marketing theories and models pdf

Marketing Theories And Models Pdf

File Name: marketing theories and models .zip
Size: 1359Kb
Published: 26.04.2021

Theory of New Product Development and Its Applications

Relatively speaking, social media is still a new field in the world of marketing. Because of this, there is still a limited amount of theory on the subject; in a more academic sense, at least. The thing is, social media has developed so quickly, the theory has simply not been developed quickly enough.

We can, of course, scrape a lot of data from social media activity and we can analyse it all day long. It gives us some insight into how businesses might shape their strategy to maximise engagement but what about the human side of social media? What about the more subjective elements? Arguably this kind of analysis is more valuable to marketers.

There is a lot of material available that looks at why consumers have an addictive relationship with social media and the overall psychology of social media use. Social media plays a major role in the scope of digital marketing. Digital marketing plays a more or less significant role in the overall marketing strategy depending on the nature of the business, its sector and its target audience.

But there are clear examples of when social media is used to generate brand awareness through viral content or paid advertising on Facebook, for example. Algorithms are crucial in the functionality of social networks. There are few platforms that share unpromoted content completely indiscriminately — Twitter being the best example; posting every piece of content to your feed in chronological order.

Much like the Google search algorithm, social media algorithms are searching for content that is relevant to its users. Whilst Google attempts to match relevant content to the search intent of the user, platforms like Facebook are using personal data and behaviour patterns to determine what is relevant content. Algorithms are at the heart of social networks because they help make the platforms as engaging and addictive to its users as possible. For businesses, leveraging these algorithms is how to generate maximum reach and influence.

Understand that social networks are trying to make their understanding as human as possible, which is great news for us because it gives us an insight into the algorithm — think logically about what content is relevant to you and why. Your human understanding is what these networks are trying to achieve.

Content forms the backbone of social media for commercial use. Having strong content contributes to many goals of social media marketing and is the key to leveraging those all-important algorithms. Broadly speaking, social media content comprises of three different elements. Self-promotion — something directly selling goods or promoting the brand to its audience. Value-adding — entertaining the audience in some way; creating a positive reaction.

Interaction — aiming to make an actual two-way conversation with individuals online. We can, therefore, place any piece of social media content anything posted on a social network somewhere inside our social media content matrix.

We explain it in more detail on that page, but here it is in its simplest form:. Taking the principles of this rather simple model, we explored how it could be derived to develop the social media theory still further. The derivation of this matrix forms what looks like a symmetric Venn diagram consisting of three overlapping circles. The circles represent value-adding, interactive and self-promotion and, therefore, show what kind of communication would fall outside the central social media content matrix.

Producing great content takes time, skill, and creativity. The more your content resonates with a unique audience, the more likely it is to grab their attention and build a relationship. More on this concept here. We also developed a model for strategy creation. The model for social media strategy development is built on the three contributing factors; the social media goals , the brand and the audience.

There is, of course, a number of factors determining and ways of deriving all three of these component parts. Social media is such a unique marketing channel because of the transparent, two-way potential of interaction.

Rather than broadcasting corporate messages, brands have the opportunity to engage consumers on an individual basis as well as generate leads in a very targeted fashion.

Beyond the concept of listening, however, social platforms like Twitter and, increasingly, Instagram give us the opportunity to sell to consumers quite directly. Furthermore, LinkedIn lead generation is a powerful tactic in the B2B world and very much utilises social media to make sales. Putting all of this theory into practice is an entirely different challenge for marketers.

How all this translates to the content and communication we see on Facebook, Twitter, Instagram, LinkedIn and more, is complex. Learning more about social media through reputable sites and articles on our blog is a great start.

Perhaps booking some training or consultancy is what you need to get you going. Pioneering some of this social media theory is our passion and putting it all into practice is what we do best! We love sharing our thoughts and ideas on social media. Our blog. Join us for our free webinars, addressing different areas of social media and digital marketing. Register below to secure your place.

All non-recurring webinars are. JC Social Media — social media agency. Social media theory. This is a taster of some of the fundamental models. Get this page as a PDF report - straight to your inbox. The role of social media for business Social media plays a major role in the scope of digital marketing.

A word on algorithms… Algorithms are crucial in the functionality of social networks. Social media theory: content Content forms the backbone of social media for commercial use. We explain it in more detail on that page, but here it is in its simplest form: Taking the principles of this rather simple model, we explored how it could be derived to develop the social media theory still further.

Content targeting Producing great content takes time, skill, and creativity. Social media theory: strategy We also developed a model for strategy creation. Social selling and interaction theory Social media is such a unique marketing channel because of the transparent, two-way potential of interaction.

