Mobile Marketing [An Infographic]

In light of our upcoming event, Mobile Marketing: APPsolutely Limitless, we’ve searched high and low to bring you the best infographic available that can give you a peek at what MM is all about.

This is not a marketing method that companies can afford to ignore – and you shouldn’t either.

To learn more, come out to our event on March 23rd, where Stephen Henrik of The Globe and Mail will give us all the information we need to succeed in Mobile Marketing.

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Infographic Source: The Growth of Mobile Marketing and Tagging; Microsoft Tag

Sustainable Marketing… Are we doing our part?

Not until recently, being enrolled in an introductory Marketing course has finally taught me the major difference between two prevalent Marketing management concepts in today’s world. Concepts which happen to be the main approach of some of the most successful companies of the 21st century.

The first one is the very popular marketing concept, which focuses on knowing the needs and wants of target markets while delivering the products and services or more importantly, experiences consumers desire; sometimes consciously or even unconsciously (think Apple). This is easy and obvious, with companies like Coca-Cola and Nike strategically dominating their markets by offering products along with the idea that the “Nike experience” (i.e. NikePlus) helps bring runners together to create a sense of community and belonging. It’s all about making a more personal connection with the consumer, and it works.

But what really caught my attention was the societal marketing concept, and how big companies like Timberland are now choosing a greener approach in marketing to create environmental awareness among its consumers. This is done by directly addressing the issue of sustainability through their products. Timberland’s commitment to sustainability is demonstrated in their Earthkeepers line for the Nature Needs Heroes campaign:

 

Personally, I think that a greener approach in any business is a logical one in our times. Sure, there are profits to be considered and shareholders to answer to, but at the end of the day, if all companies can find a balance between focusing on profitability AND long-term sustainability, we as consumers will be more than willing to play our part by helping to support these companies.

Sadly, not all of them have jumped on the green bandwagon yet. But consider this: at the end of the day, it’s all about making a more personal connection with the consumer. So by offering greener products and services, companies are allowing consumers to make a conscious choice to buy responsibly, and these consumers are definitely aware that they’re somehow contributing to society as a whole. It ultimately does become a personal and more rewarding experience, on both ends. And in the long run, it will work.

It needs to.

Advertising & Photoshop.

When most people think marketing, they automatically think advertising. We know that is definitely not the only thing there is to marketing, but it’s certainly a large part of it (or at least the most popular part of it).

Advertising is hugely creative and seems like a lot of fun (and a lot of work), but one of the major concerns with advertising is ethical standards. We face a lot of criticism towards whether certain advertisements are unethical, especially for potentially misleading people. One of the areas most affected by this is ads for beauty products.

I came across this video today and thought it was hilarious (and incredibly relevant to this topic). Check it out:

The issue with using Photoshop to alter images in advertising is an ongoing controversial topic. Many of us can recall the Dove Evolution campaign which was created in support of real beauty, and which did incredibly well. There are also other companies who support similar ideals, like Jacob, who has a “No Retouching Policy“.

I personally love the idea of putting real women, without major adjustments, in advertisements. I think it is far more relatable for women to see other regular women in ads and takes away from the concern that these ads are highly deceiving.

What’s your take on this topic? Is intense “Photoshop-ing” okay? Or should we move towards a Photoshop-free world?

UnMarketing.

I recently bought Scott Stratten’s book, UnMarketing. I follow him on Twitter and was intrigued by this idea of “UnMarketing” so I figured I’d buy his book and see what it’s all about.

I’ve only just begun and I pretty much love it. Scott shines a light on the ever-changing roles of marketing, and the importance of being a part of this change.

As Marketing students we’ve been told about what I would call the “narrowing” of this industry that we hope to be a part of. We went from mass marketing, to niche marketing, to one-to-one marketing. What Scott shows me (as if this book was meant for “me”) is that it isn’t simply the level at which you market that has changed. It is how you market, or “UnMarket”.

“…UnMarketing – the ability to engage with your market. Whether you employ thousands or are a one-person show, you are always UnMarketing. It’s what comes naturally, not being forced to do things that make you ill (cold calling). It’s authentic, it’s personal, and it’s the way to build lifelong fans, relationships, and customers.

If you believe business is built on relationships, make building them your business.”

~Scott Stratten, UnMarketing

Marketing is no longer about talking at your customers, it’s about having a conversation with them. It’s about building relationships.

This is the kind of stuff we don’t learn in the classroom. It is the kind of thing we need to learn to be successful in this new world of Marketing.

I am no where near finished reading this book, but I’m already almost certain it will be more valuable to me than any of the textbooks I’ve read in my 4 years at York.

