CTD 387 FINAL EXAM

Who is the target group of YouTube?

The biggest target group is 18-34 year-old users

What is Branded Entertainment Video?

-Brand entertainment is designed to entertain audiences using filmed entertainment products such as films, video games, or TV shows. -It is similar to the brand channel, but it focuses on the interest of the audience instead of promoting the products. -Features: Entertaining viewers, involving celebrities, interactive content, and mini-series

Understand the relationship between fashion and film.

-Costume designers design costumes for films -Film starts are influenced as style icons for their audiences -Some films have sparked trends -Fashion itself is a topic for some famous films Designers Films: are associated with a particular fashion individual or brand Artist's Films: are created for a brand by an artist

What are the key elements of effective email marketing (the Checklist)?

-Don't use excessive punctuation -Don't use capital letters -Don't overuse imperative words such as 'click', 'buy' or 'get' -Don't use the word free

What can fashion brands do on YouTube?

-Expose a brand to potential new customers -Communicate with existing customers -Build the brand image (established brands) -Create brand awareness (new fashion brands) -Promote specific fashion products

L'ORÉAL CASE STUDY QUESTIONS

-Hair Health and Care -Market Research Industry and Consumer Insights -Beauty Babble Program -Digital and Social Media Trends -Digital First Strategy

What are the unique benefits of social media marketing for the fashion business?

-It offers fashion businesses the means to get direct input from their customers -It is easier for fashion businesses to build a fan community -Fashion businesses can communicate on social networks in more personalized and subtile ways -It has the ability to share and re-share information: word-of-mouth marketing, thereby reaching huge audiences -Make fashion marketing more fun and effective: videos and pictures, live steams, and upcoming events

What are the key elements of livestream shopping video?

-Platform -Host -Products -Video Content

How to improve SEO ranking (the Checklist)?

-Search engines like text pages -Search engines like links, so try to have at least one text-based hyperlink per page -Search engines like URLs that include descriptions rather than number and digit extensions -Search engines like individual page title tags -Search engines like each page to have a unique meta description, so add relevant sentences rather than key words - Search engines like images to have a number and an 'alt tag', which is a description of the image -Search engines like site maps, so make sure your website has one

Understand the main reasons for people to use social media.

-Share content -spread information -Promote products -Document what they are doing with their lives

How can AR be used in the fashion industry?

-Virtual fitting and try-on -Virtual fashion shows -Immersive shopping experience -Social media AR filters -AR merchandise

Burberry Case Study Questions

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1) What are the hair care market trends? (For example: millennials, are more likely than older consumers to make purchase decisions based on environmental factors) 2) What are the benefits of the Internet and the pervasiveness of mobile devices to the hair care and cosmetics industry?

1) 1. Millennials, are more likely than older consumers to make purchase decisions based on environmental factors. 2. Men were also spending more time and money on keeping their hair healthy and full.3. Consumers use luxury hair care and beauty products to communicate something about their identity.4. Brand name and recognition were gaining importance. 5. With the growth of social media, consumers were sharing more intimate details about their product usage with an audience. 6. Consumers were becoming more sensitive to ingredients used by hair care product manufacturers. 2) 1. Make it easy for brands to gather consumer insights.2. Allow brands to engage with their customers in a personalized way.

What are the "Rule of Thirds" for social media content?

1) 1/3 of your content promotes your business, converts readers, and generates profit 2) 1/3 oh your content shares ideas and stories from thought leaders in your industry or like-minded businesses 3) 1/3 of your content is personal interactions with your audience

What are the important qualities of a social media influencer?

1) A huge loyal following on their social media platforms 2) A power to affect the purchasing decisions of others

What are the important factors for mobile shoppers?

1) Ability to see product pictures 2) Using the mobile-friendly version of a website 3) Having the product descriptions 4) Being able to read product reviews 5) Ability to see/compare price of product 6) Security of website 7) Size of the text/link on the website 8) Availability of an app for that specific retailer

What are the benefits of magic/virtual mirrors?

