Effectively Impacting the Consumer Through Digital Media

Whirlpool: Customer – Driven Social Media

Meeting the wants and needs of the target audience

Whirlpool wanted to change the conversation and give consumers a reason and interest to engage with the brand beyond the product. Research found that consumers often lost sight of the value of the care that they provided their families in everyday life. As part of it, they saw what they did with home appliances as thankless, repetitive and unfulfilling chores. And yet, studies showed that those same chores had tremendous value for their families and society.

With the launch of Whirlpool’s ‘Every day, care,’ the team set out to prove that every chore is an act of love and has the power to impact the world. To evolve Whirlpool conversations from rational (product-based) to emotional (people-based), they committed to unearthing thousands of stories of ‘Every day, care’ from real consumers and leaned on word-of-mouth to form a critical foundation to the integrated campaign – which was the brand’s largest ever (Shorty Awards 2019).

Social and consumer experience addressed

To keep things spinning, Whirlpool created an app. With the Whirlpool® App, keeping your laundry moving while you’re on-the-go will become a little easier. You’ll be able to monitor your load, order detergent, or even use the Task Manager to assign tasks to your family members like starting the washer or folding the clothes, right from your phone. Details and privacy info at whirlpool.com/connect (Facebook 2019). From a consumer experience, this frees up the typical 9 – 5 hustler that does not have time to do it all. Therefore, I consider this a success.

With their website and social media pages, Whirlpool has up to date product information, appliances with special features such as Yummly® Guided Cooking. Yummly will send cooking instructions right to select Whirlpool® smart ranges, so you can go from ingredients to freshly baked pie in a snap!

With the Whirlpool® App, keeping your laundry moving while you’re on-the-go will become a little easier. You’ll be able to monitor your load, order detergent, or even use the Task Manager to assign tasks to your family members like starting the washer or folding the clothes, right from your phone. Details and privacy info at whirlpool.com/connect (Facebook 2019). From a consumer experience, this frees up the typical 9 – 5 hustler that does not have time to do it all. Therefore, I consider this a success.

With their website and social media pages, Whirlpool has up to date product information, appliances with special features such as

How Digital Marketers were handled

Whirlpool has addressed a lot of concerns through modern day features which they showcase through social media to their digital marketers. Life doesn’t stop for laundry. That’s why the Whirlpool® app will soon be able to connect with your Apple Watch® to send you updates so you can control your laundry from anywhere. Also, coming soon, start, stop, check and change your laundry cycle on select smart appliances with a compatible voice-enabled device, then the Whirlpool® App will take care of the rest. Details and privacy info at whirlpool.com/connect. Appliance must be set to Remote Enable (Facebook 2019). For people that do research primarily through digital media, this will be very convenient.

Things that could be done to be more efficient

Whirlpool seems to be ahead of the times with the understanding that consumers get bored easily and need more viola. They have four successful marketing channels which are: Facebook (over 1M followers), Twitter (24.6K followers) and YouTube (14K subscribers). Each channel showcases the variety of appliances and how they all work. The nice thing about YouTube is that you get to watch tutorials and commercials before you purchase. When I was young, this was not an option. After reviewing the website, online information and social media marketing channels, the information and reviews seem like top quality and I think efficiency is their last concerns.

The effectiveness of their marketing channels

What Whirlpool does effectively across their website, social media platforms and apps is this: They make sure that the consumer has the ability to order, communicate, and control their appliances all with ease and most times from outside their homes. A person can be at their child’s play and turn their appliances on or off with the tap of an app (Facebook 2019).

Whirlpool Ethics

Whirlpool’s code of ethics requires each of us to act responsibly and maintain the highest levels of personal, business, and legal conduct. Ethical conduct has no boundaries – it applies to Whirlpool and subsidiary employees worldwide (Google 2019). After reviewing their information I am confident in their products and would definitely purchase with no hesitation.


Google (2019). Whirlpool Ethics. Google Retrieved from https://www.google.com/search??source=hp&ei=HGE2XeS9OeOHggfQzYHYBw&q=whirlpool+ethics&oq=whirlpool+ethics&gs_I=psy-ab.3..0.687.5769..6345…1.0..0.342.2702.4j10j3j1……0….1..gws-wiz….0..35i39j0i131j0i10j0i2213010i2210i30.Go51ypbY_GU&ved=0ahUKEwjku8-a8MnjAhXjg-AKHdBmAHsQ4UDCAc&uact=5

Facebook (2019). Whirlpool USA. Whirlpool USA Retrieved from https://www.facebook.com/whirlpoolusa

Shorty Awards (2019). Honoring the Best of Social Media. Everyday Care Retrieved from https://shortyawards.com/8th/everydaycare-whirlpool-digistabli-and-crowdtap-2


Here is where you will find an updated list of platforms for your marketing needs

Using digital marketing, you can reach an enormous audience in a way that is both cost-effective and measurable. You can save money and reach more customers for less money than traditional marketing methods. There are a ton of free and low cost tools and resources and we have compiled some for you here below. Click on each name in the headings to review.
This is a three part blog. I hope these help business owners and marketers. Note: These lists updated and reviewed monthly so you have the most current information.

