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Marketing in Motion
Marketing practice is rapidly changing. This topic explores the latest trends in marketing communications, digital and mobile marketing, social media, community / tribal marketing and value co-creation.
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Suggested by Tom Qin
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Marketers Cheer Facebook's Reported Hashtag Adoption

Marketers Cheer Facebook's Reported Hashtag Adoption | Marketing in Motion | Scoop.it

This article from Adweek discusses Facebook’s potential adoption of hashtag. Twitter introduced and popularized post-categorizing tags but Facebook’s recent acquisition, Instagram, also allows its users to hashtag contents. Facebook’s reported adoption in the coming months will allow hashtag to exist on the biggest social platform, further integrating social with traditional media (television, out of home, print) as the usage of hashtag in those media are already building conversations around brands.

 

Hashtag empowers consumers because it allows consumer opinions to be easily shared and categorized. Consumers are in control of conversations around brands but brands can analyze hashtags and follow conversations in real time to acquire the most accurate insight. While hashtag cannot move a consumer along the hierarchy of effects or purchase decision-making process, it can pinpoint the consumer’s position because opinions and thoughts are systematically categorized. Brands can then design advertising with distinct objectives of persuading consumers to move long the hierarchy and process. Hashtag can also give the immediacy Facebook Newsfeed needs that it currently does not have, allowing it to compete more closely with Twitter.

 

As we have seen with this past Super Bowl, brands are hashtagging their advertisements on traditional media because they encourage conversations around them. While Twitter has brought hashtag to hundreds of millions of users, not everyone has adopted the practice of tagging their content. Facebook’s potential adoption can truly bring this feature to the masses, allowing conversations to exist on a multimedia platform not restricted by 140 characters or less. Hashtag allows social media platforms to understand and organize consumer chatter but also allows traditional advertising to live on past its implementation. Thus hashtag on Facebook is beneficial to consumers, brands, social media, and traditional advertising. 

 

Note: The picture is the annoying Facebook girl meme. Google it, it is a great laugh!

 

Tom Qin, 06096359, COMM335-1, article, Facebook, hashtag, hierarchy of effects, branding

 

 

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Suggested by Charlotte Gadon
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How BlackBerry Learned to Love PR | Marketing Magazine

How BlackBerry Learned to Love PR | Marketing Magazine | Marketing in Motion | Scoop.it

In the past, RIM has taken a defensive strategy to public relations, with the mindset that the information that is shared about its products is not within the company's control. Newly appointed CEO, Thorsten Heins, is trying to change this by using public relations as a strategic message delivery tool to communicate effectively not only with consumers, but with channel members, app developers, bloggers, governments and other stakeholders.

This article relates to the public relations concepts studied in class. BlackBerry has effectively customized messages to each stakeholder, while maintaining a consistent overall message. By maintaining close relationships and open communication with key stakeholders, BlackBerry was able to repair its brand and monitor potential threats. Furthermore, the relationships the company fostered with app developers ensured that the product offered consumers sufficient access to mobile applications, which is a necessity for the product to be competitive in the market. BlackBerry's public relations story illustrates that PR should be proactive rather than reactive, and that it can be used as a key communication tool to create goodwill and enhance brand image, especially with stakeholders who will have an important effect on the success of the product. 

 

(Charlotte Gadon, 06248989, COMM335-1, Public Relations, Stakeholders, Brand Image, Article)

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Suggested by Michelle B
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Guinness’ Anti-Green-Beer Blitz Brings Ireland to Canada | Marketing Magazine

Guinness’ Anti-Green-Beer Blitz Brings Ireland to Canada | Marketing Magazine | Marketing in Motion | Scoop.it

This St- Patrick’s day, Guinness Canada is trying to switch consumer drinking habits from enjoying green beer on March 17th to enjoying an “authentically Irish” pint of Guinness. The brand utilized event marketing as six “Irish ambassadors” descended on Toronto’s bars and pubs the week before St-Patrick’s Day to encourage consumers to “Paint the Town Black” and not green. The brand ensured they were talking to consumers on all platforms, in-person at the pubs, online with social media as well as with media appearances and attention-grabbing ads; and played on the value their target audience places on friendships with messages such as “Friends don’t let Friends drink green beer”. While it is still too early to tell whether this campaign was successful, this is an example of how to use an integrated marketing communications approach to redefine consumer habits on a day that aligns perfectly with your brand’s image. Michelle Bonnah, 0599 9589,COMM 335-2, campaign, article, events & experimental marketing, advertising, consumer habits

