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Welcome to my IMC blog. I hope you find this page both engaging and entertaining. I look forward to your comments. Happy blogging!

“If the circus is coming to town and you paint a sign saying ‘Circus Coming to the Fairground Saturday,’ that’s advertising. If you put the sign on the back of an elephant and walk him into town, that’s promotion. If the elephant walks through the mayor’s flowerbed, that’s publicity. If you can get the mayor to laugh about it, that’s public relations. And if you planned the elephant’s walk, that’s marketing.”
– Reader’s Digest

To Be Continued…

Just a note of thanks to Professor Gitomer and my fellow classmates for a wonderful semester. I’m already submerged into two more IMC classes now three weeks into the summer session. IMC 611 is Marketing Research and IMC 616 is Direct Marketing. It’s already been a challenging semester juggling two courses. I just want to get done but I still have a long way to go. So for now, I’ll take it course by course and enjoy what all this program has to offer. So far, I’ve enjoyed learning about the various aspects of integrated marketing. I’ve truly been able to integrate this knowledge into my job and various community projects. I’ll share as I learn more…

Final Thoughts…

Well, here we are at the end of another exciting and informative class within the Integrated Marketing Communication program at West Virginia University. I just wanted to take a moment to say how much I’ve enjoyed IMC 619. I have learned a wealth of knowledge that will no doubt help me in my current roles both professionally and in the community. The great thing about this program is that you’re able to immediately apply what you’ve learned into your real life business.

Before this course, I had never heard of such terms as “widget” and “paid placement.” Now I know. And the great thing is that this bit of information has actually come in quite handy. I’ve been able to use social media as a legitimate tool in promoting the organizations in which I’m involved. I’ve also been able to share and educate others around me about the benefits of social networking and new media.

IMC 619 has been particularly enlightening for me this semester. Emerging media was an area that I knew little about coming into this program. I now feel much more comfortable talking to people about social marketing and the effectiveness of campaigns that utilize these types of tools. It also helps to recognize industry trends associated with social media. As I continue to broaden my knowledge of the subject, I look forward to working with my classmates in progressing through this program while increasing my level of understanding when it comes to integrated marketing.

Hope to hear from you soon. Have a wonderful summer and Go Mountaineers!

Your Interests or Your Wallet?

In keeping with the theme of our final week of discussion, here’s a few final thoughts on search engines and paid placement. This week, fellow classmate Eric shared with us some insightful comments about paid placement and paid inclusion. “If you think about what the Internet was truly designed to do, you’re likely to come to the conclusion that it was designed to make the flow of information, faster, easier, and accessible by everyone.” I agree with this statement.

But many Internet users feel that processes used by sites like Yahoo are misleading consumers by not disclosing the fact that some sites are being listed as paid advertisements. According to a study by Wouters, there is a demonstrable importance consumers place on the integrity and transparency of search results, and the industry must enhance the effectiveness of disclosures to ensure they are noticed and understood. If not, the search engine industry risks losing credibility with the audience it is competing so vigorously to capture (Wouters, 2005). I’m not so sure that I agree with this statement entirely.

While trust is an important element to any transaction, I have a hard time believing that there are that many people who place that much of a value on trust in regards to paid inclusion or placement. If I’m using the Internet to find a product, I appreciate a business paying to get my attention as a consumer. I find these actions almost flattering. To know that someone is willing to pay a fee to be at the top makes me feel like competition and capitalism are alive and well.

I really don’t see a problem with the processes used by search engine companies. Especially when you consider that by allowing businesses to pay search engines money to be listed keeps the consumers from having to pay, which would probably be the case if such processes didn’t exist. I may be in the minority when it comes to the statistics that Wouters and others are referring, but just like a remote control on a TV, I always have the option to click out of anything that I don’t want to be in without physical or emotional harm. What are your thoughts?