1. Bonjoro

Treat your customers better

Your leads and customers are bombarded with hundreds of robotic and irrelevant emails every day. Bonjoro video-emails help you stand out in the inbox, win trust, and create real and lasting relationships with your customers.

Create personalized video-emails at scale

Whether you’re starting out or scaling up, Bonjoro gives you all the tools you need to create truly personal experiences for your leads and customers, in one simple-to-use platform.

Spark relationships and drive action

Bonjoro’s unique features make it easy to truly personalize each video-email you send, meaning you’ll drive more clicks, get more replies, and build stronger customer relationships.

Power up your existing workflows

Connect Bonjoro to your existing tools to send personalized video-emails at key moments in your customer’s journey. When a trigger event takes place, you can quickly record your video and make a connection.

2. Media Modifier

Discover various product mockups and designs

Explore the GIANT library of more than 2000 online templates and find a perfect image to showcase your product or service.

Upload your image and customize the design

With user-friendly and intuitive layout you’ll be able to create and customize amazing mockups in just a few clicks. Add text, graphics and change colors.

Download as high-resolution image or publish to social media

Publish your image directly to social media page or download and place it on your website. Available in JPG, PNG and PSD format for editing in Photoshop.

3. CLIPscribe

Unignorable video content

ClipScribe helps you easily create attention commanding subtitled videos for social media that won’t get lost in the feed.

Scale attention

ClipScribe helps you easily create attention commanding subtitled videos for social media that won’t get lost in the feed.

Web based & built for desktop & mobile devices

ClipScribe doesn’t require an app and can be used on desktops, laptops, tablets and mobile devices. Just sign into your ClipScribe account and upload your video to start designing.

Role Of Social Media (LinkedIn)

How to Use LinkedIn: Must-Have Tips for Professional Success

1-9-90 Rule

“There is a rule of thumb called the 1– 9– 90 rule. It says that 1 percent of the people create the social media content, 9 percent of people participate in that content, and the other 90 percent are passive. It’s okay to be passive— although as a marketer, you want to be sure you understand the nuances of what it means to participate. Next, you want to identify people in your business or industry who are influencers and power-users.

Engagement is important. Search online to find recent articles that talk about the players in your area who are doing social media well and identify experts who discuss social media marketing in general. Set up phone discussions with your fellow marketing peers and compare notes to be sure you are doing the right things. It is not a competition, instead look at this as an opportunity to learn and grow (Agresta, S., Bough, B. B., & Miletsky, J. I., 2010).”

Other Important Marketing Strategies

The following tips are important:

1. Keep refining your LInkedIn profile (Keep up to date, have a nice header image etc.)
2. Create an effective LinkedIn page (Showcase your brand and educate people on it)
3. Define your audience and goals (Once you know what you want to accomplish, this part will come naturally)
4. Optimize your page for search (Insert keywords, share links, share relevant content & use effective hashtags)
5. Grow your page followers (connect, follow, promote page, LinkedIn articles, blogs, share business page/invite)
6. Publish engaging content on your company page
7. Use rich media to increase engagement (PDF’s, Powerpoints, Videos, Colorful Graphics)
8. Highlight your best content & share often (Business LinkedIn, N.D.).

How this type of marketing is
reflected in my personal life

This part comes from me and so the research is my experience. I have been in business for two years this coming December. The name of my company is Graham Virtual Marketing Solutions, LLP. When I first started the marketing company in 2018 it was only me and I had no idea how to brand myself. As time went on, this past year I decided to just be me. I have over six year of self – taught web design experience, social media and writing content knowledge and this was before I started taking courses at SNHU for marketing.

I know I am an expert in my field because some of the online materials and resources from the school is outdated. You see, everyday I am researching information for Pay Per Click analysis, SEO, SEM, SMM, videos, content and graphic writing and design, consulting, and partnerships. For me my name is on the line so this is personal. However, I do not allow emotions to get in the way of having intelligent conversations with prospects, social listening and the daily grind. My personal image is just as important as my business brand. As it should be (Smith, H.H., 2019).


Referencing your References :: Idaho Center of Excellence

Agresta, S., Bough, B. B., & Miletsky, J. I. (2010). Perspectives on social media marketing. Retrieved from https://ebookcentral-proquest-com.ezproxy.snhu.edu.

