Definitions For Submission 2 #dsmmcm1314

Definitions

LinkedIn:LinkedIn is the worlds largest professional social media network.

PPC: Stands for pay-per-click. It is ‘a relevant text ad with a link to a company page is displayed on the SERPs when the user of a search engine types in a specific phrase. A fee is charged for every click of each link, with the amount big for the click mainly determining its position’ Chaffey, D et al (2012).

Blog: A blog is a ‘personal website or web page on which an individual records opinions, links to other sites, etc. on a regular basis’ Oxford Dictionaries (2013).

SEO Natural Search: SEO stands for search engine optimisation and it is ‘a structured approached used to increase the position of a company or its products in search engine natural results listings for selected keywords or phrases’ Chaffey, D et al (2012).

Twitter: Twitter is a social network site, which uses 140 character messages from all over the world.

Banner Advertisement: Is ‘a typically rectangular graphic displayed on a web page for purposes of brand building or driving traffic to a site. It is normally possible to perform a click-through to access further information from another website’ Chaffey, D et al (2012).

Webinar“A webinar is a seminar conducted over the internet” Jefferson, S (2013).

Demographic Segmentation: is described as commonly including “age, gender, income, ethnic background and family life cycle, marketers often use this type of segmentation as it is widely available and is related to consumers buying and consuming behaviour” Lamb, C et al (2008).

Geographical Segmentation: is the oldest method; it involves dividing the market into homogeneous groups based on their location. It does not propose that consumers in a certain location will all buy the same kinds of products but it provides information on the needs of consumers in certain locations” Boone, L. (2011).

Behavioural Segmentation: “This is a more focused form of segmentation, it involves the grouping of consumers based on behavioural patterns which they display when making purchasing decisions, this enables producers to adapt their marketing approaches to specific groups. Types of behaviours include spending, consumption, life style, usage and desired benefits” Business Dictionary (2013).

Psychographic Segmentation:“Psychographic segmentation deals with issues such as motives, attitudes, opinions, values, lifestyles, interests and personalities and segments based on these factors. The issues involves with psychographic segmentation are quite difficult to measure and involves primary market research to gain the information needed. Once one or more psychographic segments have been identified, they can be combined with demographic, geographic or behaviours to create a full developed consumer profile” Ferrell O. C. (2012).
Link Building: is a “long-term marketing strategy and involves the process of publishing share worthy content and the building of relationships with people online in an effort to boost organic links and traffic to a specific online destination” Gunelius, S. (2011).

Online Public Relations- E-PR:E-PR refers to the building and managing of reputation by communicating information and listening to demands of an online public via websites or emails. Good communication has always been important in the business world but with the arrival of the Internet and fast moving technology, E-PR has now become essential for organisations” Haig, M. (2000).

References

Chaffey, D., Ellis-Chadwick, F. (2012). Digital Marketing. 5th ed. Essex: Pearson. P665-669.

Ferrell, O. C. (2012). Marketing Strategy Text and Cases. 6th ed. Mason: Cengage Learning.

Gunelius, S. (2011). Content Marketing For Dummies. New Jersey: John Wiley & Sons.

Haig, M. (2000). E-PR: The Essential Guide to Public Relations on the Internet. London: Kogan Page.

Jefferson, S and Tanton, S (2013). Valuable content marketing. Great Britian: Kogan Page Limited. p150-152.

Lamb, C. W. Hair, J. F. MacDaniel, C. D. (2008). Marketing. 10th ed. Mason: Cengage Learning.

Website

Business Dictionary. (2013). Behavioural Segmentation. Available: http://www.businessdictionary.com/definition/behavioral-segmentation.html. Last accessed 17th Dec 2013.

Oxford Dictionaries . (2013). Definition of blog in English. Available: http://www.oxforddictionaries.com/definition/english/blog. Last accessed 15th December 2013.

 

Hull Tigers…We Don’t Think So #dsmmcm1314

The East Yorkshire team having returned to the Premier League for only the second time in their 109 year history,  are now sat comfortably mid table. With some promising results such as 3-1 against Liverpool, it is likely that Hull City will remain in the top tier from some time yet. However, this revelation may not be enough to satisfy die hard fans after the recent announcement from Hull City AFC owner Assem Allam, a local businessman, who plans to rename the club ‘Hull Tigers’, much to the fans dismay. Plans are on the way after he stated that a request has been submitted to the FA to change the name by the start of next season.

