Eportfolio Assignment: Effective Media Evaluation

Abstract

This blog post will provide an in-depth analysis into 5 communicational techniques communicated to the target audiences through print, electronic, internet, outdoor and alternative mediums. The analysis will include highlighting the intended message, defining the target market, outlining the positioning strategy and evaluating the overall techniques and associative execution

Print

Source: (Image of Heinz Ketchup Print Advertisement, n.d.)

Description
This print advertisement, found in magazines, illustrates a stack of sliced tomatoes layered upon one another and labeled with the Heinz ketchup bottle product label, whereby underneath is the statement that “No one grows ketchup line Heinz” (Image of Heinz Ketchup Print Advertisement, n.d.).

Target Market
The target market is women and men ages 18-30, and women ages 18-40; this market encompasses college students, and mothers.College students are targeted as they are known for consuming foods that pair well with condiments, and mothers are targeted given that children usually desire ketchup and mothers are, more often than not, the grocery purchasers of a household.

Positioning Strategy

The ad seeks to position the brand & product as being respectful, honest and wholesome. This is seen in wide array of product lines that have been trusted in households since the brand name launch in 1869 (H.J. Heinz Company, n.d.). The given advertisement speaks to the wholesome nature by implying that its ketchup products are “natural” as illustrated by the tomato element.

Message Objectives
Message objectives are to bring awareness to Heinz level of quality and to generate both new and repeat purchases.New purchases are based on enticing the consumer regarding the quality of the product and repeat purchases based on reminding consumers of why they love the brand.

Appeal Techniques
This ad utilizes the appeal technique of rationality.The advertisement appeals to the consumer rationality in that it notes the logic behind choosing its brand for its reputation and quality ingredients.

Execution
An authoritative approach in the execution framework of this given advertisement.The main message outlined loud and clear in an assertively phrased statement. In stating that “No one grows ketchup line Heinz”, the company is telling the consumer directly what the message is and how it should be conveyed

Evaluation
Congruency to Media: 5/5- appropriate medium to show simplicity of “natural” ingredients.
Message Clarity: 5/5 speaks message in a clear and authoritative tone.
Visual Appeal: 5/5 colour choice and image vibrancy/realism are appealing.
Relays Benefit: 5/5- denotes the quality ingredients through statement and image.
Reflects Brand’s Character: 5/5 – message aligns with brand personality of honesty and wholesomeness.

Electronic

Description
“Asking Amy” is a television advertising for Best Buy that featuring comedian Amy Poehler bombarding Best Buy sales staff with questions regarding the vast array of products offers at its stores.

Target Market
The target market of this advertisement in males and females aged 20-30, with low to middle incomes that are technological savvy. These individuals have a behavioural preference for shopping ease, and have urban lifestyles.

Positioning Strategy
Best Buy seeks to be perceived as being honest, and amicable. It promotes its exceptional customer service with the ability to answer all consumer needs regarding its products.

Message Objectives
The objective is to raise awareness of the corporate structure (i.e. No commission) and awareness to the quality of service provided at the organizations stores. The overall objective is to entice individuals to choose Best buy for their technological purchases because of the ease of the experience.

Appeal Technique
The appeal technique used is humour via the portrayal of an unrealistically conflicted consumer who subjects the Best Buy staff to answering her series of humorous and somewhat inappropriate questions

Execution
The execution framework used is dramatization mixed with fantasy.Dramatization is seen via the consumer having unanswered questions and transitions through the act of receiving service from the Best Buy Staff, ending in resolution & satisfaction.The fantasy component is illustrated by featuring an extreme personality and disposition coinciding with a situation that one wouldn’t expect to play out in real life, but nonetheless it’s funny to make believe that the situation would occur.

Evaluation
Congruency to Media: 5/5- appropriate TV spot choice to illustrate long-winded interaction between consumer and staff.
Message Clarity: 5/5 message is apparent throughout in staff’s actions, as well as in the ending statement “Thousands of experts ready to help”.
Visual Appeal: 5/5- with the use of a well know comedian, and the humour fast paced interactions, the commercial is extremely visually engaging.
Relays Benefit: 5/5- the benefit of quality consumer service is apparent throughout every aspect of the advertisement.
Reflects Brand’s Character: 5/5- aligns perfectly with Best Buys established character of being easy, helpful and amicable.

Internet

Visit interactive version at http://www.bannerblog.com.au/2006/03/gti_banners.php

Description
This internet banner initially advertised on the Volkswagen website illustrates a VW GTI vehicle of which underneath is a tachometer and the words “hit the gas”. Press on the tachometer then creates interaction whereby the engine revs and the car performs a “burnout”.

Target Market
The target market is males, ages 30-40 years with a moderate income (Knapp, 2009), who enjoy being entertained and seek quality car components.

Positioning Strategy
This internet advertisement seeks to position the VW GTI as a durable and trendy product. Durability is shown in the products ability to withstand the burnout, and trendy in its relation to performing said burnout.

Message Objective
The message objective is to increase consumer’s awareness of the product features, including level of durability. In turn as a result of this awareness, the objective would be that purchases will occur.

