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In which ways artists can leverage Digital Marketing activities to sell & advertise their artworks in the NFT new paradigm? / Anthony GALASSO / 2022
Titre : In which ways artists can leverage Digital Marketing activities to sell & advertise their artworks in the NFT new paradigm? Type de document : Mémoire Auteurs : Anthony GALASSO, Auteur Année de publication : 2022 Importance : 140 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management
ART ; WEBMARKETING ; INTERNET ; SITE INTERNETRésumé : Blockchain technology and Non-Fungible Tokens are altering the art market's value and ownership relationships. Those new technologies will make the art market eclectic, interconnected, borderless, and more accessible. NFTs unique characteristics such as scarcity, non-fungibility, provable authenticity, proof of ownership, royalties, and direct distribution infrastructure transform digital marketing activities and strategies. In this context, creators considering using NFTs should be aware of the new marketing opportunities and consequences. The objective of this research is to provide the groundwork for this new formation by demonstrating how artists might use the mix of art and marketing in the new NFT paradigm. To investigate the question in which ways artists can leverage Digital Marketing activities to sell & advertise their artworks in the NFT new paradigm both qualitative and quantitative approach were chosen. In addition to that, a participant observation was conducted to collect immersive data about the market, the community, and its behaviors. Three NFT artists were interviewed about the digital marketing tactics they are currently using or will use in the future to promote their work in the NFT environment, and 118 responses were collected from NFT artists, collectors and enthusiasts thank to the distribution of a questionnaire. The results showed that as an artist, there are different ways of leveraging Digital Marketing activities to sell & advertise artworks and NFT collection. The first way is by establishing a strong presence on specific social media platforms. Twitter, Discord, and Reddit are today's most relevant platforms for communication and should be the major medium on which artists should focus their activities. The second way is to utilize and comprehend the updated marketing strategies that have emerged within the Crypto Art Industry. The new techniques concentrate primarily on the NFT technology, specifically the minting procedure and the NFT marketplaces; including the number of editions sold, airdrops and minting techniques. Finally, the third and last way is to use techniques from the traditional realm of digital marketing that are applicable in the NFT ecosystem such as Public Relation services, Influencer Marketing, Ads platforms, newsletters as well as Content Marketing. On this basis, the success of NFT artists is influenced by a variety of elements, including a solid understanding of the technology and the utilization of specific digital marketing techniques. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572751 Is the strategy of Social CRM still a choice for companies? / Yasmine LAHRICHI / 2022
Titre : Is the strategy of Social CRM still a choice for companies? Type de document : Mémoire Auteurs : Yasmine LAHRICHI, Auteur Année de publication : 2022 Importance : 31 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management
COMPORTEMENT DU CONSOMMATEUR ; MARKETING EXPERIENTIEL ; INTERNETRésumé : Imagine that you work in a coffee shop as a bartender, a customer enters through the door, how should I react? Should I wait for him to give me his order or should I ask him what he needs? After serving him, should I remember what product he took so that I can make it easier for him the next time he visits and anticipate his purchase, or should I let him discover more of our product? The end goal behind all these questions is to try to make the customer experience as pleasant as possible to encourage him to return. This whole thought process was made easier thanks to CRM. This tool, and a practice at the same time, allows to better understand and manage the customer relationship. Indeed, different definitions have been given to CRM: “CRM is understood as a strategy that places the customer at the heart of the company's processes, activities and culture” (Howlett and Rodgers, 2002; Thieriez, 2002), or “CRM as the set of processes and technologies that support the planning, execution and management-coordination of interactions with the customer through different channels” (Wilson, Daniel and Mc Donald, 2001; Hobby, 1999)." Common to all, the customer remains at the heart of this strategy.
