As a communication medium, blogs represent a significant opportunity to further corporate marketing goals. Consumers often rely on independent opinions in prior-purchase decisions, and often seek out perceived experts through blogs as a reliable source of opinion. Business’ can likewise use the blogs of their suppliers for product information to build relationships. Blogs also offer a new opportunity for corporations to monitor trends and opinions in the marketplace. However misguided or malicious employee blogs have the potential to damage a corporation’s carefully crafted brand. Another harmful effect of blogging to the organization is that customers can voice complaints to the world in an instant as well as experts that can criticize products and corporations which can then influence a potential consumer. Competitors can employ bloggers to attack corporations, or hire bloggers to start negative blog campaigns for no apparent reason, however this is not ethical and can be turned around to hurt the original organization, this information was stated by Joshua et.al. (2008 cited by Millette 2005).
During this final blog post I shall be concluding my opinion on some issues I have previously written about. During this unit; Digital Communications Strategies, I have been able to hear other opinions and gather further information from other people, including people from my course, reading their blogs and other information I have had a better knowledge of some subjects that has given me a better platform to make a true personal opinion.
My first blog; Virtual transactions from the mobile, I opinion surrounding the security of the technology behind virtual transactions and the mobile wallet is still the same, I believe that relying on technology to keep your information safe isn’t reliable. To confirm this, in the past week the maker of CurrentC, an Apple Pay competitor, was hacked by a third party who managed to gather client information. Obviously due to the significant growth in online shopping and online payments then virtual transactions will continue to grow,, however before this I believe that companies should focus primarily on security rather than creating systems on mobiles and tablets.
Following the theme of technology being a danger to general society, in the way that; people leave their security information and personal details in an online database that physically has no protection. In my third blog I looked further into ‘The dark side of the web’, I focused on the fact that although crime is generally going down there has been a recent increase in cyber-crime, and that the statistics of card fraud and online banking crime are not included in the general crime statistics. The vast scale of scams and crime happening on a day to day basis on the web makes it near impossible for the police to regulate it and control it, from this simple fact is the reason why it is on the up, the benefits outweigh the negatives.
In my third blog I also looked into the subject of online paedophilia and how it is also a danger online and how the web offers some people a wall to hide behind. My opinion has stayed the same on this topic especially after looking further into the subject, many physical crimes are supported by evidence that is online and planning that is through social networking sites or the web, by focusing more on online crimes I believe that it could enable the police to keep control over physical crimes, excluding those that are impulse. There has been evidence in the U.S in an increase of activity for criminal agencies requesting information; Google saw a 40% increase in information requests from the U.S from 2009 to 2011. This is a trend that is visible throughout most countries and is on the up, this is a positive aspect but again the amount of the crimes being committed makes the task too high, however as crime is evolving it seems the police are not too far behind.
My other three blog posts in retrospect re very different, however reviewing them in the reflective blog I have realised that soon all of them will have a key link, if not already. SEO’s, viral marketing and wearable technology, these topics are each very different however at present there are examples of how these all work together. Many viral videos today are filmed by GoPro cameras that attach to your body, which can be considered wearable technology, by going viral some companies could even achieve the top spot on a search engine by people looking for that video or generally exploring further into the company. I believe that this will become more and more prominent in the future just as brand identity is becoming more important. Organisations are making their brand more recognisable through viral marketing campaigns and through social networking. Wearable technology makes it easier to access the web and smartphones and tablets are already being used to broadcast over the web, this has been a huge factor in the increase of the viral era. The three topics are part of my generation and will be even more to the next, thus they will be a huge part of business and marketing. In 2013, online retailing in Europe increase by 21.1% and in 2014 online sales grew by £6.14bn from 2013, this is a clear view on how vast the online market is and how key it is going to become to most business’s, wearable technology, viral ads and SEO’s are each clearly going to increase in importance.
Looking over the blogs that I have written I have covered subjects that I generally find interest in and that are relevant to the course. Although I have enjoyed writing about each subject and expressing my opinion there are a few topics that I would have liked to cover if given more time. Looking into google analytics would have been something I would have liked to go further into, as I briefly touched on the subject in a previous blog post. Bounce rates interested me as they measure how effective a website is in encouraging people to revisit and this is something that could benefit me in the future. I would have also liked to look further into digital predictions for the future and what trends are likely to take off. Although I have blogged about this I did not go into as much detail as I would of liked, as this process as brought me up to date with the world of digital I felt that it would be suitable to perhaps put myself even further into digital by understanding and researching technology of the future.
