Today's achievements

Today has been a day of primarily focussing on research. I have looked at the sketchbook, and have placed annotated articles from February within The Daily Express. This newspaper is a popular tabloid, therefore it will likely inflate issues such as consumerism, and spending habits - this must be considered throughout analysis.

However, by analysing a popular newspaper such discussions will likely be brought to the forefront, thus provoking in-depth research into the highlighted subject areas. I have used a gree highlighter, coinciding with the 'green' ergonomical message I am attemting to communicate within my research file.

What next?

Tomorrow I will read through my essay, attempting to rework/reword it. I also am aware that I still have 1000 words to include on the subject (excluding the quotations), therefore I will try to enhance areas of my discussion.

Today's achievements

Since my blog post this morning, I have read through my report several times. This re-drafting process ensures that my written work is to a high standard, as I understand that grammatical errors and the like can lose me marks.

I have also been working on gathering information for the sketchbook / research file. This will include articles / imagery / blogs / anything that in anyway informs me about my topic of discussion.

It is important to identify the keys works and terms: social marketing (or Social Media Marketing), consumerism and sustainability.

Additionally, progress today has involved working on the overall visual impact of the sketchbook. I wanted this to link into the whole notion of sustainability and going 'green'. I have therefore used green paper, card and the like within the sketchbook - enhancing the overall impression when I come to submit the work.

What next?

I am still about 800 words under the word count (taking into consideration the use of quotations from references), therefore I must consider additional content for my report. Furthermore, I must work on the headings of each section and formulate a contents page. I must ensure the report is in an appropriate and coherent order, so that the discussion best flows.

The structure of my report

Today I am working on the structure of my report.
So far I have the following headings which segment the content:

Executive summary
Key Words
Introduction
Sustainable marketing
Consumerism defined
The development of consumerism
Sustainability and a trend
Sustainability as a ploy
Online marketing
The pros of SMM
Cons of SMM
The empowered customer
The impact of the recession
The bigger picture
Ecological alternatives to SMM
Conclusion.

What next?

Today I must work on the most coherent way to present this information, which many involve re-structuring my report. I will post back later tonight.

Principle texts referred to:

Below I have listed references for all of the texts / Internet sites I have looked at thus far:


Andreason, A. (1995). Marketing Social Change - Changing Behavior to Promote Health, Social Development, and the Environment. San Francisco, CA: Jossey-Bass.

Bell, C. and Bell, R. (2003). Magnetic service: secrets for creating passionately devoted customers. :Berrett-Koehler Publishers.

Buttle, F. (1996). London: Paul Chapman Publishing Ltd.

Birch, A. Gerbert, P and Schneider, D. (2000). The Age of E-Tail – Conquering the New World of Electronic Shopping. Oxford: Capstone Publishing Limited.

Blackwell, A. (2010). Overview of Traditional Marketing. [online]. Available: http://ezinearticles.com/?Overview-of-Traditional-Marketing&id=374128. [Accessed: 20/02/2010].

Bosselmann, K (2008). The principle of sustainability: transforming law and governance. Hampshire: Ashgate Publishing, Ltd.

Kotler, P. Armstrong, G. Wong, V and Saunders, J. (2008). Principles of Marketing. Essex: Pearson Education Limited.
Miles, S. (1998). Consumerism then and now. Consumerism: as a way of life . 1 (1), 1.
Peter, P and Olson, J and Grunert, K. (1999). Consumer Behaviour and Marketing Strategy. Berkshire: McGraw-Hill Publishing Company.

Phillips, P. Bloom, E. Mattingly, J. (1987). Fashion Sales Promotion – The Selling Behind the Selling. New Jersey: Prentice Hall.

Ranchhod, A and Gurau, C. Marketing Strategies – a contemporary approach. Essex: Pearson Education Limited.

Richard L. Celsi and Jerry C. Olson, ‘The Eole of Involvement in Attention and Comprehension Processes’, pp.210-224.

Stearns, P. (2001). Consumerism in World History – The Global Transformation of Desire. London: Routledge.

Walker, D. (1990). Customer First. Hants: Gower Publishing Company Limited.

Windham, L. (1999). Dead Ahead – The Web Dilemma and The New Rules of Business. New York: Allworth Press.