Business LinkedIn (N.D.). How to Use LinkedIn for Marketing. Business.linkedin.com. Retrieved from https://business.linkedin.com/marketing-solutions/how-to-market-on-linkedin.

Smith, H.H. (2019). Your Personal Brand Is Just as Important as Your Business Brand. entrepreneur.com. Retrieved from https://www.entrepreneur.com/article/342013.

Written by Lydia Graham of Graham Virtual Marketing Solutions.

Website: https://www.virtualmarketingconsulting.com/


Under Armor: Where Do We Go from Here?

Marketing Segmentation

Under Armour’s Willful Digital Moves – what segmentation strategies were implemented?

“Market segmentation is the process of dividing the large and diverse mass market into subsets of consumers who share common needs, characteristics, or behaviors, and then targeting one or more of those segments with a distinct marketing mix. By identifying groups of highly similar consumers, a marketer can develop products and services specifically tailored to that group’s needs that also closely match the capabilities of the organization, thus maximizing the chances of profit and success (Kardes, F., N.D.).”

Created in 1996, Under Armour, which first created breathable, wicking materials to replace sweaty cotton found in the shirts worn under football pads, was a brand built on a tough-guy and football image (Mashewari, S., 2014). They worked primarily with Nike and Adidas. Their market segmentation AKA demographic was athletic men and then it came to include women as well. With women’s apparel this appealed to the female market segment such as professional ballerina’s (Facebook Studio, 2016).

Four to five key points to remember when
implementing segmentation strategies

Things to take into consideration regarding segmentation strategies are:
1. Aggregation Strategy – Market aggregation is the opposite of market segmentationor a single-product This is known as a one-size-fits-all strategy in which individual differences among consumers are ignored (Kardes, F., N.D.).
2. Consumer Preference Heterogeneity – Taking into consideration how market segmentation is the extent to which tastes and preferences differ among consumers. Formally, this assumption is called consumer preference heterogeneity (Kardes, F. N.D.).
3. Majority Fallacy – Because it is logical to assume that size of the potential market segment is positively correlated to profit, it is often easy for a company to focus exclusively on large average segments, where the majority of customer preferences lie, and neglect smaller, less typical segments. Majority Fallacy is that tendency (Kardes, F., N.D.).
4. Sales-Cost Trade off – Another influence on segmentation strategy is the sales-cost trade-off. This trade-off recognizes that, as market segmentation increases, sales increase because a firm’s offerings align more closely to consumers’ preferences. But at the same time, costs also increase because a multi-product strategy costs more to implement than a one-product strategy (Kardes, F., N.D.).
5. Cannibalization – This risk influences market segmentation decisions. Cannibalization occurs when products offered by the same firm are so similar that they compete among themselves, thus creating a case of over- segmentation (Kardes, F., N.D.).

New market identified and how
to reach segmented market

A fairly new item on the market, at least to me are electronic kettles. They can be plugged in and are convenient because this type of kettle stays hot and you don’t have to reheat it over and over. It is a fast heating electric glass and steel kettle for quickly and conveniently boiling water. You can make a variety of teas and instant soups all while avoiding the hassle of damaging the stove with spills. Also, the glass is heat safe and the kettle detaches for cord free serving. Safety features include auto-shutoff, blue operational lights and boil dry protection which is important (Amazon, N.D.).

My segmented market would be men and women between the ages of 18 and 75 across the U.S. who love organic teas. The main focus would primarily be women between the age of 50 and 75 as they are known to be home more and/or are most likely to have company over such as friends and family.

In order to reach this segment, the online world is the approach as well as local stores such as Target and Walmart. We want to be sure the advertising is strong and detailed and the product is positioned correctly (Kardes, F., N.D.). According to positioning experts Al Reis and Jack Trout from Dove soap, the “position” of a product is the place the product occupies in the customers’ minds, relative to the competitor’s products.

What’s important about this definition is:
1. A firm must always position in terms of the competition
2. Positioning is not something a marketer does to a product, it’s actually something that happens in the mind of the prospect as a result of the brand messages and communication that the marketer provides.
3. Pursuing a “doing the opposite” positioning strategy is also an option for a follower brand. When taking this approach, a brand positions itself opposite the leader (Kardes, F., N.D.).

Take, for example, the battle between Mercedes-Benz and BMW. For many years, Mercedes-Benz was the most famous luxury car in the world. BMW decided to take an opposite strategy. While Mercedes was known for comfort and luxuriant roominess, BMW focused on nimble performance (Kardes, F., N.D.). In this case for the kettle, the chosen brand is very simple to use and having a big name brand would not matter as long as the functionality does what it says.

