World of Marketing

By: Amber Justice

There is no doubt in anyone’s mind, that social media is an integral part of the young societies everyday life. Minute by minute we digest what is going on in the world around us all from the convenience of our phones. We can connect with anyone worldwide in an instant, and we know what is happening with our favorite celebrities and brands.

It then comes to no surprise that brands have taken advantage of this opportunity to use Influencers to market their products. How often have you watched your favorite youtuber and noticed that they were wearing a brand shirt, or they preferred a certain hat, or drink? Brandon Farris, a youtuber that I watch consistently can usually be found either in a Starbucks or consuming his famous Starbucks ‘Pink Drink”. Does this then influence me to buy that product? It doesn’t have to be blantaly obvious that its advertising for an individual to want to go buy it. People tend to want to mimic those we hold in high esteem, just looking at someone you spend hours consuming videos of could be enough for a consumer to want to purchase items that remind them of their celebrity.

After Watching the 60 minute video about Influencers (link below), I can say that this type of Marketing is both subtle and effective. Brands are employing Influencers who have a far better reach than any other means they could employ. One woman even commented that in 5 minutes of posting a video she had already had thousands of views. There is no price to this type of marketing either, as no one knows what the actual worth is, so brands could be getting off very cheaply, which is much more cost effective for them. Why pay for a SuperBowl Ad, when you get far better results with an Influencer? The data for this type of marketing is also far better. Being able to see in real time, the types of Consumers that are interested and willing to buy the product, that’s even better for brands as they can then use the data to further appeal to the consumers.

Brands are paying consumers to feature them in their videos, but leaving much of the creativity to the Influencer themselves. They are getting cheap and specialized advertising, that is more memorable to the viewers. They are creating lasting memories and dialogs, while getting the viewer content they strive for.

Influencers are playing the role of the advertisements in this scenario. They are the becoming the brand’s image, and they are the ones that are becoming the social media campaign, all wrapped in one. Influencers are free to be themselves, and be the creative mind behind the advertisement, while Brands reap the reward. It’s a win-win scenario.

Marketing perspective is all about listening and reacting. Companies are listening when they realize that influencers could be the bigger push for their products than traditional ads ever could be. They know the younger generation is likely to listen to someone who is on their level. This is good for the Consumer, who wants to work with brands that are willing to listen, change, and grow with them. Companies are listening more than ever on what their consumers want, and are willing to take more action, and dive deeper into what makes a satisfied customer, so they can keep serving them, and keep growing.

Whitaker, B. (2016, December 12). The Influencers [Video]. CBS News. https://www.cbsnews.com/news/60-minutes-kim-kardashian-logan-paul-social-media-influencers/

By: Amber Justice

For this blog, we are going to take a look at the Voice. Whether you have watched the show or not, most people recognize The Voice because of host Simon Cowell.

After analyzing your chosen example, respond to the following questions in your blog post:

• What was done successfully to meet the wants and needs of the target audience?
• Creating a specific hashtag to engage fans who want to see specific content on the Voice. By incorporating feedback from their fans, The Voice is gaining and keeping a loyal following, letting the people know that their own voices are being heard and their opinions are being taken into account.
• How was the social and consumer experience addressed? Was this done successfully? Explain.
• The social experience was addressed by incorporating Twitter, and using hashtags to keep audience and fan members engaged on what was going on with the show. The voice created one-on-one content that allowed the Voice to interact with fans. The voice also utilizes Sky Box which is a dedicated air segment that has social calls to action. This was done successfully because it engaged audience members and kept them interacting with and following their brand, making them more loyal to the brand.
• How were the digital media followers handled?
• They were handled through one-on-one interactions, using social media such as facebook, bitmoji, snapchat, Instagram, and etc.
• Is there something that could have been done differently to make that experience more efficient?
• I feel that the experience was very efficient, with The Voice being the most Tweeted series of 2015. The voice is unique in how it operates off air and behind the scenes with fans versus other network shows. They take into account the different social actions that their viewers want to see and address them. They make sure they are taking care of their fans in unique ways like creating personalized content, delivering behind the scenes experiences and asking for viewers to interact with them using social media. They keep their viewers engaged and thinking about the brand even when they aren ‘t airing.

Take a look at the company’s current website, major social media page, and/or mobile site, if applicable. What is the company doing effectively now? How are ethical engagements in social media helping with effectiveness? If the company is using a mobile application, how does the app meet the consumer’s need?

