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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6 Of The Best, Boldest Uses Of Vine In Marketing

6 Of The Best, Boldest Uses Of Vine In Marketing | Marketing in Motion | Scoop.it
Brands are getting busy with six-second clips. Plus: the Do's and Don'ts of Vining.

Via Ally Greer
Joachim Scholz, PhD's insight:

Some nice examples of how Vine can be creatively used in marketing, but I think experimentation will go on for some time longer until marketers get a grip on what to do with Vine.

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Ally Greer's curator insight, October 11, 2013 8:53 PM

It doesn't get much leaner than 6-second-long piece of shareable and entertaining content.

Emmanuel 'Manny' Gigante's curator insight, October 13, 2013 12:27 PM

 vine can be a powerful tool if used correctly #bayareafhaguy

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Washington: A world apart

Washington: A world apart | Marketing in Motion | Scoop.it
A world apart: One-third of Zip codes in the D.C. area are considered ‘Super Zips’ for wealth and education
Joachim Scholz, PhD's insight:

Not really a new or surprising phenomenon, but this is an interesting map to have: How rich are the different zip codes in the US? Obviously this is important for geographic segmentation, which experiences a renaissance with mobile marketing.

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Starbucks 'Tweet-a-Coffee' Campaign Prompted $180,000 in Purchases

Starbucks 'Tweet-a-Coffee' Campaign Prompted $180,000 in Purchases | Marketing in Motion | Scoop.it
Starbucks' "Tweet-a-Coffee" program prompted $180,000 in purchases.
Joachim Scholz, PhD's insight:

Twitter is right now moving into paid advertising, but there are so many better ways of how you can integrate twitter into your marketing mix to make a quick sale. Starbucks shows the way:

 

By tweeteing @tweetacoffee together with a friend's twitter handle (you can use mine to try that out :), you can send $5 along a friend's way to treat him or her to a coffee at the Bucks. Starbucks saw some okay returns on this, mainly though on the first day.

 

But the real treat (not for your friend, but for the company!) is that Starbucks has now linked some customers' twitter accounts to their customer IDs, enabling them to do some more data mining and consumer intelligence gathering. In other words, Starbucks loyalty program just went social. 


Here is a core quote from this short article:

 

"Ajani says the real coup for Starbucks is that it now has linked 54,000 users 'Twitter IDs to their mobile phones and customer IDs. "Here's proof that direct-response [marketing] works on Twitter," he says. Even better, Starbucks will now be able to access the Klout scores of those customers and see what topics interest them.

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Genius ideas might come from the past Free wallet from Burger King

Genius ideas might come from the past Free wallet from Burger King | Marketing in Motion | Scoop.it
Randy and I were having lunch in downtown Orlando today when someone appeared to have dropped their wallet. People shouted out to the person who dropped the wallet and Randy ran over and picked it ...
Joachim Scholz, PhD's insight:

Another good example how communications can be a powerful way to reach consumers. It does not have to be TV all the time, and not billboard either. Burger King sent out a horde of people who dropped their wallets at busy places, just to be found by other people to "reward" them with coupons and other collectibles. 

 

This simple guerilla tactic does the trick just nice, creating excitement, surprise, joy and gratitude that can be connected to the brand.

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Can Social Data Tell You If Your TV Ad Actually Ran?

Can Social Data Tell You If Your TV Ad Actually Ran? | Marketing in Motion | Scoop.it
Find out why and a number of marketers and a host of media agencies are giving Bluefin Signals Brand Edition a try.
Joachim Scholz, PhD's insight:

This is how social media and TV play together

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Joachim Scholz, PhD's curator insight, October 22, 2013 9:01 PM

By Marianne Choi:

 

When people are excited about something, they tend to talk about it online. Bluefin Labs is capitalizing on this trend by tracking reactions on social media to TV ads that run on the various networks it tracks. Bluefin Signals Brand Edition is designed to understand which shows are generating conversations and to observe how different shows and ads in shows generate brand conversations. This information is important to marketers, as it will heavily influence which shows they want to invest in. If there are two programs with equal ratings, however one has a higher engagement in social media, companies will be more likely to choose that program to place their ad. One would think that a brand like Estee Lauder should advertise on networks geared for its target market like Bravo, however it has been observed that TV viewers tweet as frequently or sometimes even more when ads of cosmetics appear on networks like CNN. The information Bluefin Labs provides to companies looking to place TV ads is invaluable. There is an opportunity for companies to leverage personal conversations held on social media to achieve maximum efficiency with their TV ads and generate more brand awareness. 