1) Allowing consumers to try-on items and aid with their fit and look issues 2) Used as a marketing tool, attracting the shoppers passing by

What are the three different types of online advertising?

1) Banner Ad: Strip message placed in high-visibility areas of frequently visited websites 2) Pop-Up Ad: Separate window that pops up with an advertising message 3) Pre-Roll Video Ad: A pre-roll ad is a promotional video message that plays before the content the user has selected

What are the two types of paid YouTube advertisements?

1) Commercial: Videos are called in-steam or pre-roll-ads; the viewer is forced to watch the first five seconds of an ad before the selected video starts 2) Display Ads: Ads appear as a classical banner ad on the right-hand pane of suggested and recommended videos. Ads are shown at the beginning of a special promoted section of the video search results pages on YouTube and in Google Video search

What are the general rules for social media content?

1) Communicate clearly 2) Make your titles and headlines attention-grabbing and quotable 3) Write in the appropriate word lengths for different networks 4) Establish yourself as an authority by linking to the most up-tp-date, interesting, and reliable sources 5) Make your social media content more searchable by adding keywords, tags, and hashtags 6) Use the same photo and logo for any social media profiles 7) Be transparent and clear about who you are and what you do 8) Be helpful; give advice, tips, and recommendations where appropriate 9) Share positive stories 10) Encourage feedback 11) Visual content is crucial for attention viewers and illustrating your copy of fashion.

How does Google Search work?

1) Crawling: Does Google know about your website, and can they find it? 2) Indexing: Can Google index your site? 3) Serving: Does the website have good and useful content, and is it relevant to a users search.

Understand the best practices in social media marketing.

1) Create a great resource: Provide useful information to those who follow your profile, post regularly and use up to date photos and content 2) Prepare your site for social sharing: Make it as easy as you can for others to share the content on your website 3) Engage your audience: post exclusive content and run exclusive promotions on different social sites 4) Listen carefully: Respond quickly to questions comments and concerns.

What are the elements of the mobile marketing mix?

1) Email: For sending and receiving email messages 2) Text: For sending and receiving text messages 3) Bluetooth: For sending and receiving information wirelessly over a short range 4) RSS: For sending and receiving news in the form of feeds 5) Audio: For calls and video streaming 6) Web: For browsing 7) Applications (Apps): For a wide range of programs including games, lifestyle, education, entertainment, health and fitness, and businesses 8) Location-Based-Services: For locating mobile devices and their users 9) Mobile cloud computing: For storing and processing data 10) Notifications: For sending and receiving messages and alerts 11) Camera: For taking pictures and videos and for scanning shoppable content 12) Contactless triggers and near-field communication: For linking to and sharing information, and for payment

What are the benefits of YouTube brand channel?

1) Generate brand awareness and attract more followers 2) Tell the brand story and build customer loyalty 3) Promote a product and drive sales 4) Increase the frequency at the retail stores or Website 5) Build brand authority and credibility

What are the four steps involved in developing a quality website?

1) Have a good hosting website company 2) Chose an effective URL 3) Build a strong, effective website (e-commerce) 4) Create useful content

1) What is the Makeup Genius App? 2) What are L'Oreal's Signature Faces? 3) Do you think these virtual makeup tools and apps are effective and attractive to its target audience?

1) Makeup Genius is an app in which customers can virtually try on makeup products and hair colors. 2) Signature Faces is L'Oreal's line of virtual makeup by way of filters. 3) These virtual tools are effective because they increase customer satisfaction by allowing customers to try on the makeup before they buy it. They also can use these tools as a way of digital and social media marketing because they can be used on apps like Snapchat and Instagram.

What are the seven key functions of social networks?

1) Presence: Identifying whether members are accessible and/or available 2) Relationships: Conversing, sharing, meeting up, listing contacts, friends, or followers 3) Reputation: Identifying who members are 4) Identity: Revealing identities and personal information 5) Groups: Forming communities 6) Conversations: Communicating with other members 7) Sharing: Receiving, exchanging, and distributing content

What are the strengths of live streaming fashion shows?

