I am a born and raised Wisconsinite who happens to also be a music and travel enthusiast with a passion for photography.
As a photographer, my greatest photography accomplishments consist of — capturing the Solar Eclipse, being titled SkillsUSA 2018 Photography State Champion, and SkillsUSA 2018 Photography National Qualifier.
Most recently, I graduated Bay Port high school and I have been working part time as a Kohler associate at Lodge Kohler since August of 2017. As of this past February, I have been promoted to work as a server inside Lodge Kohler at the restaurant up on the 5th floor; Taverne In The Sky. When I not working, I am studying at Northeastern Wisconsin Technical College full time so that I can earn a degree in Marketing with an emphasis in Digital Marketing.
While many thought I would apply myself to college for photography, my objective is to gain experience needed in the Digital Arts and Marketing. I aspire to work in the field of Digital Marketing for a company pursuing my interests — outdoor recreation, music, and/or photography — and help develop interactive and engaging content for web campaigns, among their social media platforms, website, etc.
With that said, it is a no-brainer for why I am enrolled in NWTC’s Engagement Strategies course; because without it, how will I be able to help develop marketing content that is interactive and engaging?!
My name is Aubree, I was born and raised in the ‘UP’ by way of Marquette, Michigan. I have love my hometown and am a proud Yooper! I am always advocating for people to visit Marquette, it’s a hidden gem, with so much to offer. A picture below was taken during a trip my boyfriend and I took a few years ago to Pictured Rocks:
I moved to Green Bay at 15 years old and started at Ashwaubenon High School as a sophomore, that was quite the experience to say the least! It all worked out as I love living in Green Bay; Go Packers and have met so many amazing people. I love to cook, workout and decorate my home. A new adventure in the works currently as my boyfriend and I are selling our first home and bought a fixer upper on 2.5 acres – scared and excited for change! Any renovation advice is welcomed.
I work full time; Monday-Friday 9am-5pm in customer service and marketing. I am almost done with my Digital Marketing degree here at NWTC. My long term goal is to achieve my bachelors degree in marketing.
Chapter 1 – Mobile Marketing
In Chapter 1, I was specifically drawn to the the definition of mobile marketing: “connecting, engaging and influencing individuals through and with mobile devices” -such a simple definition with a lot to unpack. I like that mobile marketing allows for both direct and indirect engagement. As the chapter points out, a successful marketer uses this to their advantage.
Mobile marketing can be daunting at first glance as it has so many working parts. The chapter aids in breaking down each individual component. I was particularly drawn to the laws centered out e-mail and text message marketing. With over 88% of US smartphone users accessing e-mail from their phones, it’ s a huge win for marketers to get in front of consumers on a mobile platform. The idea of sending an e-mail that links to say instagram or another mobile forward platform is useful!
Mobile marketing also allows for more use of video. According to a blog by mark growth, over 70% of youtube views come from mobile; that’s a huge margin. It’s exciting that consumers are open to all types of videos; even ones “homemade” i.e., not professionally shot. This can help on ROI for businesses of all sizes.
A cultural Nuance is what distinguishes one culture from another, from greetings to manners every culture/country has their own form and makes the whole world diverse. I chose Japan because for one Japan always has a lot of technology and mobile marketing everywhere, Tokyo reminds me on Times Square. There is constantly new ads on your phone, your TV, the signs all in your face in Japan. It is a good thing because there is constantly room for change and there is nothing wrong with change. You don’t see the same old ad that has been playing the same lines for like a year, Japan is always changing with their trends from fashion to cars to lifestyle. So what better way to write a blog about constant change and trends than to start in Japan, the land of the rising sun.
