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Multinationals and the marketing world

Blogging as a marketing tool.

15:35, 19/1/2012 .. 0 comments .. Link

Since this is my last entry for this subject, I would like to discuss blogging itself as a marketing tool. In the previous three entries we discussed social media. We came to a conclusion that it is a great marketing tool, so blogging is too.

The first question we have to answer is, what makes blogging a good marketing tool? The answer is simple. In an earlier entry we talked about marketing and we concluded that the 4 'P's', standing for Price, Place, Product and Promotion, are the most important.

When we look at blogging, you can look at it in a similar way as we look at social media. Both tools can have a large audience, that's what makes them interesting for corporations. When tools like blogging and social media have such large audiences, corporation will try to use their promotion tactics on this audience.

The great differnce between blogging and other social media, is that the viewers of a weblog don't have to leave as much information about them selves. This way, corporations will try to advertise in weblogs with similar subjects.

Another element that makes blogging a great marketing tool is the possibility to put links to other website in them. So called outbound links can easily lead you to the website of a multinational for instance.

Larger corporations may even keep their own weblog, which can be interesting for consumers. This way they can have a look at the opinions and values of such a corporation. This way corporations try to win the confidence of their consumers.

You can make your own weblog at, of course, www.bloggers.nl . You can also try a more international website, if you'd like a bigger audience, for instance www.blogger.com .

 



Social media: part 3

14:33, 17/1/2012 .. 0 comments .. Link

In the two previous entries we already discussed a lot about social media. In the first entry about social media we discussed some general aspects of it. In the second entry about social media we mainly talked about facebook and the importance of social media for corporations. In today's entry I want to discuss social media again, but this time I want to look at it from a different point of view. In this entry I want to discuss some criticism on the subject. Therefore we have to get into the skin of the consumer.

From the consumers point of view there can be some criticism towards social media, and especially towards social network websites.  This criticism mainly concerns online privacy. There are consumers that are not amused with the way their personal information is given to certain corporations. They feel affected in their online privacy.

Again facebook is the best example to use concerning this subject. Facebook has met several points of criticism the last couple of years, mainly concerning online privacy and child safety. You can read more about the criticism that facebook has met at http://en.wikipedia.org/wiki/Criticism_of_Facebook .

So when we look at this entry and the past two entries we can conclude that social media and mainly social network websites have many advantages, but from consumers point of view there still is some criticism concerning the way social media works. In the end social media is a business were billions of dollars are made and the entire world puts it attention into it.

Finally I would like to end with a small video about ethics in social media! It also describes some of the concerns of the consumers of social media.You can check to video at http://www.youtube.com/watch?v=DoAQ7RdvUgs&feature=related



Social media: Part 2

20:50, 15/1/2012 .. 0 comments .. Link

 

In the previous entry we discussed social media and mainly it's relation with the marketing world. Today we are going to discuss social media some more and I will use one clear example of its effect in today’s society.

Social media is a phenomenon that makes a continued progression. In the beginning social media websites were mostly accessible by a computer, but some very smart product innovations, such as smartphones, make it possible to have access to social media every time, everywhere. This also means that corporations get status update of accounts at social network website all day long.

The most obvious example of a social media that has a huge impact on today’s society is facebook. Facebook is a so called social network website where everybody can create a personal account with a lot of information about themselves.

Major corporations know this can be of great use for them, because every account announces their interests. This way corporation can advertise online to those accounts that show that they are interested in their products, or better yet the products of a competitor! Advertisements are very important for facebook, since it is free to register, advertisements are their main source of income. Rumors are that the owner of facebook, Mark Zuckerberg, is soon to be the richest person on this planet. In 2010 there is even made a movie about the rise of facebook. You can check out the trailer at http://www.youtube.com/watch?v=lB95KLmpLR4

We can conclude that social media are a great way to advertise for corporations and that a social network website as facebook can be very successful. From the business point of view social media is a great phenomenon, but there are also people who aren't as pleased with social media as the business world is. My next entry will discuss social media again, but this time from the point of view of the people who have their doubts about social media.



