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MS-Digital Innovation in Marketing

Fox School of Business

Fox School of Business
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Kathryn Lund

Profile picture of Kathryn Lund

@kathryn-lund

Active 7 months, 3 weeks ago
@daniel-white Hey Daniel, love that you created a Music Industry group. I’m a fan of live music (as a consumer) and would love to learn more about how things actually work, and most importantly, how to help ensure that the industry comes roaring back in the near future. View
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  • Profile picture of Kathryn Lund

    Kathryn Lund and Profile picture of Rebecca ZinnRebecca Zinn are now friends 7 months, 4 weeks ago

  • Profile picture of Kathryn Lund

    Kathryn Lund wrote a new post, Our Team, on the site Hometown Digital 8 months, 3 weeks ago

  • Profile picture of Kathryn Lund

    Kathryn Lund wrote a new post, Prototype, on the site Hometown Digital 8 months, 3 weeks ago

    Link to our prototype here
    Link to our prototype video here
     

  • Profile picture of Kathryn Lund

    Kathryn Lund wrote a new post, Project Proposal, on the site Hometown Digital 8 months, 3 weeks ago

    Capstone Culmination Project
    Briana Stelzer, Kathy O’Donnell, Amanda Nunan, 
    Kathryn Lund, Kassi Jata, Chand Patel
    August 18th, 2021
    Everyone’s Hometown- A Marketing Plan for Media
    A popular and cultured town […]

  • Profile picture of Kathryn Lund

    Kathryn Lund wrote a new post, Additional Documents, on the site Hometown Digital 8 months, 3 weeks ago

    Project Plan

    Meeting Minutes

  • Profile picture of Kathryn Lund

    Kathryn Lund wrote a new post, About, on the site Hometown Digital 8 months, 3 weeks ago

    Hometown Digital Company Profile

    Our Team

  • Profile picture of Kathryn Lund

    Kathryn Lund wrote a new post, Recommendation, on the site Hometown Digital 8 months, 3 weeks ago

    Memo to Media Business Authority Leaders

    Marketing Channels

    Sample Posts

    Prototype

    Slide Deck

  • Profile picture of Kathryn Lund

    Kathryn Lund wrote a new post, Digital Analysis, on the site Test WP Site 8 months, 3 weeks ago

    Digital Analysis:

    Our clients website is about to give all small towns a run for their money. We are taking their current website architecture and showering it with magic to provide a seamless experience […]

  • Profile picture of Kathryn Lund

    Kathryn Lund wrote a new post, ABOUT, on the site Test WP Site 8 months, 3 weeks ago

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  • Profile picture of Kathryn Lund

    Kathryn Lund posted a new activity comment 8 months, 3 weeks ago

    Amen. We all need to remember as humans that our own personal experience does not necessarily translate to that of our shared demographic. There are so many other factors at play. Yes, as marketers we place people into buckets and generalize, which serves certain purposes but can really detract from others. As you say, jb, it’s so critical to…[Read more]

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  • Profile picture of Kathryn Lund

    Kathryn Lund wrote a new post, Mocking Metaverse, Iceland-style, on the site Social Media Innovation MIS 5603 Fall 2021 8 months, 3 weeks ago

    There’s been plenty of mockery and parody since Zuckerberg’s creepy video announcing the Metaverse, but I find this one to be a standout.

    Please enjoy this clever Meta sendup. Oh, and I can assure you, it onl […]

    Some said an open-world experience this immersive wasn’t possible. But it’s already here. And you don’t even need silly VR headsets.

    Introducing, ✨Icelandverse✨#icelandverse pic.twitter.com/b1cf1REKl9

    — Inspired by Iceland (@iceland) November 11, 2021

    • Profile picture of Katherine O'Donnell
      Katherine O'Donnell replied 8 months, 3 weeks ago

      I went to Iceland in 2018 for a long weekend and loved it! It’s hilarious that they did this mockery of Zuckerberg’s announcement! I think it’s so funny how many memes have popped up about Meta and Facebook. I wrote my latest eportfolio post about this – do you think that the memes are helping our hurting the Meta brand? They definitely keep the conversation going longer than it would have if the announcement hasn’t been so weird.

    • Profile picture of Sunaina Parihar
      Sunaina Parihar replied 8 months, 3 weeks ago

      Ha, this is very timely and funny! I agree with Kathy that all the memes have kept the conversation going a lot longer. I went back to watch the original post on Meta’s Youtube channel and saw that it hadn’t even reached 1M views. I find that very interesting and it definitely has me questioning Meta’s interest and likability factor. This goes back to our Mobile Marketing class discussion about use of social media/privacy. It seems that some of our classmates are moving away from it all and perhaps the general public is too.

