Integrating Digital Channels

Through the drive of social media Star Bucks was able to gain relationships through the social sites. In this situation social media played a very big role in their marketing strategy. Also, with star bucks social media and content, it helped out with their costumers to make them want to comeback in the future. They also use viral video commercials to keep their targeted audience connected. “Starbucks’s social media strategy integrates many different elements into the mix and combined together, these elements create a social media plan that works beautifully to create millions of fans for the brand and keep them involved in the brand’s doings” (Ayelet Noff, 2010). Starbuck’s knows how to be open and engaging to their audience. The few channels that star bucks represented are social media/viral, online pr, and online search.
“The oil company “BP” really use social media to cover up the problem of the oil spill, by doing search marketing. “The company responsible for spewing oil in the Gulf of Mexico is attracting more of the wrong kind of attention by purchasing several red-hot search terms — including “oil spill” — on Google, Bing and Yahoo’s search engines in an attempt to ensure prominent placement of a link to a sponsored link touting the company’s cleanup efforts”(Eliot Van Buskirk, 2010). They use a lot of environmental and friendly commercials over the last few months to make the audience buy from them again. The channels that BP worked on are search/seo and online pubic relations. When the oil spill happened, it made people want the search for the spill of BP. Before the oil spill they used a lot of brand development, viral videos, and also digital advertisement. I think that this company “BP” should have gave their audiences gift cards to try to redeem themselves. Also they need to have more time to connect with the people.

Ayelet Noff (2010, Jan 11) Retrieved on Dec 11, 2010. The Starbucks Formula for Social Media Success. Share http://thenextweb.com/2010/01/11/starbucks-formula-social-media-success/

Eliot Van Buskirk (2010, Jan 11) Retrieved on Dec 11, 2010. BP’s Social Media Campaign Going About as Well as Capping That Well. http://www.wired.com/epicenter/2010/06/bps-social-media-campaign-going-about-as-well-as-capping-that-well/

Content Strategy and Syndication

With technology going at a fast rate a digital marketer needs to consider using a digital campaign for advertisement. The reason why digital marketers should use video is because people can identify with a product more visually. Also, it helps the consumer to choose a brand that they should get. “In a nutshell, the research into the marketing potential of user-generated video content indicated that the highest performing user-generated product reviews contained many of the sales effective elements seen in professionally-produced television commercials. Additionally, rates of presence of many of these elements were greater than those typically seen in the rival digital format of banner and rectangle display ads. Really, that should come as no surprise to anyone” (Christopher Rick, 2010). If a the consumer see something visually nine times out of ten the consumer would buy it. When doing this assignment it really interested me that video plays a very big role on an advertisement campaign.









What makes the first video effective is that Gene Kelly in the film is happy, and he is expressing his love for his Volkswagen. The link for these ads was more of a page link or URL link. With the second video with the Moto Razor phone has more of an artistic and creative motivation behind the commercial. To me the second commercial is saying that you can use the phone at any event in your life, and those who use this phone will be satisfied. These two videos are using a lot of social integrations, and with these two commercials getting out to the masses with their advertisements through digital video is a very profitable idea.



Reference:

Christopher Rick(2010, October 16) The Power Of The User Generated Video Product Review. Retrieved from http://www.reelseo.com/user-video-product-reviews/

Golf - Singing in the Rain
http://www.youtube.com/watch?v=jLOuDbsJNaE

Michel Gondry Moto Film
http://www.youtube.com/watch?v=HIT90tk_71c