Social media: Part 1

11:49, 11/1/2012 .. 0 comments .. Link

 Up to now we have discussed all kinds of different subjects which concern either the world of marketing, multinationals or both. In this entry we are going to discuss an upcoming and still rising element in the marketing world, which can be extremely useful for multinationals. This element is called social media.

The following video is a nice introduction to social media: http://www.youtube.com/watch?v=gza8dvN8Hkc

Social media is a result of the digitizing world. Nowadays everybody has their own digital profiles on social network sites such as facebook and LinkedIn. Those website are very important for marketers, because it makes them able to reach out to very large groups of people, from whom they know they might be interested in their products or services.

If you go online and sign up to it, you always have to fill in your e-mail address. It is possible that an organization keeps your information for itself, but it often happens that your data gets sold to major corporations. For them your information is very valuable, because it makes it possible for them to use direct marketing. With your data major corporations can send e-mails with their offers directly to your e-mail.

It is clear that there are several parties involved if it comes to social media, namely the media itself, the user and corporations. For corporations social media can be very useful for their promotion tactics, but some users feel like they are affected in their privacy and freedom.

In the next entry we are going to discuss social media some more and I will try to give clear examples of corporations that are active with their promotions in the social media world. I am also going to discuss a major social network website that has become very fortunate in a relatively short period.



Recent innovations

16:11, 9/1/2012 .. 0 comments .. Link

 

Last entry we discussed some of the basics concerning innovation. This was mostly theoretical, so in this entry I'm going to try to put some more perspective in the subject by giving some examples of recent innovations and I will explain why they became a success or a failure.

A great innovation that was made quite recently is one in the GPS-market. In the past there have been several GPS-systems that showed us what to do, but they became very old-fashioned when Tom-Tom came with their innovation of the GPS-system. The reason of the success of Tom-Tom is simply that they knew their market. They knew what the desires and wishes of the consumers were and made technological improvements to fill in those needs.

Nowadays Tom-Tom is a brand that we all know, this is also a great example of a successful innovation-strategy, because as we know you need to generate publicity when you bring a new product into the market.

An example of an innovation that didn't quite "changed the world" as it was supposed to is the video-phone. In the early 1980s people already spoke of video conferencing and nowadays everybody has cameras in their cell phones, so there are enough possibilities, only nobody uses the videophone... The main reason for this innovation to fail is simple: there hasn't been enough market research. For more examples of innovations that failed you can take a look at this website: http://www.telegraph.co.uk/technology/4985234/Top-10-innovations-that-should-have-changed-the-world-but-didnt-manage-it.html

We can conclude that market research and knowing your target is the key-element of innovation. In the past there are a lot of innovations that have failed, but also a lot of innovation that succeeded.

 



The importance of innovation

19:10, 8/1/2012 .. 0 comments .. Link

The past entries we've mainly talked about several subjects from the marketing world and gave examples about them that concerned Multinationals. This will remain the structure of all the entries that concern marketing. Today I want to discuss a new subject, namely innovation. I want to talk about some basic principles concerning innovation during this entry and give some examples of multinationals that had success (or not) with their innovations in my next entry.

Innovation is very important in the marketing world. It is in fact the engine that keeps you as corporation running, because people always are looking for newer and better products. When a corporation chooses to make an innovation to its product, a lot of research and development is required to prevent failure. Lots of corporations went wrong with their approach of their innovation and that leaded to rejection by the consumers.

The public is looking for something new, so you have to try to be unique and significant different than your original product. An innovation needs a whole new marketing plan, so the whole marketing mix has to be renewed. Publicity is very important when you choose for an innovation, because you need to build up your brand in most cases. The press can be a helping hand in this case, such as a great commercial.

If you want to know more about innovation and what it is the following YouTube-link can be interesting: http://www.youtube.com/watch?v=2NK0WR2GtFs. It shows several people of great corporations that shine their lights on this issue and it kind of shows the structure of my next entry. 