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Corey McDevitt's comment, August 20, 2013 8:10 PM
This is a very interesting way of using integrated marketing. Like Sam said, it was a great example that we can relate too after reading "What the heck is Integrated Marketing anyway?". This campaign is very unique, something that will defiantly be remembered by the St Patrick days celebrators in Toronto. The marketing side of this campaign was very simple, yet very thorough. The use of integrating online media and handing out t-shirts is a great example simple example of integrated marketing.
Corey McDevitt's comment, August 20, 2013 8:10 PM
This is a very interesting way of using integrated marketing. Like Sam said, it was a great example that we can relate too after reading "What the heck is Integrated Marketing anyway?". This campaign is very unique, something that will defiantly be remembered by the St Patrick days celebrators in Toronto. The marketing side of this campaign was very simple, yet very thorough. The use of integrating online media and handing out t-shirts is a great example simple example of integrated marketing.
Teagan Adams's comment, August 22, 2013 7:07 PM
I agree with Sam that this campaign was well integrated, using many channels of communication to a varied audience. Making it something fun and coinciding with an already popular day, the campaign was sure to get attention !
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Gamification – A new trend for companies to creating a buzz on social media.

Gamification – A new trend for companies to creating a buzz on social media. | Marketing in Motion | Scoop.it

One of the alternatives in media marketing these days that have the fastest growth is Buzz marketing. Buzz marketing, which is an area within Public relations, also called word-of-mouth marketing is reached when people is forwarding information about a product. The big benefit of Buzz marketing is that the credibility is significantly higher of word-of-mouth than of advertisements. It is also more powerful than when a spokesperson or an endorsers come with a similar type of information. (Clow, K. et. al. 2013.)

 

Gamification, is a trend with the idea to create buzz on social networks and through this build credibility for your product. Gamification engaging users in fun ways with for example contest that drives the traffic to your social channels such as Facebook. Companies can for example cooperate with a TV-channel to have a contest connected to a TV-show and in this way create a buzz about the company. The firm Bunchball did exactly this kind of cooperation with NBC network USA, and succeeded to double the traffic on their Facebook-page using gamification.

 

I think this article is interesting because I never heard about this concept before and I think it is good way to capture the audience, as well as building long-term relations. If I were responsible for the marketing for a company I would try to find a way to create a positive buzz about my products, and I think this can be an excellent way to accomplish that.  

 

Rickard Markgren, 10083119, COMM 335-1, Article, Public relations, Buzz marketing, Gamification, Social network.

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FIRST LOOK: Cool Stuff Inside Twitter's New Advertising Interface

FIRST LOOK: Cool Stuff Inside Twitter's New Advertising Interface | Marketing in Motion | Scoop.it
You can now buy Twitter ads to augment or hijack TV ad campaigns.

 

Although Twitter is widely recognized as a marketing communication tool, it is also seen as a conversation that is dominated and steered by consumers, rather than brands, as they can reject, ignore and shape what are the "trending" topics. This article touches on the idea of integrating brands even more into the 'conversation' that happens on Twitter, with real-time ad buying relative to ongoing world topics. This is an amazing tool for media buyers, and media planners as this shortens the ad-buying process and allows for instant connections to consumers. However, there is the potential to estrange Twitter users as brands may start to dominate the 'conversation'. There is also the potential for media buyers to get too ‘trigger-happy’ and start buying against strategic goals, alienating the target market. 

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Sophia Lal's comment, March 19, 2013 10:00 AM
Sophia Lal | 06095727 | COMM 335 -2 | twitter, social media, advertising, media planning
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Domino's Posts Customer Reviews, Good and Bad, in Times Square

Domino's Posts Customer Reviews, Good and Bad, in Times Square | Marketing in Motion | Scoop.it

In order to break through the clutter that exists within the highly saturated pizza market, Domino’s elected to make creative use of the consumer insights that it had been collecting through online consumer feedback. More specifically, the organization decided to feature select customer comments (both positive and negative) on an enormous digital billboard in New York City’s Times Square. By doing this, Domino’s hoped to both increase its perceived transparency and improve its quality consistency as well. However, this initiative failed; Domino’s excessive honesty led to an overexposure of the company’s flaws, ultimately tarnishing its perceived product quality.

In COMM 335, we have often spoken of both the importance of collecting consumer insights and also of the difficulties that company’s face when trying to “break through the clutter” of saturated markets. Though unsuccessful, Domino’s has provided us with an excellent example of how companies can creatively tie both objectives together. 

 

Tim Hughes, 06302878, COMM 335-1, Article, Consumer Insights, "Breaking through the cluttler", Domino's, Perceived Quality   

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Can Advertising Change the World?

Can Advertising Change the World? | Marketing in Motion | Scoop.it

How Marks and Spencer made sustainability a core part of their marketing plan.

