Digital and Social Media Marketing

This report elaborates on two marketing pieces, represented by Volkswagen Group and McDonalds corporation. They showcasing show, how the application of social and digital media marketing in commercial aspect could either build or destroy the social image of the company that communicate such piece. It The report analyzes the way, in which how each marketing piece attracts its intended audience, sharing perspectives, overall participation, and provides a consumer profile following the analysis of behaviors. It is argues evident that both pieces require more thorough approach in attracting their respective consumer groups,. Twhile he Volkswagen Group the first makes it more efficiently througdue to use ofh the appropriate reference grouping, while McDonalds corporation the second lacksfails to apply the appropriate targeting principles and would likely to fail in the real circumstances of mass advertising.


Analysis of the Volkswagen Group First Piece of Marketing


The intended target audience for the Piano Staircase piece of marketing, which was produced by Volkswagen Group, first piece of marketing is young and adult consumers, presumably aged between 18 and 35. Specifically, this intended audience comprises students and adults, who walk on foot as a part of their regular work schedule or studies and thus, , while would appreciate having a piece of fun in their lives that would spontaneously appear on their way. These consumers could be either the adepts of an active lifestyle, while in rush they wouldwho miss the opportunity of a simple walking exercise while in rash, or overweight people with overweight, who recognize the need to prevent the threat of obesity and related diseases to their health. These consumers are also socially active in terms of communicating personal fun experiences to the broad audiences, and might adhere to using digital and smart devices to communicate about these experiencesthem in social networks.


This piece of marketing encourages its sharing it towith the external audience. It has a particular appeal to an active lifestyle and social responsibility.


Thise piece of marketing by Volkswagen Group encourages customer participation that is both rewarding and entertaining. The participation is on-brand, since it appeals to the Volkswagens The Fun Theory campaign launched in Stockholm, which was devoted with respect to the changeto in lazy behaviors from social standpoint, and with respect to exploring exploring their feelings of driving the environmentally friendly cars from the commercial standpoint. The fun side of acting responsibly is the key message displayed in this social marketing piece. However, the campaign piece is not rich in data, since it explores behaviors of consumers in Stockholm subway station. Hence, it is too complex to evaluate, whether consumers, who predominantly use drive in the subways, as a mean of transportation would also use environmentally friendly cars or any car at all. As it was mentioned in the video footnotes, 66% of consumers were using the staircase instead of escalator as the campaign outcome, while it mostly shows the conformity to the social responsibility rather than immediate commercial insight for the Volkswagen. On the other hand, this figure shows that the experience is highly sharable, hence a word-of-mouth effect would likely work for this piece of marketing and reach environmentally friendly consumer communities that use cars more frequently than public transport. The YouTube statistics also shows almost 627,000 views and 2,000 likes versus 40 dislikes to the date, which means that the marketing piece was recognized by the public.

Consumer Profile

Previous analysis of the marketing piece allows building consumer profile without infringing privacy. These consumers should be narrowed from the initial assumption on the target audience to socially responsible consumers with sufficient income, which to allows for purchasing an environmentally friendly car. Consumers should be active users of social networks and prefer a healthy lifestyle. The age group should be possibly narrowed to the age group between 23 and 35 years considering the income aspect. Nevertheless, it is complex to assess the rest of demographic aspects, such as concerning their marital status, exact income group distribution, employment status, and personal preferences on top of social activism.

Assessment and Improvements

Considering the 6Ps of digital marketing, the Piano Staircase marketing piece could be assessed and improved in the followingseveral ways. As previous analysis shows, the advertisement appeals to the mass-customized product of environmentally friendly cars, while it does not give any straightforward exclamations statement towards particularof brand, except for the Volkswagen logo. In this case, the possible improvement is to the addition of company slogan related to the product from its brandbook. The any-time + any-place product value is also vaguely positioned, since it mostly appeals to the psychological aspect of consumers thinking. It suggests considering towards other places, where such marketing campaign would be reasonable. In this stance, the improvement might come in form of combined promo advertisements that combines joins several videos from the Volkswagen campaign. The dynamic value price aspect is also addressed only symbolically, pointing at the value of efforts that changes with more fun, but not explicitly linking it to the price aspect. However, in social marketing terms, it would be more appropriate to considering the changing environmentalist stance circumstances with respect to the cars in Europe. The precise 1:1 positioning aspect should be also improved considering the mass appeal of the marketing piece itself, with a more targeted slogans and visuals appearing in the campaign communication process. The same remark is also relevant to the element of personalized service, given that narrow consumer appeal was not mentioned. Finally, profound experience aspect should be included with a reference to the product itself, given that environmentally friendly cars were not included in this piece of marketing as visual objects or images.

