Hi Class!

Being that I am a millennial born in 1993 I grew up with social media and have watched it evolve over the past 29 years. I was twelve years old when I started using AIM Messenger, MySpace, and then Facebook. It wasn’t until I graduated high school in 2012 that Instagram came out. Instagram has evolved tremendously over the past decade and completely changed the social media world. Instagram went from only posting food pictures or pictures of your dog and only using Instagram filters. To now, creating an aesthetically pleasing Instagram grid and making money off posting for brands.

“In a study done by Kate Meyer on her article “Social Media Natives: Growing Up with Social Networking,” she revealed that 90% of millennials have at least one form of social media in 2016 compared to only 55% in 2006″ (IPL, 2022). Now that the majority of people have social media and can easily access it at any time on their cell phones it is safe to say that it can be very addicting. Since social media has become so popular it has caused many people mental health issues like anxiety, depression, and even suicidal thoughts. The content that we see every day on social media can affect our brains – “Even if you know that images you’re viewing on social media are manipulated, they can still make you feel insecure about how you look or what’s going on in your own life” (Health Guide, 2021).

Even tho social media can have a negative effect, it can also be a positive thing too. Having social media makes it easier to keep up with friends and family because you don’t have to necessarily pick up the phone to ask how someone is doing. One of my favorite things about social media is that it is now a marketing and branding tool. Social media has helped many small businesses grow and become very successful. “According to data gathered by score, 77% of small businesses use social media to help build brand awareness, facilitate customer service, and increase revenue. For example, data from Meta shows that 83% of Instagram users say they discover new brands while using the platform. Those users are then able to share posts with friends, further increasing brand awareness” (Peek, 2022).

I think social media is great to have but it is important to monitor how often you use it and what content you see on the daily.

References:

Millennials: Growing up with Social Media. (n.d.). Retrieved October 29, 2022, from https://www.ipl.org/essay/Technology-In-Social-Media-PJUC78VTYTG

Social Media and Mental Health. HelpGuide.org. (n.d.). Retrieved October 29, 2022, from https://www.helpguide.org/articles/mental-health/social-media-and-mental-health.htm#:~:text=However%2C%20multiple%20studies%20have%20found,about%20your%20life%20or%20appearance.

The importance of social media for small business. business.com. (n.d.). Retrieved October 29, 2022, from https://www.business.com/articles/social-media-small-business-importance/

I have chosen to write about the company, Walt Disney because they are known for being socially and ethically responsible. There is a section of the Walt Disney website that is dedicated to sharing policies on social impact, environmental sustainability, and diversity and inclusion.

Disney also has a charity called Disney Conversation, a charity that “is committed to saving wildlife and building a global community inspired to protect the magic of nature together” (The Walt Disney Company, 2021). Disney is also known for taking care of their employees and making sure they are treated fairly and maintain a safe place to work.

Walt Disney is a socially and ethically responsible company but also isn’t perfect and has some issues. Unfourtntely, Walt Disney is known for underpaying staff, especially factory workers. In 1966, Disney paid their factory employees in Haiti only 12 cents an hour and in 2018 11% of Disney employees reported that they had been homeless and unable to buy groceries (Dreier, 2020). Recently, ten women are suing Disney for “rampant gender pay discrimination” (Barnes, 2021). It is safe to say that Disney has some not very magically flaws that as a Disney lover is hard to believe.

Walt Disney is worth nearly 215 billion dollars currently and is ranked No. 5 overall for the 19th consecutive year as the top-ranked media and entertainment company (The Walt Disney Company, 2022) Disney focuses on “renewable electricity, conserving fuel, sustainable design, reducing waste, using water responsibly, greening production, and protecting nature” (The Walt Disney Company, 2021) I feel that Disney is focused on balancing the making a “green” profit, “green” environment.

