Matching Items (8)
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- All Subjects: Digital Marketing
- Creators: W. P. Carey School of Business
- Creators: Dietrich, John
Description
As the shift to more innovative and open workspaces continues gaining popularity, millennial-heavy trends are now influencing businesses to create a more "Google-ly" and open atmosphere that caters to the needs of different personalities in a quirky, fun and innovative fashion. Millennials are becoming even more central as they begin to dominate the work force and replace more than 75 million older workers who are nearing, or are currently at, retirement age (Twenge et al., 2010). These Millennials have high expectations of their employers and will quickly leave their job if these needs are not being adequately met . One of those expectations is a push for creating spaces that optimize creativity and collaboration among employees. Team n o o d l e aims to address this problem by tackling the issue of underutilized conference rooms that dominate traditional business environments. Team n o o d l e is introducing a product that aims to eliminate the inefficiencies of traditional brainstorming sessions, such as time spent prepping, sticky-note usage and clean up. Otlet is a multi-functional conference table that doubles as a recreational gaming center. Otlet combines work and play by creating an open and engaging environment for sharing ideas. It serves to enhance creativity and collaboration among workers, and in the process may be a catalyst to transform the culture of that workplace. Academic research has begun to validate the importance of fun in the workplace. A number of studies have demonstrated that fun relates to employee attitudes and affective states, such as job satisfaction, organizational commitment, engagement, positive mood, and positive emotions . (Fluegge, 2008; Karl and Peluchette, 2006a, b; Karl et al., 2007, 2008; McDowell, 2004). Today, a business's online presence is everything. A 2013 poll by AT&T revealed that 67% of businesses are using their website to market to customers . Additionally, 66% of small businesses are maintaining or increasing their spend on digital marketing . The rise in popularity of digital marketing and the Internet is, for the first time, empowering small businesses to compete with businesses of all sizes. The ability to reach audiences across the world has evened out the playing field and leveraged small businesses to compete on a national and global level. Otlet's success will be dependent on an effective and innovative digital marketing strategy. With that being said, I recommend that team n o o d l e implement an initial digital marketing strategy for Otlet that includes a website, paid ad campaigns, a search engine optimization strategy, landing page development, and content marketing.
ContributorsLynch, Ryan Anthony (Author) / Peck, Sidnee (Thesis director) / Boradkar, Prasad (Committee member) / Barrett, The Honors College (Contributor) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor)
Created2015-05
Description
Advertising to the Millennial Generation is an honors thesis project that combines research with a creative application. The thesis is broken into three main sections: a literature review of the Millennial Generation, three case studies identifying brands or advertising campaigns that have successfully reached Generation Y, and the application of these findings to an advertising campaign with additional marketing mix elements for Bose headphones.
Before creating a campaign targeting Millennials, this thesis first identifies which consumers belong in the Millennial demographic. The definition given looks beyond the ‘age 18-34’ demographic information and analyzes the generation’s unique characteristics, their feelings of being misunderstood by businesses, the importance of social media and technology in their world, and what motivates them to take action.
The subsequent case studies examine the advertising tactics of Barack Obama’s 2008 presidential campaign, the burgeoning social news and entertainment website BuzzFeed, and Beats by Dre headphones. Each of these brands successfully captured the Gen Y demographic group, with an emphasis on the younger end of the 18-34 age spectrum, and effectively communicated their understanding of Millennials’ culture. Each of the three campaigns contained social or digital elements to create engaging and relevant content for the niche of younger Millennials. Immediately following the case studies, best practices are outlined to summarize the findings.
Finally, a digital campaign is proposed for Bose headphones. The literature review, case studies, and best practices contributed to the culminating campaign, which will allow Bose to reach the younger Millennial audience.
Before creating a campaign targeting Millennials, this thesis first identifies which consumers belong in the Millennial demographic. The definition given looks beyond the ‘age 18-34’ demographic information and analyzes the generation’s unique characteristics, their feelings of being misunderstood by businesses, the importance of social media and technology in their world, and what motivates them to take action.
