Innovation in Digital Communication for Business: An exploratory Study

M 2015 Innovation in Digital Communication for Business: An exploratory Study Joana Filipa Sousa Reis DISSERTAÇÃO DE MESTRADO APRESENTADA À FACULDADE DE ECONOMIA DA UNIVERSIDADE DO PORTO EM MESTRADO EM ECONOMIA E GESTÃO DA INOVAÇÃO ii Acknowledgments First of all, I would like to thank my supervisor, Prof. Doutor Nuno Alexandre Meneses Bastos Moutinho, for his support, patience and guidance to complete my dissertation. Also to Prof. Doutora Raquel Moutinho for all the lessons and knowledge shared. Thank to my family and friends always supporting my decisions and my time of absence for my dissertation and other challenges of my life. Also to my grandparents that will always be a part of me! To teachers Beatriz Casais and Teresa Fernandes, I want to express my gratitude for their time and availability to support my further questions. Also, my sincere gratitude to all of the more than 200 people that answered patiently, and with my insistence, to my questionnaires performed during all this time of research. iii Biographical note Joana Filipa Sousa Reis was born on May 23rd, 1991 and raised in OPorto. Academically, she got Bachelor degree in Management in 2012, by the Universidade Lusófona do Porto (ULP). During these three years of study in the undergraduate course, she worked in several projects and she also decided to learn about different areas: other languages, accounting and some other management skills. In the end of her degree, she did an internship at Auto Sueco Automóveis in Economics and Financial Analysis department. Having completed her degree, she started her Master Program at Faculdade de Economia (FEP) - Universidade do Porto (UP) in Economics and Management of Innovation (MEGIN). The same year, 2013, she started working as an US Market Manager at DelightFULL – Unique Lamps. Joana Filipa Sousa Reis [email protected] pt.linkedin.com/in/joanareisdl Meet DelightFULL iv Dedicada aos meus avós. v Abstract Given the exponential increase of the Internet users (Jucaityte et al, 2014), it is important to study how enterprises have been working and innovating their online communication tools, as well as understand how they can improve the communication through these Online Channels, in order to cover strongly increasing competition. This analysis aims to explain the relation between the growth of the new technologies with the Innovation Process (Leite, 2012), including the Innovation on Communication for Business. In different industries, the communication between majorities of stakeholder moves to virtual space (Jucaityte et al, 2014) and it is an important goal for the researcher to understand the influence of Online Communication for business and how the internet can have different impact on the Design industry in countries with a distinct economic environment. In fact, the study choice of this industry field was motivated by the field of work of the author of this dissertation. However, other industries was questioned to approach the main goal of the study. First, in order to search for a definition of innovative tools in digital communication, it was applied a qualitative approach. More specifically, it was combined some literature review with semi-structured interviews of academics, experts and some professionals working on Portuguese and British companies. Afterwards, was created a questionnaire and performed a pre-test to some American corporations, known as regular users of digital communication tools. Finally, it was applied the questionnaire to a sample of Portuguese, British and American companies, with the purpose of understanding the Status Quo of innovation in communication for business and differences among the sample companies under study. Keywords: online communication tools; online channels; innovative tools; digital communication; innovation in communication for business. vi Resumo Tendo em conta o aumento exponencial de utilizadores da Internet (Jucaityte et al, 2014), é importante estudar a forma como as empresas têm vindo a trabalhar e inovar nas suas ferramentas de comunicação online, assim como, entender como se poderá melhorar a comunicação por meio destes canais, com o objetivo de fazer face ao forte aumento da concorrência. Esta análise tem como principal objetivo explicar a relação entre o crescimento das novas tecnologias com o processo de inovação (Leite, 2012), abrangendo a inovação na comunicação das empresas. Em diversos sectores, a comunicação com os consumidores transfere-se agora para o espaço virtual (Jucaityte et al, 2014) e é uma meta importante para o autor entender a influência da comunicação online para os negócios e como a internet pode ter uma influência diferente no sector de design, em países com um ambiente económico distinto. De fato, a escolha da indústria de estudo foi motivada pelo sector onde trabalha o autor desta dissertação. No entanto, outras indústrias foram questionadas para que existisse uma aproximação ao tema central em estudo. Inicialmente, com o objetivo de procurar uma definição de ferramentas consideradas inovadoras para a comunicação digital, foi realizada uma abordagem qualitativa. Sendo combinada a revisão de literatura com entrevistas semi-estruturadas de académicos, especialistas e profissionais de empresas portuguesas e britânicas. Posteriormente, foi criado um questionário e realizado um pré-teste para algumas empresas americanas, como utilizadores de ferramentas de comunicação digital. Por fim, foi aplicado um questionário exploratório a empresas portuguesas, britânicas e americanas, com o objetivo de compreender o Status Quo da inovação em comunicação nos negócios e as diferenças entre as empresas da amostra em estudo. Palavras-chave: ferramentas de comunicação online; canais online; ferramentas inovadoras; comunicação digital; inovação em comunicação nas empresas. vii Table of Contents Acknowledgments .........................................................................................................................ii Biographical note ........................................................................................................................ iii Abstract ......................................................................................................................................... v Resumo ......................................................................................................................................... vi Table of Contents ........................................................................................................................vii List of Figures .............................................................................................................................. ix List of Tables ................................................................................................................................. x List of Source Code ...................................................................................................................... xi Chapter 1: Introduction ................................................................................................................. 1 Chapter 2: Literature review .......................................................................................................... 4 2.1. Innovation process .............................................................................................................. 4 2.1.1 Innovation on communication ....................................................................................... 7 2.1.2. Online communication ................................................................................................. 8 2.1.3. Online opportunities ..................................................................................................... 9 2.1.4. A kind of e-commerce ................................................................................................ 10 2.2. Social media ...................................................................................................................... 11 2.2.1. Social networks........................................................................................................... 13 2.3. Business to Business (B2B) Vs Business to Consumer (B2C) ......................................... 15 2.3.1. E-procurement ............................................................................................................ 17 Chapter 3: Methodology and first findings ................................................................................. 18 3.1. Systematic Combining ...................................................................................................... 19 Chapter 4: Empirical results ........................................................................................................ 22 4.1. Conceptualization ............................................................................................................. 22 viii 4.2. Framework ........................................................................................................................ 22 Chapter 5: Conclusion ................................................................................................................. 59 5.1. Research findings .............................................................................................................. 59 5.2. Limitations of the study .................................................................................................... 63 5.3. Future research and Contributions .................................................................................... 63 References ................................................................................................................................... 65 ix List of Figures Figure 1 – Social Network from DelightFULL ............................................................................. 2 Figure 2 – Open Innovation vs Crowdsourcing vs Co-creation concepts ..................................... 6 Figure 3 – Systematic Combining ............................................................................................... 19 Figure 4 - Framework of analysis ............................................................................................... 24 Figure 5Social networks Vs brand positioning ......................................................................... 27 Figure 6 - Social Media for all the brands ................................................................................... 28 Figure 7 - Social Media in terms of B2C .................................................................................... 29 Figure 8 - Social Media Vs global reach for free ........................................................................ 30 Figure 9 - Discounts Vs purchase online .................................................................................... 31 Figure 10 - Creating non-business related contents to engage with clients ................................ 