CHP 7
Media selection
Media mix : using more than one media to communicate can create multiplier effects.
DIGITAL MARKETING
Digital marketing combines all of the components of e-commerce, internet marketing, and mobile
marketing. It includes anything with a digital footprint.
WEB4.0
In the 1990s, the internet (Web 1.0) was typified by static content provided by a site’s creator.
Businesses and institutions included little consumer involvement on websites. These commercially-and
technically-based organizations created sites that were crude, simple, and designed to accomplish one
specific function. As Web 2.0 dawned, content became more socially-based and audience-oriented.
Social networking sites such as Facebook and MySpace emerged. People wrote blogs. E-commerce
expanded and consumers began purchasing products online. Sites became more appealing and
customer-focused as competition drove web designers to create customer-friendly experiences.
Integration, online metrics, and real-time instant communications characterized Web 3.0. As marketers
realized the wealth of online metrics available and the ability to track browser behavior on the web,
content on sites became metric-driven. Individuals searching on a site for hiking supplies found that the
next time they logged onto the site, hiking-related supplies would be prominently promoted on the
main page. With online metrics came integration of the web with every aspect of a company’s
marketing program, both online and offline. The things consumers viewed online matched what they
encountered offline. Web 4.0 contains the key characteristics of customer engagement, cloud
operations, and web participation. Companies cannot just sell products to individuals and then allow
customers to post reviews. Engagement constitutes the primary business model for Web 4.0. Successful
marketing programs utilize the web to connect with customers through various venues such as social
media, blogs, and Twitter. Smartphones and tablets grant consumers access to thousands of apps and
the ability to operate using the cloud. People can access brands anywhere, at any time. Consequently,
website.
E-commerce
E-commerce focuses on selling goods and services over the internet. Many types of e-commerce
businesses exist, ranging from click-only operations that vend entirely online to bricks-and-clicks that
supplement physical store operations with an online presence. E-commerce involves both businesses
selling to consumers (B-to-C) and businesses selling to other businesses (B-to-B). Mega-retailers such as
Wal-Mart as well as mom-and-pop operations offering merchandise from home engage in e-commerce.
Mobile Marketing
Mobile marketing reaches every type of device. Approximately 60 percent of the U.S. population owns a
smartphone. Worldwide, the number of smartphones users exceeds 2.16 billion, or more than 25% of
the world’s population. Individuals spend an average of 3 hours and 18 minutes per day on mobile
devices.14 Most access the internet from a smartphone rather than a desktop or laptop
computer, especially younger individuals.
Interactive Marketing The development of marketing programs to create interplay between
consumers and businesses, or interactive marketing, assists two-way communication and customer
involvement. Interactive marketing emphasizes two primary activities. First, it helps marketers target
individuals, specifically potential and current customers, with personalized information. Second, it
engages the consumer with the company and product. The consumer becomes an active rather than
passive participant in the marketing exchange.
CHP#9 SOCIAL MEDIA
Social networks:
General social networking sites
Niche social networking sites
Social bookmarking sites
Facebook, the largest social media site, hosts more than 1.2 billion users worldwide. It captures
approximately 73 percent of social media advertising dollars
Instagram, a mobile photo and video social sharing network owned by Facebook, recently enjoyed an
explosion in popularity leading to more than 520 million monthly users.
The Twitter microblogging service reaches a wide audience. Twitter’s users are more racially diverse
than the internet as a whole or Facebook. Minority members constitute approximately 41 percent of the
54 million Twitter users
Pinterest Pinterest, the bulletin-board style social site on which individuals can post photos and image-
based articles about events, special interests, or hobbies, hosts 70 million people. 70 percent are
female. Fashion and dining are the two most featured topics on the site, which means retailers and food
producers find it to be an attractive outlet.
The fastest-growing area of social media networking involves posting videos, especially on YouTube.
Consumers create their own videos with mobile devices, and, as a result, the number of videos
produced grows dramatically every year. The proliferation of videos has led to a new venue for fans to
interact with brands. They move from being passive customers to passionate fans who use videos to
share thoughts. Figure 9.4 highlights the ways consumers share them on YouTube and Vine.
Social Media Marketing
Brand managers develop social media marketing campaigns for many reasons. Figure 9.5 identifies some
of the more common.21 Two frequently reported rationales are to stay engaged with customers and
increase brand exposure to potential customers. To do so, most brands appear on multiple social media
networks.
Increase Traffic and Enhance Brand Image Social media can drive traffic to a brand’s website when
visitors click on a URL embedded on a site. Marketers utilize social media to entice people to visit retail
locations, such as restaurants or car dealerships. In business-to-business programs, social media
generates leads to be followed up by members of sales staff, including field salespeople, telemarketers,
or the email sales force
Improve Search Rankings Social media can boost organic search rankings with search engines. Increased
rankings occur for two reasons. First, individuals more frequently mention the brand name on social
media networks, because most algorithms on search engines examine numbers of mentions. Second, if
content or comments made about the brand fit the search terms, then the quality of those interactions
increases and various search engines assign greater credibility to the brand.
