mktg 409 (Digital Marketing and Social Networking) exam 3
SEM and SEO
-Search Engine Marketing -Search Engine Optimization involves a promotion on websites by increasing their visibility in search websites and includes paperclip advertising.
Marketing Texas A&M
-Make us aware of TAMU as an institution -make sure the experience at TAMU is memorable Branding -what is your product? -who is your audience?
Organic vs. Paid Search Results
Organic Appear based on relevance Not paid Doesn't mean not a business issue Paid (pay per click) Appear based on relevance Paid by advertiser Indicated with "ad"
Marketers' ability to obtain digital information is referred to as
a. accessibility.
Content Marketing
•"Owned" media •Drives awareness, SEM results, purchases •Data-driven creative •Make scrolling/exploring •fun •rewarding
The growing use of two-day and next-day delivery by online companies best relates to
b. the distribution variable of the marketing mix.
Marketers call the internet a pull medium because
b. users determine which websites they are going to view.
____ relates to perceptions of value and is the most flexible element of the marketing mix.
c. Pricing
Consumers are changing ____ and consumption behaviors to fit with emerging technologies and trends.
c. their information searches
Electronic media that function using digital codes are called
d. digital media.
Which of the following digital media tend to be more promotional oriented?
e. Media-sharing sites
Email Marketing
•3% of website visitors buy the first time •65% will purchase •Email branding must-haves •Personality and voice •Consistent template •Branded preview pane •Branded landing page •Consistent style
Native advertising
•Resembles a publication's editorial content but is paid for by an advertiser and intended to promote the advertiser's product. •Blurring the lines between advertising and content disguised to look like editorial content in that publication on a website. buzz feed: article on 10 quotes every graudate needs to read, which is disguised on the website.
Marketing and Design in Texas A&M
@tamu posts, Welcome back to school posts, try to think different ways on how to attract aggies. Define marketing from their perspective. What is your product? Understanding what your trying to sell. They try to sell the education (higher education), sell experience, sell unique that aggies love, texas a&m to them the spirit of aggieland. Who is your audience? 18 yearolds to get them to college station. Targeting the rest of the country. Positive attitude for texas a&m. Nail the audience, current students, former students, parent,s legislators. How are you different? Unique from other products. Going to another university. Traditions, 12th man, muster, unique and weird way. Students go to the football stadium for the yell practice (college football traditions.) Brand is thrown around so much. Voice (marketing) and Look (design, colors, logos) in the middle is the feeling you get. positive attitude or negative impression.
Texas A&M Branding:
Always have the big T. and A&M would float around. But the T is dead in the center. The T is boxed. Logo is idiot proof for any other agency that will put their logo in a different background. Never squish or squash a logo. Use corner arrows to make smaller. ATM is all of texas and texans, by the ocean, in the field, military, freedom, Aggies are people who go and get their hands dirty and do everything.
Voice (marketing)
Awareness: good or bad, bad PR is a win but going further you do not want to be badly memorable. Memorable: you want to be recognizable. Affinity: Target has a strong affinity with target. Positive attitude, Brand you like to spend time with. The Sass Factor Wendy's is consistent with a sass, who they are online and stick to it. Create affinity.
Social Media Marketing Trends
Continued rise of paid social media commerce Ephemeral (disappearing) content Continued rise of influencer marketing Continued rise of augmented reality. New social media platforms.
Feel Marketing
How to make a brand where everyone knows. Marketing is about values, noisy world. We have to be clear on what we want the world to know about us. Nike honor great athletes and great athletics. That is who they are. Apple are the core: we believe that people with passion can change the world for the better. People that are crazy enough to change the world actually do. Giving an emotion and throw a brand to it. Apple ad is an experience, so unique. Packaging of coffee is a winner definitely going back to the coffee shop where they do that packaging. Marketing is an inspiration, the emotion punch.
Case Studies: Outside of Texas A&M
Juventus: global fans. Changed their logo and stood out compared to other soccer clubs. their opponents. Whataburger: Scavenger hunt. at campus. Got students excited by posting on social media abou the gift that whataburger provided them.
The Look of the brand
Logo, funs, color schemes, Michael Beruit: Wordmark (easiest) Pectoral: Picture, Abstract Iconography. a little mark means something big. THe shapes associate with the minds of hte consumers. The logo system: MTV, google's daily doodles (technological change). Cattle Branding: meaning this is mine.
What is Digital Marketing?
Marketing through electronic media "The union of content and technology guided by carefully aggregated and thoroughly analyzed data" How can we reach our customers through media.
Texas A&M Marketing
Muster (most powerful in aggie spirit) remembering those who we lost. Facebook is older audience. (mentioning names of those past). Instagram and Twitter are similar. attract audience.
Native Advertising
Performance 10x better 3x more attention 40% more time interacting Deception 60% thought harmed credibility 2/3 felt deceived 54% don't trust
Wed Design and email marketing
Top Trends: Dark Mode The modern Blazer. Mixing illustrations and realism. Artistic illustrations
Social Media
Websites and applications that enable users to create and share content or to participate in social networking
Mobile
World-wide mobile and Digital Usage has grown rapidly, 6% share on digital usage Recent trends: Mobile Shopping: $448B/45% by 2024 Location-based Services 400M deployments in 2020. Amazon Go: just walk out technology, receipt is sent to the app. Augmented Reality: Pokeman go, world lens on snapchat. Cosmetics, Wearables. Pants that can charge phone while you walk.
