All posts by Randi Priluck, Ph.D.

About Randi Priluck, Ph.D.

Dr. Randi Priluck is Professor of Marketing at Pace University and Author of Social Media & Mobile Marketing Strategy from Oxford University Press.

Social Media & Mobile Exercise

This Facebook exercise helps students understand the different types of segmentation using Facebook’s automated advertising system.

Segmentation, Targeting Exercise

 Your task: Go to Facebook.com and create and advertisement for a particular business. First choose a business or a brand to consider when you are doing the assignment. It is best to pick something big with which you are familiar. This will be important for the behavioral segmentation.

In this assignment you will create a Facebook advertisement that includes 4 types of segmentation methods: geographic, demographic, psychographic and behavioral (for your product category/business) (e.g. benefits sought/usage rate).  Evaluate whether this is a good target or not for your business.

When you go to FB you will have to sign up to use their ad services. On your FB page there is an option on the left side column for Ads. Click on that to bring you to the business section. The page looks like below – click on the bar at the top – mine says Randi Priluck consulting, but I can also get my personal account. Use your personal account.

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On the next page choose Brand Awareness campaign. Facebook allow you to chose different goals for your advertisement such as traffic, engagement, app installs etc.

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Finally, on the page below choose segments to make your advertisement. Specifically make sure you have at least one demographic, one geographic, one psychographic and one behavioral segment in your target market.

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Take a screen shot that shows all of your segmentations and write a brief note that explains the segments as follows:

Randi Priluck

Business: Men’s clothing store – discount

Geographic: US and Russia

Demographic: Men

Psychographic: Runners

Behavioral: Discount store shoppers

Evaluation: This is not a good target for my business. It is too broad and I should have more criteria for choosing perhaps based on narrower locations so I can really hone in on my target that is located near my stores.

A useful exercise for Chapter 2 in Social Media & Mobile Marketing Strategy – Oxford University Press 2017

 

 

Bloglette: Twelve Hours a Day with Media

mobile game

A new report from eMarketer finds that people are spending lots of times with screens – about half their day.  The study examined media time including multitasking – as when people watch tv and tweet on their phones or shop on their tablets.  In any case, the amount of time spent is higher than ever and advertisers have recognized this increase by channeling dollars to digital media.

Mobile media continue to see increases in usage.  eMarketer found that nonvoice time spent per day by smartphone users will rise from 2 hours 18 minutes in 2014 to 2 hours 42 minutes by 2019.

Here is a link to the full article: eMarketer Media Study

Bloglette: Snapchat Users

Surprise, half of all teens use Snapchat “all the time.” This is interesting given new reports that show that Instagram Stories are even more popular.   There are clear economies of scale with Facebook products because so many people are already there.  It seems natural to use those to reach lots of friends and relatives.  Teens have no problem moving between sites and tend to use more different social networks than adults.

This New York Magazine report discusses the competition between Instagram and Snapchat:

Teens Say….Snapchat more Popular

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Social Media Marketing is Digital

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I read an article in the Times titled “A Google Gold Mine Below the Search Bar” that got me thinking about how I teach social media marketing to my graduate students.  The article discusses the importance and success of product listing ads on the Google search page that come up when people type certain words into the search engine.

A product listing ad is one that has pictures of products and information, often including pricing.  The pictures attract attention from viewers and the prices provide key information directly related to the purchase.  It seems that retailers really like these ads.

So, why bring this up in teaching social media marketing?  The paid search ads are now much more prominent than the organic search results on the page.  In mobile, paid results may be the only thing that a viewer sees in a search because of the small screen size.  Search can be super effective for a strategy because it leads directly to sales and it is very track-able.  Marketers need to evaluate the value of search marketing in the mix and its effect on sales relative to the social media marketing effort.  The analysis would include sales results and cost for a clear ROI for each.

Regardless of which is more effective students of social media marketing must learn general digital marketing in order to make effective decisions for brand communications.

Here is a link to the NYTimes article.

