360 Hot Topics by Cindia

My viewpoint to hot topics related to Digital Marketing.

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Digital Service - NetFlix

Data centers are the driving force behind today’s economy. The servers, storage, and network equipment they contain support everything from traditional enterprise systems to global commerce engines. Digital world coming from the virtual image is on its way to impact huge influence on the brick and mortar world. In business part, here comes the digital service. Digital service includes anything that could be delivered through an information infrastructure such as internet, from websites to email marketing, social networking to smart phone apps. It is really hard for someone to think of a company that has not integrated its business into digital service and not on the way to do it. 

In the wave of world flattening and society digitalization, we can see the great future of this business, online video. The future of the Internet lies in online video content. While the ‘traditional' website is still integral to the very fabric of the Internet, online video content has shown itself as a growing proponent of conveying information through entertainment. If a picture says a thousand words, then even a three-minute short online video says about a million. And Google can't agree with this opinion any more. As data shows, near 70% of the top 100 hot words in Google search are about video content. Video shared on facebook everyday reach the length of time equal 500 years. And on average, over 700 videos are shared on Twitter during every minute. Thus, online video service providers enjoy a great advantage in future business. So, this week, we pick up Netflix as the object. 

Netflix, Inc. is an American provider of on-demand Internet streaming media available to both North and South America, the Caribbean, United Kingdom, Ireland, Sweden, Denmark, Norway, Finland and flat rate DVD-by-mail in the United States, where mailed DVDs are sent via Permit Reply Mail. The company was established in 1997 and is headquartered in Los Gatos, California. It started its subscription-based digital distribution service in 1999, and by 2009 it was offering a collection of 100,000 titles on DVD and had surpassed 10 million subscribers. On February 25, 2007, Netflix announced its billionth DVD delivery. In April 2011, Netflix announced 23.6 million subscribers in the United States and over 26 million worldwide. By 2011, the total digital revenue for Netflix reached at least $1.5 billion. On October 23, 2012, however, Netflix reported an 88% fall in third-quarter profits. In January 2013, Netflix reported they had added 2 million U.S. customers during the 4th quarter of 2012 with a total of 27.1 million U.S. streaming customers, and 29.4 million total streaming customers. In addition, revenue was up 8% to $945 million for the same period. As of mid-March 2013, Netflix had 33 million subscribers.

Netflix is a subscription-based movie and television show rental service that offers media to subscribers via Internet streaming and via US mail.

Netflix Inc. on April 22 reported a first-quarter profit of $3 million, or 5 cents a share, on revenue of $1.02 billion. During the same period a year ago, the video-streaming technology company lost $5 million, or 8 cents a share, on $870 million in sales. Analysts surveyed by FactSet had forecast Netflix to earn 18 cents a share on $1.02 billion in revenue for the quarter. Netflix also said that in the first quarter of the year it added 3.05 million new subscribers, to give it a worldwide total of more than 36 million. For its second quarter, Netflix forecast earnings of 23 cents to 48 share. Analysts had previously forecast Netflix to earn 30 cents a share on $1.05 billion sales for the quarter. Netflix's shares surged more than 19% in after-hours trading. The huge success Netflix reached or the beginning of 2013 should partly thank to the House of Cards. 

Numbers released Monday showed Netflix Inc. added 2 million U.S. subscribers to its video streaming service during the first three months of the year. Through March, Netflix had 29.2 million U.S. streaming subscribers. Those first-quarter gains, coupled with signs that Netflix's profit margins are widening, delighted investors. The company's stock soared $35.33, or 20 percent, to $209.70 after the results came out. The period was highlighted by the early February debut of "House of Cards," a critically acclaimed series made exclusively for Netflix. 

It’s the first major TV show to completely bypass the usual television ecosystem of networks and cable operators.  It’s also the first time that a series has released an entire season (thirteen episodes) all at once, for viewers to watch at their own pace.  Finally, it’s the first time that programming has been developed with the aid of big data algorithms.  That’s a lot of firsts.

But what should Netflix do to retain those subscribers acquired by the great series? Amazon is getting into the online video business, and it has the ability to win over Netflix in shooting exclusive TV series. Besides, Amazon have the access to some Netflix users since there ia Netflix app on Kindle. 

So what should Netflix do? From my point of view, to make itself not only a great content provider, but also a great experience provider is a sustainable way in future development. 

To achieve a better customer experience, Netflix should pay attention to the following bullets.

