Page 284 - Foundations of Marketing

Digital Marketing and Social Networking | Chapter 9 251

people a Klout score, which ranges from 0 to 100 and products or companies? Did you post photos of yourself
which, according to the company, reflects a person’s at particular events or places on Facebook? Rate each
influence across the social network. Marketers can then of your online social activities according to how much
try to use people with high Klout scores as influencers influence you think they have had upon your friends or
of consumption behaviors. Critiques of Klout suggest followers. Use 0 if you believe a particular activity had
that the algorithm that it uses to calculate the Klout zero influence, 1 for slight influence, 2 for moderate
score is too reliant on Facebook and Twitter, does not influence, and 3 for significant influence. After you are
account for the quality of the online interactions, and finished ranking how much of an impact each of your
neglects other important social media. But its rise as an online activities has had upon your friends and follow-
Internet darling (and the growth of other similar services ers, determine whether you are an influencer of con-
like Kred and PeerIndex) suggests that it has some influ- sumption behaviors. Do you think your friends would
ence over social media marketing. agree with you?
Identify and map your social habits on social 6. Develop your analytical and communication skills
networking sites for the past week. Did you create using the Role-Play Exercises online at
content through blogs? Did you rate or recommend www.cengagebrain.com.

Internet Exercise

Victors & Spoils

To learn more about the world’s first creative ad 2. Victors & Spoils and crowdsourcing are built on
agency built on crowdsourcing principles, including an the foundation that good ideas should come from
opportunity to engage the world’s most talented cre- anywhere. Is it possible that this new approach
atives, look at the Victors & Spoils site at will eliminate traditional ad agencies and creative
http:// victorsandspoils.com. departments?
3. If you want to engage in activities related to what would
1. How can Victors & Spoils be used to outsource
be found in the creative department of an advertising
advertising campaigns through co-creation and mass
agency, how can Victors & Spoils help you launch
collaboration?
your career?

When developing a marketing strategy using new digital 2. No matter what marketing media are used, determining
media, a marketer must be aware of the strengths and the correct marketing mix for your company is always
weaknesses of these new media. Digital media are rela- important. Think about how social media might affect
tively new to the field of marketing and have different the marketing mix.
pros and cons relative to traditional media sources. 3. Discuss different digital media and the pros and cons of
Different products and target markets may be more or using each as part of your marketing plan.
less suited for different digital media outlets.
The information obtained from these questions should assist
1. Review the key concepts of addressability, interactiv- you in developing various aspects of your marketing plan.
ity, accessibility, connectivity, and control in Table 9.1 , Develop your marketing plan online using the Interactive
and explain how they relate to social media. Think Marketing Plan at www.cengagebrain.com.
about how a marketing strategy focused on social
media differs from a marketing campaign reliant on
traditional media sources.

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