Mostly Marketing by Theresa B. Clarke

Sharing my love of marketing. Helping marketing students, marketing practitioners, & marketing professors connect with one another. Passionate about nurturing new marketing talent. Enjoys sharing novel ideas about a wide variety of topics…but mostly marketing.

Marketing in the 2016 Presidential Election

I have been pondering various marketing dimensions of the recent Presidential campaign.  A July 2016 Advertising Age predicted that the better candidate doesn’t win, the better marketer does.  Some great learning opportunities can be found via leaders from the academic and practitioner community in “Marketing Experts Dissect the Outcome of the Presidential Race“, published on November 9 from the American Marketing Association.  A November 13 article by Forbes, “Don’t Trust Marketing ‘Lessons’ from the 2016 Presidential Election” implies that we will be studying the marketing lessons from this election for some time. In a November 21 Wall Street Journal article entitled “Trump’s Win Has Ad Agencies Rethink How They Collect Data, Recruit Staff“, advertisers are questioning if they are in touch with their non-cosmopolitan audiences.

I attended a presentation by Madeline Twomey, Director at Bully Pulpit Interactive, on “Political Advertising in the 2016 Election” at the DMAW/EF Professor’s Institute.  There were a number of takeaways from her presentation.  Social media is not longer optional in political marketing campaigns…Donald Trump proved that.  Strategy still matters.  You will never have enough content.  Tailor creative to targets, but don’t over segment.  In terms of measurement, engagement does not equal persuasion.  Millennials need “digital-first” content.

There are many interesting marketing issues to examine within both campaigns as we inquire about the marketing successes and failures from both candidates. I hope you enjoy these thought-provoking articles as a means of better understanding marketing.  I am curious to see what our Presidential candidates do in 2020.

 

 

 

 

The Non-linear Path of Consumer Search

Every Monday I read Google’s Weekly Thought Starter from Think with Google.  In this week’s series, Google illustrates the cross-device click-stream data of seven participants from a study conducted Luth Research, U.S.. The analysis of digital activity from study participants yielded seven key insights about the very complex nature of consumer search.

  1. Location and convenience
  2. Count on an informed consumer
  3. Expect that search will lead to discovery
  4. Think about complementary categories
  5. Prepare for the unexpected
  6. Don’t underestimate the power of reviews
  7. Remember the world is mobile first.

Check out Seven Ways to Win Customers on Their Path to Purchase for the study’s takeaways and examples of online customer journeys.  Not surprisingly, the path to purchase is not often a linear process.

2016 DMAW/EF Mentor for a Day Program

  • Are you an exceptional student who might benefit from a mentor?
  • Are you looking for an opportunity to visit several greater Washington area organizations?
  • Would you like to build your network of professional contacts?
  • Do you want to gain a better understanding of the direct and interactive marketing industry?
  • Have you competed in a DMAW/EF Collegiate MAXI competition?

If you said yes to some or all of these questions, then you might benefit from the 2016 Direct Marketing Association of Washington Educational Foundation’s Mentor-for-a-Day Program.  This program joins talented students with prospective employers for a day at the sponsoring firm’s facilities.  Check out the 2016 DMAW/EF Mentor for a Day details and application forms.

Complimentary DMAW/EF One-on-One Lunch ’n Learn

The DMAW/EF is offering one lucky student a terrific opportunity to learn more about direct marketing.

During a complimentary one-on-one Lunch ‘n Learn, the winning student will have a chance to sit down and pick the brains of a renowned direct marketer, Brian Brilliant, founder of Brilliant Communications, an award-winning direct response agency.

Brian will buy the winning student lunch and share what it takes to provide customized direct marketing solutions. To enter the drawing, please mail you name and preferred contact information to me before October 16. The winner will be selected by the DMAW/EF among entrants in a blind drawing and the announcement will be made on Monday, October 24.

