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Marketing Objectives
<p>Marketing objectives are measurable, definable goals- such as increasing sales, brand awareness, or web traffic- that allow marketers to determine the success of their overall campaigns. When setting these objectives, marketers must be sure they are specific, measurable, attainable, relevant, and time-based to provide clear, specific actions and overall direction (Smith, 2024). Three main things […]</p>
Hannah Braun
Jul 24, 20244 min read


Tools to Define Target Market
<p>One tool that can help marketers define their target market is social media analytics. These analytics provide insight into important demographic data- including age, gender, location, and interests- that provide marketers with the necessary information to begin identifying their target market. Once identified, marketers can then use targeted social media campaigns to further understand the […]</p>
Hannah Braun
Jul 17, 20242 min read


Data Analytics Trends 2024
<p>The article I chose is entitled “14 Data Analytics Trends for 2024: What You Can’t Ignore,” published on February 21, 2024 (link: <a href="https://userpilot.com/blog/data-analytics-trends/" rel="nofollow">https://userpilot.com/blog/data-analytics-trends/</a>). This article discusses important trends in data analytics that will aid marketers in understanding customers, enhancing product features, optimizing business operations, and driving strategic business decisions to dr
Hannah Braun
Jun 30, 20243 min read


Consumer Engagement- Herbalife
<p>Brand: A brand that faced both legal and ethical issues is the well-known brand Herbalife. Founded over 40 years ago, Herbalife is a self-proclaimed active and lifestyle nutrition brand offering weight loss and nutrition shakes, bars, and supplements. The brand has even expanded into skincare in the past decade. Aside from nutrition and skincare, the […]</p>
Hannah Braun
Jun 3, 20245 min read


Defining Key Performance Indicators
<p>KPIs, or key performance indicators, are a statistical way of measuring specific metrics to meet a company’s objective. These can include- but are not limited to- impressions, views, click-through-rate, conversion rate, net promoter score, and engagement rate. These metrics help businesses determine which elements in their marketing strategy are working and which areas need improvement. […]</p>
Hannah Braun
May 21, 20243 min read


The Importance of Brand Positioning- Petco
<p>One company that failed to position itself using the name and logo in recent years is Petco. In 2020, the classic imagery of the blue cat and red dog against the red brand name that had drawn consumers in for years was replaced by a simple blue text reading “Petco The Health + Wellness Co.” […]</p>
Hannah Braun
May 16, 20243 min read


The Hub-and-Spoke Method
<p>The hub-and-spoke method can be broken down into a hub of central information that sends out crucial information to the surrounding spokes (or different business units) to keep operations running smoothly. The hub is created of important team members such as the senior analytics specialist, web analytics specialist, platforms manager, marketing analyst, and anyone else […]</p>
Hannah Braun
May 8, 20242 min read


Predictions in Significant Developments in Digital Advertising
<p>The three most significant developments in digital advertising over the next five years that I’m predicting are TikTok ads, artificial intelligence, and influencers. TikTok isn’t just one of the most popular social media platforms with over 1.5 billion monthly active users and predicted to have over 2.2 billion by 2027 (West, 2024). TikTok ads are […]</p>
Hannah Braun
Apr 12, 20242 min read


The Garden Project- Home Depot
<p>Home Depot’s main business is retail of home improvement products in the United States. They offer flooring products, lumber, tools, kitchen and bath, tools, paints, plumbing, building materials, hardware, decor, millwork, appliances, electrical, lighting products, indoor garden, and outdoor garden. The value Home Depot offers customers is a large selection of various home improvement products […]</p>
Hannah Braun
Mar 10, 20242 min read


Unethical SEM Tactics
<p>The 2011 case of Overstock.com is a great example of a company engaging in unethical SEO practices and facing the consequences. Overstock.com was convincing colleges and universities to embed links on their websites in return for discounts for faculty and students knowing that “.edu” carries more authority in the search engines than “.com” or “.net.” […]</p>
Hannah Braun
Feb 18, 20242 min read


The FTC vs AT&T: Illegal Practices in Mobile Marketing
<p>In the 2016 AT&T case, over 2.7 million customers’ rights were violated- specifically section 5 of the Federal Trade Commission Act. This act prohibits deceptive or unfair practices in or affecting commerce (Federal…1914). AT&T violated this law by participating in mobile cramming (adding third-party charges to mobile bills without consent). The negative consequence for the […]</p>
Hannah Braun
Feb 18, 20242 min read


The Advantages of Mobile Marketing
<p>It’s no secret that people use mobile phones and tablets for a good portion of each day. Smartphones have become almost a necessity in today’s world full of QR code menus, Etsy shops, and the like. A majority of time spent online is spent on social media- a completely free and undeniably effective marketing channel. […]</p>
Hannah Braun
Jan 21, 20244 min read


Paid vs Organic Marketing Strategies
<p>SEO (search engine optimization) and SEM (search engine marketing) are two critical elements to a business’ success. SEO is a long-term strategy using keywords and web content to increase organic search traffic and visibility on search engines. SEM is a more short-term approach involving paid promotional advertisements on search engines to produce quick results. First, […]</p>
Hannah Braun
Jan 20, 20242 min read


Green for Profit or Green for the Environment?
<p>The socially responsible company I chose is Patagonia. Although the company has complications regarding its size and supply chain complications, its ethical and social responsibility can still be used as an effective example. Patagonia was the first Benefit Corporation in California when legislation was passed to allow this (Ames, 2023). “A benefit corporation is a […]</p>
Hannah Braun
Dec 9, 20232 min read


Preliminary Findings and Limitations- Apple
<p>The company I chose for my final project is Apple. As a loyal consumer of their products who can’t go a single work day without her iPad, I chose this brand because it’s familiar and personal to me. I feel that because of my large amount of time spent online, I have a good indication […]</p>
Hannah Braun
Dec 3, 20233 min read


Duracell vs Energizer Brand Strategies
<p>I chose the battery companies Duracell and Energizer to compare brand strategies. With a 2022 net profit of 2 billion, Duracell would be considered the “top dog” over Energizer, which ended 2022 with a net profit of just over 3 million (Energizer…2023) (Get…2023). Energizer has been in the game since the late 1800s, making Duracell’s […]</p>
Hannah Braun
Nov 25, 20233 min read


Market Segments and the Strategies to Reach Them
<p>In the case study article Under Armor’s Willful Digital Moves, many market segments were identified. A market segment is a group of customers with similar needs and wants, and the first one identified was the male athletic demographic. The strategy was simple, the brand would be created for “tough” men, offering innovative, technical apparel that […]</p>
Hannah Braun
Nov 5, 20234 min read


Apple Basics: Market Research
<p>The company I selected for my project is Apple. I chose this company because as many problems as their technology has, they still have a cult-like following that even includes myself. Samsung has proven to be more customizable and in some cases fit people’s needs better, but the thought of sending a green text message […]</p>
Hannah Braun
Oct 29, 20233 min read


Consumers: What Kind Am I?
<p>Hannah Braun What type of consumer are you? There are two types of consumers- individual and organizational. Individual consumers purchase to satisfy personal needs while organizational consumers purchase to manufacture other goods, resell materials, or act on an organization’s behalf. I am an individual consumer most days as I just purchase for myself or I’ll […]</p>
Hannah Braun
Oct 29, 20234 min read
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