Sheeps for social media?

Brands are predicted to increase spending on social media over the coming years, but can the spending be justified? Marketing professor Mark Ritson has argued that social media spending has become a trend that brands feel pressured to follow and if they don’t they will have a ‘fear of missing out’.

Today we will discuss 4 times that spending lots of money on social media may not be advisable!

 

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No return on investment

Do your results show no increase in sales when implementing social media? This may suggest that it is not working for your business, this may be due to many reasons such as the way it is being implemented, where it is being implemented and so on. Be sure to investigate the reason behind this rather than to continue to put money in areas of social media where it is not growing.

 

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Target market interaction

Ensure that your core target market is actually present on social media. In many cases it may be advisable to reduce social media spending if your targeting a market that will not be exposed to the marketing messages. For example targeting seniors with insurance plans would not be advisable through large social media spending, in most cases traditional forms of marketing would be where a majority of the budget is spent.

 

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Not welcome

According to the ‘World Marketing and Sales forum’ the 40 most followed accounts on social media are real people and the first brand which is  ‘ The Australia open” comes in ranked 42nd  (2015). Suggesting that social media is literally what is means , interaction between people and Mark Ritson has argued that brands are not welcome in such conversation.

Research from ‘Sensis’ has found that 94% of people using social network sites do so ‘to catch up with friends and family’ and only 22% do so ‘to find out about particular brand or businesses’. Further suggesting that the main purpose of social media is to stay social with people rather than to receive business and brand marketing.

‘Experian’ found that 66% of Australians are not actively following any brand on social media. Suggesting that placing too much money in social media and not enough in other forms of marketing will result in neglect of majority of the market.

 

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Poor research

Spending lots of money with no social media budget or a budget made with poor decision making is not advisable. It is important to ensure that you are spending money where it will be used the most effectively through research and past results. Ensuring the greatest exposure and meeting the results required to achieve business objectives.

 

Now although Mark Ritson’s arguments are applausable to some aspects of social media, they are not relevant for all. It is important to note that social media can be used as a support tool for traditional media. Direct results may not come from social media presence but it can result in sales and increased brand awareness amongst customers in store or in the future, which can be difficult to measure. It is also important to understand that customers may not want to continuously interactive with brands due to  a dislike towards ads and advertising material. Consumers have been shown to have a  positive attitude towards convenience and  having a support forum there if they ever need and being able to browse their interests when they like through the use of social media. It is important for marketers to be aware of the 4 things that go wrong for brands within social media, put the customers first, not be oblivious to negative results and innovate continuously.

Thank you for reading my final blog.

I hope you have enjoyed the reads!

Sara x

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Harmful cookies?

Thirty years ago one of the most common forms of invasion of privacy was through paparazzi and magazine publications, however today it occurs daily in many forms even cookies, to everyday people whether we know it or not.

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I hope you’re not hungry because today we’ll be talking about the virtual ones, specifically HTTP cookies.

Cookies

The purpose of the cookie is for website to keep track of visits and activity amongst users. Cookies store information that the user has volunteered or that the web server already has. There are three types of cookies; session cookies, which remain as you navigate a website but immediately disappear when you exit the site, tracking cookies create long term records of multiple visits to the same site and authentication cookies track user login and name.

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So are they Good or bad?

Cookies can be a good thing especially at times when we want our device to remember and save something we have selected on a site. For example keeping shopping cart items in tact as you explore the site, keeping a record of the most recent visit or to record login information. People may find it useful as they can find what they have visited or downloaded previously.

 

So whats the bad?

1. Information is being stored about you
2. The cookies are downloaded automatically
3. Your browsing is being monitored

Concerns

Privacy comes down entirely to personal opinion and for some people they couldn’t care less what businesses are doing to target them and have no concern if their data was to be  used in ways they did not agree to.  For many, it is concerning that other websites are keeping hold on information without much personal control in having it removed, others are simply frustrated at the sneakiness that cookies present as users have no choice in whether they occur or not. Many people also don’t like that their usage is being tracked and that marketing is being specifically targeted to them based on what they’ve searched or looked for. At the end of the day it comes down to how you feel about it.

Do we really care anymore?

The definition of privacy varies from person to person and with that so does our concern with the use of our privacy. The Office of the Australian information commissioner (2017) conducted an ‘Australian Community Attitudes to privacy survey’ and found that 87% was the highest percentage of agreement for a statement as ‘misuse of information’, in the scenario of ‘ an organisation that you haven’t dealt with gets a hold of your personal information’ and ‘an organisation reveals a customers information to other customers’.

 

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Further research also showed that females were more concerned with the misuse of information than males. Not surprisingly with increased age there was an increase of concern, this is most likely due to the implementation of the web occurring later in the lives of the older generation where their may have been some rejection and concern in comparison to the younger generation who grew up embracing technology and understanding how to use it.

Many users are not aware or informed about certain application that can enhance privacy such as ad block and security programs. Many browsers also have settings that can be used to delete cookies and enhance privacy if preferred. The main issues with these softwares is that they aren’t widely used and people may be reluctant to due to a lack of trusted in the legitimacy of these application due to concerns such as viruses. Some also require subscriptions and payments which many people cant justify paying for. Many users are also not aware that cookies even exist or  how to change the settings to remove them, however as we become more tech savvy these issues begin to decrease.

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How do you feel about the way your personal information is used? and let me know what consequences you predict will occur in the future as a result of the collection of so much personal information.

See you next week.

Sara x

IMC Just do it!

