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Summary Activity 4.5.9 Answers
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Activity 4.5.9 Answers for IBM Textbook with ISBN 4
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Activity 4.5.9 – Marketing Nikon3. Outline two ways Nikon used social media and new technology to promote its products.
One way Nikon has used is by offering wi-fi enabled cameras to concert goers, who
potentially are influencers, to record the music festival and upload them through social
media. This, in turn, could increase Nikon’s exposure, thus promoting its products. Another
way is providing cameras to also live stream the music festival. By doing this, the live
streams can serve as evidence to the quality of the camera, which allows the product to be
promoted.
4. Evaluate Nikon’s decision to use new technology and social media as part of its
promotional strategy.
Promotional strategy refers to the set of methods a company uses to promote its products.
In the case of Nikon, they have relied on using new technological advances and social media,
in other words internet marketing, as their method of promoting their products to potential
consumers. Therefore, an evaluation of Nikon’s decision is written below.
Using social media as part of Nikon’s promotional strategy improves the company’s
audience reach within a faster time period. This is due to the advancement of technology
that more people have access and is becoming more dependent on social media and
electronic gadgets that it allows the company to reach out more. In the case of Nikon, they
received over 166 million social impressions as a result of their campaign, proving that social
media enhances Nikon’s audience reach and exposure.
In addition, the use of internet marketing allows easier measurement of Nikon’s
performance in terms of the effectiveness of their promotional strategy. This is because
technological-based promotional platforms offer feedback and even assessments to the
company promoting that enables them to measure the effectiveness. Just like Nikon,
through their campaign in which they used social media, they were able to obtain data
including “166 million social impressions” and increased time of the audience watching the
concert live steams as much as 9 minutes more. Thus, social media can be advantageous In
a way it can provide assessments to the effectiveness of the strategy.
On the other hand, using social media can be quite risky for newbies. This is because when a
company decides to use social media for promotion, they will have to dedicate their time
and efforts into building their social media account. This is done so to ensure it is engaging
and appealing to the audience in the most effective ways. This itself can take quite some
time and requires skill.
Another disadvantage to using internet marketing is the competitive market. As more
people are using more and more social media and the internet, more companies also find
this as an opportunity to market their products through internet marketing. This, in turn,
increases the competitiveness in social media for Nikon, making it harder for their adverts or
campaigns to be recognized.
All in all, Nikon’s decision to use internet marketing as their main promotional strategy was
a great decision. Not only will they be able to reach out more to a broader audience, it can
relatively reduce cost. However, it is important for Nikon to dedicate their time, skill and
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