1 Background Objectives
Tripink Media
TriPink Media is really a new Mobile Video Advertising company, utilizing a pink 3-wheel eco-friendly truck equipped with 3 LCD video screens displaying commercials (TriPink, 2009).
As an outdoors advertising company, TriPink essentially targets marketing and event professionals but:
- Someone?s place of business owners
- Foundations, charities and NGOs
- Offices and shop managers.
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Since this company has little experience with web marketing, I have been previously asked ? on account of my internet promotion background ? as a possible intern to help the company to get to its marketing objectives, that happen to be:
- Evaluating and enhancing onsite marketing techniques for better viewers? experience, increasing traffic and the volume of information requests formulated by viewers.
- Defining and interesting in conversation while using targets through social media networks (SMN) (Facebook, Twitter and Youtube).
- Evaluating the impact of internet marketing strategies.
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Online marketing and social media
Originally designed for military purposes inside 60?s, the online world is actually affecting people?s everyday life which range from leisure to business (Bagherjeiran, 2008).
A report furnished by eT forecasts (2009) announces that there are going to be 1.7 billion internet users globally really. This potential exposure is the reason businesses should concentrate on the internet as a important element to interact conversation and build strong relationships because of their consumers. (Gangadharbatla, 2008)
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Because a company?s website would be the central convergent spot of knowledge, Lurie (2009) postulates that companies? websites should apply certain secrets and techniques regarding layout, design and optimization to become relevant and should provide easy end enjoyable access and experience for customers and viewers. Ramanathan (2007) completes Lurie?s statement and explains that you onsite techniques must be included in order to retain viewers online and provide them a reason to come back another time.
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Similarly, according to Grimes (2007) a lot of companies will be concerned with online marketing and SMN, short for social media marketing networks, in an effort to increase people?s knowing of their brand name and to boost the connection using consumers along with retaining viewers on the websites. Leskovic (2007) reinforces Grimes? observation and adds that companies attempt to implement the latests online communication technologies for being on the same ?pace? using their customers; hence it will facilitate a two-way kind of communication using the same medium.
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Lurie (2009) argues which a two-way method of communication is often a break through hired by SMNs. In the boom from the internet in 2000 everyone was talking about Web 1.0, that is a static, one-way form of online. Since 2004, O?Reilly media (2005) offers the word Web 2 ..0 and that is regarded as being the new generation with the internet.
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This report are able to stress and look at the current internet marketing strategies used by Tripink Media together with the ones found in SMN. The project also aims at determining which strategies must be kept, implemented and enhanced.
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Project choice rationale
I have chosen to create this directory internet website marketing and SMN for a few reasons: First off We have always been passionate about the online world and its particular application to businesses plus the marketing role it can play in the Modern. Secondly it appears that using the internet, individuals are experiencing a shift of behaviour with regards to their bond they may have with brands and businesses is concerned (Li,2009). As my professional objectives are highly related to website marketing, this indicates logical that i can write this report.
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1.1 Research questions
The following questions and objectives are based on you can actually objectives and have absolutely been utilized to design the literature review:
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1)???????????? Which onsite strategies works extremely well by Tripink Media in order to retain viewers give them a good reason an extra shot towards website, and boost the amount of information requests formulated by them.
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2)???????????? How should Tripink Media use web 2 . 0 networks being a internet marketing strategy to interact conversation which consists of targets?
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3)???????????? Can Tripink Media fulfil require its targets utilizing internet promotion strategies?
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1.2 Research objectives
1)???????????? To critically evaluate and analyse the latest onsite strategies made use of by the corporation and decide the ones must be kept, enhanced or implemented.
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2)???????????? To critically determine what social media marketing networks marketing strategies and tools are appropriate to get used with the company.
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3)???????????? To critically evaluate the impact of web marketing strategies about the company?s different targets.
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2 Literature Review
2.1 Online Marketing
According to Kawasaki (2009), website marketing ?is the delivery of communication messages through websites?. Parsons (1998) explains that due to internet promotion companies is capable of having the chance of integrating new sorts of interactions and conversation with their clients: also Zeisser and Waitman (1998) and Yuan and Fresenmainer (2006) agree that web marketing success is based on:
?- Attracting customers with audience creation
- Engaging with interactive interface and content
- Retaining with dynamic content and internet-based communities
- Studying consumers? behaviour
- Relating back to customers to provide customized interactions?.
