Trends + Challenges

Question 1

What are the changes in media? Are there any issues?

Answer 1

Traditional media (radio + newspaper) are seen to be boring and TV and social media are becoming increasingly popular

Issues -

1. Some stakeholders may still rely on traditional media
2. Some cultures may still rely on traditional media, e.g communist countries due to be restricted such as North Korea and China

Question 2

What is the Edelman Trust Barometer? Issues?

Answer 2

A process of establishing how trusted brands are
Ceo’s currently have low trust levels

Issues -
Why will consumers choose your brand if they do not trust the leadership?

Question 3

What have brands done in response to social and activism issues? What are the issues involved with this type of marketing?

Answer 3

1. Nike Dream Crazy campaign = series of motivational stories told by celebrities to tackle diversity issues in America; aim is to empower ethnic minorities
2. L’ Oreal #IAmDave = Campaign in France that tackles the issue of % of men being in leaderships roles over women
3. Sandy Hook ‘EVAN’ = Tackles gun violence + school shootings in America by showing a love story between two students which highlights that whilst focusing on them you did not focus the signs of a potential school shooter

Issues :

1. You have to know the audience, market research does not contextualise and you can get things wrong
2. If things go wrong you can seriously insult your audience E.G Gillette #bestamancanbe tackles sexual assault + toxic masculinity but alienated some of the male audience

Question 4

What is influencing marketing? What are the issues?

Answer 4

Using influencers on social media to promote products / services

• Issues: not all stakeholders will engage with the content on the platforms