    • Profile picture of Mohamad Noor-Chowdhury
      Mohamad Noor-Chowdhury replied 8 months, 3 weeks ago

      Love this so much. It makes me want to drop everything and go to Iceland. I love how other brands are mocking Meta’s new stance on VR. Iceland’s tourism team needs a raise. I wish I could see data on how many people booked trips to Iceland and see if there is a correlation to this video’s views

    • Profile picture of Philip Eng
      Philip Eng replied 8 months, 2 weeks ago

      Great parody and great opportunity to take advantage of what’s going on in real-time. Looks like Iceland made a push to get more tourism. Curious if they marketed through Facebook.. I mean Meta!

    • Profile picture of Hannah Cersell
      Hannah Cersell replied 8 months, 2 weeks ago

      This is amazing and what a great way to incorporate humor with tourism!!! I wonder why ICELAND felt the need to promote themselves as a country to visit though? Do you think there has been a lack of tourism regardless of COVID?

    • Profile picture of kjaindl
      kjaindl replied 8 months, 1 week ago

      HA! Great share. Iceland is pretty magical and this certainly captures the spirit of the culture I experienced when visiting years ago…

  • Profile picture of Kathryn Lund

    Kathryn Lund posted a new activity comment 9 months ago

    The date flexibility is SO key. I’m often willing to build a visit around the exact right location, so date may not really even matter. Thanks for sharing this, Claire!

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  • Profile picture of Kathryn Lund

    Kathryn Lund wrote a new post, New Privacy-Centric Search Engine in Beta: YOU, on the site Digital Innovation in Mobile Marketing and Communication MKTG 5606 Fall 2021 9 months ago

    I saw a piece on the Washington Post site today about a new search engine that is in beta right now – wish I’d noticed this before our class last night because it is very on-topic, because its core premise […]

    • Profile picture of Erin Mihalik
      Erin Mihalik replied 9 months ago

      I think this is really interesting and definitely has potential, but it is hard to imagine a world where another company unseats Google from its position of power. That said, I hope it does give Google a run for its money!

    • Profile picture of Jen Berman
      Jen Berman replied 9 months ago

      Ooooooo interesting! Here are my thoughts:

      1. I like the logo very much — especially for a search engine. Very refreshing.
      2. I like the positioning + value proposition
      3. I like the simplicity of the website, especially the primary light grey + black font… has this very minimalist Wikipedia or Craigslist vibe to it, but more modern
      4. I love that they offer up joining the Slack community right up top
      5. I love the hover state…. hover + BOOM, color!
      6. I’m happy there’s going to be some competition in this space; DuckDuckGo freaks me out bc all of the ultra-conservatives in my life that use it, and that just makes me uncomfortable that a certain psychographic of folx use a single platform… feels isolated and rabbit-holey!

      I appreciate this!!!!
      Jb

    • Profile picture of Mohamad Noor-Chowdhury
      Mohamad Noor-Chowdhury replied 9 months ago

      Agree with Jen that the logo and color is amazing. I also agree with Erin that it will take alot for this browser to grab any users from Google’s tight grasp. I wonder what makes this different from browsers like DuckDuckGo. How will the company make money if it won’t track or sell users’ data? THere’s alot of questions coming from my head but this is really interesting

      • Profile picture of Greg Ebbecke
        Greg Ebbecke replied 8 months, 4 weeks ago

        That was my question as well. I also am slightly disappointed that it’s so difficult to objectively evaluate technology.

        I’m not as aware of the ultra-conservative preference for DuckDuckGo (I have many quite liberal friends who swear by it), but given the stereotypical paranoia of elements of the right, I can understand the appeal.

        In the case of DuckDuckGo, it’s a straight contextual play. The words you use determine the content that is presented. It’s about as anodyne an approach as you might envision with very little “leakage” for individual data.

        On the contrary, the fact You is built with the assumption that you will embed your preferences into the experience injects considerably more data into the experience. While I want to read more before issuing a full judgement, that strikes me as, at best, outsourcing your algorithms to the crowd and, at worst, a really pessimistic sign of the strength of their own recommendation engine.

        Given our experiences with social media, a search engine that determines its output based on consumer trends seems a really undesirable product.

        To me, it’s bad enough so much of our dialogue is shaped by our own social bubbles. If the literal search engine you used also inherited those biases, what chance do you have for true discovery (and not just reinforcement)?

        To that end, do current search engines already suffer from this bias, or is machine learning (in your opinion) somehow less affected by the forces that shape social media?

        Is it a good thing that so much of our life is “shaped to suit our preferences”?

      • Profile picture of Maddie Donnelly
        Maddie Donnelly replied 8 months, 2 weeks ago

        I’ve never heard of DuckDuckGo, and I think an automatic go to for Google will be hard to transition for this. I mean even to get to this site and Bing you have to google it unless you already know the url. Google already. knows so much about me so at this point I don’t see myself changing over because of the convenience.

