketing digital en PyMes." Tesis de Licenciatura, Universidad Autónoma del Estado de México, 2016. http://hdl.handle.net/20.500.11799/100016.
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El desarrollo de este proyecto nos ayuda a conocer el rumbo de las empresas, si cuenta con recursos como en las estrategias de e-marketing de cada una con los modelos de negocio online, donde se identificará si están orientados o no al uso de factores o componentes de PyMES enfocándose al consumidor digital, así como adaptándose a ella, si ha mejorado su aceptación por parte de la empresa y por parte del consumidor digital. Como maneja las relaciones con estos últimos, de manera que beneficien a toda la organización, las empresas que hacen uso de estos servicios, deben tener una estrategia para que el cliente quede satisfecho con los resultados.
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Пімоненко, Тетяна Володимирівна, Татьяна Владимировна Пимоненко, Tetiana Volodymyrivna Pimonenko, Олексій Валентинович Люльов, Алексей Валентинович Люлев, Oleksii Valentynovych Liulov, Яна Олександрівна Ус, Яна Александровна Ус, and Yana Oleksandrivna Us. "Digital marketing tools in brand promotion." Thesis, Sumy State University, 2021. https://essuir.sumdu.edu.ua/handle/123456789/86990.
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У роботі розглянуто головні інструменти цифрового маркетингу, їх особливості та переваги.В работе рассмотрены основные инструменты цифрового маркетинга, их особенности и преимущества.
This paper considers the main tools of digital marketing, their features and advantages.
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Kholod, V. "Digital vs internet marketing: specific differences." Thesis, Sumy State University, 2019. https://essuir.sumdu.edu.ua/handle/123456789/77050.
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Intensive quantitative and qualitative growth of Internet users since the late 80-
ies provided it with communication functions and possibilities of economic interaction.
Enterprises started to create sites and implement electronic forms of doing business.
The continuous growth of Internet users, each of whom is a potential consumer, has
led to an adequate increase in the turnover of the electronic economy. Virtual goods
and electronic money are unique phenomena of electronic economy, which do not exist
separately from the productive forces of the electronic economy (computer devices and
telecommunication facilities).
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Christiansen, Lauren. "Redefining exhibition in the digital age /." This body of writing is available online with supplemental images, 2010. http://exhibitioninthedigitalage.tumblr.com/.
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Giraldo, Quintana Katherine María Elena. "“Propuesta de un plan de marketing digital, para la exportación de Pisco al Estado de California, Estados Unidos”- caso: ASJ Trading S.A.C de Lima." Bachelor's thesis, Universidad Ricardo Palma, 2017. http://cybertesis.urp.edu.pe/handle/urp/1388.
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La presente tesis busca comprobar que tan efectivo puede ser implementar un plan de marketing digital para la exportación de Pisco al Estado de California, en una empresa pyme recién constituida.
Se optó por este plan porque fue una de las mejores alternativas de publicidad que pudiera ser más eficiente en cuanto al tiempo y al dinero, y que tiene fácil acceso al público objetivo en un tiempo instantáneo de una publicación y con campañas pagadas de acuerdo al presupuesto de cada organización.
Existen otras alternativas que se puede lograr para la exportación de productos al extranjero, como ferias internacionales pero estas son muy costosas.
En el capítulo 1 se detalla la realidad problemática por la que atraviesa la empresa ASJ TRADING S.A.C y los objetivos e hipótesis que se desea lograr al implementar este plan de marketing digital.
En el capítulo 2 se expone el marco teórico que sirvió como base para la ejecución del plan porque no se podía trabajar sobre ideas o técnicas empíricas.
En el capítulo 3 se determina el campo metodológico y diseño de la investigación, y teniendo como técnicas de investigación encuestas y entrevistas a profundidad a los accionistas de ASJ TRADING S.A.C, estos resultados fueron procesados en SPSS V22.
En el capítulo 4 y 5 se detalla los gráficos de los resultados, las conclusiones y recomendaciones que se obtuvo del presente trabajo de investigación.
The present thesis seeks to verify how effective a digital marketing plan for the export of Pisco to the State of California in a newly created SME company can be.
This plan was chosen because it was one of the best advertising alternatives that could be more efficient in terms of time and money and has easy access to the target audience in an instant publication time and with campaigns paid according to the budget Of each organization.
