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MS-Digital Innovation in Marketing

Fox School of Business

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Janice M Goehler

Profile picture of Janice M Goehler

@janice-goehler

active 4 days, 7 hours ago
@jennifer-berman- i am intrigued to see that you are a Global brand manager, I have been supporting so many national brands over the years, i am interested in learning your thoughts on supporting a National brand versus a Global brand. I am sure it is more challenging as it relates to operations, distribution and execution. Would love to know […] View
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  • Profile picture of Janice M Goehler

    Janice M Goehler wrote a new post, What Good is Digital Marketing without Analytics?, on the site Janice M Goehler 2 weeks, 5 days ago

    When I first learned that the classes for spring 2021 were Business Analytics and Digital Marketing, I thought to myself, WOW….two totally different topics that aren’t even related, this is going to be tough! How […]

  • Profile picture of Janice M Goehler

    Janice M Goehler wrote a new post, WCAG, on the site Janice M Goehler 3 months, 2 weeks ago

    It wasn’t until I interviewed a media agency that was I made aware of the term/acronym, WCAG, Web Content Accessibility Guidelines. These guidelines were developed to meet the needs of individuals with d […]

  • Profile picture of Janice M Goehler

    Janice M Goehler posted a new activity comment 3 months, 3 weeks ago

    Interesting topic Mohamad! I never would have imagined loT to be associated in the sports industry, in so many various segments, heath, performance and fan base. It just goes to show how far this has come and is going. .
    Health concerns have been a major topic and controversy as it relates to sports injuries, specifically head injuries…[Read more]

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  • Profile picture of Janice M Goehler

    Janice M Goehler posted a new activity comment 4 months, 1 week ago

    Great comparison Sean and so very true.

    Adding to Claire’s feedback, Walmart specializes in EDLP, everyday low prices, their current target customer is that of a Caucasian 50 year old woman who is always looking to save a buck, where-as Amazon’s current core customer base is more diversified and it tends to lean more towards mil…[Read more]

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  • Profile picture of Janice M Goehler

    Janice M Goehler posted a new activity comment 4 months, 1 week ago

    Thanks for taking the time Katherine!

    I have been placing my grocery orders on-line since the start of the pandemic, I am quite comfortable placing my on-line orders on Thursday mornings and scheduling a pick up on Saturdays. This has become a normal routine and time saver for me. I am actually starting to feel spoiled in a way. I really…[Read more]

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  • Profile picture of Janice M Goehler

    Janice M Goehler wrote a new post, Retail on the Rise, on the site Digital Marketing MKTG 5604 Fall 2020 4 months, 1 week ago

    Grocery stores have come a long way over the years, from having the milk man come and deliver directly to one’s house, at home delivery has now become full circle. Especially now given the current pandemic r […]

    • Profile picture of Sunaina Parihar
      Sunaina Parihar replied 4 months, 1 week ago

      This is a very relevant topic – I also touched on this in my last post. Retailers are definitely having to make the digital plunge if they haven’t already! Weirdly, I also listed some facts about Walmart in my post. Did you know they topped $10 billion in ecommerce action alone for the first time ever just by the second quarter of this year? I think many people overlook Walmart as being a digital maven but they are really making moves, from being a player in the Tik Tok acquisition, to adjusting their business model and going head to head with Amazon.

      There will definitely be a behavioral shift once “a new normal” comes around. It will be interesting to see if contactless buying behaviors stay the same or decrease, and if so, by how much?

    • Profile picture of Katherine O'Donnell
      Katherine O'Donnell replied 4 months, 1 week ago

      Thanks for posting this Janice! You bring up a good point about the pandemic that I haven’t thought about – the lasting effects on brick and mortar shops. It has been almost 8 months now that we’ve been living with COVID-19. The lifestyle changes that seemed so drastic back in March have become habitual. In my opinion, some of the new habits we have are going to last. For example, I can see myself wearing masks in public and being a little extra with the hand sanitizer for the rest of my life. However, as a lover of small businesses/cute mom and pop shops, I really hope that people eventually go back to in-person retail. While some stores have been able to adjust to this new touchless/digital world, some won’t be able to survive unless people come back into the store in person. I guess we shall see what happens – especially as COVID cases rise and threatens to shut things back down again.