35 Figure 11 - Facebook................................................................................................................... 37 Figure 12 - Blogs ......................................................................................................................... 38 Figure 13 - Other Social Networks/Online platforms ................................................................. 39 Figure 14 – Global reach of social media for free to sell. ........................................................... 44 Figure 15 - The purpose of being present in social networks is to sell ....................................... 45 Figure 16 – Mobile Marketing .................................................................................................... 47 Figure 17 - Transmedia/Cross media Techniques ....................................................................... 48 Figure 18 - Augmented Reality ................................................................................................... 49 Figure 19Web to help the process of buying ............................................................................ 51 Figure 20 - Social media importance to achieve marketing strategies and goal ......................... 52 Figure 21 - Facebook Vs Country of Origin ............................................................................... 55 Figure 22 - Twitter Vs Country of Origin ................................................................................... 56 Figure 23 - Blogs Vs Country of Origin ..................................................................................... 57 Figure 24 - Photoand video-sharing Vs Country of Origin ...................................................... 58 5 Also, with the new increased of IT capabilities (Information Technology capabilities) and better business models, companies all over the world, have been creating great products and services with lower operation costs (Kadar et al, 2014). Keller (2009) suggests that the marketing communications environment has been changed, as result of new challenges to marketers to build and manage their brands in a competition environment. And today the companies offer much versatility in virtually any aspect of brand building which can be addressed via interactive marketing communications to potentially impact brand equity. According to Klaas (2008), the scale economies limited the use of human capital programs, but the “outsourcing models have recently emerged to provide cost-effective access to these programs” (2008, p. 349). Additionally, according to Kadar et al (2014), the innovation needs management and it can be focused on a methodical process to create a portfolio of different innovation initiatives. Besides, it can be the result of brainstorming to generate incremental or radical innovation, if it is required. The methodology to obtain the Innovation in the company, can vary with the Type of Company, but the company must create new ways to improve or develop services, products or business procedures. The new marketing and innovative environment, also brings other new concepts, like the open innovation process, where companies share the innovation process with the final customer (2008 apud Constantinides, 2014) and where they can have different roles. Other concepts were created with the new marketing environment and for engaging with the stakeholders (Figure 2). 6 Figure 2 – Open Innovation vs Crowdsourcing vs Co-creation concepts Source: http://www.wazoku.com/blog/open-innovation-vs-crowdsourcing-vs-co-creation/ The other similar processes have been named as Crowdsourcing and Distributed Co-creation (2008 apud Constantinides, 2014). According to Neumann (2014), crowdsourcing can be defined as a company that outsources some projects to the public and brings the knowledge and interesting inputs from a group of people. This group of people no needs to be involved and engaged with the organization. The same author, Neumann (2014), also defined the concept of Co-creation that will allow the users of specific products or services to share new ideas and resources, sharing here a personal experience and creating a value proposition to the company. The client is here completely involved and will be an important part with the company to make a good idea even better. However, “Firms need to identify appropriate partners to exploit their internal knowledge or resources, and plan how to transfer the knowledge effectively to their partner firms.” (Geum, 2013, p. 323) and how to receive the knowledge. In this section there were presented some definitions and classifications of the process Innovation. It allows us to have a general idea of this concept and mix it with other concepts in the next sections to understand the main theme of this dissertation. 7 2.1.1 Innovation on communication Along of this section it will be possible to understand some ideas about new ways to communicate. The literature review is presented below. According to Jucaityte et al (2014), the communication between majorities of society moves to virtual space, where people are using social networks more actively. Per the same author, it mentioned that there are social media that enable creation of a new innovative ways to communicate, increasing audiences of social media, and determining communication changes between business and customers. Bouba-Olga et al (2015) affirmed that the geographical proximity is being overemphasized to the detriment of other ways to communicate, essentially through Social Networks. It brings some changes on communication and dynamics in economic interactions and innovation. Some interviews developed by Gomes and Murphy (2003) suggested that sophisticated Websites, structured e-mail response system and Online Customer Services had a great impact in institutions with a culture of innovation and entrepreneurship. In a study it was referred that Online Customer Service must involve analyzing of the customer behavior in order to appropriate strategic decisions and innovation in order to communicate and reach different groups of stakeholders in an online environment (Holmstrom, 2014). The Online opportunities are growing and learning how we can “Optimize the marketing” is an important way to improve the online opportunities too. Tiago (2012) suggested that the web launched a set of tools that companies and other users could use to revolutionize and optimize marketing activities to approach a high degree of innovation that goes with it. However, Holmstrom (2014) suggests keeping in mind the number of uncertainties that companies are exposed and challenge to understand how digital technology can help the communication and to identify the several opportunities for innovation. According to Holmstrom (2014) the new digital technologies brought several ways to innovate and is complex to control this dynamic. It supports that companies must have strong tools to manage the digital innovation process that emerged. 8 2.1.2. Online communication “The digitization of media represents a phase change in the history of communications” (2008 apud Laing, 2013, p. 65). According Laing (2013), the new digital environment that include changes in technology and customer behavior, have been the key driver of changes in media strategy. And Constantinides (2004) considers that it is important to cross different ways of communication to understand how to increase business performance with less financial and human resources. The use of Online tools to communicate is an important method to increase business performance if it is combining with great different business skills, “Skills such as website construction; maximizing the potential of social media such as Facebook and Twitter; Search Engine Optimization (SEO); mobile applications; customer conversion and knowledge of digital analytics for evaluating the effectiveness of digital approaches are among the most important digital marketing skills. (…) Therefore, there is a need for expert digital strategists to understand the complementary nature of digital marketing skills and how best to implement the tools at their disposal, especially when several digital marketing approaches are used concurrently” (Laing, 2013, p. 67). Nowadays, more organizations have in mind that Online Marketing is a strategy that contributes to the growth of business: the processes are run more efficiently, the brand gets greater notoriety, the volume of sales increases, which leads to increasing of the goodwill and quick return on investment (Samson, 2014). It is proved by the fact that this is a strategy that has been used by a growing number of companies. This fact was also confirmed by Laing (2013), who refers that communication and storytelling skills, both within the business (B2B) and with the client (B2C), will be as important as ever for marketers. 9 2.1.3. Online opportunities “The emergence of new digital technologies has affected the model of early adopters of diffusion of innovation, and led to the emergence of digital influencers who can disseminate messages in on-line environments.” (Uzunoglu et al, 2014, p. 593) The new digital revolution brings the use of the interactive Online Tools to communicate. Gabrielsson (2010) refers that the new changes in the Marketing environment, with the introduction of the internet and new technologies with a high number of users, allow the creation of several strong online tools, based on communication. According to Ivanov (2012) the internet allows the sender to communicate with a great number of people at the same time. However, he also refers that Online Marketing communications should not be regarded as only way to communicate the organization’s messages. Some literature reviewed refers the Global expansion associated with the use of Internet sales channels that has focused the attention to multiple channel strategies, which allowed reaching greater online opportunities (Gabrielsson, 2010). To catch these opportunities and build a strong online brand, Keller (2009) recommends that the right knowledge structures must exist in the mind of the customers, so they would answer positively to communication or marketing activities by the specific brand if this knowledge exists. For Uzunoglu et al (2014) who also supported this idea, it is important to refer some notions to engage with the clients and we understand that “the high relevance of brands to consumers, and the development of an emotional connection between consumers and brands”. Also, some other ways to interact with costumers should be used to build a strong brand online, such as, affective commitment (2010, Uzunoglu et al, 2014), broadened relationship (2011, Uzunoglu et al, 2014) or co-creation (Neumann, 2014). We can conclude with this section that the use of strategies to interact with stakeholders through online channels became a way to make decisions and facilitate purchases, capitalizing this global online trend as a top priority for entrepreneurial companies (Samson, 2014). 