Archive for the ‘Marketing and Branding’ Category
Thursday, April 4th, 2019
by Justin Grensing, Esq., MBA
Amazon has proven time and again to be particularly adept at figuring out what its customers want and giving it to them. Whether it’s shopping suggestions based on previous orders, on-demand media content or same-day delivery, the retail giant answers the demands of the people whose purchases are lining its pockets.
The latest example of this as-you-wish mentality was recently announced and reported in an article for CNN by Taylor Nicole Rogers titled “Amazon’s new waste-reduction strategy: Delivery only once a week.” (more…)
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Tags: Amazon, Customer Service, delivery, market shifts, marketing research, one-day delivery
Posted in Customer Service, Innovation, Marketing and Branding | No Comments »
Thursday, March 28th, 2019
by Justin Grensing, Esq., MBA
For countless Americans, a trip to the local Blockbuster in the hopes of renting one of the copies of the latest hit movie to be released on VHS or DVD or to browse older favorites and film classics was a part of the Friday or Saturday night ritual for years.
But as technology and delivery methods evolved, Blockbuster and other video stores started to lose market share to then-mail-delivery-based Netflix as well as DVD rental kiosks before seeing further erosion from video streaming services. As Michelle Lou and Saeed Ahmed write for CNN, the iconic brick-and-mortar movie rental chain is still hanging on. But just barely. After the recent closing of a Blockbuster store in Australia, the Blockbuster in Bend, Oregon became the last one open on earth.
(more…)
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Tags: Blockbuster, changing market demand, disruptive innovation, environmental scanning, market shifts
Posted in Competition, Marketing and Branding, Strategy | No Comments »
Tuesday, March 5th, 2019
by Justin Grensing, Esq., MBA
Companies spend big money on celebrity endorsements. Nike alone spends billions of dollars on celebrity endorsements each year. Sometimes, the endorsements simply serve to bring publicity to a brand. Or they may entice consumers who want to emulate celebrities they respect. “A Taiwanese study shows that consumers show greater recall of products that have been endorsed by celebrities—regardless of whether they are actual fans or not,” says Guided Selling. (more…)
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Tags: brand, Brand Management, branding, media relations, Nike, pr, public relations
Posted in Brand Management, Marketing and Branding | No Comments »
Tuesday, February 26th, 2019
by Justin Grensing, Esq., MBA
Tesla, the electronic vehicle (EV) company headed by high-profile billionaire Elon Musk, is a fascinating organization in many ways. The media has recently been excited about the company’s back-to-back quarterly profits. Despite the company operating in the red for so long, observers love to root for the revolutionary company. It’s also interesting to look at Tesla from a business strategy standpoint. For example, Tesla is widely recognized for the way it generates intense customer loyalty. (more…)
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Tags: beating the competition, competition, competitive advantage, marketing mix, Porter's Five Forces, Tesla
Posted in Competition, Marketing, Marketing and Branding | No Comments »
Thursday, February 21st, 2019
by Justin Grensing, Esq., MBA
On February 14 – Valentine’s Day – Amazon announced a break up with New York City. The company faced intense backlash from community members after it was announced that the much-anticipated HQ2 would be split between New York and Arlington Virginia.
Here are some takeaways from a marketing perspective on the tech giant’s big decision. (more…)
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Tags: Amazon, consumer sentiment, effective public relations, Marketing, public opinion, public relations
Posted in Brand Management, Marketing, Marketing and Branding, Marketing Communication, Media Relations/PR, PR and Media Relations | No Comments »
Thursday, February 14th, 2019
by Justin Grensing, Esq., MBA
The marketing world can be fickle. Marketers and advertisers are lauded as geniuses when their bold or creative plans pan out. But they’re derided as fools or worse when their plans fall flat. Often, it’s just the benefit of hindsight that makes a great idea turn out to be idiotic.
Well, in hindsight, a Valentines-themed gimmick looks like a pretty bad idea. (more…)
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Tags: marketing gimmick, marketing missteps, PR missteps, PR mistakes, valentine, Valentines Day
Posted in Brand Management, Marketing and Branding, Media Relations/PR, PR and Media Relations | No Comments »
Thursday, January 24th, 2019
Publishers have a lot on their plates these days—from fraud and ad blocking, to Facebook’s recent News Feed changes, to GDPR, increasingly rampant technological innovations and more. On top of the traditional issues related to publishing, publishers also have increasingly been pulled into generating ad revenues through ad tech—a constantly shifting landscape that can certainly be a diversion from creating quality content to meet audience needs.
How are they managing? In some cases, they’re outsourcing this aspect of their ad operations (ad ops) to white-glove consultancy services. (more…)
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Tags: Advertising, advertising contractors, advertising vendors, buying advertising, digital marketing, programmatic advertising, white-glove ad services
Posted in Advertising, Content Marketing, Marketing and Branding | No Comments »
Tuesday, December 4th, 2018
(excerpted from Best Practices in Influencer Marketing)
While influencer marketing can yield big benefits, there are some potential pitfalls. Primary among them, is that it can be a lot of work, and results are not guaranteed. As Natarelli notes, “The nature of the media landscape today requires constant optimization and tinkering. You have to see audiences as fluid and fickle. Therefore, it is hard to sometimes identify and hold on to success. Clients looking for sure bets and silver bullets will be disappointed.” (more…)
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Tags: communicating on social media, content marketing, influencer marketing, marketing through influencers, Social Media
Posted in Content Marketing, Influencer Marketing, Marketing and Branding | No Comments »
Wednesday, November 21st, 2018
(excerpted from 21st Century Secrets to Effective PR: Tips and Best Practices for Gaining Media Exposure)
In the “old days,” there was advertising and there was PR. Advertising was paid communication that we created about ourselves. PR was communication that we earned through creating relationships and clever pitches to the media gatekeepers who would then share information about us on our behalf. Social media represents a new communication option that has had, and will continue to have, a marked impact on both advertising and PR. (more…)
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Tags: fake news, Marketing, media relations, pr, public relations, Social Media
Posted in Content Marketing, Internet Marketing, Marketing and Branding, Media Relations/PR, PR and Media Relations, Social Media | No Comments »
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