Winters, A and Goodman, S. (1972). Fashion Advertising and Promotion. New York: Fairchild Publications.

Weinburg, (2009). The New Community Rules: Marketing on the Social Web. Sebastopol: O'Reilly Media, Inc.


Richardson, W. (2008). Blogs, Wikis, Podcasts, and Other Powerful Web Tools for Classrooms. California: Corwin Press.

Rogers, P and Jalal, K and Boyd, J. (2008). An Introduction to Sustainable Development. Glen Educational Foundation Inc.

Tammemagi, H. (1999). The Waste Crisis – landfills, incinerators, and the search for a sustainable future. Oxford: Oxford University Press.

Carson, R. (1962). Silent Spring. Cambridge: Riverside Press.
Ion, A. (2009). Alarming Trends: The Internet’s Carbon Footprint. [online]. Available: http://www.greenpacks.org/2009/05/06/alarming-trends-the-internets-carbon-footprint/ [Accessed 20/02/10].

Webster, B. (2007). Boom in internet shopping may be adding to carbon dioxide emissions. [Online] Available: http://www.timesonline.co.uk/tol/news/science/article2039853.ece [accessed 20/02/2010].


Google blog. (2009) Powering a Google Search. [online] Available: http://googleblog.blogspot.com/2009/01/powering-google-search.html. [Accessed: 20/02/10].

Larsen, G. (2009) see Dillard, A, Dujon, V and King, M. Understanding the Social Dimension of Sustainability.


Rowley, J. (2006). Information Marketing. Hants: Ashgate Publishing Ltd.

Chauhan, B. (2008). Environmental Studies.:University Science Press.

Sivaraksa, S. see Gottlieb, R. (2008). Liberating faith: religious voices for justice, peace, and ecological wisdom. Oxford: Rowman & Littlefield.

Porter, R. (2002). The economics of waste. Washington: Resources for the Future.

Lennon, A. (2009). The Daily Anchor Marketing Blog – The Future of Social Media Advertising (online). Available: http://www.thedailyanchor.com/2009/02/24/the-future-of-social-media-advertising/ [Accessed: 22/02/10].

Aquino, J. (1995). Waste age/Recycling times' recycling handbook. Florida: CRC Press.

Levinson, J (2007). Guerrilla Marketing: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business. Orlando: Houghton Mifflin Harcourt.

Baker, M. (2003). The marketing book. Oxford: Butterworth-Heinemann.


What next?
Next I must work on collating research points into a comprehensive sketchbook file.

Further reading

Today I have spent the day conducting background reading into the subject area. I have expanded my bibliography and reverence list. Two key texts that I have referred to today are: Sustainable Marketing – Managerial – Ecological Issues, and Social Marketing.

I have also set out about writing the actual report, as I have very little work that is due in imminently, therefore I have decided to focus my attentions on the report-writing, so that I have a lot of spare time at the end of the project to worry about how to format is creatively (as I presume this will be my biggest weakness).

So far my reference list is pretty extensive, however I understand that I must not only concern myself with books – I must look for other research resources. Moreover, as this is a creative course I should concern myself with thinking outside of the box. I must also catch up on research as I understand that I am very behind with this at present.

So far I have split my report into the following headings: Introduction, Sustainable marketing, consumerism, Social Media Marketing, Attitudes towards sustainability, The sustainable consumerism paradox, Mass media communication, The origins of consumerism, consumer attitudes towards sustainability, the intangibility of SMM, Sustainability as a trend, Sustainable social marketing working with consumerism, the empowered customer, Green marketing initiatives and Guerrilla Marketing.

I understand that these areas are very flexible, and that – as I have two months to write and format the report – it is very likely that I will changes these sections around, integrating some, and removing others completely.

What next?

I must continue my research through extensive research. However, I must also consider ways in which I should allow my own voice to speak through this. I shall also look for blogs and other articles as forms of research.

The project

Next I must describe the project, as a brief. I must include a summary of wat I propose to do, the main components of the campaign and the methodology I will adopt in order to find my facts and information.

Research will start by locating a low-key brand (and maybe a reputable brand for comparison?!) which uses the internet as its predominant form of promotion.

