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KFC’s Mother’s Day Marketing Campaign
Integrated Marketing Communication: An Evaluation of KFC’s Mother’s Day Campaign
KFC’s Mother’s Day Marketing Campaign
Mother’s Day holds great value impact as a commercial event and is quite vital for modern-day businesses. This is especially relevant for companies in the people business such as food and beverage sector. Recent research has found that Mother’s Day spending impact is significantly higher than the spending done during Christmas (Parkin, 2020). The KFC South Africa Mother’s Day marketing campaign sheds a lot of light into the importance of using integrated marketing communication. For companies like KFC, Mother’s Day is uniquely made to fit social media campaigns, the print media, and email marketing. KFC’s Mother’s Day ad was an opportunity to spark meaningful conversations with its target market. The marketing communication used aimed at manipulating the emotions of consumers in relation to an international event that is intended for mothers, one that encompasses a great deal of emotional connection.
Target Market and Segmentation
KFC used demographic segmentation, geographic segmentation, and psychographic segmentation. Demographics were used to target consumers on the basis of gender (Mother’s Day) and age, geographic segmentation applied to South Africa and the city population, and psychographic segmentation was use to appeal to the different classes including the upper class, the middle class, the working class, and those under subsistence labor. The marketing campaign showed these segments through different women in business, those driving, those in semi-skilled labour, and the affluent.
In the marketing campaign, the basis of the content was on a well-define segment and target market. The target market was segmented on the basis of the relationship between mothers and sons on various levels. With the theme of being there for those that choose others, KFC divided the target market into two- those buying a gift for mothers and the mothers who are recipients of emotional gifts from the men in their lives. KFC’s campaign created an emotional desire for mothers and their sons to want the product advertised and for the mothers to reach out to those that would buy the gifts. The campaign applies the consumer buying process principle to recognise a need, conduct information search, evaluate alternatives, and then make a purchase decision before conducting post-purchase assessment (Sinclair and Green, 2016). The segmentation aims at facilitating a positive choice from the consumer. Following the influencer model of communications, the target market for the marketing campaign was intended at forming an opinion of the brand (KFC chicken and chips) under the influence of the actors used and the mass media. In the two-step flow of communication paradigm, the mass media influences opinion leaders, who in turn are impacted by the opinion leaders’ influences (Hibert et al., 2017). Hypodermic needle or the magic bullet hypothesis says that individuals are closely impacted by mass media in contrast to the influencer communication model (Hibert et al., 2017). KFC applied the two-step flow model in the hope that the marketing goals and objectives would spread from opinion leaders (actors in the advertisement) to a larger audience in South Africa. Further, the target audience, compared to the marketing campaign, can be linked to the AIDA model of communication. KFC applied attention, interest, desire, and action parameters so as to influence the consumers to engage the brand through consumption. The Mother’s Day event was used to create awareness and an emotional campaign was used to draw the interest of the target market. Desire was also created by employing emotional content marketing, in the hope that customers would take action and buy the brand’s product.
Core Tools Used in the Campaign
As per the communications mix theory and model of marketing, brands can use a mix of either elements including advertising, personal selling, direct marketing, public relations, and sales promotion (Phua, Jin, and Kim, 2020). KFC’s campaign uses advertising, direct marketing, and public relations as the main core tools in its communication mix. Advertising is a powerful tool for reaching a big number of people in a short amount of time, and it is relatively inexpensive. The fact that it is more expensive does not change the fact that it is the most efficient solution in the long term because of its vast reach (Hughes and Fill, 2007). Creating a global brand’s identity while also communicating its message to an enormous number of people in a timely and effective manner is the ultimate objective of advertising campaigns (Laurie and Mortimer, 2011). A company or a target audience can pick from a variety of channels when using this type of integrated marketing communication, depending on the organization and the population it is seeking to reach. KFC’s Mother’s Day commercial included print, banners, and social media.
When it comes to direct marketing, it is all about providing information about a company to individuals who have comparable interests. Even though direct marketing includes certain features that are comparable with mass advertising (Weilbacher, 2001), it is more likely to accomplish brand objectives because of its concentration on the target market (Punti, Schroeder, and Ritson, 2010). The communication techniques have been developed in response to a greater need for consumer communication from the market. In order to reach this audience, internet targeted display advertising is used in direct marketing strategies. KFC used social media marketing to reach out to its target audience in a direct and personal manner.
