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NYU student Integrated Marketing major Nice to meet you!

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Feedback on Ultimate Marketing Machine

  Purposeful positioning is where a brand is classified according to the roles it serves. If a brand gives significant roles which it serves, there is a high possibility of the product doing well in the market. During this digital age, the purpose is considered more important than need. Customers like the products which they know.

  Marketers in the digital age are embracing the integration of the data. This is where the targeting of the message is put in practice (De Swaan Arons, Van de Driest, & Weed, 2014)

  The main agenda is to discover the point of interest in a certain individual and then design the wares in accordance. For instance, in, The Nike+ suite gives a good sense of why athletes stick to their products. The Nike Company involves itself to the online strategy which involves embedding clothes and shoes from their company.  The programs are made effective through electronic devices such as phones, tablets and even in social networks.

  A company like Unilever involves itself in a Living plan which involves producing products which are environmentally friendly and healthy for consumption.  The Company sets a standard across all its products and the employees to keep at per with the principles guiding sustainability for the growth (De Swaan Arons, Van de Driest, & Weed, 2014). Most brands have set the purposes for which they are used. For instance, coffee is said to have the purpose of being used in informal meetings. Coffee is a healthy product to a human being and does not lead to environmental pollution.

  Creating awareness about a certain product is a modern way which is embraced in the recent generation. This is done through advertisements in the electronic media. Advertisements inspire people, and this leads to the high demand for the products(De Swaan Arons, Van de Driest, & Weed, 2014). Through the collaboration of the company and the employees, the engagement of the customers is put in practice which leads to an excellent performance of the product. The moment the employees go to the field, this creates a continued relationship of the products with the customers. The key thing is to involve every member in marketing strategies for the company to have the same goals.

  Purposeful positioning in the digital age is one of the ways of marketing. Brands are entitled to accomplish a certain purpose. This leads to attracting customers from all the corners of the world.  The brands are supposed to be environmentally friendly to avoid hazards.

https://newclasses.nyu.edu/access/content/group/4b74c8e5-f1c0-4b67-bde7-6d9c8519aa15/ultimatemarketingmachine.pdf

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Feedback on Branding in The Age of Media

Douglas Holt writes that social media was heralded to usher in an era of elite and golden branding. However, things have been far from what was expected. Stakeholders in the marketing industry originally thought that the onset of Facebook, YouTube and Twitter would gracefully let them bypass the use of the traditional mainstream media and interact and have a direct connection with the clients and customers. With a view of attracting superior audiences to their brands and products, marketing firms spent billions in the production of their own content. Surprisingly, the number of consumers, audiences and clients they wanted or expected, never turned or showed up. There were even indications that social media had made some brands and products less significant and, or popular.

The underlying issue is that social media has, in fact, transformed how the society’s culture works to an extent of weakening some branding techniques. Influential ‘crowdcultures’ have been born, unified and integrated out of isolated communities. These are very creative and inventive cultural innovators that produce their own content and have therefore proved too good for marketing companies to compete with. For instance, on YouTube, individuals creating contents in their living rooms have managed to top charts – a fete that very few companies have managed to match.

It is also worth noting that, as much as they diminish the impact that branded contents do have, ‘crowdcultures’ oil and grease the wheels for the provision of an alternative approach – cultural branding. For instance, as Axe responded towards the politically correct gender politics, Dove stayed clear – campaigning against unhealthy beauty standards aimed at women. Marketing brands do succeed when they make even the most minute of breakthroughs in culture and thus, is what ‘crowdcultures’ have perfected. This, however, cannot be done by solely relying on traditional segmentation and reports on trends. This is a critical opportunity that marketing brands ought to identify and tap in.

https://newclasses.nyu.edu/access/content/group/4b74c8e5-f1c0-4b67-bde7-6d9c8519aa15/BrandingInAgeOfSocialMedia.PDF

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Feedback on Accenture Report

The report brings out major areas that consumer electronics need to work on i.e. they need to re-evaluate how their corporate websites perform in the digital ecosystem, monitor their product website and come up with measures on how to close the gap on their competitors.

Accenture outlines the major roles of corporate websites:

·      Corporate websites are important to point of reference for the customers when making decisions on which products to buy.

·      Consumers themselves value websites as the most important online channels to preview products in both mature and emerging markets

·      Online purchase of products is highly recommended and is ranked the highest.

·      IDC survey reveals that the company website is regarded as the most important platforms to perform digital markets.

However, the report suggests that, consumer electronic brands has the opportunity to adapt and tap into the online channel so as to promote direct customer relations by integrating the digital ecosystem in every platform that is available Accenture researched 15 leading consumer electronics companies in which the main objective was to assess a detailed performance of the companies based on key performance factors which include: Navigation, Building of relationships, information and branding. The report reveals that relationship building is a superior capability among the leading companies. Most of the companies performed poorly on information, commerce and relationship building. The reports reveal that another measure of recruiting more customers is by rewarding them after registration.

In conclusion the research elaborate that it is important the Chief Managing of Officers to re-evaluate their corporate website performance for the sole purpose of engaging and recruiting customers. To improve customer engagement, Accenture outline some of the things that the CMOs need to do they include: Being direct, opening up a sales channel that is direct, encouraging customer registration and be ready to show and not to tell.

