...it’s time for a new approach. Are you publishing using social media? The Yellow Paper Series 2 Our advice is to STOP. While many marketing organizations have embraced social media as an additional outbound marketing channel, they aren’t quite seeing the results they were hoping for. We think it’s time for a new approach. Has your organization ventured into social media marketing? Have you set up a Twitter account? A Facebook fan page for your offering? Or have you posted some YouTube videos? Are you brainstorming ways to add new fans? Tweeting “exclusive offers”? Shifting your staff around in order to support these new efforts? And do your social media efforts feel like an “add-on” — yet another time-intensive activity on your already overwhelming marketing task list? Our advice is to STOP. Stop and rethink your approach to social media with a new perspective. Rather than focusing on being on more sites, adding fans or getting comments, instead zero in on ideas for engagement, influence and activation — and that all-important lever, trust. Are you publishing using social media? The Yellow Paper Series 3 Eric Weaver, Director of Digital Strategy DDB Canada, is a digital marketing veteran who has helped major brands build and extend their marketing efforts using digital and social channels. Since starting his marketing career in 1991 at America Online, Eric has provided digital counsel to numerous organizations, including Brita, the Clinton administration, De...
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...sponsorship strategies • It aims to constantly evolve and develop the brand • It engages with consumers using new and exciting channels of communication • It enhances the customer’s brand experience • It leaves lasting impressions • Creates positive feelings and conviction by nurturing its target’s talents • It embraces innovation • It utilizes digital and social media to drive consumer engagement and loyalty 2. Which promotional mix elements does Red Bull use? What grade would you give Red Bull on integrating these elements into a core marketing communications campaign? Today, Red Bull’s promotion mix consists a blend of advertising, public relations, and directmarketing tools that it uses to communicate customer value and build customer relationships (Kotler & Armstrong, 2012, p. 406). Red Bull provides Grade A efforts on integrating these elements into a core marketing communications campaign. Red Bull utilizes the powerful tool of advertising. Through advertising, the company provides a nonpersonal presentation and promotion of its goods or services by an identified sponsor (Kotler & Armstrong, 2012, p. 407). Red Bull has taken advantage of multimedia production, as it provides network spans of TV, print, mobile, digital, and music. This allows Red Bull to promote its lifestyle brand at the center of companies, brands, and artists (Kotler &...
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...channel for “socializing” with other media, into one of the most powerful digital marketing tools for brands and businesses. It has proven a very cost-effective way for promotion and advertising in a new, subtle and very personal way that businesses are doubling their Social Media Marketing budgets during the next five years. Many businesses are jumping into the Social Media Marketing (SMM) bandwagon, many of which are not even properly planning or assessing the effectiveness and the impact of SMM for their companies and brands. In truth, there are two sides to the SMM coin. One promises profitable success, particularly if SMM is done properly and effectively. On the other side, SMM may prove detrimental to your brand, bringing in results that maybe opposite from what you expected. So, Digital Marketing Philippines attempts to provide you with this definitive guide that will highlight the Pros and Cons of Social Media Marketing, so you can make intelligent decisions that will be instrumental in setting the fate of your overall digital marketing efforts. The Pros of Social Media Marketing for Business Businesses going gaga over social media? You can’t blame them for Social Media Marketing does have its perks, and the following will tell you why. 1. Social Media Marketing is Low Cost One of the main advantages of SMM over traditional media advertising and other digital marketing channels is the considerably lower cost that makes it very appealing for businesses...
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...of Online Marketing Trends of Bangladesh as a part of the BBA program for the Department of Business Administration, University of Liberal Arts Bangladesh. As the classroom discussion alone cannot make students to know about the real life circumstances, therefore it is an opening for the students to know about the practical environment of the real business world through this program. A student requires carrying out an extensive analysis of real world business problem and thereby preparing a report on the solution to the problem. In relation to that I chose the report on “Online Marketing Trends in Bangladesh”. 1.2 Problem Statement Internet marketing, or online marketing,...
