Be yourself; Everyone else is already taken.
— Oscar Wilde.
This is the first post on my new blog. I’m just getting this new blog going, so stay tuned for more. Subscribe below to get notified when I post new updates.
Whirlpool; Effectively Impacting the Consumer through Digital Media
Whirlpool is a household name known for home, kitchen and laundry appliances and products. And since the beginning, the thought of Whirlpool has been associated with perfunctory household chores. In order to change the perception of the consumer, Whirlpool wanted to add another dimension to the way their customers saw them. So, they put their concentration in their digital marketing strategy, aiming to connect with their customers and increase purchases.
To make the switch, Whirlpool wanted to connect with their customer’s emotions by tapping into people-powered marketing, allowing their customers to share their stories and change the conversation of the consumer from rational (product based) to emotional (people based). To this this they launched their ‘Every day care’ campaign.
With this campaign, they addressed their social and consumer experience by allowing consumers to share their stories, videos and messages on a dedicated microsite -whirlpool.com/everydaycare which served as a library of real stories. This gave the consumer a voice and a way to share their acts of love through their daily household chores.
The campaign was such a success, whirlpool amplified the personal stories to another level with a comprehensive paid, earn and owned media strategy which introduced new broadcast media, digital media and social promotion.
Moreover, Whirlpool embraced their digital media followers by giving them a platform to becoming a community expressing real stories. And to add to inspired conversations and content across social media, Whirlpool used Crowdtap to build a community of 17 thousand passionate advocates to share their story.
Currently looking at their social media and website the brand is effectively connecting with the consumer ethically with their campaigns and contributions to the community. For the past 17 years Whirlpool have earned a perfect score for their Human Rights Campaign; they’ve placed washers and dryers in schools to assist kids with clean clothing, and recently sent earthquake survival kits to Puerto Rico.
Whirlpool hit the mark when they decided to change their digital marketing strategy to emotion and people -driven, with customer satisfaction and exponential growth in sales and unit growth. The decision to switch the direction of their digital marketing was a great idea for the company overall.
Branding: A Day in the Life
Digital Marketing: A Day in the Life
Branding: A Day in the Life
Posted bysthomps40Posted inUncategorizedEditBranding: A Day in the Life
On a typical day I use the internet pretty much all day. During the week I use it when I first wake up in the morning to check the weather, I use the CBS46 app to make sure my son is properly dressed for school. As he’s getting dressed, I tend to scroll the internet for fashion lookbooks such as JCrew or Banana Republic to get ideas of what I might be in the mood to wear for the day. I also check my bank account before I leave the house via my apps on my phone. And once I am at work, I check my emails, and use several websites to complete my daily work.
On a personal note, I find myself using Google search engine mainly to search for words, subjects, articles, directions (maps), or what have you. In addition to what I use on my own, I am also pressured by friends mainly to check my Facebook app because they tend to send invites, and messages all day long. But I only check it every now and again. I rather, for pleasure use Instagram because it’s short and sweet and I’m more interested in pictures and the people I chose to follow opposed to the friends that I have on Facebook.
When it comes to my personal emails, which I have a couple of personal ones and a few business ones, the advertisements can be annoying. I scroll through those looking for certain ones such as bills, or important issues I need to deal with first and then I check out ads with the flashy discounts. Other than that I delete the rest.
What I have noticed about the use of digital media in marketing today is that branding is key. Because all types of media is being used from emails, apps, websites, social media, and networks. Marketing is very competitive and lucrative with an aim to win you over with a different niche or some catchy phrase… their brand. Creating a brand or catchy phrase that sticks gives that marketer a leverage over the rest. Moreover, marketers also have a way of knowing what you have searched for recently and can have those types of ads as popups when you’re using the internet to entice you to buy.
In closing, there is not a day that goes by without me using an app, searching the web, or using GPS. It’s the way of the world.
Posted bysthomps40Posted inUncategorizedEdit
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Introduce Yourself (Example Post)
This is an example post, originally published as part of Blogging University. Enroll in one of our ten programs, and start your blog right.
You’re going to publish a post today. Don’t worry about how your blog looks. Don’t worry if you haven’t given it a name yet, or you’re feeling overwhelmed. Just click the “New Post” button, and tell us why you’re here.
Why do this?
- Because it gives new readers context. What are you about? Why should they read your blog?
- Because it will help you focus you own ideas about your blog and what you’d like to do with it.
The post can be short or long, a personal intro to your life or a bloggy mission statement, a manifesto for the future or a simple outline of your the types of things you hope to publish.
To help you get started, here are a few questions:
- Why are you blogging publicly, rather than keeping a personal journal?
- What topics do you think you’ll write about?
- Who would you love to connect with via your blog?
- If you blog successfully throughout the next year, what would you hope to have accomplished?
You’re not locked into any of this; one of the wonderful things about blogs is how they constantly evolve as we learn, grow, and interact with one another — but it’s good to know where and why you started, and articulating your goals may just give you a few other post ideas.
Can’t think how to get started? Just write the first thing that pops into your head. Anne Lamott, author of a book on writing we love, says that you need to give yourself permission to write a “crappy first draft”. Anne makes a great point — just start writing, and worry about editing it later.
When you’re ready to publish, give your post three to five tags that describe your blog’s focus — writing, photography, fiction, parenting, food, cars, movies, sports, whatever. These tags will help others who care about your topics find you in the Reader. Make sure one of the tags is “zerotohero,” so other new bloggers can find you, too.