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British Airways Digital Billboards Know When A Plane Is Flying Overhead

British Airways Digital Billboards Know When A Plane Is Flying Overhead | Marketing in Motion | Scoop.it
Kids on the billboards stand up and point at the plane as it flies by.
Joachim Scholz, PhD's insight:

Out-of-door advertising is one of the fastest growing medium for advertising, and one of the main the reason for this is the new possibilities that opened up with digital billboards (and people can fast-forward TV commercials, but they still have to walk outside in the same speed). These digital billboards allow for a much more interactive approach to marketing and advertising, and one great example is presented in this video. I wonder how many different scenarios BA came up with for looking up into the sky. Great job!

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Brigitte Chevallier's curator insight, December 4, 2013 12:44 PM

bluffant. Le message personnalisé qui s'affiche lorsqu'on passe devant le panneau digital sera bientôt une réalité . philipp K Dick 

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Instagram's First Ad Hits Feeds Amid Mixed Reviews

Instagram's First Ad Hits Feeds Amid Mixed Reviews | Marketing in Motion | Scoop.it
Instagram's first ad hit feeds on Friday, offering the first official glimpse at what users can expect from advertisers moving forward.
Joachim Scholz, PhD's insight:

Instagram's move into serving ads nicely tucked between your photo stream was only a matter of time, and now the time has come. As you would expect, users did not take it too kindly and voiced their anger in the comments. In terms of advertising monetization, Instagram clearly has the edge over twitter you would think, as a lot of liking and preference can be created through these appealing images.

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How Wendy's uses social listening to make better business decisions | SmartBlogs

How Wendy's uses social listening to make better business decisions | SmartBlogs | Marketing in Motion | Scoop.it

This article discusses how social listening has changed Wendy’s tactics in pleasing and retaining their customers, as well as shifting brand perception. They realized information gained from surveys and phone calls was limited, and decided to take it one step further with social media.

With the ongoing health trend, Wendy’s was struggling with being an alternative in their consumers’ decision making process for a quick and healthy lunch, as it sells many unhealthy items and is known for its fast-food mentality.

Wendy’s then became a first mover and made an app that allowed customers to set their desired calorie intake for their meal, and the app would offer a number of combinations that would fulfill these requests. The app grew organically without the need of advertising. This was after realizing that their competitors had weak apps features, and that most customers wanted to eat at Wendy’s, but wanted to do so without cheating on their diets or feeling guilty

Wendy’s is a perfect example of how something as simple as social listening and more in depth analysis can change brand perception as well as customer retention. They are currently expanding their app to further satisfy their customers. 

 

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A look into the past of communications: Commander Riker stars in a loooooong commercial

What the hell? The Enterprise Solution eh? Sounds like you're pitching a load of Number 2 there, Number One.
Joachim Scholz, PhD's insight:

Sometimes it is good to look back how communications used to be done. In this long commercial Number 1 is hijacking the Enterprise's bridge to explain poor fellows on Earth who are experiencing a computer information system meltdown how they could have avoided this - with the right software solution. I wonder where this thing screened back in the days?

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Columbus, Ohio: Test market of the U.S.A.

Columbus, Ohio: Test market of the U.S.A. | Marketing in Motion | Scoop.it
The Midwestern city gives companies exactly what they want: A cross-section of the American public on which to test market their products
Joachim Scholz, PhD's insight:

If you can ignore the over-the-top excitement displayed by the CBS "journalist", this video gives some good insights on how companies try out new product ideas and concepts in a test market... in Columbus, Ohio

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Report: Google Glass Was the Clear Winner of SXSWi Buzz

Report: Google Glass Was the Clear Winner of SXSWi Buzz | Marketing in Motion | Scoop.it

Google Glass. It’s the latest product that is re-inventing the way consumers use, or in this case, wear technology. The buzz surrounding Google’s latest gadget was all the talk of South by Southwest (SXSW) Interactive – a set of festivals that takes place annually in Austin, Texas, and took place from March 8-17 this year.