 

There is a notion in the business world that committing to sustainability does not win marketplace reward. However, Mark & Spencer is challenging this traditional notion and starting a social marketing campaign called “Plan A” (because there is no plan B).  M&S is asking customers that before they rush out to buy the latest fashion, they might visit your closet and decide what it will replace. Maybe after consideration they will realize they don’t actually need new clothing. Though you might think this will affect M&S’s bottom line but M&S is thinking long term. They covered a multi-story warehouse entirely with old clothing. The roughly 10,000 garments equal to the amount sent to landfill in the UK every 5 minutes. They have a strong sustainability message, but this is not all, they will also deliver their message using celebrity support, Facebook points and badges for donors, etc. Being the UK’s largest clothing retailer, M&S really cannot afford to be irresponsible. I believe social marketing is something that encompasses all message delivery tools we are learning in Comm 335. As consumers demand corporate social responsibility from companies, sustainability becomes a powerful tactic to persuade consumers; which is what all message delivery tools seek to accomplish. I believe social marketing will become the leading marketing trend for big corporations that truly understand how to win big. M&S is leading a change in the way we shop for clothing, and if they are successful, they can take back 350 million used clothing a year, generate lots of buzz, and drive sales eventually.

 

Ruby Chung, 0617-8089, Comm 335-2, article, message delivery, marketing communications campaign

 

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Suggested by Kelly Wittig
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Direct Mail: Alive And Kicking - Forbes

Direct Mail: Alive And Kicking - Forbes | Marketing in Motion | Scoop.it

Today, many consumers and business professionals regard direct marketing as an outdated form of marketing communications that is playing a less active role in connecting with target customers. However, in an article released by Forbes, they beg to differ, arguing that direct marketing is now more important than ever.

 

As explained by Steve Olenski, direct mail touches deeper than digital mail and the younger generation between the ages of 18-34 are the most positively influenced by this form of marketing. Although one of the largest critiques against direct mail is its intrusive nature, a study completed by Millward Brown found that receiving a marketing message that one can touch, feel, and that is addressed specifically to the individual is able to create a stronger emotional tie that resonates for longer. Additionally, direct mail has the strongest ROI for B2C client acquisition, contact, and retention and should be better leveraged in integrated marketing communication strategies. However, the problem is Marketers do not have enough training and lack the experience to use direct mail and effectively implement campaigns. Furthermore, they are told that direct mail is not relative in a digital age despite the facts.

 

Yet, in this era of fast-paced changes and intense global competition, information is everything and companies must invest in good customer management processes to stay relevant among target segments. Direct marketing programs include the ability to collect richer customer information to add to consumer databases, enabling more accurate targeting of profitable customer segments. Additionally, direct mail, and the consumer information it provides, allows companies to make more accurate lifetime value calculations. With this in mind, I agree with Forbes stance of the relevance direct marketing still has in the digital age and would even take this further by arguing that direct marketing holds greater importance in sustaining a competitive advantage than ever before through the collection of customer information and data mining to reach profitable customers.  

 

Kelly Wittig, 06036332, Comm335- 001, #DirectMarketing #IntegratedStrategy #ConsumerDataBase #DataMining #LifetimeCustomerValue 

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Suggested by Aidan Shankman
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Target Readies First Canadian Campaign (Marketing Magazine)

Target Readies First Canadian Campaign (Marketing Magazine) | Marketing in Motion | Scoop.it

Target is preparing to enter the Canadian market next month and will be releasing its Canadian TV spot tonight during the Academy Awards. This is the first step in positioning the brand as a “neighbour” to Canadians and carving out a unique place in their minds that is separate from Wal-Mart, Loblaw’s and other mass retailers.

 

The company is looking to own a friendly personality to signal an attitude that Canadians should have about the identity of the brand. Insights about need states, buying habits, and the Canadian identity have been gathered for the past year in communities across the country. These insights were then applied to influence the design of this message and selection of the most efficient outlets to reach consumers in order to generate awareness and stimulate interest (out-of-home, social media, radio, newspaper, and excellent timing of TV ad during the widely viewed Academy Awards show).

 

Completely understanding a new target audience (Canadian consumers) through the gathering of consumer insights was essential to adapt the Target brand identity and shopping experience to this new market which is distinct from the United States. The Canadian retail landscape is about to change….

