...------------------------------------------------- Digital and social media marketing STRATEGIES at sandal resorts international Submitted by: Isaiah Shavaun Hippolyte Submitted to: Mr. Ian Embury Date: 16 March 2016 B.A. (Hons) International Hospitality Business Management University of Derby Online Digital and Social Media Marketing Word count: 2000 Submitted by: Isaiah Shavaun Hippolyte Submitted to: Mr. Ian Embury Date: 16 March 2016 B.A. (Hons) International Hospitality Business Management University of Derby Online Digital and Social Media Marketing Word count: 2000 Table of Contents Executive Summary 2 Introduction 3 Findings 4 Digital marketing strategies and their potential strengths 4 Challenges associated with Digital Marketing 6 Sandals digital marketing initiatives 6 Sandals social media marketing initiatives 9 Conclusion 10 Recommendations 10 References 11 Executive Summary The Sandals presence on various digital and social media platforms is relatively remarkable with 771 870 likes on Facebook, 304 000 followers on twitter, 167 000 on Instagram and 9 000 on Pinterest. An impressive 99.4 % of their social media referral traffic stems from Facebook (Hutchinson 2015). This report aims to review those digital and social media marketing strategies undertaken by Sandals Resorts International. To deliver on this aim, the following objectives will be employed (1) the digital and social media marketing initiatives will be explored...
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...The Digital Footprint Analysis of FamilyFun Magazine: Examining the Importance of Social Media for Magazines Capstone research prepared for: NYU M.S. in Public Relations and Corporate Communication by Priyanka Mulimani, New York University Kerry Lee O‘Grady (Advisor) September 2013 Priyanka Mulimani Page 1 Abstract This paper researches the evolution of the magazine industry, its transitional phases and its adaptation to new technologies. The study examines the role of the Internet and social media for the magazine industry and the resulting impact on readership. It involves research and analysis of different social media elements and ways in which print magazines embrace them. The overall objective of this project is to examine the digital footprint of FamilyFun magazine and successfully devise a measurable social media strategy (with tactics) for it. The research highlights different ways present-day magazines use social media channels. The results of FamilyFun magazine‘s social media audit are tabulated in the presentation that follows. The presentation also includes the competitive analysis of FamilyFun magazine, which forms the basis for developing strategies and tactics for it. Additionally, the social media analysis of FamilyFun magazine provides an in-depth understanding of social media presence of parenthood magazines. Finally, based on the overall research and analysis, a list of best practices for effectively using different social media channels...
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...it’s no surprise that digital marketing is constantly growing field with incredible scope. In fact, here’s a graph on what the predicted prospects of various marketing careers look like: (Pretty impressive right?) However, it is also true that the digital marketing domain is still relatively new. As such, formal qualifications to get into this field are neither fixed nor predictable. But this is often a blessing in disguise as the onus is on skills rather than a list of qualifications. Despite the lack of fixed qualifications to define this internet marketing domain, though, certain educational...
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...Project How can HMV optimize social media for music promotion Content Abstract 3 1. Introduction 4 2. Industry Context 5 3. Management Issue 9 4. Literature Review 15 4.1 Digital Music Market and Retailer 15 4.2 Social media 18 4.3 Social Media Tool and Music Retailer 21 5. Research Gap and Significance 25 6. Research Aims 25 7. Research Methodology 27 7.1 Research Source: Secondary data 27 7.2 Research Method: Case study 28 7.3 Research Steps 29 8. Research Analysis and Findings 31 8.1 Research Analysis 31 8.1.1 Audience Insight 32 8.1.2 Direct, Simple and Convenient Design 37 8.1.3 Insider Strengthening 39 8.2 Research Findings 41 8.3 Research Recommendation 42 9. Research Limitation 43 10. Conclusion 44 References 46 Abstract HMV is a British entertainment retailer, which is selling music including physical music and digital music. However, HMV does not runs good social media. In this dissertation, I will explain music industry context and HMV’s social media issue, followed by reviewing literatures about digital market, social media and music retailers. Furthermore, I design a research with secondary data research and case study method, and investigate how to deal with HMV’s social media issue through exploring what and how do other successful cases do for this challenge especially on social media. Key words: Digital market, Music, Retailer, Social media, Introduction HMV, which...
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.......................................................................................... 4 3. 1. Strengths ..................................................................................................................................... 4 Strength 1. Highly innovative newspaper company that has been a leader in news development .... 4 Strength 2 – Gannett is currently the largest newspaper distributor in terms of circulation ............. 4 Strength 3 – Strong portfolio with multiple Brand Extensions and Partnerships ............................... 4 Strength 4 – Excellent presence and distribution in the digital environment .................................... 4 3.2. Weaknesses .................................................................................................................................. 6 Weakness 1 – Relatively small amount of digital subscribers ........................................................... 6 Weakness 2 – Overall revenue and profit is decreasing in their print distribution ............................ 6 Weakness 3 – Majority of USA Today’s circulation is confined in the United States .......................... 6 3.3. Opportunities ............................................................................................................................... 7 leading...
