Download or read book Marketing to Centennials in Digital World written by Dr. Sunita Shukla and published by Book Bazooka. This book was released on 2019-04-04 with total page 126 pages. Available in PDF, EPUB and Kindle. Book excerpt: This compendium is a collection of papers which were presented in the First International Conference on Marketing “MarkTech -2019” on the theme “Marketing to Centennials in Digital World” organized by Department of MBA, I.T.S Engineering College, Greater Noida on April 5th, 2019. Through this compendium we aim to collate the ideas generated in the conference and bring them to the readers. Gen Z, post-millennials or centennials. Call them whatever you want, but this demographic — born roughly between 1995 and 2008 — are increasingly emerging as the most scrutinized bunch among brands and marketers, stealing the spotlight from millennials. Centennials are widely recognized as the next consumer powerhouse. That’s a lot of emerging shoppers. It won’t be long before understanding the Centennials perspective will be a key to marketing success. Centennials use different platforms for different activities. These centennials showcase and share their aspirational selves and real life moments on Instagram, Twitter, Snapchat and Facebook. The collection of papers in this compendium focuses on various dimensions of on the contemporary and emerging trends of marketing to centennials in a digital world and major issues and challenges for the future marketers of business organizations. The compendium is a collection of ten selected research papers by academicians and industry functionaries. It is complied for reference of participants and other stake holders. Various marketing strategies are adopted by marketers for sustainable business in global scenario. Usage of the marketing strategies for personalization, the major requirements of Centennials and impact on business practices is an important issue which has been dealt by the contributors. Papers relating with recent technology use for effective marketing strategies are also taken care by the authors. “The Effect of Social Media Communication on Centennials Purchase Intention” exhibited the usage pattern of social media among Centennials in the NCR cities through the primary data collection while a paper titled “Continuance of Social Networking Sites in India: A Modification of Expectancy- Confirmation Theory” suggest important role of flow and perceived value in predicting the continuance intention and a moderating role of habit between continuance intention and continuance. Paper titled “Consumer Behaviour and Centennials” explained the conceptual understanding regarding factors affecting the buying decisions of the consumers in recent digitalilization era. Social Media is the core of marketing strategy for any business organization in recent times. This phenomenon is discussed by paper titled “Social Marketing in India” especially with respect to its relevance regarding the awareness of social causes with Case Studies of Two Multinational Companies i.e. Nestle Ltd. and KFC. Also Paper Titled “Personal Branding: A Theoretical Review” explored the importance of Social Media for the Personal Branding. Use of Digital Marketing for political campaigns in recent times by the political parties has increased at a phenomenal speed. Paper titled “Marketing Political Branding Digitally: How Social Media is Marketing Political Campaigns in India” dealt with this extremely important issue and focused on the individual social platform like Facebook, Twitter and Blogs are used by the political parties and evaluated the importance in recent Lok Sabha Election 2019. Technology has played an integral role in the growth of marketing over the years. As new technologies show up, marketers need to keep up with the trends to ensure they are able to speak their audience’s language. Artificial Intelligence (AI) and VR (Virtual Reality) are the latest tools used in recent times by the marketers for this purpose. Paper Titled “Impact of Artificial Intelligence on Sales” focused on the usage of AI as a marketing tool for the minimization of cost and improving the business performance. It was estimated that buying power of the centennials will reach $250 billion by 2018, which makes them an important target of banks. Almost half of the centennials today have a mobile banking app and they do not value face-to-face communication and personal advice. Banks risk losing “Z” customers if they are not able to attend customers’ needs. Paper titled “Consumer Perception on Banking Digitization - A Study of District Mandi” stated the factors that plays role to stimulate the customers for opting E-banking services. Generation “Z” Employees want highly engaged managers and regular feedback. Even though, they grew up with technology and use it to get things done, they “crave” in-person communication for feedback and to collaborate with workers. This is dealt by the paper “Challenges and Prospects in Managing Modern Workforce Mix” analyze the different value system shared by different generation and corresponding management strategies to manage generation mix in an organization. We express our gratitude and appreciate the commitment and efforts of the authors who have contributed their thoughts to cover the theme of the Conference. The diversity of thoughts of authors have made this compendium a reservoir of knowledge and will make a major reference source for future researchers on the subject. We also express our sincere gratitude to the Management, Faculty, Staff, and Students of Department of MBA, I.T.S Engineering College for their support in organizing the conference and bringing out this Compendium.