I’m only taking a look at Twitter, since it was the social media platform that received the highest rating. Looking at their page, they are definitely staying relevant with pop culture, including memes from other networks, or streaming services. They are staying ethical by making sure they are interacting in an unfair bias that could negatively impact their brand. They have to keep face since they are on a prime time network and bad press could have them potentially removed from the network. (We all remember Simon’s public blunder that almost undid his career.) The voice doesn’t need a specifically generated app for themselves. They can rely on others like Twitter and Facebook having their own. Instead they focus on creating custom content, like custom Voice Bitmojis that people can use and show their support of the brand. Their brand is about being heard, and they do that with social media. Finding the hidden jewels amongst everyday people, and they keep that front and center with the many social platforms they use.

References

The Voice. (n.d.). Twitter. Retrieved January 27, 2023, from https://twitter.com/NBCTheVoice

The Voice – The Shorty Awards. (n.d.). https://shortyawards.com/8th/the-voice-3

The Voice. (n.d.-b). https://en.wikipedia.org/wiki/The_Voice_%28franchise%29.https://upload.wikimedia.org/wikipedia/en/4/44/The_Voice_NBC_logo_blackwhite.png

By: Amber Justice

• The world revolves around technology and our ability to connect with it. All across the world people are connecting at a greater rate than ever before. Today, If I want to, I can chat with someone in Japan with the click of a button. Our world is being defined by our ability to have an online presence.
• What sites and/or applications do you visit most often? Describe the sites and applications that you identify.
• How do you connect with others when you are an introverted person? It’s not easy when you’re a quiet person that would rather keep home life private. As an introverted person, I tend to shy away from mainstream applications like Facebook, and instead go for other applications like Tumblr, and youtube. Tumblr is a great way for people to connect with their interests. For instance, if you are a cat lover, a science lover, or just want to spend the day browsing through pictures of flowers, you can do that. It’s anonymous if you choose to be, you can follow or unfollow any topic you want, and you can choose whether to comment on a user’s post.
• I spend a great deal of time on youtube. In recent years its become a guilty pleasure of mine. If I want to have someone read a book to me, watch doll customization videos, or just listen to music, there is a channel for everything out there. Today, I watch more youtube by far then bother with cable tv or even online streaming services such as Netflix or Hulu. On youtube, I can tell someone I like their posts with a comment, or a like or subscribe, but none of it is as personal as social media sites, even though it is technically classified as one.
• Do you have positive or negative reactions when using certain types of digital media?
• I dislike a lot of social media sites, such as Facebook. Everything is so personal, down to whether someone actually liked your post. Too much drama is often involved, and my self-worth feels tied to how many likes I got. I would much rather stay away from toxicity and rather focus on things that make me happy, like watching funny pet videos.
• Do you find that your needs are satisfied using one type of digital media over another?
• I like using media that is versatile like youtube. I can watch videos or if I want I can just listen to music. There is an answer to every need I have, such as listening to sleep sounds for bedtime, or getting some stress help. I would much prefer something that I can hit a play button for rather than having to swipe through feeds to find what I’m looking for.
• Do you receive emails from companies? If so, what types of email catch your attention? What do you look for?
• I get all kinds of emails from different companies. From notifications about discounts on clothing, to new recipes from Crumble, and of course the job notification from Indeed and Linkdin. The ones that catch my attention the most are the ones that are running good discounts, or notifications about certain jobs near me. If it pertains to my interest, I’m more than willing to check it out. It can be hard to catch my attention, as these days if its not coming to me in a text, then I’m generally to busy to check it out.
• What do you notice about the use of digital media in marketing today? Explain.
• Digital marketing today is everywhere and sometimes placed pretty cleverly. I love billboards that have 3D images that move and look real. They have to be state of the art, and have to appeal to a wide range of people and cultures. It can be hard to create something that appeals to everyone or that can be used across different countries, but today with how many people are interactive online across the globe, its becoming easier.

Oberweis is a company that serves milk products. At first glance, you might notice that they are different because their milk comes in a glass bottle instead of a plastic jug. The first time I splurged on the product, I did so with the intention that glass would be better environmentally than the plastic I’m used to, even though the price of Oberweis milk is much higher. What I found was, I was drinking milk that tasted far better than any other. Recently my family and I were on a drive and we randomly saw a small Oberweis store and decided to step inside. I was surprised to see that they were excepting empty Oberweis bottles to recycle. When you buy a bottle of Oberweis milk, they charge you extra for the bottle, but if you bring it back for recycling, they give you your fee back. In addition to the recycling, they also provide a refill center, so you can refill your glass jar. This to me was amazing, because you don’t get that service anywhere else. Inside the store, they also have their commitments up for all to see. Hormone-free milk from happy cows that are treated like they are part of the family. The milk is all local and from small farms. To me, they are being both environmentally and socially responsible by proving to recycle, using green packaging, and caring about not only their suppliers but their customers. If they have ever acted unethically, I could not find an instance of it, but that doesn’t mean they haven’t.

