Transitioning Media -- Marketing Branding a Digital World Instructions Paper
Marketing refers to the social procedure through which groups and individuals get whatever they want and need via creating and exchanging produce and value with one another (Einav, 2015). Technology has strengthened key milestones in the marketing history ever since its start. The television, radio, printing press, and the internet are examples of major technological innovations that eventually changed the relationships amidst marketers and clients and achieved this on an international scale. However, marketing is not all about technology, but people; technology is simply interesting from a marketing point-of-view when it effectually connects individuals with other individuals. There is a concept that infuses marketing circles today, a concept of mysterious eerie creatures that exist in their own hyper connected, multifaceted cyber world (Ryan, 2014). They are a mystery; communicate in a different language, speak in ways we cannot really comprehend, and are turning the marketing world on its head. These are the transient, wraith like 'digital computers' that easily slip through the grip of the marketer. The first thing to note regarding digital clients is that there is essentially no such thing. The client and prospects that one meets online are actually the very same individuals that you run into your store daily, call on you on the phone, to request for something from your mail order catalogue. Not applying digital tactics implies that one shall miss opportunities and run out of business. Coming up with a digital strategy shall assist you in making informed decisions regarding the individual's venture into the digital marketing field, and make sure that your efforts are centered on the aspects of digital marketing, which are significant to your enterprise (Ryan, 2014).
Contenders in the 2016 U.S. presidential election utilize more social networks compared to politicians of the past. Following the 2014 mid-term elections, 16% of the registered voters followed candidates for office, elected officials, or even political parties on social media, an increase of 10% since 2010. Those figures might appear low, but it is likely that because the report was done last year, interest in politicians on social media raised more millennials and generation Z members, that are enthusiastic users of numerous media services, registered to vote (Brousell, 2015).
With the increase in campaigns for the 2016 elections, political strategies aiming at newer social media sites shall certainly play an important role. It, however, remains to be seen precisely how these efforts shall affect voters and impact who becomes the next United States president. Democrat Hillary Clinton is amidst the most well-known examples of a political candidate with a broad collection of social media initiatives. She has a strong presence on the most prominent outlets of social media, with over one million "Likes" on Facebook and around four million followers on Twitter (Brousell, 2015). The Clinton campaign also opened accounts on more niche social networks, like Pinterest, Instagram, and Snapchat. The mixture of social networks embraced by contenders allows for more kinds of content messaging aimed at the voters. In accordance to Jasso, the aim is to develop an image around Clinton, humanize her and make her more sociable.
Since 2014, traditional social media viewing is still the norm. Majority of individuals still watch television in real time via conventional distribution techniques and use phones for verbal communications. Where we notice alterations in media usage patterns are within what are called by researchers and marketers "Generation Y," conceived between 1977 and 2000 and younger generations, called "Generation Z" or "Digital Natives." For instance, even though young individuals watch a lot of TV, that trend is reversed for online and mobile viewing, with younger viewers spending more time watching video on these platforms (Einav, 2015). An average American invests more time on technology and the media than on sleep and work; the average American has more than 31 hours of activity per day (Einav, 2014 ).
(2What is your campaign goal?
Apply digital media for embracing the young voters; to establish personal relationships with supporters.
What would you like to achieve through this campaign?
We would like to achieve the mechanism structured to promote the contender through building communities, facilitating and supporting bottom-up activities. We want these thoughts to boom online: user-generated and social network sites, like Wikipedia and YouTube, to be the major trends of the contemporary media (Alexandrova, 2010).
What is your story?
It is essential that the presidential aspirant convinces the youth that are now greatly engaged in target audience?
The target audience is the nation's youth, who are voting for the very first time together with those that are still studying and attempting to get knowledge concerning various concerns.
Specify the 4 P's relevant to your strategy
Product: Theme of the presidential campaign to organize it to get to maximum supporters
Price: Raise funds for the campaign via social media
Place: Digital media sites, which entails YouTube, Facebook, Twitter, and communities. Special interest groups and activists now face the reality of a completely different ecosystem, and one of transparency
Promotion: Promotion of the theme via the use of new digital media
Describe your marketing plan
Explain your cross platform strategy (traditional media and digital media). Choose the platforms that are relevant to your campaign.
Facebook, Twitter and Google are examples of platform solutions within their "walled gardens." We would aid programmatic media purchase, assisting media control placements of the candidate across the whole digital landscape (mobile Web display, desktop video, desktop display, mobile video, mobile display and much more) (Consumers in Motion, 2015).
Explain and provide examples for the various platforms you choose. Explanations may be based on class lectures and readings. Examples can include those discussed in class. Bonus points for including new examples from Israel or abroad.
Social media like Twitter and Facebook could assist you raise funds and offer support more than you could imagine. With the impetus greatly building in favor of digital media, and with the 2016 presidential election being the first election whereby Generation Z could legally vote, it would be wise for aspirants to learn from the Obama playbook through beginning to invest more of their media budgets in digital advertising. It is the future and it is not going anywhere; it is here to stay (Watkins, 2015). In the Israeli presidential campaign, most of the funds went to digital media, with money targeted for the buying of media placement and time, and the production of campaign videos and adverts. The aspirant Meretz handed out around one million shekels on media purchasing, distributed uniformly amidst the old-fashioned and the digital way: billboards and newspapers (Tucker, 2015).
What are your KPI's?
Marketing occupies an interesting position at the intersection of science and art. The top marketers tap into their imagination as well as artistic skill-set to develop campaigns, which resonate with their audience on one hand, and on the other hand, they constantly gauge and assess the performance of every campaign to improve their messaging and optimize their performance. The KPI's to be applied are: Goal Completion Rate (GCR); Net Promoter Score (NPS); Marketing Return on Investment (ROI); Email Marketing Engagement Score (EMES); Web Traffic Sources (WTS); Social Interactions (SI); and End Action Rate (EAR) (Klipfolio, n.d.).
How do you define the promotion/marketing channels of your brand in earned, paid and owned media terms?
For the earned media, our campaign would employ individuals that would repost, share and write reviews regarding the aspirant, whereas for the paid media, we would develop adverts that would run online as popups and posters and also radios and TV; for owned media, we would create helpline websites, which individuals would call to for clarification of issues and the aspirant's political policies.
How will you generate traffic: SEO? Paid search? Social media engagement?
Social Media Engagement shall be utilized to produce traffic since it is a simpler way to reach maximum voters. Every network is completely exclusive and permits you to link with a massive audience. Voters expect all campaigns to be on these media. Apart from just having a presence on all these media networks, you need to update them regularly and ensure that they are connected to and from your campaign website, permitting the voters to easily gain access and involve you in the various networks. Also, social media provides the uncommon example of a marketing tactic whereby politics is not twenty years behind. Aspirants together with the elected officials have been fast to assume and leverage social media to not only involve, but also educate voters (Schossow, 2015).
How will you measure the success of the campaign?
Defining the return on investment (ROI) is actually one of the most difficult tasks in selling digital marketing to the C-suite. It could be mainly…
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