I’ll be sure to write an updated post once I’ve finished, but if you can’t wait that long definitely pick it up and check it out yourself. (Find it here on Amazon)

As Scott says, “… it is time that you unlearned everything and started to UnMarket yourself.”

On The Hunt

We’re back – and we’re more ready than ever to keep you interested.

It’s that time of year again… Yes, it’s the Holidays, but more importantly the Internship Hunt for the upcoming summer has begun. You may or may not have begun your Hunt, you may or may not even plan to have one, but sooner or later it would probably be a good idea to get yourself out there, acquire an internship, push yourself and gain some real hands-on experience, and of course get your foot in the door.

I’ve begun my Hunt, and to be completely honest it hasn’t been so simple, so in light of that I have decided to give you some tips and tricks for finding yourself an awesome internship.

You should start off by letting the world know you’re looking – tweet it, Facebook it, talk to anyone you know about it – essentially make sure that anyone who could be a connection knows you’re in the market. You might even want to adjust your profiles on Twitter and LinkedIn to specifically state you’re looking for an internship in your Bio and Headline.

Participate in LinkedIn groups. Not only does this show your interest in the field, but it also connects you to industry people – people who likely work for companies that offer internships. Once you’ve made connections you can make your move and ask if they know of any internships that you could apply to. If they really like you they might even offer you one.

Finally, you can do what I call the ‘trial-and-error’ method. Brainstorm potential companies you’d like to intern for, double check to see if their offices are local, and visit their websites. Many companies have thorough details about their internship opportunities, including application deadline dates and such, others not so much. If you really really love a specific company and they don’t have any information about internships call them up and ask. The worst they could say is no, and if you show enough interest maybe they’ll open up a spot just for you.

The search is a long and dreary one, but if you land the perfect position it could work wonders for your career, so don’t give up.

I won’t let you in on all my secrets, but here’s a couple people you can follow on Twitter that may be beneficial to your own Hunt:

@TOinternships

@MktgTalentInc

@TalentEgg

@InternQueen

Whatever you do, make sure you use your network, it is the strongest tool you have.

Until next time, happy Hunting! (And Happy Holidays)

The Marketing Revolution

If you have any interest in Marketing at all, this post is probably not surprising to you. Everyone is talking about how Marketing is undergoing a “revolution”.

How the “old world” and “new world” of Marketing are totally different.

The question is, beyond these phrases and descriptors, what is going on?!

I thought you’d all enjoy the following video. It might enlighten you on the so-called old world and new world, and it might clear it all up and make it just a little more simple. Enjoy!

General Management Marketing: Interview with Davide Viola

A short while ago I had the privilege of meeting with Davide Viola, the new Marketing Director for the President’s Choice Brand at Loblaw Companies Ltd.

Davide graduated from Schulich with a BBA in both Marketing and Finance – a combination of majors that can be hard to come by. He began working at Kraft Canada Inc., working his way up and being a part of major brands like Maxwell House, Del Monte, Nabob Coffee, and the ever-so-popular Thinsations!

Launching Thinsations was one of Davide’s most interesting and fun experiences within his career. During the development they ran into every possible obstacle, whether it be legal, financial, etc. However, the launch was flawless, and the results were fantastic. The success of the product ended up being 2.5 times what research had forecasted! What were the reasons of such high success? Consumer expectations were low; “light” products did not taste well. Aside from that, the product gave the consumer that “hand-to-mouth” feeling which made them feel as though they were eating more and thus was much more satisfying than eating a single cookie.

Davide’s portfolio only continues to grow. He then moved on to working for The Clorox Company in which he again worked his way up and provided insight on many brands, including the Glad food and trash brand (where he launched the biodegradable bags!), GreenWorks (where he was the innovation lead), Pine-Sol, Javex, SOS, Tilex, Liquid-Plumr, and Brita – basically almost every homecare product I can find in my own household.

Now Davide has made the move to Loblaw Companies Ltd. With such an extensive and impressive background, you’re probably wondering what his advice might be.

Well for one – numbers are key! Marketing is not just about making commercials – it is about driving the brand, and driving the brand certainly includes numbers (so pay attention in stats!)

Aside from that, you have to figure out what exactly it is you want to do. There are different types of marketers: there are ‘general management’ marketers (this is where Davide fits in), ‘expert marketers’ who tend to focus on strategy and communications, and ‘creative marketers’ who are those that lean towards the agency end of the spectrum.

You have to think of yourself as a brand – practice your own craft on yourself, but make sure to be genuine. Get as many experiences as you can get and learn as much as you can from each experience! This could be a tiebreaker when it becomes a choice between you and someone else.

Davide said it best: your career is like a “greatest hits” album. You need to get multiple experiences to create your own compilation of your greatest hits.