by Herman Bailey | Mar 27, 2023 | Essays |
Definitions of Data Quality Characteristics: Strengths and Weakness Highlighted
Amongst the most common subject matters in the current health information management is the ‘large data’. The good news is that it is popular for good reason, as the data or information helps in informing the thinking of humankind and compels more efficient business decision making and successful healthcare. However, for the data to become of the supreme value, it ought to be data of quality. Consequently, quality data needs a precise definition to establish whether it is hitting an organization’s target or goals (McGee, 2004). This paper, therefore, looks at the definitions of data quality characteristics in health information management and possibly highlights the strengths and weakness of each under every great explanation.
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Accuracy
Accuracy refers to the presence of exactness and precision in the data, which in other words managers of the information described as the freedom or liberty from error. Notably, in healthcare, it has significant strength in the process of clinical actions and decision-making, which relies on the data gathered or collected concerning the patients under treatment. Nevertheless, weakness can arise in the event of any inaccuracy present in the data, and that could result in considerable harm or at times the death of the patient.
Accessibility
Accessibility demands that the users of data must access and obtain it without difficulty. It is an important characteristic of data quality because if data intends to offer information to its users, then it must be readily available to them. A significant weakness can arise in case the health record leaves its data to for hunting by the users since precious time cold get lost. As well, the hunting of data could result in frustrations and possibly make providers surrender on searching for valuable information (McGee, 2004).
Consistency
The consistency of data in the health information management relates to uniformity and reliability of actions or events that happen every time. Data pertaining healthcare ought to be consistent to thwart results misinterpretation or stop presentation of any ambiguous information in the documentation. As such, EHRs having comprehensive data fields and templates on documentation help in ensuring consistency (Lorence & Jameson, 2002).
Comprehensiveness
Data must capture every element of data for health information managers to consider it comprehensive; for this reason, the capturing of all elements makes the health records complete. Precisely, they need to contain all the necessary data to inform about the patient’s full story; otherwise, rendering them weak would be very easy (Johns, 2002).
Timeliness and Currency
Health-related data that is timely and current ensures its recording and updating happen very close to the time of observation or event. Timely and current data record of patient care makes sure that healthcare providers comprehend the patients’ needs in the present instant of time (Lorence & Jameson, 2002).
Definition
One of the most important definitions of the data quality is the ‘data definitions’ since the users of data must recognize and understand the meaning of data and what it represents at the time of its usage. For that reason, every element of data must have an actual significance or meaning (Johns, 2002).
Granularity
A collection of data needs to happen at the right stage of specificity; taking into account that the healthcare business is approaching ICD-10 CM/PCS and that data will involve several personal essentials, for example, body sites laterality, as well as need the exact extent of detail (Lorence & Jameson, 2002).
Relevancy
Any collected healthcare data should encompass a bearing on the current issue. As such, it has to be relevant and applicable to the rationale for which its collection occur; for instance, for a patient suffering from chest pain, gathering data such as EKG results and cardiac laboratory values, among other, would be significant to the patient’s care (Johns, 2002).
References
Johns, M. (2002). Information management for health professions (2nd ed.). Albany, NY: Thomson Learning. Ch. 7-9, pp. 250-373. ProQuest Links Adoption of information quality management practices in US healthcare organizations: A national assessment
Lorence, D. & Jameson, R. (2002). International Journal of Quality and Reliability Management, 19(6/7), 737-756. Retrieved October 2, 2004, from ABI/INFORM Complete database. Doctors get new data source to improve care
McGee, M. (2004. Nov.). InformationWeek, 1012, 26.
With a student-centered approach, I create engaging and informative blog posts that tackle relevant topics for students. My content aims to equip students with the knowledge and tools they need to succeed academically and beyond.
by Herman Bailey | Mar 26, 2023 | Essays |
Introduction
Advertising and promotional strategies are usually meant to communicate ideas about the products and services of a company to potential consumers. The main aim of this is to attract more customers and potential customers from the competitors’ side. Advertising and promotional strategies of a company reflect the rationale of the business such as brand recognition efforts, objectives, and market share growth. Therefore the advertising and promotional strategy determine the character of the company in the public image (Colley, 1984). Today, advertising and promotional strategies focus on achieving three main goals. The first is to stimulate sales and attract the customers of the competitors. The second goal is to correct and establish the image of the business. The third goal is to promote awareness of the business and the products they sell.
The promotional and advertising strategies in the automobile industry have changed over time. Each company strives to be at the top of the market supply chain. Consistent marketing policy assists these companies to have a niche of customers who are loyal to their products. This paper will discuss and compare the advertising and promotional strategies of BMW and Mercedes Automobile Company. The first section shall briefly outline the individual marketing policies for each company and the second section shall outline the possible market solution strategies for companies with similar products as BMW and Mercedes.
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Comparison and contrast the promotional strategies used by BMW and Mercedes
Financial considerations are usually the key to consumer investment in automobiles. Also, consumers are concerned with the quality that they receive for their money. A car that breaks down regularly not only costs money to repair but can cause severe inconvenience to its owner. For example in the United States, cars make statements regarding the owners’ status. Certain persons are interested in owning cars that cost a lot of money because they expect others to see them as being better in a higher social class. On the other hand, driving less expensive cars makes certain people view others as poor or of a lesser social class than if they drove expensive cars. For others, luxury is beyond what they are looking for, people want to invest money in what is useful and fit for the purpose for which they are bought. It is therefore clear that people buy cars for their own reasons and understanding these complex needs is key for any Automobile company.
BMW has attributed its success to a dynamic marketing policy to its consumers. The brand of the company is built on four core values, technology, quality, performance, and Exclusivity. These values have been maintained and improved from time to time. BMW was founded in 1916 and produces a range of sporty cars and motorcycles. The company also operates an aircraft engine division under the Rolls Royce brand. The company has manufacturing plants in countries such as Germany, the UK, the USA, Brazil, South Africa, Egypt, Malaysia just to name a few.
