Showing papers on "Return on marketing investment published in 2018"

SMEs and Marketing: A Systematic Literature Review

Abstract: This paper presents a systematic review of recent academic literature analysing the role, organization and management of marketing activities in small and medium-sized enterprises (SMEs). To this end, 310 articles published between 2006 and 2015 in 69 main journals devoted to small firms/entrepreneurship and management/marketing fields were analysed. This review shows that SMEs’ marketing has received great attention in both management and marketing literature in recent years. Findings reveal, on the one hand, the emerging role of networks and information and communication technologies in marketing behaviour by SMEs, and on the other hand a research gap in terms of specific marketing practices. Entrepreneurial marketing has been used as the main conceptual framework in reviewed studies, even if findings overall still point out a distance between the theoretical bases of reviewed contributions and the study of SMEs’ marketing behaviour and practices. Therefore, future research on the role of resources, relationships and networks could benefit from the combination of theories developed within the field of entrepreneurship with other approaches such as the resource-based view, the dynamic capabilities theory and the Industrial Marketing and Purchasing (IMP) framework.

The power of experiential marketing: exploring the causal relationships among multisensory marketing, brand experience, customer perceived value and brand strength

Abstract: Providing customers with unique and memorable experiences to establish a positive customer–brand relationship has become one of the key challenges for brand managers. Hence, approaches to experiential marketing that appeal to all senses have increasingly gained attention. However, little is known about how to design multisensory brand experiences that lead to high and sustainable brand strength and provide the customers with a high perceived value. To better understand the causal relationships among multisensory marketing, brand experience, customer perceived value and brand strength, we conducted an empirical study in a distinctive service industry, luxury hotels that provides a good role model for learning about an approach that targets all senses. The results of our study support the assumption that multisensory marketing is an important means to establishing brand experiences. Both are key drivers of customer perceived value and significantly influence the brand strength. Moreover, the identified causal structure reveals relevant insights into the question of which components of customer perceived value (financial, functional, social and individual) are particularly influenced by multisensory marketing and brand experience, establishing brand strength. Hence, the findings provide interesting clues for the design of promising experiential marketing.

Pathways to Profits: The Impact of Marketing vs. Finance Skills on Business Performance

Abstract: This paper examines the impact of improvements in marketing skills relative to finance skills among small-scale entrepreneurs. It addresses three important questions: (1) What is the impact of marketing or finance skills on business profits? (2) How do improvements in marketing and finance skills respectively affect different business outcomes? (3) When are increases in marketing relative to finance skills more beneficial? Through a randomized control study of 852 firms in South Africa, the analysis finds significant improvements in profitability from both types of business skills training. However, the pathways to achieve these gains differ substantially between the two groups. The marketing group achieves greater profits by adopting a growth focus on higher sales, greater investments in stock and materials, and hiring more employees. The finance group achieves similar profit gains but through an efficiency focus on lower costs. Both groups show significantly higher adoption of business practices related...

Business cycle research in marketing: a review and research agenda

Abstract: Business cycles (BCs) may affect entire markets, and significantly alter many firms’ marketing activities and performance. Even though managers cannot prevent BCs from occurring, marketing research over the last 15 years has provided growing evidence that their impact on consumers, and hence on firm and brand performance, depends to a large extent on how firms adjust their marketing mix in response to these macro-economic swings. In this study, we review the growing marketing literature on how to attenuate or amplify the impact of BC fluctuations. Our discussion focuses on three key aspects: (1) the scope of, and insights from, existing BC research in marketing, (2) advancements in the methods to study various BC phenomena in marketing, and (3) some emerging trends that offer new challenges and opportunities for future BC research in marketing.

The Relative Influence of Economic and Relational Direct Marketing Communications on Buying Behavior in Business-to-Business Markets

Abstract: Business-to-business firms spend significant resources in direct marketing to manage close relationships with their customers. Nevertheless, there is limited understanding of how the effectiveness of direct marketing communications varies by value propositions. Typically, direct marketing efforts are geared toward explicitly featuring economic or relational values. To implement an effective communication strategy catering to customers’ preferences, firms should understand how customers consistently evaluate these organizational marketing communications, which ultimately affect their buying behaviors. Therefore, the authors analyze marketing messages and employ content analysis to capture the two distinct types of direct marketing communications. Using data from a Fortune 500 business-to-business service firm and a robust econometric model, they find that the (1) effects of economic and relational marketing communication on customer purchase behaviors interplay and vary over time, (2) latent stock ...

