Instagram for Insta-Marketing

My first post on this blog was about the company Sugar Bear Hair and the online celebrities they use to promote their product. I spoke a bit about the influence that these Instagram famous people have, but now I want to expand on why Instagram is an ideal e-marketing platform.

Popularity
Instagram is ideal because almost everyone has it. It is a fun app which people use to search for photos for inspiration, connect with friends, expand their network, and just share photos.
All companies with visual elements (anything that can be photographed, really) should have an Instagram account. Through the use of hashtags, users can easily locate you as well as similar content.

Accessibility
A huge facet (and positive point) about e-marketing is that your audience is more available. Everyone always has their phone in hand, which makes advertising a lot easier. Marketing products to an already aware audience makes the job much easier. I have personally accidentally enjoyed advertisements because I was scrolling through my timeline on Instagram and my attention was on the pictures.

Influence
Like I mentioned previously, influence is a huge factor for marketing products. There are many gatekeepers on Instagram that exist as mini-celebrities. These people are not always necessarily endorsing a product openly (such as the Kardashians posting ads for Fit Tea, for example) but they do display a certain aesthetic that their audience follows them for. This is an easy way for companies to extend their reach to a target market they can already be sure will be interested in their product. Companies can then choose to either pay the online influencer to promote their product (through a post), or send the influencer samples of their product and have them post photos of it with the company mentioned in the caption.

Here is an example of both kinds of advertisements:

As you can see, the photo on the left gently tells users where the clothes come from by listing the brands through a tag.
The photo on the right however, uses clear advertising language in its caption and is a more obvious form of advertising.

Marketers are taking advantage of the e-marketing aspect of Instagram by including ads on their site.
When companies began rolling out their ad campaigns, however, many users swore they would leave. Instagram worked with its advertisers (as well as its internal team) in order to create algorithms that would match user interests with relevant ads.

This combination proved successful, because while ads were still not the preferred content for users, ads more similar to their interests resonated better with Instagram users.

Vine and It's Influencers

Vine is a popular social media application that allows its users, Viners, to create 6 second video clips. Since its launch in January 2013, the app has had so much success that it is able to pay its influencers between $20,000 to $50,000 per ad campaign.

The app uses popular Viners as one of their main sources for income. Companies such as Sephora, Marc Jacobs, and Burberry have all created flashy advertisements, all 6 seconds or less, which has gotten them successful results. 

Newly made Vine stars such as Nash Grier, Cameron Dallas, and King Bach each have net worths in the millions. They have reached a level of popularity on the social networking app that the company pays them for simply posting non-ad related content. Wendy's, a popular fast food chain, pays Viners like Jessi Smiles $3,000 for simply mentioning them in a Vine. 

You may be thinking to yourself, "What is it about these videos that are so interesting?". Well for starters, the app has an "Explore" page that consists of various categories. These categories range from animals, art, and comedy, to a do-it-yourself (DIY) video that instructs watchers on how to create things. 

Businesses such as the San Francisco Zoo uses a clever marketing technique of posting Vines of their animals. The company then places the clip under the animal category and sit and watch as people begin tagging their friends on the video of the cute group of penguins. 

Vine further stretches its influence by patterning with popular social media network, Twitter, to facilitate sharing and viewing Vines. This further expands its e-marketing influence by becoming accessible on a different platform and by allowing companies to advertise through Vine on Twitter. Vine actively engages with users on a daily basis providing feedback on funny Vines and also by providing customer and technical support. 

It is without a doubt that in little as 3 years Vine has dominated the e-marketing network. 

Uber (Marketing) Everywhere

Who hasn't heard of Uber in 2016?
It's a long shot, because it is safe to say that the company's e-marketing strategies have been successful.

The reason companies are popular now is because their communications and marketing teams put in a lot of work in the past.

In 2015, Uber focused on direct mail and e-mail marketing.
Their physical postcard packets were well designed and high quality, modern, content-focused, and engaged users with free rides (up to $20!)

Their emails were appropriate and went exactly for the objections the new company new they would be facing as a mobile based taxi program: safety.
In a clear and concise way, they basically told users, "Look, we understand you're worried about safety, but here's why you shouldn't be when you ride with Uber."

