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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/72524完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 韓廷允(JungYun Han) | |
| dc.contributor.author | Hariharan Raja | en |
| dc.contributor.author | 藍和瑞 | zh_TW |
| dc.date.accessioned | 2021-06-17T07:00:19Z | - |
| dc.date.available | 2024-08-13 | |
| dc.date.copyright | 2019-08-13 | |
| dc.date.issued | 2019 | |
| dc.date.submitted | 2019-08-02 | |
| dc.identifier.citation | Grubor, Aleksandar, and Olja Jaksa. “Internet Marketing as a Business Necessity.” Interdisciplinary Description of Complex Systems, vol. 16, no. 2, 2018, pp. 265–74. Crossref, doi:10.7906/indecs.16.2.6.
Järvinen, Joel, and Heini Taiminen. “Harnessing Marketing Automation for B2B Content Marketing.” Industrial Marketing Management, vol. 54, Apr. 2016, pp. 164–75. Crossref, doi:10.1016/j.indmarman.2015.07.002. Oklander, Mykhailo, et al. “Analysis of Technological Innovations in Digital Marketing.” Eastern-European Journal of Enterprise Technologies, vol. 5, no. 3 (95), Oct. 2018, pp. 80–91. Crossref, doi:10.15587/1729-4061.2018.143956. Wirth, Norbert. “Hello Marketing, What Can Artificial Intelligence Help You With?” International Journal of Market Research, vol. 60, no. 5, Sept. 2018, pp. 435–38. Crossref, doi:10.1177/1470785318776841. Wu, Jiexing, et al. “Bayesian Inference for Assessing Effects of Email Marketing Campaigns.” Journal of Business & Economic Statistics, vol. 36, no. 2, Apr. 2018, pp. 253–66. Crossref, doi:10.1080/07350015.2016.1141096. Curiosity – Internet websites you can’t Google https://curiosity.com/topics/the-deep-web-is-the-99-of-the-internet-you-cant-google-curiosity/ Cyber Security Ventures (July 2018) How many internet users will the world have in 2022 https://cybersecurityventures.com/how-many-internet-users-will-the-world-have-in-2022-and-in-2030/ Webfx - Is Marketo the right fit for my business https://www.webfx.com/internet-marketing/is-marketo-the-right-fit-for-my-business.html Harvard Business Review (May 2019) Getting Multichannel Marketing Right https://hbr.org/2019/05/getting-multichannel-marketing-right?utm_campaign=hbr&utm_source=linkedin&utm_medium=social Invespcro – The importance of Lead Nurturing by Khalid Saleh https://www.invespcro.com/blog/lead-nurturing/ Mailchimp Pricing https://mailchimp.com/pricing/ Moneycontrol – Indian Startups Secnario https://www.moneycontrol.com/news/business/90-indian-startups-fail-within-5-years-of-inception-study-2689671.html Semrush – Google Ranking Factors https://www.semrush.com/ranking-factors/ Small Business Trends – Startup Statistics by Annie Pilon https://smallbiztrends.com/2019/03/startup-statistics-small-business.html SmallBizTrends – Social Media Marketing Statistics by Matt Mansfield https://smallbiztrends.com/2016/12/social-media-marketing-statistics.html S.M.A.R.T. way to write management goals and Objectives https://community.mis.temple.edu/mis0855002fall2015/files/2015/10/S.M.A.R.T-Way-Management-Review.pdf | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/72524 | - |
| dc.description.abstract | NA | zh_TW |
| dc.description.abstract | This case study discusses the digital marketing strategies that can be adapted by resource constrained micro-firms. This case analyses the things from the perceptive of “Zingpro Consulting”, an India based consulting start-up offering Indian market entry services to Taiwanese firms. Normally, established firms prefer to work with well-known companies and micro-firms are hardly considered because they are perceived to lack credibility. For the micro-businesses to collaborate with such established firms, their digital marketing strategy should focus on building credibility using available resources and leveraging their flexibility. Based on the case of Zingpro, I describe how using different software tools and marketing automation strategies can be used effectively to improve micro-firm credibility and online reputation. From the technical and financial standpoints, the recommended strategies have been tested and the operational cost have been monitored for more than a month. Though the case study is based on Zingpro consulting, the digital marketing strategies can be adapted by other micro-firms providing similar services. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-17T07:00:19Z (GMT). No. of bitstreams: 1 ntu-108-R06749058-1.pdf: 1514113 bytes, checksum: 3f0ccd42247edf82c4ae5490b79a4e0d (MD5) Previous issue date: 2019 | en |
