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Grewal Levy Marketing News

Grewal Levy Marketing News

Tag Archives: Social and Mobile Marketing

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The Company Formerly Known as Facebook Just Opened a Physical Store

09 Thursday Jun 2022

Posted by grewallevymarketingnews in Chapter 03: Social and Mobile Marketing

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Facebook, Meta, Social and Mobile Marketing

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Feel like Facebook just isn’t taking up quite enough of your time anymore? It agrees. The company now known as …

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Boots on the Bits: Timberland Launches Immersive Online Gamified Platform Exploring Shoe Brand’s Past and Future

01 Tuesday Mar 2022

Posted by grewallevymarketingnews in Chapter 03: Social and Mobile Marketing

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Social and Mobile Marketing, Timberland

Does the real world seem like a terrible place sometimes? Are you simply spending too much time struggling through it …

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Marketing Tidbit: Updated Twitter Policies: No More Personal Pictures without Permission

26 Wednesday Jan 2022

Posted by grewallevymarketingnews in Marketing Tidbits

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Marketing Tidbit, Social and Mobile Marketing, twitter

When it came to privacy, Twitter had what one privacy scholar called a “semi-truck–sized hole” in its standards: In most …

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Lining Up College Influencers, for Emotional and Business Support

24 Monday Jan 2022

Posted by grewallevymarketingnews in Chapter 03: Social and Mobile Marketing, Chapter 09: Segmentation, Targeting and Positioning

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College, Influencers, Social and Mobile Marketing, targeting

For many college students, becoming an influencer sounds like a perfect gig. Take something they love already, like fashion, sports, …

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How Instagram Influencers Help Luxury Watch Brands Understand their Best Customers Better

17 Wednesday Nov 2021

Posted by grewallevymarketingnews in Chapter 03: Social and Mobile Marketing

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Instagram, luxury, Social and Mobile Marketing, watches

Luxury watchmakers, for the most part, are located in remote Swiss mountain towns, where they embrace a long tradition of …

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The Meta Future: What Moves Is Facebook Making Now, and Why?

09 Tuesday Nov 2021

Posted by grewallevymarketingnews in Chapter 03: Social and Mobile Marketing, Chapter 11: Product Branding and Packaging Decisions

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Facebook, Meta, Product Branding, Social and Mobile Marketing

Like most big announcements by massive, globally known companies, Facebook’s recent description of its rebranding as Meta was not something …

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Marketing Tidbit: Have Tech Companies Forgotten About the 99%?

22 Wednesday Sep 2021

Posted by grewallevymarketingnews in Chapter 03: Social and Mobile Marketing, Chapter 12: Developing New Products, Marketing Tidbits

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Developing New Products, Marketing Tidbit, Social and Mobile Marketing

Oh 5G, art thou for thee, but not for me? In a recent editorial, The New York Times argues that …

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No Baggage: Once Denigrated Motels Are Becoming the Travel Lodging of Choice

07 Tuesday Sep 2021

Posted by grewallevymarketingnews in Chapter 03: Social and Mobile Marketing, Chapter 13: Services: The Intangible Product

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Motels, Services Marketing, Social and Mobile Marketing

The humble motel is getting a rebrand. First developed in the 1920s, motels were established along highways and byways to …

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Opting In to App Tracking: Does Apple’s Latest Update Represent Privacy Support or Competitive Suppression?

03 Thursday Jun 2021

Posted by grewallevymarketingnews in Chapter 03: Social and Mobile Marketing, Chapter 04: Conscious Marketing, Corporate Social Responsibility, and Ethics

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apple, Mobile Privacy, privacy, Social and Mobile Marketing

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When they update their systems to iOS 14.5, Apple iPhone and iPad users will begin encountering a new pop-up message …

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Influencers, Live on Your Stream, Ready to Sell You the Products You Want

22 Thursday Apr 2021

Posted by grewallevymarketingnews in Chapter 03: Social and Mobile Marketing, Chapter 17: Retailing and Multichannel Marketing

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Influencers, Livestreaming, Multichannel Marketing, Retailing, Social and Mobile Marketing

Lo-res_119759522-SIn ongoing attempts to be present in any channel that shoppers might use, retailers are embracing the potential of livestreams and their ability to provide a sort of in-person vibe that helps consumers engage with brands. These channel shifts and efforts also reflect the growing sales potential offered by influencers, whose live broadcasts already attract hundreds or thousands of viewers. Finally, the increasing uses of livestreaming retail reflect the expansion plans of various tech and social media firms to be all things to all users.

