全球化之數位行銷應用方法 / With the popularity of internet and continuous digitalizing environment, it’s getting more complicated do digital marketing. Meanwhile, internet makes the world connect closer without boundary. The objective of this research is to propose a methodology to offer corporate a cost-effective method to conduct digital marketing domestically and globally. The methodology originates from the early official website traffic monitoring system and membership profile analysis. Through enhancement and evolvement, there are 2 modules developed to help for proposing a global digital marketing strategy to fulfill different individual needs from corporate. We use 4 cases to present how the methodology works to fulfill different requirements. The 4 cases are PizzaHut , TrendMicro, FamilyMart & Asus. The methodology is used to propose the digital marketing strategy for the corporate. The value of this methodology is to offer broad application in any digital development stage. The key factor to affect the level of quality and completeness is how much information collected. In most cases, the information could be derived from 1) the free online analysis tools and 2) the corporate/the brand itself. The professional online research data is an optional source, but not a crucial one to make major effect. The important point is that the analysis should stick with the concept of OBE (Owned Media, Bought Media and Earned media) to review results from the past marketing campaigns to see whether all of the results could connect with the corporate long term goals and whether these results could be accumulated to make owned media stronger. For the brand owner and management team, implementing the methodology can make it easy to understand the current status of the brand’s digital development and catch up external digital environment trends. It’s also more accurate and practical to propose a strategic plan to accumulate the results for future digital development.

Bussinessmen, companies and traders put money into advertising. But they require these ads to bring the desired effect -- i.e. new customers, sales, revenues. Affiliate marketing allows exactly all of that. The objective of this diploma thesis is to describe the affiliate marketing (kind of performance advertising on the internet) from the perspective of the advertiser and further evaluate affiliate marketing as a suitable form of promotion for a particular Czech company. There will also be the affiliate program analysis, its realization and description of affiliate program management.

This Diploma thesis focuses on the marketing communication of the company named Záhradní vinařství. The issue of interest will be explained in the theoretical part, which will serve as the foundation for the outputs of the analytical part of the thesis. Based on the conducted analyses, an appropriate marketing communication strategy will be suggested in the practical part of thesis.

Today's society has grown to be highly digitalized where technologies are playing a large role in everyone's lives. Moreover, society is still developing at a rapid pace, with a new innovation around every corner and with more and more business conducted online. By using this as a starting point, the authors of this thesis choose to examine how blockchain can influence the use of big data in digital marketing. Moreover, as previous articles have perceived GDPR as an obstacle for implementing blockchain within this context, the authors perceived it as necessary to examine blockchains’ relation to GDPR. Thus, this thesis has set out to both identify challenges and opportunities that exist when applying blockchain within the context of digital marketing. This exploratory thesis applies a qualitative data collection method in order to fulfill the purpose of the study and to answer the following components of the research question; (1) How will blockchain influence the use of big data within digital marketing? (2) How will blockchain in a digital marketing context cope with the regulations of GDPR? (3) How will blockchain influence the future of digital marketing? The qualitative collection method chosen is semi-structured interviews and has included six participants from Europe.  The findings of this thesis suggest that blockchain will influence big data and thus, digital marketing will be influenced because it is heavily data-driven. Furthermore, blockchain will influence the companies’ knowledge of the customer, allow more reliable data to be obtained, and allow consumers to retain ownership over their data. Thus, blockchain places a higher demand on companies to deliver relevant information and match the interest of customers in order for the companies to gain access to customers’ data. Additionally, the findings suggest that blockchain has the ability to remove intermediaries and eliminate fraudulent activities, such as deep fakes, illegitimate reviews, click-fraud, within digital marketing. Despite that blockchain has a lot of potentials, it also faces a lot of challenges and obstacles. For instance, large companies such as Google may feel threatened by the blockchain and thus, these companies may have incentives for disrupting the implementation of the technology. Moreover, practical challenges have been identified. These were related to non-scalable algorithms and limited capacities to store large amounts of data.