Japans mobile culture is crazy, kind of like America because everyone has a mobile device and nine times out of ten those people are constantly using their mobile device from social media, weather, to games the list goes on and on because technology is the way to go and to get the mobile users attention we have to put ads in their face for them to recognize the brand and show them a little information about said brand. There is nothing but opportunity in Japan for a mobile marketer, it is almost like another America the way the mobile culture is over there but they’re more advanced with their ways. When I say technology from Japan you probably think of Toshiba, Toyota, and Sony. A lot of the companies and brands that are aware of technology came from Japan it is a thriving industry. However there is a downfall with Japan, capitalizing on that growth opportunity will not happen over night versus here in America people are eager to start up businesses and people are willing to try new stuff out. Japan is a country where they like to stick to what they know best and want to build quality relationships with technology, they want to be able to know about you before they do business with you so what better way to put a little something about yourself in those online social media ads.
In the end Japan has a very unique and fun culture so don’t feel discriminated against if your mobile sales are not doing too well, in Japan they just want to get a feel for something new and want you to be reputable. That is one thing that stood out to me was that it can take years for your mobile sales to get attention in Japan but if you start up here in America you can be an over night sensation. That does not happen to everyone though if anything we’re similar in buying and purchasing. A lot of brand loyalty is earned and that is what Japan likes to do, as a business person you have to earn your way nothing is just going to get handed to you.
Wow! What an interesting two sections to read about. Everything from global mobile marketing initiatives, laws and regulations that companies must follow in order to maintain compliance, to learning about the main stakeholders. I truly wasn’t aware before of all of the main people/companies/agencies, etc. that are involved in the marketing aspects. Every audience has their own perspective of how they perceive the various marketing methods and how open they are to the idea of ads. I am currently trying to learn Urdu, so I downloaded a language app. If I want to reveal a new section of words, I must also then sit through advertisements before it will unlock. On my sidebar of a Google page, there is a yoga mat I was just looking at, but only now it is on sale! The television is always placing ads in front of our eyes, especially during the SuperBowl. All of these various advertisements cost money and at what price do the companies see ROI? How do they know which of these platforms speaks most to their customers? Let’s dive into some of the techniques they use and learn about how customers feel when seeing these advertisements placed in different areas on their screens from a global perspective.
It was really fascinating for me to learn about the global trends in Chapter 7, as I am primarily taking this class to learn about the international aspects of marketing. Things I began to think about was how for my role, I am marketing to people that may have learned British English instead of U.S. English. How would that change/alter their ability to comprehend what information is being shared their way? The other main takeaway was that in a previous chapter, it noted video was a top trending way to advertise at the moment…which I totally agree with! I am just now looking at it from an international lens in Chapter 7 which was discussing the concept of data and how videos use more of it.
From my experience living overseas, data isn’t always going to be bundled similarly as to how we bundle it in the U.S.. Which means the people are going to be paying for their data on it’s own. It can be very expensive to watch videos only using data and also the data gets used much faster as well when watching videos. This is something to keep in mind as I look forward to marketing in these new markets. Maybe in that case I need to make sure that my video not too long, but is still long enough to make it worthwhile. People may be hesitant to click on the video if there is another option to click on something that leads to a landing page with the exact same information. Having someone watch a video that won’t necessarily give them the information they are looking for can cause resentment of why they wasted their data on a video that wasn’t worthwhile.
The other thing I found super fascinating was the information regarding mobile phones in Kenya. As that is a market I am looking to pursue, that information was helpful to know. In the chapter it was talking about how Kenya has the fastest banking system of trading money by smartphones in the world. As each country and culture has their own needs/wants/expectations from their mobile phone experience, it can be difficult as a marketer to adapt/adjust to meet all of those needs.
The other thing that was really interesting was learning about how different countries have their privacy and protection of their information. The European Union has different rules than Canada, and Canada will have different rules than the U.K.. This means when marketing globally, it is strictly important to make sure marketing strategies are in compliance with the various laws that exist.
These words by Norm are very true. Everyone you are marketing to globally should feel that the message is local. Local to them, their customs, their language, their culture, their beliefs, and them as people. It is a large project when markets are located all around the world. It is important to plan how time and resources can be made the most of, in order to achieve the goals and dreams of the team. It takes time to understand the markets in full, but then from there, to cater a message specifically for those target audiences. It can be anything from the words used to the photos being shown. Each little detail makes all of the difference. It can also be challenging when you have domestic branding to follow. As domestic and international populations have different needs, it is important to take a step back to look through the lens of those viewing the advertisements and marketing messages. How would they feel about it? What would they like and dislike? Would the message speak to them? It is all a learning process, sometimes a game of trial and error. But nothing is worse than not trying at all. Go for it and give the global citizens something local to think about.
