Big Skinny Case Report Final Draft Essay

Social media is different from more traditional marketing tactics as it offers a free platform that is easily accessible to anyone with internet access. This allows for the increase communication for organizations to foster brand awareness and often, and

It is interesting how social media today is influencing the marketing role of many companies and how it’s playing a big role in their success. The more the company advertises on social media, the

The third issue for Trader Joe’s is their lack of social media presence. Trader Joe’s from their beginning has used a customer newsletter and occasional radio ads in order to promote their brand, and these advertising methods have not changed with the introduction and prevalence of social media. Many brands nowadays are seeking to gain a competitive advantage over the

An online website was launched, but failed to function properly: customers ordered 4000 wallets for free with invalid coupons, and the company now finds itself wondering whether to cancel them. Search keywords and bids were bought to gain visibility on search engines, but almost half of them have not generated profit. A discussion on Big Skinny was stimulated on social media through the use of AddThis applets. The company had furthermore established a presence on global, trusted online retail portals: Amazon, Buy.com and eBay. Finally, A/B testing was conducted, also leading to an increase in visibility.

In 2010, Big Skinny CEO Kiril Alexandrov was looking to transcend from retail distribution and print advertising to the world of online marketing to achieve maximum growth. The retail sales pitch was an easy one, as Alexandrov focused on the value of the wallet and the impulsiveness of consumers (Benjamin & Kominers, 2012). Unfortunately, translating this type of sales pitch was much harder to do in the world of cyberspace.

Social media is not new. Facebook has been around since 2004, YouTube since 2005, and Twitter in 2006. What is new is how social media sites like Facebook, YouTube and Twitter are affecting the way businesses market their products and services. Never before in our history have consumers been able to communicate so effortlessly with each other and with the businesses they frequent. Never before have businesses been able to interact and react to customer feedback so quickly and efficiently. However, just because businesses have the ability to use social media for their marketing and advertising efforts, does not necessarily mean they should. This paper intends to

Lately, there have been issues of brand management on the internet. The new digital tools require a lot of adjustments at the executional stage. According to Chaffey (2000) Internet marketing success depends on the sites interactivity features. Also added that a brand’s presence online should be conceived in a way that is sympathetic to the technology and the environment. Many brands fail in the execution of different features resulting in customers’ needs and expectations not being met says Hewson and Coles (2001) The consumer still looks up to the luxury brands although the bond is presently being evolved beyond the existing “top-down” model. (Okonkowo, 2009) The percentage of online shoppers and the sales of luxury brands have been on a positive growth. In spite of the growth, it’s not clear that what drives the consumers to shop online and whether they would be interested in shopping if attractive online stores were introduced. Therefore, what factors affect consumers to shop online will be examined here. A framework is necessary to develop the complex system and determine these factors, influences and buying behaviors of the consumer. (Perea, 2004) Affluent consumers use the internet as their powerful source of information about the luxury products and it is necessary that they have an online presence.

Big Skinny CEO Kiril Alexandrov is facing a decision, how he should handle his online marketing plans. Big Skinny has made a name for its self with its extremely thin wallets using more traditional direct sales, retail, and print ad methods to drive consumers to their products. But Mr. Alexandrov was not satisfied and saw the online platform as a way for Big Skinny to reach its full potential. So launching an online promotion he was able to draw in 4,000 sales confirming his belief that consumers were ready to buy wallets online. Unfortunately, the promotion had a glitch and most of the wallets were being given away for free. Leading Mr. Alexandrov to question his plans for Big Skinny’s future online marketing plans.

Social media is an effective media of communication between the consumers and companies. The companies are using social media for improving consumer engagement and brand lift. This essay gives a brief overview of social media platforms and how effective they have been. It shows that the whole marketing concept has undergone radical transformation due to the social media interaction. The essay ends in conclusion depicting what marketers need to take care in order to have successful social media campaign.

Our primary marketing strategy is, “to focus on customers’ voice to advertise the products, emphasizing the power of strategies like word-of-mouth.” (Conick, 2016) Additionally, Enjoy Life Foods needs to emphasize the importance of free samples as giving out free samples. Joe Warady, CMO of Enjoy Life Foods reports, “free samples improves overall sales by 137%” (Conick, 2016). In addition, social media plays an important role in advertising products and building trust between customers and companies. According to the Huffington Post, “teenagers are the top users of social media platforms on internet among all other demographic” (Huffington Post, 2014). Since the target customers of QuickMeals is millennials, both word-of-mouth and social media will be used as advertising tools to attract customers.

Social media in business continually rises to be an in important tool in everyday business and this means that communication is greatly evolving. In this development period, social media has had a prodfound impact on businesses especially in marketing. As a result, many are using social media as a communication tool regardless of the negative impacts experienced in some aspcts of social media.

This essay examines Harley-Davidson's use of the Internet as a strategic marketing tool. Unlike their competitors' websites, Harley takes advantage of every online opportunity to build relationships with customers, promote their brand, and market Harley offerings. The Internet in particular is an effective promotion medium for Harley because it extends their efforts to market the company's products and services.

The purpose of this report is to show that even though some state that Social Media has fallen short of their expectations, it is actually good for business, given that it enhances the visibility of their brand and helps businesses stay connected to potential customers.

Social media is defined as a group of Internet-based applications which build on the platform of Web 2.0 and the contents of these applications can be modified by all users in a participatory and collaborative method (Kaplan and Haenlein, 2010). Social media creates a platform for companies to talk to their customers as a hybrid element of promotion mix. With the emergence of social media, the tools and strategies for companies to connect with customers have also changed (Mangold and Faulds, 2009). To adapt with the emergence of social media in the marketing, companies should have unique insights about these significances (Quan-Haase and Young, 2010). The significances of social media embody three main aspects which are technology, decision-making and purchase behaviors of customers.

Digital marketing is undeniably one of the commonly used words presently in the business world. Unlike the usual traditional strategies of marketing, digital marketing makes use of strategies that are designed to thoroughly engage the consumers into brand conversations using various digital platforms, which range from mobile phone applications to emails (Chaffey & Chadwick, 2012). Digital marketing can be made possible through different platforms that may or may not allow internet usage. The non-internet platforms are such as short messages, radio or TV. Internet platforms include e-mails, banner ads and the different available social media sites. Presently, many organizations combine both the digital and traditional marketing platforms. However, it is evident that digital channels have become more popular to business people due to their ability to accurately determine their Return on Investment (ROI) unlike the traditional marketing methods. Digital marketing is a force that can either be for good or evil. This essay will determine the kind of force that digital marketing brings on in relation to the present marketing needs.