Blog Post #4

 1. Identify two (2) specific examples of owned media, two (2)specific examples of paid media and two (2) specific examples of earned media used by the corporation. 

Owned media comprises digital marketing channels that a company exercises complete control over, such as their branded website and social media. Owned media includes:  Email marketing campaigns such as company newsletters. Blogs and other owned content. Content marketing efforts can be either owned or earned, and sometimes a combination of both. Social media posts including Facebook, Instagram and Twitter.

Two specific examples of owned media of CVS Health are The following

   

This screenshot is taken from

CVS Health Instagram Page

where CVS Health is constantly 

making posts to engage with

the audience.

This Screenshot is taken from CVS Health Facebook page. Where is constantly making posts to reach their audience in facebook platforms. 
          

Paid Media refers to external marketing efforts that involve a paid placement, such as pay-per-click advertising, branded content and display ads. Paid media is an essential component of revenue growth and brand awareness for online businesses. Examples are google ads, social media ads, as well as more traditional options such as television commercials, print ads, and billboards.

Two specific examples of paid media by CVS Health are the following. 

This video advertising can be found when someone is navigating in Youtube. 

When an user is using YouTube without the subscription, between the videos, some ads are displaying. CVS Health took advantage of this situation, and paid to displays their advertising videos on YouTube. Those Advertising videos can be also found on Television. 

This advertising video can be found in television, YouTube, and in social media such as Facebook, Instagram and TikTok.

Earned Media or earned content, is any material written about you or your business that you haven't paid for or created yourself. Although this type of media is always published by a third party, there are ways marketers can position themselves for earned media opportunities. CVS Health examples of earned media are:

This screenshot is from
a google review from a 
customer.

This is from Twitter, where a customer share
what she thought about CVS.

2. Apply two (2) of the following free tools and discuss your application and results. Read the articles posted in "Blog Project and Best Practices" in Bb Learn.

Using the free tool Similar Web. I got this results. CVS Health is in the #16,390 of the global rank. In our country is the #3,054. In their category that is Health in the U.S is the #65. At their web page, the total visits are 3.6M. And the average visit duration is of 02:59 minutes.

The two strongest competitors of CVS Health web page is caremark which is a website similar to cvshealth.com. The second strongest competitor is cvs.com which is from the same company, the difference is that cvs.com is to look the items, products and services cvs offers and cvs health is more about the company itself.

        Using the SEMrush.com Free tool I could obtain the following results. The keywords variations are “ cvs health, Aetna cvs health, cvs health careers, …” Among others. 

References

Cox, L. K. (2021, December 2). Earned media, explained in 400 words or less [examples]. HubSpot Blog. Retrieved May 7, 2023, from https://blog.hubspot.com/marketing/what-is-earned-media-faqs 

Cvshealth.com market share, revenue and Traffic Analytics - SimilarWeb. (n.d.). Retrieved May 8, 2023, from https://www.similarweb.com/website/cvshealth.com/ 

Gartner_Inc. (n.d.). Definition of paid media - gartner marketing glossary. Gartner. Retrieved May 7, 2023, from https://www.gartner.com/en/marketing/glossary/paid-media#:~:text=Paid%20media%20refers%20to%20external,Benchmark%20your%20current%20advertising%20efforts 

Keyword overview: Discover new ideas with Keyword Explorer. Semrush. (n.d.). Retrieved May 7, 2023, from https://www.semrush.com/analytics/keywordoverview/?q=cvs%2Bhealth&db=us 

   What is owned media - and how to capitalize on it for more money. BigCommerce. (n.d.). Retrieved May 7, 2023, from https://www.bigcommerce.com/ecommerce-answers/what-is-owned-media-and-how-to-capitalize-on-it/#     
 

Blog Post #3

1. Review C 8, segmentation and targeting. Consider demography (age, income, ethnicity), geography, psychographics, and behavioral segmentation and write a specific target market statement for the corporation’s product(s) or service(s). A general statement or "everyone" won't earn points.

     It is important to differentiate segmentation and targeting to understand them. Targeting is the process of identifying a specific group of consumers to target with a particular product or service, while segmentation is the process of dividing a larger group of consumers into smaller groups based on shared characteristics. The demography of CVS Health is a white, urban Gen Xer who has a college education and an annual income of more than $80,000. The brand is also very popular among Black and Latino shoppers with similar education and income. CVS has approximately 9600 stores all across the world, where the pharmacists at these stores prescribe affordable drugs and help patient to recover at low costs. In retail clinic sector they have a strong network of 1100 Minute clinics where medical practioners and nurses help people with minor problems, surgeries, screening and testing. They also monitor illnesses and counsel people. There are 18 major distribution centers strategically placed in the United States which provide products via large fleet of truck services to keep the shelves packed with products regularly. The quantitative aspect of the fleet is large in numbers, approximately 300 owned tractors, 1500 private trailers, and third party logistics support of approximately 1100 vehicles. Those distribution centers are specifically made so every CVS pharmacy is always with stock and available to all the customers possibles.

2. Does the company tailor their digital content by buyer?

Yes, CVS pharmacy has taken to social media as a means to deliver information that is not only engaging but offers value to their customers. 

For example, using short videos on instagram and posts that shares interesting facts to their audience.  

Those type of posts in their social media helps to engage with their customers and set the tone for their company. Implementing the short videos in their social media help to tailor their digital content by buyer because it gives the opportunity to show their customers the personality of the company. 

CVS Health also focuses on events that are celebrated, such as the earth day. On Instagram CVS made a post about their products, and how to replace them to be more environmentally friendly. This type of posts help the company to show their values. 

3. Does the company tailor content by the Awareness Stage, Consideration Stage, and/or Decision Stage? Read the Buyer’s Journey article posted in “Blog Project and Best Practices” in Bb Learn.

During the journey of the buyer, there are three main stages that they pass through. 

The first stage is Awareness Stage. In this stage, the buyer becomes aware that they have a problem and need a solution to it. For example, a person start noticing that they have constant headaches. During this stage, the person identify the problem and start looking for symptoms to name its problem. 

The second stage is Consideration Stage. In this, stage the buyer knows he have a problem and starts looking options and research to solve the problem. For example, researching how to treat constant headaches in the web.

The third stage is Decision Stage. In this stage is where CVS Health tailor content. The third stage the buyer has decided how to make the solution to their given problem. Now, his goal is to decided which brand is the best for them to solve their problem. For example, what brand of headache pills are the best to buy for the headaches problem. On CVS Health, buyers can compare and decided which brand of medication, or product are the best option for them.

References

Reuter, D. (n.d.). Meet the typical CVS shopper: A white, gen X, college-educated city dweller earning a high income. Business Insider. Retrieved May 7, 2023, from https://www.businessinsider.com/typical-cvs-shopper-demographic-urban-genx-earning-high-income-2021-9 

Sellers, A. (2022, July 21). What is the buyer's journey? HubSpot Blog. Retrieved May 7, 2023, from https://blog.hubspot.com/sales/what-is-the-buyers-journey 

Unmetric. (n.d.). Social Media Analytics & Intelligence Dashboard by Unmetric. Unmetric. Retrieved May 7, 2023, from https://unmetric.com/brands/cvs 

Walters, C. (2023, May 4). 6 ways to tailor your content marketing to your brand. Content Marketing Agency | Content Marketing Services by CopyPress. Retrieved May 7, 2023, from https://www.copypress.com/blog/6-ways-to-tailor-your-content-marketing-to-your-brand/