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Organizations need to interact with their publics The interaction between organization- publics is a mediated process
Knowledge of who the public is Knowledge of what the public wants Knowledge of the right channels to reach the public
1)Help organizations to know their publics Market research CRM technologies
2) Help organizations to interact with the public Relationship networks Communication tools
3) Help organizations to reach out to the public Media New media
Organizations’ needs vs. Consumers’ rights How do companies gather information about us? How do they use this information? With whom they share this information? How are we targeted?
Transparency Security Liability
Allan Westin for Harris Poll – Data collected from 1990’s in the US
MARKET RESEARCH INTERNET DATA GATHERING NEUROMARKETING
Role of emotions on decision making Methods of triggering these emotions Build trust and brand loyalty Measure likes and dislikes
Pathology finding 1-2%, with whom this might be shared? Sensitive reactions
Acess to data: more power to control the flow of information – less concern. Use of data: more knowledge about how data is used – less concern.
New media – more access to content production – more voices – more vulnerability Two-way symmetrical communication – less persuasion
Consumer reviews vs. Advertising Consumer trust becomes more volatile – more threats to organizational image
1 e–Marketing Mr Ahmad. 2 Lesson Objectives By the end of this lesson you will all be able to:- Define the term ‘e – marketing’ Understand the emergence.
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