Please use this identifier to cite or link to this item:
Management of Brand Relationship to Customers via Multi-Channel Data Collection
Brand Data Hub,Customer Data Platform,Data Marketing Funnel,Dual AISAS,
|Publication Year :||2019|
In a digital era, it is not enough to come out a complete marketing strategy with only customer membership data, sales data and 2nd hand market research reports. That is because the brand relationship has turned into a multi-way engagement and interaction between brands and customers from one-way communication. The reaction to advertisements, intention to learn more brand information and spontaneously sharing self-experience are meaningful interactions. All these responses should be stored in brand data hub by individual-level. Therefore, brands can understand how much customers like the brand and products through data insights exploration. Meanwhile, brands can also utilize these data to offer customized, more relevant branded contents to customers for better engagement and conversion. After reviewing classic marketing theories like brand relationship, consumer purchase funnel and effective frequency, this study is to connect classical theories with evolving hierarchy of effects model to build up an efficient framework of data accumulating brand-growth model. Based on this framework, SMEs would be more confident on investing building up their own brands which could be beneficial to long-term brand development and business sales.
|Appears in Collections:||工業工程學研究所|
Files in This Item:
|9.17 MB||Adobe PDF|
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.