References

3x2y. (2014). SEGMENTATION PRO’S AND CON’S. Available: https://3x2ydsmmcm1314.wordpress.com/2013/12/15/segmentation-pros-and-cons/. Last accessed 11th Dec 2016.

Ad Traders. (2016). The Ethical Issues with 3rd Party Behavioral Tracking. Available: https://adexchanger.com/the-debate/3rd-party-behavioral-tracking/. Last accessed 11th Dec 2016.

Akuadadisini. (2008). Psychographic Segmentation. Available: https://akuadadisini.wordpress.com/2008/09/08/psychographic-segmentation/. Last accessed 11th Dec 2016.

Ballaben, S. (2016) Social and Media Networks – UK – May 2016. Mintel [Online] [27/11/16] http://academic.mintel.com.ezproxy.mmu.ac.uk/display/771382/

Basin, H. (2016). Limitations of segmentation. Available: http://www.marketing91.com/limitations-segmentation/. Last accessed 11th Dec 2016.

Beard, R. (2016). 5 Strategies To Increase Customer Lifetime Value. Available: http://blog.clientheartbeat.com/increase-customer-lifetime-value/. Last accessed 11th Dec 2016.

Beard, R. (2016). Using Social Media to Build Brand Loyalty. Available: http://isbdc.org/social-media-brand-loyalty/. Last accessed 11th Dec 2016.

Bergstrom, J., Fischer, M., Krulikowski, C. (2016) Making your brand pinteresting to youth: Examining youth usage and adoption rates of Pinterest. Warc [11/12/16] https://www-warc-com.ezproxy.mmu.ac.uk/Content/ContentViewer.aspx?MasterContentRef=e01b390e-e9e7-4c9a-a64f-21a6b34e459f&q=pinterest+market&CID=A99683&PUB=ESOMAR

Bhasin, H. (2016). Behavioral Segmentation. Available: http://www.marketing91.com/behavioral-segmentation/. Last accessed 11th Dec 2016.

Bhasin, H. (2016). Marketing strategy of Amazon – Amazon marketing strategyMarketing strategy of Amazon – Amazon marketing strategy. Available: http://www.marketing91.com/marketing-strategy-of-amazon/. Last accessed 11th Dec 2016.

Blue Fountain Media. (2016). Behavioral Targeting. Available: http://www.bluefountainmedia.com/glossary/behavioral-targeting/. Last accessed 11th Dec 2016.

Boston, K. (2015) Introducing partner audiences. [Online] [30/11/16] https://blog.twitter.com/2015/introducing-partner-audiences

Chaffey, D (2006). Internet Marketing: Strategy, Implementation & Practice. 3rd ed. Essex: Pearson Education Limited.

Chetty, S. (2003). Explosive International Growth and Problems of Success amongst Small to Medium-Sized Firms. International Small Business Journal. 21 (1), p5-27.

Childe, S. (2016). Inward or outward looking management?. Available: http://www.tandfonline.com/doi/abs/10.1080/09537280412331291334. Last accessed 11th Dec 2016.

Collis, D (2009). Social Grade A Classification Tool Bite Sized Thought Piece . Paris: Ipsos Mediact .

Davies, P. (2016) Digital Advertising – UK – March 2016. Mintel [Online] [27/11/16] http://academic.mintel.com.ezproxy.mmu.ac.uk/display/716193/

Dolnicar, S. (2004). Geographical or behavioural segmentation? The. Available: http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1255&context=commpapers. Last accessed 11th Dec 2016.

Europa. (2016). Digitising European Industry. Available: https://ec.europa.eu/digital-single-market/en/digitising-european-industry. Last accessed 11th Dec 2016.

Evans, M. (2013). The Importance of Really Knowing Your Target Audience. Available: http://www.forbes.com/sites/markevans/2013/03/20/the-importance-of-really-knowing-your-target-audiences/#48d25a3d6ddc. Last accessed 11th Dec 2016.

Exams Tutor. (2016). 6 Geographic Market Segmentation. Available: http://www.examstutor.com/business/resources/studyroom/marketing/market_analysis/6_geographic_segmentation.php. Last accessed 11th Dec 2016.