The subsequent case studies examine the advertising tactics of Barack Obama’s 2008 presidential campaign, the burgeoning social news and entertainment website BuzzFeed, and Beats by Dre headphones. Each of these brands successfully captured the Gen Y demographic group, with an emphasis on the younger end of the 18-34 age spectrum, and effectively communicated their understanding of Millennials’ culture. Each of the three campaigns contained social or digital elements to create engaging and relevant content for the niche of younger Millennials. Immediately following the case studies, best practices are outlined to summarize the findings.
Finally, a digital campaign is proposed for Bose headphones. The literature review, case studies, and best practices contributed to the culminating campaign, which will allow Bose to reach the younger Millennial audience.
ContributorsOechsner, Meredith Leigh (Author) / Montoya, Detra (Thesis director) / Ostrom, Amy (Committee member) / Giles, Charles (Committee member) / Barrett, The Honors College (Contributor) / Herberger Institute for Design and the Arts (Contributor) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor)
Created2014-05
Description
Becoming good at selling is a nuanced skill. Many pivotal techniques are often not communicated properly in the training and onboarding phases, leaving many members of the sales force "crippled" before they even get into the field. We set out to discern the "best practices" of selling, and the underlying causes as to why they work. Through meticulous research obtained via study of experiments, sourced articles and other academic papers we compiled a thorough outline detailing the most efficient ways to build a relationship with the buyer and close the sale. From there we discussed the methodology to implement those skills into a complete sales training program. This paper serves as an informational guide to the necessary skills to complete a sale and how to train for those skills.
ContributorsSweeney, Connor (Co-author) / Reid, Tyler (Co-author) / Dietrich, John (Thesis director) / Ostrom, Lonnie (Committee member) / Economics Program in CLAS (Contributor) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
Dressler Makes Things (DMT), as a thesis project, explores the viability of DMT as a monetized blog. DMT is a life improvement blog with a focus on cooking. Its blog niche sits between nostalgic, sensory food blogs and professional, actionable life improvement blogs. Because blogs that bridge this gap are rare, DMT aims to fill this need by making cooking easy, affordable, and attainable for anyone, but particularly females in their early twenties. This thesis explores marketing topics like brand, blog niche, unique value proposition, current viewers, and user personas, as well as information about the current blogging environment and an analysis of relevant competitors. It also develops marketing objectives for DMT, as well as positioning, conversion, referral, content promotion, and partnership strategies to reach these goals. Finally, it discusses distribution, pricing, and promotional tactics, as well as an operational plan and financial projections.
ContributorsParsons, Dressler Eileen (Author) / Gray, Nancy (Thesis director) / Bitter, Gary (Committee member) / School of Art (Contributor) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
The purpose of this paper was to identify issues that have arisen from lack of police officer training and misuse of force. The data analyzed is from the last 20 years and represents the ratio of shots fired to hit ratios in officer involved shootings. Using this information, the next step was to look at different training simulations and scenario studies and how they relate to real life application in the field. The effects of the training and simulation studies provided insight into what training could implement. Specifically, FIRST training and simulations that replicated adrenaline and anxiety were effective in their results. Police officer training needs to implement similar programs as they could reduce the mistakes of officers and their use of force.
ContributorsMiller, Nicholas Earl (Author) / Johnston, Coy (Thesis director) / Fritz, Noah (Committee member) / W. P. Carey School of Business (Contributor) / School of Criminology and Criminal Justice (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
With the onset of the Covid-19 pandemic in March of 2020, the world has learned to adapt to a new normal, which has largely centered around building relationships, learning, and conducting business with others in ways that could not be done in person. As marketing students, we wanted to see how this impacted the way Business-to-Business marketing and sales were conducted. Digital strategies have been on the rise prior to the Covid-19 pandemic, but were forced to grow at a much faster rate when technology became the leader in allowing us to engage and communicate with others. Despite the pressure to introduce digital strategies across the Business-to-Business market, many firms have been hesitant to do so, since they are so comfortable with the way in which they practice their business now. Previous research in this area has primarily focused on traditional marketing strategies and how technology has affected them, but we aim to study how the advancements in technology and the incorporation of digital marketing and sales strategies has ultimately impacted the relationships and efficiency of business within the B2B market. We are looking to gain insight through our research and speaking with members of the industry to understand where the future of B2B Marketing and Sales is heading now that it has evolved at such a rapid pace. We will conduct mixed methods of research within this thesis, incorporating both quantitative and qualitative data from our primary and secondary resources of reliable online sources/studies as well as our one-on-one interviews with industry leaders. Our studies will characterize the past and present of marketing and sales strategies utilized in the B2B industry, as well as aim to predict what the future holds. The results prove that despite the widespread push toward utilizing digital strategies within the B2B market, marketing and sales will never be successful without the in-person element. Ultimately, we found that B2B firms will utilize digital strategies as a means of maintaining customer relationships once they have been established via traditional methods.
