2. Why do companies such as Audi use testimonials as part of their marketing strategy, and why did Audi use Justin Timberlake for the A1’s “the Next Big Thing” promotion?
Testimonial is one of the powerful tools of public relations, which can improve business credibility. Consumers consider risk before they buy or consume products and search information they can trust. According to the research, people search information or advice from other people who actually consume the product. It has found out that, this kind of comment provides information, which is more realistic than any other marketing message and is called testimonial. In today business world, there are many companies who use testimonial in marketing, such as Jaguar use José Mourinho who is the manager of Chelsea football club (Lindberg 2014).
When business uses a testimony from an actual customer who has direct experience with a business, it proves the claim and provides credibility. Testimonial can providing specific benefits from others who have experience with the products or service to other consumers.
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This target group is more familiar with information technology and tech savvy. Because of these reasons, Audi’s vision and strategy is to use e marketing to closer to target audience. Audi can use social media as e marketing tool. The best method of using social media as e marketing tool is “word of mouth”. Word of mouth (WOM) is an informal conversation concerning a product or service. People tend to seek information and advice about products from opinion leaders. Testimonials from satisfied customers in advertising can also provide positive word-of-mouth. The interactive customization of the A1 on the website and the resulting process of sharing these individually created designs with friends helped Audi to raise awareness through user generated content without it being directly related to the promotion of the
The use of social media marketing has become a standard way in which organizations advertise their products or services. Social media marketing allows consumers to have immediate access to other consumers reviews or to post a review about a product or service. There is engagement between the company and the consumer (Evans, Dave 2010). Social Media emerged in the late 1980’s when websites such as Prodigy, Compuserve and America Online. Prodigy was first of it’s kind and was known as a ”consumer online service”. Half of the page is devoted to advertising. Facebook, Twitter, Myspace, Hi5, Bebo and Orkut are all social media platforms that are utilized as platforms today.
We understand the importance of technology and social media in the operations of business and how technology can be an aid in our business operations. We plan on focusing our attention on sites like Facebook, Instagram, and other social media outlets to advertise our business which will provide the customer with daily information on specials as well as access to coupon programs we provide. Using social media will provide an outlet for our customers to provide reviews and feedback on our business. Many people feel that bad reviews can hurt a business; we feel that bad reviews provide an opportunity for us to make a new friend and change a process which may harm our business with future guests. Two brothers would also like to develop a smartphone application for iOS and Android which we find is also lacking with many businesses in the Wenatchee valley. This application will also provide instant access to our business as well as letting us track our market. As far as marketing outside of social media we plan to brand our image using items like car clings, bumper stickers, clothing, and sponsorship of local
Social media has become an influential ground for consumers to share their opinions about a company’s brand and products. In addition, it helps in having a strong brand that produces positive relations and distinguish the brand from competitors, is a critical component for effective marketing. According to Dahlén and Lange (2009) “the quality of the product is not the evident factor when it comes to purchasing a product, the deciding factor depends on how the brand is perceived” (Para. 1). This demonstrates the importance of incorporating social media as a tool to promote brands, allow for interactions, and customer satisfaction by engaging with customers more frequently for feedbacks or reviews. Thus create an opportunity for the company to show its devotion to their customers, and initiate good reputation, which can increase sales. In other words, social media has the ability to upsurge the awareness for businesses as well as the brand.
We are successfully utilizing social media as a powerful way to gain positive exposure and connect with our internet-savvy customers in a global and local level. We rely heavily in word-of-mouth advocacy”. (John Mackey, 2012)
Advertisements are supposed to grab the attention of its specific group of interest. They can appear to the reader or viewers’ logic, emotions, or ethical appeal, and usually car companies use ethos to show show the credibility of their cars and service. Nissan succeeded at appealing to the viewers’ emotions, but the emotions were not in favor of their product. The advertisement was an overall failure due to its misrepresentation of African American culture, promotion of ignorance about the Black Experience, and neglect to push Nissan’s product.
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
With the influence of online websites and social media, marketers are able to endorse their creation
Advantages of using the social media aspect can attract the attention needed to promote a product or service intended or drive traffic to the intended website of services. This type of channel has the ability to bring people together from all over the world as well as allows each person to express their own opinions and ideas, providing well-needed feedback. Disadvantages of this method when not used properly or failed to promote the communication effectively can cause a permanent damage to the company’s reputation; as this mistake is seen in front of hundreds or thousands of people who also have direct and easy access of spreading their messages online. This way of communicating can also be more time consuming as someone has to be constantly checking in to make comments, answer questions, and reply to feedback.
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.
Different strategies are used in all advertisements. Every aspect of the advertisement is strategically planned to appeal to the audience. For example, an advertisement that does a great job of using sex appeal to reach its audience is “Carl’s Jr all natural burger”. This ad appeared during the super bowl forty-nine, and it was a big hit. The ad features ,22-year-old model buxom, Charlotte McKinney. Throughout the video it shows her walking through the town and appearing as if she is nude. She gets all the attention from the guys in the town as she saunters past. in one scene there’s a man reaching for a tomato as she walks by, she turns around and gives him a flirty look and it emerges as if he is grasping her gluteus. At the end she appears in a bikini nearly nude “I love going all natural,” she purrs, opening wide to take a bite out of a big, juicy, “all natural” hamburger. Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them.
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.
Social media is presently one of the best opportunities that is available for a brand to connect with the prospective consumers. Social media can also be treated as a medium for the socialization. For the businesses, the social media is a marketing opportunity for transcending the connecting between the consumers and the companies. The influence of the social media is infiltrating various aspects of our lives(Arca, 2012). Social media is constantly rising and the impacts of the social networking is penetrating in almost all businesses Social media are often used for spreading the knowledge about the changing opinions of the people. Important marketing tactics are applied to these social networks for better outcomes. Businesses with a well-established and ethical social media platform have more chances to become successful in the competition of the social networks. This research report comprises of the detailed explanation for the advantages and the disadvantages associated with the social networks. A rigorous analysis for the subject has been done in the report.
Customers and brand fans post on the walls, take part in discussion and share images and videos on the automaker’s page.
There is no doubt that the customer is king because without customer, there is no business. Today, brand can easily attract or lose customers. With the increasing number of social platform and numbers of creating account, customers’ voices are raised among social media, web sites or forum. In fact, we can observe that, nowadays, customers don’t hesitate to question brands, to congratulate, to criticize and even to require that brand deliver them messages adapted to their profile and their interest. Particularly with
Social media has played a significant role in consumer decision making, including such areas raising awarness, sharing information and opinions as well as postpurchase experience ( Mangold and Faulds,2009). It turns out that consumers tend to trust knowledge and experience shared by other customers on social media more than those opinions reviewed by the manufacturer or the marketer of the product or the service.(Linchi Kowk,2012)