Download or read book Universal Access in Human Computer Interaction Applications and Practice written by Margherita Antona and published by Springer Nature. This book was released on 2020-07-10 with total page 647 pages. Available in PDF, EPUB and Kindle. Book excerpt: This two-volume set of LNCS 12188 and 12189 constitutes the refereed proceedings of the 14th International Conference on Universal Access in Human-Computer Interaction, UAHCI 2020, held as part of the 22nd International Conference, HCI International 2020, which took place in Copenhagen, Denmark, in July 2020. The conference was held virtually due to the COVID-19 pandemic. The total of 1439 papers and 238 posters have been accepted for publication in the HCII 2020 proceedings from a total of 6326 submissions. UAHCI 2020 includes a total of 80 regular papers which are organized in topical sections named: Design for All Theory, Methods and Practice; User Interfaces and Interaction Techniques for Universal Access; Web Accessibility; Virtual and Augmented Reality for Universal Access; Robots in Universal Access; Technologies for Autism Spectrum Disorders; Technologies for Deaf Users; Universal Access to Learning and Education; Social Media, Digital Services, Inclusion and Innovation; Intelligent Assistive Environments.

Download or read book Universal Access in Human Computer Interaction Design Methods and User Experience written by Margherita Antona and published by Springer Nature. This book was released on 2021-07-03 with total page 660 pages. Available in PDF, EPUB and Kindle. Book excerpt: This two-volume set constitutes the refereed proceedings of the 15th International Conference on Universal Access in Human-Computer Interaction, UAHCI 2021, held as part of the 23rd International Conference, HCI International 2021, held as a virtual event, in July 2021. The total of 1276 papers and 241 posters included in the 39 HCII 2021 proceedings volumes was carefully reviewed and selected from 5222 submissions. UAHCI 2021 includes a total of 84 papers; they focus on topics related to universal access methods, techniques and practices, studies on accessibility, design for all, usability, UX and technology acceptance, emotion and behavior recognition for universal access, accessible media, access to learning and education, as well universal access to virtual and intelligent assistive environments.

Download or read book Sustainable Branding written by Pantea Foroudi and published by Routledge. This book was released on 2021-01-28 with total page 399 pages. Available in PDF, EPUB and Kindle. Book excerpt: A sustainable brand should integrate environmental, social, economic and issues into its business operations. Sustainable Branding considers how broader perspectives on sustainability and corporate social responsibility can be applied to the practicalities of brand management. By addressing a range of perspectives and their application to branding, the authors go beyond sustainable branding to question the role brands play in a wider sustainable society. Structured around three core parts – People, Planet and Prosperity - contributions from experts in the field consider the human dimensions of environmental change, identity and reputation, technology and innovation, waste management, public and brand engagement, environmental ecosystems and the circular economy. Combining theoretical insight and empirical research with practical application, each chapter includes real-life international cases and reflective questions to allow discussion, best-practice examples and actionable suggestions on how to implement sustainable branding activities. This book is perfect for academics, postgraduate and final-year undergraduate students in sustainable branding, sustainable business, corporate social responsibility, brand management and communications. It provides a comprehensive treatment of the nature of relationships between environmental, economic, social, companies, brands, and stakeholders in different areas and regions of the world.