Amazon Prime (N.D.). Amazon Basics, Electric Glass and Steel Kettle. Amazon.com. Retrieved from https://www.amazon.com/gp/product/B07JZQ1MXT/ref=ppx_yo_dt_b_asin_image_o00_s00?ie=UTF8&psc=1.

“I Will What I Want,” Facebook-Studio, https://www.facebook-studio.com/gallery/submission/i-will-what-i-want (accessed May 2, 2016).

Kardes, F. Consumer Behavior, 2e. [MBS Direct]. Retrieved from https://mbsdirect.vitalsource.com/#/books/9781305161689/.

Sapna Maheshwari, “Why Under Armour Made That Mesmerizing Ad with Ballerina Misty Copeland,” BuzzFeed News, July 31, 2014,
http://www.buzzfeed.com/sapna/under-armours-powerful-new-misty-copeland-ad-kicks-off-recor#.ookjnO1r9 (accessed May 2, 2016).

My Social Media Presence Matters

About me

Hello, my name is Lydia Graham of CT.  I was 47 when I decided to go back to school finishing my Business Communications degree minoring in Marketing with a focus on New Age Media.  Just to think that over twenty years ago I had no idea what I wanted to do with my life and just lived it. I raised two beautiful young ladies who are now college graduated and the other has 2.5 years left.  I am remarried and currently enrolled in Business Communications minoring in Marketing with a focus on New age media. 

What I Do

I own and operate my own virtual marketing firm from my home office in Shelton, CT. I am currently working towards teaming up with other experts across the country. I have my Business Communications degree minoring in marketing with a focus on New media. For information about my company, see my here: Company Website


Media has changed quite a bit since 1971 which was the year I was born.  People still read the paper however most of us read the news online via msn.com, cnn.com or or other main -stream outlets such as social media as well as tons of other online resources.  Most of us receive and review updates in our feed about what is going on with our current political situation through Facebook and Twitter

We all know that social media has grown exponentially in the last decade.  With over 2 billion users, Facebook is a platform to be reckoned with.  Twitter is also growing. Hashtags and popular handles are the best sources of growth tactics here.  Instagram is well known for graphics that attract engagement.  LinkedIn is an excellent platform for business to business connections (Moz, 2019).

Who I Look Up To

A company that I recently noticed within the past four months on social media that really impressed me is Sienna Sauce.  This is a homemade sauce that was created by a mother and daughter duo.  The daughter is under 21 years of age. They made this sauce because a local wing place near their home closed and they loved the sauce.  What they created was even better and can be used on anything.  Tyla Simone is inspirational so I retweet and reshare her content.  As a fellow African American entrepreneur, she truly rocks!  

Where They Can Be Found

So far I have found them on LinkedIn, Twitter, Facebook and Instagram.  Their Facebook and Instagram platforms seem to be growing steadily however Twitter and LinkedIn are still growing. They have been featured on major networks and local media outlets.  They also do live videos showing different events where they feature their wings and sauce.  Here is their website which also has their social media channels listed: https://siennasauce.com/


I never thought in a million years I would be here in this vast world of social media frenzy. I have learned through my course work and through experience in marketing online that it does not happen just because I create a fancy post. Dare I say this may be just as tough as the days of door to door sales. At least then we were able to see the individuals face to face. I will stay the course though. After all, I do believe in what I am doing and that my presence matters.


Moz (2019). Welcome to the Beginners Guide to Social Media. moz.com. Retrieved from https://moz.com/beginners-guide-to-social-media.

Branding: A Day in the Life Discussion Topic

I currently manage a freelancing business which focuses on digital branding through social media building and web management for companies in my area and throughout the U.S.  It is a start up so right now I have one active client and am working towards more freelance work through indeed and other websites that offer this type of work. 

My platforms

I have a Google website as well as Facebook, LinkedIn, Twitter, Instagram. I am also on Alignable and Quora. I manage these for my clients as well. Facebook and Twitter seem to be the largest and most interactive resources that I use right now.  Coming in next is Quora and Alignable. I get a lot of traffic and have been utilizing for client connection along with LinkedIn and Facebook. I use Instagram and Twitter for my reseller webpage through GoDaddy our partnership.

Email marketing

I primarily use Alignable, LinkedIn and Facebook for client connection as well as partnership connections to have discussions and collaboration.

My thoughts

I noticed that the use of digital media today really seems to focus on our culture in terms of what we are looking for.  For example, I do not click on anything unless I am interested and that seems to be the norm based on conversations I have had with my friends and family. Social media is constantly driving information through our news feeds.  We as people use some type of device for the most part to connect to media.  This is something that will continue until the next best things comes along.

Social media is new age media
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