Emerging Media Blogs

Making Ordinary Things into Something Extraordinarily Digital

It was not until August 1991 that the world wide web became available to the public .This was the beginning of the internet boom in the 90s that gave us a taste of connectivity in a virtual world. Then in the 2000s social media came to a head and changed the landscape for both marketers and businesses.  Everyone from mom and pop shops to fortune 500 companies began utilizing social media to engage customers and increase profits.

Now, the Internet of Things (IoT) is changing how we interact with technology. Ordinary tools are becoming “smart”.  This area is where I believe there will undoubtedly be another boom for marketers and businesses. We can define IoT as traditional objects that are connected to a bigger network which allows devices to “talk” with each other and people.  Your devices would be connected to the internet and linked to make life easier for you the customer. The infographic below gives an idea of how IoT would work.

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Instead of a fridge where we can update our Facebook and Twitter, it seems much more useful for a fridge to alert you through a text message that you need milk etc. Another example is your car being equipped with sensors that are connected and alert you about an ice or snow storm. It could just be an alert or the car itself changes gears to go through the snow ahead. The IoT is much more different than anything we have encountered before. It fosters creativity and allows traditional businesses to get back into the game and make their tools smart. This smart technology will not be isolated to particular industries but instead be beneficial to all of them. Some of these ideas may be years away but we do currently use IoT to make life easier. FitBit tracks our physical activity and the Nest smart thermostat for remote temperature control are successful devices that have been fulfilling our needs today.

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A Pinch of This and a Dash of That

It’s safe to say social media is not going anywhere anytime soon. So, marketers have to master this media in order to bring the best results possible for their organizations. It is not unusual to come across companies, both large and small that have accounts on all the major social media sites and interact relatively little with any of them. Why you may wonder? Well, there is the push constantly from marketing gurus harping on how you are missing out from potential engagement and sales by not being on whichever social media site.

Currently, Facebook is the most popular social media and is beneficial to most businesses. Although it is widely used, Facebook may not be your number one channel if your organization is Business to Business (B2B). You should still consider incorporating it because over a billion people use this medium. Check out the graphic below that illustrates preferred social media sites for b2b. Linkedin is great for making contacts and building relationships within the B2B industry.

B2B social media platforms used resized 600

Maybe you are in a niche business that target people 45 and over. Even though Snapchat is a popular social media, it would not be beneficial to invest time into a Snapchat page. Companies like Taco Bell have integrated Snapchat into their strategy quite well because their audience is much younger.  Your business with its older target audience would not benefit very much from this media. Check out the demographics in the infographic below that demonstrates the spread of age groups across different social media.



Yes we do want to be active on social media but we have to figure out our audience and what they are using before we create and neglect accounts. A social media manager job exists because growing and engaging fans as well as brand promotion. Undoubtedly this takes a lot of time and effort.  Therefore, your social media cannot be done haphazardly. Instead, like everything else, there needs to be a plan. Social media plans allow you to come up with goals learn about your customers and gain direction to meet business needs . The infographic below is a reminder of what to keep in mind when we developing social media plans.


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So You Want My Data…

Digital media has many pluses but it has given a rise in concern about data collection and surveillance. Our information is being collected, analyzed and sold to third parties. There is also the factor that the data collection business is a multi-billion dollarCompanies also have our information when we allow them access to our Facebook pages.

It is not unusual to go on a site and realize that you need to make a username to view information. Fortunately, there is a sign in with Facebook option that saves you from going through the hassle of making a new account.Hill points out that when you grant a company access to your Facebook, the company can view your habits to tailor products.

Although, we like personalized marketing, there is an apprehension in giving out our information. Surveys found that 91 percent disagree with the statement “if companies give me a discount it is fair to collect my information.”It can give us the sense of big brother watching our moves. Living in a country such as the USA, we are not comfortable with feeling as though we are being monitored. Check out the infographic below which illustrates how much data collection is detested.

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Digital Media Marketing Here to Stay

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The areas of marketing and communications have exploded with the use of digital media marketing. We can define digital media marketing as the promotion of products or brands via one or more forms of electronic media which can be measured. These consist of email, social media, search engine optimization (SEO), online display ads, mobile apps, SMS, blogs podcasts and your website. All of these tools allow businesses to easily measure marketing strategies.

Although, traditional marketing can be effective, digital media marketing can provide real time results for measurement. This means a business can easily adjust their campaign based on how well it is doing from the click of a button.

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Digital marketing can be targeted to people in your community and globally simultaneously at less of a cost. Marketing trends continue to illustrate that consumers prefer tailored messages when they are  advertised to. A tailored message strikes a level of personalization that traditional media is unable to emulate.

