MKT 640 week 1 -

Adebowale Onatolu Contact Biography Adebowale Onatolu, AKA Debo or Dr.D. is a Core Faculty / Assistant Professor at the Forbes School of Business and Technology of Ashford University. He joined Ashford University (AU) in 2011. His expertise is in business administration, especially marketing, and management. Obtained his BA in Business and Management (Northeastern Illinois University), Chicago, his Master’s in Marketing Communications (Roosevelt University Chicago), and his doctorate (DBA) degree in Business Administration from University of Phoenix. Dr.D participates in faculty workshops to enhance his knowledge in effective teaching. Meeting and interacting with people is my passion. That is the main reason I have decided to go into teaching.  I designate myself as a professional online instructor by demonstrating Best in Class attributes. I have been recommended by my students and Instructional Specialists for the exceptional job I do in creating a top-quality learning environment for the students. I bring a wealth of knowledge and experience to the classroom and it is reflective in all I do! I consistently go above and beyond to support, serve, and build positive connections with my students. I feel fulfilled when I engage my students in conversations, promoting critical thinking, providing constructive feedback, and quickly addressing student questions and concerns, all of which I do wonderfully! You can reach me at : adebowale.onatolu@faculty.ashford.edu DrD Enrollments Teacher in MKT640: Brand Publishing (NDM749DS) Links Adebowale Onatolu hasn't added any links WELCOME.... Adebowale Onatolu No unread replies.No replies. WELCOME Class, Welcome to MKT 640 (Brand Publishing) course. I am Dr. Adebowale Onatolu. You can call me Dr. D. I am happy to be your instructor for this course. I earned a doctorate in Business Administration and masters in Marketing Communication. I operated and consulted in the business communities for almost 20 years before I became a full-time faculty with Ashford University. Please, use the “Meet Your Instructor” tab located on the left side of the screen to read more about me in my profile. My expectations for this class are that you will find the materials we will be discussing informative and valuable and our discussions, dynamic and enlightening.  Remember, we are here together to be successful. Whatever we can do to accomplish that, we shall do. I look forward to knowing more about you in class. Come prepared and you will glean useful information from the course materials, from me and from your colleagues. I am a sound believer in: “Anything worth doing is worth doing right.” ―Hunter S. Thompson I might sound demanding in my expectations as may reflect in materials I post in the Announcement page. Don’t feel offended by most of my comments and postings, they are meant to push you to exceed even your own expectations.  As a reminder, weeks begin on Tuesday (day 1) and end on Mondays (Day 7). I hope you will feel free to contact me anytime with your questions, concerns, and suggestions-please, use the “Ask Your Instructor”. If the questions or concerns are personal, you can email me. I usually respond within 48 hrs. To begin this course, you will need to click on “the Start Here” link from where you can follow the directions. Wait! First, check out the following class/course policies: Below are some specific policies and expectations for this course as well as Ashford University that are important to keep in mind. Please contact me at any time for assistance; I will respond within two calendar days. The best communication medium for personal matters is through emails. Discussion Forum Late Policy: 20% off per day for up to 2 days If more than 2 days late, the assignment may receive a zero No late replies to a classmate will be accepted after day 7 Written Assignment Late Policy: Written Assignments penalties (essays, journals, presentations, final papers): 20% off per day for up to 2 days If more than 2 days late, the assignment may receive a zero Papers need to be in APA format (Links to an external site.)Links to an external site. as do any other written assignments. Unless otherwise stated in the homework directions, the minimum paper length required is one page which is in addition to the title page and reference page. Papers should not be written in first person unless the assignment states to write about you specifically. In allow only 20% direct quote. All other must be paraphrased.  Remember when responding to discussion board forums to have quality responses that include a minimum of 150 words. Please be sure that you take time to think about your responses so that your information will substantive and add to the discussion.    Office Hours:   Since I check my mail frequently, it is usually best to send me an email at Adebowale.onatolu@ashford.edu  than to try to call.   If you decide to call: 800.798.0584 X 21803.     Faculty Expectations  For more information on faculty expectations, Located under ’Modules’ Read the Announcement page often.  Ashford University Policies  For more information on faculty expectations Visit: ashford.edu/catalog  (Links to an external site.)Links to an external site.   Best Regards, DrD Prior to beginning work on this discussion, read A $25 Million Press Release: Grab the Press’s Attention—and Keep It—With Concise and Compelling Releases (Links to an external site.)Links to an external site.. For your initial post in this course, you are going to create a press release. Press releases are terrific tools to improve company content, organization, and effectiveness to capitalize on business opportunities in a global and diverse market. Practicing this will help you better understand brand-publishing fundamentals and begin to add these skills to your marketing toolbox. Please review the provided Press Release Sample One and Press Release Sample Two as well as the Press Release Walk Through that provides information on what should be included in each section.The press release you create should represent both your content and your personal brand. Feel free to use the samples as a model or to utilize one of the press release templates available through Microsoft Word. Guided Response: Review several of your classmates’ press releases, and respond to at least three of your peers. You are encouraged to post your required replies earlier in the week to promote more meaningful and interactive discourse in this discussion. Evaluate the press release for both content and branding. Describe what the press release says about your peer’s personal brand. Explain how the visual representation and tone provides an overview of the person behind the document. How, and in what ways, does the press release influence your opinion of your classmate in ways that a standard initial introductory post does not? Explain the importance of the press release as a first-line marketing tool. Philadelphia, PA. December 6, 2017. Hello Instructor & Class! My name is David Keith. I work at Giant Supermarket as a seafood associate, who went through 6 different departments. I am excited to be a college student taking classes online because it helps me with character. I must always be mindful of my attitude in writing. In other words, the person on the other side do not see you face-to-face, so your communication in writing should be settled and plain so they do not read you the wrong way. As a student here, I am finding that it is crucial to incorporate forms of press release as you own a business. This too, help others understand and know who you are and motives to what brands you are selling. Being married for the first time and having gained a son from a woman who was always my best friend first before married cause me to see the importance of what it means to be married. As a hobby, I enjoy reading, writing, and entertaining people as a professional entertainer. Here is a personal link of an unreleased material I intend to complete when I can. This will describe more of what I do on my free time. Enjoy! https://youtu.be/TTY5Tik9-gM David Keith A $25 Million Press Release Grab the press's attention--and keep it--with concise and compelling releases. NEXT ARTICLE 12 Content Marketing Trends You Should Be Following David Seaman Why did you click on this article? I bet the headline had something to do with it. So many press releases display boring headlines ("Our Company Is Going To Attend An Obscure Sales Conference Somewhere") and even more lifeless copy in the body of the release. This is not the sort of story that ends up on the front page of The New York Times. It isn't the sort of thing that gets argued about on The View. Below, you will find the secrets I have learned over the years--I've sent many releases, some good and some bad--and if I had known these tips from day one, it would have saved me a lot of time. Shorter Is Better Many companies and individuals think that a press release is the opportunity to give every conceivable fact about the organization--when you were founded, your CEO's middle name and hobbies, your company's "vision." This is simply wrong; a press release like this is the equivalent of stopping someone in an elevator, handing him a copy of your novel, and demanding he read the whole thing in front of you. Instead, treat a press release as a teaser or elevator pitch--something you could comfortably say to someone in about 30 seconds to one minute. If you need to give more information, you can always link to an information-rich PDF file or longer release on your website. ADVERTISING "A good press release should be between 200 and 400 words," says Todd Pree, owner of Mass Media Distribution LLC. "The shorter the better. The idea is to have just enough info to get the reporters excited and ask for an interview." Just as you wouldn't give someone a three-hour lecture in order to get a phone number at the bar, you don't need a 1,000-word release to get booked on a radio or TV show. Keep it short, accurate and intriguing; respect the journalist's time. As an example, check out this very typical release showing how personal buzz tactics can help you keep your job in a bad economy. No one in the media cared and the response was minimal. Now check out this second attempt with a new angle. The release still deals with recession/job issues, but now I'm suggesting people quit if the job is less than ideal. The media found this unusual and the response was massive. Check out the resulting segment on ABC News. Here's a recent release for a client of mine--a personal trainer calls out "The Biggest Loser" reality show for portraying inaccurate and unrealistic fitness goals. The response from media was predictably good, with calls coming in from an ABCNews.com reporter and radio bookers. Keep It Easy Do follow proper press release guidelines--this means not claiming your company or product is "the best" or "world famous" or anything amateur like that. If your product truly is world famous, you should not have to state that. And if it isn't, don't pretend it is--this will just annoy journalists. Also, provide clear contact information in your release: an e-mail and phone number work best. You don't want a TV booker to have to sift through hundreds of documents simply to find out whom to contact--no one has the patience for that. Capitalize on Long-Term Search Engine Traffic Many people are posting press releases these days partially to boost traffic. A press release can be a great way to increase the organic traffic you get from Google and other search engines. Also, most press release services spend a lot of time on search engine optimization and rank well in search results. According to VisiblePR.com, a free search engine optimization tool for press releases, your press release body should contain 3 percent to 5 percent keywords. So if your release is about gun control and the body copy is 100 words long, the phrase "gun control" should be in there at least three times, but no more than five times. Your press release headline, on the other hand, can have up to 15 percent to 20 percent keyword density. For example, "Organization Fights to Protect Second Amendment Rights" is a terrible headline, because the phrase gun control is not even in there. The headline "Organization Fights Gun Control" is far more likely to result in successful search engine placement. Aside from organic traffic, search engine optimization will also result in radio and TV bookings possibly months after your release is sent out and long after you have forgotten about it. A rushed morning TV show booker may search on Google for "gun control experts" only to find your well-written, opinionated and informative release appearing on the first page. You would be the perfect person for her to contact, so be prepared at all times for that phone call. Persistence Is Key As Pree explains, "It takes many attempts to fine-tune your message to make it interesting . . . Most of the customers that we have had featured in large media outlets were the result of multiple press releases that were constantly refined." If you truly believe in a press release, don't be afraid to stick by it for a while. It took me several attempts with my "Quit Your Job in a Recession" press release--the third try, for whatever reason, resulted in a storm of newspaper articles, radio interviews and even a television appearance on ABC News. If you hang in there, you can get even more press than that. Persistence is crucial. MKT640: Brand Publishing Course Guide  Course Text: This text will be provided to you within your online classroom.  No additional purchase is necessary.  Rogers, B. H. (2015). Publish or perish: A CMO roadmap for managing, systematizing, and optimizing the marketing content supply chain. Jersey City, NJ: Forbes. Required Resources  Text Rogers, B. H. (2015). Publish or perish: A CMO roadmap for managing, systematizing, and optimizing the marketing content supply chain [Report]. Retrieved from https://shop.biakelsey.com/product/publish-or-perish The Challenge of Producing, Managing, Distributing and Optimizing Marketing Content at Scale (pp. 13-14) The New Economics of Marketing Content (pp. 15-18) Articles Boggs, M. (2015). Hiring trends for the year ahead (Links to an external site.)Links to an external site.. Retrieved from https://www.ama.org/publications/MarketingNews/Pages/hiring-trends-for-the-year-ahead.aspx This article lists the main hiring trends for marketing in 2015. It explores the ways in which companies are investing in marketing in 2015, how digital and content marketing are the dominant skill needs, and how data-driven marketers are becoming more essential.  Accessibility Statement does not exist. Privacy Policy (Links to an external site.)Links to an external site.  DeMers, J. (2015, March 19). How to analyze your audience in Google Analytics (Links to an external site.)Links to an external site.. Retrieved from http://www.forbes.com/sites/jaysondemers/2015/03/19/how-to-analyze-your-audience-in-google-analytics/#778b2741cbb2 This article emphasizes why businesses need to think about how their marketing strategy brings the greatest value to their customers. It compares inbound vs. outbound marketing, and highlights the traits of a customer-centric content strategy. Accessibility Statement does not exist.  Privacy Policy (Links to an external site.)Links to an external site.  Seaman, D. (2009, May 19). A $25 million press release: Grab the press’s attention—and keep it—with concise and compelling releases (Links to an external site.)Links to an external site.. Retrieved from https://www.entrepreneur.com/article/201772 This article gives tips for how to get the attention of the press through compelling press releases. It covers principles such as why shorter is better, persistence is key, and how to capitalize on long-term search engine traffic. It will assist you in your Post Your Introduction: Creating a Personal Press Release discussion this week.  Accessibility Statement does not exist.  Privacy Policy (Links to an external site.)Links to an external site.    Recommended Resources  Articles Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement.Psychology & Marketing, 32(1), 15-27. http://dx.doi.org/10.1002/mar.20761 The full-text version of this article is available through the EBSCOhost database in the Ashford University Library. This article describes the findings of a study analyzing the content of creative social media strategies. The results indicate several specific approaches are associated with customer engagement and participation.  Content Marketing Institute. (n.d.). What is content marketing? Useful content should be at the core of your marketing. (Links to an external site.)Links to an external site. Retrieved from http://contentmarketinginstitute.com/what-is-content-marketing/ This article defines content marketing as an ongoing process whose purpose is to attract and retain customers through creating and curating relevant content. It argues that marketing is impossible without great content, so it should be an integral part of any marketing tactics.  Koenig, S. (2016). Three tips for breaking down marketing department silos  (Links to an external site.)Links to an external site.. Marketing News, 50(3), 54-55. Retrieved from https://www.ama.org/publications/MarketingNews/Pages/Three-Tips-for-Breaking-Down-Marketing-Silos.aspx The full-text version of this article is available through the CINAHL database in the Ashford University Library. This article discusses strategies for personalizing marketing to consumers.  Pophal, L. (2016). How to create a content strategy. EContent, 39(2), 12-17. Retrieved from http://www.econtentmag.com The full-text version of this article is available through the CINAHL database in the Ashford University Library.  Pophal, L. (2015). Putting the ‘strategic’ into strategic content marketing. EContent, 38(9), 6-10. Retrieved from http://www.econtentmag.com The full-text version of this article is available through the EBSCOhost database in the Ashford University Library. This article describes the need for content marketing strategies to assist in meeting business objectives.  Schneider, D. (2015, November 19). 138 EPIC digital marketing case studies (Links to an external site.)Links to an external site.. Retrieved from https://ninjaoutreach.com/138-epic-marketing-case-studies This article features some of the best marketing case studies, including companies like Facebook, Twitter, Instagram, and Pinterest. It highlights what is new and effective in social media, content marketing, blogging, SEO, email marketing, and more.  Yim, M. Y.-C, Sauer, P. L., Williams, J., Lee, S.-J., & Macrury, I. (2014). Drivers of attitudes toward luxury brands: A cross-national investigation into the roles of interpersonal influence and brand consciousness. International Marketing Review, 31(4), 363-389.Retrieved from http://dx.doi.org/10.1108/IMR-04-2011-0121 The full-text version of this article is available through the ProQuest database in the Ashford University Library. This article investigates how cultural influences impact customer attitudes towards luxury brands. In the analysis, the article employs a model that utilizes the constructs of susceptibility to normative interpersonal influence and brand consciousness. Multimedia Propoint. (2016, January 19). Forbes big data explainer video (Links to an external site.)Links to an external site. [Video file]. Retrieved from https://youtu.be/rPoGm96auO4 This animated video highlights the main findings from a study that Forbes conducted with a relational database management platform called Teradata. It describes a new data-driven approach and the role of big analytics today. This video has accurate closed captions. Week 1 – Discussion Managing Marketing Content Operations at Scale Prior to beginning work on this discussion review the chart on page 14 of the Publish or Perish report. Review the instructions and research a minimum of two scholarly sources to support your statements. In your initial post, evaluate managerial problems associated with marketing content operations. Based on this evaluation, describe the three most challenging aspects of managing marketing content operations at scale. Explain which of the three would prove to be the most challenging to handle and provide a rationale for your statements with evidence from your researched sources. Describe the role that the chief marketing officer plays in alleviating and potentially exacerbating the challenges involved. Guided Response: Review several of your classmates’ initial posts, and respond to at least three of your peers. You are encouraged to post your required replies earlier in the week to promote more meaningful and interactive discourse in this discussion. Analyze your peers’ posts, and explain any differences that exist between your initial post and theirs. Suggest additional elements of managing marketing content operations at scale that your classmates should consider more carefully. Consider the role the chief marketing officer plays as described by your classmates. Suggest one additional positive and negative influence this person can effect when dealing with the challenges identified in each peer’s post. Managing Marketing Content Operations at Scale aging Marketing Content Operations at Scale When it comes to how a business operates, lets you know what it takes to do the job. It is a bit much to call yourself a manager to any type of business that takes time and patience. Market contents are a big part of things associated with a business and how it works (Callaghan, 2016). All contents come with good forms by which businesses form their own opinions to phishing products. It takes a good product that gears to consumers wanting to buy let one know they have the right product. To become a publisher, take a lot of knowing what will sell and who will buy what products what brings what consumers to different products. Publishing take many years of experience and practicing with different aspects of marketing and knowing what to do. When companies do not use the right strategy for anything they do, nothing will work in proper order for that company and their brands. Every manager of any type of business wants to sell and sell well with products and services they place out on the market. To know they can be sure their products will cause them many profits and great assets make it easy for that business to reach big success. The head chief marketing officer of any operation need to insure their entire team of products that are marketable. Work cited: Rogers, B. H. (2015). Publish or perish: A CMO roadmap for managing, systematizing, and optimizing the marketing content supply chain. Jersey City, NJ: Forbes. Callaghan, C. W. (2016). 'Publish or perish' : family life and academic research productivity : original research. SA Journal Of Human Resource Management, (1), 1. doi:10.4102/sajhrm.v14i1.727 Assignment:Week 1 - Assignment Course:MKT640 MKT640: Brand Publishing (NDM749DS) Adebowale Onatolu12/15/2017 8:13:38 AM View markup for MKT 640 Week 1 Paper.docx ( 2.00 / 2.00) Describes the Ten Core Drivers and Their Impact on the Chosen Company Distinguished - Thoroughly describes the ten core drivers and their impact on the chosen company. ( 1.76 / 2.00) Analyzes How Well the Chosen Company has Recognized These Ten Drivers Proficient - Analyzes how well the chosen company has recognized these ten drivers.  