UPDATE OF THE CRAWL, WALK, RUN METHODOLOGY FRAMEWORK

Jelena Filipović

DOI Number
https://doi.org/10.22190/FUEO1903229F
First page
229
Last page
238

Abstract


This study updated the Crawl, Walk, Run methodology framework (CWRM) for the current digital marketing circumstances, observed in the context of the artistic community in virtual space. Four main premises of CRWM have been considered in order to address the effectiveness of online campaigns based on the  laddering support through tiers of engagement (personal, social, advocating); empowering super users; providing source materials for user-generated content; and using tools people are familiar with. The analysis was performed on the data collected from the online community which has operated for 43 days. Data on the number of registered users, their interactions with web site content and showcased artworks were gathered. The specific online platform was created for the purpose of this research and the campaign for its promotion was conducted both in Serbia and globally. The materials for direct communications (email, instant messaging), social media promotion (social networks, blogs) and public relations (articles in online and traditional media) were created. CRWM was proved to be efficient framework for the establishment of online presence of the artistic community. However, we propose that social networks should be introduced in the stage three instead of in the stage four, due to the increase of their applications compared to the time when the CRWM was formulated. All activities once they start should be maintained and performed throughout the campaign lifetime. This study represents one of the first efforts aimed at updating of the CRWM theoretical framework and provides business community with hands-on solutions in modern digital marketing.

Keywords

online community; crawl, walk, run methodology; arts; digital marketing

Full Text:

PDF

References


Aaker, J. & Chang, V. (2009). Obama and the Power of Social Media and Technology. Retrieved from https://www.gsb.stanford.edu/faculty-research/case-studies/obama-power-social-media-technology, Accessed on: 16 January 2019.

Bateman, P.J., Gray, P.H. & Butler, B.S. (2011). Research note—the impact of community commitment on participation in online communities. Information Systems Research, 22 (4), 841-854. https://doi.org/10.1287/isre.1090.0265

Berkman, R. (2013). Nonprofits get more from social media with metrics. MIT Sloan Management Review, 55 (1), 1-5.

Berman, B. & Thelen, S. (2018). Planning and implementing an effective omnichannel marketing program. International Journal of Retail & Distribution Management, 46 (7), 598-614.

Bratich, J.Z. & Brush, H.M. (2011). Fabricating activism: Craft-work, popular culture, gender. Utopian studies, 22 (2), 233-260. DOI: 10.5325/utopianstudies.22.2.0233

Cervellon, M.C. & Wernerfelt, A.S. (2012). Knowledge sharing among green fashion communities online: Lessons for the sustainable supply chain. Journal of fashion marketing and management: An international journal, 16 (2), 176-192. DOI: 10.1108/13612021211222860

Chen, S. & Chandler, J.D. (2010). Design it, your self-experiences (DIY): Social creativity and the social function of DIY experiences. ACR North American Advances.

Cook, J. (2017). LoveCrafts raised £26 million for its online crafting communities. Retrieved from http://uk.businessinsider.com/lovecrafts-raised-26-million-scottish-equity-partners-online-crafting-communities-2017-4, Accessed on: 16 January 2019.

Debes, E., He, J., Kaine, G., Lu, M. & Yeluri, R. (2007). Usage-Based Platform Design: Case Studies in Thermal Design, Enterprise Manageability, and Information Access. Intel Technology Journal, 11 (1), 35-44.

Dribbble (2017). Dribbble 2017 Year In Review. Retrieved from https://dribbble.com/2017, Accessed on: 20 January 2019.

eMarketer (2019). US Digital Ad Spending Will Surpass Traditional in 2019. Retrieved from https://www.emarketer.com/content/us-digital-ad-spending-will-surpass-traditional-in-2019, Accessed on: 14 June 2019.

Filipovic, J. (2017). Internet marketing. Beograd: CID Ekonomskog fakulteta

Florio, M., Hotop, D., Groves, S., Davis, K. & Farrll, R. (2010). Connecting the Force from Space: The IRIS Joint Capability Technology Demonstration. Army space and missile defense command/army forces strategic command Peterson AFB CO., http://www.dtic.mil/dtic/tr/fulltext/u2/a559469.pdf

Hall, S. M. & Jayne, M. (2016). Make, mend and befriend: geographies of austerity, crafting and friendship in contemporary cultures of dressmaking in the UK. Gender, Place & Culture, 23 (2), 216-234. DOI: 10.1080/0966369X.2015.1013452

Harris, A. (2008). Young women, late modern politics, and the participatory possibilities of online cultures. Journal of youth studies, 11 (5), 481-495. DOI: 10.1080/13676260802282950

Jensen, J.F. (2005, November). Interactive television: new genres, new format, new content. In Proceedings of the second Australasian conference on Interactive entertainment (pp. 89-96). Creativity & Cognition Studios Press.