1) Reach new audiences all around the world 2) Can be accessed using mobile devices or personal computers 3) Provides live, engaging, and interactive content 4) Offers intimate engagement with audiences 5) A good way to collect customers feedback about your products and brand

What are the three types of mobile messages?

1) SMS (short message services): is a simple, text-only messaging service with a maximum of 160 characters 2) MMS (multimedia message service) allows for longer texts, as well as image and video-based messaging, but it can't scale content to different screen sizes without affecting the image quality 3) RMM (rich media messaging) uses a service that can send picture messages, sound clips or videos. It can also detect which kind of device is being used in order to scale content to different screen sizes.

What are the five steps involved in developing a successful digital marketing strategy?

1) Setting Goals 2) Knowing Customers and Competitors 3) Evaluating Resources 4) Evaluating Channels 5) Measuring Progress

What are the popular wearable technologies and fashion items?

1) Smart Fabrics: Allows electronic elements and digital components to be embedded within the fabric. These are also known as e-textiles or electronic textiles 2) Wearable Technology: allows the incorporation of technologies such as small computers into garments and accessories, apple watches, solar-powered jackets, and nighttime jackets 3) Utility Jewelry: Has additional functions such as phone chargers and GPS trackers

"The Art of the Trench" was launched in 2009. It is a social networking site that encourages visitors to upload pictures of themselves wearing a Burberry trench coat. Questions: 1. Please provide more information about the campaign. 2. Do you think this campaign is effective? 3. How does Burberry benefit from this campaign?

1) The goal of the campaign was to connect with a younger audience using social media. The art of the trench shows everyday people wearing Burberry trench coats. The company invited photographers and trench coat owners to participate and will then add the best of the submitted shots to add to their site. Users can then comment on and share photos, with the site linking directly to Facebook Connect . 2) I think it was effective because it was interactive for customers and spreads brand awareness. 3) Encouraged people to post photos in there trench coats which was free marketing. They use a creative way to get people talking about their brand which brings them more brand awareness. Allows existing customers to participate and draws new customers in because they see so many people posting pictures in trench coats it creates a micro-trend on social media.

1. True or False: The three major components of L'Oréal's digital marketing are: the L'Oréal website, social media, and influencer activity. 2) Why is it critical to include influencers in the digital marketing sphere?

1) True 2) Customers relate more to the audience, people would rather listen to someone who is unbiased. 86% of brands who used influencer marketing saw their budgets skyrocket. L'Oreal thought that they would understand their products and their customers better by having influencers review their products.

What are the four Vs of social media marketing?

1) Value: Information shared through social media needs to have value for the consumer 2) Values: Information shared through social media needs to communicate brand identity and its values 3) Voice: A social media voice needs to be personal, human, engaging, and unique 4) Visibility: Social media content must be visible to its target audience

1) What are the digital tools used by L'Oréal to generate customer insights? 2) What are the advantages of Video Diaries compared to in-home usage tests (IHUTs)?

1) Video diaries and online communities 2) The video diary method allowed participants to share all aspects of the product's use as well as record the environment in which the interaction had occurred.

What are the four types of YouTube marketing opportunities for fashion companies?

1) Youtube brand channel 2) Branded entertainment 3) Product placement 4) Youtube advertisement

1)What is the Beauty Babble Program? 2) What roles do influencers and vloggers play in the the Beauty Babble Program?

1)The beauty Babble Program is a program that encompassed video, influencers, social media, and other digital channels. 2) L'Oreal required a one year commitment from influencers to post and promote L'Oreal as well as permission to post their content and a minimum of 35,000 followers. They served as liaisons between the company and the customer.

Burberry is the most popular British brand on Instagram. Questions: 1. How many Instagram followers does it has currently? 2. Do you think Burberry creates an effective social media presence on Instagram? 3. How does Burberry benefit from Instagram marketing?

