Tag Archives: advertising

How to Teach Digital Prerequisites for Social Media Marketing Strategies

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This set of slides helps professors teach an important aspect of social media marketing. Specifically, the important prerequisites that must be satisfied prior to planning for social media marketing.  This social media marketing teaching resource covers digital marketing, search engine marketing, search engine optimization, email marketing, website design and mobile first design.  Marketers must have a strong product offering, a plan for customer service and crisis management along with a website that drive the desired response.  The slides contain videos and case studies related to digital marketing and media.

Digital Prerequisites for Social Media Marketing Slides

These slides accompany Social Media and Mobile Marketing Strategy from Oxford University press.

 

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Social Media Teaching Resources

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I have been working on Powerpoint slides for my course Social Media & Mobile Marketing Strategy.  Here is a link to a free Slideshare presentation that may help you with your first class teaching social media marketing.  The emphasis is on 2017 trends and how social media have changed the world.

Social Media Marketing Slides

These slides go with the textbook Social Media & Mobile Marketing Strategy by Randi Priluck from Oxford University Press.

 

 

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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How do Social Media Influence Attitudes?

Dannon paris

What comes to mind when you think of Chobani?  Now, consider Dannon and what that brand means to you.  The associations you made could lead to different types of attitudinal and behavioral responses and responses in social media.  Perhaps you want a thick Turkish yogurt with clear bold flavors or a more traditional French yogurt?  Maybe you are feeling like a little Paris in your life today?

Encouraging consumers to develop brand associations can help your social media marketing strategy by actually reducing communications costs.  When people have a clear picture in their minds of what your brand represents you don’t have to spend as much time, effort and expense telling them. Not only that, but people may share their ideas and thoughts about your brand in social media matching the associations that are clear to them.  That’s great for your earned media strategy right?

So what is the science behind these attitudinal processes?  Basically it comes down to a type of learning called associative learning or classical conditioning. Market researchers have examined variations on Pavlov’s original research with dog saliva and applied it to consumer salivation.

When consumers develop associations between advertisements and brands two processes may take place: direct affect transfer or inferential belief formation. Direct affect transfer occurs when consumers feel positive about elements in an advertisement and transfer the feeling to the brand. Inferential belief formation is when consumers develop cognitive thoughts about a brand from a communication, which could arise from an association.

When the consumer actively considers the information presented to him or her through a process of elaboration, the person enters into the realm of cognition, the act of learning through thinking and reasoning. Marketers using social sites for engagement can attempt to influence customers through either direct affect transfer or inferential belief formation. Both types of learning and the subsequent attitude formation can take place through social media or mobile vehicles.

For example, Domino’s Pizza wanted to change consumer attitudes toward their product after discovering that people thought the pizza tasted like cardboard. After some soul searching and sincere focus groups with customers, Domino’s improved the product and released a YouTube video discussing their problem and highlighting their solution. The purpose of the video was to change people’s beliefs about Domino’s. On the other hand Coca-cola’s app contest resulted in “open happiness” a mobile app for iPhone, Android and Blackberry that generates positive feelings, but does not provide a specific brand message.

Brands Influencing Attitudes Through Social and Mobile

Attitudinal Response Example
Direct Affect Transfer Attitudes are developed when the individual pairs the positive stimuli in an ad with the brand. Coca-cola creates “open happiness” a mobile app to share positive feelings.
Inferential Belief Formation Attitudes are developed through active thinking and reasoning of the message in the ad. Domino’s pizza releases a YouTube video showing their improvements to the product following customer complaints.

coke happiness dominos

Bloglette: What is Digital Marketing?

Social Media and Mobile Marketing have to be executed in conjunction with a brand’s integrated marketing communications strategy.  That is why as a professor of social and mobile, I really teach digital marketing.  Here is a great map that shows connections and many of the important considerations for a communications strategy.

Digital marketing includes some key strategies such as search engine marketing, search engine optimization, social media, mobile marketing and the often overlooked, but very powerful – email marketing.

Here is a link for the full version and the chance to print the map for your wall:

Hallam Digital Tube Map

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Bloglette: Progressive Breaks Through the Clutter

One of the big challenges of brand marketing is to get noticed in the sea of messages aimed at consumers.  This is particularly true in highly competitive markets like auto insurance.  These companies spend billions of dollars to attract customers and compete rigorously for market share.

One way to break through the clutter is to find places where there is little competitive advertising. However, often these vehicles have lower levels of reach than the more crowded spaces. Another method is to encourage people to actively attend to your message.

Progressive is doing both by using the “Capcha” feature in online advertising.  The company in the graphic below is forcing the viewer to re-write the ad message as part of the invitation process on this Evite:

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Progressive’s ad on Evite requires the user to type “Switch to Progressive.”