Introduction
The course has been very insightful in terms of expounding my understanding of how brands market themselves and achieve customer loyalty. The world today has advanced in terms of technological innovations and internet technology. This has not only revolutionized how business operate but also how people connect and live. In the last few decades, social media and digital communities have grown due to increased world population. This provides a pool of potential customers for brands and organizations.
Social Media Marketing
One of the key takeaways from this course was the cost-effectiveness of social media marketing. The course made it crystal clear that the most successful organizations rely on social media as a cost-effective marketing channel for promoting a brand’s core marketing communication, to a group of target audiences. This is how large company’s such as Coke build mass brand awareness and also establish high-level customer engagement through integrated marketing communications. In 2014, for instance, Coke launched a social media ad campaign on Facebook and Instagram dubbed “share a Coke”, in which many people posted on their social media accounts (McDarby et al., 2018). Coke’s profit that year improved given that people vouched for the brand’s product through shared experiences; this illustrates the power of social media marketing for businesses.
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Digital Community Building
The course helped me understand that digital community building entails the use of inter-connected devices to achieve high-level engagement with consumers through online advertising using pull and push techniques. On one hand, pull strategies are characterized by the consumer’s search for marketing content, and on the other, push strategies involve marketers sending marketing communications to customers without permission. Pull marketing strategies can include; blogs, search engines, web feeds, text messaging, and newsletters via email. In this scenario, the users must navigate to these platforms to receive the marketing message. In push marketing, content is sent to users when it becomes available through micro-targeting -this means customers are profiled based on their personal attributes, then fed with relevant marketing messages.
References
Brocato, D. (2010). Push and pull marketing strategies. Wiley International Encyclopedia of Marketing . https://doi.org/10.1002/9781444316568.wiem01053
McDarby, F., O'Hora, D., O'shea, D., & Byrne, M. (2018). Taking the sweetness out of the ‘Share a Coke’ marketing campaign: the influence of personalized labelling on elementary school children's bottled drink choices. Pediatric obesity , 13 (1), 63-69. https://doi.org/10.1111/ijpo.12193 .