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...precision, broadening their scope, moving more quickly, and telling better stories. February 2015| byJonathan Gordon and Jesko Perrey Science has permeated marketing for decades. Fans of the television drama Mad Men saw a fictionalized encounter when an IBM System/360 mainframe computer physically displaced the creative department of a late-1960s advertising agency. In reality, though, the 1960s through the early 1990s witnessed a happy marriage of advertising and technology as marketers mastered both the medium of television and the science of Nielsen ratings. These years gave birth to iconic advertising messages in categories ranging from sparkling beverages (“I’d like to buy the world a Coke”) to credit cards (“American Express. Don’t leave home without it”) to air travel (“British Airways: the world’s favourite airline”). Until recently, marketers could be forgiven for looking back wistfully at this golden age as new forces reshaped their world into something completely different. These new trends include a massive proliferation of television and online channels, the transformation of the home PC into a retail channel, the unrelenting rise of mobile social media and gaming, and—with all these trends—a constant battle for the consumer’s attention. The resulting expansion of platforms has propelled consistent growth in marketing expenditures, which now total as much as $1 trillion globally. The efficacy of this spending is under deep scrutiny. For example, in a survey of CEOs,...
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...1 Marketing & Sales Practice The consumer decision journey Consumers are moving outside the purchasing funnel—changing the way they research and buy your products. If your marketing hasn’t changed in response, it should. David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik If marketing has one goal, it’s to reach consumers at the moments that most influence their decisions. That’s why consumer electronics companies make sure not only that customers see their televisions in stores but also that those televisions display vivid high-definition pictures. It’s why Amazon.com, a decade ago, began offering targeted product recommendations to consumers already logged in and ready to buy. And it explains P&G’s decision, long ago, to produce radio and then TV programs to reach the audiences most likely to buy its products—hence, the term “soap opera.” David Court is a director in McKinsey’s Dallas office, Dave Elzinga is a principal in the Chicago office, Susie Mulder is a principal in the Boston office, and Ole Jørgen Vetvik is a principal in the Oslo office. Marketing has always sought those moments, or touch points, when consumers are open to influence. For years, touch points have been understood through the metaphor of a “funnel”—consumers start with a number of potential brands in mind (the wide end of the funnel), marketing is then directed at them as they methodically reduce that number and move through the funnel, and at the end they emerge with the one...
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...Motivation 2 Research Paper: Consumer Motivation While customers have different motivations for consuming the things they do, all consumers have motivations that guide them to want, and purchase certain goods or services. Some motivations for consumption could include the need for status, social acceptance, security or individuality while other motivations are unconscious and can be utilized by marketers to hook consumers into buying a product they never knew they always wanted. The Viennese psychoanalyst, Ernest Dichter, was a leader in the field of qualitative marketing research in the early to mid 1900’s. Dichter suggested that consumer motives were oftentimes triggered by suppressed unconscious needs (as cited in Ziems, 2004, p. 210). Unfortunately, many of Dichter’s theories that have proven to be effective marketing strategies have been mostly forgotten in modern advertising (as cited in Ziems, 2004, p. 210). Marketing campaigns that have used Dichter’s theories on consumer motives to market products such as cars, furs, cell phones and even paper towels have shown success by increased sales. Ditcher understood that individuals in different age groups or demographics cared about different things, and had varied unconscious motives and needs. In an extensive study completed on the car market in 1939, Dichter discovered that young people in their 20’s want “new beginning’s and liberation” when they purchase a car in order to nurture their need to feel free to escape life, or just...
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... Word Count: 1,377 | 10/9/2014 | Contents Introduction:2 Social Media use in Ireland2 Key Characteristics of Social Media Marketing (SMM)2 Benefits for Retailers adapting an SMM Strategy3 Limitations for Retailers of adapting an SMM Strategy3 B2B & B2C Social Media Marketing4 Conclusion6 Bibliography:7 Introduction:Trade publications have reported that consumers now use social media more frequently than corporate websites when searching for information on the company, brand or product (Dei Worldwide 2008). Trattner and Kappe (2013) Defined social media marketing as "the process of gaining website traffic or attention through social media sites”. However in comparison Chi (2011) defines social media marketing as a "connection between brands and consumers, while offering a personal channel and currency for user centred networking and social interaction". Although both definitions provide a basic understanding of the concept, there is more to social media than merely acquiring traffic. Chi's definition underlines the vital understanding of customers that the marketers must gain ‘personal channel and user centred networking’; retailers who have a deeper understanding of their consumers can ensure their marketing strategies are effective. This review examines current literature that focuses on Social Media Marketing as a promotional tool in Retailing. Social Media use in IrelandAccording to a study carried about by Ipsos (2014); Facebook is now at its...