The analysis is slightly underdeveloped. ( 1.52 / 2.00) Explains Ways that these Drivers Could Improve Company Content, Organization, and Effectiveness to Capitalize on Business Opportunities in a Global and Diverse Market Basic - Partially explains ways that these drivers could improve company content, organization, and effectiveness to capitalize on business opportunities in a global and diverse market. Relevant details are missing. ( 0.76 / 1.00) Written Communication: Control of Syntax and Mechanics Basic - Displays basic comprehension of syntax and mechanics, such as spelling and grammar. Written work contains major errors which may slightly distract the reader. Paper is not well organized. Headings are missing ( 0.44 / 0.50) Written Communication: APA Formatting Proficient - Exhibits APA formatting throughout the paper. However, layout contains a few minor errors.  ( 0.38 / 0.50) Written Communication: Page Requirement Basic - The length of the paper is equivalent to at least three quarters of the required number of correctly formatted pages. ( 1.52 / 2.00) Written Communication: Resource Requirement Basic - Uses the required number of sources to support ideas. Some sources may not be scholarly. Most sources on the reference page are not used within the body of the assignment. Citations may not be formatted correctly. DrD Overall Score: 8.38 / 10.00 Overall Grade: 8.5 Ashford 3: - Week 2 - Instructor Guidance   Week Two Instructor Guidance Read Publish or Perish pp. 45-83 Read the following articles: Manic, Petrov, Sprung; Go to Kapost and CMS links. Also see my Portfolium page. Participate in the one discussion forum. Create an initial post by Day 3 that demonstrates a thorough understanding of the material. Respond to at least two peers by Day 7. Be sure to fully address the prompt in order to earn full points! DQ1 – Create a Blog Assignment: Review of Tools Due Day 7 Lecture (created by Dr. Diane Hamilton)   My colleague Dr. Diane Hamilton helped create this course and Dr Ray Powers also taught this unique course. Credits to both. Diane  is one of the best I know in understanding and utilizing brand publishing tools.  I’ve used her examples (and blog) to help you better visualize and understand the value proposition of some of the tools available to you as we explore the concepts in brand publishing.  I hope you enjoyed the activities last week. Students always have such interesting press releases. It may be challenging to get really creative with them. I trust you found it helpful to see what goes into the process.  This week we will look at some tools and also get some experience with blogs. You might find it interesting to view Diane's blog at: http://drdianehamilton.wordpress.com (Links to an external site.)Links to an external site.. Blogs take time and energy, but they are a great way to connect with people. I use Wix for other types of websites and then I tie in my blog there as well. Wordpress is a great way to get into blogging because it is free and pretty simple to use. As we look at some tools of the marketing trade this week, I hope you take some time to review the reading from last week and continue with the recommended reading for this week as well. Some important sites that may be helpful to you have links to them in the classroom. Check out Prezi, Canva, Jing, and more ...  I look forward to reading your review of the important tools of Portfolium; Blogging; and Prezi.  Week 2 - Assignment Review of Tools   Prior to beginning work on this assignment, read the Manic (2015) and Petrov, Zubac, and Milojević (2015) articles. In this assignment, we are going to explore the various presentation and showcase tools that are freely available on the Internet. For this assignment, review the websites for the following resources, platforms, and software: PowerPoint, Prezi (Links to an external site.)Links to an external site., Canva (Links to an external site.)Links to an external site., SlideTalk (Links to an external site.)Links to an external site., Portfolium (Links to an external site.)Links to an external site., Screencast-O-Matic (Links to an external site.)Links to an external site., and Jing (Links to an external site.)Links to an external site.. (It is recommended that you review the interactive assignment in Week Six, as you will be called upon to present your Executive Summary for your Final Project using your choice of these tools.) In your paper, Explain how each tool might be used in the presentation of a proposal to executive leadership. Explain how these tools could be used to improve organization and content for brand publishing. Describe any elements of each tool that might detract or distract from content presentation. Describe any challenges or issues you foresee in using each tool. Explain which of the presentation tools and/or combination of tools would be the most effective way to showcase your proposal when you upload it to Portfolium in Week Six. Be sure to provide a rationale for your statements. The Review of Tools paper Must be three to four double-spaced pages in length (not including title and references pages) and formatted according to APA style as outlined in the Ashford Writing Center (Links to an external site.)Links to an external site.. Must include a separate title page with the following: Title of paper Student’s name Course name and number Instructor’s name Date submitted Must cite the websites for each of the tools reviewed. Must document all sources in APA style as outlined in the Ashford Writing Center. Must include a separate references page that is formatted according to APA style as outlined in the Ashford Writing Center. Carefully review the Grading Rubric (Links to an external site.)Links to an external site. for the criteria that will be used to evaluate your assignment. Assignment:Week 2 - Assignment Course:MKT640 MKT640: Brand Publishing (NDM749DS) Adebowale Onatolu12/24/2017 5:25:19 PM View markup for MKT 640 Week 2 Assignment.docx DAVID W2 640.docx David.. Thank you. You should review the attached graded paper and comply with the APA requirements as illustrated in posted materials in the Announcement page.   ( 2.00 / 2.00) Explains How the Tools Might Be Used in the Presentation of a Proposal to Executive Leadership Distinguished - Thoroughly explains how the tools might be used in the presentation of a proposal to executive leadership. ( 0.88 / 1.00) Explains How These Tools Could Be Used to Improve Organization and Content for Brand Publishing Proficient - Explains how these tools could be used to improve organization and content for brand publishing. Minor details are missing. ( 0.88 / 1.00) Describes any Elements of the Tools that Might Detract or Distract from Content Presentation Proficient - Describes any elements of the tools that might detract or distract from content presentation. Minor details are missing. ( 0.88 / 1.00) Explains Which of the Presentation Tools and/or Combination of Tools Would Be the Most Effective Way to Showcase the Proposal When Uploading it to Portfolium in Week Six Proficient - Explains which of the presentation tools and/or combination of tools would be the most effective way to showcase the proposal when uploading it to Portfolium in Week Six. Minor details are missing. ( 1.00 / 1.00) Provides a Rationale for Statements Distinguished - Provides a thorough rationale for statements. ( 0.76 / 1.00) Written Communication: Control of Syntax and Mechanics Basic - Displays basic comprehension of syntax and mechanics, such as spelling and grammar. Written work contains a few errors which may slightly distract the reader. ( 0.38 / 0.50) Written Communication: APA Formatting Basic - Exhibits limited knowledge of APA formatting throughout the paper. However, layout does not meet all APA requirements.  ( 0.38 / 0.50) Written Communication: Page Requirement Basic - The length of the paper is equivalent to at least three quarters of the required number of correctly formatted pages. ( 1.52 / 2.00) Written Communication: Resource Requirement Basic - Uses less than the required number of sources to support ideas. Some sources may not be scholarly. Most sources on the reference page are used within the body of the assignment. Citations may not be formatted correctly. Overall Score: 8.68 / 10.00 Overall Grade: 8.7 Required Resources Text Rogers, B. H. (2015). Publish or perish: A CMO roadmap for managing, systematizing, and optimizing the marketing content supply chain [Report]. Retrieved from https://shop.biakelsey.com/product/publish-or-perish The Questions Every Marketer Needs to Answer Before Investing in Publishing Technology (pp. 85-87) The Technology Partners Best Qualified to Help the CMO Enable an End-to-End Publishing Process (pp. 88-102) Articles ambitionally. (2016). Best pop up examples (Links to an external site.)Links to an external site.. Retrieved from http://ambitionally.com/generate-more-leads/popups/best-pop-up-examples This page showcases some of the best pop-up examples. It also explains how business owners are using pop-ups to grow their email lists. It will assist you in your Creating a Pop-Up Ad for Your Company interactive assignment this week. Accessibility Statement does not exist. Privacy Policy (Links to an external site.)Links to an external site.  Guttman, A. (2015, October 31). Pop ups: It’s not how much is that doggy in the window, but how much is the window it’s in? (Links to an external site.)Links to an external site. Retrieved from http://www.forbes.com/sites/amyguttman/2015/10/31/pop-ups-its-not-how-much-is-that-doggy-in-the-window-but-how-much-is-the-window-its-in/#49f3b6b42881 This article describes the importance of knowing how to get the most out of your pop-up. It lists reasons why a pop-up is beneficial, as well as pitfalls to avoid. It will assist you in your Creating a Pop-Up Ad for Your Company interactive assignment this week.  Accessibility Statement does not exist. Privacy Policy (Links to an external site.)Links to an external site.  Odden, L. (2013, April 9). 5 creative content sourcing ideas (Links to an external site.)Links to an external site.. Retrieved from http://www.smartinsights.com/content-management/content-marketing-strategy/creative-content-ideas/ In this article, Lee Odden introduces five ideas for creative content marketing. The article emphasizes the importance of creativity and introduces the “Optimize 360 Model” to help marketers understand and always keep in mind the importance of optimizing for attraction, engagement and conversion. Accessibility Statement does not exist. Privacy Policy (Links to an external site.)Links to an external site.  ReTargeter. (n.d.). What is retargeting and how does it work? (Links to an external site.)Links to an external site. Retrieved from https://retargeter.com/what-is-retargeting-and-how-does-it-work This article defines retargeting and explains how retargeting uses a cookie-based technology and JavaScript code to track an audience as they use the Internet. It explains how retargeting can be a part of a larger digital strategy. It will assist you in your Creating a Pop-Up Ad for Your Company interactive assignment this week. Accessibility Statement does not exist. Privacy Policy does not exist.  Sirohi, G. (2015, February 23). Amazing facts about worldwide e-commerce / online shopping (Links to an external site.)Links to an external site. [Blog post]. Retrieved from http://www.seosolutionsindia.com/blog/2015/02/23/amazing-facts-about-worldwide-e-commerce-online-shopping/ This article describes the emergence of online shopping, providing online shopping and Ecommerce statistics. It compares U.S., U.K., and European markets, including facts about e-commerce globally.  Accessibility Statement does not exist.  Privacy Policy (Links to an external site.)Links to an external site.  Vivier, E. (2016, March 11). Content governance: Brand 2.0’s secret weapon (Links to an external site.)Links to an external site. [Blog post]. Retrieved from https://blogs.adobe.com/creative/content-governance-brand-2-0s-secret-weapon This article explores advertising in the digital age. It describes the need for continuous efforts to reach a target audience that is becoming increasingly fragmented, demanding and indifferent.  Accessibility Statement does not exist. Privacy Policy (Links to an external site.)Links to an external site.  Whatley, T. (2016, March 16). Content distribution strategies and tools to drive traffic (Links to an external site.)Links to an external site.. Retrieved from http://contentmarketinginstitute.com/2016/03/content-distribution-strategies This article highlights strategies for improving content distribution. It lists strategies for generating fresh traffic, such as engaging in other communities, tapping into lesser-known influences, and republishing your content.  Accessibility Statement does not exist. Privacy Policy (Links to an external site.)Links to an external site.  Web Pages Content Marketing Institute. (n.d.). Content marketing framework: Measurement (Links to an external site.)Links to an external site.. Retrieved from http://contentmarketinginstitute.com/measurement/ This web page explains the role of measurement in content marketing. It provides links to several resources that explain how to measure the success of your strategy, including checklists and templates to better track what you need to measure.  Accessibility Statement does not exist. Privacy Policy (Links to an external site.)Links to an external site.  Content Marketing Institute. (n.d.). Content marketing framework: Plan (Links to an external site.)Links to an external site.. Retrieved from http://contentmarketinginstitute.com/plan/ This web page expounds on the initial planning stage of content marketing, emphasizing the need to understand your purpose before implementing your strategy. It also provides resources for getting started and creating your content marketing mission statement.  Accessibility Statement does not exist. Privacy Policy (Links to an external site.)Links to an external site. Website ScribbleLive (Links to an external site.)Links to an external site.. (http://www.scribblelive.com) This site provides content services for business to plan, create, and publish high-impact content. The platform is designed to help you manage the entire lifecycle of your content. Accessibility Statement does not exist. Privacy Policy (Links to an external site.)Links to an external site.    Recommended Resources  Articles Bourgeois, T. (2015). How to navigate the treacherous marketing technology landscape. EContent, 38(6), 32. Retrieved from http://www.econtentmag.com The full-text version of this article is available through the EBSCOhost database in the Ashford University Library. This article identifies the dos and don’ts for managing successful marketing technology strategies.  Brand Publishing Institute. (n.d.). How technology can enable content distribution (Links to an external site.)Links to an external site.. Retrieved from http://profitablechannels.com/wp-content/uploads/2015/11/How-Technology-Can-Enable-Content-Distribution-11-17-15.pdf This article explores content distribution in sales, marketing, and media channels. It provides steps leading marketers can take to automate, streamline, and simplify content distribution.  Chahal, M. (2016). Overcoming the barriers to automation. Marketing Week, 29-31. Retrieved from https://www.marketingweek.com The full-text version of this article is available through the EBSCOhost database in the Ashford University Library. This article discusses the need to overcome the challenges associated with marketing automation in order increase marketing performance.  Heine, C., & Swant, M. (2016, June 13). Why Microsoft could challenge Salesforce for CRM market share after buying LinkedIn: MSFT shifts gears (Links to an external site.)Links to an external site.. Retrieved from http://www.adweek.com/news/technology/why-microsoft-could-challenge-salesforce-crm-market-share-after-buying-linkedin-171961 This article explains why Microsoft and LinkedIn could be a formative team that creates competition for Salesforce.  Koetsier, J. (2015, March 4). Marketing clouds: Who’s winning, who’s new, and who is completely and utterly confused (Links to an external site.)Links to an external site.. Retrieved from http://venturebeat.com/2015/03/04/marketing-clouds-whos-winning-whos-new-and-who-is-completely-and-utterly-confused/ This article explains why Microsoft and LinkedIn could be a formative team that creates competition for Salesforce. Week 3 – Discussion Choosing Marketing Partners Prior to beginning work on this discussion, review the seven questions on page 85 of the Publish or Perish report that chief marketing officers (CMOs) should address to help them best select partners suited to their unique needs. Using the company you have selected in Week One and Week Two, select the question you think is the most important for the leaders of your company to address. In addition to your course materials, research at least two scholarly sources to support your reasoning. In your initial post, explain why you think this question is relevant to the leadership of your company. Describe the ways in which a potential partnership could create improvements in your company’s content, organization, and effectiveness to capitalize on a global market. Analyze the potential decision-making process of the CMO of your chosen company, and explain how the CMO might organize that process with regard to determining the selection of a partner for brand publishing. Guided Response: Review several of your classmates’ initial posts and respond to at least two of your peers. You are encouraged to post your required replies earlier in the week to promote more meaningful and interactive discourse in this discussion. Compare the similarities and differences between your CMO’s decision-making process and that of your peer’s CMO. Based your peers’ posts, suggest one additional question you think would be relevant for their company’s leadership to consider. Explain why you think this consideration would help maximize their company’s potential in terms of their content, organization, and effectiveness. Choosing Marketing Partners Question number two is what I’m using for this discussion, because it tells that Giant supermarket care of what happens and how satisfied their customers are. How well do their solutions support our customer focus? When it comes to the care and needs of a customer, Giant displays it by how they handle each customer differently. According to our text (p. 87), “Large global organizations that market to customers in dozens of territories and languages partner with solutions providers such as SDL to streamline their processes for localizing content into dozens of languages, reducing the cost, complexity and time required to deliver content in local languages across their digital properties” (Rogers (2015). Giant monitor the way brands are being sold to the public, along with selling the right products that tends to every ones’ needs being met. Individuals who are considered professionals and true businessmen choose partners well qualified for awareness to products sold by that company because of the reputation they need to target their audiences. Through day to day routines that gives attention to marketing are crucial for a business. As the market world change, it gets tougher with what sells well. Giant puts thought and good decision making to what they do and how they budget their funding’s. communication is a must when dealing with transactions that deals with different products and services. They use good services that gear to the future usage and good groundwork is given with expectations to not having to deal with money running out. Selecting good marketing partners who compliment and not downgrade a business help that business grow through challenges and opportunities of that company. A company should have clear understandings to expectations through using market strategies that entails the needs, and each party is qualified to offer good guidelines that will move to future usage. Good marketing comes with one having a big vision of ones’ business expanding. They also think on longevities and stabilities of that business that also involves employees staying interested in their field of work so they do not have to worry about high turnovers. References: Rogers, B. H. (2015). Publish or perish: A CMO roadmap for managing, systematizing, and optimizing the marketing content supply chain [Report]. Retrieved from https://shop.biakelsey.com/product/publish-or-perish Week 3 - Interactive Assignment Creating a Pop-Up Ad for Your Company Prior to beginning work on this interactive assignment, read the Best Pop Up Examples (Links to an external site.)Links to an external site., Pop Ups: It’s Not How Much Is That Doggy in the Window, but How Much Is the Window It’s in? (Links to an external site.)Links to an external site., and What Is Retargeting and How Does It Work? (Links to an external site.)Links to an external site. online articles. Consider the ways in which pop-up ads would generate interest in your chosen company’s products or services. In your initial post, create the wording for a pop-up ad for your company that people might see as they surf the Internet. In your ad, use your creativity to develop an ad that will generate interest and entice people to enter their email address. This could include a type of download, product, service, or other offering appropriate to your chosen company. Once you have drafted the language for your ad into your post, describe the brand publishing principles you applied when creating it, and explain your decision-making process. In addition, identify ways that retargeting of your ad might impact your company’s website views. Provide an example of how this retargeting would appear to someone on the Internet. Guided Response: Review several of your classmates’ pop-up ads, and respond to at least two of your peers. You are encouraged to post your required replies earlier in the week to promote more meaningful and interactive discourse in this interactive assignment. In your responses, offer a critique of your classmates’ ads, commenting on what appealed to you as a potential customer. Include whether or not you would provide your email address based on their ad, providing a rationale for your choice. If the ad promised a product or information, determine if these perks were sufficient and appropriate motivation for you to provide your email. Offer additional advice and suggestions as to how retargeting could help your classmate’s chosen company capitalize on business opportunities. Week 3 - Assignment Current Content Marketing Strategy Prior to beginning work on this assignment read pages 88 through 102 of the Publish or Perish report. In this assignment, you will begin the research and analysis of your chosen company and various content management companies for your Final Project. It is recommended that you review the instructions for the Content Calendar Provider Proposal Final Project in Week Six, as this research will be directly related to your work in that assignment. Review the 13 content management partners on page 89 and conduct additional research on these companies using a variety of Internet-based searches including, but not limited to, company websites, professional organization reviews, published materials, promotional materials, articles in professional magazines and journals, and so forth. In this assignment, you will research potential content management partners for your chosen company to determine what each of these providers offers and how they compete within the market. In your paper, Choose three of the seven content management activities (Content Planning, Content Sourcing, Content Targeting, Content Governance, Content Assembly, Content Distribution, and Content Measurement) as described on page 89, and describe how your chosen company handles each. If it is not readily apparent based on an Internet search as to how your company handles any three of the content management activities, make assumptions based on the information you do have access to and what you know about the company. If so, make sure you list the assumptions you made. Determine which publishing technology and technology partner, if any, your chosen company uses to organize the decision making process required for executing brand publishing principles. Determine which of the content management partners you have researched would be a good match for your company’s marketing needs. Provide a rationale for your choice. Briefly explain the ways in which your chosen content management company could create options to improve content, organization, and the effectiveness of your company. Analyze the challenges your company currently faces and briefly describe how a partnership with the chosen content management company would help to alleviate some of these. The Current Content Marketing Strategy paper Must be three to four double-spaced pages in length (not including title and references pages) and formatted according to APA style as outlined in the Ashford Writing Center (Links to an external site.)Links to an external site.. Must include a separate title page with the following: Title of paper Student’s name Course name and number Instructor’s name Date submitted Must use at least two scholarly and/or professional sources in addition to the course text. The Scholarly, Peer Reviewed, and Other Credible Sources (Links to an external site.)Links to an external site. table offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source for a particular assignment. Must document all sources in APA style as outlined in the Ashford Writing Center. Must include a separate references page that is formatted according to APA style as outlined in the Ashford Writing Center. Carefully review the Grading Rubric (Links to an external site.)Links to an external site. for the criteria that will be used to evaluate your assignment. Required Resources Text Rogers, B. H. (2015). Publish or perish: A CMO roadmap for managing, systematizing, and optimizing the marketing content supply chain [Report]. Retrieved from https://shop.biakelsey.com/product/publish-or-perish Articles Fidelman, M. (2013, April 25). 