Be interconnected. It is the dawn of personal ecosystem. Businesses are connected more across industries and people are connected more across boundaries. To be connected, long video service provider, in comparison to Youtube, Netflix should enhance the service and design for glance. Besides, mobile is still the thing connected people together mostly, though lap-top and tablets are better way to viewing Netflix videos, the use of mobile phone should not be ignored. How to enhance the mobile phone? An appealing pre-view on mobile phone might stimulate people's lust of sharing.

K.I.S.S. is coming back. As digital progress marches on, so does complexity. A growing family of personal devices, and ever-increasing volumes of data, constantly threaten the efforts of service designers to create elegant, focused, and simple solutions. Service providers and receivers are all looking for simple solutions. Keep It Simple Stupid concept is on its way back. Netflix should make everything easier. Easier to continue video watching across devices, easier to subscribe and cancel subscription, easier to find videos consumers have interests in, and easier to share with friends on all kinds of message vehicles. A one-click share could work. 

Design for a growing range of devices and a growing range of interaction modes. The new form factors include a much broader range of tablets, phablets, and hybrid devices (pc/tablet combos). They also include a fast-growing range of wearables--wrist bands, wrist watches, and much more. The interaction modes move from purely the graphical touch paradigm to include additional modes like voice and ambient information. Flexibility and adaptability will be key properties for successful designers. Good adaptability to different devices and good differentiation to highlight the certain advantage of viewing Netflix on different devices is the road ahead. 

Sources:

http://www.insidermonkey.com/blog/heres-why-netflix-inc-nflx-should-kill-this-service-128879/

http://www.insidermonkey.com/blog/netflix-inc-nflx-the-companys-need-is-apple-inc-aapls-opportunity-129016/

http://etfdailynews.com/2013/04/28/why-the-media-etf-makes-sense-right-now/

http://www.insidermonkey.com/blog/netflix-inc-nflx-its-too-bad-it-does-not-charge-by-the-hour-128692/

http://www.valuewalk.com/2013/04/netflix-inc-nflx-beats-hbo-in-u-s-subscribers/

http://www.insidermonkey.com/blog/netflix-inc-nflx-warning-3-red-flags-in-the-first-quarter-report-127889/

http://articles.marketwatch.com/2013-04-22/markets/38729503_1_share-first-quarter-first-quarter-profit

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Customer Retention for Blackberry

Customer retention is the activity that a selling organization undertakes in order to reduce customer defections. Successful customer retention starts with the first contact an organization has with a customer and continues throughout the entire lifetime of a relationship. Customer retention is more than giving the customer what they expect, it’s about exceeding their expectations so that they become loyal advocates for your brand. Creating customer loyalty puts ‘customer value rather than maximizing profits and shareholder value at the center of business strategy’.Customer retention has a direct impact on profitability. 

According to stats from researches, to retain an existing customer is an easier and lower-cost way to increase profit/sales than to acquire a new customer. So nowadays, companies pay more and more efforts to retain current customers. 

For this topic, we take Blackberry as the example to discuss on. 

The BlackBerry is a line of wireless handheld devices and services designed and marketed by Research In Motion Limited(RIM) operating as Blackberry. Research In Motion Limited (RIM), doing business as BlackBerry Ltd., is a Canadian telecommunication and wireless equipment company best known as the developer of the BlackBerry brand of smartphones and tablets. The company is headquartered in Waterloo, Ontario, Canada. It was founded by Mike Lazaridis, who served as its co-CEO along with Jim Balsillie until January 22, 2012. Its current CEO is Thorsten Heins.

Blackberry used to be the leader in smartphone market, however, it is now  even not a main competitor considered by other brands such as Samsung, and Apple.

To win back the market share, winning back past customers and keeping current customers stay are the main strategy. Blackberry just launched a new phone, Z10. 

According to analysis of experts, the new phone actually performs really well and it can meet almost all needs a customer would have for a smartphone. Blackberry made efforts on digital marketing. But I don't think it did that enough and efficiently.

The best thing Blackberry did for the new phone is the launch of the trial micro-website. With whatever phone/system you are using right now, you can visit the micro-website and experience the system of Z10. This great idea makes it easy for people to have a try on the new phone/system. But Blackberry just didn't make enough exposure for it to customers. 

I think Blacberry should do more banner ads on websites such as new York Times, Wallstreet Journal, etc. And do heavy promotion on it via social media. It is a great idea and great product, so what Blckberry should do is heavily promotion to make everyone know it and try it!

