Human nature dictates that often we ask questions we believe we already know the answer to. And, much as they may deny it, market researchers often believe they know the outcome of their survey before they send it. Sometimes responses reveal that their assumptions of the audience are off the mark or that their beliefs … More A Twitterbot-sized chip on our shoulders
Is social media really the magic bullet that many modern marketers would have you believe? Or is it simply a cost-effective, relatively easy-to-use new marketing tool that can amplify your existing Integrated Marketing Communications? The Melbourne Business School’s Mark Ritson is clearly in the second camp, in his Mumbrella360 video from June 2016 he slams … More If video killed the Radio Star, can social media replace TV?
Malcolm X once famously said, “Anytime you find someone more successful than you, especially when you’re both in the same business, you know they are doing something that you aren’t.” While this may seem to be stating the obvious, Germann, Lilien and Rangaswamy set out to apply this theory to marketing analytics with the hypotheses … More Data as weaponry in the Supermarket Wars
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?
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
The era of Web 2.0 is an exciting time for marketing practitioners. Advancements in technology present opportunities for creative and highly interactive communication with increasingly engaged and sophisticated consumers. This week I read Efthymios Constantinides’ journal article Foundations of Social Media Marketing. This article divides marketers’ use of Social Media into either a Passive Approach (‘listening … More Social Media: The Power Shift