Marketing in Motion
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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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Scooped by Joachim Scholz, PhD
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West Elm goes Local and Community in order to Succeed Online

West Elm goes Local and Community in order to Succeed Online | Marketing in Motion | Scoop.it
When Jim Brett took over as West Elm's president in 2010, he noticed a big issue that he immediately wanted to fix: chocolate boxes.
Joachim Scholz, PhD's insight:

This article offers a nice example of how a furniture store goes local instead of online in order to re-define itself. West Elm wants to become hubs for the interior design community, offering workshops, Etsy design and even advise where to get to the next flea market in their stores. A very soft selling approach is key to this strategy, but also is to match your metrics:

 

"For West Elm, the idea of what defines a valuable patron is changing. "Your best customer used to be the one who spent the most," says Jacobs. "But now it could be a person who has never bought a single thing but is posting on social about us. You have to throw out the classic retail metrics.""

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Suggested by Jean-françois Hung
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Myspace is back with a fresh redesign !

Myspace is back with a fresh redesign ! | Marketing in Motion | Scoop.it

http://www.geekwire.com/2013/video-myspace-return-social-media-stardom/

 

Seeking for a « second life », the social network Myspace has just launched its 4th version of its service. The timing matches perfectly with the Justin Timberlake’s release of his new single “Suit and tie”. The singer-actor is in fact one of the sized major investors of the company. Created in 2003 in California, Myspace was really successful among the young web community from 2005 until early 2008. The pop star Lilyt Allen and the rock band Artic Monkeys became worldwide famous thanks to their Myspace page. However since then, the number of the users has declined constantly despite several redesigns.

I guess this launching could be linked with our discussion in class about how marketing has been evolved into involving new technologies. To get known (and especially in the show business industry), different actors reach consumers by using digital tools that are currently cross platform integrated (tablet, smartphone, computers).

With its fresh design, new functionalities and the support of its new owners will Myspace get back its previous tremendous popularity?

 

Jean-François Hung, 10079346, Comm335-002, #article #SocialMedia, #Crossplatformintegration, #Marketingevolving

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Joachim Scholz, PhD's comment, January 22, 2013 8:13 AM
Nice scoop, Jean-François. There was an opportunity to push the discussion into the design (why is this design better than the previous iterations?) or how myspace can be integrated with other marketing comm tools. But great to see that myspace is back.
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Social Media Video 2013

Social Media Video 2013: Social Media Revolution 4 was written by international best selling author and keynote speaker Erik Qualman. It's part of a series o...
Joachim Scholz, PhD's insight:

Some nice little facts on the use of social media, especially in regards to usership and trust (in comparison to advertisement). This Erik Qualman guy might be worth checking out.

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Hollywood Jungle Clean

Levi's faced an outdated image: their iconic straight and tight fitting jeans didn't resonante any longer with young people who grew up wearing baggy pants. This video was the viral component of an IMC campaign to refresh the image. It was shared by a lot of people. Why? Its a humorous look on "getting through life", which is maybe shared by many people of the targeted group. The unfamiliar protagonist, an ape, makes this video fresh and share worthy. Note that this is a long video (3 minutes), and while it displays the iconic Levi's button fly, cut and sometimes the brand logo on the jeans, there is no official attribution to Levi's. (John Doe, Comm335-1, 1234567)
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Coca-Cola’s New Corporate Website Aims to Refresh the World Through Storytelling

Coca-Cola’s New Corporate Website Aims to Refresh the World Through Storytelling | Marketing in Motion | Scoop.it

Humanities love for storytelling dates back to early civilization when ancient paintings lined cave walls. Today storytelling is at the heart of our families, communities, and cultures. This love for storytelling has inspired companies such as Coca Cola to combine stories into their marketing strategy.  “Coca Cola Journey” is Coke’s new corporate website that aims to engage with their customers through liquid and linked storytelling. Dedicated to the customers journey with Coca Cola, the site includes stories that represent their brand mantra of “living positively”.  The content is dynamic and customer driven recognizing that people are key to the brand’s success.

 

Everyone loves a story, but for marketers storytelling is more complicated as content must engage with consumers while promoting the brand. Coca Cola holds a higher standard for content, as they strive for what is referred to as liquid and linked content, which refers to content that flows freely but is not separate from other stories linking business objectives to consumer interests. For this reason consumer feedback and site data are vital for ongoing success in future content planning.  Coca Cola’s consumer centric approach has resulted in the development of a highly engaging site that resonates with its consumers by providing them with stories and content that adds value and significance to their lives, increasing site views and content syndication through content sharing.

 

The aim of marketing is not to sell a product but to satisfy customer needs and build relationships, which in return helps to capture value from customers (Armstrong et al., 2013, pp. 6). The success that Coca Cola has achieved through liquid storytelling is attributed to the company’s ability to understand their customer needs, wants, and demands helping them to develop quality content for their customers increasing customer value in return.

 

Armstrong, G., Kotler, P., Trifts, V., & Buchwitz, L. (2013). Marketing: An Introduction, Fourth Canadian Edition. Pearson Education Canada.

 

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Where To Spend Your Marketing Budget in 2013

Where To Spend Your Marketing Budget in 2013 | Marketing in Motion | Scoop.it
If you’re a lucky marketer, when you ring in the New Year on Monday night, it will also mark the start of a new budget year for you. If this describes your situation, you’ve most likely...
Joachim Scholz, PhD's insight:

This article gives some insights into the diversity of "online" as a marketing communications tools. Don't let anybody tell you that "online" equals "social" (or even worse: facebook and twitter, nothing else). And NEVER let anybody tell you that "online" means advertising on webpages. the 1990s called, they want their internet back...

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10 Ways Brands Will Win With Content Marketing in 2013

10 Ways Brands Will Win With Content Marketing in 2013 | Marketing in Motion | Scoop.it
In the year 2013, marketers will break through with innovative content marketing strategies. Here is what we have to look forward to.
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