There are other alternatives that can be achieved for the export of products abroad, such as international fairs but these is take a long time.
Chapter 1 detailed the problematic reality of the company ASJ TRADING S.A.C and the objectives and hypotheses that it is desired to achieve when implementing this digital marketing plan.
Chapter 2 set out the theoretical framework that served as the basis for the implementation of the plan because one could not work on empirical ideas or techniques.
Chapter 3 determined the methodological field and design of the research, and having investigative techniques and in-depth interviews with the shareholders of ASJ TRADING S.A.C, these results were processed in SPSS V22.
In Chapter 4 and 5 the graphs of the results and the conclusions and recommendations obtained from this research work were known.
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Jones, Benjamin David. "Digital butterflies of the backstreets : participatory art and the digital divide." Thesis, University of Newcastle upon Tyne, 2015. http://hdl.handle.net/10443/3063.
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Through this practice-based research I interrogate the terms community art, activism, social and digital media, as well as community and place. It is an investigation into both theoretical and practical aspects of community art practice and its connection to national and local policies on community, arts and digital media. It considers the increasing role digital technology and social media have in communities and community organisations, in particular under the guise of austerity, and how community organisations (do not) use social media and digital technology to encourage participation. It considers my position and role as an artist, curator and resident within the community that I live in and how, through becoming active and engaged with the place, I can develop a strategy for sustainable and long-term social engagement. This practice based Ph.D. takes as a starting point the stalled housing regeneration, due to the halting of the Housing Market Renewal Pathfinder, in the community where I live. The research builds upon my experience of working as an artist, curator and arts educator since the turn of the millennium where, under consecutive governments the purpose of contemporary art and its educational use has either been to effect social change (New Labour) or its economic value (current coalition government). Through the creation of a series of participatory and digital engagement events and workshops the research interrogates and considers the connections and conflict between the ‘physical’ (public space) and the digital and supposedly ‘open’ (the online). The research will be of use to those who feel an increasing and urgent need to engage with their own community as practitioners as well as community members.
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Edström, Jesper, and Nicky Ristic. "Digital art recommendation system : A personalized virtual tour of digital collections." Thesis, Uppsala universitet, Institutionen för informationsteknologi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-449497.
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The purpose of this project is to create a website with a React-based prototype recommendation system of a large cultural collection. The aim of the website is to provide a function that allows a user to upload an image to which the system consequently recommends correlating artwork from the publicly available collection of the Metropolitan Museum of Modern Art (MET). The correlation coefficient between the uploaded image and the artworks from (MET) is acquired through Pearson Correlation. Furthermore the artwork with the highest correlation to the uploaded picture is shown first, then each subsequent artwork is shown in order of highest correlation. The main challenge for building this prototype was to combine the different components together with JavaScript and the REACT framework. The recommendation engine demands numerical representations of these artworks, and most effort was given to the automatic conversion of photos of artworks into a proper format for the recommendation engine.
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Contreras, Bellido Christian Andres, Salazar José Miguel Cordova, Montoya Valeria Beatriz Espinoza, and Ferrer Rubi Ellen Hernandez. "Proyecto Digital Boost." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/651778.
Full textAbstract:
El presente proyecto es una agencia de Marketing Digital para la red social Facebook, dirigida a ofrecer servicios a empresas Mype en Perú, dedicadas principalmente a la comercialización de productos y/o servicios, que tuvieran presupuestos bajos para invertir en un canal digital. La elección de mercado objetivo se obtuvo mediante una investigación de las necesidades de los actuales empresarios del país. Las empresas, en su mayoría, están bajo el régimen Mype, y se vio reflejado en las entrevistas, ya que el 100% de estos pertenecían a este régimen. Además, se rescataron datos importantes, como el reconocimiento de la importancia del Marketing Digital para los empresarios. Hablaron también sobre la necesidad de contar con servicios de diseñadores gráficos y community managers que trabajaran con una estrategia que brindara resultados, por último, esperaban no tener que gastar presupuestos excesivos, ya que esto significaría realizar fuertes sumas de dinero que no disponían. Se encontró una problemática de no encontrar profesionales encargados de implementar una estrategia digital a un precio accesible.