 



Multionationals and Marketing

17:01, 4/1/2012 .. 0 comments .. Link

 

In the previous entry we discussed some of the basics of marketing. In this entry we are going to discuss marketing again, but this time we are going to look at multinationals specifically. Because we cannot discuss all multinationals, I will pick a multinational which makes good example.

When we look back to the previous entry, the first question that came up was: “How do corporations get their information?". The answer to this question seems simple, but it takes more work than one might initially think. Market research is the main element for corporation to get to know their consumers. Every corporation has a target of consumer that are in need of their product and the do research how to reach this people as efficient as possible.

A great example for a multinational that makes use of market research is Unilever. Unilever does research on how to get an as wide as possible target group. They are active in many different markets and make sure that they deliver the right products for their consumers.

Another question that we walked in to in the previous entry is: "How can we be sure that a marketing plan becomes a success?". This question is really easy to answer: We can't be sure. We can only predict what the results will be of the action we take, but we can get as much information as possible to reduce the risk of failure. Another important issue to reduce the risk of failure is to learn from mistakes that are made in the past. But no matter what action we make or product we introduce, we cannot be guaranteed of success.



Marketing for dummies

17:19, 3/1/2012 .. 0 comments .. Link

First of all my apologies for the long silence. The holidays took much more of my energy than I initially planned. In the previous entries we've talked mainly about multinationals. The most important subject for any corporation is marketing. You can fill in the blanks and already guess this also applies for Multinationals. Therefore we are going to discuss the basics of marketing today, so we can relate to them in future entries.

Marketing is, according to http://en.wikipedia.org/wiki/Marketing, "the process which creates, communicates, delivers the value to the customer, and maintains the relationship with customers." We can translate this to simply take care of the needs and desires of costumers. When a corporation or multinational wants to penetrate the market, they need to know how they can respond to these needs and desires.

In the marketing world people speak about a marketing mix. This mix contains the so called four "P's", which stand for Product, Price, Promotion and Place. The idea is that when a corporation wants to enter the market with their products or services these four are complementary. If one of the four "P's" isn't in order, the product or service can't be successful.

We can conclude that marketing is the engine of a corporation and we can imagine that most multinationals already put a great effort in their marketing department. But there are also a lot of questions about marketing, such as: 'how do corporations get their information?' and 'how can we be sure that a marketing plan becomes a success?' To answer these questions we are going to look at some examples of major corporations and how they fill in their marketing department in the next entry.



The importance of logos

10:59, 20/12/2011 .. 0 comments .. Link

Past entries we've talked about multinationals, what they are and about marketing ethics. Today we are going to discuss a very different subject, namely logos. Off course we aren't going to discuss only logos, but mostly look at why logos are so very important for multinationals.

When people see a logo, they are instantly supposed to know to which company it belongs. Therefore logos need to be simple. They can be just a name, a visual image or a combination of both. They have to be eye-catching and memorable, but most of all they have to be representative for the company they stand for.

A logo is very important for a company, let alone a multinational, because often a logo is the first thing people think of when they hear a brand name. That's why many companies make sure that their logo appeals to people and subconsciously gives them a better feeling with them. When a logo doesn't stand out or even is repelling, people associate it with the company behind it and this can lead to a loss of clients.

Multinationals such as apple know this and are very creative when it comes to logos. Almost everybody in the world knows the apple logo and this is essential for a company this big. When you look at the logo you obviously see an apple with a bite out of it. It's a great example of a visual image which subconsciously remembers you of their brand name. 

We can conclude that a good logo is very important, if not necessary, for a company to be successful on a large scale. Almost all multinational are active on a large scale and I can't even think of a single one which didn't put an effort in making a great logo for themselves. If you want to try and see that making a logo isn't that easy, make a logo of your own at www.cooltext.com/

 



Marketing ethics part 2: Multinationals and the environment

13:17, 19/12/2011 .. 0 comments .. Link

In my previous entry about marketing ethics I already wrote something about the relation with the reputation of corporations. I already mentioned the environment, because this is mainly what people think of when they hear the term marketing ethics. That's why I'm going to discuss the marketing ethics of multinationals concerning the environment today.