Building favorable brand perceptions with customers is critical for businesses looking to develop long-term business ties with them (Arnold and Reynolds, 2003). To ensure that their public relations (PR) strategy continues to meet the needs and expectations of their target audience, it is not unusual for companies to invest in branding through important social and political events. Trust is the fundamental purpose of public relations, and it may be achieved through a variety of methods such as community participation, openness, or reacting to pressing situations, among others ( ). It is possible to gain free exposure through public relations when done right because it is not broadcast as a sponsored commercial and, as a consequence, is not deemed paid advertising. The fact that Mother’s Day is a social occasion that is important to the target market led KFC to recognize and employ another integrated marketing communication framework that includes integrating the brand into consumer lifestyles and societal standards by capitalizing on Mother’s Day as a social occasion that is important to the target market.
https://www.youtube.com/watch?v=EkTjhZkQXmkKFC’s use of public relations, advertising, and direct marketing was effective. This is especially of how the three strategies were able to fit in into different platforms such as print, email marketing, social media, and television. However, advertising added to KFC’s cost of production. It also triggered increased competition from other companies in the food and beverage sector as they saw a need to respond. Similarly, direct marketing may have an opposite effect as consumers are bombarded with information and content from other companies. Use of internet marketing could also lead to privacy issues for consumers who may reject a company (Ashkenazi, 2014). In terms of public relations, one notable weakness of this approach for KFC is that it is difficult to determine success or failure. It lacks guaranteed results (Davies and Slater, 2015), and offers the organization little control (Dost et al., 2019). Despite these limitations, KFC’s marketing communication effectively used the Mother’s Day event to make an appeal to a special target market, sons and their mothers, utilizing the special bond to create an emotional campaign.
Classes of Media Applied to the Campaign
KFC used print and digital media for its Mother’s Day campaign. When news and information are generated and distributed through the use of printed publications, this is referred to as print media or print media dissemination. Customers’ purchasing patterns are influenced by the advertising of services and products by organizations (Johnson, 2008). To be more precise, print media marketing is used by marketers to communicate with a variety of audiences, including prospective consumers, organizations, and the general public, among others (Valos et al., 2017). Digital technology, in this instance social media, provided KFC marketers with a platform and a means of communicating with existing and new customers. It helped to personalize the KFC brand and to convey the company’s message about the importance of social bonds between moms and sons throughout South Africa.
KFC’s Mother’s Day Print and Social Media CampaignDigital marketing has completely transformed the way firms and organizations utilize technology to advertise themselves to their target audiences. All of the digital marketing buzzwords, such as SEO (search engine optimization) and SEM (search engine marketing), as well as influencer and campaign marketing, automation, data-driven marketing, and e-commerce marketing, are becoming increasingly prominent in the digital marketing sector (Aljukhadar et al., 2019). In addition to e-books and optical CDs, digital marketing campaigns are increasingly using them into their strategies. Because of the rise of digital marketing, companies like KFC now have a platform from which to engage with their customers on a more personal level (Snyder and Cistulli, 2020), and this relationship is intimately related to technical innovation. KFC used this platform to effectively connect with its market on an intimate holiday and event.
There are notable weaknesses to the use of print and digital media. In use of social media by KFC, the company faced increased competition, high dependability on technology, and a marketing strategy that must be hinged on time accuracy. Using a boring or repeated technique would result in the brand being defunct in a short period of time. In the age of digital marketing activities, when the competition is severe, brands must be attentive to the needs of their customers to succeed (Rosengren, Eisend, & Koslow, 2020). For starters, digital marketing is primarily reliant on technology, and the internet has a high mistake rate (Niedermeier, Wang, and Zhang, 2016), which may be particularly problematic for KFC. When links do not function properly, landing pages do not display, and website buttons do not execute their intended purposes, it is likely that KFC may lose out on revenue. While these weaknesses are important to mention, it is also notable that the use of digital media by KFC provided a way for the organization to measure success through number of views, clicks, likes, and the amount of people following the provided link. The hashtag #TheOnesWhoChooseUs was created as a direct link to social media platforms including Twitter, Instagram, and Facebook, where visitors would be exposed to other products and services offered by KFC. Overall, KFC’s use of print and digital media was highly effective despite the mentioned weaknesses.