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...Digital Technology and Social Media’s Necessity in Communication Theory Courses Communication is a social process in which individuals imply symbols or behaviors to create meaning in their surroundings (West & Turner, 2018). Communication plays a vital role in society, especially in the present, digital mass media. While communication is often presumed to be face-to-face interaction, due to digital technology social media has altered that assumption. Social networking has a variety of discrete characteristics and trending effects. The use of social media is necessary to study to enhance better communication skills and is important to study in a communication theory course. Social media’s extraordinary prevalence will continue to grow within...
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...Effectiveness of Digital Journalism to Mass Communication Students from Five Selected Universities In Metro Manila A Research Proposal Presented to the School of Education-Liberal Arts-Music-Social Work Centro Escolar University In Partial Fulfilment Of the Requirement for the subject Undergraduate Research I By Joshua Austria Jaren Resontoc Ma. Anne Margarett Tumale Effectiveness of Digital Journalism to Mass Communication Students from Five Selected Universities in Metro Manila CHAPTER 1 The Problem and its Background Introduction Digital journalism is the recently established form of media. It is the contemporary form of journalism in which the news content is distributed using the internet. The content is presented in the form of text, videos and audio. The news content is available throughout the internet in the official websites of news and public affairs companies. It can be viewed by using any digital platforms such as laptops and smart phones. The world of media today is dominated by both television and internet or digital media. People nowadays are into convenience, especially now that technology is abruptly rising. People want a faster way to acquire information, that is why digital media or digital journalism is rising among the other forms. Digital technology is revolutionizing the field of news industry by creating a contemporary form of news distribution. It makes the distribution of news faster and easier than television, radio and...
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...Academic Session : 2015-2017 Term : IV Course Name : Digital Marketing Name of Instructor : Prof. Ami Shah Guest Faculty, if any (Yes /No): No If Yes, Name of the Guest Faculty: _____________________________________ Affiliation of the Guest Faculty: ________________________________________ Number of Sessions to be taught by the Guest Faculty: ___________ ------------------------------------------------- Course Objectives The Internet has become an integral part of our daily lives. It has helped in making information easily available as and when requested. In the era of .com and eBusinesses, brands have created their websites and online stores to keep consumers and prospects informed, tailor make customized offering and interact with them in a personalized manner. Consumers are increasingly turning to the Internet as this is one of the most ‘non-intrusive’ platforms that provide information ‘on-demand’ at anytime that’s most convenient to them. Emergence of social platforms has further changed the digital landscape. Social platforms provide new ways to connect and interact with friends, find and befriend people who share a common interest, build professional circles and voice free opinion on any and everything. In a nutshell, social platforms have helped in community building, exchange of information and honest expression of thoughts and ideas. To a marketer, social platforms open a plethora of opportunities. A marketer...
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...YourFirstName YourLastName Instructor's Name Course Title 30 November 2013 Digital Life The Impact of Digital Life to Human Social and Cognitive Processes People in the current society are more connected to each other than any other time in human history, thanks to digital technology. But people are equally more distant from each other and lonely in their detached lives. The result is a strain on personal and social relations as well as thinking. To some people, digital media is their life and it directs every aspects of their living. While digital technology was intended to bring people closer, it has only served to push them further apart. And as it was intended to enhance knowledge, it has highly diminished the quality and nature of our thinking. In reality, it is constricting rather than expanding the horizon for human nature in social and cognitive processing. Digital media has changed how people think about themselves, relationships, and the sense of being human. Virtual interactions may make people feel good and secure but it leaves them diminished in a human sense. According to Turkle (11), it has eroded the ability of people to live comfortably offline. People feel out of place during face-to face interactions and there is a great sense of loss when one loses their phones or computer. Relationships between parents, friends, siblings and the community have significantly changed. People deal with members of their immediate family in the same way they...
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...emphatic concept has caught more interest from advertisers than engagement as it embodies a sense of involvement. (Calder 2012). Meanwhile, digital technology continues to emerge, the enveloping technologies has impacted the communication between individuals in daily life, on the other hand, it has modified how advertiser engage with targeted consumers in a digital age. When it comes to advertising, Digital technologies have fundamentally revolutionized how and where advertisers implement the practices in the advertising industry. It defines as “digital advertising”, a form of advertising where businesses implement internet technologies to present promotional advertisement to consumers, digital advertising also includes brand messages presented through social media networking, online advertising on search engines, as well as banner advertising on mobile and website. (Andrew 2010). When it comes to advertising expenditure, digital platforms offer a greater opportunity, timeliness, and relevance to achieve greater understanding to advertising expenditure. This essay will be discussing how advertisers accommodate the trending in digital development and how to engage with the potential consumer in digital ages through three components. First of all, advertising on social media networking perhaps is an essential for advertisers to engage with as social media has been heavily using among young consumers. Second of all, the concept of “over the top” has upended the traditional television advertising...
