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Digital marketing for small businesses : from zero to online superhero; how an unknown business can become popular overnight.

Muller, C.J. (2016) Digital marketing for small businesses : from zero to online superhero; how an unknown business can become popular overnight.

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Abstract:With the development of the popularity of Social media and web 3.0, the power of regular “old school” marketing begins to fade. However, still a lot of companies don’t recognize the power the web can offer to a brand or product. In fact, it is believed by marketing leaders that Social Media and marketing have become intrinsic to 21 century brand building. The purpose of this research paper is to provide a framework for the successful start up of a new company and creating a community around it, based on the findings found by doing literature research, conducting expert interviews and by distributing and analysing a questionnaire. These findings are supported by the analysis of several cases. The most important finding was that there is currently no suiting framework for building an online customer base available. Because of this, a new framework was created based on the most important findings of both the qualitative as well as the quantitative research. This framework was named A.S.S.S.S; which stands for: Analyse, See, Stick, Share and Speak. These five components resemble the steps that need to be taken in order to achieve successful online community building.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/70021
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