*Restrictions: Lunch must occur at a mutually agreeable time at a location within the DC Metro area, expires: 7/15/17

JMU Wins Bronze in 2015-16 Collegiate ECHO

On August 11, 2016, Marketing EDGE announced the winners of the 2015-16 Marketing EDGE Collegiate ECHO Challenge. I am pleased to report that the team of Dorothy Capasso (Team Leader), Allie Hammond, Joseph Scully, Mitchell Meyers, and Mariam Bekele captured the 3rd Place Bronze Award in the undergraduate division.  The team developed an integrated marketing communications plan for Facebook Custom Audiences.  Learn more about this team and their exciting experience in this year’s competition.

Dorothy Capasso (Team Leader), Mitchell Meyers, Allie Hammond, Joseph Scully, and Mariam Bekele - 3rd Place Bronze Winners in the Undergraduate Division of the 2015-16 Marketing EDGE Collegiate ECHO Challenge.

Dorothy Capasso (Team Leader), Mitchell Meyers, Allie Hammond, Joseph Scully, and Mariam Bekele – 3rd Place Bronze Winners in the Undergraduate Division of the 2015-16 Marketing EDGE Collegiate ECHO Challenge.

Two JMU Marketing Students Win Scholarships from Marketing EDGE

Hard work really does pay off.

Alex Adley and Morgan Foran were students in my Integrated Marketing Communications course (MKTG 384) last year.  They each won a scholarship from Marketing EDGE because of their overall performance in the course, which included the creation of an integrated marketing communications plan for DIRECTV.

Marketing EDGE logo Marketing EDGE (Educate-Develop-Grow-Employ) is a nonprofit organization that provides funding to support student scholarships, marketing challenges, internships, and teaching resources.  They are the only national nonprofit solely committed to help college students become engaged in the field of marketing.

Learn more about Alex and Moran by reading JMU’s article Real-World’ Experiences Translate to Scholastic Success.

Good Copyrighting Books

One of my students recently asked if I had any book recommendations regarding creative and strategic  copyrighting for Advertising.  Here are a few of my recommendations:

 

A Listing of Select Advertising, Digital, and Direct Marketing Agencies

Ad and Marketing Agenices

  • Where should I apply if I want to work at an agency?
  • What are some of the top agencies in the marketing industry?
  • What are the agencies located close to JMU?

These are some of the questions I often hear from my students at James Madison University.  To point my students in the right direction, I developed an alphabetical list of select advertising, digital, and direct marketing agencies.

For most agencies, this listing includes a link to the agency’s home page, about page, contact page, and careers page.  Because my students are often seeking internship opportunities nearby JMU, I included a red asterisk (*) next to the agencies with a location in Virginia or the DC area.

Please contact me if you know additional agencies that should be added to my list.  Thanks for your help and enjoy the list.

 

Finding Customers Through Search Engine Marketing

sv-sbdc-logo Thank you to Joyce Krech for inviting me as a presenter in the  Shenandoah Valley Small Business Development Center (SV SBDC) monthly speaker series.

Listed below are some of the resources included in my December 12, 2014 presentation to the SV SBDC about “Finding Customers Through Search Engine Marketing“.

There are several outstanding agencies located close to the Shenandoah Valley that provide services in SEO, Paid Search, and other digital marketing areas.

If you are looking for something on a smaller scale, I can connect you with some of my JMU students to help you get started in AdWords.

18 JMU Marketing Students Earn Designation as HootSuite Certified Professionals

HootSuite CertificationDuring the fall 2014 semester in my MKTG 384 course, students were offered an opportunity to earn a few extra credit points through a HootSuite Certification Assignment.

One part of this assignment entailed students passing a certification exam to showcase knowledge about social media marketing.  Topics included scheduling social media updates, tracking social media performance, managing team and information flow in social media, and working with social media reports.

I am pleased to report that 18 James Madison University marketing students recently passed the HootSuite Certification exam and are now identified as HootSuite Certified Professionals.  Join me in congratulating the following individuals:

If you are interested in other types of social media certification, check out 8 places to get certified in social media.

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