    • Profile picture of Chand Patel
      Chand Patel replied 8 months, 3 weeks ago

      Thank you for sharing Kathryn, As someone who works in paid advertising, I am definitely aware of how Google dominates the search engine space. For context, majority of my clients either allocate all their paid search budget to Google or do a 90%/10% split between Google and Bing. The truth is even with endless funds Bing is just not able to spend in the way Google can nor does it yield great CTR results. I am excited to see how this new search engine is going to play a part in the space and if Ill be able to recommend it to my clients.

    • Profile picture of Alejandra Forero
      Alejandra Forero replied 8 months, 1 week ago

      Although this is a great site (I just got to check it out for the first time!) I do not think that it will be my default browser as I personally like my data being tracked so that I can received targeted searches. This is a great alternative for those who are extremely cautious with their data and is a great investment for the future from SalesForce,

  • Profile picture of Kathryn Lund

    Kathryn Lund posted a new activity comment 9 months ago

    Interesting direction for Netflix. I’d imagine that this is an attempt by Netflix to attract a segment of the market that isn’t consuming their other content, as in gamers perhaps…? And to get as much data about them as they can?

    I just posted about Twitch on our other class blog, and admittedly, I don’t know much about that at all, but I…[Read more]

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  • Profile picture of Kathryn Lund

    Kathryn Lund posted a new activity comment 9 months ago

    Actually, the Silent Generation folks are probably seeing what their great-grandkids are doing!
    When my mom was in an Assisted Living community, one of the things I thought was really cool was that there were lots of young people — sometimes even high school kids — who volunteered at the community. They taught the residents so much! (I know…[Read more]

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  • Profile picture of Kathryn Lund

    Kathryn Lund posted a new activity comment 9 months ago

    Interesting post! I was completely unfamiliar with SEMrush until Greg had mentioned Similarweb in some feedback on an assignment….looking into Similarweb caused me to find SEMrush, and now I am seeing ads for it ALL THE TIME 🙂

    What is very curious to me is how many competitors are out there. When I google “SEMrush alternatives” I can find a…[Read more]

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  • Profile picture of Kathryn Lund

    Kathryn Lund posted a new activity comment 9 months, 1 week ago

    Hmmm. Dare I bring up Dave Chapelle and his “The Closer” special on Netflix? Those were a very ugly and contentious several days, until the news cycle ran its course (yes, it’s sad that this happens, but it does). I haven’t heard much news on that other than it seems like some folks are now defending him. I’m not going to get into any of the…[Read more]

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  • Profile picture of Kathryn Lund

    Kathryn Lund wrote a new post, Hey DIM fam, are any of you Twitch users?, on the site Social Media Innovation MIS 5603 Fall 2021 9 months, 1 week ago

    I’m aware of Twitch but pretty unfamiliar. I know of friends and family who are on it, but that’s about the extent of my experience…I came across this sponsored content on Adweek called A Marketers Guide to […]

    • Profile picture of Tosin Ojo
      Tosin Ojo replied 9 months ago

      Before the pandemic I had never used Twitch before because I thought that it was an app mainly for gamers, and I’m not a part of that community. Like you said in your post, many artists used it to hold live shows and thats’s how I started using it. I don’t use it much now but I do see the appeal of the platform! I haven’t checked out the other content they have on the app but the fact that they create more content than in available on Netflix is very shocking to me. I think I may have to give the app another look!

      • Profile picture of Claire Hennessey
        Claire Hennessey replied 9 months ago

        I have never used Twitch but recognize the platform. I also partook in virtual concerts during lockdown, but don’t think they were shared via Twitch, although I am blanking on the platform now. I am also shocked by that fact, @KathrynLund Do you know how the content compares to other streaming services like Netflix? As far as type of content, popularity, etc.

    • Profile picture of Jordan Robinson
      Jordan Robinson replied 9 months ago

      Twitch ranked 37th globally for overall internet engagement. So it’s no surprise that Twitch is primarily for video gamers in the U.S., but it ranks 4th in line after (Youtube, FB, Insta, Twitter). Amazon purchased Twitch back in August 2014 for $970 million. Amazon’s Prime service comes with a premium Twitch subscription which I recently found out. Since the data leak in October 2021, which included info on creator payouts, I’m sure influencer marketing managers must be creative with their strategies.
      Just in the year, 2021 Twitch achieved:
      – 1274 BILLION minutes watched this year so far
      – 8.7 MILLION unique creators streaming each month
      – 2,808,000 average concurrent viewers
      – 106,100 average concurrent streamers

    • Profile picture of Briana Stelzer
      Briana Stelzer replied 9 months ago

      Hi Kathryn! Thanks for the post! Just to offer some alternative things, I have quite a few friends that will watch Twitch streams of things you wouldn’t expect. One of my friends watches someone on Twitch that records themselves following along to Bob Ross’ paint guides. My cousin watches streamers do live-action fun things, like drive in cars really fast or perform skydiving feats.