Appeal Technique
The appeal technique used is both emotion and rationality.
Emotion is appealed to in the advertisements interactive medium, having consumers “feel” a sort of sense of belonging in being able to participate.
The actual message is translated via a rationality appeal with the concept of the products durability outlined in the “burnout” activity.

Execution
The execution frameworks used in this advertisement are animation and demonstration.Animation is present in the fact that the interactive element is digitally designed.Demonstration is shown via the fact that viewers can actually participate in the “burnout” activity, thus virtually testing out the products features.

Evaluation
VW’s internet banner ranks satisfactory in two arenas, with perfect scores in the remainder.

Congruency to Media Selection: 5/5- internet is the most appropriate medium for “mouse click” interaction with consumers.
Message Clarity: 3/5- satisfactory denotes the quality of the product, with room to better clarify the actual USP of the product.
Visual Appeal: 5/5- Interactive component allows for visual engagement as the image is not static, making for a surprise element.
Relays Benefit: 3/5- satisfactorily relays benefit of durability, with a small margin for misinterpretation, nonetheless the margin still exists indicating room for improvement.
Reflects Brand’s Character: 5/5- aligns with the VW brand’s relevant and trendy persona.

Outdoor

Source: (Brand Infection, 2009)

Description
The Kit Kat Bench Advertisement is a fully functional sidewalk bench converted to look like a kit Kat chocolate bar. The fact that the bench in itself acts as a sign, and it is located outdoors qualifies this as an outdoor promotional tool.

Target Market
The target market is women and males ages 18-15, with lower incomes. These are the individuals who a) frequent bus stops, given that this is where these benches would be located and b) are the largest age category for chocolate bar consumption (Albader, 2012).

Positioning Strategy
The advertisement seeks to have Kit Kat perceived as peaceful and convenient.
Promoted as a relaxing treat that can be enjoyed by anyone.

Message Objectives
The intended message is that you can rely on the Kit Kat product to be a source of relaxation.Illustrated in that the chocolate bar, being the bench, allows for a place to relax. Dually speaking, the consumption of the chocolate bar is to provide a “break” from the everyday routine, implying relaxation.

Appeal Technique
The appeal technique used is humour in the means wit and irony.
The use of the bench is unexpected, and successfully making the connection between the physical relaxation that the chocolate bar bench gives and that which the actual consumption creates.

Execution
The execution framework used in demonstration, giving individuals the opportunity to physically use the promotional medium to make the link between their current state of being (i.e.: relaxed) and that of the products benefit.
Target Market

Evaluation
Kit Kat’s outdoor bench advertisement ranked perfect scores in 75% of the categories, with an above average rating in the remainder.

Congruency to Media Selection: 5/5- great choice of medium (i.e. bench), aligns with product shape and takes well to product packaging.
Message Clarity: 5/5- denotes the “break” aspect for which the Kit Kat bar is known.
Visual Appeal: 5/5- the advertisement is exceptionally appealing due to its colour, and medium.
Relays Benefit- 5/5: medium aids in successfully relaying relaxation benefit.
Reflects Brand’s Character- 5/5: advertisement aligns with Kit Kats fun and careful persona.

Alternative

Source: (Image of Mr. Clean Crosswalk Advertisement, n.d.)

Description
The Mr. Clean advertisement illustrated the alternative marketing approach of guerilla marketing whereby a crosswalk compares the benefit of the Mr. Clean product line.Individuals are interactive with the advertisement by being intercepted at crosswalks.

Target Market
The target market is women ages 25-40 who are of low income.Women are the primary household cleaners, and low income individuals are majority of crosswalk users.

Positioning Strategy
With this promotional tactic, Mr. Clean wishes to be perceived as reliable and of quality.
This is seen in the products ability to get the job done (i.e. making the crosswalk clean)

Message Objective
The objective is to bring awareness to the products ability and purpose in cleaning some of the dirtiest surfaces (i.e. crosswalk), as well as to generate purchases.

Appeal Technique
The appeal technique used is humour, given that the advertisement is unexpected and clever in its placement of a crosswalk.

Execution
The executional framework used is demonstration, as consumers are to see firsthand the benefits of the product (i.e. how the product works). This is done by having consumers eye witness the difference between a regularly deemed white crosswalk bar and that of Mr. Clean’s standards of white given its specific crosswalk bar.

Evaluation
Mr. Cleans’ crosswalk guerilla marketing technique ranks perfect scores in all criterion categories.

Congruency to Media Selection: 5/5- appropriate medium engage consumers and have them intercept the advertisement in a genuine manner.
Message Clarity: 5/5- clearly relays the quality cleaning power of the product through the visual “white bar” element.
Visual Appeal: 5/5- choice of medium, alongside the clever incorporation of the cleaning power is visually engaging through its uniqueness.
Relays Benefit: 5/5- clearly denotes Mr. Clean’s cleaning power as the product benefit.
Reflects Brand’s Character: 5/5- aligns with Mr. Clean’s brand persona of being innovative and tough, as one needs to be tough to be walked on and remain intact.

