Digital and social = NOW – FHV

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37 comments on “Digital and social = NOW – FHV
  1. Sarah Blass says:

    How Digital Transformation Can Revolutionise Marketing

    I agree that digital transformation has an impact on the whole company, not just on marketing. As there is input and commitment needed from everyone involved in the marketing supply chain (i.e. senior management, IT, HR, data and analytics professionals, advertising agencies, marketing employees), digital transformation needs a companywide strategy and measures.

    As the article correctly states, companies have to map their (digital) strategy towards the customers’ needs in each stage of the customer journey. That means companies need to know what their customers need in order to get awareness, how interests can be satisfied through content, how to build desire through communicating value and to drive action by relevant offers.

    In my opinion, fast moving shifts in customer’s needs, accompanied by developments of technological possibilities, will be a big challenge for companies. Today it is more and more about interacting with individuals than with the whole target market. That means personalization gets more important and relevant content that targets the needs of each individual. For that, it will be of utmost importance to “create a strategy which aims to observe the behavior of individuals through their unique customer journey and to react accordingly”, as it is said in the article. I would add the factor of time to this sentence, as real-time is getting more and more important – customers don’t want to wait any more.

    I agree with the steps, an organization has to take in order to implement digital transformation successfully. Data will be the key in order to know at which stage of the journey the costumer is and how to address her/him in an individual and appropriate way. As there are plenty of digital channels available, marketers must have a high level of control over their channels and set up a channel-oriented communication strategy.

    Resource: Econsultancy | Jeff Rajeck
    Publication date: 7 July 2017

  2. Bettina Hillberger says:

    Get Ahead – The Future of social media marketing

    Interesting to read as the article deals with the everchanging Social Media topic as Marketing-tool for companies/advertisers. It is stated that videos in general gain more and more in importance as they better attract consumer’s attention than static pictures. In my opinion, it very much depends on the social media channel and their different target groups. On Facebook, for sure, videos dominate and work very well (this is because users obviously value interaction and entertainment). However, on other platforms, like Pinterest or Instagram, the target group is completely different: aesthetic images and accurately positioned objects transfer beauty, inspiration, emotions and the feeling of “perfect life”. Although Instagram-stories, which mostly are personal short clips, come more and more, I am still skeptical that they would work better for companies than beautiful pictures on their business-Instagram-account.

    I agree that endorsements on Social Media can be very helpful in terms of word-of-mouth-propaganda and high customer-reach. However, the new regulation on Instagram, that influencers must clearly mark paid partnerships at the top-end of a post, might have negative impacts on the credibility of the influencer and therefore not be as efficient for companies any more than before.

    Another trend mentioned is “marketing integration” and the combination of email- and Social-Media-marketing is highlighted. It is stated that this can have a synergistic relationship for a company, because social media can drive email subscriptions and emails can bring more followers to social channels. Personally, I cannot image that this is effective because I mostly see emails from other businesses or traditional newsletters as Spam which immediately end up in the virtual trash.

    Resource: Sammi Caramela
    Date: 16.01.2018

  3. Bettina Hillberger says:

    Artificial Intelligence – We’re All Getting Played by Sophia the Robot

    It is a ethical question of whether robots can become human and whether Artificial Intelligence can support this process. I think that is also why many people are “afraid” of this topic or just think it is not right to build AI and “play god” in a certain way. However, digitalization and technology develop fast and it is aimed to help solving human problems or increase productivity by robotics and/or AI. This is very impressive and still unbelievable to a certain extent. I think it can be very helpful in several areas and up to a certain point. However, when I first heard about Sophia Robot and the news that she got the Saudi Arabian citizenship, I thought to myself that this is not the right thing and is really frightening (unbiased from the fact that thousands of REAL people are refugees without any nationality). A robot is no human-being, has no mind or feelings and just should not be treated like or have the same rights than living beings. I agree with the author, that AI is not equal to robots and that AI in this case (of Sophia Robot) is misused. Because AI originally has the power to solve complex things and that is great – unless it is combined with human characteristics. That’s why I fully agree that ethical standards should be developed to avoid that creatures like Sophia Robot are strengthened (e.g. in statements like “…my plan to dominate the human race”  source:

    Resource: by Kriti Sharma
    Date: 27.10.2017

  4. Sarah B. says:

    How To Improve Social Media Marketing Strategy And Choose The Best Tool For That

    There is no denying that social media is part of the (modern?) world and part of the way companies do marketing. Nearly every one of us is using social media channels, what gives companies the opportunity to generate leads or attract more customers in order to maximize profit.

    In my opinion, many companies are virtually hypnotized of the two magic words “social media”. They try to create corporate profiles and spread messages in each social media channel without thinking about an appropriate approach to address their customers. The main problem is that marketers often don’t understand the role of social media marketing and therefore have a problem to create and manage campaigns in a proper way.

    I agree that the importance of social network analysis will rise in the next years in order to build an effective strategy for marketing issues and optimize expenses. I also agree that it is highly important to keep an eye on the competitors’ interactions regarding their social media channels. This gives room for own improvement and benchmarking. Nevertheless, in my opinion it is important to not just compare with competitors – it is all about finding own ideas and an incomparable corporate touch in order to get awareness and traffic.

    Analytics tools are indispensable in order to measure the effectiveness of posts or whole campaigns. I agree that these tools offer the opportunity to manage social media activities easier and more effective as well as make business more profitable.

    Resource: Digital Agency Network | Nataliia Kharchenko
    Publication date: 25 November 2017

  5. Magnus Elsaesser says:

    Social Media is a Game-Changer in the B2B and B2C Customer Journey

    Social media is no longer merely about catching up with friends or having a conversation. Nowadays social media is also about commerce. The referrals on social media have influence on more than 70% of purchase decisions in B2C as well as B2B. The article also revealed that we are not only influenced by friends but also by peer reviews, influencer testimonials, posts or videos.

    Especially videos are becoming more and more important, which is correct from my point of view because it is the most convenient and simplest way to learn about things or gather information. Furthermore, I agree that most of the purchasing decisions are rather emotional than rational. One good reason therefore is that we make a lot of decisions every day having only little time for each of them. Therefore, the aim of marketers should be to influence the customer at the right time and on the right social media channel to support the customer journey on various stages.
    From my own personal experience, I know that you cannot reach every one of your customers with social media. As stated in the article, it is therefore necessary to clearly understand “who is my target group”, “what social media sources do they use?”, “how can I engage them?” and “which content and format to use?”.

    In my opinion collecting data and metrics on social media is one important key in order to provide the right content and to drive consumer action. Apart from that I am excited to see and learn how artificial intelligence will fit in and help to get closer to the customer.

    All in all social media is probably one of the most important tools to influence and “interrupt” the decisions making of the target group. But we should keep in mind that a “one-size-fits-all approach” is not working, which adds a great deal of complexity to the process.

