I recently read a 60 Minutes transcript called Influencers. It is an interview with several marketing influencers discussing their experiences and what they do. One thing I observed is that this type of marketing can be organic but has the potential to be unpredictable. The videos are usually short, made on a cell phone, and may not be planned out leaving the quality lower than a television ad.
By hiring these influencers, marketing companies have used personas and realized that the particular influencer reaches their target audience through online data mining. As Logan Paul, an influencer says, “I speak the language of millennials, and they respond to my content.” (Whitaker, 2016)
These influencers can reach people that marketers can have trouble reaching. Younger audiences are more drawn to authentic sources.
Marketing perspective may impact the relationship between a company and the consumer. Using influencers can build trust with consumers. The influencers know who their audience is and exactly how to talk to them. It’s a personalized message as opposed to a sterile advertisement on tv. Using influencers also opens the dialog between consumers and companies. Marketing shapes a relationship between a company and consumer while influencing how they shop, their perceptions, and it creates a relationship between the two.
I recently read the article Tale of the Tiger: Customer Service. The heartwarming story is about a boy who accidentally left their stuffed tiger in a play area at Tampa airport. An employee took pictures of the boy’s tiger vising all the different places in the airport and then created a story book to give the child about his tiger’s adventures. I have no doubt that the parents were dealing with an emotional situation. All my kids had a special stuffed animal and when they came up missing, I was frantic to find it. The airport addressed the needs of the family by contacting them and letting them know the stuffed tiger was safe and in good hands. Then they went above and beyond.
This is a successful customer service and marketing story. First, it’s important to note that the employee recognized the value of the tiger and the value of the child and the family who left it. In that moment of recognition of emotional value, they chose to find a way to make the tiger’s stay at the airport special.
After the story went viral, the airport responded to followers’ appreciation of the story. The article mentions one of the comments made was from a staff member’s mom. She said, “”What a great story. What a great airport,” the airport answered: “Thanks, mom!” That prompted this reply: “I love that TPA has a mom … who’s also on Facebook.” This is a terrific example of a business taking a situation and using it to create dialog and respect for their business.
I think it would have been a good idea if the airport took it a step further and created a short reel of the tiger meeting airport staff to post on social media. Overall, I think it was nicely done. I hope that the staff members get some sort of bonus for going the extra mile.
After looking at the company’s current company web page and their Facebook page featuring their latest news, I think they are still effectively marketing and appealing to customers. One news story talks about the steps the airport has taken to ensure they are treating staff members well. Since covid employees have become much more aware of the importance of a work/home life balance and other mistreatments in the workplace. Knowing that employees are treated well is important for outside consumers to know but many companies forget that employees are customers too. The website also posted an article about the women who run the airport. In a time when women are feeling like they are under attack politically and unappreciated, it is a good time to recognize women for all they do. This opens the conversation for more ethical engagements. The company’s Facebook page features the latest renovations to the airport and advertisements for new nonstop flight options to Bangor, Maine and Pensacola, Florida.
Tampa Airport doesn’t seem to have an official app but there are apps that are made by other companies that will give information. This is one customer service feature that Tampa Airport could do differently. Having a link on the company website to the Google or Apple play store could help meet consumers needs more efficiently as more and more people are interacting with companies through apps on their phone.
I use social media daily. Knowing how to sufficiently use social media is vital in today’s marketing. Many people stream movies and TV without commercials. Our local newspaper has stopped publishing physical copies for many days of the week and raised the printed paper’s price. The sources we used to advertise aren’t quite as efficient or seen as they used to be.
Social media is the main place that people discover new products, learn about the news, and keep up with area attractions. For instance, the football hall of fame, here in Canton, Ohio, has been creating a space that will attract more people to visit and stay in canton. They’ve put in a shopping area with places to eat, built areas for children to learn and play football, and are currently working on the construction of a water park. they often publish special events or update our city on the construction progress through Facebook. This is just one example of how marketing has evolved and its uses.
There are so many sites and applications that exist, each with its own purpose and atmosphere. I spend most of my time on Facebook, Instagram, Associated Press (AP) News, and TikTok. I use Facebook and Instagram mainly to keep up with the lives of family and friends. I like TikTok for its unfiltered news. We no longer wait to hear about what is happening in the world. We can experience and learn to understand each other in real-time. I have noticed many politicians now use TikTok to update and show constituents what is happening in Congress. This educational forum is where politicians can share their ideas and frustration. I visit the AP news mainly because it is one of the least biased news sources. I prefer to hear the facts and come to my own conclusions. I spend a lot of time researching whatever comes to my mind. Whether I’m looking for recipes for dinner or finding articles on how to be a better pet parent, I am exposed to ads.
It is hard not to have positive and negative emotions about social media. Facebook, for example, has gradually decreased the amount of posts we see from our friends and family. They have chosen to immerse the platform with advertisements and articles about whatever they have decided is important to us. I think if they aren’t more careful, they will lose people when they find other platforms to connect each other. This lack of balance between connection and ad immersion is harmful to both marketing and human connection. It is the human connection that draws people to many platforms and when ads become all a person sees, it loses its draw.
My needs are more satisfied using Instagram. This platform currently has a more balanced combination of connection and marketing. I can see pictures of my friend and her family in Canada. I can follow their Tattoo business and their family karaoke nights. I can also get coupon codes from Pet supplies plus, as well as follow my favorite social media dogs. In my opinion, if you haven’t followed bunny the talking dog on Instagram, you are missing out. I would have to say Instagram is the most balanced.
Many companies still use email to try to catch my attention. However, to be honest, I only read important emails and rarely open advertisements. I don’t have time for that and feel I get enough advertisements scrolling through the internet and on social media platforms. Occasionally a good subject line with a high-value discount will catch my attention. email has just become a flood of advertisements and junk mail. I get about five emails a day from my kid’s schools, and it can just get overwhelming to have so much to weed through.
I have noticed that social media today is a battle between connection and marketing. Overall, I believe social media can be a valuable tool for marketing as long as it is executed well. Platforms need to remember that people are drawn to connection. They need to feel connection with their loved ones and also with the companies products they love most.
Marketing Adventure 