Innovativeness in food small business: What is its relationship with marketing?

Abstract: Small businesses often do not have a sufficient capacity to put the appropriate r&D activities into action. never- theless, they are able to be innovative towards their products, processes, distribution channels, and geographical markets. Therefore, even for small and medium-sized enterprises (SMEs), the level of innovativeness can be high. The literature shows that the firm marketing capabilities are very important for innovation in the food industry, to guarantee that innova - tion reflects the market needs. The purpose of this paper is to analyse the relationship between the level of firm innovative - ness and different steps of the marketing management process, to understand if good marketing capabilities can affect the firm innovativeness. An interactive questionnaire available on the web was used for the data collection. The survey was conducted on 468 European SMEs. Linear regression was run to assess the link between marketing activities and the level of firm innovativeness. our empirical analysis reveals that the SME marketing capabilities show significant and positive relationships with firm innovativeness.

Effect of analysts’ earnings pressure on marketing spending and stock market performance

Abstract: Despite the clearly visible effects of analysts’ pressures on C-level executives in the popular press, there is limited evidence on their effects on marketing spending decisions. This study asks two questions. First, how do analysts’ pressures affect firms’ short-term marketing spending decisions? Based on a sample of 2706 firms during 1987–2009 compiled from Institutional Brokers Earning System, COMPUSTAT, and CRSP databases we find that firms cut marketing spending. Second, more importantly, we ask if firms which remained more committed in the past to marketing spending under analysts’ pressures have higher longer-term stock market performance. We find that the stock market performance of firms more committed to marketing spending under past periods of analysts’ pressures is higher. The findings are replicated for RD however, if they can resist these pressures, longer-term stock market performance is higher.

Integrated Marketing Communications

Abstract: Promotion is one of the four major elements of the marketing mix. Therefore, an integrated marketing communications (IMC) strategy consisting of a combination of promotional tools could be an essential element of the businesses’ overall marketing strategy. Different promotional tools could foster an increased awareness of a company’s products or services, inform people about features and benefits, and move them to make a purchase. In this light, this chapter examines these promotional tools, individually. It suggests that effective IMC plans promote the companies’ products and services, by sending clear, consistent and complementary messages that are ultimately intended to turn prospects into customers. In conclusion, it posits that the marketing managers must consider the 6Ms (including the market, the mission, the message, the media, money and measurement) when they are preparing an IMC plan.

Creating a marketing strategy in healthcare industry: a holistic data analytic approach

Abstract: This study aims to assist marketing managers in identifying locations in which to host peer-to-peer educational events for healthcare professionals (HCPs) throughout the country using data analytics. These events would allow physicians and other HCPs to engage with their peers and learn about the most up-to-date clinical data and research from worldwide known Key Opinion Leaders. Decision making power in the healthcare industry is beginning to grow and fragment into numerous drivers. There are increasingly more variables, which affect marketing initiatives, and hence marketing managers are challenged to find the right methodology to place large investments and resources in the correct market segment. 3400 observations were collected from several sources including: The National Institute of Infant Nutrition monthly survey, Nielsen Consumer Behavior Data Reports, Congressional Budget Office Core Based Statistical Areas, US Census 2010 SF2 File, ZCTA Population and account information from the sales force. There were 17 input variables considered in this current analysis. The variables included; Return on Investment rank, total dollars of distribution margin, hospital influence rate, mother’s decision rate, healthcare professional decision rate, total investment, and competitive market share. The results from the data analytic models indicate that the most accurate classifier was the support vector machines followed by artificial neural networks and decision trees respectively. Marketing managers can flexibly utilize the proposed data analytic methodology proposed here to assist in identifying their target market. With the deployment of data analytics, marketing managers may now begin to sort through the large and complex data they gather and enhance their analyses of key target markets.