    Resource: EContent | Andrew Martin
    Publication date: 14th of December 2017

  6. Magnus Elsaesser says:

    Digital Marketing Is The Future Of Customer Support

    According to the article, creating a positive and easy customer service experience promotes a happier and more loyal customer. I fully agree with this, as usability and especially convenience seem to be the new loyalty in the future. Therefor companies need to think about how to create great content for their users which requires continuously testing and optimizing. With regards to testing the author recommends user experience (UX) and A/B testing. I agree with this think that it is important to quickly test to be able to adapt the content at an early stage while it is still easy to change. By respecting this a lot of money and time can be saved and at the end the content is most probably close to the customer, as his opinion and recommendations have been taken in account regularly.
    The challenge of creating content is mainly to adapt to the language of your users, because technical and too specific content can be frustrating for visitors. The article also states that companies need to think about their customers questions. What I consider to be interesting is the fact that this research should be based on real data, not only on what employees think is best for their users. Another interesting finding is that it is sometimes necessary to have a FAQ page and a video channel answering the same questions because some people prefer visual content, others verbal. From my point of view this holds true, but from my own experience it is often difficult to convince superiors from granting a budget for both, while only one of these would be technically speaking enough.
    The author puts a lot of focus on responsive web design and I think he is right because from own experience there is nothing more frustrating and unprofessional than a website that you cannot read on your mobile.

    Resource: Forbes Agency Council| Jesse Himsworth
    Publication date: 25th of October 2017

  7. Hanna Robitschko says:

    Accelerating production — the modern digital marketing challenge

    Large and middle-sized companies often struggle because of older technology. Years ago, they invested in the technology which no longer solves modern-day innovation challenges. Often just a few people in these companies realize that “digital change” brings challenges rather big chances for the company. Especially for companies which are well established on the market for a long time and have a lot of older employees, where habits are hard to break, it is very difficult to make a digital change. The reason why in new businesses it is easier to realize digital change are the have fewer established structures, processes and technologies. Moreover, the employees are often more openminded to learn new things in diverse ways for example, the young can teach the old.

    For me it was very interesting in this article to learn that, if well-established want to become digitally fit they need first be able to understand how large and small business treat innovation differently and it is important to unlearn their legacy digital business structures.
    In my opinion it is the truth that a lot of larger companies perform like “operating engines” to minimize the risk of lower revenue, higher costs and regulatory, compliance or security concerns. The point is that if these big and old-fashioned companies don’t take the risk to invest in modern technology they probably will fail because they didn’t adapt to the new technologies. Often these companies also forget to focus on customer needs. They should offer customer tailored services to meet customer needs. Therefore, the company would need modern technology.

    There can be already seen the difference to start ups. They aren’t afraid to make mistakes and take risks. They learn from failures and make it better the next time. Moreover, they really focus on customer problems which just a few people understand yet.

    Some of the bigger companies would like to move faster in term of digital progression but they even have problems by using dynamic web pages (content changes every time a page is loaded). One chance for bigger companies is to invest in a site factory which is a multi-site platform that delivers and governs many digital experience websites on a global scale. This reliable platform reduces company risk and gives the company the opportunity to focus on business/ business areas which matter regarding the customer needs. The company can also share content, autonomise the website, track personas and start pushing up the conversion rate at a faster pace via a site factory.

    Resource: Marketing Tech│Sarah Knight
    Date: 03.01.2018

  8. Hanna Robitschko says:

    Why Interactive Content Will Shape the Future of Digital Marketing

    Brands aim for engagement of their audience and interest in their content. The content needs to useful and enjoyable for the audience which means not merely content consumption is taking place. Participation of the audience is leading to results and knowledge which are useful to people. This practice enables the company / brand to capture valuable customer data without any hardsell technique. Some also see this as an exchange of values between the marketer and the audience.

    In my opinion it is right that the main challenge for the marketer is, to reach the customer because of the vast content which is existing on the market. The content must include exclusivity in value, format or/ and experience that customers draws attention of the content. An appropriate solution is to use interactive content to draw attention and getting heard. Moreover, there can be used specific storytelling tools to approach the audience in advance and gain insights regarding topics they want to test. Companies can also offer insert interactive elements into webinars, reports, speaking presentations and sales pitches. A promising idea is to mixture enriched media, participatory narrative, and visual storytelling sets interactive content apart from the rest.

    For me it was very interesting that there should be established a relationship with the key decision maker through elements of fun in interactive content, their ultimate search is for answers, solutions, and information for better decision making in B2B.

    Moreover, often traditional approaches like making conversion aren’t enough anymore. So, a lot of B2B marketers are now choosing the way of interactive content which is gets more popular because of its timeliness and speed. Furthermore, the interactive content in the B2B buyer’s journey emerges a new opportunity of data collection, engagement and behavioral insight at every stage.

    Resource: MarTech Advisor│Abhinandan Ghosh
    Date: 06.09.2017

  9. Johanna Bock says:

    Social Media is Becoming the Dominant Form of Travel and Attraction Recommendations. Or is it?

    I strongly agree with this article about the strength of social media platforms in terms of travelling. Social Media is influencing us in all dimensions and it becomes even a bigger part if you need some inspirations for your next journey. Currently many tourism providers work together with bloggers and fly them to the nicest places on earth. It is not only about the unique experience; it`s about sharing and telling about the countries. The tourism providers are more passive. Nonetheless a recommendation from family and friends is worth even more but the promotion via Social Media can be impulse or an inspiration to visit a country or region. (Four out of five holiday goers trusting recommendations from friends and family and two-thirds of respondents trusting review sites such as Trip Advisor. )

    As the article stated is the age of the target group important for your Social Media strategy. The highest impact does Social Media have on young generations, as they are mainly using Instagram, Twitter,…
    On the other hand I agree, that Social Media is dominant in terms of sharing negative publicity. The spread of a negative comment on the internet is way worse that just telling your friends about the bad experiences you have made. Companies can only solve complaints by reaching out directly to the complainant. Three out of five people would till consider the destination.

    It is all about the communication within the brands and how they communicate with their customers. (if they reach out directly to them or not) As well as let customers share their honest travelling experiences and opinions.

    Resource: Clare Chamberlain
    Date: 8 September 2017

  10. Johanna Bock says:

    How Millennial Marketing Is Changing The Future Of B2B

    It is all about fast pace and self-promotion online! I agree with this article as the author did understand the needs of the Millennial Generation. Everything needs to be visual, fast and easy to understand. (For example attention spans are only 8 seconds long.) It is not only important for companies to understand that the Millennials do prefer watching videos instead of reading newspapers. It is also important to implement other aids like hashtags. Some campaign in 2017 managed to create a “moment” with their hashtags. For example the #metoo campaign which fights against harassment & assault. Mainly driven by the scandal about Harvey Weinstein. This is not in terms of B2B business but it shows the influence of Social Media and this is what B2B business can learn from and to leverage its power.

