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MS-Digital Innovation in Marketing

Fox School of Business

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Julia Hodges

Profile picture of Julia Hodges

@julia-hodges

active 2 days, 8 hours ago
@aisha-pinkney Hi Aisha! Your ePortfolio really jumped out to me. It looks so polished with the right balance of professionalism and personal flair. I look forward to getting to know you better and learning your font/emoji formatting tricks. View
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  • Profile picture of Julia Hodges

    Julia Hodges wrote a new post, These Volvo and Mercedes-Benz Ads Are Storytelling Masterclasses, on the site Julia Hodges 4 days, 4 hours ago

    Two of my favorite ads from the past month came from car brands touting their new sustainability efforts. While Volvo and Mercedes-Benz approached their ads differently, both displayed powerful storytelling […]

  • Profile picture of Julia Hodges

    Julia Hodges wrote a new post, Unlocking the Power of Big Data in New Product Development, on the site Julia Hodges 2 months ago

    One of the most promising applications of big data is feeding new product development (NPD). By transforming structured and unstructured data into actionable insights, companies can launch products that better […]

  • Profile picture of Julia Hodges

    Julia Hodges wrote a new post, Is a “Coupon for Your Voice” the New “Penny for Your Thoughts”?, on the site Julia Hodges 5 months ago

    Streaming services launched as new-market disruptive innovations, but as cordless platforms become the norm, how will companies sustainably innovate and turn a profit in this golden era of video streaming? It […]

  • Profile picture of Julia Hodges

    Julia Hodges posted a new activity comment 5 months ago

    Oh wow, thank you for this awesome insight. I don’t want to discount the talent buying process at established venues, and you bring up a good point about the artist relationships. To that point, I think it’s strategic how GigFinesse’s brand messaging focuses on its relationship with artists. Once COVID is over and surviving venues try to recover…[Read more]

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    Julia Hodges posted a new activity comment 5 months, 1 week ago

    Building off of Sean’s comment, I think marketers should also consider laggards’ lifetime customer value (once they finally cave and buy x product) compared to the CLV of the other groups. Sure, laggards represent 16% of customers, but does that overstate their importance in the market? They seem the least likely to become repeat…[Read more]

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  • Profile picture of Julia Hodges

    Julia Hodges posted a new activity comment 5 months, 3 weeks ago

    I do think there’s a market for small personal shows, especially as the weather gets colder and outdoor spaces are no longer viable… the cabin fever will be real. Probably more virtual shows too, but it’s hard for me to imagine people paying to join those unless they were positioned as fundraisers. Maybe we’ll see more drive-in concerts?

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  • Profile picture of Julia Hodges

    Julia Hodges wrote a new post, A Better Way to Book Live Music, on the site Digital Marketing MKTG 5604 Fall 2020 5 months, 3 weeks ago

    In the era of music streaming, artists make most of their money through live performances, and in turn, bring a much-needed revenue stream to the independent venues (often bars/restaurants) that host their […]

    • Profile picture of Sean T.
      Sean T. replied 5 months, 3 weeks ago

      I never realized how far behind the independent booking industry was. I feel this is such an easy solution that someone would have thought of it sooner. Do you think this market will ever consolidate? The amount of money, and margins, have to be so low that I would imagine most big companies wont waist the time. I would like to see them add a customer option. So I can get updates on my favorite local bands bookings, or what is playing at my favorite venue.

    • Profile picture of Amanda Nunan
      Amanda Nunan replied 5 months, 3 weeks ago

      I used to work at a music venue, so this article really resonated with me. A huge issue that we faced constantly was, would the band we booked bring in enough ticket revenue? Would we make enough sales in food and drinks to cover the cost of operating? I love this idea of GigFinesse being able to team up with the artists and the venues, so that those kinds of worries can eventually be eliminated.

      I do wonder though the current rise of COVID-19 in the past few days, do you think that we will be moving towards virtual shows? Do you think there is a market out there for people to pay premium to receive small personal shows from artists? Maybe something similar to an OnlyFans, which has exploded in this environment.