Wouters, J. 2005. STILL IN SEARCH OF DISCLOSURE www.consumerwebwatch.org

Traditional mediums and Non-traditional formats

Among the topics we covered in IMC 619 this semester were short films and viral marketing. I admit I’m a huge fan of the television show LOST. Unfortunately, fans will have to wait until next February to catch the final season (Not fair to leave us hanging for that long). But the show’s producers always seem to keep everyone thinking about the show despite such a long layoff. Above is an example of how a show like LOST uses social media to promote a television show using video as the featured tool. As we’ve learned, it’s all about building buzz. Enjoy.

Speaking of viral marketing, no example has been as popular in recent weeks than the performance of Susan Boyle on Britain’s Got Talent.

Just a couple of examples of how television programs are using social video to keep people thinking about their programs and expose them to different audiences, especially one like Britain’s Got Talent that are not seen in this country.

Yahoo!… Now I Know Why

The final week of IMC 619 has once again stirred some serious discussion. As the semester winds down, I’m reminded of how much social media and networking can impact business and how non-traditional advertising mediums are gaining momentum in a once traditional dominated medium.

This week we jumped head first into the topic of search engine optimization and the processes that make up paid placement and paid inclusion. I was one of the students in our class that wasn’t exactly sure how sites such as Google and Yahoo made money. Needless to say, after this week’s lesson I now have a much better understanding.

But are these processes ethical? Once again, the ethics questions arises much like it has all semester long. Is one process more ethical or tolerable than the other? I like how one of our classmates described their opinion on the subject. Wesley stated that “the conspicuous nature of paid inclusion does not allow the consumer to understand what they are viewing, but placement does allow even the uneducated Internet user to see who is ponying up the money.” This is an interesting point, and one that I tend to agree with. Many folks, myself included, may not even realize they’re being advertised to in some circumstances.

According to our week 9 lesson, only 1 in 6 Internet users can tell the difference between unbiased search results and paid advertisements (Gitomer, 2009). Whatever your experience, keep in mind that search engines like Yahoo are making money hand over fist which calls into question possible ethical ramifications. Because of this, the FTC issued a stern message to the search engine industry asking companies to provide “clear and conspicuous disclosure” of paid placements and paid inclusions (2009). Many, however, argue that these two processes are legit form of capitalism. What do you think?

Who in Their Right Mind…

My initial thought on the topic of e-mail marketing was “Why would anyone rely on such a medium to actually sell something?” That was until I saw some actual data relevant to the discussion. Direct Marketing Association (DMA) estimates that in 2007, U.S. marketers — even big, reputable companies like Nike –will spend over $500 million on e-mail marketing to generate $21.9 billion in sales. This number floors me. To think that those annoying spam mails that flood my inbox actually persuade that many people amazes me.

Now, I don’t mean to offend anyone, especially those that are prone to opening such a piece. Some are even tricked into thinking that the e-mail is personal with headings such as “Hey man, thought you might like this” or “Hey, I’ve been trying to reach you…” Please see the picture below for more examples because there are plenty!

We learned that e-mail marketing has four distinct elements that make it an attractive marketing option.
Cost
Customization
Response
Control
In regards to response, some e-mail marketers are seeing response rates in the 10 percent range. Just another figure that amazes me. But then again, I’m amazed by many of the stats I’ve learned this semester.

White Space: Blank Look Can Be Best Option

The focus of our week 8 discussion in IMC 619 is web design. Many interesting points fueld some interesting discussion. One thought that captivated me was the use of “Whitespace” within the context of design. We often talk about content, usability, color, and being able to navigate a site. But the use of space is also another element to consider when building a look and layout that pulls visitors closer to your message.

The idea behind our discussion was to explore various articles under the ‘A List Apart’ series which serves as a gathering place for web designers to publich articles about such topics. One of my fellow classmates, Jama, shared an example from her chosen article “Whitespace” by Mark Boulton who details the relationship between space and attitude.

Notice these two pictures for example:

One suggests a more direct mail lookm whole the one utilizing more white spcae appears more elegant and expensive. I found this example interesting. The article mentions “In simplest of ways, Whitespace is often used to create a balanced, harmonious layout.” Basically, it has to feel right to the user. How a user interprets this ‘feel’ is up to them. But this article really opended my eyes to something that I never thought about before: How empty space can truly paint a colorful picture.

Is There A New Sheriff In Town?

