What s happening
This presentation is the property of its rightful owner.
Sponsored Links
1 / 16

What’s Happening? PowerPoint PPT Presentation


  • 70 Views
  • Uploaded on
  • Presentation posted in: General

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.

Download Presentation

What’s Happening?

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


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

E-active and Social Marketing

Chapter 9


Web 2 0

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


What s happening

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.


E commerce incentives

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


What s happening

F I G U R E 9 . 4

Reasons Consumers are Wary of Purchasing Online

  • Seller opportunism

  • Security issues

  • Privacy issues

  • Current Purchasing habits


Interactive marketing

Interactive Marketing

  • Two-way communication and involvement

  • Internet ideal medium

  • Can track activity

  • Personalize messages

  • Emphasizes two primary activities

    • Targeting individuals

    • Engaging consumers


What s happening

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.


Types of interactive marketing

Types of Interactive Marketing

  • Online Advertising

  • Brand Spiraling

  • BLOGS

  • Online Social Networks


Online advertising

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


Brand spiraling

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


Blogs

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


Company sponsored blogging

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


Online social networks

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


Consumer generated advertising

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


Other forms of electronic communications

Otherforms of Electronic Communications

  • Consumer-generatedreviews (online reviews of brands)

  • Email

  • Viral marketing

    • Advertisements

    • Online newsletters

    • Streaming videos

    • Games and contests


  • Login