Category Archives: social marketing

Can Companies Learn Your Secrets

Description:  “If we wanted to figure out if a customer is pregnant, even if she didn’t want us to know, can you do that? ”

Source: nytimes.com

Date: Feb 16, 2012

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As the marketers explained to Pole — and as Pole later explained to me, back when we were still speaking and before Target told him to stop — new parents are a retailer’s holy grail. Most shoppers don’t buy everything they need at one store. Instead, they buy groceries at the grocery store and toys at the toy store, and they visit Target only when they need certain items they associate with Target — cleaning supplies, say, or new socks or a six-month supply of toilet paper. But Target sells everything from milk to stuffed animals to lawn furniture to electronics, so one of the company’s primary goals is convincing customers that the only store they need is Target. But it’s a tough message to get across, even with the most ingenious ad campaigns, because once consumers’ shopping habits are ingrained, it’s incredibly difficult to change themREAD REST OF STORY 

 Questions for discussion:

  1.  Are there any ethical dilemmas to using big data in consumer services?
  2. What other commercial applications can you see for organizations in using big data?
  3. What skill would you need to be able to use Big Data in an organization that you work for?

Riding the Hashtag in Social Media Marketing

Description: If reducing virtually all human interaction to purely transactional terms isn’t your style, you probably should avoid Gary Vaynerchuk.

Source: nytimes.com

Date: Nov 2, 2013

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 In recent years, that puzzle has given ulcers to a lot of executives. They have watched the rise of Facebook and Twitter, along with the advent of commercial-skipping technologies like DVRs and hardware like the iPad, and realized that spending money on television, print and radio will no longer suffice. But how do you market to people in these virtual realms? Given that these platforms are supposedly about friends connecting — it’s called social media for a reason — will anyone listen and look? Is it too much to ask for a return on this investment?

These questions have produced an age of anxiety in marketing the likes of which have not been seen since television and Uncle Miltie landed in living rooms decades ago, and it has given rise to a new tribe of entrepreneurs, all peddling their own forms of Xanax. There are now so many social media experts out there that some of them renounce the label.     READ REST OF STORY 

Questions for discussion:

1.  What is the Hashtag in social media marketing and why is it important?

2.  How do you market to people in these virtual realms?