10 Lessons from the top 25 most engaged brands on Twitter (Links to an external site.)Links to an external site..  Retrieved from http://www.forbes.com/sites/markfidelman/2013/04/25/10-lessons-from-the-top-25-most-engaged-brands-on-twitter/#31d6005685e1 This article lists some takeaways from analyzing some of most engaged companies. It shows that high engagement is not limited to big companies. It will assist you in your Twitter as a Marketing Tool interactive assignment. Accessibility Statement does not exist.  Privacy Policy (Links to an external site.)Links to an external site.  Jensen, K. (n.d.). What do B2B & B2C mean?. (Links to an external site.)Links to an external site. Retrieved from http://smallbusiness.chron.com/b2b-b2c-mean-56101.html This article defines business-to-business (B2B) and business-to-customer (B2C) approaches. It compares the different marketing strategies and messages.  Accessibility Statement does not exist.  Privacy Policy (Links to an external site.)Links to an external site. Web Page WebToolsWiki. (n.d.). Plan your SEO campaigns with @BuzzSumo #WebToolsWiki (Links to an external site.)Links to an external site..  Retrieved from http://webtoolswiki.com/buzz-sumo/ This article explains how to use BuzzSumo to determine the most popular content on any given website. It also links to a video tutorial for BuzzSumo. It will assist you in your Developing a Strong Social Media Presence discussion.  Accessibility Statement does not exist.  Privacy Policy (Links to an external site.)Links to an external site.  Websites BuzzSumo (Links to an external site.)Links to an external site.. (http://buzzsumo.com) This company analyzes what content will perform best based on a given topic or competitor. It helps users find the key influencers to promote your content. It will assist you in your Developing a Strong Social Media Presence discussion.  Accessibility Statement does not exist.  Privacy Policy (Links to an external site.)Links to an external site.  Contently (Links to an external site.)Links to an external site.. (https://contently.com) This company provides content creation, optimization, and distribution services. It allows users to manage corporate content in one place.  Accessibility Statement does not exist.  Privacy Policy (Links to an external site.)Links to an external site.    Recommended Resources Articles Brinker, S. (2016, March 21). Marketing technology landscape supergraphic (2016) (Links to an external site.)Links to an external site..  Retrieved from http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/ This article provides a supergraphic of the 2016 marketing technology landscape. It also explains how the graphic incorporates marketing technology capability clusters in its organization.  Hulyk, T. (2015). Marketing to Gen Z: Uncovering a new world of social media influencers. Franchising World, 47(12), 32-35. Retrieved from http://franchisingworld.com The full-text version of this article is available through the EBSCOhost database in the Ashford University Library. This article discusses the importance of identifying and utilizing social media influencers to effectively market to Gen Z. Neff, J. (2016, February 10). The top CMOs of 2015, as chosen by an algorithm: ExecRank gives first place to Netflix CMO Kelly Bennett (Links to an external site.)Links to an external site.. Retrieved from http://adage.com/article/cmo-strategy/top-cmos-2015-chosen-algorithm/302626/ This article explains how an algorithm from ExecRank can determine the best CMOs and marketing executives. The ranking is based on 24 categories.  Tornoe, R. (2014). Making your content go viral: BuzzSumo has figured out ways to predict what will make a splash in social media. Editor & Publisher, 147(6), 26-27. Retrieved from http://www.editorandpublisher.com The full-text version of this article is available through the EBSCOhost database in the Ashford University Library. This article features BuzzSumo as a tool developed to analyze trends in social media and track key players. It also presents five topics for editors to consider when it comes to sharing content, considering the role of long-form content, images, emotion, the beginning of the week, and re-promoting evergreen content. Week 4 – Discussion Developing a Strong Social Media Presence Prior to beginning work on this discussion, explore the content found on the BuzzSumo (Links to an external site.)Links to an external site. homepage and read the online article Plan Your SEO Campaigns with @BuzzSumo #WebToolsWiki (Links to an external site.)Links to an external site.. Evaluate your chosen company’s social media presence by reviewing their website and any social media accounts they may have, such as Facebook or Twitter. Review the instructions below, and research two scholarly sources in addition to the required readings for this week to support your statements. In determining the best way to market your chosen company’s brand, cite at least two additional scholarly sources to support your reasoning. In your initial post, describe the decision-making process involved in determining what content lends itself to social media. Evaluate the effectiveness of your chosen company’s social media presence and explain how a strong social media presence would help your chosen company create improvements on how they capitalize on a global and diverse market. Analyze the information available and explain how a tool like BuzzSumo could help your chosen company determine if their content is appropriate for social media to draw key influencers to their site. Recommend at least one additional social media strategy you think would benefit your chosen company. Guided Response: Review several of your classmates’ initial posts, and respond to at least two of your peers. You are encouraged to post your required replies earlier in the week to promote more meaningful and interactive discourse in this discussion. Before responding to your classmates, research their chosen company’s social media presence and compare it to that of your chosen company. In your responses, explain if you agree or disagree with your classmate’s assessment of their company’s effectiveness in regards to social media using information from your researched sources to support your statements. Recommend at least one additional way your peer’s chosen company might enhance its social media presence. Media Presence Developing a Strong Social Media Presence Developing a strong social media presence When it comes to advertising your business, products, and services, BuzzSumo is my first course. As I view the link, I find this is very helpful through creating good sources for developing a good website for your business. I like the fact that you set up this site and whenever you get viewers that lets you know though alert when they publish breakout posts, or whenever other authors publish their own articles. You see charts from other social medias that keep you informed on viewers. BuzzSumo’s domain to view and compare different reports to content performances of those who compete with your company. Giant supermarket uses Facebook and Twitter to communicate with others about who they are and what they do as a company. This could be a great commodity for Giant supermarket to use for their business that would give them the winning edge through other individuals elsewhere. This link reminds me of an online business company I got involved with and was asked to set up a domain for my business and others to be able to find me anywhere. Management of Giant supermarket use choice of making good decisions whenever they promote products and services through different sources. They communicate and advertise products and services through social media that use Facebook, twitter, and Instagram to promote. By doing so, they get to post different coupons and other forms of graphs to attract customers to their site. Work cited: https://giantfoodstores.com/news-and-media/article-4-15-16/ http://buzzsumo.com/ http://www.webtoolswiki.com/buzz-sumo/ https://twitter.com/giantfoodstores https://www.facebook.com/GiantFood https://www.instagram.com/giantsupermarket/ Adebowale Onatolu Contact Biography Adebowale Onatolu, AKA Debo or Dr.D. is a Core Faculty / Assistant Professor at the Forbes School of Business and Technology of Ashford University. He joined Ashford University (AU) in 2011. His expertise is in business administration, especially marketing, and management. Obtained his BA in Business and Management (Northeastern Illinois University), Chicago, his Master’s in Marketing Communications (Roosevelt University Chicago), and his doctorate (DBA) degree in Business Administration from University of Phoenix. Dr.D participates in faculty workshops to enhance his knowledge in effective teaching. Meeting and interacting with people is my passion. That is the main reason I have decided to go into teaching.  I designate myself as a professional online instructor by demonstrating Best in Class attributes. I have been recommended by my students and Instructional Specialists for the exceptional job I do in creating a top-quality learning environment for the students. I bring a wealth of knowledge and experience to the classroom and it is reflective in all I do! I consistently go above and beyond to support, serve, and build positive connections with my students. I feel fulfilled when I engage my students in conversations, promoting critical thinking, providing constructive feedback, and quickly addressing student questions and concerns, all of which I do wonderfully! You can reach me at : adebowale.onatolu@faculty.ashford.edu DrD Enrollments Teacher in MKT640: Brand Publishing (NDM749DS) Links Adebowale Onatolu hasn't added any links WELCOME.... Adebowale Onatolu No unread replies.No replies. WELCOME Class, Welcome to MKT 640 (Brand Publishing) course. I am Dr. Adebowale Onatolu. You can call me Dr. D. I am happy to be your instructor for this course. I earned a doctorate in Business Administration and masters in Marketing Communication. I operated and consulted in the business communities for almost 20 years before I became a full-time faculty with Ashford University. Please, use the “Meet Your Instructor” tab located on the left side of the screen to read more about me in my profile. My expectations for this class are that you will find the materials we will be discussing informative and valuable and our discussions, dynamic and enlightening.  Remember, we are here together to be successful. Whatever we can do to accomplish that, we shall do. I look forward to knowing more about you in class. Come prepared and you will glean useful information from the course materials, from me and from your colleagues. I am a sound believer in: “Anything worth doing is worth doing right.” ―Hunter S. Thompson I might sound demanding in my expectations as may reflect in materials I post in the Announcement page. Don’t feel offended by most of my comments and postings, they are meant to push you to exceed even your own expectations.  As a reminder, weeks begin on Tuesday (day 1) and end on Mondays (Day 7). I hope you will feel free to contact me anytime with your questions, concerns, and suggestions-please, use the “Ask Your Instructor”. If the questions or concerns are personal, you can email me. I usually respond within 48 hrs. To begin this course, you will need to click on “the Start Here” link from where you can follow the directions. Wait! First, check out the following class/course policies: Below are some specific policies and expectations for this course as well as Ashford University that are important to keep in mind. Please contact me at any time for assistance; I will respond within two calendar days. The best communication medium for personal matters is through emails. Discussion Forum Late Policy: 20% off per day for up to 2 days If more than 2 days late, the assignment may receive a zero No late replies to a classmate will be accepted after day 7 Written Assignment Late Policy: Written Assignments penalties (essays, journals, presentations, final papers): 20% off per day for up to 2 days If more than 2 days late, the assignment may receive a zero Papers need to be in APA format (Links to an external site.)Links to an external site. as do any other written assignments. Unless otherwise stated in the homework directions, the minimum paper length required is one page which is in addition to the title page and reference page. Papers should not be written in first person unless the assignment states to write about you specifically. In allow only 20% direct quote. All other must be paraphrased.  Remember when responding to discussion board forums to have quality responses that include a minimum of 150 words. Please be sure that you take time to think about your responses so that your information will substantive and add to the discussion.    Office Hours:   Since I check my mail frequently, it is usually best to send me an email at Adebowale.onatolu@ashford.edu  than to try to call.   If you decide to call: 800.798.0584 X 21803.     Faculty Expectations  For more information on faculty expectations, Located under ’Modules’ Read the Announcement page often.  Ashford University Policies  For more information on faculty expectations Visit: ashford.edu/catalog  (Links to an external site.)Links to an external site.   Best Regards, DrD Prior to beginning work on this discussion, read A $25 Million Press Release: Grab the Press’s Attention—and Keep It—With Concise and Compelling Releases (Links to an external site.)Links to an external site.. For your initial post in this course, you are going to create a press release. Press releases are terrific tools to improve company content, organization, and effectiveness to capitalize on business opportunities in a global and diverse market. Practicing this will help you better understand brand-publishing fundamentals and begin to add these skills to your marketing toolbox. Please review the provided Press Release Sample One and Press Release Sample Two as well as the Press Release Walk Through that provides information on what should be included in each section.The press release you create should represent both your content and your personal brand. Feel free to use the samples as a model or to utilize one of the press release templates available through Microsoft Word. Guided Response: Review several of your classmates’ press releases, and respond to at least three of your peers. You are encouraged to post your required replies earlier in the week to promote more meaningful and interactive discourse in this discussion. Evaluate the press release for both content and branding. Describe what the press release says about your peer’s personal brand. Explain how the visual representation and tone provides an overview of the person behind the document. How, and in what ways, does the press release influence your opinion of your classmate in ways that a standard initial introductory post does not? Explain the importance of the press release as a first-line marketing tool. Philadelphia, PA. December 6, 2017. Hello Instructor & Class! My name is David Keith. I work at Giant Supermarket as a seafood associate, who went through 6 different departments. I am excited to be a college student taking classes online because it helps me with character. I must always be mindful of my attitude in writing. In other words, the person on the other side do not see you face-to-face, so your communication in writing should be settled and plain so they do not read you the wrong way. As a student here, I am finding that it is crucial to incorporate forms of press release as you own a business. This too, help others understand and know who you are and motives to what brands you are selling. Being married for the first time and having gained a son from a woman who was always my best friend first before married cause me to see the importance of what it means to be married. As a hobby, I enjoy reading, writing, and entertaining people as a professional entertainer. Here is a personal link of an unreleased material I intend to complete when I can. This will describe more of what I do on my free time. Enjoy! https://youtu.be/TTY5Tik9-gM David Keith A $25 Million Press Release Grab the press's attention--and keep it--with concise and compelling releases. NEXT ARTICLE 12 Content Marketing Trends You Should Be Following David Seaman Why did you click on this article? I bet the headline had something to do with it. So many press releases display boring headlines ("Our Company Is Going To Attend An Obscure Sales Conference Somewhere") and even more lifeless copy in the body of the release. This is not the sort of story that ends up on the front page of The New York Times. It isn't the sort of thing that gets argued about on The View. Below, you will find the secrets I have learned over the years--I've sent many releases, some good and some bad--and if I had known these tips from day one, it would have saved me a lot of time. Shorter Is Better Many companies and individuals think that a press release is the opportunity to give every conceivable fact about the organization--when you were founded, your CEO's middle name and hobbies, your company's "vision." This is simply wrong; a press release like this is the equivalent of stopping someone in an elevator, handing him a copy of your novel, and demanding he read the whole thing in front of you. Instead, treat a press release as a teaser or elevator pitch--something you could comfortably say to someone in about 30 seconds to one minute. If you need to give more information, you can always link to an information-rich PDF file or longer release on your website. ADVERTISING "A good press release should be between 200 and 400 words," says Todd Pree, owner of Mass Media Distribution LLC. "The shorter the better. The idea is to have just enough info to get the reporters excited and ask for an interview." Just as you wouldn't give someone a three-hour lecture in order to get a phone number at the bar, you don't need a 1,000-word release to get booked on a radio or TV show. Keep it short, accurate and intriguing; respect the journalist's time. As an example, check out this very typical release showing how personal buzz tactics can help you keep your job in a bad economy. No one in the media cared and the response was minimal. Now check out this second attempt with a new angle. The release still deals with recession/job issues, but now I'm suggesting people quit if the job is less than ideal. The media found this unusual and the response was massive. Check out the resulting segment on ABC News. Here's a recent release for a client of mine--a personal trainer calls out "The Biggest Loser" reality show for portraying inaccurate and unrealistic fitness goals. The response from media was predictably good, with calls coming in from an ABCNews.com reporter and radio bookers. Keep It Easy Do follow proper press release guidelines--this means not claiming your company or product is "the best" or "world famous" or anything amateur like that. If your product truly is world famous, you should not have to state that. And if it isn't, don't pretend it is--this will just annoy journalists. Also, provide clear contact information in your release: an e-mail and phone number work best. You don't want a TV booker to have to sift through hundreds of documents simply to find out whom to contact--no one has the patience for that. Capitalize on Long-Term Search Engine Traffic Many people are posting press releases these days partially to boost traffic. A press release can be a great way to increase the organic traffic you get from Google and other search engines. Also, most press release services spend a lot of time on search engine optimization and rank well in search results. According to VisiblePR.com, a free search engine optimization tool for press releases, your press release body should contain 3 percent to 5 percent keywords. So if your release is about gun control and the body copy is 100 words long, the phrase "gun control" should be in there at least three times, but no more than five times. Your press release headline, on the other hand, can have up to 15 percent to 20 percent keyword density. For example, "Organization Fights to Protect Second Amendment Rights" is a terrible headline, because the phrase gun control is not even in there. The headline "Organization Fights Gun Control" is far more likely to result in successful search engine placement. Aside from organic traffic, search engine optimization will also result in radio and TV bookings possibly months after your release is sent out and long after you have forgotten about it. A rushed morning TV show booker may search on Google for "gun control experts" only to find your well-written, opinionated and informative release appearing on the first page. You would be the perfect person for her to contact, so be prepared at all times for that phone call. Persistence Is Key As Pree explains, "It takes many attempts to fine-tune your message to make it interesting . . . Most of the customers that we have had featured in large media outlets were the result of multiple press releases that were constantly refined." If you truly believe in a press release, don't be afraid to stick by it for a while. It took me several attempts with my "Quit Your Job in a Recession" press release--the third try, for whatever reason, resulted in a storm of newspaper articles, radio interviews and even a television appearance on ABC News. If you hang in there, you can get even more press than that. Persistence is crucial. MKT640: Brand Publishing Course Guide  Course Text: This text will be provided to you within your online classroom.  