      • Profile picture of Julia Hodges
        Julia Hodges replied 5 months, 3 weeks ago

        I do think there’s a market for small personal shows, especially as the weather gets colder and outdoor spaces are no longer viable… the cabin fever will be real. Probably more virtual shows too, but it’s hard for me to imagine people paying to join those unless they were positioned as fundraisers. Maybe we’ll see more drive-in concerts?

    • Profile picture of Daniel White
      Daniel White replied 5 months, 3 weeks ago

      Oh man, there’s so much to unpack here! This product could do really well for small (100=capacity and below) spots that want to get local live music or pick up smaller touring acts. But once we get into larger rooms, there is an entire live music ecosystem here that’s pretty functional (at least pre-COVID).

      As a former promoter for a bunch of music venues that counts a couple talent buyers as his good friends, this could be very problematic. While there are some bars and restaurants who decide to build stages and start doing concerts, most venues rely on a complex (and admittedly archaic) method of talent buying that works.

      For an established venue (even a 150 to 200 capacity spot), there’s usually a talent buyer who works with talent agents to route artists on tour to cities to play. There’s usually some local booking, mainly to fill in the dark months (Feb/March and July/August) or to play support for a touring act, these talent buyers are usually dealing with larger acts on tour with dedicated fan bases. Most talent buyers and promoters are pretty good at not only estimating how many tickets they think an act can sell, but also building relationships with artists and their teams, which shouldn’t be estimated here.

      That being said, GigFinesse could do wonders for small rooms without much in the way of promotions staff or established venues looking to connect with more local bands for opening slots and showcases!

      • Profile picture of Julia Hodges
        Julia Hodges replied 5 months ago

        Oh wow, thank you for this awesome insight. I don’t want to discount the talent buying process at established venues, and you bring up a good point about the artist relationships. To that point, I think it’s strategic how GigFinesse’s brand messaging focuses on its relationship with artists. Once COVID is over and surviving venues try to recover lost profits, I wonder if some will see GigFinesse as a way to cut costs by not rehiring promotions staff/talent buyers… Hopefully not your friends’ venues though!

  • Profile picture of Julia Hodges

    Julia Hodges wrote a new post, A Marketer’s Dilemma: How to Deliver on Data Privacy and Personalization, on the site Julia Hodges 5 months, 4 weeks ago

    Marketers should view data privacy legislation such as the European Union’s General Data Protection Regulation (GDPR) and California’s Consumer Privacy Act (CCPA) as a golden opportunity rather than a hin […]

  • Profile picture of Julia Hodges

    Julia Hodges posted a new activity comment 6 months ago

    Also! An added benefit/selling point is that this program would help employers manage hourly employees in states such as California that have strict labor laws and provide documentation. Hourly employees at my former PR agency were legally required to take at least two 15-minute breaks each day, but it was hard to keep track of that even when we…[Read more]

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  • Profile picture of Julia Hodges

    Julia Hodges posted a new activity comment 6 months ago

    This sounds like a great solution. I’m a proponent of allowing employees to permanently work from home and think the benefits far outweigh the cons when it’s implemented correctly (This Sam Harris interview w/ Matt Mullenweg convinced me: https://www.youtube.com/watch?v=mJSf2Clx6qY), BUT it rarely is. My only concern is that this platform could…[Read more]

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  • Profile picture of Julia Hodges

    Julia Hodges posted a new activity comment 6 months ago

    This is a good idea! In addition to the distribution challenges, I’m worried that not enough Americans will be willing to get the vaccine (see Pew survey below), so I wonder if your app could help on both fronts? Live data visualizations that track how close each county is to herd immunity might incentivize and assure people.…[Read more]

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  • Profile picture of Julia Hodges

    Julia Hodges wrote a new post, AI Wars: Can the U.S. Catch Up to China?, on the site Information Technology Management MIS 5001 Fall 2020 6 months ago