El siguiente trabajo se ha realizado con la finalidad de conocer el impacto que generan las estrategias de promoción digital, en la intención de compra de calzado deportivo por parte de los hombres entre 25 y 35 años de edad, dentro de las tiendas físicas de las marcas deportivas. Las distintas marcas de calzado deportivo suelen utilizar una serie de estrategias digitales, con diferentes propósitos. Hay estrategias de fidelización, otras encargadas de la exposición de marca y sobre todo, las que se encargan de generar ventas, a través de una persuasión hacia la intención de compra del consumidor. En el presente trabajo, se analizaron las estrategias digitales más utilizadas por las marcas deportivas en el mundo y sobre todo en el Perú, para poder encontrar respuestas acerca del impacto que generan en los consumidores peruanos y como estos reaccionan ante ellas. Asímismo, para poder encontrar respuestas a los objetivos e hipótesis planteadas, el tipo de investigación será correlacional, ya que se va a identificar la relación que existe entre las variables establecidas. Así pues, se utilizarán los métodos cuantitativo y cualitativo, los cuales se basarán en realizar encuestas a los consumidores y entrevistas a profundidad a expertos con el objetivo de conocer a profundidad el punto de vista de cada uno de ellos. De este modo, se podrán comprobar las hipótesis planteadas previamente. Finalmente, se conocerá la influencia que tienen las promociones digitales, en los consumidores de calzado deportivo. / The present work has been carried out with the purpose of knowing the impact that digital promotion strategies generate, in the intention of buying sports shoes by men between 25 and 35 years of age, within the physical stores of the brands sports. Different brands of sports shoes often use a series of digital strategies, with different purposes. There are loyalty strategies, others responsible for brand exposure and above all, those that are responsible for generating sales, through a persuasion towards the consumer's intention to buy. In this paper, the most used digital strategies by sports brands in the world and especially in Peru were analyzed, in order to find answers about the impact they generate on Peruvian consumers and how they react to them. Likewise, in order to find answers to the objectives and hypotheses proposed, the type of research will be correlational, since the relationship between the established variables will be identified. Thus, quantitative and qualitative methods will be used, which will be based on conducting consumer surveys and in-depth interviews with experts with the objective of knowing in depth the point of view of each of them. In this way, the hypotheses previously raised can be checked. Finally, the influence of digital promotions on consumers of sports shoes will be known. / Trabajo de investigación

En el presente trabajo de innovación se propone la creación de una idea de negocio nueva que satisface la necesidad de un público objetivo con tendencia a la compra de artículos o servicios de entretenimiento aprovechando el descuento con una tarjeta de crédito que no tiene dentro de su portafolio. Se presenta un análisis del mercado meta y de las variables de nuestro entorno económico, político y demográfico. También se propone la implementación de herramientas de marketing digital y en base al marketing mix se propone la estrategia de diferenciación y liderazgo en costos. Se trabajó una campaña de Marketing a través de una landing page el cual arrojo un resultado positivo que marca una tendencia de los clientes potenciales hacia la compra de entradas para eventos aprovechando los descuentos de tarjetas de crédito. También se realizó una proyección de los ingresos de la compañía dando indicadores financieros rentables y con una proyección de crecimiento sostenible en el tiempo. Por lo tanto, se concluye que la idea de negocio propuesta es nueva en el mercado y satisface una necesidad latente en el Perú y con una proyección de crecimiento rentable. / In this innovation work, we propose the creation of a new business idea that satisfies the need of a target audience with a tendency to buy entertainment items or services, taking advantage of the discount with a credit card that is not in their portfolio. An analysis of the target market and the variables of our economic, political and demographic environment is presented. The implementation of digital marketing tools is also proposed and based on the marketing mix, the strategy of differentiation and cost leadership is proposed. A Marketing campaign was carried out through a landing page which a positive result that marks a trend of potential customers towards the purchase of event tickets taking advantage of credit card discounts. In fat, a projection of the company's income was also made, giving profitable financial indicators and a projection of sustainable growth over time. Therefore, it is concluded that the proposed business idea is new in the market and satisfies a latent need in Peru and with a projection of profitable growth. / Trabajo de investigación