Download or read book International Perspectives and Strategies for Managing an Aging Workforce written by Ince, Fatma and published by IGI Global. This book was released on 2022-03-11 with total page 346 pages. Available in PDF, EPUB and Kindle. Book excerpt: Older employees are often seen as an obstacle and not as an opportunity for companies, especially regarding the transfer of knowledge and experience. Effective development and utilization of older professional and managerial employees is an important issue as most organizations are not prepared to tailor their training methods to the needs and preferences of these employees due to negative stereotypes. Managing a rapidly aging workforce and sustaining economic dynamism calls for systematic research to prevent age discrimination due to an incomplete knowledge of older workers and politically challenging policy choices that require strong political commitments, robust management leadership, and social consensus. International Perspectives and Strategies for Managing an Aging Workforce examines the differences in stereotypes of older employees compared to younger employees in companies; analyzes the impact of the aging workforce on retention, productivity, and well-being; and investigates organizational systems, processes, and practices for managing older workers. Covering a range of topics such as retention and retirement, this reference work is ideal for researchers, academicians, practitioners, business owners, managers, human resource workers, instructors, and students.

Download or read book The psychological facets of consumer brand relationship in the digital world written by Khalid Hussain and published by Frontiers Media SA. This book was released on 2023-06-29 with total page 229 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Marketing to Gen Z written by Patrick Plourde and published by Independently Published. This book was released on 2023-11 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing to Gen Z: Winning Strategies for the Next Generation Do you want to unlock the secrets of marketing to the most influential generation of our time? Are you tired of struggling to engage Gen Z and want to transform your business for the better? If so, this is the ebook you've been waiting for! In today's fast-paced digital world, the marketing landscape is constantly evolving. Many businesses are facing the pain of outdated strategies that no longer resonate with the next generation. Gen Z, with their unique preferences and behaviors, can be a tough nut to crack. Are you struggling to connect with them? You're not alone. This ebook will address your pain points and provide the solution you've been craving. Imagine the agony of watching your competitors thrive while your marketing efforts fall flat. You can't afford to ignore Gen Z - they are the future of your business. If you don't adapt to their needs and preferences, your brand could become obsolete. Don't let your competition steal the spotlight. It's time to turn the tide and conquer Gen Z marketing. This ebook is your ultimate guide to marketing to Gen Z. We provide you with winning strategies that are tailored to this unique generation, ensuring that your marketing efforts not only connect but thrive. We'll help you understand their behaviors, values, and expectations, empowering you to create campaigns that resonate deeply. Here's what you'll gain by purchasing this ebook: In-Depth Understanding: You'll gain an in-depth understanding of Gen Z, their mindset, and what motivates them. This knowledge is the key to successful marketing. Strategies that Work: We'll equip you with proven strategies that are customized for Gen Z, helping you create marketing campaigns that grab their attention and loyalty. Increased Engagement: Learn how to create content that speaks directly to Gen Z's interests, increasing engagement and conversion rates. Future-Proof Your Business: By mastering Gen Z marketing, you'll future-proof your business, ensuring it thrives in the years to come. Stay Ahead of Competitors: Leave your competitors in the dust by understanding and connecting with Gen Z like never before. Don't let Gen Z be a mystery any longer. Invest in your future by purchasing "Marketing to Gen Z: Winning Strategies for the Next Generation" now and see your marketing efforts transform. Be the brand that Gen Z loves and trusts. Your business can thrive in the digital age, and this ebook is your path to success.

Download or read book Marketing and Smart Technologies written by Álvaro Rocha and published by Springer Nature. This book was released on 2019-11-28 with total page 484 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2019), held at Maieutica Academic Campus (University Institute of Maia & Polytechnic Institute of Maia) in Maia, Portugal, from 27 to 29 November 2019. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.

