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Marketing

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Marketing is the process of showing consumers why your product and/or service is better than the competition. Marketing is the activity, and process for creating, capturing, communicating, and exchanging offerings that have value for customers and society. Marketing is about creating this value in order to have the consumer willing to spend their money on certain products or services. Building effective customer relationships is a must. This could benefit the organization and its stakeholders. [1] Businesses must educate and influence the consumers. Marketing is everything the consumer observes. This includes advertising, what they hear about the company, the customer service, and following up with consumers. This all matters, which is why everything is carefully calculated.

Marketing is more than selling or advertising. Marketing influences consumers through choices, as well as through the economy. Businesses create value through what they have to offer, then communicate the value to consumers, then deliver value in exchange for profit from consumers. When it comes to marketing, it is more than its products and services. Marketing extends to the following:

  • Products
  • Services
  • People
  • Places
  • Causes
  • Events
  • Ideas

In marketing, consider the 4 P's -- product, price, promotion, and place. According to "the balance," companies have many processes to make sure their products are ready for selling. There is a lot to consider before anything goes live. As for price, it is tested because companies need to know the ideal price to sell their products. They want to accomplish maximum return. It is essential to look at the pricing of competitors. Promotions include ads and important information companies use to create interest in their product and/or service. Lastly, place is how and where the products are sold. [2]


Marketing consists of the strategies and tactics used to identify, create and maintain satisfying relationships with customers that result in value for both the customer and the marketer. Our starting point for learning about marketing is to begin with the basics and that starts with defining marketing. Since marketing has been an important part of business for a long time we could consult one of the many hundreds of books written on the subject to locate a definition. Or, as is more the custom today, we could search the Internet to see how marketing is defined. Whether we search print or electronic form we will find that marketing is defined in many different ways.[3]

Some definitions focus on marketing in terms of what it means to an organization, such as being the key functional area for generating revenue, while other definitions lean more toward defining marketing in terms of its most visible tasks, such as advertising and creating new products. [3]

There probably is no one best way to define marketing, however, whatever definition is used should have an orientation that focuses on the key to marketing success – customers. [3]

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Marketing Functions

The purpose of business is to create a customer. The business enterprise has two functions, marketing, and innovation. They both produce results. Marketing is a unique function in the business world. Marketing functions are grouped into the following three categories:

  • Exchange functions
  • Physical functions
  • Facilitating functions

Exchange functions are actions that promote and allow transfer of ownership. Some examples include buying, selling, pricing, advertising, sales promotions, and public relations.

Physical functions are actions that allow the flow of goods from manufacturer to consumer. Some examples include assembling, transporting and handling, warehousing, processing and packaging, standardizing, and grading.

Facilitating functions are actions that assist in the delivery of exchange and physical functions. Some examples include financing and risk-taking, marketing information and research, and the promise servicing. [1]

Content Marketing

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Content marketing is a strategic approach that focuses on creating and distributing valuable, relevant content to attract and retain a targeted audience. The goal is to achieve profitable customer action. This is useful for a brands bottom line, and customers. If you are not creating quality content, you are wasting you and your audiences time. Content that is executed must be relevant, clear, and interesting.

Marketing is not possible without great content. No matter what, content marketing should be a part of your marketing process. Quality content is a part of the following forms of marketing:

  • Social media marketing: content strategy comes before the company's social media strategy.
  • SEO: Businesses who have quality and consistent content are rewarded by search engines.
  • Public relations: PR strategists worry about what the readers care about.
  • Inbound marketing: Quality content is essential when working on driving inbound traffic. Without it, web traffic will decrease.

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History

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It is hard for many to believe, but when compared to economics, production and operations, accounting and other business areas, marketing is a relatively young discipline having emerged in the early 1900s. Prior to this time, most issues that are now commonly associated with marketing were either assumed to fall within basic concepts of economics (e.g., price setting was viewed as a simple supply/demand issue), advertising (well developed by 1900), or in most cases, simply not yet explored (e.g., customer purchase behavior, importance of distribution partners). [5]

Led by marketing scholars from several major universities, the development of marketing was mainly motivated by the need to dissect in greater detail relationships and behaviors that existed between sellers and buyers. In particular, the study of marketing led sellers to recognize that adopting certain strategies and tactics could significantly benefit the seller/buyer relationship. In the old days of marketing (before the 1950s) this often meant identifying strategies and tactics for simply selling more products and services with little regard for what customers really wanted. Often this meant companies embraced a “sell-as-much-as-we-can” philosophy with little concern for building relationships for the long term. [6]

Marketing did not start with building relationships with customers. There was a lot of history before it started to create values for their customers. There are four various eras before marketing started to create value for customers. The production-oriented era was around the twentieth century, most firms were production oriented and believed that products will sell itself. However, around 1920 and 1950, the Great Depression and World War II affected customers to consume less. Therefore, firms produced more than customers wanted or able to buy. Firms started to become more sales oriented by selling and advertising, and this was known as sales-oriented era. The market-oriented era started around the World War II. Manufactures and retailers started to focused on what customers wanted and needed before they produced the product. This era is when firms discovered marketing. Most successful firms today are market oriented. But better marketing firms would give their customers greater value than their competitors. And this is known as the value-based marketing era. If a firm is able to give a greater value than their competitors, it gives them a sustainable advantage. Thus, it is even a more successful firm than a market-oriented firm will be.

Relevant Terms

Acquisition - as a marketer, you are required to bring in new customers to use the product or platform. In B2B this means that you need to acquire as many leads and prospects as possible. For B2C businesses, you need to figure out how to build interest and awareness to drive consumer's interest towards the product [7]. This includes making use of various channels to reach large amounts of audiences and communicative the main use cases. In addition to marketing, the marketer needs to be skilled at analyzing data and trends around consumer behavior and conversion rates.

Marketing Mix

The Marketing Mix consist of the four P's. Promotion, Product, Place, Price According to Marketing by Grewal and Levy, the main point is to create value by developing a variety of offerings to satisfy the customers need. In order to satisfy a need we need to create a product or service that is appealing to a customer in terms of pricing and features. Since New Media has emerged, e-commerce has made its way into the shopping world. Now, many individuals shop online which influences the way marketers might market a certain products pricing. For example, with online shopping comes shipping and handling charges, certain stores might offer free shipping and handling when new products are launched to grab the attention of the market. This is where we create a value. The Product must be fulfilling a need. We need to understand that customers are giving up their time and money, along with their energy, thus, we need to make a product that is worth it. We capture this through our Price. The Place, is where we deliver our product or service to the customers. In this area we need to make sure we're placing our item where customers are able to get it. Where we place the product all depends on the research conducts about the market segment and target market. Last, but not least is Promotion. Without Promotion, consumers would not have much awareness of the product. In this section, we educate the buyers about the product or service in hopes that they would give feedback and responses. We use New Media to promote products and services. Social media platforms such as Facebook, Instagram, Twitter, to name a few, have a huge user base. Marketers utilize these new media sites to communicate their products and services. For example, Youtube can be used to educate users on how to use a product. Another example would be to utilize celebrity and their outreach to communicate products. Due to their high influence on individuals, celebrities are able to solicit a lot of response from consumers in terms of feedbacks through comments or increasing sales revenue.

Marketing Ethics

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Not everyone has other people’s best interest in mind when doing business, therefore social media marketing might impose risk to gullible people, who don’t do additional research before making a decision influenced by what they see on social media. Many companies’ main goal is to make profit, and in order to achieve that, they might neglect other aspects of being ethical. Influencers and celebrities that are mostly used to promote certain products and services might have not tried out the product themselves before suggesting it to their followers, and therefore only promote it to make a profit out of it, without being completely honest with the audience on the efficiency of the product or if it would work for them or not.

Ethical Marketing

Business ethics is a very complicated subject. It is difficult for companies to both make money and do the right thing. Marketing ethics is all about the efforts that the company makes in order to promote honesty, fairness, and responsibility in all advertising. [8] Ethical marketing is a set of guidelines to assist companies as they evaluate new marketing strategies. Company in order to make ethical decisions must:

  • include ethics and social responsibility in their mission
  • institute policy to make sure that everyone who works for the company is ethical responsible person
  • establish code of ethics
  • utilize a metric (Ethical Decision Metric) [9]

Companies realize the importance of acting in more ethical way, and broadcasting this transformation to their customers. One of the easiest ways to achieve this is through their marketing practices. If a company makes an effort to advertise more ethically, it reflects positively on every area of that business.[8]

Unethical Marketing

At times, Social media marketers use unethical practices when trying to achieve data and goals. There are 7 common ethical dilemmas faced in social media marketing today.[10]

  1. Invasion of Privacy
    • Disclosing private consumer information through channels. The custom audience feature gives marketers the right to pass consumer emails to Facebook, which allows them to match the list to their users for further targeting.
  2. Spamming
    • Over-promoting unwanted messages through social media sites, which results in spamming.
  3. Public Bashing
    • Degrading or disapproving competitors publicly on social media.
  4. Dishonesty and Distortions
    • Publishing or posting false ads or claims on social media.
  5. Distorted Endorsements and Improper Anonymity
    • Deceiving users in order to make their product more favorable. For example, false reviews or stories of products posted on social media praising the brand.
  6. Misuse of Free Expertise and Contests
    • Creating contests to gather ideas and designs from participants over social media without rewarding them when used in the future.
  7. Opportunism
    • Promoting a fake cause that encourages social media users to promote and contribute, thinking that the content is true.

