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Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand

Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand | Social Media Marketing | Scoop.it
Hayleigh Edson's insight:

This research article concludes and suggests that there is a two way relationship between the luxury fashion market changing and the use of social media and both have adapted to each other. This means that because increasing numbers of people are using social media tools everyday their awareness of alternative options became more widespread. At the same time, luxury fashion brands had to keep their customers' loyalty so moved into the social media marketing (SMM) activities. This research suggests that by using social media brands can more effectively predict their future equity values.

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US Airways apologises after tweeting obscene image at a customer | Marketing Magazine

US Airways apologises after tweeting obscene image at a customer | Marketing Magazine | Social Media Marketing | Scoop.it
US Airways apologises after tweeting obscene image at a customer, US Airways was forced to apologise after tweeting an image of a woman with a toy plane in her vagina at a customer during a previously innocuous exchange with the person. | Marketing Magazine
Hayleigh Edson's insight:

This article relates to an incident where US Airways tweeted an inappropriate image to a customer following a complaint from the customer. Twitter went crazy following on from this, and US airways was being talked about significantly more as you can see from the graph inside the article. The tweet was removed, but even so, people were talking about it and the message was still being spread. This article highlights the importance not only of corporate social media accounts being monitored and remaining professional at all times but also the need for security to make sure that any accounts are not hacked into. This article represents how quickly something can spread via social media and it does not take long for corporate accounts with thousands of followers to spread a message. I believe this demonstrates the power of social media (especially twitter, given that you have only 140 characters to spread the message but it is one of the most popular social networking methods) and shows the negative effects of the speed at which a message can spread. 

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Selfie-centred marketing: why the clock is ticking for brands eyeing the #selfie phenomenon | Marketing Magazine

Selfie-centred marketing: why the clock is ticking for brands eyeing the #selfie phenomenon | Marketing Magazine | Social Media Marketing | Scoop.it
Selfie-centred marketing: why the clock is ticking for brands eyeing the #selfie phenomenon, Self-obsession, vanity, narcissism - three terms commonly associated with the phenomenon known as the selfie. So why do brands want a part of it? | Marketing Magazine
Hayleigh Edson's insight:

Several companies have orchestrated advertising campaigns which involve consumer engagement by means of taking selfies. This article basically states that the selfie trend is one that is not going to last very long and some opportunistic companies have tried to use it to their advantage. Samsung has been particularly successful (or recently unsuccessful due to the backlash from the White House) in their orchestration of the most retweeted tweet of all time from Ellen DeGeneres, 'the Oscars selfie'. It then had an American sports star snap a selfie with President Obama, kicking off the White House backlash to Samsung using the selfie to advertise their product. However, the most successful #selfie campaign recently has been the #nomakeupselfie and it was not thought up by an overpaid head of marketing, but actually a woman who was raising awareness for cancer research. The campaign raised over £8m for Cancer Research UK with other cancer charities also benefiting from it. This shows the power that social media can have in spreading a message and how quickly something can go viral. 

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Cadbury's Social Media Presence | Marketing Magazine

Cadbury's Social Media Presence | Marketing Magazine | Social Media Marketing | Scoop.it
Did Cadbury's James Corden viral ad boost its social-media presence?, Is Cadbury making the most of storytelling with its strong social-media presence? | Marketing Magazine
Hayleigh Edson's insight:

This article concludes that it is easier to sell high-interest sector products, such as confectionary but it is still down to the confectioner to distinguish themselves from the pack. Cadbury's has used twitter (@CadburyUK), especially, to promote their innovative ideas. Producing attractive, 'viral' ads has been vital to their success. One thing this article points out is that they have engaged audiences - celebrities at The Brit Awards and twitter followers in #unwrapjoy at Christmas. Engagement is vitally important to a business's success with social media. It is no use having a large following but no engagement. 

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