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Hi Madison,

I enjoyed reading through your blog post on the experts talk because you did a different one than I did so it was interesting to read about a different expert talk than the one that I did. The summary that you gave on the video made it very easy for me to follow what was happening exactly even without listening to the video myself. That makes it very easy for the reader to understand what you are talking about later in your blog post, and that gives the reader room for them to add their own thoughts to the idea as well as helping you know in a different persons eyes what the video was really talking about. The 24/7 news is a good talking point because the way that the world is moving faster and faster it is good for them to make changes to the news any time of the day not just a few times a day. That really helps people stay on top of different things that are happening around them and makes them more aware is something bad is happening around them. Great blog for this week because it was very easy to understand the topic that you were talking about.  

Expert Analysis 2

              The Social Media Planning expert video from Adelyn Biedenbach who is the director of digital media for Florida Panthers gives insight into creating a content plan. She talks about the importance of the 24/7 News cycle and how in digital marketing a company needs to be constantly producing digital content or how in her words “feeding the content beast” this is great for developing content. 

he gives steps on how to do this year-round within steps, such as understanding your organization; meaning understanding it socially and externally as well as internally. Understanding the organizations goals, and to do this regularly because they can change. Also, to learn the KPIs, some examples included direct sales, brand exposure, and customer service and ways to measure each one. The next step she listed was knowing who to call within your organization for when prospects have a question, so that you are ready to answer them. A really interesting step that she talked about was knowing your stars, which she described as a company’s regular content schedule. Each star represents a content piece that the company will regularly utilize, she uses the example of if the company is rich in history a throwback Thursday post may be something that is used within the regular content and therefore is one of the company’s stars.

Biedenbach talks about how thinking day by day to put a content plan together is very important because doing this helps a marketer know the industry, see how content posts changes in likes, and clicks from morning to afternoon. As people utilize social media at all different times, and the popularity of a post can be different based on the time it was posted, and also to be prepared for anything. This means we have to be flexible and be willing to change, because social media and technology is always changing and adapting. We need to constantly re-evaluate timing, stars, and strategies. We need to always be utilizing the tools given to use such as calendars, schedulers, social listening, analytics, and industry newsletter.

Social media planning is really important like Biedenbach says, being able to adapt regular content for a company by using stars can be very useful. I follow the company Gymshark on their social media page and within this company you can see this regular content being utilized, between workout posts, new clothing release posts, event posts, and motivation posts their content is fairly the same week to week. “The develop your stars” tool is something that can be utilize for years to come, of course they may change as we advance and as company’s change but a regular content schedule is a tool that can be used across any company.

References

Biedenbach, Adelyn. Social Media Planning. YouTube. Retrieved sept 30 2019 form

https://www.youtube.com/watch?time_continue=457&v=WdSBUfUXDYc

https://www.instagram.com/gymshark/?hl=en

[mswan4-blog]

Hello Blair,

I really enjoyed reading through your blog because of the article that you chose made it a very interesting read. Looking at the article name I could see where you got the idea that it was going to be a negative article, but then reading through it myself I had a change of heart just like you did. Overall the article that you picked was interesting to read, and I enjoyed reading through your opinion on the article. 

Article Analysis Blog #2

For this week’s article analysis blog #2 I chose to write about social media which we discussed in this week’s digital marketing concepts. This was published by The New York Times. The article that I chose was titled “I Used to Fear Being a Nobody. Then I Left Social Media.” This article was published on October 1, 2019 by a gal named Bianca Vivion Brooks.

When first learning about this article I thought it was going to be completely different than what I ended up reading. I went into this article believing that it was going to be about social media bringing people down and the bullying aspects of social media. Instead when reading the article, I learned that it was about a great writer that had a bunch of followers that posted great content for all her viewers to see. During the time that she was creating this great content she decided to stop. During her time away from social media she began receiving emails and DM’s from her followers asking where she had been and that she couldn’t stay away forever. During that time, she realized how great of a writer she was and learned that it was important that she goes back to creating great content for her viewers. Her first post back was about her dad that had just passed away. When typing the post and before she submitted it to her feed, she feared that all her followers had forgotten about her or moved on to another content creator. Her fear was that nobody would like her post anymore and that nobody would see what she had to say. I think this was a great article that made some great points on why social media can cause stress for many people. There are many people that use social media and I doubt Bianca Vivon Brooks is the only one that fears about what she posts. This articles relevancy to this week’s concept is based on content. “Original content is what naturally springs to mind for most people when they think of company social media content. In addition to (1) original content, a company can also post (2) user-generated content, (3) co-created content, and (4) curated content (Lauren & Draper).” Content on social media for some people is the most important thing because that is how they make their money. With the rise of social media becoming more popular it is creating more opportunities for people to make a career from it and the content they create. “Social Media Marketing is one of the most beneficial forms of digital marketing. By utilizing it in their marketing strategy, businesses can establish a stronger digital presence and become more recognizable (Media, 2017).”