BMW has utilized online ads to sell its products. The company’s website is characterized by flashy slide images of its products, contacts of its suppliers, animations, and videos. All this appears in very appealing colors attracting the viewer to research more than the product and even purchase them. For the company, its brand is its marketing symbol. The company is clear about the customers that it targets. It has avoided having a high volume of middle-priced vehicles. It has established a distinctive brand in the global market. The company, however, experiments with new models while at the same time maintaining its brand. For instance, the company introduced a Sedan model in the first year, a station wagon, a convertible, and later a sports hatchback (Glowa, 2002). The company tries to rebrand its products through the inclusion of new features and fittings. The introduction of new models is primarily associated with an increase in sales. In other words, the company is constantly keeping up with the marketing scenario.
As one of the major competitors of BMW, the Mercedes-Benz from the DaimlerChrysler has from time immemorial relied on its brand name for sale. The model has also relied on its technological leadership, safety strategies, luxurious product range, and global presence. This model is unique and none compared to any other in the automobile industry. The model is classy and targets the well off in society. In 2000, the company sold over 1, 155,000 units of the model resulting in 43.7 Billion Euros revenue. The promotional and advertising strategies of the model are based on innovativeness and the power of the internet. Mercedes has changed its reliance on the brand name as a marketing strategy due to competition for other models like BMW.
The global marketing strategies of Mercedes-Benz are focused on the political regulations and domestic industrial policies in each country. Then the company formulates its marketing strategies in line with these regulations and policies. The company focuses on remaining profitable and enhancement of long-term values even in volatile circumstances. The strategies are based on the pillars of profitability, shaping the future, growth, and access to customers, and technological advancement. Also, the strategies have been formulated to focus on the safety of the customers in the auto market.
Annual Mercedes allocates 25 percent of its annual revenue to the marketing budget. The brand is focused on the energetic side of Mercedes, approachable and more fun. The luxury promotional and advertising strategy of Mercedes did not last for long. The company had to change this strategy and focus on safety rather than luxury. The company noted the change in consumer priorities. Recent global concerns on climate change have advocated against automobiles that cause environmental pollution. Mercedes focused on the production of eco-friendly, hybrid cars.
Mercedes can reach its customers through digital and social media. Social media avenues such as YouTube, Facebook, Instagram target the younger generation to invests in its products. The social media ads are usually accompanied by a content piece such as a video to create a viral response. Through the feedback from such platforms, the company can tell what the needs of its consumers and potential ones need. For instance, the Generation Benz campaign in 2010 targeted young people between the ages of 20 to 39. In the campaign buyer habits and preferences were identified, which helped to produce a customer profile for Mercedes.
Two (2) ways in which a company within the Automobile group could use marketing information to differentiate itself in the marketplace to gain an advantage over its competitors.
From the above analysis of the promotional and advertising of Mercedes and BMW, it is clear that marketing plays a major role in influencing consumer buying behavior. The first recommendation to a company with a similar product is the investment in Internet advertising and promotion. In this century the primary source of information for consumers on the internet. A wide range of information exists that may mislead a potential customer. The company can, therefore, invest in a website that produces factual information. The website should be accompanied with images and content videos for the consumers. Social media is another way of investing in Internet advertising and promotion. This works especially if the company is targeting young persons. Both BMW and Mercedes use social media as a way to conduct market research and sell their products.
Another strategy is through the introduction of new models into the market. Consumers are attracted by what is classy and trendy. New technologically enhanced models will attract more consumers to invest in the product. New Models such as the hybrid range of cars that contribute to environmental conservation are being embraced globally.
Determine the most effective advertising medium for a company in the selected product category.
Technology has been the primary marketing strategy for BMW. The company has made maximum use of the internet by ensuring all its consumers and potential ones have access to information for the different products. Through the web-based advertisement, the consumers can conduct their own initial research and make a final decision on the purchase. It is, therefore, convenient for shoppers since BMW adds a link to films that showcase their products. Another advertisement strategy is the use of films to advertise their work. Famous films such as the James Bond movies have a variety of BMW products; the films mostly target male consumers who fancy sporty automobiles. This strategy has distinguished BMW from its competitors and attracted more consumers. BMWFilms.com is a good example of blurring the lines between entertainment and advertising. The site combines Hollywood’s intense car chase scenes and Internet video to deliver a new spin on product showcasing.
The introduction of new models and products is another advertising and promotional strategy for Mercedes. When a new product is introduced, the price is usually lowered to attract more customers. The size and styling of the vehicle have also influenced its marketing strategies. The main vision for Mercedes Benz has always been understanding the needs of its consumers since sometimes the consumer is interested in more than just having a car that will enable them to move from one point to another. Their focus is ensuring that the consumer himself will be a marketing tool for them for instance convince his friends to buy the vehicle. It is for this reason that Mercedes-Benz looks beyond its brand name to appeal to the younger generation through the remodeling of its vehicle. The prices are also very subsidized to allow not only the well established but the young and people from different social classes.
Two (2) uses for consumer-oriented promotions that could assist a company in both the short and long term for the product group that you selected. Provide a rationale for your response.
Every company is supposed to tailor-make its products to suit the needs of consumers. One way of a consumer-oriented promotion is through the conduction of market research. Market research help identifies consumers with financial needs and preferences. It is especially helpful in the introduction of new models. For example, in 2010, the Generation Benz campaign by Mercedes conducted on social media identified consumer preferences and demographics (Mas Bambang et al., 2012). Another strategy is through market segmentation. This is when the company targets a particular age of consumers of its products. Generation Benz targeted young people between 20 and 39.
Analysis of the strategic manner in which Mercedes has made its pricing decisions by using one or more of the four (4) pricing objectives. Suggest two (2) actions that other companies within the same product group may take in or differentiate themselves and gain a competitive advantage. Provide a rationale for your response
Mercedes-Benz used a combination of price and product along with the social and digital plan. Through creativity and use ofthe the media, the company was able to reach young consumers. Mercedez was able to reach a target of,800 since the product appealed to the younger generation and this was a success since they were the targeted consumers (Learning, 2010).
The most effective advertising medium for a BMW. Support your response with two (2) examples of the effectiveness of the chosen medium.