Sources:

http://www.comscore.com/Insights/Press_Releases/2013/3/comScore_Reports_January_2013_U.S._Smartphone_Subscriber_Market_Share

http://money.cnn.com/2011/10/13/technology/blackberry_outage/index.htm

http://mashable.com/2011/12/02/playbook-485-million-charge/

http://www.bna.com/legal-business-news-f3176/

http://www.theregister.co.uk/2002/11/05/handspring_settles_lawsuits_in_motion/ 

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Digital Strategy For NPO - Wikimedia Foundation

A nonprofit organization, or not-for-profit organisation, often called an NPO or simply a nonprofit, is an organization that uses surplus revenues to achieve its goals rather than distributing them as profit or dividends. Some NPOs may also be a charity or service organization; they may be organized as a not-for-profit corporation or as a trust, a cooperative, or they exist informally. A very similar type of organization termed a supporting organization operates like a foundation, but they are more complicated to administer, hold more favorable tax status and are restricted in the public charities they support. Their goal is not to be successful in terms of wealth, but in terms of giving value to the groups of people they administer to.

With the flattening of the world and the increasing consciousness of inner needs, people pay more and more to these NPOs. Those NPOs are also more intent to reach more people from different places all around the world. Digital strategy becomes a must-do thing to almost all NPOs. For this topic, our group selected Wikimedia Foundation as our objective. 

The Wikimedia Foundation, Inc. is a nonprofit charitable organization dedicated to encouraging the growth, development and distribution of free, multilingual, educational content, and to providing the full content of these wiki-based projects to the public free of charge. The Wikimedia Foundation operates some of the largest collaboratively edited reference projects in the world, including Wikipedia, a top-ten internet property. This is year is the midpoint of WMF's Five Year Plan. Looking back to the past two years execution, WMF can see a promising future. Since WMF is processing two-digits number of projects, here we are going to focus the discussion on the Wikipedia, the most important and world-famous project of WMF.

Wikipedia was launched on January 15, 2001, by Jimmy Wales and Larry Sanger. is a collaboratively edited, multilingual, free Internet encyclopedia supported by the non-profit Wikimedia Foundation. Its 26 million articles, over 4.2 million in the English Wikipedia alone, are written collaboratively by volunteers around the world. Almost all of its articles can be edited by anyone with access to the site, and it has about 100,000 active contributors. As of April 2013, there are editions of Wikipedia in 286 languages. It has become the largest and most popular general reference work on the Internet, ranking sixth globally among all websites on Alexa and having an estimated 365 million readers worldwide.

Due to the contents are all written by volunteer on-line surfers,  the content quality has always kept on a high level, which guarantees Wikipedia a good results in SEO. 

However, although the number of viewers and users still keeps growing, the growth percentage shows a declining trend. Besides, Due to the different restricted content policy in different areas, Wikipedia is partly restricted in some areas, which impose a negative impact on the content quality of it. 

The policy difference is not what Wikipedia could change, but Wikipedia can positively have cooperation with governments and localize the content to meet the bottom line of the government. 

WMF also started with improving the visual environment of their websites. And I can't say more compliments to this action. Comparing to other popular websites, Wikipedia is not that friendly to read. In the past, they retain the viewers by their content. But now, competitors, especially local competitors show up, the unfriendly viewing experience turns into the Achilles' heel of Wikipedia. 

Last but not least, Wikimedia Foundation has so many projects on the go, integrating them together to some certain extent could enhance each of them. 

Sources:

http://wikimediafoundation.org/wiki/Home

http://en.wikipedia.org/wiki/Wikipedia

http://upload.wikimedia.org/wikipedia/foundation/4/4f/2012-13_Wikimedia_Foundation_Plan_FINAL_FOR_WEBSITE.pdf

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Digital KPI's

Key Performance Indicators, also known as KPI are quantifiable measurements that help decision makers define and measure progress toward organizational goals.An example is checkout abandonment, when shoppers exit before completing an order. This KPI should be monitored closely by all e-commerce businesses. If it is typically 10 percent and suddenly goes to 15 percent, that may be an indicator that something is broken on your website, like your SSL, your shipping estimator, or your credit card authorization. By monitoring that KPI daily, you will mitigate the risk of losing business if something breaks.

KPIs vary drastically from one industry to the next. Examples may include load factor and fuel consumption per passenger for airlines and dropped call percentage and customer acquisition cost for wireless carriers. For this reason, KPIs are defined by business users and may be unique to each business.