A lot of us tend to be brand loyal, it is just something that we do as consumers. It could be that your family has only used this certain brand and now you feel obligated to go with this brand too. Maybe you find this brand better than other products on the shelves, there is a lot of reasons why people stick to a certain brand and don’t care to try out another brand. One thing that comes with brand loyalty is Brand Recall. Brand Recall is being able to retrieve the brand from your memory, a lot of us stick to one brand because it sticks in our head from what we purchased last time and there is a high chance that we liked the outcome of our last purchase with that said product.
A lot of don’t stop to realize this but we do it every day with shopping whether it is from clothes, food, cars, even technology, we all have a certain brand that we like to stick with. It’s not even because we like to have to own the newest stuff it is just because we remember from our memory of last time we picked up that product and nine times out of ten we were happy with our purchasing decision. Brand Recall is super important if you do want loyal customers because the consumer will always be thinking about last time they purchased fro your brand. Were they happy, mad, sad, did they even feel instant regret after buying it? Those are important because you want to make the consumer feel good about your product that you’re selling them so it doesn’t hurt to try and give them a survey about their purchasing decisions which would give you feedback to know if they would purchase from you again. First impressions really do count so we should take into consideration that the consumer’s first memory should be a good one.
Being able to understand Brand Recall is very important because as consumers that is one thing that is super important and that is to make the memories of a brand product a good one so people can still go back to you, maybe they started having trouble with another brand so they went out on a limb and tried yours, there will always be multiple reasons why people buy a certain brand but a big percentage of that is the consumer was happy and has nothing but good memories of that brand and that brand only. Sure they can go and try other brands out but why would they have to if they’re guaranteed satisfaction with your brand. You want them to recognize your brand and keep that going and build up a reputation with them so they recognize your brand anywhere from a billboard or social media ad. I can guarantee you will get people to come back to buy your brand if you make the first impression a good one and make them recognize your brand anywhere because they will remember what the product was and think they could go back because they were satisfied last time might as well keep it going.
Chapters six in the textbook discusses the mobile marketing experience in the modern world. Chapter seven discusses the development of the mobile marketing landscape, and how that landscape differs from country to country.
Chapter six begins by spelling out the players of the mobile marketing world. Those include the following:
People: The consumer or prospects that represent the average person who consumers online content (news, social media, search results, games, videos, etc.)
Buyers: Two types of companies that buy marketing services
Marketers – the advertisers and agencies that are looking to gain exposure for their product, company, or enterprise and what they offer. Marketers are the ones paying for advertising.
Agencies – the companies that represent marketers and whose goal is to assist in all areas of the mobile marketing process, which includes strategy, planning, creative, measurements, and analytics
Sellers: Companies that represent media and digital channels responsible for distributing advertisements. They are broken down into three categories: publishers, networks, and exchanges.
Publishers – companies that own property such as websites, apps, social media sites, etc. that attract any given audience. There are thousands upon thousands of publishers, ranging in size from giants like ESPN, to smaller niche publishers such as your local newspaper’s website.
Networks – the enterprises that connect advertisers to relevant publishers. They are in charge of the aggregation process and combine both advertising inventory with placement within the space where media is purchased.
Exchanges – companies in charge of aggregating publishing networks. Exchanges come in various sizes and types, and automate the placement of mobile advertising onto a publisher’s media properties. Exchanges take into account aspects such as geographical location, weather, target audience, and even specific person. An important term in exchanges is programmatic buying which can determine within a fraction of a second what that optimal ad placement is for a given media property.
Enablers: The technology firms that help power and provide the online experience of a website, add, or social media site.
Associates: Organizations, such as trade associations, whose job is to help stimulate growth and develop standards, policies, and consulting.