Para la implementación de este proyecto se realizó un análisis del entorno, empezando por estudios del sector: la competencia, los consumidores, los proveedores del servicio y más factores externos que impactaban directa e indirectamente en las empresas de esta industria. Asimismo, para completar la investigación y viabilidad del negocio, se realizaron planes y presupuestos. Entre estos planes se encuentra el Plan de Operaciones, el Plan de Marketing, el Plan de Responsabilidad Social Empresarial, el Plan Estratégico y, por último, el Plan Financiero. Digital Boost ha demostrado su viabilidad mediante cifras, el primer año se obtendrá una utilidad neta de 8,345.46 soles, el segundo año será de 6,353.70 soles y 83,248.21 soles para el tercer año.This project is a Digital Marketing agency focused on Facebook, aimed to offer services to Mype companies in Peru, mainly dedicated to the commercialization of products and services, companies that can afford low budgets to invest in a digital channel. The choice of the target market was made through an investigation of the needs of current businessmen in the country. The companies, for the most part, are under the Mype regime, and it was reflected in the interviews, since 100% of these belonged to this regime. In addition, important data was rescued, such as the recognition of the importance of Digital Marketing for entrepreneurs. They also talked about the need of having graphic designer services and community managers that would work with a strategy that provides real results, finally, they hoped they would not have to spend excessive budgets, since this means carrying out large sums of money that they cannot afford. There was a problem of not finding professionals responsible for implementing a digital strategy at an affordable price in the market. For the implementation of this project, an analysis of the environment was carried out, starting with studies of the sector: competition, consumers, service providers and more external factors that directly and indirectly impact on companies in this industry. Also, to complete the investigation and viability of the business, plans and budgets were made. These plans included the Operations Plan, the Marketing Plan, the Corporate Social Responsibility Plan, the Strategic Plan and, finally, the Financial Plan. Digital Boost has detected its viability through numbers, the first year the project earns a net profit of 8,345.46 soles, the second year will be 6,353.70 soles and 83,248.21 soles for the third year.
Trabajo de investigación
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Brauer, Jimmy, and Eriksson Björn Linnala. "Blockchain's influence on digital marketing : An exploratory study examining blockchain in relation to big data and digital marketing." Thesis, Umeå universitet, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-172806.
Full textAbstract:
Today's society has grown to be highly digitalized where technologies are playing a large role in everyone's lives. Moreover, society is still developing at a rapid pace, with a new innovation around every corner and with more and more business conducted online. By using this as a starting point, the authors of this thesis choose to examine how blockchain can influence the use of big data in digital marketing. Moreover, as previous articles have perceived GDPR as an obstacle for implementing blockchain within this context, the authors perceived it as necessary to examine blockchains’ relation to GDPR. Thus, this thesis has set out to both identify challenges and opportunities that exist when applying blockchain within the context of digital marketing. This exploratory thesis applies a qualitative data collection method in order to fulfill the purpose of the study and to answer the following components of the research question; (1) How will blockchain influence the use of big data within digital marketing? (2) How will blockchain in a digital marketing context cope with the regulations of GDPR? (3) How will blockchain influence the future of digital marketing? The qualitative collection method chosen is semi-structured interviews and has included six participants from Europe. The findings of this thesis suggest that blockchain will influence big data and thus, digital marketing will be influenced because it is heavily data-driven. Furthermore, blockchain will influence the companies’ knowledge of the customer, allow more reliable data to be obtained, and allow consumers to retain ownership over their data. Thus, blockchain places a higher demand on companies to deliver relevant information and match the interest of customers in order for the companies to gain access to customers’ data. Additionally, the findings suggest that blockchain has the ability to remove intermediaries and eliminate fraudulent activities, such as deep fakes, illegitimate reviews, click-fraud, within digital marketing. Despite that blockchain has a lot of potentials, it also faces a lot of challenges and obstacles. For instance, large companies such as Google may feel threatened by the blockchain and thus, these companies may have incentives for disrupting the implementation of the technology. Moreover, practical challenges have been identified. These were related to non-scalable algorithms and limited capacities to store large amounts of data.
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Hall, Calvin. "Augmenting Digital Marketing : via SaaS Business Intelligence." Thesis, Högskolan i Borås, Institutionen Handels- och IT-högskolan, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-17083.