The most effective medium for BMW is through the use of BMW films. The model is showcased in different films which display the flexibility, speed of the different BMW models. For example in the film Hire, the prowess of the driver together with the flexibility of the car is shown in every episode. In the movie, one can see the variety of BMW cars that are chase cars. Such movies are usually targeted to the male and young audience. Short films in the BMW website found on social media sites such as Facebook, Tube have contributed effectively to its advertisement strategies (Abraham & Leonard, 1990).
References.
Mas Bambang B, Muhammad M. B. A. & Hooi L W (2012). Hybrid Strategy: A New Strategy for Competitive Advantage. International Journal of Business and Management; Vol. 7, No. 20.
Glowa, T (2002). White Paper: Advertising Process Models. Tim Glowa Foundation.
Colley, R. H., (1984). Defining Advertising Goals for Measured Advertising Results. Association for National Advertisers, New York, NY
Learning, D. A. (2010). Hybrid Strategy: Sustainable competitive advantage.
Abraham, M & Leonard L (1990). Getting the Most out of Advertising and
Promotion”, Harvard Business Review, May – June.
With a student-centered approach, I create engaging and informative blog posts that tackle relevant topics for students. My content aims to equip students with the knowledge and tools they need to succeed academically and beyond.
by Herman Bailey | Mar 26, 2023 | Essays |
Abstract
For social media to be successful and impact the chosen target population, it must be centered on participation. Social media, members engage, interact, and follow up on topics easily. Therefore, social media and public health together can be defined as the interaction of individuals through these platforms on various health care issues. The interaction is two-way rather than one-way. It does not just cover the healthcare professionals and the information they disseminate through social media platforms. It also covers the patients and healthcare organizations who share healthcare information, diagnosis, and treatment option on their own social media platforms. Social media channels provide a fast way to pass the information and have the involved individuals act on it without having to rely on traditional forms of communication. Social media and public health require the interaction of various mix of integral social media channels to improve the chances of success.
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Operational definition
Prassad (2013) in his study showed that the potential of social media on public health is yet to be fully explored. He determined that behavior change directed towards building a healthier population is possible through social media platforms. According to him, existing forms of social media channels such as Face book where patients and organizations interact on healthcare matters should not be considered as a fad. This is perhaps why the government has taken a keen interest in promoting and marketing healthcare campaigns through social media. The potential of success increases, following statistics that at least 70% of the internet users are indeed active in social media on various aspects. In May of 2012, the social media health platform was revolutionized when facebook allowed patients to share donor requests and pleas. The result was a potential increase of members discussing donor information and an increase in online donors.
Social media and healthcare in the public forum
Towards 1995 the rise of HIV new infections among the youth necessitated the government to establish and devise new ways to combat the disease. This coupled with the need to reach a wider audience during the outbreak of dangerous diseases such as SAS and Ebola brought social media to the forefront of healthcare discussions (Cain 2011). Today, social media has become part and parcel of healthcare. Cancer patients receive support through social media through relevant support groups, transplant patients seek donors through social media, and healthcare professionals alert potential patients on the spread of a disease and treatment options. In November 2013, the Ministry of Health called for more action to focus on developing tools for promoting healthcare through social media.
Recent discussions and debates on healthcare have brought back the debate generating around social media. While many studies show that social media is effective in curbing the spread of diseases. The recent outbreak of Ebola saw an increase in the updates by the CDC and cautions for potential patients, these were credited for curbing the spread of the disease internationally (Hawn 2009). The movement from basic information dissemination to functional information spread was evident. However, when it comes to social media and healthcare professionals, some studies advise users should err on the side of caution. Many doctors have gotten into trouble, lost their positions, and faced ethical dilemmas when it comes to the use of social media and information on their patients. Whereas the social media platform is an ideal area to share information, concern has arisen among the policymakers on how such information can be controlled and managed. For them, there is no compelling evidence that indeed social media can play a vital role in comprehensive healthcare in the country.
Long term effects of social media and public health
CDC is perhaps the biggest supporter of the importance of social media in future health care. According to the organization, there are few chances of surviving healthcare scars without social media. CDC has marketed and established itself on various social media platforms, keeping in touch with the discussions and even going as far as to update members of various issues about health. Various effects strengthen the possibility of social media playing into future healthcare matters:
The ability to reach a wide audience: the recent Ebola scare highlighted the need to find and make use of communication channels where information is passed along quickly to the target audience. Within hours of the first outbreak, discussions were rife on social media. Target patients were given the right information, how to be diagnosed, and where to go for treatment. According to Moorehead et al (2013), more than half of the people on social media have access to information on their own health or the health of loved ones through social media. The numbers of people using social media are growing daily having reached and based on the billion marks. Therefore, these platforms provide an ideal way of reaching the targeted population easily.
Real-time feedback: the CDC has in the past been faulted for being reactionary rather than precautionary. In many cases, in the past, the organization only came to play when the diseases had already spread and disaster was looming. Today, however, social media has provided a platform through which they can gauge various diseases through real-time feedback. This has in turn reduced the possibility and potential of real-time outbreaks. Hawn (2009) states that social media can be used to gauge what the public thinks about various health topics. Through discussions on social media, public health organizations can gauge which information is missing and how to disseminate it.
Gaining public trust: through social media interaction, direct engagement with patients is increased. As such, the patients and the public are cange the information they are receiving on health. The result is an increased level of functional trust between public health organizations which are no longer considered tight-lipped and the potential patients and citizens.
While the potential for the success of social media in healthcare is great, the data gathered on this topic is neither sufficient nor conclusive. Some researchers feel that information shared on social media platforms generates a sense of panic which in turn are detrimental to dealing with health scares.
Recommended mitigation efforts
Social media in public health will only work if it is integrated into traditional healthcare. A major error comes in when policymakers assume that social media can stand alone, independently, and as a separate entity. Chou et al (2009) show that the strategy that works is that which is integrated and works together; that which is effective works for both the traditional as well as social media provision of service. Just because new technology has come in, emphasizing the faster provision of service does not mean that research and previous strategies of providing healthcare are no longer valid.
Social media engagement involves two teams of people who are communicating and engaging on topics of healthcare. For public health organizations, this translates into the use of social media tools which can be applied to identify topics of interest and the information flow among users. This is especially useful in gauging the interest in emergencies, preparedness, and issues that require immediate addressing. The ability to listen and address the various issues correctly comes from keen listening by the professionals. Information gaps can be quickly filled and addressed to ensure that the knowledge of the public is adequate.