10 2.1.4. A kind of e-commerce In the present section, it is possible to establish the relation between the technologies/online communication and the possibility to commercialize products through the web. Nowadays, the information technologies have the biggest influence on commercial activities. The usage of E-marketplaces and E-procurement has increased greatly in several industries (Sitar, 2010). In addition, Alshehri (n/y), refers that Internet has brought the e-commerce to a higher level, as the advancements in the online transactions allowed a high flexibility and eased the process of decision making to the consumers. For Lai et al (2012), with the growth of Technology, the E-commerce has become an excellent alternative to the customer, who is pressed in terms of time to start purchasing online. Where it is possible to have high levels of interaction on websites where the customers can share their opinion when purchase something Online. According to Constantinides (2014), the interactive E-commerce sites allow clients to participate in ratings from other clients and product reviews. It also creates the opportunity for the company to network and engage with a community. The Expert in online Marketing, Casais (2015, Appendix 4), explained that the E-commerce is allowing some brands to sell their products and/or services in different platforms and increase meeting performance goals and a higher Return on Investment (ROI). Along of this section were presented some advantages of the e-commerce and we can also argued the low cost, no geographical limitation and convenient for respondents, as advantages to Online commerce (2001, Lai et al, 2012). On the other hand, some disadvantages can be appointed, essentially with results of the word of mouth with bad experiences. Companies must be prepared with strategies to change the thoughts with bad situations for the brand. 11 2.2. Social media "In the changing marketing context the role of the Internet and especially the developments around the Web 2.0 era as well the role of Social Media become crucial." (Constantinides, 2014, p. 41) For Rawat et al (2014), Social Media is an Online Platform that can work to communicate a business segment, or implement a marketing campaign. Several researches (Laing 2013; Montepare, 2014; Bodlaj et al, 2012) allow to conclude that the new technologies bring a new powerful and sophisticated customer with enough knowledge, so is difficult to persuade or influence their own decisions. This is why it is a big challenge in the actual online business environment. In the actual context, Escamilla et al (2014) defined Social Media as groups consisting of individuals, communities or organizations which are connected, where all the members can interact and exchange knowledge and one can provide information for many. Jucaityte et al (2014) refer that social media gives to the user the opportunity to create content, share opinion and upload information. Within this virtual world, the user can communicate with each other actively and expand their social interaction with family, friends or use it for business activities. According to Constantinides (2014), the Social Media is an important marketing tool that must be combined with consistent strategies to improve the product, service and organization structure. “The firm’s online corporate presence must reflect and communicate the corporate positioning, quality, customer orientation and image.” (Constantinides, 2014, p. 43). These strategies can potentiate a creation of a stronger brand for our target, considering that Social Media brings a powerful and sophisticated customer with enough knowledge, which leads to the fact that it, is difficult to persuade or influence their own decisions. In addition, such customers are difficult to segment, as opposed to the traditional market. 12 In the Traditional market segmentation, the consumers can be united by sex, age, geographic location or occupation. However, according to Jucaityte, et al (2014) in social media people follow some clusters according their interests or hobbies different from traditional market segmentation. Escamilla et al (2014) recommend the construct of a target and the creation of specific content to approach a public for the business segment. It is important to note that there should exist different content for different users connected (Sekiguchi, et al, 2014). Assuming the ideal of “democratization of content when the same users create and share information” (Jucaityte, et al, 2014, p. 492). Usually, a good content is driven by word-of-mouth. Here, all the strategies across the social media platforms can work together harmoniously (Rawat et al, 2014). The Online Marketing through social media platforms, such as Blogs or Social Networks can be really powerful! The concept of Social Media, include these Social Network platforms, where hundreds of Millions of people are able to communicate with each other - a social phenomenon the consequences of which can be important, but also unpredictable (Kadar et al, 2014). In the next section of this chapter, will be described the some facts regarding the Social Networks. 13 2.2.1. Social networks From the last decade and until now, the social networking is growing exponentially and it is a part of daily routine for hundreds of Millions of people, providing the opportunity to companies to promote their brands for a specific public through these social networks (Chan, 2012). According to Leyden et al (2014), the Social Networks are able to promote innovation and to reduce the entrepreneurship uncertainly, at the same time, increasing the probability of success. Klapdor (2012) refers that a review of the relevant literature have permitted to conclude that multichannel online marketing also influences the purchase decisions. However, it must be combining with great tools and knowledge (2011 apud Klapdor, 2012). The Social Networks, like Facebook or Twitter, are potential tools to all SMEs that expect to be where their stakeholders are! Moreover, the use of different channels with the best practices as a strategic marketing communication will allow having a competitive advantage (Holmstrom et al, 2014). This Online Marketing had been increasing the global interaction and removing the geographical barriers (2005 apud Escamilla, et al, 2014). The most recognized social networks with a high level of users are Facebook, YouTube and Twitter, and the number of users is increasing every day (Escamilla, et al, 2014). It is also explained by Laing (2013) “Business communication has been revolutionized with social networking sites such as Facebook and Twitter commonly utilized as credible business tools (…) increasingly communicating with individual consumers and users, gaining feedback on a one-to-one basis and providing bespoke solutions” (2008 and 2011 apud Laing, 2013, p. 65). Also for Uzunoglu (2014) “Digital influencers have wider reach via Facebook, Twitter, and blogs among their online social contacts, compared to traditional face-to-face opinion leaders (Lyons & Henderson, 2005), while social media have also facilitated access to the opinion leaders themselves.” (Uzunoglu, 2014, p. 593) 14 In spite of offline marketing giving the opportunity to the companies to measure some features of their stakeholders (example of age, sex or geographic location), online marketing is now more measurable (through Google analytics or other platforms to analysis with visitor reports) than the traditional marketing (such as TV advertising or radio ad) and less expensive (Samson et al, 2014). 21 This exploratory approach inspired in the Systematic Combining methodology was crucial to the design of the questionnaire to US and UK Markets (Appendix 10), also for the Portuguese Market (in Portuguese) (Appendix 11) with the aim to obtain 50 answers from interior designers, architects or design stores in each Market and understand the differences in terms of Digital Communication. 22 Chapter 4: Empirical results 4.1. Conceptualization This thesis has the main objective to understand the Status Quo of innovation in digital communication in countries with distinct business environments. This section will contain the framework for the empirical analysis. Section 4.2 presents literature review related to each research question, which was used to create questionnaires. Section 4.3 explores the general findings of this research and section 4.4 presents some specific findings, focusing in differences among companies. 4.2. Framework The purpose of this section is to define specific links between the literature and each research question with the main purpose of understanding the utilization of online channels for business activities and the Status Quo in terms of Online tools to communicate in different Countries. Nowadays, several studies and authors conclude that Internet and digital tools have a high number of users, and it is still growing every day (Spada, 2013). We can summarize some issues addressed in the literature as follows: a) Some authors (e.g. Gabrielsson, 2010) refer to the potential important role of the Internet in international marketing. Therefore, we decide to check if companies are using the web to help the process of selling (or marketing activities). b) Others (e.g. Constantinides, 2004) conclude that digital tools increase business performance with less financial and human resources. It is important to analyze if companies are trying to have a global reach for free. c) Laing (2013, p. 67) argues that “skills such as website construction; maximizing the potential of social media such as Facebook and Twitter; Search Engine Optimization (SEO); mobile applications; customer conversion and knowledge of digital analytics for evaluating the effectiveness of digital approaches are among the most important 23 digital marketing skills. Some digital tools can have a strong potential for digital communication and it is a main question to understand the Status Quo in terms of the use and strong potential of online tools to communicate.” d) One strand in the literature (e.g. Samson, 2014) has found that online marketing is the way that contributes to the growth of brand notoriety. This is an important issue to study in the questionnaire. Samson (2014) also argues that digital communication is a way to make decisions and facilitate purchases, capitalizing this global online trend as a top priority for entrepreneurial companies. f) Rawat et al (2014) conclude that strategies across social media platforms can work together harmoniously. Therefore, we decide to investigate which social platforms companies are working with and if they are using cross media or transmedia strategies to communicate. Within the context presented, digital communication can offer a good solution to interact with clients or suppliers. The online possibilities are growing and companies are establishing relationships through the web in order to increase the company profit. The main aim of the thesis is to answer the two initial questions of the study: (1) How can we measure the Innovation and use of innovative tools in the communication? (2) How can we use the Digital communication for Business in terms of B2B and B2C? We want to understand the behavior of the companies studied within the industry chosen, in terms of digital communication. In the present case, we will explore differences according to the Country of Origin and Type of Company. In other words, it means that: - In the country level – we will see different business environments such as Portugal, UK and USA; - In the Type of Company – we pretend to check if answers are the same for companies selling to final customers, to other companies or both; To follow a better understanding of the questions above, the figure below is trying to make a representation of some of the research questions and integrate in a conceptual model (Figure 4). 