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In order to reach its internet website marketing objectives an organization might make using different formats of web marketing: On one side there are some that are called ?paid advertising?, including numerous tools including ?banner, show up and sponsored links? (Roger, 2000) and also on additional hand there is a lots of tools which can be cost-free including ?media content sharing?. These usually involve sharing several types of content (pictures, music, videos) on SMN, ?search engine optimization? the make use of several techniques aiming at ameliorating ranking from search engines, ?website marketing design? which is the using techniques and methods planning to help the effectiveness of your website with regards to marketing, and ?social media networks? where companies try and engage ?marketing? conversation making use of their prospective clients (Lurie, 2009).
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Studies carried out by Li (2009), Kawasaki (2009) and Bagherjnan (2008) declare that independently products sorts of tools are being used to market, internet marketing aims at increasing brand recognition and is also a great incentive for purchases. However, Clemons (2009) debate that online consumers ?do not trust, watch, want or need? online marketing. Which means authors claimed it was obviously a waste for some companies to start internet promotion strategies.
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2.1.1 Online marketing effectiveness
In relation to its website marketing effectiveness measurement, the ?click through rate? (CTR) method was conventionally used. Rogers (2000) defined becoming ?the average range of clicks through per hundred ads impressions?. Pavlou and Steward (2000) add that selling ads online carries a direct effects on consumers knowning that therefore, the simplest way to measure internet website marketing effectiveness is to use CTR methods.
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However, research done by Rettie (2004) is the opposite of the CTR method because most effective way to measure internet website marketing effectiveness and proposed the theory of ?post impressions?. This is a ?visit to your website, after contact with an internet advertisement without clicking throughout the advertisement?.
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This theory is sustained by Dreze and Hussherr (2003). Their research points out that viewers are inclined to avoid to think about banners, pop-up windows and sponsored links, however they might still notice them while their eyes are scanning a website. Moreover, research conducted by Dahlen (2001) implies that viewers with little information about online will check out an internet based ad by accident more frequently than experienced users. The article author also explains that advertisers must not be working on the quantity of clicks though the variety of views, since as people are receiving targeted employed to online, the usage of CTR in an effort to measure internet website marketing effectiveness is starting to become obsolete.
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However, there is certainly limited evidence that ?post impression? increases brand recall. Kawasaki (2009) explains it is tough to accurately evaluate brand recall by only using post impression measurement tools.
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Lurie (2009) also criticises the CTR method because doing so only evaluates an ?instantaneous? a reaction to an advertisement as well as doesn?t produce a ?general summary of an advert effectiveness?. Studies by Bagherjeinan (2008) reinforce Lurie?s observation and completed it by emphasizing the belief that data such as number of viewers, subscribers and time used an online page are necessary factors that you should taken into account when looking at internet promotion effectiveness. Danaher?s findings (2003) can also be oriented for the impact almost daily invested in an internet page, as well as author explained that the longer a person was viewing a website, the additionally likely the person will remember the advertising material in this posting.
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Regardless what technique is being employed to measure internet marketing effectiveness, research conducted by Roger (2000), Rettie (2004) and Dahlen (2001) all state the belief that targeting is really a main factor for online marketing effectiveness. Moreover, Roger and Thomson ( 2000) propose a theory aiming at distinguishing two important viewers? behavioural factors: Functional factors that happen to be in line with the viewers? online activity: based on what viewers do online, the impact of your advertising message will change considerably. And structural factors that are focused on the format of your advertising messages, design, and also the position on screen.
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2.1.2 Lack of research conducted
Although several studies have been conducted on paid internet marketing, Burns and Lutz, (2006), Dahlem (2002) in addition, on website development Balidu (2004), Warner (2004), currently, no previous study that focused on the use of free SMNs marketing for B2B as well as on the use of web design to be a marketing strategic tool could possibly be identified.
From my findings, I?ve got observed that some research dealt with the impact of website design on viewers and also on paid common advertising models. However, we have a certain insufficient studies making the website link between the utilization of website development to be a marketing strategic oral appliance the employment of free SMNs marketing.
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Moreover, the few studies on SMNs advertising usually do not center on B2B only on B2C. This not enough principals are because of the contemporary aspect of the topic, this also project proposed aims to fill this gap.
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2.2 Web marketing design
A company?s website has an part with regard to marketing communication. Mc Crea?s (2005) studies shows that the website ought to provide information the fact that viewers are trying to find, the navigation on the webpage really needs to be friendly, the structure and layout ought to be selected by using a marketing strategic purpose.
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2.2.1 Gehrke and Turban?s Framework
Gehrke and Turban (1999) were the first ones to propose a ?website marketing design framework?. They agree that websites is often changed into a subscriber list marketing strategic tool if certain elements have been applied.
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- Page loading speed:
When a viewer lands on a website which takes to much time to load, its likely which the viewer will close the page and should be on another website. Therefore companies should reduce the make use of heavy media content.
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- Business content:
Content needs to provide instantly clear relevant and desired information for the users.
The authors explained that while in the first seconds the viewers need to find out just what exactly they are going to find in the exact location. If the content isn?t going to supply the answers the viewers are searhing for, the viewers will switch to another site.
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- Text
The authors emphasized the significance of working with a certain consistency when it comes to font used to retain viewers online and enhance the variety of returning viewers.
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- Contact information
The authors asserted when it isn?t difficult for viewers to locate yourrrre able to send contact details, the viewers may be more planning to contact this company.
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- Colour
It is important for your company?s how does someone use colours which might be from the product or services made available from the company. Moreover, kit is of major importance regarding branding (Kawasaki, 2009).
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- FAQ?s
The authors? research pointed out that ?companies which create commonly asked questions will let the users? interest in being aware of what exactly is offered on the site?.
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- User friendly fill in form
Forms really should be short, straightforward to send in and must not obtain unnecessary information that is personal so as to retain viewers and present them a motivation to submit the contour.
2.2.2 Cox and Dale?s Framework
Cox and Dale?s framework (2002) ( Appendix 1) trust Gehrke and Turban?s framework (1999) and it by being focused on the design on the pages:
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- Layout of the pages
The authors? findings show you have to maintain consistency within pages. Moreover it really is ?decisive? to supply a visible and to uncover ?home button? on each page of the website.
Lurie (2009) complete Cox and Dalle?s findings and explain than a ?good layout would need to inspire targeted traffic to take action?. A phone call to action need to be displayed on every page, and therefore to this the author affirmed the fact that strategic keeping of text, colours, images and proactive approach is extremely important to ?market a website?.
In relation to its evaluation, the author stands out on the utilization of a ?heat map application? in an effort to know ?what the visitors examine first, where they say hello to the website, and where their eyes go next?. This will assist to figure out best places to place an appointment to action or information. Lurie (2009) also argues that viewers decide in four seconds once they prefer to stay or leave an internet site .. This is why, companies must grab viewers? attention instantly.
In addition, the authors argue that pages should be short also with regards to the written text. It?s not necessarily suitable to ?force? the viewer to scroll about the pages so as to look into the content.
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2.2.3 Lurie?s Framework
Finally, Lurie (2009) will follow both aforementioned theories and added other elements:
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- Tag lines and slogans
According to the author, these ?convey important tips to customers?. Moreover, they could assist to strengthen the company?s branding image, and they?re also required to give incentives to the viewers to stay longer over the internet for more information on what are the company may offer.
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- Adding high-impact photos
It is essential to use photos giving more than a simple description of your products or services and show an interactivity regarding the products or services as well as expected outcome.
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- Search engine optimization (SEO)
?SEO is the process of improving ranking searching engine results? (Lurie, 2009).
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Several previous theories aiming at improving ranking are held by Waiman (1998), Simeon (1999) and Jumba (1998). They principally target ?bolding key phrases?, using ?hidden text? and ?high range of clicks on search listing?.
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However, Lurie (2009) argues against those theories and proposed a replacement explaining that SEO it?s essentially according to placing keywords in:
-Headings
-Paragraph copy
-Uniform resource locator (URL).