 

Aidan Shankman (graded), 0609-6199, COMM 335-2, campaign, planning, target audience, consumer insights (immersing)

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Suggested by Sarah Klaassen
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Small Firms: LinkedIn Works, Twitter Doesn't

Small Firms: LinkedIn Works, Twitter Doesn't | Marketing in Motion | Scoop.it

Interesting Article about the lack of usefulness Twitter provides to small businesss. Some very good points are made, and proved through experiences, describing how Twitter lags when it comes to driving traffic to a webpage or promoting a business. While this may be true, I can't help thinking that this is not the best use of Twitter as a communication tool. By nature, the site requires interaction on behalf of the user/consumer - it requires that person to be engaged with the brand and, throughout his/her entire feed of tweets to click or engage with a specific one. Because of this, I would expect Twitter to be most useful concerning brands that have built a following, a culture, a personality behind them that inspire users to want to interact with that brand. What is going to drive a new consumer to follow a Twitter feed for a business they haven't heard of, and furthermore, choose to give their tweets attention? 

 

While I cannot argue that Twitter may not be the most helpful tool to promote a business, I can say I believe Twitter can be useful to small businesses - it just needs to be used in a different way. The value of Twitter as a communication tool really comes in with established brands, as they work to keep their presence interactive, alive and engaging to their consumers. 

 

Sarah Klaassen - 06095941 - COMM 335 - 001

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Suggested by Maury Rubin
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Research In Motion rebrands itself as BlackBerry

Research In Motion rebrands itself as BlackBerry | Marketing in Motion | Scoop.it

At today's (Jan 30th) BlackBerry 10 launch event, CEO Thorsten Heins announced that his company formally known as RIM would now be rebranded as BlackBerry. This announcement is a giant leap for RIM...BlackBerry as its market share has been steadily dwindling since the release of Apple's IPhone 5 and Samsung's S3. This rebranding represents a shift in BlackBerry's market positioning and strategy as it was formally positioned against its competitors as the premier business phone. By offering the most natural typing experience on its QWERTY keyboards and its optimized security settings, BlackBerry phones were the obvious choice for business men, yet the direction of this new brand and vision could be detrimental to what made a BlackBerry appealing to their target market. In addition to rebranding their company, BlackBerry announced that the Z10 ( BlackBerry's fully touch integrated Smart Phone competing directly against the IPhone 5 and Samsung S3) would be ready for a mid march release, however they will be releasing another model of the phone, still equipped with a QWERTY keyboard, in April. Bloggers on the Tech site CNet questioned BlackBerry's motives for delaying the release of the Q10 asking, "why isn't' the keyboard rocking BlackBerry Q10 coming out sooner?" This marketing strategy could possibly be very discouraging for the hardcore BlackBerry enthusiasts. In an attempt to capture the largest possible amount of consumers in the Smartphone market, BlackBerry is failing to address the core fans who built their loyalty around the original interface.  The BlackBerry experience has largely been defined by its keyboard feature and this strategy to delay the release of the Q10 largely isolates the BlackBerry users who have stuck with BlackBerry through thick and thin. This rebranding effort is definitely keeping BlackBerry fresh and relevant, though it is very inconsistent with their previous market offering. Maribel Lopez, an analyst for Lopez Research noted, "What BlackBerry is missing is the opportunity to grab the keyboard users that desperately want an alternative to touch screens."

 

(Maury Rubin,06206586, COMM 335 - 002, brand equity, rebranding, Brand threats, consumer relationship) 

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Maury Rubin's comment, February 2, 2013 11:45 AM
Following up my claims, BlackBerry released a picture on their Facebook asking "Poll: Will you be picking up the NEW BlackBerry 10 smartphone? "Share" for YES" and they received an overwhelming response. If BlackBerry does some social listening they will see many responses similar to "Mercedes Green" who is unsure whether she is ready to jump to touch technology and others who have dismissed BlackBerry Z10 as an IPhone ripoff http://postimage.org/image/tzonkhkq7/
Joachim Scholz, PhD's comment, February 3, 2013 10:41 AM
Now lets compare this to previous product launches... maybe Sony's hybrid between CD and cassette (mini disk???) in the late 90s early 2000s. There wasn't such a fast feedback available, and it was a long and at the end unsuccessful battle for Sony to get adopted. Now, does the fast feedback from social media makes marketing easier or harder?
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10 Brand Marketing Trends that Should Dominate 2013 - Forbes

10 Brand Marketing Trends that Should Dominate 2013 - Forbes | Marketing in Motion | Scoop.it

Information transparency is more important than ever for brand success. Social media platforms bring brands to life and hold companies responsible for their offerings. Taking a proactive approach to create unique brand experiences both online and offline and then backing them up with quality products or services in market will help to build loyalty and brand equity. Branded content must be strategic and highly focused to have an impact. There will also be mountains of data available to marketers in 2013, but finding a way to turn that data into actionable initiatives will be the greatest challenge.
 

Making investments in social and environmental causes that consumers truly value has become an expectation. Exerting social influence is one of the most powerful ways to build an emotional connection with consumers and this allows the brand to extend beyond the market, into the personal everyday lives of people around the world.
 