On September 12th 2013 he stated in an interview with the Guardian, “By next year I will change the name to Hull Tigers. I cannot afford to run the club by fans’ feelings”. His main defence and reasoning behind changing the football clubs name is because of his distaste of the word city. In a Hull Daily Mail interview on 9 August 2013, he stated, “Hull City is irrelevant. My dislike to the word City is because it is common… City is a lousy identity.” Strong words, especially when dealing with a club with a rich history and strong brand attachment to the name Hull City AFC. Allam wants to re-brand the club, to make an impact globally. He made comparisons to clubs like Manchester United, saying  “you need a brand. Look at Manchester United, Arsenal and Chelsea – they are worldwide brands.” He obviously has big plans, and claims that the name Hull Tigers will be more appealing worldwide.

What was the fan response? A big fat ‘No’ is the honest answer. Re-naming the club would be like changing the colours from amber and black to pink and yellow. There is meaning behind and attachments giving to the Hull City AFC brand matter to fans, and by changing it will effectively ruin what the club and fans have built over the last 100 years.

Rick Skelton, well known among supporters for his Hull City Live Twitter feed, said the decision “would go down as one of the saddest days” in the club’s history. He was infuriated that the happiness and pride fans should be feeling right now after the momentous climb back into the premier league is over shadowed by the anger Allam has provoked with the new name proposal.

This re-naming business has also created a rather sour taste in the mouths of fans, especially at games where the atmosphere is  tumultuous to say the least. A new rather popular chant echoing the stadium rings, “We’re Hull City, and we will die when we want”, prompted from the statement Allam gave saying, “they can die as soon as they want, as long as they leave the club for the majority who just want to watch good football”.

What does this example show marketers? Well, one of main points I have learnt is that the more ambitious the new proposed strategy is, the more subtle the marketer should be when implementing. The sudden and dramatic fashion in which Assem Allam announced the re-naming has only fuelled a fire in the hearts of fans, which will take a tremendous amount of time to overcome. Yesterday at the Stoke game, which was televised live on Sky, prompted further action from fans who had previously vowed to continue the campaign to stop Allam.

Supporters have created a campaign group named ‘City Till We Die’ in order to get their voices heard.

Charlotte Morrill, a long time Hull City fan stated, “I don’t support the fact the owner wants to change the name, the club isn’t just a brand. I also don’t think that he has approached it in the right way and has alienated a lot of fans by not taking their opinions into account. However, the club definitely wouldn’t be where it is now if Mr Allam hadn’t invested huge amounts of money so therefore I think he has the right to do what he wants with the club”.

 

Harvey Nichols ‘Selfish Giving’ Christmas #dsmmcm1314

Well… I don’t know quite where to start with this one. Instead of going down the traditional christmas marketing route Harvey Nichols have opted for a ‘sorry, I spent it on myself theme’. Now In the advert you will see the idea of people buying their friends and loved ones thoughtless bad christmas presents with the excuse that they couldn’t afford anything better as they had bought something expensive for themselves.

I can slightly see the marketing theory behind the advert trying to persuade people to splash out on themselves this year and buy something nice from Harvey Nichols. But wow, I mean at what cost? In my personal opinion this advert is quite frankly horrible and laughable. It seems the firm are trying to take out human generosity at the one time of the year that is supposed to be better to give than to receive. I think I can safely say that this advert will not win the best christmas advert of the year. I also think the theory behind it is all wrong too; in my opinion people are more likely to spend money on presents for loved ones rather than themselves. Take for example children, that is possible one of the most lucrative markets out there are parents want to make their children happy and seem to forget about the cost.

I don’t think I have ever watched a specifically marketed christmas advert has managed to take the christmas cheer out of christmas before, but with this one Harvey Nichols have accomplished that. So due to that I think this advert is possibly the worse christmas advert I have seen this year; and I believe their brand reputation will take a hit due to this too.

Well take a look at it below and tell us what you think. Do you agree or do you like it?

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