Week 9 Discussion- Marketing for Competitiveness

Marketing for Competitiveness

Week 9 Learning Resources

Influencer Marketing

With the expansion of social media, the concept of the “influencer” has also continued to grow. Historically, marketers had to rely on their own ability to come up with effective campaigns and messaging to persuade consumers to purchase a brand’s products or services. With the rise of influencers, however, brands are now able to benefit from these individuals’ social media reach to get their messaging to a wider audience. Influencers share videos, review products, and give their feelings about and perspectives on different companies and brands. And their ability to persuade others to change their attitudes, perspectives, and buying behaviors can have a significant impact on the success of a brand. Some marketers might even consider the use of influencers as practically “free marketing.” Through these resources, you will examine the use of social media influencers in marketing.

· Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020).  Navigating the new era of influencer marketing: How to be successful on Instagram, TikTok, & coLinks to an external site. .  California Management Review ,  63 (1), 5–25. https://doi.org/10.1177/0008125620958166

· Schillewaert, N. (2020, July 7).  Brand religions: The 3 beliefs of the influencer religionLinks to an external site. .  InSites Consulting . https://insites-consulting.com/blog/brand-religions-the-3-beliefs-of-the-influencer-religion/

· TEDx. (2019, March 18).  How influencers have transformed modern marketing | Rachel David | TEDx VancouverLinks to an external site.  [Video]. YouTube. https://www.youtube.com/watch?v=gbbEXnRG9d8

· Think Media. (2019, September 26).  How to use influencer marketing to grow your business (strategies & examples)Links to an external site.  [Video]. YouTube. https://www.youtube.com/watch?v=popowMuKyjY

Social Media and Messaging

Crafting an appropriate message is critical to the success of any marketing campaign, but when those messages are being sent through social media and other online networking platforms, there are particular considerations marketers must make for when, how, and through what means their brand messages are received. Using these resources, you will examine the use of social media to deliver messaging for a company or brand.

· Brand Master Academy. (2020, February 21).  Nail your brand messaging strategy with these 6 principles  Links to an external site.  [Video]. YouTube. https://www.youtube.com/watch?v=wZapji2x7QE

· Harvard Business Publishing. (2015, September).  Vision statement: Why some videos go viral .  Harvard Business Review ,  93 (9), 34–35.

· HubSpot. (2020, April 13).  How to advertise on the top social media platforms  Links to an external site.  [Video]. YouTube. https://www.youtube.com/watch?v=VNMIb-wOA_A

· James, L. (2020, September 11).  How to develop a social media strategy step by step  Links to an external site.  [Video]. YouTube. https://www.youtube.com/watch?v=PKUn7wU5sIc

· Moorman, C., & McCarthy, T. (2021, January 19).  CMOs: Adapt your social media strategy for a post-pandemic world .  Harvard Business Review Digital Articles , 2–5.

· TEDx Talks. (2018, October 30).  How social media is changing the face of marketing | Teresa Heath-Wareing | TEDxTelford  Links to an external site.  [Video]. YouTube. https://www.youtube.com/watch?v=ekPGf3QeBlE

Video Marketing and Promotion

Video marketing is the strategy designed by marketing teams to create, curate, and utilize videos as a means of marketing their products or services to their target audience. The idea is to keep audience members engaged with the brand in a way that’s simple and easy to digest. Video marketing is the use of video to raise awareness, create engagement, and drive sales. It’s only a part of digital marketing, albeit a massive one, and overlaps with content marketing. Video marketing is now so widespread that it’s a must-have skill for all marketers.

· Ahrefs. (2020, February 19).  How to use marketing to grow your business  Links to an external site.  [Video]. YouTube. https://www.youtube.com/watch?v=QCgDIhvFkCM

· 365 Careers. (2017, July 3).  The marketing mix – marketing promotion  Links to an external site.  [Video]. YouTube. https://www.youtube.com/watch?v=ZBKWqdAS7nA

Diversity and Inclusion in Marketing

Diversity and inclusion in marketing allow for the development and creation of campaigns that can help drive business, but it’s also the right thing to do. As marketers, we need to do the work to reflect our world more accurately and, in turn, create the more just and equitable world we all deserve. Diversity in marketing can bring new perspectives and ideas to the table, as well as promote an understanding of different communities and cultures. Understanding these components can lead to increased revenue and brand loyalty for businesses. Using these resources, you will examine aspects of diversity and inclusion in marketing.

· The Business Professor. (2021, February 9).  Cultural factors impact marketing  Links to an external site.  [Video]. YouTube. https://www.youtube.com/watch?v=_1_d5-AGq0Q

· Gynn, A. (2020, June 5).  How to do diverse and inclusive content marketing that matters  Links to an external site. . Content Marketing Institute. https://contentmarketinginstitute.com/2020/06/diverse-inclusive-content-marketing/

· Lumen Learning. (n.d.).  Reading: Cultural factors shaping the global marketing environmentLinks to an external site. . In  Principles of marketing . https://courses.lumenlearning.com/vccs-mkt100-17fa/chapter/reading-cultural-factors-shaping-the-global-marketing-environment/

· sociallink. (2020, September 19).  Diversity and inclusion in marketing  Links to an external site. . https://www.sociallink.com/blog/diversity-inclusion-marketing-agency

· Zalis, S. (2019, November).  Inclusive ads are affecting consumer behavior, according to new research  Links to an external site. . Think With Google. https://www.thinkwithgoogle.com/future-of-marketing/management-and-culture/diversity-and-inclusion/thought-leadership-marketing-diversity-inclusion/