Organizational identification and independent sales contractor performance in professional services

Abstract: Purpose The purpose of this paper is to examine the drivers of independent sales contractor (ISC) performance As independently contracted sales agents, the ISC model is a growing method of non-permanent employment utilized in many sectors Specifically, this study seeks to fill a gap in the literature related to the under-researched link between ISCs and organizational identification Design/methodology/approach This study conducts an exploratory, mixed-methods study based on data collected from 189 ISCs from a professional services firm Findings Results demonstrate that outcomes related to sales performance, retention and advocacy are influenced directly and indirectly by organizational identification It also shows that tangible benefits related to financial and marketing values are the strongest predictors of ISC organizational identification Intangible dimensions such as value congruence, management trust and embeddedness play a limited role in the model Research limitations/implications Results show that ISC sales performance is enhanced when an ISC views their identity and the identity of the firm as highly interdependent These findings suggest that organizational identification can be a key performance indicator when evaluating the return on marketing investment for a firm Practical implications This study provides some important guidance to managers responsible for ISCs First, the study identifies the primary drivers of organizational identification Specifically, the study demonstrates that financial and marketing benefits are the primary relational antecedents of organizational identification Both value congruence and operational benefits play relatively minor roles Similarly, the results show that both organizational identification and historic sales performance are critical predictors of sales performance Originality/value Few researchers have examined the link between ISCs and organizational identification Organizational identification is of particular importance in the study of ISCs, as they possess the dual identity of an independent agent and that of a sales representative of the firm they are under contract This study contributes to existing literature by extending previous studies that examine antecedents of sales performance

Tourism Marketing for Small Businesses

Abstract: Small tourism businesses form the majority of the employment opportunities within the tourism industry. However, many texts seem to overlook this significant sector of the industry and focus instead on the larger multinational companies. This unique text focuses on the application of global marketing principles specifically for small tourism businesses around the world and links academic theory with real world practice illustrated via international case studies.

Knowledge Creation and Relationship Marketing in Family Businesses: A Case-Study Approach

Abstract: In Bosnia and Herzegovina, family businesses operate successfully as the backbone of the countries’ economies. We also know that even successful firms differ widely in use of best management practice. Smaller, newer firms in less developed countries should benefit from exposure to best practice. To this end we offer provide and present the advantages of using one of the newest and most successful approaches in marketing, that of relationship marketing. This chapter presents the theoretical aspects of relationship marketing, the advantages of using it and its specifics. Furthermore, in this chapter we discuss how relationship marketing affects the business development on two family businesses from two disparate industries in Bosnia and Herzegovina. AS Group is a group, including food, trade and textile, whereas Pharmamed Ltd. operates in the pharmaceutical industry. Relationship marketing concepts and specifics explained in this chapter will not help only the owners of family businesses, but also, the non-family businesses, policy-makers and researchers who want to know more about advancing use of proven managerial practices in a transition economy.

Coverstory: Automated News Finding in Marketing

Abstract: Ocean Spray Cranberries, a $1 billion fruit-processing coopera tive, tracks sales and assesses the effectiveness of its marketing programs with large data bases collected through bar-code scanners in supermarkets. Their level of detail is so great that it can obscure important facts and trends. Ocean Spray needed to automate as much of the analysis as possible. Working with Ocean Spray, Information Resources developed an expert sys tem, CoverStory, to uncover the important facts and trends in the data base. Using a series of subanalyses, CoverStory reveals brands and markets that are newsworthy and identifies market ing factors that may be causing changes in these brands and markets. CoverStory is part of an overall DSS at Ocean Spray that permits a single marketing professional to manage the pro cess of alerting all the marketing and sales managers to key problems and opportunities and to provide them with daily problem-solving information.

Real-time inbound marketing: A use case for digital banking

Abstract: Over the years banks have been strategically using digital technologies to help transform various aspects of their business. In recent times, this strategy has evolved into one of digital augmentation of the bank's processes, products and channels. This allows for reaching out to customers and partners through digital platforms, for example; the addition of mobile apps for customers to access and perform service transactions. Marketing continues to play a major role in supporting the expansion of business and increasing revenue for the bank. Marketing has evolved from mass direct targeting to more personalized, face-to-face and real-time targeting. In the digital banking market, retail banks can no longer compete solely based on products which have become commoditized, rather they must compete based on service differentiation. This is particularly true considering the new customers of the digital age expect technologically sophisticated and personalized services. Marketing is an important area where banks can differentiate themselves in the digital banking era. This chapter proposes the usage of real-time inbound marketing as an important use case for a digital bank and then describes the various technologies that support it along with the organizational challenges for banks to implement this emerging marketing style.