References:

Brooks, B. (2019, October 1st). I Used to Fear Being a Nobody. Then I Left Social Media.

https://www.nytimes.com/2019/10/01/opinion/quit-social-media.html?rref=collection%2Ftimestopic%2FSocial%20Media&action=click&contentCollection=timestopics&region=stream&module=stream_unit&version=latest&contentPlacement=1&pgtype=collection

Lauren & Draper. (n.d.). Digital Marketing Essentials. Chapter 9 Section 4.

https://edify.stukent.com/app/publication/d801ea3f-55b7-4374-ac5a-03d0e2cff93f/417149a8-ec84-467e-97c5-5e8291f3d39a/360b4970-a012-438c-a469-bc9ef8f8d243/8308cac4-3979-4b7e-8f3a-5f853f2b90d9/view

Media, G. (2017, July 12). Why is Content so Important in Social Media Marketing

https://www.godotmedia.com/importance-of-content-social-media-marketing/

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Email Marketing

             The option that I chose for this assignment is option two. First off listening Larry Kim I really connected to one of the first things that he said where all the emails are going into an email jail or spam account. I understand where he is coming from that because of one thing doing it to people, and that one thing is cell phones. In today's world people are looking at their phones none stop, and having your email hooked up to your phone could go one of two ways. The first way that I think it could go is if someone looks at their phones to be on email then they will check that email that pops up and read through it. The other way which is the most common way is people swipe those emails right off their screen. Putting my own experience in it, I get emails all the time throughout the day, but if I am looking at something else or busy with something, I usually swipe it off my screen. Then there it will sit unread for the longest time until I get on a computer and see that I have fifty different unread messages in my inbox. Then after they have built up for so long, I just mark them all as read and don’t read them at all. I see where Larry is coming from because there are a lot of people out there that are like me and just swipe it off and never worry about reading them.           

        The second part of option two was to listen to April Mullen about how email advertisement is still going up today. She starts off by talking about how many people have emails, and how many emails are sent out a day. The numbers that she throws out there is a very high number, and after talking about the numbers she talks about why emails are a successful way to advertise still. The answer that she gave is the same answer that I gave to why peoples emails go into spam boxes, and that answer is cell phones. She talks about how now people don’t have to go to a desktop to access their email because they have the email right there in their hand or pocket. That may make it easier to get more emails to customers, but it also makes it easier for people to just swipe the email right off their screen. Overall, I believe it depends on the person when it comes to using emails as advertisement.                

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Social Media in Marketing

The article that really caught my eye is more of a why social media is good for marketing. The article that I found is a little older but still blending in with the news that is still being talked about today. The name of the article that I found is, “15 Reasons Why Marketing Through Social Media is a Must for Every Small Business.” This article was written by Keran Smith, and it was written August 2019. This article makes it a lot easier for people with less experience in the social media world really understand why it is a good idea for them to get their small business up and running on social media. It talks about how much better their business would do if they got their name out there using the social media tool.

           Looking into this article even more it had a lot of ideas that go along with the book, and the concepts we are talking about this week. The article talks about what the company is looking to accomplish with using social media, and that ties right into what the book was trying to say. According to the book, “Companies post content to their social media profiles with the intent to either (1) create first-time customers or (2) facilitate additional purchasing by previous/current customers. Posting on social media can also have an effect on the search engine rankings so a third purpose of regular social media posting is to (3) conduct SEO.” What I get out of that is that they are looking to post on a regular basis because they are trying to create more opportunities for themselves. To start off the next point I want to make, I want to say that one thing that I have learned when it comes to social media and marketing is that there is no such thing as bad advertisement. When it comes to advertisement anytime someone sees your name that means your name is out there. According to Erica Verrillo, “The trick is to generate enough publicity — bad or good.” This really backs up my point in this because no matter what business someone is trying to run if their name gets out there that is better for the company. Yes, it isn’t the best when a company’s name gets put out there in a bad way, but if that company apologizes and makes it right for that person then there should be no problems. Also getting it out there that your company owned up to its mistake makes if look good to other people.   References  

Smith, K. (2019, Augest 12). 15 Reasons Why  Marketing Through Social Media is a Must For Every Small Business. Retrieved  from LYFE Marketing :  https://www.lyfemarketing.com/blog/marketing-through-social-media/

Verrillo, E. (2018, April 25). Bad Press is  Better Than No Press. Retrieved from The Writing Cooperative:  https://writingcooperative.com/bad-press-is-better-than-no-press-64bbbd51e538

  Draper, L. &. (2018). Digital Marketing Essentials.

[mswan4-blog]

Hi Madison,

Really enjoyed reading through your blog post due to the fact that you where excited yourself about the topic. Liking to research a topic makes a post more fun than having to do it for school. The article that you chose made it very interesting to read because it made me want to read through the article after I read your article. You did a good job explaining the article and tying in the information from the book and other sources. Overall good article and ways of explaining it. Really enjoyed reading through your blog then the article its self. 