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Analysis of the McDonalds Second Piece of Marketing


The intended target audience are consumers of McDonalds who do not oblige themselves to the use trash cans as a mean to dispose the of the packaging items after visiting a local restaurant or caf?. The focus is narrowed to the youngsters and teenagers and young adults, presumably aged between 18 and 25 years, who possibly could be interested in sport games as watcher, players, or gamblers. However, the campaign shown has a viral poor nature and could be hardly associated with particular outcome, as it brings very dialectical associations with environmental behavior described further.


This piece of marketing does not encourage to share it with a broad community at a glance. Instead, it encourages to think of community participants that would probably watch it and consider, what audience would like to accept this in terms of acknowledging the relevance of eating at McDonalds and playing sport games.


This piece of marketing does encourage the participants audience in terms of entertaining, but it is much doubtable in terms of rewarding. Specifically, it targets the participants persons engaged into thein sports activities related to football or baseball without making any precautionary activities about the nature of litter garbage disposal as a result of those. Hence, it should be first seen as a brand damage activity. The advertisement itself is not data-rich as it vaguely differentiates between various consumer groups, except for pointing at fun with playing litter as a targeted sport game. Specifically, there is no real environmental motivation given in the marketing piece principle placed on top of the solution for this kind of gameplaying in the suggested way. The sharing aspect also remains unclear, given that slogans are purely targeted at the company promotion, while the activities are miscommunicated between the company principles and adherence to the social promotion of clear environment.

Consumer Profile

Consumer profile for this marketing piece is limits limited to the McDonalds visitors, who can socially disclaim themselves for littering place near the fast-food restaurant. However, it is very unlikely to attract the attention of other social clusters that are either not visiting McDonalds from because of environmental perceptions, or the groups that do not associate socially responsible behavior with sport games. The age would not likely to not change due to the social principles.

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Assessment and Improvements

Considering the 6Ps of digital marketing, the Kick the Trash digital campaign fails to meet the demands of the contemporary digital consumers in terms of their attracting potential consumers to the brand. In terms of product mass-customization, it could be adversely considered as the brand that offers opportunities of for demonstrating freely unjustified behaviors of using trash cans as the a game object, hence causing even higher litter concentration near the trash cans of McDonalds. On the other hand, the any-time + any-place product value is justified with respect to the fact that both product and package could be consumed and used in any place, in the meanwhile distorting the opportunity possibility to use it against the environmental principles of safety. The dynamic price principle is not communicated at all, given that the odds of winning in the game of pitching litter can are not in line with any comparative standards that support well-designed commercial campaign with justified outcomes. Neither, there is an objective 1:1 one to one positioning against the customer, considering which suggests that McDonalds brand is mostly described as a source of litter that should be destroyed as a trash rather than produced from according to eco-safety standards. In the Mmeanwhile, there is a certain point of personalized service, which would probably foster development of environmentally saving culture among consumers, if expanded with more justified communication efforts from the marketing departments. Considering that combination of lifestyles against the antisocial behaviors yields a contrary perception, it is reasonable to assume that McDonalds should not use this social campaign at all, since it does not give any references to sport activities, as well as does not link emotions to behaviors. This is also confirmed by the number of times the piece of marketing was actually watched (41,900 views), along with only 40 likes and 2 dislikes to the date. In other words, social aspect in this case should involve more real- life situations that allow seeingshow, how fun transforms the perception of consumers into socially responsible behaviorpersons, given the scope of attitudes that might emerge from spontaneously introduced games broken out in the minds of brand managers out of the imagination. Similarly, marketers should be careful, while considering the importance of social media as strategic choice for product promotions. In the recent research of teenagers activity over the social media in United States, Lenhart mentioned that 24% of users from the research sample reported going online daily almost constantly and 56% - several times a day. Other impressive statistics shows 71% of teenagers using more than one social network platforms out of seven they were asked about, while with Facebook predictably remains remaining a the most commonsocial network of choice among survey respondents. While these numbers are high, it is still important to consider that teenagers using social media are currently representing less than 20% of the potential consumers, preceding 25% of consumers aged between 25- and 34 years, and the rest elderolder persons, whose purchasing capacities are likely to be higher due to the laws of income distribution. Consequently, social media marketing promotions, if considered as a subset of Internet promotions, would likely to have smaller revenue contribution for companies with diversified product packages, or products with a narrowly targeted consumer pool.


Comparing Comparison between two cases of advertising campaigns by Volkswagen and McDonalds, and assessing assessment of their potential as sufficient tools for social marketing purposes, reveals that the former has significantly higher odds chances of for acceptance than the latter. Obviously, both campaigns are pointing towards the environment-friendly stances of their advertising messages doing this in a form ofvia referral communication, while the ability to reach the consumer is mostly welcomed in casehigher of for Volkswagen. On the other hand, there is a point of assessment bias, given thatbecause marketing data was considered based on the YouTube glance statistics only. Therefore,, the additional data and more which shows that more rigidcomprehensive explanation would be required for such case.


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