Digital Advertising

Locate three (3) organizations that implement online advertisements, email and social media marketing campaigns — one (1) of the three (3) examples should be a Dominican organization.

The organizations that this post will be analyzing are the following:

  • Nike

Neon-Nike

  • Supercell

    Clash of Clans!
    Clash of Clans!
  • Club Body Shop
  • not_bodyshop_fmt

(a) Describe the major customer acquisition techniques and describe how these organizations carry out campaigns with this objective. If they don’t execute these types of campaigns, then provide suggestions on how they could do this.

Here are some of the major customer acquisition techniques:

  • Adopting the New Way of Customer Acquisition: Adapt to new techniques that will distinguish your business from competitors in order to possess a competitive edge superior to the rest that will lure in potential customers.
  • Content Marketing: Marketing regarding the creation and sharing of media, and content publishing as a manner of customer acquisition.
  • Search Engine Optimization: Emphasizing the maximization of the amount of visitors to a website through ensuring that said site is present on a top level of the list of results returned by a search engine.
  • Email Marketing: Direct marketing of commercial information to potential customers through the medium of the email.
  • Copywriting: Strategically delivering words that get individuals to take some form of action that might be crucial for the efficiency of digital advertising.
  • Conversion Rate Optimization: Converting customers through creating an experience for a website that aims to increase the number of visitors, which could become potential customers.
  • Social Media Marketing: The utilization of social media to acquire website traffic through creating content that is an attraction and encouragement for its audience to share it across social networks.
  • Analytics: Performing analysis that is crucial to identify which acquisition methods are working in order to further enhance its impact through emphasis.

Nike: One of this company’s greatest asset is its favorable product icon that has been established through its unique and distinct logo. Nike focuses its investments on commercials and product promotion in order to acquire potential customers. Through product sponsorship by professional athletic teams and celebrity athletes, Nike has been successful in spreading its reach for customer acquisition purposes. One of Nike’s greatest step forward towards prosperity derived from its opportunity upon utilizing social media as a medium of engagement with a wider customer base. Doing so, the company possesses greater visibility through a mere click, as customer interaction has been improved, and valuable information such as customer preference and selection can be acquired.

Here are some significant digital marketing campaigns implemented by Nike:

– Livestrong: Focused on mobile devices as personalized texts abd online messages were painted by the Chalkbot to provide support to the Lance Armstrong campaign.

– Fuel Your Team: Interactive campaign using the Nike+ social platform that allowed users to support preferred college basketball teams.

– The Chance: A campaign run through Facebook, Twitter and Youtube that allowed youngsters worldwide to win a place in the Nike Academy.

Supercell: Supercell is a mobile game development company whose games are among the top 20 of mobile device games; for instance, these include Boom Beach, Hay Day, and its most profit-generation development: Clash of Clans. Its main source of acquisition strength derives from Clash of Clan’s adoption of the freemium model; in other words, the mobile device game is offered for free, while additional aspects are to be purchased by customers. This model of a “free trial” allows customers to get a certain level of experience of the game which would then lead to successful customer acquisition. Another notable factor is that Clash of Clans provides an ad-free environment, which distinguishes it from its competitors’ games. Most mobile games rely on in game ads to generate revenue; however, Clash of Clans has been so successful in customer acquisition, conversion and retention, that they are already set with only in-app purchases. Supercell uses many social media platforms to transmit their messages, but their most notable mediums to run campaigns are through forums, television commercials, Youtube, and Facebook. Although Clash of Clans does have its own Twitter and Instagram account, Supercell’s biggest impact came from the previously mentioned. Many of their campaigns were conducted through Youtube, where most of their commercials resided. Through forums and Facebook, many of their campaigns and events were informed, and many content were displayed which attracted and encourage individuals to join. The biggest impact of all was its phenomenal television commercials that appeared on national television, including during the NBA playoffs, and the NFL.

Here are some of their awesome campaigns:

– Angry Neeson 52: Commercial featuring Liam Neeson telling his famous speech from his movie “Taken” in a Clash of Clans reference. Neeson’s in game name was “AngryNeeson52”, and this humorous commercial captivated the hearts of many male gamers.


– Ride of the Hog Riders: Official television commercial that ranked one of the best in recent times, making its appearance in the NBA playoffs and the NFL.

Club Body Shop: This athletic club focuses on customer acquisition through many different marketing mediums. Besides the fact that they utilize digital marketing tools such as television commercials and announcements, instagram and facebook, the club uses traditional offline methods such as billboards. The acquire potential customers by portraying a sense of exclusivity through the quality of their equipment and their services. They engage customers by creating a sense of belonging to a special group of membership.