Refferences:

Disney ranks high on Fortune’s 2022 list of “World’s most admired companies”. The Walt Disney Company. (2022, February 2). Retrieved August 11, 2022, from https://thewaltdisneycompany.com/disney-ranks-high-on-fortunes-2022-list-of-worlds-most-admired-companies/

Barnes, B. (2021, March 18). Pay discrimination suit against Disney adds pay secrecy claim. The New York Times. Retrieved August 11, 2022, from https://www.nytimes.com/2021/03/18/business/media/disney-pay-discrimination-lawsuit.html#:%7E:text=The%20court%20fight%20over%20equal,less%20than%20their

Dreier, P. (2020, March 12). Disney is not the greatest place on Earth to work. The Nation. Retrieved August 11, 2022, from https://www.thenation.com/article/economy/disney-iger-labor/

Environmental sustainability. Disney Social Responsibility. (2022, April 29). Retrieved August 11, 2022, from https://impact.disney.com/environment/environmental-sustainability/

• What is the brand strategy being used by the top dog? What is the brand strategy being used by the underdog?

The Mcdonald’s and Burger King rivalry started in the mid-1950s and Mcdonald’s is the apparent top dog of the two. McDonald’s follows the proactive branding strategy by constantly innovating new items on the menus across the world. Burger King chose the reactive marketing strategy, their post is less planned and happens fast.

• How can the underdog improve its strategy so that it can gain more market share and surpass the top dog? Provide three recommendations.

1. Brand Equity Management – When most people think of McDonald’s Burger King always comes in 2nd. Burget King must change this by establishing and strong brand identity. They must lose the “Burger Theft” identity and move into a more relevant concept that younger generations will respond to.
2. It would be helpful if Burger King produced a commercial or a social media ad that showed Burger King’s customers doing a blind taste test, a Burger King burger vs. a Mcdonald’s burger. This could become a popular ad that gets people talking about Burger King again.
3. Burger King has an app that offers some perks but I think that if they expanded on this by creating a loyalty program it could drive sales. The loyalty program would allow you to rack up points for free food. Loyalty programs help bring in business and make your customers feel like they are being taken care of.

• Why do you believe consumers prefer the top dog over the underdog? Which do you prefer, and why?
  

I honestly believe that in today’s world most people side with the underdog than the top dog. I think people today want to see the underdog win and steal the show. Personally, Mcdonald’s has the better fries so maybe that’s the secret…

In the case study article, what market segments were identified and what segmentation strategies were implemented?

Under Armour is a sports equipment company founded by Kevin Plank in 1996. The company targeted mainly men because not as many women were playing sports during that time period. The article explains how the company has changed and that they are shifting its focus more on targetting women. They are wanting to target and appeal to women who believes in mental and physical strength. In March of 2013 Under Armour launched a campaign, “I Will What I want” that was created to celebrate people who spend a lot of time working out at home or in a gym. The campaign was very successful and led to Plank asking “Where do we go from here”?

What do you believe are four to five key points to remember when implementing segmentation strategies?

I think the most important thing is to have done thorough research and understand your analysis. It is important that you have a clear understanding of your plan to get your targeted consumer to purchase your products. It is imperative that your company considers their customer behavioral characteristics, demographics, geographic, and psychograhic in order to fully understand your consumer.

Identify a new market segment that you have noticed recently (during your own shopping experience online, in a commercial ad, or in a secondary resource such as a magazine) that you believe would be a great market to explore. How might you create a segmentation strategy to reach this new market segment?

The first new marketing segment that I’ve been seeing everywhere is crubside pickup. I believe this would be a great market to explore because people are always looking for something quick and easy. Many companies have already introduced curbside pick up during 2020 and have kept it going and personaly I don’t see it ending. I know that offering curbside pick up helps many people like handicap or elderly consumers it also is another way to earn revenue!

What type of consumer are you?

I would consider myself to be more of an individual consumer than an organizational consumer. “Individual consumers purchase goods and services to satisfy their own personal needs and wants or to satisfy the needs and wants of others” (Kardes, 2020). An example would be me going to the grocery store and purchasing items for myself, my husband, and my daughter and then cooking the food I bought to feed my family.