1. 19.8 Million followers 2. Yes, they have created a cohesive look on Instagram that displays their products very well and straight forward. Burberry has used their social media to become of the most popular brands in the world that has led them to surpass all targets. 3. They use the Instagram shopping feature so the customer can purchase the items straight from the app.

Burberry Kisses was launched in 2013 in collaboration with Google. The initiative was used to market Burberry's cosmetics, specifically lipsticks now popularly known as Burberry Kisses. Questions: 1. Please provide more information about the campaign. 2. Do you think this campaign is effective? 3. How does Burberry benefit from this campaign?

1. Burberry collaborated with Google to send "kisses" all over the world in order to promote Burberry's cosmetic line and Google accounts. 2. Yes because it not only promotes Burberry's cosmetic line but it also puts Googles technology out there. 3. It influences the audience to believe that Burberry has a very effect makeup line that also promotes connections with different people.

What is the meaning of Promotional Videos?

A video used for the express purpose of promoting a specific marketing initiative, sale, or event. Purpose: Grab the audience's attention and draw hem in to learn more.

Burberry Scarf Bar Campaign was launched in 2015 to allow customers to create their own version of its classic checked cashmere muffler. Questions: 1. Please provide more information about the campaign. 2. Do you think this campaign is effective? 3. How does Burberry benefit from this campaign?

1. The campaign allowed customers to monogram their Burberry scarves and ponchos to make them more personalized and unique to the customer. Although the campaign was unique to their flagship store, they also provided access to it to their customers online. The campaign also featured a short film to create buzz around their new feature and service and show customers how the scarves were being customized. 2. We think the campaign was effective because it allowed customers to feel unique and different from other Burberry customers. Allowing customers to access this feature both in-store and online also allowed it to be easily accessible to everyone. 3. Burberry benefited from this campaign because it created buzz and popularity for its brand. Even if people did not buy a scarf it encouraged them to come in-store and go online. This campaign also helped merge their digital and in-store presence.

Burberry Acoustic was launched in 2010. It is a set of exclusive videos showcasing young local UK music artists wearing Burberry outfits. Questions: 1. Please provide more information about the campaign. 2. Do you think this campaign is effective? 3. How does Burberry benefit from this campaign?

1. this features a number of different bands preforming and recording exclusively for Burberry while wearing the latest styles. SONI and the British Fashion Council came together to make this campaign. It provoked buzz around their products, and pinned them as the classic UK clothing company. 2. Yes, it created a bridge between fashion and music fans. This widened their target market. 3. Gets exposure to different crowds by broadening their marketing efforts. It gave them younger customers as well. It encouraged consumer discussion within the brand.

Burberry.com is one of the finest fashion websites on the internet. 1. Does it provide a smooth user experience? 2. Is it visual appealing, rich on content, and quick to load? 3. Is website navigation simple and clear? 4. Does the website facilitate e-commerce sale? 5. What is Burberry's shipping and return policy? 6. Does it provide online customer support? 7. Can customers see the latest and expansive Burberry collection with a click of a button? 8. Does the website have links to other digital content such as Art of the Trench and Burberry Acoustic etc.?

1.) Yes, Burberry does provide a smooth user experience. 2.) Yes 3.)Yes 4.) Yes 5.)Free returns are available worldwide for all full-price items within 30 days of shipping and all sale items within 14 days of shipping.Shipping options include collect in-store , next day, or regular shipping takes which takes 3-5 business days 6.) Yes 7.) Yes 8.) Yes

What is the meaning of Mobile Marketing?

A digital marketing strategy focusing on reaching audiences through mobile devices. Mobile marketing focuses less on the devices used and more on the customers mobile journey.

What is Social Media Marketing?

A form of internet marketing that utilizes social networking websites as a marketing tool.

What is the meaning of Mobile Media?

A personal, interactive, internet-enabled, and user-controlled portable platform that provides for the exchange of and sharing of personal and non-personal information among users who are inter-connected

How are QR Codes used in the retail industry?

Allows retailers to quickly share links or detailed information and speed up the information-gathering process.

What is Image Searching App?

