The document is a case study analysis of Molson Canada's "Cold Shots" social media marketing campaign on Facebook. It discusses issues with using social media for marketing, how social media campaigns differ from traditional campaigns, and whether Molson should have ended the campaign early or continued using social media. Key points:
- Social media campaigns can be unpredictable, lose focus on target consumers, have security/ownership issues, and questioned authenticity vs traditional campaigns being predictable and higher cost.
- Molson should have ended the campaign early to properly respond to social pressure from stakeholders and satisfy core stakeholders' needs, rather than taking a defensive stance.
- Molson should continue seeking social media opportunities but with thorough planning,
Word-of-mouth (WOM) is one of the most effective way of communication in marketing, and it plays important role in consumer purchasing decision. This paper explains the following key points about WOM-
• WOM and its psychological drivers
• How WOM plays a major role in marketing?
• How Word-of-mouth marketing influences purchasing decision of consumers?
• Credibility of sources/narrator
• Effect of negative publicity on purchasing decision of consumer
• eWOM
Word-of-mouth (WOM) is one of the most effective way of communication in marketing, and it plays important role in consumer purchasing decision. This paper explains the following key points about WOM-
• WOM and its psychological drivers
• How WOM plays a major role in marketing?
• How Word-of-mouth marketing influences purchasing decision of consumers?
• Credibility of sources/narrator
• Effect of negative publicity on purchasing decision of consumer
• eWOM
Presentation to Summer American Marketing Association Conference 2011 on Engagement in Social Media. Everyone agrees engagement is critical for success in social media. This presentation discusses how businesses can develop engagement with customers and presents a hierarchy of effects reflecting increasing engagement.
Social Media Week is a global forum that offers a series of interrelated activities and conversations on new trends spanning all major industries in social and mobile media. It highlights the global impact of social media and serves as a catalyst in driving cultural, economic, political and social change in developed and emerging markets.
Here are my top takeaways from this year's event.
SOCIAL MEDIA7I got C in this Use of Social media b.docxjensgosney
SOCIAL MEDIA 7
I got C in this
Use of Social media by modern generation
Name
Institution
Date
Running head: SOCIAL MEDIA 1
Social Media
Social media has had a huge impact in the modern generation. The lives of most people in the modern world revolve around social networking sites such as Facebook and Twitter. This aspect has led to some firms employing it as a marketing tool. However, some firms still believe that social media does not have any advantages in the corporate world, thus only suitable for social interactions. However, this is not the case as some firms have ended up benefiting a lot as a result of employing social media as a marketing tool (Girard & Girard, 2011). According to a report from the Hubspot, over 92% of marketers claimed that social media was a very important tool for businesses in 2014. These marketers went to say that this tool increases traffic in their websites. Despite many marketers' positive attitude towards this tool, some of them still do not know how to effectively employ this tool. This aspect has led to some firms taking a pragmatic approach in integrating this tool in their operations. However, the positive attitude is a demonstration that this tool has a potential of increasing sales if well employed.
Facebook, Twitter, and YouTube have significantly contributed in the processes of bring about democracy in non-democratic cultures. Specifically, the young people depend on these sites to organize and communicate matters they want to express. These sites provide social structures where people with different background, cultures, and similar interest join forces over shared set of demands. They use social media to set agenda or come up with hierarchy leading to attempts to bring about changes (Tufekci & Wilson, 2012). People now use Facebook, Twitter, and YouTube to fuel spontaneous protests that are difficult to predict and control.Social media sites are the best places to effectively stir pleasure for changes because the youth are the majority of the people who use the sites. The youth are the main power who can make all changes, for example, they will want to stop any violence against human rights (Tufekci & Wilson, 2012). When doing this I would resort to use Facebook since it has more members in comparison to the other two; this would be much easier to mobilize more individuals. As the person behind the movement for changes, I will not choose to remain anonymous.