Insight
Although many of the advertisements evaluated in this post are excellent in delivering the intended message to the target audience while also meeting the outlined evaluation criteria, there was one in particular that was personally found most effective.This advertisement is the “Asking Amy” television ad, as humour was able to consistently keep the attention of the viewer while also subliminally conveying the message of the ease and quality of the Best Buy sales team. This message was once again solidified by having an ending statement of “Thousands of experts ready to help” noting the effectiveness of the team. Notably, the ad was rated 5/5 across the board in the evaluation criteria.

References

Albader, K. (2012, May 1). Chocolate Segment Revs Up Growth. Retrieved from Candy Industry: http://www.candyindustry.com/articles/85161-chocolate-segment-revs-up-growth

Best Buy. (2013, February 3). Best Buy – Asking Amy: Official 2013 Best Buy Game Day Commercial. Retrieved from Youtube: http://www.youtube.com/watch?v=KgmhhVCLgM8

Best Buy. (2013, February 3). Best Buy- Asking Amy: Extended 2013 Best Buy Game Day Commercial. Retrieved from Youtube: http://www.youtube.com/watch?v=61fXa9hTowY

Brand Infection. (2009, June 21). Image of Kit Kat Bench Outdoor Advertisement. Retrieved from http://www.brandinfection.com/2009/06/21/kitkat-bench-outdoor-advertising/

H.J. Heinz Company. (n.d.). Our Company: Trivia. Retrieved from Heinz: http://www.heinz.com/our-company/press-room/trivia.aspx

Image of Heinz Ketchup Print Advertisement. (n.d.). Retrieved from http://25.media.tumblr.com/tumblr_m9h4vcqym01reskpwo1_500.jpg

Image of Mr. Clean Crosswalk Advertisement. (n.d.). Guerilla Marketing . Retrieved from http://newspaper.li/static/41b2161ce36d1a761bd9bd712f453ec0.jpg

Knapp, S. (2009, October 23). Volswagens Virtual GTI Launch. Retrieved from Adweek: http://www.adweek.com/news/advertising-branding/volkswagens-virtual-gti-launch-106575

VW GTI Banner. (n.d.). Retrieved from Banner Blog: http://www.bannerblog.com.au/2006/03/gti_banners.php

Marketing in a Digital World: Course Overview

 Kwantlen Polytechnic University’s Marketing 3311 course, “Marketing in a Digital World”, has been a valuable and informative module of learning. In this course, I was taught to develop a greater understanding for ways in which marketers can use digital marketing tools to further an online brand or increase traffic volumes. Additionally, I was introduced to a variety of ways in which companies currently utilize social media platforms as an integrative communication tool.

Dr Pepper Online Audit Assignment

Prepared By Lisa M. Robinson

• Report: Robinson100202319.OnlineAudit.DrPepper
• Visual Aid: Dr Pepper Online Audit Prezi

In this assignment, I was required to prepare a memo outlining the online marketing tactics utilized by the Dr Pepper brand. In doing so, I was able to evaluate the overall successes and failures of the brands presence within the online community.

Social Media’s Impact on Customer Service Report

Prepared by Lisa M. Robinson & Mark Wilson

• Report: Social Media Impact Assignment – Wilson Robinson
• Visual Aid: Social Media’s Impact on Customer Service Prezi

Alongside classmate and fitness guru, Mark Wilson, an evaluation of the overall impact that social media has had on the customer service industry was developed. In doing so, Wilson and I were able to develop a set of social media guidelines which serve as a protocol for safe and successful integration of social media tools for customer service practices.

EDBL Marketing Plan Report

Prepared By Summit Marketing Team (Lisa M. Robinson, Mark Wilson, Aneel Mattu and Renit Bains)

• Report: EDBL_Marketing_Plan.Summit_Marketing
• Visual Aid: EDBL Marketing Plan Prezi

Summit Marketing Team created a marketing plan for local company Eat, Drink, Be Local. In doing, we were required to analyze the current operations of the company to determine the viability of the business in today’s economy. After confirming the concepts viability, Summit Marketing was able to develop a series of options in which EDBL could utilize to create monetary plan for its services.

MRKT 3311 Blogs

Prepared By Lisa M. Robinson

• MRKT 3311 Blog Posts

A series of online marketing related topics created from January 2012 to April 2012. Throughout my time in this course, I translated my newly acquired knowledge on a variety of marketing topics into relevant, and information blog posts.

Final Thoughts

This course has provided me with a better grasp on the importance that digital marketing has on the success of a company’s overall marketing efforts. In the future, I will utilize the knowledge I’ve gained when considering my own entrepreneurial ventures. My only suggestions for further improvement of this course would be for a greater emphasis to be put on the application of subjects, as a great portion of the workload was theoretical in nature.