For strategic and operational planning, KPIs are also used for SMART goals — Specific, Measurable, Achievable, Realistic, Time-bound. As an example, you may want to set a goal to improve your checkout abandonment from 10 to 7 percent in six months. Or, you may want to set customer service goals to reduce the average number of open cases from 10 to 5 in three months.

I'd like to talk more about the KPI by taking Amazon as the example. 

Amazon is such a world famous name to all people having access to internet.Amazon.com, Inc. is an American multinational electronic commerce company with headquarters in Seattle, Washington, United States. It is the world's largest online retailer. Amazon.com started as an online bookstore, but soon diversified, selling DVDs, CDs, MP3 downloads, software, video games, electronics, apparel, furniture, food, toys, and jewelry. The company also produces consumer electronics—notably the Amazon Kindle e-book reader and the Kindle Fire tablet computer—and is a major provider of cloud computing services.

To be successful, e-commerce sites should be able to convert visitors into buyers and get them to come back for repeat purchases. For these reasons, e-commerce KPIs should be centered on online conversion and retention strategies. Some of the most popular KPIs within commerce sites include average selling price, visit value, new vs. repeat customer breakdown, average selling price by new vs. repeat customers, and conversion rates. In the e-commerce industry, there are roughly 21 main KPI's to monitor. 

Unique visitors

Total visits

Page views

New visitors

New customers

Total orders per day, week, month

Time on site per visit

Page views per visit

Checkout abandonment

Cart abandonment

Return rate

Gross margin

Customer service open cases

Pay-per-click cost per acquisition

Pay-per-click total conversions

Average order value

Facebook “talking about this” and new Likes

Twitter retweets and new followers

Amazon ratings, response and order turnaround time, and open cases

Email open, click, and conversion rates

Referral sources: percent from search, direct, email, pay-per-click, other

Among the indicators above, the Facebook and Twitter staffs are more like social media KPI, while the others are all the digital KPI's. And these are all what Amazon cares a lot. But as a thumb in this industry, Amazon has its own secretary in KPI's. The perfect order percentage and late shipment rate help guarantee the quality of both the products and the service, which later bring Amazon the high satisfaction of consumers and by the end the great success in this industry.

Sources:

http://www.knotice.com/whitepapers/forrester-adapting-measurement/pdf/Adapting_Measurement_For_Digital_Intelligence.pdf

http://practicalanalytics.wordpress.com/2011/08/03/big-data-analytics-and-kpis-in-e-commerce-and-retail-industry/

http://www.digitalanalyticsassociation.org/blogpost/533997/Best-Practices

http://dauofu.blogspot.com/2013/01/5-kpis-for-e-commerce-website.html

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Reputation Management in the Digital Explosion

Reputation management is the practice of monitoring the reputation of an individual or brand, addressing contents which are damaging to it, and using customer feedback to get feedback or early warning signals to reputation problems. Most of reputation management is focused on pushing down negative search results. Reputation management may attempt to bridge the gap between how a company perceives itself and how others view it.

Common tactics used in reputation management include:

Tagging improvement and SEO of company published materials

Publishing official and positive website and social media profiles to outperform those negative content

Getting mentions in third-party websites ranking highly in Google

Proactively respond to the public criticism

There are also lots of other tactics out of the above. However, among all of these tactics, the last one, responding to the criticism, is what I appreciate most. A company needs enough courage to face the criticism, and incredible confidence to respond to it. And the company I'm going to discuss on chose this tactics and achieves great success. Its name is Domino's Pizza.

Domino's Pizza is an American restaurant chain and international franchise pizza delivery corporation headquartered in Ann Arbor Township, Michigan, United States. Founded in 1960, Domino's is now the second-largest pizza chain in the United States, following Pizza Hut, and has more than 10,000 corporate and franchised stores in 70 countries and all 50 U.S. states. Domino's Pizza was sold to Bain Capital in 1998 and went public in 2004.

In 2009, two employees of Domino's Pizza posted a YouTube video of their inappropriately handling food, and this video reached over a million hits within days. (To watch the video, please click  http://www.youtube.com/watch?v=OhBmWxQpedI ) Patrick Doyle, the president of Domino's, posted a YouTube video of his own as a statement to the public soon after. (To watch the video, please click  http://www.youtube.com/watch?v=dem6eA7-A2I ) And then, Domino's launched a transactional survey on their website, along with the Pizza Tracker that acts as a dashboard for the pizza delivery. Besides, Domino's redesigned their packages to include feedback requests, collected feedbacks and reviews on social media, and also hold Focus Groups.

