The History of Marketing

by Joelle Hagen

twitter: @HagenJoelle

LinkedIn: www.linkedin.com/in/joellehagen/

 

Marketing and advertising is incredibly integrated into our culture and it’s hard to think of a world without it. But as everything has to start somewhere, marketing came from a multicultural clash which shifted the world.

To start, I would like to discuss the concept of social networking. Networks are how ideas spread, evolving the world. In order to have an effective network, there has to be a common symbol that everyone recognizes, and a way to connect. There are two big networks that have connected large groups of people: streets and the Internet. Prior to the Roman Empire, the only way to exchange goods was to travel to other sea ports. But everything changed when the Romans built streets, allowing people to go to more cities, reach more cultures and trade more goods. Through this connection of many different cultures specific symbols started to develop to communicate across language barriers. Most of these symbols were religious- the Christian Cross, for example. With the recognizable symbol and the streets for connection, a strong network developed.

This is the first social network.


viafrancigena1 (1)

The most popular roads were those of pilgrimage. Vie Francigene, for instance, was a pilgrimage from France down to Rome, Italy. It was first mentioned in the late 9th century. On this road there were travelers from all different European cultures, creating dynamic and exciting meeting points in cities along the route. In these cities people would exchange goods from their homes and travels, and it was there that marketing was born.

Residents of these towns viewed these trade centers as an opportunity to sell their own products and asked the question “what do these travelers want?” Most merchants made religious or functional objects. This birthed the concept of target markets, or having a type of person one wants to sell to and then creating a specific product for that type.

From there, the idea of marketing has grown into what we see today. Everything is designed around us to promote us to buy, buy, buy. It grew steadily since the 10th century and was pushed even farther by the invention of the Internet. The easier it is to communicate with people across the world, the bigger marketing will get.

 

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Networking is the Key to Success

Taylor Boss

@TaylormBoss

My LinkedIn Profile

As our world continues to change and develop so does the way in which we interact with one another. We are now able to connect with people in ways we never thought would be possible. The social networking site LinkedIn is a common platform for employers and possible employees to network and display a professional profile similar to what you would find on a traditional resume.

LinkedIn Network

LinkedIn is the fastest most effective way to connect with employers and is the direction of which employers are looking to recruit their employees. The networking site allows you to showcase your skills, experience, personal interest, background information, contact information, and many other categories of personal information. It gives you the ability to display your passions of whom you are and what you want to accomplish in life. With how competitive the job force is today networking is key when looking for jobs out of college. It is important to begin networking as soon as you can, don’t wait till after you graduate to begin networking. The world no longer works the way it used to, you cant expect your employer to find you, you have to put yourself out there and not be afraid to be turned away. Creating my own personal LinkedIn has allowed me to actually think about the skills and qualities I have and the type of career I am interested in. I have found myself enjoying using this platform of social media because I am able to express my ambitions and creative qualities. LinkedIn makes it easy to design a career search that caters to your every need and interest. Making it easy to navigate and narrow down the job opportunities and the people to connect with. One of the most powerful keywords to use when looking for connections is you is past universities. When connecting with others it is important to be respectful and complimentary and to make sure to be specific when requesting to connect.

Emily Vikesland LinkedIn Wrap Up

We are finishing up our fifth week here in Siena, Italy, and we have spent the majority of our time in Social Media Marketing class talking about LinkedIn. We began the week by creating accounts and starting to connect with one another. After we had the back bones of our pages and learned how exactly LinkedIn worked, we went to work on beefing up our profiles. For me, I had never been on LinkedIn and had a lot of work to do. I started by transferring the information on my resume to the experience section on my profile. Next, I made sure to follow organizations I associate with including my sorority, my honor society, as well as different clubs I’m in at the University of Oregon. After I had that section complete, I moved onto my summery. This is a great place to sell yourself and let others know where you are at in your career, where you want to be, and what types of companies you can see yourself working for. This gives future employers an idea of who you are and your goals for your career which is helpful in the hiring process. As soon as I finished my summary and added a profile picture, I started connecting. I reached out to former professors, former employers, family, and friends. I did this in hope of building a large network to help boost me to a successful career. As soon as I started adding people I knew, more people started to add me. At this point I only have about 40 connections which puts me at an expert level, but I am confident my profile will soon reach the All-Star level as my connections are growing everyday.

