In 2003 Canada and the United States of America spent $4.1 billion on search engine marketing (Sen, 2014). Search engine marketing is the process of “promoting an organisation through search engines to meet its objectives by delivering relevant content in the search listings for searchers and encouraging them to click through to a destination site” …
Continue reading “Search Engine Optimisation: Is It Still Effective?”
Mobile marketing has become increasingly more prevalent in today’s world. The Yellow Social Media Report (2018) highlights that 87% of Australians own a smartphone. Mobile marketing as defined by Kaplan is ‘any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device’ (Kaplan 2012). In order for businesses …
Continue reading “How can businesses create successful mobile apps?”
Viral, as defined by the Cambridge Dictionary, is “used to describe something that quickly becomes very popular or well known by being published on the internet or sent from person to person by email or phone.” The Payless campaign that went viral involves Payless, the international discount shoe store, opening a fake luxury store named Palessi and …
Customer value refers to ‘the difference between the benefits the customer gains from owning and using a product and the costs of obtaining the product’ (Kotler, Brown, Adam, Burton & Armstrong 2007). Smith and Colgate’s Customer Value Creation framework identifies four main types of value that businesses can create for their customers. These four values …
Continue reading “How can businesses create value for their customers?”
s3722535