Theory into practice Putting all of this theory into practice is an entirely different challenge for marketers. Recent posts. Latest webinars on digital marketing March 1, Contact us. Our office.

INTERNATIONAL INDUSTRIAL MARKETING Lecture Notes on Concepts, Theories and Models

Home Curation Policy Privacy Policy. The Global Web Index, TrendsStream Limited ; Li , which tracks this phenomena, suggests, that users of social media can be segmented into four main groups. It allows the reader familiar with network analysis to start working with Exponential Random Graph Models and their most recent developments. Specifically, the degrees of centrality and closeness centrality are studied with respect to event locations cities , claims by insurgent groups, and event occurrences. He separates, media into "cool" media and "hot" media.

The most effective marketing theories are based on real-life observations and are useful not just for marketing but also for many different aspects of business. Agencies, such as a custom design web agency or an advertising agency, usually uses a multi-pronged approach for campaigns, influenced by different marketing theories and personal experiences with marketing. Today, we will discuss six theories that can help you understand your customers and create campaigns that address their needs. Some of you might remember this one from your college psychology class. This theory states that humans need to satisfy the most basic needs of survival before moving on to higher-level needs.

Figure 1. As a continuation of the path opened by Adam Smith, the new economic stage, at the beginning of the 19th century, imposed the development of a new theory on international trade. Several research propositions are provided based on this framework. According to Fojt [], the general view about new product development NPD is that it brings considerable profits to the businesses if new product is introduced to the market at the right time, is priced at the suitable amount and targets suitable customer group. It also deals with implementation issues and barriers to marketing planning.

6 Important Marketing Theories and How to Apply Them on Social Media Campaigns

Also, it has to include other specific elements like providing customer services. New product is the result of a creative and unique idea that is able to make consumers satisfied. In the process of new product development, it should not be thought that the change will only be on product physically but also on every aspect of the product.

Customer Service Theory

6 Important Marketing Theories and How to Apply Them on Social Media Campaigns

Marketing in the 21st century is part art and part science, and both sides place a crucial role in successful marketing. Creative expression develops marketing campaigns that catch the eye and capture the imagination, but behind every marketing strategy are theories grounded solidly in psychology, economics, and studies in human behavior. The scientific insights help marketers design campaigns that speak to the fundamental concerns and desires of their audience, greatly deepening the impact of the marketing materials. At the heart of the scientific study of marketing are key insights about consumer behavior, or why consumers buy and act the way they do. Theories of consumer behavior address important issues, such as how consumers purchase as individuals versus how they purchase in groups, the role of emotions in purchasing decisions, post-purchase attitudes, and the role of object utility. Created by Martin Fishbein and Icek Ajzen in the late s, the Theory of Reasoned Action centers its analysis on the importance of pre-existing attitudes in the decision-making process. The core of the theory posits that consumers act on behavior based on their intention to create or receive a particular outcome.

Skip to search form Skip to main content You are currently offline. Some features of the site may not work correctly. Save to Library. Create Alert. Launch Research Feed. Share This Paper.

Social marketing theory is a collection of theories that focus on how socially valuable information can be promoted. This theory has been used by social and welfare organizations to help promote or discourage various behaviors. The theory is administrative in nature in such that it seeks to outline a framework that can be used to design, implement and evaluate information campaigns. The target audience is identified based on their information need. Once this is done information is packaged and distributed in a manner that will be easily accessible to the intended audience. The theory is an attempt to clearly understand how societal and psychological factors work to successfully manipulate them in order to increase how effective mass media information campaigns are. The theory focuses on helping identify the various social and psychological barriers that hinder the flow of information through the mass media and offers ideas and ways to overcome these barriers.

Not in a very long time—not, perhaps, since the late s or early s—have there been as many new major management techniques as there are today: downsizing, out-sourcing, total quality management, economic value analysis, benchmarking, reengineering. Each is a powerful tool. But, with the exceptions of outsourcing and reengineering, these tools are designed primarily to […]. But, with the exceptions of outsourcing and reengineering, these tools are designed primarily to do differently what is already being done. The story is a familiar one: a company that was a superstar only yesterday finds itself stagnating and frustrated, in trouble and, often, in a seemingly unmanageable crisis.

To browse Academia. Skip to main content. By using our site, you agree to our collection of information through the use of cookies.

1 comments

Telford T.

Relatively speaking, social media is still a new field in the world of marketing.

REPLY

Leave a comment

it’s easy to post a comment

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>