In this way they are getting a 360 degree of their customers over the purchasing lifecycle (Field, 2008).
Integrated Marketing Communications (IMC) in a Web 2.0 Era
The experiences of BabiesRUs in managing digital and print media in a multichannel strategy illustrate how critical it is to manage each channel to its unique strengths while paying attention to customers' changing preferences for how they purchase products. This retailer has been successful by concentrating on the respective roles of online media to drive upper funnel interest and traffic, with print media and couponing to drive lower-funnel selling and repeat purchase activity. The combination of these approaches also allows for flexibility in how consumer's choices in how they purchase are changing very rapidly -- too rapidly to predict in fact. That is why IMC strategies must concentrate on how to have enough agility of selling process to compensate for any rapidly changing preferences over time. BabiesRUs has done this by underscoring the trusted advisor role in their advertising and this trust unifies the entire strategy so it executes well and sales happen regularly across their store network.
The best practices in multichannel retailing center on using analytics to manage the sales process by customer segment, by product segment and also by method of communications, which is all achievable when a digital platform is used for managing the marketing strategies of companies (Hongcharu, Eiamkanchanalai, 2009).
Based on an analysis of the BabiesRUs website using the free online analytics application Quantcast (http://www.quantcast.com/) the results shown in the following table validate that the multichannel strategy of combing online and print mediums is working. The company is successfully in moving into the higher income, younger segments of parents they are clearly targeted through their online and print advertising strategies. These statistics from Quantcast bear out how successful the strategy is being for the retailer.
Quantcast Analysis, February, 2010
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Tim O'Reilly. (2006, July). Web 2.0: Stuck on a Name or Hooked on Value? Dr. Dobb's Journal, 31(7), 10.
Appendix a: Web 2.0 Meme Map
Source: (O'Reilly, 2006)
Appendix B: Web 2.0 Applications
WEB 2.0 APPLICATIONS
Online diary or journal entry on the Internet, which primarily supports text, photo (photoblog), video (vlog), and audio (podcast) formats
• Google, AOL, and Yahoo offer free blogging platforms
• Web service that gathers related content from more than one source
• IBM's mashup applications enable project managers to match team resources with a map to identify the geographical locations of the resources
• a technique for effectively sharing music, audio, and text files
• Napster and Gnutella are popular peer-to-peer networks
Real Simple Syndication (RSS)
• Feed-based technology that, with the aid of an RSS reader, enables users to subscribe to newly released content such as text, Web pages, sound files, photos, and video
• RSS feed may contain the full content, for example a podcast, or simply a link to the content
• Encompasses all online tools (blogs, podcasts, Wikis, social networks, vlogs) and Web sites enabling people to share content, such as text, audio, picture s, and videos
• Popular social media sites include YouTube (video) and Flickr (photos)
• Web sites that permit users to create online networks and communicate with friends and colleagues
• Social networking sites include MySpace, Friendster, Facebook, and Friends Reunited, and business networking sites include LinkedIn and Ryze
• Allows users to bookmark or rate online content to share their recommendations with other online users
• Typically used by publishers of media sites attempting to benefit from users' recommendations • Popularized by sites such as Digg and del.icio.us, which enable users to publish, categorize, and share their bookmarks
• Enables users to create and edit the content of a Web site, leveraging the expertise of online users
• Consumer Wikis enable users to comment on content, in addition to editing content
• Wikipedia, a community Wiki encyclopedia, includes approximately 1.3 million English-language articles…
The effectiveness of passing along means should not be underestimated either, a point which can be underscored by the following quotation from Blackmore. "Take the song 'Happy Birthday To You'…Those words affect you, probably quite without any conscious intention on your part, by stirring up a memory you already possess" (37). If the traveling mindset referenced by de Buton could be even half as ubiquitous as the song of
(the Shame of the Nation: Separate and Unequal by Nathan Glazer. The New York Times. September 25, 2005) In the work entitled: "Kozol Discusses "Shame of a Nation" During Hauben Lecture" the author, Brian Whitson states: "The proportion of black students attending public segregated schools is at its highest since the death of civil rights activists Martin Luther King, Jr. is the news related by Kozol to a "...sold out
One of the reasons that zombie films have endured for as long as they have is because they help people to get a glimpse of what the future may possibly hold. By obtaining such insight into a possible future, people are able to better prepare for it and to not fear it as much as they might without such movies. One of the implications of the zombie meme's tendency to
Allocation of funds for education as a model is a notion that is looked at in the academic construct. This work emphasizes this paradigm. The issues of this construct will be viewed as an exemplar. The issue of an equitable and justified funding incorporating the ideas herein will be developed. The paradigm concept and conceptual themes of meme and the paradigm will be concurrently explored to clarify the allocation of
behavior of an organism is determined by memes. Instances of memes are pottery and ways of constructing arches, attire and fashion, tunes and cliches. Memes multiply themselves in the meme pool by jumping from brain to brain through a process which can generally be referred to as imitation in the same way that genes are propagated in the pool of gene transmission from a body through eggs or sperms.
Why Do Memes Go Viral Why Does Alice Follow Bob? The answer to the question “Why Does Alice Follow Bob?” is a simple one. Barring simply knowing Bob as a friend or from work, people follow one another on social media platforms when they see another individual post content that interests them. If Alice is friends with someone Bob knows and sees many comments and “shares” from Bob in her feed, she