That’s a wrap!

March 14, 2011 Leave a comment

As I put the finishing touches on my final project for my IMC class on Emerging Media, I felt it was only appropriate to add one last post to this blog in order to tie these last nine weeks all together.


In my first post nine weeks ago, I noted that the The Perley Isaac Reed School of Journalism of West Virginia University states that the “primary goal of emerging media is to connect with consumers.”  I also commented about how a member of my class stated that if she were able to, she would rename this form of media “Connecting Media.”  After what I have learned the past semester, I could not agree with her more.


Emerging Media Connects Us All


Whether it is a business connecting with another business, a brand connecting with their consumers, or consumers connecting with other consumers – we are all connecting with one another through emerging media.  Unlike the old days where newspapers, television ads and radio ads would only talk TO you, emerging media allows for two-way communication among us all.  It allows us to connect like never before, and I can’t wait to see what is to come in the future!


For those of you who have commented on my posts, I greatly appreciate your feedback, as it has helped me to learn even more!


And that’s it for me!



Categories: Marketing Trends

Texting for a cause…

March 14, 2011 1 comment

Over the past several days since the earthquake and tsunami hit Japan, I have seen and heard a lot about about a number of ways we can all help out.  One of the most common donation methods being utilized is mobile giving or “text-to-donate.”  Text-to-donate offers individuals a simple and quick way to donate to causes in need, by allowing the individuals to donate a predetermined amount through simply texting a code to a specific number.  The organization will receive the donation and the individual will see the donation appear as a charge on their next cell phone bill.  Currently, there are at least five different (and prominent) organizations utilizing text-to-donate for the disaster in Japan.

According to Newburn, one of the reasons why this type of donating is so popular and so successful recently, is the increase in cell phone usage among Millennials.  She states, “they check their cell phones every couple of minutes. Mobile giving is therefore very relevant to this group.”  In addition to this, Newburn also adds that “They are the ‘hero’ generation….they believe that they are going to correct the problems of the adult world. They are drawn toward social causes as a group….They are happy upbeat soldiers marching toward a goal together.”

Being a part of the Millennial group, I feel that it is important to note that I agree with Newburn’s statements.  Although I am on the internet a lot during the day, I don’t have my computer with me all of the time like I do my cell phone.  As a result, I would be more likely to respond to a call to action of donating if I were able to do it on my cell phone immediately, rather than having to wait until I was in front of my computer again to do so (mainly because I would likely forget by then!).

What do you think?  Have any of the readers out there ever donated via texting?  If so, please share your thoughts!


Mobile coupons to the rescue!

March 11, 2011 2 comments

Today I was reminded, once again, why I love emerging media.  While out running some errands, I stopped at Michael’s to pick up some craft supplies.  As I stated in one of my previous blog posts, I not really one to cut out and save print coupons…to add to that, I’m also not really good at remembering to bring the email coupons I receive when I actually need to use them.  For once, my disorganization did not leave me out in the cold, as I was greeted with this sign at the checkout counter:

“A mobile coupon is an electronic ticket solicited and/or delivered by mobile phone that can be exchanged for a financial discount or rebate when purchasing a product or service.” The Michael’s mobile coupon was a terrific electronic copy of their typical print coupon, which is for 40% off a full priced item.  If you look closely at the picture above, you can see that this coupon saved me $19.99!  Yay for mobile coupons!

So we know that mobile coupons can definitely come in handy for consumers, but what are the benefits from a marketing perspective?  According to Stewart, two benefits of mobile coupons for marketers are that they “promise one-on-one dialogues with millions of consumers” and offer the “ability to influence purchase decision-making at the point of purchase.”  In addition to this, with “Fifty-seven percent of consumers saying they would want to receive a coupon on their phone” marketers are able to better reach these consumers on their terms, which means happy customers.

Concerning the point regarding influencing decision making at point of purchase, do you feel that you would be more likely to make an additional purchase if prompted with an offer like I was at the checkout counter?  You can see by the photo what my response was 🙂


Categories: Uncategorized

Emerging media helps the little fish compete in a big pond…

March 7, 2011 2 comments


Emerging Media Helps to Level the Playing Field

Have you ever noticed when watching TV or reading your favorite magazine, you seem to always see advertisements from the same brands?  You know, the big names in the game.  That’s probably because in today’s struggling economy, they’re some of the only ones that can afford to shell out the dough to keep their brands in front of consumers.  Even in a good economy, their names were still placed in the prime, high dollar positions which would help to ensure that they would grab your attention first.  But what about the little guys?  The companies that are just starting out, the mom and pop shops and the small businesses in general?  How can they get your attention when they don’t have the marketing budget to compete with the big guys?  Enter emerging media…

According to Edelson, “With one report after another of declining newspaper sales and the downsizing of TV news affiliates, the ready availability of emerging media provides a unique opportunity for small business owners struggling to get their message heard during the dismal economic climate.” Given that a great deal of emerging media can be used for free (thank you Facebook, Twitter and blogs!), even a business with no marketing budget can get their word out!

The primary form of emerging media to be utilized by small businesses is social media.  According to Solis, “Social Media finally places small, local and emerging businesses in the spotlight in ways that up until this point, were largely unattainable.” Given that I am a heavy user of Facebook, I will use it as an example to highlight this point.  I follow a couple of small, local and non-local boutiques on Facebook.  These companies utilize this social media site as a way to alert customers of new items available, sales and general company information – all for free!  While they do utilize traditional print media as well, social media is their primary method of communication with their consumers due to it being extremely cost effective and fast!  Social media allows these companies to continually communicate and stay in the forefront of their consumers minds – both of which are extremely important in order to have a successful business.

