BA3002
Week 1 assignment
Name: Ahmad Abu Alrub
Id number: 32219451
Case 1.1
How does Finkelstein distinguish “Connect to Consumer” from “Direct to Consumer”?
connect to consumer places more authenticity, loyalty and trust at the heart of every single merchant
interaction since it's letting the consumer connect with these brands online on social media, they want
to have emotional connection.
How does Finkelstein distinguish what Shopify offers businesses that use its platform compared
to what Amazon offers them?
amazon allows third- party sellers to access a very large network of Consumers but it's not making the
merchant's to build their own business, they are effectively renting customers from the market place,
on the other hand, Shopify offers the direct relationship between brands and consumers.
In what way does Shopify reflect the trend toward omnichannel retailing?
Shopify is the worlds retail operating system and every people’s favourites brand is seen in Shopify.
Case 1.2
What does Samir Chaudry identify as the fundamental difference between TikTok and
YouTube?
Samir Chaudry says that there is one fundamental difference between TikTok and YouTube. He says
he have always been in partnership with the platform. When they make money, YouTube also makes
money. However, when it is TikTok, it never let him felt as partnership. Therefore, it is unclear how
you build a career on TikTok and platform payments. People in TikTok build audiences on TikTok and
then transition them to YouTube to build their careers. Hence, Dept of audience is the fundamental
difference between TikTok and YouTube. When it is TikTok, people going to TikTok for you page,
not for specific creators but For YouTube , you take off the top creators. Therefore, YouTube is more
creator focused according to Samir Chaudry.
What trends does Colin Rosenblum identify with respect to the evolution of the creator
economy?
The majority of creators primary business is advertising based. It can be paid by platform like
YouTube or working with brand sponsors. It is increasing to be more direct to customer where
creators are launching their own brands and their audiences have loyalty to them.
What does Chaudry say about the similarity between creators and startups?
This is the land of creative entrepreneurship and there are a lot of young creators are first time
entrepreneurs. They are thinking about pricing, being legal, how to review contracts, taxes. Therefore,
it is like startups. They face problems in the greater economy and young startups.
Section 2
Prepare a brief report or presentation on how companies are using Instagram or another
company of your choosing as a social e-commerce platform.
Business owners are increasingly using Instagram to build brand awareness, engage with their
audiences, and drive sales. Its large user base and highly visual nature make Instagram a great
platform for showcasing products, services, and brand personalities. There are many Instagram
marketing strategies that helps companies. Firstly companies are using Instagram visual format to tell
compelling stories about their brands, products, and values. They use high-quality images to create
emotional bonds and increase brand loyalty and engagement. Second one is influencer marketing.
Collaborating with influencer has important effect on companies to expand their audience. Influencer
help to show their product and service in a unique way and it can increase credibility and sales thanks
to them. Because their follower has trust, and positive feeling for the influencer. When they use a
product, followers want to use as well. Lastly, Instagram has shoppable feature and it helps
companies. This features allows companies to tag their products in post and stories and enable people
to shop directly from the platform and shorten the buying process and increasing conversion rates.
Nike can be an example for this case. Nike's Instagram feed fills athletes and products with visually
stunning images and videos. They try to emphasize the lifestyle rather than just presenting the
products. It also collaborates with famous athletes and sports phenomena to promote its products.
These individuals demonstrate while using their Nike equipment and establish a personal connection
with the audience. He also uses Instagram stories to launch new products, run interactive campaigns
like surveys to keep his followers engaged. Nike also uses Instagram's shoppable feature, allowing
users to discover and buy their products without leaving the app.