Does This Pique Your Pinterest? The Untapped Genius of Pinterest Marketing

Although often ignored by SEO experts, Pinterest can be a valuable tool for driving traffic to your website.

First of all, Pinterest has a remarkably expansive audience. According to the company, 250 million people use Pinterest each month, and 50% of those are international (Pinterest, 2018).

Pinterest users often utilize the app to maintain lists of creative ideas, project concepts, retail desires, recipes, and more (Pinterest, 2018). Saved pins will be looked at many times, and since Pinterest started automatically linked photos back to their original websites, consumers are only a click away from a pin to its seller. In fact, 93% of users utilize Pinterest to decide what they want to purchase (Foster, 2018).

What sets Pinterest apart from its social media siblings is its posts’ longevity. Facebook and Twitter posts only have an active life for the range of about five minutes to two hours. In contrast, pins can continuously gain more traction and attention ad infinitum (Tracy, n.d.).

Foster (2018) explains the phenomenon of Pinterest marketing within a case study of one of her own blog posts. She posted a link to her blog post from a travel website on the company’s Pinterest page, and that singular post received over 5k impressions, 3k repins, and most important, drove over 1.5k visitors to the original post on the website within three months. Even after the travel website stopped publishing and marketing, the blog post continues to receive over 600 visitors per month, and the Pinterest account receives over 3.9k impressions (Foster, 2018).

While promoted pins are in inexpensive way to circulate your product, many like Foster can see great success in utilizing Pinterest’s free platform. So why isn’t Pinterest a more widely utilized marketing tool?

 

Foster, J. (2018). How to use Pinterest to drive high-volume traffic on auto-pilot. Marketing Land. Retrieved from: https://marketingland.com/how-to-use-pinterest-to-drive-high-volume-traffic-on-auto-pilot-241453

Pinterest. (2018). Pinterest audience demographics. Retrieved from: https://business.pinterest.com/en/audience-demographics-user-stats

Tracy, J. (n.d.). A “Pinteresting” approach to marketing: Five strategies for using Pinterest as a marketing tool. Mannix Marketing. Retrieved from:  https://www.mannixmarketing.com/blog/pinterest-as-a-marketing-tool/

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IG Story Ads: Are They Even Useful?

It’s about 7 pm PST on the first day of my last semester in the MCM program and I am just winding down for the evening after a long day at work, something to eat, and going through my course assignments. I take a detour (per the usual) to my social media accounts and instinctively tap on Instagram. Like an addict, I instantly go to the stories atop my feed and start living vicariously through my friends who are posting fun videos and beautiful shots in blissful locations until . . . BAM: an ad for Verizon shows me two individuals I do not know doing a mundane thing with their smartphones on Verizon’s “3G wireless network” #buzzkill.

Okay . . . so maybe it wasn’t that sudden, but it was that obvious that I was being led to an ad from a brand I did not “follow” disguised as a friend’s story. Maybe it’s the keen eyed marketer in me, but I’m sure the consumer in me was not alone in this sentiment. It wasn’t the first time I noticed it (and I’m sure it won’t the last), so the marketer battled the consumer with the questions: a. how useful is this hinderance?; and b. are these really a thing now?

According to many articles, Instagram’s Story Ads are one of the most underutilized marketing resources (Goos, 2018). In a study done by Agorapulse’s Social Media Lab (HJH, 2018), the Instagram Story Ad was tested against the traditional Instagram Feed Ad to see which would provide the most cost effective click through rate for their podcasts. What they found was that IG’s Story Ads generated 1,039 unique link clicks at $0.29 per click versus the 592 unique link clicks at $0.53 per click generated by IG’s Feed Ads. While they admitted audience age varied between the two ad types, the difference was noticeable and most likely due to the shortness of the video ads (15 seconds to be exact).

Since Instagram launched the product in 2016 as Instagram Story Ads, “more than 50% of their business accounts utilize the tool” and “one-third of the most viewed stories come from business,” which is not hard to believe considering they just casually throw them in while you are indulging in stories you actually signed up to watch (Instagram | Business, n.d). With the recently added Carousel Ads, the likelihood of them stopping their ad innovation is slim to none.

Despite the consumer in me being irritated by them, the marketer in me acknowledges their somewhat “sly” effectiveness. But both in me still wonder: are there less invasive ways to get a consumer to click to your website without you, as the company’s strategic marketer, high-jacking their “me” time?

References:

Instagram | Business: Instagram stories. Retrieved from https://business.instagram.com/a/stories-ads

Goos, C. (2018, May 18). Why It’s Primetime for Instagram Stories Ads [Blog post]. Retrieved from  https://www.adweek.com/digital/why-its-primetime-for-instagram-stories-ads/

HJH, J. (2018 February 28). Instagram Stories vs Feed ads. Which is more effective at driving traffic? [Blog post]. Retrieved from https://www.agorapulse.com/social-media-lab/instagram-stories-ads

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When Marketing Strategies and Consumer Data Privacy Collide

I work in marketing and communications at a graduate institution in the Los Angeles area. My team is in the process of developing and distributing ads across OTT (over-the-top) advertising. OTT is the new buzzword in advertising and represents interesting opportunities for marketers in reaching a new segment of consumers. It also perpetuates and exacerbates the continued blurring line between advertising and the violation of consumer data privacy. While working in this new format to reach consumers, my team has consistently been asking ourselves when have we crossed the ethical line?

What is OTT?

OTT (also known as Connected TV or CTV advertising) is any streaming device that connects to the internet (“Connected TV”, n.d.). The streaming device can be mobile, Chromecast, Apple TV, Roku, Amazon Fire, Smart TV’s, Xbox, and so forth. When a consumer is watching a program on a streaming platform like Hulu, non-skippable advertisements appear throughout the program. Consequently, due to the increase in consumers who are no longer purchasing traditional cable subscriptions and to the forced nature of watching the advertisements, OTT represents a tremendous brand awareness capability to a burgeoning market (Wilson, 2018). Specifically, OTT advertisements reach the highly coveted millennial demographic and younger generations. CTV advertisement is the next big frontier for advertisers so its marketshare will continue to expand (Kurzer, 2018). However, thus far in the early lifespan of CTV, there have not been consistent or reliable benchmarks or measurement to determine audience reach or effectiveness. As such, purchasing space has largely been at the risk of the marketer.

This inability to reliably measure ad effectiveness is beginning to change. My institution has contracted the help of a company that is able to identify and track consumers who view our advertisements. Because the consumer is watching the advertisement connected to the internet, the company we’ve contracted is able to track the consumer’s IP address across multiple devices and determine effectiveness of the ad, purchasing habits, analytics, and develop a complete consumer profile. These capabilities can extend even further whereby the company is able to geotarget locations and capture mobile IP addresses and track individual in this manner. For example, if your company is hosting a conference in Chicago and you want to target attendees with an advertisement for a product you sell, the company can create a campaign wherein those who enter the predetermined geotargeted radius are then served the advertisement and their purchasing habits are followed from point of exposure to acquisition.

The Ubiquitous Concerns for Consumer Privacy

The benefits of this new capability are readily apparent: better targeting, more sophisticated analytics, more effective advertisement strategies, and a better profile of your target audience. However, this immediately raises the concerns of bulk data collecting without the consent or even understanding of the consumer. In the traditional manner of data collecting, a consumer agrees to a purchase or providing their email in exchange for some service a company is providing. OTT and other related advertising strategies represent a shift wherein consumer permission is not granted for this level of data acquisition.

In a time when data is being used in deceptive and potentially destructive manners (i.e., Cambridge Analytica) the ethical concerns of consumer data is more important than ever. We’ve entered an era of data proliferation where we don’t completely understand the long-term implications and ramifications. More than ever, we should be cognizant of our marketing strategies to respect the privacy of consumers and ensure that deceptive and malicious uses of consumer data are prevented at all cost. Although the question has to be asked: have we reached the point of no return in the dystopia of Orwellian-style tracking and commodification of persons despite the consequences?

References:

Connected TV is the future of video advertising (n.d.). 10th Degree. Retrieved from https://www.10thdegree.com/connected-tv-is-the-future-of-video-advertising/

Kurzer, R. (1 August, 2018). New report: CTV emerges as top platform for video advertisers, completion rates continue to improve. Martech Today. Retrieved from https://martechtoday.com/new-report-ctv-emerges-as-top-platform-for-video-advertisers-completion-rates-continue-to-improve-219016

Wilson, J. (23 May, 2018). How data will come into play in OTT advertising. Adweek. Retrieved from https://www.adweek.com/tv-video/how-data-will-come-into-play-in-ott-advertising/

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The Effectiveness of Ethnic Marketing.

Hey, that Modelo Cerveza looks so satisfying and refreshing on television! I think I will go out and buy one.

This example is one of ethnic marketing working how it was meant to work. Modelo Cerveza’s is a beer that is originally bottled in Mexico and whose commercials usually depict Hispanics enjoying a beer around a BBQ or fun outing. The goal of marketers with this type of commercial is to influence Hispanic viewers to buy a Modelo beer because of the ethnically diverse actors in the commercial.

Generally, it has been shown that those consumers that relate to their ethnicity are more likely to purchase a product if depicted by a person of that same ethnicity (Lau & Lee, 2018). In addition, their impression of the commercial or advertisement is seen more positively by those that relate more to their ethnicity (Penaloza, 2017).

Thus, these results beg the question, how effective is ethnic marketing for the overall success of a company? Since ethnic marketing is targeting only one specific type of people, how is a company to financially succeed if not all type of people is buying their product?
Although there is no absolute answer, ethnic marketing is successful because of companies like Modelo Cervezas that strategically target their audiences based on the media during a specific event. This is known as situational marketing (Penaloza, 2017). Where a campaign targets a specific audience for a specific situation.

Thus, Modelo Cervezas will run their ethnic marketing campaigns during the showing of the World Cup or Boxing, which are events that are viewed by a highly disproportionate amount of ethnic audiences. This situational ethnic marketing helps the brand grow within that audience which results in the overall success of the brand and company (Penaloza, 2017).

Thank you guys.

Fight On!!

Sergio A. Hidalgo

References

Lau, H., & Lee, R. (2018). Ethnic media advertising effectiveness, influences and implications. Australasian Marketing Journal (AMJ), . doi:10.1016

Peñaloza, L. (2017). Ethnic marketing practice and research at the intersection of market and social development: A macro study of the past and present, with a look to the future. Journal of Business Research, 82, 273–280.

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Freaky Fast Delivery Post #1 of the Semester!

CMGT 541 Classmates – Freaky Fast Delivery Post

  As the end of week two approaches, I wanted to share with you a fairly new fast food sandwich chain restaurant that used integrated marketing communicating. They were successful in the mid-west and now in making big moves in the golden state (California). This sandwich chain is Jimmy John’s Gourmet Sandwiches.  Press to view Jimmy John’s – Our Story

  From reading his story on how he got started, you would think he took our class as he shared every step he took to create Jimmy John’s sub shop. The steps mentioned on the website sounds like the requirements we will have to do for the integrated marketing communication plan. My goal with this blog is to share with you how this rising sandwich chain is making its way to becoming a nationally-known restaurant by using integrated marketing communication.

  As we already know, integrated marketing communication (IMC) is the concept used by companies to make certain that all their communications are consistent and effective throughout all media platforms.  

  In past years, companies have been known to provide different messages per different platform. Instead of having multiple messages that have no common topic, the IMC is the main message you are trying to communicate with your audience. It is important for us to create the integrated marketing communication as this will helps us analysis all the resources we find, and to target the audience we are seeking. This is why we (in our respective groups) need to start understanding and identifying our IMC prior to pitching ideas.

  In order to come up with great IMC theme to win the other sections at judging time, we must take some important steps.

Step 1. We need to first analysis the market.
         A. This means to conduct a SWOT analysis.

Step 2. Conduct a target market analysis.

Step 3. Conduct a competitive analysis to know enough about competitors.
         A. This helps us in understanding our competition and also, validates if there is any of the strengths and weakness that can help provide a competitive advantage over our competition.

  After we have a full scope understanding of all three steps, we can move forward to finding a message that communicates the value to our the target market.

  Returning back to Jimmy John’s Gourmet Sandwiches, the owner Jimmy started off by researching the market of hot dogs stands, where he originally wanted to create because of his love for Chicago-style hot dogs. Jimmy was able to create a menu and a list of all the equipment he would need to open his hot dog stand. After much searching, he found out that the cost of the hot dog stands equipment cost twice as much of a sandwich stand. That’s where the sandwich business came into play.

  The owner, Jimmy, knew that he was against pretty successful sandwich restaurants such as Quiznos, Togo’s and the biggest of them all Subway. Jimmy John’s understood that they needed to find a special and unique trait about themselves to go against these well-known competitors. Subway as we know now from week 01, has big budgets to create memorable and long-lasting messages that connect emotionally to a specific target audience. Jimmy John’s knew that the strategy Subway was using would be difficult for them as they are fairly new to the sandwich chain. What Jimmy John’s most likely did is research Subway left to right and found out many other areas they could not win, such as, the taste of the sandwich, or the pricing. Jimmy John’s looked at something beyond the norm, and identify areas that Subway couldn’t do like delivery services. This was the money ball where Jimmy John’s focused immensely on delivery service and their IMC was created. Their message was clear and concise; Jimmy John’s incredible and catchy slogan was created. “Freaky Fast Delivery!” Click on this links to view the videos used with this IMC. Their Youtube channel also has many videos as well.  

https://youtu.be/i94m8RcKOj8


  Now, just looking at those videos; did I make you just a bit hungry? Well, that’s how amazing an IMC can help do to win the competition for this course. We can create a sense of action to our potential clients by having the right understanding of our client, their target market, and their fierce competition.

  Has anyone else seen any uprising companies that are using great IMC to connect to our emotion or causing us to take an action? If so, mention them and share with us how the IMC connected to the company.

  This is just the start of helping us create top-level presentations to win what we all hope to win at the end of these 14 weeks.

Fight On Trojans!
-Shannon Brooks
Post #1 CMGT 541 Section C Dr. Muthuswamy

Reference

Lucid Software Inc. (2018). SWOT- Analysis [SWOT-Analysis_500x519@2x]. Retrieved September 22, 2018, from https://www.lucidchart.com/pages/what-is-swot-analysis
Lopez, J. (2015, July 3). Target Market Analysis [Demographic Composition of % of Leading Social Media Networks]. Retrieved September 23, 2018, from https://sentyo.wordpress.com/category/audience-analysis/
Needham, K. (2018, January). Competitive Analysis [Competitive Analysis Chart Sample]. Retrieved September 23, 2018, from https://www.cmu.edu/swartz-center-for-entrepreneurship/assets/Olympus pdfs/Competitive Analysis.pdf   
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Teamwork “Acceptance and Authority: When Different Agendas Join Forces 

Could Hierarchies Be a Practical Solution to Our MCM Project Teams?

According to Patricl Lencioni, author of the best-selling book The Five Dysfunctions of a Team published in 2002 by Wiley, agenda is a major factor of why teams succeed or fail. Agenda, in simple terms, can be described as “a person’s motives for doing something.” When you have differing agendas within a group that is tasked to complete a project, a team can experience many problems—especially when everyone is given equal authority and rights over the project. 

Since teamwork is a huge part of the MCM program, this blog post is to identify what I have observed as being the two foremost and extreme agendas held by students in the program. This is not to judge one as being right over the other, but rather to illuminate the potential problems that often exist and to potentially discuss how the team might go about dealing with these issues. 

