Tag Archive: Marketing


Sexualized Marketing

http://www.nma.co.uk/news/government-to-review-sexualised-marketing-to-kids/3021333.article

Sexualized marketing to kids is not that uncommon. In fact like any age demographic it is one of the strongest. Look at one of the biggest cologne companies in the North America which targets 12-15 year old boys, Axe. There commercials are highly sexualized to say the least. It is every young males goal and fantasy to spray on a bit of cologne and have a hoard of girls chasing him. Of course that is not the case but, it becomes the image of axe to young boys. It can be argued that the company is unfairly taking advantage of a highly influential market by playing up on their fantasies.

So what can be done about it? Well in this article we see one government , which is not named, attempt to put restrictions on companies who clearly are targeting pre-teens and teens with sexualized marketing. Axe would be a company that would suffer greatly from this and have to change their whole marketing campaign. This question is though, would that change anything that their marketing has done to this generation? Of course the children who will be going into their teenager years would not be exposed to this type of advertising from Axe but, what about the others?  The impact of the sexualized marketing on teens and pre-teens would be an interesting study, unfortunately I don’t know of one. I just know that Axe makes a lot of money off a highly influential market with questionable marketing tecniques.

Advertisements

Social Media and Advertising

This is probably one of the most important blogs I have written. I am discussing what everyone is business today is. The importance of social medium and advertising. In today’s market this will either break or make a company. A company can use Facebook psychographics to check out how many people in Ontario have guitars as an interest. Once they see how many people are interested they have an approximate target market.

A company can also search Twitter to see if and what anyone is saying about their company. For example, Blackberry can search Twitter for “Torch” to see and maybe even control the discussion on the Torch.

A company can use google trends and see how it compares in searches to something else. So, blackberry can compare the searches to the Torch versus the Iphone 4 to see how they are doing in comparison. Google offers many tools like this, one of the most useful would have to be google alerts. You can type in your company name: company x , then click news or blogs or tweets and google will alert you via e-mail every time your company name comes up.

Using social media is a powerful tool and whats most beneficial is that it is approaching free. There are extremely limited costs when it comes to social media and using it for advertising. Making it widely used by most companies. Whether it is Facebook, Twitter or google, businesses need to become a part of tis media to be successful in todays marketplace.

Illusion of Privacy

http://fredericksburg.com/News/FLS/2010/102010/10102010/580581/index_html?page=1

A very interesting article about how we perceive privacy on the internet when really it’s far from that. Looking at it from a psychological point of view, it is very interesting to see how people change when they act on the internet. They use the computer screen as a buffer zone from the actual confrontation. This is why cyberbullying has escalated. The bullies feel that there is no one watching what they say to someone as well as they have the computer screen as a buffer zone from the person. The lack of non-verbal communication which can be argued as the most important part of communication is also absent, meaning that even normal conversations could escalate if someone’s tone is misinterpreted.

Everything is recorded in cyberspace and the issue of privacy is one that is ignored in terms of online. Look at Facebook, everyone should delete their Facebook account right now. Even if we did, they would still have the pics and wall posts but, it would prevent us from giving more personal information. Facebook is the most un-private organization online yet, half a billion people participate (me being one). Facebook having this many people illustrates the problem that we as a society, think that the online world is safe and private when it is not. We are monitored, tracked and put into systems to figure out how to get us, the consumer, to purchase goods. The online world is a marketers dream that we keep feeding.

I find it really interesting listening to the perspective of Dr. Strangelove, that is, the market value system compels consumer’s to act.  Being a Business student as well as a Communication student gives me an opportunity to see both perspectives of this argument. I can assure you that when looking at consumerism from a marketing perspective, there is a value system that is taken into account. We see marketers segment the market and put individuals into certain classifications and categories.

So whats with the conservative saying: “The more we participate in branded consuming, the more that corporations must listen to us and the more power the consumer has”? I don’t understand how padding a corporations bottom line will incline them to listen to the consumer? I understand the emphasis today is on long-term consumers but, I still stand by that boycotting a company works way better than buying their product so they will listen to you. Market shares are so small these days for most companies, therefore many companies will feel the impact of being boycotted. We have already seen that companies with big financial bottom lines and huge participation from consumer’s in branded consuming do not listen to their consumers’. These businesses will still participate in unethical business’ practices even with the support of millions of consumers.

This video was made on June 11th of 2006, which is three and a half years ago. Looking into the future which back then would have been today, do we see anything that’s all to surprising? Sure no one particular pizza shop has said those things to you when ordering your pizza , but, when you a buy a new hoodie from “BillaBong” and they ask you what your address or postal code is, what do you think it’s for? Not only do corporations have the resources to figure out information about us, but New Media has encouraged a free-flowing “river” of information.

Media’s such as Facebook, Twitter and even YouTube , have created a culture where everyone needs to know when you date, do well and poop. Everyone is on a “need to know” basis. Corporations use this to their advantage to collect information about “Market segments”. In the video we saw, it was clear that the pizza shop knew everything about that individual, such is not the case today. Marketers today can tell you that information about clusters or Market Segments, which is essentially, a group of people who respond similarly to a product.

Marketers know their average wage, debit, family size, favourite activities, leisure time, vacation spots and health issues. They know this information about that cluster, but they don’t know exactly how much debit and leisure time John Smith has , who happens to be a part of that cluster. Why? There is no need to take it to the individual level, it’s time-consuming and costly. Quite frankly, in business today, there is a need for knowledge and not information. Taking it to the individual level would create more information and approximately the same knowledge.

New Media is a marketers dream and worst nightmare. It can be hard to advertise on (YouTube) but, you have consumers giving you information that was so costly to acquire in the past on Facebook.

I was reading in my Marketing textbook and I came across online surveys in the Market research section of the textbook. I was reading through the chapter and to my surprise learned that Online surveys are becoming increasingly popular with marketers for various reasons:

1. They cost less to run approximately $10 per survey. On average they save about $20 per survey as mail and telephone surveys cost in the $30 per survey range.

2. There is greater participation in online surveys as opposed to mail and or telephone surveys.

3. People are less likely to lie on them since there is a greater sense of Anonymity.

I can understand the logic of #1 and #2 but, #3 is what really gets me. How can people feel a greater sense of anonymity if the survey is online. If anything there is less anonymity when filling a survey out online. I understand that you feel less judged since there isn’t another person on the side but, all this information is permenately stored. Do not think that companies can not figure out who you are, what you do and where you live after you fill out a survey. All they need is the I.P address of your computer. The scary part is this information is never forgotten and so cheap to store.

In my opinion there is no type of survey that can give any consumer a sense of anonymity but, for people to think that online surveys provide that is naive. But then again most of us are naive , thinking that we are not brainwashed by the corporate world’s marketing campaigns.