Nikes new marketing campaign has not been as a silent one, with the use of Integrated Marketing Communication (IMC) it has become a viral ad. So what is IMC? and what makes it a success?

In a broad sense IMC is ‘the selection of tools that an organisation uses synergystically to communicate its message’

Nikes IMC keys to success

Audience

Due to becoming an established brand since 1971 their perception of their audience is well known through large amount of data and research. The three main kinds of customers they are targeting are women, young athletes and runners.

Channels

In the last 20 years many channels have emerged and grown in popularity, Nike have stayed connected on social media and are still present in traditional forms of marketing, by integrating both viral marketing is backed up.

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Nike has moved away from the traditional way of marketing and has many-to-many consumers approach which is generated by the WOM of consumers.

Consistency

Over the years, who Nike are and what they believe has remained similar. They have continuously improved running shoes and other sports attire, and continue to use athletes as the face of the company. Over the years however the marketing strategy became more about the consumer and their needs than who Nike is, and their is now a greater emphasis on supporting causes by large companies.

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Adaptive

Nike have always had a simplistic strategy and much of their communication is clear and concise and their ‘just do it’ slogan can be implemented to suite different media and channels.

Integration

Nike portray the same Heroism strategy amongst all platforms and campaigns are used on multiple platforms that contain the same message. In this case Colin Kaepernick starred as the face of nike on a billboard swell as posts on social media and youtube ads.

Sync

Global Giant Nike ensures that platforms are in sync with their marketing strategy and their is no contradiction between platforms. This is possible as their beliefs values and strategy are well defined and make it easier to ensure that consistency occurs within all platforms.

Tracking

Through the use of analytics Nike have tracked their performance over the years and made adjustments to their strategy with these findings.

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Although a lack of control over SM can be challenging for many businesses there are ways Nike has shaped the discussion to provide some sort of direction for the outcome.

  • Provide networking platforms such as Instagram, twitter, facebook and google
  • Using blogs and other social media tools to engage customers (encourage feedback from customers) through Instagram, Twitter and facebook and outside sources which allow for comments between customers and by customers
  • Use both traditional and internet-based promotional tools; Billboard ads and social media
  • Support causes that are important to customers (build emotional connections)-
  • Partnered with Colin who is protesting against racial inequality in America

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  • Utilise the power of stories-
  • Emotional branding using the story of heroism is the strategy
The predictability of viral campaigns is difficult to assess and as seen by Nike many reactions can be experienced. The outcomes showed ‘Homemade issues’ due to backlash for the campaign due to disrespect over the national anthem resulted in viral twitter hashtag ‘#NikeBoycott’ trending. However ‘Triumphs’ where louder than the negativity  as many online users reposted and shared the same campaign. Nike although creating a controversial campaign to date many news outlets praise its success, one even suggesting that it increase Nikes market value by $6 billion. Consumers trust Nike and are please when they are able to interact and entertained in campaigns, at times though it may just comes down to luck and trusting a gut feeling.
Let me know what you think about Nikes controversial IMC campaign.
Sara x

Google search decisions

 

In the waking of the internet era, search engines have increased in use and become one of the greatest tools in promoting businesses. Particularly when working with market leader Google, who is severely  dominating mobile device search engines with its 90% market share and impressive 3.5 billion daily searches across all devices.

 

SEARCH ENGINE MARKETING

The increasing use of search engines have created a platform for a marketing strategy called search engine marketing (SEM) “the  promotion of organisations to meet its objectives by delivering relevant content… and encouraging searchers to click through a site” (Chaffey et al, 2012).

PURPOSE

People are using search engines for do, know and go purposes, by completing transactional enquires, informational enquiries and navigation queries. In order for Google to stay the best they filter out spam and irrelevant information through algorithms and updates and give users the most relevant results. For businesses who want to conduct SEM, the decision to conduct both Search Engine Optimisation (SEO) and Pay Per Click (PPC) search marketing should be made to take advantage of the combined benefits.

 

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Heres 5 reasons why you need both!

Visibility

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When combined the two can work in different ways in achieving a stronger outcome. Enhancing visibility by creating two access routes with the organic and paid search engine results page, this can establish greater authority over other brands.

 

Builds trust and avoids avoidance

PPC can be seen as irrelevant or irritating, as the term ‘ad’ already sends shivers to many customers’ spines. However when combined with SEM the thought is immediately replaced with trust in the reputation and authority of the firm. By being at the top ad and on the top page people are more inclined to click.

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Testing

By using SEO alone results will take time to be implemented making it difficult to see if a strategy is working. Heres where the use of PPC can be useful to ‘test’ keywords for SEO. Immediate feedback is received on the effectiveness, which can help to refine the organic keyword strategy faster.

Share

Although PPC and SEO don’t directly affect the results of each other, using the same key words that were found to work for one approach on the other, saving you some time and implementation costs by mimicking the same approach used. Thus almost guaranteeing success without much work.

More Sharing

Having more data allows for the ability to identify a multitude of critical data points
dedicated to consumer behaviour, intentions and location/geography, allowing for modification, adjustment and alignment of strategies to save on ad spending, increase organic traffic, increase paid clicks and profits through a better strategy.

 

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Using both avenues of organic and paid methods of search marketing on Google provide a significant advantage over only using the other.  However keep in mind that accurately measuring analytics against objectives is imperative as online trends are constantly changing and evolving. As a result strategies need to be adjusted quickly to ensure successful SEM.

 

Let me know what you think

Sara x