Chapter six also discusses the ethics of mobile marketing. Acting ethically is an essential part of marketing, as not many people feel comfortable doing business with a company that does not respect their consumer’s privacy and treat them as human beings.
“Marketing is about values” -Steve Jobs
As marketers, it is out job to act as ethically as we can. The book used examples of times where companies had crossed the line in their attempt to reach consumers through their mobile devices. Those examples were Papa John’s and Victoria’s Secret. Both companies were accused of violating the TCPA (Telephone Consumer Protection Act). Papa John’s was accused of texting consumers who had not opted in to receiving messages from them, and Victoria’s Secret was accused of sending one customer 97 texts in a single day. These are both examples of when companies clearly crossed the
line in regards to mobile marketing.
Digital Marketing Magazinealso has a great article that details how marketing and ethics go hand in hand. They acknowledge the fact that it is important to acknowledge the difference between illegal activity and unethical activity. Just because you can do something, doesn’t mean you should. A brands success is built on consumer trust, and then the brand betrays the consumer, they are in no way giving the customer any reason to want to give them their business.
Chapter seven, among other things, dives into the differences between the mobile landscapes across different countries. The global marketplace remains and continues to grow at differing paces across the globe, and it’s important to have a grasp on what kind of relationship each given region has with the mobile landscape.
The textbook breaks down the traits that make each country and/or region unique, and here are just a few of those examples:
Asia: Japan and Korea, advanced infrastructure, and a sophisticated adaptation of mobile marketing. Because of the lack of competition between carriers, mobile has grown at an accelerated pace compared to desktop, differing from many western countries like America. Japanese characters also allow for more information to be displayed on small mobile screens, meaning less is lost in the mobile experience. Southeast Asia has incredibly high social network usage.
Africa: Kenya is an emerging playing in the mobile landscape, with mobile penetration at 88%. Despite a lower annual income, Kenya beats the US in mobile payments and mobile banking.
Germany: Provides consumers with the most protection of any country.
Designingit.comh does an excellent job of breaking down what makes a good mobile ad in Germany compared to the US. The US tends to take a more lighthearted, benefits focused approach, whereas Germany tends to stick to a more neutral toned statement of the facts. These differences highlight the cultural differences that extend even into the mobile landscape and mobile marketing. These are just a few of the topics covered in chapters six and seven.
Today I decided to take a closer look at campaign life cycle. My textbook did a good job of explain it but I wanted to get a little more information.
Campaign life cycle is the process of creating and running a campaign through several stages. Now my textbook went through the three main stages. The first stage is design. Design starts with exploratory research. You can use analytics or data from the web, or A/B tests. This data can be clustered, regressed, moderated, or mediated.
The second one discussed was implementation. This is when you do everything you can to ensure the success of the campaign. During this stage you want to pay close attention to the results of A/B tests. You may have to make adjustments or create new ones. The quote below is one that I thought fit not only to implementation but to our lives daily.
You need to implement your plan/strategies into action in order to move forward.
The last stage the textbook went through was evaluations. Evaluation is where you look to see if you have met the campaign goals. Every campaign has a specific set of goals. And if you didn’t meet the campaign goals here is where you think of ways to improve the campaign. This stage is also to determine how many resources should be spent on it in the future.
Now even though that information is enough to give you a good idea of the campaign life cycle, I wanted to learn more so I did some research. I found six steps to improve campaign life cycle. The first step is to grow your opt-in list. The second step is to determine your campaign goals. Third is to define the audience and create your segments. Fourth is to create a nurturing campaign. Fifth is to automate campaign tactics. And the final step is to track campaign effectiveness.