Bibliography

Cain-Jackson, B. (2011). Social Media Image. Retrieved from Technorati: http://technorati.com/social-media/article/bin-laden-death-rules-social-media/

EDBL. (2012). Eat, Drink, Be Local Banner Image. Retrieved from www.eatdrinkbelocal.com

Kwantlen Polytechnic University. (2012). KPU Logo Image. Retrieved from www.kwantlen.com

Wikipedia. (2012). Dr Pepper Logo Image. Retrieved from Wikipedia: http://en.wikipedia.org/wiki/Dr_Pepper

Wilson, M. J. (2012). Mark Wilson. Retrieved from http://www.markjameswilson.ca/

Managing the Communication Process: Course Overview

Kwantlen Polytechnic University’s 3211 Marketing course, “Managing the Communication Process”, has been a great help in furthering my knowledge of the role that communication plays in process of marketing. An essential part of being a great marketer lies within ones understanding of the entire communicative process and the importance this has on properly conveying a message to a desired market.

Throughout this course, I engaged in the analysis of existing, as well as the development of new, marketing campaigns. In doing so, I gained experience in evaluating the content, layout, and overall communicative plan of various campaigns. In turn, I was able to speculate on what led to these various campaigns successes or failures, and what could have been done differently to further improve the result. It was an interesting and innovative course that aided in my discovery of what constitutes as successful paid, earned and owned media, and how these forms of media were utilized by companies.

Project Example

The following project was developed as part of a “News Watch” assignment, in which students were required to evaluate a current marketing campaign, highlighting the weak and strong points of the advertising efforts. As part of this assignment, I looked at the following subjects:

• Forms of Media (Paid, Earned, Owned)
• Colour Theory
• Composition, Layout & Design
• Consumer Behaviour

I chose to analyze was the “My After” campaign launched by “Got Chocolate Milk?”, in which I prepared my visual aid using Prezi. The actual report can be viewed here:

My After Campaign- News Watch Assignment

However, feel free to view my visual accompaniment as well, (click here to view).

I would encourage all marketers to familiarize themselves with the communicative process found throughout all marketing efforts, as it is a fundamental component in ensuring a message is properly relayed to the desired audience. Developing a well-rounded understanding of what constitutes as, and how to manage, the communication process could very well be the difference between a marketer’s success and failure in the marketing world.

In the future, I will definitely utilize the knowledge that I’ve gained during this course in both my professional and personal life. From an everyday perspective, I will be able to better recognize the tactics and marketing themes used in everyday advertisements. In doing so, I can evaluate my own reaction to the campaigns to evaluate its influence on my behaviour. Professionally, as a marketer, I can utilize what I’ve learned to encourage the desired behaviour of others, creating greater leverage for my resources.

The Titanic: Bad Marketing at its Best.

I thought it would be appropriate to create a marketing post that related to the wonderful Titanic, as it is the 100^th anniversary of its demise this month.  I should add that I am a truly avid Titanic fan (not just of the movie, but of the ship itself).

Old Fashion Marketing

Marketing tactics in the beginning of the 20^th century were very basic and traditional. In fact, Titanic advertisements were limited to print media, such as brochures, flyers, newspaper articles and posters. However, word of mouth advertising also plays a great role in the effective promotional strategy of the ship.

So what was the Titanic marketing team’s main strategy?  I would have to say the infamous slogan of the titanic, which was that the ship was “unsinkable”.

Unsinkable Claims Cause Sinking?

In fact, it was noted in an article by Printwand, that the “unsinkable” claim may actually be considered a factor in the disastrous result of the ship. This campaign’s purpose was to promote the ships overall quality and prestige as a means for targeting first class passengers. However, the claim spread like wildfire and could be seen as creating a false sense of assurance to the crew and captain. As a result, fewer precautions were taken. After all, at the time that the ship hit the iceberg, it was travelling at a speed of 22.5 knots, with 23 knots being the maximum speed possible. Not to mention, it was travelling at this speed in an area known for being populated by icebergs, with 7 iceberg warnings received on April 14th (the day it hit) from various ships in the area.

However, it’s debatable that if the Titanic did not use such a self-assured slogan, would this disaster be held in such high regard? After all, there have been numerous disasters at seas, ones with greater tragedies, which never received as much exposure as the Titanic. In my opinion, the mere irony of advertising the ship as unsinkable and having it sink on its maiden voyage is one reason that  holds great weight for why the ship is still talked of today.

Lest We Forget

Let us all take the time this upcoming April 15^th 2012 to remember the 1517 lives that perished  from the Titanic’s disastrous fate 100 years ago.

Bibliography

Clarkson, A. (n.d.). The Ice Warnings Recieved by the Titanic. Retrieved April 1, 2012, from Titanic-Titanic: http://www.titanic-titanic.com/warnings.shtml

Eszlinger. (n.d.). The Titanic Page: A Site to Remember. Retrieved April 1, 2012, from Eszlinger: http://www.eszlinger.com/titanic/titanfacts.html

Mouronval, A. (2005, November 14). Titanic Image. Retrieved April 1, 2012, from Starway: http://www.starway.org/Titanic/

Printwand. (n.d.). How an ‘Unsinkable’ Marketing Campaign Led the Titanic to Disaster. Retrieved April 1, 2012, from Printwand: http://www.printwand.com/blog/how-unsinkable-marketing-campaign-led-titanic-disaster

The Edwardians Blog. (2011, November 23). Newspaper Image: Titanic Sinks Headlines. Retrieved April 1, 2012, from The Edwardians Blog: http://theedwardians.blogspot.ca/2011/11/titanic-sinks-headlines.html

Titanic Universe. (n.d.). Retrieved April 1, 2012, from Titanic Universe: http://www.titanicuniverse.com/

Look Who’s Talking Now: Tips to Develop or Improve Your Online Presence

All organizations have an online presence, regardless if its image is based on intentional effort or user creations (reviews, recommendations, etc.). Even random mom and pop shops have some online presence, as today’s society is starting to utilize the power of speech via the internet, giving great weight to consumer experiences.