Uber's e-marketing strategy now almost runs itself. The company was a step ahead of dealing with the competition aspect of entering the market since they began before Lyft, but they still had to deal with different forms of competition. People are lazy, and if something seems easier, they gravitate to the choice that requires the least amount of effort.

Uber provided just that and positioned themselves expertly with e-marketing to prove it.

Their app, available on all smart phones, provides users with ease of accessibility and their support and tech team has worked hard to ensure the app runs smoothly.

Uber's Twitter account is also quick to respond to any concerns users may have.

On top of word of mouth marketing, Uber doesn't have to do much to get the attention of their target audience. When they announce a collaboration for delivering puppies or kittens to offices, the news pops from social media platform to social media platform.

Other perks like Uber VIP (users who have ridden over 100 times) and promo codes (available to all who join) keep users interested.

Uber has built up the excitement and now they get to coast.

Have Trouble Deciding Where to Eat? Yelp Can Help

Deciding where to eat has always been a difficult task for my friends and I.
Whether it's debating which place is closest, has the best vibe, and most importantly, has the best food. Luckily for us, the app Yelp provides distance, price average, reviews, and directions.

Yelp allows consumers to write reviews which ultimately effects the businesses' star rating. Yelpers can rate a reviewer's credibility by checking when their account was created and how many reviews they have written.

Users are encouraged to "check in" to places in order to receive titles such as "The Duchess of Jamba Juice" (a title which I proudly held for sometime).

The company's brilliant e-marketing strategy of using real customer experience to provide basic business information such as hours of operation, location, and contact information as well as pictures puts it at the top of Apple's Must Have Apps list.

Yelp's form of income is by selling advertisements. Business owners that purchase advertisements on Yelp have boosted their annual sales by $8,000 according to Boston Consulting Group, March 2013. Businesses can manage their Yelp business page by setting up a free account to post photos, contact consumers about their experiences, and by creating special Yelp deals.



This e-marketing approach encourages users to engage, provide feedback for the company (as well as other consumers) and even as advertising since users can share their check-ins when they visit a location via social media.

The app is perfect for finding the perfect place to go with friends on a Saturday night.

Starbucks | E-Marketing Leadership via App

We're all familiar with Starbucks.
I don't even remember the first time I heard about it- it just seems like it's been here always.

The way the coffee company has positioned itself in our lives seamlessly says a lot about their marketing efforts. Some would even call their strategy aggressive, if their tactics weren't so in tune with what consumers want.

We see tons of Starbucks marketing every day, but somehow we aren't annoyed by it. Why should we be, anyway? Their modern, cool image and comforting products have become a staple of many every day lives.

The key to the company's e-marketing success has started through their app, which, paired with multiple marketing strategies that I will go over next, has made buying coffee easier and more fun for consumers and easier for their marketing team to reach their target audience.

My favorite marketing strategy that Starbucks has used recently is:

Starbucks For Life
This is an ongoing marketing strategy that the company has been using for two years so far. It is a website online, starbucksforlife.com, which allows users to log in with their Starbucks Rewards loyalty program, and earn a game play every time they buy something with their Starbucks Card. If users  match three stickers in a row, they win free Starbucks for life.
The strategy was so successful that Starbucks for Life is available during the holiday season as well as over the summer.
The fun, game appearance makes us forget about commercials and marketing and in the end provides an incentive to buy more Starbucks and earn more plays.

Although marketed toward adults, the game has a whimsical appearance that makes it seem fun to play and attracts adults.

A final point to note is that Starbucks has become almost synonymous with new seasons (and staple products like the Pumpkin Spice Latte). This means that consumers almost look forward to their next marketing campaign and welcome it.

And those campaign marketers know exactly where to hit us: social media.

I experienced first hand (and was very impressed) with their timely marketing strategy for the pumpkin spice latte.
When I opened Snapchat last week to take a photo of me in line at the Starbucks drive-thru for my first PSL of fall, I noticed there was a geofilter called "first PSL!"
It doesn't feel like an annoying advertisement, it feels like the brand knows us, and since familiarity with your audience is a key in marketing, Starbucks is doing everything right.

An example of the PSL geofilter in effect.

Will It Blend? | The Genius Marketing Idea Behind Blendtec Blenders

Before you watch the following video, I need to let you know that before I watched it, my favorite blender on the market was called a Vitamix. After this video, I changed my mind. I want you to think of your favorite blender brand now, and at the end of the video, see if your answer is still the same.

