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
CHAPTER 9
Web 2.0
o Companies shifting dollars to online communication
o Changes consumer communications and interactions with
companies
o Pushing to “real-time” communications
o Instant communications and instant service
o Instant response to negative events
Companies now employ individuals to
monitor Twitter and social media sites
FIGURE 9.2
Building the Next Generation of E-Commerce Sites
o Consider how users will interact with the brand o
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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
Cyberbait, what is it?
o Financial Incentives
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Reduced shipping costs
Labour costs for the organization
o Convenience Incentives
o 24 hours access
o Enhances information search
o Value-Added Incentives
o Changing of purchase habits
o Exclusive merchandise
FIGURE 9.4
Reasons Consumers are Wary of Purchasing Online
o Seller opportunism
o Security issues
o Privacy issues
o Current Purchasing habits
Interactive Marketing
o Two-way communication and involvement
o Internet ideal medium
o Can track activity
o Personalize messages
o Emphasizes two primary activities
o Targeting individuals
o Engaging consumers
FIGURE 9.5
Online Interactive Tactics
80.0%
72.6%
70.0%
60.8%
Percent of Total
60.0%
50.0%
44.5%
36.9%
40.0%
30.0%
22.8%
17.9%
20.0%
11.0%
13.7%
15.6%
10.0%
0.0%
Source: Based on Larry Jaffee, “Follow the Money,” Promo, 20, No. 11 (November 2007 Sourcebook), pp. 5-10.
Types of Interactive Marketing
o Online Advertising
o Brand Spiraling
o BLOGS
o Online Social Networks
Online Advertising
 Banner Advertising
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Accounts for 32% of online advertising
Can embed videos and widgets
 Video advertising is growing significantly, i.e., Youtube
 Search Engine Optimization (SEO)
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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
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Brand Spiraling
o The use of traditional media to drive traffic to a
companies web site.
o Purpose is to build and reinforce a brand’s position
and to build brand loyalty.
o One effective way to do this is to have personalized
URL’S
BLOGS
o Online musings
o Power of online buzz
o 47% go to social networks
o Download coupons
o Search for information
o 45% go to social networks
o Upcoming sales
o Discounts
o 22% read or write a product review on a blog
Company-Sponsored Blogging
o Bluefly.com – Flypaper blog
o Fashion news
o New styles
o Fashion faux pas
o Do they work?
o Blog visitors spend more
o Online 23 hours/week versus 13
o Benefits
o Reassure shoppers
o Glimpse of how firm deals with
customers
o Release company information
o Customers can voice opinion
o Company controls site
o Must be honest
Online Social Networks
 More than 75% of Internet users participate in social
media
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Facebook
Twitter
My Space
YouTube
 Social media has become so important for IMC plans
Consumer-Generated Advertising
 Crowdsourcing
 The use of individuals and crowds in creating advertisements.
This may be intention or in some cases by accident.
 http://www.youtube.com/watch?v=VQ3d3KigPQM
 Goal is to create consumer buzz
 Alternative to using a formal agency in some cases
 Consumer-generated advertising
 Also called participatory marketing
 Consumer generate ads
 Spread via Internet, e.g. YouTube
 Effectively used in conjunction with sales promotions, like
contests, e.g. Doritos
Other forms of Electronic Communications
o Consumer-generated reviews (online reviews of
brands)
o Email
o Viral marketing
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Advertisements
Online newsletters
Streaming videos
Games and contests