Monthly Archives: January 2018

How to Teach Social Media Marketing: Integrating Traditional and Digital Media

These slides cover integrated marketing communications for traditional and digital media. The opening case study discusses the example of P&G reducing paid media spending online.  This issue highlights the crisis of mistrust facing online publishers.  In addition the lesson includes:

  • budgeting for traditional and digital media
  • media spending
  • cost per thousand for various forms of media including online
  • cross media processing
  • brand lift and ad effectiveness

There are video case studies that show brands that effectively integrate media for the following brands:

  • Go Pro Cameras
  • King Video Games
  • L’Oreal Clay Mask

 

Link to the slides click here: Integrating Media

These slides accompany Social Media & Mobile Marketing Strategy from Oxford University Press.

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How to Teach Social Media Marketing: Strategy Execution

These slides help professors teaching social media marketing cover strategy execution.  The topics covered here include:

  • Paid, owned, earned and social media
  • Programmatic buying
  • Real time bidding
  • Native advertising
  • Trust in advertising

The slides accompany Social Media & Mobile Marketing Strategy from Oxford University Press.   There are a number of exercises embedded in the slides to help students demonstrate skills in social media.

Is Alexa Making us Stupid?

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How smart is Alexa? Not very. In fact she might be helping to dumb down an entire generation.

Alexa’s main source of information is Wikipedia. As a college professor I caution my students to check their sources. Wikipedia may be a useful starting  point for information, but it is often not accurate, shows only certain sides of an issue and does not cover all topics well. Students are not permitted to cite Wiki as their main source in may college courses.

Is Alexa smart? I asked her a few questions as a test.

Alexa, can you access Google Scholar?

  • “Go to the help and feedback section of the Alexa app.”

Alexa, what is the first article title in the latest issue of the Journal of Marketing?

  • Alexa makes a short tone only

Alexa, what is the impact of global warming on the state of Florida?

  • Here’s something I found on Wikipedia…

Alexa, what are the last 10 questions that someone asked you.

  • Sorry, I don’t know that one

Alexa, what are your terms and conditions of usage?

  • Sorry, I don’t know that one.

Alexa, can you explain the meaning of the song “Hotel California?”

  • Sorry, I don’t know that one.

The only saving grace at this point is that Alexa provides the source of her “knowledge.” However as we well know, the terms and conditions of service change per the whim of the company providing services. Ultimately if Amazon no longer feels that sourcing data is helpful to the business model it can stop at anytime. There are absolutely no protections for users by the government.  As such, giving up privacy for a device that plays you songs may not be a great bargain.

This blog covers how to teach social media marketing and accompanies the text “Social Media & Mobile Marketing Strategy from Oxford University Press.