Matching Items (18)
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- All Subjects: Digital Marketing
- Creators: Department of Marketing
- Creators: Montoya, Detra
- Resource Type: Text
Description
In the United States gambling regulations have been loosening considerably over the past several years. Many states have legalized sports betting either at physical locations or through mobile apps. With the legalizations have come an influx of marketing efforts by all the large gambling companies. These marketing efforts raise serious ethical and legal questions, as groups of vulnerable people such as minors are being frequently exposed to sports betting and other online gaming. The sports gambling industry was worth 76.75 billion dollars in 2021 and is rapidly growing with a growth rate of 10% year over year (Grand View Research). Given how lucrative sports betting has been even in its relative infancy the major players in the field are attacking potential markets fiercely, flooding TV, websites, and social media with advertisements. Every major sports league has been quick to partner with the large sports betting corporations and air numerous advertisements during every nationally televised game. Mainstream exposure such as this is what makes these tactics so controversial. While these advertisements may not be as clearly problematic as previously outlawed tactics which preyed on the young and vulnerable in the alcohol and tobacco industry, they share many of the same troubling elements. For these reasons we find it important to examine the effects of current marketing practices used within the gambling industry. It is critical to begin these examinations now as every day that passes potentially harmful practices become increasingly commonplace and would be tougher to reverse or alter.
ContributorsSonkin, Zach (Author) / Jung, Young (Co-author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor)
Created2023-05
Description
Digital Marketing has revolutionized the way industries conduct business and the Amusement Park Industry is no exception. To survive in the world of thrills, roller coasters, and attractions, continuous innovation and evolution is a necessity. Digital Marketing finds its inception and rise in the creation of the Internet, the Smartphone, and Tim Bernerstee’s 1994 World Wide Web project. Digital Marketing can be defined as determining and meeting the needs of customers through promotion and enticement of those customers through a host of electronic platforms (“The Evolution”, 2019). It is the nature of Digital Marketing to continuously change, shift, and advance, which is why the intersection of both the Amusement Park industry and the world of digital marketing is compelling. The purpose of this thesis is to understand the history of the amusement park industry in the United States, the rise and impact of Digital Marketing within the amusement park industry, and how both developments have shaped the way these park brands engage, communicate, and market to their consumers. This thesis explores how this development has affected consumer perceptions of the Disney park brand through research conducted on 365 ASU undergraduate W.P Carey business students. This research asks the question as to whether perceptions of an Amusement Park are impacted by the form of advertising to which individuals are exposed. Specifically, if there is a difference in individuals’ perceptions after exposure to a physical advertisement (billboard) compared to a digital advertisement (social media post). The results of the research showed that participants perceived and evaluated advertising in the form of social media more favorably compared to advertisements in a physical billboard form.
ContributorsHadley, Samantha (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Department of Psychology (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 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
Influencer marketing continues to be a tool that companies utilize to add value to their brands. This thesis explores the impact that influencer marketing has within the alcohol industry. This was done by conducting secondary research that highlights the size of the alcohol industry, the rules and regulations that apply to alcohol marketing, the power of social media and consumer behavior, and the effectiveness of influencer marketing. From this research, I compile a set of industry best practices and offer a series of recommendations for smaller brands to take into consideration when using influencer marketing. I believe that my research-based recommendations of partnering with local influencers to create genuine connections with niche audiences, creating branded hashtags for marketing purposes, and capitalizing on current social media market trends allows for niche alcohol brands to implement influencer marketing in a way that best fits the brand and the people it serves.
