Identifying Emerging Issues in Mobile Learning Essay

The workshop arrangement was supported by the UK’s Joint Information Systems Committee (JISC) as a component of the Emerge Community inside JISC’s own Users and Innovation research program. This investigation concentrated on distinguishing rising issues for the segment emerging from the undeniably likely huge scope utilization of Smartphones, PDAs and camera telephones by students in HE and FE, both nearby and in the work environment. This was brought out through situation age utilizing three distinct prospects forecast devices in three workshops. The accompanying issues were distinguished just like the well on the way to show up later on for versatile taking in quite a while from now: the expanding utilization of ‘just in time’ and ‘as and when necessary’ preparing. the requirement for consistently on moderate network and force. expanded help for a way to deal with instructing and discovering that is more community oriented than educational. worries over adaptability; learning networks are partitioned about whether there is a job for cell phones in formal instructing, particularly in huge gatherings and talks. oncerns over the converging of individual and professional data and practice. The solid match between affordances of cell phones and learning openings in work based and experiential learning no matter how you look at it. expanded shared systems administration and coordinated effort. the requirement for structure particulars for a protected online universally handy information storehouse available by various programs as indicated by gadget nearby. Other rising issues for portable learning in HE and FE incorporate both moral and handy ramifications. These incorporate social obstructions and protection from change among speakers and related educating experts. Models are: fears for the disintegration of lecturers’ individual time; worries over security identified with the expanding measure of data and number of pictures to be put away and protection issues identified with the simplicity with data can be caught in a scope of areas. There is likewise the chance to reexamine appraisal works on, recording the way toward building up a task as opposed to just denoting the item. One final issue, one that needs dire consideration, is the requirement for the improvement by understudies and staff of concurred work on, setting up how cell phones are to be utilized mindfully in organizations before rude use or obliviousness of their capability to upgrade learning brings about forbidding a significant learning instrument. Affirmations The creators wish to thankfully recognize the commitments made by individuals from the Adding a Mobile Dimension to Teaching and Learning system who had a significant impact both in the situation improvement exercises at the workshops on which this paper is based and to the survey of the situations produced. We are additionally appreciative for the money related help from JISC through the Emerge people group for this undertaking. 1 Introduction This report subtleties the situations created in a progression of conversation workshops investigating dreams of how portable advancements and gadgets will impact the act of clients in Higher Education (HE) and Further Education (FE) later on five years consequently. The workshop arrangement was subsidized by the UK’s Joint Information Systems Committee (JISC) as a major aspect of the Emerge Community inside JISC’s own Users and Innovation research program. This present investigation centers around distinguishing developing issues for the segment emerging with the undeniably likely huge scope utilization of Smartphones and cell phones with the ability to record both video and sound by students both nearby and in the working environment in HE and FE. These gadgets have gotten settled all through the understudy network, a review of 177 understudies at the University of Southampton found that 94% were standard clients and proprietors of cell phones (Davidson and Lutman 2007). This dovetails with information from Ofcom (2008) which shows that cell phone proprietorship in the 15-24 age gathering of the UK populace is balancing out at around 95% and understudies to come will be much increasingly experienced in their utilization. For instance, more established understudies in schools that apparently boycott cell phones are presently consistently being permitted to utilize the cameras on their ‘phones to record exceptional occasions or investigations in exercises to enable them to change. What is versatile realizing? The field of versatile learning has been growing quick as an examination point in the course of recent years and as needs be thoughts of what precisely portable realizing is have additionally evolved. Winters (2006) noticed how different gatherings exploring versatile learning have utilized definitions that fall into four classifications: one †portable learning as technocentric, where learning is viewed as something that utilizes cell phones, individual advanced partners (PDAs) and cell phones; two †characterized by its relationship to e-realizing, where portable learning is viewed as an expansion of elearning; three †as expanding formal training and four †as student focused, empowering the chance of long lasting learning. These doesn't address the novel selling purpose of portable realizing which is firmly