The feedbacks collected are almost negative, such as, sauce tastes like ketchup, crust tastes like cardboard, frozen pizzas are even better, etc. After viewing those negative reviews from consumers, Domino's decided to look at them in a positive way, and start to do work on improving their pizzas. They launched the famous campaign called "Domino's Pizza Turnaround", which not only succeeded in real business, but also helps Domino's win the Ogilvy Award. (To visit the official website of this campaign, please click http://pizzaturnaround.com/ ) In this campaign, they make those negative reviews public, and show their hardworking in the improvements. And by the end, they delivered the improved pizzas to the places of people giving negative points on the focus group talks, and got positive feedbacks from them. 

This campaign was a huge success that resulted in a rise of Domino's sales. Domino's sales increased by 14% in the first quarter of this campaign and kept a steady increase since then. Their US stocks roars up  over 50% in the months following. 

This is a brilliant and fearless campaign to my view points. Domino's took almost 18 months and spent millions of dollars to develop their products. What I appreciate most for this campaign and what I thought most importantly made them outstanding is the patience and courage. The second point that emotionally made me moving is their 'honesty'. They choose to admit that their old products are bad because the consumers saying so. As a consumer, I feel that my feeling matters to them, and thus I am a very important person that Domino's cares. It works well in building customer loyalty. Last but not least, they are really focused on this simple messaging - trashed the old products and serve the new ones with higher quality. 

Sources:

http://en.wikipedia.org/wiki/Reputation_management

http://en.wikipedia.org/wiki/Domino%27s_Pizza

http://www.youtube.com/watch?v=AH5R56jILag

http://pizzaturnaround.com/

http://spinsucks.com/communication/eleven-reasons-dominos-turnaround-campaign-worked/

http://www.pizzamarketplace.com/article/180141/Domino-s-Turnaround-campaign-earns-Ogilvy-Award

http://www.econ.ucla.edu/sboard/teaching/tech/Dominos.pdf

http://www.digitalbuzzblog.com/dominos-pizza-pizza-turnaround/

http://blog.bazaarvoice.com/2010/02/08/pizza-throwdown-puts-domino%E2%80%99s-pizza-turnaround-to-the-test/

http://www.entrepreneur.com/blog/218649

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Mobile Marketing

Mobile marketing is marketing on or with a mobile device. Mobile marketing can also be defined as “the use of the mobile medium as a means of marketing communication”, the “distribution of any kind of promotional or advertising messages to customer through wireless networks”. 

Pinkberry is a franchise of upscale frozen yogurt restaurants headquartered in Los Angeles, California. It was founded by Hye Kyung Hwang and Young Lee in January, 2005, and now it has over 100 stores, mostly located in Southern California and New York City. 

Pinkberry launched its app, both available on iOS and Android system, in Oct. 2012. It allows guests to track purchases, earn rewards, send virtual gift cards, and pay in stores without cash. And the most important feature for the fans of the frozen yogurt brand is the ability to find which store serves which flavors.

The app also works as a customer long-term loyalty program, physical guest card is also available for those don't have smartphones. Customers can earn a free small yogurt with toppings when they register. After then, they can earn a free yogurt with every tenth purchase and on their birthday, along with other surprise rewards and exclusive offers throughout the year.The app also offers easy access to social medium, eg. Facebook, 4Square and Twitter. Customers can send eGifts via these media and email also. This option contributes to the sales in holidays. 

Besides, customers who download the app and register through Nov. 21, 2012 have a chance to earn $100 worth of Pinkberry products each month for a year, as well as four catered parties for up to 25 people, free take-home every week and $600 worth of eGifts.

And recently, Pinkberry also joined the Google Wallets, the app can be installed on google phones. The Google Wallet mobile app securely stores your credit cards and offers on your phone. So when you’re out shopping, you can pay, redeem offers and earn loyalty rewards quickly just by tapping your phone at the point of sale.

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Social Marketing

Social Marketing is the mechanism of utilizing varieties of digital social channels and stages to explore potential consumers and keep current sonsumers. The channels include facebook, twitter, linked-in, pinterest, blogs, and etc.

TripAdvisor.com is a travel website that assists customers in gathering travel information, posting reviews and opinions of travel-related content and engaging in interactive travel forums. It claims to be the most popular and largest travel community in the world, with more than 32 million members and over 75 million reviews and opinions of hotels, restaurants, attractions and other travel-related businesses.

People have different affection with TripAdvisor.com. But most people agree that you may love it, you can hate it, but you'd better use it. 