Article Analysis

The topic that really interests me when it comes to Marketing is targeting the audience. I always think it is one of the most intense processes when it comes to the process of getting a product out on the market. In an article provided by Metric Digital, which is a marketing agency announced that they have “launched a new web application that helps direct to consumer brands search a comprehensive database of over 1100 best in class advertising creative examples” (Metric Digital) This new launch this week dives into blending performance best practices with strong brand identity. They discuss how this new web application called The Ad Creative Bank is organized by creative type and format, and finding the best combinations between them to make this program applicable “across an array of verticals” (Metric Digital). Jennifer Yesbeck in her blog The Importance of Targeting in Marketing (And How to Include it in Your Strategy) discusses that in today’s world trying to talk to everyone out there will get you nowhere. Trying to do that is “vague and generic” (Yesbeck) That is why when utilizing the web it is important to target the market of selling, and this new tool really helps direct consumer brands, meaning that with this tool the companies that Metric Digital market for will have more access to creative advertising. This data base will open up new opportunities for companies to target their audiences in more creative advertising ways. In chapter seven of Digital Marketing Essentials Larson and Draper talk about reasons why consumers can have a nonresponse to ads that are displayed online. Larson and Draper list eight reasons on why this might happen, but with target marketing we can limit these non-responses by targeting to the right audiences. Larson and Draper state that five situations of audience selection, awareness, interest, desire, and action are all important aspects in “ad targeting- showing ads to the right people at the right time in the right context” (Larson and Draper). Target audiences are important whether it is online, in a magazine, or in any other marketing setting. Technology is constantly changing, and with the constant updates it has marketing also needs to stay up to date. Metric Digital is advancing with technology keeping up to date with new creative ways to help companies target the correct market audience. Throughout all sources it shows that target audience is an important part in the marketing process.

References

Larson & Draper, (2018) Digital Marketing Essentials. Chapter 7

Yesbeck, Jennifer, Targeting in Marketing: How to Include it in Your Strategy) Retrieved on September,

18 2019 from https://blog.alexa.com/targeting-in-marketing/

Metric Digital, Sept 18 2019 Metric Digital Launches The Ad Creative Bank, A Tool To Help Direct To

Consumer Brands Get Creative Inspiration Fast, PR NewsWire Retrieved September 18 2019 from https://www.prnewswire.com/news-releases/metric-digital-launches-the-ad-creative-bank-a-tool-to-help-direct-to-consumer-brands-get-creative-inspiration-fast-300920656.html

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Digital Marketing

I was reading through Yahoo Finance when I came across a article about a new digital marketing agency that is based in Singapore that is revolutionizing digital marketing. The agency is being opened by Alex Lee Mong Yang, who is a Facebook branding and performance marketer. ACCESSWIRE writes this article on September 19, 2019 through the Yahoo Finance platform. To sum up the article it is about the start up of this company, and the different things they will be trying to accomplish through the company. ACCESSWIRE writes, “As a company spokesperson noted, Surge Advertising offers full scale digital marketing services for their clients; this includes online media buying, PPC, SEO, content creation, copywriting, video creation, graphic design, online reputation management, follow up sales and more.” These are all of the things that the company is trying to accomplish for their customers. I think through the article they do a good job on talking about what the company wants to accomplish and how they plan to accomplish. As well as giving information about Alex and his background in this line of work with all of the people that he has helped in the past. One of the things this company is going to do is help design banner ads for people to help grow their product. According to the book,” An affective display ad must have the following: Attract attention, communicate a value proposition, and Invite Action.” In the first part Attracting attention they are hoping to catch the eye of people scrolling through a website and make them interested enough to come look at the ad or website. The second part they are trying to do is communicate a value proposition. This means they are trying to show the customer exactly why they should want to purchase what they are advertising. The final is inviting action. Now that they got the customers attention and they want to buy something they need to be able to click the link to go get what they want. The final thing that stuck out to me about this article is them talking about this company helping with the follow up sales. In sales the most important part is to follow up the sale. According to Linda Ray, “Naturally, the ultimate goal of follow-up after a sale is to generate more sales. Customers are far more likely to purchase from someone they trust who acknowledges their patronage and provides excellent customer service.” A company that will help with this prosses will help the company succeed and grow. https://finance.yahoo.com/news/alex-lee-mong-yang-launces-124000267.html

  References

ACCESSWIRE. (2019, September 19). Alex Lee Mong Yang Launces Surge Advertising, an Advertising Agency That Will Revolutionize Digital Marketing. Retrieved from Yahoo Finance: https://finance.yahoo.com/news/alex-lee-mong-yang-launces-124000267.html

Draper, L. &. (2018). Digital Marketing Essentials.

Ray, L. (n.d.). The Importance of a Follow-Up After a Sales Call. Retrieved from Chron: https://smallbusiness.chron.com/importance-followup-after-sales-call-76093.html#targetText=Naturally%2C%20the%20ultimate%20goal%20of,they%20should%20ask%20for%20referrals.