connected to the capacity of the versatile student moving between generally separate settings, for example, the work place and the encouraging base upheld by handheld innovation that they can work with intuitively to catch, access and store amounts of data in various sight and sound organizations. Subsequently portable learning can be best depicted as â€Å"the forms (both individual and open) of coming to know through investigation and discussion over various settings among individuals and intelligent technologies† (Sharples, Arnedillo Sanchez, Milrad and Vavoula 2007). Portable learning in post-necessary training in the UK An introduction from Traxler and Sugden (2007) places the present condition of versatile learning in the UK as comprising of impressive quantities of little scope preliminaries and pilots occurring over fixed timeframes. Affirmation that the act of utilizing portable innovation to help learning in post-obligatory training isn't yet installed in ebb and flow practice inside establishments was exhibited during the quest for past examination for this paper, where no progressing enormous scope utilizes were found. From as of now accessible sources there is next to zero sign concerning the degree to which cell phones are being utilized in Higher and Further Education. Discoveries from interviews led by Bird and Stubbs (2008) with portable learning trailblazers in ten Higher Education Institutions (HEIs) were shockingly steady with most respondents revealing that they encountered or hope to encounter a similar sort of issues. These were generally as obstructions to setting up and continuing a m-learning advancement in a college 2 condition. Issues which commanded were: aptitudes holes (in IT support and particularly scholastic staff and fairly out of the blue understudies who regardless of being substantial clients ), absence of specialized help (IT administrations arrangement), acquisition and bookkeeping strategies based around PC use, incorporation issues because of cost of gadgets or potentially information, moral and lawful issues, quality confirmation particularly as for information possession, supportability (all ventures depended on outside subsidizing), gadget restrictions, guidelines beat, protection and security, and absence of a ‘killer application’ for the unique circumstance. Meetings with clients trialing PDAs at the Open University (Pettit and Kukulska-Hulme, 2008) demonstrated that the remote framework was broadly viewed as a basic factor in affecting appropriation of the gadget. Most papers looked into for the present examination alluded to hypothetical hypothesis about future potential, others talked about activities outside of the UK in Europe or East Asia, be that as it may, in the staying 20%, a noteworthy scope of pilots with various handheld gadgets was depicted. These demonstrate that there is extensive potential for drawing in and supporting students by means of portable advances. These pilots point to more noteworthy utilization of setting significant data particularly pictures and video in learning and to more noteworthy coordinated effort empowered by effectively versatile, handheld gadgets associated with the web through wi-fi or broadband. The accompanying models show the scope of exercises tried and are incorporated by segment. Advanced education Lecturers have assessed a scope of gadgets from multi-work PDAs and Smartphones to basic texti informing (SMS). In one of the main instances of the utilization of PDA’s in an undergrad setting Ramsden (2005) effectively tried giving undergrad Economics understudies at the University of Bristol access to VLE’s and course materials by means of web empowered PDAs. Just as empowering access to course assets whenever, anyplace, having the PDA permitted the understudies to hold question and answer meetings by means of the online conversation board during addresses which they discovered this especially supportive. The University of Birmingham has assessed the utilization of PocketPC handheld PCs to offer different versatile applications to college understudies as a ‘mobile learning organiser’. The primary uses were for issues of time and course the board and access to course materials. Different capacities incorporated the capacity to convey by means of email and texting and to compose notes. The partaking understudies utilized the schedule and plan offices just as specialized instruments and were sharp for progressively substance to be conveyed as such. (Corlett et al, 2005) At London Metropolitan University the Reusable Learning Objects (RLO) Center for Excellence in Teaching and Learning (CETL) chips away at the structure, advancement and utilization of learning objects a considerable lot of which run on cell phones. Smith et al (2007) talk about the inspiration they have found in understudies (sports science for this situation) to learn by means of subject explicit learning objects (programs, for example, Flash activitys of muscle g

Safety System in Aircraft Automation Essay Example

