Month: August 2019

Blog Entry 3b

How SMMF helps to interpret what is happening in the financial service industry?

In last blog , we talked about SMMF in the Kylie Jenner’s cases. But how about financial service industry? In my opinion, currently, financial service industry using social media as a communication tools between company and their customer. In this century, using social media is human need to make every activity easier.

For Scope variable, there are many financial service industries using the social media to share their content. Berger stated that 49 of 50 financial service starting to use social media as a marketing tools (Berger, 2017). Even though the financial service is quite slowest than any industry (Berger,2017), they are starting to embrace and taking consider to looking on the resource to boost the social media marketing.

In Culture dimension, financial service industries could use the social media function to communicate and do promotion of their product. Dopson said, using interactive content is more effective at educating a buyer. Although, we should learn about the changing of algorithm of social media that could pushing our content and brand (Dopson, 2018). For the good example, I took from Dopson article (Dopson,2018) about how to HSBC communicate and have engagement with their customer.

For the structure dimension, role of marketing director is a need to evaluate the marketing strategic and helping from the employee to become great customer service for online customer is an important task.

Last, in the governance dimension, financial service industry should understand in every service that they give to the customer, the review will be posted on the online. Dopson give advices to still encourage and respond to the customer review (Dopson, 2018). These are giving a link to leave a review in transaction confirmation emails, future incentives, and personally follow up the long-term customer to share their experience (Dopson, 2018).

  • Source : Google Review

References:

Making Dollars and Sense of Social Media and the Financial Services Industry

Berger, E.  (2017, December 12). Making Dollars and Sense of Social Media and the Financial Services Industry. Retrieved from:  https://sparkgrowth.com/making-dollars-sense-social-media-financial-services-industry/

Dopson,E. ( 2018, December 06). Social Media Marketing for Financial Services: How to Get More Paying Customers in 8 Easy Steps. Retrieved from: https://www.sendible.com/insights/social-media-marketing-for-financial-services

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Blog Entry 3a

Social Media Marketing Framework (SMMF) of Kylie Jenner’s Cosmetic

Who doesn’t know Kylie Jenner’s Cosmetic? Kylie Jenner is an American Celebrity and owned the cosmetic company in 2016. Based on Wikipedia, Kylie owned $800 million of value company in 2018 and $900 million in 2019. That’s make Kylie the youngest self-made billionaire with $1 billion personal net worth (Wikipedia Contributors, 2019).

This main factor that could make Kylie’s product become like this is because of social media engagement. According to the BBC News, Kylie wiped $1,5 billion dollars off the value of snapchat and when she posted the images of her new baby, she got 11 million likes in few hours (Chaffey & Ellis, 2016).

In this case, we will discuss about Social Media Marketing Framework (Felix et al., 2016) of Kylie Jenner’s engagement between her product and social media. Based on Felix et al. (2016), there are 4 variables to social media marketing and we will apply these variables to Kylie Jenner’s cases.

  • Scope
  • Source : Instagram

This variable talk about kind of social media that used as a one-way communication tool. Kylie Jenner used the Instagram to promote her product. Instagram become the strategic core promotion of Kylie Jenner product. Zilles said Kylie choose the right platform to become core social media (Zilles, 2019). Instagram has an advantage that have a highest visual image (Zilles, 2019) and Instagram is a platform to share images and video. In my opinion, this strategic is answered that from Instagram, they provide content that make readers and users interest with their product (such as video, Instagram Shopping, photo). Also, there will be interaction between companies and the end-users (Chaffey & Ellis, 2016). Kylie Jenner also give the customer the friendly shopping experiences in the official Kylie Cosmetics website.

  • Culture

For this variable, we will talk about how Kylie Jenner’s social media promotion style such as is that flexible or open with the style of social media platforms. Hiller stated Kylie Jenner is an ultimate influencer in the social media (Hiller, 2019). In Kylie’s Instagram, she used the Instagram Shopping to approach her followers. In other function, the company also used the IGTV to introduce the product such as make-up tutorial with Kylie Cosmetic. The interest fact about Instagram is there are rise popularity Instagram story (Hiller,2019) and the company used the Instagram Stories to introducing their product with creative content.