    In my opinion B2B identifies now the potential of Influencer Marketing. First the influencer needs to fit to the brand and second they need to be trustful. The community of an influencer can be millions of people which take a look at their pictures, videos or articles. They can influence a way more people than traditional advertising. (Sure depends on your product & target group)
    But this development even more frightens myself. Where does this lead to?!

    Resource: Forbes I Kate Talbot
    Date: 18 January 2018

  11. Maria Thiele says:

    5 Predictions for Social Media Marketing on LinkedIn in 2018

    LinkedIn is one of the most popular social networking sites designed for the business community. It is the goal of the site to allow registered members to establish networks and (maybe) look for career opportunities. In my opinion, it is one of the most difficult tasks for this network to keep the interaction level of its members high and to provide relevant content to its users. As soon as the career question is resolved, the interest of the private members in the network is decreasing and member profiles might become inactive. Another challenging aspect is the trend towards the ‘sliding network’ which has already reached the Facebook community. This means that members are not truly reading or producing content anymore but only scan the page switching from picture to video. In order to trigger true interaction of members (and keeping member profiles active and interesting to companies), LinkedIn needs to offer additional tools that focus on interactivity and improvement of relevant content.

    One of the most interesting plans of the company is to focus on video deployment. It is said that the community eventually is also looking to fund its own content programming for business aims that would give the audience more reason to stay in the app. In my opinion, this idea could create additional value to the users (private and professional) as they get the opportunity to use this (modern) kind of media for their employment processes. HR Departments and candidates for example would be able to record their own exclusive video sequence on the LinkedIn App and add it to their profiles. Another possible direction in this section represents the idea of an exclusive, self-owned LinkedIn original show for career chances, like the American ‘Shark Tank TV Show’ where entrepreneurs present their companies to investors (source: This kind of format would generate native content with additional value to the members and the companies.

    In my opinion, this is absolutely the right direction to go for a professional network like LinkedIn in order to improve interaction and usage of the network. We can be curious about the developments in 2018 – and the new deployment of moving images.

    Resource: Social Media Today | Andrew Hutchinson
    Date: Oct. 27, 2017

  12. Maria Thiele says:

    Virtual Networking, the Future Social Media

    The article is about virtual reality and social media. I agree with the basic argument that social media platforms represent already some kind of VR because member profiles can leave boring or negative things out or add something interesting that does not exist in the real world. This means that the virtual version of oneself is not representing exactly us but a better copy that will even be improved in the future.

    Facebook, as one of the most important social media platforms, for example purchased Oculus Rift, one of the world’s leading virtual reality companies, in 2014 and recently launched a social virtual reality app. This represents the overall trend of the digital world to become real-time interaction platforms via 360 degrees videos or live streaming functions. I also agree that VR will take communication via social media to the next level where people can virtually meet up with friends and communicate in a realistic way. This would have the benefit that the virtual world very much looks like the real world with the difference that you can be whoever you want and do whatever you like.

    Interesting is also the outlook that talks about the creation of a much greater virtual reality than we know the real one. Designers already develop VR with real emotional reactions – if this happens, what would then be the difference between the virtual and the realistic world? People could tend to spend more time in VR than in the real world. As far as social media is concerned, we can expect to see the integration of VR and a stunning approach of virtual and realistic worlds in the near future which will revolutionize the way we socialize on networks.

    Source: NNN Next Nature Net | Megan Ray Nichols
    Date: Aug. 28, 2017

  13. Social Media And Content Marketing Trends That Will Shape 2018

    Social media provides lots of chances for smaller businesses to make successful marketing with small budgets since so many people use at least one social media channel somehow. However, it must not be taken easily and without a clear strategy behind it as this can bring more harm to the company than it helps in finding new prospects and improve the overall result.

    The article first focuses on challenges a company needs to manage when being active in social media. The world changes faster and faster, new possibilities emerge on a regular basis. For businesses, it is very difficult to keep up and remain informed, especially if the company is small and has not enough resources for marketing trends and research. Moreover, the right channels and ways to communicate need to be identified to use social media channels effectively. In addition, social media channels are full of marketing posts and (potential) customers are overloaded with information. It is very hard to identify ways to be kept in customers’ minds. I can fully agree with all those points mentioned by the article both, from the side of a customer as well as from the marketeer’s position. Being successful in all social media channels is nearly impossible and hard to manage. Therefore, companies should identify 2 or 3 channels which suit to their branch, their business etc. Also, there is only a thin line between overloading the customers and being forgotten due to rare appearance. Companies have to spend a considerable amount of time in creating a convenient social media marketing strategy.

    In my opinion, it is because of these challenges that several trends in social media marketing emerge. First, it becomes more important to monitor the competitors in regards of their social media activities. Since it has an interactive character, it can bring lots of information about the competitors’ customers. Second, influencers play a big role as their opinion is more believed in than in classic advertisements. Generation Z is becoming a more important target group since they start into their business careers and have grown up with these modern ways of communication. The last point is the increasing importance of mobile-ready content since social media is used very often over mobile phones.

    Resource: Forbes, by Natalie Norcross
    Date: 11.01.2018

  14. Facebook doesn’t like what it sees when it looks in the mirror

    When social media platforms like Facebook came up, a new era of interaction began. Long time, the social media companies have not felt responsible for the contents shared on their platforms. Some opinions even claimed that negative input has to be accepted if the positive one is desired.

    However, it seems that some changes are planned to happen in 2018. M. Zuckerberg stated that the focus of Facebook lies on the people’s well-being. For this reason, public content will be reduced while personal content will increase in importance. This will be done by algorithms to sort out the most important contents for each individual which are based on personal data of each user. The overall goals are “advancing human potential” and “promoting equality”.

    In my opinion, the way of getting informed on a special topic became much easier with the availability of social media platforms. Also, different opinions of experts or simple users can be collected before making a decision. It is clear that this does not come without any disadvantages. Of course, some people use social media channels for publishing harmful content. It is a step into the right direction that social media platforms try to avoid/delete those posts and comments. However, I think that it could be done much better if taken more seriously. Those huge companies with enormous amounts of resources became experts in collecting personal data to use it for their own advantages. I think that they would be able to establish some sort of filter/algorithm to minimize the amount of negative comments. Let’s hope that 2018 will bring some changes into the right direction.

    Resource: NY Times, by Noam Cohen
    Date: 16.01.2018

  15. Amila Mujic says:

    How Artificial Intelligence Can Transform the Digital Out-of-Home Marketplace

    While artificial intelligence is having a huge impact on the digital world of marketing, few marketers recently showed how to incorporate this technology also into the offline world. A very popular example is Amazon going offline now. By opening physical stores that are optimizing on the shopping experience, Amazon tries to figure out how to leverage technology to make the offline experience better.