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Furthermore, the advent of digital media marketing levels the playing field between large corporations and small businesses. Creative content could make a small business go viral.  There have been so many stories of individuals or small businesses making a video whether funny, inspiring or thought provoking and receiving millions of views. This is also true for Twitter and Facebook. From your tweets, Youtube subscribers, email opens and Facebook likes there is the opportunity to learn about your audience to gain a new customer.

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Marketers Embrace Storytelling

Telling stories has been a part of the human fabric since the beginning of time. The ability to enthrall listeners and readers is a coveted skill. We have become familiar with the saying content is king. Storytelling is an asset for marketers because it allows them to bring personality to their brands. Furthermore, stories foster conversations between brands and consumers through packaging, websites, e-newsletters, blogs, brochures, magazines, and social media channels like Facebook and Twitter.  The infographic below illustrates how storytelling is a great way to connect with consumers.

The Science of Storytelling

There are key steps marketers should think about when developing a story.

  • Who is the target audience
  • What message you want to conveyed
  • Which channels are best for the message (print, social media, email, television)

People love a good story and if a brand can incorporate this into advertising, it can be a huge plus. At the very least a story brings awareness of your company to an audience. You can even boost the story by encouraging user-generated content  and share different perspectives of your overarching story. When companies use interactive content, it increases engagement from customers.

Non-profits that are working on building awareness of their organization can benefit from using stories. It can motivate people to act on a call to action (CTA). If the story is creative, thought provoking or humorous, it may be shared with people outside of the target audience. Lastly, a good story can put a face to dull facts and figures.

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Emerging Media Blogs

Mobile the Medium of Now

Mobile Marketing is not just for the big retailers. It is a strategic tool for small businesses, non-profits and health clinics. Doctors and dental offices use mobile marketing to send out appointment reminders, specials and updates. I am a frequent customer at a large cosmetic dermatology firm in Houston and love that I get text reminders about my appointments and upcoming deals.

According to smartinsights mobile media time is now greater than desktop and other media. Consumers are extremely connected to their phones. The days of thinking of the phone as just a means to make calls is long gone.

time spent on mobile vs desktop devices 2015

Adding mobile marketing strategies in a MARCOM plan is unsurprising because of the way we use our smart phones and other devices.Marketers have the opportunity to reach their target audience with a high chance of open rates.  A study by Oracle found that the open rate of SMS is 98 percent compared with 22 percent for emails. Mobile marketing will continue to be an expanding frontier for marketers to take advantage of with such a high usage rate among customers.

Emerging Media Blogs

Sloppy Websites Impact Your Bottom Line

Website design is an artistic while strategic tool for businesses. A quick look at a company’s organization website could mean a make or break on a customer’s purchase. The website has to look professional, have easy navigation and intelligent design. A nonprofit organization, that I briefly worked for had a great mission and message but this was obscured by a pretty lackluster website. The page colors did not jive with the rest of the content. In comparison to our competitors, our website was pretty amateur.

We began working with local web design consultants to develop a stronger site that reflected our mission. We announced new updates to our site on our Facebook and Twitter. This was well received by Facebook fans and volunteers of our organization, who positively commented on the changes. It also improved our SEO rankings and led to more calls from potential customers inquiring about our services. There is so much data that proves that website design is crucial to your bottom line. See the infographic below.



Emerging Media Blogs

No Such Thing As One Stop Marketing

The American demographic has changed drastically over the past few decades. Minorities have become an integral part of the nation’s fabric. Hispanics have surpassed the African American population and the Asian demographic is rapidly growing. Marketers have to take all of these considerations into mind when crafting a marketing plan. We are familiar with tailoring messages to certain age groups and gender but race now has to be a key factor. Minority groups are spending record amount of money on products. Check out the graphs below to see the spending habits of minorities.


Companies interested in growing profits realize the shift and are working hard to gain minority customers. Social media is an area where minority usage differs from whites. For example, Twitter, is a medium mostly used by blacks which surpasses the usage of Hispanics and whites respectively. Blacks’ usage of Instagram (23%) also outnumbered Hispanics’ (18%) and Whites’ (11%).  The chart below from pewresearch.org highlights the key differences between the different demographics.

Latinos', Blacks' Use of Social Media

Buying habits also differ between minorities as it does with whites. Hispanics spend the most of the demographics on diapers, Blacks on beauty products and Asians in club stores. This means companies that sell these merchandise have to tailor their marketing strategy to benefit from minority spending habits. It will take both qualitative and quantitative research, observation, relationship building and focus groups to learn about each community to make marketing efforts successful.

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