For sales professionals, the advent of the Internet Age has been something of a mixed blessing. Certainly, online communication has presented innumerable
Kevin Tu's insight:
This article illustrates how you can boost your sales and productivity by using social media. The idea is simple to invest in your social media and base on the responds that you received to plan on your business strategies. Personally I believe that if you invest enough time and maximize the use of the social media site. The activities between you and consumers should be very often. Thus the information you retrieve will be more accurate, compare to a site that has never been developed and once a while you receive feedback from customer on the social media site. You can receive feedback, collecting consumer profiles, do online survey, identify your consumer age group and if you can develop the website well you may do forecast for your product. Thus I believe social media is the best tool to use to communicate with consumers and it’s probably the most effective way too inducing promoting the business. As there are not many technique requires to run a face book page.
This article illustrates the importance of direct marketing in the modern world. The author suggests that direct mail can creates greater emotions which leads respondents to take action to respond. Today, there are many channels and methods for marketers to choose to market the consumers. However in the business sense, it’s about ROI; Author also mentioned that direct marketing is a very useful tool to use to collect quality data. From my perspective, although there are many ways to target the consumers now days, it is important to take ROI into account. Thus I reckon in cases direct marketing is actually a better tool to use especially the elder consumers who does not use much current technologies.
this article pointed out a very common moden behaviour of comsumers which is that their communication habbit has shiffted from receving all messages and information to selective ones only and those are commenly the ones thats short. This article pointed out the importance of understanding people's communication behaviour and as a marketer, we should design ads thats fits the behaviour of comsumers which is make it easy for comsumers to understand and short. A good marketer should be able to understand how to be communicate effectivly with comsuers.
Communication must be leadership driven, credible and carried out by everyone.
Within business communications, the newest buzzwords of "strategic communication" continue to leave some asking, "What exactly is this stuff?"
Practiced and honed within the U.S. government for several years now, the plainest definition of strategic communication (or StratComm) is: "A series of words, actions and images designed to achieve a desired effect."
As an overall strategy, everything should flow from your company's strategic communications plan: marketing, advertising, public relations and internal communications....
I agree with the author, in my opinion that a company’s action should follow its strategy. It means that you need to think of the consequences of each action before you take it as each action will have impact on you brand and brand image. For instance, as we talked about in the class how does the BNZ ad to do with the appeal on their name in super rugby’s shirt. There’s no direction link and the message are different, it appeals that they are not sure what strategy they are using. As it was mentioned in the article, when a strategy is implemented, everyone in the company should understand the full meaning of it, thus the entire company can move forward toward to the goal together to reach the success they want. Therefore, choosing partnership and agencies are very important depends on the strategy of your company and what images you are building and messages you are sending to the public’s. Can you think of an example of a company successfully chose the partnership to help themselves gain positive feedback to the brand?
(2013). How Motivation, Opportunity, and Ability Impact Travelers' Social Media Involvement and Revisit Intention. Journal of Travel & Tourism Marketing: Vol. 30, Social Media, pp. 58-77.
The study applied the motivation, opportunity, and ability (MOA) theory and the concept of involvement in exploring travelers' behaviors in hotel social media pages. An online survey was conducted using the Facebook and the Twitter pages of a hotel brand as stimuli. The results showed that travelers' motivation and opportunity have positive relationships with their involvement in hotel social media pages, and travelers' social media involvement positively impacts their revisit intention pages. However, travelers' ability was not significantly related to their social media involvement. Interestingly, the relationships among motivation, opportunity, social media involvement, and revisit intention were not different between Facebook and Twitter, suggesting that hotel managers can employ the same marketing strategy in different social media channels.
From my perspective, this article firstly suggests or even proves that social media has a positive impact on travelers’ motivation of purchasing the products and there are not many differences with the marketing strategies with different social Medias. In other words a same strategy can be implementing into different social Medias. This at one hand highlighted the need of using social media as an agent for the marketers and at the other hand pointed out the question, is it possible to differentiate the segment by using different social Medias? If yes, what are the benefits of it?
The Importance of Embracing Social Media in the C-Suite The impact of social media in the digital bazaar is undeniable.
Kevin Tu's insight:
This article basically talked about the importance of social media. Many company and organization now have social media pages operating, however not all company is taking the full advantage of having social media pages. Many companies are still heavily relies on the traditional ways of communication mix such as focus group, survey and interviews to communicate with consumers. Social media quite often get left out as a technique to use as a communication mix. I believe that CEOs and senior management team of all organizations should start paying more attention on social media. Like any other communication tools, social media has its weakness, but often it has valuable information lies within.
Sizing the market is a necessary task for business and marketing planning, and budgeting for all start-ups, especially those that seek third-party financing such as venture capital. Even though their investment philosophies may differ, most VCs and angel investors would like to know that they are investing in a market with a large potential size (typically, at least $1 billion).
this article suggests that as a marketer, you need to know the size of your market first before you do any plan on it. in my onpion that is very imporant becasue that can help you to budeget your program, Knowning how big is the tartget market so you can know how much money you should spend on per head and to caculate whats the return on investment.
this article suggests that goals and objectives are very power thing. As we all learned that objective need to be SMART, but also it needs to be alignmented with ur companys vision, culture and mission; more importantly objective need to line up with your employees as wellridge you successfully do so. The effesioncy of I your employees will increase. In opinion, it's about communicating with your company, every objectives that's been set for a company should be understand by all the employees and by the costumers.
In my opinion, brand is the path to success just like how kim crawford wine did. Instead of spending money on their vineyard and sell it, they built up the brand, sell the brand name and keep the vineyard and sell their brand name to other company which is very clever. I totally agree that you must have a decent or strong product to make your brand successful, but when everyone else in your business have just as strong products as you do, the brand, the augmented product of yours is how you differentiate yourself with others. for instance now days most 5 star hotels provides almost the same amenities, gym, free WiFis, fine dining restaurants, nice lobby...etc but it’s how they position their products make them so different them others. for instance Skycity owns two hotels, Sky city hotel and Grand hotel, their amenities are very similar, in fact you can use both hotels amenities no matter which one you booked at, however, grand hotels is considered as luxury hotel that is because the augmented product that skycitiy positioned themselves differently. Also because people are very objective, they choose to believe things they beloved. Therefore as a marketer, the brand, and the augmented product is how you differentiate yourself, the chance to convinced the customers that you are the best in the market. that’s why I believe branding is the path to success.