#digitalmarketing #digitalecosystem

References

Cleveland, C. E. (2016). A Study on How Mobile Banking Has Affected the Banking Industry: Has Mobile Banking Improved Bank Performance? (Doctoral dissertation, The University of Mississippi).

Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.

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Hidden Metrics of Email Deliverability

       Delivering of messages through email is not just about having the best practices, but it is also important for the marketers because they need to have an email program that is engaging so that they can do it in constant communication with their customers or clienm in ots. When the email programs are engaging and delivered promptly, the subscribers will be enticed to read them hence creating a platform where they can share essential information. It is possible in this manner for the clients or readers of the emails facilitate the conversion. When emails are not delivered, the zeal and desire to read them reduces.

       The engagement metric is vital because they show the interaction between the subscribers and the email programs. Email environment created for target audience can be developed by utilizing metrics of email deliverability and enhancing email performance. They act as the critical part in the measuring of the success of the email program. The providers of mailboxes such as Yahoo and Gmail keep track of both the negative and positive interactions the subscribers have with one’s system to decide where the incoming messages should be placed. Therefore, marketers need to be aware of all these measures so that it can be useful for their customers. Though marketers can use systems such as click-through rates and open rates, the providers of mailboxes use a different form of data in measuring how the users interact with the messages sent. Therefore, marketers can use this mailbox system to measure the effectiveness of their information details. They can access these essential metrics so that they can devise ways of improving the performance of their email (Return Path, 2018). The evaluation of the email can also help the marketers to improvise new ways of outdoing the competitors. The parameters to be checked are: Messages read; forwarded; and those replied, deleted, marked as spam and not marked as spam.

Reference

Return Path. (2018). The 2018 Hidden Metrics of Email Deliverability Industry Benchmarks for 7 Key Metrics. Retrieved from https://digital.returnpath.com/wp-content/uploads/main/2018/02/RP-2018-Marketing-Metrics.pdf

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Wimbledon: Prepare for Greatness

Wimbledon has transformed its relationship with audience by fully taking advantage of the digital marketing strategy. Considered as one of the most successful brands in today’s connected world that can be found in sports, Wimbledon kept pace with the digital revolution and proved to gain tremendous success.

Wimbledon has achieved success in adapting to new media landscape. Traditional viewing behaviors have changed and the content has to change accordingly. Tennis is in the center of the sports stage but the decline of appointment viewing requires a new stream of highlights. Brands need to innovate and create something more attractive related to the core brand but novel enough to gain people’s attention. Wimbledon offers a wide range of content series and creative executions throughout the tournament. The enhanced content definitely increases the engagement of tennis fans. Those crazy serious tennis fans are intrigued by every detail of tournament and also, those people who get interested in tennis just for a short while are attracted by Wimbledon as an event. As a result, digital marketing strategy increases reach.  Instead of focusing on traditional media, Wimbledon concentrated more on online advertising and captured revenues. Nowadays, consumers behaviors are more likely to happen in a more improvised and digital way. Not only were many viewers switching to online media, but increasingly to mobile devices. Advertising expenditures spend is also a great way to gain customer’s attention. 2016 was reported to be the first year in which US advertisers spent more on digital advertising than on TV. Wimbledon always choose to engage the fans and make their social needs stand out, on the Internet. Major shifts in broadcasting determines brands need to adjust advertising strategy accordingly.

Therefore, be consistent with the development of digital market is quite important, not only for sports club, Wimbledon, but also for all brands that aim to better satisfy customer’s need, attract customer’s attention and capture revenue. Everything should be based on the audience, and keeping pace with the digital market is an efficient way to nurture and grow the audience.

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Why am I taking a Digital Marketing class at NYU?

  I am currently studying digital marketing class at NYU. Before taking this class, I have a basic understanding of the concept of digital marketing – very common in our daily life and frequently used by salesperson to build a connection with us – we are all current or potential customers in the eyes of salesperson, and we are exposed to digital marketing everyday as long as we open the website or even walk on the street. Digital marketing is revolutionizing the world of marketing by shifting the balance of power from firms to consumers. Marketing in a digital world is considered as one of the most popular courses on many online courses website and also the highest rated online business course in the world. It is necessary for we marketing majored students to learn digital marketing to keep pace with the development of marketing world.

  In the process of learning more specific and technical knowledge of digital marketing in this class, I have a richer understanding of the foundations of the digital marketing landscape and acquire multiple abilities- storytelling ability, marketing automation strategy, digital marketing tools, etc. to help me digitally create, promote and price products.

  I get to know how to analyze tons of data and apply data analytics to real-world challenges we confront daily in our future professional lives. Based on the theory and foundations of marketing analytics, I learn the practical application by using data in marketing and I realize the power of web-based data with artful use of numbers found in the digital space.

  Digital marketing digital marketing serves as a carrier for expression of emotions about our searching for comfort or satisfaction helps people conquer the vastness of the land and bring together people living thousands of kilometers apart. You click the mouse in a second and you are involved in the world of digital marketing. By tapping into audience's emotion, digital marketing builds in broad appeal and sharability among the audience. Digital marketing strategy is an incredibly powerful driver that can influence the way people act and respond to the product. Taking advantage of digital marketing can grow an emotional human bonding among the audience – know what audience wants and satisfies the need.