New Brand Assets: Where are we going?

"We show that easily accessible digital records of behavior, Facebook Likes, can be used to automatically and accurately predict a range of highly sensitive personal attributes including: sexual orientation, ethnicity, religious and political views, personality traits, intelligence, happiness, use of addictive substances, parental separation, age, and gender. The analysis presented is based on a dataset of over 58,000 volunteers who provided their Facebook Likes, detailed demographic profiles, and the results of several psychometric tests." Kosinski et al. 2013 (The Psychometrics Centre, University of Cambridge) Like. Comment. Engage. Sponsored...

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A Facebook for my Brand : Fan Pages and KPI's

Facebook fan pages can be regarded  as a virtual brand community. They are specialized, non geographically bound communities and they are based on a structured set of social relations among admirers of a brand. Therefore the theoretic explanations for a brand community are also suitable for explaining the fan page phenomenon. Social identity and  symbolic interactionism theories show that interaction with members of a reference group can lead to a strong feeling of belonging to this group (in this case the brand community) which in turn can lead to stronger buying behavior and positive brand attitude. But how can we be sure...

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Viral Marketing-A myth?

That ideas can go viral is now a given in corporate marketing and the culture – it’s even part of the plot of the 2011 Pulitzer Prize-winning novel “A Visit from the Goon Squad.” But new research suggests the term “viral” marketing does not describe accurately what happens in the market. ...

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5+1 tips για online business marketing

   Το οnline marketing είναι ένα θέμα με μεγάλη έκταση. Τι σημαίνει όμως online marketing; Τα κλασικά εργαλεία όπως banners, popups και newsletters είναι σε όλους γνωστά. Υπάρχουν όμως πολλές επιπλέον μέθοδοι για να εκτεθεί η επιχείρηση και τα προϊόντα της με τη χρήση ψηφιακών επικοινωνιακών εργαλείων στην αγορά.Πως βελτιστοποιούμε ομώς το online marketing για την επιχείρησή μας; 1. Καθορίζουμε το κοινό στο οποίο απευθυνόμαστε. To online marketing δεν πρόκειται ποτέ να είναι επιτυχές εάν δεν απευθυνθούμε σε  ένα target market και ένα target audience. Ποιοι ενδιαφέρονται για το προϊόν μας; Άνδρες ή γυναίκες; Ποια είναι...

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