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.
In the past I have covered marketing and social media issues on the Glade brand of home fragrances. Specifically I visited their unique pop up store for the senses in the meat packing district in NYC and discussed how they attempted to build social media buzz. However, total honesty with customers may be a better marketing strategy. This week Glade announced that they would disclose the ingredients in some of their home fragrance products. This is a welcomed change from the prior strategy of evasion. The New York Times reported that Glade will list the ingredients in most products on the SC Johnson website. The article can be accessed by clicking: Glade to Disclose Chemicals.
There is legitimate customer concern over common chemicals in our products and without clear disclosure people are unable to judge. Unfortunately even with disclosure many of the common chemical and additive names are a mystery to non-chemists. I would encourage companies to not only disclose the ingredients, but pledge to use only those additives that are proven safe. This would be awesome marketing and has already been adopted by some firms.
Given a choice, I buy products that I believe have the least harmful ingredients and price isn’t always the indicator. For example, I use pure white vinegar to wash fruit and veggies and that’s cheaper than any commercial brand on the market. Even if you buy the most expensive cosmetics you can’t be sure what is in them.
One option is to use the database Skin Deep. Here you can input many products to find out whether or not they are harmful to humans and exactly how they may be problematic. Warning: It is a bit scary…..
When I visited the Glade pop up store I had a great time smelling the different rooms, but the chemicals in the products were a big turn off and I threw away the smelly samples the next day.
Glade… do not just report the chemicals, please use natural ingredients. They are much nicer.
Marketing faculty members in business schools learned advertising and media under the old advertising model focused on creating and delivering messages to potential customers in a mass media environment. Yes, there was direct mail and it was very effective for reaching specific targets, but it was rarely the focus of a university advertising course.
In the late 1990’s and into the new millennium the web changed the way marketers taught aspects of marketing such as distribution and display advertising. With the advent of search marketing professors had to again alter their teaching to include key words and pay-per-click executions.
With social media and mobile penetration the advertising world has changed again. Digital advertising now commands the second highest level of ad spending in the US and the rules for advertising have also changed. Marketing faculty should not just add a discussion of digital advertising into their courses because for many brands digital is THE primary medium for communications. To teach digital, social media and mobile advertising effectively, professors have to approach the task with a new skill set.
The good news for business school faculty is that the business aspects of advertising are still key and can be used as a guide for mastering the new platforms. Marketing professors should continue to teach integrated marketing communications strategy. Lessons can focus on segmenting markets, setting strong and measurable goals and creating messages that can be delivered to targets to achieve business objectives.
Professors should not be teaching how to tweet, post, retweet, follow or pin. Students already know how to do those things. Instead faculty should teach the strategies for customer engagement, driving sales, reducing costs and building brands.
A study in the European Journal of Marketing categorized segments of consumers based on their emotional states of being. Some people experience more emotion in the real world, while others are equally emotional online as offline. The study identified 6 groups of internet users:
- Positive online affectivists feel anxiety and stress in offline situations in the real world, but exhibit happiness, confidence and imagination online.
- Offline affectivists experience the most emotionally intense feelings offline in the real world. Online they feel anonymous.
- On/Offline negative affectivists feel anxious and stressed both online and offline and experience higher levels of negative emotions in general. They feel anonymous online.
- Online affectivists have intense emotional experiences online and are happiest operating on the internet.
- Indistinguishable affectivists have neutral feelings about both the online and offline worlds.
- Negative offline affectivists: Feel anxious and stressed offline, but brave and powerful online.
The study is interesting in that some people are more comfortable in their online selves than in the real world and prefer to interact with others mediated by the internet. They may be better targets for social media marketing efforts.
The study also examined people around the world and the clusters in which they fell. Specifically, North Americans were more likely to be offline affectivists, while the Chinese respondents were more often positive online affectivists. East Asians were heavily represented in the online affectivist category. Offline affectivists and negative offline affectivists were found to be more female.
An important finding for marketers is that those who experience positive online emotions are more likely to support brands’ online activities.
Title: A typology of internet users based on comparative affective states: evidence from eight countries
by Christodoulides, George; Michaelidou, Nina; Nikoletta Theofania Siamagka
European Journal of Marketing, 47, 2013