Marketing and the Consumer

Building customer relationships is critical for businesses success. Thus, most businesses today try to imitate what attracts their customer base, and some of those major attractions are new media technologies. According to Statista, in 2014 the average American spends 37 minutes per day on social networking sites, making it the top online activity in the U.S. Americans also spent an average of 150 minutes each on tablets, online, and their smartphones. With such a high demand in new media use, businesses have developed strategies that embrace new media.[11] Some of popular social networking pages are Facebook, Twitter, Instagram and YouTube.

The use of new media/social media has enhanced the customer interaction with businesses around the world. For example, a brand called Missguided uses Instagram to post pictures of their outfits worn on models. This appeals to potential customers as they can see how a certain piece would fit on the body. Not only that but Instagram is used in such a high demand, the likelihood of users scrolling through clothing profiles are more likely. This keeps the company up to date with frequent posts, keeping customers in the loop over their items, promotions and etc. [12]

Being present in social media has provided the opportunity to companies to be in contact with their customers. Since customers post on their social platforms about their experiences, companies can reach out to those customers who have had an unpleasant experience, acknowledge the issues they had and try to make the situation better by assisting them with either a refund or a product replacement. This way, they can improve their company-customer relationship, improve their customers experience and ensure that these customers will return and buy their products again in the future. Additionally, people that are interested in a certain product they see online but are unsure whether or not it would work for them, have the opportunity to ask any questions they have, either directly to the company or to other people that have used that specific product before. This lowers the possibility of having an unpleasant experience with a purchase, it not meeting your expectations or eliminating the process of having to return that item. By providing a better customer service, companies can create a stronger bond with their customers, which leads to customer loyalty. Creating a loyal customer base is the main goal of all companies because it ensures sales and revenue. Continuously communicating with customers through social media platforms allows companies to receive feedback from their audience and improve their performance based on this feedback. According to Forbes, a 2017 survey of 5,700 marketers revealed that 69% are developing loyal fans for their brands via social media marketing and that 66% of users between the ages of 18 and 24 years old are more loyal to the brands they follow on social media, while 60% of 25 to 34 year-olds prefer the business they follow on Facebook, Instagram and Twitter. [13]

New Media on Marketing

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New media today enhances the experience of marketing to consumers on a whole new level. In the past decade, the number of smartphone users have been on an uprise and will keep increasing. Adults that belong in the Generation X category are vastly known to follow the latest technological trends. This leads to their families following trends as well, so there are even more smartphone users. With this rise in technology, companies are taking advantage and marketing through new media that is now known as Internet Marketing or Digital Marketing. You will frequently see ads on various websites and social networks of new products and services offered by different companies. This increases product awareness and people will recognize a brand more if they've seen it frequently on the internet, whether it is an ad on the side bar of Facebook or Google search. With the rise of technology and new media, companies feel the need to invest time and money into their marketing department to make moves on the internet to reel in customers. In the past few years, it has worked for many companies and now they are quite wealthy. New media has a great impact on marketing today.

Digital media consumption of any generation is definitely growing. This is the prediction for the future of digital world. There’s no doubt that everything else digital is shrinking. Everything from computers, music player radios, digital screens and cell phones, digital advertising is growing as well and everything else is flat. “Marketers and public relations professionals today are confronted with an astounding array of new communications channels.“ [14] Traditional TV has passed it’s peak and sites like Google and Facebook are at the top of their game when it comes to online product endorsements. People spend more time surfing the internet more than watching the TV nowadays. What does this mean to consumers and marketers? More opportunities and new channels to dive in. Teens and young adults spend countless of hours in emerging technologies and marketers are starting to think of new possibilities how this can change the future of digital marketing and advertising of products.


Types of Internet Marketing

Search Marketing (SM)

SEO
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Search Engine Optimization is where online marketing begins with a simple search list that is strictly using matching words. Early age of search engine is a website consists of a list of categorized information that each matches with exact words or codes, which is slow and is highly selective for its users. As technology advances, Google defines today's search engine optimization that is fast, easy to navigate and secure. We know SEO as Google search algorithm that optimizes search results based on search word relevance and page rank. The top ones are shown on the first page ranking from the best match on the top of the page, we call this page the Search Engine Result Page (SERP). Every year, Google announces its latest innovative tools to improve keyword search results for faster and more relevant results. Pagerank is the method Google develops and that is renewed on a consistent basis to secure ethical and legal usages in search marketing, which is what makes Google SEO the most trusted search engine that Google is constantly fighting against and to prevent black-hat SEO. Black-hat SEO is where marketers find shortcuts to push their webpage up on the SERP, if not prevented will lead to bad quality in search results, destroys search experience, and can cause user frustration at the search engine.[15]

The world of SEO is complex, but most people can easily understand the basics. Even a small amount of knowledge can make a big difference. Free SEO education is widely available on the web, including in guides like this. Combine this with a little practice and you are well on your way to becoming a guru.

Depending on your time commitment, your willingness to learn, and the complexity of your website(s), you may decide you need an expert to handle things for you. Firms that practice SEO can vary; some have a highly specialized focus, while others take a broader and more general approach. In any case, it's good to have a firm grasp of the core concepts.

PPC
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Pay-Per-Click is another well-developed strategy in search marketing. PPC determines the price of showing your webpage on the SERP in SEO. In another word, PPC controls the quality and page rank of a webpage. Everyone wants the best spot on SERP to increase brand awareness, so marketers bid for the best spots but not everyone can bid to be placed on top rank. Google evaluate bidders' page rank, quality and the relevance to the key search words that they are bidding for. By best spot on SERP, we are talking about the top three results on SERP that is ranked most relevance to the search words being searched. So when marketers bid for their most wanted spots on SERP, they are really bidding for the key search words that potential consumers use. And PPC is for every clicks on the link on SERP the bidder will be charged and Google will make a profit from that click. Therefore, PPC strategy in search marketing ensures the searcher sees the best matched, highest quality and most relevant results.[15]


Displaying Ads

Amazon[16] is the first to successfully carry out displaying ads. When browsing other sites, you will notice items from your shopping cart and/or search history. Displaying ads are considered target marketing. The strategy is to tailor ads to every potential customer and/or visitor that have shown high interest in a product or service.

What about invasion of privacy? The structure behind this marketing strategy is not to identify who you are. Aamazon is not allowing their employees to follow your digital finger print. Amazon paid an online ad publisher. This consists of a network of websites that Amazon identifies as webpages where their targeting audiences visits most frequently. That particular amazon-shopper happens to be visiting one of their targeted networks that they paid to have their ads tailored to display outside of Amazon website.[15]


Email Marketing

Email Marketing is another strategy in Digital Marketing, which includes social media marketing and SEO (Search Engine Optimization). There is a growing importance for email marketing, especially in the retail industry. Many retailers find it effective to set up email subscription based services to send loyal customers special offers and promotions. This is one of the most direct ways to market a growing business.

According to statistics by Exact Target, there are more than 3.2 billion email accounts and 95% of online consumers use email while 91% check their emails at least once a day. Due the growth of smart phones, emails are even more accessible. People who code and develop emails for advertising will usually want to look into Responsive Email Design so that user experience on any device is supported.

Below is an example of responsive design between a computer and mobile device:


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According to a benchmark study, more specifically, the 2013 Email Marketing Benchmark Report, 60% of marketers believe that there is a ROI (Return on Investment) with email marketing, while 32% have faith that there will eventually be a ROI. Another study by Exact Target concluded that for every $1 spent, there was an average ROI of $44.25. More than 70% of people prefer to receive promotional content via email, rather than the Sunday papers. Less than 5% prefer promotional messages through social media websites such as Twitter, Facebook, and Linkedin.

Below is a collection of statistics that show how email use is going up rapidly, especially on mobile devices.


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Customization is another feature of email marketing that distinguishes it from other methods of penetrating your customers. Email segmentation allows for customized emails, which can include customized promotions for different customers depending on their spending habits. This allows for retailers and other organizations to build a loyalty relationship with customers and/or clients.

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Email Marketing can help grow your business in many different ways. There are many benefits to doing so. Firstly, there is a reduced effort and it is much more efficient to send out emails for promotions rather than other forms of marketing. The costs are also substantially less than other advertising mediums. Analytics is another reason why email marketing is rapidly becoming more and more important. You can use data to tailor when to send emails, such as during holiday seasons or special events in a person's life. This makes the email much more relevant, and increases the chances of a person opening the email. The fact that you can personalize an email marketing message is even more compelling for a consumer. The overhead costs of sending emails is also very little and you can also use the information for later use in your business. For example, if a business notices that they are making a lot more money in a certain day of the month when they send out an email, they can use that in the future to get a good return on investment.