24 Figure 4 - Framework of analysis Source: Own elaboration 25 4.3. General findings The purpose of this section is to disclose the general results of the main questionnaire, applied to the companies in the area of design, to see the impact of Digital Communication for Business. First of all, we decided to explore the results as a whole, for each question. Approaching one of the main themes studied for this dissertation, we should understand the percentage of companies using the web to help the process of buying and selling in this sample (Table 1 and 2). The main results obtained for the design industry were: Use of the web to help the process of buying Frequency Percent Never 5 3.2 Rarely 16 10.3 Sometimes 24 15.5 Often 57 36.8 Always 48 31.0 TOTAL 150 96.8 Table 1 - Use the Web – Process of Buying Source: adapted from SPSS Software - own elaboration Use of the web to help the process of selling Frequency Percent Never 13 8.4 Rarely 14 9.0 Sometimes 28 18.1 Often 50 32.2 Always 45 29.0 TOTAL 150 96.8 Table 2 - Use the Web – Process of Selling Source: adapted from SPSS Software - own elaboration - 31% of the companies studied are always using the web to help the process of buying. 26 Also, with a higher percentage of 36.8%, of the companies are often using the web to help this process too (table 1); - On the other hand, with a minimal difference, 29% of the companies studied are always using the web to help the process of selling. And 32.3% often use the web to help the process of selling (table 2); However, we also recognized some companies in this sample that Never or Rarely use the Web to help the process of buying (3,2% and 10,3% never and rarely use, respectively) (Table 1) and 8.4% never use the web and 9% of the companies rarely use the web to help the process of selling (Table 2). In the present analysis it will be interesting to understand the correlation coefficient between the results of the sample analyzed above. "Correlations of 0.30 or less are spoken of as being small, weak or low and are typically found for different variables (such as depression and social support). Correlations between 0.3 and 0.5 are typically said to be moderate or modest and are usually shown for similar measures." (Cramer and Howitt, 2004, p. 39). In addition, we know that a higher 0.5 level means a strong correlation. For this specific study, we noticed that factor of correlation, for the use of the web in terms of process of buying and in terms of process of selling, is 0.367 1 that means a moderate correlation. The data presented allows us to conclude that the majority of the companies in study agreed with the importance of usage of the web to help the process of buying and selling and this conclusion is helpful in the context of the current study, allowing us a better understanding of the Status Quo for digital communication. After the first contextualization of this empirical work, it is important to start the analysis of the second part of questionnaire that presents some affirmations regarding some aspects of digital communication for us to understand the level of agreement for each company. 1 Data reported from SPSS with the sample in analysis. SPSS: Analyze – Correlate – Bivariate - Spearman 27 (1) The purpose of being present in social networks is to generate brand positioning The general results for the level of agreement for this sentence allow us to conclude that the biggest part of the companies in the study has agreed that Social Networks can be a great tool to generate brand notoriety. On the other hand, only 1.3% of the companies strongly disagree with the assertion (Table 1 – Appendix 12) (Figure 5). Figure 5Social networks Vs brand positioning Source: adapted from SPSS Software - Own elaboration (2) The use of social media is appropriated for all brands The second sentence created more disagreement between the design companies in the study, wherein about 20% of the companies disagree with the affirmation that Social media usage is appropriated for all the brands. It can be explained by the fact of some industries considering that their stakeholders are not using the Social media to do business. It was also justified in person, with some of the companies interviewed. On the other hand, a great part of the companies (40.6%) has agreed that Social Media can be important for all the brands (Table 2 - Appendix 12) (Figure 6). 0 10 20 30 40 50 60 Strongly Disagree Disagree Neutral Agree Strongly Agree The purpose of being present in social networks is to generate brand positioning 28 Figure 6 - Social Media for all the brands Source: adapted from SPSS Software - Own elaboration (3) If a company sells to other company, the use of social media by companies is important for achieving marketing strategies and goals Regarding the presented sentence in study, with the analysis of the empirical results is possible to understand that more than a half of the sample (52.9%), agreed that Social Media is important to achieve marketing strategies and goals, if a company sells to other company (Table 3 - Appendix 12). The obtained result confirms the data from the literature review studied in the second chapter of this thesis. Note: The question was answered by all the companies within the study and not only for the specific companies that work in terms of B2B. (4) If a company sells to final consumers, the use of social media by companies is important for achieving marketing strategies and goals 0 5 10 15 20 25 30 35 40 45 Strongly Disagree Disagree Neutral Agree Strongly Agree The use of social media is appropriated for all brands 29 On the other hand, if a company sells to final customers, a higher percentage of the sample have agreed and strongly agreed that the use of social media is important for achieving marketing strategies and goals (Figure 7) (Table 4 - Appendix 12). Note: The question was answered by all the companies in study and not only for the specific companies that work in terms of B2C. Figure 7 - Social Media in terms of B2C Source: adapted from SPSS Software - Own elaboration (5) The amount of technology will facilitate social media usage and improve the process of buying Analyzing the empirical results obtained after answering this question, we can conclude that the relation between the processes of buying online will be improved with the amount of technology used with internet access. Wherein, 47.7% of the companies agree with the affirmation performed. However, 21.9% of the companies have answered neutrally, which confirms that there exist some doubts for the companies to understand if the amount of technology can effectively facilitate the social media usage and improve the process of buying (Table 5 - Appendix 12). 0 5 10 15 20 25 30 35 40 45 Strongly Disagree Disagree Neutral Agree Strongly Agree If a company sells to final consumers, the use of social media by companies is important for achieving marketing strategies and goals 30 (6) The biggest advantage of social media is the global reach you can have for free to sell. Is notorious that the biggest part of the companies (52.9%) agreed with the present sentence stating that the main advantage of social media is the global reach they can have for free to sell (Figure 8) (Table 6 – Appendix 12). Figure 8 - Social Media Vs global reach for free Source: adapted from SPSS Software - Own elaboration (7) The purpose of being present in social networks is to sell. The most part of the companies (41.3%) in study has the idea that the proposal of being present in social networks for different business activities is to sell. However, about 26% of the companies have considered the answer ‘Neutral’ (Table 7 - Appendix 12). (8) The discounts are one of the reasons for my company to buy or start buying online The sentence presented above showed some discrepancies, in terms of the general findings obtained. However, the number of companies that agreed with the affirmation is higher comparing with the number of companies that disagree with the sentence regarding the influence of the discount in the purchase decision (figure 9) (Table 7 - Appendix 12). 0 10 20 30 40 50 60 Strongly Disagree Disagree Neutral Agree Strongly Agree The biggest advantage of social media is the global reach you can have for free to sell 37 Figure 11 - Facebook Source: adapted from SPSS Software - Own elaboration (2) Twitter According to Laing (2013) Twitter is one of the most recognized Social Networks. However, the analysis of the sample in study allowed concluding that 40% of the companies in the design business Never used the Twitter in their daily activity (Table 2 - Appendix 17). Also, even the upper bound of the confidence interval for the mean, with 95% of confidence, is lower than 3 (Table 6). (3) YouTube Like the Twitter’s network, YouTube is considered one of the trends in the new digital environment. We conclude that 44.5% of the companies never used this network. And, in terms of interval for the universe mean, with 95% of the confidence, the lower bound is lower than 2 (Table 6). In the next chapter we will study the result in terms of country of origin, and it will be important to understand if exists some differences among the countries in study (Table 3 – Appendix 17). (4) Blogs The use of blogs lies on the creation of content of the interest of the stakeholders. 0 5 10 15 20 25 Never Rarely Sometimes Often Always Facebook 38 Regarding this network we have noticed that the biggest part of the companies never creates content to engage with the clients, with upper bound of the mean lower than 3. However, about 18% of the sample companies creates content daily (Figure 12). Figure 12 - Blogs Source: adapted from SPSS Software - Own elaboration (5) Photoand video-sharing In terms of photo and video sharing, which includes all the platforms that allow the clients sharing some content in photo and/or video. In this analysis is possible to understand that more than 50% of the companies in study use some platforms to share content about its business activity (Table 5 – Appendix 17). Also, with 95% of confidence, for this online tool, even the lower bound of the interval for the universe mean is higher than 3 (Table 6). It allow to conclude a higher usage for this tool, compared with the other tools in the study. 