The world is changing fast and connectivity is forecasted to reach record levels this year. Brands must remain flexible to help influence the change rather than trying to keep up with it. A step in the right direction is to fully embrace the crowd-sourcing trend and give up control to advocates and consumers…allowing them to shape the future of the brand and spread communications that are far more influential than the scripted messages that the company would develop. It will be important for brands to find an effective way to capture content from consumers, especially visual content (Pinterest and Instagram are growing rapidly). 2013 is an exciting time for brand marketers who have a tremendous opportunity to maximize reach and consumer interaction – communication is changing and it is more important than ever to be sending the right message.  
 

Aidan Shankman, 06096199, COMM 335-2, article, brand equity, brand experience, loyalty, consumer involvement.

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Suggested by Jeremy Vincent
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Dell reinvigorates marketing to tackle PC decline | News | Marketing Week

Dell reinvigorates marketing to tackle PC decline | News | Marketing Week | Marketing in Motion | Scoop.it

This article explores Dell's new marketing campaign which is in retaliation to declining PC sales. Dell has set up a number of laptops and tablets in Heathrow Airport which allows users to understand first-hand how Dell and Windows 8 can make their business run more efficiently. Dell recognized that "chucking money at TV ad is easy", but not necessarily effective. The company has integrated this experimental campaign with a complementary social marketing campaign. 

                Dell’s target audience is business travellers who may be looking to upgrade their obsolete technology within their own companies. By having users test the technology risk-free (and without a heavy investment of time since we all spend a lot of time waiting around at an airport anyways), Dell is firmly planting itself within the buyer’s evaluation of alternatives. Additionally, Dell is utilizing the experience Windows 8 and touch screens offer to attract potential buyers. As we learned in class, experience and branding go hand-in-hand. Finally, this marketing strategy reinforces the notion that traditional marketing is no longer effective and new methods must be used to capture the buyers’ attention. It will be interesting to observe if this new and modern marketing technique allows Dell to meet their goals.

 

(Jeremy Vincent, 06096528, Comm335-1, segmentation, experience, branding, article)

Joachim Scholz, PhD's insight:

nicely link to class concepts, though I rather would connect displaying Dell computers in the airport to the information / need recognition phase, not the evaluation of alternatves. you mention that customers might want to upgrade their obsolete technology: if they are not aware yet that windows 8 is out and that it is helping them in their business, this campaign rather aims at need recognition. Similarly, trying out a product risk free is part of the information search phase. but well done otherwise!

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Suggested by Ben Keefe
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How to Make the Most of Mobile Local Search

How to Make the Most of Mobile Local Search | Marketing in Motion | Scoop.it

Geodemographic segmentation has been frequently used by brands, as it is able to combine traditional segmentation tactics – geographic, demographic, and psychographic – and target a consumer group whose interests align (based on location + previous search activity) with what the brand has to offer. Traditionally, geodemographic targeting has taken place primarily on the internet, and is based on the consumer’s location and previous internet search activity. However, a new platform is becoming integral in the geodemographic targeting strategy of brands: mobile.

 

Given that consumers spend countless hours on their smartphones, the mobile local search is giving smaller companies a chance to target key local consumers, and cater to their interests based on their search activity (on their phones) and their location. This form of targeting is easy to measure for these companies, and can allow smaller companies to compete with bigger brands by implementing a highly targeted strategy for their business. One caution with this strategy is that many consumers may find it intrusive and resist this form of targeting. However, geodemographic targeting’s ability to combine data with consumer activity, and target advertising activity to local behaviours and activity is giving small companies an edge.

  

Ben Keefe, 05993950, Comm335-2, targeting, segmentation, geodemographic, mobile, advertising

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Julie Robsin's comment, September 24, 2013 12:58 AM
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The Human Billboard

The Human Billboard | Marketing in Motion | Scoop.it

With all the current clutter and bombardments of traditional advertising, many companies are trying to find new and innovative ways to get people to think of their brand within the awareness, knowledge and liking stages of the hierarchy of effects. The newest PR stunt is approaching females 18 and over in Japan and allowing them to put temporary thigh tattoos of advertisements, which would be located between the women’s skirts and stockings. These tattoos have to remain visible for at least eight hours (depending on the contract) and the models have to walk around and post photos on various forms of social media, such as Instagram, Twitter or Facebook.

 

The most recent companies to try ‘thighvertising’ include promotions for the band Green Day’s new album, as well as Takashi Murakami’s new book.

 

This innovative kind of publicity is run in congruence with many social media mediums, as well as acting, quite literally as a walking billboard. Towards the models, these act as a form of self-image congruence, as they feel whichever product they are advertising for agrees with some aspect of their self, whether that be ideal, actual, or ought self. This also allows for brand awareness, and certainly causes some buzz towards whichever brand is being advertised at the time.