Wellbeing System in Aircraft Automation Essay What’s flying? The plane very still takes off, beating the power of gravity, it lifts with the forward push beating the air obstruction, and it is air-borne and on to its flight goal. This looks exceptionally basic. To accomplish this condition a few security frameworks, the greater part of them robotized and painstakingly watched and observed by the staff on the job and the group of pilots, need to work couple and without the smallest issue. At that point just the plane will keep awake noticeable all around.  Before attempting to comprehend the most recent security frameworks in Aircraft Automation, it is important to recognize what really is flying and what befalls it simultaneously. At the point when a plane is flying, it is being pulled here and there, in reverse and forwardâ€all simultaneously. There are four unique powers following up on it simultaneously. These are (I) weight (ii) lift (iii) push and (iv) drag. The weight is the power of gravity that pulls the plan e downwards. Lift pushes the plane upward. This power is made by the wings as they slice through the air. The power of ‘drag’ pulls the plane in reverse, while ‘thrust’ pushes it forward. Push is created by propellers. A plane stays consistent in flight as a result of two significant reasons. (I) The push from the motor equivalents the drag power; (ii) The lift made by its wings rises to the power of gravity on the plane. Airplanes and robotization: Present day business airplane is PC overwhelmed. The Pilot has restricted manual capacities, however this in at any rate doesn't decrease his practical duty. In actuality, his duty is more. He should be on the alarm continually and take suitable measures based on graph and information gave by the different mechanized security frameworks introduced in the airplanes.â He might not have dull errands of past times worth remembering. PCs do calculations and get information for the pilot. Be that as it may, he needs to screen the data on the pilot show and come to end results about the conduct of the plane. The information must be to the point, with no superfluous over-burdening of data. They should permit the pilot to envision accurately. We will compose a custom paper test on Safety System in Aircraft Automation explicitly for you for just $16.38 $13.9/page Request now We will compose a custom paper test on Safety System in Aircraft Automation explicitly for you FOR ONLY $16.38 $13.9/page Recruit Writer We will compose a custom paper test on Safety System in Aircraft Automation explicitly for you FOR ONLY $16.38 $13.9/page Recruit Writer â€Å"Hybrid frameworks consolidate two kinds of practices: how a framework develops after some time as indicated by the laws of material science, and how the framework advances as indicated by signs and switches. The mix of these two, alluded to as consistent and discrete elements, prompts incredibly complex conduct. On account of the airplane, this implies we can display how the airplane flies just as the rationale which drives the airplane mechanization. Half breed frameworks are controlled through the blend of constant and discrete signs we can straightforwardly alter.†(Oishi, Meeko) Business airplanes give an awesome case of half and half frameworks. The mechanization is an unpredictable framework and the collaboration of complex persistent elements should be concentrated genuinely. The airplane acts like an errant kid. At the point when it holds a consistent mentality, it carries on in one way, yet the conduct changes when it attempts to climb and rise. Yet, nothing to stress, the airplane computerization frameworks are intended for such regular operational projections. They have experienced a definitive test and exceptional affirmation forms. Be that as it may, this is an exorbitant procedure, and the half breed process answers it with economy and similarly splendid execution. With the half and half control, the plane will act like a dutiful kid, and it will never leave the sheltered spot. . â€Å"The result is very amazing a perplexing framework, subject to genuine mistakes and restrictions, is scientifically destined to be sheltered notwithstanding those bl unders and limitations.†(Oishi,Meeko) All wellbeing frameworks in a plane are interlinked. You can’t have one safe framework and another not all that protected framework.  Most of the capacities are done exhaustive mechanization, such as clutching a consistent height, the steady rate drop, smooth touchdown on the runway. Despite the fact that the primary part is done through robotization, pilot is effectively associated with these procedures. He knows what he can anticipate from robotization, his psychological mode works with conviction, he is actually mindful of his position, and precise information is made accessible to him in the cockpit interface. With these robotization offices, the pilot won't be shocked in auto arrivals. A definitive objective is to accomplish safeguard activity, which is vital to the airplane business. That is the affirmation required by the clients and any pass on this gatherings isn't endured by the voyaging open. .Along these lines, direct the Pilot to control the mistake is the incomparable capacity of wellbeing frameworks in airplane computerization. The issues required for causing the blunder might be many, similar to Culture, Environment, Terrain, Fatigue, and so on. The robotization frameworks help the pilots to make situational mindfulness. Their basic significance is even more since pilot mistake related mishaps are up to 80%. Flying gadgets are the impacts the preventive procedures. Pilots actualize them to dodge dangers. Along these lines, the interface among human and machine knowledge in avionics is a continuous game. Computerization needs to win in this opposition, in light of the fact that there lays the triumph of the Pilot and the related work force that makes the air travel conceivable and alright for the travelers. Utilizing of a mechanization framework doesn't imply that it is a free permit for the Pilot to press the catches and sit calm. Readiness of the Pilot and other overseeing staff identified with the airplane gets need over mechanization pointers. The Pilot’s judgment is the main caution; it should be trusted certainly. In the event of terrible incidents, the Pilot should remain in the observer box under the watchful eye of the Court of Enquiry, the mechanization frameworks are only the quiet observers. They might be denounced, yet the Pilot will be punished.