Social media should be designed based on community engagement. Communities such as those dedicated to substance abuse and mental healthcare are an important platform for the dissemination of information. It is important to seek new ways to put input and feedback on various topics of interest to these communities. With such communities, patients who have a tight schedule, who need immediate assistance, and others can get what they want at the exact time that they need it. Perhaps the biggest challenge in community engagement is the control of the message and discussions posted on the social media platforms. There are chances that the topics may be hijacked and therefore taken away from the matters at hand. This means that close monitoring of social media analysis is important and vital. Social media provides a platform through which public health can be taken directly to the consumer. The responsive strategy of social media will assist public health to reduce risk and ensure accuracy in providing the services required by the patients.
How I would use social media to network with peers or professionals in the health field.
Professionals in the healthcare field just like any other professionals can access and use social media to network with their peers and professionals. As a medical professional, I would use social media to debate and share ideas regarding health care policy. Through such engagements, I would be able to familiarize myself with the different ethics of health policies.
Secondly, I would use my blog to encourage healthy habits among my peers. I would encourage healthy living through my posts and updates and answer any questions and concerns that my peers may have. I would also provide my reader’s useful first aid tips for both at home and work use. I would be a social media health advocate (APHA, 2014).
Another use of social media would be to join an online health care professional committee where I would read online articles and conduct my research on the new medical developments. At the same time, I would ask my fellow professionals about the different patient challenges I experience in my line of work. This would also be a perfect opportunity to network and market my skills to potential employers (Beckham, 2011).
One medical organization that posts on social media the Mayo Clinic which begun posting in 2010, the link to its page is www.socialmedia.mayoclinic.org. The clinic has well-established Facebook, Twitter, and youtube pages. Following these pages encourages peer-to-peer learning. Another organization is APHA whose blog link is www.apha.org/apha-communiities-apha-connect.
REFERENCES
Cain, J. (2011). Social media in health care: the case for organizational policy and employee
education. American Journal of Health-System Pharmacy,68(11), 1036-1040.
Chou, W. Y. S., Hunt, Y. M., Beckjord, E. B., Moser, R. P., & Hesse, B. W. (2009). Social
media use in the United States: implications for health communication. Journal o medical Internet research, 11(4).
Hawn, C. (2009). Take two aspirin and tweet me in the morning: how Twitter, Facebook, and
other media are reshaping health care. HealthAffairss,28(2), 361-368.
Moorhead, S. A., Hazlett, D. E., Harrison, L., Carroll, J. K., Irwin, A., & Hoving, C. (2013). A
new dimension of health care: a systematic review of the uses, benefits, and limitations of
social media for health communication. Journal of medical Internet research, 15(4).
Prasad, B. (January 01, 2013). Social media, health care, and social networking.Gastrointestinal Endoscopy, 77, 3, 492-5.
American Public Health Association. (n.d). APHA Connect-Online Community. Retrieved February 16, 2014, from www.apha.org/apha-communiities-apha-connect.
American Public Health Organization, (Facebook page). n.d. Retrieved February 16 2014 from www.facebook.com/AmericanPublicHealthAssociation.
Beauchamp, T & James, F. (2001). Childress: Principles of Biomedical Ethics. 5th ed. New York, Oxford UP. Print.
Beckham, C. Social Media, and Healthcare. Retrieved from http://library.ahima.org/xpedio/groups/public/documents/ahima/bok1_048693.hcsp?dDocName=bok1_048693
Dozier, A., Hacker, K., Silberg, M., & Ziegahn, L. (2011). The value of social networking in community Engagement. In principles of community engagement (2nd ed., pp. 151-160). Atlanta, GA: Centers for Disease Control and Prevention, Agency for toxic substances and Disease Registry.
Federal Emergency Management Agency. (n.d). Blog, Newsroom, videos, photos.
Heckley, P. H. Social Networks in Health Care. University of California, Sans Fransisco.
John, T., & Waluchow, W. (1998). Well and Good: A case study Approach to Biomedical Ethics. 3rd ed. Broadview Press Ltd, n.d. Print.
Mayo Clinic. Centre for Social Media. www.socialmedia.mayoclinic.org.
The University of Scranton. Top 5 Ways Social Media is used by Healthcare Professionals. Scranton Universe, retrieved from http://elearning.scranton.edu/resource/business-leadership/top-5-ways-social-media-is-used-by-healthcare-professionals
Ventola, L. (n.d) Social Media and Health Care Professionals: Benefits, Risks, and Best Practices Retrieved from http://www.ncbi.nlm.nih.gov/pmc/articles/PMC4103576/
With a student-centered approach, I create engaging and informative blog posts that tackle relevant topics for students. My content aims to equip students with the knowledge and tools they need to succeed academically and beyond.
by Herman Bailey | Mar 23, 2023 | Essays |
To what extent has Mark Zuckerberg, the CEO of Facebook, managed to keep new technology advances for the Facebook messenger app to maintain its leadership position in the social media market?
Introduction
Since the Facebook messenger application’s first release in 2011, they have managed to maintain their leadership in the social media market by keeping up with the new technology. Facebook Messenger has developed many new aspects and continues to grow and innovate. For several years now Facebook has become a household name and the company has aimed at maintaining the title for the best social media networking site. To do this M ark Zucheberg is constantly updating this app, and learning from the mistakes of other social media sites like MySpace. Facebook has, therefore, added features and changes to the site layout to stay ahead of the curve. Facebook has framed the way other social media should work. Facebook is a way of life it is uncommon to hear or meet a person who doesn’t have a Facebook account (Hartung, 2011).
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The launch of Facebook Messenger in 2011 created a new look towards social media. The application enabled Facebook users to send messages one on one to friends and groups. The application has constantly evolved through the addition of new features to create a new experience for Facebook users making the social site relevant all the time. To date, Facebook Messenger has over 600 million users. I will be using the Ansoff Matrix, which is a tool that helps a business plan its growth strategies. I will be looking at Product Development and how Facebook Messenger has developed and kept up with new technology; the reason for this is because Facebook Messenger wants to maintain its leading position in the social media market. I will also be looking at the market size, market leader, competitive advantage while the companies that are rigid to changes are left behind. This eventually can lead to drastic losses in profit and market share, and market growth of the App from its initial release, three years ago. This paper will focus on how the technological advances in Facebook Messenger keep Facebook on top of the social media market. Some of the technological advances the paper shall focus on including the launch of Facebook Messenger for Business, video calling feature for both androids and Computers, and the launch of Facebook Messenger that allows users to send money in the United States.
