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Marketing Mix Video: A Reflection

Visual content marketing is extremely effective. Instead of using boring text, visual content is concise, interactive and appealing, especially if using images and videos that are customized to represent your ideas. It is the best way for consumers to decode messages and consume information. When consumers see pleasant visual content, they tend to be more willing to relay that information to someone else.

From this perspective, the marketing mix video was a memorable experience. As someone part of Abercrombie and Fitch’s target market, I was exposed to their products and ultimately affected by the scandals. It was almost as we were consultants giving advice on their marketing strategy. Therefore, the quality and structure of our video was crucial, as we were essentially marketing our critique as a product. Like with any video, whether or not consumers are able to successfully decode the intended message depends on how appealing it is to consumers. If the video was poorly done, we would not be able to educate our audience and convey our message about our advice, similar to companies being unable to educate consumers about a great product when they simply use text or other ineffective forms of visual content marketing.

Technology has greatly changed the dynamics of marketing. Through interactive media, consumers are able to learn more about products and services simply through the internet. It was great to learn how to infuse technology into making marketing more effective. The marketing video opened my eyes to how important effective visual content can be from a company’s perspective. If Abercrombie and Fitch used words to describe how sexy one would be or feel after wearing its clothes, they would not achieve as much success as using a video to show how sexy one actually is dressed in their clothes.

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In the World of Marketing, it’s ME Against YOU

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. 

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Like this, Follow me!

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.

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Dayummm, that’s hot!

Does sex really sell (Ethical issue for COMM296)

Why should companies fix aspects of their marketing strategy that still work? While sexual images are raunchy, suggestive, and a bad influence, they ultimately help companies’ bottom line. Companies such as Calvin Klein and Abercrombie and Fitch have sustained competitive advantages over competitors largely based on their clothing and marketing strategy, which revolves predominantly around sexually implicit material.

Sex targets the emotional and physical needs of consumers. By satisfying such personal and intimate needs, companies can create a special bond with its consumers, resulting in loyalty and recognition. Sex can be a platform for companies to be memorable with their advertisements; they can incorporate humor into them. Studies have shown that consumers spend more time looking at sexually-charged ads as opposed to contemporary ones.

However, it is also important for companies to use sex wisely. In an industry where companies are mainly trying to satisfy consumer’s physical and emotional needs, sex can be a great tool. For example, companies that sell lawn mowers should probably stray away from sexual marketing. Because sex targets such a personal and intimate need of a consumer, it may be important to ensure that consumers still have reasonable expectations for the product. If the results stray too far from the advertisements, companies may run the risk of losing the trust of their consumers and in turn, future revenue. Demographics of the target audience are also important. Sex can be a manipulative tool and may not appeal to everyone, especially if it does not satisfy their most imminent needs.

Using sex sparingly will do companies wonders, especially if they have the right product fit. With pornographic industries on the rise, sexual content has become more accessible and accepted in society and as a result, the marketing forecast sees plenty of sex in the future simply because it satisfies an ageless need.

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My Thoughts on Marketing Myopia

Marketing Myopia

Theodore Levitt’s Harvard Business Review article “Marketing Myopia” essentially states that companies need to focus on the correct target audience with regards to demographics and preferences. Instead of creating products to fit the company’s needs and vision, companies need to create products that provide the most consumer value.

Consumer response is the best tell-tale sign of the success of a company. Therefore, companies need to focus marketing strategy to promote a both sustainable and distinguishable product from other competitors. By focusing on company needs, inward marketing strategies are usually too suited for the short-term. In subjective industries driven by consumer taste and income, companies without long term marketing strategies will not gain traction.

A marketing strategy should not target one audience, but segment the target market to include many fields and capacities and satisfy many needs. Marketing strategies often play to highlight the company but in actuality they lose sight of what the company’s purpose is in its industry or what benefits it can bring to consumers that drive it. It is important to be open-minded to create a long-term marketing plan that accounts for stiff competition and other risk analyses. The surefire way to conquer this is to focus on satisfying consumer needs and wants. This involves treating consumers properly by marketing transparently and respecting consumer privacy. Ford’s creation of the Edsel vehicle was innovative and a great accomplishment for the company, but it was not an accessible or practical product for their target audience- families.

With regards to innovation, companies need to use it wisely. Innovation needs to help better satisfy consumer needs or else it just becomes a deadweight expense. It is simply not enough to employ the latest innovation for the sake of updating the business- it needs to add consumer value to a product.

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Mommy look at at that, I wanna be fat!

Fast food marketing to kids skewed

Obesity in children is a growing epidemic in the United States.  Fast food companies use everything from celebrity endorsements to direct media advertisements to promote their products. The influence they have on what children choose to eat is tremendous. This begs the question, when does corporate responsibility stop and personal responsibility begin? Should fast food companies be responsible for the influx of advertisements highlighting bad products or is it a matter of common knowledge that such foods are dangerous?

Fast food companies take advantage of their targeted audience. By failing to disclose detrimental effects of eating their food, they set children up to make poor choices. The naïve child’s mind is no match for the tantalizing image of a burger or a Happy Meal toy. McDonalds’ advertisements preach for one to eat with them every meal of the day. How can a child’s cognitive ability allow for them to think otherwise? However, since marketing directly connects with the public, to what extent should it be honest and transparent? By preying on the minds of children in not fully making them aware of the harmful effects of their food, an ethical climate cannot be created. According to the American Marketing Association’s code of ethics, advertising needs to be transparent and honest, while also accepting responsibility of all consequences.  Fast food marketing clearly complies with none of these requirements.

Why should fast food companies want to change? They want us to use their products simply because that’s how they generate revenue. The promotion of shoddy products allows them to make millions, even at the expense of consumers. At the end of the day, their loyalty is to their stakeholders. It is up to consumers to exercise personal responsibility to look for healthier options. It all depends on who consumers want to see go first, them or the companies.

 

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