Allows shoppers to take a photo of a fashion item and find the closest matching product. Image search scanning can recognize information such as fabric colors and patterns, stitching and the position of buttons, pockets, and zips, and use these to aid visual searches

How are fashion Apps used in the fashion marketing?

Apps have become a popular tool for fashion marketing because consumers use them to compare prices, check reviews, access shopping lists, find stores, and scan imagines

What is the meaning of Marketing Touchpoint?

Are customers interactions with your brand over the course of the buyer journey, such as transactions or exchanges of information.

What is the meaning of Digital Technology?

Are electronic tools, systems, devices, and resources that generate, store, or process data.

What is the meaning of Social Video?

Are moving images that are designed for social media and are optimized for web and mobile viewing. Video is particularly popular in fashion because of its ability to show color, texture, fit, motion, and how garments look in use

What is Shoppable Screen?

Are touchless tablets available at stores. They blur the line between shopping and brick-and-mortar retail stores

How does Burberry benefit from digital marketing?

Burberry has used social media in innovative ways to engage its consumers, particularly via a long-standing partnership with Twitter which has allowed viewers to access live-streams of runway shows receive personalized photos from shows and buy products via the social media sight. -Personalization

What is Responsive Website?

Can adapt content and layout according to the screen size of the device in use

How can shoppable screens be used by consumers?

Check on sizes and colors, find out how many items are available or when they will become available, and how soon they can be delivered

Understand the differences between a corporate website and a marketing website.

Corporate= designed to increase a firms visibility Marketing= increase visitor purchases.

What are features of Digital Fashion Films?

Covers a range of digital moving image features that include promotional videos for seasonal collections, live fashion shows, electronic look-books, experimental films used to advertise brands, promos for the digital platform versions of print magazines, e-stores, and brand-funded artists films

What are the examples of pull marketing strategy in digital marketing?

Digital media: websites, blogs, social media networks.

What is the role of fashion bloggers in fashion marketing?

Fashion bloggers are often leaders and taste-makers. They play an important role in fashion as market influencers. Many fashion bloggers are independent, but some media organizations, fashions retailers, and brands now have fashion blogs of their own.

What is the role of vloggers in fashion marketing?

Fashion vloggers are video bloggers who make films about style, review items, or share their thoughts and tips on fashion and beauty. -Vloggers are paid to mention or promote products or link to other content -A vloggers popularity is often built on their personality and authenticity -Promote brands in a more informal and natural style

How can 3D technologies be used in the fashion industry?

In fashion, 3D printing plays an important role for haute couture designers whose work is experimental, intricate, complex, and detailed

Understand the differences between Celebrity Endorsement and Influencer Marketing.

Influencer marketing takes the idea of celebrity endorsement and places it into a social media marketing campaign. -Celebrity Endorsement uses the fame of celebrities to increase brand awareness and position the brand. Influencer Marketing uses influencers knowledge, experience, and reviews to impact the purchasing behavior of their followers.

What is Magic/Virtual Mirror?

Is a device that displays a users own image on a screen as if that screen were a mirror. A virtual mirror is a concept of augmented reality that shows the user how the outfit would look on them without trying them on physically

What is Search Engine Marketing (SEM)?

Is a digital marketing strategy used to increase the visibility of a website in search engine results by purchasing ads on search engines.

What is Shoppable Video?

Is a marketing video that features a company's products, which allow consumers to click and buy them.

What are push notifications?

Is a message popping up on a mobile device, such as an invitation to a flash sale, the latest arrivals, or offers on favorite items.

What is the meaning of Site Mapping?

Is a plan of a website's content, arranged hierarchically. A site map can be read by search engines to gather more information about a site.

How can 3D printing be used in the fashion industry?

Is a process of making three-dimensional solid objects from a digital file

What is the meaning of Wireframe?

Is a rough plan or blueprint of a website's layout, usually without visual or design elements like colors, fonts, and decoration. It gives information about the structure of each of the pages.

What is a virtual pop-up shop?