On Amazon Live for example, individual influencers constantly post videos that review and introduce various products that viewers can purchase with a click. Multiple streams run simultaneously, so visitors can choose whether they want to learn about a single brand of hot sauce from someone sitting in his car, waiting in line to get a vaccine outside Dodger Stadium, or if they prefer to encounter a wide range of products, presented in a professional, journalistic-like style, by “The Deal Guy.”

These influencers and salespeople generally earn some varying percentage of the price for any products sold through the link on their livestreams. For example, the Deal Guy earns a higher percentage for luxury products than for grocery items. Influencers who attract more views and clicks earn priority placements in video menus, as well as quicker technical support if something goes wrong with their feed.

But whereas Amazon Live allows a few dozen livestreams at the same time, services in China host hundreds of them. China is a big market for livestreaming, such that it accounts for about $63 billion in sales, equivalent to 9 percent of the country’s online market. Many retailers host their own shows. A Chinese college even has added an ecommerce livestreaming degree to its curriculum.

Taking lessons from China’s far more advanced livestreaming examples, one consultant suggests that U.S. retailers cannot simply assume that adding videos to ecommerce sites will appeal to fans of livestreaming. Rather, the channel requires novel, appealing, engaging content. To provide it, retailers might consider limited-time offers, as well as exclusive products that people cannot find elsewhere.

Retailers also might take lessons from an older technology: home shopping channels. In these environments, popular and appealing hosts (similar to influencers) introduced a range of products to shoppers through their televisions (parallel to digital screens), often in virtually real time. Just as today’s users can comment during livestreams, shoppers could call in to chat with a host, establishing a strong connection and sense of engagement. As may come as no surprise, the parent company that owns famous home shopping services such as HSN and QVC already hosts livestreaming sessions on Roku, YouTube TV, and Facebook Live.

Discussion Questions:

  1. What do retailers need to do to leverage livestreaming options?
  2. Which kinds of influencers might be the best options to hire to conduct livestreaming sessions?

Source: Jackie Snow, “Livestreaming, Still Niche, Grows as a Tool for Retailers,” The New York Times, March 14, 2021

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Archived Articles by Chapter

  • Chapter 01: Overview of Marketing (74)
  • Chapter 02: Developing Marketing Strategies (131)
  • Chapter 03: Social and Mobile Marketing (153)
  • Chapter 04: Conscious Marketing, Corporate Social Responsibility, and Ethics (147)
  • Chapter 05: Analyzing the Marketing Environment (216)
  • Chapter 06: Consumer Behavior (173)
  • Chapter 07: Business-to-Business Marketing (83)
  • Chapter 08: Global Marketing (114)
  • Chapter 09: Segmentation, Targeting and Positioning (146)
  • Chapter 10: Marketing Research (97)
  • Chapter 11: Product Branding and Packaging Decisions (203)
  • Chapter 12: Developing New Products (178)
  • Chapter 13: Services: The Intangible Product (143)
  • Chapter 14: Pricing Concepts for Establishing Value (94)
  • Chapter 15: Strategic Pricing Concepts (91)
  • Chapter 16: Supply Chain Management (107)
  • Chapter 17: Retailing and Multichannel Marketing (202)
  • Chapter 18: Integrated Marketing Communications (161)
  • Chapter 19: Advertising, Public Relations and Sales Promotions (187)
  • Chapter 20: Personal Selling and Sales Management (55)
  • Marketing Tidbits (32)
  • Uncategorized (3)

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