I believe that the social media can serve as both gateway and catalyst for social and cultural changes since the minority also participate in global media that has a homogenizing impact on the culture in the world. The use of media fosters changes in culture perspectives and the minority uses the same to extend the reach of their culture (Tufekci & Wilson, 2012). The social media attains this through changes in the way culture has been traditionally conceptualized. As such, it can be used to extend and catalyze the changes a.
Presentation to Summer American Marketing Association Conference 2011 on Engagement in Social Media. Everyone agrees engagement is critical for success in social media. This presentation discusses how businesses can develop engagement with customers and presents a hierarchy of effects reflecting increasing engagement.
Social Media Week is a global forum that offers a series of interrelated activities and conversations on new trends spanning all major industries in social and mobile media. It highlights the global impact of social media and serves as a catalyst in driving cultural, economic, political and social change in developed and emerging markets.
Here are my top takeaways from this year's event.
SOCIAL MEDIA7I got C in this Use of Social media b.docxjensgosney
SOCIAL MEDIA 7
I got C in this
Use of Social media by modern generation
Name
Institution
Date
Running head: SOCIAL MEDIA 1
Social Media
Social media has had a huge impact in the modern generation. The lives of most people in the modern world revolve around social networking sites such as Facebook and Twitter. This aspect has led to some firms employing it as a marketing tool. However, some firms still believe that social media does not have any advantages in the corporate world, thus only suitable for social interactions. However, this is not the case as some firms have ended up benefiting a lot as a result of employing social media as a marketing tool (Girard & Girard, 2011). According to a report from the Hubspot, over 92% of marketers claimed that social media was a very important tool for businesses in 2014. These marketers went to say that this tool increases traffic in their websites. Despite many marketers' positive attitude towards this tool, some of them still do not know how to effectively employ this tool. This aspect has led to some firms taking a pragmatic approach in integrating this tool in their operations. However, the positive attitude is a demonstration that this tool has a potential of increasing sales if well employed.
Facebook, Twitter, and YouTube have significantly contributed in the processes of bring about democracy in non-democratic cultures. Specifically, the young people depend on these sites to organize and communicate matters they want to express. These sites provide social structures where people with different background, cultures, and similar interest join forces over shared set of demands. They use social media to set agenda or come up with hierarchy leading to attempts to bring about changes (Tufekci & Wilson, 2012). People now use Facebook, Twitter, and YouTube to fuel spontaneous protests that are difficult to predict and control.Social media sites are the best places to effectively stir pleasure for changes because the youth are the majority of the people who use the sites. The youth are the main power who can make all changes, for example, they will want to stop any violence against human rights (Tufekci & Wilson, 2012). When doing this I would resort to use Facebook since it has more members in comparison to the other two; this would be much easier to mobilize more individuals. As the person behind the movement for changes, I will not choose to remain anonymous.
I believe that the social media can serve as both gateway and catalyst for social and cultural changes since the minority also participate in global media that has a homogenizing impact on the culture in the world. The use of media fosters changes in culture perspectives and the minority uses the same to extend the reach of their culture (Tufekci & Wilson, 2012). The social media attains this through changes in the way culture has been traditionally conceptualized. As such, it can be used to extend and catalyze the changes a.
10Responsible MarketingThree arrows in a circle representingBenitoSumpter862
10
Responsible Marketing
Three arrows in a circle representing sustainable development.
Petmal/Thinkstock
Learning Outcomes
After reading this chapter, you should be able to
Discuss corporate social responsibility as a response to major criticisms of marketing.
Describe practitioners’ duty to the marketing discipline.
Discuss the impact of a green marketing strategy on the marketing mix.
Summarize the ethical obligations of individuals inherent in the employer–employee relationship.
List three marketing principles that apply to managing your personal brand for on-the-job success.
Describe three professional career paths in marketing.
Introduction
The moment you begin working in marketing, you assume responsibility for practicing high ethical standards with regard to your responsibility to the public, the marketing profession, the company that employs you, and the industry in which it functions. In addition, you must take responsibility for yourself—your individual performance on the job, your contribution to workplace teams, and your preparation for advancement. In this chapter you’ll learn to apply what you’ve learned about marketing to managing your personal brand while on the job.