Starting this unit I was unaware how much the modern day relies on and is involved with the digital world. I myself, am not confident with using technology and the concept of blogging was something I had never found interest in nor understood completely. However this process has introduced me into something I found myself enjoying, being able to put a personal opinion on a topic that is effecting day to day life, and reaching a wider audience who possibly share the same views. I have also been able to better my understanding on how to research using the web by finding relevant information in a recent time period, my conducting this research I have also found new programmes that I can use to gather information for further work. This process as a whole as positively benefited me which has been the opposite to my personal hypothesis, I thought that looking further into the world of digital would highlight the factors about it that I disagree with and introduce me to more negative factors surrounding the topic of people relying on technology than one another. Furthermore, I have found more aspects of technology I don’t like and I have found it easier to blog about these, and I may have not highlighted the positive aspects as much as I should of, especially in my most recent blog surrounding wearable technology.
Retailresearch.org, 2014. Online Retailing Research – Centre for Retail Research, Nottingham UK. [online] Available from: http://www.retailresearch.org/onlineretailing.php
Bloomberg BNA, 2014. Social Media Evidence in Criminal Proceedings: An Uncertain Frontier. [online] Available from: http://www.bna.com/social-media-evidence-in-criminal-proceedings-an-uncertain-frontier-by-justin-p-murphy-and-adrian-fontecilla/
Re/code, 2014. Maker of Apple Pay Competitor Has Already Been Hacked. [online] Available from: http://recode.net/2014/10/29/maker-of-retailer-apple-pay-competitor-has-already-been
Support.google.com, 2014. Bounce Rate – Analytics Help. [online] Available from: https://support.google.com/analytics/answer/1009409?hl=en-GB
Social networking and blogging sites have become a new platform for companies to advertise and market their services, products, these platforms allow the organisation to reach an audience far greater than conventional media. What is “going viral”, well it is something that is spread across the internet, normally due to the media evoking emotion in a person with them then sharing it to others. By going viral many people must undergo this process. There is no formula for something to go viral however their are corresponding factors in many that have gone viral, if an organisation can hit these general guidelines and have some luck they can create an ad that can go viral thus projecting their brand, identity and message to a vast audience. To explain how big this audience could be here are some statistics;
- 1.28 billion active users monthly Facebook.
- 255 million monthly users twitter.
- 1 Billion average YouTube mobile videos views per day.
- 77% of internet users read blogs.
An example of a successful viral advert is Dove real beauty sketches video, since appearing on YouTube they have received over 63 million views, and this is just on YouTube from the first post, it also received 4.3 billion PR impressions in less than a month. However does this increase sales which is the main objective at the end of the day, IRI data show Dove’s U.S. sales up 1% in four weeks, after the video was released and a 3% rise to $1.5 billion for the full year.
To have a successful impact upon sales and the identity of the organisation the media that has gone viral must be positive about the brand and for the media to go viral it must have some aspect of luck and the foundations of a normal viral media, so in a way unless these combinations have been achieved it cant be considered a successful viral marketing campaign, however if these have been achieved then there is obvious rewards that are beneficial.
Ajmera, H., 2014. Social Media 2014 Statistics – an interactive Infographic you’ve been waiting for!. [online] Digital Insights. Available from: http://blog.digitalinsights.in/social-media-users-2014-stats-numbers/05205287.html
Digitalstrategyconsulting.com, 2014. Viral video marketing case studies – the best virals of 2013 – Digital Intelligence daily digital marketing research. [online] Available from: http://www.digitalstrategyconsulting.com/intelligence/2013/12/viral_video_marketing_case_studies_the_best_virals_of_2013.php
Neff, J., 2013. Dove: The Evolution From ‘Evolution’. [online] Adage.com. Available from: http://adage.com/article/news/dove-evolution-evolution/241971/
Moreau, E., 2014. What Does It Mean to Go Viral Online?. [online] About. Available from: http://webtrends.about.com/od/howtoguides/a/Viral-Online.htm