 

Although this is being done solely in Japan, where there are different ethical standard than the Western culture, this may be crossing the limit. Sexual appeal is, as we know, a very effective tactic in advertising, as it targets peoples, and in this case, predominantly men’s emotional appeals. The placement of these advertisements may grab the attention of many people, but will they really remember the band or company name tattooed on a females upper thigh?

 

Alicia Della Maestra, 06195750, COMM335 001; #PR #EmotionalAppeal #SexualAppeal #Advertising 

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Suggested by Michelle B
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Samsung Galaxy S4 Will Boost Mobile Advertising, Say Industry Players

Samsung Galaxy S4 Will Boost Mobile Advertising, Say Industry Players | Marketing in Motion | Scoop.it

This article explains how the mobile advertising world is expected to grow with the introduction of each new smartphone. One of the limitations of using digital media as a message delivery tool in general is its limited reach as it is not a medium that everyone has access to; however, this article explains how the launch of the iPhone 5 and now the upcoming Samsung Galaxy 4, will increase the number of people who are using smartphones and thus increase the overall user base that mobile marketers can target. The main advantage of mobile advertising is that it can reach consumers in a way that other mediums cannot, as everyone uses their smartphone every day, all day. According to this article, the Samsung Galaxy 4 launch brings forward exciting new opportunities with mobile commerce and the ability to geo-target consumers that will push mobile marketing to the next level. Michelle Bonnah, 0599 9589,COMM 335-2, digital marketing, article, mobile advertising,

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E.T and Reese’s pieces : the real launch of product placement

This product placement was really successful, as it allowed sales to grow substantially, but I would also say as it had a real long-term effect on spectators. As far as I am concerned I watched the movie several times as a child and I can still remember the use of Reese’s pieces in this movie. It emphasizes one of the strengths of product placement : it has a long lasting impact. This is truly important especially nowadays, where we are bombarded with advertisement trough several media. As a consequence most of people don’t remember the ads and messages and sometimes even voluntary skip the ads, when it comes on the TV for example.
Using movies also allows reaching a broad part of the population and specific targeted segments. Nevertheless, as it is described in the article, companies face risks with these implementations as they really have little control on it and the placement can sometimes be harmful for the product introduced. But the placement of Reese’s pieces was truly successful, and I’m sure that if M&M’s had measured the impact it could have had, it would have reconsidered its choice.

Clémence MARTIN, 10079443, Comm335-2, Public Relations, Product Placement.

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Suggested by Carley Williamson
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Chicago Cubs Launch New Marketing Campaign Featuring Authentic Fan Stories

Chicago Cubs Launch New Marketing Campaign Featuring Authentic Fan Stories | Marketing in Motion | Scoop.it

This article discusses the launch of the Chicago Cubs new marketing campaign that focuses on the theme of commitment. Rather then a commitment towards rebuilding the organization to win a World Series championship, the campaign is focused on honoring the unrivaled commitment and dedication of Chicago Cubs fans by featuring authentic stories about fans and players.

 

So will this work? Will Cubs fans remain loyal even though the team has not won a World Series in over 100 years?

 

Sports fans are known for having emotional ties to their favourite teams, whether it is a high school, college or professional team. I would argue that it is within the Cubs best interest to use marketing initiatives such as this campaign as leverage to reinforce the current emotional connection fans already have with the team. People become emotionally connected to a brand for a variety of reasons. This campaign takes advantage of the fact that the brand stands for something important to fans, it connects with them on multiple levels across several senses, and it makes them feel good. The campaign will also illustrate a sense of community, an important human motivation. The more valued these fans feel, the stronger their attachment will be to the organization, the more they will identify with it, and they will consequently be more inclined to forgive the team for their failures. 

 