  • Structure

In Kylie Jenner content, she got help from her family to increasing the engagement in their content (Hiller,2019). Every Kylie Jenner posted images or video, she always tagged @kyliecosmetics Instagram to make sure that her follower got easy directly to the company Instagram. Well, I could say this strategy is success. Beside the Kylie is an ultimate influencer, she could make the @kyliecosmetics Instagram has 21,7M followers in 3 years. On the other hand, MAC Cosmetic (could said the one of many competitors) just has 22,5M followers and Benefit Cosmetic (that have a same style with Kylie Cosmetic) just has 9,6 M followers in their Instagram.

  • Source : Instagram
  • Governance

In @Kyliecosmetics Instagram, there are a lot of make-up tutorial with many looks that could help their customer applied the make-up tools. If I could say, Kylie Jenner wants to educated their customer and give them many ideas to applied the product. Also, Kylie wants to tell that just with #Kyliecosmetics, their customer could create any looks for any conditions and for anyone.

So that’s all from me. Have you any idea or any thoughts about it?What do you think about Kylie Jenner’s strategic marketing? Please share with me! Thank you! Xoxo, El!

References :

Chaffey, D., & Ellis-Chadwick, F. (2016). Digital marketing (6th ed.). Harlow: Pearson.

Felix, R., Rauschnabel, A. and Hinch, C. (2016) Elements of strategic social media marketing: A holistic framework, Journal of Business Research, 70, 118–26.

Hiller, L. (2019, March 11). Behind Kylie Jenner’s success in a saturated cosmetics industry . Retrieved from:https://econsultancy.com/behind-kylie-jenner-s-success-in-a-saturated-cosmetics-industry/

Wikipedia contributors. (2019, August 24). Kylie Cosmetics. In Wikipedia, The Free Encyclopedia. Retrieved from: https://en.wikipedia.org/w/index.php?title=Kylie_Cosmetics&oldid=912298082

Zilles, C. (2019, March 29). What We Can All Learn From Kylie Jenner’s Social Media Game. Retrieved from: https://socialmediahq.com/what-we-can-all-learn-from-kylie-jenners-social-media-game/

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Blog Entry 2

SHOPPING WITH SHEIN? IS THAT WORTH IT?

SHEIN! Who doesn’t know about Shein? Shein is online shopping and an international B2C Fast Fashion e-commerce platform. They offer men’s apparel, children’s clothes, accessories, shoes, bags, and other fashion items. You know what? They ship to over 220 countries and regions worldwide! (Check yours! :p)

Because of SHEIN is online shopping, of course understanding online customer experiences is needed for them to improving their website and make the customer enjoy with their website! I will use the framework from Rose and Hair (2011) to help me evaluate the SHEIN’s website.

  • source : Chaffey, D. & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice. United Kingdom: Pearson.
  • Information Processing

In the SHEIN website, I will directly know about all of their offer on that day. All of the information about the ship, layout design, and the important one is the discount! Yey! For me as a customer, this website gives me a lot of information and as a potential customer I would like to enter their website even further.

  • source : au.shein.com
  • Perceived ease-of-use

As you see on the picture above, is that clearly website which anyone could use it? In my experience, I would like to search the sale one (LOL, I love sale). Then, I just clicks the winter sale and I can find anything that I want to buy!

  • Perceived usefulness

If I want to buy cloths for my boyfriend, SHEIN offer it. If I want to buy cloths for my summer style or winter style, SHEIN also offer it. Even, if I want to buy some cheap clothes (read: sale), SHEIN offer it. Their website is offer anything from woman, kids and men so it would be make easy for other customer as well 😊

  • Perceived benefits

I love benefits! YES! SHEIN always give us many offer or discount. You can check it but don’t be late because each day has different offer!

  • Perceived Control

In my second purchase, SHEIN website already saved my address and with their systems, so I did the second purchase faster than before.

