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Target's mascot wants to be your neighbour in Canadian ad debut

Target's mascot wants to be your neighbour in Canadian ad debut | Marketing in Motion | Scoop.it

Target, an iconic American retailer, launches its first Canadian advertisement during the Oscar telecast February 24th, 2013. The company plans to expand to Canada, with ambitions of opening up to 200 new stores in 2013. The ad featured the Target's mascot, the bull terrier Bullseye, riding in a motorcycle sidecar in a neighborhood setting, passing through notable Canadian landmarks such as a lighthouse, hockey players, and totem poles. Featured in the ad is also a rendition of Mister Rogers’ song “Neighborhood,” covered by the Canadian band Dragonette. Target seems to be targeting the emotions of its Canadian consumers by playing on the neighbor-aspect of the ad, and showing Canadians, who might feel uneasy about an American corporation coming on Canadian soils, that they have recognized the Canadian identity and are inviting to it. Target is getting to know their Canadian consumers and trying to build a relationship with them through emotional engagement, but also showing Canadians what sort of a company they are and how they differentiate themselves compared to other retailers. 

 

(Sharon Zhang, 06240962, Comm335-2, branding, emotions, identity, article)

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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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Marketing Is Dead? No, Marketing is in Motion!

Marketing Is Dead? No, Marketing is in Motion! | Marketing in Motion | Scoop.it

In our social media-infused world, traditional marketing logic just doesn't work.

Joachim Scholz, PhD's insight:

Follow @Joachim Scholz, PhD on twitter at http://www.twitter.com/joachimscholz

 

This article sets the tone for the "Marketing in Motion" board: Is marketing dead? This article says so, but thats hyperbole.

 

What it really means is that marketing is in motion, and it is moving fast! Relying on print and TV advertising to tell consumers what your brand is about, that is a thing of the past! Today, you have to give up control and allow consumers to creatively engage with your - pardon - their brand. You have to be a member of a community, engage consumers, and support influencers. Advertising is still there, but it exist alongside social media, mobile marketing, events and other offline and online activities.

 

Do you have what it takes to adapt to this new world, in which marketing (and consumers) are constantly in motion - figuratively and physically? Marketing in Motion is here to bring you up to speed.

 

For more info on my research in Marketing and Consumer Culture, please visit http://www.joachim-scholz.com.

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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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What We’ll Be Doing in 2022

What We’ll Be Doing in 2022 | Marketing in Motion | Scoop.it
Business management magazine, blogs, case studies, articles, books, and webinars from Harvard Business Review, addressing today's topics and challenges in business management.
Joachim Scholz, PhD's insight:

Is it safe to aspire a career in Marketing?

 

HBR reports on the US Bureau of Labor Statistics on how the workforce will look like in 2022. And Marketing is looking great! In between the three fields Marketing graduates can work in - Marketing & Advertising (241.400 projected jobs), Sales (389,100 projected jobs) and PR & Fundraising (70.100 projected jobs) - students leaving university with a marketing degree enter a workforce of about 700.600 people strong.

 

For comparison, this is a higher growth (except for sales) and a higher number than for Financial jobs (579.200 projected jobs). Also, the median salary for someone working in Marketing and Advertising is about $5,800 more per year than for someone working in Finance.

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Social Media Update 2013

Social Media Update 2013 | Marketing in Motion | Scoop.it

A study by the Pew Research Center

Joachim Scholz, PhD's insight:

This report is from last year, but it is useful to have it handy until the PewResearchCenter brings out its new report in December 2014. 

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The Top 7 Social Media Marketing Trends Dominating 2014

The Top 7 Social Media Marketing Trends Dominating 2014 | Marketing in Motion | Scoop.it
Would it surprise you to learn that some experts believe Google+ is on its way out, that MySpace is making a last-ditch attempt to re-engage users, or that Foursquare is in the middle of a radical overhaul? Late last year, I made some predictions for social media trends in my article, [...]
Joachim Scholz, PhD's insight:

Jayson DeMers revisits seven predictions about social media he did for 2014 a few months back. One of the greatest takeaways is certainly that he was spot on with the importance of image-centric and video-centric networks. The year of the selfie and the ubiquitous #icebucketchallenge videos testify to the robustness of this trend.