â The robotization frameworks should be given the significance and regard that they don't merit anything; more, not all that much. Under-dependence or over-dependence on car frameworks must be kept away from. The aptitudes of the Pilot are a higher priority than the mechanization itself. Let them generally stay sharp and never unwind for even seconds. The mishaps happen inside a matter of split-seconds. Utilizing intuition and judgment proper to the event, is an otherworldly quality. It is gained by experience a fine feeling of expectation and ability suitable to the event. The Pilot needs to utilize his natural capacity to ‘veto’ the proposals and markers of computerization. The Pilot should be a hard and astute drill sergeant to get the best out of the devices of mechanization. In fact one might be a Pilot, however he should be a â€Å"Professor’ too. Aside from the headway in flying innovation, he should continually refresh himself in related contextual investigations of lamentable air-accidents, spare you methods, break down the mistake circumstances, fabricate the information base, increment the level f certainty, and hone the abilities. Get familiar with the lifesaving tips and methodology, on the grounds that the Pilot is legitimately answerable for sparing the travelers and individuals from the team from the snapshot of take-off till the purpose of landing. The other name for each mechanization framework in the airplane is security framework, to specify a couple are,  vertical speed esteem, auto flight executive framework, flight way control, radio height, essential flight show, pilot test program preparing, aural alarm, flight way parameters, airplane flight tasks, flight mode annunciation, vertical speed mode, twist sheer conditions, auto choke frameworks, hazardous activities, flight the board framework, parallel route, team blunders, group asset the executives, airplane flight way, mode control board, airplane slow down and flight tasks supervisors. It is regularly said that the judgment of the individual is last over computerization. It isn't right to state that mechanization is great, it is a dependable associate. Be that as it may, dependence is should be utilized with attentiveness. â€Å"†¦..the last expert for choice and activity might be exchanged deftly and powerfully among people and computerization, and that there can be cases where robotization might be given the last expert for guaranteeing the wellbeing of a system.† (Inagaki, Toshiyuki) Human-focused mechanization is the interest of the cutting edge innovatively propelled framework. What will be human existence without robotization is too hard to even think about imagining. Individual is first among the equalsâ€that is the position and significance of robotization now. The force practiced via computerization is so much that the association is exceptionally convoluted. It is the intense deal between the two, and in this manner, authority-planning and sharing is a troublesome  but unavoidable assignment. A down to earth case of security framework in airplane mechanization: A significant case of the position sharing between the Pilot and mechanization is the Cockpit Task Management (CTM) The Pilot needs to perform numerous capacities at the same time for sheltered and effective flying in a cutting edge airplane. Measurements identifying with air crashes uncover that pilot blunder is answerable for about 65% of such occurrences. Of them, noteworthy blunders identify with undertaking cockpit assignments. â€Å"The cockpit is a situation, wherein conceivably numerous significant errands seek pilot consideration at some random time. Cockpit Task Management (CTM) is the procedure by which pilots specifically take care of undertakings so as to accomplish the mission objective. It figures out which of maybe numerous simultaneous assignments the pilot(s) atte

Types of Marketing Strategies that Attract Customers

