Have you ever noticed how many advertisements you view in a day? We are exposed to hundreds of advertisements while browsing through the information on our mobile phone, laptop, or another device; these ads are meticulously designed to target a certain group of individuals, among them: you.  Ads differ from person to person, even though they are seeing the same information at the same time. So, how do brands target ads across thousands of websites and apps? This is called programmatic advertising.    Programmatic advertising connects publishers and brands in milliseconds before the website even loads. Users browse through tons of content on the internet for free every day, but to provide quality content, some websites, and apps, also known as publishers or content creators, need to generate revenue. To do so, they receive assistance from exchanges, also known as SSPs, which stands for supply-side platforms.   Brands seek to contact internet users to sell products and...

  Thinking about technology may appear to be costly for start-ups, but it isn't. As entrepreneurs, we must be conscious of the emerging technology that the outside world provides to help our businesses grow.    Fintech is an emerging technology that refers to financial technology. Examples include online payments, real-time transactions, online bank movements on your devices without the need to visit the bank, or whenever you use your card for payment, order online, or create vaults using Revolut, Google Wallet, or PayPal. That is why it is critical to understand because it is a part of our daily lives.   Fintech is already reshaping the small business sector, and there's no doubt that more will follow. I n fact, fintech has been rapidly expanding. According to the report Global FinTech Market Size, Status, and Forecast 2018-2025, "the global fintech market will reach $124.3 million by 2025 at a compound annual growth rate (CAGR) of 23.84 percent."    Payme...

As Start-ups in today's competitive world require an advantage, we need to be aware of the basic tools for your marketing strategy, let’s start defining what is netnography and how we can utilize it.   Customers are becoming more active online these days, and valuable information about their behaviours, opinions and experiences can be obtained from a variety of online platforms. This information opens new paths to personalized high-quality service.   “Understanding customers is a key aim of service marketing research and an important requirement for successful service business practice” (Gummesson et al., 2014).   Netnography is recognized as a valuable research tool for gathering and analysing online customer data developed in response to customers' increasing internet use (Kozinets, 1997), It is based on an ethnographic research approach to studying and understanding consumption-related aspects of customers' lives online and it is more relevant than ever in today's ...