ICAM-2017
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17521
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Item DIGITAL MARKETING IN THE BOOK INDUSTRY.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Nascimento, S.P.R.Marketing in the book industry has followed the same strategies. Digital marketing has scarcely been used by companies such as the Portuguese bookstore franchise Bertrand. Bertrand is one of the oldest bookstores in the world. Nowadays, consumers tend to look at social media (i.e Facebook and Instagram) as a way to learn about new products, sales and product reviews. According to Solomon in “Consumer behavior: A European perspective” buyers take into account mouth to mouth information far more than advertising. They seek opinions of others to know if the product is reliable or not. We are to pursue this concept applied to major book companies, comparing those who use the principles of Digital Marketing and those who have classic marketing strategies. Bookdepository and Amazon have been proficient in using digital marketing as an efficient tool to attract readers. What I propose is analyzing how digital marketing can boost the book industry and change the consumers’ perspective on book consumption.Item CREATING AND OPTIMIZING PERSONAS FROM DATABASES' INTERACTION: A FRAMEWORK PROPOSAL(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Teixeira, J.M.The use of personas as a methodological tool was quite widespread in the last decade in the areas related to digital marketing and UX (User Experience). Despite that, the number of scientific publications is still not very significant. The paper’s aim is to present a framework that helps the process of creating and optimizing personas by a case study. The methodological procedures were: framework conceptual building and its application as a digital marketing case study. The application involved: dataset preparation; spreadsheets analysis and clusters analysis. For the last one, two types of process analysis were used: discoverer and organizer (by Vortx Software). As a result the research presents a framework with six steps: 1Idealization; 2 Interaction; 3 Analysis; 4 Adjustments; 5 Predilection and 6 Prescription. The framework was applied through a case study and the results emphasize steps 3 and 4, demonstrating their relevance to the full process that involves 06 steps. From the spreadsheets analysis it was possible to notice that the most representative profile (25% of database) had not been idealized, revealing the necessity to create a new persona. The cluster analysis tool identified nine groups of individuals with similar behaviors, showing a better way to communicate using a different digital marketing strategy for each persona.Item IMPORTANCE OF DIGITAL MARKETING AND BIG DATA PROCESSING FOR SMALL AND MEDIUM SCALE ENTERPRISES IN SRI LANKA: A STUDY(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Nasiketha, S.Internet enabled everyone to be connected all the time. This connectivity transformed the buying behavior of common man significantly. This paper discusses how digital media marketing, Viral and mobile marketing influence the business behavior and global economics by focusing on Sri Lankan market. By using the Sampling technique it was made as observational research. Digital marketing is vitally important for Small and Median scale Enterprises (SMEs) as it provides the opportunity to establish significantly more engaged communication channels with consumers for a significantly reduced budget. At the same time, digital marketing provides significant measurement and analysi s of consumer behavior and engagement. The influence of digital media encouraged the organizations to think about viral marketing and mobile marketing. Organizations use viral marketing as a tool to make the promotions with low cost through digital medium. Even though the mobile marketing began with earlier technologies, the latest mobile applications allowed the companies to redefine the mobile marketing as effective advertisements. These Digital Marketing is now leading to BIG DATA processing in the organizations. In general the business trend is going behind the digital media platform rather than the traditional marketing methods. This paper will express the Importance of Digital Marketing and Big Data processing in the SME’s in Sri Lankan context.