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Social Media Marketing

Social media marketing is the use of platforms and/or websites to promote a brand/company. It is "internet marketing" that includes creating and sharing content to achieve the businesses brand goals. This can help with many goals that are needed to be reached. It increases website traffic, raises brand awareness, creates a "brand identity" as well as a positive image, and improving communication between the company and key audiences. Social media is extremely important for businesses in today's day and age. Social media is how businesses are able to reach a larger audience. Also, social media leaves room for continuous improvement. It allows customers to speak up and share their concerns or simply positive feedback. The stronger your presence is on social media, the better for your company. Customers are constantly engaging with other brands on social media. If you are not doing the same, you are missing out because it can bring more success to your company. [21]


What is social media marketing's prediction for the next coming years? Social media platforms have become the top new leaders in the evolving digital media industry. Why? Because there are more than 1.6 million monthly active users in Facebook, 550 million in Tumblr, 500 million on Instagram and 300 million Snapchat active users. This simply means that social networking is dominating every user’s attention. With Facebook alone, research says it makes up 14% of total time spent online of a regular internet user. A CNN report says that a regular teen spends an average of 9 hours a day on social media. “Blogs, online videos and social networks were ranked as the most popular social media tools” [22] Facebook live, Instagram stories, Youtube’s branded content and featured subscriptions, Snapchat memories, Twitter customer support features, Pinterest promoted pins and more. These are just some of the newest tools that these social media sites have launched in the recent years, but it’s taking the trend by storm.


Before New Media

Traditional business models focused on building customer relationships by gathering simple data on customers and attracting them through one-way methods. Customer relationship management is one type of marketing method that businesses focus on when building relationships. Giannakis-Bompolis described customer relationship management as “a comprehensive strategy and process of acquiring, retaining, and partnering with selective customers to create superior value for the company and the customer. It involves the integration of marketing, sales, customer service, and the supply chain functions of the organization to achieve effectiveness in delivering customer value.” [23]

Before new media, businesses interacted in one-way marketing methods of cold-calling, sending “do not reply” emails, and trying to gather as much data on customer purchases. They also sent coupons and conducted very low-responsive surveys to collect customer data. While these methods worked in getting a message across, they were not truly engaging the customer, rather selling the product. Interestingly, these same traditional methods involved the businesses using interactive software within the company, but nothing externally with consumers [24]

Most businesses at the beginning of the 21st century did not realize or simply just ignored, the importance of engaging the customers. Instead, they focused the majority of their attention on maintaining databases of customer information and segmenting markets accordingly. With the advent of social media and the expansion of Internet availability, marketers can collect customer information from everywhere online. The intention here was to “invest in certain segments, cross-sell some groups, up-sell others, and focus on reducing the cost of serving others." [25]

Companies that did focus on relationships did so by engaging in door-to-door marketing, calling homes of regular employees, or relied on word of mouth as their method of having one-to-one interaction. However, the methods lacked consistency and certainty when it came to producing sales. The underlying idea behind traditional marketing models was that the business played the dominant role, while consumers were passive actors – ones that could only reflect their interest or opinions through their purchases. [26]

Social Media Marketing Platforms

Facebook

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Facebook[27] is very widely used in the social media world. Because it is one of the most popular social media network, it has tremendous effect on people's pick. Posts often become viral and shared fast on facebook because of the ease to share, like and comments. In its early ages, Facebook is like one big community because every profile is connected to certain different chain of friends lists. Facebook is more than just connecting with friends, they also added a follow button on user profile to keep up latest status updates from select users. It is a social network where people interact through sharing images, videos, as well as to have direct interactions. As Facebook expanded from your typical social site, they changed their layout every now and then. In their latest layout update, they added ad spaces on the sides that allows companies to show their ads by using Facebook's diverged groups of audiences to do better target marketing. These ads are clickable and lead to the company's website. This is a great way to market your products and building brand awareness. People that have Facebook accounts tend to check it more than once throughout the day, so missing an ad on the side is quite inevitable. Facebook has been a tool for companies to use so they can expand their business through the world wide web. Many companies are emerging to assist in strategizing regarding the best way to use Facebook for cost-effective, strong publicity. Digital ad agencies, PR firms, and new-age social media gurus of all shapes and sizes are recognizing the impact Facebook has had on many companies' success, and are working with other companies to identify the opportunities that Facebook presents. This is causing a noticeable shift from traditional advertising, PR and marketing efforts.Also sometimes you want to promote your own status or importing notice to show known people. Its called sponsor. Facebook is making money out of this .Every sponsor costs like $1.Facebook's most recent update is the new feature of live video interaction (2016). The new feature allows influencers to hold live event with followers and it is also a great option for small organizations/companies to have direct interactions with fans/followers at real time. Companies who utilize this new feature can benefit from building brand image, and create the sense of being closer with its loyal customers.[28]

Twitter

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Twitter[29] has not been around for a long time, but it has expanded very rapidly. Many celebrities and companies have Twitter accounts. This is a great tool because you can interact with customers and fans through a social network site without the hassle of making long winded responses. Twitter only allows you to tweet 140 characters, so you must keep you speeches to a minimum. Twitter is a great marketing tool because companies can find out what they are doing wrong and fix problems through a series of angry tweet from customers. Customers may complain about problems with orders made online or store transactions where they have had bad experiences. The opportunities are endless with Twitter because you interact in a non hostile, friendly environment. Companies also use Twitter to showcase new products they will have for the upcoming season and promotion deals to increase customer base and product awareness.

Through Twitter, politicians and individuals revolutionize the conventional role governments play in our lives. It was greatly noticed during the Arab Spring when young protesters organized demonstrations using Twitter. They raised their voice and grievances using the social platform, which led to dictators losing their power and new leaderships to rise. Twitter also played a major role in the 2016 elections for the US presidency. Donald Trump's Twitter account, for example, has been a source of controversy during his campaign. He also admitted that social networks, and Twitter in particular helped him to secure elections. [30]

After continues struggles attracting new users, in September 2016 Twitter has started looking to sell its assets to an outside investor or company. Several companies were interested in buying Twitter, including Salesforce, Apple, Google, and Disney. It was reported in October 2016, that Disney is close to complete the deal, which resulted in spike of its shares. [31] Also in October 2016, Twitter announced it will shut down Vine , which it reportedly bought for $30 million in 2012. [32]

LinkedIn

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LinkedIn is a social networking site, that is used widely by business professionals. It allows for communication between professionals, students, and hiring recruiters. It is an efficient platform by which employers can advertise their company and job postings, as well keep potential employees updated on major events that are happening in a company. For example, if a company has an IPO, this information can be shared via LinkedIn. Job postings are descriptive pages, which include the criteria, requirements, and sometimes even salary and benefits. By providing this information, LinkedIn has become valuable for job searchers as well as hiring companies. Members can easily compare and contrast job postings with salaries. They can also connect with people through an invitation system, which allows a person to grow professionally and stay connected to colleagues, friends, and potential employers, all on a professional basis rather than a more less formal website such as Twitter or Facebook. All of these attributes are ways that people can market themselves to companies, and companies can market their jobs to people who are searching for work in a specific industry. There are also various groups that you can join that pertain to a specific industry, job, or even interests such as social causes. It's a great way to impress recruiters and build a long lasting network whom you can communicate with. LinkedIn also offers premium services, which are mostly used by recruiters or people who want more information such as specific salaries on a job posting and sending direct messages known as inMail.


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Instagram

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Instagram[34] has become a very popular platform over the years and has successfully caught the attention of many businesses to advertise and reach their target markets. This application is great when it comes to marketing products because you can simply snap a picture and it can link to other social networks. A lot of brands are also jumping onboard to create images that present a certain lifestyle and persona for their brand. These brands are looking to engage their audiences through visuals and witty captions. A great feature that Instagram offers is the hashtag. When you hashtag your photo with a popular tag, many people will like the photo and it spreads throughout the web where others can view it. Companies can look into this amazing feature and possibly incorporate a marketing strategy around it. Instagram is used by all age groups and people check it frequently to see any new posts by the people they are following. Many companies have already utilized hashtags for their campaigns. Along with marketing, Instagram is a great way for companies to communicate with their customers as well. Through Instagram, companies can hold raffles, sales, etc., and they can also announce when new products are coming out.

Social Media marketing is a significant part of business today. I currently learned through my internship how hard but rewarding it can be to connect with consumers on social media platforms. My job as an intern is interact and put out content for my brands's clients weekly. It can be overwhelming at first because there are so many comments and concerns. The world is fast changing so keeping up with the latest trends is extremely important in order to be successful. On Instagram, the use of hashtags are important. I can't use just any hashtags but they have to be really popular. This is one of our marketing strategy and we try use as many hashtags for a post as we can. For Instagram stories, we try to make them very fun and engaging. For example, we will do weekly quizzes, fun facts, "Did you know" series, and Q&A. These are some of the many ways we gain more followers for our clients and get more business. We also try our best to engage through likes and comments and reply back as soon as possible. This is very new for us but it is also very useful for us to send our message and receive engagement. The best part about social media platforms is that they are free, so the company benefits in every way.

