Week 6 Discussion

1.      What is the difference between inbound marketing and outbound marketing? Among the sponsored brands (or brands who use outbound marketing strategies), which brand(s) get(s) the best visibility? Why?

Inbound marketing strategy targets a certain demographic. Marketers must figure out who is purchasing the product and who is likely to purchase the product in order to market directly to them. Outbound marketing is broadcast to everyone – these wide broadcasts mean that the target demographic doesn’t need to be determined, but marketers have to put in the work to get the message across to all groups. Many local businesses use outbound marketing tactics such as radio commercials or trade shows.

2.      Among the non-sponsored brands (or brands who use inbound marketing strategies), which brand(s) get(s) the best visibility? Why?

Brands like Gainful (who sell dietary supplements like protein powder) who advertise on social media and use blogs to explain and promote their products while providing interesting content are successful inbound marketers. They have determined their target audience, and are generating new interest as well.

3.      What do you think are some “core brand values” held by Olympics event/organization? Do any of the sponsors have good online/offline brand alignment?

The core brand values of most Olympic sponsors seem to be ease of use and high reward for use of the product. Intel has great online/offline brand alignment – their products are accessible online and in stores, and their brand is represented evenly in all situations.

4.      How do you feel about the Twitter content being produced by @NBCOlympics (the official broadcast partner)? Can you find an example Tweet that resonates with you?

I think that @NBCOlympics has done a great job of creating content that appeals to consumers who use twitter. By using common post formats and slang, the page makes the content relatable and funny and makes Twitter users curious to find more information about the Olympics. My favorite recent Tweet featured a medalist with lyrics from the song “Jump” altered to apply to winning a gold medal!

Discussion Questions for Week 6 - Section 2

Discussion Questions: The Culture Map provides a new way forward, with vital insights for working effectively. How do you analyze the positioning of one culture relative to another? Please give one example on the marketing implications for doing business with a culture different from yours?  Discuss how leadership, culture & processes, and organizational design impact your culture. Please try to use the Culture Map to address the business issues in the following case studies. Refer to the concepts and theories in Chapter 8 when possible.

When doing business with a different culture it is important to research their customs and business models. It is possible for a seemingly harmless advertisement to come across as highly offensive, or for a business model to be a flop because it doesn’t cater to the priorities of the people in that area.