Discussion 9 : Marketing Management
TonKung
MarketM9.docRead the Omni-channel Integration and answer the following questions:
- Social media is often over-hyped. Yes, as a method of communication, social media has altered the way information is shared by consumers, businesses, and governments alike. But it is not the end all be all for marketers. There are many other marketing channels available today that provide value to advertisers in ways that social media cannot. It's not to say one marketing discipline is better than the other. But instead, let's learn how to integrate your useof social media with other marketing channels as well.
This is known as Omnichannel Integration. When your organization has successfully coordinated the use of your marketing channels to achieve the same objectives. The goal of omnichannel integration is to provide tailored messaging coordinated across different mediums to engage your target audience at all possible touch-points. For example, a consumer goes to Disney's website to read a blog about the most kid-friendly hotels at their parks. Then the next day they see a sponsored video on Facebook about a past customer's experience; further highlighting what it's like to visit their theme park.
And then finally, the same person is browsing a different site two weeks later and sees a display add about discounted tickets to Disney World. This is omnichannel marketing. Each channel further supported the experience the consumer was having on the previous channel,eventually leading to a ticket sale. Notice that the same exact messaging isn't repeated.Instead, each channel acts as a different touchpoint for consumers that provides a consistent experience.
Social media should compliment your email marketing, events, direct mail, paper click-adds, and vice versa. An omnichannel approach is effective because it delivers one unified experience for customers. Since consumers are active across many platforms and devices, an omnichannel approach is required to reach them on each touchpoint where they spend time online and offline. As you begin to plan a marketing campaign for your organization, start with your goals.
Then the campaign's focus will come together to inform what strategy, channels, and tacticsyou'll need to implement. Orienting towards your goals will also help you more quickly and efficiently coordinate social media with the rest of your channels. Your social media activity should support your other channels; but the opposite should also be true. Say you're hosting a giveaway on your company's Youtube channel and to increase participation you announce it within your monthly newsletter and in a blog post.
This way the other marketing mediums you're active on support a campaign living on social media to help increase the number of entries. In the end, the goal is to integrate social mediaand your channels together to deliver one concise experience for your audience while achieving your goals.
Question One
Develop a digital and social marketing communications plan using communications channels for your hypothetical business.
Question Two
Is social media right for your hypothetical business? Did you mark yes to the majority of the questions in the checklist ? If so, what social media channels would you use and why? If not, why is social media not right for your business? Complete and upload the social media checklist. (Checklist as attach file please.)
Question Three
How would you modify the messaging specific to digital/social media and personal selling? Provide an example to illustrate this point.
Respond to Peer(s)
Read and respond to at least two of your classmates' posts.
Respond to Peer 1 : Steven Bippus
The digital and social marketing that I will be using for my dog grooming service will highlight the skills of our groomers via photos of the dogs being groomed. A photo collage app will allow our groomers to easily take before and after photos of the dogs. With the client’s permission, these photos will be uploaded to our facebook and instragram pages. These photos can then be shared online which will raise awareness of our brand. This will also allow potential customers an easy way to access the business through both comments and direct messages.
Social media would be perfect for our business. The majority of customers in the age range we are targeting are likely to have social media accounts so reaching this way would be the most cost effective strategy for my business.
YES Is your audience using this social network?
YES Does this channel have a large, active audience?
YES Do you have the necessary resources to maintain this channel?
YES Does your organization have the expertise to succeed here?
NO Are your competitors active on this channel?
YES Is it possible to achieve your marketing goals on this platform?
YES Are you able to invest in the types of content typically shared here?
YES Does your team grasp the unique features and nuances of this channel?
YES Can your company afford to pay for advertising on this social network?
YES Does the context of this platform’s use align with your company’s offerings?
YES Can you reasonably measure and report results for this channel?
YES Have you personally tested this network to understand how it’s used?
YES Will your team enjoy using this channel to reach your customers?
YES Does this channel facilitate customer service requests for your customers?
YES Are you willing to innovate on this network, moving beyond best practices
The messaging that will be used for our digital media will be one of showing the quality of the service provided. Many people enjoy seeing pictures of cute dogs and sharing them with their friends. Our photos will have the company name and logo on them so that everyone will know where the work was done. This will increase exposure to the brand and allow for a modern day word of mouth advertising. Further, promotions will be provided to those customers who chose to promote and share how they feel about the work that was done so ad to further encourage the awareness of our brand.
Respond to Peer 2 : Sherry Carroll
Question One
· Develop a digital and social marketing communications plan using communications channels for your hypothetical business.
My hypothetical business will utilize social media platforms and a mobile app to connect with online audiences. Its ddigital marketing plan will also include social media training, blogger development and online community management allowing organization to engage its audiences in a targeted, personalized yet cost-effective manner (Worldcom, 2019).
Question Two
Is social media right for your hypothetical business? Did you mark yes to the majority of the questions in the checklist ? If so, what social media channels would you use and why? If not, why is social media not right for your business? Complete and upload the social media checklist.
Yes, social media is right for my hypothetical business. Yes, was marked for all but one question on the checklist (see attached). Based on business target market and marketing goals the company will use the following social media channels: Bing, Discussion Boards and Forums, Facebook Live, Twitter, Blogging platforms, Snap Chat and Instagram.
Question Three
How would you modify the messaging specific to digital/social media and personal selling? Provide an example to illustrate this point.
I would encourage company beauty consultants pursue social media leads. For example, use Twitter to find opportunities and LinkedIn to find names of the true buyers inside organization (Smith, 2014).
References
Smith, J. (2014). How to Use Social Media to Make Sales. Retrieved from https://www.forbes.com/sites/jacquelynsmith/2014/01/10/how-to-use-social-media-to-make-sales-2014/#7c529ae77a5d
Worldcom. (2019). Digital and Social Communications. Retrieved from https://worldcomgroup.com/our-expertise/digital-and-social-communications