0 5 10 15 20 25 30 Never Rarely Sometimes Often Always Blogs 39 (6) Widgets and applications According to Book et al (2014), user interface could be used through the widgets provided on the pages of the companies. We also recognized that web applications are challenged to interact with user and it includes the widgets on the web pages. With the analysis of the data collected is possible to see that biggest part of the companies, 40% of the sample, never use widgets in their website or any kind of web application (Table 6 – Appendix 17). With 95% of confidence, for the use of this tool, it presents a lower bound for the interval for the mean lower than 2 (Table 6). This was the smallest sample mean in the study. (7) Other Social Networks/Online platforms The present results had shown that some of the companies in study are using other social network or online platforms. Figure 13 - Other Social Networks/Online platforms Source: adapted from SPSS Software - Own elaboration It was possible to conclude that a part of the companies in study are working with LinkedIn for their business activities, per the review on the phone and last research. According to Chiang et al (2015) the online community from LinkedIN has grown and it has been considered one of the most successful social networks as a professional network on the web (2013, Chiang et al, 2015). 0 5 10 15 20 25 30 Never Rarely Sometimes Often Always Other Social Networks/Online platforms 40 Other Social Network that can be considered for this general analysis is Houzz, one of the most recognized online platforms for Design Business, in the United States. Some studies had shown that this network have more than 3,300,000 registered users 2 from United States as Interior designers, architects and other professionals from the same business area. In the next sections, it will be possible to analyze some specific findings, that can provide us with a better explanation of the results in different levels of study (Country level and Type of Company level) and an understanding of the questions emerged. 2 Search on www.houzz.com, last access 13-09-2015 41 4.2. Some specific findings Starting a review of the specific data, is important refer the initial public represented in the sample, in terms of Country of Origin, with 50 companies from United States of America, 50 from United Kingdom and 50 from Portugal, in a total of 150 companies studied. This fact allow us to define three different levels of study in terms of Country of Origin and understand the main differences between them, in the following sections. In a second analysis in terms of the level of study, it was possible to analyze the Type of business for the companies that are listed in this empirical study and understand if they are working in terms of Business to Business (B2B), Business to Consumer (B2C) or both. In terms of firm level, there were selected some companies with the same business activity (Interior Design Company, Architectural Company, Design Store, Design Restaurant), but with different Type of Company (B2B, B2C, or both). To follow the layout shown above, it was described that this study has 150 companies represented – 50 from each market of the USA, UK and PT – and it will be a great base to study the differences between the economies represented. In the next part of the initial results, with this specific analysis in terms of Type of Company, it was possible to conclude that the main public is working in their business area in terms of B2C (64.5% of the Total of the samples sells to final consumers or both, but more to final consumers). On the other hand, about 22% of the sample studied work in terms of B2B (representing the companies that sells to other companies or both, but more to companies). Is also important understand that 16 companies represented in the sample are working in terms of B2B and B2C in their business activity (10.3% of the companies sells to other companies and final consumers at approximately the same proportion) (Table 7). 42 Your company sells to: Frequency Percent Other companies 13 8.4 Both, but more to companies 21 13.5 Both, approximately the same 16 10.3 Both, but more to final consumers 23 14.8 Final consumers 77 49.7 TOTAL 150 96.8 Table 7 - Type of company analysis Source: adapted from SPSS Software - own elaboration Regarding the second part of the questionnaire, and with the level of agreement in each sentence presented, is important to understand some main differences between the levels of study for the questionnaire. 43 In addition, to a better understanding of the results is important to see if the hypothesis of sentences that reject or do not reject the H0 (Table 8): Country of Origin (CO) and Type of Company (TC) Asymp. Sig. (CO) Asymp. Sig. (TC) Hypotheses (CO) Hypotheses (TC) Q1: Brand positioning Q1 Reject H0 If Asymp. Sig. < 0.05 0.467 0.207 Do not Reject H0 Do not Reject H0 Q2: Social media for all the brands Q2 Reject H0 If Asymp. Sig. < 0.05 0.852 0.532 Do not Reject H0 Do not Reject H0 Q3: Social media to achieve marketing strategies and goals (B2B) Q3 Reject H0 If Asymp. Sig. < 0.05 0.425 0.387 Do not Reject H0 Do not Reject H0 Q4: Social media to achieve marketing strategies and goals (B2C) Q4 Reject H0 If Asymp. Sig. < 0.05 0.286 0.467 Do not Reject H0 Do not Reject H0 Q5: Amount of technology Q5 Reject H0 If Asymp. Sig. < 0.05 0.338 0.248 Do not Reject H0 Do not Reject H0 Q6: Global reach of Social media Q6 Reject H0 If Asymp. Sig. < 0.05 0.015 0.491 Reject H0 Do not Reject H0 Q7: Social networks is to sell Q7 Reject H0 If Asymp. Sig. < 0.05 0.000 0.291 Reject H0 Do not Reject H0 Q8: Discount to sell online Q8 Reject H0 If Asymp. Sig. < 0.05 0.487 0.865 Do not Reject H0 Do not Reject H0 Table 8 - level of agreement - Kruskal Wallis test Source: adapted from SPSS Software - own elaboration The purpose of the Kruskal Wallis analysis is to test if means for the sub-samples are equal (H0) against the hypothesis of at least one being different. This is done to determine if there are statistical differences in terms of country of origin and type of Company using this nonparametric approach, suitable to ordinal variables like ours. In the specific results presented above, all the results for the Type of Company, do not reject H0. 44 With the review of all the results for the level of agreement that was listed, it was possible to conclude that main part of the results do not reject H0 and it is important the understanding of the differences presented for the Question 6 and 7, in terms of Country of Origin (Table 8). To explain the results obtained, we will analyze the specific charts with the results for the question 6 - The biggest advantage of social media is the global reach you can have for free to sell. – and question 7 - The purpose of being present in social networks is to sell. To a better understanding we present the results in terms of country of origin and we will present the main differences between them. Figure 14 – Global reach of social media for free to sell. Source: adapted from SPSS Software - Own elaboration 45 With the specific analysis presented, we can conclude that in UK market the mean is higher in terms of level of agreement with the sentence “The biggest advantage of social media is the global reach you can have for free to sell.”, with mean equal to 4.26 (Figure 14). In the question 7, that also reject H0, we can conclude that in Portugal, represented a higher number of companies that agree with the sentence that “The purpose of being present in social networks is to sell.”, with mean of 3.98. On the other hand, in UK and USA, the mean is lower or equal than 3.14 (Figure 15). Figure 15 - The purpose of being present in social networks is to sell Source: adapted from SPSS Software - Own elaboration 46 In the same question of study, it is also important to understand the differences between the Type of Company (B2B, B2B/B2C and B2C) and level of agreement with each sentence presented in the second question of the main questionnaire. However, we conclude that all of them do not reject H0 and we cannot analyze substantial differences between them (Table 8). In a general view of this question, is possible to conclude that a higher part of the sample in study understands the proposal of being present in the Social Networks and its importance for business. Regarding the third part of the questionnaire there were presented some tools considered innovative for Digital communication and, it was performed a specific analysis. To a better understanding, is important to list all the questions performed in our questionnaire as innovative tools to communications and analyze the H0 (Table 9). Country of Origin (CO) and Type of Company (TC) Asymp. Sig. (CO) Asymp. Sig. (TC) Hypotheses (CO) Hypotheses (TC) Q1: Intranet / CRM Q1 Reject H0 If Asymp. Sig. < 0.05 0.169 0.962 Do not Reject H0 Do not Reject H0 Q2: E-mail Q2 Reject H0 If Asymp. Sig. < 0.05 0.052 0.557 Do not Reject H0 Do not Reject H0 Q3: Social media Q3 Reject H0 If Asymp. Sig. < 0.05 0.809 0.270 Do not Reject H0 Do not Reject H0 Q4: SEO/SEM Q4 Reject H0 If Asymp. Sig. < 0.05 0.053 0.780 Do not Reject H0 Do not Reject H0 Q5: Mobile marketing Q5 Reject H0 If Asymp. Sig. < 0.05 0.009 0.089 Reject H0 Do not Reject H0 Q6: Transmedia / Cross media Techniques Q6 Reject H0 If Asymp. Sig. < 0.05 0.000 0.593 Reject H0 Do not Reject H0 Q7: Blended marketing Q7 Reject H0 If Asymp. Sig. < 0.05 0.875 0.694 Do not Reject H0 Do not Reject H0 Q8: Augmented Reality Q8 Reject H0 If Asymp. Sig. < 0.05 0.003 0.673 Reject H0 Do not Reject H0 Table 9 - Innovative tools - Kruskal Wallis test Source: adapted from SPSS Software - own elaboration 53 As we referred, the main aim with this section is to understand the Status Quo in terms of the use of digital tools in the distinct economies in study. First, is important to understand the main differences between the economies in study and we decided to focus in a variable to compare them, the GDP per capita. In terms of GDP per capita in USA it is approximately 53.042USD, in UK is approximately 41.787USD and in Portugal it is 21.733USD 3 . With the data presented for each country, we understand that countries with a higher GDP can also have a higher use of the new technologies and follow some trends in digital communication. However, we will study the data obtained with questionnaire performed and analyze the empirical results. In the last section, we performed an analysis to explain the level of use of each online tool with the sample in study. The choice of the tools described, was based in the literature review of the second chapter and per our questionnaires analyzed. The present section will allow us to have a different perception of the results and to understand the main variation between the countries of origin and Type of Company analyzed. 