Types of Marketing Strategies that Attract Customers Businesses and marketers pour a lot of their resources into developing, honing and implementing marketing programs with two goals in mind: to aid the business in achieving its “maximum profit potential”, and bring it to the point where it can sustain itself for the long term. To put it simply, they have their eye on two balls: profitability and growth.These marketing programs are well-thought out and thoroughly planned strategies, each with their specific objectives, but with the same end in sight.Generally, the objective or purpose of marketing strategies â€" or overall marketing programs, for that matter â€" will depend on several factors, including the type of business and its operations and the purpose of the existence (or the vision) of the organization. Non-profits, for example, won’t be too concerned about talks of profit potential and profitability when developing their marketing plan. A business venture set up purposely to exist or operate for only a limited time, on t he other hand, will come up with marketing campaigns that do not pay much attention on growth and longevity.If there is one thing that businesses and organizations have in common, however, that would be the presence of customers, also called clients, end users or beneficiaries, depending on how the organization refers to them. That means that, no matter how these organizations’ ultimate marketing goals may be, they will agree that they have to include strategies that are meant to attract these customers, clients, end users or beneficiaries. © Shutterstock.com | g-stockstudioIn this article, you will be introduced to the different types of marketing strategies that are currently being employed by organizations to attract new customers.CAUSE MARKETINGAlso called “cause-related marketing”, this strategy is getting more face time, as more and more consumers are integrating social responsibility in their purchasing decisions. Brands that prove themselves to be socially responsible are likely to catch the attention of customers and establish brand awareness and loyalty.In the 2015 Cone Communications Millenial CSR Study, 91% of the respondents declared that they will not hesitate to switch to a brand that is associated with a cause. That means 9 out of 10 people are willing to turn their backs on a brand that they may have been previously loyal to, in favor of a competing brand that demonstrates a strong sense of social responsibility and supports a cause that resonates with the consumers.That is the reason why, today, w e see many businesses and organizations openly supporting various causes or advocacies. They even devote entire departments, and a substantial chunk of company resources, into their own corporate social responsibility (CSR) programs, and integrate it into their marketing campaign.The key to using this strategy is to ensure that the cause is something that the company and its target customers actually care about.Some of the techniques employed include collaborating with a cause-oriented group or organization, choosing a cause that is related to the main thrust of the business or its products and services, making significant donations in money and in kind, and even doing volunteer work. Since cause marketing is largely reliant on press and word-of-mouth, companies often incorporate it in their advertisements and promotional materials. That is one less content â€" and expense â€" to worry about.Example of Cause Marketing:One of the most talked-about cause marketing campaigns in recent years is the “Campaign for Real Beauty”, a collaboration of Unilever and the Dove Self-Esteem Fund. The social advocacy of this campaign, which was launched in 2004, is to direct attention on how 98% of women around the world have low self-esteem when it comes to their beauty, all because of how media and the beauty industry had created a “beauty” stereotype that is, for most women, unattainable. The marketing message is that beauty comes in different shapes, sizes, color and race, and not just one standard, so women should be confident in the knowledge that they are beautiful.Through this campaign, Dove, maker of various beauty and personal hygiene products, was able to touch one of its market’s biggest demographics: women and young girls worldwide. Since its launch, Dove’s sales went up by more than 60%. DIGITAL MARKETINGMarketers today should be grateful, what with the wider variety of tools, devices and platforms that they can utilize for their marketing campaigns. W ith the rapidly rising number of consumers that are relying greatly on digital devices for their daily activities, it is important for companies to go where their target customers are.Digital marketing is used to describe the strategy of promoting brands or products through electronic media. It basically advocates the use of various digital devices and technologies to deliver marketing messages to customers. Examples of these digital devices are smartphones, computers, tablets and similar mobile devices, and some of the electronic methods are text messaging, instant messaging, and podcasts.It also includes advertising content distributed or released using digital technology, such as electronic billboards and posters. Incidentally, the strategy that promotes products and brands through mobile devices may be separately identified as “mobile marketing”.Marketers display preference over using these electronic methods and channels in their promotions, primarily because it allows them to track and monitor the results of the marketing campaign in real time. Communication is also another important factor in marketing, and going digital will allow the brand to establish more than one contact point to communicate with its target customers.Example of Digital Marketing:McDonald’s is, without a doubt, one of the most recognizable brands globally, and much of that can be credited to its digital marketing techniques. Three of them are discussed below:Extended Restaurant Hours. When the fastfood chain decided to open more than 30% of its outlets until the