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© 2010 Theresa B. Clarke
Each new
year ushers in a corresponding set of new marketing buzzwords. Value justification, real-time, attribution, and personalization were in the top of the list for 2010 according to Marketing Jive. Five years ago we were hearing a lot about ROI,lead-gen, relationship marketing, customer centric,and consumer initiated marketing. So what are we likely to hear in 2012?
Showrooming
Plussification
SoLoMo
Gamification
Tumbld
Cloud Sourcing
Second Screen
If any of these sound foreign to you, check out the 7 Marketing Buzzwords You Need to Know by Eric Anderson. And if you don’t know them now, you probably will by the end of 2012.
Follow my MKTG 470 class in Twitter. The students enrolled in my spring 2012 sections are as follows:
Instructor: https://twitter.com/#!/TheresaBClarke
I’ve recently become quite fascinated with yoga and wanted to share the passion I have for my new mat. People who are just getting started with yoga may or may not care what mat they use, but I feel that the mat makes a world of difference.
The Manduka Black Magic Yoga Mat
You absolutely need a great Yoga mat. The mat is your private and sacred space to escape the distractions of the world for a brief period of time. If you are not totally comfortable on your mat and you do not feel a strong foundation, yoga can be a struggle instead of a positive experience. When I first started doing yoga, the biggest problem encountered was slipping on my mat. I wanted a mat where I could count on a good grip with no worries about my feet or hands sliding at all. It took me a few mats to find the right one and I finally found the perfect mat. It is the Manduka Black Mat Pro – Limited Edition Yoga Mats, Black Magic, 71 Inch Length.
Overall the Manduka Black Mat Pro was a lot more expensive than I ever had intended to pay. As a matter of fact, as soon as I saw and felt this mat, I knew that it was the perfect one for me, but I hesitated on the purchase because it was so expensive. For several months, I kept looking around for lower-priced mats with the same non-slip feel as the Manduka. Ultimately, I bought the mat and have absolutely no regrets. I LOVE my Manduka Black Mat Pro and know it will last a long time.
Pros: I never slip. It feels totally solid. The color is rich, beautiful, and calming.
Cons: Expensive compared to other mats. Heavy to carry.
Tip: Regardless of what kind of mat you select, if you have too much lotion on your hands and feet, you are going to slip.
If you are interested in trying out the Manduka mat, I suggest buying it from Amazon.com since returns are easy.
If you have any questions about this or any other yoga mat, I welcome your comments.
Namaste.
Last week I had the opportunity to visit Google’s headquarters (a.k.a., the Googleplex) in Mountain View, California. This trip was part of the award package associated with my JMU MKTG 490 students being named winners of the Americas Region in the 2011 Google Online Marketing Challenge. On behalf of Larissa Cookson, Lindsay Keller, and Molly Shea, I wish to thank AJ Pascua and his colleagues for being such wonderful hosts. Below are some of the photos from our extraordinary and memorable visit to the Googleplex.
- Molly, Larissa, and Lindsay reviewing their presentation in the beautiful lobby of the Clift Hotel in downtown San Francisco.
- Three very excited young ladies departing the Clift Hotel to the Googleplex.
- Our first stop on the beautiful Googleplex campus.
Visiting Google's official location from Google Maps. Google Mountain View, 1600 Amphitheatre Parkway, Mountain View, CA 94043
Googlebikes are shared and scattered all around the Googleplex. Googlers use them for short trips around the complex in order to reduce the need for car trips during the day.
One of the many micro-kitchens spotted around the Googleplex. Googlers are never more than 150 feet away from drinks and snacks.
It's not all work at Google. Employees can take a rest on a beanbag, catch a nap in a sleeping pod, receive a massage, work out in one of the gyms, or play volleyball in the outdoor sand court.
- Larissa Cookson, Lindsay Keller, and Molly Shea presenting their Google Online Marketing Challenge campaign strategy at the Googleplex.
The JMU team enjoyed a delicious lunch with some Googlers at one of their cafes.
- Natalie gave a fun and informative tour of areas inside and outside of the Googleplex.
- The 2011 Google Challenge Americas Regional Winners showcasing their awards.
- Picking up a few Google souveniers from the on-site Google Store.
- Meeting Googlers from AdWords Teams.
