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.