What does the Big Data may bring to a company?

What is Big Data? Refers to McKinsey & Company (2011), Big Data is a dataset that is too large or complicated for a conventional database software tool to capture, store, manage and analyze, since it includes a huge amount of data and information which is structured or un structured.   However, once the company and … More What does the Big Data may bring to a company?

Email Marketing: An Ideal Tool of Customer Relationship Management

What is Customer Relationship Management? Customer Relationship Management (CRM) is a customer-focused approach that managing a company’s interaction with customers, in order to build a long-term, meaningful relationships. It specifically focuses on the customers’ lifetime value and boost company’s sales (Parvatiyar & Sheth, 2001). To form an effective relationship with customers, companies need some useful … More Email Marketing: An Ideal Tool of Customer Relationship Management

Email Marketing: An Ideal Tool of Customer Relationship Management

What is Customer Relationship Management? Customer Relationship Management (CRM) is a customer-focused approach that managing a company’s interaction with customers, in order to build a long-term, meaningful relationships. It specifically focuses on the customers’ lifetime value and boost company’s sales (Parvatiyar & Sheth, 2001). To form an effective relationship with customers, companies need some useful … More Email Marketing: An Ideal Tool of Customer Relationship Management

The Secret of Uber’s Success: The Application of Mobile Marketing Does Matter

Background As the mobile statistics in Australia from IAB Australia (2015) showed, the total time spent on smart devices, the number of smartphone and tablet owner and internet surfing trends are steadily, continually increasing. What is mobile marketing? Mobile marketing is a promotional activity and strategy that delivering advertisement, apps, messages through the mobile devices … More The Secret of Uber’s Success: The Application of Mobile Marketing Does Matter

LEGO IDEAS: Engaging Customers Online

LEGO is a popular brand which accompany with many people’s growth (i.e. LEGO toys, LEGO Movies). Obviously, these products endow LEGO brand with vitality, but the breath of ideas for competitions on the internet and website ensures the LEGO fans are kept engaged. (source from https://ideas.lego.com) In 2011, LEGO launched a scheme called LEGO IDEAS worldwide. … More LEGO IDEAS: Engaging Customers Online

VR and AR bridge the gap between the online and offline worlds

 Background The vital issue of online shopping is that the products buyers get online cannot match with what the sellers said and showed online. On the other hands, some people will visit the physical store and have a trial on the products then go back to the online shops to get a better deal because … More VR and AR bridge the gap between the online and offline worlds

No Matter How the Unicorn Frappuccino Tasted, It Earned People’s Talking Successfully.

Background  As unicorn-themed food and drinks being a trend on social media (e.g. unicorn emojis on Facebook, unicorn filter on Snapchat), Starbucks promoted the attractive non-coffee-based beverage—— the Unicorn Frappuccino. This drink was exclusive and offered in a limited run, from 19 April to 23 April, but many Starbucks locations soon ran out of supplies. (sources from http://www.al.com/news/index.ssf/2017/04/want_a_unicorn_frappuccino_you.html) What … More No Matter How the Unicorn Frappuccino Tasted, It Earned People’s Talking Successfully.

A Win-win Situation: Cooperation between Starbucks in China and WeChat Pay

As mentioned in Week 9’s online lecture, WeChat is known by more and more people as a leading social media platform in China. In recent years, WeChat has developed in such a fast pace and become more and more popular in China even in the world. At first, WeChat was a chatting social application, but … More A Win-win Situation: Cooperation between Starbucks in China and WeChat Pay

The Application of Online Advertising——Native Advertising

In Week 3’s learning objectives, Porter’s Five Forces was mentioned. They are ‘Bargain Power of Customers’, ‘Bargain Power of Suppliers’, ‘ Threat of New Entrants’, ‘Threat of Substitute Products’, and ‘Competitive Rivalry within An Industry’. While TV, direct mail and newspapers account for the majority of advertising spending, the Internet channel has grown the fastest … More The Application of Online Advertising——Native Advertising