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Protecting Consumers

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As I prepare to teach Consumer Behavior I have been looking for interesting news articles that show how government plays a role in improving the lives of consumers through regulation.  Given the current environment that disparages regulations as unnecessary and useless it is important to highlight how the government plays a key role in protecting consumers, but still allows business development.

Starting with how regulations help protect consumers… just this week a study was published showing that regulations reducing trans fat in foods leads to heath outcomes for populations.  Specifically NBC News reported that “there was an additional 6.2 percent decline in hospital admissions for myocardial infarction (heart attack) and stroke among populations living in counties with vs without trans-fatty acid restrictions.”  Here is a link to the video:

Trans Fat Ban Works

On the other hand, the FDA approved home DNA kits for sale in the US, allowing companies such as 23andMe to market their tests for diseases such as Parkinsons and Alzheimers.  These tests give consumers the opportunity to learn potential risks in their health – even when they may not be counseled by professionals.  In this case the regulations were reduced after scrutiny by the FDA.  Here is the link to the video:

FDA Approves DNA Testing Kits

Finally, Amazon will refund consumers whose children tapped apps and rung up fees on virtual products.  The fact that credit cards do not permit children to buy on their parents’ accounts helped set the tone for this decision to protect consumers.  This only came about because the FTC filed a case against tech companies to prevent them from continuing these charges. Once again, the government protects customers via regulations.  Here is the video:

Amazon Refunds Families

Regulations are not negative – let’s call them consumer protections and we can all agree we need a check on businesses when consumers are powerless against them.  That is why we must require the present administration to do its job and let the FDA and FTC do their work.

 

Cobranding in Chile

  
Cobranding is a partnership between two brands that intends to increase the value of each as a result of the association. Both large and small brands have partnered to gain advantages relative to competitors. 

Cobranding can be complicated as when Jeep designs interiors with Burberry patterns. But, the connections can be really simple as in this example of a relationship between a brand of juice and Cartoon Network characters. The stickers make the product appealing to kids without altering the product or packaging. An easy solution for a small brand.

The Digital Marketing Era

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Though faculty still teach the historical aspects of marketing, the standard marketing era instruction must be updated to reflect changes in the corporate world that are now much more fast paced and occur with increasing regularity. Digital marketing affects all of the components of the marketing mix and the integration of digital marketing programs and activities will continue to grow in importance, and contribute to the transformation of marketing practices.

Test Your Social Media Knowledge

 

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How much do you know about Social Media Marketing?

Are you a marketing professional? If so, take the social media marketing knowledge test today and see how much you know.  Researchers at Pace University have developed this test that takes about 10 minutes to complete.  The test covers issues including social media platforms, targeting using social, general digital marketing knowledge, mobile marketing and measuring effectiveness.

Click on this link to test yourself:

Social Media Marketing Test

See Your Score as soon as you Finish.

 

 

Social Media Salvation in 2017

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Though I teach social media marketing and even wrote the book “Social Media and Mobile Marketing Strategy” I had been relatively uninvolved in social networking. In my professional life I blogged and posted on LinkedIn, Twitter and Google Plus. However I rarely looked at Facebook and almost never posted updates on my page.

Things are different now. I no longer spend time thinking about marketing or digital media. Instead the country has made such a shift that I now read Facebook posts on politics instead of marketing news and blogs.

The news on our country, world relationships, basic freedoms, the environment and protections for people is scary daily. It is hard to make sense of the policies and plans of the administration and those who support the movement to limit freedoms and put up walls between us and our allies.

Nevertheless, I find comfort in my cadre of Facebook friends, many of whom I have not seen in 30 years. These angels from my past show me that people care and are willing to go the extra mile on behalf of others. Funny, that I find myself angry reading posts about vacations, dinners and day-to-day incidentals. There is so much more going on in the world and we need to stay vigilant.  I know Facebook has been criticized for fake news, manipulating feeds and failing to monitor itself.  However, as pure entertainment and emotional support I can live with some of these negatives.  After all, shouldn’t one read the real news anyway?

So, thank you my Facebook friends for helping me through this tough time. Keep posting, keep fighting your words matter more than you know.