3 Search on www.google.com, last access 13-09-2015 54 To start a better analysis is important to see if the H0 is rejected in terms of Country of Origin and Type of company, for an understanding of the sample in study and the variance for the use of innovative social networks (Table 11): Country of Origin (CO) and Type of Company (TC) Asymp . Sig. (CO) Asymp. Sig. (TC) Hypotheses (CO) Hypotheses (TC) Q1: Facebook Q1 Reject H0 If Asymp. Sig. < 0.05 0.001 0.344 Reject H0 Do not Reject H0 Q2: Twitter Q2 Reject H0 If Asymp. Sig. < 0.05 0.000 0.159 Reject H0 Do not Reject H0 Q3: YouTube Q3 Reject H0 If Asymp. Sig. < 0.05 0.525 0.895 Do not Reject H0 Do not Reject H0 Q4: Blogs Q4 Reject H0 If Asymp. Sig. < 0.05 0.003 0.411 Reject H0 Do not Reject H0 Q5: Photo and video-sharing Q5 Reject H0 If Asymp. Sig. < 0.05 0.050 0.897 Reject H0 Do not Reject H0 Q6: Widgets and applications Q6 Reject H0 If Asymp. Sig. < 0.05 0.545 0.981 Do not Reject H0 Do not Reject H0 Q7: Other Social networks/platforms Q7 Reject H0 If Asymp. Sig. < 0.05 0.516 0.852 Do not Reject H0 Do not Reject H0 Table 11 - use of social networks - Kruskal Wallis test Source: adapted from SPSS Software - own elaboration The present analysis allow us to conclude that the study presented some differences in terms of country of Origin for the questions 1, 2, 4 and 5. We consider that it will be important a specific analysis of the main differences existing for the countries studied (Table 11). 55 (1) Facebook Figure 21 - Facebook Vs Country of Origin Source: adapted from SPSS Software - own elaboration With the analysis of the table and charts above, it was possible to see the main differences between the countries in study, and understand that Facebook is mostly used in Portugal, that presents a higher mean of use (Figure 21). In spite of, in the UK Market, a big part of the companies never used the Facebook in their business activity and Facebook was not considered an innovative tool to communication in the Design area in UK (Figure 21). In terms of types of company, the hypothesis in study do not reject H0 that means all the cases presents the same mean and we cannot define specific differences between them. 56 (2) Twitter In a second section will be possible to analyze the use of Twitter and understand the results in terms of country of origin that rejects H0. The Figure below allows us to see that Portugal is a country that most part of the time never uses Twitter to engage with clients in the Design business. On the other hand, UK presents a higher number of users of this social network (Figure 22). Figure 22 - Twitter Vs Country of Origin Source: adapted from SPSS Software - own elaboration (4) Blogs We analyzed that study of the question 4 have reject H0 in terms of Country of Origin (Table 11) and it reveals that is vital an understanding of the main differences for this tool. The country that presents a higher usage of the blogs is United Kingdom, with µ>3 (Figure 23). On the other hand, a high number of companies in different countries exposed that never or rarely use this online tool to communicate (Figure 23). 57 Figure 23 - Blogs Vs Country of Origin Source: adapted from SPSS Software - own elaboration (5) Photoand video-sharing In a last analysis, we will study the companies representing the sample representative of the use in some platforms or its own website to share digital content, like photos and videos. All the markets represented use platforms to photo and video-sharing in their business activity, proved per the previous research, with µ>3. However, in the UK Market, the use of this tool is most common (Figure 24). 58 Figure 24 - Photoand video-sharing Vs Country of Origin Source: adapted from SPSS Software - own elaboration In a general view, the main results of this final analysis of the data obtained showed us some controversial results. Answering to the first question of this section - The use of Social Media is higher in countries with a higher GDP per capita, if µ ≥ 3 - the data obtained with the sample in study, allow us to understand that in several points or regarding some tools in study, the use of Social Media is lower in countries with a high GDP per capita, with µ < 3 and situations with similar means of use in these countries that represents different economic environments (when Do not reject H0 – Table 11). The conclusions of this study will be presented in the next chapter 5 and section 5.1 will analyze the main Research findings of this dissertation. 59 Chapter 5: Conclusion In the previous chapter, we presented the analysis of the data that represented the sample in study. The structure used in chapter 4 was focused on the analysis of the research questions addressed in the questionnaires performed. With the present chapter 5, we present the main conclusions of this dissertation, also some contributions and further suggestions to study in the future. 5.1. Research findings The findings presented in the chapter 4 provided us the knowledge to explain some evidences regarding the digital communication in the actual business environment. Design industry was the industry chosen for the study and presents some characteristics, such as the complexity of the products or services, lead time to complete the projects and difficulty to adapt each brand or specific pieces for specific projects. Also, we can understand that the use of new technologies and online communication is still scarce. In a first analysis, it was possible to understand if the companies consider the use of the web in their business activity. More than 30% of the companies (approximate mean) are using the web to help the process of buying and to help the process of selling. The findings indicate that the use of the web had positive effects on business performance and so, it can be considered as a business strategy. The respondents agree that internet has become a strategic part of the business activities. Second, the study found that companies has considered the benefits of the use of digital communication tools and consider that they can build a better relation and information exchange through digital channels in terms of business. According to the questionnaires performed, the most part of the companies agreed with the potential of online tools for business. Then, the study has also showed that the use of internet improves communication and can increase the amount of information shared with business partners. However, the most part of the companies in study are not using the most recognized online tools, such as Facebook, Twitter or YouTube, frequently. To summarize the general findings presented, we build a table to present the tools with a high percentage of agreement regarding each part of the questionnaire studied: 60 General findings Level of agreement Higher level of agreement: The purpose of being present in social networks is to generate brand positioning and The biggest advantage of social media is the global reach you can have for free to sell. Low level of agreement: The purpose of being present in social networks is to sell and The discounts are one of the reasons for my company to buy or start buying online. Innovative tools Most innovative for business: E-mail and Blended marketing. Less innovative for business: Augmented Reality. Online strategies Higher use of online strategy: Comment or answer to comments. Low use of online strategy: Cross and transmedia strategies to communicate. Use of social networks Higher usage: Photo and video-sharing. Lower usage: Widgets and applications and YouTube. Table 12 - General findings Source: Own Elaboration Overall, it is possible to summarize the main differences in terms of country of origin and Type of Company, and a briefing is presented in the follow tables (according to Kruskal Wallis tests presented and specific studies performed) (Table 13 and 14): 61 Country of Origin United States Of America (USA) Higher level of agreement: Biggest advantage of being present in Social Media channels is to generate brand positioning. Higher usage: Other social networks/platforms United Kingdom (UK) Higher level of agreement: Biggest advantage of Social Media is the Global reach that we can have for free. Higher usage: Twitter, Blogs and Photo and video-sharing. Portugal (PT) Higher level of agreement: If a company sells to final consumers, the use of social Media is important to achieve Marketing strategies and goals. Innovative tools: Mobile Marketing, transmedia/cross media strategies and Augmented Reality. Higher usage: Facebook Table 13 - Country of Origin Source: Own Elaboration Type of Company Business to Business (B2B) Higher level of agreement: If a company sells to final consumers, the use of social media by companies is important for achieving marketing strategies and goals. Innovative tools: E-mail Higher usage: Twitter and YouTube. Business to Business/ Business to Consumer (B2B/B2C) Higher level of agreement: The amount of technology will facilitate social media usage and improve the process of buying and the purpose of being present in social networks is to sell. Business to Consumer (B2C) Higher level of agreement: The purpose of being present in social networks is to generate brand positioning, the use of social media is appropriated for all brands and the biggest advantage of social media is the global reach you can have for free to sell. Higher usage: Photo and video-sharing. Table 14 - Type of Company Source: Own Elaboration 62 Note: Only the tools with a higher and representative mean are presented in the tables above. To follow the main proposal of the study, the thesis has tried to answer the following question: What are the trends of Innovation in Digital Communication for Business? First of all, is important to refer the business area presented for this study that allowed us a better understanding of the Design industry in terms of digital communication. On the Design industry level, the marketing online and use of digital tools made possible better and cheaper access to knowledge and information to the stakeholders. The companies have agreed with the proposal of digital communication and which benefit is possible to generate. However, the industry still has certain difficulties to implement and use the most recognized online platforms to communicate. Per the capability necessary to adapt, apply, process and generate efficiently the new social platforms to communicate. In the Design industry, it is possible to refer some of the most used tools to communicate and to understand the Status Quo of online communication in terms of country of origin and type of company. In the United States of America, is perceptible the use of other social networks/platforms, such as LinkedIn or Houzz. In United Kingdom, twitter, Blogs and Photo and video-sharing, are some of the ways presented to communicate online in design industry. On the other hand, Portugal presents a higher usage of the Facebook in its business activity. In some cases, the countries with a higher GDP per capita can have a lower investment of resources in social networks per the investment in advertising. In terms of type of company, in B2B the tools most used are twitter and YouTube, as a channel to share projects and communicate. In terms of B2C, per the previous work, is possible to understand that photo and video-sharing is a manner to present the innovative products or services by the companies in study that works mostly to final consumers. It allows us to conclude the main differences in distinct levels of study for the design industry, in regards of the innovation for online tools to communicate. To conclude, it is hoped that the project can respond to the many issues related to implementing technology and the trends in terms of the use of different ways to communicate online. We hoped that by taking this different approach and in future researches, can demonstrate the trends in distinct business activities, and prove the importance of the digital marketing in a climate of competitiveness and rapid change. 