Download or read book Marketing 5 0 written by Philip Kotler and published by John Wiley & Sons. This book was released on 2021-01-22 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Rediscover the fundamentals of marketing from the best in the business In Marketing 5.0, the celebrated promoter of the “Four P’s of Marketing,” Philip Kotler, explains how marketers can use technology to address customers’ needs and make a difference in the world. In a new age when marketers are struggling with the digital transformation of business and the changing behavior of customers, this book provides marketers with a way to integrate technological and business model evolution with the dramatic shifts in consumer behavior that have happened in the last decade. Following the pattern presented in his bestselling Marketing X.0 series, Philip Kotler covers the crucial topics necessary to understand modern marketing, including: · Artificial Intelligence for marketing automation · Agile marketing · “Segments of one” marketing · Contextual technology · Facial recognition and voice tech for marketing · The future of Customer Experience (CX) · Transmedia storytelling · The “Whatever-Whenever-Wherever” service delivery · “Everything-As-A-Service” business model · Internet of Things and blockchain for marketing · Virtual and augmented reality marketing · Corporate activism Perfect for traditional and digital marketers, as well as students and teachers of marketing and business, Marketing 5.0 reinvigorates the field of marketing with actionable recommendations and unique insights.

Download or read book Youth Marketing to Digital Natives written by Batat, Wided and published by Edward Elgar Publishing. This book was released on 2021-10-12 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: Offering a critical approach to youth marketing, this comprehensive book provides a framework to better understand the mechanisms that shape youth consumption cultures and behaviors. The ideas investigated include how to advertise to digital natives, how to engage young customers, and why digital natives adopt or reject brands.

Download or read book Multiscreen Marketing written by Natasha Hritzuk and published by John Wiley & Sons. This book was released on 2014-04-14 with total page 178 pages. Available in PDF, EPUB and Kindle. Book excerpt: Simplify your multi-screen marketing by putting consumers at the center of your strategy The rise of the digital age means that consumers have unprecedented access to information and they're no longer interested in a "one size fits all screens" experience. Multi-screen Marketing: The Seven Things You Need to Know to Reach Your Customers Across TVs, Computers, Tablets, and Mobile Phones is a comprehensive guide to understanding the multi-screen consumer. Written by thought leaders from Microsoft's Advertising Division, the book identifies what drives consumer behavior across devices and digital platforms – sequentially, simultaneously, at home, at work and everywhere in between. The underlying concept is that marketers need to move beyond a technology feature-obsessed approach where a device's capabilities dictate one's marketing plan, and instead, focus on the underlying needs and motivations of their customers. This approach can help marketers simplify their strategy, while enabling them to leverage the right screen with the right message in the right moment. Companies are learning that using the same legacy television advertising and content across all digital media will not help them break through the clutter. To truly take advantage of the unprecedented opportunity served up by the multi-screen world, the authors show how bringing consumers firmly back into focus will ultimately deliver more value for marketers. Readers will learn how to tailor their approach to most effectively reach their customers through the following multi-screen pathways: Content Grazing – uses 2+ screens for unrelated content Quantum – transitions sequential activity from one screen to another Investigative Spider-Webbing – views related content on 2+ screens Social Spider-Webbing – sharing and connecting with others on 2+ screens The book includes new research and data exploring how and why consumers navigate across screens as well as real-world examples of consumer-centric multi-screen marketing from companies of all sizes embracing the change. For marketers looking to remain effective in the digital age, Multi-screen Marketing: The Seven Things You Need to Know to Reach Your Customers Across TVs, Computers, Tablets, and Mobile Phones explains how a consumer-centric multi-screen strategy not only simplifies an overly complex and constantly changing marketing landscape, but leads to multi-screen campaigns that connect consumers to brands in meaningful, enduring ways.

Download or read book Integrated Marketing Communication written by Robyn Blakeman and published by Rowman & Littlefield. This book was released on 2023-07-15 with total page 393 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now in its fourth edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Robyn Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, the book explores visual and verbal tactics, along with the use of business theory and practices and how these affect the development of the creative message. This user-friendly introduction walks students through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion, in a concise and logical fashion. The fourth edition features Twelve new case studies Increased discussion of digital and social media opportunities Content boxes comparing new and traditional media End of chapter discussion questions Comprehensive glossary of terms Student and instructor ancillaries available at http: //textbooks.rowman.com/blakeman4e.