    I think that AI is a very important contemporary across online as well as offline marketing activities. All the customer information gathered can be helpful for marketers to measure ROI of their marketing efforts, to understand what customers are looking for and moreover why they might be looking for it. To come back to the articles topic, directing attention also to the offline touchpoints – by using digital purposes for optimizing on these – is quite reasonable when we look to the percentage of shopping that happens online.

    Compared to offline shopping it is quite a small percentage, everything else still happens offline. People enjoy going somewhere and trying out on offers instead of just having an online touchpoint. Even though each is supporting the other when it comes to creating value for the customer. To sum up I really like the idea of using AI also for the offline shopping experience, since there is room for improvement on individualizing the shopping experience and make it even more enjoyable

    Resource: eMarketer Inc., CEO Omer Golan
    Date: 17.01.2018

  16. Amila Mujic says:

    Can dynamic pricing be a headache for brands?

    As many big brands try to get supported by a new online shop like – where they expect quite a mass of customers – they also need to be aware of the negative effects, that might occur and be impacting their brands. One of the most debatable aspects when having a strong brand and being selling through third partners like Amazon, is the pricing on such marketplaces. Of course, as everyone knows, Amazon pricing is based on a somewhat clandestine algorithm. There can’t be price tags on these products as the cost might change at any moment.

    In my point of view companies, that own a strong brand should anyway consider twice going on marketplaces like Amazon just for branding purposes. The biggest problem that brands need to make sure not to lose is trust. But still success in retail demands that it´s nurtured somehow and dynamic pricing is adding this trust a risk.

    For me as a quite strong online shopper, I do not want to see something that I just bought suddenly drop in price. This is what in my opinion should not happen to big brands (like Calvin Klein e.g.), as they should stand for quality and uniqueness. These aspects are justifying the stable prices (full price selling) of such brands and should not be impacted by dynamic pricing issues.

    Resource:, Limited., by Andrew Watts
    Date: 16.01.2018

  17. Ljiljana Djurkovic Manojlovic says:

    The Most Significant Social Media Marketing Trends for 2018

    Great overview over the new Social Media Marketing Trends for 2018, followed by trends from 2017. The entire article is dealing with new technologies/Trends which have or will have the enormous impact on every Social Media Network in 2018.

    Unimaginable is nowadays to have no video content on your Social Media page. Appealing Content Marketing which is getting different and more exciting to users is already seen over Facebooks’ 360-video, Live Video, Life stage or Instagram’s Live Stories and 60-Second Videos. In other words, dynamic instead boring one, static content, will be strong differentiation tool. The same difference will be achieved with Real ChatBots for Better Customer Relation Management. With ever growing number of mobile users, mobile sales marketing over Social Media came in the game. Personalized content (New Newsfeed of Facebook or Tweeter) will give your audience more room to choose and interact with the content they want and not just with a content which is imposed.

    Even though I am a type of customer which likes to talk to person about some service or product, in era of digital marketing with ever rising number of different customer segments, automatization is the only way which would work. Simply, human beings cannot be non-stop available to answer to all requests. Though, in my modest opinion, no artificial process could ever replace the communication between 2 people.

    Rising number of new Social Networks and popularity of networks which are pioneers, are nowdays followed by impact of Influecers. With insane influence on the public opinion, that their popularity would not fade away any time soon. Facebook was among the first who recognized the role of Influencer Marketing. According to this article, conversion rate is at least 10x bigger with the right Influencers. Only Facebook itself pays over $2M dollars to top influencers to produce live content in order to develop a loyal group of followers. No doubt, smart business move which brought this Social Network to the top.

    I personally expect to see more and more live videos from Influencers in the following year. Beside this catchy trends, virtual reality or artificial intelligence are some of many options which we can expect to see on Social Media in 2018 and in years to come. Revolution has begun!

    Resource: DreamGrow, by Sumit Ghosh
    Date: Published December 14th, 2017 · Updated January 8th, 2018

  18. Ljiljana Djurkovic Manojlovic says:

    New Year, New Strategy: How to Audit Your Social Media Marketing Campaign

    At the very first beginning the author of the article pointed out to which points should each marketer pay attention to regarding review (audit) of achieved results in Social Media Marketing Campaigns. I believe that this sort of audit should be done quarterly or monthly, because of speeding trends which are hitting Social Media. Auditing past activities and estimating future ones is MUST. I agree totally with fact stated that Follower growth, Click-throughs, Engagements and, of course, Budget are the most usefull statistics in this entire process of auditing.

    But what is actually considered good result here? On one hand, having the same number of followers is good but does not mean necessarily success, even though many marketers don’t share that opinion. Why? Well, it can mean only one – you are not interesting to you target group anymore. You are being constant, without seeking for new ways how to reach your customers and attract new ones. As soon someone else gets more interesting (who is willing to experiment), those who are static will change their direction towards new stuff because of curiosity. So, another MUST would be constant improvement. On the other hand, bad results in Social Media Marketing Campaigns could be result of new competition, publication frequency, new (but poor) strategies, support and brand changes. I agree totally with author that each single variable here can have double meaning and tendency to go from positive to negative impact on gained target groups or even worse, new audience. Bad word-of-mouth is something which a good marketer should avoid. Social Media news are spreading so fast that reputation of any brand could be destroyed within a minute, unless there is someone who is controlling the process in order not to allow such a situation.

    In my opinion if entire strategy is riding on a single type of content, or a single Social Media platform, brilliant success of campaign cannot be expected. The same strategy through years, unexplored channels and tactics combined with bad market research will be reflected through bad yearly results of Campaign(s).

    And just like Benjamin Franklin said “By failing to prepare, you are preparing to fail.”

    Resource: Forbes ¦ Jayson DeMers
    Date: January the 3rd, 2018

  19. Jayson DeMers on August 22, 2016

    I also believe that there will be a change in social media marketing, which is not really surprising on a market that is characterized by strong dynamics. I don’t really agree with the author that there will be one monopoly of a platform in social media. Especially the past proofs that there is always something new coming out, which creates new dynamics and with a positive network effect, this social media platforms may take a huge impact again.

    But I do agree with the author that there will be a higher individualization and platform’s will recognized the demands of the customers and will offer customized and personalized news feeds.

    I don’t really agree with him on the niche segmentation, since I don’t believe that on social media platform’s these can be very well defined. I also think that virtual and augmented reality will take a stronger place in the future of social media and it will provide the community with even deeper insights and even closer real world situations.

  20. January 10, 2018, Deep Patel

    I agree with the author that all the big Social Media Platforms have their success due to the fact that they listen what the customer really wants. With the high level of engagement they keep the customer attracted to the website. Also the high level of customization is in my point of view a goal to success. Because only with that, customers will have a great experience and therefore likely to use it more and more often.