This chapter approaches responsible marketing beginning with a wide-angle view of the effect of marketing practices on the public and the planet. Then the lens narrows with each section in turn to focus on concerns of the profession, organizational employers, and individual contributors.
The marketing field offers careers in many roles, suitable to a wide variety of personalities from analytical to creative. Where will you find your niche? This chapter ends with an exploration of the newest skills needed and the emerging locales where marketing practitioners will thrive. With an understanding of your role in responsible industry practices, this chapter concludes our study of the basic principles of marketing.
10.1 Responsibility to the Public
Over the past 50 years, the Super Bowl has become a shared American cultural experience, but not just because of love for football. Millions of people tune in to watch the advertisements. Since the rise of social media, Super Bowl advertising has become the centerpiece of integrated marketing campaigns that extend over many months (Sanburn, 2016). On social media, we’re drawn to the many ads that require our clicks to reveal a reward of some kind, whether it’s the punch line to a joke or our score on a game or quiz. We’ve grown accustomed to the blurring of the lines between entertainment and promotions, and not just on television.
As marketing communications move into new message channels, new forms of promotions have proliferated that bear little resemblance to paid advertising. The many forms of “advertainment” in today’s social media (branded videos, quizzes, and so on) place the burden on the public to decide whether products are being pitched—and in which instances that is appropriate ...
10Responsible MarketingThree arrows in a circle representingSantosConleyha
10
Responsible Marketing
Three arrows in a circle representing sustainable development.
Petmal/Thinkstock
Learning Outcomes
After reading this chapter, you should be able to
Discuss corporate social responsibility as a response to major criticisms of marketing.
Describe practitioners’ duty to the marketing discipline.
Discuss the impact of a green marketing strategy on the marketing mix.
Summarize the ethical obligations of individuals inherent in the employer–employee relationship.
List three marketing principles that apply to managing your personal brand for on-the-job success.
Describe three professional career paths in marketing.
Introduction
The moment you begin working in marketing, you assume responsibility for practicing high ethical standards with regard to your responsibility to the public, the marketing profession, the company that employs you, and the industry in which it functions. In addition, you must take responsibility for yourself—your individual performance on the job, your contribution to workplace teams, and your preparation for advancement. In this chapter you’ll learn to apply what you’ve learned about marketing to managing your personal brand while on the job.
This chapter approaches responsible marketing beginning with a wide-angle view of the effect of marketing practices on the public and the planet. Then the lens narrows with each section in turn to focus on concerns of the profession, organizational employers, and individual contributors.
The marketing field offers careers in many roles, suitable to a wide variety of personalities from analytical to creative. Where will you find your niche? This chapter ends with an exploration of the newest skills needed and the emerging locales where marketing practitioners will thrive. With an understanding of your role in responsible industry practices, this chapter concludes our study of the basic principles of marketing.
10.1 Responsibility to the Public
Over the past 50 years, the Super Bowl has become a shared American cultural experience, but not just because of love for football. Millions of people tune in to watch the advertisements. Since the rise of social media, Super Bowl advertising has become the centerpiece of integrated marketing campaigns that extend over many months (Sanburn, 2016). On social media, we’re drawn to the many ads that require our clicks to reveal a reward of some kind, whether it’s the punch line to a joke or our score on a game or quiz. We’ve grown accustomed to the blurring of the lines between entertainment and promotions, and not just on television.
As marketing communications move into new message channels, new forms of promotions have proliferated that bear little resemblance to paid advertising. The many forms of “advertainment” in today’s social media (branded videos, quizzes, and so on) place the burden on the public to decide whether products are being pitched—and in which instances that is appropriate ...
ALAMOUDI 1
Turki ALAMOUDI
Prof. Kathy
English 201-04
August 10, 2014
Argumentative Essay: Focus on Children Market
It has widely been argued that the world is transforming to the better. Technological
innovations have been the common citations to these. Conspicuous in technological innovations
have been the information communication technologies, facilitates by computer technologies.