This will be used as a research case study throughout. Analysis will focus on blogging – any consumer feedback. The Facebook group – analysis of the number of ‘fans’, contributors to discussion, wall posts and interactivity on the news feed. Twitter etc will also be analysed.

A questionnaire, distributed unselectively, will look into how effective consumers find social media marketing, whether they appreciate its sustainable features or whether the cons outweigh the pros. Is the lack of physical outreach to the consumer actually going against the definition of consumerism?

Ultimately a conclusion will be drawn once the report has answered these key fundamentals – does a company’s focus on sustainability lead to the subordination of consumerism? And are the needs of a consumer neglected for the want of profit and a ‘green’ image?

Initial research:
Anholt, S. (2005). Brand new justice: how branding places and products can help the developing world. Oxford: Butterworth-Heinemann.

Miles, S. (1998). Consumerism then and now. Consumerism: as a way of life. 1 (1), 1.

Weinburg, T. (2009). Networking Within a Social Medium. The New Community Rules: Marketing on the Social Web. 1 (3), 51.

Kotler, P. Roberto, N and Lee, N. (2002). Social marketing: improving the quality of life. London: Sage Publications Ltd.

My Proposal

Below is my proposal which I have submitted for consideration and approval:

The report will primarily focus on community-based SMM whilst attempting to find sustainable solutions in other forms of marketing.

Initial question to pose:
Are consumers concerned with engaging in sustainable forms of consumption?

Concerns:
Consumer behaviour is multifaceted and changeable – developments in marketing reflect this.
If consumers aren’t ready to adapt to a sustainable way of living, is it effective for brands to base their marketing around green initiatives?

Discussion:
Social marketing, as developed by Kotler and Zaltman, has been seen as a way of selling ideas, attitudes and behaviours. This can be achieved through many different online initiatives: social networking sites, news releases, blogs, podcasting, viral marketing.

Examples of perspectives to consider:
“How we consume, why we consume and the parameters laid down for us within which we consume have become increasingly significant influences on how we construct our everyday lives.”

“While we are sitting behind computer screens, we may be losing sight of the fact that the recipient of our personal message has emotions and feelings. In a social media relationship, you need to be authentic just as if you were in a face to face relationship.”

Debate:
However, to have a sustainable online Facebook site, for example, would not be enough. Green marketing requires the reorientation of the entire marketing mix, linking to the packaging of the product, branding, public relations, sales training, and measuring and teaching sustainability – for the next generation.

Possible solutions:
Guerrilla marketing will be contrasted to social media marketing, discussing how this unconventional system of promotion relies on creativity as opposed to a large marketing budget. It will be considered whether this is more effective than social marketing because it requires proactive interactivity with the consumer. Levinson’s technique is intended to get maximum results from minimal resources, and therefore can be considered ‘sustainable’.

Viral marketing will be discussed as a technique which increases brand awareness using readily available resources. This links to the advance of media communication. Viral promotion is not only word of mouth but can include video, games, e-books, images and text messages. (Therefore minimising print resources). Marketing with a dual purpose will be discussed as being ‘sustainable’, whilst also benefiting the customer, for example tissue-pack marketing as used in Japan. Flyers are often discarded whereas the advertising tissue packs are accepted as a gift.

What next?
I must consider in further detail the project as a brief.

In Depth Report - choosing the subject topic

I have just picked up this module as I have decided to major in fashion. Now there is a mad panic. I am almost three months behind in this project, so I am in a mad rush to catch up! The first step is to read the brief, which I will generalise for you here.

Basically, I am required to choose a sustainable fashion related area to research and examine in detail. The topic which I choose can be anything in the fashion world which follows or adheres to some sustainable practice. I have selected the ‘Social Marketing’ aspect.

The criterion for this selection is to report on the changes of consumerism and marketing using social media marketing. I must seek to discover whether this is the correct method in using a more sustainable method. Key points to consider are the use of less paper, print resources, and the pro’s and con’s.

Because I really have to get a move on with this project, I decided that I would begin research and writing the proposal tonight, even though I have a week until the submission of the proposal.
What next?
On my next blog entry I aim to have written the proposal and will post this on here.