      • Profile picture of Janice M Goehler
        Janice M Goehler replied 4 months, 1 week ago

        Thanks for taking the time Katherine!

        I have been placing my grocery orders on-line since the start of the pandemic, I am quite comfortable placing my on-line orders on Thursday mornings and scheduling a pick up on Saturdays. This has become a normal routine and time saver for me. I am actually starting to feel spoiled in a way. I really can’t imagine going back to how chaotic, (in some sense anyway) to how my life once was!

    • Profile picture of Sean T.
      Sean T. replied 4 months, 1 week ago

      As the big companies continue to compete with each other they start looking more and more alike. Walmart is getting more digital and Amazon is getting more real world. Do you think there will come a day when one buys the other to dominate both worlds? Or are they too big for either one to make a move on the other?

      • Profile picture of Claire Hennessey
        Claire Hennessey replied 4 months, 1 week ago

        Janice – It is interesting to think of the retail experience in regards to grocery stores, we have talked a lot in class about grocery delivery services but it is interesting to hear about the initiatives these large corporations are taking to compete with such services.

        Sean – After reading about the future the business landscape, this is definitely up for debate and a big topic as of late. When you mention one company buying another, that is in the realm of consolidation, which honestly has already happened to some degree. Leaving the next question to be how much consolidation will occur, will we really be left with a few mega corporation or will there be a shift to more fragmented organizations within this industry.

        I think it is possible that one could overtake another, but I am not sure it will happen based on differences in target marketing between Walmart and Amazon. Although with constant changing in the business landscape, it is hard to predict!

        https://www2.deloitte.com/us/en/pages/center-for-the-edge/topics/future-of-business-landscape.html?icid=nav2_future-of-business-landscape

        • Profile picture of Sean T.
          Sean T. replied 4 months, 1 week ago

          Very true. And with all the talk of big tech companies being looked at for anti competition. Will the government step in and force a fragmentation? Who knows. I wish I did so I could make some investments.

      • Profile picture of Janice M Goehler
        Janice M Goehler replied 4 months, 1 week ago

        Great comparison Sean and so very true.

        Adding to Claire’s feedback, Walmart specializes in EDLP, everyday low prices, their current target customer is that of a Caucasian 50 year old woman who is always looking to save a buck, where-as Amazon’s current core customer base is more diversified and it tends to lean more towards millennials.

        Amazon would have more of an opportunity to buy Walmart, however I think they both want to play in their own space…..at least for now anyway.

    • Profile picture of Tosin Ojo
      Tosin Ojo replied 4 months, 1 week ago

      As a person who loves to shop in person, this pandemic has really changed things for me and many others. As I’ve gotten used to shopping online these past couple of months, I do see the benefit and often wished more local businesses moved to e-commerce. Post-covid, I do agree with you that online shopping will likely to continue to increase as we have become accustomed to it. As more and more businesses move to e-commerce, it will be interesting to see what other products and services they will use to stay relevant and profitable.

  • Profile picture of Janice M Goehler

    Janice M Goehler wrote a new post, Ro But…?, on the site Janice M Goehler 4 months, 2 weeks ago

    Giant Food Stores which is owned by Ahold-Delhaize, was the first retailer to execute in store service robots that communicates issues to consumers in efforts to create a safe and clean environment.  So how is […]

  • Profile picture of Janice M Goehler

    Janice M Goehler posted a new activity comment 4 months, 2 weeks ago

    Hi Kelly-Nice to meet you.

    Thank you for sharing the feedback from the conference, I did see you did send out the information on the conference to the class prior and was disappointed that i could not attend due to my schedule. One of my personal/professional goals is to familiarize myself with these programs, there is so much out there and…[Read more]

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  • Profile picture of Janice M Goehler

    Janice M Goehler posted a new activity comment 4 months, 2 weeks ago

    I have a 16 step-son who is online learning and is finding it extremely difficult to stay focused for 7-8 hours a day, Than there is my 6 year old niece who is having the same issue….For the most part, all of my friends with children, agree-the on-line learning concept is extremely hard for all ages..