No additional purchase is necessary.  Rogers, B. H. (2015). Publish or perish: A CMO roadmap for managing, systematizing, and optimizing the marketing content supply chain. Jersey City, NJ: Forbes. Required Resources  Text Rogers, B. H. (2015). Publish or perish: A CMO roadmap for managing, systematizing, and optimizing the marketing content supply chain [Report]. Retrieved from https://shop.biakelsey.com/product/publish-or-perish The Challenge of Producing, Managing, Distributing and Optimizing Marketing Content at Scale (pp. 13-14) The New Economics of Marketing Content (pp. 15-18) Articles Boggs, M. (2015). Hiring trends for the year ahead (Links to an external site.)Links to an external site.. Retrieved from https://www.ama.org/publications/MarketingNews/Pages/hiring-trends-for-the-year-ahead.aspx This article lists the main hiring trends for marketing in 2015. It explores the ways in which companies are investing in marketing in 2015, how digital and content marketing are the dominant skill needs, and how data-driven marketers are becoming more essential.  Accessibility Statement does not exist. Privacy Policy (Links to an external site.)Links to an external site.  DeMers, J. (2015, March 19). How to analyze your audience in Google Analytics (Links to an external site.)Links to an external site.. Retrieved from http://www.forbes.com/sites/jaysondemers/2015/03/19/how-to-analyze-your-audience-in-google-analytics/#778b2741cbb2 This article emphasizes why businesses need to think about how their marketing strategy brings the greatest value to their customers. It compares inbound vs. outbound marketing, and highlights the traits of a customer-centric content strategy. Accessibility Statement does not exist.  Privacy Policy (Links to an external site.)Links to an external site.  Seaman, D. (2009, May 19). A $25 million press release: Grab the press’s attention—and keep it—with concise and compelling releases (Links to an external site.)Links to an external site.. Retrieved from https://www.entrepreneur.com/article/201772 This article gives tips for how to get the attention of the press through compelling press releases. It covers principles such as why shorter is better, persistence is key, and how to capitalize on long-term search engine traffic. It will assist you in your Post Your Introduction: Creating a Personal Press Release discussion this week.  Accessibility Statement does not exist.  Privacy Policy (Links to an external site.)Links to an external site.    Recommended Resources  Articles Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement.Psychology & Marketing, 32(1), 15-27. http://dx.doi.org/10.1002/mar.20761 The full-text version of this article is available through the EBSCOhost database in the Ashford University Library. This article describes the findings of a study analyzing the content of creative social media strategies. The results indicate several specific approaches are associated with customer engagement and participation.  Content Marketing Institute. (n.d.). What is content marketing? Useful content should be at the core of your marketing. (Links to an external site.)Links to an external site. Retrieved from http://contentmarketinginstitute.com/what-is-content-marketing/ This article defines content marketing as an ongoing process whose purpose is to attract and retain customers through creating and curating relevant content. It argues that marketing is impossible without great content, so it should be an integral part of any marketing tactics.  Koenig, S. (2016). Three tips for breaking down marketing department silos  (Links to an external site.)Links to an external site.. Marketing News, 50(3), 54-55. Retrieved from https://www.ama.org/publications/MarketingNews/Pages/Three-Tips-for-Breaking-Down-Marketing-Silos.aspx The full-text version of this article is available through the CINAHL database in the Ashford University Library. This article discusses strategies for personalizing marketing to consumers.  Pophal, L. (2016). How to create a content strategy. EContent, 39(2), 12-17. Retrieved from http://www.econtentmag.com The full-text version of this article is available through the CINAHL database in the Ashford University Library.  Pophal, L. (2015). Putting the ‘strategic’ into strategic content marketing. EContent, 38(9), 6-10. Retrieved from http://www.econtentmag.com The full-text version of this article is available through the EBSCOhost database in the Ashford University Library. This article describes the need for content marketing strategies to assist in meeting business objectives.  Schneider, D. (2015, November 19). 138 EPIC digital marketing case studies (Links to an external site.)Links to an external site.. Retrieved from https://ninjaoutreach.com/138-epic-marketing-case-studies This article features some of the best marketing case studies, including companies like Facebook, Twitter, Instagram, and Pinterest. It highlights what is new and effective in social media, content marketing, blogging, SEO, email marketing, and more.  Yim, M. Y.-C, Sauer, P. L., Williams, J., Lee, S.-J., & Macrury, I. (2014). Drivers of attitudes toward luxury brands: A cross-national investigation into the roles of interpersonal influence and brand consciousness. International Marketing Review, 31(4), 363-389.Retrieved from http://dx.doi.org/10.1108/IMR-04-2011-0121 The full-text version of this article is available through the ProQuest database in the Ashford University Library. This article investigates how cultural influences impact customer attitudes towards luxury brands. In the analysis, the article employs a model that utilizes the constructs of susceptibility to normative interpersonal influence and brand consciousness. Multimedia Propoint. (2016, January 19). Forbes big data explainer video (Links to an external site.)Links to an external site. [Video file]. Retrieved from https://youtu.be/rPoGm96auO4 This animated video highlights the main findings from a study that Forbes conducted with a relational database management platform called Teradata. It describes a new data-driven approach and the role of big analytics today. This video has accurate closed captions. Week 1 – Discussion Managing Marketing Content Operations at Scale Prior to beginning work on this discussion review the chart on page 14 of the Publish or Perish report. Review the instructions and research a minimum of two scholarly sources to support your statements. In your initial post, evaluate managerial problems associated with marketing content operations. Based on this evaluation, describe the three most challenging aspects of managing marketing content operations at scale. Explain which of the three would prove to be the most challenging to handle and provide a rationale for your statements with evidence from your researched sources. Describe the role that the chief marketing officer plays in alleviating and potentially exacerbating the challenges involved. Guided Response: Review several of your classmates’ initial posts, and respond to at least three of your peers. You are encouraged to post your required replies earlier in the week to promote more meaningful and interactive discourse in this discussion. Analyze your peers’ posts, and explain any differences that exist between your initial post and theirs. Suggest additional elements of managing marketing content operations at scale that your classmates should consider more carefully. Consider the role the chief marketing officer plays as described by your classmates. Suggest one additional positive and negative influence this person can effect when dealing with the challenges identified in each peer’s post. Managing Marketing Content Operations at Scale aging Marketing Content Operations at Scale When it comes to how a business operates, lets you know what it takes to do the job. It is a bit much to call yourself a manager to any type of business that takes time and patience. Market contents are a big part of things associated with a business and how it works (Callaghan, 2016). All contents come with good forms by which businesses form their own opinions to phishing products. It takes a good product that gears to consumers wanting to buy let one know they have the right product. To become a publisher, take a lot of knowing what will sell and who will buy what products what brings what consumers to different products. Publishing take many years of experience and practicing with different aspects of marketing and knowing what to do. When companies do not use the right strategy for anything they do, nothing will work in proper order for that company and their brands. Every manager of any type of business wants to sell and sell well with products and services they place out on the market. To know they can be sure their products will cause them many profits and great assets make it easy for that business to reach big success. The head chief marketing officer of any operation need to insure their entire team of products that are marketable. Work cited: Rogers, B. H. (2015). Publish or perish: A CMO roadmap for managing, systematizing, and optimizing the marketing content supply chain. Jersey City, NJ: Forbes. Callaghan, C. W. (2016). 'Publish or perish' : family life and academic research productivity : original research. SA Journal Of Human Resource Management, (1), 1. doi:10.4102/sajhrm.v14i1.727 Assignment:Week 1 - Assignment Course:MKT640 MKT640: Brand Publishing (NDM749DS) Adebowale Onatolu12/15/2017 8:13:38 AM View markup for MKT 640 Week 1 Paper.docx ( 2.00 / 2.00) Describes the Ten Core Drivers and Their Impact on the Chosen Company Distinguished - Thoroughly describes the ten core drivers and their impact on the chosen company. ( 1.76 / 2.00) Analyzes How Well the Chosen Company has Recognized These Ten Drivers Proficient - Analyzes how well the chosen company has recognized these ten drivers.  The analysis is slightly underdeveloped. ( 1.52 / 2.00) Explains Ways that these Drivers Could Improve Company Content, Organization, and Effectiveness to Capitalize on Business Opportunities in a Global and Diverse Market Basic - Partially explains ways that these drivers could improve company content, organization, and effectiveness to capitalize on business opportunities in a global and diverse market. Relevant details are missing. ( 0.76 / 1.00) Written Communication: Control of Syntax and Mechanics Basic - Displays basic comprehension of syntax and mechanics, such as spelling and grammar. Written work contains major errors which may slightly distract the reader. Paper is not well organized. Headings are missing ( 0.44 / 0.50) Written Communication: APA Formatting Proficient - Exhibits APA formatting throughout the paper. However, layout contains a few minor errors.  ( 0.38 / 0.50) Written Communication: Page Requirement Basic - The length of the paper is equivalent to at least three quarters of the required number of correctly formatted pages. ( 1.52 / 2.00) Written Communication: Resource Requirement Basic - Uses the required number of sources to support ideas. Some sources may not be scholarly. Most sources on the reference page are not used within the body of the assignment. Citations may not be formatted correctly. DrD Overall Score: 8.38 / 10.00 Overall Grade: 8.5 Ashford 3: - Week 2 - Instructor Guidance   Week Two Instructor Guidance Read Publish or Perish pp. 45-83 Read the following articles: Manic, Petrov, Sprung; Go to Kapost and CMS links. Also see my Portfolium page. Participate in the one discussion forum. Create an initial post by Day 3 that demonstrates a thorough understanding of the material. Respond to at least two peers by Day 7. Be sure to fully address the prompt in order to earn full points! DQ1 – Create a Blog Assignment: Review of Tools Due Day 7 Lecture (created by Dr. Diane Hamilton)   My colleague Dr. Diane Hamilton helped create this course and Dr Ray Powers also taught this unique course. Credits to both. Diane  is one of the best I know in understanding and utilizing brand publishing tools.  I’ve used her examples (and blog) to help you better visualize and understand the value proposition of some of the tools available to you as we explore the concepts in brand publishing.  I hope you enjoyed the activities last week. Students always have such interesting press releases. It may be challenging to get really creative with them. I trust you found it helpful to see what goes into the process.  This week we will look at some tools and also get some experience with blogs. You might find it interesting to view Diane's blog at: http://drdianehamilton.wordpress.com (Links to an external site.)Links to an external site.. Blogs take time and energy, but they are a great way to connect with people. I use Wix for other types of websites and then I tie in my blog there as well. Wordpress is a great way to get into blogging because it is free and pretty simple to use. As we look at some tools of the marketing trade this week, I hope you take some time to review the reading from last week and continue with the recommended reading for this week as well. Some important sites that may be helpful to you have links to them in the classroom. Check out Prezi, Canva, Jing, and more ...  I look forward to reading your review of the important tools of Portfolium; Blogging; and Prezi.  Week 2 - Assignment Review of Tools   Prior to beginning work on this assignment, read the Manic (2015) and Petrov, Zubac, and Milojević (2015) articles. In this assignment, we are going to explore the various presentation and showcase tools that are freely available on the Internet. For this assignment, review the websites for the following resources, platforms, and software: PowerPoint, Prezi (Links to an external site.)Links to an external site., Canva (Links to an external site.)Links to an external site., SlideTalk (Links to an external site.)Links to an external site., Portfolium (Links to an external site.)Links to an external site., Screencast-O-Matic (Links to an external site.)Links to an external site., and Jing (Links to an external site.)Links to an external site.. (It is recommended that you review the interactive assignment in Week Six, as you will be called upon to present your Executive Summary for your Final Project using your choice of these tools.) In your paper, Explain how each tool might be used in the presentation of a proposal to executive leadership. Explain how these tools could be used to improve organization and content for brand publishing. Describe any elements of each tool that might detract or distract from content presentation. Describe any challenges or issues you foresee in using each tool. Explain which of the presentation tools and/or combination of tools would be the most effective way to showcase your proposal when you upload it to Portfolium in Week Six. Be sure to provide a rationale for your statements. The Review of Tools paper Must be three to four double-spaced pages in length (not including title and references pages) and formatted according to APA style as outlined in the Ashford Writing Center (Links to an external site.)Links to an external site.. Must include a separate title page with the following: Title of paper Student’s name Course name and number Instructor’s name Date submitted Must cite the websites for each of the tools reviewed. Must document all sources in APA style as outlined in the Ashford Writing Center. Must include a separate references page that is formatted according to APA style as outlined in the Ashford Writing Center. Carefully review the Grading Rubric (Links to an external site.)Links to an external site. for the criteria that will be used to evaluate your assignment. Assignment:Week 2 - Assignment Course:MKT640 MKT640: Brand Publishing (NDM749DS) Adebowale Onatolu12/24/2017 5:25:19 PM View markup for MKT 640 Week 2 Assignment.docx DAVID W2 640.docx David.. Thank you. You should review the attached graded paper and comply with the APA requirements as illustrated in posted materials in the Announcement page.   ( 2.00 / 2.00) Explains How the Tools Might Be Used in the Presentation of a Proposal to Executive Leadership Distinguished - Thoroughly explains how the tools might be used in the presentation of a proposal to executive leadership. ( 0.88 / 1.00) Explains How These Tools Could Be Used to Improve Organization and Content for Brand Publishing Proficient - Explains how these tools could be used to improve organization and content for brand publishing. Minor details are missing. ( 0.88 / 1.00) Describes any Elements of the Tools that Might Detract or Distract from Content Presentation Proficient - Describes any elements of the tools that might detract or distract from content presentation. Minor details are missing. ( 0.88 / 1.00) Explains Which of the Presentation Tools and/or Combination of Tools Would Be the Most Effective Way to Showcase the Proposal When Uploading it to Portfolium in Week Six Proficient - Explains which of the presentation tools and/or combination of tools would be the most effective way to showcase the proposal when uploading it to Portfolium in Week Six. Minor details are missing. ( 1.00 / 1.00) Provides a Rationale for Statements Distinguished - Provides a thorough rationale for statements. ( 0.76 / 1.00) Written Communication: Control of Syntax and Mechanics Basic - Displays basic comprehension of syntax and mechanics, such as spelling and grammar. Written work contains a few errors which may slightly distract the reader. ( 0.38 / 0.50) Written Communication: APA Formatting Basic - Exhibits limited knowledge of APA formatting throughout the paper. However, layout does not meet all APA requirements.  ( 0.38 / 0.50) Written Communication: Page Requirement Basic - The length of the paper is equivalent to at least three quarters of the required number of correctly formatted pages. ( 1.52 / 2.00) Written Communication: Resource Requirement Basic - Uses less than the required number of sources to support ideas. Some sources may not be scholarly. Most sources on the reference page are used within the body of the assignment. Citations may not be formatted correctly. Overall Score: 8.68 / 10.00 Overall Grade: 8.7 Required Resources Text Rogers, B. H. (2015). Publish or perish: A CMO roadmap for managing, systematizing, and optimizing the marketing content supply chain [Report]. Retrieved from https://shop.biakelsey.com/product/publish-or-perish The Questions Every Marketer Needs to Answer Before Investing in Publishing Technology (pp. 85-87) The Technology Partners Best Qualified to Help the CMO Enable an End-to-End Publishing Process (pp. 88-102) Articles ambitionally. (2016). Best pop up examples (Links to an external site.)Links to an external site.. Retrieved from http://ambitionally.com/generate-more-leads/popups/best-pop-up-examples This page showcases some of the best pop-up examples. It also explains how business owners are using pop-ups to grow their email lists. It will assist you in your Creating a Pop-Up Ad for Your Company interactive assignment this week. Accessibility Statement does not exist. Privacy Policy (Links to an external site.)Links to an external site.  Guttman, A. (2015, October 31). Pop ups: It’s not how much is that doggy in the window, but how much is the window it’s in? (Links to an external site.)Links to an external site. Retrieved from http://www.forbes.com/sites/amyguttman/2015/10/31/pop-ups-its-not-how-much-is-that-doggy-in-the-window-but-how-much-is-the-window-its-in/#49f3b6b42881 This article describes the importance of knowing how to get the most out of your pop-up. It lists reasons why a pop-up is beneficial, as well as pitfalls to avoid. It will assist you in your Creating a Pop-Up Ad for Your Company interactive assignment this week.  Accessibility Statement does not exist. Privacy Policy (Links to an external site.)Links to an external site.  Odden, L. (2013, April 9). 5 creative content sourcing ideas (Links to an external site.)Links to an external site.. Retrieved from http://www.smartinsights.com/content-management/content-marketing-strategy/creative-content-ideas/ In this article, Lee Odden introduces five ideas for creative content marketing. The article emphasizes the importance of creativity and introduces the “Optimize 360 Model” to help marketers understand and always keep in mind the importance of optimizing for attraction, engagement and conversion. Accessibility Statement does not exist. Privacy Policy (Links to an external site.)Links to an external site.  ReTargeter. (n.d.). What is retargeting and how does it work? (Links to an external site.)Links to an external site. Retrieved from https://retargeter.com/what-is-retargeting-and-how-does-it-work This article defines retargeting and explains how retargeting uses a cookie-based technology and JavaScript code to track an audience as they use the Internet. It explains how retargeting can be a part of a larger digital strategy. It will assist you in your Creating a Pop-Up Ad for Your Company interactive assignment this week. Accessibility Statement does not exist. Privacy Policy does not exist.  