    Also the fact that social media platforms help people to communicate with each other, is in a more and more dynamic world from higher importance. As an example: Just imagine how many birthdays you would have missed without the Facebook notification. It’s an easy but great example that shows how social media tries to simplify your life.

    Also the fact that people more and more want to present their perfect life plays in the hands of the social media market and therefore I agree with the author that there is a lot more to come.

  21. Kathrin Zimmermann says:

    A Case for Digital Marketing for B2B Companies

    Dealing with digital marketing, one gets the impression, that the issue of how to handle the new business challenges and opportunities created by the technical possibilities and the therewith associated customer expectations towards brands has definitely arrived in most B2C marketing departments. If the customers´ expectations alone are not enough, the marketing departments attention will latest be caught when a competitor successfully starts digital activities. Even in small and medium sized companies, digital marketing managers are being hired and charged with developing a digital strategy (often focusing on online sales channels and social media). However, one also gets the impression, that the B2B marketing departments of the same companies are often one step behind and still mainly concentrate on offline activities (exception: I would guess that most of them dispose of an own homepage).

    In my opinion, however, this is not the right approach as the customers – may they buy the products for private or for business use – are at the end of the day the same ones. The professional chef, who is in charge of buying frozen vegetables for a restaurant on behalf of his employer, will also do this for his/her private use. His/her customer buying experience made in one role will influence the decisions taken in the other role – and the disappointment if the experiences strongly differ is pre-programmed. Therefore, I wanted to dive deeper into this subject. Keeping in mind, that google shows on January 27th2018 3.51 mio. results for the key words “B2B digital marketing trends 2018” compared to “only” 1.04 mio results for “B2C digital marketing trends 2018”, this issue seems to be quite current.

    Phil Loscoe, the author of the article I read, also observes the above described phenomenon with many clients. He contradicts this with an example from his own experience: he himself working as a consultant in B2B business has been actively contacted by new potential clients reacting on his posts on Facebook. This proofs according to him that digital marketing can positively impact real revenue. Besides his personal experience, he then states 10 hard market research facts about the meaningfulness of digital marketing for B2B companies, such as “94% of B2B buyers research online prior to final purchase”. I consider especially the numbers related to interactive network platforms cited by him impressing. Knowing that 43% of B2B marketers already acquired customers via Facebook proofs the mix up of private and business use of digital platforms. This underlines the idea that private and institutional customers are the same ones. However, understanding the potential of digital marketing for B2B businesses and implementing corresponding activities is in my opinion only the first step. I consider it to be essential for companies to understand how B2C and B2B digital activities influence each other and – even more important – how they need to be linked in order to provide one image of the brand to the customer.

    Resource: Incentric Digital Marketing; posted by Phil Loscoe
    Date: August 31th, 2017

  22. Kathrin Zimmermann says:

    9 Reasons why Digital Marketing Strategies Fail

    In the digital world, nothing is forgotten. In times where the opinions of the internet community are decisive for the reputation and success of a brand, the damage of a mistake such as for example Susan Boyles hashtag used for her album release party cannot be numbered. This is why I consider it to be important not only to analyze best practice examples but to also question the own digital strategy developed. In order to do this systematically based on criteria, I tried to find a framework that can be applied. According to the author of the article I found, the nine reasons why digital marketing strategies fail are:
    • Multiple goals or no goal
    • Excessive Push Efforts (with no Pull Communication)
    • Strategies & Tactics Confusion
    • No Synergy
    • Lack of Research
    • Rigidity
    • Unable to predict the Time-frame
    • Less Focus on Customers
    • Not Following the Trend
    In my opinion, the author provides a comprehensive, practical framework on how to review a digital marketing strategy and mentions the most important issues. The customer should always be in the core of the strategy, an aspect which is picked up and made tangible by several of the criteria mentioned, such as the customer focus, or the direction of communication. What I find especially helpful is that the author points out to the synergy of offline and online strategy elements as a good coupling among them can in my opinion generate a “Wow”-effect with the customers. However, I do not fully agree with him stating that a digital marketing strategy should always follow the current trends. Instead, a digital marketing strategy should always fit the habits of the customers of a brand and have positive impacts on their customer journey. There are two aspects that I doubt about just following trends: first, I do not believe that every trend has positive impacts on a customer journey. Second, not every trend fits every target group and the likelihood that a mismatch irritates customers is high. I would state that the right approach is to translate the trends matching to the customers into a strategy.

    However, the criteria mentioned would only partly have helped Susan Boyle to prevent her from the unfortunate hashtag (I guess the lack of research and customer focus was part of the problem). Setting up a marketing strategy – may it be an online or offline one – should in my opinion not be done without having it reviewed by an outsider.

    Resource:; posted by Aashish Pahwa
    Date: January 24th, 2017

  23. Andreas Mathis says:

    Mobile Marketing – Case Study Schalke 04

    According to the article I totally agree on the statements on Schalke´s director of strategic marketing Mr. Björn Endter and furthermore I admire that the football club is an excellent example in the matter of digital marketing in Germany. In general, there can be mentioned, that nowadays nearly all football clubs want to improve the way how they do marketing, but from my point of view Schalke does it excellent through specifically marketing measures.

    Digitalization is very ephemeral, things change very fast and clubs need to be awake and should not miss any trends. That Schalke is kind of a flagship club shows for example the mobile camps, where the club was probably the first in Germany which does this. As a football club you must be flexible and try to fill people with enthusiasm for a club. The more attributes clubs can get from their members and fans, the better the club can use the right data at the right time and reach the right members as well as a few examples shows in the text, like the campaign the club (in cooperation with a sponsor) did and could reach through this measure 1.500 new membership signups. I think the statement from Mr. Endter is appropriately, when he said they should send the right messages to the right people.

    Finally, I think football clubs need to follow the trend of the digitalization, otherwise they might lose members and probably fans, and the major problem might be not finding new members for the club.

    Resource: Mobile Marketing | David Murphy
    Publication date: 18. September 2017

  24. Andreas Mathis says:

    Understanding the Role of Social Media in Marketing

    Social Media is getting especially in combination with marketing more and more important and attractive for companies. Through tools like Facebook or YouTube companies can communicate rather cheap and place advertising or other interesting measures. For instance, if companies know their customers, its an outstanding tool to reach the right customer group with the right advertising.

    But not only for companies Social Media is a faithful companion, also personalities use those tools to communicate with the world. In the past Barack Obama, as mentioned in the article, was an example with. Currently, Donald Trump is probably the funniest example. His inconsiderately but also entertaining posts via Twitter get famous.

    Furthermore, I absolutely agree with the points mentioned in the article about the attributes about Social Media in marketing. Particularly the points about the “identity to who we are and the products or services that we offer” and the point that we can use social media to “provide the interaction that consumers look for” are very important. It doesn´t make sense if everything around is great and the company simply doesn´t reach the right target group.