late hours of night, the information was disseminated through mobile banner ads that are placed in websites that are often visited by customers late at night. Digital ads were also set up in gas stations and rest stops. Simultaneously, they promoted a new Restaurant Finder app, which will guide the customers to the nearest McDonald’s outlet that is still open. This successfully attracted the attention and patronage o f customers that work late night shifts.Ask McDonald’s on YouTube. McDonald’s Canada created a dedicated account on YouTube, purposely for its information campaign on the quality of the food they serve. Customers will ask questions, and the answers will be given via videos uploaded on the channel. This interaction cemented the brand’s relationship of trust with its existing customers and also attracted new ones, particularly those with a positive impression on the company’s initiative to address its customers’ concerns.Angry Birds. The Angry Birds game has caught the world by storm, and McDonald’s China got in on the action. It collaborated with the game’s creator, Rovio, to develop an Angry Birds game that can only be played inside McDonald’s stores in China. Further, the game also had additional features that can only be unlocked in specific outlets. As a result, McDonald’s non-customers â€" who happen to be fanatics of the mobile game â€" trooped to the stores. EVENT MARKETINGEvent marketing involves the development and execution of a promotional campaign that revolves around, or is closely linked to a special occasion or event. The themed activities entail face-to-face or in-person engagement and interaction, turning customers into active participants in the campaign.This marketing strategy is useful in attracting customers, building brand awareness and lasting relationships. In a study conducted by the Event Marketing Institute, 50% of the people that attend and participate in an event marketing activity end up making a purchase during the event.Curiosity may be the first thing that will draw potential customers to an event. However, what will persuade them to stick around and allow themselves to be convinced to buy are the activities conducted during the event. These could be product demonstrations or trials, free samples or giveaways, generous discounts and other incentives.Example of Event Marketing:The best example of this marketing strategy is that of Macy’s Thanksgiving Day parade. Since 1924, the New York department store has privately sponsored and funded this annual event, which marks the start of the holiday (ergo, gift-giving) season. Participated in by giant floats, marching bands, cheerleaders, clowns and other performers, the Parade never fails to draw major crowds to the streets of Manhattan.Every year, it is estimated that 3 million people attend the event while over 50 million watch it on television. Many brands and companies also join the parade by sponsoring floats, knowing that the exposure will attract customers and drive their sales.Some of the brands that benefited from taking part and aligning in this annual Thanksgiving Parade are Toys ‘R’ Us, Pillsbury, the Disney Channel, and Timberlands.ENGAGEMENT / EXPERIENTIAL MARKETINGThere are a number of other alternative phrases for “engagement marketing” and, so far, the more popular and commonly used are “event marketing”, “experi ential marketing”, “on-ground marketing” and “participation marketing”.In this marketing strategy, the focus is on making a strong connection between the brand and the customers by “engaging” them directly, through active and participative interaction. Its principles are rooted in the reality that more and more people are learning not to believe anything they just hear about, or see in advertisements and promotional materials.As proven by a survey conducted by Jack Morton, which aimed to measure the effectiveness of engagement marketing, 11 out of 14 customers showed preference in learning about new products, services or brands through firsthand experience. Compared to what a celebrity endorser is saying about a product, or what is written on a flyer or brochure about the product features, the comments or opinions of someone they personally know will hold more water and are more likely to convince them to give that product a try. This proves that customers want to have a deeper connection with a brand before they can be convinced to buy anything from that company and become loyal customers.Creativity is very important if businesses and marketers want to have a successfully experiential marketing campaign. This is the brand’s opportunity to stand out, so coming up with unique concepts that will make an indelible mark in the minds of the participants is crucial.This type of marketing strategy is effective in attracting new customers, because what better way to introduce a new product than by letting the customer connect with it on a personal level? This demonstrates that brand’s confidence in its products, and their commitment to providing a memorable and satisfying customer experience.Example if Engagement / Experiential Marketing:A very good example of a successful engagement or experiential marketing strategy was the “Samsung Studios” brand experiences launched by the electronics company from July to September of 2012, as part of the com pany’s sponsorship of the London 2012 Olympics, held in that same year. Samsung