Marketing Communications

518 CHAPTER 15 E-COMMUNICATION Bloggers are active across social media: they are twice as likely to comment on consumer- generat ...

THE SOCIAL MEDIA REVOLUTION 519 Taco Bell is an American chain of fast food restaurants serving more than 2 billion consumers ea ...

520 CHAPTER 15 E-COMMUNICATION Dutch film director Eddy Terstall needed funding (€18 000) for his new short film. With budgets b ...

THE SOCIAL MEDIA REVOLUTION 521 to the statistics from Instagram, the average number of photos uploaded per second at the end of ...

522 CHAPTER 15 E-COMMUNICATION Vimeo, founded in November 2004, is another video-sharing website on which users can upload, shar ...

THE SOCIAL MEDIA REVOLUTION 523 than a subtle placement with an expert endorser (77.4%). However, the difference between a promi ...

524 CHAPTER 15 E-COMMUNICATION intention of stopping their membership, nor do they feel the need to further expand their members ...

THE SOCIAL MEDIA REVOLUTION 525 Pinterest is a content curation platform which allows users to organise and share interesting co ...

526 CHAPTER 15 E-COMMUNICATION Etsy, an e-commerce website with handmade, vintage, art and craft items is one of the most follow ...

THE SOCIAL MEDIA REVOLUTION 527 If you want to find out who is taking the same flight as you, you have to fly KLM. With ‘Meet &a ...

528 CHAPTER 15 E-COMMUNICATION media diff erently. It is about being human and putting personal identity above an institutional ...

THE SOCIAL MEDIA REVOLUTION 529 Commercial videos to the site typically receive the best reaction, ahead of text updates, photos ...

530 CHAPTER 15 E-COMMUNICATION Quechua has used the opportunities of the Timeline in a creative way. Quechua creates eco-friendl ...

THE SOCIAL MEDIA REVOLUTION 531 Britney TV, since October 2005 and December 2006), a Twitter account and a Facebook profile (bot ...

532 CHAPTER 15 E-COMMUNICATION Learnings The launch of Britney Spears’ ‘Hold It Against Me’ is a good example of how companies c ...

THE SOCIAL MEDIA REVOLUTION 533 With 900 million users, and nearly 500 daily active users, Facebook takes the major part of the ...

534 CHAPTER 15 E-COMMUNICATION Relationship marketing and the Internet Th e basis of loyalty programmes consists of collecting d ...

TRACKING THE EFFECTIVENESS OF E-COMMUNICATIONS 535 them to run a national online campaign with Yahoo!, after a long history of u ...

536 CHAPTER 15 E-COMMUNICATION may be expected. Including a feedback form may provide more detailed feedback and more direction ...

TRACKING THE EFFECTIVENESS OF E-COMMUNICATIONS 537 but, for most companies and businesses, the eff ects on sales are diffi cult ...