Forms of Content
KFC applied branded and emotional content marketing approaches. Emotional marketing is a type of marketing and advertising that focuses on using emotion to get people to notice, understand, promote, and buy an idea, service, or product. To provoke a customer response, emotional marketing usually taps into a single emotion, such as happiness, sorrow, anger, or fear (Holbrook and O’Shaughnessy, 1984). KFC effectively used emotional content marketing to tap into the cheerfulness of Mother’s Day, the happiness it should bring, and joy of having mothers around. According to the wheel of emotions model by Robert Plutchnik, the inclusion of emotions in marketing is necessary (Chafale & Pimpalkar, 2014). Depending on the industry as well as the product, targeting emotional connection is always guaranteed to get results (Ganganwar, 2021).
Wheel of emotions (Source: Chafale & Pimpalkar, 2014)
Emotional content is linked to the marketing goals. For instance, KFC wanted to exploit the special bond between mothers and their sons on a special event. Emotional marketing leaves a lasting effect on customers. It assists people in making decisions based on their emotions. People are motivated to take action as a result of emotional marketing. These elements are well achieved in the KFC commercial that tells a story to show the connection between mothers and sons, and to create an emotional bond that is admirable by all. Emotional marketing has the potential to increase the emotional worth of customers, as well as their connection and engagement. Customers’ higher Customer Lifetime Value as a result of greater customer loyalty is the genuine advantage. During an emotionally charged incident, KFC employed emotional marketing to help customers form positive mental brand image and the items it was selling. It also made it simpler to evoke a psychological and, more commonly, a physiological response from consumers in response to commercials. As such, emotional content marketing for KFC proved to be more effective than traditional advertising efforts since it triggered the desired emotional responses. Emotional marketing was used to increase positive perceptions of the company and its products.
KFC’s use of emotional content marketing posed some challenges and weaknesses as a strategy. Emotional marketing tries to generate favorable mental associations and emotional responses with a positive valence (Kozinets et al., 2010). However, determining what physiological and emotional reaction is being accomplished, as well as what is ‘appropriate’ for a brand, its consumers, and its products or services, is tough. The impact may be diminished if the inappropriate valence of emotional reaction is generated or if adequate activation is not achieved. For KFC’s marketing campaign, determining how the target market would take the message was difficult and unpredictable.
KFC also used branded content in the marketing campaign. The story in the marketing campaign is branded to advertise KFC’s bucket package to families and as a perfect gift for people. The benefits of using this approach for KFC is that branding is not invasive, it creates a genuine emotional attachment, it is likely to go viral, and generates loyalty and engagement while improving brand positioning. Ganganwar (2021) adds that branded content adds value to the customer. However, KFC faced huge development expenses in making and marketing the campaign. The most significant disadvantage of branding is that it is extremely expensive, as firms must spend a significant amount of money on advertising and publicity in order to establish a brand. In addition to these disadvantages, branding has the additional issue of making it difficult, or perhaps impossible, to restore a brand’s prior position or status once it has gained a bad name or reputation.
Recommendations
The strategy applied by KFC has been largely successful based on the interactions on social media measured via the view time of the video, likes, shares, and comments. However, the print media campaign has not been as effective. Therefore, it is recommended that KFC uses social media and email marketing to replace print media. Social media marketing can be improved through the inclusion of other platforms such as TikTok and Instagram to ensure viral following and sharing of videos.
References
Aljukhadar, M., Senecal, S. & Bériault Poirier, A. (2019) Social media mavenism: Toward an action-based metric for knowledge dissemination on social networks, Journal of Marketing Communications, DOI: 10.1080/13527266.2019.1590856
Arnold, M.J. and Reynolds, K.E. (2003) ‘Hedonic shopping motivations’, Journal of Retailing, 79(2): 79-95.
Ashkenazi, J. (2014). Defining the Future of PR. Fast Company. [online] http://www.fastcompany.com/3036158/the-future-of-work/defining-the-future-of-public-relationsChafale, D., & Pimpalkar, A. (2014). Review on developing corpora for sentiment analysis using plutchik’s wheel of emotions with fuzzy logic. International Journal of Computer Sciences and Engineering (IJCSE), 2(10), 14-18.
Davies, F. & Slater, S. (2015) Unpacking celebrity brands through unpaid market communications, Journal of Marketing Management, 31(5-6), 665-684.