Download or read book Digital Sense written by Travis Wright and published by John Wiley & Sons. This book was released on 2017-01-06 with total page 308 pages. Available in PDF, EPUB and Kindle. Book excerpt: Compete in the digital world with pragmatic strategies for success Digital Sense provides a complete playbook for organizations seeking a more engaged customer experience strategy. By reorganizing sales and marketing to compete in today's digital-first, omni-channel environment, you gain newfound talent and knowledge from the resources already at hand. This book provides two pragmatic frameworks for implementing and customizing a new marketing operating system at any size organization, with step-by-step roadmaps for optimizing your customer experience to gain a competitive advantage. The Experience Marketing Framework and the Social Business Strategy Framework break down proven methods for exceeding the expectations customers form throughout the entirety of the buying journey. Customizable for any industry, sector, or scale, these frameworks can help your organization leap to the front of the line. The evolution of marketing and sales demands a revolution in business strategy, but realizing the irrelevance of traditional methods doesn't necessarily mean knowing what comes next. This book shows you how to compete in today's market, with real-world frameworks for implementation. Optimize competitive advantage and customer experience Map strategy back to business objectives Engage customers with a pragmatic, proven marketing system Reorganize sales and marketing to fill talent and knowledge gaps Today's customer is savvy, with more options than ever before. It's critical to meet them where they are, and engagement is the cornerstone of any cohesive, effective strategy. The technological revolution has opened many doors for marketing and sales, but the key is knowing what lies behind each one—what works for your competitor may not be right for you. Digital Sense cuts through the crosstalk and confusion to give you a solid strategy for success.

Download or read book Leaning Forward written by Josh Linkner and published by Dog Ear Publishing. This book was released on 2007-11 with total page 122 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Josh Linkner, CEO of ePrize, is a tremendous business leader who has established a successful and sustainable company, as well as a culture that nurtures employees to help them maximize their potential." - Jennifer M. Granholm, Governor, State of Michigan "Leaning Forward is a deep and highly aware look into the future of interactive marketing. A must-read for anybody who plans to compete and win in the brain age." - Dan Gilbert, Chairman and Founder, Quicken Loans and Majority Owner, Cleveland Cavaliers "Josh has given you reason to fear the programmed nature of obsolescence but more importantly his deep consumer knowledge will give you hope This book will never be obsolete " - David Sable, Vice Chairman/Chief Operating Officer, Wunderman (largest direct marketing company in the world) Leaning Forward takes a penetrating look at the future of Interactive marketing. Major brands throughout the world have embraced the 'Digital Revolution', and have fundamentally changed the way they interact with their consumers. As a marketer, you will learn what you need to know to stay ahead of the curve and compete in this dramatically changed landscape. Renowned entrepreneur Josh Linkner shows you real world examples of what the best marketers are doing today and where the trends are heading. You'll learn how the most savvy marketers: . Establish and nurture direct, one-to-one relationships . Motivate specific consumer behavior . Get marketing messages heard above the non-stop "noise" . Combine brand immersive experiences with proven direct-marketing techniques . Generate "hand-raisers" . Increase relevancy, response-rates, and overall performance . Drive immediate and measurable results By examining the major sea of change that has happened over the last ten years, Linkner shares best practices, trends, and helps readers avoid common pitfalls. A must-read for today's marketing professional, business owner, or aspiring entrepreneur. Josh Linkner --Founder and CEO, ePrize As a pioneer in interactive marketing and promotions, Josh has been involved in the development of thousands of digital marketing strategies over the last 14 years. As the founder and CEO of ePrize, he has led the firm from inception to being ranked the #1 fastest growing and #3 overall promotion agency by PROMO Magazine. ePrize has produced an industry-leading 4,000 interactive promotions for clients including Coca-Cola, American Express, The Gap, Procter & Gamble, Warner Bros. Dell, adidas, Citibank and General Motors. Josh has been featured in the Wall Street Journal, Fast Company, AdAge, Inc. magazine, Entrepreneur, and Adweek, and is a regular keynote speaker at industry events and conferences. Josh has won several business, technology, and design awards. He is also an accomplished and well-respected Jazz musician from which he draws the same passion and excitement toward business, and creating a culture of innovation, discipline, and creativity.