ContributorsShyman, Katie (Author) / Stepanek, Nicole (Co-author) / Dietrich, John (Thesis director) / Willman, Sherry (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor)
Created2022-05
Description
With the onset of the Covid-19 pandemic in March of 2020, the world has learned to adapt to a new normal, which has largely centered around building relationships, learning, and conducting business with other in ways that could not be done in person. As marketing students, we wanted to see how the impacted the way Business-to-Business marketing and sales were conducted. Digital strategies have been on the rise prior to the Covid-19 pandemic, but were forced to grow at a much faster rate when technology became the leader in allowing us to engage and communicate with others. Despite the pressure to introduce digital strategies across the Business-to-Business market, many firms have been hesitant to do so, since they are so comfortable with the way in which they practice their business now. Previous research in this area has primarily focused on traditional marketing strategies and how technology has affected them, but we aim to study how the advancements in technology and the incorporation of digital marketing and sales strategies has ultimately impacted the relationships and efficiency of business within the B2B market. We are looking to gain insight through our research and speaking with members of the industry to understand where the future of B2B Marketing and Sales is heading now that it has evolved at such a rapid pace. We will conduct mixed methods of research within this thesis, incorporating both quantitative and qualitative data from our primary and secondary resources of reliable online sources/studies as well as our one-on-one interviews with industry leaders. Our studies will characterize the past and present of marketing and sales strategies utilized in the B2B industry, as well as aim to predict what the future holds.
ContributorsStepanek, Nicole (Author) / Shyman, Katie (Co-author) / Dietrich, John (Thesis director) / Willman, Sherry (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / The Design School (Contributor)
Created2022-05
Description
For my Barrett Honors Creative Project, I created a guide titled, Digital Marketing and Social Media Branding Guide for Newly Established and Growing Pediatric Therapy Companies in 2022. I created this guide as I have noticed a lack of knowledge regarding social media and digital marketing within pediatric therapy companies due to a lack of resources. As a Social Media Specialist for a small pediatric therapy company, I know that pediatric therapy companies that are new or rather small can benefit from a visual, research, and example-based guide so they can succeed on various digital marketing platforms. The purpose of my guide is to assist owners and marketing professionals within the pediatric therapy industry who are starting their journey or need a little extra help with marketing by helping them set and attain their marketing goals and develop strategies, tips, and tools that can support them in their marketing efforts. My guide will have everything they need to know - right at their fingertips.
In order to create this guide, I obtained secondary research from various online sources and guides to identify the industry background and supporting information for the guide, analyzed it, and derived common facts, themes, tips, and advice. Second, I conducted primary research by surveying 365 marketing students at Arizona State University through Qualtrics and analyzed that research. The purpose of this survey was to discover how familiar respondents are with pediatric therapy, services, companies, as well as their social media usage, types of content they would interact with, and to see if they would follow a pediatric therapy company. Third, I created my 57-page digital guide via Canva.com using the information I found through my secondary and primary research. The guide has a total of six sections: Section 1) Starting Steps, Section 2) Social Media, Section 3) Digital Marketing, Section 4) Management Tools, Section 5) Advertising, and Section 6) Final Tips.
This paper component explains the pediatric therapy industry, my reasoning and methodology for creating the guide, the information that is in the guide, recommendations, and next steps.
ContributorsLynch, Shelby (Author) / Eaton, John (Thesis director) / Dietrich, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor)
Created2022-05