Since its launch, the number of users has constantly increased. For one to acquire and use the Facebook messenger app, they are required to have a Facebook account. As a result, this means a high number of users of the app, hence a larger market size. It’s the data from the many users that Facebook uses to convince many businesses to establish their presence in the Messenger. The data and ads placed on Facebook help the giant app to decide on what appeals more to its users. This results in high-price ads and a better experience for the users of the app. Zuckerberg aims at constantly improving the app, especially through the games and location services to attract more game developers (Chowdhry, 2015).
In 2015, the application was updated to allow users to locate the exact location of other users or any location around the globe. Stan Chudnovsky explains that a user can choose to send explicitly a map of their location. Facebook users who have the updated app, can tap on the ‘More’ icon at the bottom of their screens to access the location function (Sinha, 2015). Then they can share their location or even search for restaurants or other places on the map and send it to others. Facebook considers the privacy of its users and has created this feature to be optional, and users who wish not to have their location known can disable the location services on the app (Chowdhry, 2015).
Zuckerberg has focused on developing a market penetration strategy that would keep it at the top of the social media market. Apart from the constant update of its features to attract more users Zuckerberg has used a strategy that would assist Facebook Messenger market it’s both the existing and new products of Facebook. Understanding that there are risks involved in all market strategies due to products that exist in such a market. Therefore, there exists much competition for a company to gain a greater share to maintain a lead in that particular market. The market strategy involves selling similar products a company has to adopt the following strategies. Mergers and acquisitions (M&A) are one of the easiest ways of penetrating a mature market. It involves the competitor’s products or merging with the competitor for the companies benefit. One market strategy adopted by Facebook is buying off Whatsapp one of its major competitors. One would question why Facebook would invest in a messaging app when it has its own. Buying WhatsApp however has helped Facebook market its Messenger. Apart from making Facebook even more popular, WhatsApp analysis shows that the project was entirely beneficial. The major areas of expenditure for the project were on transport, acquisition has helped generate revenue that is used to market Facebook Messenger.
Facebook is focused on what its competitors are doing to keep them on top. In 2013, Facebook reported a decline in teen engagement in the app. Through its research, Facebook realized that Instagram was becoming one of its main competitors. It, therefore, focused on how people are using the internet. Zuckerberg admits that if Facebook sees a new trend its first reaction is to buy it, replicate or do both. Facebook is in constant review of its market goals and is focused on developing the next computing platform for its users. Facebook purchased Oculus for over $2 billion to spearhead this development goal. This acquisition is targeted at making Facebook stay relevant through working towards virtual reality.
Facebook is preparing itself to stay relevant when Virtual reality kicks in (Garun, 2015). For example, a feature has been added to the App to allow users to upload and share videos with the world and friends. Previously videos uploaded to Facebook could only be shared by posting a link to it. However, the feature is intended to make it attractive to post videos on Facebook instead of YouTube. The feature is also being developed to support videos shot in 360 degrees camera technology. Since it is very important for Facebook status since video sharing has become the most common means of communication in social media. Also, users can comment on articles and stories outside Facebook, but this article with appearing as a notification on Facebook. It has allowed companies such as Huffington Post, Fox Sports, and BuzzFeed to stay engaged with the content posted (VincosBlog).
Facebook has worked on improving its features in the app to keep it as a market leader. This seems to be working since the company has maintained to stay relevant for over ten years. Several features have been integrated to maintain its lead. First is the has the integration of a feature that enables business people to interact with its customers on Facebook. Many companies are now using Facebook to market and sell their products. Mark Zuckerberg the C.E.O of Facebook introduced Messenger Business, which will allow users to communicate with businesses directly through the Messenger app. Companies, therefore, can integrate Messenger to provide their clientele with purchase information, shipment tracking, and general product information (Garun, 2015). The feature also favors users because they can shop directly through the Messenger app within the thread of e-commerce sites. If one makes a companies had been involved in a never ending business deal. BHP made annual offers to purchase online, they can choose to connect to their Facebook account so that the notifications from the company are sent directly to the Messenger app. It is especially important for people who hate getting multiple notifications for their orders (King, 2015).
Facebook Messenger introduced a video calling feature creating a totally new and easy way of child development. Ordinarily mothers express positive characteristics towards their infants. When there is no communication to its users. In 2011, Facebook introduced video calling in partnership with Skype. However, the company launched its Video calling Feature on the Messenger app showed that Facebook and Skype have parted ways. The app offers to people the ability to make voice calls around the world, and the introduction of video Calling means a major expansion to real-time communication features. The feature is available for both computer and smartphone users. The feature is simple to use, and one needs only to tap the camera icon and start video calling. The app adjusts the quality of the video according to management an area of the industry. A SWOT research of the company indicates that it has much durability. For example, it has highly effective on the internet connectivity. The user is also notified if the connectivity is weak, and one can then switch to audio. The good main advantage of the feature is that it is free to access. What keeps Facebook on top with this app is its ability to allow the users to turn off video feeds to increase the other person’s video quality. To add on, Facebook is experimenting with the feature to allow group video calling for its users. Mark Zuckerberg acknowledges that Facebook Messenger calls account for 10% of the total video calls. This feature makes Facebook Messenger a worthy opponent against the services of Apple and Google (Chowdhry, 2015).
Facebook Messenger introduced a feature that helps its users to read and reply to messages using other apps integrated into the Messenger app. For instance, one can open third-party apps such as GIF within Messenger and send a message. Before one was required to close the Messenger app and open the GIF app to send a Messenger. David Marcus head of the Messenger Communication team on Facebook acknowledges that the app allows third parties to prompt Messenger users to download their apps directly through the messenger app (IBN,2015).