What influences your buying decisions, and how?

Many things influence my buying decisions like what household items are I running out of or what does my child need for school or soccer practice? An example would be if I am running out of laundry detergent which would influence my decision to go to the store and purchase laundry detergent.

Which stage actually leads to your purchasing decisions?

This is based on what I need for my home. I only purchase what I need before it runs outs. An example would be toilet paper, if I notice we only have a few rolls left I will make a trip to the store to purchase the toilet paper.

When making a buying decision, how are you influenced by marketing research and marketing design?

I’m very influenced by marketing research and design because if a product is not made to look appealing to me I’m most likely not going to purchase it. Also, if the description of a product is not well explained or thought out I am not going to purchase it. I am attracted to products that catch my eye and that earn my trust.

Do you experience any post-purchase behavior?

As an individual consumer I have experienced some post-purchase behaviors. If I made a big purchase like buying a new dishwasher and it was not working the way I wanted it to I would be disappointed. Or if I was extremely happy with a purchase that brand would earn my trust and I would be a loyal customer.

References:

Kardes, F., Cronley, M., & Cline, T. (2020). Consumer Behavior (2nd Edition). Cengage Learning US. https://mbsdirect.vitalsource.com/books/9781305161689

Apple is hoping to expand into the baby market with the launch of their new
baby monitor, iBaby. The expectation is that the iBaby launch will contribute
an additional 10 million dollars in revenue for Apple by the end of the first
full year that the baby monitor goes live. Apple is positive that it will be
possible to reach 10 million dollars in sales because “The Global Baby Monitor
Market is expected to grow at a CAGR of 6.2% from 2021-2027 to reach US$ 1,970
million by 2027” (PR Newswire, 2021). There is a huge demand for baby products
and the market is growing very fast!

Apple is targeting middle to high-class millennial moms and dads between the
ages of 26 to 41 years old and a very popular trend for millennials is social
media. “The millennial mom doesn’t spend time clipping coupons or check the
local ads for what’s on sale. She’s on Facebook. She reads blogs. She’s glued
to her mobile devices” (Keefer, 2012). To reach Apple’s targeted demographic
Apple needs to promote heavily on social media by running sponsored ads and
creating content that will go viral. Apple has been sued for false advertising
in the past and since we are releasing a baby monitor that promises to track
your baby’s breathing and heart rate. It is very important that Apple does
everything they can to make sure the product is 100% ready to be launched.
iBaby must for through many tests before it is released, and it must be FDA
certified and doctor approved. There are certainly many limitations to the proposal
based on the amount of tests the product must pass before the launch.

Refferences

Keefer, A. (2012). Marketing to Millennial Moms. Progressive Grocer, 91(8), 121.

Baby Monitor Market to Reach US$ 1,970 Million by 2027 Globally |CAGR: 6.2%| UnivDatos Market Insights. (2021, June 2). PR Newswire https://bi-gale-com.ezproxy.snhu.edu/global/article/GALE%7CA663848026?u=nhc_main&sid=ebsco

The company I choose for my final project is Apple. This was a no-brainer for me because I love Apple. I have had an iPhone since the day it came out in 2007 and have continued to upgrade every few years since! Purchasing a MacBook was one of the best investments for me, I strongly believe that Apple products are worth every penny and are the best of the best.

The new product my company has decided to launch is a new high-definition baby camera. Apple has never produced a baby camera product and I think that it could become very popular. I think that this new product will fit well with Apple’s brand because it is a trusted brand and I belive parents would with out a doubt trust Apple’s baby montiors.

Hello everyone!

Twitter is one of the best platforms to keep up with the latest trends and conversations. Having a Twitter for your business is very beneficial in so many ways. It allows the business to deliver customer support and gather feedback. ” The platform makes it easy for customers to reach out to brands and provide their feedback or ask for help. Brands can then use this as an opportunity to not only collect vital feedback to improve their products but also to deliver the support their customers need” (Jacqueline, 2020). Having these conversations with consumers is HUGE for a brand because people want to spend their money on brands that they like so it is always important to have strong customer service.