    I understand it must be done during…[Read more]

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  • Profile picture of Janice M Goehler

    Janice M Goehler posted a new activity comment 4 months, 2 weeks ago

    Great topic and post Sean, I often think about how health care will change in the future, this is becoming more top of mind, the older I become.

    Each year at open enrollment for our benefit plan at my current employer, we do have to take a health assessment, which consists of height, weight, body mass index (BMI) and blood work checking…[Read more]

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  • Profile picture of Janice M Goehler

    Janice M Goehler wrote a new post, Whatcha Thinking?, on the site Janice M Goehler 4 months, 3 weeks ago

    At a young age, we are taught to be a leader and not a follower, do not give in to peer pressure, think for yourself and make your own decisions. Then we are introduced to social media platforms and are surrounded […]

  • Profile picture of Janice M Goehler

    Janice M Goehler wrote a new post, Whatcha Thinking?, on the site Information Technology Management MIS 5001 Fall 2020 4 months, 3 weeks ago

    At a young age, we are taught to be a leader and not a follower, do not give in to peer pressure, think for yourself and make your own decisions. Then we are introduced to social media platforms and are surrounded […]

    • Profile picture of Sunaina Parihar
      Sunaina Parihar replied 4 months, 3 weeks ago

      This is a very interesting post and topic! Data privacy is and will continue to be a huge concern among everyone. I too as a marketer go back and forth on just how ethical it is and where is that line. I like that you brought up “The Social Dilemma”. I was definitely aware of most of the concerns talked about but it was interesting getting a deeper look into the backend and hearing about it firsthand from the people who worked at these companies!

      You are also right that we are taught be be trailblazers , but social media sort of proves the opposite. I guess you can label yourself as a trailblazer or follower based on which side of the social media algorithm you’re on. If you are doing something innovative, influential and have a bunch of followers, you wouldn’t necessarily agree with the first part of your post.

      The extremist factoid about Facebook is alarming but makes sense. In my last post from this class, I linked an article where a study on Facebook from 2018 confirmed that their algorithms are meant to be divisive and polarizing. http://www.npr.org/2020/05/27/860369744/social-media-usage-is-at-an-all-time-high-that-could-mean-a-nightmare-for-democr

    • Profile picture of Katherine O'Donnell
      Katherine O'Donnell replied 4 months, 3 weeks ago

      You make a lot of good points! I think that on the small scale, “Influencer Marketing” is actually pretty useful from the marketing standpoint. It’s easiest to provide people with products that fulfil their needs if we are able to pinpoint exactly what resonates with each individual consumer. However, I do think it’s been taken too far at this point. I watched “The Social Dilemma” on Netflix too, and it’s easy to see how dangerous this kind of marketing is when put into the wrong hands. I even notice how my own social media can feel like an echo chamber if I don’t go looking for differing opinions. Additionally, especially in 2020 when we are largely trapped inside, people are on their phone so much that their opinions are being shaped by their own echo chambers. I’m not surprised to hear about the rise in extremist groups because it seems like all of the media we are fed by our algorithms is meant to be divisive and get us riled up. I absolutely think that something needs to be done about this from an ethical standpoint or things are just going to keep getting worse.

    • Profile picture of Lesley Westerfer
      Lesley Westerfer replied 4 months, 2 weeks ago

      Insightful post Janice! I miss those days too but since I am a social media marketer I also appreciate the business side of the industry and the level of targeting. I definitely think many of us need to find balance between what we do online, and what we share. After watching “The Social Dilemma” it definitely made me feel less secure about the information I am sharing and what is already out there – but it wasn’t necessarily anything we didn’t know before. Although it’s definitely frightening to hear from professionals who used to work for those exact companies!

    • Profile picture of Sean T.
      Sean T. replied 4 months, 2 weeks ago

      Data privacy has become a huge concern of mine in the past few years. However, like you I am very excited about the marketing potential of all this. As odd as it may sound, I think AI can be the answer. If we develop AIs that pull all our personal data from the information and assign it random names, this none attributable information can now be utilized by anyone. You would need an AI to do this because people input information into social media in all kinds of different ways. The system would have to learn how to identify different pieces of personal information to ensure it is pulling everything off.

