Reflective Report

This last post will reflect on the past 10 weeks of the digital marketing unit.  It will look back and provide a critical reflection on topics covered; social media and PR.

Looking back at the topic of PR as a form of digital communication strategy, public relations for any business serves the function of firstly establishing and maintaining a positive brand image and reputation.  Public relations original channel of distribution was through the forums of the press; however digital marketing has now become the dominant method.  It allows for quick and direct communication between business and consumer.  With this in mind PR has indeed changed the way we communicate.  All these changes have had a profound effect on the communication of organisations and professionals, regardless of their size.  Public relations are now seen to be the field of communication that is best suited to deal with this changing communication landscape, (Public Relations Online, 2012). 

An example of an effective Public Relations campaign as posted in one of my blogs, is the ‘Kony 2012’ campaign.  I have taken a great interest in this campaign as it had a worldwide impact literally over night.  The video provided highly successful exposure for the ‘Invisible Children Campaign’ which achieved 74 million views in just one week, (International Business Times 2012).  It was so effective it reached newspaper and television headlines.  Looking back at the impact the viral video had on the world gives us an insight into just how effective the digital communication world can be.  It caused a massive up roar with the public, charities and the press.

Furthermore, focusing on the effects of social media, digital marketing has created a major shift from traditional marketing methods.  It now allows the world to communicate through various forms of social media such as Facebook and Twitter.  I strongly agree that it is an effective form of marketing as it allows companies to interact directly with the public quicker than ever before.  According the Independent (2011), companies are increasingly ‘hitching’ themselves to social networking sites.  It has become necessary for retailers like Topshop and River Island to use methods of social media, mainly to increase their levels of customer service.  Topshop is the most followed retailer in the UK with 1.3 million fans of social network sites. 

However, with all the free advertising come complaints, as companies now constantly have to be on ‘damage control’.   Considering Topshop and River Island have the highest amount of followers, they were both amongst the top 10 worst in dealing with customer queries and complaints, (The Independent 2011).  This then raises the question of why companies such as River Island and Topshop even bother to use online marketing methods such as social networking if they do not challenge or resolve public condemnations.  The public’s opinion could sway current or prospective customers against them.

Further research states that many businesses are busy establishing social media profiles on social networks such as Facebook and Twitter, but research has found that only 13% of social networkers use them to find out more information about a particular brand, (Mintel 2011).

Blogging is now seen as the new form of social media, with businesses now tapping into the rise and the potential influence that blogs have on consumers.  It has been interesting to see just how many organisations now include blogs on their online portfolios.  I believe it is an effective marketing tool, as it is way of relating to consumers on a personal level. 

Taking this into consideration, to conclude it is clear to see that digital marketing is essential for any organisation.  It is an extremely influential marketing tool to gain direct exposure with any target market.  

Through the 10 weeks of blogging I believe that online marketing is now becoming more elusive than traditional methods.  Digital media has created exciting new opportunities for companies to target specific markets more effectively.  Furthermore Social media and PR are essentially the strongest forms of communication in the world today.  They both create such influential methods of how I, as a consumer perceive things. 

Before being introduced to Digital Communication Strategies through my University course, I had never paid particular notice to just how much of an impact digital marketing can potentially have.  It is an experience that has given me a deeper understanding into the digital marketing era, and the effects that blogs have with the public.  With marketing being my potential career path, researching and creating weekly blogs has enabled me to broaden my abilities and gain insight to how the world of marketing is rapidly developing.  

Blog References:

AdAge., 2010.  Celebrity Endorsements Still Push Product.  Advertising Age.  Available from http://adage.com/article/cmo-strategy/marketing-celebrity-endorsements-push-product/146023/ [Accessed 20^th April 2012]

Clark, N., 2011.  Corporate Britain Joins the Social Network.  The Independent.  Available from   http://www.independent.co.uk/news/business/analysis-and-features/corporate-britain-joins-the-social-network-2336922.html [Accessed 2nd May]

Creative Media Online., 2012.  The Rise of E-Commerce.  Creative Media Online.  Available from http://www.creativeonlinemedia.com/blog/the-rise-of-e-commerce/ [Accessed 5^th April 2012]

Dutta, B., 2011.  Sales and Distribution Management.  New Delhi:  International Publishing House. 