Here are some of their most recent campaigns:

– Aniversario 29: Their anniversary date is the 29th of June, and they offered a cheaper inscription fee along with monthly fees, and reactivation fees. They transmitted this information through mediums such as Facebook and Instagram.

Screen Shot 2015-07-03 at 6.06.42 PM

– EveryBODY can Change: 10 week campaign that encouraged members and potential customers to go through a training program. This information was diffused through mediums such as Facebook, Instragram, Youtube, and television commercials.

Screen Shot 2015-07-03 at 6.06.55 PM

(b) Describe the services of an ad serving company and explain their method of targeting ads. For the Dominican company, would you suggest that they advertise online using an ad serving company, pay per click ads, or instead advertise on Facebook or another social media platform? Explain your recommendations. For the other two companies, investigate what type of online advertising and/or search engine marketing campaigns they have.

The services of an ad serving company serves to place advertisements on websites through the provision of software towards web sites and advertisers which will be contributed to certain advertising campaigns.

Here is a source of ad servers’ functionality in the form of a list:

  • Uploading advertisements and rich media
  • Trafficking ads according to differing business rules
  • Targeting ads to different users
  • Tuning and optimization based on outcome of implementation
  • Reporting impressions, clicks, post-click and post-impression activities, and interaction metrics.

Here is a list of methods of their ad targeting:

  • Behavioral Targeting: Utilizing viewers’ prior profile behavior to identify most appropriate ads during a specific visit.
  • Contextual Targeting: Foreshadowing ad placement that will maximize optimization through information contained on the page where the ad is being served.
  • Creative Optimization: Basis of experimentation and prediction aiming to decipher optimum creativity for a certain ad placement and exploiting that determination in further impressions.

Nike: The company utilizes many mediums of social media to market their products, such as: Facebook, Instagram, and Youtube. Many of their campaigns are run through these mediums, as they have experienced a growth impact through a greater presence in online marketing. Due to the rapid growth of social media, Nike has seized the opportunity by implementing their marketing strategy through social mediums. Previously mentioned were some of their online campaigns, but for those of you who wish to read more about their numerous phenomenal campaigns, here is the source:

https://econsultancy.com/blog/63129-10-awesome-digital-marketing-campaigns-from-nike/

Supercell: As mentioned before, the company utilizes Youtube, Instagram, Facebook, online forums, and television commercials for the sake of their marketing strategy. They have implemented successful campaigns such as the introduction of the “Clan War” in Clash of Clans. The source of their marketing derived from their customers themselves; for instance, due to the game’s influential establishment, many players have created youtube accounts in dedication of expanding the growth of the game. These Youtubers have received numerous subscriptions, and Supercell took the liberty of introducing the Clan War through these Clash of Clans Youtubers. Through the numerous subscriptions, the introduction of this new addition to the game was widely successful.

Club Body Shop: Previously mentioned, the club does utilize social medias such as Facebook, Instagram, Youtube, etc. Through the interview with one of the managers, I was informed that their biggest source of marketing derived from their commercials residing within the realms of the local television network. The next biggest source came from their billboards. I was also informed about the fact that they possess their own marketing department, when asked whether there is another source such as an ad server. In my opinion, I believe that the club is flourishing significantly with their Instagram posts that displayed their various campaigns, and many of their local commercials are being a positive impact; nevertheless, Club Body Shop is steadily growing at a significant rate, so I believe that they should not only rely on their own marketing department, but to find different sources of ad servers to further their purpose and their establishment.

(c) Describe the steps involved in developing an email campaign and explain how each organization is performing these activities.

Here are some essentials to implement a successful email marketing campaign:

  • Preheader: The first text your audience will read must be short, concise and persuasive, to grab readers’ attention.
  • Logo: A logo should be provided so the audience can immediately recognize who the sender is.
  • Quick Contact: Provide sources so the audience can quickly contact you if and when they are interested in your offer.
  • Catchy Header: The header needs to be an attention grabber to emit a positive first impression to your audience.
  • Call to Action: The main goal of what you wish for your audience to do as part of your campaign’s aims.
  • Text/Image Ratio: Implement a balanced ratio of text and images as some users within the audience do not utilize automatic image downloaders.
  • Personalization: Attempt to customize content to achieve individual preferences among the audience.
  • Mobile Version: Campaigns must be made accessible to any kind of electronic device to assure the greatest reach among the audience.
  • Opt-out-link: There must exist a choice for individuals to opt out in case they are not interested.
  • Campaign Preview: Revision processes must be taken among the available electronic devices to ensure campaign quality before implementing it.

