Interactive Food and Beverage Marketing: Targeting Children and Youth in the Digital Age

Looks at the practices of food and beverage industry marketers in reaching youth via digital videos, cell phones, interactive games and social networking sites. Recommends imposing governmental regulations on marketing to children and adolescents

Information Outlook, May 2006

Volume 10, Issue 5https://scholarworks.sjsu.edu/sla_io_2006/1004/thumbnail.jp

Information Outlook, May 2006

Volume 10, Issue 5https://scholarworks.sjsu.edu/sla_io_2006/1004/thumbnail.jp

Social Networking: Changing the way we communicate and do business.

This paper reviews the value of social networking and the impact it can have on small and large businesses. The paper also reviews the Social Networking Business Plan and the power of recommender networks. Examples are given of inbound and outbound marketing techniques. Social Networking is an integral part of inbound marketing. A synopsis of the evolving demographic of social networkers is presented to add clarity and show potential for social networking websites and tools.social networking, business, Facebook, The Social Network Business Plan, Social Networking Strategy, social networking demographics, inbound marketing, outbound marketing, advertising in the 21st century

Reactions of Generation Y to Luxury Hotel Twitter Promotions

Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks (Merriam-Webster, 2013). Social media marketing refers to the process of gaining website traffic or attention through social media sites (Evans, 2008). In today’s society, social media refers mainly to websites including (but not limited to) Facebook, Twitter, LinkedIn, and Google+. The most popular and fastest growing of these social media venues is Twitter. Twitter was founded in 2006 by Jack Dorsey, Evan Williams, and Biz Stone. Since 2006, almost 200 million users across the globe have joined the site; over 140 million tweets are “tweeted” daily (Picard, 2011). Twitter took advantage of a niche in the market, allowing 140 characters to express an idea or emotion. Twitter has changed the media world as a news source, tweeting real-time information from stories that arise (Picard, 2011). In the lodging industry, methods of social media to promote hotels are becoming more popular. Twitter, in particular, has emerged as a “moment of truth” for a hotel, demonstrating how instantly and tactfully hotels react to the thoughts and opinions of former, current, and potential guests. Studies have also suggested that “online social life mirrors offline relationships in many ways” (Moore, p. 440). Therefore, Twitter accounts should be viewed as an extension of the hospitality business, in particular lodging, echoing the relationship a customer would feel upon arrival to the hotel. Hotel marketing teams have reached “great success by driving demand to hotels through increased online advertising and web optimization” (Chipkin, 2013). This has increased overall customer views of the hotel without affecting the rate strategy of the property or brand. Twitter presence could, potentially, help a patron decide between two hotels, “If a promotion, experience or package is unique, it definitely works to generate bookings and helps put you first in a consumer’s mind when they are choosing between two or three hotels,” says Rachel Harrison of Hyatt Andaz (Chipkin, 2013). Hotel companies worldwide are investing in their social media networks. Certain hotels (i.e. W Barcelona) are even hiring social media and marketing managers whose responsibilities include instant Twitter feedback (Appendix 1). The purpose behind this investment is to maximize these social media accounts, creating feedback from all potential guests, allowing them to react to both positive and negative word of mouth. Social media managers have recently encountered an opportunity; Generation Y is becoming a target demographic. As Generation Y enters the workforce and begins a career, the exposure to hotel brands and types will increase. Luxury hotel stays are becoming more financially reachable to these Generation Y guests because of their career advancements (Fields, 2013). This study will serve to evaluate the added benefits from the adoption of social media channels, particularly Twitter

Profiles of social networking sites users in the Netherlands

Online social networking has become a reality and integral part of the daily personal, social and business life. The extraordinary increase of the user numbers of Social Networking Sites (SNS) and the rampant creation of online communities presents businesses with many challenges and opportunities. From the commercial perspective, the SNS are an interesting and promising field: online social networks are important sources of market intelligence and also offer interesting options for co-operation, networking and marketing. For SMEs especially the Social Networking Sites represent a simple and low cost solution for listening the customer’s voice, reaching potential customers and creating extensive business networks. This paper presents the results of a national survey mapping the demographic, social and behavioral characteristics of the Dutch users of SNS. The study identifies four different user profiles and proposes a segmentation framework as basis for better understanding the nature and behavior of the participants in online communities. The findings present new insights to marketing strategists eager to use the communication potential of such communities; the findings are also interesting for businesses willing to explore the potential of online networking as a low cost yet very efficient alternative to physical, traditional networking

Socioeconomic and Demographic Profile of Market Place Informant:the Influence of Market Maven on Thailand Shoppers

The buying decisions of customers are influenced to a greater extent by the suggestions or references given by their friends and near ones than the information obtained by means of advertising or any other medium. The concept of word of mouth is independent of the products and services or the producer. It is a known fact that satisfied customers share their satisfaction with their group, either formally or informally. This satisfaction is shared in the form of information, which is nothing but publicity for the product which comes free of cost. This information sharing which spreads cumulatively is called word of mouth. This paper therefore, looked into the socioeconomic and demographic profile of marketplace informant and their influence on Thai shoppers. A total of 380 shoppers (who are able to read and write Thai language and have indicated to the research assistants that they share market information with friends) were surveyed from three strategic cities across Thailand; to respond to the instrument of survey (questionnaire) that was tested and deemed to be reliable. Reliability testing of the scale originally yielded a Cronbach's alpha of 0.82. A strong association (r = .609, p < .0001, n = 380) is evident between the number of respondents that considered themselves outgoing and will share information about their experiences in the marketplac