Expand2Web., 2012.  How to Defend Your Reputation From Sites Like Pissed Consumer.  Expand2Web LLC.  Available from http://www.expand2web.com/blog/how-to-defend-your-reputation-from-sites-like-pissed-consumer/ [Accessed 25^th April 2012].

Freeman, A and Ford, K., 2009. The Influence of Digital Communication on Consumers Attitudes to Brands.  Harris Interactive.  Available from http://www.harrisinteractive.com/vault/HI_UK_Paper_ConsumersAttitudesBrands.pdf [Accessed 10th April 2012]

Google Wallet., 2012.  We’re Building a Better Wallet.  Google.  Available from http://www.google.com/wallet/what-is-google-wallet.html [Accessed 12th April 2012]

Heing, D., 2011.  The Decline of Email and the Impact on Online Survey Respondents Availability.  Market Tools.  Available from http://www.markettools.com/blog/decline-email-and-impact-online-survey-respondent-availability [Accessed 27th February 2012].

Jones, M., 2012.  Joseph Kony 2012 Now Most Successful Viral Video in History. International Business Times.  Available from http://www.ibtimes.com/articles/312895/20120312/joseph-kony-2012-campaign-viral-video-history.htm [Accessed 2nd May 2012]

Kollewe, J., 2012.  Up to 40% of High Street Shops Could Close Over Next Five Years.  The Guardian.  Available from http://www.guardian.co.uk/business/2012/mar/20/high-street-shops-close-deloitte [Accessed 29th March 2012]

Kony2012., 2012.  Invisible Children.  Kony2012.  Available from http://www.invisiblechildren.com/about.html [Accessed 2nd May 2012]

Marketing Terms., 2012.  Blog Definition.  Organized Shopping LLC.  Available from http://www.marketingterms.com/dictionary/blog/ [Accessed 21^st February 2012] 

Miller, C, et al., 2011.  Word Press For Dummies.  Indiana: Wiley Publishing Inc

Mintel. (2011). Social Media and Networking - UK - May 2011. Mintel. Available: http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=545141/display/id=545141/display/id=579322#hit1. [Accessed 2^nd May 2012].

Pride, W, and Ferrell, O.C., 2012. Marketing.  USA: Cengage Learning WebTutor

Public Relations Online., 2012.  Facebook or Your Own Community.  Public Relations Online.  Available from http://www.publicrelationsonline.eu/ [Accessed 2^nd May 2012]

Thach, C., 2010.  How Retailers Are Using Social Media To Promote, Sell and Engage.  Sparxoo Agency.  Available from http://www.sparxoo.com/2010/06/08/how-retailers-are-using-social-media-to-promote-sell-and-engage/ [Accessed 21^st February 2012]

Wild, C, et al., 2011.  Electronic and Mobile Commerce Law.  Hertfordshire: University of Hertfordshire Press

 Zoom Panel., 2012.  How it Works.  Survey Monkey.  Available from http://join.zoompanel.com/zoompanel/index.php?menu=How+It+Works [Accessed 6^th March 2012]

Establishing your website

Search engine optimisation (SEO) is essential to establish success.  Search engines can easily refer the largest amount of traffic to your site and can potentially help grow a large audience, (Miller et al 2012).  Most bloggers do not discover the importance of SEO until their blogs have been around for a while. According to Word Press for Dummies (2010) by taking the time to make sure that bloggers are following SEO best practices from the get-go, you can essentially reap the rewards of consistent flow of search engine traffic

In simple terms, ideally the earlier and more frequently a site appears in search result lists, the more visitors it will receive from the search engine users.

It is a key tool for website owners to get more traffic to the website.  For higher levels of success the key is to establish your place on Google's first page as research shows that 84% of us use it and we only look at the first page of search results, (Expand2Web 2012).  

Everybody lives by selling something

Celebrity endorsements are powerful forces for brands to use.  Research indicates that those who respond to celebrity endorsements on social media are themselves far more likely to follow and respond to brands on social media forums.  