Nike: Their email marketing strategy consists of sending emails to subscribers with concise and persuasive subject lines attempting to get some of the audience to read their whole offer. Emails are also used for notifying customers about special sales or events that the company might be conducting. Even though they utilize Instagram and Facebook more frequently than email, Nike at times uses emails to announce new products, or partnerships with celebrity athletes and teams.

Supercell: The mobile gaming company places most of their marketing efforts on mediums such as Instagram, Facebook, online forums and Youtube. Most of their notifications regarding new events or announcements are diffused either through the previously mentioned, or through in-app notifications. They do not use emails for marketing purposes, as most of their announcements are too short and concise that it is more of a facilitator to do it on Facebook and Instagram.

Club Body Shop: Most of their announcements are done through Facebook, Instagram, and local television commercials. They use emails at times, but only informing pending payments among individuals, or rescheduling processes. Most of their marketing effort are focused on other sources rather than the usage of emails.

(d) Explain the elements of developing a social media marketing strategy and describe what social media platforms the organizations are using and how they are engaging with their target audience.

Here are some essential elements of developing a social media marketing strategy:

  • Create Objectives and Goals: Determining goals in order to use them as a gauge of success of the social media marketing campaign. Acknowledging the goals that are necessary for success can lead to a more achieving outcome.
  • Conduct a social media audit: Prior to implementation of a social media marketing campaign, you must assess current social media use and its effectiveness through conducting an audit; these include: identifying audience associated with selected social media, which social media target market utilizes, and a brief comparison between your social media presence and your competitors’.
  • Create and/or Improve Social Accounts: Refining online presence through selecting the most appropriate network that will effectively reach your campaign’s goals. Optimize social media profiles accordingly to the audience of each, as each social media user audience are different from one another.
  • Get social media inspiration from industry leaders, competitors, clients: Perceive industry leaders’, competitors’ and clients’ social media presence as an inspiration to hone your own presence. Industry leaders and competitors can be perceive as exemplary models to mimic, and clients provide major feedback that can be turned into valuable information.
  • Create a content plan and editorial calendar: Optimize content so that it is at its most persuasive levels to the eyes of customers. Additionally, maintain an editorial calendar to post your content in an effective manner that maintains marketing optimization.
  • Test, Evaluate and Adjust your Social Media Marketing Plan: Conduct a series of tests to determine campaign efficiency, and further adjust according to the results aiming to improve social marketing strategies.

Nike: The company uses social medias such as Facebook, Twitter, Instagram, Youtube and national television networks. Nike has conducted numerous campaigns with these mediums that increased customer interactiveness. Their engagement with customers are phenomenal according to the campaigns previously mentioned.

Supercell: The mobile game developing company uses social medias such as Facebook, Instagram, Youtube, national television networks and online forums. Their greatest impact was from Youtube and television commercials, as their most captivating asset were their successful implementation of humorous and persuasive advertising commercials.

Club Body Shop: The club uses social medias such as Instagram, Youtube, Facebook, and local television networks. Their most effective medium is television commercials, as local television networks most efficiently transmit information regarding their campaigns to the general Dominican public. Information about certain campaigns are also provided through Instagram.

(e) In addition, for each example make sure to identify their target market; objective of the campaigns, and evaluate the design and execution of the online ads, email messages and social media presence.

Nike

  • Target Market: young athletes, both men and women, runners, sportsmen.
  • Objective: To inspire generations to “Just Do It”, and be a part of the Nike family for expansion purposes.
  • Design and Execution: Social Media Campaigns with Instagram and Facebook, Emotional advertising through commercials, national television advertisements.
  • Email Messages: Use emails to inform subscribers regarding specific sales and events and announcement of new products.
  • Social Media Presence: Possesses a strong social media presence as they are effective in the previously mentioned medias and the generate posts consistently.

