Bill, Carmody. “The End of E-mail as a Mass Marketing Tool”. Business Week. March 24, 2014. Web. April 21, 2014. http://www.businessweek.com/articles/2014-02-24/the-end-of-email-as-a-mass-marketing-tool
Marketing: The processes, set of institutions or activities for creating, delivering, communicating and trading offerings with value for partners, clients, customers and society at large.
Mass Marketing: developing promotions and products to attract large group of people.
The article takes a futuristic outlook on the marketing practice and analyses the declining relevance of e-mails as mass marketing tools. According to the article, in 2013 alone, marketers spent about $113 Billion on e-mail mass marketing initiatives alone. However, going forward, automated mass marketers that depend on e-mailing technology will be doomed.
Key learning points from the article include the fact that people are reading their e-mails less and less and so e-mail mass marketing will no longer be viable. This is coupled by the fact that e-mails are increasingly becoming inefficient and bloated. The future of mass marketing lies in social media which is more interactive.
Kyle, Stock. “Gillette’s New Razor Could Overturn Its 100-Year-Old Business Model”. Bloomberg Business Week. April 18, 2014. Web. April 21, 2014. http://www.businessweek.com/articles/2014-04-18/gillettes-new-razor-could-overturn-its-100-year-old-business-model#r=most popular
Brand: distinguishing characteristics that differentiate a product from that of the competitor. It could be a name, a design or a symbol.
Marketing Strategy: this refers to a firm’s broad approach to the marketing practice including advertising, packaging and pricing.
The article take a look at Gillette, one of the world’s oldest shaving brands and the challenges that the brand faces in the modern market. P&G, the company that owns the brand plans to launch a new blade in its grooming segment.
Key learning point from the article is that a brand can reinvent and reinvigorate itself through innovation.
Chandler, Stephanie. "The Hidden Benefits of Social Media Marketing: Why Your Strategy May Be Working Better Than You Think." Forbes. Forbes Magazine, 12 Mar. 2013. Web. 7 May 2014. <http://www.forbes.com/sites/work-in-progress/2013/03/12/the-hidden-benefits-of-social-media-marketing-why-your-strategy-may-be-working-better-than-you-think/>.
Social media marketing: this refers to a type of internet marketing that makes use of social networking sites such as Twitter, Facebook, Pinterest, and Google+ among others to market their products and services.
Brand recognition: refers to the ability of a consumer to vividly recognize a particular service or product by seeing the service or product’s advertising campaign, packaging, tag line, or logo.
The article takes a look at some of the unrealized hidden benefits that social media marketing may offer to a firm. Many firms assume that social media marketing has an immediate impact not knowing that it takes time to build your brand through the social media.
The key learning points from this article is that social media marketing is an effective marketing tool that can be utilized to enhance brand recognition and, gain competitive advantage.
