Discussion & Response
***W6: Discussion (No more than 250 words)
Marketers have many means of communicating with the public. With the rise of digital and mobile strategies, consumers can receive marketing solicitation around the clock.
Research
Research communication strategies carefully, considering the pros and cons of each method. Consider how value is communicated in marketing.
Discussion
· Considering the industry you work in or aspire to work in, what type of communication strategies are predominant?
· Considering the many available mediums, is TV advertising still the most powerful, or has it faded in importance?
· For your final marketing plan- which mediums will you focus on and why?
My proposed Nike marketing campaign target market would be urban consumers in the Gen Z and Millennial age group between the ages of 18 and 35 years who base their purchasing decisions on sustainability, inclusivity, and authenticity.
***Discussion Response(No more than 100-150 words) HB
Marketing Communication Strategies in the Modern Era
In today’s business environment, marketing communication has evolved far beyond traditional media. Digital platforms, social media, and mobile marketing now dominate how organizations connect with consumers. Each strategy carries unique advantages and challenges. For example, digital marketing offers cost-effectiveness, real-time analytics, and precise audience targeting, while traditional media such as television and print still provide broad reach and emotional engagement. However, traditional advertising is expensive and less measurable, whereas digital methods allow for personalization and interactive engagement with consumers (Kotler et al., 2022).
In the real estate industry, where I plan to build my career, communication strategies increasingly rely on social media, email campaigns, and virtual tours. These tools provide immediate access to potential buyers and allow for showcasing properties in a more immersive way. Digital storytelling through platforms like Instagram, YouTube, and Facebook has replaced many conventional outreach methods by fostering trust and personal connection.
Although television advertising still carries influence, its dominance has diminished due to the rise of streaming platforms and on-demand content. Audiences today seek convenience and authenticity, which makes personalized digital strategies more effective.
For my final marketing plan, I will focus primarily on social media marketing and search engine optimization (SEO). These mediums best support engagement, visibility, and cost-efficiency while allowing data-driven adjustments to maximize impact. By integrating these strategies, businesses can better communicate value and maintain meaningful, ongoing relationships with their customers.
***Discussion Response(No more than 100-150 words) SO
The industry I may aspire to work in in the future is agriculture. Specifically I would love to own an orchard back in my hometown someday. The main business of my orchard would be of course selling produce domestically and internationally, but I would also enjoy having a farmstand for more local interaction and representation. Communication and marketing strategies that would help build up this farmstand’s business would be a diverse communications mix.
I would say the most predominant means of communication for such a business especially locally, are going to be rooted in word of mouth. Word of mouth may be truly face to face communication, but I believe it can also be more broadly represented by trust in recognized and verified social media influencers with ties to the community. At a global corporation level authenticity in the valid use and benefit of the product is important from a social media perspective. For a local business this is true also, but the individual speaking on your farmstands behalf should also be recognized as a local or as having roots in the venture. These individuals and this advertisement channel is built upon the idea of welcoming others into a story. Customers who engage with the content are shown what a day at the farmstand could look like with family and friends. This advertising is not disruptive, but is enhancing. TV advertising has many benefits, but arguably not many of those benefits apply to my use case.
Advertising for a farmstand does not require a captive audience and interactive advertising is encouraged. In other words customers are already searching for opportunities to engage in the experience and social media as a platform provides options for people to enjoy their weekends. The interactions with such content is also in itself part of the experience and enhances customers interaction with the ‘service’. Put simply a customer may be looking for something fun and local to do on the weekend and then socially or mentally receives additional benefit posting their experience. As this happens I gain free advertising and valuable business feedback. Traditional advertising channels such as TV don’t provide the appropriate level of audience reach and they do not build trust in the same way with the audience. Someone watching the super-bowl in Texas is not interested in my farmstand in Oregon. While there are ways to tailor your advertising to more local areas, I would be skeptical as to the real number of members being reached, but also doubt that a TV commercial would build the same level of trust and confidence in the farmstand as a post or story on social media. Social media allows for real time updates unlike TV advertisement giving opportunities to promote sales or events without hiring an acting team, editing team, and paying to sit in the que between pharmaceutical commercials. I think the defining differences is whether your product is likely to be sought after. Pharmaceutical companies don’t necessarily have customers searching for their products, or following influencers on social media who promote the lifestyle. Therefore, they must advertise to their audience in a one way and captured form. This channel would not be cost effective or necessary for me advertising a farmstand. Not all traditional advertising is lost though, as I do believe a cheap and quick add in the local radio or newspaper may be of benefit for capturing and older or alternative audience who may like to visit the farmstand, but appreciates the older mediums of communication.
Taking a bit of a turn here I believe the final question for our discussion post this week is intended to be geared toward our final projects. In that case the company I am building a marketing strategy for is Harley-Davidson. The company currently relies on a number of communications channels and has kept their message fairly consistent. They have a great website, good SEO, great user generated content, and a strong social media presence. They undoubtedly advertise directly through emails, they do sponsor events, rides, and clubs, and their physical brand image above each of their dealerships is a beacon for new and old riders alike. While there is a challenge in cutting through the noise of the online world, I believe a revitalized social media approach with a focus on story telling / visualization for the younger / rider of the future would be my suggested focus. Without alienating old motorcycle veterans, Harley-Davidson needs to put an emphasis on building on tradition and legacy thoughtfully. A storied focus on something like ‘the world is changing, but the ride never changes’. With that statement at heart, Harley Davidson needs to flood the social media channels with direct user generated content displaying how younger or new riders are exploring the world rebelliously on their new bikes. Being that the younger audience is my target demographic, I would like to do research on how well direct advertising works or if we are wasting money there. Personally at 28 I have signed up for quite a number of email groups to save 10% or get rewards. I am bombarded with direct advertising. Of the 100,000+ emails I have received, I have maybe earnestly opened 30 of them. Usually it is because the subject line appears alarming in some way haha. So with all of this said – I plan to dive into demographics research to define my target audience well and then consistently employ an enhanced social media effort to attract new customers and enhance the older customers story of their historic rides. Of course all advertising to some degree is a wager, and if customer feedback was negative, social media will give me a far more responsive means to course correct than would be available through traditional advertising channels.
References
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BMC Medical Informatics and Decision Making, 19
Gurney, J., Fraser, L., Ikihele, A., Manderson, J., Scott, N., & Robson, B. (2021). Telehealth as a tool for equity: pros, cons and recommendations.
The New Zealand Medical Journal (Online), 134(1530), 111-115.
Kotler, P., & Keller, K. (2014).
Marketing management (14th ed.). Upper Saddle River, New
Jersey: Pearson Prentice Hall
