Resultados para la búsqueda "Dossier «Digital marketing: revolutionising consumption and society» coordinated by Irene Esteban" : 6 resultados
Marketing research with mobile devices: a slow awakening
Carmen Pacheco Bernal

Just as the mobile revolution has had a profound impact on society, has created new economic activities and modified existing ones, the marketing research industry has not remained at the margin of all these transformations. As we will see below, mobile technologies have represented new challenges and opportunities for the professionals in the sector, creating new ways to collect data from consumers who participate in market research studies. However, in spite of the advantages that the use of mobile methodologies involve for industry, their adoption and diffusion as a technique to collect information still remains fairly limited. This article includes the data on research methodologies used by the sector and identify the main factors that have influenced the adoption of mobile market research, whether to incentivise or limit their use.

The importance of the flow in online supermarkets
Doris Morales Solana, Irene Esteban Millat, Alejandro Alegret Cotes

E-commerce is generating important changes in our way of life and consumption habits. More and more people are buying all types of products online at any time using different devices. Shopping for food stands out in this context, as it is gaining more market share and increasing in popularity. Digital commerce faces more barriers to entry than others in the mass consumption sector and supermarkets must be able to create a positive browsing and shopping experiences for the consumers who visit their online sites. Understanding digital consumers’ purchasing behaviour and the factors that have an influence on the optimal browsing and consumption experience is of vital importance for every company in the sector. In this sense, flow is an important determinant of digital consumer behaviour that influences important aspects such as their intention to shop online and their e-loyalty.

Influencers and digital marketing, a necessary coexistence
Josep M. Català

Most people claim that they would definitely prefer to lose their wallet before losing their phone. Although the phrase may seem a bit of an exaggeration, it encompasses part of the reality that we often do not see, or that we do not want to see, specifically the amount of information which we have on our smartphone and the capacity that we have to obtain information immediately. Online communication has led to instantaneous information searches, both personal as well as professional. This new digital channel has given rise to an exponential growth of the data stored on the network so that end users can get to know what is happening in any part of the world at any time. Connected to this increased amount of information available, so-called influencers have appeared, who use this new on-line channel and do image-based digital marketing linked to a company, brand or product. Their followers (previously known as fans...) are potential product purchasers. As such, managing this digital asset is very important for companies and their marketing departments. Properly utilising and following up on influencers can greatly help to generate higher sales through a digital marketing channel that still has a long road ahead of it.

The new social consumer
Clara Soler Domenech

Millions of users follow and interact with each other on different social networks. Companies must adapt to the new phenomena of social communication as part of this context. This article analyses the impact of social networks on company communications, new social consumers and their new purchasing habits, the opportunities for companies on social networks, and finally the trends and challenges in the immediate future.

Google penalties: how to destroy our search engine positioning
Mariché Navío Navarro

Within the set of digital marketing strategies, organic positioning in search engines has the main objective of achieving visibility on platforms such as Google, which then translate into a growth in traffic to our websites. In this sense, the discipline of Search Engine Optimisation (SEO) is in charge of implementing a series of on-page and off-page tactics in order to promote search engine algorithms to index our sites among the first results, since these results are the ones that concentrate a higher click through rate (CTR). In this attempt to adapt the websites to the requirements rewarded by the algorithms, ignorance or trickery may cause sites to be over-optimised, which is interpreted by search engines as attempts to manipulate or cheat the algorithm. If detected, websites that have carried out these actions, whether consciously or unconsciously, are penalised by platforms such as Google. These penalties cause large drops in positions on the results page or, in the worst-case scenarios, a complete delisting of the website, which disappears from search engines, causing the site to lose visibility and the long-term work involved in SEO to be destroyed. In this article, we will recognize the types of penalties and the reasons why Google and other search engines punish websites, as well as a series of techniques to correct these punishments.

Mobility transforms everything
Xavier Folguera Obiol

Mobile marketing is a field of digital marketing constantly being reinterpreted due to the unstoppable progress of smart devices, founded little more than ten years ago, which have little to do with the conventional mobile phones that appeared in the nineteen nineties. In the same manner that interconnected mobility is changing human habits, the rest of the areas in digital marketing knowledge are adapting to a new reality which does not yet have known behavioural patterns. Mobility has an immense impact on digital marketing spheres, such as advertising, search engines, social networks, email marketing and promotional marketing. All these have been transforming, to the detriment of traditional browsing and functionalities linked to desktop computers. We are therefore reaching that moment in which digital mobility itself forms an implicit part of the definition of marketing. We could say that the concept independent of mobile marketing has its days numbered.

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