Full textAbstract:
Innovative technologies have aided in the evolution of communicative patterns betweenindividuals, organizations, and society at large. For businesses this means that marketingmust be integrated with emergent ICT in an effort to exploit available digital marketingtactics. Although there is an emerging body of literature that defines the elements of digitalmarketing there still remains a need for models grounded in theoretical and empiricalevidence that explicitly integrates Software as a Service business intelligence (SaaS BI)within the realm of digital marketing.The purpose of this study is to explore existing challenges for digital marketers and SaaS BIvendors in an effort to uncover common ground where marketing activities and SaaS servicescan be effectively integrated. Within this investigation a socio-technical systems perspective isemployed in which the function of digital marketing represents a social sub-system and theservice of SaaS BI represents a technical sub-system. Interconnectivity is established betweendigital marketing, SaaS BI, and diffusion of innovation through the exploration of existingchallenges. A design artifact is constructed as a result of the thesis, which is intended to aiddigital marketers when planning, implementing, or adjusting a marketing campaign thatutilizes SaaS BI as an intelligence source. Within the investigation of digital marketing andSaaS BI both a theoretical and empirical study are conducted that serve as a basis for thedesigned model. The empirical study consists of a case study of the MeltWater Group, a SaaSvendor, and attempts to capture an in-depth understanding of the target domain. Empiricaldata is generated through semi-structured interviews triangulated with documents.Subsequent to building the conceptual model a short questionnaire was sent to participantswith related knowledge of the domain problem to elicit feedback on the conceptual model’scorrectness and usefulness.The theoretical study serves the purpose of establishing a conceptual framework within theresearch phenomena. The subsequent empirical study was used to validate the relevance ofthe conceptual framework in addition to assist with the build and evaluate phase of theconceptual model design. As a result of the thesis investigation a conceptual model of thetarget domain was developed that maps the interrelated processes of digital marketing andSaaS BI.In conclusion, the conceptual model captures a closed information loop between the SaaSvendor, client-organization, internal/external stakeholders, and the client-organization’sdigital presence. The system domain processes are illuminated as seven sub-closed loops thatdepict the existing relationships between domain components. The integration of digitalmarketing and SaaS BI elucidates three core input/output processes (IOPs): a dual IOPinternal and external of the SaaS vendor and an IOP internal of the client-organization.Program: Masterutbildning i Informatik
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Miranda, Clarissa Camelo. "Instalações interativas digitais: novas manifestações artísticas mediadas pela tecnologia digital The Pool no Centro Comercial Colombo." Master's thesis, 2015. http://hdl.handle.net/10071/10380.
Full textAbstract:
Esta dissertação aborda as relações que se formam entre arte, tecnologia e marketing cultural, através da
exploração de novos espaços artísticos. A pesquisa pretende ser um contributo para o estudo de instalações
interativas mediadas por tecnologias digitais, que são ambientes gerenciados por sistemas computacionais
capazes de propiciar interações entre humanos e máquinas. Mediante a compreensão das expressões
artísticas e culturais como fatores modificadores do tecido social e económico de uma cidade, aborda-se os
novos espaços artísticos e a relação entre estes e mercantilização artística e cultural.
A partir do estudo da instalação The Pool em sua exibição especial no Centro Comercial Colombo, em
Lisboa, buscou-se compreender como a instalação se torna um exemplo prático de estratégia de marketing
cultural. Além da análise de bibliografia, a pesquisa, qualitativa de natureza exploratória, foi baseada em
observação de campo e entrevistas dirigidas a Jen Lewin, artista criadora da obra, e Astrid Sauer, como
representante dirigente da agência cultural State of the Art, responsável pela idealização e desenvolvimento
do projeto A Arte chegou ao Colombo.
