Marketing is a field that is continuously evolving, primarily due to technological changes and shifts in consumer behavior. This evolution of marketing allows for a constant influx of relevant and fascinating research topics for students to explore. Marketing strategy is extremely varied, resulting in a wide range of areas of study to consider. The following list offers suggestions for research papers on marketing strategies.
Social Media Marketing Strategies
There is no question that the use of social media continues to rapidly increase. Businesses have begun to focus many of their marketing efforts on social media marketing strategies as utilizing social media to drive sales and audience engagement is proven to work. As social media continues to emerge as a primary marketing strategy, there are many tracts to explore, including:
- The ease of digital lead-generation
- Using social media to collect qualitative data
- Exploration of analytic data on social media websites
- B2B social media marketing
- Data privacy in relationship to social media marketing
- The models and measurements of brand equity
- The relationship between brand equity and brand identity
- Strategies for approaching a company rebrand
- Effective brand promotion and engagement
- The relationship between consumer-based brand equity and brand market performance
- Effective examples of reverse product placement
- Audience responses to product placement in movies and television
- The evolution of product placement in Hollywood movies
- The relationship between mental models and product placement
- Controversies of product placement
- The characteristics of a loyal consumer
- Factors affecting consumer buying behavior
- Customer relationship management strategies to increase customer retention
- Consumer reactions to unethical brand decisions
- Consumer behavior during a financial recession
Brand Equity
In essence, marketing primarily revolves around brand equity. The entirety of most marketing strategies is based on developing a well-known and well-received brand in order to increase the amount of followers, consumers, and audience members. Papers about brand equity could explore:
Product Placement
Product placement continues to be an important area of study in marketing strategy. As the use of product placement has changed and increased so rapidly in recent years, there are a number of relevant topics such as:
Consumer Behavior
Finally, marketing is driven by consumer behavior, so it is vitally important to research and understand what makes a customer tick in order to increase sales, brand awareness, and customer loyalty. Some topics for consumer behavior research include: