In today’s business environment, there has been an increase in the number of businesses who have become Certified B-Corporations, or B-Corps. In order for a B-Corp to be successful in fulfilling its specific social and environmental missions, they must also be successful in turning a profit. And in order to attract investors, customers, and other important partners, a B-Corp must have a strong marketing team to convey what differentiates their business from other for-profit competitors.
In the ever-evolving landscape of marketing, the rise of digital platforms has completely revolutionized the way brands engage with their audience. The days of traditional advertising dominating the market are gone; now, it’s all about digital marketing strategies that seamlessly integrate into consumers’ online experiences. From social media influencers to viral TikTok trends, the digital sphere has become a platform for brands to connect, engage, and thrive [4].
It is no surprise that Taylor Swift is easily the biggest name in anyone’s ears in today’s time – whether with adoration or discontent. Her Eras Tours has been transformative for communities throughout the United States. Post-pandemic surge, citizens are craving social experience and to be out and about. With this groundbreaking tour that highlights over a decade of her musical transformation, Swifties and communities alike are going feral for the coveted Taylor Swift tickets. The process of even attaining a ticket is elaborate and difficult, and with a sprinkle of luck you may score one of these golden tickets (1). She has a successful merchandise store that sells coveted items along with her musical album drops. She is currently re-recording each of her albums. This allows her to stay extremely relevant in mainstream media and unveils the “Taylor’s Version” that also releases vault tracks of songs she did not release in the first drop years before. This creates a craze and excitement around Swift’s music and overall strength as a female artist to stand up for herself, which creates an inspiration to many generations.
In today’s competitive media market, entertainment companies seek to utilize existing intellectual properties that already have a proven and dedicated audience, and then expand those stories and characters, for example, through sequels, remakes, or TV show spinoffs. Another example of this strategy that has been gaining popularity, is taking popular Broadway musicals and turning them into movie musicals. Despite many of these Broadway musicals having passionate fanbases, these movie musical adaptations of the past decade have been met with mixed reviews and varying levels of success.
Current disengagement and uncertainty with indirect, mass media marketing is leading towards many companies incorporating event marketing and experience-based marketing as part of their strategy. This is especially pertinent to companies who want to capture the millennial and Gen Z audiences, as these demographics have proven to respond better to experiential marketing over traditional marketing techniques. One big example of this can be seen with music festivals and concerts, as recent studies have shown that billions of dollars are spent annually by brands on advertising their products at music festivals.
Are you curious about AI? What exactly are the latest Generative AI features and platforms? Ever since ChatGPT’s launch, the artificial intelligence conversations have skyrocketed and become much more tangible, alongside the race to have the best and most profitable AI technology. Now, Google, Microsoft, and other big tech companies have their own AI software available, designed to improve business practices. It also raises ethical questions surrounding copyright infringement and plagiarism. What does all this mean for the future of marketing?
For 100 years, The Walt Disney Company (Disney) has been delighting generations of people across the world with their creative and emotional storytelling and their sense of magic that can be found in all aspects of the company, from their theme parks and cruise ships to their consumer products. Disney has become synonymous with dreams, hope, and innovation. Anniversaries serve as a prime opportunity for companies and organizations to reflect on and share the history of their company, while also marketing the upcoming new projects of the future. For a company as influential and wide-reaching as Disney, how do you pack 100 years of magic, memories, and branding into one cohesive celebratory campaign? Let’s take a look and see just some of the ways that Disney is telling their story in whole new ways utilizing their marketing strategy.
Airbnb’s current market situation could mark a turning point in the future of the company, placing its marketers in a critical influential position. At the beginning of September 2023, New York City’s Local Law 18 came into effect, enforcing stricter regulations on short-term rental properties in order to improve short-term housing in the city. For rental companies like Airbnb, however, this poses a serious inventory challenge amidst an industry already in flux with falling home prices and rising mortgage rates.
For marketers, there is one important question that is constantly on their minds: how do we stay relevant?Relevancy is paramount to a company’s success. If an organization is no longer relevant, it is no longer on the forefront of consumer’s minds. In today’s competitive business environment, customers can only realistically choose between so many options.
Summer has always been an important season for the entertainment industry, specifically in regard to movies. The summer box office season, which begins in May and lasts through early September, sees the highest number of blockbuster movies be released into movie theaters, as all major studios strategically send the movies that they think will draw the highest number of people to theaters and, therefore, gross the most money. These summer blockbusters tend to rely on some form of recognizable namesake to draw viewers; for example, the name of an A-list actor starring in the cast, the name of the movie being associated with a successful or nostalgic franchise, or the name of the studio being enough to draw fans of that brand to see their newest work.
Marketing Management 