Another benefit to using Twitter for your business is that it allows you to build brand personality and awareness. You are able to create your brand and how people see your brand by how you style your tweets and engage with your audience. Twitter allows you to share information quickly and start conversations with your audience and this allows your audience to respond, ask questions, and even share with others. It’s very important to establish your brand’s tone so you attract an audience whose views align with your brand.

Twitter is a great social media to have for a business because with 353 million users and 6,000 tweets every second your business will be able to reach thousands of consumers every day (Sides, 2021). And with Twitter Advertising you will be able to promote a single tweet or your entire Twitter account.

Work Cited:

4 benefits of Twitter for business. Sprout Social. (2020, September 30). Retrieved January 28, 2022, from https://sproutsocial.com/insights/benefits-of-twitter/

How to use Twitter for business: A practical guide. Social Media Marketing & Management Dashboard. (2021, October 4). Retrieved January 28, 2022, from https://blog.hootsuite.com/how-to-use-twitter/

“Instagram marketing refers to using Instagram to grow brand awareness and launch new products. Instagram allows you to build your brand and connect with followers in a personal way. With over one billion active users on the platform, it’s a great channel for creators and entrepreneurs looking to grow organically” (Gotter, 2021)

My most used social media is Instagram for personal use as well as for my business. I use Instagram to keep up with my friends and family members on a daily basis. I enjoy posting pictures, making reels, and sending memes to friends. I also spend a lot of time watching stories and that is where I see the most ads. After I watch 2-3 Instagram stories in a row an Ad will pop up and it could be anything from an Amazon Ad to a Blaze Pizza Ad.

When I see ads on Instagram I always skip right through them because I’m not on Instagram to buy things I’m on there to post photos and share with friends. I only will stop and click on a ad if it grabs my attention. For an example if I saw an ad for a brand of make-up I am interested in I would click on it because that is something I like to buy and that I enjoy. When I saw that ad for Amazon and Blaze Pizza I skipped right through because that doesn’t interest me. I believe the key to Instagram Marketing is knowing your targetted audience and creating content that is appealing to them.

Refferences

About the author Ana Gotter Ana Gotter is a marketer. (2021, July 15). Getting started on Ig: A beginner’s guide to Instagram marketing. Shopify. Retrieved January 15, 2022, from https://www.shopify.com/blog/instagram-marketing

Instagram is a free social media app that allows you to connect with family, friends, brands, and even complete strangers! “Instagram officially launched on October 6, 2010, and a million people had created accounts by December of that year” (Newberry, 2021). Now Instagram has over one billion users every month making Instagram the second-ranked traditional social network in terms of active users, behind Facebook (Newberry, 2021).

Since Instagram is a visual platform, it allows users to show their creativity through sharing pictures and videos. Which is one of the reasons why I love the app and why it’s my most used social media app. I am more of a visual person, and I rather see pictures and videos on social media rather than long posts like you would see on Twitter. As a consumer, I do purchase things I see on Instagram ads as well as products Instagram Influencers promote. I am aware of how brands choose to market to me and when I am impressed by an ad it makes the product even more intriguing.

What kind of accounts you follow, photos you like, and the hashtags you use will make up what Instagram ads you will see. For example, I am a mom and I follow a lot of parenting accounts and cooking accounts, so my Instagram is flooded with the latest diaper bags and pots and pans ads. Marketing on Instagram allows you to spread brand awareness by boosting a post so that it can reach its targeted market. Seeing a new brand pop up on my feed is always intriguing and I always click to find out if I’m interested in or not in the product.

Reference:

44 Instagram statistics that matter to marketers in 2021. Social Media Marketing & Management Dashboard. (2021, February 3). Retrieved January 8, 2022, from https://blog.hootsuite.com/instagram-statistics/