Dost, F., Phieler, U., Haenlein, M. and Libai, B. (2019) Seeding as part of the Marketing Mix: Word-of-mouth program interactions for Fast-Moving Consumer Goods, Journal of Marketing. 83(2), 62-81.
Ganganwar, V. (2021). Sentiment analysis of legal emails using Plutchik’s Wheel of Emotions in quantified format. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(6), 4979-4987.
Hilbert, M., Vásquez, J., Halpern, D., Valenzuela, S., & Arriagada, E. (2017). One step, two step, network step? Complementary perspectives on communication flows in Twittered citizen protests. Social science computer review, 35(4), 444-461.
Holbrook, M. B., & O’Shaughnessy, J. (1984). The role of emotion in advertising. Psychology & Marketing, 1(2), 45-64. https://doi.org/10.1002/mar.4220010206Hughes, G. and Fill, C. (2007) ‘Redefining the Nature and Format of the Marketing Communications Mix’, The Marketing Review 7(1): 45-57.
Johnson, F.L. (2008) Imaging in Advertising: Verbal and Visual Codes of Commerce, London: Routledge.
Kozinets, R. V., De Valck, K., Wojnicki, A. C., & Wilner, S. J. (2010). Networked narratives: Understanding word-of-mouth marketing in online communities. Journal of Marketing, 74(2), 71-89.
Laurie, S. and Mortimer, K. (2011) ‘‘IMC is Dead, Long Live IMC’: Academics’ Versus Practitioners’ Views’, Journal of Marketing Management 27(13-14): 1464-1478.
Niedermeier, K., Wang, E. & Zhang, X. (2016). The use of social media among business-to-business sales professionals in China, Journal of Research in Interactive Marketing, 10(1), 33-49.
Parkin, K. (2020). Marketing Justice: The Christmas Boycott. History of Retailing and Consumption, 6(3), 162-196.
Phua, J., Jin, S.V. & Kim, J. (2020) The roles of celebrity endorsers’ and consumers’ vegan identity in marketing communication about veganism, Journal of Marketing Communications, 26:8, 813-835.
Punti, S., Schroeder, J.E. & Ritson, M. (2010) ‘Meaning matters: Polysemy in Advertising’, Journal of Advertising 39(2): 51-64.
Rosengren, S., Eisend, M. & Koslow, S. (2020) A meta-analysis of when and how advertising creativity works. Journal of Marketing, 84(6): 39-56.
Sinclair, G., & Green, T. (2016) ‘Download or stream? Steal or buy? Developing a typology of today’s music consumer’, Journal of Consumer Behaviour, 15(1), 3-14.
Snyder, J. & Cistulli, M.D. (2020), “Social media efficacy and workplace relationships”, Corporate Communications: An International Journal, 25(3), 463-476.
Valos, M.J., Maplestone, V.L., Polonsky, M.J. & Ewing, M. (2017) Integrating social media within an integrated marketing communication decision-making framework. Journal of Marketing Management, 33(17-18), 1522-1558.
Weilbacher, W.M. (2001) ‘Does Advertising Cause a “Hierarchy of Effects”?’, Journal of Advertising Research 41(6): 19-26.
Integrated Marketing Communication Strategy for Noel Leeming
Integrated Marketing Communication Strategy for Noel Leeming
Name
Institution
Integrated Marketing Communication Strategy for Noel Leeming
Introduction
As an electronics company that offers a wide range of electronic products to its varied market segments, Noel Leeming employs different strategies including both traditional (offline) and online approaches to promote and market its products and services (Noel Leeming Group Limited, 2019). The varied marketing communication approaches are crucial and attract lots of advantages to the organisation. Unfortunately, the company might not attain a satisfactory outcome by relying on a single marketing strategy while targeting its varied customers.
Existing Gaps and Challenges
Strengths of Noel Leeming company entail its reliance on a wide array of electronic products and related services. Besides, the company has a weakness of relying on a single approach of marketing that comprise online and offline strategies while targeting numerous groups of individuals. Even so, the organization has an opportunity of tailoring and improving its marketing strategies to attract more clients. Finally, the firm is facing a threat of entrance of more electronic competitors. Thus, Noel Leeming has to adjust its sales and marketing strategies to ensure that its online platforms are more effective and efficient. Luckily, the organization has some online tools and techniques, hence it would adjust with more comfort and relative ease.