Carley Williamson, 0605 2579, COMM335-2, Emotion, Campaign, Baseball 

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Riley Grant's comment, March 21, 2013 2:06 AM
I think this article clearly exemplifies the 4 pillars of integrated marketing communication. It was clear that fan morale in Chicago was low, therefore marketers established clear results needed (bringing fan morale back up and securing commitment to the cubs). Having this low fan morale had many implications for stakeholders, such losses for owners with empty seats. The harmful implications for stakeholders lead marketers to change their organization's message. Content in their ads were changed to glorify and celebrate fan commitment over the years. And lastly, to spread the message proper channels mainstream channels were chosen in the city of Chicago.
Kelly Alexander's comment, March 21, 2013 2:20 AM
I think they have realised a change needed to happen in order to boost fan morale. By adapting their approach to honoring the unrivaled commitment and dedication of Chicago Cubs fans by featuring authentic stories about fans and players they are beginning to build a much needed relationship. I do think that more can be done it terms of integration of their communications to ensure that they build even greater fan morale. They need to have an understanding of what the fans want and then adapt their campaign to suit.
Sophie Frakes's comment, May 9, 2013 9:55 PM
I think that this is such a cool idea to help market a sports team. Not only will it help boost existing fan morale which was waning but could increase the 'brand' awareness of the team and recruit new fans. At the end of the day sports teams are there to make money and a decrease of support costs money not only in the obvious thing such as merchandise and ticket sales but also for the shareholders and it certainly reduces the attractiveness for prospective sponsors. By using real fans stories makes for easy marketing as not only does it create buss for the fans able to tell their stories but the passion and commitment is so evident to viewers of the marketing communications .As Kelly said more could be done to further integrate this marketing communication though.
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The 15 Most Influential Instagram Users Advertisers Are Dying To Work With

The 15 Most Influential Instagram Users Advertisers Are Dying To Work With | Marketing in Motion | Scoop.it

As we have discussed many times, social media tools have been used for direct brand-to-consumer conversations. As consumers move to new social media tools, such as Instagram, brands must continue to try and create conversation. They are taking a 'Fight Club" method by sending people like these 15 influential instagram users to take pictures of branded content - trying to increase the reach of their brand and the image of their brand with the followers of these instagram accounts. 

 

I think this is an interesting idea as many may not know that these Instagrammers are being paid, or being sponsored to go to these events and that creates an ethical problem. However, until it is founded out by the consumers, the brands who are using this avenue of advertising through Instagram have essentially found a way to pay for word-of-mouth, a method that was traditonally considered "unpaid."

 

Sophia Lal | 06095727

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Sophia Lal's comment, March 19, 2013 10:01 AM
COMM 335-2| social media, unpaid word of mouth, brand awareness
Joachim Scholz, PhD's comment, April 6, 2013 10:09 AM
Its also a good example of the fragmentation of media channels. With social media, everybody can be a broadcaster, not only brands, but also every consumer
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New logo, old name: The Bay returns to its roots

New logo, old name: The Bay returns to its roots | Marketing in Motion | Scoop.it

The famous Canadian department stores Hudson’s Bay Co. reveled and launched its large scale rebranding, and the brand change will involve changing of the signature B logo, as well a new coat of arms. The goal for the rebranding is to further differentiate the company, to recreate the logos converting to a chic and modern look, but at the same time express the brand heritage as Canada’s oldest company. This is a smart way to market the brand, adapt to the new environment and keeping brand relevancy, it is important to update and keeping up with the trend. Despite the risk of leaving behind the highly recognize b logo that created the common nickname – the Bay. However, this could be viewed as a strategic asset, since it always brings brand familiarity and recognition with its shoppers. The brand loyalty among existing customers will only grow and strengthen, after all, the main goal is not to eliminate the nick name “the Bay”, but to fully use the advantage of Hudson’s Bay’s rich history as an emotional appeal, to connect with customers, expressing the brand as a cultural symbol of tru Canadian Identity.

 

 

anna xie, 06195615,comm335-2, branding, logo design, canadian, emotion

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Pizza Hut's Eau de dough makes worldwide splash

Pizza Hut's Eau de dough makes worldwide splash | Marketing in Motion | Scoop.it

This past Valentine’s Day Pizza Hut released its new product - the eau de dough Pizza Hut perfume and was initially released in Canada, but is now available in a dozen countries. The scent is described as “fresh dough with a bit of spice.” The start of this perfume initially started with Pizza Hut Canada posting on Facebook asking its fans what a Pizza Hut perfume should smell like, and this post received tremendous attention from the pubic, and eventually the company decided to go and produce this product. This social media marketing initiative is spreading quick and fast, to advertise this scent, the company simple asked fans to hashtage #LastMinuteLovers on twitter to enter a prize. Pizza Hut Canada expresses that they want their campaigns to be fun and crazy with attention to human elements, “not everything has to generate sales numbers.” Does this add intrinsic value to you about the brand? Anna Xie, 06195615, Comm335- 002, #brandvalue #socialmedia #brandloyalty #newproducts #inventionandcreativity

Joachim Scholz, PhD's insight:

Social media is not about handing out coupons, but about engaging in conversation, offer entertaining and valuable content, and to have fun. In other words, the first rule of Fight Club also applies to the SM Club (haha!): You don't talk about advertising and selling. 


"The Pizza Hut example is ironic, Mr. Garfield said, because for the most part Yum Brands has treated social media mostly as tools for promotion, with coupon offers, health claims and traditional ads. In other words, they’ve been doing it wrong.

“You don’t go to the neighbourhood barbecue handing out business cards,” he said."