Let’s first take a look at the “Do The Least that Needs to Get Done” team member and then the “Go Above and Beyond” team member. Next, we’ll look at some possible solutions of how to all get along. 

The “Do The Least That Needs to Get Done” Team Member 

Some team members might understandably be busy with their jobs, families, and other classes, and feel that doing “just enough” to meet the requirements of an assignment is all they need to do to graduate, get the degree, and get that day job they’ve been dreaming of. 

These students attend meetings, but they often appear to be impatient, they are present on the conference calls, but they often appear to be quiet, and they help make decisions, but they often appear to be okay with “whatever the group decides.”

Furthermore, these students often submit work to the team on time, but they seem to do it at the very last second, they submit work that provides the proper foundations, but they often appear to lack the details, and they provide feedback to other members’ submissions, but they often appear to say little more than “looks really good Joe,” and “good Jane.” 

Bottom line, these team members do what some people might consider as being the least amount of work possible to get the best grade in class and they are just fine with it. 

The “Go Above and Beyond” Team Member 

On the other extreme hand, some team members (despite their jobs and their families) might understandably feel as though they want to go above and beyond the requirements of an assignment and feel that doing the best work in the class is what they need to do to really learn the materials and be successful in the “real world.” 

They attend all meetings, but they often appear very intense and concerned, they are present on all calls, but they often appear to be extremely vocal and outspoken, and they help make group decisions, but they often appear to need to discuss all of the possibilities before feeling satisfied.  

Furthermore, they turn in their work on time, but they usually appear to do so before anyone else (thereby setting the tone/look/feel for the assignments), they usually turn in work that is very polished and detailed, but by doing so they can also appear to make others’ work look minimal or inadequate, and they provide feedback to their team members’ work, but they can also appear as being nitpicky. 

Bottom line, these team members set a very high bar for the group and they do what some people might consider as being “above and beyond,” and they simply thrive on it. 

The Inevitable Problems and Failed Solutions

So what do you do when one person wants to do “just enough,” and another wants to “do more.” It doesn’t take a genius to see the inevitable problems that can exist when you mix students with these varying agendas. One side might perceive the other as lazy or average, and the other side might perceive the other as neurotic and overly stressed out. So, whats the solution?

Write a team Contract: Okay, so as one solution, surely one can say, “Write a preliminary team contract that specifically addresses the above behaviors and indicates exactly how everyone should carry on equally as a team.” Yes, I am totally a believer in team contracts and I agree that they do generally help to establish certain things like meeting times and modes. However, I have also witnessed that people will inevitably “carry on as they will” within just a few weeks of the contract being established as if there were never a contract written at all—and this polarity will certainly lead to friction.

Hold the Person Accountable to The Agreed Upon Terms: Okay then, so one might now say as a solution, “Hold that person accountable to the contract terms and or report that student out to the professor.” Yup, but most group members want to avoid confrontational matters because they know they might have to face that student again in another class and/or because  they don’t want to  bother the professor—and this leads to tension.

Ask MCM to Provide Educational Materials On Teams: Okay, so now you might say as another solution, “Ask USC MCM to provide information on proper teamsmenship and things like accountability, healthy conflict, trust, and more?” Well, guess what? They do provide plenty of materials on teams, but strangely, even as communications majors, many students do not pay attention to, or practice, these matters to the letter—even when reminded of them. I have experienced students disappearing for a week at a time, students submitting work that needed incredible amounts of editing, and students who are always canceling meetings at the last second due to work, or who are otherwise calling into meetings from what sounds like “Happy Hour” at a bar. On the other end, I have also experienced those who are “giving their all” to the MCM projects and want to push everyone to work harder—often to the annoyance of others.

So, What’s The Point? Acceptance and Authority!  

Okay, so by now, you might be getting frustrated and wondering, “So what’s the solution to this team dilemma? Well, no one really knows for sure, because in fact, no two teams are exactly alike. To say that “this” or “that” will always work is impractical. Come to think of it, that’s probably why there is so much written about teamsmenship. However, I think that I may have found an unscientifically-proven solution that can save you a lot of frustration. Here goes: 

Accept and Own It: Acceptance! There it is, I’ll say it again, “Acceptance.” To be sure, accept the fact that your team will more than likely be misaligned with your specific agenda. Some team members will want to do the minimum and some will want do much more than is required of them.