Forman, E. (1993). Information Technology, Marketing Practice, and Consumer Privacy: Ethical Issues. Journal of Public Policy & Marketing. 12 (1), p106-119.

Fripp, G. (2016). Advantages and limitations of the main market segmentation bases. Available: http://www.marketingstudyguide.com/advantages-and-limitations-of-the-main-market-segmentation-bases/. Last accessed 11th Dec 2016.

Glanert, M. (2012). Behavioral Targeting Pros and Cons. Available: http://behavioraltargeting.biz/behavioral-targeting-pros-and-cons/. Last accessed 11th Dec 2016.

Graham, J. (2016). Optimized Marketing: Why You Should Align Brand Segmentation to Activation & Reporting. Available: https://marketingtechblog.com/brand-segmentation/. Last accessed 11th Dec 2016.

Hassan, S. (2012). Journal of Consumer Marketing. Examining world market segmentation and brand positioning strategies. 29 (5), p344 - 356.

Hepburn, M. (2016). Dates & Locations: The 2016 Coca-Cola Christmas Truck Tour. Available: http://www.coca-cola.co.uk/stories/keep-on-trucking. Last accessed 11th Dec 2016.

Hoffman, D. (1999). Building consumer trust online. COMMUNICATIONS OF THE ACM. 42 (4), p80-85.

Investopedia. (2016). Porter's 5 Forces. Available: http://www.investopedia.com/terms/p/porter.asp. Last accessed 11th Dec 2016.

Isaacson, B. (2012). Five Pitfalls of Market Segmentation and How to Avoid Them. Available: http://mmrstrategy.com/five-pitfalls-of-market-segmentation-and-how-to-avoid-them-3/. Last accessed 11th Dec 2016.

Isobar. (2010). Why Doesn't My Market Segmentation Work?. Available: https://www.greenbook.org/marketing-research/why-doesn't-my-market-segmentation-work. Last accessed 11th Dec 2016.

Kelly, J. (2016) Social Media in Tourism – March 2016. Mintel [Online] [6/12/16] http://academic.mintel.com.ezproxy.mmu.ac.uk/display/766441/?highlight#hit1

LinkedIn. (2016) Sponsored Content. [Online] [6/12/16] https://business.linkedin.com/marketing-solutions/native-advertising

Local Directive. (2016). Psychographic Market Segmentation: . Available: http://www.localdirective.com/what-we-do/market-segmentation/psychographic/. Last accessed 11th Dec 2016.

Lowe, E. (2016). How to Identify a Target Market and Prepare a Customer Profile. Available: http://edwardlowe.org/how-to-identify-a-target-market-and-prepare-a-customer-profile/. Last accessed 11th Dec 2016.

Marvin, G. (2016) The Microsoft-LinkedIn Deal: What it means for advertisers. [Online] [6/12/16]                                                          http://marketingland.com/microsoft-linkedin-advertisers-180575

McConnell, T. (2015) The Programmatic Primer: Social media buying platforms in the online advertising ecosystem. Warc [Online] [29/11/16] https://www-warc-com.ezproxy.mmu.ac.uk/Content/ContentViewer.aspx?MasterContentRef=959e38c8-8018-412e-a189-d52d0103fd7a&q=linkedin+advertising&CID=A105058&PUB=WARC-EXCLUSIVE

Moeller, S. (2016). How to Use Marketing Segmentation: A Mercedes-Benz Success Story. Available: http://www.stephenzoeller.com/how-mercedes-benz-and-german-luxury-car-brands-use-marketing-segmentation/. Last accessed 11th Dec 2016.

Moody, V. (2015). The Great British Class Survey now available from the UK Data Service. Available: http://blog.ukdataservice.ac.uk/the-great-british-class-survey-now-available-from-the-uk-data-service/. Last accessed 11th Dec 2016.

Needham, D (1999). Business for Higher Awards. Oxford: Heinemann Educational Publishers. p32.

Paschal, J. (2016). Stay In the Know: How to Keep Up with Digital Marketing Trends. Available: http://www.business.com/online-marketing/how-to-keep-up-with-digital-marketing-trends/. Last accessed 11th Dec 2016.