69 Ma, L.; Banerjee, P. (2012). 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(2005), "Post-Adoption Variations in Usage and Value of EBusiness by Organizations: Cross-Country Evidence from the Retail Industry", Information System Research, Vol. 16, No. 1, pp. 61 - 84 72 Attachments 73 Appendix 1: E-Show Lisbon questionnaire Market research – E-Marketing | E-Commerce Questions to do at E-Show – FIL 2014 The main objective for this research is to understand how the companies has been working and improving their sales through the web. The platforms and social networks used to communicate, to show the novelties, to join online communities, to create buzz, to be where stakeholders are, … Also as the online communication helps different companies on innovative process – learning online and following the new trends! 1. Basic Questions - Which product/services your company offer? - How many employees are there? - How clients can find your company on the web? Company’s name? - Which innovation the Brand/products/services bring to the market? - Are you working with international markets? - How do you work at the office? (Open space?) 2. Which online tools are used by you daily (or should)? 3. How do you find a target market on the internet? 4. What is the innovation on the communication? 5. How your company knows the buzz created on social networks that you work with? 6. Do you know how many videos or digital content your company has created this last year? They shared it? 7. Your company pays advertising on the web? Or create ways to appear online? 74 Online campaigns: 8. Can you give an example of a campaign which hasn’t worked as you had planned? Can you point out the reasons for that failure? 9. Can you supply an example of a successful advertising campaign? What was the strategy and tools implemented that made the campaign successful? Social Networks for business: Facebook: Always Often Sometimes Seldom Never Unknown Twitter: Always Often Sometimes Seldom Never Unknown Pinterest: Always Often Sometimes Seldom Never Unknown Instragram: Always Often Sometimes Seldom Never Unknown Youtube: Always Often Sometimes Seldom Never Unknown Vimeo: Always Often Sometimes Seldom Never Unknown Google+: Always Often Sometimes Seldom Never Unknown 75 LinkedIN: Always Often Sometimes Seldom Never Unknown StumbleUpon: Always Often Sometimes Seldom Never Unknown Redit: Always Often Sometimes Seldom Never Unknown Tumblr: Always Often Sometimes Seldom Never Unknown Blogs (create content): Always Often Sometimes Seldom Never Unknown Different online stores: Always Often Sometimes Seldom Never Unknown 76 Appendix 2: E-Show Lisbon questionnaire – some answers E - Sho w The main objective for this research is to understand how the companies has been working and improving their sales through the web. The platforms and social networks used to communicate, to show the novelties, to join online communities, to create buzz, to be where stakeholders are, … Also as the online communication helps different companies on innovative process – learning online and following the new trends! People Questions Viva Superstars hello media group Seur DHL Easypay City, Country Lisbon, PT Lisbon, PT Lisbon, PT Lisbon, PT Lisbon, PT Name Eduardo Dias João Costa Valter Lemos Rui Domingues Joaquim Duarte Silva Website www.bviva.com www.hellomedia.pt http://www.seur.com/ www.dhl.pt www.Easypay.pt Product/service Oficial social network - Cristiano Ronaldo Platforms, know how and skilled Human resources Shipping company Shipping company Pagament systems Employees # 10 (+)100 (+)7000 - Portugal and spain Innovation to the Market yes yes yes, online platforms and E-commerce Good marketing (F1, Raby Mundial Games, Manchester United, etc) flexible solutions International Markerts Around the world yes Around the world yes Not yet Open space work Online tools website, social networks, Google tools, Facebook, Other Social network tools, Advertising (diverse) several social network website and linkedIN (other social networks) LinkedIN and Facebook Find a target SEO, Press releases research online e offline marketing (experiences) Website SEO Innovation on the communication yes yes | way to target, obtain and retain new clients Yes, SMS, working no holidays, etc website and new on the market Buzz created Analitycs, apple tools, ios with proper Social MEdia tools Unknown mailing own platforms | reports Digital content last year # shared depend on the platform they are published and what kind of tracking do we use Shared shared Pay advertising or SEO both both both not paid - SEO not paid failed Campaigns short-range doesn't know successful Campaigns shared in different platforms shared in different platforms doesn't know 1 - Always | 2Often | 3 - Sometimes | 4 - Seldom | 5 - Never | 0 - Unknown Facebook 1 2 1 5 1 Twitter 1 2 1 3 2 Pinterest 3 3 0 0 3 Instragram 4 3 1 3 3 Youtube 1 3 1 1 1 Vimeo 3 3 0 0 1 Google+ 3 3 1 2 1 LinkedIN 2 1 1 1 1 SumbleUpon 5 3 0 0 2 Redit 4 3 0 1 3 Tumblr 5 4 0 0 3 Blogs 1 1 3 4 1 Online Stores 1 2 1 1 2 77 PT pa y PT Emp r esas Vodafone iol Ne g ó ci os Chronopost Portugal Lisbon, PT Lisbon, PT Lisbon, PT Lisbon, PT Lisbon, PT João P i n to Carla Pe r e ir a D. Cruz João And r ade Tiago Ferreira Www . wa ll e t. p t www.ptempresas.pt Www.vodafone.pt www.iolnegocios.pt http://www.chronopost.pt/ Pagament systems Dominium, e-commerce, websites, online stores, ... telecomunication websites development | online marketing Shipping company 20 (+) 10.000 50 750 Easy payments - first on market flexible and new soluctions every month yes, google certificate and actual platforms New services Not y e t y es y es National fo c us y es y es some pa rts website, social networks all social networks | website website, social networks, Google, facebook, newsletter LinkedIN | Twitter data bases data bases | Mailing | phone different tragets with differents campaigns Data bases SEO and data bases new se rvic e caimpagns and specific tools great comunication strategy video and what client asked different with new services with proper Social MEdia tools (app download) Google analitycs and own tools own p l a tf o r ms Analitycs and own tools with proper Social MEdia tools new sha r ed Media capital group shared | youtube in a near fu tur e bo th some ti mes bo th not y e t some yorn campaigns un k nown bad evaluation of the campaign not y e t adapt for the target adapt for the target pa rtn e r sh i ps not su r e 1 - Always | 2Often | 3 - Sometimes | 4 - Seldom | 5 - Never | 0 - Un k nown 1 1 1 2 1 1 1 1 3 2 3 0 3 0 4 3 0 3 1 1 1 0 2 1 1 1 0 0 1 1 4 0 1 2 1 1 2 1 1 1 5 0 0 0 0 5 0 0 0 0 5 0 3 4 4 3 0 3 4 1 2 0 1 2 2 78 Appendix 3: Experts questionnaire Market research – Web Marketing | E-Commerce Online Marketing Experts The aim for this research/inquiry is to understand the point view of the Online Marketing experts and what they think that can work or not for a successful online Marketing strategy for business. Also to understand, why or how the companies can trust in other companies that only know through the web and how we can generate online notoriety. They are who can identify which platforms are most popular and used and social networks that people, like Interior Designers and architects, find the best novelties for your projects. How companies can be find by them? Thank you so much for you time! 1. Person’s name 2. What is for you innovation on communication? 3. Which online tools should be used daily (for business)? 4. Which online tools are not used and you think they should be used by design companies? 5. How do you find a good firm to buy on the web? Push or pull marketing? 6. Do you think is more important videos and images than content to purchase items for ID projects? 85 7. How we can build strong brands in a modern marketing communications environment? Macy’s in NYC is a good example of a brand that use the capacity to join the offline world and online skills. With their ‘Magic Mirror’ the clients can try the clothes and don’t need to dress it and waste time with this task in a store. Online campaigns: 8. Can you give an example of a campaign which you think hasn’t worked? Can you point out the reasons for that failure? According to the teacher Teresa Fernandes an example of a failure campaign was a Cacharel’s campaign. The Cacharel tried to build a love story to involve their clients (storytelling). However, they built a fake story (and involved a big number of people) and when the people discovered the real story behind this fake campaign, it was bad for the brand. A client doesn’t like to feel deceived by brand with their campaigns. 9. Can you supply an example of a successful advertising campaign? What were the strategy and tools implemented that made the campaign successful? MiPhone is a great example by Teresa Fernandes to explain how a brand can offer a large option to the clients and create a new way to understand what clients really want and need in a phone/smartphone. MiPhone is a new brand that have a lot of fans following this work and loving the design and power in a smartphone, like they can find in a iPhone with different pricing. 86 Appendix 6: London Trip Questionnaire Market research – Web Marketing | E-Commerce London trip The main objective for this research is to understand why companies buy and trust in other companies that only know through the web. Which platform they use to buy and social networks that they search for the best novelties for your projects. 10. Basic Questions - Company’s / person’s name - Which product/services your company need to find on the web? - How you search what you need on the web? - Do you prefer buy online or in person? - How you know that you can trust in some companies that you never seen in person? 11. Which online tools are used by you daily? 12. Which online tools are not used and you think they should be used by design companies? 13. How do you find a good firm to buy on the web? Push or pull marketing? 14. What is for you innovation on the communication? 87 15. Do you think is more important just videos and images than content to purchase items for your projects? Online campaigns: 16. Can you give an example of a campaign which you think hasn’t worked? Can you point out the reasons for that failure? 