Snapchat

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Snapchat, created by Bobby Murphy, Reggie Brown, and Evan Spiegel, is a video messaging application. Videos and pictures range from 1 second to 10 second. After the time is up, the picture/video is deleted. Snapchat users can draw, text, record, and send photos. Everything that is sent is known as a "snap". Back in May 2015, Snapchat sold $537 millions in common stock to nearly three-dozen investors. Snapchat becomes the platform where marketers build brand image through humors and by showing characteristics to make their brand stand out from competitors.

YouTube

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YouTube [35] is one of the main social medias used for advertising. Many businesses created their own YouTube channel to share their content for others to watch. This is also a type of marketing tactic. For example, Home Depot created a YouTube channel and created how-to videos to teach customers how to build certain items. This encourages consumers to buy the equipment from Home Depot because the video show step by step procedures of building a certain item that the consumer wants. The Ellen Show also has its own YouTube channel, which shows certain clips from different episodes of The Ellen Show. People can watch clips of episodes that they enjoyed or missed. And this also brings brand awareness to people who never heard of the show. There are also commercials that are shown before videos are played and YouTube provide "Skip in 5 seconds" so users can fast forward. Companies who use YouTube for advertising can range from insurance companies such as Geico to YouTube's very own beauty gurus such as Michelle Phan. Millions of people around the world go on YouTube to watch funny cat videos or to catch up with their favorite YouTube celebrities. This is a great chance for companies to gain more exposure for their products and services. Each time a user click on their advertisement that is when the company have to pay a for the usage. This also applies to the large advertising banner on YouTube's front page that reach to almost everyone who goes on to the website. It is one of the best advertisement website due to its popularity. When people watch videos, the video itself can be an advertisement. Also, there are wait time video advertisement in between. These are advertisements that stick to people's mind when watching videos. Also, some videos on YouTube are the ads itself.

Tumblr

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Tumblr [36] is a social media that has a blog style layout that allows users to write long posts about what they are advertising for. These posts can be reblogged, favorite or comment so their followers can be exposed to what they are advertising to them. This method is not only used by companies but also buy people who are sponsored by companies to review their products. Companies will send out their products to for people to use. The Tumblr users will review these products with their honest opinions by writing long detailed passages, such as a blog post, for their reader to read and to understand what the product is about. The most important part is that the readers are able to see a real person post about products instead of reading what companies write about the products themselves. Not only Tumblr can advertise products through blog posts but also posts that are simply pictures or videos, where it can be re-blogged over few thousand times.

TikTok

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TikTok[37] was originally founded in China, but recently became popular amongst millions of users around the world. TikTok is a video-sharing social networking app that was merged with Musical.ly. Many users on the app create videos to share all kinds of content such dance videos, food recipes, memes, etc. It mostly started off with younger users using this social networking app as an outlet to express themselves in the form of singing, dancing, lip-syncing and comedic memes. Companies are started to use TikTok as a social media platform for marketing because many users are now using it. During the COVID-19 pandemic, the number of TikTok users have surged as many individuals turn to this app to express themselves while being quarantined. Businesses are taking advantage of increased amount of users by allowing popular creators to sponsor their products or services in the videos.

There are also new opportunities for companies to advertise on TikTok. These video ads may play for a few seconds before a user can access their For You Page. One of the more popular ads that was showed was by Apple. Many of these ads will incorporate the influencers with millions of followers. Additionally, these TikTok creators are able to work with varying companies and brands to promote products as well as themselves while earning money. One example of this is when Charli and Dixie D'Amelio, two of the most popular influencers on Tiktok, created a line of clothes with Hollister, a global teen and young adult retail brand. Advertisement opportunities like this are creating new opportunities for users of all ages on this platform.

Pinterest

Pinterest is unique. It’s visual, like Instagram, but unlike Instagram, it is highly targeted toward women with an 81% female user base. With 175 million monthly users, it’s also an incredibly active platform. Pinterest is widely regarded as a strong platform for ecommerce sales. Engagement is high, Images are often built around custom product creation,Users intentionally use the platform to find and purchase creative products. Promoted pins blend into the Pinterest boards and don’t distract or put off would-be Pinterest users like some other platforms do. Pinterest’s demographics suggest products targeted toward millennial women from the U.S. will do very well with their ad platform, and case study data confirms this.

Popular Brands Using Social Media

Some brands have used social media today to promote their products. The world is changing and people are frequently using new media tools to support this new lifestyle. Companies have realized that people are always on the web searching for the next big thing, so they have shifted their attention from marketing over old media such as newspapers, magazines, and television to new media like the internet and social media sites. Here are a few brands that have used new media to their advantage to increase sales and stay competitive in the market.

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Starbucks

Starbucks[38] is widely known for their various types of coffee and unique cold drinks. People of all ages enjoy their drinks and they have built customer loyalty over the years. It was not always like this though. There was a period in time where Starbucks was closing down stores due to a decrease in sales. But Mr. Schultz stepped back in his rightful place as CEO of the company and transformed it to appeal to the public. Starbucks now heavily uses social media sites such as Facebook and Twitter to promote new seasonal products and to gain insight from customers on their fan page. This is great for the company because they have totally reversed their situation and now business is booming. Starbucks app has also encouraged Starbucks customers to drink more coffee and use their app by placing unique promotional codes and discounts for the unique drinker as well as giving free food or drinks through their app.


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Trek Bikes

Maybe you have noticed and maybe you haven’t but there are a lot more people riding bikes to work and for exercise than ever before thanks to sky rocketing prices for gas. Trek is the market leader in bicycles and they have done a wonderful job with an integrated marketing message. They have bikes for everyone from casual riders to professional racers and right now they capitalizing on the Amgen tour of California with a tent at the start and finish lines while handing out goodies. They are always adding new models and their social media presence is what anyone would expect it to be. [39]



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SoBe Beverages

In today's society, people are drinking less and less carbonated soda drinks. This could be the case because many people are getting sick with diabetes or simply gaining a lot of weight. A lot of people are converting to drinking non carbonated drinks so they can be a tad bit more healthy. SoBe[40] beverages is a great alternative to soda and is non carbonated. They provide a wide variety of drinks and are marketing the fact that SoBe is a great alternative to those soda drinks. SoBe also has great packaging which appeals to customers and seem to increase their sales. The label on the bottle is quite unique as well. It is an easy read and this is convenient to consumers that have a hard time searching for the vitamins in your typical bottle drinks. SoBe is definitely on the right path.



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BMW

The ultimate driving machine is still reminding consumers that driving a BMW is more that a status symbol. It means you have arrived and won’t settle for just a “car”. Their social media presence is great along with their websites and other digital marketing. They have also introduced new models to stay relevant to new demographics and young professionals on their way up still want to drive the automobile company's vehicles. [39]

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Razer

Razer is one of the most popular electronic company in the world because they produce top of the line gaming keyboards, mouse, and laptops. Their marketing campaigns are mostly advertised on social media such as Facebook and Youtube. Their products are widely advertised in PC gaming championships such as League of Legends, LoL, where pro gaming players are sponsored by Razer. A large logo will be displayed on their uniforms along with their other sponsors when they are in competition.



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Apple

Apple [41] is not only popular in the United States but it is also a very well known brand world wide. Their products include iPods (MP3 players), iPhones (cellphones), Macbook Pro (laptops), Macs (desktop), and iPad (tablets). They have create a significant amount of competition in the market against their competitors, such as Samsung and HTC. Apple created their very own software, the iOS, macOS, and watchOS, where Samsung and HTC products run on Android systems. Apple's marketing is very strong because their advertisements such as billboards and commercials are very sleek and clean that consist of nothing more than a pair of hands and their product with a white color back drop.

Apple has recently shifted focus on "experience-retail", creating community spaces for their consumers. Apple provides one of a kind experiences for their users, such as Today at Apple sessions [42], as well as Genius Bar support [43]. This provides a new wave of users in to their stores, setting Apple up as more than just a product distributer, but a space to play and learn. Apple's advertisements as of recent years focus on more than just their products, but the users behind them. [44] This emphasizes the element of choice for consumers and what they create with Apple products. Apple maintains a sleek, innovative approach to their marketing campaigns.


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Coca Cola

Coca Cola is one of the most popular soft drinks across the entire world. Within the past couple of years, Coca Cola has been focusing on the emotional benefit that the brand can provide, which is happiness. Their tagline of "Open Happiness" has become extremely popular not only among the United States but throughout the world. Although the negativity towards soda has weakened their sales and brought sales down among the soft beverage category, they have continued to focus more so on their essence of being happy. Many of their campaigns have revolved around happiness, where they have linked two countries with conflict by providing a video-based vending machine that allows people to communicate and have friendly relations. Most recently, they have also begun creating soda bottles with printed labels of names, for people to "Share a Coke with." This created more personalization, which Generation Y favors. This generated more word of mouth for the brand and was something that multiple people shared through their social media networks. Since our nation is so diverse, they have even created machines where people can type out their own names (ones that would not be normally printed on a Coke bottle), and have their own name printed. By spreading happiness, this brand will continue to go far with their marketing campaign and initiative to bring happiness to others.