Is a temporary e-commerce store and an interactive e-commerce experience, which is designed to mimic a brick-and-mortar space

What is the meaning of Mobile Shopping?

Is a term that describes shopping or purchasing using mobile devices such as smartphones or tablets

What is the meaning of Influencer Marketing?

Is a type of social media marketing that involved endorsements and product placements from influencers.

What is Augmented Reality (AR)?

Is an interactive experience that allows us to put digital objects into a real-world environment

Earned Media

Is any conversation or publicity around your brand that comes voluntarily from others, such as social network accounts that promote a business, or blogs and articles that mention them.

What is an Immersive Experience?

Is one set in artificial environment that simulates being physically present, usually by recreating sensory experiences such as sight, sound, and touch

What is Virtual Fitting Room?

Is the digital version of an in-store dressing room, where customers can try on a product virtually to visualize how it may look on their bodies, and evaluate features before purchasing.

Owned Media

Is the media that fashion businesses own and control, such as customers details and email lists, websites, and blogs.

Paid Media

Is the media that online fashion marketers pay for, such as Facebook paid ads and services such as Google Ad Words.

What is Search Engine Optimization (SEO)?

Is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.

What is the meaning of Video Marketing?

Is the use of moving images online or offline for communication and advertising aims

What is Livestream Shopping?

Is used by brands to promote and sell products through live streams on digital platforms, often in collaboration with influencers -The audience can interact with the host in real-time: customers ask questions or comment, and the host or hosts can address them as they model or review a product

What is Product Placement Video?

It is an advertising technique subtly promoting their products through a non traditional advertising technique, usually through appearances in films, television, or other media

What are the major benefits of digital marketing?

It is the most cost effective, most measurable, target ideal buyers, connect with potential customers, helps you reach social media users, helps you reach mobile customers, and allows you to view the real time results of your campaigns and adapt your tactics to improve results.

What is spamming in email marketing?

Mass e-mailing to customer who have not expressed interest, can give your company a poor reputation

What is the "mobile first" approach?

Means developing a marketing strategy using the mobile device as a starting point

What are the additional 3 Ps added to the traditional marketing mix?

People, process, and physical evidence.

How are Selfies used in the fashion marketing?

Selfies have been used in a variety of ways in fashion marketing -Selfies of celebrities, models, and bloggers -Selfie contests -Posting selfies -Changing room selfies

What is permission-based email marketing?

Sending commercial emails to people after obtaining their consent to do so, usually by means of an online or offline opt-in form.

How can shoppable screens be used by retailers?

Suggest suitable items for customers, pull together whole looks and offer a more personalized shopping experience

What is Image Recognition?

Technology identifies places, logos, people, objects, buildings, and several other variables in digital images. They allow customers to scan a picture taken from a fashion magazine or print ad and automatically land on the the product page where they can purchase the exact item.

What is the key to mobile marketing?

The key to mobile marketing is in the 'mix': using the right combination of the technologies in order to communicate with your target audience and make that communication effective.

What is the meaning of Social Media?

The media in the form of video, audio, images, and text that we create, receive, and share in online spaces.

What is the meaning of Digital Marketing?

The strategic process of marketing and selling goods and services to a target market using digital technologies, mainly over the internet.

What is the meaning of Social Networking?

The way that individuals and groups connect, communicate, and network online.

What can fashion brands do with video marketing?

These moving images include video advertisements, product videos, or image films. Video content is increasingly used on websites, blogs, and social networks, becoming part of social marketing

Understand the differences between Vloggers' 'haul' Videos and Branded 'how-to' Videos.

Vloggers 'haul' videos: showcase the garments they've bought and advise on how to wear them Branded 'how-to' videos: are instructional videos that are produced by individuals or fashion brands in order to demonstrate a skill, such as how to wear a product or style a look

What is a QR code?

a machine-readable code consisting of an array of black and white squares, typically used for storing URLs or other information for reading by the camera on a smartphone.

What is the trickle down theory?

growing economy can help the poor by creating more jobs, and tax revenues