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Coke's 'Polar Bowl' Draws Bigger Crowd Than Expected | Special: Super Bowl - Advertising Age

Coke's 'Polar Bowl' Draws Bigger Crowd Than Expected | Special: Super Bowl - Advertising Age | Milestone 1 - Alice | Scoop.it
more than 700,000 people watched coca-cola's polar bears watching the super bowl, its commercials and the halftime show.
Alice Burke's insight:

The Coca-Cola Polar Bowl campaign, brings together the main idea of IMC, to coordinate brand communications in order to create a more effective campaign which generates short term returns and builds long term brand value. It also generates consumer engagement in the brand. It is evident in this article just how successful the campaign was in terms of consumer response, however it would be interesting to see the impact it had on sales and brand value. Being one of the first brands to use this type of campaign on such a large scale, I believe is one of the main reasons for such a large success. If this type of advertising becomes mainstream and continually used by other brands, the success may become questionable.

As well as having a huge audience watching the polar bears react to the game. Coke's social media took off via twitter and facebook. This furthured the success of this IMC campaign.

I think that this type of marketing will grow increasingly popular in the future as both marketers and consumers becomes more "high tech". It offers great opportunities in IMC to increase brand value, consumer engagement and brand loyalty.

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Roshani Mehta's comment, March 21, 2013 5:36 AM
I agree with you Alice, i think that this kind of marketing will become more popular as marketers and companies take advantage of social media. I think the success of this campaign came from the fact that people felt a connection to the polar bears, by watching their every move and reaction will using facebook and twitter to show their own individual reactions advertisement. This kind of advertising was very smart of coca cola as they managed to engage such a large group successfully, while taking some of the super bowl hype for themselves.
Mat Bagnall's comment, March 21, 2013 4:37 PM
I actually saw the polar bears while watching the game! They were very cool and definitely evoked positive reactions amongst the people I was watching it with. This kind of marketing strategy is a very interesting take on how to approach and encourage consumer connectivity. I think that you are right Alice, in the fact that because they were one of the first if not the first 'BIG' name brand to use this kind of campaign, they achieved great success while targeting a large audience, which in most cases is not so easy to do. Also because of the seemingly innovative approach to the campaign, consumers engaged on social media about the idea and what they saw which only further hyped the campaign.
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How social is reshaping marketing's fundamentals

How social is reshaping marketing's fundamentals | Milestone 1 - Alice | Scoop.it

Social media has revolutionized the basic tenets of marketing. Here's how it is deconstructing the venerable combination of price, product, placement, and promotion.

 

The four "Ps." It's hard to get through Marketing 101 without them. If anything was meant to be a foundation of marketing, it's the venerable combination of price, product, placement, and promotion. Now even this theory -- first put forth in 1964 -- is being reshaped. Social media and the customer intelligence available from it have revolutionized even these basic tenets of marketing. In some sense, the four Ps have been completely deconstructed. In all cases, they must be reevaluated.

 

Continue Reading ... 

Alice Burke's insight:

This article, "How Social Media is Reshaping Marketing's Fundamentals" broaches the topic of reevaluating the traditional '4 P's' of marketing. The author makes a good point that in today's internet savvy world, in which millions of people access social media everyday, we need to reasses the traditional way we both teach marketing to students and also how we use this process in the 'real' marketing world. It can be argued that social media branches from the Promotion 'P', but i think that social media has more to contribute to marketing and the marketing mix than just promotion. Social media can be used to survey, understand and gain insight into both customers and competition for marketers. Therefore, social media needs a whole new catagory, which is the underlying arguement of the author. I agree with this article on the empahsis that social media has on brands and the way marketing will and should continue to evolve and exploit social media.

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Mat Bagnall's comment, March 21, 2013 4:29 PM
Very interesting article Alice :). To me this article underlines a logical and necessary leap that needs to be made in order for marketers to truly develop an understanding of the consumers within the markets the operate. The fact that many technological advances have been made towards connectivity and consumer engagement through social media and similar avenues, only reinforces the need for marketers to reassess the fundamental framework that is the Four P's.
Roshani Mehta's comment, March 21, 2013 4:50 PM
Marketers need to develop the original four P’s, this marketing idea does still hold relevance to marketing but for marketers to truly be successful they need to understand people. This fifth P is essential to the marketing mix. Social media makes it easier to gain insights into consumer behaviour with it being so easily accessible and easily tracked – marketers have no excuse than to take advantage of all that social media has to offer.
David Lusion's comment, August 15, 2013 1:20 AM
I think the statements in the article are quite fair, for a brand that has successfully manged it's social media well, it would have followers that care about the brand, this can be treated like a large focus group and asked critical questions as they are the front line supporters, and perhaps brand champions..
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Tracking mobile offers from eyeball to purchase