As the father of two young children ages 5 and 7, this week’s IMC assignment really made me stop and think. I was forced to ask myself some tough questions along the way. The focus of our assignment was child marketing and ethics related to this topic. Have we as parents really lost control of our children’s media copnsumption? If so, what do we do if anything?

Who is in control?

Is web based gaming considered marketing or entertainment?

Should parents have the final say, or have parents lost control of their child’s media consunmption?

Should child marketing be regulated or even banned?

Just a few of the questions that I pondered over the last couple of days.

There are many child advocates including Harvard psychologist Susan Linn who dedicate their efforts to pursuing the answers to these types of questions. Linn’s focus is more junk-food oriented, but none the less, there is a growing concern against companies who market directly to children, especially when it comes to marketing products such as cereals that are considered not so nutritional. Take the Kellogg Family Focus series of web sites which use gaming and activites featuring characters such as Toucan Sam. Research indicates that over time, toddlers will develop brand recognition with a character. But the problem for people like Linn and other advocates is that this research does not indicate that this brand recognzition is actually creating a behavior or product choice. With this research ongoing, I believe it’s up to the parents to decide, despite nagging and other associated child behaviors that have been brought into the discussion.

Many advocates say that parents have lost control. But undermining parental authority wil not help the case of those wishing to ban child marketing. At the end of the day, we as parents much be willing to monitor our child’s media usage (TV, Internet) and make the final buying decisions without the interfernce of organizational or even governmental restriction.

While some parents may have lost control, whose to say that marketers should not be allowed to market to their key audience? I understand and appreciate attempts to protect our children, but censoring companies from being able to market their products is not the answer at this time.

Translation vs. Personalization

This week’s discussion topic centered around marketing to minorities which generated some great conversation. I think initially, many of my classmates, including myself, felt as if a company changed an English web site into Spanish with the click of the mouse, then job well done by that organization in targeting minority groups. But as the posts began filtering in to this week’s board, a change in attitude began to take shape. After a few days, the consensus became not only changing the language, but also the message.

All cultures are different. Just because you change the language from English to Spanish doesn’t mean that the message will translate equally into that particular culture. And let’s take it a step further: Not all Spanish speaking cultures are the same either. There are many Hispanic and Asian-American sub-cultures that must also be considered by marketers when targeting minorities.

According to our lesson, roughly 37% of our country’s polulation will be made up of non-European minority groups by 2020. In the past, these groups had very little buying power. But the tide is ever-changing. Asian-american represent a growing portion of buying power in this country. Interests among this group point specifically to technology. The Hispanic communities tend to go for more entertainment options such as games and movies. Another trend among this culture suggests that Latina women are also becoming more influential in the marketplace and have slowly become decision makers in their households. This type of information is important for marketers.

Some companies (and industries) have gotten it right. Kraft, for example, has reached out to the Hispanic community through Comida Kraft. AT&T has also reached this same demographic by utilizing color and more personalized data rather than just translating the English version of their current site. As the minority population grows in this country (not to mention an increase in their buying power), look for other organizations to jump on board and begin a more personalized approach to multicultural marketing. As of now, it appears most businesses are still lost in the translation.

Ethics Filmed Into Question?

After reviewing all of the posts from our week 6 discussion, there seemed to be no real ethics concerns from our class involving the use of short films for marketing purposes. I would have to say that I agree for the most part. The only concern is that filmmakers who produce these kinds of features see this medium as an art form. So as long as you, as a producer or marketer, acknowledge the art of short film cinematics and can truly apreciate its value to society, I think you can justify using this medium as a valuable tactic when targeting consumers.

The question for marketers becomes “how do we effectively use this medium to reach consumers?” There are many questions that have to be answered in order to achieve the full potential of a short film. Animation or live action? Super hero or superstar? Color or Black and White? I guess it depends of the product. Obviously, automotive companies like BMW and Mercedes have it figured out. I think what makes some of these companies as successful as they have been is that they have produced quality shorts that entertain, yet also convey a sort of art form in doing so. These films capture an audience, but also bring attention to short films. And filmmakers are enjoying this medium being back into the spotlight.