Month: November 2010

http://www.toprankblog.com/2010/11/facebook-pages-for-b2b-social-media-marketing/

After reading this marketing blog on social media marketing, it got me thinking about the promotional aspect of the marketing mix. Clearly social medias such as Facebook and Twitter are becoming modern day marketing phenomenon. 

Google sites handle about 88 billion queries a month and twitter is approaching 20 billion. Facebook alone added over 200 million users in less than a year and Hitwise has reported that Facebook tops Google in weekly web traffic. Clearly companies must look into tapping into these resources for marketing purposes, which will enable them to reach millions of consumers all around the world.

Companies such as Coca Cola, Starbucks and Oreo are effectively using these social medias to their advantage; the most popular Facebook Fan Pages are for consumer products are with Coke (18.2m Fans) Starbucks (17.5m Fans) and Oreo (14.1m Fans). However, even with not so nearly as well known brands and companies, social media marketing is still extremely effective. Take for example TopRank’s Facebook page (which is technically a page for the blog). Is is good example of a B2B Fan page for an agency.  One year ago, there were 54 Fans and today there are 5,335. That’s almost 1000% growth without any contests, advertising, apps or promotions outside of adding the FB social plugin to the sidebar of their blog.

It is therefore undeniable that the face of advertising is changing. And if companies wish to remain competive than they must embrace and adapt with these changes, to ensure that they are able to target their target markets, or as the case in the future may be any market at all.

I think these 2 adverts are hilarious, it is a clear example of how through marketing competing firms attempt to re-gain market share over one another. The adverts are simply but effective and get straight to the point; we are better than our competitors.

The first advert is from Blackberry, advertising their new touch screen phone an obvious and direct competitor to Apple’s iphone. The message they are portraying is clear, ‘nothing can touch it,’ we are the best. They will quite literally destroy Apple.

However it could not be expected that Apple would take this accusation from arguably their main cell phone competitor, without retalliation. Indeed soon afterwards they released their own version of the advert, arguing that they are in fact the ‘best’. Their message is equally confident, showing that the Blackberry cannot touch them. They are without question the superior products, it’s just ‘simple facts.’

This type of propoganda marketing is unique as companies attempt to influence customers into purchasing their products, simply by arguing that they offer the best

https://blogs.ubc.ca/joshk/2010/11/02/making-friends/

After reading Josh’s post on social marketing, and the influence that social medias such as twitter, facebook etc have on our lives especially with regards to making and keeping in contact with friends. This idea got me thinking, and I realised that some marketing campaigns are tapping directly into this social trend. For example the advert for the new Windows 7 phone. It plays on the current social trends of being connected 24/7, especially on our mobile phones. Whether it’s email, facebook, twitter, bbm there are various ways in which consumers stay connected on their phones. Think how often you see students wandering aimlessly around campus glued to their phones, I know that I too am guilty!

I believe this is an extremely effective campaign as it relates to the current social trends, but in a humerous way. Something that we as consumers can relate to. The target market that they are going for, are obviously consumers who want to stay connected, but not to the extreme (this phone perhaps would not be appropriate for Josh’s friend whom he mentions in his blog!)

It is therefore clear that as Josh argues, yes social marketing through the use of social media is extremely effective and is a huge phenomenon with millions of consumers world wide tapping into the resources of social networking sites whether it be through their computer or mobile phone. Yet it must be recognised that this is not desirable for all consumers, some want to live in the real world and demand new, innovative products to provide this such as the new Windows 7 mobile phone. Yet unfortunately I am not one of these, I play up to the stereotype shown in the advert as I remain loyal to my blackberry. So until then, talk to you on bbm!

I find this advert particularly interesting for a number of reasons. It is for Carlsburg, a popular larger especially within the UK. Obviously it is an alcohol beverage, so marketers must advertise appropriately i.e. to the correct target segment, so those of age but they also must take into account the negative stigma attached to binge drinking. There are numerous campaigns throughout the UK (where this advert was aired) but also in many other countries, actively discouraging binge drinking due to its negative impacts. Therefore, I believe it led this particular compnay to take a very interesting marketing approach.

The first thing I noticed is that for the majority of the advert, there is no actual reference to the product. However due to a well known brand it is easy to assume that the advert is for Carlsberg simply due to their logo being used on the door bell of the flat. Furthermore the advert features green lighting and objects, Carlsbergs’ signiture colour.

Carlsbeg takes an original approach to marketing their product. It appears that they are not only advertising their lager, but also what it stands for. They show, from the perspective of the typical Carlsberg consumer, the dream flat and dream flatmates, something that is almost too perfect, they are arguing that if they did flatmates, they would probably be the best flat mates in the world. Therefore it appears that their lager equates to such high standards! By simply drinking a Carlsberg it re-creates the experience of living in a wonderful flat, which overlooks the sports stand with your best friend and 2 beautiful girls who love to cook and watch football. Again, it re-confirms Carlsberg’s famous tag line ‘probably the best larger in the world.’

Furthermore, even though the advert is clearly marketed at men – due to the typical male stereotypes portrayed, it does also show women enjoying the drink. Yet what I found even more interesting was that the advert did not show people out on a night drinking. This perhaps is due to the negative stigmas attached to binge drinking, showing that alternative way to enjoy a drink or 2 is at home with your friends.