The most memorable innovation remains to be the media. Media now plays a crucial role in
almost every field, for instance, in education, socialization, finance, and even news reporting.
However, internet is not without limitations. This paper discusses the impact of media
advertisement on the society basing on kid customers.
It is crucial and worth noting that the use of the media has reduced the entire world to a
global village (Chernin 201). In advertising over the media, distances do not matter anymore.
Media has phased out the need for transport in reporting. This way, the use of the media has
phased out costs associated with advertising over the large distance. Moreover, the use of media
in advertising has overcome border barriers. It is now impossible for a country to limit its
citizens in accessing certain information especially children. This implies that an online
advertisement would be accessed by anyone with the capability of using the internet. In
particular, advertisements over the internet could play a crucial role in social morals. Whereas
nations have the capability of controlling and restricting local media from passing across certain
business advertisements, this is not possible for internet advertisements. Arguably, internet
ALAMOUDI 2
media advertisements contribute in the erosion of the morals of youths and under age children in
the society.
However, in disseminating information, coverage becomes a key aspect to consider when
analyzing the effectiveness of internet advertising. Thus, the crucial question would be: Do
internet advertisements reach all the populations? Arguably, the use of internet in advertisement
is currently only be suitable for developed countries; and not for developing countries (Chernin
123). This is because developing countries lag behind in the development of internet
infrastructure. Needles to say, the popularity of internet users are limited, especially in the ageing
population. Moreover, illiteracy is still existent in some developing societies. Advertizing
through the internet would be a means marginalizing the illiterate and the ageing. In this regard,
the use of internet for advertising may not be a positive development, at least, not for now. Even
so, relieving is the fact that the use of the internet is continuously gaining popularity. It is also
arguable that internet access is subject to restrictions. There are countries that limit their citizens
from accessing the internet. This follows fears that the internet co.
How Social Media Marketing Companies Shape Political NarrativesMichael Thomas
Connect with FABTARY if you are looking to build effective, ethical and result-driven social media strategies and campaigns. Our extensive experience and unrivalled social media expertise help drive positive and tangible results.
Week Six Lecture Welcome to the world of public relations!.docxalanfhall8953
Week Six Lecture
Welcome to the world of public relations! Just what is public relations? Is it advertising? Is it marketing? Is it community activities or crisis management? What do public relations professionals do? Has anyone known a PR professional? Exposure to this individual will reveal a flurry of unending energy and enthusiasm. One of the most important skills of this individual is the ability to develop relationships and contacts with every kind of person. A PR professional can call a CEO and have his or her phone call returned! In addition, a PR professional must possess superior writing skills as well as verbal communication skills. Could this be why Ashford faculty members hold high, rigorous standards for writing?
According to the Public Relations Society of America, public relations professionals communicate with the external publics of an organization. Is this the same as marketing or sales? No! According to Cameron, Wilcox, Reber, and Shin (2008), sales is a function of marketing. Sales is focused on an organization’s customers and selling the products of the organization. The objective of sales is to increase market share and profitability. Ogden & Ogden discuss three differences between public relations and advertising: since the organization does not pay for PR, it cannot control the message; PR may not always be positive; and the third difference is the public tends to believe the information from PR is from a trusted and reliable resource (Ogden & Ogden, 2014).
Public relations is focused on building relationships and implementing communications strategies that will build goodwill for the organization. Public relations is what we see when organizations are working on Habitat for Humanity or the Salvation Army bell ringer or the Toys for Tots campaigns. Public relations' only focus is to build a positive relationship and create goodwill with its publics. PR never thinks of sales or market share or profitability.
One important function of the public relations professional is to be the liaison between its publics and the organization in times of an emergency, conflict or crisis. Did you know there are four stages of the conflict cycle? Many organizations in our current economic downturn are experiencing layoffs, job cuts, and wage reductions. It is the PR professional's job to "spin" what is typically viewed as a negative into something positive.