It is critical that organizations are aware of their online presence, so that they can minimize negative talk, or help develop and sustain a good image.

Do You Hear What I Hear?

I’ve wrote before about my favourite web presence tracking site, SocialMention, where keywords can be searched for amongst a substantial size of social media platforms. However, if you’ve used this listening tool and discovered your own organizations online presence, you may wonder where to go from there. I have yet to elaborate on steps subsequent to either improving, or developing an online presence—which is critical. Therefore, I have decided to dive into his hefty subject now.

No One’s Talking—Lets Start a Buzz!

If your online presence is minimal and you want to encourage online conversation try some of the following techniques:

Develop a Blog to create credible/expert talk on your product/services

Engage in Search Engine Optimization (See my previous post “How Do You Spell Findability? S-E-O.”)

Create a corporate social media accounts (Make sure your chosen platforms have the ability to engage or capture your desired target market.)

People Are Talking, But It’s Not What I Want To Hear!

If people are saying negative things about your organization, it is worthwhile to determine the source of problem.

Is it the quality of the service or product? The follow up procedures such as customer service? Or the pre-purchase activities, such as payment options or online accessibility?

Once you figure out what the source of the problem is, you have to find a suitable solution. This solution will differ depending on the issue, but one thing remains constant; communication. Be honest and transparent in your communication efforts with your consumers. Acknowledge their complaints and make it clear you’re looking into a solution (Of course this means you DO have to find a viable solution).

Analyze Then Strategize

Overall, in developing and improving your online presence, you need to have a strategy for your online tactics. It is my best advice to develop a well-rounded marketing strategy that is specific to your online efforts. Start off with a basic SWOT analysis, mix in your budget constraints and determine your overall goals. Feasible online marketing additions or improvements will be the end result of a successful analysis of your current and desired situation.

I hope this post has given all your marketers out there a little boost to look into your brands online image and take my advice to get ahead of the game by listening, understanding and making adjustments.

Bibliography

123rf. (n.d.). Red Dice With Words Inspect Analyze Learn On Faces. Retrieved 2012, from 123rf: http://www.123rf.com/photo_9259496_red-dice-with-words-inspect-analyze-learn-on-faces.html

Miller, M. (2011). The Ultimate Web Marketing Guide. Indianapolis, Indiana: Que Publishing.

Nuanced Media. (n.d.). Reviews Image: How Important are Online Customer Reviews. Retrieved 2012, from Nuanced Media: http://nuancedmedia.com/how-important-are-online-customer-reviews/

Ovsyannykov. (2012, February 02). Thumbs Down Image: Do Negative Reviews Really Hurt You? Retrieved 2012, from Design You Trust: http://designyoutrust.com/2012/02/02/do-negative-reviews-really-hurt-you/

123rf. (n.d.). Red Dice With Words Inspect Analyze Learn On Faces. Retrieved 2012, from 123rf: http://www.123rf.com/photo_9259496_red-dice-with-words-inspect-analyze-learn-on-faces.html

Miller, M. (2011). The Ultimate Web Marketing Guide. Indianapolis, Indiana: Que Publishing.

Nuanced Media. (n.d.). Reviews Image: How Important are Online Customer Reviews. Retrieved 2012, from Nuanced Media: http://nuancedmedia.com/how-important-are-online-customer-reviews/

Ovsyannykov. (2012, February 02). Thumbs Down Image: Do Negative Reviews Really Hurt You? Retrieved 2012, from Design You Trust: http://designyoutrust.com/2012/02/02/do-negative-reviews-really-hurt-you/

Social Mention. (n.d.). Social Mention. Retrieved March 25, 2012, from Social Mention: http://www.socialmention.com/

How Do You Spell Findability? S-E-O.

Many people use search engines like Google or Bing on a daily basis, yet many are unfamiliar with what’s really going on behind the scenes when it comes to using a search engine.

If you own a website, or even a WordPress account like mine, it’s important to understand the concept of Search Engine Optimization (SEO). Good SEO practices encourage greater awareness and higher levels traffic—sounds good doesn’t it? It is and as a bonus, it’s pretty easy to learn!

First off, let’s start with a very basic understanding of SEO practices.

What is a Search Engine?

Search Engines (SE) are databases of information that, when asked to search for a keyword or phrase, scan its available content to give the user the most relevant information. A lot of work is put into matching context and content to that of the user’s keywords. In delivering the user information that’s relevant, the SE picks up on keywords, tags, and links to sort through piles of data and return the results.