set up these studios in several London locations, where visitors can get up close and personal with two new Samsung offerings at that time: the Galaxy S3 smartphone and the Galaxy Note.Aside from participating in product demonstrations, visitors can actually touch and hold the gadgets in their hands, allowing them to get a feel for it. Samsung also incorporated its Olympic Games app into the devices, so the visitors can play with it. To test camera performance and photo quality of the Galaxy S3, visitors can also have their photographs taken. The photo will then be turned into a personalized badge that they can bring home with them.At the end of the Samsung Studios campaign, the interactive experience brought about a positive reaction among the visitors. Out of 10 visitors that experienced Samsung Studios, nine said that they are likely to consider buying a Samsung phone over other brands. PR MARKETING The PR in PR Marketing stands for Public Relations. In the context of marketing, it entails the business developing and cultivating a relationship with the media or the press to create brand awareness in the market. This relationship will then allow the business to make use of the news or the business press, for example, to talk positively about the company, its products and services, and the reasons why consumers should also buy from them.Many confuse PR marketing with advertising, considering how the main platform is the media. However, it’s important to note that advertising is a paid strategy and PR marketing isn’t. You pay a media outlet or company to advertise your brand or products. In PR marketing, you do not pay a news reporter or journalist to write or come up with a story about your brand or product. It is free publicity that actually holds greater credibility in the public’s view. Compared to an advertising blurb, a prospective customer is likely to be convinced by a well-written piece about how a specific product of the brand can benefit him.Creating press releases and conducting press conferences also fall under PR marketing. The company will provide the press with the information, which they will write about and release in their respective publications or broadcasts.Example of PR Marketing:In the early days before Apple was the giant it is today, the CEO and founder Steve Jobs was sure to hold a major press conference for every product launch. In this press conference, he would talk in great length about the product and its features, complete with visual presentations.After the press conference, the press will release news about the new Apple product, increasing the hype and anticipation of the consumers. This is still done today, despite the company having millions of loyal customers. Instead of spending money on creating a TV commercial to introduce the product, introduction will take place in various places wherever news is released, fr om print to broadcast to online news outlets.SOCIAL MEDIA MARKETINGIf you are wondering where everyone is, go to social media. Not only did social media change the way people communicate and connect with each other, it has definitely altered entire lifestyles. Now, businesses have taken to social media to expand their reach, knowing that establishing a strong social media presence will be beneficial to their branding and overall business success. So far, the most commonly used social media platforms used by businesses are Facebook, Google+, LinkedIn, Twitter, Instagram, YouTube, Pinterest, Reddit, Yelp and FourSquare.Out of the several internet marketing strategies used by businesses these days, social media marketing or SMM, is seen by many businesses to provide the most effective results. Research showed that over 25% of businesses look to SMM for customer retention and loyalty. Certainly, social media is considered to be the best platform for businesses to create and maintain bra nd awareness, as well as bring attention to a new product or service that businesses will be introducing or launching.Compared to email marketing, SMM is seen to be the better method. Telemarketing has been on fire in recent years because of their intrusive nature, with unsolicited and often unwanted phone calls seen as annoying disturbances. Many consumers have this same view when it comes to receiving unsolicited emails. They’d rather their permission be obtained by the brand first before they can start sending emails. Therefore, email marketing is more effective for customer retention, more than attracting the attention of new customers.What makes SMM the preferred strategy among businesses?Businesses are able to engage their customers and obtain feedback in real time.Businesses can take advantage of the various facilities and features in social platforms for its promotional activities.A social media presence keeps the business current and relevant, especially in the minds of c ustomers.Businesses are able to build and nurture relationships with their customers over the long term.Businesses enjoy wider visibility on social media, thanks to the networking structure.Example of Social Media Marketing:The Starbucks empire is known for being active on social media â€" proof of how it utilizes social media in its marketing. Its Facebook page has close to 36.5 million followers. On Twitter, it has 11.8 million followers. It also established itself on Google+, Pinterest, YouTube, and My Starbucks