We cannot discuss all the multinationals, off course. Therefore I will discuss two of them: Shell, an oil company, and Microsoft, an IT-company. I'm going to look at their activities concerning the environment and how their activities are similar or different.

First of all we must recognize that both companies cause a lot of pollution. Shell off course with their oil digging and Microsoft with their carbon emissions. Therefore they have to maintain some ethical correct values.

Shell maintains a policy which concerns biodiversity. This way they show that they care about the environment and especially the endangerment of animal and plant species. If you want more information about Shell and their policy concerning the environment, you can check out their website: http://www.shell.com/home/content/environment_society/environment/.

Microsoft is very active in environmental friendly activities. They try to reduce their carbon footprint, but more interesting is their idea of energy-smart cities. They made an almost futuristic report about the use of energy and they think to have found a way to make cities more efficient. You can also read more about Microsoft's environmental policy and download the report at their website: http://www.microsoft.com/environment/

We can conclude that both multinationals are involved with the environmental problems. The both try to help out in different kinds of environmental problems. Shell tries to protect endangered animal and plant species and Microsoft actively tries to make the use of energy more efficient. Remarkable is that both corporations are involved with problems which they are part of themselves....



Marketing ethics part 1: Reputation

11:10, 14/12/2011 .. 0 comments .. Link

Marketing ethics are very important in the business world. So you can imagine it is a big deal for Multinationals as well. Marketing ethics are easily related to the reputation of a corporation, therefore it is important for corporations to make sure there marketing ethics are positive and stand out. Marketing ethics show the values a corporation thinks are important.

On the other side there are situations concerning marketing ethics which have a negative influence on the reputation of a corporation. For instance the oil crisis BP caused recently. This didn't look good for them, because this way they don't seem very environmentally friendly. Oil companies such as BP have many interests to make sure they minimize their influence on the environment, because of their reputation. Environmental protection is an important part of their businesses.

It is clear marketing ethics can have a positive and a negative influence on the reputation of a corporation. They have to make sure that the products they deliver are very sustainable and eco-friendly.  But marketing ethics aren't just about the environment. Humanitarianism is also very important; a corporation can't be involved in child labor for instance.

 A lot of corporations donate their time and money to charities, because this is a good way to show your responsibility to the outer world and keep your reputation up. For Multinationals it's even more important to be ethical correct, because they get a lot of media-attention all the time and therefore they can't risk their reputation being damaged this way.



Multinationals, what are they?

12:07, 12/12/2011 .. 0 comments .. Link

The main subject of this weblog is the marketing of Multinationals. Therefore it is important to know what a Multinational is. So that's why we are going to take a look at what Multinationals are. We are also going to see what the most important Multinationals are nowadays. There is no doubt they will return later on in this weblog.

The main criterion for a company to be a Multinational is that the corporation produces or delivers services in more than one country! Although this is not enough for a corporation to be a Multinational. A Multinational is almost always a big corporation with a big budget. Multinationals can have a very powerful influence in local economies, sometimes even on the world economy! They often play a great part in globalization and international relationships. Their economic power can even be an influence on local, regional and even global political decisions.

There are a lot of powerful corporation worldwide, therefore I will mostly refer to known Multinationals such as Shell, Microsoft, Apple, BP and IBM. This is mainly for practical reasons, because most people are familiar with these companies and are therefore able to imagine something by the things I write.

When we look at corporations this big, we can imagine that they are involved in lots of things. We won't be able to discuss them all and therefore focus on the most important marketing issues, such as their ethics, innovations and tactics. I always try to refer to current events when we discuss these topics, so everyone will notice the great influence Multinationals have on all of us!

 



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Recent Entries

Blogging as a marketing tool.
Social media: part 3
Social media: Part 2
Social media: Part 1
Recent innovations
The importance of innovation
Multionationals and Marketing
Marketing for dummies
The importance of logos
Marketing ethics part 2: Multinationals and the environment
Marketing ethics part 1: Reputation
Multinationals, what are they?

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