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Online Brand Positioning: A Comparative Analysis of Established and Ne…

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작성자 Nicolas Napoli 작성일 23-12-18 23:24 조회 17 댓글 0

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Analyzing consumer behavior, particularly their attitudes toward Instagram as a sales platform, is another crucial element in determining the effectiveness of Instagram marketing. An important example is a 2016 experiment that involved 1, 000 subjects and was carried out over the course of six months. It revealed that rather than being a platform for direct sales or purchases, Instagram was more often seen by users as an inspirational or aspirational platform that was used to explore new concepts or find new products. This suggests that while Instagram can significantly contribute to maintaining a strong online presence and increasing brand awareness, it may not always directly result in sales. This could possibly explain the hazy correlation between high engagement or follower count and increased sales figures. ...........................

Last but not least, programmatic advertising has an ascendant trajectory according to quantitative statistics, with eMarketer's 2019 report showing that by 2020, nearly 85 % of US digital display ad dollars will have been spent in this manner. This change, which is seen on a global scale, supports the growing influence of programmatic advertising on consumer behavior. ..........................................

Understanding the Instagram algorithm is necessary to conduct further research because it has an impact on both visibility and engagement as well as sales. Based on factors like prior interactions, content relevance, and post timeliness, the dynamic and somewhat complex Instagram algorithm has an impact on what users see. Theoretically, businesses can increase their visibility and, consequently, their potential for online sales by taking advantage of this algorithm. However, this idea is only partially supported by empirical evidence. An improvement in online sales was confirmed by a one-year longitudinal investigation conducted in 2018 that showed little correlation between understanding and strategic use of Instagram's algorithm. ...........................................

However, emerging brands exhibit commendable agility and adaptability in developing their brand positioning strategy, despite lacking the aforementioned benefits. These businesses are frequently more receptive to the dynamics of the online marketplace and are able to provide novel customer experiences as a result of being empowered by the internet's democratizing impact, which avoids the marketing clout of well-known brands. Innovative strategies, such as original hashtags, interactive content, and micro-influencer engagement, help new brands find their niche and show up in interesting undergraduate case studies across a variety of marketing curricula. ...........................................

A critical comparison demonstrates that both established and emerging brands have used a variety of online brand positioning strategies. Instead of creating an antagonistic dichotomy, this duality describes the diverse dynamics of the online market. ...........................................

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