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Everyone is familiar with services such as Uber and Booking.com, but few people are aware that, in fact, they are affiliate programs. An affiliate program is a marketing model, where an affiliate intermediary is involved in a promotional campaign, and an advertiser pays for end results. Any advertiser can create their own affiliate program. They […]

While the benefits of social media tools and techniques are well-known when it comes to engaging with customers, organizations still face challenges when it comes to internally using social platforms to enable open collaboration across business lines and hierarchies. However, with approximately 90% of companies that use social technologies reporting some degree of business benefits, […]

Digital disruption is happening in retail (something most retail executives acknowledge), yet less than one-quarter of retailers are actively doing anything about it. Disruption presents both a major threat and a big opportunity. Failing to adapt puts you at high risk of being displaced. “Disrupting yourself” and becoming a digital retailer opens up a world […]

Most senior executives are familiar with the invaluable role that procurement plays in the supply categories that directly contribute to the manufacturing of their product or the provision of their services. Procurement has delivered measurable benefits in helping companies obtain the most appropriate materials at the best cost available, assisting with the engagement of logistics […]

Nothing is more top of mind for marketers than attribution. It’s a complex topic, and there are lots of questions. Should you measure only the first click, or the last click? Should you also measure views? Should you combine view measurement with click measurement? How long should you wait to give credit to user activity?

Social media was often seen as the wild child of the marketing department the place where interns started their careers and brands could say random things with little to no repercussions. But times have changed, and the industry has matured. Yes, social media is still a wonderful place for brands to have a little fun, […]

Scientific Essay from the in the subject Communications: Public Relations, Advertising, Marketing, Social Media, language: English, abstract: How can brands and retailers make money from social media? Social commerce, the fusion of social media with e-commerce, may just be the solution.

Government agencies are increasingly looking to leverage social media to improve the quality of government services and enable greater citizen engagement. Publicly available social media sites, such as Facebook or Twitter, are providing governments with attractive options for meeting these new objectives. These sites are widely available to government employees and citizens with Internet access; […]

In an age of constantly-evolving social networks, organisations look to social media monitoring (SMM) not only to understand perceptions of their brand presence across the digital landscape, but also increasingly, as a way to make informed strategic decisions. The opportunities for organisations to leverage data and insights from SMM are enormous. Every day netizens now […]

More and more, brands are expressing opinions on social and political issues, supporting causes, and presenting themselves as influencers on wider topics in society. But to what extent do consumers believe that brands should associate themselves with certain issues? This paper uses YouGov data to compare the point of view of consumers from the US […]