 

The social media conversations and corresponding attention from media has provided Google with the platform it will need come the launch of the product later in 2013. This strong utilization of public relations (including earned “buzz” through social media and strong media relations) is a perfect example of how companies can capitalize on reviews and consumer interest and conversations; this is highly similar to what Apple did in 2007 with the launch of the iPhone. By taking advantage of the “newsworthy event” that SXSW is, which caters to an audience who would be interested in Google Glass, Google will be able to save on advertising by relying on the incredible buzz created by the festival. 

 

While this is incredibly successful, going forward Google may struggle to measure the impressions and effect of this type of awareness generation – due to its lack of control when compared to advertising. However, for the time being, Google has mastered the art of consumer-generated buzz.

Ben Keefe, 05993950, Comm335-02, publicrelations, sxsw, productlaunch, socialmedia, buzz

 

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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 3:58 AM
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Heineken - The Switch

I’ve always been fond of beers campaigns since their focus is usually the humour. This on the other hand attracted me by another reason. In a very creative way, the campaign demonstrates how much the Heineken beer can change basically everything that you have been experiencing so far.

 

In the beginning the friends arrive in this awful bar, simply looking for a beer to share together. After the bartender starts to serve them everything changes: the environment turns from ruins to a party/fancy place; the bartender and all the people there becomes more attractive; the music makes the environment “more happy”.

 

Either because those are the values that the company cheer or because that’s how you feel after a couple of drinks the campaign is very precise in using the emotional appeal in a very convincing way. Just take a look at the guys at the end of the video.

 

Paulo Henrique Pedrão, 10083167, COMM 335 001; #EmotionalAppeal #FitIn #Campaign 

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What is the role of targeting "Social Influencers"?

What is the role of targeting "Social Influencers"? | Marketing in Motion | Scoop.it

Earlier this year, Forbes published an article entitled Who Are the Top 50 Social Media Power Influencers, 2013? by Haydn Shaughnessy. It followed similar posts by Shaughnessy on The Top 20 Women Social Media Influencers, also on Forbes, and a similar Top 50 list 12 months earlier.

 

The article soon came under fire from certain areas of the web, including Mark Schaefer’s Grow blog and Jure Klepic of the Huffington Post. Additionally, there were numerous conversations across the web on the Forbes article, with the majority of people discounting its validation.

So why did a publication like Forbes receive such criticism, and what does the discounting of influencer results like the one on Forbes mean for influence marketing in general?




Via Russ Merz, Ph.D.
Joachim Scholz, PhD's insight:

This blog post reminds me of an HBR from May 2013: "What would Ashton do - and does it matter?", which discusses that Ashton Kutcher has a massive twitter fanbase, but how many people actually do things because they read it on his feed? There has been also a Journal of Consumer Research article some years back (2010?) that modelled social  influence, finding that the Katz and Lazarsfeld Two-Step Flow Model of social influence is flawed: It is not the all-powerful influencer at the center, but consumers are influenced by other easily influenced consumers similar to them.

 

This all goes into the same direction as the conclusion of this article: Be customer centric, not influencer centric:

 

"This is the where the flaws of putting today’s definition of an influencer at the heart of the marketing circle appear; and why we need to move beyond this, and start putting the actual customer at the heart of the circle, and work back from there.


By taking this approach, we understand who the true influencers are – customers – and what they’re looking for, as well as who’s influencing their decisions at a specific point in time."

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Russ Merz, Ph.D.'s curator insight, December 6, 2013 10:45 AM

This is a thoughtful article overall, but like many others it suffers from a lack of a clear unambiguous definition of influence and influencers. I am reminded of Duncan Watts' observation that "influencer theory is bogus" [ see: http://bit.ly/18oeMps ].

Joachim Scholz, PhD's comment, December 8, 2013 8:16 AM
Good point, Russ. I am also reminded of an HBR from May 2013: "What would Ashton do - and does it matter?", which discusses that Ashton Kutcher has a massive twitter fanbase, but how many people actually do things because they read it on his feed? There has been also a Journal of Consumer Research article some years back (2010?) that modelled social influence, finding that the Katz and Lazarsfeld Two-Step Flow Model of social influence is flawed: It is not the all-powerful influencer at the center, but consumers are influenced by other easily influenced consumers similar to them. This all goes into the same direction as the conclusion of this article: Be customer centric, not influencer centric.
Tannah Gravelis's curator insight, August 22, 2014 2:16 AM