Crisis management is another area of responsibility for a PR professional. A crisis is something that interferes with the normal business operation. Spilling oil into the Gulf of Mexico was clearly a crisis. Do you remember who the organization used as their initial spokesperson? British Petroleum (BP) had their CEO, Tony Hayward, in front of the cameras to reassure the public all measures were being implemented to restore the surrounding environment from the damage of the oil spill. Mr. Hayward also told the public their vessel's leak had been contained when that was not .
All five honorees cared greatly about the success of Capella lea.docxsimonlbentley59018
All five honorees cared greatly about the success of Capella learners and most were heavily involved in bettering their communities and others. Dr. Ford in particular fulfilled this desire by helping others to help themselves. Describe how you plan to use your education to better your community or help others to help themselves, and how receiving this scholarship will help you in doing so? 250-750 word essay
All of our honorees brought great personal and professional successes to their work environment. What would you consider one of your greatest professional successes? How did your success benefit your organization and its people? 250- 750 word essay
Respond to Tawnya and Noeme post
Creating the ideal marketing plan requires many steps and gathering data. “Knowing the needs of the customer and having a clearly articulated mission will help to target the message to an audience who will be most interested in the service that is being provided” (Sciarra, Lynch, Adams, & Dorsey (2016) p. 340). To find these needs, a needs assessment can be done. After gathering the results, a plan can start to form. Creating a Strength, Weakness, Opportunities, and Threats chart (SWOT) will give you a broader view on how to target your population.
“The first step in conducting SWOT analysis is to identify your stakeholders and data that has already been collected” (Sciarra, (2016) p. 340). Your stakeholders will guide you into the right direction for a plan of action. Looking at the type of population including the children, families, and staff members will give you the data to create your SWOT. Moving forward with the data, now to breakdown your SWOT data analysis and create a marketing plan. Strengths; reviewing this section will give you an objective overview of any changes needing to be made. Strengths can consist of staff, location, cliental, and possibly opportunities. If there are areas of weakness this gives us the ability to make changes. Moving forward with those changes leads us to Weakness, do we see a pattern of areas? What can we do to upgrade or change these areas we have identified? Moving on next to Opportunities, what options do we have beyond what we have now? Is there room for growth both financially and structurally? Finally, Threats to evaluate. Are we looking at opening a facility next door to two other highly rated centers that may cause us competition and difficulty building a successful business? Is there a possibility that the area is losing population and economic strength? Gathering the data and taking a step back and reviewing all the pro’s and con’s will give us a bigger picture when deciding which way to market our audience.
Taking a look at the strengths from all the gathered data will give you a good direction to follow for reaching protentional public relations opportunities. For an example, location, your childcare facility has a prime location in your town and your coming up on your grand opening soon. Planning an.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
2. Wang1
Molson Canada
1. What issues are involved in using social media for marketing? How is a social media
marketing campaign different from a traditional media campaign?
a. The possible issues that involved in using social media for marketing are as follows:
Using the social media in an inefficient way
The social media can be used in a traditional way as a marketing tool
(Aichner & Jacob, 2015). For instance, just posting some advertisements or
news online could prevent the target consumers from reacting. Thus, two-way
communication could not be realized if the social media is used in an
inefficient way.
Unpredictable impact on target consumers
Unlike the traditional media marketing, the brand awareness is built based
on the frequency of clicking. In another word, if the social media is used in a
traditional way, target consumers need to have certain knowledge, be curious
about the product or service, willing to search about it online, and it may lead
to a click on the hyperlink. Therefore, a social media marketing could either
be a great success or failure.
Issue of ownership and control (losing focus on target consumers)
As what has been mentioned in the case study, this issue mainly comes
from the “Mashups” (Qureshi, 2008, p3) which creates links around
the whole net working system. The existence of Mashups could be an
advantage of the social media, but at the same time, it could be a threat
for ownership of individuals or organizations. For example, if
someone combines a picture posted by a university student during the
Molson’s “Cold Shots” campaign with a slogan saying that “drinking
causes disease”, Molson will probably be putted into an embarrassed
situation.