Supercell

  • Target Market: Players of all ages, particularly male adolescents, casual gamers, hardcore gamers
  • Objective: To be an inspiration to a new era of gaming (mobile gaming), and to encourage emerging gamers
  • Design and Execution: Introduction of new game features through loyal Youtubers, humorous national commercials appearing in NBA and NFL, celebrity appearances commercials in AngryNeeson52
  • Email Messages: Minimal or Non existent
  • Social Media Presence: Relatively strong as they use Youtube and online forums thoroughly, but are less consistent with Facebook and Instagram

Club Body Shop

  • Target Market: athletes, individuals above 13 years old, young men and women
  • Objective: To be an exclusive club in the local scenario that can reach the membership of many
  • Design and Execution: local television commercials, Instagram campaigns, billboards
  • Email Messages: Mainly for distributing information; minimal marketing efforts
  • Social Media Presence: Modest since they only use Facebook, Instagram and Youtube to a limited extent

Sources

http://www.helpscout.net/customer-acquisition/

https://econsultancy.com/blog/63129-10-awesome-digital-marketing-campaigns-from-nike/

http://sales-management-slides.com/marketing-strategy-of-nike/

http://www.postcontrolmarketing.com/453/2014/06/18/clash-on-chief/

https://en.wikipedia.org/wiki/Ad_serving

http://www.entrepreneur.com/article/241897

Interview with Club Body Shop’s Manager

Mercedes Benz Online Strategy

Mercedes-Benz is a German automobile manufacturer, whose brand displays luxury vehicles. Aiming to enhance its communication accordingly to its target market, the company has adopted many strategies to access to the consumers, The list is as follows:

-Online Advertising

-Social Media

-Excellent Customer Service at Point of Sales

-Warranty Under Excellent Conditions

-Television Advertising

-Print Media

For the purpose of this assignment, we will be focusing our efforts in determining the many aspects of Mercedes Benz online advertising according to its online strategies.

Strategies to Build Online Brand

-Mercedes has great influence through its online internet market due to the launch of the exciting multimedia Mercedes-Benz S-Class configuration, which includes interactive online films, videos and podcasts.

Online Marketing Campaign Strategies

The company has developed many online strategies that include online campaigns to further improve their cause. For instance, Mercedes Benz embraced Instagram as a marketing tool, as they utilized the medium to implement their digital marketing campaign referred to as “Take the Wheel”. In brief, this campaign was a competition within the realms of Instagram which focused on a younger demographic rather than the company’s usual targeted affluence.

images

In another instance, the company attempted to sell their cards to millienials through the same mentioned medium, Instagram. The process was composed of loaning vehicles to Instagram influencers to document their travels through the social medium.

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Acquisition

Mercedes Benz success in customer acquisition derived from its ability to develop an established reputation that distinguishes the company from the rest: an image of sheer quality and exclusivity in all its products. With this implementation, it has become one of the most well known brands infamous for its sense of prestige and class.

Conversion

Mercedes Benz already possesses market segment loyalty, as many affluent sectors are dedicated to be keep being customers of this company. This is due to Mercedes Benz’s reputation of high class, luxury, and prestigious trend. Nevertheless, the company is trying to captivate a younger audience to be a part of their loyalties. An attempt to achieve this is by proposing a more adventurous image of the brand through multiple social mediums such as Facebook, Instagram, so on and so forth. The point is to get a younger demographic on board by demonstrating the fact that Mercedes can be classy, and still fun.

Retention

Even though Mercedes Benz marketing strategy used to emphasize on the luxury, safety and precision engineering of its vehicles, competition has been an incentive for its product adjustment to suit volatile consumer attitudes; for instance, adapting a presentation of a rather energetic, fun loving and approachable side of the company.

Marketing Channels Used

Advertisement: Use of creative themes to enhance customer perception.

Sales Promotion: Promotion through certain events.

Direct Marketing: Utilizing its Facebook page as a medium of interaction regarding its customers.

Digital and Social Media (Owned Media): Use of microsites for each product line (Youtube, Twitter, Facebook, Instagram campaigns).

Paid Media: Paid Facebook advertisements.

Content Marketing and Earned Media: Converged media approach to target younger generation.

Mercedes Benz also utilizes traditional marketing approaches along with their online strategies to truly captivate its market audience by providing unique insight into how a premium brand can attract a younger demographic, all the while remaining true to its brand strategy:

Marketing Research: Utilizing the foundations for marketing strategy success

Product and Price: Barrier elimination and Value Offerings.

Brand and Integrated Marketing Communications Strategy: Effective creative strategy able to communicate brand messages across multiple platforms aiming to engage target market.

By quantification of a synergistic relationship between online and offline marketing, Mercedes Benz has developed an extremely innovative, yet efficient approach that has been transcendent in their marketing efforts. By such implementation, the company’s efficiency rates have grown significantly.

Why is online advertising and promotion effective?

