Transcript Online Branding

Week 3
Online Branding & Tools of Web
2.0 Marketing
Discuss
• You have been assembled to analyze and
assess the NikeiD incident. In 15 minutes you
are to report back to Phil Knight (CEO) about:
– What was the reason for the NikeiD disaster?
– What are the implications of the NikeiD incident for
Nike’s online marketing strategy (name two)?
– Based on your analysis provide two
recommendations for improving Nike’s online
marketing strategy.
Online Branding
Online Branding
A key marketing
challenge in today’s multichannel, multi-device
world is the integration of
digital marketing
opportunities into the
traditional marketing
mix.
Leveraging the capabilities
of the Internet’s network
connectivity and
interactivity to drive
revenue is of paramount
importance to today's
marketer.
A Crisis?
• “Today’s marketing world is broken…We are
still too dependent on marketing tactics that
are not in touch with today’s consumer”
– Jim Stengel, Global Marketing Officer, Procter &Gamble
• “Used to be, TV was the answer. The only
problem was it stopped working sometime
around 1987.”
– President GM North America
• “Broadcasting an ad on television or in a
newspaper is admitting you have no idea who
your customers are.”
– Gary Loveman, CEO, Harrah’s
• Today the customer is in charge and whoever is
best at putting the customer in charge makes all
the money. Stephen F. Quinn, Senior vice president for marketing, WalMart.
• Consumers wrest control away from brand
management control freaks...get over it. Turning
your brand over to the consumer is taking control
- and in fact, if you do, they'll return it to you in
better shape. Russ Klein, President for global marketing, innovation and
strategy, Burger King
MKTG 101: Brands
•
•
•
•
What is a brand?
Do we need brands?
Who creates brands?
How do you create a
brand?
• How do you value a
brand?
Branding in the 21st Century
brand immersion
• What is brand
immersion?
Branding in the 21st Century
• What makes a medium or environment
immersive?
Persistent
Interactive
Socially networked
Experiential
Emotional
Affective
•Tell me about a time that you felt immersed in a brand.
What is this?
Immersion via Ambient Communication:
Festivals
Pub talk
Street stunts
Online chat rooms/games/Social Network Sites
Advergaming: turning “brick” brands digital
Why advergaming?
• Advergames blur the distinction between entertainment
and advertising.
– Benefit?
– Web audiences can be drawn in long enough for marketers to
deliver their messages.
– More improtantly, message appears „un-pushed“
• Advergaming used in conjunction with a competition for
prizes and product promotions stimulates a whole new
realm of peer-to-peer marketing.
– Benefit?
– A viral explosion occurs as users share the game competition
with friends and ultimately bring others into contact with your
brand.
What we know of the GameMarketing Link:
Games generate high degree of attention
Games generate comparatively long attention span
Games generate positive emotions which the player associates with the product /
brand
If additional information about the product / brand is offered, it will be received
favorably=> credible source!
 Games decrease the propensity for critical thinking during game-play: the player
will not work up counter-arguments against marketing propositions
 However: Marketing propositions will be remembered longer and in greater detail
if accompanied by hard data.
open questions
• Games as a vehicle for expression
– Relationship with joys of interaction, immersion and gameplay
– BUT do we forget the product? Neopets? Vodafone?
• Gameplay – advertising (tradeoff?)
– Is it possible for the message to get through?
GROUP WORK: discuss
discuss
Identify your favorite immersive branded site
Analyze what makes it a powerful brand driver
Present three key learning points of your analysis
But brands are not just online…
Miller’s Man Laws
• A ridiculous invention
but one that obeys
the branding law of
the 21st century.
Extend Marketing Space
• Healthy Choice has used its online games
to drive people to supermarkets to actually
buy its products, by offering the chance for
customers to print "mystery coupons"
• A Hanes sweepstakes promoted the
apparel company's new "tagless" t-shirt by
using a tag as the virtual game piece:
"Lifting" it with the mouse revealed the
visitor's prize.
turning a digital brand physical
In the 21st century, this is what your
job is all about:
• Find ways to make your brand more experiential and
hence more memorable!
– careful spatial planning
– live, real-time, event-based nature of the brand interaction
• Shift consumers’ perception and practice of what
constitutes a marketing ‘space’.
– Immersion marketing seeks to achieve a much more proximal
relationship between consumers and brands.
• as theorists of the ‘experience economy’ put it:
– ‘the more effectively an experience engages the senses, the more
memorable it will be’ (Pine and Gilmore, 1999: 59).