After reviewing an article in the Harvard Business Review by Bill Lee called, "Marketing Is Dead." There was a compelled need to share what thoughts pertaining to the good tidbits found in the article. The first line of the article says, "Traditional Marketing-- including advertising, public relations, branding and corporate communications--is dead. The evidence is clear." Next, Lee goes on to give examples of the results of 2011 study of 600 CEOs and decision makers by the London-based Fournaise Marketing Group, 73% said CMOs lack business credibility and ability to generate increased business, and 72% are tired of being asked to provide money for generated increase of business, and also 77% have had it with all the talk about brand equity that can't be linked to actual firm equity. Lee goes on later in the article to describe how meaningless it is for traditional marketing in the emphasis of looking at it from a buyer's point of view. All in all, Lee is providing the evidence into why social media marketing has evolved as the number one new and modernized marketing tool. In three instances it shows, SMM restores community marketing with also hints of word of mouth traditionally, SMM allows a business to find it's customer influencers, and also SMM gets customer advocates involved in solutions provided. It can be agreed that most of traditional marketing is dead, but in the same essence, there are many forms that still work such as word of mouth, and some advertising, at least in my opinion.
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After reviewing all of the forms of social media and how they are used in all kinds of business settings in class, including marketing, it occurred that I wanted to know more about the history of how Twitter came about. So, here is a good article written about the making.
Jack Dorsey (@Jack), Evan Williams (@Ev) and Biz Stone (@Biz) had big plans for Twitter but they likely had no idea how popular it would truly become. When they first created the site, they were just looking for a way to send text messages on their cell phones and a way to reinvent a somewhat dying company.On March 21, 2006, @Jack sent the first tweet: “just setting up my twttr.” It would be the beginning of a revolution. Now people from all over the world and many different fields and professions are saying it all in 140 characters or less. Dom Sagolla (@Dom), in tweet 38, typed these prescient words: “Oh, this is going to be addictive.” And addictive is certainly a good word for it… So how did Twitter get its name? Supposedly, the name was inspired by the photo-sharing site, Flickr, and other considerations were FriendStalker and Dodgeball. The definition of twitter is “a short burst of inconsequential information” and “a series of chirps from birds”. The name was fitting and so the new platform became Twitter. Soon the “chirps” of many twitterers would be heard/seen throughout the Twitterverse as the microblogging platform caught on with Internet users. It would still be a couple of years before it was fully mainstream but it didn’t take this new site long to gain fame. Why 140 characters only? The limit was set because 160 characters was the SMS carrier limit and they wanted to leave room for the username. Twitter is much more than just your friends telling you about their day. It has changed the media, politics and business. Many will report they hear their news first on Twitter- stories of natural disasters, sports scores, the death of a celebrity and more are shared first on Twitter. Social media and microblogging site Twitter has changed political communication profoundly. In the past, political news and commentary was only reported by a select group of those “in the know”. But today, we see both politicians and the Average Joe on Twitter sharing their political banter and opinions. It is a new era of citizen journalists and we see people speaking up and speaking out about the things that are important to them. Twitter has also had an impact on business as brands find a new way to reach their fans where they are already- in social media and on their smartphones. Twitter has become a tool that businesses large and small can use to reach their target market, provide customer service, share their unique content and more. It’s also become a way for everyday people to keep in touch with their favorite celebrities and a tool for the celebrities to stay in contact with their fans. For my second blog, an article regarding the "new' shoe in the New York Times caught some positive interest. What makes this new fashion and revolution of shoes very interesting is the fact that these products are not made with canvas or leather, but a light-weight, water-resistant, and also sturdy and breathable material called tyvek. The innovation of the shoe was designed by a man named Steve Weinreb, who started a company by the name of Civic Duty. Founded in 2009, Weinreb started using the material tyvek, which interestingly enough is also a very universal material. Tyvek, created by DuPont in 1955, has many uses that stray from labels and book jackets, to insulation such as roof underlayment and even hazmat suits. Now, designers are making uses of tyvek for hand bags, and other accessories along with fashion shoes. Civic Duty's main claim for the "new" shoe is that these new products are easy on the environment and easy for consumers who do not approve of products made from animal products. Also, another interesting facet of the "new" shoe is that when the shoes are done with use by the consumer, each pair can be sent back to Civic Duty where the company recycles the products and turns the recycled product into other creations of with tyvek such as park benches or picnic tables. This product is a great new innovation and will be interesting to see how the "new" shoe evolves in the future! Had the pleasure of reading a very interesting new book over the past two weeks called UnMarketing: Stop Marketing. Start Engaging, by Mr. Scott Stratten. After writing the book review due for my Marketing Management course, only felt compelled to also write about the book in my first ever blog post! So, with that said, let's discuss a little of what was presented by Mr. Stratten in his very informational book. First, what really grabbed the attention as a reader was Mr. Stratten's way of writing, and what is meant by that is that he did not just throw out a list advantageous methods with short-detail analysis and nothing more. Mr. Stratten employs his own personal personality and wit when describing the content in his book. This is also somewhat into correlation with the section of the book on transparency and authenticity, due to the fact that this book was very authentic in it's content. Also, instead of just complacent factoids spit out in a fury, Mr. Stratten did indeed give factual information about new tools and methods of new age marketing, well unmarketing, but did also in using actual real-life experiences of he, or other businesses/colleagues, to enhance the understanding of the relation of the content relative to the subject. So, with that being said, if there are any marketing and or business people in general that need a boost into the new error of marketing...excuse me, unmarketing, then grabbing this book for the reading pleasure is highly recommended and a must!
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