The impact of online advertising and promotion is quite clear: it creates another channel for marketers to distribute their efforts more effectively. Although traditional media has been reliable for quite some time, online marketing is the next big thing. Customer brand awareness is closer at reach, and grasping customer loyalty has become facilitated thanks to this medium of marketing. As mentioned before, many strategies can be implemented, considering the fact that accessibility towards customer feedback and other aspects has been greatly improved. For instance, the use of Instagram and Facebook to captivate a younger generation has generated numerous successful campaigns on the company’s part. The social media is booming at this moment; hence, it is the future, furthermore, Mercedes Benz opportunities on retaining customers and affluence and acquiring a younger market falls on its execution of its online strategies.

Sources

https://www.collegetermpapers.com/viewpaper/1303401840.html

http://www.stephenzoeller.com/how-mercedes-benz-and-german-luxury-car-brands-use-marketing-segmentation/

http://www.marketing91.com/marketing-mix-mercedes-benz/

http://www.ozeclick.com.au/wordpress/wp-content/uploads/MercedesBenz.pdf

http://marketingeasy.net/mercedes-benz-take-the-wheel-digital-marketing-campaign/2013-09-23/

http://www.digitalbuzzblog.com/mercedes-benz-the-instagram-car-builder/

http://digiday.com/brands/mercedes-benz-uses-instagram-sell-cars-millennials/

Elements of Video Marketing Strategy

The purpose of this post is to provide some insight for my audience to get a concept of the essential components vital to a successful video marketing strategy. Considering the fact that we are currently entering into a new era, a more technological one, developing video marketing strategies are crucial to business success. It is an efficient tool able to reach out to numerous potential customers that would distinguish one’s competitive edge from rival competition. With this stated, let’s decipher the elements:

-Know Your Audience: Acknowledging your audience can help determine goals and tactics that should be implemented in a video. Video content should be implemented accordingly to audience preference and behaviour.

-Goal Development: The purpose of the video project must be determined in order to reach optimal planning levels.

-Tactical Development: Certain tactics must be developed in order to reach the previously mentioned goals. These tactics include: earned media, paid media, embedding links on websites, so on and so forth.

-Video Optimization: Key words and other relevant data must be provided among your videos aiming to be search-engine friendly, so locating these videos will be facilitated for customer convenience.

-Video Promotion: Ensure that your videos are promoted so they can be easily accessed and easily shared among social media websites.

-Video Precision: Videos should be short and concise to optimize precision. Shorter videos are more reliable than lengthy videos in the fact that they transmit messages more efficiently. Many individuals have a short attention span; therefore, shorter videos are more preferable.

-Call-to-action Integration: Include an element that leaves your viewers with a desire to access more of your information to effectively complete the video. Implement call-to-action improve your chances of receiving subscriptions from potential customers.

-Content Diversification: Numerous videos must be provided for your audience for the sake of diversity. Diversification of videos can certainly captivate customer awareness and improve the business’s capacity of persuasion.

-Integration of Youtube and web content: Video distribution must be made available in different kinds of mediums for the purpose as branching out as effectively as possible.

-Audience Engagement: Engaging one’s audience might lead to these individuals into becoming potential customers. The more interactive and integrated they feel, the higher the probability of attaining consumers.

The Value of Video Marketing

One must acknowledge the fact that society is taking a deeper step into the technological era, keeping in mind that the technological tools’ and electronic devices’ availability are surfacing by the numbers. These devices are becoming more and more attached to our daily lives, and it is becoming more apparent that almost every single individual possesses a mobile device. What does this mean to marketers exactly? That there is a new reliable source of marketing distribution, a new medium one might say. The impact of mobile devices is simply so large that the window of opportunities are practically unlimited; therefore, the value of video marketing surfaces. In brief, video marketing increases sales and leads tremendously and many businesses are adopting it. Businesses that do not adapt to this strategy are undoubtedly losing customers to competitors who do. The value of this strategy is clear: Video Marketing incorporation is promoting higher engagement rates that are increasing business efficiency in a transcendent manner.

Here is an effective video marketing strategy implemented by Supercell, the mobile game development company:

The video is effective in the way that it captivates the target audience. For instance, most of the market segment that plays this game are young boys and young male adolescents. The video was short and concise, and captivates an emotional side of its audience: a sense of humor. One of the most notable factors of the video was the integration of a celebrity figure most young men admire, the great Liam Neeson giving off a Clash of Clans’ version of his infamous speech from the movie “Taken”.