For this blog post, I will be reviewing our glossary terms from Marketing Analytics chapters twelve and thirteen.
brand recognition:the ability to confirm a prior exposure to a brand
This is something that I am familiar with but always find so interesting. When I think of the term brand recognition, the first thing that comes to mind involves something silly we do as consumers. For example, we don’t always say something like, “could you pass me a tissue?” We might say “could you pass me a Kleenex?” There are several different brands of facial tissue, yet when we say Kleenex, we all know what we are referring to. The same goes for Chapstick. Chapstick is a brand, not necessarily a product. So when you are going to the store to buy some Chapstick, you may just be buying lip balm.
breadth:the range of usage scenarios for a brand
As someone who has an interest in advertising, this term seems valuable to me. Marketers seem to always be looking to stretch that good quote, that good photo, or sound bite where someone had something positive to say about your product.
campaign life cycle:the process of creating and running a campaign through several stages
I have been the creator and facilitator of various social media campaigns throughout my job history. One in particular, for a yoga studio, is most memorable. The owner of the studio wanted creative ways to increase her following on Instagram. I suggested we hold a contest where users would post photos of themselves doing a particular yoga pose each day and then be entered to win a free yoga class from her studio at the end of the month. It was a great success! We had so much fun creating the content. It didn’t even feel like we were working.
Here is the yoga studio I used to work with – click me!
Bayesian statistics:application of evidence expressed in terms of degrees of belief to problems in statistics
I love learning about history and how different historians have affected how we do marketing today. This was particularly interesting to me, because it is a method that is still as relevant as it was created in the 1700s and 1800s. Here is a photo of the dashing young man responsible for such a theory.
Contrasts:linearcombination of variables whose coefficients add up to zero, allowing comparison of different means among experimental conditions
Something that I personally struggle with when it comes to my studies is the idea that math is used in everything we do. I always struggled with math and now try to avoid it when possible, however I can appreciate the significance of it when it comes to graphing and analytics. Here is an article that talks more about contrasts.
False negative:results of the exploration stage of the A/B test lead to the belief that options A or B do not differ in theirsuccess,when in reality one is likely to outperform the other in the exploitation stage
The idea of a false negative always proves interesting to me in the same way that a false positive does. This can apply to virtually every decision making process, so being thorough and understanding your variables is significant.
In conclusion, we learned many new terms in the last two chapters from Marketing Analytics. Understanding and utilizing these terms in our day to day lives as marketers will only enhance our skills.
“Select a country other than your own and research the different cultural nuances of mobile marketing, using examples that you find. Discuss your findings and research and its impact on the country you selected, and how it might impact other countries.”
For this blog post, I have decided to research and analyze current mobile marketing trends in France. I chose France simply because I have always wanted to travel there and I have a basic understanding of the language (thanks, Madame Kakuk from Menominee High!).
To begin my search, I began looking up general ideas and thoughts behind mobile marketing in France. Here is an article I found discussing an association dedicated to utilizing technology to propel the campaign’s used in France’s mobile marketing efforts. The article on this site includes prolific names involved in these marketing efforts, along with this quote:
“The French association was created in 2002, and gathers more than 90 members. It is therefore the professional reference of the mobile marketing industry for announcers, official and professional institutions.
Through their agreement with MMA Global, the Mobile Marketing Association France is the only digital association in France with a real international reach, counting for more than 700 member companies throughout the world.”
This is an article from 2011 titled “The insider’s guide to mobile marketing in France”. Because this article is eight years old, I thought it would be interesting to compare its contents to how mobile marketing exists today. While there was significant mobile marketing already present at this time, the advancement of social media and mobile devices in general have only made it more and more advanced.
A few quick facts:
In 2010, the French government provided €10 million to finance 68 innovative mobile Web and app projects through the Proxima Mobile Portal.
In France, mobile marketing has seen little in the way of regulation.
In 2017, the country of France published a new law outlining updated regulations for advertisers – mobile marketers are included. The law, titled Loi Sapin, is “an anti-corruption law that was introduced in France in 1993 in order to make the business of media-buying more transparent.”
This article from Business Insider goes more in depth as to why this is important. Transparency with marketing and advertising is key to gaining audience interaction, and it seems like France is on the right track to keeping this view upheld with its people. It rings true that diversity is key in an organization – especially organizations that are responsible for advertising. When you are forced to diversify your efforts across various groups and social statuses, you learn so much more about issues at hand and therefore present a greater worldview to your product and your audience. This law ensures that this will continue to take place in the nation of France.