Como fundamento teórico considerou-se o debate em torno de definições referentes à arte digital e ao
contexto de seu desenvolvimento, instalações interativas mediadas pela tecnologia digital e mercantilização
cultural. Dessa forma percebeu-se o impacto de The Pool, manifestação artística mediada pela tecnologia
digital, na dinamização económica do Centro Comercial Colombo, que, como estratégia de comunicação, se
transformou em novo palco artístico.This dissertation addresses the connections formed between art, technology and cultural marketing, through the exploration of new artistic spaces. The research intends to contribute to the studies in interactive installations mediated by digital technologies, which are environments managed by computer systems capable of facilitating interactions between humans and machines. Upon the comprehension of artistic and cultural expressions as modifying factors in a city's social and economic fabric, approaches the new artistic spaces and the connections between those and artistic and cultural commercialization. Based on the study of the installation The Pool in its special exhibit at Centro Comercial Colombo, in Lisbon, the aim was to comprehend how the installation becomes a practical example of cultural marketing strategy. Besides the bibliographic analysis, the research, qualitative of exploratory nature, was based on field observation and interviews with Jen Lewin, artist who created the art piece, and Astrid Sauer, as head representative for the cultural agency State of the Art, responsible for the conception and development of the project A Arte chegou ao Colombo. As theoretical basis, it was taken into consideration the debate around the definitions regarding digital art and the context of its development, interactive installations mediated by digital technology and cultural commercialization. Therefore, it was possible to realize the impact caused by The Pool, artistic manifestation mediated by digital technology, in the Centro Cultural Colombo's economical revitalization, which, as a communications strategy, turned into a new artistic arena.
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Tavares, Marta Elisabete Silva. "A importância das feiras de arte: o caso da feira de arte e antiguidades da associação portuguesa dos antiquários." Master's thesis, 2015. http://hdl.handle.net/10071/11212.
Full textAbstract:
Esta dissertação tem como objetivo analisar o papel das feiras de arte dentro dos mercados da arte em termos globais e, mais especificamente, caracterizar este nicho de mercado em Portugal, analisando a Feira de Arte e Antiguidades de Lisboa organizada pela Associação Portuguesa dos Antiquários (APA). Este trabalho inicia-se com a contextualização global das feiras de arte, onde são apresentados os diferentes processos de legitimação e as principais motivações sociais e económicas que influenciam os vários participantes nestes eventos, bem como as tendências atuais das feiras de arte. Além disso, são identificadas as principais características das feiras de arte e, ainda, os eventos com mais impacto internacional e as estratégias adotadas pelos mesmos num período bastante competitivo como é o atual. O estudo prossegue com a contextualização e caracterização da evolução das feiras de arte em Portugal com a intenção de compreender a representatividade deste evento no mercado da arte nacional. De igual modo, são apresentadas as características distintivas da Feira de Arte e Antiguidades de Lisboa, realçando a sua importância nos contextos económico, cultural e artístico nacional, distinguindo a APA como uma associação profissional que legitima o comércio de obras de arte, principalmente das antiguidades, em Portugal. Por fim, apresenta-se um plano estratégico para a Feira de Arte e Antiguidades de Lisboa com os objetivos de otimizar e maximizar as relações entre a comissão organizadora da feira, os agentes do mercado e os visitantes, aproximando o evento aos padrões internacionaisThis dissertation aims to analyze the role of art fairs within the global art market, in particular, to characterize this market segment in Portugal, performing an analysis of the Lisbon Antiques Art Fair, organized by the Antiques Portuguese Association (APA). It begins with the global art fair context, in which we present the different legitimation processes and the main economic and social motivations that influence the participants on these events, as well as the current trends of this specific segment of the market. It is also identified the main goal of art fairs and the events that have a more international impact and their strategies in a period quite competitive as it is nowadays. The study continues with the context and description of the evolution in the portuguese art fairs with the intent to understand the representativeness of these events in the art market. At the same time, we present the distinctive features of the Lisbon Antiques Art Fair, highlighting its importance in economic, cultural and artistic contexts; and we distinguish the APA as a professional association that legitimates the art trade in Portugal, mainly in antiques. Finally, it is presented a strategic plan for the Lisbon Antiques Art Fair with the purpose to optimize and maximize the relationship between the organizing committee of the fair, the market players and visitors, bringing international standards to the event.
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Carvalho, Brenno Eccard de. "Digital influencers and brands: What the customers are seeking when follow an influencer." Master's thesis, 2021. http://hdl.handle.net/10362/127015.
Full textAbstract:
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceNew behaviours are showing up, changing the way customers consume brands and communicate with them. New technologies, new players, new devices, new lifestyles are now a reality. With all these changes, new businesses relationships were born. This project aims to study and understand the patterns who have been guided the partnerships between brands and digital influencers. The first step will lead to the main goal, which is to understand what the customers are seeking when follow an influencer. Exploratory methods, such as case studies, will be used to identify and extract insights from these relationships. Conclusive methods, such as quantitative research, will be used to validate these aspects that have been sought during the last years. The outcomes of this study could be used by professionals who would like to make use of these strategies in their own businesses. The study will also allow generalizations within the B2C market.
