Victoria Bok | 20+
Get Digital. Be Creative.
How did videos like 'Damn Daniel' sent sales of white vans soaring?
How did campaigns like "Dove's "Real Beauty Sketches" brought awareness to beauty went viral?
or even a simple photo of "#whitegold or #blueblack dress got viral?
I am sure everyone knows the power of all these examples and how it was able to garner a massive amount of attention from the public. But what actually went down in history that #broketheinternet was Kim Kardashian's Paper cover.
So what is viral marketing? Viral marketing is a form of electronic word-of-mouth whereby some form of marketing message related to a brand is transmitted through the use of social media applications (Kaplan & Haenlein, 2011)
In this case of Kim Kardashian, she bared it all on Paper magazine. This gave an whole new concept of magazine covers that are edgy and different. When Kim Kardashian posted the magazine cover on twitter, it garnered thousands of retweets and the paper site received over 50 million hits in one day.
From this success, we learn that there are three criteria to tick off in order to create a viral marketing. The three basic conditions which is that the right people need to get the right message under the right circumstances. (Kaplan & Haenlein, 2011)
Paper magazine is a small circulation magazine, more situated towards an independent outlook. Instead of using mainstream and typical cover shots, they made a bold attempt on this cover. Leveraging also on Kim Kardashian's popularity on social media sites and her vocal opinions on loving her body, they were able to get the message across. Within 24 hours, the print magazine was able to generate publicity and got people talking about a magazine or publication they had never heard of. Hitting an all high 6.6 million page views with 5 million of those being unique visitors. The impressions created through all social media totalled to over a million. Celebrities like her husband, Kanye West as well as her other family members retweeted the photo and showed their support. This garnered even more attention towards the magazine even before it was released. The key to Paper's success was to involve the person they were featuring. Instead of 'sending a person to interview', they involved Kim Kardashian in this spread. Paper Magazine is currently well received by many people globally.
However there are also other cases of viral campaigns that was able to gain awareness of its campaign at the start but brought about a discussion of ethics in marketing. An example would be Witchery viral campaign. Basically, they created a 'genuine' youtube video of an woman attempting to track down a man. This brought about a lot of help from the public in helping the women find the man in the jacket. However when it was exposed that everything was staged, the public response was negative. The public felt that it was unethical of them to have lied about it and this angered public as they felt deceived. (you could watch the videos here x and x)
This was badly engineered and the campaign backfired about them. But have you ever wondered that since it became viral, more people know about the brand name? A point to note is that even though there was an increase in brand awareness, but it comes along with a negative brand association.
A food for thought:
Would people remember Witchery as a clothing brand or a brand that deceived their consumers with the viral video?
Kaplan, A. & Haenlein, M. (2011). Two hearts in three-quarter time: How to waltz the social media/viral marketing dance. Business Horizons, 54(3), 253-263.
IS SEO DYING? (OR NOT)
Is SEO dead?
I believe SEO is not dead and search engines are definitely still thriving. We still do our search on google to get information. How can it be that SEO is dead? But i believe there are reason why articles are publishing articles on whether SEO is dead. I believe the reasons that led to those beliefs are because of rapid changes in social media. There are 3 reasons that im going to point out:
1: Organic reach is decreasing
Organic reach is the total number of unique views of people who are shown to your post through unpaid distribution. Google has always been the go to search engine but over the years, consumers has become more aware of the difference between sponsored and organic listings and have search for information elsewhere.
Which brings me to my next point on,
2. People seek what their peers have
Typing searches into google has decreased as people are putting more trust in other places. For example, looking up on cafes has shifted to places like Instagram. Comments and reviews typed in by other people on the photo has been a way for people to know more about the cafe. People want to see opinions of other people. Consumers are more likely to care about what are the popular cafes that their friends go to than to find out about it through a google search
You could see how people are tagging their friends or even expressing interest into what they are serving. I definitely am the kind who would tagged my friends in photos or even ask about which cafe are they at!
3. Mobile apps are increasing their stake in the market
As i mentioned earlier about Instagram, many other mobile apps are increasingly used by many consumers. This affects SEO in a way that the trend is splitting up and it is no longer a traditional search engine that could help us get information but now more apps are able to give us heaps of information. For example, if you are searching for fashion inspiration, would you still head to google? People may still use google to search for articles on fashion or news but people are more likely to search for outfit inspirations on websites like Pinterest or Tumblr.
SEO can only die when search engine dies. It cannot be denied that we still use search engines and it cannot be denied that as long as there are search engines, people will definitely find out how search engines work in order to get business. It includes activities designed to get business from organic search result in a search engine. Minimal changes like changing the title tag to appear high in a search engine is also an example of SEO. ( you can read more here, x ) I have highlighted as why SEO is presumed to be dying. The rapid changes of social media has brought about new ways for people to search for items apart from Google. It is evident that there is a shift in SEO but SEO are definitely not dead.
Anyway, do you think the 3 reasons i gave is predominately why SEO is seen as "dying"?