This afternoon we had the opportunity to Skype with Pinky Gonzales, the current Chief Strategy Officer at SightWorks Inc. We were able to have an interactive presentation with him in which he took us through different advanced functions of LinkedIn. One function that really stood out was the Advanced Search option. He showed us how we can filter our searches and come up with specific results. For example, I can find someone who used to work at Nike who graduated from the University of Oregon and now lives in Los Angeles, California. Or you can search for a current Marketing Manager at every company except for Nike. This is a great way to connect with executives and even set up informational interviews. We also learned how to send these executives proper invites. Gonzales mentioned that it’s best to let them know you are interested in their field and would like to meet up on a set date at a set time. This way it is easier to book and plan a meeting with you and there is less confusion and there is less opportunity for them to turn you down.

This week has been extremely helpful in boosting my hiring potential. I am so glad that we got to spend time learning about LinkedIn, how it works, and how we can market ourselves to future employers. I look forward to connecting with you on LinkedIn. Below is an example of what a LinkedIn profile looks like. To connect with me, click hereLinkedIn Profile Example.

 

Emily Vikesland

Online Photo Sharing and Marketing

Kellie Stewart

As many of us already know, a photo sharing site allows users to upload photos and images for public and private consumption, letting people comment, rate, and tag the pictures.  Online photo sharing is experiencing an unprecedented growth surge, in large part due to the capabilities and popularity of smart phones.  Photo sharing is a unique social experience, so what does this mean for social media marketing?

Let’s begin with a little background on photo sharing.  Webshots was one of the first photo sharing sites introduced in 1995.  Similar sites were launched throughout the 1990s, but the early 2000s proved to introduce some of the most dominating photo sites to date.  These sites were Photobucket and Flickr.  We now enjoy sites such as Facebook, Instagram, Pinterest, Tumblr, and Twitter.  Most social media sites today offer an option to share photos in posts or on your page.

For marketing, there are several advantages to photo sharing online. Images create interest and buzz, leading to sales.  Photos can be used to showcase a product, document offers, and influence buyer mood.  Pictures can be highly persuasive for buyers, whether directly or indirectly including the product in the picture.  The most important step in creating a brand’s photo sharing website is, as always, identifying the target market. Next is considering what kinds of photos will be shared, whether humorous or emotional or fun, it is important to posts consistent with the brand identity.  Finally, brands need to simply upload the photos, and remember that they can re-post and shout-out followers to increase engagement with their audience!

Starbucks is one my favorite brands on Instagram, an incredibly popular photo sharing website.  The posts include pictures of a variety of Starbucks products, but often the pictures convey a very relaxing feeling, something light and fun, and the audience may forget that in looking at the picture they are, in reality, looking at an ad for the product.  Take a look at a few screenshots of their account!Screenshot (22)

Screenshot (21)

The future for online photo sharing is full of opportunities.  Using this tool in the future will depend on continuing to innovate the content and remaining unique.  The rewards of including photo sharing into a marketing campaign are highly attractive!

Contact Information

Twitter: @KellieStewart90

LinkedIn: www.linkedin.com/in/kellierstewart

 

 

“Old Spice” Goes Viral

Conor Massey

https://twitter.com/ConorMassey

http://www.linkedin.com/in/conormassey/

Old Spice is a prominent American brand of male grooming products, manufactured by Procter & Gamble, which acquired the brand in 1990 from the Shulton Company. The Old Spice brand originated all the way back to 1938 in which it tended to specialize in men’s shaving products. While being such a well known brand for close to 70 years, unfortunately the Old Spice brand began losing sales in the past few years. The competition for men’s shaving and cleaning products had progressed extensively, pushing Old Spice’s relevancy with younger audiences farther and farther away. With business slowing, Procter & Gamble sought a strategy to increase the sales of Old Spice and find a compelling purpose for the brand. The brand had an outdated image and lacked a relevant purpose. It was time for a change.

Procter & Gamble decided to go with a different approach in marketing and advertising their brand by targeting women, as well as men, in their Old Spice videos. The Objective was to encourage couples to discuss body wash, so that women would purchase an additional male scented body wash (Old Spice) for the men in their lives. Their biggest challenge in doing so was to market the body wash towards female purchasers, while still positioning the product as masculine in order to lure men away from using bar soap or other body wash.

How did they do this you might ask?

With the help of Wieden + Kennedy advertising agency, Procter & Gamble  developed the “Old Spice Guy” campaign centered on the actor Isaiah Mustafa (the “Old Spice Guy”) in a video that was over-the-top in masculinity. The video was catchy, amusing, funny, sexy, and very appealing to both young male and female audiences. The campaign helped Old Spice to define its purpose and influence their goal as to “help guys navigate the seas of manhood”. During the week of July 12, 2010, Old Spice launched their social media promotion of the video, focusing on YouTube and Twitter with hopes of getting more traction than the initial video views. In order to achieve this, the team created over 180 response videos, where the “Old Spice Guy” recorded video replies to comments left by online influencers and celebrities. The agency also decided to run a Twitter ad promotion, which featured the product as a trending topic. In addition, the campaign was also supported by traditional media buys in targeted environments, as well as discount coupons to further help encourage sales of the product.