In the meantime, the term has clearly evolved and adapted to the changes of the environment and the context in order to keep up with customer expectations. With the rise of technology and social networks, we have seen the emergence of E-CRM and S-CRM. They are born to accompany the constant change in consumer behavior and desires. Today, the use of web 2.0 and especially social networks has a lot of impact on consumer’s purchasing decision. Thus, many companies have decided to be present on different digital channels and adopt a customer relationship strategy via these channels to follow this change and anticipate customer needs.Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572761 The impact of social media on brand associations for sponsors : the case of Formula one / Estelle RANCOURT / 2022
Titre : The impact of social media on brand associations for sponsors : the case of Formula one Type de document : Mémoire Auteurs : Estelle RANCOURT, Auteur Année de publication : 2022 Importance : 37 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management
COMMUNICATION ; IMAGE DE MARQUE ; INTERNET ; SPONSORINGRésumé : With the revitalization of the interest in Formula One for younger people thanks to the very-criticized ‘Drive to Survive’ Netflix show, Formula One has to be modernized to be relevant to this younger audience. As the majority of teams’ revenues come from sponsorship, sponsoring companies also have to be modernized and adapt their marketing strategy to a younger audience to have a good return on their investment in Formula One.
Therefore, this dissertation focuses on the impact of social media on brand associations for sponsors through the case of Formula One. Our research question came up to be as following : How could a Formula One sponsor better its brand associations through social media ?Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564568 The Metaverse: Opportunities and Challenges for the Banking sector. / Adam BENICHOU / 2022
Titre : The Metaverse: Opportunities and Challenges for the Banking sector. Type de document : Mémoire Auteurs : Adam BENICHOU, Auteur Année de publication : 2022 Importance : 30 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management
INTERNET ; SITE INTERNET ; TECHNOLOGIE ; TECHNOLOGIE FINANCIERE ; BANQUERésumé : The last year have been marked by the apparition of a new buzz world: the Metaverse. Thanks to Facebook changing its name for Meta, lots of articles about it have been written and lots of companies from different industries have claimed to go for it. The aim of this paper is to demystify this term and define to what extent the metaverse is relevant to the banking sector. Programme : MSc Digital Expertise for Marketing Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572731 To what extent does the rise in the number of influencers and partnerships change the efficiency of influencer marketing itself? / Eva DUPONT / 2022
Titre : To what extent does the rise in the number of influencers and partnerships change the efficiency of influencer marketing itself? Type de document : Mémoire Auteurs : Eva DUPONT, Auteur Année de publication : 2022 Importance : 35 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management
PUBLICITE ; WEBMARKETING ; SITE INTERNET ; INTERNETRésumé : Previous research examined influencers and influencer marketing, but as a fast-growing industry where new platforms have emerged, it is a real need to keep on updating and analyzing this ecosystem. Thanks to a qualitative study, this paper examines first the empirical success factors of influencer marketing in a context of a fast-growing number of influencers. On the one hand, this paper also focuses on the consequences of a rise in the number of influencers. It shows the term “influencer” nowadays is negative. That’s why, followers tend to sort their favorite influencers and make a short list of those who deserve their support in terms of engagement or purchase intentions. Short format platforms also play a role in how followers manage their time for engagement and support. And on the other hand, it examines the consequences of a rise in the number of partnerships where influencers who are doing a lot of partnerships are seen as less authentic and less sincere and where the image of partnerships is deteriorated by the rise in fraudulent partnerships. As a result, this paper shows influencer marketing is under threat. Finally, recommendations are given to companies in terms of influencer marketing strategies and brand image. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572746 What are the dramas that have transformed the newspaper industry over the past thirty years? / Éléonore BONNEAU / 2022PermalinkWhat is the impact of product placement made by influencers on social media on the end-consumer’s brand perception and purchase intention? / Zaina KACHAD / 2022PermalinkWhy and how to use online communities as a lever to develop and deploy the low-tech model? / Marie BOURGEOIS / 2022PermalinkWill the digital era mark the end of the traditional movie theater industry? / Hector BALLNER / 2022PermalinkL’expérience vécue par les clients d’entreprises de services du numérique (ESN) / Alexandre SCHMIDT / 2021PermalinkHow do social media and fitness influencers positively impact our attitude towards sport, during the COVID-19 pandemic? / Alexane BAILLIF / 2021PermalinkPermalinkWhat are the strategic and marketing challenges of innovation for original content made by video streaming services? / Clément DUFOUR / 2021PermalinkWhat is the impact of User Generated Content and Social Media Influencers on customer behavior about cosmetic products? / Amélie PETIT / 2021PermalinkConsumer Resistance and Cloud Gaming / Corentin REUNGOAT / 2020Permalink
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