Sources

http://www.videobrewery.com/blog/18-video-marketing-statistics

http://blog.imageworksllc.com/blog/bid/323329/What-is-the-Value-of-Video-Marketing

http://www.imediaconnection.com/content/36836.asp

http://www.regalix.com/by_regalix/insights/articles/elements-of-a-successful-video-marketing-plan/

http://staybrandnew.com/blog/elements-of-video-marketing-strategy/

http://contentmarketinginstitute.com/2013/03/video-content-marketing-effective-strategy/

http://www.forbes.com/sites/johnrampton/2015/02/04/5-things-your-video-marketing-strategy-should-include/

Coca Cola Value Chain Analysis

Coca-Cola Value Chain Analysis

I have taken the liberty to select the Coca-Cola Company as my subject of value chain analysis because I have generated some interest from receiving feedbacks from individuals at my reach. They have stated that they have stopped consuming the soda beverage due to health concerns. With this stated, I desire to look upon this subject and discover the reasons why the beverage from one of the most established brands in the world is suddenly declining.

First of all, before I begin, here are the background and general descriptions of the company:

The Coca-Cola Company is an American multinational beverage corporation and manufacturer, retailer and marketer of nonalcoholic beverage concentrates and syrups, best known for its flagship product: Coca-Cola.

According to the article titled “Coca-Cola Confronts its Big Fat Problem”, there has been a cultural shift surfacing against the Coca-Cola company. Health concerns have become a significant matter, which became an incentive for people to pursue healthier alternatives. As one may know, cultural shifts takes course within a long term timeframe; however, the cultural shift is taking a path that is disadvantageous for the beverage company. There are many reasons causing obesity and lack of health, but one thing is for sure within the minds of many: the Coca-Cola drink is definitely one of those reasons. Considering everything this article have stated, the Coca-Cola company is entering a stage of recession. One thing is for certain: The Coke company needs to develop strategies to get consumers to drink Coca-Cola once again.

According to the article titled “How Coca Cola can Improve Sales”, despite numerous campaigns the company is heading towards decline. These are some options the company is going to take, attempting to get out of decline (along with my insight regarding some of the tactics):

  • Plastic and aluminum containers to be replaced by more environmentally friendly burlap cans

Environmental friendlier methods of output and production can undoubtedly improve the Coca Cola company’s reputation, as Corporate Social Responsibility is regarded as an essential element in a positive company. This can truly impact consumers to view the beverage company as one who cares for its society, and its environment.

  • Introducing no-fizz version to target flat-cola drinkers

Certain customers might refer to the fizz as an unhealthy factor of the drink, while others simply prefer a fizz-less version of cola. This tactic certainly generates a new target market, which will then promote the company’s diversity, and can potentially attract numerous consumers.

  • Expanding Coca-Cola distribution beyond four U.S. states where it is currently sold

Expansion remains as one of the most dire strategies in business prosperity. Emphasizing growth can increase the company’s reach towards its customers; moreover, its distribution will be further improved and can reach more markets than its initial grasp.

  • Including free can of Coke inside every two-liter bottle of Coca-Cola

This is basically a marketing strategy that can take on the role of an incentive to get consumers to purchase more of their products. Providing more benefits, or at least, an extra can of the beverage can convince potential customers to purchase the whole product as a whole.

  • Reducing chunky Cola pulp by 50 percent

Similarly to the fizz concern, reducing pulp by a percentage is a health concern that can reach certain customers that are extremely attached to health concerns; furthermore, it can be a benefactor for customers who enjoy less chunky pulp.

  • Growing sales of product by no longer telling consumers to share a Coke, but instead, to buy one of their own

Another marketing strategy similar to the one mentioned before, but this time, with a marketing message contrasting the extra benefit of the tactic before.

In brief, most of the Coca-Cola Company’s value chain derive from its sheer marketing force considering its emphasis on brand messaging, creativity and social impact. There were many notable campaigns that will forever live within the hearts of many, as Coca-Cola’s ads are distinguished for its heart-touching, creative format. Nevertheless, do not just take my word for it, here are some examples of the beverage company’s inspiring digital marketing campaigns:

https://econsultancy.com/blog/63175-10-inspiring-digital-marketing-campaigns-from-coca-cola/

I hope my readers have enjoyed viewing such awe-inspiring videos!