    Similar to how the Industrial Revolution enabled the rise of the United States, AI and machine learning are giving rise to a new global order. With its premier research universities and innovative Silicon […]

    • Profile picture of Sean T.
      Sean T. replied 6 months ago

      Another advantage the China has in this arena is funding. The centralized government in China is able to direct all of its resources at a single point. This allows the government to spur innovation and directly reap the benefits. The U.S. Government, on the other hand, has been pulling out of advanced research for decades. Leaving it up to the academic and private sectors. The academic sector is constrained by funding, and many times teaches Chinses students who take that knowledge back to China. The private sector is more concerned with turning a profit. As Hannah mentioned in her article on Apple (https://digitalmarketing.temple.edu/2020fallmis5001/2020/10/17/this-apple-isnt-so-juicy/) they have fallen well short of their innovative founding. Innovation cost money, minor upgrades do not. There is no one solution to this problem, but I think if the U.S. starts working on it now we can catch back up before it is too late.

    • Profile picture of Amanda Nunan
      Amanda Nunan replied 6 months ago

      When it comes to a centralized authoritarian government, I think it makes it easier for the researchers because they have access to more data and resources. The issue is that how much of their A.I research allows for creative innovation and how much is developed with a specified goal from someone on high? I agree with Sean has to say about the funding, However, I do think that China and the U.S were pretty dependent on each other for the longest time when it came to A.I research. In addition, the U.S. has the largest number of artificial intelligence researches, followed by China. I think that if we want to continue to be a big player in the A.I world, we have to start funding the research.

    • Profile picture of Briana Stelzer
      Briana Stelzer replied 5 months ago

      I think you make some valid points about the state of AI development. Companies like TikTok and ByteDance are proving at how capable China is at implementing their AIs and make it sellable as an asset, something that most other companies have not been able to develop in the same capacity. The consumers on TikTok frequently talk about and encourage the “TikTok Algorithm” that helps select what videos a user would be most interested in. Not only are the consumers themselves an advocate for this machine learning software, but they actively talk and collaborate for it. Most companies use AI in the background to allow for more streamlined operations, but what if companies put their AIs out in front? Make the AI so integral as part of how the company functions that it loses value to consumers without it. Not many US companies can say that.

  • Profile picture of Julia Hodges

    Julia Hodges posted a new activity comment 6 months, 1 week ago

    A+ questions. I’ve spent a lot of time thinking about where the line should be drawn re: private vs public data, and I think you’ve hit at a key differentiator. When someone buys something, that transactional data (i.e. the purchase itself or even the payment method) is inherently not “private” because it involves another party, so doesn’t that…[Read more]

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    Julia Hodges posted a new activity comment 6 months, 1 week ago

    I agree that more control should be put in consumer hands. Not only do I think it’s the right move ethically, but as you note, most people seem to be okay with the privacy tradeoff. However, because of that, I’m not convinced that third-party data brokers are going anywhere (unless we enact a federal law much stricter than the CCPA). For example,…[Read more]

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    Julia Hodges posted a new activity comment 6 months, 1 week ago

    Yikes. I am not comfortable with this technology and its implications. I’ve read articles about how Ring security cameras are easy to hack because people choose easy-to-remember passwords, so that doesn’t bode well unless there have been massive security upgrades:…[Read more]

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    Julia Hodges posted a new activity comment 7 months ago

    Great post! Re: Daniel’s idea about consumers banding together to gain leverage against big tech, Andrew Yang started a program/movement to do exactly that: https://www.datadividendproject.com

    While I am pro data ownership and compensation, I think the most compelling argument against it is that people will just take the money, so I can see how…[Read more]

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  • Profile picture of Julia Hodges

    Julia Hodges posted a new activity comment 7 months ago

    This is a fascinating ethical debate. I’m in favor of police using DNA genetic testing databases to crack cold cases that would otherwise never see justice, but I agree with Daniel that the legal system needs to catch up and set boundaries. It’s also one of the rare (only?) scenarios in criminal justice where white Americans of European des…[Read more]