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"F*^% You Airbnb": What Some New Yorkers Really Think About The Company Everyone Is Talking About

"F*^% You Airbnb": What Some New Yorkers Really Think About The Company Everyone Is Talking About | Marketing in Motion | Scoop.it
Sharpie-wielding Gotham residents have strong opinions about Airbnb--and they have nothing to do with vaginas.
Joachim Scholz, PhD's insight:

AirBnB is in trouble, both from legislators and from the public who are "not cool" with their neighbours sharing keys. Will AirBnB's rebranding and PR campaign help them to overcome this backlash?

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5 Rules For Crowdfunding Success From The Queen Of Multitasking Underwear (You Read That Right)

5 Rules For Crowdfunding Success From The Queen Of Multitasking Underwear (You Read That Right) | Marketing in Motion | Scoop.it
Set your goal below the actual amount you want to reach. And more counterintuitive crowdfunding wisdom from Joanna Griffiths, the woman behind Knix...
Joachim Scholz, PhD's insight:

Another great example how crowdfunding changes our NPD / innovation cycle. You can get real feedback, in the form of real money, even before production phase.

 

Also, another great example how technology fuels innovation in every industry, and refreshingly this is not an app.

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McDonald's Has a New Mascot, and It's Terrifying

McDonald's Has a New Mascot, and It's Terrifying | Marketing in Motion | Scoop.it
McDonald's has unveiled a new mascot Wednesday -- an anthropomorphic box with a huge set of teeth, called "Happy."
Joachim Scholz, PhD's insight:

Twitter's response to McDonald's new mascot.

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Etsy, Home of the Handmade, Takes On a Wholesaler’s Role

Etsy, Home of the Handmade, Takes On a Wholesaler’s Role | Marketing in Motion | Scoop.it

The company, known for its small-scale artisans and handmade goods, will help some sellers get bigger, and take a commission.

Joachim Scholz, PhD's insight:

Etsy.com is an online platform that allows thousands of small and hobby businesses

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Apple Poised to Add Four Digital Agencies, Including Huge and AKQA

Apple Poised to Add Four Digital Agencies, Including Huge and AKQA | Marketing in Motion | Scoop.it
Apple is set to hire four digital agencies, including WPP's AKQA and Interpublic Group's Huge, as well as small indie shops Area 17 and Kettle
Joachim Scholz, PhD's insight:

Apple is rather timid when it comes to advertising, spending only less than one percent (0.644%, to be exact) of its sales on advertising in 2013. While its massive brand community and the love of the online and offline media adds a lot of earned and spontaneous exposure to Apple products, the rise of its new arch rival Samsung (on the mobile hardware side) means that Apple needs to step up its game.

 

It just did so by signing on four new ad agency, mainly small ones that focus on digital marketing campaign. Apple's CMO Phil Schiller had recently a fall-out with their main ad agency TBWA/Media Arts Labs, but this does not mean they are shifting gear there completely. 

 

What it means though is that Apple will become more aggressive when it comes to its digital and social media marketing strategy. And this is good. Apple has been too silent on this front for too long, too much relying on its vibrant brand community, and only recently have we seen some more focused effort on branching out into new communication media. For example, check out the tumblr backgrounds / themes that were introduced to boost iPhone 5C sales (also on Marketing in Motion).

 

Apple has to react to Samsung's higher spending and faster growth, even though Apple still leads by pretty much every metric, because the mobile market as a whole is transitioning into the maturation phase of its life cycle. Smart phone growth has flattened out (hence the need for cheaper 5C iPhones and larger screens in -most likely- iPhone 6). And while tablet computers are in my opinion still in the growth phase (see iPad 5 adoptions outpacing iPad 4 adoptions by the factor 4 or 5), competition is stiffening up in this market as well, with Samsung offering great options, and of course Microsoft, if they get the Surface finally right (which might be by now, I haven't checked out Surface 2 yet).

 

The article in Ad Age speaks towards this brand strategy aspect at the side: 

 

"As Samsung and Apple continue the fight for market share, Samsung marketing is clearly winning for consumer love, with its cool selfies and earned media strategy. It's a rivalry that would prompt any brand to change up its marketing approach and invest in digital marketing and social media support -- an area in which Apple has been less aggressive than its competitors."