However, rather than compromise and/or try to impose one agenda over the other, why not just call it as it is? In other words, why not have an honest discussion prior to your next MCM class to just ask, “So which type of student team member can you be: 1) A “Do the Least That Needs to Get Done” student or 2) A “Go Above and Beyond” student? 

Create a Hierarchy: By identifying the student “type,” perhaps certain authorities can be bestowed upon certain team members just as there might be certain rights granted to the captain of a ship, the first mate, and so on. These “higher ranking members”(for lack of a better phrase)  would have the authority to move assignments forward, restructure and edit certain materials, and make certain decisions about subject matter without having to wait around for the less available and willing students. After all, if one student is traveling for work and can’t get to the Google Docs until the night before (or ten minutes before) an assignment is due, is it fair to impose that work schedule and ethic on the other students who are more ramped up to move an assignment forward several days or weeks before it is due so that there is time to sit on it/edit it/and let it breathe? Is it fair to jeopardize a student’s 4.0 GPA because another student is fine with a 3.8 GPA?  If communication is about understanding, isn’t there two sides of the equation to consider here? 

I understand that this approach might be totally contrary to some of the literature about how to run the perfect democratic team where everyone is equal, and I am also aware that this might not be what our MCM teachers want us to do. So, first and foremost, let’s all please listen to our MCM teachers without a doubt. But, as someone who is tired of reading all the fluff about creating the perfect team, I feel the burning need to share with you all an “observed truth” as a 6th semester student.

To be sure, this truth is that to my experience, some teams may not be meant to be equal at all. In this view, maybe the people who can only do the minimal amount of work should be expected to do no more than the minimal, and the people who want to do more should be granted the authority to make decisions for the group and move things forward—just like it might exist in most business settings. Why hold people to high expectations if they have no intention on meeting them? Why should others lower their own expectations to students who are caught up in their busy lives and/or unwilling to go the extra mile? Should teams be able to assign presidents, vice presidents, and team workers? Could a hierarchy system work in our MCM classes? What are your thoughts and solutions to the unbalanced team dilemma and issue of agenda? What is your team agenda? Do tell!

What Next? Can There Be Two Alpha’s in the Pack?

In my next article, I will try to tackle when you have more than one “Go Above And Beyond” student on the same team. LOL. The result is often head butting and a battle for leadership. Oh geez. Can we ever get this team thing right? Stay tuned.

Cheers and fight on!

Bobby Borg 

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Telling your message with a budget

Since I work on set in the entertainment industry I am constantly observing filmmakers working with ad agencies who are trying to be creative with the creation of their commercials. One thing that has always amazed me is the amount of money that is spent on elaborate camera set-ups that never see the light of day. Some companies spent twelve days shooting 15 different spots and only one or two of those ever get used on television. Isn’t there a better way to budget your ad dollars? What about advertisers who want to create good marketing but have no money for television production?

I was able to come across one marketer who had some sound advice. Chris Stoltz, who describes himself as a “Creative Arsonist” works at the agency known as Mindfire Communications (Stoltz, 2017). His special insight enables him to see beyond the mundane rhetoric and zero in on the one message that cuts to the core of his clients marketing (Stoltz, 2017). Some tips that Stoltz offers for advertising on a low budget:

  1. Begin with a strong strategy. If your messaging isn’t really saying something it’s not going to work.
  2. Don’t use hard sell or exaggeration. Be honest about what it is you’re trying to say.
  3. Make sure your commercial has a big idea or concept. Create something that drives your point home.
  4. Be creative with your writing. If your budget won’t allow for expensive soundstages and foreign locations, learn to create something simple in your script that reduces the complexity of the idea and the execution.

