The world of business is always ever-evolving and companies employ various strategies to reach their desired outcomes. One main element of this approach involves the creation of marketing objectives. Marketing objectives are the roadmap that guides companies closer to their goals and missions. Marketing objectives are crucial in driving business success.

Marketing objectives are the bridge that connects a business’s broader mission to its day-to-day marketing activities. They give a clear and measurable framework that outlines what a company tries to attain through its marketing efforts. There are many reasons companies rely on marketing objectives they help with strategic focus, measurability, and alignment with organizational goals.

Marketing objectives help businesses focus on certain targets and outcomes. If a business doesn’t have clear objectives the marketing efforts become scatted and less effective. Objectives help set quantifiable metrics that allow businesses to track progression and measure success. This is a data-driven approach that enables knowledgeable decision-making. Well-crafted marketing objectives are in sync with the company’s goals and mission which ensures the marketing endeavors resonate with the companys vision.

To successfully align marketing activities with a company’s mission, objectives, and goals it is important that a company follows a structured approach. A company must understand its mission and integrate across departments. Must also set specific, measurable, achievable, relevant, and time-bound objectives to ensure clarity and effectiveness. An example would be to increase online sales by 30% within 8 months.

Companies must always be mindful of legal and ethical considerations. Companies must comply with local, national, and international laws and regulations. They must also uphold ethical standards by being honest. Failure to do so will lead to legal consequences and major damage to a company’s reputation.

In conclusion, marketing objectives are a major component of a company’s strategic game plan. Marketing objectives set a clear roadmap for attaining organizational goals.

References:

Which smart objectives definition should I use?. Clear Review. (n.d.). https://www.clearreview.com/resources/guides/which-smart-objectives-definition-should-i-use/

When I think of a brand that successfully positioned itself it is Tesla. Tesla is an American multinational automotive and clean energy company that designs and manufactures electric vehicles. Tesla was founded in 2003 and in 2008 Elon Musk took over as CEO he helped re-positioned the electric vehicle brand as “the new technology for clean energy.” “Tesla’s mission is ‘to accelerate the world’s transition to sustainable energy,’ and their new technologies are pushing the industry forward, specifically with the range their cars can accomplish” (Brand Master Academy, 2023).

Developing a brand identity is a complex process and an important element of that is logo design. The right logo says everything about a brand without having to say anything at all. The perfect logo needs to convey what the brand is all about. Tesla logo is T-shaped that stands for Tesla but there is more behind it. The real inspiration for the logo is the T is similar to a cross-section of an electric motor. “Tesla’s logo is a perfect embodiment of this brand. A car’s motor is what pushes a vehicle forward. In symbolic terms, an electric motor is the catalyst of movement–or innovation” (Craig Bloem, 2017).

Tesla does a great job marketing itself and set itself apart from others. Going green and reducing global warming is a predominant market trend currently which gives Tesla a big advantage. Who wouldn’t want to own a car that eliminates expensive trips to a gas station and that is fully electric creating zero pollution? Yes, there are risks to owning a fully eclectic car like the fact they are not very good for long road trips. Once you get out of big cities it could be challenging to find a charging station. Another big risk that has raised some red flags, “Several Tesla drivers have reported having random power loss when they are driving. An error that stating that the car is shutting down and to pull over has made a few owners scratch their heads” (Harper, K., 2021). Tesla has done a great job doing damage control with excellent customer service when issues come up.

References:

7 powerful brand positioning examples (famous brand strategies). Brand Master Academy. (2022, December 1). Retrieved April 2, 2023, from https://brandmasteracademy.com/examples-of-brand-positioning/

Bloem , C. (2017). Elon Musk explains logo design: What we can learn from Tesla’s brand. Retrieved April 2, 2023, from https://www.inc.com/craig-bloem/why-elon-musks-tesla-logo-design-is-a-perfect-example-of-brand-identity.html

Harper, K. (2021, September 13). 10 biggest problems with owning a Tesla. HotCars. Retrieved April 2, 2023, from https://www.hotcars.com/biggest-problems-with-owning-a-tesla/#touchscreen-cruise-control-adjustment

Taco Bell has been a popular fast-food restaurant for many years. When Taco Bell first started in the ’60s its first slogan was “Think Outside the Bun.” They had many commercials and packaging dedicated to that slogan for more than 10 years but suddenly changed their slogan to “Live Mas” in 2012. As consumers, we thought that this was a random and sudden choice but it was actually a very strategic move that helped bring Taco Bell into its new era.