This move might also tie in with Apple's acquisition of social media search engine Topsy that Apple made back in 2013 (or 2012?). At that time, no one really knew why Topsy changed hands, and some argued to boost recommendation engines in the iTunes store or something like this. However, I then thought that this might be part of Apple's strategy to bring some more social media listening expertise and power in-house, and the expansion in digital ad agency would nicely fit with this theory.

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KFC Capitalizing on Game of Thrones - YouTube

"Game of Thrones" has started using some interesting promotional tactics to get the word out about the show, and they're working. Ratings for their season pr...
Joachim Scholz, PhD's insight:

A meme was born with the first episode of Game of Thrones' season 4. I am still trying to find out whether KFC started this meme or was just quick enough to jump on it, but in any case, I tip my hat to KFC for capitalizing on this cult show in a playful manner.

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As Nike releases World Cup 2014 commercial, a look at some of the best ads tied to soccer's biggest event

As Nike releases World Cup 2014 commercial, a look at some of the best ads tied to soccer's biggest event | Marketing in Motion | Scoop.it
Nike, of course, is the reigning (if unofficial) champion of World Cup advertising for a sweeping, brilliant commercial from 2010
Joachim Scholz, PhD's insight:

Superbowl is one of the biggest advertising events every year. Fifa World Cup is on every four years. See the difference?

 

In an age where media fragmentation makes it ever harder to reach mass audiences, big sports events are some of the last prime spots left for advertisers. Companies are charged big bucks for running their ads during the breaks, and thus it is understandable that they seek to get the biggest bang for their buck as well.

 

In the last few years, advertisers during Superbowl have discovered that the ad game begins long before the real game kicks off, and they have launched their ads (or teasers for their ads) often weeks before. This year, it is no difference with the Fifa World Cup, as NIKE has just released its first teaser for their ad. 

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Loyalty programs must go mobile - Mobile Marketer - Columns

Loyalty programs must go mobile - Mobile Marketer - Columns | Marketing in Motion | Scoop.it
Joachim Scholz, PhD's insight:

Insight by James Donelly:


Loyalty programs are structured marketing efforts intended to reward, and subsequently encourage consumer buying behavior.  Hemsey clearly identifies the marketing reach of the mobile network, with more than 50% adoption rate in 13 major industrialized countries.  The ad market was expected to expand 3.5% in 2013 and 5.1% and 5.8% in 2014-15, with much of this growth being driven by digital innovations such as mobile marketing.

 

Considering the consumer intimacy with smartphones and tablets (89% use their device at home and 79% in the bedroom), the potential of mobile marketing is tremendous.  Further the “era of pervasive interactivity” with 60% of Gen Y’ers (23-31) and Gen Z’ers (18-22) now considered as “Always-Addressable Customers” (AAC), essentially translating as constant connectivity to mobile devices.

 

A definite concern for those corporations using mobile marketing is that of consumer overload and app apathy – approximately 26% of apps are never used after the initial download.  Therefore, a key factor is the integration of the digital world to the real world in order to establish a higher value relationship between the business and customers.  Hemsey refers to this as “breaking through the silos” and combining loyalty programs into an omnichannel loyalty approach, integrating loyalty programs across multiple platforms and channels.  At the time of this article in 2012, 1 in 4 consumers preferred mobile access for loyalty programs in an always-accessible channel.  

 

Recommendations to engage this AAC segment:

 

Keep points in play. Basic loyalty is by points and gives instant gratification.

Excellence in experience.  Ensure quality across full spectrum.

Game for Gaming Sake.  Use game mechanics in non-game applications.

Status of Tiers. Earning rewards/tiers is central to culture, especially for those under 35.

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TAG Heuer reacts to Apple Watch with its own smartwatch plans: More than one Smartwatch design to rule them all?

