New Media Marketing

In the New Media Marketing class, I learned where my target audience is active online as well as how to utilize influencer and brand ambassador campaigns to improve Boarding Pass Coffee’s marketing strategy. Both influencer and brand ambassador options are useful in a marketing campaign, I pursued the influencer program for my case study company. I chose this strategy because I was encouraged to research deeper into Boarding Pass Coffee’s target audience to learn what social media platforms they are present on. After some research, I found that our target audience, ages 24 - 44, is more active on Instagram, Facebook, TikTok, and YouTube. With this information, the influencer program was the most sensible choice as Instagram, TikTok, and YouTube are the ideal platforms for influencers and vloggers. Each week, the class was challenged to explore further our case study company’s marketing goals, social media engagement, and ways to measure our chosen campaign success. In this class, I was able to better understand what marketing success means for my case study company. Defining what success means to my company, I was able to discover new ways to use social media platforms, influencers, ambassadors, and even comments to further my company’s goals. Overall our New Media Marketing class has given me further knowledge on social media platforms, new media, strategies for responding to negative feedback, and ways to utilize experimental and mobile strategy for marketing success. I am excited to see what strategies I will learn next in my upcoming classes as each one is furthering my knowledge to use in my industry and for my final project.

Anslie Bass - June 26, 2024