ContributorsSanyal, Anjali (Author) / Giles, Bret (Thesis director) / Montoya, Detra (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Comm (Contributor)
Created2022-05
Description
This thesis explores data-driven engagement strategies for the ASU Baseball team to implement in order to increase student attendance at their home games, held at Phoenix Municipal Stadium, given that all general students have a financial buy-in to their collegiate athletic programs. Developing a loyal fan base is essential to a team’s overall success, leading to an increased sense of pride and passion for on-field heroism. Our research team's focus was on analyzing the brand positioning of the Sun Devil Baseball program to determine what opportunities exist within the program. Our methods included collecting secondary data and conducting primary research via a Qualtrics survey administered to undergraduate students on ASU’s campus. The survey results were then used to propose data-driven engagement strategies covering various aspects of campus life in order to provide a well-designed value proposition. Additionally, we used findings from our secondary data to evolve our recommendations past student attendance and into overall presence as well. Through conducting research of different histories, examining the current situation, then identifying an opportunity to grow along with a plan of action, this creative project will cover multiple key areas of a student brand report.
ContributorsBerge, Nicole (Author) / Personale, Caitlin (Co-author) / Mokwa, Michael (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / School of Sustainability (Contributor)
Created2022-05
Description
This thesis will analyze the current position of the medical-grade skincare company Omni Bioceutical Innovations using the four frames discussed in Bolman and Deal’s Reframing Organizations. In reflecting upon the company through the structural, human resource, symbolic and political frame lens, a multi-frame marketing strategy is developed to address Omni’s current obstacles and future goals. The paper begins with a history of Omni Bioceutical Innovations and an analysis of the current marketing and skincare trends. Research on business-to-business (B2B) and business-to-consumer (B2C) strategies will also be shared to help provide context to Omni's obstacles when switching its marketing focus from B2B to B2C. The paper will then focus on Omni’s past digital strategy setbacks and present opportunities for how the company can move forward using Bolman and Deal’s frames and research on the skincare market and current digital marketing tactics. The resolutions presented will include insight into how to target the B2C market effectively through specific social platforms and offer suggestions of which elements should be incorporated into their new website. Through examining Omni’s past internal battles using the organizational frames, it helps clarify the needs of the company and reinforces the changes that must be made to help the company become even more successful.
ContributorsKirkman, Alexandra (Author) / deLusé, Stephanie (Thesis director) / Golob, Sora (Committee member) / Barrett, The Honors College (Contributor) / School of Art (Contributor) / Walter Cronkite School of Journalism and Mass Comm (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
This paper delves into the strategies and practices employed by DJs (disc jockeys) in the electronic music industry to achieve success and maintain relevance in an ever-evolving landscape. In the rapidly evolving landscape of the modern digital world, both established and up-and-coming DJs face unique challenges in marketing themselves and creating a distinctive brand identity within the highly competitive electronic music industry. As the digital era continues to redefine the music landscape, traditional promotional strategies no longer suffice, and emerging DJs must navigate a complex ecosystem of online platforms, social media, streaming services, and live events to effectively promote their music and differentiate themselves from their peers. Through a comprehensive analysis of three DJs with varying levels of popularity, the study aims to identify the key factors contributing to their success, as well as areas for potential improvement. The objectives of the research are to understand the different approaches adopted by DJs, assess their effectiveness in engaging audiences and building a fan base, and offer insights into the evolving role of DJs in the digital age. The methodology involves a qualitative analysis of each DJ's career trajectory, including their musical style, branding, social media presence, and live performances. Additionally, the study incorporates survey data collected from Electronic Dance Music (EDM) fans to understand audience preferences and effective social media strategies, as well as interviews with DJs to gain firsthand insights into their experiences and perspectives. The results of the analysis reveal the diverse strategies employed by DJs to connect with audiences, ranging from innovative live performances to strategic social media engagement. Furthermore, the study highlights the importance of developing a unique musical identity and leveraging technology to enhance the live experience. In conclusion, the paper underscores the significance of adaptability, creativity, and authenticity in the success of DJs, while also acknowledging the challenges and opportunities presented by the digital age.
ContributorsHinderaker, Luke (Author) / Bauer, Hugo (Co-author) / Dong, Xiaodan (Thesis director) / Shea, Nicholas (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / School of International Letters and Cultures (Contributor)
Created2024-05