In conclusion, France has felt the impact of a changing mobile marketing world and adjusted rules and regulations accordingly. With constant flux of technology and its advancements, it becomes more important to understand how we are using our skills as marketers so we can prepare for the future.
Another week, another collection of glossary terms that I’m taking a closer look at. Let’s jump right in, shall we?
Customer Lifetime Value
Customer lifetime value is the evaluation done by a company to determine how much a single customer is worth to them, based on their spending habits and loyalty. This is important for companies that want to grow and maintain a lasting relationship with their customers that nets them profit over time. The example used in the book was Netflix and their subscribers, and I believe this is a great example, as most Netflix users are constant, reoccurring subscribers. If someone was to pay the monthly Netflix rate, in just one year on their most basic pan, will net Netflix $108. That means every year that one customer brings in over $100 to Netflix, and that customer retention is very important to Netflix. Forbes does an excellent job of explaining the importance of customer lifetime value. They explain that lifetime value is the calculation of the amount of business a company can expect from each of their consumers. Obviously this isn’t foolproof, but it provides an excellent baseline for companies to grow from and learn more about their consumers.
Now how does one calculate customer lifetime value? Well, it seems as though that’s the difficult part for a lot of companies, as only 42% of companies claim to calculate customer lifetime value. This is because of the lack of integration within a lot of companies. I’ve personally worked for two large retailers, and right from the beginning both companies were insistent on getting customers to sign up for their loyalty programs, boasting that customers who did spent an average of X amount more than those who did not. Being able to pull that information, specifically with using loyalty programs that track purchases, makes calculating lifetime value easier, as it breaks down who bought what and how.
Brand recall is something that every marketer is looking to create. It is the ability for a consumer to retrieve the brand from memory. If someone asks me to buy them ketchup from the store, where is my mine immediately going to go? Probably Heinz, as they have created great brand recall, positioning themselves with a clear message of what they provide, and gaining their exposure through means varying from asking Twitter users if they should make and sell “Mayochup” or paying for the naming rights to the stadium where the Pittsburgh Steelers play. It’s pretty easy to see why brand recall is so important, and that’s because if someone recognizes your brand, they are more likely to purchase it than one they have never seen/heard of before. Brand recall is especially important for brands who rely on habitual, low involvement purchases that don’t require much – if any – research prior to buying them.
On the flip side of brand recollection, brand recognition is the to confirm a prior exposure to the brand, and pick them out from the crowd. To build off the previous Heinz example, while brand recall is being able to think of Heinz when someone says ketchup, brand recognition is seeing their iconic glass ketchup bottle and immediately thinking “Heinz”. While brand recall is simply the consumer remembering the brand exists, brand recognition is distinguishing what is unique about the brand, and what creates the attachment. Brand recognition plays a roll in not only low involvement purchases, but high involvement purchases as well. Walking down the chip isle in the store and knowing you want Lay’s because you have a connection to the brand thanks to brand recognition is not too far off from going down to Best Buy and knowing you want to purchase the Apple laptop rather than the Lenovo one because the brand recognition that comes along with that famous logo.
Rollclick does a wonderful job of breaking down the impact of brand recognition, and explaining its impact. The example they use is Nike: how many people purchase a pair of Nike running shoes because that is the brand they are most aware of? Nike has a great reputation quality wise, they are worn by professional athletes around the world, and they are easily accessible at most major retailers. Therefore, Nike is able to rely on brand recognition for a lot of new purchases, as most people won’t be doing extensive research on what pair of running shoes they want to buy. Rollick also explains that brand recognition leads to brand trust which leads to brand equity. If someone buys their first pair of Nike’s on a whim because they’re aware of the brand and it’s following, what would stop them from buying Nike next time they need a new pair if they had a positive experience?
That’s because about about 59% of shoppers prefer to buy new products from brands that are familiar to them, which also creates a conversion, but builds a certain degree of brand trust. -Jordan Stokes, Rollick