| dc.description.tableofcontents | Master Thesis Certification By Oral Defense Committee …………… i
Acknowledgement ………………………………………………………………………………………………………………… ii Abstract …………………………………………………………………………………………………………………………………… iii Table of Contents …………………………………………………………………………………………………………… iv List of Figures ………………………………………………………………………………………………………………… vi List of Tables …………………………………………………………………………………………………………………… vii 1. Introduction ………………………………………………………………………………………………………………… 1 1.1 Start-up Scene ………………………………………………………………………………………………………… 1 1.2 Micro-firms Vs Start-ups………………………………………………………………………………… 1 1.3 Characteristics of Micro-firms ……………………………………………………………… 1 1.4 Motivation …………………………………………………………………………………………………………………… 2 2. Learnings and Research 2.1 Company Background ……………………………………………………………………………………………… 3 2.2 Digital Business …………………………………………………………………………………………………… 4 2.3 Objective ……………………………………………………………………………………………………………………… 6 2.4 Market Survey …………………………………………………………………………………………………………… 8 2.5 Benefits for Taiwanese firms ………………………………………………………………… 10 3. Marketing Automation 3.1 AI for Micro-firms? ………………………………………………………………………………………… 10 3.2 Market Leaders and Existing Solutions ………………………………………… 11 3.3 Difficulties in Adapting Marketing Automation …………………… 12 3.4 Multi-Channel Marketing ……………………………………………………………………………… 13 3.5 How Marketing Automation Works …………………………………………………………… 15 3.5.1 Lead Generation ……………………………………………………………………………………………… 16 3.5.2 Content Development …………………………………………………………………………………… 20 3.5.3 Prospecting ………………………………………………………………………………………………………… 21 3.5.4 Automation Campaigns ………………………………………………………………………………… 21 3.5.5 Data Analytics and Customer Segmentation …………………………… 24 3.6 Competency ………………………………………………………………………………………………………………… 26 3.7 Implementation ……………………………………………………………………………………………………… 27 3.8 Tools ……………………………………………………………………………………………………………………………… 29 4. Results of the Plan …………………………………………………………………………………………… 30 4.1 Roadblocks ………………………………………………………………………………………………………………… 31 4.2 Early Days ………………………………………………………………………………………………………………… 31 4.3 Positive Signs ……………………………………………………………………………………………………… 31 4.4 Breakthrough …………………………………………………………………………………………………………… 35 4.5 Initial Cost …………………………………………………………………………………………………………… 36 5. Guide for Micro-firm ………………………………………………………………………………………… 36 5.1 Search Engine ………………………………………………………………………………………………………… 37 5.2 Keywords ……………………………………………………………………………………………………………………… 37 5.3 Increasing the Traffic ………………………………………………………………………………… 38 5.4 Savings ………………………………………………………………………………………………………………………… 40 5.5 Implementation Cost & Time ……………………………………………………………………… 40 5.6 Resources …………………………………………………………………………………………………………………… 41 5.7 Returns ………………………………………………………………………………………………………………………… 41 5.8 Limitation ………………………………………………………………………………………………………………… 42 6. References …………………………………………………………………………………………………………………… 44 7. Appendices …………………………………………………………………………………………………………………… 45 | |
| dc.language.iso | en | |
| dc.subject | NA | zh_TW |
| dc.subject | Marketing Automation | en |
| dc.subject | Digital Marketing Strategy for micro-firms | en |
| dc.subject | Email campaigns | en |
| dc.subject | AI Marketing tools | en |
| dc.title | 數位行銷策略在小型企業的運用：以台灣Zingpro公司為例 | zh_TW |
| dc.title | How Micro-firms can use Digital Marketing Strategies: The case of Zingpro in Taiwan | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 107-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 曹承礎(Seng-Cho Chou),謝冠雄(Hsieh Edward) | |
| dc.subject.keyword | NA, | zh_TW |
| dc.subject.keyword | Marketing Automation,Digital Marketing Strategy for micro-firms,Email campaigns,AI Marketing tools, | en |
| dc.relation.page | 49 | |
| dc.identifier.doi | 10.6342/NTU201900889 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2019-08-02 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 企業管理碩士專班 | zh_TW |
| 顯示於系所單位： | 管理學院企業管理專班(Global MBA) | |
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