Taco Bell is one of the more creative companies on social media. This article, “ How Taco Bell stokes the flames of fan love ,” (The Drum, June 15, 2017) describes some of the fast food (or QSR – quick-serve restaurant) restaurant’s efforts—including the video below. Based on reading this article and seeing some examples of Taco Bell’s promotions on social media, what do you think are Taco Bell’s promotion objectives with its social media campaigns? Offer specific examples to support your points.
Online advertising is dominated by Google and Facebook, accounting for more than 70% of all online advertising. Snapchat hopes to get a bigger piece of that pie. This blog post “ How to Optimize Snapchat Ads ,” (Taktical.co, June 5, 2017) describes the potential opportunities and offers a few examples of brands that have successfully advertised on Snapchat. What are some advantages and disadvantages to Snapchat as compared to traditional media (consider television and radio)? What are some advantages and disadvantages to Snapchat as compared to other social media (consider Twitter and Facebook)?
Many brands are using social media channels to communicate with consumers (B2C). Recently, some B2B firms have started using social media to reach out to organizational buyers and build a relationship and reputation among consumers or employees. A survey of marketing managers was recently published, “ 2017 Social Media Marketing Trends: Top B2B and B2C Networks and Paid Channels ” (MarketingProfs, June 6, 2017). Look at two major B2B firms Facebook pages – Cisco and GE . Review these pages and Chapter 6’s Model of Organizational Buying Behavior (Exhibit 6-4) and Major Sources of Information Used by Organizational Buyers (Exhibit 6-6). How are Cisco and GE using their Facebook pages? What do you think are [Continue Reading …]
To communicate with target customers marketing managers must make decisions about which media to use: television, radio, the Internet, magazines, social media, etc. Marketing managers will often keep a close eye on the media habits of their target customers. Media habits usually only modestly change from year-to-year. But the evolution of the Internet has resulted in faster change—especially among younger people. This article “ Have Media Habits Changed Among Millennials and Teens? ” eMarketer, June 19, 2017, reports the results of a recent survey of 1173 U.S. Internet users age 13-34. This article compares media usage for teens (age 13-17) and millennials (age 18-34). It also asked questions [Continue Reading …]
Chapter 16 introduces earned media (including positive press mentions) and social media. An article in Bloomberg Businessweek “ Proof You Can Sell Sunglasses Using Social Media ” (November 4, 2016) shows how the Spanish sunglasses brand Hawkers has utilized social media to grow its brand. The company’s Instagram and Twitter accounts have more than 450,000 and almost 200,000 followers respectively. The article also describes a guerilla marketing campaign tied to the iPhone introduction. Look at the list of “Key Terms” (terms listed in bold/red in the chapter) at the end of the chapter. For how many of the terms listed can you find an example from this article? List each [Continue Reading …]
When we were researching and writing chapter 16, Snapchat was a somewhat distant 6th place finisher in the social media race. Just one year later — which shows how fast this space is changing — Snapchat is a real player, especially when targeting Generation Z (those born since 1995). More importantly for marketing managers, Snapchat appears to have figured out an advertising strategy — while Twitter and Instagram continue to struggle in that area. Hubspot’s Marketing blog identifies “ 10 of the Best Brands on Snapchat Right Now (And Why They’re So Great) ” (April 27, 2016). This article is long – so read the first section and then choose to review 2 of the 10 [Continue Reading …]
We have all enjoyed the ALS Ice Bucket Challenge over the last few weeks — with their attention on social media, many of our students have seen more buckets dumped than us. But what lessons we can take away from this viral smash hit? This article in AdAge begins to answer the question, “ What [they think] Marketers Can Learn From the Ice Bucket Challenge ?” (August 20, 2014). The article also offers some background and history of the Ice Bucket Challenge. One of the earliest video launching the phenomenon is shown below (see article for more details). While the Ice Bucket Challenge has been wildly successful in helping ALS raise awareness and money — it [Continue Reading …]
The Thai Life Insurance Company has produced a video that is beginning to take the Internet by storm. This clearly demonstrates two qualities important for viral success — generating emotion and telling a story. This story needs only a little translation — which is provided with subtitles. It will surely bring a smile to your face. Will it sell more life insurance? Why? or why not?