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2.3 Social media marketing networks
According to Goldhammer (2007) ?Social media networks is definitely the symbol of the internet and is particularly a social tool which allows media sharing with one another?. Also, CPR (2006) adds that advertising and marketing aim to build communities and engage ?participation? and ?sharing?.
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Lurie (2009) goes further and argued that SMN brought the latest communication model and that is in line with the understanding of ?conversation marketing?. The writer explained that as a result of SMN companies and customers can talk to 1 another along with the messages provided for the purchasers can easily be shared with other community. Thackeray (2008) also agrees by investing in SMNs, marketers have a very new method to reach their targets and engage them in emailing one another.
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Li (2009) argues that your successful SMN marketing strategy has to you must do determining and classifying bavarian motor works logo based on their?profile? ?participation? and ?engagement?. The author argued that it must be important to build a web-based community including ?watchers?, users who watch, read and download content, ?sharers?, users who share content on the web and ?commenters?, users who rate and comment products and services. Hence it is very important produce content and choose which segment it will be primarily dedicated to. Berger (2009) completes Li?s theory and adds that companies using SMN should each and every day make their social networks grow to boost traffic to their websites. Moreover, the author argued it is crucial for a company to appear as being an expert on its domain. To engage conversation featuring a target, businesses should avoid to simply discuss the things they?re doing nonetheless they should give attention to their target?s interest. This theory is likewise based on Lurie (2009) and Kawasaki (2009). Additionally, Clarke (2009) defends that in order to obtain substantial comes from their marketing effort, companies should concentration on the ?Social media networks 3 C?s theory?:
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- Crowd: It is important to find out who everyone else is composed of (users profile, consumers, non-consumers, active, passive users). Therefore online content should be produced and shared in accordance with the crowd?s interest.
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- Community that is vital that you make grow.
- Conversation: Companies need to participate to get included in ?two-way? conversation using communities? members. This writer affirms the fact that start would be to pay attention to what?s said by way of the crowd and engage in conversation. To experience that companies are able to use tools for instance ?Twitter search? where they are able to enter in keywords relating to industry or interests and see what?s said on the internet and who?s participating in conversation. Facebook and Youtube offer a comparable keyword search feature.
Facebook
With 200 million users and the other million new users once a week, Facebook is just about the most powerful SMN for use by businesses (Chandler 2009).
Volpe (2009) argues that Facebook enables you to: ?Get found, connect and engage, create a community and promote content?. As a way to reach those objectives this writer means that businesses should:
- Create powerful profiles employing a ?human name? but not a small business name and provides all the information as it can be about the company including a ?human picture?.
- Building a contact list by starting by connecting with people and firms that adidas and puma know. This can be done each day, business can extend their contact list by building ?friends of friends? sharing the identical interests.
- Speak to wall posts: allFacebook users use a ?wall? where other users can post messages; businesses should use this probability to engage conversation.
- Updating status, any time a new status has posted, the web community can see it with their internet site. Businesses should take this opportunity to show their knowledge of their domain.
- Playing groups: businesses should access groups sharing common interests where they?re able to share information to demonstrate their authority, build their communities, engage conversation and direct targeted traffic to their site.
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Twitter
Twitter is really a ?micro-blogging platform? allowing users to write 140 characters messages called Tweets. It?s currently used by 50 million users called ?followers? (Brogan, 2009).
In relation to profile building, the identical rule employed for Facebook has to be applied. Kill (2009) affirms that companies using Twitter should follow leaders within their industry and professionals who can offer an influence on their community. This influence is usually measured through the variety of followers they may have. Moreover, the article author states that companies should ?track? keywords and relevant topics so become part of conversations and answer followers? questions and solve their problems by providing solutions. Twitter they can double being a PR tool, allowing businesses to announce their new services, services, as well as to discuss their new projects. Businesses need to keep at heart asking their ?followers? for feedback. For a more practical level the writer suggests to write between two to five new updates every day and also to follow 10 new users every day whenever a company starts to use Twitter.
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Youtube
Youtube is really a ?video sharing site? craigs list 100 million videos (Brogan 2009).