TAG Heuer reacts to Apple Watch with its own smartwatch plans: More than one Smartwatch design to rule them all? | Marketing in Motion | Scoop.it
LA CHAUX-DE-FONDS, Switzerland (Reuters) - TAG Heuer is pushing ahead with plans for a smartwatch to more directly compete with the likes of the Apple Watch and may make acquisitions to help drive the
Joachim Scholz, PhD's insight:

TAG Heuer changed its mind and now perceives the Apple Watch as a "tsunami" it has to get ready for. I am surprised, I must say, because I very much understood their original stance of, well, "meh...". Apple cleaned up first the MP3 player market and then the mobile phone market because their product were simply better at the core competencies: Playing thousands of songs that can be easily uploaded and organized, and being a communication center that allows users to connect with others via voice, text, and especially email in an intuitive fashion. 

 

Now, the Apple Watch will not be better at the core competencies of a watch. In fact, it will be worse, given how often it needs to be recharged and how limited the options are design wise (even if it comes in three editions and multiple bands, compare this to the selection of even just a small watch store). 

 

TAG Heuer CEO points to health sensors as something that they need to incorporate, and that might make sense. It would be a similar extension to the original product competencies that fit to a product that is worn by most everyday on their skin. It fits as maps, camera and other tools fit to the iPhone. However, I doubt that these smart watches by established watch companies will see a lot of value in offering watches with digital screens. Maybe the realization that Apple's take on the smartwatch is just that - just one take by a company that saw enormous success with the introduction of touch screens. There are many other ideas of what a smartwatch can be, and one of these can be smart enough to collect data and send it over to the control center on your phone, tablet or computer. My guess is that this is what TAG Heuer is having in mind when it says it wants to build its own smartwatch that is "different and unique".

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We Ranked YouTube's Biggest Stars By How Much Money They Make

We Ranked YouTube's Biggest Stars By How Much Money They Make | Marketing in Motion | Scoop.it

YouTube videos can be big business for top independent content creators. These are the YouTube stars who have huge online fanbases — even though most people have never heard of them.

We picked out 20 of the biggest stars, who could each be earning more than $1 million a year in ad revenue — in some cases much more.

Joachim Scholz, PhD's insight:

These are pretty amazing numbers: Some youtubers make several millions by posting pretty much what you would expect from youtube: Nothing all too interesting or mind blowing. Unboxing toys and videogame commentary are among the top earning channels. 

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How Levi's Turned A Design Evil Into A Design Signature

How Levi's Turned A Design Evil Into A Design Signature | Marketing in Motion | Scoop.it
Ever wonder why the trademark symbol on the Levi's logo is clipped off?
Joachim Scholz, PhD's insight:

A nice video how Levi's re-designed its brand identity via rooting its new, unified logo into it's historical assets found on every jeans. Its a bit strange to hear that the Levi's guys wanted to focus on their brand meaning and be consistent in their logo, and in the next sentence they call their new logo "bat wing" – sorry guys, that introduces a whole new set of brand associations that I don't think make it focus down. Don't get me wrong, the idea of the logo is great, but the brands you aspire to are known for their close connection to their symbol: Apple symbol. Nike swoosh. Levi's batwing? You had such a good start, using the historically formed shaped so that your logo can be subtly incorporated and reinforced in lots of your products (e.g., the pocket flaps on shirts). So why not Levi's flap? Levi's wave? Anything that helps us focus on Levi's, not Batman?

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THE SOCIAL-MEDIA DEMOGRAPHICS REPORT: Differences In Gender, Age, And Income At The Top Networks

THE SOCIAL-MEDIA DEMOGRAPHICS REPORT: Differences In Gender, Age, And Income At The Top Networks | Marketing in Motion | Scoop.it
Older social networks are reaching maturity but there are still distinct demographic skews, as newer messaging apps pick up users.
Joachim Scholz, PhD's insight:

Some interesting stats about some of your favourite social media networks:

 

1) Facebook is still the top dog (no surprise here, but there is a "but" coming...)

 

2) BUT: Instagram has more prestige amongst US teens, who describe Instagram as "most important"

 

3) Youtube reaches more adults aged 18 to 34 than any single cable TV network!!

 

The last one is really the big one for me. There is a documentary on youtube, where else, which describes how all of the sudden the younger age segment became a youtube nation. This presents wonderful opportunities for marketers.

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Case Study – Lynx Excite's Fallen Angel Campaign

Case Study – Lynx Excite's Fallen Angel Campaign | Marketing in Motion | Scoop.it
Joachim Scholz, PhD's insight:

Lynx dreamed up an interactive advertising that used Facebook details to personalize its online video campaign. Their engagement stats are impressive: 80,000 new facebook fans.