Another reason which leads to this issue could be focus being lost on
target consumers. Since internet is accessible to the whole world, so is
social media marketing. Promoting alcoholic products such as Molson
on the social media may cause impact on other group of people who
are under the legal age of drinking alcohols.
Vulnerable IT security issue
This may include the risk of being attacked by hackers, if a promotion is
going to be done at a particular day, such as valentine’s day.
Issues associated with democracy
Issues like verbal attacking from competitors or consumers could arise.
They may post anything they want to say about the brand to the blogs or other
channels, and they can not be accused for anything since they have the
freedom of speech.
Questioned authenticity
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Since “anyone can be an expert, a poet, a musician, a photographer, a
publisher or a reporter” (Qureshi, 2008, p3), the authenticity of the comments
on social media could be questioned. Some individuals may present
themselves in the social media as professionals while offering some
misleading comments either to the business side or to the consumer side.
b. The difference between social media marketing campaigns and traditional media
campaigns, based on their advantages and disadvantages (see exhibit 1) are listed
below:
One-way communication V.S. two-way communication
While both traditional media campaigns and social media marketing
campaigns have the common purpose such as increasing brand awareness, the
former tend to force the consumers to accept it, but is not involving all of the
audiences, or having conversation with them. Thus, causes one-way
communication only from the side of the business campaign. Whereas, social
media marketing campaigns could form a dialogue, as one of the
characteristics of social media (Qureshi, 2008, p11), between the business
campaign and consumers that have interest in the brands and are willing to
participate in the campaign.
Predictable impact V.S. unpredictable impact
In traditional media campaigns, whether it can be penetrated into the
market depends on the content of campaigns, employment of channels, and
the type of product. For example, a TV campaign ensures a predictable
audience rating if the content and the products are favourable to most
audiences. However, when it comes to social media marketing campaigns, as
mentioned before herein, the success depends on the participation of target
consumers. In this case, they can decide whether they want to click on the
hyperlink or not. The campaign could lead to a huge positive or negative
impact on the brand awareness if the click through rate is high. Whereas, no
matter how the campaign is well designed, or no matter how the products are
attractive, the efforts will be useless if the no one clicks on it. Therefore, the
impact of traditional media campaigns is predictable, whereas it is
unpredictable for social media marketing campaigns.
Higher cost V.S. lower cost
Nowadays, the effectiveness of advertisement cost for traditional media
campaigns is declining due to the emerging impact of the social media
advertisements. In addition to this, a social media marketing campaign has a
potential to catch attention from the mass market with a lower cost, for
instance, Facebook and blogs as marketing tools at the early stage can be
relatively cheap ((DeMers, 2014). However, a traditional media campaign
only could affect limited parts of the market with a higher cost.
Dominant usage rate V.S. lower usage rate
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Currently, traditional media campaign is still a dominant marketing
method, due to the preference of the majorities. As what has been mentioned
in the case study, “in 2006, only 20 per cent of adults reported using social
networking sites” (Qureshi, 2008, p4), and Molson was also focusing on
applying traditional marketing tolls historically (Qureshi, 2008, p2).
2. Should the Molson executives have ended the “Cold Shots” campaign early? Why or
Why not?
a. Yes, they should have ended the “Cold Shots” campaign early.
b. There are two main reasons why Molson executives should end the campaign early.
Respond correctly to social pressure.
Reactive
According to the case study, Molson has responded to the social
pressure in a reactive way because they ended the campaign before the
end of its schedule, and has given some acceptable explanations
(Qureshi, 2008, p8-9). Therefore, they should and they have already
ended the campaign early because the pressure from the society was
intensive. However, they could have minimized or even avoided the
social pressure if they were more proactive.