Till then ~
Fishkin, R. (2015). SEO: The Beginner's Guide to Search Engine Optimization from Moz. Moz. Retrieved 3 May 2016, from https://moz.com/beginners-guide-to-seo
Ravi Sen (2005) Optimal Search Engine Marketing Strategy, International Journal of Electronic Commerce, 10:1, 9-25
The Bigger Picture
For one thing sure of IoT, It is creating a new connected avenue for marketing. Iot have enabled ways for communications with the brand and consumer benefiting both consumers and marketers. Marketers will be able to understand why customers are buying certain products as well as being able to interact in real time with customers while customers are able to explain their needs and wants.
An example of Iot in the enterprise is Walt Disney World.
(Photos taken from here)
They created 'MagicBand' where visitors can check in to parks, get food and gain fast pass by tapping the band on receivers. The band can also help parents track their kids' whereabouts as well. I believe Disney has put alot of thought into device making it beneficial to consumers and also for themselves.This data also allows Disney to track movement of visitors and determine what attractions are more popular and which sector requires more studying. 'Magicband' has become Disney's wearable technology. The connectivity between Magicband and Internet of things enhances Disney's mission to provide an overall magical experience for guests. This shows the relationship of consumers and marketers through the internet of things.
However, this can pose a problem to consumers and marketeers as now marketers will have more information of their consumers and may be an invasion of privacy and security. Marketers have to be careful with the information they obtain as it is now a tool to get to know consumers. This may pose as threat to consumers as they might feel their privacy being invaded.
But that is what evolution of marketing will be and is going to be. I see no wrong in Marketers using technology to know more about their consumers if not how else could they satisfy the needs and wants of consumers. Do tell me what you think.
McAfee, A. & Brynjolfsson, E. (2012). Big Data: The Management Revolution. Harvard Business Review, (90(10), 61-69.
#InstaworthyDo you scroll through your explore page and stumble upon photos from accounts you have never followed and click on them out of curiosity?
I have seen this many times as i scroll through my feed and i thought to myself "wow, what a good way to advertise" and i realised it's a new way for brands to advertise themselves irregardless of whether we follow them or not. This has to be a new step for mobile marketing!
Since the introduction of this new sponsored posts segment, it has become a new advertising platform for brands. In order to post an ad, the brand has to have a Facebook account.
The integration of Facebook and Instagram have allowed brands to become more visible and evident to consumers. Not only do the brands get more exposure but they remain connected with their consumers. With the connection between Facebook and Instagram, i believe it has expanded mobile marketing and is a testimony to 'If you love something, let it go mobile' by Andreas M. Kaplan. This new change has propelled the usage of 4I's (Individualise, Involve, Integrate & Initiate) of Mobile Social Media and allowed Instagram to further evolve in mobile marketing. To ensure that Instagram is relevant, they made changes to keep consumers using their app. Examples like changing their photo format where photos do not have to stick to a square image and now to the latest change of increasing the video time of a post. (Article: x , o )
These changes will no doubt broaden the type of content in videos but also bring about a new evolution in mobile marketing through mobile engagement. Advertising has expanded and has become prominent in applications we use nowadays. (Kaplan, 2012) We never know if there will be changes to mobile marketing but as of now, i believe Instagram has a head start in allowing marketers to market their brands through mobile marketing.
Even as such, it will be interesting to see how mobile marketing will evolve yet again in years to come!
Kaplan, A. (2012). If you love something, let it go mobile: Mobile marketing and mobile social media 4x4. Business Horizons, 55(2), 129-139. http://dx.doi.org/10.1016/j.bushor.2011.10.009
Guess who is creeping on you
That is right,
Do you realise when you go on Facebook after browsing through online stores, ads of that store appears?
I was really amused to see what i was browsing on appearing on my feed. This happened many times and i applaud this new tactic because when i saw my items again, it prompted me to quickly make my purchase.
My curiosity got stronger but i never got to it.
this is the topic for the week, i decided to might as well take this chance to discover why is this happening.
This new 'tactic' is called : Ad-Retargeting Service
So apparently it's a service where facebook and marketers use this to get more information on what users are doing, basically "watching your every move". Do you think it's "ethical" for facebook/marketers to know what you browse on the internet?
(Do share with me if you think its' an invasion of privacy, i would really love to hear what you think)
Even such, what should business do or focus on? Could advertising be the right approach?
'Marketers should aim to recruit and empower attention seekers and devotees and maximise their natural tendencies to create and disseminate content on Facebook' (Hodis, Sriramachandramurthy, & Sashittal, 2015)
Of course it is important for marketers to place more importance on these two sectors but should also maintain a balance to further engage every user. I guess through this research, marketers would feel that using the re-targeting service on facbook could be a right approach in order to better understand their consumers.
Well for me, i wouldn't mind if they knew what i browse on the internet. Look, they know what i like!
Facebook used to be a social networking site that has ads on it but now it has become a ad network. Our social activities fall to the hands of marketers who wants our information.
After knowing all these, would you still be comfortable in this ad-retargeting approach or would you feel that you are being creeped on?
(Do comment to let me know what you think)
Hodis, M., Sriramachandramurthy, R., & Sashittal, H. (2015). Interact with me on my terms: a four segment Facebook engagement framework for marketers. Journal Of Marketing Management,31(11-12), 1255-1284. http://dx.doi.org/10.1080/0267257x.2015.1012535
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