Are there any small business owners out there who have had success utilizing social media or other forms of emerging media to reach their consumers?  How about the consumers out there – are there certain small businesses you interact with that have begun reaching out to you via emerging media?


Find us on Facebook: Using social networking to build your brand.

February 28, 2011 3 comments


With over 500 million users (yes, I said million), Facebook has become the go to site to find and connect with friends, neighbors, co-workers and brands.  Oh wait, hold on there…did I say brands?  Yep, BRANDS!  Given the immense popularity of Facebook, companies have realized the potential that this network has for reaching their consumers.  From side ads to fan pages to Facebook Connect, brands are able to utilize Facebook in many ways to reach their consumers.

Red Bull: Like us!

Red Bull: Like us!

As a former employee of Red Bull, I’ll note to all that I am a little biased concerning their marketing efforts.  They seem to be the poster child for how to all things marketing the right way, and I feel that Facebook is no exception for them.   The Red Bull fan page is designed in a way that gives fans the true feel of the brand and helps to immerse them in the brand by easily linking them to additional Red Bull sites, such as Gaming, Videos and Athletes.  This fan page allows fans to connect with the brand while also interacting with the brand and other consumers.  According to Green, this is the key to success when using Facebook to build your brand.  In an article titled Killer Facebook Fan Pages, she states “The fan pages that are doing it right are the ones that are actively engaging with their fans. These pages have creative content, two-way communication, active discussion boards, videos and images, and a fun and casual tone to match the medium.”

Given the many ways that brands are trying to garner the attention of their consumers, it is no surprise that Facebook is a top priority for many companies, as shown by Red Bull.  With that being said, though, not all companies are jumping on the Facebook bandwagon.  For those marketers out there, do you think that Facebook is vital to building a brand with today’s consumers?  And for you consumers, what do you look for in a brand’s Facebook page that will get your attention?


Say goodbye to clipping coupons!

February 21, 2011 5 comments

In today’s technology driven world, consumers are connected like never before – to one other and also to the brands they love.  We’ve gone from using pen and paper to write letters to send through snail mail, to now using emails and text messages to connect with others.  So it only seems natural that advertising would evolve as well from it’s old print form to a more technology based form.  We’re all familiar with online ads and email ads, but what about ads sent via Bluetooth to your phone?  Until recently, I had never heard about this new form of marketing,  called “Bluetooth marketing” or “proximity marketing,” but I have to say I think it’s pretty amazing!  For those not familiar with Bluetooth Marketing or Proximity Marketing, it is “an extremely new form of advertising. With Bluetooth marketing, advertising content is wirelessly distributed to consumers via a mobile phone, PDA or laptop in a location or near a specific device that is broadcasting a signal.”


As with any new form of technology, there are still some bugs to work out, such as “Duration, Distance and Difficulty;” however, that hasn’t kept some brands from beginning to utilize this as part of their marketing arsenal.  Energy drink giant Red Bull has taken the bull by the horns (no pun intended!) with proximity marketing and has launched a campaign using this new technology in Canada.  According to Giorgos Saslis, “Red Bull is using digital signage to push its power drink. The brand is giving visitors to convenience store shoppers across Canada.  The coupon offers two cans of Red Bull for $4. The digital signage asks consumers to enable the Bluetooth on their device for a message from Red Bull.”

Forget your coupon? No worries!

Forget your coupon? No worries!


Since I’m not one to sit around clipping coupons, I can see myself quickly becoming a fan and user of this type of advertising.  Although it is primarily being used in point of purchase situations with a limited number of brands, as this form of advertising improves, it will be offered in more places and by more brands.  Do I think it will replace print coupons?  Not anytime soon…but for those who are like me that don’t have time to clip coupons or lose them when we do, this is one type of coupon we’ll certainly find handy!


How do you feel about proximity marketing?  If presented with this type of marketing/advertising, would you use it if it was a great deal or for a product you were interested in?



Search Advertising Part 2: Thoughts on paid inclusions.

February 16, 2011 1 comment

In my last blog post, I discussed the topic of paid placements and whether or not they are fair to consumers who aren’t aware of the position buying tactics behind this type of advertising.  This week, we’ll take a look at the other type of search advertising:  paid inclusions. This type of search advertising can be described as “a form of advertising that allows web marketers to pay to have guaranteed inclusion and refresh (in the case of crawler-based services) in the index.  Paid inclusion only guarantees scheduled index inclusion; it has no effect on ranking.”


Unlike paid placement ads, paid inclusions are often located in the mix with your other “real” search results.  Prior to learning more about this type of advertising, I thought that paid placements were the more evil of the two, as they are what typically grabs your attention since they are located at the very top.  However, at least these results are typically labeled as “Ads” (assuming Google is your go to search engine).  Given the way these paid inclusions are somewhat hidden in your search result mix has some opponents stating that this is really “hidden advertising.” The opponents argue that “paid inclusion will skew search results, making the ranking less relevant. Although Yahoo and some other practitioners claim that paid inclusion doesn’t affect the ranking of a paid link, the mere inclusion of links that would not otherwise be in the results is likely to change the rankings of some other links.”

So now that we’ve taken a look at the differences between the two, which do you feel is more fair to the consumers:  paid placements or paid inclusions?  Or do you really care as long as you get to search for free?