Of course, companies can pay to have their sites appear at the top of the page, or as pay-per-click advertisements around the sides. However, this blog post addresses how to understand and improve organic, unpaid, search results.

Do They Have Limitations?

Since SE’s aren’t human, they can’t be expected to read all types of content. For example, you may have a picture of an apple on your website, but the SE won’t recognize this image and associate it with a user’s search for the keyword “apple”. This just goes to show that understanding what type of information and content is recognized by SE’s is critical in optimizing the overall performance.

If you’ve ensure that the appropriate keywords and content are being utilizing by your website, then you can improve your standing dramatically. It is a marketer’s nightmare to hear of someone putting great efforts into traditional marketing, then dropping the ball when it comes to creating and sustaining a presence in the online, digital world.

Tips and Tricks

To help improve your personal or professional websites standing in SE databases, take into consideration the following concepts.

1. Have you adding your website and sitemap to Search Engines?

Not everyone is aware of this, but to truly optimize your position in a search engines database, you have to give them the required information. For example, do you want your website to be part of Google’s SE database? Click here to visit Google Webmaster Tools to begin this step.

2. Is your content around 1000 words per page? SE’s like it short and sweet.

3. Do you use keywords appropriately?

Don’t stuff as many repetitive words into your content, SE’s can pick up on this.

Do repeat keywords to an appropriate extent.

4. Is your website organized? Develop a simple and neat sitemap.

5. Are you participating in reciprocated linking? Link with others and have other to link with you, but make sure they are reputable.

6. Don’t try to outsmart SE’s with shady practices… many are smarter than you think.

For advanced SEO techniques, I recommend purchasing Michael Millers textbook entitled “The Ultimate Web Marketing Guide”. Trust me; this book is like the bible for digital marketing.

Bibliography

Google Inc. (2012). Webmaster Tools. Retrieved 2012, from Google: https://www.google.com/webmasters/tools

Miller, M. (2011). The Ultimate Web Marketing Guide. Indianapolis, Indiana: Que Publishing.

PRLOG. (2011, March 7). Magnifying Glass Image: SEO search engine optimization seminar. Retrieved 2012, from PRLOG: http://www.prlog.org/11357015-seo-search-engine-optimization-seminar-how-to-get-your-business-foound-on-google.html

Spundit Ltd. (2011, July 7). Darts Image: SEO North Wales. Retrieved 2012, from Spundit: http://www.spundit.co.uk/

Web Hosting Reviews. (n.d.). Google Search Image: Top 10 Search Engine Websites. Retrieved 2012, from Web Hosting Reviews: http://www.webhost4lifereview.com/top-10-search-engine-websites/

6 Elements That Make Planning a Breeze!

I recently was introduced to a wonderful template tool that aids in developing marketing communication plans. This tool was developed in the 1990’s by Paul R. Smith and is called the SOSTAC model, which is actually an acronym for the 6 components needing analysis. I’m currently utilizing this tool in a course I’m taking and have found it truly helpful in organizing my thoughts. I also find that it helps in ensuring that I don’t leave out any critical aspects to my analysis.

So how about I take you through a detailed description of each abbreviated letter and the components required for analysis… Okay? Okay!

The Nitty Gritty

S is for Situational Analysis

This element of the SOSTAC model requires the individual to look at the current situation in detail. This varies depending on the topic at hand. In terms of a marketing plan, one would consider information such as the current source of revenues, existing competitors, and any processes and policies that are in place.

O is for Objectives

The Objectives element is fairly straightforward in the sense that the individual must put in to words concrete goals that are desired.

S is for Strategy

Strategy is one of the most important components of the SOSTAC model; it’s the meat of the meal. This deals with the overall means for getting to the desired objectives. It is likely that this section of the analysis (along with the next) will be the most time consuming.

T is for Tactics

The element of Tactic ties in with Strategy, as it better outlines what particular moves need to be made to carry on the defined strategy. Here we define what tools will be utilized.

A is for Action

After figuring out what we want to do and how we are going to do it, it’s a given that we need to define who is going be the one responsible for getting it done. Assigning tasks, roles and responsibilities is the basis for this section.

C is for Control

After all is said and done, we need to be able to measure how success our plan was in the first place. That’s where the element of Control comes in. Here we define how we will measure success, through the utilization of various metrics.

Illustrating the SOSTAC Model

Now that you have a basic understanding of the components, take a look at this diagram that illustrates the common way in which to present a SOSTAC model.

Adjacent to each element, place each of your associative bullet points.By utilizing this way of organizing your SOSTAC model, you create a standardized, self-explanatory outline of your plan.

You can use this model for more than developing a marketing plan. In fact, you can use it for various types of plans, whether it aid in your professional or personal development .If you’ve found yourself able to give a detailed perspective of each of these categories, then you will have produced a great analysis on whatever topic you desire. I hope you all find this tool as useful as I did… Happy planning!