Taco Bell wanted to change its slogan to “Live Mas” to inspire a more upscale image for the brand. “Mas” in Spanish means “more” this helped to keep the brand tied to the food’s heritage. The new slogan is meant to replace the idea of grabbing a quick bite to eat through a drive-thru with eating a more upscale meal and creating a memorable experience. Now Taco Bell has alcohol, touch-screen menus, and tapas-style food options.

When developing a brand name it’s important to create something that is easy to remember and pronounce. This helps consumers to be able to recognize the name when they see it on commercials or social media. “The right name is timeless, tireless, easy to say and remember; it stands for something, and facilitates brand extensions. Its sound has rhythm. It looks great in the text of an email and in the logo” (Wheeler, 2017). For example, Taco Bell is a simple name that is easy to pronounce and recognize. The name also represents the brand as a Mexican food restaurant.

References:

Wheeler, Alina. Designing Brand Identity: An Essential Guide for the Whole Branding Team. Available from: MBS Direct, (5th Edition). Wiley Professional Development (P&T), 2017.

Lucero, J. (2012, February 28). Taco Bell Scraps ‘think outside the bun’ slogan. Orange County Register. Retrieved March 10, 2023, from https://www.ocregister.com/2012/02/28/taco-bell-scraps-think-outside-the-bun-slogan-2/#:~:text=Think%20Outside%20the%20Bun%20%E2%80%93%202002,Run%20for%20the%20Border%20%E2%80%93%201989

Hello class,

I enjoyed the last 8 weeks and can’t believe it’s already done! This was my first social media marketing class, and taking this class was really fun for me. Everything I know about social media marketing is self-taught by watching Youtube and using Instagram to reach new clients for my real estate business.

My favorite thing about this class was creating a social media marketing campaign. I liked that we were able to decide what company we wanted to create a campaign for and that we had full control over the campaign and were able to be creative.

One of the things I learned was the fact that it is okay to be preset on multiple social media platforms at once to find out which platform works best for your company. I have always assumed that it’s best to focus on one to two social media platforms at a time. I have also learned that posting daily is very important especially when you first start your social media page to help gain traction. I used to think that post daily would annoy my followers but it’s proven to actually help gain followers and build engagement. “Daily posting will grow followers 4x faster than posting less than once a week” (McLachlan, 2022).

I like writing the blog posts but did sometimes seem redundant since we were also writing discussion posts weekly too. I actually didn’t mind all the writing though, I enjoyed it.

-Merry Christmas!!

References:

McLachlan, S. (2022, December 3). How often to post to social media in 2023. Social Media Marketing & Management Dashboard. Retrieved December 16, 2022, from https://blog.hootsuite.com/how-often-to-post-on-social-media/#:~:text=%E2%80%9CDaily%20posting%20will%20grow%20followers,content%20calendar%20to%20stay%20organized.

Hi Class!

This class was my personal favorite marketing class I have taken yet. I really enjoyed building this social media marketing campaign. I feel really good about my campaign and wish I could call Johnson & Johnson and tell them to hire me so I can create this campaign in real life.

This class was so much fun for me but it was challenging at times. The challenging part about creating this campaign was organizing my thoughts. I had so many ideas and organizing them to make sure everything came together and make sense at the end was the hardest part. This class taught me that building a social media marketing campaign isn’t all fun and games, it’s hard work, and a lot of time goes into it. I enjoyed that it made me think outside of the box and test me creatively. I had so much fun taking this class and I hope everyone has a great holiday break!

The author of the article, “The Key to Social Media Success Within Organizations” argues that the reason social media initiatives can’t provide benefits to companies since the initiatives don’t create emotional capital. They are defined as a strong emotional connection between the company and the stakeholders.

Personally, I believe that emotional capital is necessary for successful social media initiatives in organizations. I think that it is impossible for a company to have internal social media work for them and not care about their stakeholders. Caring about stakeholders and treating them well benefits the firm and society.

Emotional capital represents, “the feelings and beliefs that help an organization’s employees to form successful relationships with each other, which is good for the organization.” Emotional capital is respect that a company gains by showing its employees that they genuinely appreciate them.