Download or read book Recommend This written by Jason Thibeault and published by John Wiley & Sons. This book was released on 2014-01-21 with total page 196 pages. Available in PDF, EPUB and Kindle. Book excerpt: A detailed look at relationships and how to harness their power for business growth This book teaches marketers how to build successful relationships with early-stage buyers by creating trust and a sense of friendship. The first step is learning to understand buyer activity to gauge what they want—or might want—when they first visit an online site. Then marketers must use strategies to capture the buyer’s attention and build the relationship carefully, rather than aggressively trying to close a sale. Authors Jason Thibeault and Kirby Wadsworth have proven themselves as innovative thought leaders, researchers, and trustworthy guides in improving revenue streams. Their book aims to show organizations the value of relationships in a digital age and a clear method for quantifying that value. It includes specific techniques, like storytelling and personalized content, which have been proven to improve conversions and engage customers. The barriers to finding and engaging with consumers have been destroyed by the ease of clicking a mouse button or tapping on a screen. Today’s technology enables competitors to emerge seemingly overnight, and the wide range of choices consumers have today means that businesses can no longer compete solely on product. Recommend This! helps organizations take advantage of the one aspect of business that hasn’t changed—relationships. It teaches marketers the strategies they need to be successful in a digital world where forming, cultivating, and taking advantage of relationships can be difficult. Recommend This! teaches organizations how to measure and manage relationships while offering specific strategies to create revolutionary change. It is a must read for anyone who needs to understand how digital relationships alter the way we do business.

Download or read book Experiential Marketing written by Kerry Smith and published by John Wiley & Sons. This book was released on 2016-04-25 with total page 227 pages. Available in PDF, EPUB and Kindle. Book excerpt: The most researched, documented, and comprehensive manifesto on experiential marketing. As customers take control over what, when, why, and how they buy products and services, brands face the complete breakdown and utter failure of passive marketing strategies designed more than a half-century ago. To connect with a new generation of customers, companies must embrace and deploy a new marketing mix, powered by a more effective discipline: experiences. Experiential marketing, the use of live, face-to-face engagements to connect with audiences, create relationships and drive brand affinity, has become the fastest-growing form of marketing in the world as the very companies that built their brands on the old Madison Avenue approach—including Coca-Cola, Nike, Microsoft, American Express and others—open the next chapter of marketing. . . as experiential brands. Using hundreds of case studies, exclusive research, and interviews with more than 150 global brands spanning a decade, global experiential marketing experts Kerry Smith and Dan Hanover present the most in-depth book ever written on how companies are using experiences as the anchor of reinvented marketing mixes. You’ll learn: The history and fundamental principles of experiential marketing How top brands have reset marketing mixes as experience-driven portfolios The anatomy of a brand experience The psychology of engagement and experience design The 10 habits of highly experiential brands How to measure the impact of experiential marketing How to combine digital and social media in an experiential strategy The experiential marketing vocabulary How to begin converting to experiential marketing Marketers still torn between outdated marketing models and the need to reinvent how they market in today’s customer-controlled economy will find the clarity they need to refine their marketing strategies, get a roadmap for putting their brands on a winning path, and walk away inspired to transition into experiential brands.

Download or read book Shakespeare and the Digital World written by Christie Carson and published by Cambridge University Press. This book was released on 2014-06-12 with total page 279 pages. Available in PDF, EPUB and Kindle. Book excerpt: This collection brings the broad discussion about digital humanities into focus through Shakespeare in research, teaching, publishing and performance.