Ideas, taking full advantage of cross-promotions, and ensuring that they are present where their target customers are.Instead of using social media to openly sell its products, Starbucks focuses on providing content that is informative and entertaining. The objective is clearly to engage customers and cultivate relationships with them. On Facebook, posts on how the products will be used are shared. Coffee-related photos and images are tweeted and uploaded on Instagram. On its website, MyStarbucksIdea.com, customers are welcome to ask questions, offer recommendations, make their complaints, and share their Starbucks experience.TRANSACTIONAL MARKETINGPossibly the most conventional strategy to attract customers, transactional marketing is applied when businesses entice customers and encourage them to buy their products and services by offering discounts, coupons, and other incentives to buy. Holding a sale event, for example, is a classic example of an activity under this strategy. After all, who would say no to scoring discounts? Even consumers unfamiliar with a brand may become curious enough to see what deals they can get.The downside of this strategy is that it focuses less on sustaining brand awareness in the minds of customers or even building brand loyalty. Customer retention is not a priority because, while the single “point of sale” transactions may attract customers, the objective of the company is to profit from these one-off transaction s. The priority is to make as much sales as possible, not developing a relationship with the customer.Despite that, it cannot be denied that transactional marketing activities are effective in attracting customers, even if it’s just for one sale.Example of Transactional Marketing:A real estate agent has to meet a certain quota for the period, so his main concern is closing as many deals as he can. He will make contact with potential customers, make his sales pitch, and even take aggressive steps in convincing the customer to purchase a townhouse that he is selling. He will take the customer on a tour of the house and its surrounding, even the entire neighborhood.Once the deal is closed and the sale is made, the real estate agent will move on to another customer, and there won’t be a relationship with the previous one.WORD-OF-MOUTH MARKETINGWOMM, or Word-of-Mouth Marketing, is described as an unpaid form of advertising, where satisfied customers promote the brand or product by te lling other people how much they like or enjoy the offering. Highly satisfied customers are sure to recommend the products, services, or brands that they enjoy to other people, and this means more new customers for the business. In a Nielsen survey, 9 out of 10 customers (or 92%) are inclined to believe what their friends, family and acquaintances say about a product, service or brand.What makes this a very good strategy is the high degree of credibility and authenticity behind the promotion. After all, customers will not recommend or talk highly about a product unless they truly mean it. They will be risking their reputation otherwise. Thus, the resulting trust between the brand and the new customers will also be high, since they will not heed the words or recommendations of someone they do not know.In WOMM, information is passed on from customers to potential customers through oral communication. That was how it used to be in the past. Due to the marketplace evolving, adaptation c alled for WOMM to be more flexible and also acknowledge other forms of communication. The messenger, the message and the recipient of the message are still the same; it’s just the mode of delivery that may vary.Written reviews and testimonials also count as “word of mouth”, and so are reviews delivered in video format. Bloggers may also write about a product they have tried and liked in their blogs. Email, Facebook, Twitter and other social media are also often utilized for WOMM.For businesses, the real challenge in using this type of marketing is how to generate word-of-mouth. It is up to the business to trigger this reaction and get their existing customers talking. By far, the best way to do that is to provide your customers with an overall customer experience that exceeds their expectations. You want them to talk great things about your brand? Then make sure you give them something to talk about. Be consistent about it, and you will soon turn them into ambassadors for your brand. You may also want to consider being generous, to the point of over-serving your customers, so they will be delighted enough to promote your brand and your products.Example of WOMM:If you notice, the Starbucks Coffee Company has stayed away from traditional forms of advertising since it set up shop as a small store in Pike Place Market in Seattle in 1971. You don’t see TV ads and hear jingles on the radio promoting the Starbucks name and its coffee. You don’t see it being advertised on magazine spreads and dailies, either.That is because this coffee empire has always built its brand marketing strategy around word of mouth. It focused on ensuring a consistent high quality of its beverages and other offerings, as well as its excellent customer service, and the satisfied customers proceeded to rave about what a good experience they had to their own networks. From there, the customer base of Starbucks multiplied, propelling the company to the top of the coffee chain.