Proactive
To be proactive, Molson could have conducted some online
investigation to collect data associated with the attitude of the target
consumers and other stakeholders who are highly related (e.g.
educational institutions), towards the “Cold Shots” campaign. By
doing this, Molson could have anticipated the risk and impact of this
campaign, and therefore make some contingency plans to manage the
impact. In this case, contingency plans could have included changing
the content of the campaign without involving inappropriate picture
posted on the Facebook, or explaining the company’s initiative clearly
prior to the conduction of the campaign, in order to avoid it being
“misunderstood and misinterpreted as promoting irresponsible
drinking” (Qureshi, 2008, p9). Also, since social media marketing
campaign was new for the company, they could have implemented
traditional media campaign at the same time, to ascertain some success
in case of the failure of social media marketing campaign.
Molson was still on time to protect the existence of their brand, but it was way too late to
protect their reputation as a company encouraging responsible drinking, as the case study has
indicated, “this contest was run against the often cited Molson virtue that it encourages
responsible drinking” (Qureshi, 2008, p7). It was lucky for Molson that they did not choose to
take defensive actions, however, if they could not be proactive, they should have ended the
campaign even earlier and apologised for the impact they caused.
Satisfy the needs of core stakeholders.
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Molson’s target consumers are university students aged between 19-24 years
old, they are the stakeholder who have high interest and high influence on the
company’s campaign, therefore they should be managed closely. However,
they are not as critical as authorities of academic institutions such as dean and
chairs of student affair, who are the main source of social pressure in this case.
As exhibit 2 indicates, they have the characteristics of
Urgency
At the early stage of the campaign, they might only have had the
urgency as some students and authorities started to realize the issue of
this campaign, but they were not affecting the company directly due to
the lack of power and legitimacy. If the company could have realized
the issue and stopped this campaign before or at this stage, they would
be proactive to the social pressure. Even though they determined to
continue the campaign, they might have gained some time to create
some contingency plans in case of the failure.
Power
After a while, there were many academic institutions in Canada “felt
that Molson’s ‘Cold Shot’ was giving their school’s image a bad
reputation” (Qureshi, 2008, p5), which leads to the power to threaten
the campaign of the company. However, at this stage, they were still
not “allowed” to require Molson to stop their campaign due to the lack
of someone with more legitimacy to support them. The issue of the
campaign could be very obvious at this stage, whereas, they would still
be regarded as proactive because the stakeholders have not required
Molson to stop the campaign.
Legitimacy
At the last stage, the top of the authorities, Brenda Whiteside, as the
“chair of Ontario Committee on Student Affairs, the University of
Guelph” (Qureshi, 2008, p7), has became a part of the group who are
opposed to the campaign. This has finally made them core
stakeholders who can threat the campaign directly. After they had used
their power as core stakeholders, Molson responded to their
requirement, however, reactively.
In conclusion, Molson should have ended the campaign early because as a responsible
company, they should anticipate the social impact before starting the campaign. This does not
mean that they should have never started the campaign, but the campaign should have been
started in a different way. As mentioned herein, the company should have explained their
initiative clearly and also have traditional media campaign as a backup plan. However, now that
the impacts are already formed, the best thing they could have done is to end the campaign as
soon as possible, to be proactive, and in the worst case, reactive. Nevertheless, they should never
take defensive attitude against the social pressure.
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3. Should Molson continue to seek opportunities to use social media in the company’s
marketing, and if so, how?
a. Yes, Molson should continue to seek opportunities to use social media in the
company’s marketing, because social media is an emerging trend that might
eventually replace traditional media marketing method, as a research indicates that
“Social media has increased the potential for social marketing campaigns with the
capacity and use of internet” (James, K., et.al., 2011).
b. The following shows how Molson should use social media as a marketing tool in the
future:
Step1: generate ideas and goals
The first step Molson should take in terms of employing social media
marketing is to generate ideas and goals for the projects. As illustrated in the
case study, the main purpose for most marketing campaigns includes
“propagating an idea, creating brand awareness, increasing visibility,
encouraging brand feedback and dialogue” or selling products or services
(Qureshi, 2008, p4). In this stage, Molson should initiate an idea, for example,
target market and design of the campaign, and consider how to use them in
order to realize the goals.