    However, I think the most important point is that companies can reach the right clients with the right channel at the right time. Companies should be multi-pronged to reach many people with might be interesting for them. If companies use Social Media in a wrong and bad reasoned way, they might waste a lot of time and likely resources too.

    Resource: The Balance | Laura Lake
    Publication date: 14. October 2017

  25. Isabella Kieber says:

    Small Service Businesses: Advertising Attitudes and The Use of Digital and Social Media Marketing

    The study examines the attitude of small business owners (within service sector) toward advertising in general and using digital and social media marketing in particular – which poses a challenge for small businesses. They are hesitant to engage in digital and social media marketing, also due to their uncertainty regarding ROI – advertising is often viewed as expense, not a means to generate revenue. But these small businesses especially need to keep pace: almost 50% in the US don’t survive their first 5 years due to inadequate marketing. In my occupational experience, I have discovered the same skepticism towards the value of digital and social media marketing. It’s the financial aspect, but also the uncertainty about the success of these measures and their ability to reach the right target group. In general, the knowledge about ways to measure impact is limited.

    The importance of this study is mirrored in the high response rate (67%) of 300 service business owners across the US. The findings show low numbers regarding digital and social media usage: Only 30.3% have a company website and use smartphones, 25% use social media and 23.4% engage in e-mail marketing. 9.5% conduct any type of e-commerce and 8.5% have some type of company blog. Also the attitude toward advertising in general has been measured (particularly interesting finding: a higher level of education coincides with a lower attitude towards advertising).

    Need for further research: While the relationship between the advertising attitude and digital media is analyzed, the study lacks in offering details on the directions – what is the driver, what is the result, etc. The authors point out that the focus on service businesses limits the applicability of the findings. They emphasize the shortcomings of these businesses to adapt to today’s circumstances, where the importance of traditional media decreases. The study does not deal with reasons and effects of this, but illustrates the “state of the art”.

    Factors to be considered: attitudes towards advertising vary between the US and Europe, but some developments (keyword: digitalization, mobility) apply to either region. Small companies have to find their own ways to include digital and social media marketing in their marketing strategies. The simple adaption of large companies’ approaches does not meet varying competencies (expertise, budget, skills). Findings in this regard can be of interest for different groups: small business owners, advertising executives who deal with them and know about their shortcomings and worries, but also academics in the field.

    Resource: Services Marketing Quarterly | Cole, DeNardin & Clow
    Publication date: November 13, 2017

  26. Isabella Kieber says:

    Can Social Media Marketing Improve Customer Relationship Capabilities and Firm Performance? Dynamic Capability Perspective

    The basis of the article is the question whether social media marketing can improve firm performance. As social media usage has become omnipresent, many companies want to use it, but are not entirely sure about its positive effects. The paper examines the relationship between social media usage and customer relationship management (CRM). This new – social – CRM capabilities should help to improve overall CRM capabilities and thus positively influence marketing adoption strategies and business performance.

    The authors find a wide range of strategies concerning social media usage, ranking from frequent and high usage to non-existent social media interaction. They illuminate the role social media applications play for the interaction between customer and business organizations, which should offer benefits. However, some rules must be followed in order to allow for this. Findings in this regard are strongly consistent with personal work experiences: A carefully considered integration of social media communication in overall company marketing strategies is inevitable. Authenticity is key. If social media usage happens disorganized and randomly, it is not likely to have positive effects in regard to customer engagement, company image and firm performance.

    The article’s central findings include the existence of a positive relationship between social CRM capabilities and firm performance and the moderating effect of social media on this relationship. These results are in line with the assumption that social media investments should not be perceived as net costs but a significant resource in building a new form of CRM capabilities that helps the transformation of an organization and increases firm value.

    What I especially appreciate about the article is the proposal and empirical testing of possible pathways to explain these findings. On the one hand, social media usage attracts consumers’ attention. The results also show that companies who use social media marketing are likely to use interactive features and response quicker and more innovative. Another remarkable benefit of the article is the large scope: Data from 10 years (2004-2014) and 232 companies from multiple industries have been included in the sample. This extends the scope of applicability of the findings – Social CRM capabilities improve company performance in different industries.

    Resource: Journal of Interactive Marketing | Wang & Kim
    Publication Date: May 4, 2017

  27. Tanja Schmuki says:

    By 2021, You May Make Most Of Your Online Purchases Straight From Your Smartphone

    In her article Barbara Thau refers to a study conducted by eMarketer, which says that in less than 5 years from now, most shopping will be conducted via smartphones. While in the past often security concerns and convenience were mentioned as reasons for rather shopping on laptops/desktops than via mobile phone, the author mentions the increased user-friendliness of phones as well as the growing share of digital natives amongst consumers as reasons for the increasing importance of m-commerce. Furthermore the increased convenience for mobile shopping due to improvements of the mobile user interface (e.g. with one click-checkout) is mentioned as a driving factor on that trend. From my point of view the evolvement of different online payment methods as well as the increasing acceptance of mobile payment should be added to that list. Therefore needs to be mentioned that the perforations in regard to payment are strongly influenced by the culture of the customer.

    In order to stay competitive in the future, retailers are advised to further simplify the handling for the customer. Voice-activated assistants and chat functions are expected to become commonplace. Personally I see many other functions of current smartphones that can be the basis to add value for the customer. On the one hand, the use of the camera could be intensified for mobile purchasing. For example a customer could take a picture of a nice piece of furniture he finds in his hotel room abroad and the application immediately offers comparable items at the customers home country, links to the respective online shops and shows stores that have the item available. Another possibility would be to use calendar data to proactively make shopping suggestions for the upcoming events. For example creating a grocery list for the next days based on evenings that the user plans to be spending at home or guests that have been invited. The user could then adjust the shopping chart if needed and simply and select between pick-up or home delivery. Of course other calendar entries could be used furthermore to suggest for example new luggage items before a planed holiday – just to mention some ideas.

    Currently such developments often face consumer concerns about sharing their personal data. Besides building a good reputation to gain trust by letting the customer confirm the final buying process, providers can furthermore motivate users by offering additional value. This may be a personal discount for relevant items combined with the improved convenience of shopping.

    To sum up, the author provides some reasons for the ongoing change and mentions some very specific key success factors for the future but keeps the outlook very limited. Showing some best practice examples could inspire readers to think about even more potential improvements.

    Resource: Forbes Media LLC | Barbara Thau
    Date: January 4th, 2018

  28. Michael Witting says:

    Digitalisation in Marketing: 7 Tips for SMEs (and Everyone Else)

    In the article, Ms. Kerstin Becker, Managing Director at BPC Sarl, explains which steps have to be taken to successfully implement digital instruments into marketing projects. She summarized it in 7 steps.