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Dwivedi, Y. K., Elvira Ismagilova, Nripendra P. Rana, and R. Raman. "Social media adoption, usage and impact in business-to-business (B2B) context: A state-of-the-art literature review." 2021. http://hdl.handle.net/10454/18290.
Full textAbstract:
YesSocial media plays an important part in the digital transformation of businesses. This research provides a comprehensive analysis of the use of social media by business-to-business (B2B) companies. The current study focuses on the number of aspects of social media such as the effect of social media, social media tools, social media use, adoption of social media use and its barriers, social media strategies, and measuring the effectiveness of use of social media. This research provides a valuable synthesis of the relevant literature on social media in B2B context by analysing, performing weight analysis and discussing the key findings from existing research on social media. The findings of this study can be used as an informative framework on social media for both, academic and practitioners.
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Paula, Ana Beatriz Ferreira. "Are digital influencers ruining your business?: the effects of negative word-of-mouth endorsed by digital influencers on purchase intention." Master's thesis, 2018. http://hdl.handle.net/10071/17929.
Full textAbstract:
Companies are being faced with the rise of influencer marketing, which has been
proved to deliver companies’ messages to a wider audience in an effective manner.
Being a new phenomenon, there is still little knowledge about the implications of the
electronic word-of-mouth that digital influencers engage in with their followers.
Negative word-of-mouth is common on the blogger atmosphere, as bloggers are telling
their harsh opinions on brands or products they dislike. The purpose of this study is to
analyze the extent to which this negative word-of-mouth affects consumers’ purchase
intention. Self-brand connection, bloggers’ perceived credibility and pre-word-of-mouth
purchase probability levels were also analyzed with the purpose of understanding
whether they affect purchase intention in this context. 150 female respondents answered
a questionnaire in the form of an experiment. They were divided in two groups, where
one was faced with positive word-of-mouth inputs and the other was faced with
negative word-of-mouth inputs.
The results showed that negative word-of-mouth endorsed by digital influencers doesn’t
have a significant effect neither on consumers’ purchase nor recommendation intention.
Despite this, high self-brand connection levels turned out to be relevant in diminishing
the effects of the negative endorsement, as well as pre-word-of-mouth purchase
probability levels. High perceived credibility of the digital influencer levels did not turn
out to be relevant in diminishing such effects.
Hence, companies might not need to worry as much with negative word-of-mouth
communications on social media, and should instead focus on fostering positive wordof-mouth communications. Likewise, companies should pay close attention to what
digital influencers are saying about their products or brands.As empresas estão a ser confrontadas com o Marketing de Influência, que já comprovou ser uma estratégia que faz chegar as mensagens das empresas a uma audiência maior, de forma mais efetiva. Sendo um novo fenómeno, ainda há pouco conhecimento sobre as implicações do boca-à-boca eletrónico, que os influenciadores digitais comunicam com os seguidores. O boca-à-boca negativo é comum na atmosfera dos bloggers, onde estes partilham as suas duras opiniões acerca de marcas ou produtos. O objetivo deste estudo é analisar até que ponto isto afeta a intenção de compra. Os níveis de conexão com a marca, credibilidade percebida e probabilidade de compra pré-boca-à-boca também foram analisados, com o propósito de perceber se afetam a intenção de compra neste contexto. 150 respondentes do sexo feminino responderam ao questionário. Foram divididas em dois grupos, que receberam inputs positivos/negativos aleatoriamente. Os resultados mostraram que o boca-à-boca negativo, comunicado por influenciadores digitais, não tem um efeito significativo nem na intenção de compra dos consumidores, nem na intenção de recomendação. Apesar disto, a conexão com a marca e a probabilidade de compra pré-boca-à-boca mostraram-se relevantes em atenuar os efeitos negativos. Já a credibilidade/reputação do influenciador digital percebida não mostrou afetar esta relação. As empresas poderão não ter de se preocupar tanto com a comunicação boca-à-boca feita nas redes sociais – em vez disso, dever-se-ão focar em promover comunicação boca-à-boca positiva. Deve-se prestar atenção àquilo que os influenciadores digitais dizem nas redes sociais acerca das suas marcas.