As a result, within the first day of the Old Spice Campaign, the video received 6 million views, 20 million views by the third day, and 40 million views by the end of the week. The Old Spice Twitter account shot up to over 43,000 followers and the company’s Youtube Channel was viewed over 58 million times. Clearly, the video’s success had a significant impact on engagement in other social media channels for Old Spice. It was estimated that sales of the product jumped 55% in three months during the campaign, with 107% lift in July 2010 alone, when the social media campaign was launched.

Here is the video of the “Old Spice Guy” campaign:

2014 FIFA World Cup Advertising

By: Simone Smith

The 2014 World Cup was estimated by Forbes to be the most social sporting event in history. A Business Insider article asserts that over 1.2 billion minutes of World Cup commercials have been watch worldwide– four times the amount of the Super Bowl. Historically, the most prominent sponsor for the event has been Adidas. Despite Germany’s victory in the World Cup, Nike continues to garner more views for their World Cup related videos. Recently, according to Ad Week’s article, “Non-Sponsor Nike Trounces Adidas for World Cup Video Views: World Cup Campaigns Add Up to Most-Viewed Video Event,” Nike gained a combined viewership of over 200 million views for their two commercials, “Risk Everything” and “The Last Game.” The success of Nike’s advertising campaigns were supported by celebrity appearances from legendary soccer players from various countries including Lionel Messi, Cristiano Ronoldo, and Brazil’s best player, Neymar. Even though FIFA’s official sponsors started large and aggressive campaigns, non-sponsors such as Beats audio created tremendously successful videos such as “The Game Before the Game” which captured audiences in the multi-millions.

Advertising for the event was quite costly, almost becoming comparable to that of the Super Bowl. According to a Bloomberg Businessweek article, the CEO of Adidas announced that spending for the World Cup totaled a “double digit million sum.” According to this article, partnership with the FIFA world cup costs around $70 million dollars for a four year contract. This year’s world cup has set numerous Twitter records and has been well documented on various social media platforms. According to a Business Insider article on World Cup advertising, companies strategically made commercials longer and incorporated more storytelling as commercials are only aired during half time and after the game. Unlike the Super Bowl, which has frequent commercial breaks, companies advertising during the World Cup had to take advantage of the lengthened commercial time and did so through storytelling. Globally, Brazil has the most commercial viewers with 61 million views, followed by the United States and Mexico with 57 and 50 million viewers respectively. The #WorldCup2014 blew up on Twitter and was popular worldwide.

 

 

2014 FIFA World Cup Advertising

By Simone Smith

The 2014 World Cup was estimated by Forbes to be the most social sporting event in history. A Business Insider article asserts that over 1.2 billion minutes of World Cup commercials have been watch worldwide– four times the amount of the Super Bowl. Historically, the most prominent sponsor for the event has been Adidas. Despite Germany’s victory in the World Cup, Nike continues to garner more views for their World Cup related videos. Recently, according to Ad Week’s article, “Non-Sponsor Nike Trounces Adidas for World Cup Video Views: World Cup Campaigns Add Up to Most-Viewed Video Event,” Nike gained a combined viewership of over 200 million views for their two commercials, “Risk Everything” and “The Last Game.” The success of Nike’s advertising campaigns were supported by celebrity appearances from legendary soccer players from various countries including Lionel Messi, Cristiano Ronoldo, and Brazil’s best player, Neymar. Even though FIFA’s official sponsors started large and aggressive campaigns, non-sponsors such as Beats audio created tremendously succcessful videos such as “The Game Before the Game”which captured audiences in the multi-millions. 

Advertising for the event was quite costly, almost becoming comparable to that of the Super Bowl. According to a Bloomberg Businessweek article, the CEO of Adidas announced that spending for the World Cup totaled a “double digit million sum.” According to this article, partnership with the FIFA world cup costs around $70 million dollars for a four year contract. This year’s world cup has set numerous Twitter records and has been well documented on various social media platforms. According to a Business Insider article on World Cup advertising, companies strategically made commercials longer and incorporated more storytelling as commercials are only aired during half time and after the game. Unlike the Super Bowl, which has frequent commercial breaks, companies advertising during the World Cup had to take advantage of the lengthened commercial time and did so through storytelling. Globally, Brazil has the most commercial viewers with 61 million views, followed by the United States and Mexico with 57 and 50 million viewers respectively. The #WorldCup 2014 on Twitter was extremely popular and was used worldwide.