    My overall impression about the article is that it is written a little too general, you cannot really take concrete input out of it and transfer it into practice. She rather showed some general and very basic ideas of how an organization has to function in order to be able to use digitalization as a real advantage. For example, in the title she says she wants to focus on SMEs, but the only thing that for me really relates to SMEs is the last sentence where she says “If these steps can’t be taken with the given resources, get help from outside your organisation. If you would like to learn more about digitalisation in marketing and how it could benefit your organisation”. Probably, this is why she added “and Everyone Else” to the title.

    What i liked most about the the article was step 4 and 5. She explains that you on the one hand need to choose digital instruments who are clearly supporting your goal and on the other hand make sure that the chosen instrument is also capable of adapting to different goals, because goals and technology will definately change. I think it is very important not to be “blinded” by technology only because it offers new possibilities – you have to make sure that the offered possibilities are what you are searching for. Define your goal first and then chose the best instrument for it. I think this is something that specially big companies do wrong as they have the financial capacaties to “waste” money on ineffective digital instruments. Smaller companies do not have those resources and are therefore compelled to chose their digital marketing instruments very wisely.

    Resource: LinkedIn, Kerstin Becker
    Published on April 19, 2017

  29. Philip Föhr says:

    Is Email Marketing Still An Effective Strategy In 2018?

    In the article, the author Miriam Reis discusses the pros and cons of Email marketing in comparision to the growing field of social media marketing.

    I agree with the fact that one reason for the failure of Email marketing is that the content does not meet the intrests of the readers. People are getting houndreds of emails every day, therefore not every Email can be read. In contradiction, the social media content can be personalized by the user.

    In the following paragraphs, the auothor points out the positive aspects of Email marketing. I am of the opinion that this analyzis was not done in a very objective way. The main focus was set to the positive aspects of Email marketing. Negative aspects have not been discussed. Besides that, the author did not realize that there are huge differences in the usage, the efficiency and the effectiveness of Email marketing, depending on the branch and the customer characteristics (B2B or B2C customers).

    Resource: digitalagencynetwork, Miriam Reis
    Published on January 18, 2018

  30. Philip Föhr says:

    Measuring the Impact of Social Media Marketing

    This article gives certain recommendations for how to measure the positive or negative impact of social media marketing on the business.

    I really like the introduction of the article, including a problem description. The problem itself is well defined and plays a big role for huge number of companies. Nearly every commpany has social media channels, but only a few really think about how to measure the performance of their social media channels. According to the author, the key success factor is to set SMART targets for the social media channels. In the next step, measurable performance indicators should be developed.

    In the following paragraphs, the article deals with measurable success factors for the categories WEB TRAFFIC, BRAND EXPOSURE, AUDIENCE ENGAGEMENT and LEAD GENERATION. For some of the categories, the recemmondations seem to be a bit superficial. Nevertheless, there are good thought-provoking impulses for social media managers.

    All in all, the articel gives a good overview about several possibilities, but it does not replace a detailed development process of SMART targets and measurable success factors for social media marketing.

    Resource: digitalmarketingmagazine, Petra Urhofer
    Published on July 19, 2017

  31. Marcel Frueh says:

    5 Reasons why Cold Calling is Dead, and Digital Marketing is the Future!

    The article’s author, Callum Stringfellow, argues that digital marketing has just replaced cold-calling as the „traditional“ method in creating leads especially in B2B-sales – cold-calling is on the one hand highly ineffective compared to digital methods, on the other hand it bothers bot potential customers and sales people. According to him, it is more and more being replaced by social selling instead.

    The main reasons why cold calling is outdated are that most people feel awkward being called by strangers and generally do not trust cold callers as well as quality advisors are generally not being linked with cold calling. Research has shown that cold calling is highly ineffective, time-consuming and thus costly. Moreover, there is tendency for B2B customers that they want to engage with sales representatives not until they are in the final stages of the buying process.

    Instead of cold calling, digital marketing is taking over more and more. Reasons why the latter is much more effective, are that almost all target groups are online and trust can be created much better with helpful content sharing via social media, which ideally leads to viral marketing. Thereby, the reach of digital marketing compared to cold calling (which is only one-to-communication) is much broader since it is read by many and – through sharing – by even more people. Regarding credibility, potential customers are more likely to trust you online compared to the phone since there is instant access to testimonials, ratings etc.

    It is argued that social selling especially over social media channels such as LinkedIn is a much more effective way of gaining customers, especially when being combined with “warm calling” afterwards.
    A very strong argument against cold calling is, in my opinion, that only about 30% of sales people are truly prepared for the questions they ask, yet for almost 75% of buyers the first impression they gain from a sales person is important since they choose one they receive true value and insights from. In return, through communication via social media with prospects, sales people can find out about their interests and individual needs and thus better preparing themselves for potential questions.

    However, it would be also interesting to find out for which branches cold calling is already dead and for which it is maybe still state-of-the-art as well as if there are any other influencing factors such as corporate culture, different generations of sales people etc. Personally, I doubt that cold calling is completely dead in every branch and with every generation – especially in more traditional industries and with older generations, before “Generation Y” (i.e. 35+), I would assume that cold calling is still the most important action for sales people to “get a step in the door” and thereby really getting people’s attention, although success rates can be varying for sure.

    Resource: LinkedIn | Callum Stringfellow, Limitless Digital Ltd.
    Publication Date: April 3, 2017

  32. Marcel Frueh says:

    Customer Experience – Standing Out From The Crowd

    Aidan Danaher explains why customer experience (CX) is today’s key differentiator in online marketing. According to him, traditional marketing strategies do not function any more, instead CX should be put in the center of one’s business strategy and its overall organizational responsibility should be placed within the marketing department, while the whole business including all departments should be aligned toward CX. There, all processes relating to CX are overseen and managed, which should be in line with brand communications, content publishing and CRM processes. This is meant to avoid miscommunication- and -understanding with respectively of customers and should ultimately lead to happy, loyal as well as returning customers, and thus increase revenues.

    In my opinion, he is right with centering one’s business around CX since this represents the actual value to the customer especially for digital businesses. At the same time, I can also agree that CX management should be located in the marketing department, because marketers have the abilities to manage CX. For digital business models today, extreme customer centricity – i.e. fully design one’s product or service according to the customer’s needs – is a key success factor and this can only be achieved by fully understanding the whole customer journey across all stages while, at the same time, managing all relevant touchpoints with the customer. This also means that any interaction with customers has be tailored to the individuals’ needs and wants. An effective CRM system should provide both a flawless internal flow of communication of customer preferences, while also keeping track of any social media interaction.

    Resource: Digital Agency Network | Aidan Danaher
    Publication Date: October 30, 2017

  33. Michael Witting says:

    Understanding Interactive, Digital, and Internet Marketing Strategies

    This article of Laura Lake goes back to the basics, and that is what I really like about the article. It deals with the Terms “interactive”, “digital” and “online”, which are very often used synonymously but are not the same. I think it is very important to understand the basics before moving into digital Marketing too quickly because the danger of wasting money is high.