This article is an interesting perspective into social influencers, and how exactly to measure the 'influence' of an individual. it raises the interesting point that popularity doesn't equate to influence, which is something that marketers and wannabe social influencers are still trying to finesse. This article is an interesting insight into another angle of looking at the social influencer phenomenon

 

Rank = 5

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140 Proof • The Social Ad Platform

140 Proof • The Social Ad Platform | Marketing in Motion | Scoop.it
Top brands use 140 Proof's social stream ad targeting to increase brand exposure, drive awareness, and deliver engagement through sharing.
Joachim Scholz, PhD's insight:

140 Proof is a company specializing in social advertising over twitter. The concept is really easy: You schedule an add and it pops up in the social stream of pretty much all major twitter applications. Companies can use the social data available of twitter users in order to target their audience according to influence or interest, of course. And as with all social advertising, the hope is then that the originally targeted users shares this information, kicking off a cascade effect.

 

I don't think that twitter advertising is the way to go (see American Apparel, who tried social ads and then shifted gear), but it will be part of our marketing landscape as are ads on shopping carts and pizza boxes. And if you want to do this, then the benefit of this company would be that it has full access to Twitter's firehose, and thus all tweets sent around the world, which not many companies have.

 

There is a video behind this link which explains the idea (and 140 Proof's service) of social advertising in 90 seconds.

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lauren bennis's curator insight, September 30, 2014 2:30 AM

Social media is a good place to create brand awareness as 230million people in the US alone, use social media apps

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8 Ways To Get Bloggers Buzzing About Your Brand

8 Ways To Get Bloggers Buzzing About Your Brand | Marketing in Motion | Scoop.it

If you are a locally-based business, connecting with nearby customers and community influencers is vital for your business. Word of mouth can be as important, if not more important, for neighborhood businesses as traditional advertising, and this is where activating your local customers to act as your advocates can have a real impact on growing your customer base.

It’s no secret that customers trust word-of-mouth above corporate advertising: according to Nielsen, 92% of consumers trust peer recommendations and only 53% trust content that you create and post on your website.

Even for national companies, the benefits of thinking local can be impressive. Drug store chain Duane Reade recently initiated a campaign to boost their New York City customer base through localization strategies that focused on user-generated content to reach new audiences. Duane Reade partnered with brand advocate bloggers who are “not actual employees, but we treat them as such [and] we offer incentives and introduce [them to] initiatives before the public” and allow them to amplify the corporate message at a local level. The result was a 28% lift in year-over-year sales, a 5x ROI, and 20 million impressions over the entire period of the campaign. “[We had] almost 2,000 pieces of original content being generated over this campaign, so it was huge for us,” said a Duane Reade spokesperson.


Via Russ Merz, Ph.D.
Joachim Scholz, PhD's insight:

This blog post is an example in a trend that is deeply embedded in the emerging marketing paradigm: A trend towards the re-localization of brands, even those who have reached a national audience in the past. Historically, the development of long-distance transportation (train networks, cooling trucks) and communication (telephone, TV) allowed brands to push into a national (and later global) market.

 

Today, we see the (simultaneous) reverse trend of developing local partners and ambassadors. Sure, you might say that is similar to geographic market segmentation or adapting your communication to a certain local as in classical international / cross-cultural marketing, but I still think that something else is going on here. It is a re-opening of the marketing function of a firm to many other people outside the company, at a certain place. It is a more networked approach to marketing, which can show impressive results:

 

"Drug store chain Duane Reade recently initiated a campaign to boost their New York City customer base through localization strategies that focused on user-generated content to reach new audiences. Duane Reade partnered with brand advocate bloggers who are “not actual employees, but we treat them as such [and] we offer incentives and introduce [them to] initiatives before the public” and allow them to amplify the corporate message at a local level. The result was a 28% lift in year-over-year sales, a 5x ROI, and 20 million impressions over the entire period of the campaign. “[We had] almost 2,000 pieces of original content being generated over this campaign, so it was huge for us,” said a Duane Reade spokesperson."

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Russ Merz, Ph.D.'s curator insight, December 4, 2013 11:09 PM

Good advice from Branderati for how to build #brand relationships with #social #influencers.

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Mobile Is The New Black: Make Your Social Media Mobile Friendly

Mobile Is The New Black: Make Your Social Media Mobile Friendly | Marketing in Motion | Scoop.it
Are you reading this on your mobile device? The probability is likely, considering there are currently 6 billion (and growing!) active mobile devices in the world, and companies continue to tailor their marketing to the small screen of your iPhone.