Selected Target market
Noel Leeming targets youths aged between 17 and 21 years old with an improved online marketing strategy. The organization intends to sell its electronics for entertainment to the teenagers. Fortunately, many teenagers and young adults tend to like using social media and related online platforms (Anderson & Jiang, 2018; Clement, 2018). Accordingly, Noel Leeming will utilize an improved online marketing approach to market and sell its electronics for entertainment. The improved online marketing and digital communication strategy will be tailored to suit the demands and expectations of the youth within New Zealand and beyond.
A New Digital Communication
The goal of the new improved digital communication approach is to increase the number of teenage clients by over 200 percent. Precisely, the organization targets at attracting at least 10 000 youths. Moreover, the firm strives attract youth from New Zealand and other countries across the globe to achieve its target market share. The specific goal will adequately guide the project (Muller, 2017).
Accordingly, the organization endeavors to embrace suitable online strategies that facilitate digital communication with its clients. Even so, the firm would rely on offline tools and techniques to support the online strategies for effective and efficient communication (Filiposka et al., 2017). Appropriate online platforms will facilitate digital marketing communication between the firm and its clients.
Moreover, Noel Leeming will segment its market to facilitate development and execution of appropriate sales and marketing strategies (Venter, Wright & Dibb, 2015). Accordingly, the organization will utilize age as a basis for segmenting its market. Precisely, the firm will be targeting at youths aged between 17 and 21 years. As such, Noel Leeming will design and develop its sales and marketing strategies to suit the selected group.
Consequently, the organization will develop its sales and marketing message to suit the teenagers. Specifically, the firm will endeavor to promote its electronics for entertainment as excellent products for young adults. Besides, Noel Leeming will rely on varied formats including audio, video, print media and text to develop its messages to suit the demands and needs of its clients (Sharma et al., 2017).
Subsequently, the organization will strive to determine and embrace the most suitable digital tools and techniques to communicate with its clients and market its products and services. The firm intends to utilize some of the most effective and efficient online platforms including Facebook, Twitter and WhatsApp to communicate with the clientele (Nurture Digital, 2019). The organization will focus online platforms that are preferable to many teenagers to reach a wide number of individuals. Also, the organization will consider online platforms that are relatively cheaper, efficient and effective in communicating with its current and future customers. Moreover, the firm will develop its website to suit the demands of the teenagers to supplement the social media platforms in marketing the electronics for entertainment. Precisely, the firm will improve its website to make it more interactive and attractive to the youths. Still, Noel Leeming will develop its website to ensure ease navigation and accomplishment of applicable processes.
Conversely, the organization will integrate its new digital communication approach into the overall marketing plan to ensure seamless marketing operations with its other market segments. Therefore, the firm will utilize existing online and offline tools and techniques to facilitate the digital communication to gain synergy (Pauwels et al., 2016). Besides, the organization will develop its new digital communication approach to run concurrently with limited or no interference with the current marketing strategies. Also, the firm will significantly reduce the cost of developing and embracing the new digital communication approach by considering the use of existing tools and techniques.
Also, the firm will determine and embrace appropriate tracking metrics for monitoring and controlling the new digital marketing communication approach to ensure it progresses well and delivers the desired outcomes (Kerzner, 2017). Accordingly, the organization will employ metrices that indicate performance of social media and websites. Thus, Noel Leeming will monitor aspects such as audience type, exit pages and average number of followers.
Metrices to measure the performance of the improved digital marketing communications campaign
Further, Noel Leeming will employ appropriate tracking metrics to monitor, measure and control its new digital marketing communication approach through social media platforms (Kar, 2015). Precisely, the firm will use aspects that entail audience type, average tweets, growth of brand followers in its Twitter account. Identification of the type of followers of Noel Leeming is essential in establishing if the firm is achieving its target of attracting the youth. In case the findings show that many of the firm’s audience are teenagers, then the project would have attained its goal. However, it the indicator shows that majority of the audience are not youth, then the firm with take necessary adjustments to attract more teenagers. Also, the organization will determine the number of average tweets from teenagers to determine if the teenagers are interested in its products and services. Moreover, the organization will determine if it is advancing as expected by measuring and monitoring growth of its followers.
Similarly, the firm will track and monitor engagement among its Facebook audiences. The company will strive to determine the attractiveness of the Facebook account to understand if it encourages transactions. Besides, the organization will monitor and measure Facebook referral traffic to understand if other persons are encouraging their colleagues, friends and relatives to purchase its electronics and related services. Still, the firm will monitor and determine the number of page-likes and follows on every Facebook post to know the size of active followers.
