Social media has become so deeply ingrained into our society and way of life, for many people, it is hard to imagine life without it! Social medi

Marketing for Competitiveness

Week 9 Learning Resources

Influencer Marketing

With the expansion of social media, the concept of the “influencer” has also continued to grow. Historically, marketers had to rely on their own ability to come up with effective campaigns and messaging to persuade consumers to purchase a brand’s products or services. With the rise of influencers, however, brands are now able to benefit from these individuals’ social media reach to get their messaging to a wider audience. Influencers share videos, review products, and give their feelings about and perspectives on different companies and brands. And their ability to persuade others to change their attitudes, perspectives, and buying behaviors can have a significant impact on the success of a brand. Some marketers might even consider the use of influencers as practically “free marketing.” Through these resources, you will examine the use of social media influencers in marketing.

· Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020).  Navigating the new era of influencer marketing: How to be successful on Instagram, TikTok, & coLinks to an external site. .  California Management Review ,  63 (1), 5–25. https://doi.org/10.1177/0008125620958166

· Schillewaert, N. (2020, July 7).  Brand religions: The 3 beliefs of the influencer religionLinks to an external site. .  InSites Consulting . https://insites-consulting.com/blog/brand-religions-the-3-beliefs-of-the-influencer-religion/

· TEDx. (2019, March 18).  How influencers have transformed modern marketing | Rachel David | TEDx VancouverLinks to an external site.  [Video]. YouTube. https://www.youtube.com/watch?v=gbbEXnRG9d8

· Think Media. (2019, September 26).  How to use influencer marketing to grow your business (strategies & examples)Links to an external site.  [Video]. YouTube. https://www.youtube.com/watch?v=popowMuKyjY

Social Media and Messaging

Crafting an appropriate message is critical to the success of any marketing campaign, but when those messages are being sent through social media and other online networking platforms, there are particular considerations marketers must make for when, how, and through what means their brand messages are received. Using these resources, you will examine the use of social media to deliver messaging for a company or brand.

· Brand Master Academy. (2020, February 21).  Nail your brand messaging strategy with these 6 principles  Links to an external site.  [Video]. YouTube. https://www.youtube.com/watch?v=wZapji2x7QE

· Harvard Business Publishing. (2015, September).  Vision statement: Why some videos go viral .  Harvard Business Review ,  93 (9), 34–35.

· HubSpot. (2020, April 13).  How to advertise on the top social media platforms  Links to an external site.  [Video]. YouTube. https://www.youtube.com/watch?v=VNMIb-wOA_A

· James, L. (2020, September 11).  How to develop a social media strategy step by step  Links to an external site.  [Video]. YouTube. https://www.youtube.com/watch?v=PKUn7wU5sIc

· Moorman, C., & McCarthy, T. (2021, January 19).  CMOs: Adapt your social media strategy for a post-pandemic world .  Harvard Business Review Digital Articles , 2–5.

· TEDx Talks. (2018, October 30).  How social media is changing the face of marketing | Teresa Heath-Wareing | TEDxTelford  Links to an external site.  [Video]. YouTube. https://www.youtube.com/watch?v=ekPGf3QeBlE

Video Marketing and Promotion

Video marketing is the strategy designed by marketing teams to create, curate, and utilize videos as a means of marketing their products or services to their target audience. The idea is to keep audience members engaged with the brand in a way that’s simple and easy to digest. Video marketing is the use of video to raise awareness, create engagement, and drive sales. It’s only a part of digital marketing, albeit a massive one, and overlaps with content marketing. Video marketing is now so widespread that it’s a must-have skill for all marketers.

· Ahrefs. (2020, February 19).  How to use marketing to grow your business  Links to an external site.  [Video]. YouTube. https://www.youtube.com/watch?v=QCgDIhvFkCM

· 365 Careers. (2017, July 3).  The marketing mix – marketing promotion  Links to an external site.  [Video]. YouTube. https://www.youtube.com/watch?v=ZBKWqdAS7nA

Diversity and Inclusion in Marketing

Diversity and inclusion in marketing allow for the development and creation of campaigns that can help drive business, but it’s also the right thing to do. As marketers, we need to do the work to reflect our world more accurately and, in turn, create the more just and equitable world we all deserve. Diversity in marketing can bring new perspectives and ideas to the table, as well as promote an understanding of different communities and cultures. Understanding these components can lead to increased revenue and brand loyalty for businesses. Using these resources, you will examine aspects of diversity and inclusion in marketing.

