dina alyaseen

Category: new media

Less is more in digital media era

Check my slides  less is more in digital media era

 “more about the less in digital media era”.

 Enjoy those key points about less is more in digital media era

  1. We have been told in marketing if you want to get more you need to do more, you need to give more flyers to get a potential customer. In digital media this is not necessarily true to get more engagement from your customers, you need to do less.
  2. Don’t post  un-relevant posts to your brand on Facebook, don’t use cute memes if its not relevant to your brand.
  3. Create a target profile and then think where do your target market exists ? in which  social media platforms ? only post what is relevant to your brand and what is grab your target market attention.
  4. Always follow a strategy that goes with you positioning statement. (refer to my blog of positioning if you like to learn more about positioning).
  5. Create relationship with your customers. its crucial to listen to your customers and respond positively to them.
  6. Coca cola always pay attention to their marketing strategy they are brilliant in marketing in general and digital marketing as well.

Social Media Marketing, Santa and Skateboarding

In this post I will walk you through a case study that shows what smart and big companies are doing to promote their message over social networks like Facebook and how they develop their message.

In summer do you like skateboarding?

what about winter ?

Santa Clause, of course.

Here we are going to study Coca Cola strategy in their marketing campaigns over Facebook. The reason I have chosen Coca cola because there are extremely successful in marketing, positioning their brand and selling their products. Coca Cola has 90,183,323 likes on their Facebook page. So how they are doing it? 

Coca Cola Facebook Fan page

Engagement, of course and interaction, yes again. Coca Cola focused less on direct promotion of the product and more on fans and their stories. They let people feel connected and they have something in common which is, Coca Cola ! as a fan if you feel you are part of a community, you would be more willing to like the pictures of people around the world drinking cocoa cola and you would be more willing to share their stories.

So what skate boarding and Santa have to do with Coca Cola?

Well, Coca Cola has a theme that  goes with the season, when its winter, they make contests and campaigns of Santa and kids. if its summer, they show a picture of  Coca Cola with a question regarding skateboarding. The message they want to convey is “we are here living the moment with you in every season.”

More information about this case study could be found in  AMS magazine in the following article Facebook Case Study: Marketing with Coca-Cola.

I know it’s an effort of years that Coca Cola put into their positioning and marketing.But, it’s always advisable to look at them as role model and follow their tactics in keeping people engaged and interested in a soft drink !

if you like this post or if you have more ideas about Coco Cola marketing campaigns please share it  with us in the comments.

Big Data and Big Decisions

Big-Data With the existence of Internet and social media there is a lot of data available for free. This data can offer information about everything such as consumers’ buying habits, their needs and concerns and even their attitude and way of thinking towards certain product.

If you have big company, small one or you are an individual entrepreneur looking forward to open your business, making use of the available data whether it’s online or offline data might be vital to the success of your business. It will help you in making better decisions. However, the question is

How to make sense of the big data?


The availability of big data could mislead sometimes and could reflect inaccurate information. Here, where companies such as environics come to play, environics is analytics company that uses multiple tools such as Geoscape® Intelligence System GIS, PRIZMc2 segmentation, ENVISION. These tools use targeting algorithms to parse the big data and then provide visualization and insights of the demographic, geographic, psychographic and other factors of the potential consumers. Even if your company is small or you are just starting, considering those data and using one or more of those tools might change your plan tactics and might provide you with different business decisions.

“Big data is good, but big data with analytics is big deal.” Jan Kestle, President, Environics Analytics.

David Spitz in Harvard Business Review blog suggests to not only use tools but to use math. To make use of big data we don’t only need software analytical tool, but also we need business expertise that can interpret the data visualized and calculated by those tools. Depending on the budget and the size of your company, consider investing in your current employees by training them and exposing them to those tools to serve your company in more efficient manner. Read the rest of this entry »

Guerrilla Marketing

The first time I heard about this term when I was reading a case study about Barak Obama marketing campaign. Everybody recognizes the massive success of this campaign in 2008, which returns partly to the guerrilla marketing strategies or sometimes referred as grass root marketing.

To define guerrilla marketing is basically an advertising tactics that use un-conventional methods to create social buzz. In another words guerrilla marketing revolves around taking the prospects by surprise and creating a lasting impression on them which usually produce maximum results. Small, medium organizations use guerrilla marketing. However large organizations also use this type of marketing along with traditional marketing strategies such TV, radio and print to reach to more audience. more about guerrilla marketing here.

This pictures is taken from http://blog.mobileweb.be/tag/presidents/

This pictures is taken from http://blog.mobileweb.be/tag/presidents/

In Obama election, the campaign made a phenomenal use of new media and guerrilla marketing. The campaign utilized all social media such as flicker, twitter and facebook to provide the user most recent updates. Citizens received campaign ads directly on their mobile phones. And then they received personalized thank you SMS message From Barak Obama. That effort in mobile marketing and guerrilla marketing strategies was a success in Obama campaign and produced in excellent results comparing with other parties who didn’t use guerrilla marketing. More about Obama case study here. And more examples of successful guerrilla marketing campaign can be found here.

Guerrilla marketing mainly uses imagination to create the social buzz and grab prospect attention, however, sometimes this type of marketing doesn’t go right and provide negative attention. So, whenever you are considering using Guerrilla marketing for your company consider the worst case scenario that can happen. If it would generate more negative response than positive then it would be a good idea to alter techniques. Example on campaign that wasn’t successful is the video of Shark in Lake Ontario that cause frightening in the general public. which after six days Discovery Canada admitted the finned creature was a life-like model. (more details about this campaign here ).

What do you think of guerrilla marketing? share your thoughts in comment section, personally I think guerrilla marketing is very good advertising technique but consider using it with caution 🙂

Enjoy your weekend.