Tony Hsieh in 2009

Zappos

Zappos, a company that started in 1999, is a website that sells shoes, clothing, and accessories. They’re known for creating relationships with their fans and customers. They use Facebook to help create a relationship with their customers. They have a saying on their Facebook page that reads, “Let’s be in a Like-Like relationship.[45]" This is one of the ways Zappos tries to connect with their customers. Also, once customers click the like button on the Zappos Facebook page, they gain access to exclusive content. This content includes promotions and videos.

Zappos is very much a leading brand with high regard for customer service. Their core essence as a brand has always been, "Wow the customer," and remains true as their business model has always been designed around their superior customer service. They recommend consumers to their competitor sites if they are out of a certain product, and they provide free shipping which has also been a key benefit. Zappos also requires a certain type of employee to maintain their unique culture, which is they provide a quitting bonus for those who no longer want to work there. Through their superior customer service and making sure that their customers are always happy, they built their business based on word of mouth since they barely do commercials. This is a brand that has definitely excelled in terms of being a forefront brand that has put the customers first. They have succeeded because of this and have set a precedent towards other brands in terms of how to market and make sure to put the customers first.

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Ford

Ford uses new media to connect with its customers. The company has its own blog and each new post has a big picture and comments. Instead of having to scroll all the way to the bottom to read comments, Ford has made it easier for people to see comments by putting them directly underneath the main photo. Also, Ford wants customers to share their stories about Ford vehicles. Customers can write about their experiences with different Ford cars and read other customers’ experiences as well. In addition, Ford has a place to share ideas for new Ford cars. The company has incorporated some of these ideas into the cars they make. Ford uses these new media technologies to help the market itself but it also helps customers learn about experiences that other customers had with Ford cars and builds an online Ford community.

Wendy's

Wendy’s has created a big presence on social media. Wendy’s is very popular on Twitter with 3.1 million followers. Wendy’s Twitter account gained much popularity in 2017 when they shifted their social media presence. Wendy’s uses Twitter to discuss new products, deals but they also use it in a very unique way. Wendy’s often roasts other fast-food chains and even roasts their followers. Followers will even beg Wendy’s to roast them and thoroughly enjoy it when they do. This marketing tactic creates a personality for Wendy’s. People see it as a funny, relatable brand and they have definitely taken advantage of that. They also follow popular trends by incorporating themselves into memes. Memes have a lot of traction on social media and it’s been beneficial for Wendy’s. Their platform is also used to listen to their consumers. Recently, many people have asked for Spicy Chicken Nuggets to come back onto the menu. Wendy’s decided to send out a tweet and say if said tweet receives 2 million likes, then they’ll put spicy chicken nuggets back on the menu and within a day and a half, the goal was accomplished. The power of social media has drastically increased and more companies need to take advantage of it as Wendy’s has.

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Wayfair

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Instagram has a slew of new features that make things uber-easy for brands. If you utilize the app’s shopping features, it’s no longer difficult to get the casual scroller off of the Instagram app and onto your site. Instead, it can happen in just one tap of a finger.

Wayfair has been selling furniture and home goods since 2002. And they’ve been getting conversions from Instagram since the new shopping features came out in early 2018. Making them one of the best brands on social media.

Wayfair’s Instagram account is full of beautiful photos of sleek and attractive living room or bedroom sets. If followers like what they see, all they have to do to view product names, prices, and details is a tap on the photo. And from there it’s easy to navigate to Wayfair’s website.

Occasionally, Wayfair intersperses these photos with humorous quotes such as “Does refusing to do the dishes count as resistance training?” These posts are a great way to drive customer interaction. They get approximately 150 comments instead of Wayfair’s usual 30. 60% of the Instagram users (600 million people) find new brands on Instagram. Meaning this is a platform your small business absolutely must take advantage of. Here’s how.

First, your business profile has to have a product catalog set up on Facebook with Shopify or BigCommerce or another applicable shopping platform. Once Instagram approves your account, you’re good to go.

Using the shopping features is simple: when you upload a photo, you tag the products in the photo, just like you’d tag friends in a group picture. Your followers can then click on the products pictured and view them on your website.

Instagram also has shoppable stories, where you can add a product sticker to a photo on your story. Instagram stories are just as important as posts, so don’t overlook them.

StubHub

Pinterest is an important marketing tool – and we’ll prove it to you! Having a well-run Pinterest account can help lock in your branding, increase your website traffic/sales, and grow your audience. StubHub is one of the best brands on social media because of its strong Pinterest presence.StubHub, a former eBay-owned company, is the world’s largest ticket marketplace, letting customers buy and sell tickets for sports events, concerts, and more. For a company like this, setting up a Pinterest account may have seemed tricky, as Pinterest is naturally best suited for apparel or DIY companies. But StubHub came up with a creative plan: for every type of event they sell tickets to, there’s a board for it – from “Baseball Hub” to “Indie Music Hub” to “Broadway Hub.” Pins range from interviews with performers to photos of athletes.

StubHub’s 55,000 monthly viewers vary across multiple demographics. They have diverse interests. So StubHub caters to all of them.

Pop-Tarts

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A universally recognized brand that belongs to Kellogg’s, Pop-Tarts has been making sugary toaster pastries since 1964. And their Twitter account does everything right.

The voice of their Twitter account is sarcastic and caters to a younger, Twitter-savvy demographic. The company’s tweets don’t sound like they’re coming from a brand.

Instead, their tone mimics the tone of many popular Twitter accounts. And if a tweet is going viral Pop-Tarts hops on board and creates their own version. Pop-Tart’s parent company, Kellogg’s, follows a more traditional method of posting. While Pop-Tarts tweets things like, “How beautiful do I look in my new profile pic, very beautiful or extremely beautiful…let me know.”

Kellogg’s counters with tweets that sound more like ads: “For a limited time, new special edition Froot Loops straws are available at @KelloggsNYC. Find out how to make them at home!”

Interestingly enough, Kellogg’s has 89,000 Twitter followers. Pop-Tarts has 164,000. That’s more than enough to qualify them as one of the best brands on social media.

More and more restaurants are beginning to tweak their Twitter marketing strategy, filling their accounts with funny and sometimes questionable tweets. But it’s paying off. People click “follow” because they enjoy the content, even if they don’t patronize the brand. But down the road, they might become a happy customer just because of your social media content.

Studies have shown consumers like to see brands that are funny and aren’t afraid of a little friendly competition on social media.brands often struggle in overcoming the first phase of reaching out to their audience. This is usually when people still see them as just another faceless brand. And more often than not, when users stumble upon these advertisements in social media, they usually ignore the message especially if it’s from a brand they don’t know.

That’s where you can use humor. It helps in catching the user’s attention and breaking the barrier in between.

Stocking your arsenal of jokes might result in a high conversion rate.

Pop-Tarts is also great at interacting with their fans. They like to “toast” their fans–“which is like roasted,” one tweet reads, “but actually funny.”

How can you apply these principles to your own Twitter marketing strategy?

First of all, figure out your brand voice and stick to it.

If you can’t imagine tweeting something like “This is more beautiful than my ex which doesn’t really say much tbh I never needed you” for your business, don’t! That may work for Pop-Tart’s brand voice, but it doesn’t have to be yours. [46]

Fashion Nova

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Fashion Nova is a fast fashion retailer that operates its business online and currently has five brick-and-mortar locations. The company is known to heavily use social media, specifically Instagram, to generate publicity and establish their online brand presence.

Fashion Nova is known to copy the designs of celebrities such as Kim Kardashian on Instagram, and release the newly designed products in a matter of days for under $50. Many consumers enjoy this fast-paced business as they get to enjoy constant new designs for cheap. Fashion Nova is also the most impactful fashion brand on Instagram as they have more than 15 million Instagram followers. According to a marketing research firm Influencer DB, Fashion Nova has more exposure and user engagement than other fast-fashion retailers such as Zara and H&M combined on Instagram.[47]

Why is Fashion Nova so successful in terms of new media? There are many factors that contribute to Fashion Nova's success on Instagram including the rate of newness, low price points and size inclusivity. However, Fashion Nova's influencer power is the top reason why their social media marketing is working. They constantly collaborate with big influencers on Instagram and popular pages (meme pages, sports pages, etc.) on Instagram to promote their products. In return, they provide these influencers and accounts free clothes or buy their sponsored posts. The most famous influencer who constantly supports Fashion Nova on her social media pages is Cardi B.

Influencer Marketing

Influencer Marketing[48]

What is influencer marketing and why is it useful in social media advertising? Influencers can be a tool for advertising products online. "Thinking of advertising as one-way communication limits what is possible, particularly online. In a world with Web 2.0, advertising encounters the "perfect storm". [49] With the expansion of social media sites, marketers are starting to use influencers to be more engaged with consumers. A new marketing channel to connect real people with potential and existing consumers. Influencer marketing took off in 2016 and has definitely shown no signs of slowing down for 2017. Whether with an honest review or promotion of brands, this new and trending marketing tool and channel is definitely growing and more companies have been doing it. Through the use of Instagram, Snapchat, Twitter, YouTube, Facebook, Pinterest etc., more and more brands and companies have been connecting with new audiences and potential consumers through digital influencers.