The Colonization of Public Accounting Firms by Marketing Expertise: Processes and Consequences

Abstract: SUMMARY: This paper highlights the colonization of public accounting firms by marketing expertise. Using data collected through interviews with auditors and marketing experts, complemented with data generated through documentary analysis, we examine the marketing-oriented transformations that took place in public accounting firms and the important outcomes ensuing from the spread of marketing ideology to the field of auditing. To carry out this work, we developed a customized conceptual framework aimed at enriching our understanding of the “marketization” of public accounting. Empirically, we document the development of various marketing strategies and the underlying translations of public accounting firm day-to-day activities (in terms of business relationships and technical advice) into marketing language. Our findings point to the transformation of public accountants to “part-time” marketers. The results are also suggestive of the colonization of public accountants' minds, whose core values are being s...

The Marketing Mix in a Marketing 3.0 Context

Abstract: Modern society is becoming increasingly aware of the necessity to behave in a sustainable manner which resulted in higher expectations towards sustainable practices of businesses. This is why the emergence of Marketing 3.0, a concept developed by Kotler, Kartajaya, and Setiawan (2010) which takes a more sustainable approach towards marketing, received an increasing amount of attention in the academic and practical world. This paper therefore identified the various influences this new marketing era has on the widely known and accepted 7P Marketing Mix in order to provide a valuable literature basis for the effect of Marketing 3.0 on marketing practices in form of an in-depth literature review. Furthermore, an evaluation on ethical issues regarding the new marketing era is presented with the aim of receiving a comprehensive and critical overview on this new emerging topic. The use of Marketing 3.0 practices is expected to generate benefits for customers and companies simultaneously by creating a more sustainable and making the world a better place. The efficient use Marketing 3.0 is expected to result in higher consumer trust through the use of collaboration practices. Moreover, it was found that current literature identifies a high influence of Marketing 3.0 on six out of seven Marketing Mix Ps, namely product, price, promotion, process, people, and physical evidence, as well as minor influences on place. Therefore, the concept of Marketing 3.0 is expected to be a crucial extension of current marketing practices by providing economic profits, while at the same time taking into consideration environmental, ethical, and social factors.

Marketing expense and financial performance in arts and cultural organizations

Abstract: Nonprofit arts and cultural organizations use marketing to sustain viability. This study uses data from the Cultural Data Project to examine the effects of marketing on revenue in arts and cultural organizations. The current analysis demonstrates that total marketing expense is positively related to total revenue. Marketing expense used for fund-raising positively influences donation income, as intended, whereas commercial income is not affected. Alternatively, marketing expense for programs positively influences both commercial income, as intended, and donation income. The novel finding from this study is that marketing expense mainly targeting non-donor ticket buyers not only increases commercial income but also augments donation income in arts and cultural organizations.

The quest for marketing effectiveness & roi with the efficiency analysis package

Abstract: Lacking marketing ROI measures of performance, the Web-based Efficiency Analysis Package enables competing participant teams to improve marketing effectiveness and efficiency. They assess the underlying reasons for any decrease in the sales-to-advertising ratio for each strategic business unit (SBU) within their SBU portfolio during each decision period. This marketing decision support package facilitates marketing efficiency analysis at both the company and SBU levels. At the company level, it (a) extracts company sales revenue and advertising by region, and (b) calculates the sales-to-advertising ratio for all competing teams. At the SBU level, it extracts the price, unit sales, advertising budget, advertising awareness index, and other elements of the marketing mix such as regional sales force size, company-wide salary and commission, and product quality indices from the simulation results. Competing participant teams use this package to exercise marketing control. They set sales-to-advertising ratio goals, monitor performance, identify deviations, understand the underlying reasons, take corrective action and thereby exercise marketing control.

Designing an online marketing investment evaluation system case study of cosmetics manufacturing company

Abstract: At present, online marketing is one of the vital marketing strategies of a normal company such as cosmetics manufacturing company. Conversely, return on ads spending (ROAS) has continued to decrease. This study examines the cause of this issues by using 5 Whys Analysis, conducting and observing the operation and tools of Marketing Department, Project Association Department (PA), Project Management Department (PM) and Managing Director. The result shows that the root cause is the marketing department's delay in monitoring the marketing data. Moreover, this study designs the online marketing evaluation system. The dashboard of this system will display the detail of customer journey and the result of measurement of return on marketing investment (ROMI) as well as ROAS which are significant for the case study by real-time form concluding the internal database - customer requirement database system and sale database system and external database - Google Analytics which is the web analytics. From analysing the assumption from historical data by linear regression, the result shows that ROMI can increase up to maximum 6.56%, while ROAS can increase up to maximum 20%. This information shows the effect in using the system will help case study increase opportunity of the purchasing and revenue and will lead to competitive advantage. Additionally, it helps to reduce some of processes for recording the marketing data.

