Digital Marketing Analytics: The Web Dynamics of Inside Blackberry Blog

Shirin Alavi and Vandana Ahuja
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Shirin Alavi: Jaypee Institute of Information Technology, Noida, Uttar Pradesh, India
Vandana Ahuja: Jaypee Business School, Noida, Uttar Pradesh, India

International Journal of Innovation in the Digital Economy (IJIDE), 2014, vol. 5, issue 4, 50-65

Abstract: Technological advances and the speed with which new technologies are being embraced by organizations, along with the rising power of the consumers and their ability to get what they want, when they want it, from whomever they want, have opened up new challenges for customer relationship management and marketing. Thus the need for understanding the digital world and its application becomes one of the greatest competitive aspects for a business's survival. The exhortation of globalization holds no meaning without the concept of what is being termed as ‘Digitization'. Blackberry has started a long and hard climb to regain its lost glory. Supporting its product improvement and repositioning strategies are a set of well-defined digital marketing strategies. This manuscript explores the dynamics of Inside Blackberry-an online endeavour of Blackberry to trace the E-Marketing objectives of the Blog and its ability to leverage the behavioral internet theory for online branding, building usability and reciprocity, strengthening credibility and consumer persuasion.

Date: 2014
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