Through the Facebook Messenger app, users in the United States can send money to their friends. For one to send money, they will need to message the friend then tap on the dollar Icon and enter the amount they wish to send, then tap on pay and enter the debit card number and the money is transferred. For one to receive the money they will be required to open the conversation with the friend the tap add card in the message and add their debit card number and accept money. Once transferred the money is received after two or three days just like other bank deposits. This system is secure and free to use. Facebook has created a fraud monitor system that makes sure all transactions are carried out genuinely. The financial information of its users is also secured through the use of software that meets international standards. It is this new invention that is intended to keep Facebook as a top social media market (Grover, 2015).
Conclusion
The technological features and development of Facebook Messenger have boosted the status of Facebook as a social media site. It is because of development like the inclusion of video calls, ease of uploading and sharing videos, integration of Facebook and Business and allowing sending of money through the app has contributed majorly to Facebook maintaining its leadership position in the social market.
References
Chowdhry, A.(2015). Facebook Messenger App Now Has Free Video Calling. Forbes Magazine. Retrieved from http://www.forbes.com/sites/amitchowdhry/2015/04/28/facebook-messenger-app-now-has-free-video-calling/ on 3rd September 2015.
Grover, K. (2015). Facebook Messenger: Changing the Game. Medium Corporation. Retrieved from https://medium.com/@kshithappens/businesses-on-facebook-7908e3997bc0 on 3rd September 2015
Garun, N. (2015). Facebook announces Messenger Business to let users chat directly with companies. TNW NEWS. Retrieved from http://thenextweb.com/facebook/2015/03/25/facebook-messenger-business/ on 3rd September 2015.
Hartung, A. (2011). How Facebook beat MySpace. Forbes Magazine. Retrieved from http://www.forbes.com/sites/adamhartung/2011/01/14/why-facebook-beat-myspace/ On 3rd September 2015
IBN(2015). Facebook’s Messenger app evolving into a multitasking tool that mixes business with more pleasure. IBN Live. Retrieved from http://www.ibnlive.com/news/tech/facebooks-messenger-app-evolving-into-a-multitasking-tool-that-mixes-business-with-more-pleasure-977406.html on 3rd September 2015.
Sinha, R. (2015). Facebook Messenger Update Changes How Users Can Share Location Info. NDGTV Gadgets. Retrieved from http://gadgets.ndtv.com/apps/news/facebook-messenger-update-changes-how-users-can-share-location-info-700072 on 3rd September 2015.
Vincosblog (2014). World Map of Social Networks. Retrieved from http://vincos.it/world-map-of-social-networks/ on 3rd September 2015.
With a student-centered approach, I create engaging and informative blog posts that tackle relevant topics for students. My content aims to equip students with the knowledge and tools they need to succeed academically and beyond.
by Herman Bailey | Mar 19, 2023 | Essays |
PART ONE: BRAND DIARY
Brands That Matter
My brand diary reveals that there are categories of products which I as a consumer am drawn to for various reasons. Top among them are two brand and these are: facebook and Colgate.
Facebook provides an opportunity to continually be linked up with friends. With new stories and discussions coming up daily, it is not surprising that I often access the social media network at least once a day. In addition to the daily access, I may spend at least an hour scoring the information presented on social media. From the pictures, to the videos and of course the chat messages facebook provides an ideal avenue to keep linked up with friends as well as family. Further, it costs nothing to enjoy the services of this network. Daily am making new friends some of whom are across the continent and we all keep in touch through facebook easily and conveniently.
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Colgate as a brand of toothpaste has been there for many decades. Growing up, toothpaste was often translated to obviously mean Colgate. The choice to use and apply Colgate to my daily hygiene routine is not one that has been influenced greatly by any scientific thought or process. Colgate is the brand that has been applied in my history and therefore is the same one I use today. The few attempts to go against this brand have ended up in disappointment either in the form of quality or even general taste of the toothpaste. Surprisingly, even within the Colgate brand there are many toothpaste products such as optical white and herbal toothpaste. The product found in my diary is that of the original Colgate, which shows that the choice is based more on product loyalty rather than loyalty o the brand name itself. Of course it is also important to mention that Colgate remains the most affordable of the top quality toothpaste brands.
The selection of particular brands is based on several principles;
In the first place there is the sense of familiarity that comes with some particular brands. This means that there are brands that I select not because I know with a guarantee that they are most ideal but because I have always used this particular brands perhaps even for some years. When standing in a queue at the store, and I have no idea which brand to select from; I often turn to brands that I have encountered before. The encounter maybe short, and not even personal for example maybe, I encountered the product a friend’s house or saw it once in a particular place. However, the encounter provides a false sense of familiarity and since I am not sure which brand is most suitable then am most likely to select this one I have encountered before.
A second consideration comes in the form of value. There are products that am particularly well knowledgeable in and which am sure of the quality of service. For example, the P&G head and shoulders shampoo is a product which most people find costly. However, the cost is actually equal to the value. The product provides the exact value of service that you are looking for. The definition of value of course changes from time to time, depending on the information I have gathered and analyzed on particular products. The value of a product often comes into play when I am trying something new or have missed out on particular products that I rely upon. Often, also the influence of friends with regard to particular products comes into play when determining the value of the same products. With new information I can be tempted to experiment with a new product that promises more value
Brand versus Product Consideration
The consideration of a brand as opposed to a product often depends on the situation. When I am looking for products which I have never attempted to use, I am most likely to be drawn to brand names as opposed to particular products. Brand names offer a sense of security, whereupon I can often imagine that nothing will go wrong if I rely on brands that have served me before. Within the brand, I could experiment with particular products, and therefore over time settle on one particular product. However, the initial decision is made not based on that singular product but on the brand itself.
On the other hand, as with the example of Colgate; there are products that I have encountered before and in this case, the brand really has little to do with it. During the shopping, I am more focused on the particular product because I have information, I have understood it and therefore feel no need to rely or find another product which could end up disappointing me. Although I may begin with relying on a particular brand over time, I am likely to transition towards relying on a specific product and ignoring the brand completely. The brand is only a way to get the information that I need on the products, their value and quality. Armed with this information therefore, the design is now based on the products themselves.
