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 examplehttp://digitaljournal.com/article/318975
CHAPTER 9
E-active and Social Marketing
Web 2.0
o Companies shifting dollars to online communication
o Changes consumer communications and interactions with companies
o Pushing to “real-time” communicationso Instant communications and instant serviceo Instant response to negative events
Companies now employ individuals to monitor Twitter and social media sites
F I G U R E 9 . 2Building the Next Generation of E-Commerce
Sites
o Consider how users will interact with the brand - then develop means of brand engagement.
o Allow for drill-down search results by grouping products around brands and common parameters.
o Maximize traffic through effective search engine optimization.
o Encourage consumer interaction via blogs, feedback applications, or customer reviews.
o Develop a simple, secure checkout procedure.
E-commerce Incentives
Cyberbait, what is it?o Financial Incentives
o Reduced shipping costso Labour costs for the organization
o Convenience Incentiveso 24 hours accesso Enhances information search
o Value-Added Incentiveso Changing of purchase habitso Exclusive merchandise
o Seller opportunismo Security issueso Privacy issueso Current Purchasing habits
F I G U R E 9 . 4Reasons Consumers are Wary of Purchasing Online
Interactive Marketing
o Two-way communication and involvement
o Internet ideal mediumo Can track activityo Personalize messageso Emphasizes two primary activities
o Targeting individualso Engaging consumers
F I G U R E 9 . 5Online Interactive Tactics
Banne
r ads
Blogs
mark
eting
newsle
tter
Online
prom
otion
s
Podca
sts
Social
netw
orks
Search
engin
es
Viral c
ampa
igns
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
44.5%
22.8%
72.6%
60.8%
36.9%
11.0%
17.9%13.7% 15.6%
Per
cent
of T
otal
Source: Based on Larry Jaffee, “Follow the Money,” Promo, 20, No. 11 (November 2007 Sourcebook), pp. 5-10.
Types of Interactive Marketing
o Online Advertisingo Brand Spiralingo BLOGSo Online Social Networks
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
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 musingso Power of online buzzo 47% go to social networks
o Download couponso Search for information
o 45% go to social networkso Upcoming saleso Discounts
o 22% read or write a product review on a blog
Company-Sponsored Blogging
o Bluefly.com – Flypaper blogo Fashion newso New styleso Fashion faux pas
o Do they work?o Blog visitors spend moreo Online 23 hours/week versus 13
o Benefitso Reassure shopperso Glimpse of how firm deals with
customerso Release company informationo Customers can voice opiniono Company controls site
o Must be honest
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
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 Emailo Viral marketing
o Advertisementso Online newsletterso Streaming videoso Games and contests