Via Brian Yanish - MarketingHits.com, Martin (Marty) Smith
Joachim Scholz, PhD's insight:

The first phase of the trend towards mobile is in full swing, and it is time to adapt your marketing strategies for it. Resizing facebook ads, making it more visual and so on are the obvious things to think about, but there is also a second revoultion wrapped in the first: The move to (mobile) content marketing.

 

To oversimplify: Consumers watch big screens, but they touch small ones!

 

So the marketing communications you put on consumers' phone screens needs to be much more content oriented, something your consumers will voluntarily seek out. Being a service star in getting consumers the right coupon is a first thing to do, but also add levels of engagement and play. Coke did a great example during the London Olympic Games (on Marketing in Motion, use the Find buttom) for which they created a music DJ/mixing app that allowed consumers to build their own soundtrack to the games and send it to their friends.

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Martin (Marty) Smith's curator insight, November 25, 2013 9:46 AM

Great mobile / social Tips Scooped by Brian Yanish (@MarketingHits) including:


* Resize your Facebook posts No bigger than 620 x 320

* Choose Facebook Ads wisely

* Make it visual

* Turn up the content

* Get smart about couponing

* Take advantage of Twitter

* Upload to Instagram

* Utilize Email Marketing

My favorite is getting smart about couponing as that tip can make a real difference to your bottom line especially at this time of year.


Be careful not to have "battling coupons" where one deal wipes out another an check coupon websites like Retail Me Not to make sure they are up to date and don't have old coupon codes that don't work anymore since there is nothing more frustrating than trying to get a deal that is dead.


Suggested by Julien Rio
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The truth about the impact of Social Media strategies

The truth about the impact of Social Media strategies | Marketing in Motion | Scoop.it
It is now common for companies to develop Social Media strategies and to hire Social Media Managers in order to boost their online presence. But what can you really expect from Social Media Marketing?
Joachim Scholz, PhD's insight:

When talking to members of the small business community (often in forms of clients for my Integrated Marketing Communications or Marketing Research courses), I often hear that they want to move into social media because it is cheap and easy. I hear the same from students: Social media is cheap and simple. Well, it is cheaper than an ad during Superbowl, but so are many things.

This short blog commentary does a good job in bringing down expectations for social media activities a bit. Highlights are:

-  Don't drive sales, but bond with consumers

- The power lies in measuring and analyzing your efforts

- Don't just throw social media management to an intern, just because she/he is Gen Y and a "digital native" (biggest myth ever, anyways!)

 

My takeaway: You also don't ask your 8 year old nice to make and advertisement for you, even though young kinds are some of the most creative people on this planet. You ask a professional agency. It is time to also become professional in social media management. For companies that means hiring social media managers who have learnt their trade, and for universities it means to finally offer these social media management and social listening courses.

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Tesco Mobile's Twitter Account Is Sassy As Hell

Tesco Mobile's Twitter Account Is Sassy As Hell | Marketing in Motion | Scoop.it
Is this the Taco Bell of the U.K.?
Joachim Scholz, PhD's insight:

Tesco Mobile is running an interesting social media strategy here: Be sassy. So far, their sharp tongued responses to people mentioning their brand (in a challenging or sarcastic manner) seems to be working fine, as they are building brand personality and a lot of buzz. 

 

So is this the equivalent to the shock advertisements we know from traditional media?

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Don Curtin's curator insight, November 22, 2013 9:06 AM

Shame you can't reply whenever a product of service you promote is mentioned...

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Developing the case for social integration

Developing the case for social integration | Marketing in Motion | Scoop.it

This article sheds light on how it is increasingly important for companies to homogenize their digital marketing efforts by collecting their content shared on multiple social channels (Facebook, Twitter, blogs, etc.) and aggregating it all on the corporate website. It uses H&M, a global clothing retailer, as an example of a company that has made a forward-looking move by integrating all social discussions in one key location on their website. By clicking the page ‘Social Media Room’, anyone can browse through (and even sort by subject) what customers are saying about the brand, store service, products, and so on. A quick visit to the page and you will see that negative posts aren’t filtered.