- Lindsay, Larissa, and Molly inside of an oversized donut. We also saw an oversized cupcake, honeycomb, eclair, ice cream sundae, and the Android Robot (including one shaped from an ice cream sandwich).
- JMU makes a mark at the sculpture garden on the Googleplex lawn.
Dr. Theresa B. Clarke and her 2011 Google Challenge Americas Regional Winners at the Googleplex.
Do you want to participate in the 2012 Google Online Marketing Challenge? If so read the online challenge information for students and learn about the Challenge. Check out the 2011 winners from JMU and the Google Online Marketing Challenge on Facebook to learn more about this exciting opportunity.
To participate in the 2011 challenge under the direction of Dr. Theresa B. Clarke, complete the MKTG 490 Application no later than October 26, by noon EST to apply for a spot in the Special Topics in Marketing course.
The MKTG 490 course can count as a marketing elective for both B2B and B2C marketing concentrators.
The class will meet on Fridays from 2:30p-5:30p during the spring semester. Students will be notified via e-mail of their acceptance or rejection no later than November 1, 2012.
Good luck to all MKTG 490 applicants!
Larissa Cookson, Lindsay Keller (Team Captain), and Molly Shea. Americas Regional Winners of the 2011 Google Online Marketing Challenge
Congratulations to the James Madison University team of Lindsay Keller (Team Captain), Larissa Cookson, and Molly Shea for being awarded as the Americas Regional Winner of the 2011 Google Online Marketing Challenge!
In the 2011 Challenge, there were over 35,000 students competing from more than 95 countries. To be one of the top five teams out of the thousands who competed globally is quite an accomplishment. There were four global regions in the Google Challenge: Americas, Europe, MEA (Middle East and Africa) and Asia Pacific. The Americas region consisted of teams competing in North America, Central America, and South America.
The winning threesome participated in Dr. Theresa B. Clarke’s special topics in marketing course in the College of Business. The students developed an online marketing campaign using Google AdWords for their client SOS Advertising, a local business selling promotional products, advertising specialties, and business gifts.
Lindsay Keller was the Team Captain in the Google Challenge. She graduated in 2011 from JMU with a major in marketing. Originally from Skykesville, MD, she currently works as a Jr. Account Manager at Search Mojo in Charlottesville, VA. Larissa Cookson completed her degree in 2011 with a major in marketing and a minor in European business. She will begin employment in late August as a Search Marketing Analyst at the Rimm-Kaufman Group (RKG) in Charlottesville, VA. Molly Shea also graduated from JMU in 2011 with a marketing major and computer information systems minor. She works in Pittsburgh, PA as a Business Intelligence and Analytics Consultant at CIBER, Inc.
This is the second time that JMU has captured the Americas Regional Winner title under Dr. Clarke’s direction. Similar to her 2009 winners, the 2011 winners will be traveling to the Googleplex this October.
All James Madison University Challenge participants ranked as a semi-finalist. A semi-finalist ranking means that the team performed in the top 100 globally. Congratulations to Amy Todd, Ashley Magness, Brittany Bazzle, Casey Davenport, Emily Senn, Gary Politi, Lauren Catino, Linn Baumgarndt, Meaghan McDonald, Nate Chua, Patty Caltabiano, and Sarah Bonner.
Congratulations to my esteemed colleague and dear friend, Dr. Jim Jansen an associate professor with the College of Information Sciences and Technology at The Pennsylvania State University, on the release of his book Understanding Sponsored Search: Core Elements of Keyword Advertising
I met Jim in 2008 when we participated in the inaugural Google Online Marketing Challenge, currently the world’s largest search engine marketing competition for collegiate students. Since then we have co-authored two articles together: The Components and Impact of Sponsored Search and Insights on the Google Online Marketing Challenge and Its Successful Classroom Implementation. I had the opportunity to serve as reviewer of one of the chapters within Understanding Sponsored Search. For anyone who wants to bridge the theoretical and methodological aspects of sponsored search, this book is a must read.
“Google is organized around the ability to attract and leverage the talent of exceptional technologists and business people. We have been lucky to recruit many creative, principled, and hard-working stars.” Larry Page, Google Co-founder
The Google University Programs Team has developed a set of informative job resources exclusively for students. Google has a dedicated website for undergraduate and graduate full-time job opportunities, a website for their internship programs, a Student Ambassador’s Program, a YouTube Students Channel, and a Students Blog. Follow @googlejobs on Twitter. Be sure to check out the Joining Google page to learn about the hiring process, how to develop your resume, and how to prepare for the interview. I also recommend The Google Resume: How to Prepare for a Career and Land a Job at Apple, Microsoft, Google, or any Top Tech Company.