Evans (2009) argues that a complete company profile online produces a company more trustful. The article author created a listing of nine strategies that companies should use with Youtube:
- Sharing presentation to verify the firm expertise
- Showing services or products being used and explain the direction they work
- Conducting video interviews with industry experts
- Engaging while using the community leaving comments, subscribing to channels and posting response videos
- Generating channel to bolster branding
- Using testimonials to strengthen credibility
- Showing the outcomes obtained by way of customer who used the merchandise or services sold because of the company
- Introducing staff to add authenticity
- Including information regarding this company and links on the website.
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In regards to usage, Reichbach (2009), claims that SMN are specifically made use of by people between 18-29 years of age, they represent 82% of your global social networks users. The ?subscribers? usually mainly have used them when they are not on the job most likely if they?re in your house. Furthermore, Wilson?s studies (2009) pointed out that 78,3% of SMN users use them for personal purposes, and simply 21,7% utilize them for ?work related? purposes.
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According to Fodaghi (2007), along with sharing quite happy with the city, SMN users can also suggest a brandname, a program or maybe a plan to the rest of the community. Therefore it is very important to brands to this sort of users.
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Although much research because one carried out by Li (2009), Kawasaki (2009) and Lurie (2009) agrees within the indisputable fact that SMN are a good marketing tool, Riley (2007) claims that it is effectiveness might simply generate a ?short-term awareness? and also the retention level could possibly be low. However, considering that the topic is absolutely contemporary, there won?t be any other theories driving in reverse Riley?s findings.
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Brogan (2009) and Lurie (2009) agree that in order to look at the effectiveness of promoting strategies used on SMN companies should consentrate on:
- How many subscribers they?ve for their communities
- Whether messages or content are given to the rest of the community
- The traffic generated and given to yourrrre able to send website
- The conversation they are involved in while using the ?community?
- Finally, to be able to grab the target?s attention, necessary . and messages posted online have to be highly relevant to the prospective so as to eventually become shared with the online community.
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In order to finish this project, it turned out essential for glance at the key literature on internet website marketing, internet marketing effectiveness, affiliate marketing design and web 2 . 0 networks as those topics were principle themes of my project. The literature on website marketing was crucial to be able to define online marketing and see the way it does work in a business world. The literature also helped to learn the different formats available and also the factors like along with them. Regarding website marketing effectiveness, the literature covered the various strategies that companies is able to use to increase the impact of internet promotion strategies on their target. Regarding the literature on internet marketing design, it supplied clear and take care of frameworks to reach marketing objectives concerning giving incentives to viewers to settle longer accessible to websites as well as increase interaction between viewers and businesses.
Finally, the literature covering advertising and marketing networks has become employed to present various social media marketing networks marketing strategies which might be utilized by a firm and in what way correctly implemented. However, mainly because that social media multi level marketing is often a considerably new discipline, a particular not enough supported theories have been encountered, and even more practical strategies put together.
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2.4 Conceptual Framework
Users?online community
2-way communication including content
Sharing information and content
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3 Research Methods
3.1 Perspective
In order to conduct this research, a practical research philosophy has been utilized. Indeed, these studies is aimed towards learning how internet viewers are influenced by Tipink Media?s online marketing strategies. Moreover, your analysis mainly dedicated to a philosophy of interpretivism. This perspective ?gives the researcher an in-depth reason behind why people behave a specific way? (Weber, 2004). The learning also is aimed at determining which onsite marketing strategies must be utilised in order to retain viewers online.
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A mix of quantitative and qualitative research was conducted using secondary and primary data collection like: documentation, content analysis, frameworks, theories and questionnaires. For the aforementioned reasons, a deductive approach was taken, that has been crucial in order to analyse the existing theories and frameworks linked to the investigation area. Inductive approach is suited for an inferior level. The findings on the data collection were worthwhile to determine which onsite strategies the business must be using and in what way some adjustments might well have an effect on the viewers.
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3.2 Research design
Byrman and Bell (2007:38) define five different types of research design: Experimental, cross-sectional, longitudinal, example and comparative. So as to complete these studies the examples below types of design were put to use.