The Mobile Generation: Global Transformations at the Cellular Level

Every year we see a new dimension of the ongoing Digital Revolution, which is enabling an abundance of information to move faster, cheaper, in more intelligible forms, in more directions, and across borders of every kind. The exciting new dimension on which the Aspen Institute focused its 2006 Roundtable on Information Technology was mobility, which is making the Digital Revolution ubiquitous. As of this writing, there are over two billion wireless subscribers worldwide and that number is growing rapidly. People are constantly innovating in the use of mobile technologies to allow them to be more interconnected. Almost a half century ago, Ralph Lee Smith conjured up "The Wired Nation," foretelling a world of interactive communication to and from the home that seems commonplace in developed countries today. Now we have a "Wireless World" of communications potentially connecting two billion people to each other with interactive personal communications devices. Widespead adoption of wireless handsets, the increasing use of wireless internet, and the new, on-the-go content that characterizes the new generation of users are changing behaviors in social, political and economic spheres. The devices are easy to use, pervasive and personal. The affordable cell phone has the potential to break down the barriers of poverty and accessibility previously posed by other communications devices. An entire generation that is dependant on ubiquitous mobile technologies is changing the way it works, plays and thinks. Businesses, governments, educational institutions, religious and other organizations in turn are adapting to reach out to this mobile generation via wireless technologies -- from SMS-enabled vending machines in Finland to tech-savvy priests in India willing to conduct prayers transmitted via cell phones. Cellular devices are providing developing economies with opportunities unlike any others previously available. By opening the lines of communication, previously disenfranchised groups can have access to information relating to markets, economic opportunities, jobs, and weather to name just a few. When poor village farmers from Bangladesh can auction their crops on a craigslist-type service over the mobile phone, or government officials gain instantaneous information on contagious diseases via text message, the miracles of mobile connectivity move us from luxury to necessity. And we are only in the early stages of what the mobile electronic communications will mean for mankind. We are now "The Mobile Generation." Aspen Institute Roundtable on Information Technology. To explore the implications of these phenomena, the Aspen Institute Communications and Society Program convened 27 leaders from business, academia, government and the non-profit sector to engage in three days of dialogue on related topics. Some are experts in information and communications technologies, others are leaders in the broader society affected by these innovations. Together, they examined the profound changes ahead as a result of the convergence of wireless technologies and the Internet. In the following report of the Roundtable meeting held August 1-4, 2006, J. D. Lasica, author of Darknet and co-founder of Ourmedia.org, deftly sets up, contextualizes, and captures the dialogue on the impact of the new mobility on economic models for businesses and governments, social services, economic development, and personal identity

Twitter: Businesses Increasing Their Revenues 140 Characters at a Time

With the consumer market becoming more competitive by the day, businesses must find innovative yet cost effective means of reaching their target markets and steadily increasing their revenues. While businesses compete with one another to remain the best, they must have a strategic market plan that differentiates their products and/or services from their competitors. In an effort to do this, many businesses have begun using social networking sites such as Facebook, MySpace, and LinkedIn as a means of reaching their target markets. Such sites have opened businesses to a new level of advertising where they reach consumers faster, have the ability to be more innovative, and spend less money than they would with conventional means of advertising. In addition to these social networking sites, Twitter has emerged, gaining interest from businesses looking to get their products and/or services out to consumers through a new medium. With the number of users increasing daily and the ease of passing information along from one user to the next, businesses have begun to see their new found means of advertising on Twitter as the way to increase their revenues 140 characters at a time. This project highlights how the understanding of the benefits of social media marketing is essential to businesses venturing into the use of Twitter. This understanding allows businesses to frame the use of Twitter to successfully fit their business strategies, while the Computer-Mediated Communication (CMC) shows the connection between the use of social networking sites by businesses and how it relates to the manner in which consumers are receptive to the information such sites provide. Various studies conducted on the use of Twitter by companies along with a case study on FM Global, a mutual insurance company, highlight how Twitter can be used by businesses as a marketing tool for branding purposes and increasing revenues

Social media marketing in performing art centers

In the reality of an economic recession and increasing competition in all sectors of economy, companies strive to find more effective and efficient ways to increase brand awareness and market their services. This study investigates one such effort used in the entertainment side of the tourism sector – social media marketing. Specifically this research looks at how Performing Art Centers are developing social media marketing. Developing an effective viral marketing strategy within the social media landscape requires being aware of the current usage of social media by Performing Art Centers in their attempt to market the services to their target audiences. There is a growing interest in social media marketing research with only modest research available in the tourism and arts field. To fill this void an online survey was administered to 60 performing arts centers with a total response of 23. The performing art center venues were chosen based on three criteria. These were open-air venues, non-sporting stadiums, and a seating capacity of no more than 30,000. Questions focused on four objectives. The first was to document social media tools used by PACs. The second was to assess the most effective social media tools used in marketing by PACs. The third was to document expenditures on and revenue from social media marketing of PACs. The most common social media tools used by the sample were Facebook, Twitter and MySpace. Among other social media tools Facebook and Twitter were assessed as the most effective used to achieve marketing objectives. Social media was seen as most effective in increasing brand awareness and building strong fan community. It appears that those not using social media tools have plans to do so in the future; however the majority still allocates their resources towards traditional marketing. This study will help other small to medium size tourism attractions and facilities with the use of social media marketing efforts