MKT 420 PROJECT

Assignment 1

Title: Social media marketing strategy as a form of direct marketing. Today’s emerging trends and tomorrow’s implications.

Objective: to understand the benefits of direct on-line social marketing strategies and their impact on company’s revenue versus off-line (traditional) methods

Introduction, Subject review

1.     What results do marketers expect then reaching or advised to reach their consumers in social networks – Facebook, Twitter, Linked in?

2.     For what direct marketing methods Facebook, Twitter, Linked in are best for?

3.     How does social network presence, as an extension of traditional marketing approaches contribute to revenue generation / corporate strategy?

Research Design (Direction):

4.     Consumer’s active social networks usage/presence: Facebook, Twitter and the purpose of the presence? Benefits? Time spent versus expectations?

5.     What type of messages are sent now / can be sent to consumer in regard to the purpose of the social media usage?

6.     Current Interaction effects for companies from being on twitter/facebook and the metrics that could be relevantly used (brand recognition, re-purchase, loyalty building, community building, WOM)?

Data Collection and analysis:

7.     Use your facebook friends networks as mini-samples to test what type of content can be marketed.

8.     In several stages (10-20) test different type/form/content of the message

9.     Summarize your findings

Conclusion

10.                        Tomorrow’s implications and today’s trends (moving to digital sales?)

Assignment 2

Title: Proactive, continuous, direct. New human communication patterns and ubiquitous mobile marketing.

Objective: to understand the relevance of direct marketing efforts through analysis of the growing and emerging interaction channels with a consumer on mobile devices as a result of human interaction changes

Introduction, Subject review

1.     How human interaction patterns have changed? What becomes more important in communication exchange?

2.     How mobile marketing is capitalizing and supporting the enhancement of changed reality?

3.     Which modes of communication can be used by a company to approach consumers through mobile based devices? What should this communication involve consumer in?

4.     What stages of strategy to be used in mobile devices marketing in a complete communication cycle, for example in AIDA model?

Research Design (Direction):

5.     Should a company customize communication: web, e-mail, apps, sms, mms, messengers (chats, facebook messenger, whats’ up) and the types of approaches (on-line banners, chat banners, free limited apps) used? Should the message be integrated and aligned, for example branding?

6.     What are the right messages and relevant channels for them?

7.     What are most engaging channels – by preference, by time of the day, by purpose of communication, other classification?

8.     Are there any technology shifts expected  – changes of communication modes, devices,?

Data Collection and analysis:

9.     Interviews? Surveys? Testing? Secondary data?

Conclusion