      A Japanese hotel gave 3 guests free stay if they were willing to livestream themselves the whole time they were there. Quite a few people took them up on their offer, which worked as a strangely weird promotional effort by the hotel (which had to have worked in some capacity because I’m talking about it here).

      There’s quite a few niche communities, but I’ve personally never participated– there’s something so creepy to me about watching another person as they do something live.

    • Profile picture of Sammi Strachan
      Sammi Strachan replied 8 months, 3 weeks ago

      Wow I had no idea that Twitch offered more than just game streaming. I feel like the way they market themselves doesn’t help to open it up to other people. When I see ads about Twitch (or at least the ones I can remember) they are all about gaming. I would like to learn more about their marketing strategy and find out why they aren’t marketing the other sides of Twitch.

    • Profile picture of Aisha
      Aisha replied 8 months, 3 weeks ago

      I agree with many of you by saying that since I’m not a gamer, Twitch didn’t seem like the platform for me. My nephews use it for that purpose and I always ask “How do you find watching someone else play a video game so entertaining?”. same for kids that watch other kids play with toys on YouTube. Different generation, different trends. After a quick research, I learned that 41% of viewers on Twitch are between the ages of 16 to 24 years old which means that college students make up a large portion of the consumption of this form of entertainment. I predict that college students will play huge role in growing the gaming industry even more and it may become as competitive as other college sports. This will be interesting to see.

    • Profile picture of Katherine O'Donnell
      Katherine O'Donnell replied 8 months, 3 weeks ago

      I don’t use Twitch and probably wouldn’t even know about it, but my husband just watches Twitch all day long in the background while he’s working. I wouldn’t have realized how many people are actually using the platform if I didn’t hear about it from him. He has his favorite streams, and the people who he watches serve as influencers for him. They help him decide what video games to play, and he even buys their merch. From a marketer’s perspective, I can see how gamers like him would be a huge segment to target – but they won’t reach me on that platform!

    • Profile picture of Amanda Nunan
      Amanda Nunan replied 8 months, 3 weeks ago

      I have been on Twitch and have really seen how the platform has changed. Twitch in particular has dealt with the up and downs of competitors like YouTube and Afreeca. I know that it has been branching out from pure game streaming to other things, but I will be more interested to see how Twitch handles the new content. There was a trend when they were banning people streaming in hot tubs.

    • Profile picture of Chand Patel
      Chand Patel replied 8 months, 3 weeks ago

      Thank you for sharing Kathryn. Before the pandemic I had no idea what Twitch even was and even after I have only seen the gaming side of it. I know the platform has had some very successful creators filming themselves play fortnite. I wonder why Twitch did not use its newly found popularity to market its other streaming services during a time the world was looking for ways the be entertained.

    • Profile picture of Gabi Bruckner
      Gabi Bruckner replied 8 months, 2 weeks ago

      Hey Kathryn! I, too, am not an avid Twitch user but because of my job I work with many Twitch channels on producing content featuring my artists. There’s podcasts we work with that go live on Twitch first before releasing the recording on other platforms, and there’s music magazines – like SPIN – who have invested in their own Twitch channel for musician takeovers.
      It’s true Twitch has evolved from gaming. It’s more-so a YouTube competitor than anything else.
      I think the reason people gravitate to Twitch is the user experience. It reminds me of AIM a bit.

    • Profile picture of Alejandra Forero
      Alejandra Forero replied 8 months, 1 week ago

      How interesting that you bring this channel to center of attention! I actually have not heard much of it myself so thank you for sharing the link to learn more. Gaming has always been an industry I have been interested in and hope to one day be part of. I definitely think that being aware of the importance of this community is imperative for many other industries like music that you had mentioned. Marketing is always surprising me with all the new ways we can reach our audience, things like Twitch is why I never want to leave the industry.

  • Profile picture of Kathryn Lund

    Kathryn Lund wrote a new post, Betty Made Me Buy It, on the site Kathryn Lund 9 months, 1 week ago

    I’m not sure why, but I found myself thinking about an episode of The Flintstones recently. It’s one where a band performs on the show, and I was trying to remember the song they played. Thank heavens for the […]

  • Profile picture of Kathryn Lund

    Kathryn Lund wrote a new post, Marketing Channels, on the site Hometown Digital 9 months, 1 week ago

    Site
    Our mobile-first refresh of the VisitMediaPA site will create an exciting landing point for our target audience to tune in to – a place where they can learn about what’s going on in Media, peruse the upc […]

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