Sirohi, G. (2015, February 23). Amazing facts about worldwide e-commerce / online shopping (Links to an external site.)Links to an external site. [Blog post]. Retrieved from http://www.seosolutionsindia.com/blog/2015/02/23/amazing-facts-about-worldwide-e-commerce-online-shopping/ This article describes the emergence of online shopping, providing online shopping and Ecommerce statistics. It compares U.S., U.K., and European markets, including facts about e-commerce globally.  Accessibility Statement does not exist.  Privacy Policy (Links to an external site.)Links to an external site.  Vivier, E. (2016, March 11). Content governance: Brand 2.0’s secret weapon (Links to an external site.)Links to an external site. [Blog post]. Retrieved from https://blogs.adobe.com/creative/content-governance-brand-2-0s-secret-weapon This article explores advertising in the digital age. It describes the need for continuous efforts to reach a target audience that is becoming increasingly fragmented, demanding and indifferent.  Accessibility Statement does not exist. Privacy Policy (Links to an external site.)Links to an external site.  Whatley, T. (2016, March 16). Content distribution strategies and tools to drive traffic (Links to an external site.)Links to an external site.. Retrieved from http://contentmarketinginstitute.com/2016/03/content-distribution-strategies This article highlights strategies for improving content distribution. It lists strategies for generating fresh traffic, such as engaging in other communities, tapping into lesser-known influences, and republishing your content.  Accessibility Statement does not exist. Privacy Policy (Links to an external site.)Links to an external site.  Web Pages Content Marketing Institute. (n.d.). Content marketing framework: Measurement (Links to an external site.)Links to an external site.. Retrieved from http://contentmarketinginstitute.com/measurement/ This web page explains the role of measurement in content marketing. It provides links to several resources that explain how to measure the success of your strategy, including checklists and templates to better track what you need to measure.  Accessibility Statement does not exist. Privacy Policy (Links to an external site.)Links to an external site.  Content Marketing Institute. (n.d.). Content marketing framework: Plan (Links to an external site.)Links to an external site.. Retrieved from http://contentmarketinginstitute.com/plan/ This web page expounds on the initial planning stage of content marketing, emphasizing the need to understand your purpose before implementing your strategy. It also provides resources for getting started and creating your content marketing mission statement.  Accessibility Statement does not exist. Privacy Policy (Links to an external site.)Links to an external site. Website ScribbleLive (Links to an external site.)Links to an external site.. (http://www.scribblelive.com) This site provides content services for business to plan, create, and publish high-impact content. The platform is designed to help you manage the entire lifecycle of your content. Accessibility Statement does not exist. Privacy Policy (Links to an external site.)Links to an external site.    Recommended Resources  Articles Bourgeois, T. (2015). How to navigate the treacherous marketing technology landscape. EContent, 38(6), 32. Retrieved from http://www.econtentmag.com The full-text version of this article is available through the EBSCOhost database in the Ashford University Library. This article identifies the dos and don’ts for managing successful marketing technology strategies.  Brand Publishing Institute. (n.d.). How technology can enable content distribution (Links to an external site.)Links to an external site.. Retrieved from http://profitablechannels.com/wp-content/uploads/2015/11/How-Technology-Can-Enable-Content-Distribution-11-17-15.pdf This article explores content distribution in sales, marketing, and media channels. It provides steps leading marketers can take to automate, streamline, and simplify content distribution.  Chahal, M. (2016). Overcoming the barriers to automation. Marketing Week, 29-31. Retrieved from https://www.marketingweek.com The full-text version of this article is available through the EBSCOhost database in the Ashford University Library. This article discusses the need to overcome the challenges associated with marketing automation in order increase marketing performance.  Heine, C., & Swant, M. (2016, June 13). Why Microsoft could challenge Salesforce for CRM market share after buying LinkedIn: MSFT shifts gears (Links to an external site.)Links to an external site.. Retrieved from http://www.adweek.com/news/technology/why-microsoft-could-challenge-salesforce-crm-market-share-after-buying-linkedin-171961 This article explains why Microsoft and LinkedIn could be a formative team that creates competition for Salesforce.  Koetsier, J. (2015, March 4). Marketing clouds: Who’s winning, who’s new, and who is completely and utterly confused (Links to an external site.)Links to an external site.. Retrieved from http://venturebeat.com/2015/03/04/marketing-clouds-whos-winning-whos-new-and-who-is-completely-and-utterly-confused/ This article explains why Microsoft and LinkedIn could be a formative team that creates competition for Salesforce. Week 3 – Discussion Choosing Marketing Partners Prior to beginning work on this discussion, review the seven questions on page 85 of the Publish or Perish report that chief marketing officers (CMOs) should address to help them best select partners suited to their unique needs. Using the company you have selected in Week One and Week Two, select the question you think is the most important for the leaders of your company to address. In addition to your course materials, research at least two scholarly sources to support your reasoning. In your initial post, explain why you think this question is relevant to the leadership of your company. Describe the ways in which a potential partnership could create improvements in your company’s content, organization, and effectiveness to capitalize on a global market. Analyze the potential decision-making process of the CMO of your chosen company, and explain how the CMO might organize that process with regard to determining the selection of a partner for brand publishing. Guided Response: Review several of your classmates’ initial posts and respond to at least two of your peers. You are encouraged to post your required replies earlier in the week to promote more meaningful and interactive discourse in this discussion. Compare the similarities and differences between your CMO’s decision-making process and that of your peer’s CMO. Based your peers’ posts, suggest one additional question you think would be relevant for their company’s leadership to consider. Explain why you think this consideration would help maximize their company’s potential in terms of their content, organization, and effectiveness. Choosing Marketing Partners Question number two is what I’m using for this discussion, because it tells that Giant supermarket care of what happens and how satisfied their customers are. How well do their solutions support our customer focus? When it comes to the care and needs of a customer, Giant displays it by how they handle each customer differently. According to our text (p. 87), “Large global organizations that market to customers in dozens of territories and languages partner with solutions providers such as SDL to streamline their processes for localizing content into dozens of languages, reducing the cost, complexity and time required to deliver content in local languages across their digital properties” (Rogers (2015). Giant monitor the way brands are being sold to the public, along with selling the right products that tends to every ones’ needs being met. Individuals who are considered professionals and true businessmen choose partners well qualified for awareness to products sold by that company because of the reputation they need to target their audiences. Through day to day routines that gives attention to marketing are crucial for a business. As the market world change, it gets tougher with what sells well. Giant puts thought and good decision making to what they do and how they budget their funding’s. communication is a must when dealing with transactions that deals with different products and services. They use good services that gear to the future usage and good groundwork is given with expectations to not having to deal with money running out. Selecting good marketing partners who compliment and not downgrade a business help that business grow through challenges and opportunities of that company. A company should have clear understandings to expectations through using market strategies that entails the needs, and each party is qualified to offer good guidelines that will move to future usage. Good marketing comes with one having a big vision of ones’ business expanding. They also think on longevities and stabilities of that business that also involves employees staying interested in their field of work so they do not have to worry about high turnovers. References: Rogers, B. H. (2015). Publish or perish: A CMO roadmap for managing, systematizing, and optimizing the marketing content supply chain [Report]. Retrieved from https://shop.biakelsey.com/product/publish-or-perish Week 3 - Interactive Assignment Creating a Pop-Up Ad for Your Company Prior to beginning work on this interactive assignment, read the Best Pop Up Examples (Links to an external site.)Links to an external site., Pop Ups: It’s Not How Much Is That Doggy in the Window, but How Much Is the Window It’s in? (Links to an external site.)Links to an external site., and What Is Retargeting and How Does It Work? (Links to an external site.)Links to an external site. online articles. Consider the ways in which pop-up ads would generate interest in your chosen company’s products or services. In your initial post, create the wording for a pop-up ad for your company that people might see as they surf the Internet. In your ad, use your creativity to develop an ad that will generate interest and entice people to enter their email address. This could include a type of download, product, service, or other offering appropriate to your chosen company. Once you have drafted the language for your ad into your post, describe the brand publishing principles you applied when creating it, and explain your decision-making process. In addition, identify ways that retargeting of your ad might impact your company’s website views. Provide an example of how this retargeting would appear to someone on the Internet. Guided Response: Review several of your classmates’ pop-up ads, and respond to at least two of your peers. You are encouraged to post your required replies earlier in the week to promote more meaningful and interactive discourse in this interactive assignment. In your responses, offer a critique of your classmates’ ads, commenting on what appealed to you as a potential customer. Include whether or not you would provide your email address based on their ad, providing a rationale for your choice. If the ad promised a product or information, determine if these perks were sufficient and appropriate motivation for you to provide your email. Offer additional advice and suggestions as to how retargeting could help your classmate’s chosen company capitalize on business opportunities. Creating a Pop-Up Ad for Your Company I had no idea what a pop-up was until experiencing them for myself. They are a good commodity to attract the attention of those who use any type of social media. It is good to make sure pop-ups are understood by others so they will not be annoyed by them popping up all the time. I'm new to this so check it out! This is the site I used to create my website. https://ashfordstudent19.wixsite.com/mysite (Links to an external site.)Links to an external site.  Work cited: ambitionally. (2016). Best pop up examples (Links to an external site.)Links to an external site. (Links to an external site.)Links to an external site.. Retrieved from http://ambitionally.com/generate-more-leads/popups/best-pop-up-example (Links to an external site.)Links to an external site.  Guttman, A. (2015, October 31). Pop ups: It’s not how much is that doggy in the window, but how much is the window it’s in? (Links to an external site.)Links to an external site. (Links to an external site.)Links to an external site. Retrieved from http://www.forbes.com/sites/amyguttman/2015/10/31/pop-ups-its-not-how-much-is-that-doggy-in-the-window-but-how-much-is-the-window-its-in/#49f3b6b42881 (Links to an external site.)Links to an external site.  Retrieved from: https://www.forbes.com/sites/amyguttman/2015/10/31/pop-ups-its-not-how-much-is-that-doggy-in-the-window-but-how-much-is-the-window-its-in/#1b48412d67d6  Retrieved from: https://retargeter.com/what-is-retargeting-and-how-does-it-work Week 3 - Assignment Current Content Marketing Strategy Prior to beginning work on this assignment read pages 88 through 102 of the Publish or Perish report. In this assignment, you will begin the research and analysis of your chosen company and various content management companies for your Final Project. It is recommended that you review the instructions for the Content Calendar Provider Proposal Final Project in Week Six, as this research will be directly related to your work in that assignment. Review the 13 content management partners on page 89 and conduct additional research on these companies using a variety of Internet-based searches including, but not limited to, company websites, professional organization reviews, published materials, promotional materials, articles in professional magazines and journals, and so forth. In this assignment, you will research potential content management partners for your chosen company to determine what each of these providers offers and how they compete within the market. In your paper, Choose three of the seven content management activities (Content Planning, Content Sourcing, Content Targeting, Content Governance, Content Assembly, Content Distribution, and Content Measurement) as described on page 89, and describe how your chosen company handles each. If it is not readily apparent based on an Internet search as to how your company handles any three of the content management activities, make assumptions based on the information you do have access to and what you know about the company. If so, make sure you list the assumptions you made. Determine which publishing technology and technology partner, if any, your chosen company uses to organize the decision making process required for executing brand publishing principles. Determine which of the content management partners you have researched would be a good match for your company’s marketing needs. Provide a rationale for your choice. Briefly explain the ways in which your chosen content management company could create options to improve content, organization, and the effectiveness of your company. Analyze the challenges your company currently faces and briefly describe how a partnership with the chosen content management company would help to alleviate some of these. The Current Content Marketing Strategy paper Must be three to four double-spaced pages in length (not including title and references pages) and formatted according to APA style as outlined in the Ashford Writing Center (Links to an external site.)Links to an external site.. Must include a separate title page with the following: Title of paper Student’s name Course name and number Instructor’s name Date submitted Must use at least two scholarly and/or professional sources in addition to the course text. The Scholarly, Peer Reviewed, and Other Credible Sources (Links to an external site.)Links to an external site. table offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source for a particular assignment. Must document all sources in APA style as outlined in the Ashford Writing Center. Must include a separate references page that is formatted according to APA style as outlined in the Ashford Writing Center. Carefully review the Grading Rubric (Links to an external site.)Links to an external site. for the criteria that will be used to evaluate your assignment. Week 3 - Assignment Course:MKT640 MKT640: Brand Publishing (NDM749DS) Adebowale Onatolu1/3/2018 7:09:06 AM View markup for MKT 640 week 3 assignment.docx DAVID K MKT 640 WK 3 assignment.docx Again Thank you David.... You seem to be repeating the same errors I have corrected in your last paper. It is advisable. Review your graded paper and ask questions if you have any concern.   ( 0.76 / 1.00) Chooses Three of the Seven Content Management Activities Listed, and Describes How the Chosen Company Handles Each Basic - Chooses three or less of the seven content management activities listed and partially describes how the chosen company handles each. Relevant details are missing and/or inaccurate. ( 0.76 / 1.00) Determines Which Publishing Technology and/or Technology Partner, if any, the Chosen Company Uses to Organize the Decision-Making Process Required for Executing Brand Publishing Principles Basic - Partially determines which publishing technology and/or technology partner, if any, the chosen company uses to organize the decision-making process required for executing brand publishing principles. Relevant details are unclear and/or inaccurate. ( 0.76 / 1.00) Determines Which of the Content Management Partners Researched Would Be a Good Match for the Company’s Marketing Needs, and Provides a Rationale for the Choice Basic - Partially determines which of the content management partners researched would be a good match for the company's marketing needs, and provides a limited rationale for the choice. Relevant details are missing and/or unclear. ( 0.88 / 1.00) Explains the Ways in that the Chosen Content Management Company Could Create Options to Improve Content, Organization, and the Effectiveness of the Company Proficient - Explains the ways that the chosen content management company could create options to improve content, organization, and the effectiveness of the company. Minor details are missing. ( 0.76 / 1.00) Analyzes the Challenges the Company Currently Faces and Briefly Describe how a Partnership with the Chosen Content Management Company would Help Alleviate Some of Them Basic - Partially analyzes the challenges the company currently faces and briefly describes how a partnership with the chosen content management company would help alleviate some of them. The analysis is underdeveloped. ( 0.88 / 1.00) Written Communication: Control of Syntax and Mechanics Proficient - Displays comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains only a few minor errors and is mostly easy to understand. ( 0.88 / 1.00) Written Communication: APA Formatting Proficient - Exhibits APA formatting throughout the paper. However, layout contains a few minor errors.  ( 0.76 / 1.00) Written Communication: Page Requirement Basic - The length of the paper is equivalent to at least three quarters of the required number of correctly formatted pages. ( 1.52 / 2.00) Written Communication: Resource Requirement Basic - Uses less than the required number of sources to support ideas. Some sources may not be scholarly. Most sources on the reference page are used within the body of the assignment. Citations may not be formatted correctly. Overall Score: 7.96 / 10.00 Overall Grade: 7.96 Required Resources Text Rogers, B. H. (2015). Publish or perish: A CMO roadmap for managing, systematizing, and optimizing the marketing content supply chain [Report]. Retrieved from https://shop.biakelsey.com/product/publish-or-perish Articles Fidelman, M. (2013, April 25). 10 Lessons from the top 25 most engaged brands on Twitter (Links to an external site.)Links to an external site..  Retrieved from http://www.forbes.com/sites/markfidelman/2013/04/25/10-lessons-from-the-top-25-most-engaged-brands-on-twitter/#31d6005685e1 This article lists some takeaways from analyzing some of most engaged companies. It shows that high engagement is not limited to big companies. It will assist you in your Twitter as a Marketing Tool interactive assignment. Accessibility Statement does not exist.  Privacy Policy (Links to an external site.)Links to an external site.  Jensen, K. (n.d.). What do B2B & B2C mean?. (Links to an external site.)Links to an external site. Retrieved from http://smallbusiness.chron.com/b2b-b2c-mean-56101.html This article defines business-to-business (B2B) and business-to-customer (B2C) approaches. It compares the different marketing strategies and messages.  Accessibility Statement does not exist.  Privacy Policy (Links to an external site.)Links to an external site. Web Page WebToolsWiki. (n.d.). Plan your SEO campaigns with @BuzzSumo #WebToolsWiki (Links to an external site.)Links to an external site..  Retrieved from http://webtoolswiki.com/buzz-sumo/ This article explains how to use BuzzSumo to determine the most popular content on any given website. It also links to a video tutorial for BuzzSumo. It will assist you in your Developing a Strong Social Media Presence discussion.  Accessibility Statement does not exist.  Privacy Policy (Links to an external site.)Links to an external site.  Websites BuzzSumo (Links to an external site.)Links to an external site.. (http://buzzsumo.com) This company analyzes what content will perform best based on a given topic or competitor. It helps users find the key influencers to promote your content. It will assist you in your Developing a Strong Social Media Presence discussion.  Accessibility Statement does not exist.  Privacy Policy (Links to an external site.)Links to an external site.  Contently (Links to an external site.)Links to an external site.. (https://contently.com) This company provides content creation, optimization, and distribution services. It allows users to manage corporate content in one place.  Accessibility Statement does not exist.  Privacy Policy (Links to an external site.)Links to an external site.    Recommended Resources Articles Brinker, S. (2016, March 21). Marketing technology landscape supergraphic (2016) (Links to an external site.)Links to an external site..  Retrieved from http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/ This article provides a supergraphic of the 2016 marketing technology landscape. It also explains how the graphic incorporates marketing technology capability clusters in its organization.  Hulyk, T. (2015). Marketing to Gen Z: Uncovering a new world of social media influencers. Franchising World, 47(12), 32-35. Retrieved from http://franchisingworld.com The full-text version of this article is available through the EBSCOhost database in the Ashford University Library. This article discusses the importance of identifying and utilizing social media influencers to effectively market to Gen Z. Neff, J. (2016, February 10). The top CMOs of 2015, as chosen by an algorithm: ExecRank gives first place to Netflix CMO Kelly Bennett (Links to an external site.)Links to an external site.. Retrieved from http://adage.com/article/cmo-strategy/top-cmos-2015-chosen-algorithm/302626/ This article explains how an algorithm from ExecRank can determine the best CMOs and marketing executives. The ranking is based on 24 categories.  