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...technology has prominently advanced thereby compelling media to develop a sense of convergence when it comes to broadcasting news to the nation. In this essay I will firstly be discussing what is journalism, followed by the description of news is. Secondly I will show how news reporting has advanced from its traditional ways to a new and modernised method that allows people to be more involved with the news, and thirdly I will show how the internet and other phenomena such as social media has influenced news production and content through the use of examples. Journalism refers to the works of writing that informs...
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...technological advances and developments. The term “new media” is difficult to define in the vast jungle of technological advances that affect many areas of society today. 3D-televisions, smartboards, DVD’s, recording devices, cellphones, tablets, iPads, smartwatches, Google Glasses and computers are only a trifling list of technological devices invented in the last 30 years. It is also impossible to ignore the creation of the World Wide Web in 1995, with its radical growth from sixteen million users in 1995, to three thousand and seventy-nine million in December 2014 (cf. Internet World Stats 2015). The internet is changing the daily life of individuals in areas such as shopping, job hunting...
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...in the last few years, Social Media has grown from being a mere digital channel for “socializing” with other media, into one of the most powerful digital marketing tools for brands and businesses. It has proven a very cost-effective way for promotion and advertising in a new, subtle and very personal way that businesses are doubling their Social Media Marketing budgets during the next five years. Many businesses are jumping into the Social Media Marketing (SMM) bandwagon, many of which are not even properly planning or assessing the effectiveness and the impact of SMM for their companies and brands. In truth, there are two sides to the SMM coin. One promises profitable success, particularly if SMM is done properly and effectively. On the other side, SMM may prove detrimental to your brand, bringing in results that maybe opposite from what you expected. So, Digital Marketing Philippines attempts to provide you with this definitive guide that will highlight the Pros and Cons of Social Media Marketing, so you can make intelligent decisions that will be instrumental in setting the fate of your overall digital marketing efforts. The Pros of Social Media Marketing for Business Businesses going gaga over social media? You can’t blame them for Social Media Marketing does have its perks, and the following will tell you why. 1. Social Media Marketing is Low Cost One of the main advantages of SMM over traditional media advertising and other digital marketing channels is...
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...current digitally-mediated multiliteracy practices within digital popular culture. The participants included three male and two female students of a private high school in the Midwestern United States. The study is framed by the notion that literacy is a socially, culturally, and historically situated discursive construct rather than a purely individualized cognitive endeavor. This social constructivist theory of literacy emphasizes the social conditions necessary to navigate the economic, social, and political worlds of the 21st century. The purpose of the study was to explore the students‟ multiliteracy practices that they enact through their activities within digital popular culture. Data collection methods included synchronous interviews facilitated by video conferencing tools as well as observation of the participants‟ online activities and member checks conducted via email and instant messaging. The analytic strategy employed during this study was informed by Clarke‟s (2005) situational analysis method. The study‟s findings indicate that literacy practices in which the study participants have engaged through informal learning activities within digital youth culture have had a much greater impact on enabling them to cultivate the multimodal literacies necessary within a postmodern digital era than have their formal educational experiences. Keywords: Literacy; multiliteracy; digital popular culture; online, digital media; youth Introduction The experiences of students in...
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...Teachers, Privacy and the Ethical use of Digital Media OUTLINE Digital Media and Teachers - Ethical implications for teachers and their personal use of social media - Is it ethical for teachers and students to be friends on social media sites? Expected Privacy While Using Digital Media - Privacy Breaches - Ethical use of personal identifiable information Conclusion References Digital media has greatly enhance the way that we share things in both our personal and business lives. It has enabled us to share things with our communities so fast and so easily that we to forget about the ramifications that could come of this technology if we don’t fully understand its power. As more and more people and organizations turn to digital media the implications of our actions begin to present themselves. There are various ethical concerns that need to be addressed as we consume digital media in our everyday lives. These challenges are widespread and can be applied to virtually every corner and medium of the internet. In this research paper we will address just a few areas of concern listed below: • Should teachers be allowed to communicate with students via social media? • Should a teachers personal posts affect their professional life? • What amount of privacy should we expect and who is responsible to maintain that privacy? • Just because you can say it does it mean you should? These questions touch on the huge subject of ethical...
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