Business Commons^™

Dancing In The Desert: A Case Study On The Digital Marketing Techniques Of Coachella Valley Music And Arts Festival, Colleen R. Cranny

Experience Industry Management

Digital marketing is a marketing strategy that helps companies grow in multiple ways. Digital marketing and the five Ds (digital devices, digital platforms, digital media, digital date, digital technology) represents the evolution of marketing in the modern era. The purpose of this study was to examine the digital marketing practices of Coachella Valley Music and Arts Festival. Coachella and its digital marketing techniques are strategically planned in order for the festival to reach its target audience. Research for this study was conducted using a case study. The results indicated that Coachella’s digital marketing is effective in reaching the target audience …

Stand For The Small: How To Effectively Brand And Market Your Small Business On Social Media, Erika Glover

Honors Projects

This document is a resource intended for female entrepreneurs who own or are looking to launch their own small business. The focus of this resource is to help business owners understand and apply strong social media marketing tactics to their small businesses. The document draws on passions, mission, and brand identity to help the user visualize the long term vision of their company's image. This is achieved by providing research and information on social media marketing in the following categories: target audience, gaining customers, brand goals, mission, visuals, voice, platforms, hashtags, analytics, and a pep talk.

The final element of …

Production Of Native Advertising In The New Media Economy, Siddhant Dwivedee

Theses and Dissertations

The need to study the production of advertising content from an academic standpoint, particularly advertising content that mimics or is embedded in other editorial content, in some form or the other, is greater than ever. Emerging marketing techniques such as native advertising, content marketing, and sponsored content have disrupted traditional media eco-systems and created a new media economy. While traditional advertising research is skewed in the favor of the consumer experience, researching the production and the lived experiences of journalists involved in the production of native advertising can yield promising results.

This project discusses native ethnographic fieldwork that has been …

The Art Of Marketing Luxury, Aiho Tan

MA Theses

Luxury businesses face the paradoxical challenge of growing a business whilst upholding an aura of exclusivity. The objective of this thesis is to examine the key marketing strategies employed by leading luxury brands ranging from fine art to real estate. This paper examines whether luxury brands need to embrace digital innovation and technology in order to remain leaders of luxury. First-hand insight from industry leaders and case studies reveal that luxury brands need to embrace digital, utilize the power of experiential marketing strategies, invest in creative talent, strategically partner and collaborate with brands and individuals, and craft an authentic narrative …