References:

https://www.citationmachine.net/apa/cite-a-website/confirm

It is hard to believe that we are more than half way done with this class. I think this class flew by because it was a fun class to take for me! I have learned a lot and really enjoyed this class because my dream job is a social media coordinator for a brand or social network.

There are many important elements in a social media marketing campaign like consistency and time management. There is a lot that goes into a social media marketing campaign so in order to stay organized and on track time management is very important. Without time management you wont hit your goals. Being consistent with engaging with your followers is also important too. Posting a great reel on Instagram and then not commenting back to people or liking their comments is not going to help that post reach its full potential. Your followers will feel like you actually care about them if you engage with them.

I think the most important element in a social media marketing campaign is knowing your target audience. The people that support your brand are the ones that make your company grow. Not being able to connect with the right people will sink the campaign. Before you launch your social media campaign you must know who your targeted audience is, what social media platform they use, and what kind of campaigns appeal to them.

The Superbowl is a major football game that happens every year and most people throw Superbowl parties at home with tons of chips, dips, and drinks. People gather around the TV to pay close attention to the game and others just tune in for the commercials and halftime shows. Superbowl commercials are my personal favorite thing because they are always produced well and very entertaining.

Pepsi has always been a part of the Superbowl by being a sponsor and in 2013 they took over the sponsorship of the halftime show. Before Pepsi took over the halftime show they were just like any other brand spending millions for a 30-60 minute time slot to be featured across the world.

What makes Pepsi different is how Pepsi chose to deviate from the normal after what happened with Justin Timberlake and Janet Jackson at the 2010 Superbowl halftime show. Pepsi announced that they will not be using the money they set aside for the Superbowl ad but instead use it to support grants for “cause marketing” – making the Pepsi Refresh project.

The 20 million dollars Pepsi set aside originally for the Superbowl Ad is now being split up between nonprofits and businesses to help with their needs. The donations allowed each organization to purchase new school books, and new construction, and help make long overdue upgrades to their original facilities. This helped so many people but it also helped Pepsi gain over 3 million new followers on social media. The campaign helped Pepsi build brand equity and receive positive sentiments. However, unfortunately, sales declined.

Pepsi continued to see a huge loss in revenue over the years which is due to the fact that the campaign did not make an impact on consumers. The whole project received a pat on the back for the good that they did for the communites but did not drive sales. The project did not continue and it is unfortunate because I think that maybe Pepsi may have been ahead of its time for this project. I would like to see them run a similar campaign today in hopes that the world would respond differently.

References:

Avery, Jill & Norton, Michael I. (2013, August 26). The Pepsi Refresh Project: A Thirst for Change.
Retrieved on March 26, 2021 from https://hbsp.harvard.edu/e8da0cfc-83b4-40cc-b942-5be6790a6d2b

Gillette Pepsi Co (2010). Gillette Pepsi-Cola Announces Recipients of Local Pepsi Refresh Project
Grants. Retrieved from: https://www.gillettepepsicola.com/about-us/news/gillette-pepsi-cola-announcesrecipients-of-local-pepsi-refresh-project-grants/

Hi class!

The company I chose for my social media campaign is Johnson & Johnson. I chose Johnson & Johnson because I thought they could really benefit from a good social media campaign. Since the company has been dealing with a massive lawsuit due to the claim the talc baby powder was contaminated with asbestos that is linked to mesothelioma or ovarian cancers.

The social media campaign has been honestly fun for me to work on. I find it interesting learning about the company and figuring out a way to create a social media campaign that will appeal to millennial moms and hopefully change their opinions about the company. It has been challenging at times trying to think of a way to create a campaign that will help gain people’s trust again since many have lost trust in Johnson & Johson.

Hi Class!

The main idea that I took away from reading this article, is that if a company or brand creates content that goes viral on social media it will create an epidemic. Creating viral content is what most brands dream of because it will give the brand so much exposure and help it to grow. Social media is such a powerful tool that gives brands the opportunity to go viral and become an overnight success story.

Creating a cool TikTok or Reel doesn’t guarantee you go viral instantly. There is a lot of work that goes into it even tho it may seem easy to do on the outside looking in. You must know your audience, what is currently trending, when to post, how to edit your content, and so much more. Social media is an essential part of marketing in today’s world. Consumers go to social media to find new products and to look for reviews.