Pinterest. (2016) Reach more people with Promoted Pins. [Online] [11/12/16] https://ads.pinterest.com/

Redenz, S. (2016) 10 trends in paid social. Warc [Online] [30/11/16] https://www-warc-com.ezproxy.mmu.ac.uk/Content/ContentViewer.aspx?MasterContentRef=ede936be-dc25-41c4-99e2-f8873ec6c8f2&q=twitter+advertising&CID=A108955&PUB=ADMAP

Sarli, A. (2011). Attracting Consumers by Finding out Their Psychographic Traits. International Journal of Fundamental Psychology & Social Sciences. 1 (1), p6-10.

Siia. (2014). The Benefits of Geographical Market Segmentation and the use of Geolocation Tools. Available: http://blog.siia.net/index.php/2014/02/the-benefits-of-geographical-market-segmentation-and-the-use-of-geolocation-tools/. Last accessed 11th Dec 2016.

Simon, L. (2008). Achieving market segmentation from B2B sectorisation. Journal of Business & Industrial Marketing. 23 (7), p464 - 474.

Start Up Europe Club. (2016). East or West: Western Europe dominates digital startup city ranking. Available: http://startupeuropeclub.eu/east-or-west-western-europe-dominates-digital-startup-city-ranking/. Last accessed 11th Dec 2016.

Sublime Behaviour Marketing. (2016). Behavior-Based Market Segmentation and Targeting. Available: http://www.sublimebehavior.com/services/consulting/segmentation/. Last accessed 11th Dec 2016.

The Audience Agency. (2016). Guide | Segmentation made simple. Available: https://www.theaudienceagency.org/insight/segmentation-made-simple. Last accessed 11th Dec 2016.

Vitale, L. (2012). 3 Key Benefits of Psychographic Segmentation . Available: http://www.simplydirect.com/3-key-benefits-of-psychographic-segmentation/. Last accessed 11th Dec 2016.

Warc. (2015) LinkedIn launches B2B ad network. Warc [Online] [6/12/16] https://www-warc-com.ezproxy.mmu.ac.uk/Content/News/N34351_LinkedIn_launches_B2B_ad_network.content?PUB=Warc%20News&CID=N34351&ID=d7a64585-cb77-4f4f-935a-4b14b81e8c86&q=linkedIn&qr

YR. (2016). BAV. Available: http://www.yr.hu/how?locale=en. Last accessed 11th Dec 2016.

CommsCities
Digital and Social Media Marketing Communications Management 2016 – 2017 #DSMMCM1617

Benita Birak	14040859
Emily Waters	14032920
Jelani Virgo	14016876
Sydney-Marie Subritzky-Baggaley	13133794
Wiktor Paul	14043936

Unsuitable Digital & Social Media Communications Approaches

Twitter

Strengths ·      Voting tool app allows users to click on a button within advertisements without being redirected. ·      Major platform with over 310 million average users.	Weaknesses ·      The 140-character limit could damage engagement when brands want to spread information. ·      Retail companies have bigger followings on their Facebook pages than their Twitter pages.
Opportunities ·      Partner audiences allows advertisers to target users who show powerful signals of intent.	Threats ·      Twitters target audience solution provides a threat of transgressing data privacy.

Twitter looks like a viable option for communication through the Swot analysis. However, the weaknesses and threats outweigh the strengths and opportunities for a business like Tannahill Reay.

 Pinterest

Strengths ·      Over 100 million users. ·      Targeted pins allows Tannahill Reay to choose who they advertise to. ·      Allows changes to a campaign if its not doing well.	Weaknesses ·      No focus on B2B companies, mainly B2C. ·      Very niche market.
Opportunities ·      69% of consumers on Pinterest find something to buy.	Threats ·      Threat of link spam.

Pinterest as a communication platform is unsuitable. This is because of their very niche market; catering to consumers who want to buy and collect specific items. Tannahill Reay will not get B2B engagement from Pinterest’s B2C platform.

CommsCities 

Digital and Social Media Marketing Communications Management 2016 – 2017 #DSMMCM1617

Benita Birak	14040859
Emily Waters	14032920
Jelani Virgo	14016876
Sydney-Marie Subritzky-Baggaley	13133794
Wiktor Paul	14043936