Companies know there are risks when they choose a celebrity-endorsement approach. However recent studies of hundreds of endorsements have indicated that sales for some brands increased up to 20% upon commencing an endorsement deal, (Advertising Age 2010).  

So how do celebrity endorsements work?

We, as consumers, receive more than 3,000 commercial images a day; our subconscious absorbs more than 150 images with roughly only 30 images reaching our conscious minds. Therefore, practice shows that if you use a celebrity-endorsement strategy, you dramatically accelerate the potential for brands to reach the conscious mind.    

Celebrity endorsements have the power to instigate and inspire, enlighten and entertain consumers.  It benefits are that it can be leveraged across multiple channel distributions, cuts through advertising clutter, creates brand narrative and allows for channel-specific optimization, (Advertising Age 2010).

Virtual Wallets- The New Trend

Further on from my last blog stating the rise of E-Commerce, it seems that the new trend M-Commerce is now vastly developing.  With technology ever advancing, the way we handle our money is now changing. An increasing number of shoppers are now turning to their smart phones.   

M-Commerce can be defined as,

"any transaction, involving the transfer of ownership or rights to use goods and services, which is initiated and/or completed by using mobile access to computer-mediated networks with the help of an electronic device."

Google Wallet

One does not need the necessity of a cash point or a trip to the bank anymore, but to simply use their smart phone.  The virtual wallet via smart phone has developed from the world’s leading online payment process 'PayPal'.

Google wallet is the new virtual wallet that is attempting to revolutionize the way we pay for things. Google themselves state that Google wallet will do more than a regular wallet ever could.  Smart phones now do everything a person requires and now there is no need to carry around the bulk of your wallet.  Google wallet have taken online transactions a step further by being able to store your credit cards, offers, loyalty cards and gift cards.

Businesses should really consider the impact that the smart phone is currently having on consumers.  With smart phones now growing to be the forefront of purchasing and advertising, having a presence within the mobile market will ensure exposure and success.

Mobile Commerce is here and it isn't going away any time soon.

The Rise of E-Commerce

Electronic Commerce, commonly known as E-Commerce consists of the buying and selling or products and services.

With the rise of e-commerce in the last five years, it has had a huge impact in the war of online retailing versus high street shops.  According to the Guardian, four out of ten shops will have to shut in the next five years as consumers turn their backs on traditional stores in favour of online shopping.  According to Creative Online Media (2012) the popularity of online shopping has increased ten-fold in the last few years, with the UK e-retail market growing 16% in 2011.

You would be hard-pressed to find a business in the 21st century without an online presence of some sort.  E-commerce allows for heightened customer relationships and referrals.  A company website is just a basic, must have marketing tool for anyone trying to run a successful business.

An example of E-Commerce, is the worlds leading safest online payment transaction process, PayPal.

PR and Digital Marketing. Hand-In-Hand?

Public relations for any business serves the function of establishing and maintaining a positive image and reputation to the general consumer.  Although originally carried out through the press etc, digital marketing has now become the dominant method, allowing the quickest and most direct communication between business and consumer.

This has seen to be true, in the recent viral video KONY 12, which has become an impressive use of digital marketing and public relations.  The video provided highly successful exposure for the work of 'Invisible Children', a US non-profit organisation, who achieved 74 million views in just one week, demonstrating the powers of social media and such viral videos.

Effective PR not only establishes initial interest and awareness, but is vital for maintaining this awareness and positive perception, especially when facing critics and public scrutiny.

Invisible Children have achieved this through using PR and social media hand-in-hand, responding to critics and negative feedback through social media sites such as twitter.  Here they are able to communicate directly to those with the questions and negative perspectives, while at the same time highlighting the influential figures who remain behind the movement, as seen in the support Bill Gates gives Invisible Children below.

What's your view on the Invisible Children movement?

Brand Placement- Important?

Everyone is aware of the increasing growth of digital communication amongst brands and organisations.  The big picture is that on average, digital communications are less prevalent but more influential than traditional forms of communication, (Freeman and Ford 2009).

Branding has gone viral and consumers are now constantly bombarded with brands via digital mediums such as social networks, blogs and websites.

Philip Kotler once famously said,

            "If you are not a brand, you are a commodity. Then price is everything and the low cost producer is the only winner." 