Social Media Marketing Strategies for Small Businesses: A Comprehensive Guide to Success and Growth, explores the use of social media marketing strategies for small businesses.The purpose of this study is to identify specific strategies, techniques, and best practices for successful social media marketing. Social media has become a powerful marketing tool for businesses to promote their products and services. However, small businesses face unique challenges in the marketing landscape, including limited resources and low marketing budgets. Social media provides a low-cost, highly effective way for small businesses to reach new audiences and communicate with potential customers. With the right strategies, social media can help small businesses build brand awareness, create better customer relationships, and drive sales. By examining marketing analytics from two local startups (Green Llama and Firestarter Mug), implementing dozens of strategies, analyzing research from social media experts, and providing data-proven solutions, this study will help small businesses develop and implement effective social media marketing strategies.

The industrial marketing strategy in many industries has been largely influenced by the coming of digital marketing over the past decade. The trends are changing from the traditional to a digital era and companies are being forced by this digitalization shift. The manufacturing and marketing consultant industry is no exception. Since previous research has often been towards SMEs as a whole instead of specific industries. The research gap that the authors would like to investigate is brand equity development through digital marketing among two B2B SME industries, manufacturing and marketing consulting firms in Sweden. Moreover, the authors used a series of research methods to collect primary data and secondary data, as well as a computer-assisted coding software used for qualitative data analysis and coupled with benchmarking analysis for the secondary data analysis. Theories of brand equity and digital marketing ( marketing funnel and digital channels) are connected to the empirical findings of digital communication and business relationship to uncover what differentiates manufacturers from marketing consultants in brand equity building through digital marketing channels. The manufacturing industry has gained knowledge over the last few years when it comes to branding and digital marketing but is still split over the subject because of no clear direct benefits. They also lack the motivation that would have given them access to this knowledge, but somehow they have started outsourcing. Overall it seems that the manufacturing industry is working hard to become more digital. Lastly, a proposed model is recommended by the authors through the findings from both industries.

Syftet med denna studie är att skapa kunskap om hur digitalisering har påverkat marknadsföringsstrategier inom svenska apotek som verkar inom både e-handel och fysisk verksamhet. Två forskningsfrågor har undersökts, vilka är hur marknadsföringsstrategier påverkats av digitaliseringen i svenska apotek samt hur denna utveckling hjälpt apoteken i Sverige att konkurrera med varandra. Kvalitativ metod med abduktiv ansats har använts vid denna studie. Fallstudieformat har applicerats med semistrukturerade intervjuer som datainsamling. Fallstudieobjekten var Meds, Apotea, Apoteket AB och Apotek Hjärtat. Intervjuerna har analyserats genom innehållsanalys och tematisk analys. Resultatet visar att digitaliseringen påverkat en snabb utveckling av marknadsföringskanaler och distribution såsom e-handelsbutikerna för apoteken i Sverige. Vi drar slutsatsen att digitaliseringen gett upphov till nya strategier som ges större utrymme inom marknadsföringsarbetet hos apoteken. Vi kan också se att apoteken i denna studie utgår från traditionella strategier och kompletterar dessa med digitala marknadsföringsstrategier som även ges störst utrymme. Studien fyller ett forskningsgap för apoteksföretagen i Sverige och marknadsföringsstrategierna till följd av digitaliseringen. Studien bidrar till ökad förståelse för hur digitaliseringen påverkat apotekens utveckling och hur marknadsföringen ser ut för samtliga fallföretag. En framtida forskning kring hur apoteken i Sverige utvecklas längre fram i digitaliseringen samt med fler apoteksföretag.

京都大学 / 新制・課程博士 / 博士(経営科学) / 甲第24769号 / 経営博第24号 / 新制||経営||5(附属図書館) / 京都大学大学院経営管理教育部経営科学専攻 / (主査)准教授 HAN Hyun Jeong, 教授 原 良憲, 教授 山田 仁一郎, 教授 若林 靖永 (佛教大学) / 学位規則第4条第1項該当 / Doctor of Philosophy in Management Science / Kyoto University / DFAM