17. Can you supply an example of a successful advertising campaign? What were the strategy and tools implemented that made the campaign successful? Social Networks for business: Facebook: Always Often Sometimes Seldom Never Unknown Twitter: Always Often Sometimes Seldom Never Unknown Pinterest: Always Often Sometimes Seldom Never Unknown Instragram: Always Often Sometimes Seldom Never Unknown Youtube: Always Often Sometimes Seldom Never Unknown 88 Vimeo: Always Often Sometimes Seldom Never Unknown Google+: Always Often Sometimes Seldom Never Unknown LinkedIN: Always Often Sometimes Seldom Never Unknown StumbleUpon: Always Often Sometimes Seldom Never Unknown Redit: Always Often Sometimes Seldom Never Unknown Tumblr: Always Often Sometimes Seldom Never Unknown Blogs (create content): Always Often Sometimes Seldom Never Unknown Different online stores: Always Often Sometimes Seldom Never Unknown 89 Others: 90 Appendix 7: London Trip Questionnaire – some answers London Trip The main objective for this research is to understand why companies buy and trust in other companies that only know through the web. Which platform they use to buy and social networks that they search for the best novelties for your projects. People Questions Assmann Office Furniture Callender Howorth PETER MIKIC interiors City, Country London, UK London, UK London, UK Name Mirka Hupian Andrew Fleming Rebecca Blow Website http://www.assmann.de/en/ http://callenderhoworth.com/ http://www.petermikic.com/ Product/service office furniture accessories ID and architects ID and architects search on the web Google Google and regular supplies and pinterest Google with keywords to buy online or in person both both both to buy online. Why? check security & reviews If somebody recommend Online tools supliers websites | Linkedin | Google stylepark | Pinterest | websites LinkedIN | Pinterest | Instragram Online tools not used doesn't know Facebook (some social media, not yet) doesn't know Find a supply - push or pull marketing both both (generic things - pull) both Innovation on the communication improve brochures and website Good websites online and offline presence Digital content or images both show products in context both looking for recognized firms sometimes sometimes sometimes Pay advertising doesn't know no no failed Campaigns doesn't know doesn't know doesn't know successful Campaigns focus in one market elegant campaigns and understand the market doesn't know 1 - Always | 2Often | 3 - Sometimes | 4 - Seldom | 5 - Never | 0 - Unknown Facebook 2 1 3 Twitter 1 3 4 Pinterest 2 1 1 Instragram 5 2 1 Youtube 3 3 4 Vimeo 3 3 0 Google+ 1 1 4 LinkedIN 4 1 1 SumbleUpon 1 2 0 Redit 1 2 0 Tumblr 1 3 4 Blogs 3 2 2 Online Stores 3 1 1 91 Appendix 8: US Trip Questionnaire Market research – Web Marketing | E-Commerce New York trip 1 - In social media, how often do your company: Answer to positive comments Never Rarely Sometimes Often Always Answer to bad comments Never Rarely Sometimes Often Always Create non-business related contents to engage with clients Never Rarely Sometimes Often Always Use cross and transmedia strategies to communicate. Never Rarely Sometimes Often Always 2 – How often do your company use these social media for engaging with the public? (Narayanan, M. et al 2012) Facebook: Never Rarely Sometimes Often Always Twitter: Never Rarely Sometimes Often Always Youtube: Never Rarely Sometimes Often Always 92 Blogs: Never Rarely Sometimes Often Always Photoand video-sharing: Never Rarely Sometimes Often Always Podcasting: Never Rarely Sometimes Often Always Ratings and reviews: Never Rarely Sometimes Often Always Social games: Never Rarely Sometimes Often Always Widgets and applications: Never Rarely Sometimes Often Always Other social networks: Never Rarely Sometimes Often Always 3 – Please indicate the level of agreement with each sentence: The use of social media by companies is very important for achieving marketing strategies and goals (Zhu and Kraemer 2005; Zhu et al. 2006, Escamilla, E. and Vásquez, A. 2014) Strongly Disagree Disagree Neutral Agree Strongly Agree The amount of technology will facilitate social media usage (Picoto et al. 2012; Zhu and Kraemer 2005) Strongly Disagree Disagree Neutral Agree Strongly Agree It is essential to know my final consumer in order to create an online strategy. (Escamilla, E. and Vásquez, A. 2014) Strongly Disagree Disagree Neutral Agree Strongly Agree The biggest advantage of social media is the global reach you can have for free. (Escamilla, E. and Vásquez, A. 2014) Strongly Disagree Disagree Neutral Agree Strongly Agree 93 The purpose of being present in social networks is to sell. (Escamilla, E. and Vásquez, A. 2014) Strongly Disagree Disagree Neutral Agree Strongly Agree The purpose of being present in social networks is to generate brand positioning. (Escamilla, E. and Vásquez, A. 2014) Strongly Disagree Disagree Neutral Agree Strongly Agree Companies should have an expert or community manager to manage the social media accounts. (Escamilla, E. and Vásquez, A. 2014) Strongly Disagree Disagree Neutral Agree Strongly Agree The use of social media is appropriated for all brands. (Escamilla, E. and Vásquez, A. 2014) Strongly Disagree Disagree Neutral Agree Strongly Agree This tool has a strong potential for communication (Lipia¨inen, H. 2014) Intranet (e.g. local sites, business unit sites) Strongly Disagree Disagree Neutral Agree Strongly Agree E-mail Strongly Disagree Disagree Neutral Agree Strongly Agree Blog Strongly Disagree Disagree Neutral Agree Strongly Agree SEO (keywords) Strongly Disagree Disagree Neutral Agree Strongly Agree Online Ad-words Strongly Disagree Disagree Neutral Agree Strongly Agree 94 Wearable technology Strongly Disagree Disagree Neutral Agree Strongly Agree Mobile Marketing Strongly Disagree Disagree Neutral Agree Strongly Agree Blended Marketing (Combination of online with offline tools) Strongly Disagree Disagree Neutral Agree Strongly Agree Transmedia Storytelling Strongly Disagree Disagree Neutral Agree Strongly Agree Augmented Reality Strongly Disagree Disagree Neutral Agree Strongly Agree 101 Questions Company: www.joeginsbergdesign.com 1 - In social media, how often do your company Answer to positive comments Always Answer to bad comments sometimes Create non-business related contents to Often Use cross and transmedia strategies to co sometimes 2 – How often do your company use these social media for engaging with the public? (Narayanan, M. et all 2012) Facebook Often Twitter Often Youtube never Blogs sometimes Photoand video-sharing rarely Podcasting sometimes Ratings and reviews rarely Social games rarely Widgets and applications never Other social networks sometimes 3 – Please indicate the level of agreement with each sentence: The use of social media by companies is disagree The amount of technology will facilitate s Neutral It is essential to know my final consumer Agree The biggest advantage of social media is t Agree The purpose of being present in social ne Neutral The purpose of being present in social ne Agree Companies should have an expert or com Agree The use of social media is appropriated fo disagree 4 - This tool has a strong potential for communication (Lipia¨inen, H. 2014) Intranet (e.g. local sites, business unit sit Strongly agree E-mail Agree Blogs Agree SEO (keywords) Agree Online Ad-words Agree Wearable technology Agree Mobile Marketing Neutral Blended Marketing (Combination of onlin Strongly agree Transmedia Storytelling Strongly agree Augmented Reality Strongly agree 102 Questions Company: www.markzeff.com 1 - In social media, how often do your company Answer to positive comments Often Answer to bad comments sometimes Create non-business related contents to sometimes Use cross and transmedia strategies to co sometimes 2 – How often do your company use these social media for engaging with the public? (Narayanan, M. et all 2012) Facebook Often Twitter sometimes Youtube sometimes Blogs sometimes Photoand video-sharing often Podcasting never Ratings and reviews never Social games never Widgets and applications never Other social networks sometimes 3 – Please indicate the level of agreement with each sentence: The use of social media by companies is Agree The amount of technology will facilitate s Agree It is essential to know my final consumer Agree The biggest advantage of social media is t Agree The purpose of being present in social ne neutral The purpose of being present in social ne neutral Companies should have an expert or com Disagree The use of social media is appropriated fo Disagree 4 - This tool has a strong potential for communication (Lipia¨inen, H. 2014) Intranet (e.g. local sites, business unit sit agree E-mail strongly agree Blogs agree SEO (keywords) agree Online Ad-words neutral Wearable technology neutral Mobile Marketing agree Blended Marketing (Combination of onlin strongly agree Transmedia Storytelling strongly agree Augmented Reality neutral 103 Appendix 10: Online US and UK questionnaire LINK: https://goo.gl/HZ1IGH 104 105 106 107 Audience: 108 Appendix 11: Online Portuguese questionnaire LINK: https://goo.gl/forms/VGX61NISH3 109 110 117 Appendix 13: Level of agreement Vs Country of Origin/Type of Company COUNTRY OF ORIGIN [The purpose of being present in social networks is to generate brand positioning] 118 Figure 1: Generate brand position – Country of Origin Source: adapted from SPSS Software - own elaboration 119 [The use of social media is appropriated for all brands] 120 Figure 2: Social media appropriated for all brands – Country of Origin Source: adapted from SPSS Software - own elaboration 121 [If a company sells to other company, the use of social media by companies is important for achieving marketing strategies and goals] 122 Figure 3: If a company sells to other company, social media is important to achieve marketing strategy and goals – Country of Origin Source: adapted from SPSS Software - own elaboration 123 [If a company sells to final consumers, the use of social media by companies is important for achieving marketing strategies and goals] 124 Figure 4: If a company sells to final consumers, social media is important to achieve marketing strategy and goals – Country of Origin Source: adapted from SPSS Software - own elaboration 125 [The amount of technology will facilitate social media usage and improve the process of buying?] 126 Figure 5: Amount of technology – Country of Origin Source: adapted from SPSS Software - own elaboration 133 TYPE OF COMPANY [The purpose of being present in social networks is to generate brand positioning] 134 Figure 1: Brand position – Type of company Source: adapted from SPSS Software - own elaboration 135 [The use of social media is appropriated for all brands] 136 Figure 2: Social media for all the brands – Type of company Source: adapted from SPSS Software - own elaboration 137 [If a company sells to other company, the use of social media by companies is important for achieving marketing strategies and goals] 138 Figure 3: If a company sells to other company, the use of social media is important to achieve marketing strategies and goals – Type of company Source: adapted from SPSS Software - own elaboration 139 [If a company sells to final consumers, the use of social media by companies is important for achieving marketing strategies and goals] 140 Figure 4: If a company sells to final consumers, the use of social media is important to achieve marketing strategies and goals – Type of company Source: adapted from SPSS Software - own elaboration 141 [The amount of technology will facilitate social media usage and improve the process of buying?] 142 Figure 4: Amount of technology – Type of company Source: adapted from SPSS Software - own elaboration