With digital marketing advancing, branding must be made commercially available through digital marketing forums such as social networks.  Brands essentially increase the value of products and services by differentiating them from the competition. 

Why is ‘Brand Marketing’ so important?

• It improves your business' lead generation, because it is easier to sell things when a trusted brand.
• Higher success rates from acquiring links naturally or through sending out requests to other webmasters or bloggers.
• Greater exposure

As already said traditional marketing is now overrated, digital marketing is the way forward. It seems necessary for organisations to use brand placement via digital media in order to compete.  When well executed brands increase sales and essentially give businesses a focus.

Online Questionaires: Whats the point of it all?

Online Surveys Versus Traditional Market Research

As already explained digital marketing is quickly overtaking the traditional methods of marketing.  Historically, email has always been the most important channel to solicit respondents to take online surveys.  However it is now becoming increasing difficult to engage with consumers, which is not surprising as Webmail Usage is on the decline.   

 Social Networks

As consumers continue to use Social Networks such as Facebook, businesses have now established and taken advantage of the high use of these social networks, using them as their primary online destination.  Businesses are looking for survey-taking opportunities directly within the social networks; gaining wider exposure and contact with their consumers during their leisure time.

The Browser Toolbar; Can do more than you think!

The web browser to this day still remains the most common window through which consumers view content via the internet. Businesses now have the use of 'ZoomPanel Toolbar', which acts like a Facebook application, providing survey invites and profile opportunities within the web browser, related to the search.

With businesses targeting their questionnaires through social network sites and internet toolbars, could this mean less email spamming but more online annoyance? 

Have your say.. 

So whats the use of all this digital marketing enhancement?

So what even is digital marketing? - ‘Digital Marketing uses all digital media, including the internet, mobile, and interactive channels, to develop communication and exchanges with customers’ (Pride and Ferrell 2012).

There has been a major shift from traditional marketing methods.  Digital marketing allows the world to communicate through various forms of social media such as Facebook, Twitter, blogs, forums and RSS Feeds. 

Digital media allows companies to quickly interact with the public and potential consumers.  It also provides them with an ever increasing database of customers.  It is all about being visible to potential customers and partners, gaining exposure to a wide consumer base.  Companies that are able to engage in digital media successfully are always at the forefront of the consumers mind.

There are many benefits of online marketing:

• Helps attract prospective customers
• Marketing your business online with targeted pay per click advertising allows businesses to draw in customers
• Reduces costs, and increases a faster reaction time
• Adverts can potentially become instant sales
• Increases interaction with business and consumer

Many organisations now engage with online marketing for example, River Island uses Twitter to advertise new daily products and style tips, as well as incorporating celebrity endorsements such as Rhianna to gain attention.  They also feature the #hashtag system in which they can gain feedback from their consumers. 

 The impressive thing about digital media is the instant effectiveness of communicating organisations advertisements, stimulating demand.  Businesses are now able to interact with consumers and gain feedback from them too, much quicker than ever before.  It is increasingly evident that digital marketing is revolutionising the way that organisations communicate and connect with their customer base.

But what do you think?..

Why do Businesses Blog?

Why do Businesses blog?

A blog can be defined as "a frequent, chronological publication of personal thoughts and Web links" (Marketing Terms 2012). 

Blogs are now seen as another form of social media, enabling interaction from the internet to the audience.  

Business's have now tapped into the rising prominence of blogging and the potential influence that blogs have on customers.  Businesses use blogs to their advantage, allowing easy and direct communication between them and their potential customers.  Blogging provides organisations the opportunity to express their own thoughts and keep the public updated on recent activities, portraying a positive brand image.

According to Thach (2010), retailers use social media outlets such as blogs so that if their readers see what they like, they will most likely visit the site for updates and further news.  Retailers use blogs to make shoppers feel special and to create an online community.  

Worldwide retailers Urban Outfitters and River Island use their Facebook page and blogging site to not only keep their customers in the know about their discounts and in store-events, but to promote community-orientated opportunities like possible jobs and sharing behind the scenes secrets. 

Check out these retailing blogs :
http://www.styleinsider.riverisland.com/blog/?p=blog
http://blog.urbanoutfitters.com/