Sources:

http://www.theonion.com/graphic/how-coca-cola-can-improve-sales-36575

http://www.gurufocus.com/news/301648/cocacolas-strategies-can-help-it-improve-in-the-long-run

http://www.humanresourcesiq.com/hr-technology/articles/coca-cola-refreshments-on-a-path-of-continuous-im/

https://www.worldwildlife.org/projects/working-with-coca-cola-to-improve-energy-efficiency-and-reduce-emissions

http://www.bloomberg.com/bw/articles/2014-07-31/coca-cola-sales-decline-health-concerns-spur-relaunch

http://www.marketingtechnews.net/news/2014/sep/16/why-students-love-coca-colas-friendly-twist-marketing-campaign/

https://econsultancy.com/blog/63175-10-inspiring-digital-marketing-campaigns-from-coca-cola/

Brokerage Model

B2C – ThinkGeek

Operations Stream: An American online retailer that caters to geek culture composed of computer enthusiasts and/or other geeky social classifications. Their merchandise consists of toys for adults, novelties designed to appeal to both inner toddler or inner grad student; furthermore, it also consists of clothing, electronic gadgets, computer peripherals, office toys, pet toys, child toys, and caffeinated products.

Revenue Stream: Sales Profit

B2B – Priceline.com

Operations Stream: An American company/commercial website that aids users in acquiring discount rates for travel-related purchases in terms of airline tickets or hotel stays; furthermore, the firm is a facilitator of provision of travel services by its suppliers to its customers.

Revenue Stream: Facilitator of provision of travel services by its suppliers to its customers.

Advertising Model

B2C – Google+ (Google Plus)

Operations Stream: A social network and social layer regarding google services.

Revenues Stream:Features User profile, Circles, Stream, Identity Service, Hangouts/Hangouts on Air, +1 Button.

B2B – Xing

Operations Stream: Social software platform enabling a small-world network for professionals. Possesses a large diversity of languages available through the small-world phenomenon.

Revenues Stream: Core functions accessible through premium membership.

Infomediary Model

B2C – Apple Newsstand

Operations Stream: A built-in application on Apple Inc. which provides digital distributions of newspapers and/or magazines.

Revenues Stream: in-app subscriptions, iTunes purchases.

B2B – The Huffington Post

Operations Stream: An American online news aggregator and blog providing a variety of reading information from news, blogs, covers politics, business entertainment, environment, to popular media, so on and so forth.

Revenues Stream: Investments

Merchant Model

B2C – Etsy

Operations Stream: An e-commerce website whose primary products include handmade or vintage items and supplies along with unique factory-manufactured items: art, photography, clothing, jewelry, food, bath/beauty products, quilts, knick-knacks and toys.

Revenues Stream: Marketplace Revenue, Seller Services and Promoted Listings.

B2B – Lands’ End

Operations Stream: An American clothing retailer that specializes in casual clothing, luggage and home furnishings, accomplished through direct sales, mail order or internet sales.

Revenues Stream: Direct sales, Mail Order, Internet sales.

Manufacturer Model

B2C – Nike

Operations Stream: An American multinational corporation engaged in the design, development, manufacturing and worldwide marketing and sales of footwear, apparel, equipment, accessories and services.

Revenues Stream: Sales Profit, Athlete Sponsoring.

B2B – Lenovo 

Operations Stream: A Chinese multinational computer technology company that designs, develops, manufactures and sells a variety of electronics such as: personal computers, tablet computers, smartphones, workstations, servers, electronic storage devices, IT management software and smart televisions.

Revenues Stream: Sales profit, joint ventures, acquisitions.

Affiliate Model

B2C – The Home Depot

Operations Stream: An American retailer of home improvement and construction products and services; moreover, it is organized in warehouse-style stores, stocking a large range of supplies.

Revenues Stream: Direct Sales Profit, Online Sales Profit, Affiliated Sites.

B2B – BestBuy

Operations Stream: An American multinational consumer electronics corporation based on consumer electronics. It also sells a variety of related merchandise such as software, video games, music, DVDs, Blue-ray discs, mobile phones, digital cameras, car stereos, video cameras and home appliances.

Revenues Stream: Sales Profit, Subsidiaries, Affiliated sites.

Community Model

B2C – Zooppa

Operations Stream: A global social network for creative talent that partners with brands and agencies to launch user-generated advertising projects. Filmmakers, graphic designers and other creatives submit their original ads in response to a client’s brief.

Revenues Stream: Crowdsourcing, Partnerships, User-generated advertising projects.

B2B – Zazzle

Operations Stream: An online retailer that allows users to upload images and create their own merchandise or purchase merchandise created by other users, as well as use images from participating companies. It allows major brands to create and offer billions of unique products for customers worldwide.

Revenues Stream: Investments, Membership support.

Subscription Model

B2C – Hulu

Operations Stream: An American online company and ad-supported online video service that offers a selection of entertainment such as television shows, clips, movies, and so forth through a subscription service.

