GoPro: How can all marketers use it?

Wendy’s has leaped into the action arena with the use of GoPro. Now, Wendy’s might have its employees or consumers jumping out of airplanes or making major jumps in snowboarding like Redbull has, but it using the device to tell its story.

Within the past couple weeks, Wendy’s launched a web video titled “Wendy’s Romaine Lettuce Journey.” In this video, a point-of-view camera follows a head of romaine lettuce from the farm to the Wendy’s restaurant. Fast-food chain restaurants have talked about their fresh ingredients straight from the farm, but many have not proven it or talked about the journey until now.


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This is also new approach for Wendy’s when it comes to the type of advertising message. Rather than the usual advertising based around limited-time products, the fast-food brand is using GoPro to tell it “big brand story about freshness.” This is a good move for Wendy’s, as it may appear that consumers do not know much about the Wendy’s brand and what it stands for.

How will other marketers use GoPro now? It has been taken out of the action-type marketing initiative with Wendy’s, so marketers in other industries,like clothing retail or even education, have to wonder how they can use it.

Additionally, GoPro shares fell by 5.4% recently. It is the lowest it has been in several months, and it could be due to Chinese manufacturer, Xiaomi, announcing a 16 megapixel camera to compete with GoPro. Hopefully, Wendy’s use may be able to help GoPro revive.

Apple Watch: Is It Enough to Market?

The world has been waiting patiently for the more details and the release of the Apple Watch. And now, at least the details are finally here. At a high-profile event on Monday, March 9, Apple revealed several details. Some were surprises, and others were not.

Prices start at $349 for lower end models and go clear up to $17,000. It will also be available for sale on April 24. As well, the digital giant also disclosed some of the watch’s proficiencies. Apple Watch users can use the device to hail a cab, use Siri for audio texts and apps like WeChat. The watch’s features also focus on fitness and fashion.

Apple’s CEO Tim Cook told Ad Age, “”The Apple Watch is the most advanced timepiece ever created. It’s a revolutionary new way to connect with others and it’s a comprehensive health and fitness companion.”


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But there are a lot who do not agree. Some have posted on Facebook and other social outlets that the potential for the Apple Watch was so much more.

Even though the watch may have interesting features like a fitness app and it may be fashionable, the other features do not really make it diverse from other Apple products like the iPhone or iPad. Initially Apple lovers will buy the Apple Watch due to the name Apple, but the company will have to do more to continue the sales.

Many consumers already have devices that perform most of the of functions that the Apple Watch does, so they will have to market it in a sense that it will complement or as a major convenience or ease of life. The company will have to take to emerging media to make sure it is out there, such as blogs, social media, real-time advertising and much more.

Another question to pose is how will the new watch play into mobile advertising? Will this device pick it up as well? We shall see.

Google’s Latest Paid Advertising Platform: Google Play

Google is implementing a new wave of advertising for mobile application developers. The company recently launched a pilot program that allows these app developers to advertise their apps directly in the Google Play store. Google believes this an effective method for app developers to get noticed, and it may just be.

Ads will become active over the next few weeks, and when searching Google Play with terms like “travel” or “restaurants,” the normal listings will populate with the new sponsored results on top labeled with the yellow “Ad” heading.


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To start with, the program will only be available to advertisers that are currently running Google search campaigns. And another major kicker obviously is that this is only for the 1 billion Android users to discover new apps that may not have come across in the past. If this works, will rival Apple and the App store follow? Most likely. Currently, mobile advertising is becoming a threat to Google’s advertising business, so this is a logical step for the Internet giant. And eventually, it will be a logical step for Apple and other tech companies.


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Even if it is logical for these tech companies, is it worth it for business owners and app developers? Only six percent of web traffic emerges from paid search results, so it seems far-fetched to allocate such a large amount of money to paid advertising on Google and eventually Apple platforms. But the biggest return might just be the perception, and the trend will rise.


Mobile is important. SEO is important. And it is important within the emerging media realm to use them together. And while marketers believe they already are, there should be a distinct difference between mobile SEO and its desktop parallel. They should be treated differently.


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Search is the most common starting point for mobile online research, so it is important to optimize this. And to do this correctly, marketers must fully understand their audience and their mobile habits. They must also fully understand their products and brand. This will have an impact on the type of mobile optimization used: responsive design, dynamic serving or separate mobile site.

Additionally, it is integral to be pay extra close attention to the basics when it comes to optimizing content from a mobile a perspective, such as ensuring redirects go to the correct page.

Marketers also have to be specific with their advanced tactics, such as voice search. They should include geographic indicators in content to aid in localization and generate content that answers questions that the specific audience would ask. nexusae0_VoiceSearch-Thumb

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As marketers continue to increase their mobile marketing efforts, new technologies and strategies will come about, so optimization has to be an on-going structural and organizational project. And overall, marketers must remember to be super specific with mobile SEO.

