Reflection:
This week I collected data from a book and a journal article. These sources have continued to support my previous assertions. However, they do add a new perspective by specifically demonstrating how neoliberal logic of efficiency and optimization are at the heart of marketing strategies.
For the final two research logs, I will narrow my focus and transition into evaluating marketing software companies. I will analyze their websites to explore how neoliberal ideals contributed to the development and implementation of their product as well as how these values are reflected in the product itself.
Annotated Bibliography:
Dinner, Isaac M. and van Heerde, Harald J. and Neslin, Scott. “Driving Online and Offline Sales: The Cross-Channel Effects of Digital Versus Traditional Advertising” Tuck School of Business Working Paper, no. 103 (2011): 1-50.
This journal article from Dartmouth’s business school aims to make marketing more efficient by analyzing how digital and traditional methods drive sales. They develop their own model in order to predict consumer behavior and optimize this model to maximize profit. This article serves as an example to portray how the neoliberal logic of markets and models have been applied to the marketing field to make the process more effective and efficient.
Ryan, Damian. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. New York, NY: Kogan Page, 2009.
This book provides a guide for how to effective institute a digital marketing strategy, covering the full range of topics from search engine optimization, social media advertisements, mobile marketing, affiliate marketing, email marketing, performance marketing, and customer engagement. It will be helpful to show how a marketing strategy can be engineered to make it the most effective and efficient.
Comments:
This is great, Lauren. Your research keeps getting more and more interesting. I liked your research plan for next week as well.
Writing an abstract for Wednesday will help you step back and reflect on what you are doing in a more general sense. But you are definitely on the right track with it.