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Value Propositions for Companies in Their Payment Ads in Networks: How to Generate Value and Return
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Author(s): Rafa Marín Pastrana (Universidad Politécnica de Valencia, Spain)
Copyright: 2020
Pages: 15
Source title:
Analyzing the Relationship Between Innovation, Value Creation, and Entrepreneurship
Source Author(s)/Editor(s): Miguel-Ángel Galindo-Martín (University of Castilla-La Mancha, Spain), Maria-Teresa Mendez-Picazo (University Complutense of Madrid, Spain) and María-Soledad Castaño-Martínez (University of Castilla-La Mancha, Spain)
DOI: 10.4018/978-1-7998-1169-5.ch011
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Abstract
The maturity of social networks as part of the daily life of consumers has caused both large companies and all enterprises to try to take advantage of the potential they have to reach their audiences and clienteles with relatively low advertising budgets. However, many of them still do not assimilate the functioning of these new media and use them as a simple promotional tool. The reduction of the organic scope, the stagnation of Facebook, the crisis of credibility, and the evolution of the networks themselves towards smaller communities, as happened at the beginning, complete a panorama that hinders the objective of maximizing profits and ensuring a ROI in line . How should this challenge be faced when the internet is displacing television as the main advertising investment support worldwide? Personalization and content marketing, customer service, and preference for quality and engagement are the main answers.
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