Sensory Marketing and Mobile Advertising

Mobile marketing is the newest and most innovative form of emerging media, but what will go beyond mobile marketing or advertising? Today’s consumers are influenced by so many factors when it comes to making purchases, including hidden behaviors. This can include the five senses, even sound and smell. This is a portion of sensory marketing, and that might just be the next force in mobile marketing.

Sensory marketing has been around for ages. It is also known as brands building relationships and emotional connections with consumers through multi-sensory occurrences. This is groundwork for marketing and brand loyalty, so it is a no brainer that it will continue. And as marketers continue to catch on to mobile marketing, they will have to find a way to standout among competitors.


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One example of the integration of sensory marketing and mobile marketing is Homeland’s latest mobile ad promoting the show’s latest season. The ad triggers the sense of touch when it sends vibrations to the smart phone during specific, suspenseful portions of the minute-long advertisement. The ad without the vibrations or sensory marketing effects can be seen below.

It is important to remember that this type of marketing is meant to engage, but marketers cannot go overboard with sensory marketing. It must complement the brand and add to the user experience. Homeland has found a creative way to implement this type of marketing, but how will others make it fit with their brand messages. Sight will be relatively easy, and touch and sound could potentially be also. But what about sense of smell or taste? Will those really be able to be implemented into this marketing medium? How will we make that connection?

Connected TV: Is It Worth the Marketing Dollars?

Many consumers no longer strictly watch cable television. There is a huge hype around connected television with Apple TV, Chromecast, Amazon Fire TV and Roku. eMarketer predicted in June of 2014 that more than 113 million people, which is 35.5% of the United States population and 45% of Internet users, would use a connected TV regularly during that year, and in 2015, the majority of Internet users in the United States will access the Internet through these devices.


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With this much use of the connected TV, it is questionable whether marketers should really buy into it. Is this really a great avenue for advertisers and marketers? According to Mark Goldman, the co-founder and CEO of ExtendTV, advertisers should not yet buy into all the connected TV hype because it does not have an audience for advertisers.

He wrote in an Advertising Age article that Apple TV offers around 50 applications and open platforms like Roku offer more than 1,800 channels. But no matter the number of channels, connected TV users still only watch programs from a few content creators and curators channels, such as Netflix and HBO Go, which are subscription based models that do not have advertising options. He also went on to say that this narrow-use of these platforms is due to poor navigation and content quality.


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Of course, there are other opinions that marketers should capitalize on this potential emerging media, and some are caught in the middle.

While it is true that these connected TV platforms can be hard to navigate, there are still some benefits to advertising. There just has to be some strategy behind it. With some research, advertisers should be able to find where their target is on connected TVs. Linking with the right content might be the best way for marketers to take advantage of this trend. And it seems that right now might be the time to do it. Many brands are not on there, so those that are will definitely be standouts.

THIS. How Will It Fit Into The Social Media Mix?

As marketers, readers, consumers and so on, we are always looking for ways to filter through the enormous amount of media we receive each day. And a new form of social media is trying to do just that.

In November 2014, Atlantic Media launched the beta of “This.,” a new social media site to help people find and share the web’s best articles, stories and ideas with Andrew Golis as head of the digital project.

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This. ( is currently an invite-only social media network with the goal of being a platform for newsworthy, top-rated links to great quality content. This new social media received its name from a prevalent Twitter convention in which Tweeters manually retweet a tweet and endorse it by writing the phrase “This.” in front of it.

With the launch of beta, the platform added new features to help users create their communities to fit their interests. The new features included:

  1. Ability to invite five people to use This.
  2. Follow button to see user’s profile links.
  3. Ability to see who’s following you and receive alerts when someone follows you on the activity page and via email.
  4. Addition of “Why This?,” an optional field where users can offer a comment or thought when sharing a link.
  5. Users who are not logged in or registered will now be able to see user shelves.
  6. The day will now begin and end at midnight West Coast time for the purpose of the one link per day limit.

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As more people, including those in the media, catch wind of this site, they are dying for an exclusive invitation. And as more invitations are disseminated and This. continues to grow, it is interesting to think about how it will fit into the marketing and social media mix.

If it becomes popular among marketers and businesses, they will have to really narrow down what message is most important to disseminate that day. With This., Golis wanted to take advantage of the benefits of social sharing but urge sharers to be “spare and judicious” in their suggestions and posts to others.

As the social media manager for the WVU College of Business and Economics Office of Communications and Marketing, I send out several tweets and Facebook posts each day. With This., I would have to have a strong, strategic message to the College’s audience. As well, we have several different audiences, including students, faculty, employers, alumni, donors and so on. The audience will be another factor to consider. Who is the most important audience that day? Who is the demographic on This.?