3.2.1 Case study
Daymon and Halloway (2002) explain that case studies tend to be ?associated by having an intensive investigation of your location, organization, campaign or strategy?. This statement is held by Sekaran (2000) who adds that ?it?s a challenge solving technique also it involves complete analyses of your situation?. This writer also argues that position studies ?increase information about real contemporary communication events?. Finally, Saunders et al (2003) claims that position studies are the best approaches to be used to be able to ?test? existing frameworks and theories. Indeed, so that you can complete my research, We have integrated the firm just as one intern while using the objectives to analyse the existing website marketing strategies used and still provide recommendations to ameliorate them. Although example helped to assemble information, the belief that the outcome obtained couldn?t be generalized shows the limits of this method.
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3.2.2 Cross Sectional
This design is suitable simply because it allows ?the bunch of data at some stage in order to accumulate quantitative and qualitative data in relation with several variables? (e.g.: different affiliate marketing strategies used, different SMNs used and various forms of targets) so that you can ?detect patterns? which helped to respond to the analysis questions.
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3.3 Data Collection3.3.1 Secondary data collection:Content analysis
Diverse secondary data were working at order to finish this project. Indeed books that have led to the growth of new web marketing strategies for instance Conversation Marketing were used. For the reason that topic is basically contemporary, journals like? the Journal of Interactive Advertising were included in order to obtain more up-to-date data, moreover reports on internet marketing were also accessed in order to collect relevant information on the patient .Those data ready to possess a work base when it comes to relevant theories and frameworks. The Coventry University elibrary in addition to several libraries as well as internet allowed me to gain access to those data.
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Busch et al (2009) explains that ?content analysis determines the presence of concepts within texts or pair of texts?, moreover, it contributes greatly to recognize a relation between concepts used along with the affect the audience. Mcdougal claimed that the analysis could be ?applied to the item of writing?, furthermore, the analysis may be conducted using ?existing theories and frameworks?.
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The first objective directed at evaluating today?s onsite marketing strategies made use of by the firm and suggests solutions to improve them. That is why yourrrre able to send website and a lot more particularly it?s content were used with the analysis and theories and frameworks proposed by Gehrje and Turban (1999), Lurie (2009) and Cox and Dale (2009) were applied.
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In order to achieve an exceptional level of data collection, the secondary data used were selected depending on the validity from the data, their reliability, currency and credibility. Indeed the information used were created by recognized authors who have contributed to the introduction of online strategy frameworks, moreover this has been vital that you use current data as it is a present day topic.
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3.3.2 Primary data collection: Questionnaires and Interviews
Questionnaires
On the only one hand the other objective is aimed at evaluating you can actually marketing effectiveness concerning social media marketing use and at having the users? behaviour towards social internet marketing, conversely the 3rd research objective is aimed at evaluating the impact of internet marketing on the internet users. For people reasons questionnaires were the most appropriate method of getting objective answers without influencing the respondents by my presence. The questionnaire was created on Survey Monkey plus a link with the survey was sent by email to respondents and was shared on Facebook (Appendix 2) to arrive at a lot more respondents . The majority of the questions revolved around web 2 . 0 with regard to knowledge, usage behaviour and motivation. Because the information collected concerned several targets, a clear focus was on the primary company?s target.
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It is important to mention that some limitations of this particular using questionnaires would have to be faced regarding respondents profiles. Since questionnaires were primarily created for their target to be able to obtain valuable data, for this matter, at the outset of the questionnaires, the respondent is being recognized by seeking the category he is part of (small business owner, marketing professional, charities? representative, or manager).
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Interview
Semi-structured interviews ( Appendix 3) were the ideal method to collect more in-depth data aiming at explaining the viewer?s behaviour and giving eventual reasons justifying their own attitude towards website marketing. Cohen (2006) states: ?semi-structured interviews allow respondents the freedom to express their views in their own individual terms?. Five interviews of A half hour each were conducted to analyze with great attention certain findings in the questionnaire. The interviewees were numbered: interviewee primary was a marketing executive, interviewee number two a gathering coordinator, interviewee number three a business owner, interviewee # 4 a coordinator in the NGO, and interviewee number f
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King Crimson, 1973