Tornoe, R. (2014). Making your content go viral: BuzzSumo has figured out ways to predict what will make a splash in social media. Editor & Publisher, 147(6), 26-27. Retrieved from http://www.editorandpublisher.com The full-text version of this article is available through the EBSCOhost database in the Ashford University Library. This article features BuzzSumo as a tool developed to analyze trends in social media and track key players. It also presents five topics for editors to consider when it comes to sharing content, considering the role of long-form content, images, emotion, the beginning of the week, and re-promoting evergreen content. Week 4 – Discussion Developing a Strong Social Media Presence Prior to beginning work on this discussion, explore the content found on the BuzzSumo (Links to an external site.)Links to an external site. homepage and read the online article Plan Your SEO Campaigns with @BuzzSumo #WebToolsWiki (Links to an external site.)Links to an external site.. Evaluate your chosen company’s social media presence by reviewing their website and any social media accounts they may have, such as Facebook or Twitter. Review the instructions below, and research two scholarly sources in addition to the required readings for this week to support your statements. In determining the best way to market your chosen company’s brand, cite at least two additional scholarly sources to support your reasoning. In your initial post, describe the decision-making process involved in determining what content lends itself to social media. Evaluate the effectiveness of your chosen company’s social media presence and explain how a strong social media presence would help your chosen company create improvements on how they capitalize on a global and diverse market. Analyze the information available and explain how a tool like BuzzSumo could help your chosen company determine if their content is appropriate for social media to draw key influencers to their site. Recommend at least one additional social media strategy you think would benefit your chosen company. Guided Response: Review several of your classmates’ initial posts, and respond to at least two of your peers. You are encouraged to post your required replies earlier in the week to promote more meaningful and interactive discourse in this discussion. Before responding to your classmates, research their chosen company’s social media presence and compare it to that of your chosen company. In your responses, explain if you agree or disagree with your classmate’s assessment of their company’s effectiveness in regards to social media using information from your researched sources to support your statements. Recommend at least one additional way your peer’s chosen company might enhance its social media presence. Media Presence Developing a Strong Social Media Presence Developing a strong social media presence When it comes to advertising your business, products, and services, BuzzSumo is my first course. As I view the link, I find this is very helpful through creating good sources for developing a good website for your business. I like the fact that you set up this site and whenever you get viewers that lets you know though alert when they publish breakout posts, or whenever other authors publish their own articles. You see charts from other social medias that keep you informed on viewers. BuzzSumo’s domain to view and compare different reports to content performances of those who compete with your company. Giant supermarket uses Facebook and Twitter to communicate with others about who they are and what they do as a company. This could be a great commodity for Giant supermarket to use for their business that would give them the winning edge through other individuals elsewhere. This link reminds me of an online business company I got involved with and was asked to set up a domain for my business and others to be able to find me anywhere. Management of Giant supermarket use choice of making good decisions whenever they promote products and services through different sources. They communicate and advertise products and services through social media that use Facebook, twitter, and Instagram to promote. By doing so, they get to post different coupons and other forms of graphs to attract customers to their site. Work cited: https://giantfoodstores.com/news-and-media/article-4-15-16/ http://buzzsumo.com/ http://www.webtoolswiki.com/buzz-sumo/ https://twitter.com/giantfoodstores https://www.facebook.com/GiantFood https://www.instagram.com/giantsupermarket/ Week 4 - Interactive Assignment Twitter as a Marketing Tool Prior to beginning work on this interactive assignment, read the online article 10 Lessons From the Top 25 Most Engaged Brands on Twitter (Links to an external site.)Links to an external site.. If your chosen company has a Twitter account, compare its tweets to those of the brands mentioned in the article. If your chosen company is one of the 25, compare it to the other 24 companies listed in the article. If your chosen company does not have a Twitter account, consider what types of tweets your chosen company should post. Review the instructions below and research at least two additional scholarly sources to support your statements. For your initial post, create a 140-character Twitter post to entice people to attend a hypothetical event for your company. Beneath your tweet, explain how it demonstrates an awareness of key marketing trends and customer behavior. Explain how companies can use Twitter to appeal to the diverse markets of Gen X, Y, and Z, and propose at least three ways your chosen company could be more effective in creating outreach to these generations by improving its content. Guided Response: Review several of your classmates’ posts, and respond to at least two of your peers. You are encouraged to post your required replies earlier in the week to promote more meaningful and interactive discourse in this interactive assignment. Critique your classmates’ tweets, describing at least one element you thought was effective and at least one element you thought could be improved for each post. Evaluate the ways in which the tweet would reach a global and diverse market, specifically the younger generations. Recommend one additional element that might make the use of Twitter more effective for your peer’s company. Note: Although there is no graded assignment this week, it is highly recommended that you review the Interactive Assignment in Week Six, as well as the instructions for your Content Calendar Provider Proposal Final Project. Note that the presentation of the Executive Summary is due on Day 3 of Week Six. It is a good idea to begin working on this project now in order to ensure you have ample time to dedicate to both of these assessments. Twitter as a Marketing Tool Because twitter is used as an important movement for many types of businesses, posting notes and information about that company draws the eyes of all people to your site. Twitter is used to gather messages to viewers who wish to communicate online from all walks of life. Millions of people post on social media every day through search engines for business names, brands, topics, and personal means. Giant use this site for advertising products, news, company updates, and services. They make sure what they post turn their customers on and attracts them to their links. To prosper with using Twitter, one must be willing to interact and engage with their customers. Giant gear more to number nine which is the use of good VP of Marketing as a source of information and direction to what and how they advertise products. Pictures and video movement is one way to show they have style and know what others want and brings their brands alive. GIANT is the place you want to be. We stand up to what is right and the nature of our products speak for themselves… Work cited: https://twitter.com/giantfoodstores Required Resources  Text Rogers, B. H. (2015). Publish or perish: A CMO roadmap for managing, systematizing, and optimizing the marketing content supply chain [Report]. Retrieved from https://shop.biakelsey.com/product/publish-or-perish Articles DeMers, J. (2015, March 19). How to analyze your audience in Google Analytics (Links to an external site.)Links to an external site.. Retrieved from http://www.forbes.com/sites/jaysondemers/2015/03/19/how-to-analyze-your-audience-in-google-analytics/#778b2741cbb2 This article explains how to use Google Analytics to analyze an audience to get a better understanding of who is interacting with a brand and why. It will assist you in your Content Optimization assignment this week.  Accessibility Statement does not exist.  Privacy Policy (Links to an external site.)Links to an external site.  Kuenn, A. (2013, September 12). A guide to content optimization for 4 key content types (Links to an external site.)Links to an external site.. Retrieved from http://contentmarketinginstitute.com/2013/09/guide-content-optimization-key-content-types/ This article describes why content optimization is a key component for any content marketing process. It explains how to optimize text, images, videos, and news. It will assist you in your Content Optimization assignment this week.  Accessibility Statement does not exist. Privacy Policy (Links to an external site.)Links to an external site.  Nguyen, T. (n.d.). Which form of digital advertising is the most effective? (Links to an external site.)Links to an external site. Retrieved from http://www.jeffbullas.com/2015/06/09/form-digital-advertising-effective/ This article describes the current state of digital advertising. It highlights several options for digital advertising, including social media, interstitial ads, banner ads, and pay-per-click campaigns. It will assist you in your Current Digital Marketing Strategies discussion this week.  Accessibility Statement does not exist. Privacy Policy does not exist. Steimle, J. (2015, July 14). What is conversion rate optimization? (Links to an external site.)Links to an external site. Retrieved from http://www.forbes.com/sites/joshsteimle/2015/07/14/what-is-conversion-rate-optimization/#5fbae1b3bac9 This article defines conversion rate optimization (CRO) and introduces twelve activities involved in conversion rate optimization. It will assist you in your Content Optimization assignment this week.  Accessibility Statement does not exist.  Privacy Policy (Links to an external site.)Links to an external site.  Young, H. (2015, December 14). The 30 most brilliant social media campaigns of 2015 (Links to an external site.)Links to an external site. [Blog post]. Retrieved from https://www.salesforce.com/blog/2015/12/2015-most-brilliant-social-media-campaigns.html This article features 30 social media campaigns from 2015. It describes each campaign and includes a link to a video of the campaign. It will assist you in your Social Media Marketing Campaigns discussion this week.  Accessibility Statement does not exist. Privacy Policy (Links to an external site.)Links to an external site. Web Pages Google Analytics. (n.d.) Features (Links to an external site.)Links to an external site.. Retrieved from https://www.google.com/analytics/standard/features/ This page describes the features of Google Analytics, including data collection and management, data consolidation, data analytics and reporting, and data activation. It will assist you in your Content Optimization assignment this week.  Accessibility Statement does not exist.  Privacy Policy (Links to an external site.)Links to an external site.  Oracle. (n.d.). Cost-effective and complete enterprise content management (Links to an external site.)Links to an external site.. Retrieved from https://www.oracle.com/middleware/webcenter/content/index.html This page describes how Oracle provides a repository to house unstructured content. Some features include document management, capture and imaging, content publishing, digital asset management, and records management.  Accessibility Statement does not exist.  Privacy Policy (Links to an external site.)Links to an external site.    Recommended Resources Articles IMAX Corporation. (2016). IMAX and Discovery Communications forge global distribution and marketing partnership for IMAX original documentary content. Marketing Weekly News, 38. Retrieved from https://www.newsrx.com/Butter/#!Newsletters:AM The full-text version of this article is available through the ProQuest database in the Ashford University Library. This article describes the partnership between IMAX Corporation and Discovery Communications. It describes the new developments resulting from this partnership; the Discovery Channel will now air IMAX documentaries, demonstrating an emphasis on documentary filmmaking.  Sparks, C. (2014, March 11). 10 great social and web analytics tools (Links to an external site.)Links to an external site.. Retrieved from https://www.searchenginejournal.com/10-great-social-web-analytics-tools/90629/ This article lists ten of the most popular web analytics tools available on the market. It provides a summary of each and describes the biggest pro and the biggest con for each tool. MKT 640 WK 5 Guidance Ashford 6: - Week 5 - Instructor Guidance  This Week's Deliverables Read Publish or Perish pp. 110-116 Read the following articles: DeMers, Kuenn, Nguyen, Steimle, and Young Participate in the two discussion forums. Create an initial post by Day 3 that demonstrates a thorough understanding of the material. Respond to at least two peers by Day 7. Be sure to fully address the prompt in order to earn full points! o DQ1 - Current Digital Marketing Strategies o DQ2 - Social Media Marketing Campaigns Assignment: Content Optimization Due Day 7  Lecture Material Companies often have a digital marketing strategy that worked well in the past. Sometimes it is hard to let go of the past. When innovation changes, what used to work may no longer work. Think of some great billboard ads of the past. How likely is that to catch your eye today? Chances are ... not likely. Social media marketing campaigns must be creative and capture the customer's attention. Customers have become used to brilliant ideas; therefore, the same old thing will not grab them like it used to do back in the day. When you work on your assignment this week, be sure to check out the 30 most brilliant marketing campaigns link. Some of them are really quite creative! Week 5 - Discussion 1 Current Digital Marketing Strategies Prior to beginning work on this discussion, read the Which Form of Digital Advertising Is the Most Effective? (Links to an external site.)Links to an external site.online article. Review the instructions below, and research at least two additional scholarly sources to support your statements. Determine which types of advertising (if any) your chosen company utilizes by reviewing the company’s website, YouTube, or performing additional web searches. Consider whether these advertisements are effective. For your initial post, describe the types of digital advertising used by your chosen company. Analyze how these methods demonstrate brand-publishing principles. Evaluate how well their strategies reflect key marketing trends, technologies, ethical and social responsibilities, and customer behavior. Include a link to an online ad (preferably a video) from your chosen company, and discuss what is and is not effective about this ad. Suggest at least one new way the company could improve their digital advertising to improve company content and capitalize on a global and diverse market. Guided Response: Review several of your classmates’ initial posts, and respond to at least two of your peers. You are encouraged to post your required replies earlier in the week to promote more meaningful and interactive discourse in this discussion. In your responses, explain whether you agree or disagree about your classmate’s analysis of their chosen company’s ad. Recommend at least two additional strategies their company could use to reach a more diverse and/or global audience. Current Digital Marketing Strategies Giant use a mobile app called, GAINT that is downloadable through iPhones and Androids cellphones. “Save time, save money and find meal inspiration with the mobile app!” is the logo Giant use to attract customers. This app allows a customer to get good advantages to gain extra rewards, coupons, circulars, recipes, and other things one cannot find through store circulars. According to our article, using social media is an effective way to how a business market their products and services to an audience (www.jeffbullas.com). To have effective digital marketing strategies aid to making good decisions towards a successful online experience. These strategy process models provide frameworks giving logical sequences to following the ensured of final forms that are crucial to the development and implementations of ones line of work (digitalmarketinginstitute.com). Giant use a thing called, direct marketing of different brands they wish to put on display they know will attract customers to their website or retail store. Examples of this can do with the price of their foods and how it tends to different audience’s taste. They use ads filled with lots of colors they know people enjoy looking at when searching the internet. Within their website, contain rewards for travel, movies, hotels, or other activities people enjoy doing. In my opinion, I feel one way Giant might improve contents and capitalize on a global and diverse market is by giving more choices to choose from when it comes to a customer or employee searching the site for different jobs, or activities that are not within the websites rewards. Work cited: http://www.jeffbullas.com/form-digital-advertising-effective/ http://giantfood.com/mobile-app/ https://blog.hubspot.com/marketing/digital-strategy-guide https://digitalmarketinginstitute.com/blog/5-steps-powerful-digital-marketing-strategy Week 5 - Discussion 2 Social Media Marketing Campaigns Prior to beginning work on this interactive assignment, read the online article The 30 Most Brilliant Social Media Campaigns of 2015 (Links to an external site.)Links to an external site., and perform a web search of recent social media marketing campaigns. Select the social media marketing campaign you found most interesting. Explain the ways in which this campaign demonstrates an interdependence among key marketing trends, technologies, ethical/social responsibilities, and customer behavior. Determine whether the selected campaign successfully utilized its content to capitalize on a global and diverse market. Explain which elements within the campaign make it entice, specifically including its use of pictures, graphics, videos, and other audio and visual elements. Guided Response: Review several of your classmates’ posts, and respond to at least two of your peers. You are encouraged to post your required replies earlier in the week to promote more meaningful and interactive discourse in this interactive assignment. In your response, describe whether you agree or disagree with your classmates’ assessment of the efficacy of their selected social media campaign. Explain whether you think the social media campaign would be effective for your chosen company; include evidence to support your rationale. Social Media Marketing Campaigns Social Media Marketing Campaigns Twitter is an easy access to what social media is being used by giant management where people from all over the world join in through public speaking one to the other (Rogers 2015). All types of individuals enjoy the use of this type of social media which gives people opportunities to tell and share their stories (Rogers, 2015). For business reasons, they get to share a website to people who take interest in things of interest like use of great tools for aiding to the success of a business. To advertise products and services cost money when a business use classified ads that charge small or large fees. It’s quite challenging when using ads that charge fees, because of the many different categories one can choose from. One disadvantage of using the internet do when computer access is unavailable. On a global scale, Giant hold great usage to what the people wish to see within a supermarket. When it comes to market campaigns, Giant supermarket hope individuals find the use of images, videos, and what is said on their pages hold the interest to their customers in wanting to purchase from their store. Work cited: Rogers, B. H. (2015). Publish or perish: A CMO roadmap for managing, systematizing, and optimizing the marketing content supply chain [Report]. Retrieved from https://shop.biakelsey.com/product/publish-or-perish Social Media Marketing Campaigns Week 5 - Assignment Content Optimization Prior to beginning work on this assignment, read the What Is Conversion Rate Optimization?  (Links to an external site.)Links to an external site., How to Analyze Your Audience in Google Analytics (Links to an external site.)Links to an external site., Google Analytics’ Features (Links to an external site.)Links to an external site., and A Guide to Content Optimization for 4 Key Content Types (Links to an external site.)Links to an external site. online articles. Review the instructions below, and research a minimum of two additional scholarly sources in addition to the Publish or Perish report and the required sources for this assignment to support your reasoning. In this assignment, we will be exploring the deeper meaning of content optimization. In your paper, Define content optimization as it pertains to improvements in company content, organization, and effectiveness. Explain how a site like Google Analytics supports content consumption and aids in organizing the decision making process required for executing brand publishing principles. Analyze the interdependence among key marketing trends, technologies, and customer behavior and evaluate how companies similar to the one you chose for your final assignment use analytics to improve their content optimization. The Content Optimization paper Must be four to five double-spaced pages in length (not including title and references pages) and formatted according to APA style as outlined in the Ashford Writing Center (Links to an external site.)Links to an external site.. Must include a separate title page with the following: Title of paper Student’s name Course name and number Instructor’s name Date submitted Must use at least six scholarly and professional sources in addition to the course text. The Scholarly, Peer Reviewed, and Other Credible Sources (Links to an external site.)Links to an external site. table offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source for a particular assignment. Must document all sources in APA style as outlined in the Ashford Writing Center. Must include a separate references page that is formatted according to APA style as outlined in the Ashford Writing Center. Carefully review the Grading Rubric (Links to an external site.)Links to an external site. for the criteria that will be used to evaluate your assignment. Required Resource  Text Rogers, B. H. (2015). Publish or perish: A CMO roadmap for managing, systematizing, and optimizing the marketing content supply chain [Report]. Retrieved from https://shop.biakelsey.com/product/publish-or-perish Article Portfolium. (n.d.). How do I upload a document? (Links to an external site.)Links to an external site. Retrieved from https://portfolium.zendesk.com/hc/en-us/articles/203942809-How-do-I-upload-a-document This article describes how to upload a document and create an entry in Portfolium.  