  • Skill

I believe if their website has an artificial intelligence (AI) that make if I purchase more often, their website will save my preferences and they will offer me the product that match with my preferences.

  • Trust and Risk

In online shopping, this factor will be the biggest variable to me to make decision either buy in their website or not.  I have been shopping from SHEIN, 2 times using my card and I received my things! The cloths were very good and nothing happen such as misuse of my card or my address. Before that, I did some search on the Google to make sure that SHEIN is safe and they are safe!

  • Enjoyment

As far as I use the SHEIN and bought some clothes from their website, I am really enjoyed with their product and I will give positive online experience in this website

So, that’s all my evaluate about SHEIN. How about you guys? If you want the same experience with me, just visit the SHEIN Website and you will know how I enjoy their website and I will be back sure to buy some sale product! You guys have another online experience? Please feel free to share with me and drop your comment on the below! Love, El.

BONUS! Enjoy my first experienced at Blackpink Concert ! 🙂
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Blog Entry 1

What is Digital Marketing?

There are several definitions about digital marketing from other books. Chaffey and Ellis explained Digital Marketing as achieving marketing objectives through applying digital media, data and technology (Chaffey & Ellis, 2019, pg. 9). Market Business News also explain the other definition of Digital Marketing is the marketing of goods and services via digital technologies (internet is one of the examples of digital technologies). Marketing services and products using display advertising, mobile phones, and other digital media also included on the activities of Digital Marketing (Market Business News, 2019). In my opinion, Digital Marketing a product of marketing that using Digital media for the services. Internet and other technology are other tools for helping the work of digital marketing. The person who do the digital marketing is called Digital Marketer.

How eBay has had to evolve its online brand proposition and communicate it to achieve continued growth?

eBay is a retail marketplace in the online world. The digital business model that eBay used is C2C (Customer to Customer). Buyers and seller of eBay are a core component that eBay should consider achieving continued growth. In Security and Exchange Commission (SEC) by company law in the US filling that eBay believe the ability to attract buyers and sellers, volume of transaction and selection goods, customer service and brand recognition are important point to compete with the other competitor. In my opinion, eBay wants to focus on fulfill the customer needs than make an improvement in the internal organization. Those points have same direction with their digital business model, C2C.

In addition, eBay could consider creating the customer-centric approach to digital marketing. This approach will be helping eBay to know the range of their customer using some tools such as personas and customer scenarios. From another website, customer-centric approach has many advantages for digital native culture. Macdonald said that customer-centric approach could give the best customer experiences before and after sales.

  • source: Superoffice.com

The competitor of eBay, Amazon and Zappos already applied that approach. The other things that eBay should consider is the internet development itself.

  • Source : Google Image

Internet is growing so fast from web 1.0 until web 4.0 and transaction in eBay is really depends on the internet. Currently, eBay have been done update brand positioning using traditional media (e.g. Television). For me, this approach is very good because some people still using television. The other traditional media that eBay could use are radio and newspaper.

References:

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Retrieved from https://ebookcentral-proquest-com.ezproxy.canberra.edu.au

MacDonald, S. (July 8 ,2019).  How to Create a Customer Centric Strategy for Your Business. Retrieved from: https://www.superoffice.com/blog/how-to-create-a-customer-centric-strategy/

Market Business News. (2019). What Is Digital Marketing? Definition And Examples. Retrieved from : https://marketbusinessnews.com/financial-glossary/digital-marketing/

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EL is ready to take off!

Hi Everyone, welcome to my space! I am El and currently study Master of Communication at University of Canberra. This space is about my Digital Marketing experience and me as your captain will will direclty guide you in this space! Ps. you can also have a chit-chat with me. My dream is become Digital Marketer and doing some great job in the social media works.

I love to watch movie and i could finished 8 episode of Stranger things season 1 in 1 day. It was actually happen, because i do love to watching movie as my favorite activity. I am growing up with Disney product. Disney princess is my favorite, but i do like Mickey as well. Have fun!

Source: Amazon Picture
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