Brand Media Strategy

Young, Antony

doi:10.1057/9781137447715

Cited by 17 publications

(7 citation statements)

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“…One layer of segmentation then is the consumer's location within the consumer decision journey, and another layer is how the consumer will ultimately use the product, that is, the problem the product solves (Christensen et al 2005). Both layers of segmentation are defined by consumer behavior, and both layers have implications for which marketing message and platform should be employed for the target consumer (Young 2014;Hughes et al 2019; Kingsnorth 2019). Ignoring this segment or the stage will result in marketing that does not fit the consumer.…”

Section: Layers Of Segmentationmentioning

confidence: 99%

Avoiding digital marketing analytics myopia: revisiting the customer decision journey as a strategic marketing framework

Vollrath

Villegas

2021

J Market Anal

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The use of analytics data in digital marketing has had a profound impact on the way marketers create consumer relationships and how firms make decisions. However, the marketing analytics literature offers little guidance on how digital marketing analytics tools should be selected and leveraged in service to the firm’s overall strategy. Foundational marketing theory and research concerning the origin of consumer value and the primary importance of the consumer decision journey to strategy formation offer a pathway to evaluating digital marketing tools and analysis in a strategic and theoretically sound manner. This paper builds on seminal marketing thought to propose a conceptual framework that places use of digital marketing analytics tools and channels in the context of a firm’s marketing plan. The framework has diverse applications across many industries and platforms and can help markers avoid falling victim to digital marketing analytics myopia, even as evolving technologies and broader societal forces like the response to Covid-19 accelerate the digitalization of marketing.

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Section: Layers Of Segmentationmentioning

confidence: 99%

Avoiding digital marketing analytics myopia: revisiting the customer decision journey as a strategic marketing framework

Vollrath

Villegas

2021

J Market Anal

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“…Technology has changed the media industry and resulted in a challenge to existing business models (Kung, 2008). In what is sometimes referred to as the "post television" age (Auletta, 2005;Cappo, 2003;Perez-Latre, 2007), new digital advertising actors such as Google and Facebook have been instrumental in disrupting the previous advertising paradigm (Klopfenstein, 2011;Young, 2014). The digital media landscape has increased the complexity and uncertainty for advertisers, who search for ways to understand advertising effectiveness in this new paradigm (Tolvanen, Olkkonen, & Luoma-aho, 2013).…”

Section: Introductionmentioning

confidence: 99%

The journey of business model innovation in media agencies: towards a three-stage process model

Jensen

Sund

2017

Journal of Media Business Studies

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Digital entrants have changed the competitive landscape for advertisers and media. Over the past decade, media agencies have grown more rapidly than the media market as a whole, securing a larger share of the value generated in the advertising industry. We develop a process model describing how these agencies have altered their business models over a decade. We discuss three separate stages in this innovation process, labelled business model innovation awareness, business model exploration, and business model exploitation. We find and document how different building blocks of the business model are a focal point of innovation in each stage of the business model innovation process. Our findings offer a way for the media industry to understand the transformation of media agencies.

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“…According to many authors, Google and Facebook have changed the rules of both marketing and PR (Young, 2010). While the core elements remains the same -identifying, anticipating and satisfying customer requirements -the consumer behaviour is shifting.…”

Section: Introductionmentioning

confidence: 99%

Crisis communication on Facebook

Stříteský

Stránská

Drábik

2015

Studia Commercialia Bratislavensia

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The aim of this paper is to present the issue of crisis communication under the newly created conditions of social media and evaluate the importance of social network site Facebook for crisis communication on the Czech market. The paper presents findings from a survey of Czech Facebook users. It examines the consumer complaining behaviour in the context of social media that can serve as a new platform to voice customer negative experiences. Differences between customers using traditional communications channels and those using social media platforms are identified and discussed.

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Brand Media Strategy

Cited by 17 publications

References 0 publications

Avoiding digital marketing analytics myopia: revisiting the customer decision journey as a strategic marketing framework

Avoiding digital marketing analytics myopia: revisiting the customer decision journey as a strategic marketing framework

The journey of business model innovation in media agencies: towards a three-stage process model

Crisis communication on Facebook

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