Kern Marketing

Hello, The times change and so does the needs of business. As new fields emerge, develop, and mature, unique skill sets develop that best compliment the trends in the field. Roles such as diversity officers become part of the corporate structure. A position that would not exist ten years ago. With new careers bursting into existence every year, individuals must work to set themselves up for success in the ever-changing world of business. As business continues to integrate with information systems, and the cost of implementing becomes cheaper, to the point that even small firms and their employees interact extensively with technology. This change is reflected in LinkedIn’s survey of most in demand skills that employers are looking for. Skills such as software development, data analysis, and digital marketing ranked high in what is in demand by companies (LinkedIn, 2021). With technology skills ranking so high on the wish list of employers, it is easy to see how technology and inform...

  Hello, "There are known knowns: the things you know you know. There are the known unknowns: the things you know you don't know. But there are also unknown unknowns: the things you don't know you don't know" (Rumsfeld, 2013). A guerilla only knowns what they know about their target market. With the risk of the unknown unknowns lurking around every corner for a guerilla, taking the time, and committing the funds to reconnoiter the market, can pay great dividends. Identifying the known unknowns can prevent the guerilla from falling into pit falls. Research, like reconnaissance, is never wasted. To pay or not to pay? The guerilla should conduct as much research on their own as is possible. Yet, it is the information derived from this research, that is key. Without such, the company is blind. Lost without direction and doomed to make mistake after mistake. With such risk, Levinson's words of wisdom are "Ignorance is more expensive than paid research" (L...

  Hello, A successful guerilla must know preciously where to strike. As resources are limited, any waste carries a heavy weight. This is why Levinson writes in his book, Guerilla Marketing, “it is not acceptable to say the right things to the wrong people” (Levinson, 2007). A wasted opportunity, or wasted resources all move the guerilla further from their goal of generating money. How best to strike? What tool best to use? Rumsfeld advises that “the mission must determine the coalition. The coalition ought not determine the mission” (Rumsfeld, 2013). The audience the guerilla is trying to reach will define what tools are utilized. The frequency of use is up to the guerilla’s resources. Vast amounts of resources allow for frequent touch points on multiple mediums. This is a double edge sword. Vast resources allow the marketer to carry out any campaign they want, but makes them sluggish to adapt to change, as well as hampers the needed creativity a guerilla relies on. The creativ...

  Hello, Churchill said that the only thing worse than fighting with allies is fighting without them (Franklin D. Roosevelt Presidential Library and Museum, 2016). A start-up cannot go at it alone. Friends must be made with investors who are willing to put forth their funds to help the start-up grow in return for a stake. The founder must understand their limitations and work to reinforce these gaps. Alliances must not be thought down upon. Even the mighty and militaristic Spartans of ancient Greece did not dare oppose the Persian empire without the support of the gentler Athenians. No start-up, no matter how well positioned can elbow its way onto the world stage without help. Pride must be swallowed to not give way to foolishness. Yet the founder should not rush into poor alliances that negate the start-ups greatest strengths. Helen Yu advises finding an investor who compliments the start-up’s capabilities (Yu, 2021). The alliance is to bolster the start-up’s strengths because...

  Hello, Literature defines a civilization. In the West, such literature is the Epic of Gilgamesh, the Iliad, and Beowulf. Works like these give a civilization vibrancy, and color. Those who help spread these literature pieces among the people, such as Gutenberg and his printing press, democratize this literary art. This both places knowledge in the hands of the masses and preserve these literary pieces. The introduction of AI into the literary world is a paradigm shift. For a literary work to be created, the hand of man had to commit words to paper. What was taken for granted must now be analyzed to see if the literary piece is the work of a person or machine. On one hand, the creation of online articles by AI removes the human aspect from the message being conveyed, yet on the other hand, this allows for more information to be quickly disseminated. The information from medical and scientific journals can quickly be summarized, allowing the information to be shared as soon as ...

  Hello, In my short-lived advertising campaign through Google Ads, lasting one day prior to being suspended for violating the terms of service, a few lessons were learned. First, is not to run a google ad for a blog site, or the long arm of the Google law will suspend the campaign. Second, and the most relevant is the reach and visibility of advertising online. With 24 hours of campaigning and the ad shown only 30 times, there were three clicks on the advertisement. This equates to 10 percent of views of the ad leading to a click. All this for a blog.   The reach of a Google ad is beyond that of traditional print advertisements, and for lower cost. The business model of Google only charging the business for clicks, encourages the business to invest more into the ad campaign due to the limited risk. On Google’s side, the cost of maintaining such a platform must be limited, with costs deriving from the maintaining servers and support staff. At the same time, small busines...