Branding in a Startup Organization
Traditional Marketing Types
Traditional marketing involves advertisements through books, newspapers, TV, radio, telephone, and magazines. The advertisements are chargeable depending on the size of the ad and the platform in which it is placed. These platforms were quite popular when almost everyone read their news through newspapers, listened to the radio, or watched television (Lavinsky, 2013). However, this is rapidly changing as most people read their news online. Nonetheless, traditional marketing platforms are still used by business enterprises to get in touch with the final consumer.
Phone Calls
Phone calls are perhaps some of the most famous traditional forms of marketing. People prefer phone calls over emails and websites when discovering new businesses despite shifting towards digital marketing forms. Research shows that 60% of consumers like to call local companies after finding them (Bhayani & Vachhani, 2014). On the other hand, enterprises use phone calls to give customers quotes, sales leads, and appointments. Unlike emailing or texting, phone calls offer the business owner a marketing advantage since one can speak directly with a customer and gauge their interest in making a purchase. Also, phone call marketing helps business-to-business partnerships follow marketing campaigns and keep in touch with customers. Regina’s RPZ social media Analytics can leverage phone contacts accessed from Carl’s Genaflek and contact customers.
Direct Mail
Direct mail is also quite influential on consumers’ purchasing decisions. Research shows that consumers resort to mailed items such as newsletters and podcasts when they face a buying decision. However, consumers are selective about what form of promotional marketing they accept via mail. Most consumers will readily and positively receive promotional offers communicated via mail instead of newsletters and brochures (Bhayani & Vachhani, 2014). There has been increased interest in the mail, especially during the COVID-19 pandemic, with more and more consumers choosing to rely on mail due to the social distancing guidelines. Besides, millennials, a target audience for most businesses, are internet savvy and prefer mail as a form of marketing. The only disadvantage associated with mail marketing is the possibility of sending items that the target audience is disinterested in. RPZ analytics could also leverage mail contacts obtained from Carl’s Genaflek to connect with potential customers.
Print Adverts
Although there is a shared conviction that print media is on its deathbed, this does not apply to marketing. Unlike other marketing forms, print media ads are better than other types in remembrance and noticeability (Bhayani & Vachhani, 2014). Besides, it is easier to process different forms of print media quickly and across different age groups. Although RPZ social media Analytics focuses on digital forms, print media will come in handy due to digital fatigue. Research also shows that millennials tend to use ad blockers for digital advertisement forms, unlike prints that are likely to be read before disposal. Therefore, print advertising could be as effective as digital advertising, depending on the nature of a campaign and targeting measures.
Avenues of Social Media Marketing
The emergence of social media and peoples’ obsession with these platforms creates an endless opportunity for marketers to grow their brands. Social media platforms include Facebook, Instagram, Google+, and Twitter. Whether large, small, startup or established, every business entity needs an active presence on these sites. Since Regina’s RPZ Social Media Analytics will focus on social media, the owner will focus on these platforms to help companies create an online presence.
Facebook Advertising
Facebook is a universal social media network, given its popularity and reach. With over 2 billion users worldwide, the platform hosts about a quarter of the world’s population (Nadaraja & Yazdanifard, 2013). The platform allows advertisers to access almost all age groups across many parts of the world. An ad is created and directed to a page with many followers to get more traffic to market effectively on Facebook. One of the advantages of using Facebook for marketing purposes is the psychological effect on its users. The platform also offers a brand the opportunity for targeted marketing opportunity than any other form of advertisement. Facebook targets potential customers based on their interests, past activity, and occupation, thus giving marketers an invaluable opportunity to convert an audience into customers (Nadaraja & Yazdanifard, 2013). The platform also offers relatively affordable prices to create an impression online, hence no cost concerns. However, sometimes, the conversion rate is low due to unavoidable general targeting.
Instagram Advertisement
Instagram is also emerging as a leading marketing platform despite Facebook’s large user base. The social media network’s marketing prowess has improved since Facebook’s takeover. Currently, the site has over 500 million active users, and the number keeps growing by the day. Also, the platform’s engagement is mindboggling since it surpasses Facebook by 58% and Twitter by 2000% (Mathisen & Stangeby, 2017). Instagram mainly focuses on images and videos; thus, marketers with appealing products tend to succeed. Marketers can also use visual media to enhance their products’ appeal to draw more customers. Demographics on the platform favor millennials aged 18-29 years, and the site is most frequented by the female audience and other minority groups (Mathisen & Stangeby, 2017). Thus, companies whose customer base falls under the category tend to gain a higher conversion rate. Some of the advantages associated with using the platform include its focus on custom audiences and impulse buying. However, the platform fails to offer detailed targeting, as is the case with Facebook.