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Google and Ogilvy research finds word of mouth had biggest impact on purchase decisions (not media) | Campaign@Cannes

Google and Ogilvy research finds word of mouth had biggest impact on purchase decisions (not media) | Campaign@Cannes | Marketing in Motion | Scoop.it
Consumers are more influenced by word of mouth in buying decisions than by print media, TV and movies, brand websites and even social media. That is the
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Why That Video Went Viral

Why That Video Went Viral | Marketing in Motion | Scoop.it
Researchers are beginning to explore the motivations that turn a link, like a video of a firefighter saving a kitten, into click bait. It didn’t work for one site that reported that the kitten eventually died.
Joachim Scholz, PhD's insight:

Interesting article for thinking about how to make content go viral, but nothing new or detailed here: Big emotions make people share content, maybe, as Jonah Berger theorizes, because sharing is a release valve to balance out the heightened arousal.

 

"For many people, sharing seems to be a way to process the highs and lows they feel while consuming content online. Mr. Berger, who studied the Times articles, conducted a follow-up study in which he instructed one group of students to jog in place for 60 seconds before going online, while a comparison group rested before logging on.

The runners were more than twice as likely as the sedentary group to email the same article, he found. Why? Because they were already physiologically aroused, Mr. Berger theorizes, and forwarding or liking something serves as a form of release."

 

Alternatively, sharing can be driven by ego-construction motives, which would explain why so many people share posts without reading them themselves.

 

So, to get content viral, ramp up the emotions and make sure that this allows people to present themselves in a positive light. 

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Telekinetic Coffee Shop Surprise - YouTube

Telekinetic Coffee Shop Surprise - YouTube | Marketing in Motion | Scoop.it
What if telekinesis was real? How would you react? Our hidden camera experiment captures the reactions of unsuspecting customers at a New York City coffee sh...
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Green marketing

Marketing can be a solution to the environmental crisis, and clever marketers realize that it is in their best interest to be truly "green." This presentation discusses why green marketing and production processes are a key competitive advantage, and how marketers can successfully market "green" products.

Joachim Scholz, PhD's insight:

This is something close to my heart.


Marketing in Motion curates insights on the massive changes in the marketing landscape that are happening all around us. Many of these occur in the communications space, others in branding, and this is where most of the content is curated here on Marketing in Motion.


But marketing is also in motion on a more conceptual-philosophical-societal plane, and this is in how green marketing or sustainable marketing becomes more and more integrated at the core of how we do marketing. Similar to how the idea of building strong relationships with consumers (instead of transactional marketing) has become a main mantra of contemporary marketing thought, the idea of incorporating sustainability into the core business practices to generate a competitive advantage is moving from an alternative marketing philosophy to THE marketing philosophy. Slowly, but steadily.


To nail home this point, I am sharing my own guest lecture on Green Marketing here. Please check it out, like, and share.

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Joachim Scholz, PhD's curator insight, April 14, 12:48 PM

Green marketing or sustainable marketing becomes more and more integrated at the core of how we do marketing. Similar to how the idea of building strong relationships with consumers (instead of transactional marketing) has become a main mantra of contemporary marketing thought, the idea of incorporating sustainability into the core business practices to generate a competitive advantage is moving from an alternative marketing philosophy to THE marketing philosophy. Slowly, but steadily.

 

To nail home this point, I am sharing my own guest lecture on Green Marketing here. Please check it out, like, and share.

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KFC - Timeline Photos | Facebook

KFC - Timeline Photos | Facebook | Marketing in Motion | Scoop.it
We heard someone was hungry for more chicken.
Joachim Scholz, PhD's insight:

KFC pokes fun at themselves and Game of Thrones by picking up one of the key scenes in Game of Thrones S04E01 (see also the video right next to this from Kimmel Live). I saw this 9 hours after it was posted on KFC's Facebook page, and then it had 520 likes and 102 shares (mine included). First of all, this is an amazing like-to-share ratio, and I will be interested to see how much more traction KFC will get with this.