In TripAdvisor, a user can create a topic and any other user can post comments. In this way tourists may have a highly customized advice. It is possible to distinguish the users in Authors and Advisors. They have different profiles. Authors represent the tourists far from the destination. The advisors are local residents or fellow tourists, who have already visited the destination.

(According to the charts above) Because of the mother language things, UK and US people are really active on the community. It seems like the constraints of language kinds of impede against the world-spread of TripAdvisor. Why not introduce the translator system into the TripAdvisor just as FB did? TripAdvisor itself is a digital social channel. To do good social marketing, I feel it that TripAdvisor should make itself a better social channel first.

Facebook and the other social media is kind of friend community, people make comments and see reviews to/from those people they know. TripAdvisor is kind of travel community, people get to know each other because of the travel, while they were strangers to each other before that. So what would happen if TripAdvisor build a partner relationship with Facebook? If people can see the comments from their friends on the top of the comments list, the reviews will seem to be more reliable. If people can see the picture related to the certain places on advisors or authors facebook, those places will be more vivid. This relationship can promote the traffic and registration of both websites. 

Last but not least, TripAdvisor could launch voting campaigns at a regular pace to ask people to vote for the most-recommended hotel, restaurants, attraction, etc. they experienced in the past year. And TripAdvisor could post the result and give insights into these places on the social medias. 

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Digital Content Marketing

Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. Its basic premise is to “provide some valuable information or entertainment – “content” – that stops short of a direct sales pitch or call to action, but which seeks to positively influence a customer in some way.” This information can be presented in a variety of media, including news, video, white papers, ebooks, info-graphics, case studies, how-to's, Q&A’s, photos, etc.

Content Marketing is getting more and more popular among marketers. According to a study by the Content Marketing Institute, over 90% of Business-to-Business (B2B) and 86% of Business-to-Consumer (B2C) marketers use one or more methods of Content Marketing, including social media, eNewsletters, and articles on a company website.

TED, standing for Technology, Entertainment, and Design, is founded in 1984. TED’s mission is to facilitate the spread of great ideas that can make the world a better place. “ Ideas worth s[reading”. as they say.  Today, these talks no longer restricted to technology, entertainment and design, and they go and touch elements related to business, philanthropy. social innovation, and so on.

A website without enough contents with real things in it can rarely attract traffic from the thousands of websites. TED expands its market and gain more and more positive traffics under the help of words-of-mouth marketing. However, it is the real thing they have, the content marketing, drive people to visit TED.

The content on TED has three main characteristics, single, short, story-telling. Firstly, each TED talks only focus on one topic and strives to make it through. The single-topic makes audience easy to understand and reach the point of the talk. Secondly, TED talks are always short. Everyone has a limited capability of keeping their focus on one thing. TED talks are all short, most of them only last several minutes to conclude up. The shortness of talks make sure that the audience are all ears to each sentence of the talks. At last, almost all speakers try to give their ideas via telling stories. Stories are easy to understand and attractive to follow the lead. 

A content marketing should be able to catch the eyes of audience from the begging to the end and it should make sure the audience not only enjoy it but also understand the idea spread in it. 

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Last Print Issue - Newsweek, Dec, 2012

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Successful Strategies in Acquiring New Customers Online

People spend more and more time on their cells, tablets, and laptops and get most of the information online. One can hardly find someone who do not use either Facebook or Twitter. Today, online market is where primary marketing battles happen.

Newsweek launched their last printed magazine in December, 2012 and named it "Last Print Issue". This is a courageous action to me since most companies still walk on both bridges, digital and printed, however, it is also clever to do this since it cuts off huge costs in printing process. 

To acquire new customer online, Newsweek should make more efforts in two main disciplines in Internet world today, search engine and social media. Firstly, Newsweek should optimize their keyword to make sure that they will show up at least in the first page when potential customers searched for related news. Secondly, Newsweek should manage their accounts in Facebook and Twitter attentively. 

To appeal customers' attention, launching an event is good choice. Grand Central Station just had a 100-year-old anniversary celebration this week, if Newsweek launched an online campaign on FB and Twitter.  People can post their pictures in Grand Central and write stories between Grand Central and themselves, and then Newsweek selects those creative or impressing and post them on the January Issue. Newsweek just opened a new column emphasis on photos and pictures this year, and it can utilize this campaign to promote the new column. Although this anniversary already passed, but there are lots of special days in one year. The coming Valentines' Day is also a good timing. "Have your own proposal picture on Newsweek", doesn't it sound cool?