Social Media Influencers

Social Media Influencer Marketing[50]

What does a social media influencer actually do? Influencers by their name influence their followers to buy products by promoting them in social media. It’s modern way to promoting and advertising Many popular influencers because of their relatable yet glorified persona have become so popular that they have become idolized by their subscribers/followers making their opinion that is much more important and persuasive. These influencers post blogs, videos and professional pictures stating their opinion about a product and influence their followers to buy them. These followers are similar and equivalent to celebrities fans that follow their idols and would most likely be influenced by the action of their idols. Influencers have to build relationships with their followers for successful advertising and promotion of products. "Social media could be used to facilitate the development of trusting relationships between buyers and sellers." [51] These influencers have to build a trust relationship with their followers because their opinion matters a lot to a consumer’s purchasing decision.

Influencers as being compared to advertising like a celebrity for their fans don’t do promoting for no reason. These influencers get something in return in different ways. For clothing, “hauls” are very popular, pertaining to videos showing and describing their purchases and the brand. Many brands will allow a popular influencer that fits their profile as well as maintains a following within their target market and will allow them to have free items in return for a positive review and or exposure through a “haul”. For example, allowing an influencer to choose 5 items in return for a video, which will reach their 800,000 subscribers. As an influencer is doing a marketing, advertising and public relations job for a business or brand, they get something in return by doing what they love. Sometimes when an influencer test a new product, they get to keep the product for further types of marketing like word of mouth. .Word of mouth from a consumer is generally considered trustworthy... the important element driving the surge in word of mouth is trust.

Generation Z

Generation Z[52]

Who are the people being targeted by social media influencers? They are the youngest and fastest growing demographic also known as Generation Z. Generation Z is becoming one of the largest consumer groups therefore we must understand them now to prepare for the future. Each generation is more connected and tech savvy than the last, meaning us as marketers must adapt and understand on their level. Younger people in this generation are expecting brands to innovate and use new digital technology.

What are the ways to win the next big consumer market and purchasing powerhouse? With 72% of Gen Z consumers in the U.S. enthusiastic about purchasing directly from social media, retailers should do more to build up their brand presence on the leading platforms and channels. Generation Z are both practical and aspirational when it comes to purchasing decisions and personal style.Learn to influence in new ways. Gen Z shoppers are more likely to purchase based on recommendations; invest in social listening tools to learn what influencers think about your brand

How is Gen Z different from Millennials? Millennials have always had the Internet. The recession played a big part in their lives, making them more money conscious. How is Gen Z similar to Millennials? Gen Z is just as, if not more, tech-savvy. They love social media. They don’t trust brands and harbor anti establishment sentiments. “63 percent of Gen Z want marketing from ‘real’ people” [53] These real people are example of influencers who let their honest opinion to be heard. Effective marketing for younger people works well with a real person stating their opinion about a product. Gen Z always want to be involved and is actively in the online environment meaning they are more engaged to be communicate with social media influencers.

Influencer Marketing for Businesses

Influencer Marketing [54]

How does influencer marketing work for business and how can it increase sales? Word of mouth directly influences 50% of purchasing decisions. Finding the right influencer for a product is main challenge for marketers. Influencers have specific followers that are interested in different industries and finding the right promotion marketing will definitely hit the attention of consumers. The potential reach of the influencer is market a brand directly to a consumer’s need and interest. Giving out your own opinion about a product will have positive and negative effects from your audience.

Who are exactly the audience of social media marketing influencers? Being an influencer doesn’t mean he/she is just famous and can easily influence people. These influencers have specific demographic of their followers because they can only promote effectively to people who are interested in their opinions. Building relationships with influencers is very important in social media marketing. Since getting honest product reviews for consumers are now easily accessible through influencer marketing, potential customers now have almost unlimited options to find feedback about a product or service. "People expect and demand easy access to their news; any hurdle, no matter how small, can kill potential distribution." [55]Consumers can easily just type on search engine about a product or service they are interested in buying and instantly get a review or feedback from real people and honest opinions. Influencer marketing is very convenient to any consumer ever since technology evolved.

Influencer marketing will only continue to grow especially with a decrease in traditional online ads due to ad blockers and the consistent rise in social media. “Marketing primary objective is to reach consumers at the moments, or touchpoints, that influence their purchasing behavior.” [56] Influencers are similar to having their own brand as themselves, and promoting their own features. Being an influencer means being good with people and seeing positive things from a product. “When you have a personal brand, when you have an audience and people see you as a thought leader in your specific niche or market, you have something no one else does: you have people’s attention.” (Forbes.com) The consumer’s attention in influenced and this affects their purchasing decision about a product or service.

How do companies do influencer marketing? “Social media tools are becoming more valuable to [business] activities as more customers and influencers use them.” [57] Footwear companies strategies like Nike, Adidas and Steve Madden. Nike utilizes Instagram and other social media accounts to feature real people with their products. Nike is leading when it comes to using Instagram and other social media channels by creating a space where people can find inspirations or just trends they might be interested in. While Nike features real people to look and feel realistic, they don’t focus only on star celebrity sports figures. Brands such as Adidas have teamed up with cultural influencers to refresh basic styles.

Examples of Influencer Marketing for Businesses

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In 2017, the Fyre Festival was an attempted music festival, lead by Billy McFarland. The event was built on a marketing strategy that exploited the abilities of influencers and their platforms. It focused on influencer marketing, as it targeted millennials' fear of missing out, or FOMO. The common feeling, known as FOMO, is an acronym used to represent the anxiety that comes from worrying about people enjoying life without them.[58] This had inspired large quantities of ticket sales for the event, as well as luxury packages, all without receiving concrete evidence of its legitimacy.

McFarland focused on the idea that technology and social media platforms were the key to bringing the festival together. He created an idealistic video campaign that included major celebrities such as Kendall Jenner and Bella Hadid to build awareness and excitement. The organizers used a strategy focused on social media and influencers. To peak interests among users, many top influencers posted orange tiles simultaneously on Instagram. This sought to “stop the internet" via Instagram.[59] For the announcement's promotion, Fyre Festival used 400 social-media “influencers,” including models, surfers, D.J.’s, as well as some football players. [60] This inspired approximately 5000 tickets sales by rich millennials who wouldn't want to miss the chance to be present at an event with models and celebrities.

Individuals easily invested in and supported the event because the organizers were capable of promoting a fantasy. They promised it would be an ultra-chic “Coachella in the Caribbean” experience.[61] The event was viewed as a unique opportunity to explore and experience an adventure on the perfect sandy beach in the Bahamas. There was supposed to be rock bands, private villas, and celebrity chefs.

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In reality, once people began arriving to the island, they realized nothing was ready and the fantasy started to unravel. Many took to social media to expose the failed festival by sharing the so-called private villas, which were just tents, mattresses that were piled up in stacks outside, the meals of just bread with cheese, and the overall chaos and lack of order. The event relied on digital marketing alone, which was not able to solve all the issues from behind the scenes.


Other New Medias In Internet Marketing

Immersive Labs

An example of how an Immersive Labs billboard works

Immersive Labs has developed a new technology that allows a digital billboard to identify the person standing in front of it and in turn show them an advertisement that they would most likely want to watch. For example, if the billboard identifies a man over 21, he will be more likely to see a beer ad compared to a woman who is likely to see an advertisement for feminine products. [62] This allows advertisers to more directly reach their consumer, making them more likely to buy the product being advertised. There are obviously privacy issues with this, as technology improves it may not only recognize gender and age, but also be able to recognize a person's face. Collecting this data would make it easier for advertisers to track and compile data about a consumer's habits and where they go. Although the more an advertiser knows about you the better they can present you with a product you want to buy, they can also invade consumer's privacy.[63]

WHAT would Henry Luce, legendary titan of journalism, have said about the video series to be introduced this year by his company, Time Inc. — offerings like “I ♥ My Closet,” featuring celebrities giving peeks at their possessions, and “Eyesore,” a makeover show hosted by the comedian Rachel Dratch and her childhood friend, an interior decorator and organizational expert?

Such a question is far-fetched enough to borrow a reply from a famous New Yorker parody of the writing style of Time magazine under Luce: “Where it will all end, knows God.” Still, it is indicative of the ambitious efforts being made by legacy media companies like Time Inc. to join the frenzy of online video content creation that was set off by so-called digital natives like AOL, BuzzFeed, Hulu, Microsoft, Mode Media, Yahoo and YouTube.

“Not that we’re ever giving up on print, but our print storytellers can now do it in video as well,” said Joseph A. Ripp, the chief executive of Time Inc. “We have the opportunity to take our storytelling and distribute it across more media.”

