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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
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

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

slide4

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
slide6

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
slide8

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