Likewise, the organization will monitor value per visits on its website to determine its effectiveness (Krishna et al., 2018). Moreover, the organization will identify exit pages to facilitate necessary adjustments to avoid such undesired events in future. Also, the firm will find and evaluate time that audience spend on its website to determine if it is attractive. When audiences spend limited time on the firm’s website, it could mean that the website is unattractive, thus requiring some adjustments.
Recommendations
Considering findings from the above-discussions, it is advisable for Noel Leeming to develop and adopt the new improved digital marketing communication strategy. The new approach seems to be highly effective in communicating with the teenagers since such a market segment tend to be attracted to interactive websites and social media. Besides, the organization will make minor changes and little extra costs to ensure that the new strategy works since it is designed to work with existing offline tools and integrates with other marketing approaches.
Moreover, the organization should consider careful monitoring and control of the new marketing strategy to ensure it progresses well and delivers the desired outcomes. Accordingly, the firm should employ the most competent and qualified professionals to establish and monitor appropriate tracking matrices for its social media platforms and website.
Conclusion
Noel Leeming would probably increase its sales and remain more competitive in the market by employing an improved digital marketing communication strategy. Besides, the organization will integrate the new improved marketing strategy with the existing marketing approaches to ensure more effectiveness and avoid interference with other marketing approaches. A proper blend of suitable online and offline sales and marketing communication tools and channels have a synergy to educate, persuade and convince the target clients to embrace the products and services on promotion. Accordingly, the organisation would properly develop and design its adverts to ensure that they are highly-appealing to the youth, present all the essential details about the entertainment products and services, and remains more persuading and convincing to the young adults. Besides, the adverts would be flexible enough to be distributed using different media including both offline and online platforms. Still, the adverts would embrace varied formats including words, audios, videos and images to remain effective when communicating with diversified clients including the deaf and the blind. Additionally, the organisation would establish and manage client databases to facilitate quick generation of contacts and addresses when required for communication. Also, Noel Leeming would strive to embrace environmentally-friendly practices to promote sustainability and gain more reputation as a responsible firm. Finally, the organization will carefully monitor and control the new digital marketing communication to ensure that it progresses as planned and deliver the desired results.
References
Anderson, M., & Jiang, J. (2018). Teens, social media & technology 2018. Pew Research Center, 31, 2018.
Clement, J. (2018). Average daily time spent on social media among teens and young adults worldwide from 1st quarter to 3rd quarter 2017, by region (in minutes). Retrieved 5 December 2019, from https://www.statista.com/statistics/800821/average-daily-time-spent-social-media-teens-young-adults/Kar, A. K. (2015). Applications of analytics in social media. In Foundation Innovation Tech. Transfer Forum Newsletters (IIT Delhi) (Vol. 21, No. 1, pp. 6-8).
Kerzner, H. (2017). Project management metrics, KPIs, and dashboards: a guide to measuring and monitoring project performance. John Wiley & Sons.
Krishna, B. C., Mounish, P. S., Kumar, U. V., & Mallika, A. D. (2018). Online Business Site Quality Assessment. International Journal of Engineering & Technology, 7(2.7), 838-840.
Muller, R. (2017). Project governance. Routledge.
Noel Leeming Group Limited. (2019). Noel Leeming. Noel Leeming Group Limited. (2019). Retrieved November 18, 2019, from https://www.noelleeming.co.nz/search.html?q=point+of+purchase#sortOrder=rel&page=1&layout=grid.
Nurture Digital: Creative Digital Content. (2019). Retrieved 2 December 2019, from https://www.nurturedigital.com/
Pauwels, K., Demirci, C., Yildirim, G., & Srinivasan, S. (2016). The impact of brand familiarity on online and offline media synergy. International Journal of Research in Marketing, 33(4), 739-753.
Sharma, R., Bhateja, V., Satapathy, S. C., & Gupta, S. (2017). Communication device for differently abled people: a prototype model. In Proceedings of the International Conference on Data Engineering and Communication Technology (pp. 565-575). Springer, Singapore.
Venter, P., Wright, A., & Dibb, S. (2015). Performing market segmentation: a performative perspective. Journal of Marketing Management, 31(1-2), 62-83.
Appendix A
(Clement, 2018).