All of these resources provide a wealth of information about applying to and working at technologically-oriented companies. Good luck and please let me know if you find additional resources.
Lately I’ve had quite a few students ask me for advice about interviewing for marketing positions. The most common questions I get are something along the lines of “How can I best prepare for my interview at XYZ company?” and “How do I stand out among all of the other interviewees trying to get this job?“ Although there is a lot of great interviewing advice available, I will share my $0.02 on these questions.
To prepare:
- Be able to clearly articulate why you want to work for XYZ company. It sounds simple, but you need to explain how you are a good fit for their company, not just any company. To address this issue, devote time towards studying the company’s website, people, social media, and culture. Many companies are seeking an “overall fit” between you and their employees and culture.
- In addition to explaining why you want to work for XYZ company, explain why you want to work in the position advertised. Again, it sounds like a simple idea but to really stand out, learn what the position involves BEFORE you go on the interview. Research the position as much as possible so you can cogently discuss what skills and abilities you bring to the table.
- Know everything on your resume. If there is something on your resume, expect to be asked a question about it. Study your resume and think of something you can elaborate on for every item listed.
- Practice interviewing. I highly recommend 301 Smart Answers to Tough Interview Questions to help you ace job interviews.
To differentiate:
- Differentiation involves analyzing your competitors. So, think about the types of people who might be interviewing for the position. Then, think of something about you that is different from all of your competitors. Ensure that you discuss your point of differentiation some time during the interview. It doesn’t have to be a huge point of differentiation, but it should be unique. As an example, you could discuss how you studied for and passed a certification exam or performed in the top of your class on a project or assignment. Perhaps you can share an interesting story about how you selected your major or a personal experience that influenced one of
your core values. The possibilities are endless. If you are stuck on finding points of differentiation about yourself, I suggest you read ME 2.0 by Dan Schwabel to learn more about personal branding strategies. - Learn to dress professionally for success, but avoid the “standard suit uniform” look. Be a little bold by wearing a tasteful but memorable accessory such as a tie or scarf to make you more memorable. Even if the work environment is casual-dress, you should package yourself as a serious professional for the interview.
- Write a hand-written thank you note to each person who interviewed you. Often when I give this advice to my students, their response is “Really?”. Yes, really. Invest in a set of high quality, thank you notes and some stamps. People do appreciate when you go to that extra effort.
- Be yourself. We’re all unique in our own way. Trust that your uniqueness can shine through if you are comfortable and relaxed. Interviews can be stressful, but if you don’t feel like yourself during the interview, you may not enjoy working at that company.
If you cannot market yourself well, the company will not believe you will be able to market their products/services. For more resources, check out my interviewing tag on Delicious and my Marketing Career Info Daily with new content every day. Also check out How to Score a Date with Your Potential Employer.
Please share your $0.02 on interviewing for marketing positions in the comments area below.
Samantha Donnelly is a JMU ’10 Marketing Alum and a Client Account Executive at Relevate. Sam is a member of the Direct Marketing Association of Washington (DMAW) and she is helping to get their “Mentor for a Day” program off the ground. This program appears to be a wonderful opportunity for students to connect with marketing firms in the DC area.
The ‘Mentor for a Day’ program’s intent is to fill the gap between students who are looking into the field of Direct Marketing and DMAW member firms who need to identify new talent to continue to grow and prosper. The ‘Mentor for a Day’ program will provide both the employer and the student the opportunity to spend a day together at the sponsoring firm’s facilities. Students will be able to visit multiple firms to network with industry insiders and understand the business models of DMAW firms. Sponsoring firms will be able to meet multiple pre-screened students each semester. This program will facilitate professional networking between students studying direct marketing and area firms who want to identify new talent.
Benefits to Students:
• Opportunity to visit several greater Washington area firm’s facilities
• Develop a network of professional contacts from your visits
• Gain a better understanding of the direct marketing industry
• Perfect way to get yourself noticed by DMAW member firms
Complete the student application and feel free to contact Samantha Donnelly at sdonnelly@relevategroup.com for more information.
Thank you to Sam for sharing this exciting opportunity!