One example of being creative is on a marketing campaign he did for the Area Substance Abuse Council for those suffering from substance addiction (Stoltz, 2017). It uses stock video footage obtained from a stock commercial house and some simple narration to make its point come across (Stoltz, 2017).

https://youtu.be/_YoS31H8h38

 

Anyone can get creative with writing and a little imagination. You don’t necessarily need to spend an arm and a leg to make you point.

Stoltz, C. (2017). Making good TV commercials on a scrappy budget [Web log post]. Retrieved from mindfirecomm.com/…/making-good-tv-commercials-scrappy-budget

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Can New Marketers Survive Without Tech Skills?

I have some basic graphic arts tech skills (Photoshop, iMovie, GarageBand) and I have a bit of an artistic touch: my father was a successful clothing designer and I was a recording artist. 

But after these last two weeks in 540 where we had to create an entertaining presentation to be judged by our peers, teachers, and guests, I was like: “Dude, I need to “up” my game!” 

This got me to think….

So, what is it like for cats like Brandon Rochon?

Is he, and other pros like him, just communication strategy idea guys? Or can he sit down at a computer, bust out Final Cut Pro, and make a demo of his creative ideas? I wanted to ask him last week in the meeting, but I got stuck at work.

So, what do you all think?

I did a litle research on this and found an article/infographic on this titled: Seven Skills Marketers Need to Succeed (http://www.marketingprofs.com/chirp/2014/26291/seven-skills-marketers-need-to-succeed-infographic).

Here’s a taste of what the article had to offer:

Three (of the Seven) Top Skills Marketers Need: 

1) Technical Intelligence: Marketers today must know how to do some of the basics: video production, ad layout, and even basic coding. Bottom line, the better you can communicate your ideas, the better the chance that your ideas will see the light of day.  Yes, there are digital marketers that get hired to do nothing but graphic art work, but according the article, it behooves all marketers to possess basic skills.

2) Analytics Intelligence: Marketers today must also know how to  create, understand, and interpret data. As they say, if you aren’t measuring, you aren’t marketing. Yes, Once more, there are always experts that get hired to do nothing but analytics, but all marketers should know a little about this if they want to be competitive for the gig. 

3) Social Intelligence: Finally, and perhaps more obvious, marketers today must also know how to hang and get along with a wide variety of staff, clients, etc. Today’s workplace includes Gen X, Millennials, and Baby Boomers all in the same room and you have to understand how these different generations act and think. It is not enough to just be a strategy idea guy, or someone who can read data and build a website, you have to be able to hang with the guys/gals at the office, get clients to like you, and work well in teams.

So in closing, according to the article/infographic, it appears that in the competitive marketplace, it is in the best interest of all marketers to go into the gig having more than just a knowledge of marketing communication strategy, but also some tech skills as well, analytical skills, and of course, social intelligence. Oh and by the way, I was finally able to catch up with advertiser Brandon Rochon, and here is the one thing he wanted to add, “Marketers must not just be marketers, they must be makers: Skill or be Killed!

So, I guess  it’s time for us all to hone those graphic arts skills. Take advantage of that free subscription USC MCM offers us all and even consider the Free Adobe Certification classes you can sign up for at Annenberg right here: http://www.annenbergdl.org/news/spring-2018-certification-courses/

Here are some more useful resources:

Annenberg Digital YouTube https://www.youtube.com/channel/UCIU3Dhxp5YH5v5NYoGj65pA 

Annenberg Digital Facebook https://www.facebook.com/AnnenbergDL/

Cheers and best,

Bobby Borg 

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Is Yoga’s Popularity defined by measurable benefits

Debatably yoga started in India sometime in 1500 BCE. The Government of India defines Yoga as a spiritual principal that unionizes individual consciousness with universal consciousness bringing perfect harmony to mind and body (Basavaraddhi, 2015). “Yoga, being widely considered as an ‘immortal cultural outcome’ of Indus Saraswati Valley civilization – dating back to 2700 B.C., has proved itself catering to both material and spiritual upliftment of humanity. Basic humane values are the very identity of Yoga Sadhana” (Basavaraddhi, 2015).