Accessibility Statement (Links to an external site.)Links to an external site.  Privacy Policy (Links to an external site.)Links to an external site. Web Pages Portfolium. (n.d.). Add an entry- start from scratch (Links to an external site.)Links to an external site..Retrieved from https://portfolium.zendesk.com/hc/en-us/articles/203025345-Add-An-Entry-Start-from-scratch This web page describes how to add each of the different types of entries on Portfolium. It gives a step-by-step overview of how to add various items to your entry. Accessibility Statement (Links to an external site.)Links to an external site. Privacy Policy (Links to an external site.)Links to an external site.  Portfolium. (n.d.). Discover (Links to an external site.)Links to an external site..Retrieved from http://portfolium.com/discover This web page showcases different Portfolium portfolios. It highlights expert picks and allows you to search by category.  Accessibility Statement (Links to an external site.)Links to an external site.  Privacy Policy (Links to an external site.)Links to an external site.  Portfolium. (n.d.). P O R T F O L I U M (Links to an external site.)Links to an external site.. Retrieved from https://www.pinterest.com/portfolium/p-o-r-t-f-o-l-i-u-m This web page showcases some pinned Portfolium profiles on Pinterest.  Accessibility Statement does not exist.  Privacy Policy (Links to an external site.)Links to an external site. Websites NewsCred. (Links to an external site.)Links to an external site. (http://www.newscred.com) This company allows brands to manage content creation, distribution, and management.  Accessibility Statement does not exist.  Privacy Policy  Portfolium (Links to an external site.)Links to an external site.. (http://portfolium.com) This site allows users to create an online portfolio. The intent is to give companies a preview of what you can do on the job. It will assist you in your Revisiting Portfolium discussion this week.  Accessibility Statement (Links to an external site.)Links to an external site.  Privacy Policy (Links to an external site.)Links to an external site.    Recommended Resources Text Leroux Miller, K. (2013). The Jossey-Bass nonprofit guidebook series: Content marketing for nonprofits: A communications map for engaging your community, becoming a favorite cause, and raising more money. Retrieved from http://proquest.libguides.com/ebrary The full-text version of this e-book is available through the ebrary database in the Ashford University Library. This eBook is a comprehensive guide to content marketing for nonprofits. It highlights the power of content marketing, how to define your marketing relationships, how to prepare your content marketing plan, and how to implement your content marketing strategy. Articles Reynolds, G. (n.d.). Top ten slide tips (Links to an external site.)Links to an external site.. Retrieved from http://www.garrreynolds.com/preso-tips/design/ This online resource provides helpful information on creating an engaging and interesting PowerPoint presentation. It may assist you in your Executive Summary interactive assignment this week.  Webb, M. (2014). Portfolium opens up new e-avenue for next wave of job seekers. San Diego Business Journal, 35(19), 4. Retrieved from http://www.sdbj.com/ The full-text version of this article is available through the EBSCOhost database in the Ashford University Library. This article gives a brief history of the company Portfolium. It highlights Portfolium’s features and potential use by job seekers and employers. Week 6 – Discussion Revisiting Portfolium Prior to beginning work on this discussion, create a Portfolium (Links to an external site.)Links to an external site. account if you have not already done so. Review several portfolios on the site by clicking on the Discover tab, and choose one that stands out to you. In your initial post, explain how this tool could improve a company’s organization and content for brand publishing. Relate your explanation to your chosen company, and identify how this tool could showcase the company’s content. Include a link to the portfolio that stood out to you, and explain why you selected this one. Highlight the features that make the portfolio effective, and describe at least two ways the portfolio might be improved. Explain how a tool like Portfolium could be useful in your own career. Guided Response: Review several of your classmates’ links, and respond to at least two of your peers. You are encouraged to post your required replies earlier in the week to promote more meaningful and interactive discourse in this discussion. Discuss whether you agree or disagree with your classmate’s assessment of the portfolio to which they linked. Based on your classmates’ description of how a tool like Portfolium could be helpful for personal use, offer at least one additional suggestion for how they could best market themselves using their Portfolium portfolio. Week 6 - Interactive Assignment No unread replies.No replies. Executive Summary Prior to beginning work on this assignment, carefully review the Executive Summary section of the Final Project this week. For this interactive assignment, you will create a short presentation of the Executive Summary information in PowerPoint and will use Screencast-O-Matic to create a screencast of your presentation and upload the URL for your screencast to your Portfolium account. (A quick-start guide for Screencast-O-Matic is provided for your convenience.) The Executive Summary needs to provide a succinct description of the key elements involved in your proposal. The summary is intended for presentation to senior executives; include the key decision-making elements of primary interest to them. The elements of a traditional executive summary must be included in your PowerPoint. Be sure to include a slide for each of the following points below: Explain the purpose of the content calendar proposal. Describe the business objectives for the content calendar. Explain the current and future content needs of the organization. Recommend a provider. Explain implementation costs. Your PowerPoint presentation should include your speaker’s notes as well as the content that you would like to executive board to review. (It is recommended that you access Garr Reynolds Top Ten Slide Tips (Links to an external site.)Links to an external site., which provides useful assistance with creating successful PowerPoint presentations.) Your presentation should have at least five slides (not including the title and references slides). Present the components from your summary in a visually appealing and persuasive format to convince leadership of the value of the proposal. Remember that text heavy slides are less appealing. Move the bulk of the content into your speaker’s notes and make sure to be as concise as possible, as executives prefer quick, informative presentations. After you have finished your PowerPoint, record a screencast of your PowerPoint presentation. Screencast-O-Matic allows you to upload automatically to YouTube. Please complete this step, and upload the YouTube video to your Portfolium account. Copy the link to your Portfolium account to your initial post in the discussion forum. Guided Response: Review several of your classmates’ screencasts in their Portfolium accounts, and respond to at least two of your peers. You are encouraged to post your required replies earlier in the week to promote more meaningful and interactive discourse in this interactive assignment. In your responses, provide feedback on your classmates’ presentations. Comment on the clarity, persuasiveness, and visual appeal of the presentation. Explain whether the presentation sufficiently highlights the ways in which the content calendar provider will address business needs and improve company content, organization, and effectiveness. Recommend at least two changes your classmate could make that would improve the overall effectiveness of this content. (Remember you and your classmates will be using this feedback when revising the Executive Summary content in the Final Project for this course.) Week 6 - Final Project Content Calendar Provider Proposal Throughout this course, you have created and analyzed a variety of content. It is important to be able to keep track of all of that content. That is why a content calendar is so critical. In this assignment, you will propose a content calendar and partner company who will provide that solution to leadership. You will take the research you have completed regarding partner organizations and expand upon on that research by creating a proposal for a content calendar provider. You have already completed a presentation of the Executive Summary for this proposal. Be sure to include any relevant feedback, and revise your content before adding it to your Final Project. The presentation will be showcased as an element through your ePortfolio on Portfolium (Links to an external site.)Links to an external site.. The link to that presentation will be included as part of the Final Project submitted in class. For this assignment, you will assume the role of chief content officer (CCO) at the company you chose earlier in this course. You should continue to research editorial calendar companies such as Contently, Kapost, Newscred, Oracle, and Percolate to determine content solutions. You will pick one of these companies to recommend as a content calendar provider based on your research. In your proposal, you will create several sections to demonstrate your research and provide a rationale for your content calendar choice. The following headings and content are required. (For assistance with formatting headings in APA style, see the Ashford Writing Center’s APA Headings (Links to an external site.)Links to an external site..) Executive Summary This section will build upon the work you completed in the interactive assignment this week. Review the feedback you received from your colleagues and revise the content for this section. The Executive Summary section will provide a succinct description of the key elements and will be the first page of your Content Calendar Provider Proposal. The summary is intended for presentation to senior executives and will include the key decision making elements of primary interest to them. The following elements of a traditional executive summary must be included in this section. In this section, Explain the purpose of the content calendar proposal. Describe the business objectives for the content calendar. Explain the current and future content needs of the organization. Recommend a provider. Explain implementation costs. Describe critical success factors. Background, Scope, and Current State of the Organization In this section, you will evaluate the relationship between organizational effectiveness and the use of a content management system for brand publishing, by critically assessing the organization’s needs, goals, and current state. In this section, Appraise the company’s background, current content publishing requirements, as well as future content publishing needs. Evaluate the company’s current challenges and its goals related to its core marketing functions of brand publishing, being sure to provide enough historical information so readers understand the organization and the challenges it faces. Analyze the interdependence between key marketing trends and technologies, and identify challenges involved with adding a content calendar as well as any opportunities missed by not including one. Describe how a content calendar could meet business objectives related to the ten core competencies while considering any issues with internal and external factors that could affect the organization, its resources, and its personnel, based on the content calendar choice., Assess your chosen company’s major competitors, and develop a comparative analysis of how the company’s current content management system compares to the competition. Conclusions For the last section of your Final Project, you will provide conclusions related to the implementation of your proposal. In this section, Construct an approach toorganize thedecision making process required for implementing your content calendar. Justify your recommendations to support the implementation path you have identified. Note: Be sure to include the link to your revised Executive Summary screencast at the bottom of your paper. The Content Calendar Proposal paper Must be eight to 10 double-spaced pages in length (not including title page, references page, or appendices) and formatted according to APA style as outlined in the Ashford Writing Center (Links to an external site.)Links to an external site.. Must include a separate title page with the following: Title of paper Student’s name Course name and number Instructor’s name Date submitted Must use at least 10 sources, two of which must be from peer-reviewed journals found in the Ashford University Library, in addition to the course text. The Scholarly, Peer Reviewed, and Other Credible Sources (Links to an external site.)Links to an external site. table offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source for a particular assignment. Must document all sources in APA style as outlined in the Ashford Writing Center. Must include a separate references page that is formatted according to APA style as outlined in the Ashford Writing Center. The last page of your proposal (prior to the references) should include a link to your ePortfolio entry on Portfolium. Carefully review the Grading Rubric (Links to an external site.)Links to an external site. for the criteria that will be used to evaluate your assignment. https://giantfoodstores.com/news-and-media/article-4-19-16/ https://giantfoodstores.com/news-and-media/article-4/8/16/ https://giantfoodstores.com/news-and-media/gc-article-1-8-16_2/ https://giantfoodstores.com/news-and-media/gc-article-1-8-16/ https://blog.hubspot.com/marketing/a-simple-formula-for-writing-kick-ass-titles-ht Week 4 - Interactive Assignment Twitter as a Marketing Tool Prior to beginning work on this interactive assignment, read the online article 10 Lessons From the Top 25 Most Engaged Brands on Twitter (Links to an external site.)Links to an external site.. If your chosen company has a Twitter account, compare its tweets to those of the brands mentioned in the article. If your chosen company is one of the 25, compare it to the other 24 companies listed in the article. If your chosen company does not have a Twitter account, consider what types of tweets your chosen company should post. Review the instructions below and research at least two additional scholarly sources to support your statements. For your initial post, create a 140-character Twitter post to entice people to attend a hypothetical event for your company. Beneath your tweet, explain how it demonstrates an awareness of key marketing trends and customer behavior. Explain how companies can use Twitter to appeal to the diverse markets of Gen X, Y, and Z, and propose at least three ways your chosen company could be more effective in creating outreach to these generations by improving its content. Guided Response: Review several of your classmates’ posts, and respond to at least two of your peers. You are encouraged to post your required replies earlier in the week to promote more meaningful and interactive discourse in this interactive assignment. Critique your classmates’ tweets, describing at least one element you thought was effective and at least one element you thought could be improved for each post. Evaluate the ways in which the tweet would reach a global and diverse market, specifically the younger generations. Recommend one additional element that might make the use of Twitter more effective for your peer’s company. Note: Although there is no graded assignment this week, it is highly recommended that you review the Interactive Assignment in Week Six, as well as the instructions for your Content Calendar Provider Proposal Final Project. Note that the presentation of the Executive Summary is due on Day 3 of Week Six. It is a good idea to begin working on this project now in order to ensure you have ample time to dedicate to both of these assessments. Twitter as a Marketing Tool Because twitter is used as an important movement for many types of businesses, posting notes and information about that company draws the eyes of all people to your site. Twitter is used to gather messages to viewers who wish to communicate online from all walks of life. Millions of people post on social media every day through search engines for business names, brands, topics, and personal means. Giant use this site for advertising products, news, company updates, and services. They make sure what they post turn their customers on and attracts them to their links. To prosper with using Twitter, one must be willing to interact and engage with their customers. Giant gear more to number nine which is the use of good VP of Marketing as a source of information and direction to what and how they advertise products. Pictures and video movement is one way to show they have style and know what others want and brings their brands alive. GIANT is the place you want to be. We stand up to what is right and the nature of our products speak for themselves… Work cited: https://twitter.com/giantfoodstores Required Resources  Text Rogers, B. H. (2015). Publish or perish: A CMO roadmap for managing, systematizing, and optimizing the marketing content supply chain [Report]. Retrieved from https://shop.biakelsey.com/product/publish-or-perish Articles DeMers, J. (2015, March 19). How to analyze your audience in Google Analytics (Links to an external site.)Links to an external site.. Retrieved from http://www.forbes.com/sites/jaysondemers/2015/03/19/how-to-analyze-your-audience-in-google-analytics/#778b2741cbb2 This article explains how to use Google Analytics to analyze an audience to get a better understanding of who is interacting with a brand and why. It will assist you in your Content Optimization assignment this week.  Accessibility Statement does not exist.  Privacy Policy (Links to an external site.)Links to an external site.  Kuenn, A. (2013, September 12). A guide to content optimization for 4 key content types (Links to an external site.)Links to an external site.. Retrieved from http://contentmarketinginstitute.com/2013/09/guide-content-optimization-key-content-types/ This article describes why content optimization is a key component for any content marketing process. It explains how to optimize text, images, videos, and news. It will assist you in your Content Optimization assignment this week.  Accessibility Statement does not exist. Privacy Policy (Links to an external site.)Links to an external site.  Nguyen, T. (n.d.). Which form of digital advertising is the most effective? (Links to an external site.)Links to an external site. Retrieved from http://www.jeffbullas.com/2015/06/09/form-digital-advertising-effective/ This article describes the current state of digital advertising. It highlights several options for digital advertising, including social media, interstitial ads, banner ads, and pay-per-click campaigns. It will assist you in your Current Digital Marketing Strategies discussion this week.  Accessibility Statement does not exist. Privacy Policy does not exist. Steimle, J. (2015, July 14). What is conversion rate optimization? (Links to an external site.)Links to an external site. Retrieved from http://www.forbes.com/sites/joshsteimle/2015/07/14/what-is-conversion-rate-optimization/#5fbae1b3bac9 This article defines conversion rate optimization (CRO) and introduces twelve activities involved in conversion rate optimization. It will assist you in your Content Optimization assignment this week.  Accessibility Statement does not exist.  Privacy Policy (Links to an external site.)Links to an external site.  Young, H. (2015, December 14). The 30 most brilliant social media campaigns of 2015 (Links to an external site.)Links to an external site. [Blog post]. Retrieved from https://www.salesforce.com/blog/2015/12/2015-most-brilliant-social-media-campaigns.html This article features 30 social media campaigns from 2015. It describes each campaign and includes a link to a video of the campaign. It will assist you in your Social Media Marketing Campaigns discussion this week.  Accessibility Statement does not exist. Privacy Policy (Links to an external site.)Links to an external site. Web Pages Google Analytics. (n.d.) Features (Links to an external site.)Links to an external site.. Retrieved from https://www.google.com/analytics/standard/features/ This page describes the features of Google Analytics, including data collection and management, data consolidation, data analytics and reporting, and data activation. It will assist you in your Content Optimization assignment this week.  Accessibility Statement does not exist.  Privacy Policy (Links to an external site.)Links to an external site.  Oracle. (n.d.). Cost-effective and complete enterprise content management (Links to an external site.)Links to an external site.. Retrieved from https://www.oracle.com/middleware/webcenter/content/index.html This page describes how Oracle provides a repository to house unstructured content. Some features include document management, capture and imaging, content publishing, digital asset management, and records management.  Accessibility Statement does not exist.  Privacy Policy (Links to an external site.)Links to an external site.    Recommended Resources Articles IMAX Corporation. (2016). IMAX and Discovery Communications forge global distribution and marketing partnership for IMAX original documentary content. Marketing Weekly News, 38. Retrieved from https://www.newsrx.com/Butter/#!Newsletters:AM The full-text version of this article is available through the ProQuest database in the Ashford University Library. This article describes the partnership between IMAX Corporation and Discovery Communications. It describes the new developments resulting from this partnership; the Discovery Channel will now air IMAX documentaries, demonstrating an emphasis on documentary filmmaking.  Sparks, C. (2014, March 11). 