 

Second, from the comment it is not clear that everybody gets the reference, which is totally fine, as so many Game of Thrones fan jump up at the occasion and explain what is going on in the comments.

 

One thing that I think is missing from this brilliant campaign is to coin a hashtag with this image, for example #feedthehound. KFC missed out on owning that hashtag, and therefore there is some missed opportunity to fuel and direct the meme that will without a doubt take down the internet in the next couple of weeks.

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Kraft's New Campaign Wants You To Believe That Kraft Singles Come From Farms

Kraft's New Campaign Wants You To Believe That Kraft Singles Come From Farms | Marketing in Motion | Scoop.it
Just don't call them cheese. Inside the food science behind Kraft's new artisanal branding.
Joachim Scholz, PhD's insight:

This is a nice photo show on how Kraft carefully brands its Singles cheese product as an artisan product. Believe it or not.

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GM Says Facebook Ads Don't Pay Off

GM Says Facebook Ads Don't Pay Off | Marketing in Motion | Scoop.it
In May 2012, Facebook was going to have its initial public offering (IPO). At the time, anything related was big news as the market was trying to assess the future value of the stock. What grabbed me about this story is its authors appeared to raise the question as to whether social media marketing was worth it? The internet has been praised for changing the marketing game, in particular with regard to its ability to enable companies to directly market to customers. One only has to look to Amazon for proof.In the spring of 2012, GM's frustrations over the assessed value of marketing on the social media site saw it pull out its paid advertising. One would think a $10 million dollar investment would yield some measurable results but everything is relative. This only represented a small portion of GM's $1.8 billion dollar advertising budget for 2011. For this relatively small investment, it begs the question why not give Facebook more time. By comparison, Kia Motors, who raised similar concerns, increased their budget.The frustrations GM had speaks to the fundamental challenges of marketing - how does a company measure its return on a marketing investment. While I was hoping for some significant insights on the value of social media marketing, limited were to be found in the article. One that I gleaned, however, is that it appears that GM persisted in trying to use the social media site as mass marketing tool rather than as tool to gain customer insights or strengthen the brand's image. As the article mentions, it is hard to ignore the fact that Facebook offers access to one of the largest audiences in the world. Maybe the most compelling evidence that social media marketing has value is the fact that GM has recently returned to Facebook as a paid advertiser.In May 2012, Facebook was going to have its initial public offering (IPO). At the time, anything related was big news as the market was trying to assess the future value of the stock. What grabbed me about this story is its authors appeared to raise the question as to whether social media marketing was worth it? The internet has been praised for changing the marketing game, in particular with regard to its ability to enable companies to directly market to customers. One only has to look to Amazon for proof.In the spring of 2012, GM's frustrations over the assessed value of marketing on the social media site saw it pull out its paid advertising. One would think a $10 million dollar investment would yield some measurable results but everything is relative. This only represented a small portion of GM's $1.8 billion dollar advertising budget for 2011. For this relatively small investment, it begs the question why not give Facebook more time. By comparison, Kia Motors, who raised similar concerns, increased their budget.The frustrations GM had speaks to the fundamental challenges of marketing - how does a company measure its return on a marketing investment. While I was hoping for some significant insights on the value of social media marketing, limited were to be found in the article. One that I gleaned, however, is that it appears that GM persisted in trying to use the social media site as mass marketing tool rather than as tool to gain customer insights or strengthen the brand's image. As the article mentions, it is hard to ignore the fact that Facebook offers access to one of the largest audiences in the world. Maybe the most compelling evidence that social media marketing has value is the fact that GM has recently returned to Facebook as a paid advertiser.General Motors plans to stop advertising on Facebook after determining its paid ads had little impact on consumers. The news comes just days ahead of Facebook's IPO.

Via David Warnke
Joachim Scholz, PhD's insight:

Insight by David Warnke:

 

In May 2012, Facebook was going to have its initial public offering (IPO). At the time, anything related was big news as the market was trying to assess the future value of the stock. What grabbed me about this story is its authors appeared to raise the question as to whether social media marketing was worth it? The internet has been praised for changing the marketing game, in particular with regard to its ability to enable companies to directly market to customers. One only has to look to Amazon for proof.

