Primary Response: Within the Discussion Board area, write 300–500 words that respond to the following questions with your thoughts, ideas, and comments. This will be the foundation for future discussions by your classmates. Be substantive and clear, and use examples to reinforce your ideas.
For this Discussion Board, please complete the following:
As more customers shop online, connecting with them is more important than ever. For example, Amazon is a popular online site for ordering almost anything. The brand is always in the news, illustrating the importance of public relations in trusting the brand. You will often find various forms of advertising about the brand—from digital pop-up advertising to traditional television customers and a social media presence—encouraging customers and others to try the brand. From a public relations perspective, you will sometimes find a variety of articles from sites covering business news, profits, and executive leadership at Amazon. There are other popular online sites that use public relations and advertising to keep the brands in the news for customers.
- What is a product that you might purchase or have purchased online?
- How do you think online shopping has attained its dominant seller position? How did it attain its position in your shopping life?
- What balance do online sellers use in brand marketing relative to advertising (paid media), public relations (earned media), or social media (owned media)? Share some examples.
Responses to Other Students: Respond to at least 2 of your fellow classmates with at least a 100-200 word reply about his or her Primary Task Response regarding items you found to be compelling and enlightening. To help you with your discussion, please consider the following questions:
- What did you learn from your classmate’s posting? What additional questions do you have after reading the posting?
- What clarification do you need regarding the posting?
- What differences or similarities do you see between your posting and other classmates’ postings?
Student 1 : Richard Streck
coming increasingly popular for consumers to do a significant amount of their shopping online instead of in traditional brick and mortar stores. This trend has been evident for several years but was made even more obvious during the COVID-19 pandemic. Consumers have realized that it is quicker, easier, safer, and usually cheaper to shop online for nearly every product. This shift in shopping styles has drastically changed the way companies view their advertising and public relations tactics.
I shop online for products less than many people my age, but I still find it easier when searching for certain products. One specific item that I like to purchase online instead of in-store is vinyl records. While it is definitely fun to go to a record store and dig through hundreds of vinyl records, I have found that shopping online helps me find the desired record quicker and easier with the added benefit of never leaving my home. The prices are usually similar when shipping and handling is factored in, but it is much more convenient to search for the exact record I want and have it sent directly to my home.
Online shopping has attained a dominant seller position due to the explosion of technology and the rapidly changing, digital world. Over 69% of American consumers have now made a purchase online (Ouellette, 2021). Consumers are now able to find the exact product they need in a split second and have it delivered to their home within a couple days. In the past, consumers would have to search multiple stores to find the desired product and then go to additional stores to compare prices. Online shopping makes price comparison simple, which is another reason it attained a dominant position. Selling products online is beneficial to the store owner as well because they can reach a larger group of consumers and do not have to spend as much money on a traditional store front. For me personally, online shopping obtained a dominant seller’s position during the pandemic when most store fronts were closed. I have always preferred to shop locally, but the pandemic forced me to be more accepting of online shopping.
The balance of advertising, public relations, and social media used by online retailers depends on the type of products being sold. Some products, such as sewing machines, need specific advertising because a direct audience is needed. Other products such as clothing and apparel can rely more on public relations because every customer is essentially an ambassador for the brand. Social media usage is a way to utilize both advertising and public relations. Targeted ads are useful when trying to reach a certain demographic while simple shoutouts from customers on social media (public relations) can boost traffic to an online retailer’s site.
Ouellette, C. (2021, January 6). Online Shopping Statistics You Need to Know in 2021. OptinMonster. https://optinmonster.com/online-shopping-statistics/#:~:text=So%20far%2C%2069%25%20of%20Americans%20have%20shopped%20online%2C,People%20all%20over%20the%20world%20understand%20the%20benefits.
Student 2 : Brandy Vierra
What is a product that you might purchase or have purchased online?
There are several products that I purchase online every month. In fact, since covid started I began purchasing more items online to avoid having to go into stores. I purchase a lot of my household essentials on Amazon including toilet paper, paper towels, coffee, paper plates, plastic utensils, disposable cups, batteries, feminine products, etc. I also purchase business supplies such as shipping bags, ribbons, tissue paper, tags, cellophane, etc. I also do a lot of shopping online for other items such as clothes, jewelry, gifts, etc. Now that’s just online purchases, that’s not counting things I purchase from target on my target app for pick up. Our target only lets us pick up nonperishable items. I purchase all canned goods, sauces, condiments, beauty products, deodorant, laundry detergent, dish soap, cleaners, snacks, etc. In fact, I go into a grocery store maybe every other week for meat, chicken, fish, pork, etc and about once a week for vegetables, fruits, bread, etc. If I could have those items delivered to my house, I would avoid having to run to the store.
How do you think online shopping has attained its dominant seller position? How did it attain its position in your shopping life?
I think online shopping has attained its dominant seller position because it’s so easily accessible. It’s easy to hop onto Amazon from your phone while eating lunch for instance to make your purchases. The products will be at your door in 2 days. Or to hop onto the Targets app from your phone to order products you need today. Just make a fast stop at Target to pick up your items in the parking lot after work. Shopping online has made my life easier. Especially if I need only an item or two. Keep in mind I live on a small island. Our shopping is limited anyway. For example: we only have one Costco, Walmart and Target. I do not want to stop at an overcrowded store on my way home from work or drive 30 minutes to the nearest Costco, Target or Walmart on my days off to pick up a couple things.
What balance do online sellers use in brand marketing relative to advertising (paid media), public relations (earned media), or social media (owned media)? Share some examples.
Online sellers use different balances of brand marketing relative to advertising and public relations. Larger companies such as Amazon, Target, Walmart, etc use lots of advertising via all channels of advertising such as television, radio, newspapers, magazines, billboards, etc while smaller companies don’t have the resources to advertise that much. For example: Amazon’s largest advertising campaign is 2 day free shipping with Prime Membership. Most companies don’t offer free shipping to customers in Hawaii and even when they do you have to make a purchase of a certain dollar amount usually $50 or $100. Public relations for Amazon like any other company is uncontrollable. They maintain their positive image in my perspective by maintaining a high level of customer service. There were times that my products were damaged when they arrived. I explained the situation and was refunded for the item without any hassle. My orders are always on time or before the expected delivery date. Of course Amazon has a huge owned media presence with social media accounts on every platform as well as their own website and app. Smaller online companies like an independent seller of homemade jewelry wouldn’t have the funds to market their jewelry via advertising such as television, radio, newspapers, magazines, billboards, etc. Several of these companies use other online websites such as Amazon, Etsy, Ebay, etc to advertise their business. Some companies even own their own websites. Most of these companies have a huge social media presence since it’s free. Public relations is normally high as long as the products are of high quality and issues are handled properly. Each purchase is an opportunity of more business. For example: The company might sell a set of earrings to a new customer via Amazon. The sale is an opportunity for repeat business. Something as simple as adding a business card with your company contact information along with your website link will allow customers to visit your website to view all products offered by your company. Packaging is another important aspect. You want to make sure your packaging is attractive as well as durable enough to handle shipment without damaging the product.
Media Maven. (2019, May 23). What is public relations (and why is it important) [Video]. YouTube. https://www.youtube.com/watch?v=cNUyZAKtnFs
Meylan, C. [Chris Meylan]. (2018, January 24). Owned – paid – earned (OPE) media [Video]. YouTube. https://www.youtube.com/watch?v=0RiPrhAbPDc
Platten, J. [Jordan Platten]. (2020, January 5). How to start a social media marketing agency (SMMA 2021) – A digital marketing tutorial for beginners [Video]. YouTube.