Elenista-Ann Lam's Marketing Blog

Throughout the history of Google, they had implemented many successful marketing strategies to create the brand they are today. Starting as a unique search engine program back in 1998, Google has since expanded to a wide array of online programs and services, applications, and hardware products.  Google's success is largely due to not only their quality products and services, but the approach they take when it comes to determining their marketing strategies and the products they should develop. It does help that Google is company whose main objective is to collect data. This massive amount of data provides them exactly what they need to determine their next move depending on how they analyze this data.  For example, during a Chromecast campaign, the Google Media Lab used Google Trends to identify which tv shows and movies have been most popular among their target audience (Biron, 2017). This provided them the data on what their audience would most likely watch using Chromecast...

For this week's reading in Guerrilla Marketing , identifying and choosing the best marketing methods fit for your ad campaign was discussed. To expand on this, I will be going through the history of marketing decisions and outcomes made by the most profitable and successful sports brand - Nike.  Founded by Philip Knight and Bill Bowerman back in 1964, Nike was initially known as Blue Ribbons Sports (BRS). BRS eventually became what we now know as Nike in 1973, named after the Greek goddess of victory. The signature "swoosh" logo was created by a student for a mere $35 (Moore, 2022). Little did they know, that logo would later become the calling sign for a multi-billion dollar sports brand.  This logo creation was one of the first major marketing strategy for Nike as it created a visual brand for the consumer market (Levinson, 2004). As for their product, one of their first major revenue increase came when Bill wrote a book on jogging and its benefits. This book was releas...

For my final presentation, I will be analyzing the branding of Google, specifically their new Pixel 7 smartphone. As I was planning out my presentation and the marketing and branding topics I will discuss, I thought of how social media impacts the consumer market, specifically the individual creators on each platform. Tech reviewers and "influencers" can be seen on platforms such as Instagram, TikTok, and YouTube. Through a survey conducted by Matter Communications, consumers ages 18-29 are almost three times more likely to consult YouTube than those above 30 when deciding on which tech products to purchase (Williams, 2019). Through YouTube creators, consumers are able to receive thorough reviews from a variety of creators. During those reviews, they are able to see how the product works, its new features, and its pros and cons. Certain tech reviewers even compare competing products to one another, which is extremely helpful as consumers are often already doing those comparis...

In this week's chapter of Guerrilla Marketing - Developing Truly Creative Marketing, Levinson described various approaches to forming a successful and creative marketing strategy. To begin, it is beneficial to develop the purpose of your creative strategy that acts as a foundation for your marketing program (Levinson et al., 2007). As practice, I wrote a draft of such a passage for my personal digital marketing and design agency.  "The purpose of E.A.L Marketing and Design Agency advertising will be to convince our target audience - primarily small business owners eighteen to forty-five - that E.A.L provides personalized one-on-one marketing strategies and designs best fit for growing their business. This will be accomplished by showcasing the many organizations and businesses I've worked for and their outcomes. The mood and tone of the advertising will be informative, motivating, and honest." To tie this practice to my final presentation, I wrote a similar passage fo...

To begin this ad campaign, I've decided to focus on marketing my digital marketing and design agency. Using Canva, I created a simple logo to create a visual brand, which is now also uploaded on my website created by Google Site. This logo also provides potential clients a glimpse of my personal style and aesthetics. However, my website does display a variety of branding designs I've done for various organizations.  I am using Google Ads to go through the process of creating a hypothetical ad for my agency. The process is simple, their user interface is really self explanatory and easy to use. If you were never to have tried it before, one would think the online advertisement process would be complicated, but it is actually quite accessible. As you can see, here is what my ad would look like if I were to publish it. It is a basic process, and highly usable if you were to genuinely want to increase traffic or leads to your website. Personally, I've only ever really clicked ...

The mention of AI has somehow increased in my life in these past few months. It's most likely the Recency Bias, but just today, my alma mater published an article where a professor was discussing the use of ChatGPT in the classroom and its negative impact on student critical thinking skills (Meisner, 2023). And as mentioned in this week's chapter in Surfing the Tsunami , here is a baby step in seeking to learn more about AI... Other professors were also interviewed about this new technology, and while many echoed the initial professor's concerns, there was one professor who do not believe ChatGPT will cause major damage in the world of higher education. She even referenced how people were initially fearful of spreadsheet technology taking over jobs, but that "clearly didn't happen" and "there are things that a computer assists accountants in doing and humans can pay more attention to what they can do better" (Meisner, 2023).  This belief is similar ...

Even if you are not personally on the platform, you have most likely heard of TikTok, seen a TikTok reuploaded onto another platform, or use another platform that have mirrored its quintessential infinite scrolling feature. That said, TikTok is ushering in a new age of self-branding and marketing, allowing people to create quick, attention-grabbing clips.  Some even say it is further shortening our attention span... As much as I tried to avoid the TikTok craze, I reluctantly joined last year, and have now a personally curated feed consisting of cute animals, funny stories, and cooking videos. One of the many cooks that have built quite a following on the platform is a mother of two, Alissa Nguyen, known as @gaming-foodie .  Whether creators are aware or not when creating their brand, it is important to highlight characteristics that are unique to your brand. For Alissa, it is her realistic cooking videos often featuring crying, screaming children in the background, mistakes du...

Initially, for this week's blog, an attempt was made to write about chapter 3 of  Guerrilla Marketing  through ChatGPT. It was only an attempt because although the AI program recognizes the book, it did not provide the accurate chapter or content. What was interesting was that the AI did confidently write a blog post during the initial inquiry. However, since it was not the correct content, a series of specifying statements were given such as the edition of the book in order to get the correct content from the AI.  The AI seemed to learn through the series of statements that it is, in fact, unable to pinpoint a specific book chapter to create a blog about. It did, however, try to provide generalized marketing learning points as a way to fill that knowledge gap. Although the AI can provide good insight to a topic of interest, it's important to know information concerning the topic prior to asking the AI. It was fascinating though, when the AI seemed to learn in real time t...

In Chapter 3 of Guerrilla Marketing , Levinson shares sixteen key words that guide his advices on succeeding in guerrilla marketing (2007). The key words include commitment, investment, consistent, confident, patient, assortment, subsequent, convenient, amazement, measurement involvement, dependent, armament, consent, content, and augment. Although it is quite a long list, it provides a comprehensive look on what to consider when you want to successfully implement guerrilla marketing practices. A few of the suggestions stood out during the reading such as subsequent, dependent, and consent. As someone who has never worked specifically in the field of marketing, I've never engaged in the practice of subsequent marketing and followup with clients. However, in my nonprofit organizational experience, similar practices is a large part of maintaining existing members and future support. Safe to say, this practice and concept is applicable in marketing for most sectors.  The second "...