Bibliography

Adams, B. (2011, June 22). SEO within the SOSTAC® strategy framework. Retrieved March 11, 2012, from State of Search: http://www.stateofsearch.com/seo-within-the-sostac-strategy-framework/

Business Services Agency Ltd. (2012). Developing a Marketing Communciations Plan using the SOSTAC Model: Planning Guide. Retrieved March 11, 2012, from BSA Marketing: http://www.bsamarketing.com/downloads/sostac.pdf

Predrag Putic. (2007). Chess Pieces Image. Retrieved March 11, 2012, from Canadian Chess Academy: http://www3.webng.com/chessteacherno1/

Smith, P. R. (2009). SOSTAC® Planning System. Retrieved March 11, 2012, from Paul R. Smith: http://www.prsmith.org/sostac.html

Mobile Marketing: Success and Failure

I’ve blogged a bunch on various online marketing tactics, and networking platforms, but I’ve yet to touch on one of the greatest growing trends in marketing—mobile marketing.

Why would marketers chose to target consumers through their mobile phones? Several reasons stand out in my mind; the potential reach as well as the fact that it’s personal and portable.

According to Wikipedia, 79.86% of the world’s population owns a mobile phone. If we narrow in on a more local perspective, it was found that 74.1% of Canadians own mobile phones. These figures indicate that there is a great amount of people who can be reached using mobile marketing tactics. Since it’s a common possesion of individuals, it’s seen as a personal tool, that many individual carry with them for the majority of their days. This results in it being very personal item that can act as a way into the intimate lives of individuals. With all things considered, it’s no surprise that marketers are utilizing mobile mediums to capture consumers.

Let’s take a look at some of the various forms of mobile marketing…

SMS: Short Message System aka Text Message

This is a pretty straightforward tactic for marketers and can work in two ways. Either the target audience is messaged directly to their phone about campaigns or promotional service or the marketer encourages consumers (usually through a traditional advertisement) to send a text to a certain number to receive some sort of benefit IE: Send a text to enter contest

MMS: Multimedia Message Service

This form of marketing is just as it sounds, sending various forms of media in single message to consumers. Usually a company will send out a combination of images, audio and video to promote their current campaign or services.

Location Based Marketing aka Geo-targeting

This means of marketing is based on emphasizing the location of consumers. This can be done by companies by having it offer consumers the ability to publically “check in” to its business. As a result, the consumer’s presence at your company is advertised to other potential consumers, aiding in the promotion of one’s business. Consumers can utilize this through their mobile phones with various software and applications.

QR Codes: Barcodes

Marketers display barcodes on traditional and other various forms of advertisement. These barcodes are to be scanned by interested consumers and act as a way of linking the individuals to additional content.

I’ve personally noticed that the amount of QR codes is on the rise. I’m not particularly a fan of this means of marketing, as many QR code tactics are either lacking in value or not properly utilized. By value lacking, I mean that in scanning the QR code, no actual value is gained. The barcode just links you back to the company website, or some other source that could have been accessed without the hassle of scanning. In terms of proper utilization, well… its best described by taking a look at these images:

What’s wrong with these pictures? Besides the fact that they make my palm feel magnetically attracted to my forehead, it highlights basic marketing failures. It is hard for me to fathom that someone actually determined these as an appropriate placements for an advertisements containing QR codes.

Basically, when it comes to mobile marketing, I’m all for it! Of course, it is very important that proper understanding of basic marketing principles such placement are utilized.

Bibliography

CallUp Net Limited. (2011). Retrieved March 4, 2012, from CallUp Mobile Marketing Platform: http://www.callup.net/

Erickson, C.   (2012, March 4). 10 Funniest QR Code Fail. Retrieved March 4, 2012,   from Mashable: http://mashable.com/2012/03/04/funniest-qr-code-fail

Flip Flap Man.   (2008, March 28). What is Mobile Marketing? Retrieved March 4, 2012,   from Slideshare:   http://www.slideshare.net/AdvertisingPawn/what-is-mobile-marketing

McIvor, K. (2012,   February 15). Stevens Pass: Pure Fail. Retrieved March 3, 2012, from   Mobile Marketing Fail: http://mobilemarketingfail.com

Wikipedia. (2012,   March 1). List of Countries by Number of Mobile Phones in Use.   Retrieved March 4, 2012, from Wikipedia:   http://en.wikipedia.org/wiki/List_of_countries_by_number_of_mobile_phones_in_use

Testing the Vlogging Waters

I’m sure many of you are familiar with the term “vlog”, which refers to blogging using a video format. I personally had no experience with this form of blogging, and as a result, decided to test it out.

Now, I’m not saying my first vlog is going to be a hit, in fact, I doubt it’ll create much buzz. Nonetheless, it was fun to mess around with the concept of video making. I utilized  the features Windows Live Movie Maker, and imported an unpublished song created by my boyfriend, Conor Watts, as the background soundtrack.

So take a look at my first video blog on “My Biggest Facebook Pet Peeves“. Don’t get me wrong, I think Facebook is a great tool for networking – This video rant simply illustrates 10 personal pet peeves of mine, in regards to Facebook use.

Warning, this is an unprofessional and informal video rant. Enjoy!