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Video: The Commercial Campus

Video: The Commercial Campus | Marketing in Motion | Scoop.it
Corporations are hiring popular students to promote their brand on campus.
Joachim Scholz, PhD's insight:

This NYT video gives a glimpse into the world of brand ambassadors and buzz marketing. Far beyond just handing out free stuff on campus, but also offering a helping hand when moving in, throwing a party at Target, posting on facebook, and much more.

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Apple Product Placement Reaches New Heights in Netflix Show 'House of Cards'

Apple Product Placement Reaches New Heights in Netflix Show 'House of Cards' | Marketing in Motion | Scoop.it
Engadget notes that there appears to be a somewhat extreme example of Apple product placement in an episode of the new made-for-Netflix show House of...
Joachim Scholz, PhD's insight:

Apple products are frequently shown in movies and TV shows, and I always assumed that this ispaid product placement. Maybe it is not: This article claims that Apple is only providing free products to the film crew and actors, but not paying for them to be displayed. Still, because of the high brand equity of Apple, directors often chose to display Apple gadgets. Unless, of course, you are shooting a Bond movie for Sony. Then its VAIO.

 

A second point in this article is how product placement can also backfire: 9 iGadgets between two people seems excessive, and it may make product placement more salient for consumers. And this of course is against the spirit of product placement, whose core idea is that it is not seen as advertisement.

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The Real Reason That Super Bowl Ads Are Worth The Money - Forbes

The Real Reason That Super Bowl Ads Are Worth The Money - Forbes | Marketing in Motion | Scoop.it

One of the most watched television programs, the Super bowl, attracts millions of viewers each year. Sports fans, and non-sports fans alike tune in to catch the game, the famed half-time show, and of course the commercials, which this year, costs a brand the average of four million dollars for a 30 second spot of air time. Keeping in mind that commercials are just one segment of a company’s communication plan in helping a brand position itself in the eye of their targeted consumers, why would a brand, such as Toyota, Taco Bell, or Coke (who often focus on celebrity endorsements and comedic situations instead of brand messaging in their Super Bowl commercials) spend so much money on producing one commercial that isn’t even often repeated? According to Forbes magazine, in a study conducted by professors at the University of Colorado at Bolder, marketers have a secret objective when it comes to Super Bowl advertising that really has nothing to do with the conventional way brands work to create value for its customers in their overall marketing strategy. Apparently, “stock price of [brands] rose shortly after the media began to hype the ads’ upcoming [Super Bowl] appearance. They also found that any impact on stock prices occurs at the time of the announcement of the ad buy, rather than the day after the ad ran during the Super Bowl.” It appears as though the commercials alone don’t add huge amounts of value to the brand, but marketers are able to play off of the mere association between the brand and the Super Bowl, which already has an extremely positive position and life values associations in the minds of millions of consumers to increase their stock value. While stock value increases may be the goal of companies, at the same time they are also able to entertaining a wide demographic of viewers, and perhaps break into new consumer categories that otherwise wouldn’t have been possible. 

 

Johanna Azis, 06244371, Comm335-1, branding, campaign, marketing evolving, article

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Mixpanel Launches Revenue Analytics To Track The Lifetime Value Of Your Customers | TechCrunch

Mixpanel Launches Revenue Analytics To Track The Lifetime Value Of Your Customers | TechCrunch | Marketing in Motion | Scoop.it

San Francisco based analytics startup Mixpanel, whose mission is quite simply “to help the world learn from its data,” has sent ripples through the tech and digital marketing community today with the unveiling of its brand new revenue analytics dashboard.

Mixpanel, an outspoken critic of what its Founder calls “bullshit metrics,” has really walked the walk with this one. Its new technology provides mobile and web-based businesses practical and actionable metrics, from which they can gain valuable marketing insights.

 

With a mere glance, the new dashboard allows businesses to monitor vital revenue based metrics. Most notably, the average lifetime value of its users, and average revenue generated per user.

 

Better yet, the dashboard allows businesses to segment these revenue metrics based on the source of its customers. Managers can literally see how valuable customers acquired through a particular means are. Businesses can discern, with more precision than ever, how to best use their marketing dollars. 

The insight here, if you're doing a lot of business on the web, investing in Mixpanel's analytics services will allow you to have your fingers on your customers' wallets... 'er pulses rather.

(Jake Housdon,06204670,Comm335-2,segmentation,insights,analytics,testing effectiveness,article)

Joachim Scholz, PhD's insight:

Again, this scoop connects to the growing need of marketers to be accountable for their spending. Social media and other online tools have the potential to be much more precise in targeting and much more transparent in terms of spending effectiveness. It is good to see that the social media world is growing up in this regard.

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