Application: Promotion and Digital Media

Application: Promotion and Digital Media

Korpo Roberts

12 June 2016

WMBA 6060-3

Application: Promotion and Digital Media

Korpo Roberts

12 June 2016

WMBA 6060-3

Today’s companies have to develop new and innovative ways to stay ahead of their competition and keep their consumers wanting more. In order to achieve this, companies have to make use of digital media to present their brand and reach out to the masses. Below, three organizations will be described in depth and how each applies digital media to specific segments of the market.

Starbucks

“Starbucks would be considered as being fairly ahead of the curve when it comes to using social media as compared to other companies (McNamara & Moore-Mangin, 2015). Editor-in-chief at Networld Media Group, Alicia Kelso, stated "Starbucks was holding Facebook promotions before most restaurants even figured out this was a space they needed to be in (McNamara & Moore-Mangin, 2015).” Starbucks uses these social media outlets to engage its customers through different promotions and competitions all assisting in building brand recognition. Starbucks also engages with its customers through their site, "MyStarbucksIdea.com", where a reported 500,000 customers have left their thoughts, ideas and opinions on improvements (McNamara & Moore-Mangin, 2015). Starbucks employs what is known as The Siren as its symbol.

Uber

Uber has built its foundation on the back of social media. Through an installed phone app customers request a ride from one of the employed Uber drivers as well as pay for the transportation. The employed drivers also have the phone app and are able to see the requested rides in the area and accept those fares for whatever time period they choose to work. The brand is made popular and advertised to desired markets mainly through various social media outlets. Uber uses the capital “U”.

Nike

“Nike is one of the global marketing powerhouses that has been moving to take digital and social media marketing very...