Brand Loyalty
There are brands that I am particularly loyal to and especially where my personal wellbeing is concerned. Whereas, I may experiment in some cases personal wellbeing is not one of these areas that I feel particularly experimental about. According to Mowen and Minor (1998), my brand loyalty is of course determined by value and past experience. Brands that I have made use of tin the past and which in turn have not disjointed me often translate to commitment. Take for example apple, the brand promises excellent service at low prices. The process may not be particularly low but the convenience and quality are characteristics that one cannot argue with. It follows therefore that when in need, I am most likely to turn to apple.
with other brands, I experience a split loyalty where two brands come to par with each other and have each earned my commitment. For example Nike and Adidas are both brands that have served me well, providing comfort as well as quality over time. Whereas each of the brands has its own strengths and its own particular challenges; they complement each other well. When shopping if I buy one particular product from Nike this month, for some reason I will turn to adidas in the following month. In the case of split loyalty, perhaps one brand was introduced by a friend or family member. The brand served me well and therefore joined another brand which I was previously engaged and committed to. Split loyalty is mostly for products that I purchase once in a while, it rarely occurs in my case with everyday products.
Brands not considered
It is important to note that there are brands which would not consider purchasing even when pushed by lack of products from other brands. This is more an issue of disloyalty. Past experiences with brands such as Samsung for me have been a far cry from my expectations. Poor quality, diminishing range of service and poor customer care has forced a shift from such brands. Kazanjian(2012) indicates that When a particular product does not live up to the expectations of the consumer, the least that the company can do is provide quality customer care to ensure that the customer does not get disappointed. Unfortunately with majority of the brands I stay away from, this has not been the case. After spending a good amount on these brands, I have been left to fend for myself when problems arose. In the end, I was forced back to other brands.
Surprises
There have been a few surprises in the brand analysis. I have often imagined that majority of the choices that I make while shopping are based more on cost rather than anything else. In my mind, all the other qualities of the brands including the value of service come after the cost decision. However, from the brand analysis it is surprising to learn that in many cases the opposite is true. There are products that exist within the market which would cost much less but I have opted to purchase the products that I am familiar with. It is surprising to learn that in these cases, I have chosen products out of brand loyalty rather than the cost of the product as I had previously imagined.
A second surprise comes from the fact that I have become familiar with some products and therefore do not even consider other products. For example, the analysis has shown that for ages I have been using Colgate toothpaste. There has been mo change even when new brands, with new qualities have arisen. The choice of the toothpaste has become automatic to my needs. It is surprising that I cannot recall the qualities that originally led me to this product. If called upon to defend my choice against other products, there are chances that I will fail miserably. The choice has simply been based on familiarity, perhaps a way to keep my history alive. There are few chances that I will depart from this choice over time.
PART TWO: CRITICAL ANALAYSIS
An analysis of the brand diary shows that there are exiting patterns of relationships between me, the consumer and particular brands and products. The relationships with these brands can be defined on various grounds. Whether the relationships are based on some historical past, experience or even just fulfillment of the needs at the time. What is sure from this analysis is that brand loyalty is not a singular event. It is indeed a commitment that develops over time. A consumer needs to interact with particular products over time and then formulate a kind of relationship based on these experiences and this is what forms brand loyalty.
Colgate: Symbolic Relationship
A symbolic relationship often arises from past interactions, where the relationship takes on a new meaning. There are various kinds of products through which a symbolic relationship can develop. Perhaps, the most notable thing about a symbolic relationship is that the consumers are often completely and strictly committed to the brand. The commitment arises from the special meanings they have attached to the product and/ or brand. The product provides some kind of emotional satisfaction to the consumer who in turn rewards the brand with loyalty. This kind of loyalty is hard and sometimes difficult to break. According to Halberg ( 1995) and Haig (2003)Consumers will shop for hours to find that particular product. With the online market, access to various markets has become easier and therefore more and more consumers are developing symbolic relationships with particular brands and products. It is now more about the satisfaction rather than the value of service given by the product. Through the brand diary, attention has been drawn to Colgate one of the brands that features greatly and severally. The relationship with this product for many other consumers maybe mostly functional, just a personal hygiene product. For me, it is a product that is a great part of my history.
Review of the brand
Colgate has been in the market for decades. Our parents used Colgate as children and their parents as well. The company has a rich history culminating in the merger with Palmolive to become Colgate Palmolive. Colgate toothpaste happens to be the one brand in the market that has a strong brand loyalty. Competitors are often coming up with new ways to take a section if the market from Colgate, however, this has proved impossible, (Hardin 1959, Hubbard 1991). The target market for the company of course is all households. Unlike other brands in the market, it does not focus more on just generating hype and sales. Colgate has focused more on ensuring commitment to the brand by meeting the customer needs and expectations. for example the tagline associated with the company” the number one brand recommend by dentists” emerged after analysis showed that consumers relied more and more on professional advice when it came to their dental hygiene.
Colgate toothpaste offers an all round cavity protection for the user. Majority of the toothpastes need a tooth brush in order to reach the entire mouth. Unfortunately as many dentists state, a toothbrush cannot reach some areas of the mouth. It is therefore possible to develop cavities and even suffer from a smelly mouth despite brushing and cleaning your teeth regularly. Colgate ensures that the consumer has no such worries. The chemical formula dispatches to the entire mouth protecting and cleaning even areas such as between the teeth where the tooth brush has been unable to reach. In addition, the tooth paste ensures that the roots are protected and healthy which is perhaps why dentists recommend the use of Colgate.
Marketing strategy
In an attempt to continuously build on the symbolic relationship, Colgate’s marketing strategy has included personalized advertisements directed at their already loyal customers. While other companies are often on the run for new clients, Colgate has focused more on meeting the needs of the consumers that it already has. However, the focus on brand loyalty has been slightly costly to Colgate. Other companies such as pepsodent have entered the lucrative oral hygiene market with products such as sensodyne. Colgate’s response came slightly late, leading to the loss of a significant part of the market.