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  • Profile picture of Julia Hodges

    Julia Hodges wrote a new post, It’s 2020… Do You Know Where Your Data Is?, on the site Digital Marketing MKTG 5604 Fall 2020 7 months, 1 week ago

    Marketers should view data privacy legislation such as the European Union’s General Data Protection Regulation (GDPR) and California’s Consumer Privacy Act (CCPA) as a golden opportunity rather than a burden. Fro […]

    • Profile picture of Briana Stelzer
      Briana Stelzer replied 7 months, 1 week ago

      Great article Julia! I think it will be interesting watching companies pitch their version of “private” and “secure” data. The needs of the company are the same- they will still need data from their customers to be able to track new movements in consumer trends, like demographics and likability, but in the face of huge digital companies, what customers are asking from companies is shifting. Before, a customer just expected a company to provide a service/product to the best of their abilities at the best cost available, but now customers are evaluating what information a company asks for and what they are doing with it. Almost everyone has experienced signing up for something online, just to have ads start pouring in that aren’t relevant and clog our inboxes/phones. Information privacy is quickly becoming a determining factor when researching a company- and it would be wise for companies get ahead of this curve like your article suggested!

    • Profile picture of Sunaina Parihar
      Sunaina Parihar replied 7 months, 1 week ago

      I agree with the thought that marketers should see this as a positive, to foster trust with their audience. Most people are unaware of the fact that their information is out there, available to different companies. Once they know that there are laws out there protecting their data – and companies that are complying with these laws, they are more likely to become a customer or continue business with the brand. I for one am happy the CCPA was enacted and I hope other states get on board too. Its surprising to think that this wasn’t enforced sooner.

      • Profile picture of Sunaina Parihar
        Sunaina Parihar replied 7 months, 1 week ago

        I also wanted to add, that this post is very relevant to our Tik Tok case and the concerns around acquisition. According to the case study article, if Microsoft does buy Tik Tok, they will need to rewrite some software and ensure that data is entirely stored in the US. The US is also concerned about US user’s data being sold to China’s government. Before the possibility of this acquisition was put into play its very unlikely most of the app’s users knew their data could be jeopardized – seeing that its target is younger users. This furthers the topic of data privacy and censorship and the need for laws like CCPA

    • Profile picture of Sean T.
      Sean T. replied 6 months, 1 week ago

      You bring up a great point with only 5% of people opting out of data tracking. I would have guessed it was much higher than that. In my opinion, 5% would be an acceptable cost for the advantage of offering data control to a company’s customers. Like most laws in the US, they will have to build up steam in the states and then eventually make it to the federal level to get fully implemented. Even though that is a long way off, like you said, the companies that get ahead of it will be in a better position.

    • Profile picture of Erin Mihalik
      Erin Mihalik replied 6 months ago

      I agree with you. I think it would be wise for companies to start thinking ahead and positioning themselves as leaders in data privacy. I feel this is the direction many companies are going in anyway because now people are becoming more aware and more familiar with how their data is being used. If a company is considering amping up their data privacy practices, now is the time to do it and do it right.

  • Profile picture of Julia Hodges

    Julia Hodges posted a new activity comment 7 months, 1 week ago

    I think the key to a smooth transition will be semi-autonomous cars. I actually saw a car commercial last night where the car briefly takes over steering capabilities if it senses you’re veering. The U.S. Department of Transportation adopted these six levels of vehicle autonomy, so it seems more like a gradual scale than a dichotomy:…[Read more]

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    Julia Hodges posted a new activity comment 7 months, 1 week ago

    Nice post! While self-driving trucks will certainly save corporations a lot of money, I worry about the cost they’ll have on blue collar communities, especially in rural areas. In addition to the net loss of trucking jobs, which you noted, what happens to the “rest stop” communities on the side of highways whose primary source of income is truckers?

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