FatWallet

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FatWallet is a comparison-shopping website founded in 1999. FatWallet was sold to Ebates in 2011, a company that partners with retailers and provides rebates (cash back) when users use their referral link to shop at a wide range of online stores. Ebates was subsequently sold in 2014 to Rakuten, the largest online retailer from Japan based on sales. FatWallet remains as it was; it is a forum where sales on products are posted in threads. These sales include coupons, rebates, straight markdowns, and, recently implemented, cash back. Most users share deals on computer, computer peripherals, electronics, and games. However, there are occasionally home appliances, clothing, and snacks/foods. The most popular deals that have the most hits are featured on the front page to attract more potential customers. FatWallet also generates revenues from advertising other companies on its page, such as Macy's, JCPenny, Xterra, and other sporting goods stores.[64] [65]

Slickdeals

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Slickdeals is similar to FatWallet because it is also a comparison-shopping website. Slickdeals was also founded in 1999 with headquarters in Las Vegas, Nevada. There are different categories of deals: Freebies, Sweepstakes, Popular deals, Local deals, Trending deals, and Front page deals. Slickdeals also has a featured stores section to promote retailers like Newegg, Sears, Macy's, WalMart, Groupon, T-Mobile, etc. Every now and then there is a promoted sweepstakes by a sponsor where users can sign up for entries to win gift cards or products. There is a blog that publishes articles on trending news related to shopping to keep users updated on the latest. There are many users who have access to information on sales before they are announced by companies. Users can learn about sales ahead of time to be well informed. The biggest example of this is Black Friday scans of circulars by major retailers like BestBuy, Walmart, and Target. Scans are uploaded so users can plan out what they want to buy before getting to the long line at the stores, or if they want to skip on all the hassle this year because there is nothing they want. Slickdeals has an alert notification feature that sends you an email as well as a message on the forum when a product with a keyword you select is on sale. This is the "Daily Deals Alert Summary." On the actual threads of the deals, users can comment on their opinion of how good the deal is compared to similar brands or previous sales. This gives other users a peer-reviewed, as opposed to paid fake reviews, analysis of their available options. Users comment on the price and quality of the product as well as the quality of the manufacturer's customer service, the nightmare of shoppers with defective products. [66]






Advertisements

Advertisements such as video commercials or posters are the basic types of medium that companies use to promote their products with on social media. These promotions are located in every edge of the internet from YouTube, FaceBook, and Twitter. There are over thousands of different commercials that are being broadcast everyday on the internet and changed constantly everyday. It is a great way to create exposure and have more coverage than simple television advertising.

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5 Hour Energy: Focus

5 Hour Energy's [67] commercial, Focus was played often before the start of videos on YouTube. The beginning of this commercial is very cleaver because it says "What is focus? It is a wondrous sensation of clarity and alertness" and it shows a man focusing on a game of chess. This commercial draws in attention of the viewer because it does not show immediately what it is advertising for. The whole commercial describes how focus can help you achieve so many things through out the day and 5 Hour Energy can help you obtain the focus that you need.



Tide.jpg

Tide Laundry Detergent: Muffins

Tide's [68] detergent commercial, Muffins, has been played numerously on YouTube. This commercial explains how one cap of tide's detergent is equivalent to six caps of other bargain brands in the market. The ad itself consist of a mother who stopped working because she wants to spend more time with her children and the house hold only has one income to live off of. So in order to make the best of it she needs the best products to get her money's worth and Tide is one of them. Tide overall have very good quality and well thought out commercials that can relate to real life home owners.




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Geico: Did You Know

Geico [69] is another large insurance company who uses YouTube to advertise their service. The commercial, Did You Know, Pinocchio is a Bad Motivation Speaker, portrayed the character to "lie" about his audiences to have potential and his lies will cause his nose to get longer. Geico wants to send the message to the viewers that "15 minutes can save you 15% on car insurance"





Campaigns

As Marketing to consumers get harder, marketers have to find a new way to grab the attention of their target market. To do this, many marketers are approaching the online sphere where many of the current generation spend a majority of there time. Over the past decade, there has been a huge amount of wonderful marketing campaigns, particularly those online. Some of these marketing campaigns are mentioned below.

Dove's Evolution of Beauty

Dove released the Evolutioncommercial in 2006.[70] The video quickly became popular and has over 17 million views on YouTube. The video shows how a woman's appearance is altered to look like a supermodel. A woman comes into a studio where she has her makeup and hair done. Afterwards, her pictures are taken and retouched in several areas. This video is a good depiction of how different models look in real life without makeup and retouching.

Dove’s Real Beauty Sketches

Dove sketch.png

As Dove’s Campaign for Real Beauty the ad agency Ogilvy & Mather produced a short video inspired by market research that suggested only 4% of women describe themselves as beautiful. A criminal sketch artist was hired to draw the sketches of several women (whom he could not see) based on how they described themselves. He then created sketches of the same women as described by strangers who had met them briefly. When the sketches were compared, the ones formed with strangers’ opinions were shown to be invariably more flattering and accurate.

Since its release April 14, 2013, the video quickly became viral on online social media. More than 15 million people downloaded the video within a week. On YouTube, the shorter 3-minute version was viewed 30.6 million times. It garnered 660,000 shares on Facebook during its first ten days.[71]

Oreo's Daily Twist

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Oreo's Daily Twist campaign has made the cream-stuffed sandwich a social-media darling and sometime daredevil. It kicked off June 25 with a polarizing image of the cookie, sextuplet-stuffed with rainbow filling to celebrate Gay Pride Month -- a bold move for a brand that topped $2 billion in revenue last year. Since then, we've seen a Shark Week Oreo, a Mars Rover Oreo and a tribute to panda Shin-Shin's newborn cub -- just a handful of 100 iterations that will roll out daily through October.[72]

Oreo has established itself as a current and creative brand on social media. With 34 million fans on Facebook (and counting), how did Oreo raise the bar and increase engagement. By deploying a social media campaign that got everyone talking! Celebrating 100 years of the Oreo cookie, they launched the “Oreo Daily Twist”. One post every day (for 100 days concluding on February 3, 2013) celebrating current and historic events. Something similar to Google’s Doodles but spread daily through Facebook and more viral.

Human Rights Campaign: How Red Changed everything

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Human's Right Campaign launched one of the most visible campaigns in Facebook history, to accompany real life demonstrations outside the Supreme Court on the eve of two historic marriage equality hearings. Millions of Facebook users adopted a red version of the HRC's equal sign logo.

According to Facebook, some 120% more users changed their profile pictures on Tuesday, March 26 than on the previous Tuesday. The logo received 10 million impressions, 189,177 shares, 95,725 likes and appeared more than 18 million times in News Feeds. Millions of fair-minded Americans changed their logo to the Human Rights Campaign’s red logo demonstrating a visible outpouring of support for LGBT equality. In this session, attendees learn more about how digital strategy helped to make it happen, how to manage a brand identity following a viral moment, and how one little logo changed the Internet.[73]

YoutubeAd.png

YouTube TV Ads

YouTube’s [74] first high profile and multi-platform advertising campaign to feature a select few of the video sharing site’s most prominent creators made its print debut on the New York City subway system in early April 2014. YouTube beauty and fashion gurus Michelle Phan and Bethany Mota and cute and kitschy chef extraordinaire Rosanna Pansino each appeared in her own dedicated 30-second spot during the commercial breaks of the major cable television events. All the ads showcased clips from each creator’s very own videos, along with a few seconds of new footage of each young woman holding a YouTube logo of some sort before the screen cuts to white and displays a feel-good, inspirational phrase (again with the use of the YouTube logo) unique to each creator. Phan’s phrase reads “You help us make up who we want to be.” Mota’s reads “You make confidence THE must-have accessory.” And Pansino’s reads “You make it sweet to be yourself.”

Love Has No Labels

We are living in divisive times. Bias and discrimination are some of the most pressing issues facing our nation today. Hate crimes are on the rise and many groups feel increasingly marginalized and unsafe. Still, most Americans believe in equality (89%), consider themselves to be unprejudiced (85%) and many recognize there are things they can do to create a more inclusive world (78%). However because most don’t see themselves as part of the problem, they don’t recognize that they can be part of the solution by actively coming together and living inclusively.

Love Has No Labels

Research has showed us that there is one moment where biases are eroded and we see incredible stories of people coming together—in times of disaster. These moments of togetherness show that we all have an inherent desire for inclusion & connection. Bias, society & social norms prevent us from acting like we do in disaster, every day. In reality, we are all skeletons with an innate capacity for love.

The latest iteration of the award-winning Love Has No Labels campaign, Rising, is a powerful film that takes us back to where we started with Love Has No Labels, reminding everyone to see each other as humans above all else. Directed by David Nutter of Game of Thrones and written by Lena Waithe, the film captures the poignant story of a diverse neighborhood coming together in a flood, rising above their differences to support each other in a time of need. The film challenges Americans to consider “Why does it take a disaster to bring us together? ”At a time where we’re seeing stories of togetherness overcome the devastation that comes with hurricane season, this story is timely and relevant to all. [75]

Love Has No Labels Campaign

TOMS One Day Without Shoes

Tom-Logo.jpg

Toms[76] is a business that started as a shoe selling company. Their motto "One for One" indicates that for one pair of shoes sold, one pair of shoes will be donated to a child in need. Not only did they use social media to promote their product, they also used it to promote their annual One Day Without Shoes campaign. The purpose of this campaign is to raise awareness for the millions of children without shoes in poor countries. A simple pair of shoes can prevent diseases and infections. The campaign asks participants to go barefoot to raise “global awareness for children’s health and education."[77] They have dedicated a page on their website to promote the campaign as well as their social medias: Facebook, Instagram, YouTube and Pinterest. TOMS has over 2 million Twitter followers, over 2 million Facebook likes, over 4 thousand YouTube subscribers, and over 33 thousand followers on Pinterest.[78] In all of the social media, people repin, retweet, and repost post from TOMS. By using their social media platforms, fans or followers who believes and supports the philanthropy can easily spread the campaign information and gather participants.