However, recent advertising has gone back towards creating a symbolic relationship. The company is reminding consumers again and again, that like the family dentist; Colgate is a family product. With such aggressive marketing, it is therefore not surprising that when we think of oral hygiene you are most likely to hear individuals speaking of Colgate, (McConell 1967, Joseph 2010). The brand name is widely recognizable, not just in the urban areas but also in the rural areas. The company also enjoys a wide range of good publicity engaging in various community activities. Engaging with the consumers on other platforms develops a meaningful relationship which the consumers are able to return to when they need to make a decision on the products to purchase.
An interesting aspect of the Colgate marketing strategy is that the focus of the products shifts from one country to the nest. In some countries for example, consumers are more concerned with white teeth and therefore optical white takes the center of attention; while in another it is more about decaying gums where all purpose features. This target marketing ensures that the company is meeting the particular needs if the consumer at the ground and therefore ensuring that the consumer understands that they come first in the company. It is based on this strategy that Colgate has been able to penetrate and hold ground even in some of the most volatile markets.
Recommendations
For a while now there has been focus on growing the market share of Colgate. Unfortunately, this has taken over ensuring that the loyal consumers are rewarded. The result is that other competitors have been able to snatch off a portion of the Colgate market. Aarker (1991) and Stiff (2006) state that it is important for the company to re-focus attention towards defending its own customers from predators. This means analyzing the needs of the customers and ensuring they are met. Further, the quality that loyal consumers are used to, should not be compromised to meet the expanding market.
Facebook: A Functional Relationship
A functional relationship with a brand can be defined as a relationship where the brands only meet the needs of the consumer. Should such needs change or another brand come up with a way of meeting these needs then the relationship is in jeopardy. The relationship has no significant meaning except it is the only way through which the consumer can meet that particular need effectively. Facebook is a social media brand that has taken over the market with an increasing number of memberships daily. With millions using the social media site, it has proven an ideal way to meet new people, and communicate effectively.
Review of Facebook
Facebook was the first social media site to take over the internet. Through the history of internet nothing came close to facebook. All other sites were tailored in the fashion of facebook. This exciting product therefore took over the market at an early stage. Within months millions were on facebook and it quickly became the norm. Facebook has traversed even into the rural areas and gone beyond the social lives of individuals. People are able to network across continents, share information and even enjoy particular interests together.
Recently facebook has added features that tailor advertisements and even updates to suit an individual’s needs and behavior. This ensures that you are able to get current information, directly into your page. Further facebook has a high integration with other websites and applications. The result is that you can run majority of these concurrently without any problem, in fact you can do so directly from your web page. With membership increasing daily, facebook continues to be the fastest way to find friends and communicate worldwide. Other sites such as integral are quickly building on the weaknesses of facebook. However, they often lack quorum that would ensure increased competition in the social media market. When it comes to numbers, everyone agrees that facebook has it.
Marketing Strategy
Facebook is a company that should be enjoying excellent brand loyalty since it carries a rich history of the users. Unfortunately for a while now, the focus has been on increasing membership rather than ensuring quality service. As stated by Sutherland (2011) Facebook marketing strategy has focused more on the exacting possibilities of meeting and communicating with long lost friends. For many people however, after the initial meeting the excitement dies off. Recently, the company has to include a policy where idle accounts were closed off. Facebook is quickly becoming an age differentiated company. Teenagers and young people are the only ones interested in maintaining an active account.
Facebook has continuously branded it as the ideal way for consumers to meet hundreds and in fact thousands of people in an instant. By tailoring the user’s behaviors, the media site is able to present the highest possibilities of people one would like to meet and engage with. Consumers are therefore drawn back to their accounts for the possibility of new information about their friends and even about things they would like. Facebook takes advantage of the innate need that human beings have to share their own information, pictures and even stories.
Facebook has not been engaged in any active advertisement unlike other social media sites. The company has relied more on subtle suggestions through email and other online accounts. Further mostly people join facebook because they have been pressured by friends and family to keep and maintain an active account so that they can engage in each other’s lives. Further business people and companies are able to market their products to consumers at a cheap price and reach a much wider audience. Business analysts have often stated that a business without a facebook account is far from reaching its own potential.
Facebook has been wrangles by many problems and publicity issues. The top among them is the concern by users about their own privacy. Unfortunately facebook is far from solving the security problems encountered by udders. Often there are problems of hacking where the users find others using their own pages perhaps to the damage of relationships and even reputations, (Vincent 2012). Such issues often cause users to leave the site and discourage others from joining. It seems that the billions of facebook users have become a problem in themselves. The company is unable to effectively control the flow of information and secure the same.
The extension strategy employed in the early stages of the launch of facebook has been effective in increasing the market share of the company. Facebook continues to hold the largest portion of the social media market, (Harvell 2012). Predictions are that the company will continue being number one at least for a few decades. However, there has been an increase in competition from smaller social media sites offering better security and services. The result is that there is now a split loyalty with people shifting slowly to other media sites and only returning to keep in touch with friends who are not on the other sites.
Recommendations
The level of facebook brand loyalty has been challenged in the past few years. Whereas there was a time when it was unheard of that users could close their accounts, today more and more people are opting for smaller more secure social media sites. The popularity and notoriousness of facebook is fast catching up. It is time for the company to change strategies and begin meeting the needs of its individual consumers. Top among them is improving the quality of protection guaranteed to the users.
The company has already managed to grab the attention of social media users. Focus now is to be directed towards ensuring a strong reputation and therefore generating a brand loyalty. Competitors are capitalizing on the challenges offered by facebook which will soon make a dent on the income earned by the company. There is need to create a desire for the users to maintain and keep their accounts active. This may mean scaling back on some of the things offered on facebook and focusing more attention on the few. It is no longer about arousing interest, it is about maintaining it.
REFERENCES
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MCCONNELL, J. D. (1967). A behavioral study of the development and persistence of brand loyalty for a consumer product.
STIFF, D. (2006). Sell the brand first: how to sell your brand and create lasting customer loyalty. New York, McGraw-Hill.
SUTHERLAND, A. (2011). Facebook. London, Wayland
VINCENT, L. (2012). Brand real how smart companies live their brand promise and inspire fierce customer loyalty. New York, American Management Association.
With a student-centered approach, I create engaging and informative blog posts that tackle relevant topics for students. My content aims to equip students with the knowledge and tools they need to succeed academically and beyond.