Predicting Consumer Level Brand Preferences Using Persistent Mobility Patterns

Abstract: In the era of digital marketing, it is imperative for brands to reach target segment precisely to maximize their marketing ROI. In most cases, the target segments are created based on broad demographic and psychographic traits without any knowledge of the consumer brand preferences. In this paper, we propose a methodology to predict the individual level consumer brand preference based on the historical brand visitation patterns. We believe that this is the first attempt and a successful deployment to predict individual consumer level brand preference at large scale. In general, it is very hard to accumulate longitudinal location data of consumers. As Mobile Ad ecosystem is one of the major source in generating geospatial and temporal data which provides rich information about the mobility patterns of the mobile devices (addressed as consumers hereafter). We harnessed the power of spatio-temporal data received in our Demand Side Platform which is accumulated over a period of more than 2 years to predict brand preferences. Further, we carefully curated the brands’ POI data across different countries to derive the historical brand visitation patterns of consumers. Then, this visitation pattern is used to predict propensity score for a given brand for a given consumer. We have employed a recommender system approach using distributed Alternating Least Squares – Weighted Regularization (ALS-WR) based matrix factorization to predict the brand propensities at scale. Rigorous experiments are conducted to validate the model’s performance against the benchmark. Our model showed twice as much lift compared to the benchmark with 40% average recall across the brands for the Indonesian market. The full pipeline is developed and deployed in production for the countries of our business’s interest such as Indonesia, Thailand, Philippines, Singapore and Malaysia in our AWS EMR1 cloud environment.

The Marketing Mix and Branding

Abstract: This chapter focuses on the marketing mix decisions and branding. It starts by exploring the definition of the marketing mix. It then explains the seven Ps and discusses how to create the marketing mix in a detailed way. A discussion of branding is included to demonstrate that the branding of information organizations should be credible, consistent, and attractive and it is vital for the branding of information organization to focus on the portrayal of the values to its users and communities. By the end of this chapter, the key points are summarized and the references are provided.

The Seven Stages of the Digital Marketing Cycle

Abstract: The theme of this book is digital marketing. We now live in the digital age – indeed, there are more than 3 billion people connected to the internet. For every 100 people on the planet, there are 96 mobile telephone subscriptions. And more and more of our everyday objects –cuddly toys, cars, even kettles – have created an “internet of things.” It is no surprise, therefore, that companies are eager to harness this digital world. Marketers, in particular, hope that so-called digital marketing will allow them to gain new customer insights, refine customer segmentation, and communicate to customers more efficiently and effectively. They anticipate that the digital age will offer possibilities for new product innovation, advanced methods for engaging customers and original vehicles for creating brand communities. Despite the pervasiveness of digital technologies, however, digital marketing is seemingly still in its infancy. To begin, what exactly is digital marketing? The term is commonly used, but its meaning – its scope, outline, boundary and limits – is far from concise. This book explores the realities of digital marketing, with contributions from both academics and practitioners who are experts in the field.

A Study On The Determinants Of Marketing Effectiveness Of Mobile Marketing Communication On Social Media For Small And Medium Enterprises & Neighborhood Stores’ In USA

Abstract: Purpose of the research was to ascertain the determinant of marketing effectiveness of SMEs and Neighborhood stores’ mobile marketing communication on social media and to explore its contribution to customers' online and instore shopping experience The study also portrayed customers’ perception towards the mobile marketing message and its credibility as well During data analysis, it was established that SMEs and Neighborhood stores which were using social media for Mobile marketing communications regularly as a part of their promotion strategy The study findings predicted the marketing effectiveness of mobile marketing communication by resorting to Multiple Regression analysis The study findings suggested that by focusing on mobile marketing content, message credibility, authenticity, its relevancy to weekly shopping along with human supports through chats and customer service ( empathy) and consistent quality and performance ( Reliability) can give an edge to the SMEs and Neighborhood stores over national and global brands in their neighborhoods Majority of the respondents commented that the mobile phone were the sole mate and companion in 24X7 mode in their life journey The survey participants welcomed mobile marketing by the SMEs and Neighborhood stores through MMS, Push messages , Ringless voicemail, Location based services and Mobile Apps with credible message Therefore, It is suggested that SMEs and Neighborhood stores should take advantage of study findings by predicting the marketing effectiveness of mobile marketing communication which influence the Marketing ROI of the firm and purchase intent of present and prospective customers while planning their weekly shopping online or instore

Affiliate Marketing and Customer Satisfaction

Abstract: The different tools used in digital marketing are meant to increase the web traffic. One of the important components is Affiliate Marketing. This chapter will bring huge transitions in industry of digital marketing. The affiliate marketing has benefits of increasing customer satisfaction and value driven efficiency in any organization. The study of affiliate programs need to be activated in organizations in order to exploit the potential of same. The companies like Amazon, snapdeal, and flipkart are running affiliate programs and the brand of these companies remain unbeatable. The purpose behind affiliate marketing is to use publisher or affiliate website for promotion of merchant's own products. The underlying benefit is its low customer acquisition cost and marketing expenses.

