Setting a budget for marketing and deciding where to invest marketing dollars is not an exact science. By targeting the intended audience, analyzing past marketing techniques, studying what competition is doing, and surveying current consumers, marketers can better determine where and when to allocate spending.Setting a budget for marketing and deciding where to invest marketing dollars is not an exact science. By targeting the intended audience, analyzing past marketing techniques, studying what competition is doing, and surveying current consumers, marketers can better determine where and when to allocate spending.
Anheuser-Busch InBev is swarming in criticism stemming from part of its “Up for Whatever” campaign, by BBDO. The company has published 140 scroll messages on its bottles since the campaign’s inception two years ago. One of the messages came under fire last week, “the perfect beer for removing ‘no’ from your vocabulary,” which has been linked to rape culture.
SeaWorld has faced intense criticism following the 2013 release of Blackfish, a documentary on the controversial captivity on killer whales. More recently, the company is faced with three class action lawsuits in as many weeks, causing SeaWorld to launch a marketing campaign focusing on the care of its killer whales.
Amazon has increased its spending on the development of original content and the acquisition of exclusive content for Amazon Prime. Increased advertising as well has led to significant growth in memberships to the service which boasts a user base that spends on average more than double the amount than non-Prime users spend annually within Amazon. Customers of the service are potentially stickier to the brand as well as they expand the range of services they use that are provided by the organization.
For marketers in the hospitality industry the “veto vote” can serve as a significant challenge as groups of consumers make decisions based on their fit with the needs of every group member.
For both Tourism Ireland and HBO, collaboration on a Game of Thrones themed campaign represented a clear win-win scenario for both organizations.
Seth Godin, a well-known marketer and public figure is credited with saying that “marketing is a contest for people’s attention.” In today’s technology driven environment where people often have access to multiple Internet connected devices, […]
(Image of the Apple Passbook with some examples of the types of items that can be stored within it, including credit and debit card data) It can be increasingly difficult for organizations to compete for […]
The video game industry used to be relatively straightforward in terms of how its products were monetized. Either consumers purchased a game and owned it outright and everything that could be done within it was […]
Retailers these days are able to leverage massive amounts of data from Point of Sale systems, ecommerce websites and the analytics they use to track consumers while on those sites as well as customer loyalty […]