Julkaisuja

Intranet yhä kehittyneemmissä muodoissaan on tärkeä osa yritysten tiedolla johtamista. Jotta intranetin investoinnin tuottoa ja sen liiketoiminnallista menestystä pystytään seuraamaan, tarvitaan tavoitemittarit (KPI:t). Tässä esityksessä kuvataan tavoitemittaamisen perusteet, sekä annetaan case-esimerkkejä intranetin mittaamisesta.

Being regularly in touch with customers via digital marketing communication (DMC) offers marketers new ways to cultivate customer relationships, which can lead to increased customer loyalty. This is important, because the effects of customer loyalty on company profitability are known to be significant. In this dissertation we draw together previous research into an integrative model that explains how DMC interacts with customer loyalty.

Source: Merisavo, Marko (2008), The Interaction between Digital Marketing Communication and Customer Loyalty, Helsinki School of Economics, A-333.

The ubiquity of text messaging (SMS) based mobile communication creates new opportunities for marketers. However, the factors that induce consumers to accept mobile devices as an advertising medium are not yet fully understood. This paper examines the drivers of consumer acceptance of SMS-based mobile advertising. A conceptual model and hypotheses are tested with a sample of 4,062 Finnish mobile phone users. Structural equation modeling is used to test five drivers of mobile advertising acceptance: (1) utility, (2) context, (3) control, (4) sacrifice, and (5) trust. The results show that utility and context are the strongest positive drivers, while sacrifice is negatively related to the acceptance of mobile advertising. Despite the concerns about privacy, our results indicate that control and trust are not that important to consumers in mobile advertising.

Source: Merisavo, Kajalo, Karjaluoto, Virtanen, Salmenkivi, Raulas & Leppäniemi (2007). An Empirical Study of the Drivers of Consumer Acceptance of Mobile Advertising, Journal of Interactive Advertising, 7 (2).

This article examines the effectivity of mobile advertising in sales of mobile services. Data from 5500 Finnish customers of a multinational service provider reveal that there is a significant increase in sales to customers who were exposed to mobile advertising compared to those who were not exposed. The differences between customer segments were also discussed.