Putting an end to download‐and‐go: The website's role in a content marketing ecosystem

Abstract: Key points Publishers must think of their websites as marketing tools as well as content delivery systems. The five major strategies of content marketing are promotion, personalization, targeting, consumerization, and analysis and optimization. Publishers must treat readers as customers, not simply as end users. Content marketing is about the environment in which content exists, as well as the form that it takes. To compete with pirate sites, publishers need to provide a richer user experience. Content marketing benefits authors and readers as well as publishers. Readers want the same enjoyable user experience and tailored content on all sites they visit. Content marketing can increase site traffic, lengthen visits, boost revenues, thwart piracy, and heighten brand impact.

Green Consumerism: Catalyst for Environmental Marketing

Abstract: In 21 st century race towards industrialization is fast & furious. Due to the Industrial movements natural environment is heavily influenced. Environmental marketing is one best possible way to protect the environment. Both the organizations & consumers have changed their mind to address this issue.Green consumerism has taken the role of catalyst for environmental marketing. Aim of this paper to analyze the consumer behavior towards environmental marketing. This article also establishes the relationship between consumer behavior and purchasing decision of the customer on the green marketingground. This research paper highlights the cause behind environmental marketing along with the initiative taken by the industries to promote environmental marketing.

Internal Marketing and Employees’ Performance: Relating Marketing Strategies in Human Resource Efforts

Abstract: Internal marketing (IM) as one of the key concepts in the marketing discipline has often been seen as duplicating many of the core understanding of human resource management (HRM). This is predominantly so as the focus of IM is the internal customer of the organization or more precisely the employees. While IM recognizes the importance of treating the internal customers very much like external customers, how this is actually executed within the organizational context is not often conceptualized firmly. This paper establishes the similarities of IM executions with specific HRM practices and relates how these are integrated to influence employee performance. Unlike many previous studies that linked IM with organizational performance or customer satisfaction, this paper proposes to assess the link between IM practices and employees’ performance where the focus is essentially on employees’ behaviour in terms of their satisfaction in the work place.

Investigating the Mechanics of Affiliate Marketing Through Digital Content Marketing: A Key for Driving Traffic and Customer Activity

Abstract: The domain of online marketing and internet advertising is going through radical changes. In context to Indian online market, according to Internet and Mobile Association of India (IAMAI), the digital commerce market has seen a growth by 33% reaching to a figure of 62,967 Crore in the year 2015 which is predicted to touch $50 to $70 Billion by the year 2020 owing to the increasing popularity of online shopping and increase in internet penetration. Affiliate marketing is referred as performance marketing and associate marketing (IAMAI Research Report, 2014). Affiliate marketing is a type of online marketing technique where an affiliate/promotes a business through an advertisement on their web site and in return that business rewards the affiliate with commission each time a visitor, customer generates sales. The objective is to analyze by conceptualizing the mechanics of affiliate marketing through judicious and optimum use of digital content marketing by e-tailers so as to engage customers and create boundless business opportunities for growth, expansion and profitability. Investigating the Mechanics of Affiliate Marketing Through Digital Content Marketing: A Key for Driving Traffic and Customer Activity

Digital Marketing: Relationship Between Real Madrid's Actions and Brand Promotion and Customer Loyalty

Abstract: Despite the fact that the branding of football is not a new phenomenon, the emergence of new media has provided the means and the opportunity for the widespread promotion of football club's brands. At the same time, the growing popularity of social media among football fan has empowered them to express their opinions and has granted them unlimited resources for information search and exchange. This chapter aims to examine the relationship that exists between Real Madrid's digital marketing actions and its promotion as a brand and the loyalty of its supporters. An online questionnaire was distributed among sports and football fans in order to identify their profile, their preferred communication channels, their use of social media and their knowledge about Real Madrid.