  • Profile picture of Janice M Goehler

    Janice M Goehler posted a new activity comment 4 months, 3 weeks ago

    Both are interesting topics which seem taboo these days. Having social media accounts it wasn’t until recently I was made aware of how harmful these sites can be, just like any form of addiction, user frequency and type are controlled by the user, however many of us do not consider this type of activity an addiction.

    I always revert back t…[Read more]

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    Janice M Goehler and Profile picture of Erin DeckerErin Decker are now friends 5 months, 2 weeks ago

  • Profile picture of Janice M Goehler

    Janice M Goehler posted a new activity comment 5 months, 3 weeks ago

    Thanks for reading Aisha!

    I completely agree with you. Hopefully one day the terms and conditions will be simplified, as it can benefit both providers and users., As users will be more prone to read and either accept or deny, which would put both parties less at risk.

    Great idea on visuals and videos, there are various skill sets of users…[Read more]

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  • Profile picture of Janice M Goehler

    Janice M Goehler wrote a new post, I got my eye on you….wink wink, on the site Digital Marketing MKTG 5604 Fall 2020 5 months, 3 weeks ago

     

     

     

    Industries are always looking for ways to learn more about customer behaviors, specifically their buying behavior, and one approach that many take advantage of is data sharing.

    As a marketer, I […]

    • Profile picture of Mohamad Noor-Chowdhury
      Mohamad Noor-Chowdhury replied 5 months, 3 weeks ago

      This was interesting Janice. I understand where you come from that as a marketer, you need users’ data in order to create useful ads. But, at the same time, we all are skeptical on why apps are free, and we see it why because our data is more valuable than a couple of dollars. I also found it interesting how the terms and conditions page always was so long but so small for people to read. I guess those small words really do hold alot of power, especially our data and privacy. I wonder what’s going to happen in the future with how apps manage and use our data after all these privacy rules.

    • Profile picture of Philip Eng
      Philip Eng replied 5 months, 3 weeks ago

      Janice, awesome post! As I did research on my own post, I started to realize more and more how important our personal data is and how companies are taking advantage of it. To address your question on what they’re doing with our location data and internet address, I believe companies are using that information to build profiles on us. What we like and collect our habits online so that they can market to us.

    • Profile picture of Kassi Jata
      Kassi Jata replied 5 months, 3 weeks ago

      Great Post Janice. I liked the point you made about how it’s not right that third parties were able to access user info through Facebook. It amazes me that companies are able to collect all this data and users don’t really have an idea of who has it nor what info they store. I also wonder why Tic Tok needs consumer addresses. I don’t know how an address could help Tic Tok because they don’t send users tangible items. Maybe that’s something to come in the near future for them.

    • Profile picture of Aisha
      Aisha replied 5 months, 3 weeks ago

      Janice you make a really great point when you stated that “most users of these apps do not even read all of the terms and conditions that apply, most are just eager to get started.” I can admit that I am sometimes guilty of clicking permissions without fully reading the terms and conditions of the website or application. I believe this may be because of how long and confusing the language is. This makes me think that it may be more beneficial for the terms and conditions to be changed to a more simplified and digestible version for users. This could mean writing shorter summaries, adding pictures for clarity and even video versions of the terms. This is all wishful thinking but I know that I would pay more attention if these changes were made. Great post!

      • Profile picture of Janice M Goehler
        Janice M Goehler replied 5 months, 3 weeks ago

        Thanks for reading Aisha!

        I completely agree with you. Hopefully one day the terms and conditions will be simplified, as it can benefit both providers and users., As users will be more prone to read and either accept or deny, which would put both parties less at risk.

        Great idea on visuals and videos, there are various skill sets of users who utilized these platforms, another reason to revisit the current environment.

        Have a great weekend-I will see you Sunday-:)cc

    • Profile picture of Sean T.
      Sean T. replied 4 months, 4 weeks ago

      You bring up a great point about splitting hairs between “giving out data” and “giving out access to data”. I am sure that is some kind of legal distention that keeps Facebook, and many other companies, out of courts. However, I do not see these big companies changing their practices until the economy of the situation changes. They make so much money off our data that they have no incentive to change. Until it becomes too costly for them, or a more lucrative option comes along, to sell our data we are kind of stuck.