 


Yesterday, I was hanging out with some friends and we were watching funny videos online.
One of my friends pulled this video up and we laughed at it. The man speaks in a funny and entertaining way, and the video itself is nothing short of awesome!

The iPhone is pulverized to dust by the blender.

By the end of the video, I personally couldn't help but think: wow, what kind of blender is THAT?

And just like that, they hooked me and now I know the only blender I've seen so powerful it can blend an iPhone, is called the Blendtec.

And their marketing team is incredible.

Their technique is short, sweet and effective.

On YouTube, Blendtec creates a free account where they upload content.
Today, you watched their video. Well, you and over 5 million others.

For each view, not only does Blendtec make earnings from YouTube alone, they get advertising!

The special thing about their technique, in my opinion, is that at the end of their ads, users dont feel cheated. Usually at the end of commercials, you're aware it's a commercial the entire time and at the end you understand their selling point.

However, as unlikely a combination as it is, the Blendtec sells itself while entertaining viewers.

E(at)- Marketing? Taco Bell Competes to be Your Snapchat BFF

Taco Bell has been around as long as I can remember. When I was in elementary school, I'd mostly see the chihuahua commercials on TV, but having health-minded parents, I never got to eat it much (or think about its marketing efforts.) However, a lot changes in college, one thing being how much more often I think about, hear about, and eat Taco Bell.

Why? Because their marketing efforts have grown up with me and more than kept up with the changing technology and take-over of social media. Taco Bell markets their products on three main social media platforms: Twitter, Instagram and Snapchat.

On Twitter, they reply to posts from college students like myself who may be stuck in class craving a burrito or possibly begging for a discontinued product (mango freeze slushie) to be brought back. They also retweet users who mention them on occasion.
The tone of Taco Bell's social media team when engaging with consumers is really playful and cool, just like their target audience: teens to 20-somethings. Their social media team, composed of people who fit their target audience's demographic, sails easily through new slang, trends, music, and pop culture references.

One of my favorite campaigns they put together was the online scavenger hunt where users had the chance to win Taco Bell for life!

On Instagram, Taco Bell posts tantalizing images of their products, as well as people enjoying them. They have done a great job at creating hype for eating their food, and make it seem like a fun experience to get Taco Bell with friends.

The Taco Bell Snapchat account takes followers behind the scenes of the "Taco Bell Food Lab" on occasion, showing hints of new products as well as building up excitement for twists on old favorites.

Since we're talking e-marketing, we have to mention the app. The Taco Bell app was launched last year and it allows users to pre-order and pre-pay for their food so when they arrive at their nearest Taco Bell store (found through the use of GPS technology), they can skip the line.
Though the app has had a few bugs, they have been minor and the company has made up for it by providing users with coupons for up to 25% off their entire order as well as $1 slushies.

In conclusion, I think Taco Bell's marketing and social media team have things perfectly sorted out and if they continue to keep up with social media trends and pop culture the way they have, they will have no problem staying at the top year after year.

Sugar Bear Hair Gummies: Taking Over Instagram

As we progress further into technology being the center of all we do, marketing efforts are working to match that.

One of my (and millions of other girls') favorite social media platforms is Instagram, and these companies know that. Watching my feed go from just posts from my friends and celebrities (during the rise of Instagram) to sneaky advertising every other post, has been interesting because behind every ad -no matter if it is endorsement or not- there is a marketing strategy.

Sugar Bear Hair is a company that sells vitamin gummies which allegedly promote healthy hair growth. 

What is interesting about SBH's approach to e-marketing is that they use "online celebrities" to promote their product. These endorsers range from successful YouTube vloggers and makeup artists, to Playboy models and girls who are just popular online for seemingly no reason at all.

The strategy works in a similar way that celebrity endorsements work. For example, the Kardashians have developed a way to reach out to their audience of mostly young girls by using an approach that makes it seem like you could be friends with them. They post photos of themselves with a box of weight loss tea and although some are catching onto the fact that it's just advertising, most see celebrity endorsements as recommendations from friends.

The marketing strategy is then plummeted even further via websites that report on celebrity trends. 

All in all, this method of e-marketing has proven effective and it is worth it to track its progress as time goes on.