Revenues Stream: Subscription services, Memberships.

B2B – Salesforce

Operations Stream: A global cloud computing company known for its CRM product and cloud computing.

Revenues Stream: Interface for case and task management, service platforms, social performance management platforms.

Utility Model

B2C – Viber

Operations Stream: An instant messaging and Voice over IP app for smartphones. Images, video and audio can also be exchanged among users.

Revenues Stream: Charges apply for mobile devices under certain circumstances; for instance, roaming devices might receive specific charges.

B2B – WhatsApp Messenger

Operations Stream: An instant messaging app for smartphones that operates under the internet.

Revenues Stream: Free trial during initial stages, which then requires subscription fees to continue its availability.

Sources:

http://digitalenterprise.org/models/models.html#Brokerage

alternativeto.net

http://dkparker.com/2014/03/06/b2b-business-model-subscription/

http://articles.bplans.co.uk/starting-a-business/examples-of-well-known-business-models/1040

http://searchconsumerization.techtarget.com/definition/WhatsApp

http://ecommerce.hostip.info/pages/132/Brokerage-Model.html

http://www.wisegeek.com/what-is-an-affiliate-model.htm

http://www.wipo.int/sme/en/ip_business/utility_models/index.htm

http://www.digitalbusinessmodelguru.com/2013/07/the-subscription-business-model.html

http://ecommerce.hostip.info/pages/569/Infomediary-Model-INFOMEDIARY-MODEL.html

http://ecommerce.hostip.info/pages/231/Community-Model.html

Internet Media Consumption

The first article selected is titled “Infographic: a Look at Kids’ Media Consumption” published on February 23, 2015.

Here is the link to the selection: http://www.adweek.com/news/television/infographic-look-kids-media-consumption-163087

The selection relates to the metamorphosis routine life for children has gone through over recent years, stating the everyday life is no longer similar to the one before. For instance, children are now developing a preference for a specific media, replacing television with mobile devices or other portable devices. Even though the television remains the preferred media, for now at least, an emerging shift towards different media preferences can be observed among children from toddler stages to high school life.

For visual information, a chart has been provided within the article, demonstrating through graphical statistics the level of media consumption through different ages.

This article clearly targets children and teenagers, specifically among ages two to eighteen years old; furthermore, this information can undoubtedly be useful to e-marketers, or any e-commerce businesses that are targeting the emerging generations. In the business world, if one can seize loyalty from emerging generations, prosperity is close at reach, because these generations are going to be the new source of consumer consumption.

The second selection is titled “60 Percent of Internet Access is Mostly Mobile” published on February 19, 2014.

Here is the link to the selection: http://marketingland.com/outside-us-60-percent-internet-access-mostly-mobile-74498

In brief, this article relates to its title, the fact that mobile media consumption exceeds television usage (outside the US and UK). This factor is mostly seen in emerging and less affluent markets. Another factor to consider is that mobile media consumption sometimes occurs during television usage as a second screen, usually conducted within the realms of social media and texting. According to reports, smartphones usage outside the US and UK are preferred for conducting most types of internet activities besides shopping. All in all, in global terms, going online through mobile devices is now dominating over other electronics. A great discovery has surfaced within this report, as it states that mobile media has greater influence on purchase decisions than the television.

Considering the significant increase in mobile online activities, the target is clearly any individual that possesses a mobile device. The information provided by the article is tremendously valuable to any business devoted to mobile commerce. Any kind of marketers, agencies, or brands should definitely turn this information into a benefactor and take advantage of the numerous opportunities mobile advertising provides in the modern technological world of today.

The last selection for this assignment is titled “Britons spend more time on tech than asleep, study suggests” published on August 7, 2014.

Here is the link to the selection: http://www.bbc.com/news/technology-28677674

Here is a quote from the article: “Britons spend more time using technology devices than they do sleeping, research suggests”. In brief, the article talks about the fact that UK adults average a timeframe of eight hours and forty one minutes a day on media devices, which exceeds an average night’s sleep. Although media device usage has increased, the UK is still early in the digital revolution as its main preference falls within the television and the radio. There has been a big concern regarding the younger audience in the UK, as many health concerns have surfaced through exceeding amount of time spent viewing an electronic screen.

Even though this might be a negative factor, the fact that even the UK is slowing adjusting to the digital era, means that e-commerce has been provided with a very potent opportunity to reach prosperity. The target market is the UK in general, and with this information, businesses can attempt to advertise through using either the television or the radio. Another alternative would be to commit to digital advertising, as UK steadily moves into the digital era.