An Integrated Approach

11 03 2012

Over the past blog posts, I have discussed several different obstacles and forms of emerging media.  One topic that has been yet to be discussed is the benefits of utilizing an integrated marketing approach.  Being relevant to your customer in every context increases brand recall and enhances engagement.   Research has shown that 72% of consumers want a consistent message throughout the different mediums that marketers utilize, including emerging and traditional marketing.  However, only 39% of consumers are receiving this integrated approach.  One may ask if there are any benefits from consistency of a marketer’s message.  Google found that consumers had 74% brand recall when the marketer’s integrated strategy carried across mobile, Internet, and traditional advertising.  Brand recall increases when a variety of channels are used.  Since the world is not yet seamless, QR codes and “bridging” apps like Viggle deliver second screen relevance and can help marketers unleash multiplatform, integrated relevance.  By embracing emerging marketing trends, marketers can successfully engage with today’s consumers. 

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To Blog or Not to Blog…

10 03 2012

As the audience continues to grow, Integrated Marketing Communications practitioners are seeking more direct communications with current and prospective customers.  These individuals have turned to blogs to connect with their target audiences.  Utilizing Blogger, WordPress, or Tumblr has offered IMC practitioners an opportunity to get to know their target audience on a more “human” level.  Ultimately, brands must keep in mind that blogs are a way of creating and maintaining relationships with individuals. 

 

With any relatively new medium, there are problems that arise.  Companies must figure out the right balance between marketing messages and personal, spontaneous content.  It has been recommended that companies post content that individuals would want to share with friends, communicate with bloggers whether it is positive or negative, apologize when necessary, and give valuable information.   Here is an interesting article from Mashable that discusses how to create a successful company blog.

 

After creating buzz to increase traffic to a company’s blog, bloggers must be able to evoke a strong enough emotion to entice readers to comment.  One of the worst mistakes a company can make is halting conversations on their post.  This can be done by the process of approving messages before they can be fully submitted.  Moderation is used to prevent spam on blogs.  To block spam without having to approve comments, can be completed by using plugins, such as Askimet.

 





A Day in the Life..

7 03 2012

With the help of social media and other forms of emerging media, companies are able to reach practically any target audience via the Internet. With 6.8 billion daily Internet users, marketers have an excellent opportunity if the emerging media is utilized correctly.

Here is an interesting infographic that shows the magnitude of the Internet and the popularity of different channels of emerging media.

A Day in the Internet
Created by: MBA Online





Pin It!

3 03 2012

Pinterest was launched in 2010 as a website that allows users to upload photos and organize them into boards for specific categories.  Just like Twitter, Pinterest allows followers.  Followers can view, like, comment, and re-pin photos.  Inevitably, pins have the capability to go viral.  Pinterest’s primary focus is on the desktop.  However, the company also has mobile applications and a mobile site.

The popularity of the social media site has begun to grow rapidly.  Pinterest registered more than 7 million unique visitors in December of 2011, up from 1.6 million in September.  The website is driving more traffic to company websites and blogs than YouTube, Google+, and LinkedIn combined. Therefore, the site is quickly becoming a social media star for brands and retailers to showcase and share their products.  Additionally, Pinterest gives brands the opportunity to create one-on-one relationships.  Pinterest’s mobile applications allow users to tap on images to view more information about the content on the brand’s mobile page.

From a business standpoint, there are some drawbacks from using Pinterest.  If a company’s products and services are not visual, images utilized on the site may not tie directly back to the brand.  At this time, the website does not offer business-oriented features.  Another downfall is that the search function prioritizes pin and board subjects before people or brands.





Privacy on Facebook?

27 02 2012

Another form of emerging media that I have not touched on is Facebook.  I am absolutely addicted to this social media site.  Even though I am a fan of the site, I am still concerned about my privacy.  There are too many horror stories of someone not getting a job because of content on their Facebook profile.  Therefore, I utilize every aspect of my privacy settings to ensure only my friends can see my profile.  Additionally, only friends of friends can find my name in search results.  One aspect that I cannot control is advertisers’ access to my personal data.

At the end of January, Facebook filed documents with the government that will allow the brand to sell shares of stock to the public.  The stock is estimated to be worth at least $75 billion.  Some individuals may wonder how Facebook makes their money.  The social media site sells ad space to companies that would like to reach Facebook users.  Advertisers have the opportunity to choose key words or details, such as relationship status, location, activities, employment, and other interests.  After this is completed, Facebook runs the advertisements for the subset of its 845 million users.  Granted this is extremely useful and beneficial for marketers.  The main question is it ethical?





Flash Mobs!

19 02 2012

One of my favorite topics to search on YouTube is flash mobs.  What can I say?  They are entertaining.  However, I never thought that flash mobs could actually be a form of advertising.  Here is some background information for those who do not know what I am discussing.  A flash mob is an event where a large group of pre-instructed individuals meet at a location to perform something out of the ordinary.  Marketers have used flash mobs to promote products, create awareness, and generate buzz for brands.  The form of marketing is a great example of interactive marketing.  It enables marketers to create experiences for consumers.  In some cases, brands end up advertising before the flash mob, either through social media or word-of-mouth advertising.  This dilutes the spontaneity, which is the biggest buzz-generator of this form of marketing.  For the same reason, brand experts sound a word of caution against using flash mobs frequently.  Used sparingly, flash mobs can be an effective way of creating buzz for brands.





Price Check

14 02 2012

As a consumer, I am always looking for the best deals on products.  In the past, I would have to search for the best deals on sales fliers or on the Internet.  I have been known to be in the store searching on my phone for the best deals.  Fortunately, eBay and Amazon have made things easier for thrifty consumers by utilizing mobile applications.  Additionally, emerging media has allowed the companies to increase their sales.

 

RedLaser is a free application for comparison shopping and finding product information.  The eBay mobile application searches for the best prices with TheFind, Google Product Search, eBay, and Half.com.  Other features of this application are to find stores nearby with the desired product, check food allergens and nutrition, find books in libraries, and obtain product reviews.  So far, the mobile application has been downloaded over 15 million times.

 

Amazon’s Price Check allows consumers to scan bar codes in local stores and compare prices directly with Amazon.  Consumers are encouraged to enter the store’s price for the product into the application.  This clever idea reduces the cost of collection information, since employees are not researching competitors’ prices.