The use of content marketing strategy tools in the Polish research institutes

Witold SwieczakIn the article were described issues associated with the use by scientific institutions content marketing strategy tools. This article shows the extent to which tools of modern marketing are used in the Internet communication by scientific institutions. Currently content marketing concept is accepted not only as a fashionable trend of modern marketing but above all, it is treated as an important tool to improve enough Internet message, to effectively interest to the users. A optimal selection and use content marketing tools it provides opportunities for enhancing efficiency in the reception (acceptance) of the generated message.

Witold Świeczak, M.Sc. Eng., Institute Czytaj więcej »

Lead generation strategy as a multichannel mechanism of growth of a modern enterprise

Witold Swieczakwl-cz-bLead generation strategy describes the marketing process of involvement and capture of interest in a product or service which is aimed at developing sales plans and, as a consequence, soliciting new clients. Lead generation is becoming an increasingly popular demand-generating strategy, which – through its multichannelled dissemination of the generated message – gives it a much greater reach. Lead generation assists organisations in achieving a greater brand awareness, building relationships and attracting more potential clients to fill their sales pipeline. The primary purpose of this publication is identifying the possibilities that the implementation of lead generation strategies provides to modern … Czytaj więcej »

Inbound marketing in research institutions

We live in times of revolution! We are witnessing a revolution in the way we choose new products and in the way we look for business partners. Nowadays, almost everybody who is looking for a pram for his child or a new accounting company for his small business, always starts by turning on the computer. We start with Google or any other search engine, we ask our friends from the Internet, our family members and colleagues for assistance, usually via e-mail, online chats, Facebook or Twitter. We live in times of revolution – as a result of this revolution companies … Czytaj więcej »

The assessment of activities conducted by companies in social media in light of research concerning their users

Social media are not losing their popularity. Despite their long (sometimes a few years long) presence on the Internet, portals from this category are gradually strengthening their position with regard to the number of registered users. In July 2014 the biggest social media portal – Facebook – had 1,320,000,000 active accounts around the whole world. In Poland in July 2014 the number of active users of the portal reached 12,000,000. In the period from April 12 to May 25, 2014, the Department of Marketing of the Faculty of Management of University of Lodz conducted a research aimed at the assessment … Czytaj więcej »

Scientific and research institutions’ utilization of Internet tools for marketing research

The predecessor of the online survey, which is the subject of this work, is the e-mail questionnaire. E-mail questionnaires are included in the content or the attachment to an e-mail. Its main disadvantage is the fact that the content of the message can be displayed in varied ways depending, among others, on the kind of e-mail program used by the respondent. Moreover, the respondent has to save the message on his own hard drive and later send it back to the address provided in the invitation to the survey. In practice what is required from the respondent exceeds his willingness … Czytaj więcej »

Content marketing as an important element of marketing strategy of scientific institutions

What is content marketing? In general, content marketing is a marketing technique which involves creating and spreading contents valuable from the point of view of recipients of the content, aimed at drawing attention and thus engaging a community gathered around a particular target group. Content is what users want to read, learn about, watch or experience. From the perspective of business, content is important information presented on a website, in an application or by means of other available channels of digital presentation, which have the mission of communicating. Nowadays content marketing is not just a desirable thing, it’s a must-have. … Czytaj więcej »