The popularity of the practice in the United States is visible from the innumerable yoga studios, the buzz and popularity of yoga clothing. According to a study more than 37 million people are practicing yoga in the United States (Walton, 2016). The study also suggests that people practice yoga for different reasons such as flexibility, stress relief, general fitness and overall health (Walton, 2016). On the business side things are thriving with a spend of over 16 billion on classes, gear and accessories (Walton, 2016).
On a more personal note Yoga is a strong part of my life and who I am. I spend hours practicing in the studio, on clothing and am damily planning classes with friends. Other than the benefits of the practice I think it works really well in strengthening my friendships and spending quality time with firends. My children who are in elementary school have yoga as part of their curriculum. In all Yoga is an enrichment of the mind and body where the results are immeasurable and indefinable but universally cannot be exactly described. However, in principal and in practice the uncanny harmony of mind of body attracts millions just by availability and without there being any proactive marketing and promotion.

References:
Basavaraddi , I.V. (2015). Ministry of External Affairs India. Retrieved on April 15, 2018 from:http://www.mea.gov.in/in-focus-article.htm?25096/Yoga+Its+Origin+History+and+Development
Walton, A.G. (2016). How Yoga is Spreading In The U.S. Forbes Magazine. https://www.forbes.com/sites/alicegwalton/2016/03/15/how-yoga-is-spreading-in-the-u-s/#75dd836b449f

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Would You Like Me to Spoil “Avengers: Infinity War” For You?

How would you feel if I spoiled the entire plot of the upcoming “Avengers: Infinity War” for you right now? Probably pretty upset. I sure would be. I’ve waded through 18 movies over ten years, all building to this one event, and I’ll be damned if I’m going to have it ruined for me now.

But a lot of people, surprisingly, don’t feel this way at all. In fact, the writers of “Westworld” recently made a post on Reddit offering to spoil the entire second season if the fan community decided that was what they really wanted, the logic being that if spoilers were out in the wild, it would be easier to flag and avoid them. Sure enough, the next day, they posted this video:

Spoiler alert: The whole thing ended up being an elaborate hoax. But what if there was something to the idea?

Recent research by Leavitt and Christenfeld (2011, 2013) found that audiences actually enjoyed stories more if they were spoiled ahead of time. The theoretical support for this finding was that people tend to enjoy things more when they’re familiar, it’s easier to pay attention to the details of a story when you already know the broad strokes, and it’s easier to get immersed in the story when it’s already familiar.

On the other hand, Johnson and Rosenbaum (2015), in attempting to replicate the initial 2011 study by Leavitt and Christenfeld, found the opposite–people do, in fact, enjoy stories less after they’ve been spoiled. Almost every dimension of enjoyment was lower for the group that had had their stories spoiled, from whether they felt suspense, to whether they were moved by the story, to whether they simply had fun. The Leavitt and Christenfeld study simply asked participants to rate their enjoyment on a 10-point scale, while Johnson and Rosenbaum had participants rate different aspects of enjoyment, which may account for the difference.

Either way, it is surprising that the research isn’t more clear about the impact of spoilers. In looking into this topic for the post, I found that there wasn’t much research yet at all. Leavitt and Christenfeld appear to be among the first to actually conduct experiments to find out what effect spoilers have. It is probably the case that some people just like spoilers and others don’t, but as ads get increasingly targeted, it will be interesting to see if some trailers get more or less spoilery to appeal to different types of people.

 

References

Johnson, B. K., & Rosenbaum, J. E. (2015). Spoiler alert: Consequences of narrative spoilers for dimensions of enjoyment, appreciation, and transportation. Communication Research42(8), 1068-1088.

Leavitt, J. D., & Christenfeld, N. J. (2011). Story spoilers don’t spoil stories. Psychological science22(9), 1152-1154.

Leavitt, J. D., & Christenfeld, N. J. (2013). The fluency of spoilers: Why giving away endings improves stories. Scientific Study of Literature3(1), 93-104.

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