Making of the Old Spice Comercial
a guy in the shower, on the boat and on a horse. If it were to be real, a bet. Target marketing for the women buying products for the household. His voice and shower running. "im on a horse" great talent on all parts of the commercial.
Two trends that have caused consumer-generated information to gain importance are
a. the increase of consumers sharing their opinions through digital media and the consumer's mistrust of information from corporations.
Claudia, a marketer at the local zoo, has been using digital media to promote new exhibits and events. Claudia finds that digital media is a good way to promote events when the zoo does not have a large promotional budget. At the moment, Claudia is working on a strategic process for developing a(n) _________________ for a sustainable seafood event the zoo is holding for its members, most of whom are very active on the zoo's Facebook page. She decides Facebook is the appropriate social media channel she wants to use to reach consumers. Claudia determines the appropriate pricing for the event as well as the best way to distribute and promote the event through its Facebook page. To promote the event more successfully, she is also going to look at past Facebook poll results, member postings, and responses to corporate messages to determine what its members would truly desire to get out of the event. Claudia plans to incorporate this into the digital promotion she will release for the upcoming event through Facebook.
b. electronic marketing strategy
Classic Example with Old Spice:
body wash for men: now for your ladies: The man your man can smell like. The campaign was a hit. 9.9 million YouTube views. Most popular videos on the web. Started as a Superbowl commercial, proctor and gamble marketers trusted the campaign and was a huge campaign. All about the content. and the off the wall responses.
Home Depot has an iOS program that allows users to match colors in photographs with the store's selection of carpets. This is an example of a(n)
c. application (app).
Milton Bradley/Parker Brothers are producers of many board games, such as Monopoly, Battleship, Yahtzee, and Clue. The company has posted online cash rewards for consumer reviews of its games. In doing so, Milton Bradley/Parker Brothers is striving to utilize
consumer-generated marketing
One of the most important benefits of e-marketing is the ability of marketers and
customers to share information
The car-related website and media company, Edmunds, provides reviews and ratings of vehicles and is well respected by individuals in the car industry as a neutral source. Consumers appreciate its advice and information and know they can trust Edmunds for non-biased information. In addition to its own website and magazine, Edmunds is using the ________ Pinterest to post photos and links to recent articles as well as answer questions posed by members of Pinterest.
d. bulletin-board site
Tim maintains a popular blog that highlights restaurants in the Minneapolis area. Tim provides recommendations on the restaurants, posts photos, and gives descriptions of upcoming specials or events. He has a number of followers, and restaurants have begun to take notice. One popular restaurant chain is expanding and hopes that Tim could help it in promoting its new location. Not only does Tim have a lot of people following his blog posts, but the restaurant knows that Tim is highly trusted. What is the best way for the restaurant to make use of Tim's influence in its promotional strategy?
e. Invite Tim to write a review of its food.
Vail Mountain Resort in Vail, Colorado, is a world-class ski destination. Vanessa is a newly-hired manager of digital media and electronic marketing for Vail. Vanessa remembers reading about a new trend in video marketing, using _________ to engage and create a community of customers.
e. amateur filmmakers
The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into its website. It knows how to appeal to all types of consumers and utilize the full potential of digital media. The Disney website immediately catches your attention with sights and sounds that come alive. Not only can you catch a glimpse of an upcoming movie, but it also connects you with your favorite characters from movies past. The website offers age-appropriate games and activities, including the ability to create a fairy-tale cottage. The Disney Parks have their own links, of course, along with Radio Disney, the Disney Store, family vacation packages, and an educator's corner. An adult or child can enjoy navigating through the electronic marketing of Disney. Refer to Scenario 10.1. The Disney website has a special link for educators that allows them to download educational videos pertaining to various subjects and grade levels. Educators are asked to register online with further information about their needs. This is an example of
e. interactivity.
Samsung provides users with the chance to download a weather ______________ onto its Galaxy S8 smartphone. Once downloaded, users can see current conditions, a local radar, a ten-day forecast, and tropical weather information if relevant.
e. widget
Which of the following refers to the strategic process of distributing, promoting, and pricing products, and discovering the desires of customers using digital media and digital marketing?
electronic marketing
Regardless of their age, income, or gender, an increasing number of people are turning to the internet to search for information, products, people, news, maps, entertainment, and whatever else you can think of. At the forefront of this massive search is Google; accompanying Google are social media sites such as Facebook, Twitter, and Pinterest. Google has developed methods for making information useful to all types of internet users. Some users want to critique the information, some just want to read the information, and some want to be the information writers. Facebook, originally used as a social networking application, is now picked up by retailers, brands, celebrities, churches, political campaigns, and nonprofit agencies. Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated medium. Refer to Scenario 10.2. Which of the media below would be best for the American Red Cross to use in developing relationships with blood donors, and in soliciting funds for storm-ravaged communities as a result of floods and fires?
Pottery Barn uses ____ to display snapshots of company events, staff, and products.
______________ can be ideas and creative materials, songs, movies, books, or electronics that are developed to educate or entertain.
intellectual property
Walgreens has set up a website that enables customers to converse with the company and communicate their needs and wants. This is an example of a(n) ____ website.
interactive
The internet can be referred to as a ____ medium because users determine which websites they are going to view.
pull
The _____ of a(n) website will have a major impact on whether the customer exhibits loyalty to the site.
quality
A major benefit of social media marketing is the ability to reach new target markets, such as Millennials. A firm wishing to target Millennials would be advised to use
snapchat