Twitter Advertising
Apart from Facebook and Instagram, Twitter is the third most popular social media site, with an audience of about 328 million active users. The platform tends to be a replacement for traditional news sources and connects users with mainstream influencers. Twitter is best suited for organic engagement, unlike Facebook (Nadaraja & Yazdanifard, 2013). Besides, brands do not need to part with a dime to successfully conduct organic engagement on Twitter, unlike chargeable social media sites like Facebook and Instagram. The network is primarily used to create brand awareness for specific products, with the primary objective of converting the audience into actual customers (Nadaraja & Yazdanifard, 2013). On the flip side, Twitter users tend to get so many feeds on their screen, which overwhelms them, limiting the possibility of engaging in marketing content.
Recommendations
Undoubtedly, social media marketing has surpassed traditional forms of advertisement as a preferred form of advertising. Yet, still, brands cannot ignore traditional advertisements as they influence a significant demographic constituency. RPZ Social Media Analytics should use a combination of traditional media and social media to create marketing content for its clientele. The first step to successful marketing is to consider the needs of a brand that is being targeted. Regina should avoid prescribing a marketing strategy without considering the brand’s needs, which may scare some clients. RPZ should also discuss financial metrics such as a customer’s lifetime profitability before engaging in a marketing effort. It is also essential to discuss marketing results and a campaign’s return on investment (ROI) before deciding which one to use. Mere assurances of creating a successful campaign are not enough, as this sounds like a self-indulgent campaign. With such strategies in place, RPZ is poised to survive beyond the three-month engagement by the current clientele.
References
Bhayani, S., & Vachhani, N. V. (2014). Internet marketing vs traditional marketing: a comparative analysis. FIIB Business Review, 3(3), 53-63.
Nadaraja, R., & Yazdanifard, R. (2013). Social media marketing social media marketing: Advantages and disadvantages.
Mathisen, A., & Stangeby, M. F. (2017). Factors influencing advertising effectiveness and purchase intention on Instagram (Master’s thesis, BI Norwegian Business School).
Lavinsky, D. (2013, March 8). Is Traditional Marketing Still Alive? Forbes. https://www.forbes.com/sites/davelavinsky/2013/03/08/is-traditional-marketing-still-alive/?sh=d36e56238065
Bhayani, S., & Vachhani, N. V. (2014). Internet marketing vs traditional marketing: a comparative analysis. FIIB Business Review, 3(3), 53-63.
Nadaraja, R., & Yazdanifard, R. (2013). Social media marketing social media marketing: Advantages and disadvantages.
Mathisen, A., & Stangeby, M. F. (2017). Factors influencing advertising effectiveness and purchase intention on Instagram (Master’s thesis, BI Norwegian Business School).
Lavinsky, D. (2013, March 8). Is Traditional Marketing Still Alive? Forbes. https://www.forbes.com/sites/davelavinsky/2013/03/08/is-traditional-marketing-still-alive/?sh=d36e56238065
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Question 
Overview
A newly established organization has the task of making itself noticed. This might sound simple, but gaining recognition in a fully developed industry is not simple. Branding gives an organization a footprint in the market. Many organizations align themselves with larger organizations. Some organizations attempt channel marketing to gain recognition. Today, the most common path for a start-up organization is the use of social media for two primary reasons: Social media is immediately available and social media is a cost-effective method for advertising. Additionally, social media allows feedback on a product or service.
Branding in a Startup Organization
Read the articles “Riding Coattails: When Co-Branding Helps Versus Hurts Less-Known Brands,” “Social Media’s Slippery Slope: Challenges, Opportunities, and Future Research Directions,” and “Branding, Inc,” in this unit’s studies and consider the following scenario:
Regina Poincy-Zimmerman has decided to leave her former organization Genaflek. The owner and CEO of Genaflek Marketing, Carl Genaflek, had a large number of clients. Many of these clients were clamoring for entry into the social media arena. As a business owner for many years and a Baby Boomer, Carl could not see the value in moving from traditional marketing, which involved traditional print and media, to the social media arena. Regina created and used social media analytics with several of Carl’s customers and found the clients highly receptive to her efforts. After much effort, Regina decided Carl was unwilling to adopt new marketing techniques.
As you have read in the previous units, Regina has completed a personality traits assessment, written a business plan, obtained funding, and is now ready to open her business. Regina’s new business is RPZ Social-Media Analytics. A number of the Genaflek clientele is following Regina to her new business. Regina is concerned, however. She knows she will have an income stream for about three months. Then what? How will she obtain new clients? How can Regina establish her own brand and draw business to her agency?
Instructions
Based on what you have read about branding for a new business, plus one additional credible source that you find, write a short paper discussing the types of branding Regina might use to establish her niche in the marketing field. Consider the following questions:
What types of traditional marketing types are available to Regina? Discuss at least three types of traditional media. What are the advantages and disadvantages of traditional types of marketing? What is the target market?
What are the latest avenues of social media available to Regina? Discuss at least three types of social media. What are the advantages and disadvantages of these types of marketing? What is the target market?
Make your final recommendation as to the steps Regina should take to ensure her business makes a successful entry into the marketing industry.
The focus of your explanations should be on illustrating the use of critical thinking and credible information sources to answer the questions regarding Regina’s marketing options.