This week I’d like to explore the notion of ‘average’ and its marketing implications: the consumer’s belief that they are unique, their fear of appearing average and how marketers are using this trend. Most 21st century consumers do not want to be average, they want to believe that they are a beautiful and unique snowflake. … More Craft Breweries Assist Above-Average Beer Drinkers
This week I read an intriguing case study on Société de Transport de Montreal which outlined how Montreal’s public transport operator used a combination of convenience, personalised deals and fun to increase customer satisfaction and numbers on their buses and trains. Their app uses GPS, user entered preferences and real-time travel information from transit cards … More A Missed Opportunity for City of Melbourne?
This week’s reading covers a topic many of us are keenly interested in, and one which I don’t believe business or academic researchers really have a grasp on, largely because of its continually evolving nature. M.A. Hodis, R. Sriramachandramurthy and H.C. Sashittal’s article Interact with me on my terms: a four segment Facebook engagement framework … More Is business missing the point?
Well, nothing adds interest to an academic article quite like aligning the subject matter with the rampant spread of Herpes. This week’s reading by Andreas M. Kaplan and Michael Haenlein, ‘Two hearts in three-quarter time: How to waltz the social media/viral marketing dance,’ uses this humorous analogy as it explores what makes some marketing campaigns … More Creating A Successful Virus