Step2: choose the channels
The next step should be choosing which channel to use. As we can know
from the exhibit 3 presented in the case study, the channels comprise blogs,
news aggregation, photo sharing, social networking sites, video sharing, etc.
(Qureshi, 2008, p12). The choice of the channels mainly depends on which
group of consumers they are targeting on. For example, they chose to use
social networking sites (Facebook) as their marketing channel because the age
of their target consumers were relatively young.
Step3: build plans
Molson should create a plan formatted as a document for each social
media marketing project. The document should include:
Objective, target consumers, competitors and employed channel
This part is a statement of the goal, target consumer, and channels that
were defined at the first two steps. The competitors should also be
identified, who are mostly the same ones as historical competitors.
Stakeholder analysis
Identify the important stakeholders that have high interest and high
influence for the company, who should be engaged closely (see exhibit
3), and stakeholders who can potentially threat the company (see
exhibit 2).
Risk analysis
The risks should be identified according to the nature of the business,
social media, and the stakeholder. Exhibit 3 shows the possible risk
and impact for Molson’s “Cold Shots” campaign. In the future
operation based on the social media, the risk can be identified based
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the internal weakness and external threats, such as disadvantages of
social media.
Contingency plan
This is the most important part of the plan, because social media
marketing is till a new tool for the company, the company is not
familiar with how to tackle the issues that will occur unexpectedly.
Thus they have to anticipate as many contingencies as possible and
come up with applicable solutions for each of them.
Step4: implement plans
After a thorough plan for the social media marketing, the company will
bring the plans to implementation.
Step5: observe the reaction from the society and competitors
This step can be repeated after the implementation of the next step. In this
stage, the company monitors and observe the reaction from the stakeholders
and competitors defined in the plan. The observation should be conducted
both in the virtual and the real worlds.
Step6: adjust the plans according to the reaction from the society and
competitors
This step could also be repeated several times after the fifth step. The
company should adjust and implement the plans made in the third step, in
response to the reactions made by the stakeholders and the competitors.
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Exhibits
Exhibit 1.
Advantages Disadvantages
Traditional media
campaigns
Predictable impact &
Dominant usage
(temporally)
One-way communication
&
Higher cost
Social media marketing
campaigns
Tow-way communication
&
Lower cost
Unpredictable impact &
Lower usage (temporally)
Exhibit 2.
Source: Olson David. (2013). Stakeholder Salience Diagram. BAwiki.
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Exhibit 3.
Source: Odi. (2009). Planning Tools: Stakeholder Analysis.
Exhibit 4.
Possibility
High
Low
High
Impact
Low participation of target
consumers
Pressure from academic
institutions
Misconducting behavior
by others using the name
of Molson
Website being hacked
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References
Aichner, T., & Jacob, F. (2015). Measuring the degree of corporate social media
use. International Journal of Market Research,57(2), 257-275. doi:10.2501/IJMR-2015-
018
DeMers Jayson. (2014). The Top 10 Benefits of Social Media Marketing. Forbes. Retrieved from:
http://www.forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-social-
media-marketing/2/
James, K., Albrecht, J., Litchfield, R., Weishaar, C., Larvick, C., Schwarz, C., & ... Temple, J.
(2011). Social Marketing Campaigns: Comparison of Social and Traditional
Media. Journal Of The American Dietetic Association, 111(9), A50.
doi:10.1016/j.jada.2011.06.176
Odi. (2009). Planning Tools: Stakeholder Analysis. Retrieved from:
http://www.odi.org/publications/5257-stakeholder-analysis
Olson David. (2013). Stakeholder Salience Diagram. BAwiki. Retrieved from:
http://www.bawiki.com/wiki/techniques/stakeholder-salience-diagram/