MKT 625 - Short Paper

docx

School

Southern New Hampshire University *

*We aren’t endorsed by this school

Course

625

Subject

Marketing

Date

Feb 20, 2024

Type

docx

Pages

Uploaded by Makaylapeterson2015

Running head: The Best and Worst Marketing Initiatives 1 2-2 Short Paper: The Best and Worst Marketing Initiatives Makayla T. Peterson MKT 625 Southern New Hampshire University

The Best and Worst Marketing Initiatives 2 When selecting the best and worst marketing initiatives after reading the blogs, Top failed marketing campaigns and 6 of the best digital marketing campaigns you can learn from, I decided on two that essentially address multiperspectivity and marketing adequacy. The best, User-Generated & Influencer Content - ASOS for creating the “#AsSeenOnMe campaign on Instagram that encouraged customers to post images of themselves wearing ASOS outfits”(DMI, 2022). On to the worst; while numerous topics were total failures the one that stood out the most was Bloomingdales - Date Rape AD Blunder where the company “published an ad with a serious-looking man staring at a laughing woman who is faced away from him”(). Marketing Key Factors The key factor that coordinates with the selection for best choice User-Generated & Influencer Content - ASOS is that posted in the blog “ User-generated content (UGC) is genius as it is self- perpetuating, free, and also showcases a brand through the appreciation of its customers”(DMI, 2022). User-generated content (UGC) is key when trying to start and prompt an Instagram campaign. User-generated content is defined as any content—text, videos, images, reviews, etc. —created by people, rather than brands (Beveridge, 2023). Understanding the benefits of User- generated content can help make or break a company's marketing campaign. Therefore in the case of User-Generated & Influencer Content - ASOS they understood the benefits by reposting customer posts that used the hashtag #AsSeenOnMe; the company even took it a step further by adding links to each post, so that when present or further customers see their repost they could click the link and see the items on their website. Finally for ASOS’s marketing team to understand the benefits of collaborating user-generated content with influencer marketing was major by manufacturing solid connections and fabricating a community that promotes the company's products naturally). Now the key factor for the worst selection of Bloomingdales -

The Best and Worst Marketing Initiatives 3 Date Rape AD Blunder. Bloomingdales is successful when reaching the targeted market to sell items from their luxury department store. Known for being a beloved luxury retailer specializing in high-end ready-to-wear, accessories, beauty, and home. So when the company released a holiday campaign saying “Spike your best friend’s eggnog when they’re not looking” with a creepy look on the male's face it was a bit creepy. This campaign was out of pocket and insensitive; these types of events happen to females often and turn into illegal suits. So for a major company like Bloomingdales to make an insensitive marketing campaign shows the lack of editing and reviews from their marketing team. This marketing failure also brought bad marketing through the KPI of clicks, because once the campaign went viral everyone wanted to see it to make their own opinions on the matter. Recommendations In the case of the best example of ASOS the recommendation that I would offer would be to add a customer spotlight post monthly for customers who participate in their marketing campaign. This customer spotlight would consist of a personal shout-out, a $100 gift card to ASOS, and a chance to become a brand ambassador. Starting up this customer spotlight would increase the amount of customers who post and purchase items from their websites; which is great because this promotion still consists of free marketing for ASOS. The Bloomingdale - Date Rape AD Blunder recommendation would be for the company to release a public apology for their insensitive marketing campaign and then republish the campaign to better represent the company's core values. The final recommendation is to have their marketing team take marketing training classes to help prevent another insensitive situation.

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

The Best and Worst Marketing Initiatives 4 References DMI, S. (2022, September 1). 6 of the Best Digital Marketing Campaigns you can learn from . Digital Marketing Institute. https://digitalmarketinginstitute.com/blog/6-of-the-best-digital- marketing-campaigns-you-can-learn-from Top failed marketing campaigns. Lancaster PA. (2019, March 4). https://blog.ezmarketing.com/top-failed-marketing-campaigns Beveridge, C. (2023, November 15). What is user-generated content? and why is it important? . Social Media Marketing & Management Dashboard. https://blog.hootsuite.com/user-generated- content-ugc/ Bloomingdale’s . The business of Fashion. (n.d.). https://www.businessoffashion.com/organisations/bloomingdales

MKT 625 - Short Paper

Related Documents