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...of Mouth Marketing is simply not enough! You have to go beyond that In today’s world which is occupied by social media, everything is always under scrutiny. You, as a marketing manager of your company need to take care of the company’s reputation and have to go beyond traditional methods of marketing in order to convey a clear message to your target market. Due to the growing use of social media in order to get a know how about something, marketing managers cannot just rely on word of mouth marketing and have to focus more on new marketing techniques. Reputation Marketing is the need of the time Do you know what people say about your company or your product on social media? You better do! If you don’t, there may be deterioration in your reputation and your product might be eliminated from the market by your competitors and you wouldn’t even know about it. The idea is to stay active on the social media and use reputation marketing, which is a new tool that can be used for managing your reputation on the social media. You simply do not want to crash on your company’s reputation which was built by all the hard work. Reputation marketing gives you the opportunity to control your fate by constantly communicating to your target market that your product is the best that they can have and that the idea of it makes them feel comfortable. All people want is to have a surety about what they are buying and consuming. What do you need to do for your reputation marketing campaign...
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..."Shopper Marketing at traditional retail: An inevitable journey" 90% of the Indian retail is built on the strong bricks of traditional trade. The just next door 'kirana store' is still a significant part of the shoppers’ life. This makes Point-of-Purchase venture into knowing what role does shopper marketing play at the foray of traditional trade, is shopper marketing seeking its relevance here. Experts introspect, answer and help us gain a definite ground on this issue. By Reena Mehta An Inevitable Journey Traditional retail amounts for 90% of Indian retail surely sounds a cliché statistic, but for brands it’s a journey that must be taken. The reason to embark on this journey is the fact that shopper behavior is well established and fairly mature within the traditional trade. Over generations the traditional trade has been able to establish and build a relationship, rapport and trust which are nearly impossible to replicate. Added to this is the proximity to the shopper - which by far is its biggest USP and this makes traditional retail the building block of Indian retail. Shopper marketing no doubts has gained its momentum at the modern retail but modern trade only contributes in single digit %s to the overall sales of many brands and will continue to do so for years to come. Kirana outlets will be the main stay of Indian Marketing. Unless shopper marketing programs cater to the kirana stores, shopper marketing as a practice will not able to make any real impact in...
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...BRAND IN THE HAND: MOBILE MARKETING AT ADIDAS David Wesley prepared this case under the supervision of Professors Andy Rohm and Fareena Sultan solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. Ivey Management Services is the exclusive representative of the copyright holder and prohibits any form of reproduction, storage or transmittal without its written permission. This material is not covered under authorization from CanCopy or any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Management Services, c/o Richard Ivey School of Business, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 6613882; e-mail cases@ivey.uwo.ca. Copyright © 2005, Northeastern University, College of Business Administration Version: (A) 2005-11-07 Nick Drake, Global Media manager (Global Media Group) for adidas, arrived at the company’s headquarters to present a bold new marketing strategy, based around mobile phones. “We call it the Brand in the Hand,” he told the senior marketing executives who had gathered to present their strategy for the upcoming year. The Global Media Group had been arguing that mobile marketing was the surest, and perhaps...
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...Liberal Arts Bangladesh Assignment on Social Media Marketing Course Code: MBA - 502 Course Title: Marketing Management Prepared by: Group - 05 Name of the Group Members’: Ferdowsi Ara ID: 122-051-062 Ayesha Akter ID: 121-051-025 Shagufta Momriz ID: 123-051-024 Kaosar Mahmud ID: 123-051-013 Jannaten Nigar Nayela ID: 122-051-057 18 November 2013 Table of Content Content | Page # | Introduction | 01 | Digital Marketing | 01 | Advantages and Disadvantages of Digital Marketing | 01 | Mobile Marketing – a type of digital marketing | 02 | Advantages and Disadvantages of Mobile Marketing | 02 | Digital Marketing vs. Mobile Marketing | 03 | Choosing Best Option – Digital or Mobile Marketing | 03 | Digital and Mobile Marketing in Bangladesh | 03 | Future Prospects of Digital and Mobile Marketing | 04 | Conclusion | 05 | References | 06 | Introduction Now-a-days marketing practices have been shifted from traditional media to digital media due to the remarkable rise in the field of social media. Present and prospective customers are now smarter than past, they are now become more aware, communicate and respond faster and their choices are now become more personalized. One of the major shortcomings of the traditional form of marketing is that, the marketers wouldn’t be able to know how many people saw or heard about their products or services. But with the blessings of digital media marketing they are now able to know the exact statistics...