I personally believe this is a company that is green for the environment. It takes a lot of money to produce a product contained in glass and even harder to get it from locally sourced farmers who do not use hormones on their cattle. The fact that Oberweis does all this and has found a way to do it successfully is amazing. Not only do they sell their own dairy products, but they also have other local small-time retail products in their store. For example, I could buy a small glass bottle of locally sourced sweet tea. While it was more pricy, it was also really tasty and made me feel like I was doing something good for the environment. This is a company that I want to continue to give my dollar to.

Oberweis. (n.d.). https://www.oberweis.com/. Retrieved October 12, 2022, from https://www.oberweis.com/

Written by: Amber Justice

Under Armour is a sports apparel brand that started out small and has grown in sales. The unique fabric brand works to wicker away the sweat of active people. The brand has been widely successful and has grown from a small start-up company to a large business.

Under Armour’s unique fabric would mean they are using the differentiated market segment. They are selling to athletes and those with active lifestyles. Athletes already buy sports equipment and apparel, but Under Amour is promising a specialized product. What’s more, Under Amour is then Marketing to women, using female celebrities to sell their product, which means they are using a demographic base for their segmentation.

Market Segmentation Planning

Four key factors when planning is:

Objective Setting.

What is your goal when setting up your segmentation? What is your overall objective? Under Armour they are wanting to sell clothing that keeps people dry when active, offering a unique product to help keep them dry while on the go. What do you want out of your product?

Identify Customer Segments.

Research your customers. What is it that they are looking to get out of your product? What appeals to them? Research can never be understated. Running studies to see how people react to your product, and giving honest feedback goes a long way.

Develop Segmentation Strategy.

Develop a strategy beforehand. Don’t be afraid to pivot if it isn’t going well. It can be costly in time and money, but in the end, you want to succeed. Sometimes we think a product would be great for a specific demographic and it ends up working out better for another we hadn’t considered.

Execute- Launch Plan- Identify

Execute your plans, and Identify your strengths and weaknesses. Identify your key stakeholders, and identify your key consumers. In the end, you want loyal customers that are going to keep coming back to your brand, and keep it in their lives, and not butterflies that are bouncing in, just to bounce back out. Identify who your loyal consumers are and figure out how to keep marketing to them.

New Markets to Explore

I am a person who loves to shop. My spouse and I love to go on long road trips where we can go to new places, eat new food, and go shopping for new and interesting things. When we go on long road trips, we love to be comfortable, and recently we each purchased a pair of Heydudes.

What are HeyDudes? Only the most comfortable pair of shoes ever. I love that I can throw them on and go to work and look cute, as they come in so many colors and styles, from fur-lined shoes to sneaker looks, to moccasins, and boots they have a style that can fit anyone. One of my issues with shoes is that most are for certain ‘small feet’ sizes and I have a hard time finding shoes in my size, with HeyDudes, I can literally always find my size. Another key point is that I can find them just about anywhere. I go into a store and they have a huge section of them to choose from, Usually, with other brands, they are offered in certain stores, for high prices, and never in my size, so I’d have to order a shoe if I fell in love with it. HeyDudes have been great, and have led to us purchasing a pair for each member of the family. They’re certainly affordable, and easy to find. If I were running this product, I would be marketing it as ‘A pair of shoes for every occasion. Comfortable and stylish, they keep your feet comfortable while you are on the move. I would be marketing towards families (and I’m sure they are now since I just found some for my kids) as that would really make it available, and earn a good slice of the market. Their cool designs appeal to all kinds of demographics as well.

How would I reach this new market? I would be making baby shoes, as well as doing ‘family bundles’. Purchase four to make a bundle at a discounted price. This would be easier online than in a retail store, as all kinds of SNAFU could happen with that, but I think marketing online and to famikleies would really make it more Niche while also grabbing a corner of the market that most don’t go for. Shoes are sold on a one-to-one basis, and that’s great, but I think most families tend to go shoe shopping at one time. I don’t usually buy myself shoes and then wait 6 months to purchase them for another family member, I buy them all at once. That’s why I think an online family bundle would be great.