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.

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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.

State of Mobile, AI and VR Marketing 2017

 

questions

I was asked to weigh in on three marketing topics for 2017:

  1. The state of mobile
  2. The influence of Artificial Intelligence
  3. The effect of Virtual Reality.

Here are my thoughts:

Mobile : More Total Interactions

Mobile allows marketers to interact with customers in many places throughout the day and purchase journey. The challenge is how to be available and present when needed or wanted without becoming annoying and irrelevant so people tune you out.

Artificial Intelligence: More Efficient Interactions

AI allows firms to spend time and money on the most valuable customers by leaving the lower level customer service issues to a virtual assistant. Marketers can also use AI to identify and qualify best prospects.

Virtual Reality: More Rich Interactions 

VR provides 360 degree experiences for customers in a convenient location that’s fun and interactive. Marketers can leverage these interactions to provide more value or showcase offerings.

How to Teach Social Media Marketing Efficiency

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Students of social media marketing must have a solid understanding of integrated marketing communications because a social media campaign is typically part of a larger effort to inform, persuade or remind.  Marketers must also provide evidence that a particular strategy in digital media is more efficient in terms of cost.  These days as digital media become more desirable as part of a communications strategy, they also become more expensive.  The new reality requires marketers to examine the bang for the buck they get from digital over other options.  It is possible that television, cable, radio or outdoor can deliver more impressions with stronger response than an organic social media campaign on Facebook that few people actually see.

That is why professors who teach social media should include traditional media measurement as part of the curriculum.  The definitions for traditional media terms such as reach, frequency and impressions are important for students.  Digital terms such as cost per click and conversion rate show how social media are purchased by companies seeking to reach targets.

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One important method for equating media is cost per thousand (CPM). CPM (M represents 1,000) tells marketers the cost to obtain 1,000 impressions or views of a particular message.  It is calculated as:

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The formula is only part of the picture.  Students must also know how much it costs on a CPM basis to advertise in various forms of media.  For example, compare the traditional media costs to the digital media costs in the two slides below.  A smart marketer would consider traditional as part of a good media mix. As you can see the cable CPM is looking pretty good relative to the internet video CPM.

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Students of social media marketing think that social is the answer to everything.  Though social media may be a good strategy, a smart marketer will evaluate all the potential tools in the box to maximize media efficiency.

 

Cuba’s Internet and Castro

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I recently wrote a paper on internet diffusion and adoption in Cuba and thought it would be appropriate to share on the day of Castro’s death. The hope is that Cuba will have the opportunity to share in the world’s communication and add to the important discussions that need to take place as we enter a new time of uncertainty.

Here is the introduction and a link to the full text of the article:

Internet Diffusion and Adoption in Cuba

Cuba is one of the last countries in the world to provide online access for its citizens in spite of the economic advantages that connectivity brings to economies. As the country opens opportunities for citizens to engage in business and potential trade with the United States
grows the Internet could help boost economic output for the country.
The article argues that Cuba’s educated population who have a strong desire to interact with the rest of the world will take full advantage of opportunities that are given by the government.  The conclusion suggests that Cuba is ready.
The results of this analysis suggest that Cuba is poised for Internet growth as long as the government continues to open access for residents. The Internet in Cuba blog by Larry Press suggests that the government may legitimize the SNET, the network that runs from Cotorro to Bauta that the government has chosen to ignore for the past 8 years (Press 2016). There are also reports of proposals from US and non US companies to build an Internet cable between Miami and Havana (Press 2016). In either case, the Cuban government has made moves toward increasing access.

Social Media and Mobile Marketing Chapter 7 Exercise

Here is a simple exercise you can use in your class to give your students familiarity with some key terms for search engine optimization (SEO).  It uses Open Site Explorer and asks students to choose their own brand of interest.  The goal is to help you teach social media marketing while considering its role in the broader digital marketing sphere.  For more exercises on Social Media & Mobile Marketing Strategy, click here.  You can also get a digital version of Social Media & Mobile Marketing here.

SEO circle

In-Class Exercise – Chapter Seven

  1. Go to www.opensiteexplorer.com
  2. Enter a URL for a company that has a web presence and one in which you are interested.
  3. Define the following terms:
  • Domain Authority
  • Page Authority
  •  Just Discovered
  •  Established Links
  •  Root Domain

4.  List five websites linking to the page.

5. Evaluate the quality of each of the links to the page using PA.  Is the page well positioned in terms of links?

6. Compare Page Metrics with one direct competitor of the brand. How does your company compare in terms of links?

Kellogg’s Story Telling Social Media Strategy

The Social Pro’s podcast hosted Rick Wion, the head of customer engagement at Kellogg’s and here are some of the points that he made.  The presentation was quite interesting suggesting that a) you don’t have to be everywhere all the time and b) the engagement should be regular, but not overwhelming.  Here is what we will discuss in the Media Storm Masters Social Media and Mobile Marketing Course:

screen-shot-2016-10-26-at-11-02-21-amHere is a link to the Social Pro’s Podcast.

Live from the One Day Immersion in TV, Cable & Digital Entertainment

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Pace University hosts an annual event for students and faculty called the One Day Immersion. Focused on the entertainment industry the sessions cover topics such as Super Women in Tech, The Best Career Advice and Non Traditional Media Methods. The keynote interview was with Richard Plelper, Chairman and CEO of HBO.  Dean Neil Braun asked a set of compelling questions.

Introduction

Richard Plelper started out in public relations and worked in that field many years.

HBO has 130 million suscribers in  160 countries. Game of Thrones is the brand’s most successful series.  But, it took a leap of faith to sign the show.

Getting to CEO

Good fortune is a happy accident, but following your gut is important. Breathe what you do.

Got in my shitty Honda and went to work in Chris Dodd’s office because of a deep interest in politics. Then started RLP International and convinced Bibi Netanyahu to sign the country Israel as a client to create a documentary on the challenges of the time.

HBO Value Proposition

We are about great story tellers. Hitting lightning twice with Sex in the City and Sopranos was luck. And, we played to stay there by listening like insurgents and finding the next great thing.  So when Lena Dunham and David Benioff came in…we signed them.

HBO is in the brand business, not the CPM business.  Great shows do it and I want to build addicts. The key is to focus on what elevates our brand and builds addicts across shows across demographics with great programming.

Data analytics is used to market to the 15 million undecideds out there in the US.

We created a stand alone internet service to give viewers access whenever they want. You can get us how you want to get us.  Apple provides access on their distribution and partner with them.

You have our whole oevre available on HBO Go and watch previous shows.

HBO is International

HBO’s brand is known globally.  It’s a revenue opportunity with great growth. Latin America, Asia and Eastern Europe demand indigonous programming and those shows do better than HBO traditional shows.

HBO Culture

Our culture is key. You need honest conversations where people are able to criticize those at the top. You must demonstrate that is true. For example, the decision to invade Iraq. How about Blackberry. What happened to their share? Someone only believed rich people would use them. Check me – don’t rush to a decision. Why do people have to be right instead of doing it right? It takes time. People need an environment to think together.