Will this really be a way to get through all the clutter of media?

Snapchat: Making Connections with Consumers

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The mobile application, Snapchat, began as a way to connect with friends and family members by providing the ability to send pictures and videos instantly. The kicker — these pictures and videos are only able to be viewed for a certain amount of time, only a few seconds or so.

As of June 2014, Snapchat was the third most popular social application among Millennials.

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With this rise in popularity, especially among Millennials, retailers and other marketers have a chance to make strong connections with audiences via this emerging media trend.

Retailers have been dealing with a business killer known as showrooming, which is when a consumer enters a store finds an item he or she loves but finds the item online at a cheaper price. One way to battle this is through the use of Snapchat.

According to Advertising Age, retailers do not have to spend copious amounts of money for the exclusive ads on the social application. Retailers can exploit Snapchat’s unique features to reach their target audiences, encourage in-store sales and increase consumer engagement. The publication suggested the following solutions to reduce showrooming

1. In-store only coupons with a surprise offer.

2. Scavenger hunt, Snapchat style – Send a snap of landmarks around the store’s location and the hidden product. This will be a great way to engage consumers

3. Bluetooth plus Snapchat – Use the application in conjunction with Beacons and Bluetooth Low Energy

4. Build anticipation for new items – Develop and disseminate Snapchat stories while putting out new merchandise

5. Phone a friend – Have consumers show off their new items by sending snaps to their friends. If they receive a snap back, they could win a coupon and a coupon for their friends.

These ideas would be great, simple and inexpensive methods for small businesses to use this emerging media. It may be more conducive in a fashion retail store, but other  types of stores could think of interesting ways to utilize Snapchat. Currently, my mother’s small business, Dowler’s Tractor Sales, is building a brand new building in a new location. I manage majority of the social media for the brand, and with each stage of the process, we have tried to use Snapchat to show the progress.

Digitally and Strategically, We Must Be on the Same Page


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With each new wave of technology, people receive information in new ways. It is imperative that people keep up, and these people include not only consumers, but they also include marketers and media makers.

For consumers, emerging media matters because they are in need of the information. If they do not keep up with emerging media trends, they will not receive information they want or need. For marketers, they want to be on the same page as consumers. If targeted consumers are interested in obtaining information via Twitter, marketers want to make sure they are up-to-date on the trend of Twitter. They must be able to use the medium effectively.

And with the mobile and digital world that we are living in, emerging media has a persistent impact on our lives because we are all in contact at all times. With the phones in our hands, marketers can reach consumers at any time. This allows for an abundance of messages. But marketers must be clever and strategic enough to break through all the clutter to get through all the messages out there in this social, digital and mobile world.

Consumers want to feel special, and they are also finicky. They change their minds and their social platforms all the time. So marketers are not the correct platform or up on the latest trend in emerging media, consumers may not pick up on the product or service being offered. These products and services, along with the important information about these products and services, must be easily accessible. If they are not, these products and services will not be a success.


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Shooting Script Final: Rewrite My Story (Thank You)

Appalachian Prison Book Project

Shooting Script: Rewrite My Story (Thank You)

Video Audio
Fade in – the view is as if the audience is walking through a library from their own point of view. The camera man is perusing slowly through the old library.

Bottom the screen says: “Actor portrayal.”

Voice of a young girl: “The Great Gatsby. Fahrenheit 451. Little Women. Each story provides a new perspective on life. Experiencing the lives of Hermione Granger, Huckleberry Finn, Charlotte Cavatica – brings new hope…”
The audience finally comes to the correct section, and a hand pulls down a slightly frayed version of To Kill a Mockingbird. But this when the audience realizes the hand is that of a women – not an old women, but not a child. Voice fades and ages slowly to that of Sarah, a prisoner.

Fading voice: “…and joy to the lives of children, men and women alike.”

As the view still continues to be as if the audience is Sarah, Sarah’s hand begins to flip to the first few pages of the tattered novel.

It blurs to become unrecognizable, and then the audience finally sees Sarah, a young woman, sitting on a bed in her prison cell, wearing an orange jumpsuit and reading the book. The cell is dreary, very grey and dimly lit. There is also a table to the right of the bed with a stack of other books.

Sarah: “Reading can save a life, and you can help.”

Silence for just a few seconds to create a little drama and all the audience to notice the transition.

Sarah:” The stories I have found in these books have inspired me to rewrite and begin to retell my own story. I don’t want to be labeled as a prisoner for the rest of my life. I don’t want that to be my story.”

Black background appears with the logo of Appalachian Book Project and contact/donor information.

Writing is in white. “Thank you for your generosity.”

Sarah: “Thank you to the donors and volunteers of the Appalachian Book Project. You have helped so many to be the heroes of their own stories.”