The Various Classifications of Social Media

When using the term social media, the idea of Facebook or Twitter will immediately pop into many individuals’ heads. However, there are so many forms of social media that are used in the everyday lives of those who utilize the digital world.

In fact, although Facebook and Twitter are the more seemingly known social media platforms, these two forms are very different in their functions and would be categorized into two entirely different arenas.

Michael Miller’s Classification Guide

According to Michael Miller, author of the ultimate web marketing guide, the most simplistic way to categorize the various social media platforms are as follows:

• Social Networks
• Blogs
• Mircoblogging Services
• Social Bookmarking
• Media Sharing
• Virtual Communities

It’s really important that marketers understand what platforms fall into which category so that they can achieve proper utilization of their message and deliver it in the best way possible to reach the intended target market.

Social Networks

Social networks are the most common platforms when it comes to social media. This specific category classifies platforms such as Facebook and MySpace, as their main purpose is to act as a means for causally connecting an abundance of individuals. Simply put it’s a way to network with people, in a social manner.

When Facebook first launched to the public in 2005, only students were able to access the platform. Its intended purpose was then only to connect various students to others in a social manner. However, presently it is available to any individual with internet access.

Another popular social networking site is LinkedIn. However, this particular platform is used in a more professional mode, with its intent to act as a compilation or database for professional people of professional people.

Blogs

I’m sure anyone reading this post is pretty familiar with what a blog is…. As you are reading one right now!

Blogs can be created by an individual, regarding any topic. In doing so, bloggers are able to present and share information to the online community, creating connections and spreading knowledge. For example, I created this blog as a means to share my knowledge, experience, advice and other tidbits of information to other individuals that are interested in marketing.  As a result, I hope that those reading my blog posts further their own interest in the field of marketing; whilst using the information I post as inspiration in their own lives.

Microblogging

Mircoblogging is just as it sounds—a blog but in a smaller (microscopic) form. Twitter is considered a platform for mircoblogging, as it allows for individuals to post on any topic as long as it fits within a limited amount of characters. Currently, Twitter allows for users to “tweet” up to 140 characters in one post. It’s a way to convey your message in a short and sweet manner.

Social Bookmarking

I’m a fan of social bookmarking. Most are free and available to the public; but require you to take a few minutes to create an account. Social bookmarking sites are somewhat like search engines, with the added function of being able to like, save and share the information.

I’m sure everyone has experienced being so very bored whilst surfing the web that with the large amount of data and entertainment available, it becomes hard to pinpoint what will entertain you in the given instance. That’s where one of my favourite social bookmarking sites come in to play; StumbleUpon. I love this site as it provides viewers the a large array of content that is customized to their individual tastes—Are you in the mood to browse something artistic, entertaining, educational or just plain weird? Take a few minutes to sign up for a free account, and get browsing some pretty neat material.

Media Sharing

Media sharing platforms refer to sites such as YouTube, and Flickr. These sites allow users to upload media content, such as videos or images. The site then hosts the uploaded content so that it can be publically viewed (and shared) with the rest of the world.

Virtual Communities

Virtual communities are a form of social networking with the added concept of an animated avatar. Some people use virtual community platforms for genuine social interaction, while others use it as a means for online role playing. Essentially, it is like a combination of Facebook concept with the realistic visual component of a video game. An example of such a platform would be Second Life.

It really is amazing to think of how far our society has come, and how lucky we are as individuals to have such a free and broad ability to connect and share with others in other counties and continents. Do yourself a favour and utilize these social platforms because they are the amazing technological advancements of our generation.

…Now you’re an expert (or at least better informed) about the classifications of social media platforms.

Bibliography

Facebook. (2012).   Facebook. Retrieved February 08, 2012, from Facebook:   http://www.facebook.com/

Linden Research   Inc. (2012). Retrieved 2012, from Second Life: www.secondlife.com

Miller, M.   (2011). The Ultimate Web Marketing Guide. Indianapolis, Indiana: Que   Publishing.

StumbleUpon. (2012). Retrieved 2012, from StumbleUpon: http://www.stumbleupon.com/

Twitter. (2012).   Retrieved 2012, from Twitter: www.twitter.com

Yadav, S. (2006,   August 25). Facebook- The Complete Biography. Retrieved 2012, from   Mashable: http://mashable.com/2006/08/25/facebook-profile/

Yahoo Inc.   (2012). Retrieved 2012, from Flickr: www.flickr.com

YouTube LCC.   (2012). Retrieved 2012, from YouTube: http://www.youtube.com/

Images

Bugged.com. (2012). Social Media. Retrieved 2012, from Bugged: http://www.bugged.com/social-media/

McMillan, B. (2010, August 21). Hell no, I won’t go! Retrieved 2012, from Bock in Second Life: Blogspot: http://bocksl.blogspot.com/2010/08/hell-no-i-wont-go.html

Scotclans Blog. (2009, April 28). ScotClans Twittering Makes The News! Retrieved 2012, from Scottish Clan Blog: http://www.scotclans.com/bletherskite/?tag=twitter