· The Business Professor. (2021, February 9).  Cultural factors impact marketing  Links to an external site.  [Video]. YouTube. https://www.youtube.com/watch?v=_1_d5-AGq0Q

· Gynn, A. (2020, June 5).  How to do diverse and inclusive content marketing that matters  Links to an external site. . Content Marketing Institute. https://contentmarketinginstitute.com/2020/06/diverse-inclusive-content-marketing/

· Lumen Learning. (n.d.).  Reading: Cultural factors shaping the global marketing environmentLinks to an external site. . In  Principles of marketing . https://courses.lumenlearning.com/vccs-mkt100-17fa/chapter/reading-cultural-factors-shaping-the-global-marketing-environment/

· sociallink. (2020, September 19).  Diversity and inclusion in marketing  Links to an external site. . https://www.sociallink.com/blog/diversity-inclusion-marketing-agency

· Zalis, S. (2019, November).  Inclusive ads are affecting consumer behavior, according to new research  Links to an external site. . Think With Google. https://www.thinkwithgoogle.com/future-of-marketing/management-and-culture/diversity-and-inclusion/thought-leadership-marketing-diversity-inclusion/

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Marketing for Competitiveness

Week 2 Learning Resources

The customer’s need (The influencer)

Through these resources, you will examine how to define customers’ needs. Customers’ needs are rooted in seeking solutions a product or service may provide. We identify those needs in marketing by asking the questions that solicit feedback to enhance our processes and practices. Through these resources, you will explore how customers’ needs are met using solid marketing practices.

· Balis, J. (2021, March 10).  10 truths about marketing after the pandemic .  Harvard Business Review Digital Articles , 1–11. http://hbr.org

· Breschi, A. (2021).  16 types of customer needs (and how to solve for them)Links to an external site. .  HubSpot . https://blog.hubspot.com/service/customer-needs

· Haas, S., McClain, J., McInerney, P., & Timelin, B. (2020, October 16).  Reimagining consumer-goods innovation for the next normal  Links to an external site. . McKinsey & Company. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/reimagining-consumer-goods-innovation-for-the-next-normal

· Kiely, T. J. (2017, August 2).  How social media can drive product innovation  Links to an external site. . Falcon.IO. https://www.falcon.io/insights-hub/topics/customer-engagement/social-media-can-drive-product-innovation-social-listening/

The Industry and Competition/Social Media Being the Influencer

Social media influence refers to the impact of other people’s thinking and behavior in an online community. The more influence a person has, the more appeal that individual has to companies or other individuals who want to promote an idea or sell a product. Social media possesses incredible influential power, and since the advent of the Internet, it has evolved from a simple way for people to keep in touch into a massive global network connecting organizations, communities, and people.

· Christensen, C. M., Ojomo, E., & Dillon, K. (2019, January 1).  Cracking frontier markets .  Harvard Business Review, 97 (1), 90–101.

· Digital Garage. (2019, January 14).  How retargeting works  Links to an external site.  [Video]. YouTube. https://www.youtube.com/watch?v=K8_yzdZbOlA

Effective Marketing Strategies

Marketing strategy provides a roadmap to a business’s overall game plan for reaching its prospective consumers and turning them into customers. There are several components to a successful marketing strategy. Through these resources, you will examine some of those key components, like the company's value proposition, key brand messaging, data on target customer demographics, and other high-level elements in these resources.

· Crestodina, A. (2020).  Data-driven empathy: 7 charts that show how to make smart marketing decisionsLinks to an external site. .  Orbit Media Studios . https://www.orbitmedia.com/blog/data-driven-marketing-decisions

· Karpenkova, A. (2020, April 3).  Digital marketing strategies brands often overlookLinks to an external site. .  DigitalMarketer . https://www.digitalmarketer.com/blog/overlooked-digital-marketing-strategies Time Estimate: 8 minutes

· Schillewaert, N. (2020, July 7).  Brand religions: The 3 beliefs of the influencer religionLinks to an external site. .  InSites Consulting . https://insites-consulting.com/blog/brand-religions-the-3-beliefs-of-the-influencer-religion/

Social Media Marketing

We have all been exposed to some sort of social media and its influence on our decision making, but what about when we apply marketing? Social media marketing, sometimes called e-marketing or digital marketing, uses social media platforms and websites to promote a product or service. Using these resources, you will explore how social media marketing builds on the overall marketing strategy.

· Charlesworth, A. (2017).  What is social media marketing?Links to an external site.  In  Social media marketing: Marketing panacea or the emperor’s new digital clothes? (pp. 39–70). Business Expert Press.

· Charlesworth, A. (2017).  Social media marketing: What works, what doesn’t…and whyLinks to an external site. . In  Social media marketing: Marketing panacea or the emperor’s new digital clothes? (pp. 115–143). Business Expert Press.

· Davis, X. (n.d.).  7 steps for an effective social media marketing plan  Links to an external site. . Duct Tape Marketing. https://ducttapemarketing.com/social-media-marketing-plan/

· Digital Garage. (2019, January 14).  Social media campaigns for mobile  Links to an external site.  [Video]. YouTube. https://www.youtube.com/watch?v=5TQUgS3TNG4

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