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Facts of the case
As the need for brand visibility increases in the Arab World, Facebook and Nielsen Company have established a working partnership to assist marketers on the best approaches of online product development and sales. For instance, the Nielsen’ ‘BrandLift’ product allows marketers to make use of streaming Facebook polls on product reception and perception.
Since Facebook allows a potential client to stream in live response, companies are in a position to modify their products to suit customer preference. The Sarmady Communication Company is presented as the visible beneficiary of the Facebook-Nielsen ‘BrandLift’ product.
As a result of embracing this product, Sarmady has been able to double its online sales returns in addition to the customer base. The Facebook-Nielsen alliance targets to have control of the $9 billion marketing industry in the Arab world.
Problem statement
Over the years, there has been a need to develop an online platform for companies within the Arab world to increase their product visibility. Specifically, online marketing has grown substantially and the current statistics indicate that social and entertainment websites were the most visited in the Arab world.
The actual data captured a 48% visits as compared to other sites with a total of 34% search engine growth. The survey further indicated that 28% of the participants admitted online purchase of their products.
Thus, it is necessary for the Facebook-Nielsen alliance to establish strategies that will increase their presence in the online marketing segment of the Arab eMarketing industry. This alliance may have to revise its strategy to benefit from the expansive and under-exploited Arab world online marketing industry.
Objectives of the case study
The objective of the case study is to explore the significance of online marketing in the expansive Arab world marketing industry. The case study aimed at quantifying the underlying variables that positively and negatively interact to achieve the above objective. Basically, the case study endeavored to establish the scope of operation of the online marketing industry from the practical and quantifiable perspectives.
Areas of consideration
The main areas of consideration were the methods of data collection and sensitivity of the data because the Arab world online marketing industry is dynamic. Besides, the scope of the study was expansive, hence, there was a need to balance observable and testable variables of research analysis.
The case study considered different business partnership models in penetrating the expansive industry. The proposed products were positioned to increase product visibility and modify the perception of the clients as desired by the Facebook-Nielsen alliance.
Alternative courses of action
The incorporation of uniqueness of products and improved online platform
The incorporation of uniqueness of products and improvement of the online platforms is necessary as an alternative to successful merging of the consumer preference and increased traffic as a result of more sales.
Modifying the purchasing process through poll feedbacks
The buying process normally begins with the need for a particular product or good as indicated in the Kotler’s models of intention, adoption, and continuance on the process of online consumer purchasers. The need that was created prompted the consumers search for available information concerning the good or service that can satisfy that need.
Evaluation of the courses of action
The incorporation of uniqueness of products and improved online platform
The incorporation of uniqueness of products and improvement of the online platforms is necessary to allow easy integration of the market along with customer preferences. This model is an integration of two models of consumer behaviors, Kotler’s expectation-confirmation model and Ira’s attitudinal theoretical model.
The attitudinal theoretical model is used in examining the variables informing consumer purchasing intention and adoption. This model is used in explaining consumer satisfaction with a service or good through their repeat purchases.
Modifying the purchasing process through poll feedbacks
Personal innovativeness of individual consumers is key personality characteristic that gives an explanation of consumer online behavior. Consumers’ trust on the internet is a significant determinant of online shopping. E-commerce is non-discriminate on the size of business since even retail chains are in a position to trade online. Moreover, this model of business operation functions exclusively online.
Conclusion
From the above research, markets are provided with a rich knowledge of consumer behavior as dependent on the degree of perceived positive and negative beliefs on a brand. Therefore, through improved advertising, balanced prices, and quality, markets will be in a position to monitor emotions and motivations which serve as the emerging forces within consumers that activate certain behaviors.
Recommendations
It is important for small, medium, and large business to embrace technology in order to remain competitive in the expansive Arab world online marketing environment by using the Facebook-Nielsen platform. Every aspect of life is actively influenced by the revolutionary technological orientation and customers would gladly go for convenient purchasing tools.
Central to the theories of consumer behavior is the conviction that different consumers go through markedly complex decision making process that is influenced at different stages by a number of possible variables.
Management Lessons
Perceptions are unique ways through which consumers internalize and interpret information about a product. Consumer engagement is essential towards winning and maintaining a client especially in a competitive market setting where the best offer carries the day.
The offer could be in the form of price, quality, and quantity. When information on perception is verifiable, it is easy for a company to execute a well researched plan within allocated resources.
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