In this research we focused on conversion which is the most immediate KPI: Does a sponsored vid edited by an influencer, engender more traffic (more impression) on the (sponsoring) brand website? Does it have an impact (immediate or not) on the shopping behaviour of the audience? Do influencers increase the impression rate? This is the main and simple question we wanted to address in this research.
The Middle East region has seen significant changes over the last few years, and these extraneous factors have shaped the lives and values of Arabs. A number of contradictions have occurred, behaviour that is difficult to explain at the outset, but of immense interest to marketers. This paper aims to provide insights into the Middle East Arab consumer in terms of the core consumer values at a socio-cultural level. It also identifies key trends and changes in society, as well as the psychographic segments that have emerged, consequent to these changes. It provides cues for marketing, positioning and brand communication strategies that are in synch with the cultural milieu and therefore have more impactful consumer appeal.
This paper examines the future of South America, its relation with youth culture and the implications for marketing and strategies that can be adopted in the international market. The paper explains how and why the Genius Loci Program will evolve into new Mind styles/ways of thinking, values and behaviours, becoming a new marketing program that allows companies to understand and invest into the multi-cultural market and particularly the young. It also explores the impact that the conciliation between local and global as well as users, designers and companies will generate changes to the existing rules in marketing strategies. The paper also demonstrates the strategic role that South America can play in the future through the dynamics of pollination; and presents the ethno-group of Saucy Mujer, a phenomenon that emerged from research on the Latin American ethno-scapes in the United States.
This paper presents the innovative strategy of GWK, an important Dutch banking business. It demonstrates that small target groups can also be beneficial if there is a good combination between a specific product, like Western Union, and a specific promotional campaign. It gives a view of the aspects of the sales structure, promotion and communication strategy, results thus far and internal struggles.
The paper describes the future of ethnic marketing and the implications for marketing and strategies that can be adopted in ethnically diverse markets. It explores the impact that the conciliation between local and global will generate changes to the existing rules in marketing strategies. The Genius Loci approach is explored as it identifies new mind-styles, values and behaviours, becoming a new marketing program allowing companies to understand and invest in the multicultural market. This paper identifies how and why the central position of relationships produce a new culture ethnic mix.
Ford of Canada has approached the problem of a heterogeneous Canadian market with a great deal of sensitivity. Historically, Ford has not been as successful matching its penetration of the Quebec market to levels obtained in the rest of Canada. This has meant that Ford has had to wrestle with the dual market nature of the Canadian automobile industry in very practical terms. The following paper discusses how Ford has approached a marketing strategy within Canada and Quebec. While this approach has involved both organisational development and informed market practices, it is the latter which will be the primary focus of this paper.