Transcript Emerging Marketing Trends

Emerging Marketing Trends
By Kevin Wowk &
Mark Bignell
Overview
Marketing Trends and
YouTube
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Customer Branding
and YouTube
Customer Branding
and Consumer
Behavior
Customer Branding
and Marketing
Celebrity Endorsing
on the Internet
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Consistent Celebrity
Characteristics of the
Target Market
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The Internet,
Celebrities and
Endorsements
Marketing Trends and
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Shift in mainstream media, from television and radio to the
Internet
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41% of Canadian Internet users watch and 33% download
some type of online media in a given month
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The future in advertising is through online media sources such
as YouTube, Face Book and My Space.
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Marketers must develop creative and innovative marketing
strategies
Customer Branding and YouTube
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Customer Branding:
Using video-sharing sites such as YouTube to allow
consumers to develop their own video ads for certain products
in a contest format
An Example is the Doritos Super Bowl Commercial in 2007
Contest had over a 1,000 amateur video entries, and the
winning video was seen by nearly 90 Million viewers
Winning Video
YouTube - Dorritos Spicy Cheesey Crunchy bold smooth live
the flavor
Losing Video
http://www.youtube.com/watch?v=3P1UqII3QYM
Customer Branding and
Consumer Behavior
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Customer is able to relay back to the company their views on
the attributes, benefits and value of the Doritos Brand
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Involves the customer into the advertising process
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Increases Brand Equity,
Customer attachment (For participants and viewers)
Positive feelings associated with Doritos
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Viewers are able to experience customer views about the
Doritos brand (More Factual and Believable)
Customer Branding and
Marketing
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Marketers are able to see what the customer
lifestyle is, and what the product means to them
(Brand Loyalty)
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More cost effective, winner won $10,000 (Average
of $50 per participant)
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Doritos was able to market to their demographic,
14-35 year old males
Internet and Celebrity
Endorsements
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With the shift in advertising from television to the
internet, companies have begun to introduce their
spokesmen before they attempt to sell their product
http://www.gatorade.com/
The Internet, Celebrities and
Endorsements
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Lifestyle
Attitude
Personality
Tiger Woods, Buick 2005
http://www.youtube.com/watch?v=aXSQy2ATQxk
Questions?