10 great social and web analytics tools (Links to an external site.)Links to an external site.. Retrieved from https://www.searchenginejournal.com/10-great-social-web-analytics-tools/90629/ This article lists ten of the most popular web analytics tools available on the market. It provides a summary of each and describes the biggest pro and the biggest con for each tool. Week 5 - Discussion 1 Current Digital Marketing Strategies Prior to beginning work on this discussion, read the Which Form of Digital Advertising Is the Most Effective? (Links to an external site.)Links to an external site.online article. Review the instructions below, and research at least two additional scholarly sources to support your statements. Determine which types of advertising (if any) your chosen company utilizes by reviewing the company’s website, YouTube, or performing additional web searches. Consider whether these advertisements are effective. For your initial post, describe the types of digital advertising used by your chosen company. Analyze how these methods demonstrate brand-publishing principles. Evaluate how well their strategies reflect key marketing trends, technologies, ethical and social responsibilities, and customer behavior. Include a link to an online ad (preferably a video) from your chosen company, and discuss what is and is not effective about this ad. Suggest at least one new way the company could improve their digital advertising to improve company content and capitalize on a global and diverse market. Guided Response: Review several of your classmates’ initial posts, and respond to at least two of your peers. You are encouraged to post your required replies earlier in the week to promote more meaningful and interactive discourse in this discussion. In your responses, explain whether you agree or disagree about your classmate’s analysis of their chosen company’s ad. Recommend at least two additional strategies their company could use to reach a more diverse and/or global audience. MKT 640 WK 5 Guidance Ashford 6: - Week 5 - Instructor Guidance  This Week's Deliverables Read Publish or Perish pp. 110-116 Read the following articles: DeMers, Kuenn, Nguyen, Steimle, and Young Participate in the two discussion forums. Create an initial post by Day 3 that demonstrates a thorough understanding of the material. Respond to at least two peers by Day 7. Be sure to fully address the prompt in order to earn full points! o DQ1 - Current Digital Marketing Strategies o DQ2 - Social Media Marketing Campaigns Assignment: Content Optimization Due Day 7  Lecture Material Companies often have a digital marketing strategy that worked well in the past. Sometimes it is hard to let go of the past. When innovation changes, what used to work may no longer work. Think of some great billboard ads of the past. How likely is that to catch your eye today? Chances are ... not likely. Social media marketing campaigns must be creative and capture the customer's attention. Customers have become used to brilliant ideas; therefore, the same old thing will not grab them like it used to do back in the day. When you work on your assignment this week, be sure to check out the 30 most brilliant marketing campaigns link. Some of them are really quite creative! Current Digital Marketing Strategies Giant use a mobile app called, GAINT that is downloadable through iPhones and Androids cellphones. “Save time, save money and find meal inspiration with the mobile app!” is the logo Giant use to attract customers. This app allows a customer to get good advantages to gain extra rewards, coupons, circulars, recipes, and other things one cannot find through store circulars. According to our article, using social media is an effective way to how a business market their products and services to an audience (www.jeffbullas.com). To have effective digital marketing strategies aid to making good decisions towards a successful online experience. These strategy process models provide frameworks giving logical sequences to following the ensured of final forms that are crucial to the development and implementations of ones line of work (digitalmarketinginstitute.com). Giant use a thing called, direct marketing of different brands they wish to put on display they know will attract customers to their website or retail store. Examples of this can do with the price of their foods and how it tends to different audience’s taste. They use ads filled with lots of colors they know people enjoy looking at when searching the internet. Within their website, contain rewards for travel, movies, hotels, or other activities people enjoy doing. In my opinion, I feel one way Giant might improve contents and capitalize on a global and diverse market is by giving more choices to choose from when it comes to a customer or employee searching the site for different jobs, or activities that are not within the websites rewards. Work cited: http://www.jeffbullas.com/form-digital-advertising-effective/ http://giantfood.com/mobile-app/ https://blog.hubspot.com/marketing/digital-strategy-guide https://digitalmarketinginstitute.com/blog/5-steps-powerful-digital-marketing-strategy Week 5 - Discussion 2 Social Media Marketing Campaigns Prior to beginning work on this interactive assignment, read the online article The 30 Most Brilliant Social Media Campaigns of 2015 (Links to an external site.)Links to an external site., and perform a web search of recent social media marketing campaigns. Select the social media marketing campaign you found most interesting. Explain the ways in which this campaign demonstrates an interdependence among key marketing trends, technologies, ethical/social responsibilities, and customer behavior. Determine whether the selected campaign successfully utilized its content to capitalize on a global and diverse market. Explain which elements within the campaign make it enticing, specifically including its use of pictures, graphics, videos, and other audio and visual elements. Guided Response: Review several of your classmates’ posts, and respond to at least two of your peers. You are encouraged to post your required replies earlier in the week to promote more meaningful and interactive discourse in this interactive assignment. In your response, describe whether you agree or disagree with your classmates’ assessment of the efficacy of their selected social media campaign. Explain whether you think the social media campaign would be effective for your chosen company; include evidence to support your rationale. Social Media Marketing Campaigns Social Media Marketing Campaigns Social Media Marketing Campaigns Week 5 - Assignment Content Optimization Prior to beginning work on this assignment, read the What Is Conversion Rate Optimization?  (Links to an external site.)Links to an external site., How to Analyze Your Audience in Google Analytics (Links to an external site.)Links to an external site., Google Analytics’ Features (Links to an external site.)Links to an external site., and A Guide to Content Optimization for 4 Key Content Types (Links to an external site.)Links to an external site. online articles. Review the instructions below, and research a minimum of two additional scholarly sources in addition to the Publish or Perish report and the required sources for this assignment to support your reasoning. In this assignment, we will be exploring the deeper meaning of content optimization. In your paper, Define content optimization as it pertains to improvements in company content, organization, and effectiveness. Explain how a site like Google Analytics supports content consumption and aids in organizing the decision making process required for executing brand publishing principles. Analyze the interdependence among key marketing trends, technologies, and customer behavior and evaluate how companies similar to the one you chose for your final assignment use analytics to improve their content optimization. The Content Optimization paper Must be four to five double-spaced pages in length (not including title and references pages) and formatted according to APA style as outlined in the Ashford Writing Center (Links to an external site.)Links to an external site.. Must include a separate title page with the following: Title of paper Student’s name Course name and number Instructor’s name Date submitted Must use at least six scholarly and professional sources in addition to the course text. The Scholarly, Peer Reviewed, and Other Credible Sources (Links to an external site.)Links to an external site. table offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source for a particular assignment. Must document all sources in APA style as outlined in the Ashford Writing Center. Must include a separate references page that is formatted according to APA style as outlined in the Ashford Writing Center. Carefully review the Grading Rubric (Links to an external site.)Links to an external site. for the criteria that will be used to evaluate your assignment. Required Resource  Text Rogers, B. H. (2015). Publish or perish: A CMO roadmap for managing, systematizing, and optimizing the marketing content supply chain [Report]. Retrieved from https://shop.biakelsey.com/product/publish-or-perish Article Portfolium. (n.d.). How do I upload a document? (Links to an external site.)Links to an external site. Retrieved from https://portfolium.zendesk.com/hc/en-us/articles/203942809-How-do-I-upload-a-document This article describes how to upload a document and create an entry in Portfolium.  Accessibility Statement (Links to an external site.)Links to an external site.  Privacy Policy (Links to an external site.)Links to an external site. Web Pages Portfolium. (n.d.). Add an entry- start from scratch (Links to an external site.)Links to an external site..Retrieved from https://portfolium.zendesk.com/hc/en-us/articles/203025345-Add-An-Entry-Start-from-scratch This web page describes how to add each of the different types of entries on Portfolium. It gives a step-by-step overview of how to add various items to your entry. Accessibility Statement (Links to an external site.)Links to an external site. Privacy Policy (Links to an external site.)Links to an external site.  Portfolium. (n.d.). Discover (Links to an external site.)Links to an external site..Retrieved from http://portfolium.com/discover This web page showcases different Portfolium portfolios. It highlights expert picks and allows you to search by category.  Accessibility Statement (Links to an external site.)Links to an external site.  Privacy Policy (Links to an external site.)Links to an external site.  Portfolium. (n.d.). P O R T F O L I U M (Links to an external site.)Links to an external site.. Retrieved from https://www.pinterest.com/portfolium/p-o-r-t-f-o-l-i-u-m This web page showcases some pinned Portfolium profiles on Pinterest.  Accessibility Statement does not exist.  Privacy Policy (Links to an external site.)Links to an external site. Websites NewsCred. (Links to an external site.)Links to an external site. (http://www.newscred.com) This company allows brands to manage content creation, distribution, and management.  Accessibility Statement does not exist.  Privacy Policy  Portfolium (Links to an external site.)Links to an external site.. (http://portfolium.com) This site allows users to create an online portfolio. The intent is to give companies a preview of what you can do on the job. It will assist you in your Revisiting Portfolium discussion this week.  Accessibility Statement (Links to an external site.)Links to an external site.  Privacy Policy (Links to an external site.)Links to an external site.    Recommended Resources Text Leroux Miller, K. (2013). The Jossey-Bass nonprofit guidebook series: Content marketing for nonprofits: A communications map for engaging your community, becoming a favorite cause, and raising more money. Retrieved from http://proquest.libguides.com/ebrary The full-text version of this e-book is available through the ebrary database in the Ashford University Library. This eBook is a comprehensive guide to content marketing for nonprofits. It highlights the power of content marketing, how to define your marketing relationships, how to prepare your content marketing plan, and how to implement your content marketing strategy. Articles Reynolds, G. (n.d.). Top ten slide tips (Links to an external site.)Links to an external site.. Retrieved from http://www.garrreynolds.com/preso-tips/design/ This online resource provides helpful information on creating an engaging and interesting PowerPoint presentation. It may assist you in your Executive Summary interactive assignment this week.  Webb, M. (2014). Portfolium opens up new e-avenue for next wave of job seekers. San Diego Business Journal, 35(19), 4. Retrieved from http://www.sdbj.com/ The full-text version of this article is available through the EBSCOhost database in the Ashford University Library. This article gives a brief history of the company Portfolium. It highlights Portfolium’s features and potential use by job seekers and employers. Week 6 – Discussion Revisiting Portfolium Prior to beginning work on this discussion, create a Portfolium (Links to an external site.)Links to an external site. account if you have not already done so. Review several portfolios on the site by clicking on the Discover tab, and choose one that stands out to you. In your initial post, explain how this tool could improve a company’s organization and content for brand publishing. Relate your explanation to your chosen company, and identify how this tool could showcase the company’s content. Include a link to the portfolio that stood out to you, and explain why you selected this one. Highlight the features that make the portfolio effective, and describe at least two ways the portfolio might be improved. Explain how a tool like Portfolium could be useful in your own career. Guided Response: Review several of your classmates’ links, and respond to at least two of your peers. You are encouraged to post your required replies earlier in the week to promote more meaningful and interactive discourse in this discussion. Discuss whether you agree or disagree with your classmate’s assessment of the portfolio to which they linked. Based on your classmates’ description of how a tool like Portfolium could be helpful for personal use, offer at least one additional suggestion for how they could best market themselves using their Portfolium portfolio. Week 6 - Interactive Assignment Executive Summary Prior to beginning work on this assignment, carefully review the Executive Summary section of the Final Project this week. For this interactive assignment, you will create a short presentation of the Executive Summary information in PowerPoint and will use Screencast-O-Matic to create a screencast of your presentation and upload the URL for your screencast to your Portfolium account. (A quick-start guide for Screencast-O-Matic is provided for your convenience.) The Executive Summary needs to provide a succinct description of the key elements involved in your proposal. The summary is intended for presentation to senior executives; include the key decision-making elements of primary interest to them. The elements of a traditional executive summary must be included in your PowerPoint. Be sure to include a slide for each of the following points below: Explain the purpose of the content calendar proposal. Describe the business objectives for the content calendar. Explain the current and future content needs of the organization. Recommend a provider. Explain implementation costs. Your PowerPoint presentation should include your speaker’s notes as well as the content that you would like to executive board to review. (It is recommended that you access Garr Reynolds Top Ten Slide Tips (Links to an external site.)Links to an external site., which provides useful assistance with creating successful PowerPoint presentations.) Your presentation should have at least five slides (not including the title and references slides). Present the components from your summary in a visually appealing and persuasive format to convince leadership of the value of the proposal. Remember that text heavy slides are less appealing. Move the bulk of the content into your speaker’s notes and make sure to be as concise as possible, as executives prefer quick, informative presentations. After you have finished your PowerPoint, record a screencast of your PowerPoint presentation. Screencast-O-Matic allows you to upload automatically to YouTube. Please complete this step, and upload the YouTube video to your Portfolium account. Copy the link to your Portfolium account to your initial post in the discussion forum. Guided Response: Review several of your classmates’ screencasts in their Portfolium accounts, and respond to at least two of your peers. You are encouraged to post your required replies earlier in the week to promote more meaningful and interactive discourse in this interactive assignment. In your responses, provide feedback on your classmates’ presentations. Comment on the clarity, persuasiveness, and visual appeal of the presentation. Explain whether the presentation sufficiently highlights the ways in which the content calendar provider will address business needs and improve company content, organization, and effectiveness. Recommend at least two changes your classmate could make that would improve the overall effectiveness of this content. (Remember you and your classmates will be using this feedback when revising the Executive Summary content in the Final Project for this course.) Week 6 - Final Project Content Calendar Provider Proposal Throughout this course, you have created and analyzed a variety of content. It is important to be able to keep track of all of that content. That is why a content calendar is so critical. In this assignment, you will propose a content calendar and partner company who will provide that solution to leadership. You will take the research you have completed regarding partner organizations and expand upon on that research by creating a proposal for a content calendar provider. You have already completed a presentation of the Executive Summary for this proposal. Be sure to include any relevant feedback, and revise your content before adding it to your Final Project. The presentation will be showcased as an element through your ePortfolio on Portfolium (Links to an external site.)Links to an external site.. The link to that presentation will be included as part of the Final Project submitted in class. For this assignment, you will assume the role of chief content officer (CCO) at the company you chose earlier in this course. You should continue to research editorial calendar companies such as Contently, Kapost, Newscred, Oracle, and Percolate to determine content solutions. You will pick one of these companies to recommend as a content calendar provider based on your research. In your proposal, you will create several sections to demonstrate your research and provide a rationale for your content calendar choice. The following headings and content are required. (For assistance with formatting headings in APA style, see the Ashford Writing Center’s APA Headings (Links to an external site.)Links to an external site..) Executive Summary This section will build upon the work you completed in the interactive assignment this week. Review the feedback you received from your colleagues and revise the content for this section. The Executive Summary section will provide a succinct description of the key elements and will be the first page of your Content Calendar Provider Proposal. The summary is intended for presentation to senior executives and will include the key decision making elements of primary interest to them. The following elements of a traditional executive summary must be included in this section. In this section, Explain the purpose of the content calendar proposal. Describe the business objectives for the content calendar. Explain the current and future content needs of the organization. Recommend a provider. Explain implementation costs. Describe critical success factors. Background, Scope, and Current State of the Organization In this section, you will evaluate the relationship between organizational effectiveness and the use of a content management system for brand publishing, by critically assessing the organization’s needs, goals, and current state. In this section, Appraise the company’s background, current content publishing requirements, as well as future content publishing needs. Evaluate the company’s current challenges and its goals related to its core marketing functions of brand publishing, being sure to provide enough historical information so readers understand the organization and the challenges it faces. Analyze the interdependence between key marketing trends and technologies, and identify challenges involved with adding a content calendar as well as any opportunities missed by not including one. Describe how a content calendar could meet business objectives related to the ten core competencies while considering any issues with internal and external factors that could affect the organization, its resources, and its personnel, based on the content calendar choice., Assess your chosen company’s major competitors, and develop a comparative analysis of how the company’s current content management system compares to the competition. Conclusions For the last section of your Final Project, you will provide conclusions related to the implementation of your proposal. In this section, Construct an approach toorganize thedecision making process required for implementing your content calendar. Justify your recommendations to support the implementation path you have identified. Note: Be sure to include the link to your revised Executive Summary screencast at the bottom of your paper. The Content Calendar Proposal paper Must be eight to 10 double-spaced pages in length (not including title page, references page, or appendices) and formatted according to APA style as outlined in the Ashford Writing Center (Links to an external site.)Links to an external site.. Must include a separate title page with the following: Title of paper Student’s name Course name and number Instructor’s name Date submitted Must use at least 10 sources, two of which must be from peer-reviewed journals found in the Ashford University Library, in addition to the course text. The Scholarly, Peer Reviewed, and Other Credible Sources (Links to an external site.)Links to an external site. table offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source for a particular assignment. Must document all sources in APA style as outlined in the Ashford Writing Center. Must include a separate references page that is formatted according to APA style as outlined in the Ashford Writing Center. The last page of your proposal (prior to the references) should include a link to your ePortfolio entry on Portfolium. Carefully review the Grading Rubric (Links to an external site.)Links to an external site. for the criteria that will be used to evaluate your assignment. https://giantfoodstores.com/news-and-media/article-4-19-16/ https://giantfoodstores.com/news-and-media/article-4/8/16/ https://giantfoodstores.com/news-and-media/gc-article-1-8-16_2/ https://giantfoodstores.com/news-and-media/gc-article-1-8-16/ https://blog.hubspot.com/marketing/a-simple-formula-for-writing-kick-ass-titles-ht