By bringing transparency to their brand and openly sharing and publicizing customer feedback, H&M evidently recognizes the importance of consumer communication. As an H&M customer myself, this initiative reveals to me that the company wants to involve consumers in business decisions and address concerns online. This integration does not only benefit the consumer. Social media listening is a powerful source and by directing social discussions to their website, the company can better compile all their data before conducting social media monitoring and measurement.

Joachim Scholz, PhD's insight:

It is interesting to see in this article how H&M uses social media under a full transparency agenda and share all their feedback with the public. I think that this is a wise and forward looking move. In the 1960s, the work of Vance Packard and others have fueled the fear of the Hidden Persuaders, leading to a backlash and suspicion against marketing that is still dominant today. It is only a matter of time until the next Vance Packard steps up and introduces the general public to companies' social listening efforts, putting companies onto the same level as foreign nation spies (and not the James Bond kind of style). If you demonstrate transparency early on and stick to it no matter what, your company will earn respect and trust in the long run.

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Integrated Marketing Communications mini-case study video

What's important to consumers when shopping. Purchasing behaviour & what stands out in terms of packaging and products when shopping in a supermarket. Voices...
Joachim Scholz, PhD's insight:

This video is a brief case study on how an Integrated Marketing Communications approach is used to introduce a new laundry softener. One can discuss this case to highlight different stages in the hierarchy of effects (e.g., awareness, knowledge, trial) and the different marketing communications tools (e.g., media campaign, digital and social marketing, in-store signage etc.) that have been used in a unified approach.

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Джонатан (_ _).。o○'s curator insight, August 12, 2014 12:02 AM

A good use of "resilience" and Sun Tzu methodlogy

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Tropicana Orange Juice Waste $35 Million on their New Marketing/Packaging Failure

After consumers complaints, Tropicana ditches their $35 million Packaging and Marketing Failure
Joachim Scholz, PhD's insight:

This clip details the PR desaster when Tropicana dared to change its iconic packaging of their orange juice. You know, the straw coming straight out of the orange. 

 

On e level his is a good example how consumers are more empowered today with social media, how they are able to immediately voice concerns and make complaints, and how companies can listen to these conversations (or rather angry outcries, in this case) to inform their marketing.

 

On a different level, this clip demonstrates how hopelessly misused marketing terminology is these days at CNN. Subliminal? I don't think so! And what is wrong with this "expert"??

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KatrinaSun's curator insight, December 7, 2015 10:11 AM

This clip details the PR desaster when Tropicana dared to change its iconic packaging of their orange juice. You know, the straw coming straight out of the orange. 

 

On e level his is a good example how consumers are more empowered today with social media, how they are able to immediately voice concerns and make complaints, and how companies can listen to these conversations (or rather angry outcries, in this case) to inform their marketing.

 

On a different level, this clip demonstrates how hopelessly misused marketing terminology is these days at CNN. Subliminal? I don't think so! And what is wrong with this "expert"??

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Minimalist effect in the maximalist market ~ ANTREPO BLOG / A2591

Minimalist effect in the maximalist market ~ ANTREPO BLOG / A2591 | Marketing in Motion | Scoop.it

Our last project is about simplicity and we try to find alternate simple versions for some package samples of the international brands. We think almost every product needs some review for minimal feeling. 

Joachim Scholz, PhD's insight:

Does the latest product design trend of minimalism extend to product packaging and labels? This webpage puts this question to the test, simplifying the packaging of iconic brands.

 

Interesting food for thought (nutella - yum!), and also maybe for a good discussion in an IMC or CB course.

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margot ferri's curator insight, November 26, 2013 8:09 AM

Minimalist makes impact! 

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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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Mouse Trap Survivor Cheese Commercial

This advertisement starts off nicely with soft music playing in the background and a mouse nibbling on some cheese. We all know what’s going to happen, yet it still shocks us. The poor mouse is caught in the trap, breathing what appear to be its last breaths until it begins doing pus-ups. Odd thing for a mouse to do. This ad is great because it doesn’t tell us what it is advertising until the very end, so it keeps the viewers intrigued and wondering what this ad is all about. This ad is a roller coaster of emotions from content, to frightened, to sad, and finally humour. Viewers will remember this ad because it is witty and entertaining. It aims at the emotional appeal of consumers in order to draw them in to the advertisement.

 

Katharine Corcoran COMM 335-002, campaign, advertising, emotional appeal, brand awareness, liking

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