Does the strategic approach to on-line marketing worth for SME?
Does the strategic approach to on-line marketing worth for SME?
Author(s): Hana Stojanová, Veronika BlaškováSubject(s): Business Economy / Management, Social Informatics, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Campaign variables; On-line marketing; SME; Strategic;
Summary/Abstract: The classic marketing approach is not enough to safeguard the prosperity of a company in the conditions of the 21st century. Authors focus on the different forms of an on-line company marketing evaluation, operating in a polygraph sector. The data have been acquired from Google analytics program between years 2013-2015. The studied company acquired 18 efficient e-mail campaigns in a period of 21 days each. The campaigns have been studied separately with the same index of time, content and performance (demand). The article aim is to prove, if there is a link between each variables and how they change within the campaigns. The authors at work verify the assumption in GRETL program that there is a distinction in efficiency of different graphic advert performances as well as in time schedule of a certain campaign during a year. Based on the paper results has been formulated suggestion, to small and middle sized companies, reflecting as the results of contemporary scientific knowledge as the practical implementation.
Journal: Marketing Identity
- Issue Year: 5/2017
- Issue No: 1/2
- Page Range: 419-433
- Page Count: 15
- Language: English