Category: Chapter 13: Promotion Essentials: Digital and Social Media Marketing

Chapter 13: Promotion Essentials: Digital and Social Media Marketing by marketingmanagement4e
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To Rent or Not to Rent: A Deep Dive into Airbnb

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.

Chapter 1 - Marketing in Today's Business Milieu by marketingmanagement4e
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Staying Relevant Amidst an Ever Changing Market

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.

Chapter 1 - Marketing in Today's Business Milieu by marketingmanagement4e
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The Evolution of Summer Blockbusters’ Marketing Strategy

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.

Chapter 1 - Marketing in Today's Business Milieu by marketingmanagement4e
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Building Brand Loyalty: Not to Be Overlooked

In modern marketing strategy, a large focus is placed on acquiring new customers. In fact, a recent research survey showed that 72% of small businesses planned to use the majority of their marketing budget to try to attract new customers as opposed to marketing new benefits and products to their existing customers1. However, expanding a company’s customer base does not always equate to business growth. Recent studies have shown that building loyalty with existing customers is equally important, as existing customers tend to be more profitable.

Chapter 13: Promotion Essentials: Digital and Social Media Marketing by marketingmanagement4e
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Performance Marketing: What is it, and Why does everyone need it?

As the marketing field continues to evolve, one key component has exponentially increased in value and necessity: digital marketing. More specifically, implementing data analytics in concert with digital marketing is essential for understanding and improving upon advertising and promotion strategies, campaigns, budgets, and more. An integral part of this developing world of digital marketing, performance marketing involves measuring the success of paid campaigns.