Appendix B
Tracking / Metrics
Metrics What the Metric Measures Relevance of the Metric
Twitter –Audience Type Measures demographics of audience attracted by the company’s page It informs the organization about the number of youths it would communicate with through Twitter
Twitter – Average Retweets Measures the average number of followers who retweet on daily basis It informs the firm on the frequency of communicating with their clients.
Twitter – Growth of Brand Followers Measures the rate of growth with regards to number of new followers It informs the organization of projected growth rate, hence future market share.
Facebook – Engagement Measures the number of followers who make action on the company’s post The organization would determine the number of followers it would influence through Facebook
Facebook – Facebook Referral Traffic Measures number of persons who accessed and view the firm’s Facebook post through referrals from other people The firm could use this information to predict the number clients it could attain through referrals
Facebook – Page Likes and Follows Measures active audiences interested in the organization’s messages The organization could use this information to estimate the size of its Facebook clients
Company Website – Value Per Visits Measures useful actions upon visiting the website The organization would determine and evaluate part of the traffic that attracts more business
Company Website- Exit Pages Determines and measures sections of the website that makes audience to quit before completing their conversion activities It informs the firm of areas of weakness, thus triggering necessary adjustments
Company Website – Time Spent on Site Measures duration of engagement between an audience and company through the website Informs the firm if the site is interactive and exciting to the audiences
Insurrection at the Capitol
Insurrection at the Capitol
Student’s Name
University Information
Instructor
Due Date
Insurrection at the Capitol
Indeed, the images that emerged from the Capitol of the U.S flashed globally, and different people had different opinions concerning the issue. I would condemn the incident and can describe it as a ‘disgraceful scene.’ Even though the incident happened, the democracy of the people should always prevail as people need to exercise that using voting and have their voices heard as their decisions are peacefully upheld. As such, this right of democracy should not by any means be undone through a mob. Sometimes, if one does not learn from history, then one is doomed to repeat it, and a good example is what had happened that fateful Wednesday morning at the capitol building. Those six senators who were amongst those opposing and contesting the vote counts from the Electoral College resemble the one that was the secessionist’s senators during the time of Abraham Lincoln, who has opposed elections (Fitzgibbons, & John, 2021). Therefore, the xenophobia, racism, and even bigotry observed in Trump’s administration is not different from those compared to Jim Crow in the 1800s.
The law broken is the Insurrection Act of 1807 that was meant for the American federal law. Thus, it tends to empower the American president to deploy the military and federalized National Guard troops in a given circumstance like the one portrayed at the Capitol that involved insurrection and rebellion. As such, an implication of whoever breaks this law needs to be removed from power and arrested. When an individual citizen is involved in inciting other people to riot and some killed in the process, the person needs to be arrested and charged at equal measures as they are abetting a crime, and thus, the person can be described as a criminal.
In this case, Donald Trump, who is the prime suspect of inciting people, needs to be arrested. He has blackmailed the other leaders who were duly elected to serve people in engaging in Capital’s physical attack. As such, it is evident that the action tends to supersede any other protocol. The law requires that Trump needs to be removed from office and denied access to the weapons because he can trigger other violence to the American people (Kastenberg, 2021). Indeed, whenever there is a raging fire, then the first thing that needs to be done is ensuring that the source of the danger is dealt with. As such, the government’s initial duty is to ensure that it has protected the people of the country, and nobody should be forced at any given time to support an individual who is empowered to use destructive weapons on the people.
Even though everyone has their opinion, my view of this act of invasion of the Capitol is that there is a need to construct a barrier wall that resembles the White House. The real culprit is the inability to address the faults observed in the democracy (Fitzgibbons & John, 2021). Further, if the Congressional races’ money is not obtained, then this would be another big failure. Therefore, addressing some of these issues will only help address the many defects that have been destroying the good form of government for a long time. Every member supporting Donald since his time in the office can be sure that he has been demonstrating disdain for the rule of law, truth, and government traditions. Therefore, the government should act swiftly by removing Donald from office through impeachment and ensure that no more violence is caused by him, as this could lead to more losses of lives.
References
Fitzgibbons SJ, F., & John, P. (2021). Message about insurrection at US Capitol.
Kastenberg, J. (2021). KOB-4 interviews Joshua Kastenberg: Constitutional law experts weighs in on US Capitol insurrection aftermath, Trump impeachment.