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What’s Happening?

What’s Happening?. The Go Jo! http:// www.youtube.com/watch?v=Dl3ufZi0GBQ What type of appeal (s) is used in this ad? What type of executional framework(s) is used? A great innovative co-branding example http:// digitaljournal.com/article/318975. E-active and Social Marketing . Chapter 9.

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What’s Happening?

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  1. What’s Happening? The Go Jo! http://www.youtube.com/watch?v=Dl3ufZi0GBQ What type of appeal (s) is used in this ad? What type of executional framework(s) is used? A great innovative co-branding example http://digitaljournal.com/article/318975

  2. E-active and Social Marketing Chapter 9

  3. Web 2.0 • Companies shifting dollars to online communication • Changes consumer communications and interactions with companies • Pushing to “real-time” communications • Instant communications and instant service • Instant response to negative events Companies now employ individuals to monitor Twitter and social media sites

  4. F I G U R E 9 . 2 Building the Next Generation of E-Commerce Sites • Consider how users will interact with the brand - then develop means of brand engagement. • Allow for drill-down search results by grouping products around brands and common parameters. • Maximize traffic through effective search engine optimization. • Encourage consumer interaction via blogs, feedback applications, or customer reviews. • Develop a simple, secure checkout procedure.

  5. E-commerce Incentives Cyberbait, what is it? • Financial Incentives • Reduced shipping costs • Labour costs for the organization • Convenience Incentives • 24 hours access • Enhances information search • Value-Added Incentives • Changing of purchase habits • Exclusive merchandise

  6. F I G U R E 9 . 4 Reasons Consumers are Wary of Purchasing Online • Seller opportunism • Security issues • Privacy issues • Current Purchasing habits

  7. Interactive Marketing • Two-way communication and involvement • Internet ideal medium • Can track activity • Personalize messages • Emphasizes two primary activities • Targeting individuals • Engaging consumers

  8. F I G U R E 9 . 5 Online Interactive Tactics Source: Based on Larry Jaffee, “Follow the Money,” Promo, 20, No. 11 (November 2007 Sourcebook), pp. 5-10.

  9. Types of Interactive Marketing • Online Advertising • Brand Spiraling • BLOGS • Online Social Networks

  10. Online Advertising • Banner Advertising • Accounts for 32% of online advertising • Can embed videos and widgets • Video advertising is growing significantly, i.e., Youtube • Search Engine Optimization (SEO) • Largest category of online expenditures • 80% of web traffic begins with a search • Three methods of SEO • Paid search insertion • Natural emergence • Paid search ads

  11. Brand Spiraling • The use of traditional media to drive traffic to a companies web site. • Purposeis to build and reinforce a brand’s position and to build brand loyalty. • One effective way to do thisis to have personalized URL’S

  12. BLOGS • Online musings • Power of online buzz • 47% go to social networks • Download coupons • Search for information • 45% go to social networks • Upcoming sales • Discounts • 22% read or write a product review on a blog

  13. Company-Sponsored Blogging • Bluefly.com – Flypaper blog • Fashion news • New styles • Fashion faux pas • Do they work? • Blog visitors spend more • Online 23 hours/week versus 13 • Benefits • Reassure shoppers • Glimpse of how firm deals with customers • Release company information • Customers can voice opinion • Company controls site • Must be honest

  14. Online Social Networks • More than 75% of Internet users participate in social media • Facebook • Twitter • My Space • YouTube • Social media has become so important for IMC plans

  15. Consumer-GeneratedAdvertising • Crowdsourcing • The use of individuals and crowds in creatingadvertisements. This maybe intention or in some cases by accident. • http://www.youtube.com/watch?v=VQ3d3KigPQM • Goal is to create consumer buzz • Alternative to using a formalagency in some cases • Consumer-generatedadvertising • Alsocalledparticipatory marketing • Consumer generateads • Spread via Internet, e.g. YouTube • Effectivelyused in conjunctionwith sales promotions, likecontests, e.g. Doritos

  16. Otherforms of Electronic Communications • Consumer-generatedreviews (online reviews of brands) • Email • Viral marketing • Advertisements • Online newsletters • Streaming videos • Games and contests

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