Tracking mobile offers from eyeball to purchase | Milestone 1 - Alice | Scoop.it

The life cycle of a mobile ad in 3 steps
SUMMARY: Mobile marketers can best appeal to potential customers by taking into account three steps that take place between when a consumer notices an ad to the time he or she makes a purchase, writes PushPoint CEO Greg McAllister. In distributing the message, special offers work best with location targeting. Then it's a matter of tweaking the campaign to increase customer engagement and push the consumer nearer to purchase while tracking how well the marketing strategy worked.

Alice Burke's insight:

The use of mobile phones for advertising and marketing is steadily increasing and as mentioned in this article, the prevelence of mobile/smart phones in this day and age is likely to take over the shopping experience for consumers. This point is illustrated in the article, in that it is predicted 86% of shoppers access the retailers website while shopping in store. I personallly think that this figure is dramatically inflated. While many consumers may do this, I dont believe that it would be that high.

However, mobile offers are a great tool for marketers. Not only can it attract new consumers but it can also remind exisiting consumers of the brand and any recent offers the company has, and can do so instantly and cost efficiently.  By targetting consumers based on their location and alerting them to stores and promotions in the area via mobile phones, companies can gain instant and measurable results from the advertising. Another advantage, is a new 'touch point' for marketers to access the consumer. It is also beneficial as mobile advertising can be used in conjunction with other touch points to create multiple touch points and therefore more effective marketing. For example a consumer may see an advertisment for the store, then go into the store, converse with a sales assistant while looking at the stores website for offers simulatneously.

I think the increasing prevelance of mobile offers and marketing will have a huge impact on the industry as we know it. I also am interested to see how consumers will view this increasing trend. Will they think it is too invasive? Will it make them skeptical of all advertising? Will they think their privacy is being breached through the location aspect? Or will they engage positively in this increasing marketing trend?

 

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David Weng's curator insight, August 7, 2013 5:12 AM

This article mainly talks about the influence of mobile phones use and advertising. Also it gives three key elements to attract consumers. The article has mentioned that 86% of shippers will access a retailer's site on their mobile device while shopping in a retail store and mentioned 71% people want to use mobile wallet experience in 2013. These record shows that how is a mobile phone provided and creates their brand loyalty, mobile phone is no longer just the communication device, consumers demand producer to give more convenience and useful programs on mobile phones, it is like mobile wallet.

Mobile offers are really useful tool for marketers. It can attract new consumers and it makes consumers easy to evaluate and identify their brand. I think the target part is quite good idea, depends on location and consumers segmentation, we could focus on the special groups for discount, it will increase peoples motivation and their loyalty to this brand. Closing the loop at point of sale is for people could clearly see and find the shop also the great idea as well.

Overall, mobile phone is now really useful tool for everyone. But everything has the disadvantage, I’m worried that we will lose some of our communication skills. So we have to use mobile phone effectively.  

 

Juju Jadine Davis's comment, August 9, 2013 10:27 PM
Alice, has basically covered everything, so there isn't much to add. The prevalence of smart phone use among consumers has provided marketers with a new platform to grow their consumer reach, not only to acquire new customers as explained in this article but also as yet another touch point for IMC. Smartphones are an excellent promotional tool for marketers, specifically because of the data accumulative properties inherent in digital devices; easing the often difficult evaluation process of marketing. In my view, the promotional media on smartphones will be effective in the beginning stages but will probably become common place, to the point where informed consumers will just ignore them.
Li Ma's comment, August 11, 2013 2:43 AM
This article tell people that more and more consumers prefer to use the mobile device not just for communication, they would like to use it for payment, consumption, and product discovery according to some relevant research findings. Thus depending on this situation, the mobile offers and promotions become very necessary, this article also defines the goal for them is to attract new consumers. To reach the goal, the article listed three important steps of mobile offers from eyeball to purchase. They are distributing the offer, engaging with the customer, and closing the loop at the point of sale as well.
I think your comment is very comprehensive, and you added your own understanding of this article, it is pretty reasonable.