Research proposal on Investigating the impact of web 2.0 on marketing effectiveness: A case of Tesco Plc

Subject: Customer Relationship Management

Paper Model: APA

Paper Type: Essay

Total Words: 2801

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  1. Introduction and background:

 

Research aims


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  1. Introduction and background:

 

            Web 2.0 is used in the development of World Wide Web websites. Web 2.0 has core capabilities that come from utilization of interoperability, usability as well as user generated content. Web 2.0 is capable of allowing users for collaboration and interaction with social media. This is done in virtual community. Social media marketing widely utilizes web 2.0.  Different kinds of web applications, blogs, video sharing, wikis and hosted services are facilitated by web 2.0. Therefore, it is widely utilized and popular in marketing (Informationr.net, 2014).

            Web 2.0 has potential to utilize its capabilities for marketing in the social media. Companies utilize their official websites as well as other social media networks and plat forms. There are large number of organizations is taking benefit from utilization of Web 2.0 for affective social media marketing. However, some organizations require extensive use of social media marketing. It depends on the nature of their business. Retail business is one of such industry where large number of products offered to consumers and extensive marketing is required to attract the consumers.

            Although retailers are utilizing Web 2.0 for marketing purposes, Tesco Inc. is considered as one of the best retailers that utilized Web 2.0 to market its wide range of products and services. Therefore, it need for study arises to investigate the way Tesco utilized Web 2.0 capabilities for affecting marketing. Moreover, such findings could be generalized to other business as well. Present study explores the role of different web 2.0 capabilities for marketing effectiveness in retail business. These capabilities include user-generated content, usability of human made objects and interoperability.

            User generated content exist in multiple forms. For instance, company websites, blogs, discussion forums on internet, tweets, pins, chats, digital images and posts are different forms of user guaranteed contents. Role of web 2.0 is extremely important in this regard. Web 2.0 facilitates this development of such user guaranteed content which is widely used in social media marketing for retail business. Tesco Plc is also utilizing affectively this capability to market its retail business.

            Moreover, usability of human made object is extremely important after its development. Human mad objects in information technology take place in various forms. For instance, software applications and websites are important human made objects that needs usability. Web 2.0 facilitates usability of these objects. Websites, applications and other processes are commonly used in social media marketing. Therefore, it is worth considering investigating the role of web 2.0 in usability of this content.

            Lastly, interoperability is defining the viability of information exchange across all marketing channels in the retail business. Exchange of information is important to provide relevant and necessary marketing information to the business for ensuring interoperability. Therefore, all these capabilities of web 2.0 is important to consider under the realm of Tesco Plc which has affectively utilized web 2.0 to attain affective marketing.

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