 

In the spring of 2012, GM's frustrations over the assessed value of marketing on the social media site saw it pull out its paid advertising. One would think a $10 million dollar investment would yield some measurable results but everything is relative. This only represented a small portion of GM's $1.8 billion dollar advertising budget for 2011. For this relatively small investment, it begs the question why not give Facebook more time. By comparison, Kia Motors, who raised similar concerns, increased their budget.The frustrations GM had speaks to the fundamental challenges of marketing - how does a company measure its return on a marketing investment. While I was hoping for some significant insights on the value of social media marketing, limited were to be found in the article. One that I gleaned, however, is that it appears that GM persisted in trying to use the social media site as mass marketing tool rather than as tool to gain customer insights or strengthen the brand's image. As the article mentions, it is hard to ignore the fact that Facebook offers access to one of the largest audiences in the world. Maybe the most compelling evidence that social media marketing has value is the fact that GM has recently returned to Facebook as a paid advertiser.

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David Warnke's curator insight, March 29, 9:39 AM

Wall Street Journal - Business

By Sharon Terlep, Suzanne Vranica and Shayndi Raice

Updated May 16, 2012 2:45 a.m. ET


In May 2012, Facebook was going to have its initial public offering (IPO). At the time, anything related was big news as the market was trying to assess the future value of the stock. What grabbed me about this story is its authors appeared to raise the question as to whether social media marketing was worth it? The internet has been praised for changing the marketing game, in particular with regard to its ability to enable companies to directly market to customers. One only has to look to Amazon for proof.

In the spring of 2012, GM's frustrations over the assessed value of marketing on the social media site saw it pull out its paid advertising. One would think a $10 million dollar investment would yield some measurable results but everything is relative. This only represented a small portion of GM's $1.8 billion dollar advertising budget for 2011. For this relatively small investment, it begs the question why not give Facebook more time. By comparison, Kia Motors, who raised similar concerns, increased their budget.The frustrations GM had speaks to the fundamental challenges of marketing - how does a company measure its return on a marketing investment. While I was hoping for some significant insights on the value of social media marketing, limited were to be found in the article. One that I gleaned, however, is that it appears that GM persisted in trying to use the social media site as mass marketing tool rather than as tool to gain customer insights or strengthen the brand's image. As the article mentions, it is hard to ignore the fact that Facebook offers access to one of the largest audiences in the world. Maybe the most compelling evidence that social media marketing has value is the fact that GM has recently returned to Facebook as a paid advertiser.

David Warnke

Scooped by Joachim Scholz, PhD
Scoop.it!

Understanding youth attitudes to social media | Marketing Magazine

Understanding youth attitudes to social media | Marketing Magazine | Marketing in Motion | Scoop.it
Understanding youth attitudes to social media, Young people now have mixed feelings about social media, so brands must proceed with caution, advises Sophie Maunder-Allan, group strategy officer at VCCP. | Marketing Magazine
Joachim Scholz, PhD's insight:

 

Insight by Kathryn Moore:

 

This is a cautionary tale for all marketers.  

 

Brands are successful insofar as they create a positive brand experience for their customers.  The brand experience, either positive or negative, is the result of the cumulative customer experience over multiple points of contact with the brand.  Communicating brand messages via social media is common practice for marketers wishing to engage with this youthful demographic.  However, current research suggests that we may not truly understand how our digital natives really feel about social media; and, it is time to debunk the myth.  

 

It is a commonly held belief that our adolescents are,“…antisocial cyberbullies who lock themselves in their bedrooms, becoming pale, spotty and incompetent in rare face-to-face social situations”.  The current research suggests that this assessment couldn’t be further from the truth.  Rather, it appears that our youth feel anxious, stressed and trapped by social media.   As our digital natives, they are at the leading edge of technology adoption and receive little guidance about how and when to use these technologies, or, as the author asserts, “They are being left, literally, to their own devices – often a multitude of them.”   The message for marketers is that continued bombardment of brand messages on social media may make this demographic react negatively to the brand.  Our youth, it appears, actually value real brand connections and experiences.  

 

The more things change, the more they stay the same; it would appear that our young people are as misunderstood as previous generations.  For marketers, this message serves as a cautionary tale - communicating brand messages through social media to our digital natives could end up doing more harm than good. 

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