Old Spice

When business was going down Old Spice [79] realized that they need to find a new target. Old spice being a company that made "old" commercial telling men that they will smell like an ocean revamped the product with a huge campaign, using Terry Crews and Isiah Mustafa, showing women what their men could be like. They realized that half their consumers were actually women and by targeting them they could get men to buy their products as well. This campaign was a huge success causing their sales to sky rocket compared to the years prior to the campaign. This is a great example of a great marketing campaign. They went through all the necessary steps included identifying their target market and then finding a way to get to them. These days everyone knows what is referenced when someone says "ladies, look at your man, now look at me".

Dominos Pizza Turnaround

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The pizza industry wasn't doing well in 2008-2009, due to consumers starting to eat more healthy/buying cheaper fast food. Dominos was also behind competitors such as Pizza Hut. Although Dominos was known for its fast and efficient delivery system, their pizza itself lacked taste. Customers hated the taste of Dominos pizza. Customers claimed that their pizza tasted like cardboard, mass produced, boring, bland, etc. Dominos realized they needed to make a change as they wanted consumers to have a positive perception of their product quality. Their marketing strategy was to change the product line entirely. The ingredients used, taste, and texture have all been updated. This led to Dominos' launching of the "Pizza Turnaround"campaign in 2009. They owned up to the fact that their pizza needed work. According to consumers, Dominos' pizza tastes much better now. The campaign was successful, close to two millions views on YouTube. Dominos rose 14.3% during the first quarter and beat out Pizza Hut and Papa John's by a wide margin.[80]

Frontier Airlines

Logo frontier ldf.png

Frontier Airlines didn't have the recognition they wanted so they started a campaign to gain costumers. In 2003, Frontier Airlines launched "A Whole Different Animal". On all of tails of the Frontier Airlines planes were different animals that had an interesting character. The animals were funny and memorable. Frontier launched YouTube videos, blog entries, podcasts, t-shirts, buttons for each animal. This brought awareness to the brand and increased bookings and web traffic. Email subscriptions went up by 400%.[81]

Coke Zero

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Coke Zero didn't have the best launch. They decided to re-launch it to get more consumers. People who loved and were used to drinking regular Coke would never try Coke Zero. Coke claims that Coke Zero tastes very similar to regular Coke. They launched a Shazam ad that shows a glass filling up with Coke, once the glass is full, the app offers a mobile coupon for a free 20-ounce bottle. The campaign was successful as it estimated to have reached 90% of target audience.[82]

Cheetos

Cheetos.jpg

Since Cheetos isn't necessarily a healthy option, it became unethical for Cheetos to be marketing to children. They opted to target adults and started a new campaign. Cheetos found out that "playful adults" were more likely to eat Cheetos. Cheetos launched new commercials on TV and YouTube which showed the chips bringing out adults inner child. The campaign worked as sales significantly increased.[83]

Failed Marketing Attempts

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McDonald's Twitter Hashtag

McDonald's initially wanted to engage in a positive conversation with their consumer in hopes to create a positive brand image using a social media platform, Twitter. The marketing team in McDonald's created a hashtag, #McDoStories to archive tweets which will make communicating much easier. Though the plan was suppose to have positive responses from consumers, it was everything but positive. Users on Twitter started complaining about the quality of the food and the cleanliness. Users continue flooding the tag with claims of fingernails in burgers and unsanitary experiences when ordering food from McDonald's. [84]


Kony 2012

Kony 2012 was a film made by an American charity called Invisible Children – about the plight of children in Uganda at the hands of the warlord Joseph Kony, the leader of the Lords Resistance Army (LRA) guerilla group. His group is said to have abducted 60,000 children. The film was an instant viral success, dominating Twitter worldwide and had one of the fastest ever take-offs on YouTube/ Vimeo. The hashtag #stopkony has had hundreds of thousands of tweets, and millions of people learned something about Uganda and what was happening to children there. Support for the campaign to end the conflict in the country began to spread.

Posters for Kony 2012


However, as legitimate as the video became, many were skeptical as to where the money that was donated went to, if the events depicted were honest, and what the charity's real intentions were actually. More digging showed that the man Kony, had a smaller army than the video proclaimed. The children that were made into war children was just as small a number, as well. The leader was also not in Uganda anymore. [85]

Soon, with how popular the video became, and how controversial some of its findings and statements were, the CEO of the company had a meltdown and ran around the streets of San Diego, naked. The popularity and interest in Kony soon faded after. Although the campaign did raise awareness and money, it also raised suspicions.

New Coke

New Coke

New Coke [86], meant to compete with the sweeter tasting colas such as Pepsi, was a failed marketing attempt. When the Coca-Cola brand decided they would reinvent coke with a sweeter taste consumers slowly stopped purchasing their product leading to a decline in sales. Coca-Cola then did something amazing by simply reintroducing their old taste and marketing it as "Coca-Cola Classic." Although this was the same exact recipe they used to use consumers flocked to stores and began purchasing Coca-Cola Classic again. So although this started out as a great marketing fail on Coca-Cola's side it eventually led to a large increase in sales.

Big Data and Marketing

Bd11.jpg

Today, we hear a lot of term “Big Data”. Big Data is the enormous amount of both structured and unstructured data existing in our world now. The data set is too large so it is difficult to be handled with traditional database and software tools. The growth of data has accelerated because of expanding economy and knowledge base and decreasing cost and increasing availability of automatic data capture mechanisms. Big Data also became a mainstream because of those reasons. [87]

Big Data affects every industry – from financial institutions, government, healthcare, manufacturing to marketing. For marketing firms, Big Data is creating new marketing setting for our current digital world. The marketers used to collect customer data from point of sale transactions, mail responses or coupon redemption 20 years ago. However, the customer data today are collected from everywhere: online purchase data, social media pages, mobile data usage, browsing history, etc. With the insights gained from big data, the marketers can create customized marketing strategies for their customers. With an implementation of these strategies, they can understand their customers better. The big data-integrated marketing strategies can increase customer engagement, improve customer loyalty and optimize marketing performance. [88]

Marketing Analytics

The term “big data” in marketing does not just simply refers to the large data existed in the world. It also refers to a marketer’s capabilities of handling, storing, analyzing the data to understand the customer’s reaction from the one company. If the marketers comprehend their customer’s needs, they can implement into the decision marking process. The decisions that they would bring up are more accurate and timely than the previous ones because they are driven by Big Data – the most updated and live data. [88]

Having Big Data does not automatically guarantee the company to create the best decision and to excel than its competitors. However, it can give the company the potential. This is becoming an essential part of making decision, creating marketing strategies and understanding the customers. The insights from the data collected can make a difference for the company.

In the early stage of marketing analytics, the data used for analysis were collected only from surveys, point of sales transactions, coupon redemption, and direct mails. However, after 20 years, with the advent of more advanced technology, social media and larger availability of Internet, the data is collected from everywhere. Anything you do on online or on mobile phone is becoming the data of you – your browsing history, online purchase, activities on social media, cellular data usage, and GPS locations, etc. [89]

Analytic Tools

Data Mining

Many tools are used in marketing analytics to collect the data. For collecting data, the popular data mining software tool used is SAS Enterprise Miner. With utilizing this tool, the marketer can mine a very large set of data, and use the descriptive statistics such as histogram, scatterplot, bar charts, regression model, range, mean, mode, median and decision to predict the best model and implement to decision making. With SAS Enterprise Miner, the marketers also can take reduce the data size to do sampling. [90]

Data Management

Marketers used to use Excel or Access for data management. Hadoop is the software system that is mostly used by data analysts to store and manage the data. It is an open software platform operated by the company called Apache Software Foundation. Since the collected data amount is tremendous and they need to be updated timely, the traditional data management tools are no longer useful. Hadoop handles a very large set of data. Then, the marketers can query (take selective data) from this large stored data via Hadoop. In order to query the data set, one might have to learn the query language, such as SQL. Hadoop is designed to be robust; it maintains your Big Data applications properly running even if individual servers or clusters stop working. [90]

Data Visualization

The next step is to analyze and visualize the data. This step is exceptionally crucial to marketing analytics because the analysts can use graphics to interpret their customers’ perception of the company, preference, and dislikes. Then, the marketing analysts can take the results into decision-making. The most popular software tool used for visualization is Tableau Software. Tableau Software allows the users to use charts, clusters, graphs, and any other of graphics to represent the data. The users also can different label, color, and shapes to point out the data. The users also can create a sheet called Story, which contains a sequence of worksheets and dashboards to convey the useful information. [90]

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