    While digital and online marketing are very frequently used terms, the interactive marketing is not that common but very important. Interactive means to make your customer participate in your marketing campaign and therefore to make the customer an essential part of it. By combining interactive marketing with digital or online marketing, you can achieve very effective results by going viral, but before looking at that it is important to understand the difference between online and digital. But be careful, you do not always want to go viral. Interactive marketing can also turn into shitstorms, so i think it is very important to care for the right infrastructure to be able to deal with those issues before moving into interactive marketing. Sensibility and knowledge are very important in my opinion.

    Digital marketing means that you base your marketing campaign on digital media, like Smartphone or tablet. I think that social media plays a really important role in digital marketing as this is what People actually do with their devices – they use social media like Facebook, instragram, snapchat, whatsapp or YouTube.

    Online marketing means that you use specially your Company Website for delivering marketing Messages.

    In my opinion, only a combination of those three elements can create great success: make sure you enable interactivity, let users participate via mobile devices and make sure also your Company Website supports your marketing campaign. I think, Laura Lake could have used clearer words defining those important terms. She could have also added “social media marketing” to her list, as this term is also used frequently and is also very often a part of an interactive digital marketing campaign.

    Resource: The Balance, Laura Lake
    Published on June 10, 2017

  34. Snezana M. says:

    Titel: The Basic Social Media Mistakes Companies Still Make by Keith A. Quesenberry

    Published on: 02.01.2018

    The article implies on the still existing on the operational realization and the appropriate usage of social media. It is a very interesting fact, that there are still many basic mistakes made.

    Although Social Media is a present topic since 2007, it seems that it is still new territory to many companies. Social Media sounds so easy at the first moment. But, there are many different options to consider. It is not just about setting up an account and everything is fine. Also, what are the goals, that the company wants to achieve? What are the possibilities, can they be extended to generate more customer satisfaction? How do we create those goals? The problem begins right here – with the missing strategy.

    In my opinion, we are already trying to use AI and VR, but still don’t get along with social media. It would be important to not only look the the status quo and even look back on the shit of yesterday (SOY), like explained by Mr. Van Belleghem, but to take a look at the future, at the day after tomorrow. Like stated in the article, it is never too late to start again with a clear, structured plan and goals. The added value, which should be generated with the social media platforms, should be determined before, as well as the convenient platform. According to conversation prism from Brian Solis and JESS3 there is an exceptional range of possibilities that can used. But, before starting anything, each company has to understand the customer journey, to be able to design the correct social media channel design.

    I agree with the article and what the author wants to imply. Furthermore, I think it is kind of unbelievable, that in times, where we have access to so many information and experiences from other people and other companies, the same mistakes are made over and over again. It is time to rethink a to start looking in a different way at social media and the possibilities to leverage it.

  35. Melanie Feustel says:

    Opinion Piece: Built in or bolt on: Shy social currency is essential to social media marketing

    Mark Ralphs defines Social Currency as the value you can earn in a social engagement by being interesting and fun to be with. He explains that in a world of so much information Social Currency is the basis because without her the whole social media could not exist. That implicit, that social media is made out of us, people, and that what´s it. The author made his article very interesting by giving personal examples what social currency means for different people and that every person has a different aim in the social media. He is talking about positive and negative aspects and comments and gives at this point a study which he sees very critical because in such a dynamic environment you can not put people into characterized groups. It is important to recognize for companies, that different individuals can have totally different opinions about one thing.
    There are brands who recognized and are doing an excellent job with their social currency like Coca Cola. Others do have to adapt behavior, otherwise they get lost on the way. Strong social media brands have the possibility to build strong and long-lasting relationships with their customer in the social web and that relationship can be transferred into real life.

    Resource: Journal of Database Marketing & Customer Strategy Management Volume 17, Issue 3–4, pp 257–261
    Published on February 3, 2011

  36. Melanie Feustel says:

    Social media etiquette: A guide and checklist to the benefits and perils of social marketing

    The article begins with a very good argument: In the fast-ongoing world of social media companies must react fast and fitting to their customers. They must solve problems and because social life is going on without them they must react. Dialogue is the keyword and that means to listen and to respond. It is very good that the author recognizes, that the way the dialogue is made is very important for the relationship and the success of the company. Here companies must think what makes their target group and that they have to behave different with different types.
    A good example is given by Toyota. Here the problem was that the brand was neither listening nor responding to the customer what occurred in a big problem. For Toyota the result came later ending in higher costs. Another problem occurs here that companies have to face: the internet is widespread and remembers everything. Companies have to learn from their failures and do the best out of them because in the social web there is no other possibility. When thinking to the social web the author filters the interesting fact that it can be dangerous to cooperate with others like blogger, because you have to trust them, the damage can be huge.
    In the following the author gives good examples of how to behave in the social media and how the differences between etiquettes of Facebook, Twitter and LinkedIn can be seen.

    Resource: Journal of Database Marketing & Customer Strategy Management
    Volume 17, Issue 3–4, pp 257–261
    Published on October 10, 2010

  37. Snezana M. says:

    Title: How Micro-Influencers are changing Digital Marketing one post at the time.

    Author: Dipti Parmar


    The article describes the development of taking so-called influencers for product placement instead of celebrities. But why, does not everyone dream of using the same make up like Kim Karadshian or however else is popular now? And why in particular is this a very interesting change.

    Everyone who has a social media account know what is going to come next. Especially when talking about Instagram for example most of the posts are somehow connected to advertisement, marketing and sponsored partnerships. Which is, no bad thing at all. But, it gets really annoying sometimes.

    The reason behind choosing micro-influencers is, that they can take more time to communicate with the followers, whereas someone with more than 100.000 followers might not have the time and the patience to respond to the same question over and over again. Also, the post of a celebrity might be too expensive. It is easier to take some local, who is known for something, so that people also can identify themselves with that person. As sales in general are shifting more to online stores and to being purchased from the mobile phone, companies have started already years ago to target their audience via different channels. The article states, that 82% of consumers are more likely to buy something recommended by a micro influencer, as they are believed to be more authentic. And 82% are not something to be underrated.

    A few years ago, it was not necessary to mark every post as commercial or as a sponsored post. A very strong argument that this has been changed, is the fact, that many have taken advantage of this and the customers felt betrayed. The request for transparency arose, as many have lost the trust in brands and companies, which also resulted in bad performances.

    I agree with the article, that influencer marketing is a very actual and also very complex topic. There are unfortunately a few important points, that I missed, while reading the article. Although influencer marketing, no matter if using a celebrity or a micro influencer, has positive effects in terms of revenue, the fact, that it is getting very annoying and not realistic anymore is not mentioned at all. The truth behind these posts is not often visible, you can see that it is a text, that a professional marketer has prepared. The issue with transparency has changed, but it is still an up-to-date discussion and it will take many changes until it is solved.

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