Mobile apps in retail: Effect of push notification frequency on app user behavior

The article aims to investigate the role and features of the content and test proposed indicators for evaluating its effectiveness within the marketing enterprise communications with the client using Internet technologies. The differences between traditional content communications and content communications using unifying content have been presented. Based on review of scientific works and statistic data and results of the studies, a system of indicators for evaluating the level of content supply cost-effectiveness is proposed: average cost of attracting one user of website, coefficient of lead generation of the Internet website, average cost of attracting one lead, content effectiveness ratio, average purchase in consequence of content supply, profit from the sale of goods in consequence of content supply, profitability of using the Internet marketing tools. This system of indicators allows monitoring of content effectiveness at key stages of enterprise-customer interaction. The proposed indicators of content effectiveness were tested on two leading enterprises in the field of water purification and water supply in Ukraine: “ZIKO Company” and “BWT Ukraine”. It was concluded that only a high quality of content supply could provide an enterprise with a high level of customer conversion and significant visibility of its website in different search engines.

Traditional handicraft villages have become an inevitable part of Vietnamese culture and play an important socio-economic role within the country’s development. However, poor governmental policy and regulatory environment in Vietnam, lack of infrastructure, limited management, marketing skills and knowledge often lead to scarce information to access the market. The aim of the research is to investigate the contemporary status of digital marketing strategies and tools used in handicraft villages in Thua Thien Hue province. It will be complemented by finding out the needs of handicraft businesses about the training course and consultancy on e-marketing. The key quantitative research method is a questionnaire survey of 100 handicraft businesses in 11 villages in Thua Thien Hue province in Vietnam. The results indicated that these businesses do not use digital marketing as the main tool to acquire customers. One of the main reasons can be a fact of not owning sufficient IT technology. However, despite this, businesses realize the need for digital marketing applications and are interested in adopting digital marketing skills and training in order to enhance tourism market access within national and international borders. That is a positive sign for future application of online marketing strategies into business management.

Corporate accelerators are on the rise and established companies from a diverse set of industries and regions have set up such startup support programs to predominantly pursue strategic goals. The purpose of this study is to shed light on the benefits of corporate accelerators from a corporate perspective and that of the participating startups. In order to do so, this in-depth single-site case study investigates the SAP Industry 4.0 Startup Program building upon an inductive research design with explorative nature. The authors qualitatively examine a newly established corporate accelerator program of one of the world’s largest enterprise software companies and provide valuable insights for both practitioners and scholars engaged in corporate accelerators. The benefits for startups participating in corporate accelerator programs can be linked to operational go-to-market acceleration in regards to product development, sales acceleration, as well as skill and knowledge development. Moreover, the startups receive benefits linked to strategic business development acceleration in the areas of strategy and business model improvements, pitching, financing, and strategic partner development. At the same time, corporate accelerators overall aim to increase the competitiveness of established companies running such programs by developing a product ecosystem and the brand, infusing startup culture into the organization and developing customer relationships.