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...Teven Cuddeford Introduction to Business Social Media And Marketing There has been a tremendous amount of change in the global markets in the past few years. This has predominantly due to the fact that there is a shift in the consumer mindset, consumption patterns, changes in demography and organizational attitude brought through by advancement in technology. This has led to a change in marketing strategies and practices across the world. Marketing thinkers and companies are prompted to frequently re-think their strategies and adopt new theoretical and practical approaches to address specific marketing changes and also to think beyond the scope of traditional marketing theories (Constantinides, E, 2006). A majority of the changes were influenced by the advent of internet and easy accessibility of users to this medium of communication. The internet has grown to become a highly accepted source of information and consumers can now benefit from the expanded range of timely and relevant product-related information accessible through the internet as quite rightly pointed out by Quelch and Klein (1996, cited Soumava 2001 ). In these changed circumstances prevalence of Social Media tools like YouTube, Podcasts, Wikipedia, Blogs etc has prompted businesses to adopt these as an effective and potent marketing and promotional tool and is changing the face of conventional media. Fernando suggests that social media offers phenomenal opportunities to marketers with fewer pitfalls. Today...
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...which lacks the marketing firepower that larger rivals Apple and Samsung enjoy. This year will be a critical one for HTC, which needs to prove that it can still compete in the increasingly duopolistic market. History has already shown that a sexy, new product just enough anymore. "HTC is going up against two of the biggest spenders in the world with intensely loyal followings," said Avi Greengart, an analyst at Current Analysis. So HTC needs to do a few things it hasn't been comfortable doing in the past. For one, it'll need to get more proactive with its own marketing. It's something the company has always half-heartedly done in the past, but it will need to work harder to develop both the One brand and the HTC name. Apple and Samsung are household names, and while HTC was seemingly on its way to becoming one just a few years ago, it lost its way. "I think they need to invest a tremendous amount in marketing," Greengart said. The company will also need to break from its traditional reliance on the carriers for support, and stop kowtowing to all of their needs. That's a particularly difficult one because that had been HTC's tentpole strategy for so long. But as Apple and Samsung have moved beyond carrier exclusives and customizing phones, HTC must do the same. HTC appears to be on the right track. The company plans to roughly double its global marketing budget from a year ago, as it embarks on a new campaign, according to Erin McGee, vice president of marketing for HTC's North...
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...Stephan Danner, Aleksandar Ruzicic, Patrick Biecheler Study Commercial excellence in the pharmaceutical industry Delivering superior value to your customers in challenging times Stephan Danner, Aleksandar Ruzicic, Patrick Biecheler Study Commercial excellence in the pharmaceutical industry Delivering superior value to your customers in challenging times 2 | Study Contents Letter from the authors Executive summary 1. At a glance: Turbulent times, here to stay? 2. Taking the first steps towards commercial excellence 3. Sales excellence: Still a worthwhile investment 4. The nuts and bolts of customer excellence a) The importance of customer relationship management (CRM) b) Towards a customer-centric approach c) The promotional mix as a stepping-stone to customer excellence 5. New business models: Making the necessary changes 6. Mapping out the road to commercial excellence 7. Sources 8. Who to contact about commercial excellence 3 4 6 10 14 18 19 22 26 30 38 41 42 3 | Commercial excellence in the pharmaceutical industry Letter from the authors For a while now, pharmaceutical companies have been faced with a multitude of difficult challenges. Financial pressures, regulatory changes and increasingly active stakeholders have put the industry’s sales growth and profitability to an ongoing and demanding test. In the past, many companies reacted to these obstacles by simply restructuring and downsizing their sales forces. Yet many onlookers now...
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