Category Archives: marketing

Social Media Strategy Prerequisites

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I created this presentation in advance of teaching social media marketing strategy because I felt it important to emphasize to students that you don’t just jump into a social media strategy. There are a number of things you must consider first.  Specifically, marketers must set goals and objectives that they would like to achieve so that the strategy is focused and effective.  Second, brands need metrics that they will use to evaluate those goals.  Third, the strategy must be clear on the people who comprise the target market and that can only be discovered after segmenting markets.  Finally, it helps to determine what you want your target to do after you communicate with them.

Social Media Strategy Prerequisite Slides

These slides accompany Social Media & Mobile Marketing Strategy from Oxford University Press by Randi Priluck and are a social media teaching resource for faculty.

 

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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

 

 

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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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.