The return of BTS represents one of the most anticipated events in the global entertainment industry. BTS is a seven-member male K-pop group that debuted in June 2013 from a then-small entertainment company, Big Hit […]
Category: Chapter 8: Product Strategy and New Product Development
From the Stage to the Big Screen: How Stray Kids Built a Global Marketing Ecosystem
Entertainment as a Global Marketing Strategy Modern marketing management focuses on value creation through integrated systems instead of isolated transactions. A strong example of global marketing is the recent Stray Kids world tour, DominATE, and […]
Fear-Based Marketing vs. Hope-Based Marketing: Which Works Best?
Marketing campaigns often tap into human emotions to influence decision-making. Two of the most powerful emotions marketers leverage are fear and hope. Fear-based marketing warns consumers about risks and negative consequences, while hope-based marketing inspires them with possibilities and positive outcomes. Both strategies can be effective, but the key is knowing when, where, and how to use them [1].
Leveraging Consumer Psychology for Stronger Brand Loyalty
In the ever-evolving world of marketing, understanding the intricacies of consumer psychology is akin to finding a hidden treasure map. Brands that tap into the psychological triggers of their audience can create not only one-time buyers but lifelong brand advocates. Let’s explore how some leading companies masterfully leverage consumer psychology to build unshakeable brand loyalty [1].
Omnichannel Marketing: How to Seamlessly Integrate Online and Offline Experiences
In today’s fast-paced, digital-first world, consumers are no longer tied to a single shopping channel. They might browse on their smartphone, research on their laptop, and make a final purchase in a physical store — or vice versa. This fluid journey between online and offline touchpoints creates both opportunities and challenges for brands.
The solution? Omnichannel marketing
The Power of Storytelling in Marketing: Crafting Connections That Last
In an age inundated with information and constant noise, the ability to cut through the clutter is more essential than ever for brands. One of the most powerful tools at a marketer’s disposal is storytelling. Effective storytelling not only captures attention but also forges deep emotional connections between brands and consumers. As competition increases and consumer preferences shift, understanding how to leverage storytelling effectively can significantly enhance a brand’s marketing strategy [1].
Marketing the Unknown: The Surprise Trip Trend
With the COVID-19 pandemic preventing opportunities for travel, the travel and tourism industry has seen the rapid emergence and growth of several travel trends as people can now follow-through on their vacation dreams and book trips. These trends include traveling to see a concert, making more sustainable vacation choices, and looking for unique, once in a lifetime trips as opposed to more common and mainstream tourist destinations. This last trend has led to an increase in “surprise travel”.
The Potential Ban of TikTok: What It Means for Brands’ Marketing Plans
In recent years, TikTok has revolutionized the social media landscape, capturing the attention of billions worldwide with its short-form video format and vibrant community. For brands, TikTok has become an integral part of marketing strategies, offering unprecedented opportunities for engagement, creativity, and audience reach. However, with the looming threat of a potential ban on TikTok in certain regions, brands may be left wondering about the implications for their marketing plans [4]. TikTok has also been urging members of their community to put a stop to this ban [3].
Marketing Through Experiences: Music Festivals as a Marketing Tool
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.
100 Years of Disney Magic: Celebrating a Brand’s Anniversary
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.
Marketing Management 