  • Profile picture of Janice M Goehler

    Janice M Goehler posted a new activity comment 5 months, 3 weeks ago

    Great post Kassi and so very true! How many of us really think of it this way….we are too busy on our phones-haha!

    I recently started to limit the amount of time, i spend online each day specifically social media platforms, especially now, working from home virtually 40+ hours a week and starting virtual school. The majority of my time…[Read more]

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    Janice M Goehler posted a new activity comment 5 months, 3 weeks ago

    I feel the same way, AI is a great resource for many industries, however there needs to a a limitation as to how far AI can go. As a marketer i love the idea of AI for some marketing tactics, like data collection and research, however AI doesn’t sit well with me from a creative or innovation perspective, as the article alluded to.

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  • Profile picture of Janice M Goehler

    Janice M Goehler posted a new activity comment 5 months, 3 weeks ago

    Great topic Misha! Thanks for digging into this deeper.
    I completely agree with you, basically due to the current environment companies were forced to enhance their systems thinking, Some companies had a competitive advantage, while others had to start from scratch. Either way they all had to get to the same place., the “virtual” world as we…[Read more]

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  • Profile picture of Janice M Goehler

    Janice M Goehler wrote a new post, Ro But…?, on the site Information Technology Management MIS 5001 Fall 2020 5 months, 3 weeks ago

    Giant Food Stores which is owned by Ahold-Delhaize, was the first retailer to execute in store service robots that communicates issues to consumers in efforts to create a safe and clean environment.  So how […]

    • Profile picture of Katherine O'Donnell
      Katherine O'Donnell replied 5 months, 3 weeks ago

      I have seen these robots in Giant and I find them very freaky! I believe I had previously heard (in my local grocer) that their presence was (somehow) able to prevent theft/shoplifting. However, after reading your article, I realize how many different applications these robots could have. If robots are programmed with a store’s layout, they would very easily be able to shop virtually for people if requested. They might even do this better and more efficiently than someone from an app like Instacart – they wouldn’t waste time trying to figure out where products are. Pandemics like COVID-19 show us how important it is for people to be able to get their groceries without having to leave their homes. As the popularity in grocery delivery/pick-up services increases, these robots and accompanying AI technology could be a game changer in how quickly people get their order.

    • Profile picture of Amber Bethune
      Amber Bethune replied 5 months, 3 weeks ago

      I’ve seen these in the Giant markets, and actually thought it was cool, and hope these robots expand more on the technically side of what they can do (customer shopping, instacart, etc.). Seeing them in person I thought these robots were sort of “big”, reminding me of when my father bought his first car phone, and if overtime will the look and technology of these robots get better, smaller, smarter and sleeker.

    • Profile picture of Dan Martin
      Dan Martin replied 5 months, 3 weeks ago

      Thank you for point out what these things were, it’s only a matter of time until we have some ex machinas walking around. Katherine’s idea of an app is a great one. I often find myself wondering if we could’ve repurposed Google Glasses with voice assistant to enhance the shopping experience. I would love to be able to walk into an grocery store, strap on those glasses and it guide me down the most efficient path for my shopping rather than wandering the aisles.

      • Profile picture of Sean T.
        Sean T. replied 4 months, 4 weeks ago

        Dan, I think having an AI show you the most efficient route would be great. The store may loss some purchases from decreased impulse buys (I can’t even go down the chip ails anymore without come out with three bags). However, this could be over come by pointing out discounts or other recommended products. In addition, I think combining the AI helper and app in a store like Walmart would greatly increase my shopping experience. I would not trust AI to pick out the right kind of onion I want out of the whole pile. At the same time, there are a done of things on my list I would not care about which individual item I get (i.e. which bag of sour cream and onion Ruffles, which copy of the Spice Girls come back CD, or which bathroom sponge). It would be great to walk in and have my shopping list loaded up on my Walmart app. Then I give the list of stuff I do not care about to the helper while I go and pick out the individual items I want. Then it meets me in the store and gives me all the stuff it got, cutting my shopping time in half.

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