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].
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.
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.
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.
As brands mature and they become widely recognizable, the most important representation of their identity and positioning is their logo. The logo is a visual communicator of the brand’s purpose, values, and who they are to their customers. Nike, Starbucks, and McDonald’s are a few of many brands with ever-changing logo redesigns. Current trends for customer-centric strategy are ushering in simplified and debranded logos.
Celebrities can attract new customers, boost sales, and be iconic in advertising campaigns. With increased importance placed on social media marketing, endorsements can also come from smaller scale stars like Instagram influencers. Consumers will buy a product or service because their favorite influencer raves about it on Tik Tok or to support their favorite actress’s new product line, regardless of the celebrity’s actual involvement in product creation. [i] Despite the enormous benefits to celebrity and influencer endorsements, marketers face equally great risks to partnering their brand or product with an individual. Scandal and controversy are difficult to predict and can damage a company’s reputation and sales.
While there are often strict regulations surrounding the sale of liquor, beer and wine sales are more lenient. That’s an entire audience of consumers who might prefer higher alcohol content and the accompanying burn but who cannot purchase their drinks of choice as easily as they might purchase a bottle of wine or a six-pack of beer.
Many wineries have begun to capitalize on this, repositioning themselves through product and process alterations. How? They’re aging their wines in spirit barrels.
Marketing Management 