products, relies exclusively on social media to promote its products and engage customers. Its quirky, zero-dollar global brand campaign— Clean Happy—is built entirely around 90-second brand videos posted on YouTube, Facebook, Twitter, and Method’s blogger network. “We are the people against dirty,” the videos proclaim. “Join us and clean happy.” Social media work well for smaller brands like Method, which has an engaging eco-based story to tell. “The brands we compete against thrive in a 30-second spot world . . . but we can’t afford to go there yet,” says Method’s co-founder Eric Ryan. However, “brands [like ours] that have stories to tell have an advantage [in social media]. Mobile Marketing
Mobile marketing is perhaps the fastest growing digital marketing platform. A 2014 survey of Canadian smartphone owners found that 70 percent of them use their phones for shopping-related activities— browsing product information through apps or the mobile Web, making in-store price comparisons, reading online product reviews, finding and redeeming coupons, and more.35 Smartphones are ever-present, always on, finely targeted, and highly personal. This makes them ideal for engaging customers any time, anywhere as they move through the buying process. For example, Starbucks customers can use their mobile devices for everything from finding the nearest Starbucks and learning about new products to placing and paying for orders. Marketers use mobile channels to stimulate immediate buying, make shopping easier, enrich the brand experience, or all of these. For example, P&G recently used mobile marketing to boost sampling through vending machines—called Freebies—that it placed in Walmart stores. To get a sample of, say, Tide Pods, customers first used their mobile phones in the store to check into the Tide Pods Facebook site, where they received product information and marketing. Although online, social media, and mobile marketing offer huge potential, most marketers are still learning how to use them effectively. The key is to blend the new digital approaches with traditional marketing to create a smoothly integrated marketing strategy and mix. We will examine digital and social media marketing throughout the text —it touches almost every area of marketing strategy and tactics. The Changing Economic Environment The Great Recession of 2008–2009 and its aftermath hit consumers hard. After two decades of overspending, new economic realities forced consumers to bring their consumption back in line with their incomes and rethink their buying priorities. In today’s post-recession era, consumer incomes and spending are again on the rise. However, even as the economy has strengthened, rather than reverting to their old free-spending ways, Canadians are now showing an enthusiasm for frugality not seen in decades. Sensible consumption has made a comeback, and it appears to be here to stay.
- Spring '15
- Marketing, Customer relationship management