Digital Marketing
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Digital Marketing
How to Get Your Messages Retweeted
What increases the chance of “retweeting,” so company tweets are shared with recipients’ networks?
Customers
When Unhappy Customers Strike Back on the Internet
Companies need to understand and manage the rising threat of online public complaining.
Digital Marketing
Can You Measure the ROI of Your Social Media Marketing?
Effective social media measurement turns the traditional ROI approach on its head and measures investments made by customers in social media.
Digital Marketing
How Not to Market on the Web
Ads that complement online content can be effective — but not if they rouse consumers’ privacy concerns.
Digital Marketing
Morph the Web to Build Empathy, Trust and Sales
“Web site morphing” means that communicating — and selling — will never be the same.
Digital Marketing
3 Critical Issues in Internet Retailing
Managing returns, structuring the physical distribution network and deploying product inventories are all key.
Digital Marketing
What Hooks M-Commerce Customers?
Research reveals factors that affect the likelihood of transacting business over mobile phones.
Digital Marketing
Lessons From Online Groceries
How the industry’s evolution can inform all e-tail enterprises.
Digital Marketing
The Internet and International Marketing
Is the Internet just another marketing channel like direct mail or home shopping? Or will it revolutionize global marketing? Will large multinationals lose the advantages of size, while small start-ups leverage the technology and be-come big players internationally? The authors discuss the different opportunities and chal-lenges that the Internet offers to large and small companies worldwide. They examine the impact on global markets and new product development, the advantages of an intranet for large corporations, and the need for foreign government support and cooperation.
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