Kerr, W. R. & Moloney, E. (2018). Vodafone: Managing Advanced Technologies and Artificial Intelligence, Retrieved from: https://www.alumni.hbs.edu/Documents/events/2018/Vodafone_Case_and_Discussion_Questions.pdf, Accessed on: 17 June 2019.

Kuznetsov, S. & Paulos, E. (2010, October). Rise of the expert amateur: DIY projects, communities, and cultures. In Proceedings of the 6th Nordic Conference on Human-Computer Interaction: Extending Boundaries (pp. 295-304). ACM, DOI:10.1145/1868914.1868950

Lingel, J. & Naaman, M. (2012). You should have been there, man: Live music, DIY content and online communities. New Media & Society, 14 (2), 332-349. DOI: 10.1177/1461444811417284

Liss-Marino, T.J. (2014). Sell (it) yourself: Marketing pleasure in digital DIY, Retrieved from https://repository.upenn.edu/edissertations/1347, Accessed on: 16 January 2019.

Lutz, M. and Edelman team (2009), The Social Pulpit, Edelman, Retrieved from https://cyber.harvard.edu/sites/cyber.law.harvard.edu/files/Social%20Pulpit%20-%20Barack%20Obamas%20Social%20Media%20Toolkit%201.09.pdf

Meliza, L.L. & Barnett, J.S. (2006). Tailoring an Information Flow Model to Trainee Level of Proficiency. Army research inst for the behavioral and social sciences Orlando FL., http://www.dtic.mil/dtic/tr/fulltext/u2/a482740.pdf

Neitzel, J. (2015). Sustainable sourcing to innovate a private brand. Journal of Brand Strategy, 4 (2), 154-160.

Ognjanov, G. (2013). Marketinske komunikacije [Marketing communications]. Beograd: CID Ekonomskog fakulteta

PYMNTS (2017). Retrieved from Lovecrafts Grabs $33M In New Funding. https://www.pymnts.com/news/retail/2017/lovecrafts-grabs-33m-in-new-funding/, Accessed on: 21 February 2019.

Raisinghani, M.S. (2006). An Interview with Uttiya Dasgupta. Journal of Information Technology Case and Application Research, 8 (4), 61-64.

Reuters (2017). Israel's Wix buys DeviantArt for $36 mln, raises revenue outlook. Retrieved from http://www.businessinsider.com/r-israels-wix-buys-deviantart-for-36-mln-raises-revenue-outlook-2017-2, Accessed on: 20 January 2019.

Shaouf, A., Lü, K. & Li, X. (2016). The effect of web advertising visual design on online purchase intention: An examination across gender. Computers in Human Behavior, 60, 622-634. DOI:10.1016/j.chb.2016.02.090

Shareef, M.A., Mukerji, B., Dwivedi, Y.K., Rana, N.P. & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46, 58-69, DOI: 10.1016/j.jretconser.2017.11.001

Spero, I. & Stone, M. (2004). Agents of change: how young consumers are changing the world of marketing. Qualitative Market Research: An International Journal, 7 (2), 153-159, DOI: 10.1108/13522750410530057

Tuten, T. & Mintu-Wimsatt, A. (2018). Advancing our understanding of the theory and practice of social media marketing: Introduction to the special issue. Journal of Marketing Theory and Practice, 26 (1-2), 1-3, DOI: 10.1080/10696679.2018.1393277.

Vitas, B. (2013). Community-driven information quality standards: How IBM developed and implemented standards for information quality. Technical Communication, 60 (4), 307-315.

Wijaya, B.S. (2012). The development of hierarchy of effects model in advertising. International Research Journal of Business Studies, 5 (1), 73-85. DOI: 10.21632/irjbs.5.1.73-85

Willis, M. (2019). The Dynamics of Social Media Marketing Content and Customer Retention. In Leveraging Computer-Mediated Marketing Environments (pp. 1-21). IGI Global. DOI: 10.4018/978-1-5225-7344-9.ch001

Wu, S.C. & Fang, W. (2010). The effect of consumer-to-consumer interactions on idea generation in virtual brand community relationships. Technovation, 30 (11-12), 570-581, DOI:10.1016/j.technovation.2010.07.005

Zha, X., Li, J. & Yan, Y. (2015). Advertising value and credibility transfer: attitude towards web advertising and online information acquisition. Behaviour & Information Technology, 34 (5), 520-532. DOI: 10.1080/0144929X.2014.978380




DOI: https://doi.org/10.22190/FUEO1903229F

Refbacks

  • There are currently no refbacks.


ISSN 0354-4699 (Print)

ISSN 2406-050X (Online)