Month: November 2013

Ryanair advert dubbed ‘offensive’

Ryanair: marketing genius or reputation madness?

Comparison marketing is defined as products directly beside a competitors’, while outlining the ways it is superior. How far can one go to denounce a competitors product to enhance oneself’s?

For one thing, products such as clothing or toiletries are very subjective. Take acne medication for instance; a solution that works well on one person may have totally different results for another. Results will very with different perspectives and thus renders comparison marketing unfair because of the clouded truth behind it. As long as marketers stay within reason when using comparison marketing, it can be an effective tool to help consumers decode intended messages. Comparison marketing must trowel on the truth and not fabricate it. If companies use false information to market their products relative competitors, they will be subject to legal implications, not to mention a reduce in sales due to lost in trust.

Ryanair, a budget airline company, has been under scrutiny for “distasteful” comparison marketing in which they specifically attack competitors instead of making general comments about the industry.  With that being said, it does seem justified that Ryanair sustains its marketing strategy. The characteristics being emphasized in comparison marketing should be definite and measurable; price certainly is. Ryanair also compares products on a even playing field, which both are used for the same purpose. Ultimately, it’s trying to generate sales and capture market share away from competitors.

As long as its solely based on features that are concrete and verifiable, there is nothing wrong with their marketing strategy as long as it is successful. Some consumers may find their overly-aggressive ways humorous and memorable. It certainly helps that Ryanair has carved out a niche for itself by being the only budget airline in Belgium. 

Use social media to drive traffic to your business’ website

As Drew points out, the use of social media can be pivotal in marketing strategies. It allows companies to connect directly with consumers, resulting in the gauging of feedback, promotion of special offers or new product, and data tracking, including how much traffic social media platforms are receiving.

While it may be easy to immerse oneself in social media marketing, being successful is hard. As a very accessible marketing ploy, social media marketing does not offer firms a chance to differentiate themselves from one another, unless they use it effectively. Improper social media use can lead to reduced traffic and less recognition for the firm. It is important to have a social media marketing director who is responsible for ensuring that information is updated and presentable. This means constantly ensuring consumers have recent information that is presented in an accessible manner. The lack of an innovative approach to social media usage can result in a lack of interested readers.

In addition, social media marketing runs the risk of the being under a siege of negative comments. Twitter and Facebook can contain posts even social media marketing directors cannot contain. The hacking of social media platforms is also not uncommon, resulting in lack of content quality control and a damaged public image. It is hard to control marketing efforts in conjunction to social media as everything posted is fair game for “haters”, thus allowing the company to be susceptible to backlash.

It is undeniable that social media is a lethal weapon in communicating with masses about company information. Properly managed social media leads to increased revenue and greater ROI on social media expenses. However, it requires dedication and time to sincerely connect with customers and see an effect.