Customer Intelligence Listening to social chatter, or social listening, provides enlightening information
to marketing professionals. Comments may be negative or positive, but in most cases visitors render
honest opinions. Occasionally, social media buzz creates a situation in which the marketing team should
react immediately
Increase Sales and Build Brand Loyalty Developing brand loyalty and increasing sales constitute the
ultimate goals of any marketing program, including social media marketing. At the same time, if
customers view a social media outreach program as merely a masquerade for selling, they will likely
become alienated. Instead, marketers should design social media programs to engage consumers.
Increasing sales should be viewed as a byproduct of social media marketing.
Social Media Marketing Strategies
Building a Social Media Presence Setting goals enhances the probability that social media marketing
investments will succeed. Building brand advocates requires an approach that differs from one designed
to engage consumers with the brand in order to enhance its image. Each brand has a personality,
whether intentional or by default. The personality chosen for social media should match the voice used
in other venues and marketing communications.
Content Seeding Farmers, gardeners, and homeowners plant seeds believing they will germinate and
grow into living plants that bear fruit or flowers. The same concept applies to social media marketing.
Content seeding involves offering consumers incentives to share content about a brand. The incentive
does not have to be financial, although monetary incentives tend to be the most frequently used. It can
be information, uniqueness, novelty, or anything that engages consumers and motivates them to share
with others
Real-time marketing
is the creation and execution of an instantaneous marketing message in response to and in conjunction
with an occurrence during a live event. The marketers conceived and produced the Oreo tweet in just
five minutes. Such a rapid reaction was possible because marketers from Oreo’s parent company,
Mondelez, and its agency were assembled at a “social media command center” in New York during the
game. With creative and technical staff present and in place, the team was quickly able to create a
response to the blackout, produce the message, and then send it.
Influencer marketing involves an individual endorsing a brand on social media sites. Doing so
transmits positive word-of-mouth comments from individuals who are seen as thought or opinion
leaders within their social circles or as experts within particular fields. A number of agencies now
specialize in matching potential influencers with brands seeking to take advantage of this tactic. The size
of an individual’s social network does not always correlate with the extent of her influence. An individual
can have 20,000 followers, but not be considered an opinion leader within a particular field. The most
effective influencers are individuals who lead conversations and shape opinions. Although some
celebrities have large followings, they may not be the best choices for influencer marketing campaigns.
Interactive blogs permit visitors to send comments or posts, making them another important
component of social media. Chapter 8 covered the basic concept of blogging as primarily a one-way
communication device. While effective, blogs that attract followers and encourage active participation
become more powerful.
CHP #10 ALTERNATIVE MARKETING:
AM relies on a buzz, a word-of-mouth or product advertised at a place
where consumers usually spend leisure time or entertain themselves.
BUZZ MARKETING: relies on consumers passing around information.
Word-of-mouth advertising:
Consumers who like a brand, sponsored consumers, brand ambassadors, house
parties, employee branding, company employees.
STAGES OF BUZZ MARKETING:
• Inoculation—the product is introduced • Incubation—the product is used by a few innovators or
trendsetters • Infection—widespread use of the product occurs
Another form of buzz marketing, stealth marketing, applies surreptitious practices to introduce a
product to individuals while not disclosing or revealing the presenter’s true relationship with the brand.
Someone posing as a tourist might ask people to take a photo with her camera and then talk to them
about the camera. An attractive model ordering a beer or soft drink can tell everyone about how great it
tastes. In both instances, the company pays someone to extol the product’s benefits.
Guerrilla marketing programs obtain instant results using limited resources. Jay Conrad Levinson
developed the original concept. Historically, guerrilla marketing offers one of the most successful
alternative media marketing programs. Its tactics rely on creativity, quality relationships, and the
willingness to try unusual approaches. These programs were originally aimed at small businesses;
however, now numerous firms take advantage of guerrilla marketing tactics. Guerrilla marketing
emphasizes a combination of media, advertising, public relations, and surprises to reach consumers.
A program that helps companies make contact with consumers in more offbeat and relaxed settings,
lifestyle marketing, involves identifying marketing methods associated with the hobbies and
entertainment venues of a target audience. Lifestyle marketing includes contacting consumers at places
such as farmer’s markets, bluegrass festivals, citywide garage sales, flea markets, craft shows, stock car
races, and other places where large concentrations of individuals convene.
Another alternative marketing form, experiential marketing, combines direct marketing, personal
selling, and sales promotions into a single consumer experience. It typically involves direct marketing
through interactive means such as special events and free samples.
To increase the probability that a positive experience will occur from an experiential marketing event,
companies follow these steps:
Step 1 Choose a clear, concise market segment to target.
Step 2 Identify the right time and place to involve consumers with the brand. Choose opportunities
that fit with consumers’ lives and when they can engage with the brand emotionally and logically.
Step 3 Make sure the experience reveals clearly the brand’s promise and represents the brand well to
consumers. Allowing consumers to enjoy the benefit of a good or service before actually making a
purchase gives the program the greatest chance for success.
Product Placements The planned insertion of a brand or product into a movie, television show, or
program, a product placement serves the purpose of influencing viewers. FOR EG- FEDEX IN CAST
AWAY--- AUDI-AVENGERS END GAME James Bond – Aston Martin Chuck – Subway
BRANDED ENTERTAINMENT: The integration of entertainment and advertising by embedding brands
into the storyline of a movie, television show, or other entertainment medium is branded
entertainment. The Eleventh Hour, for example, Nicorette was integrated into a story about a
character trying to quit smoking. T
The Lego Movie, a feature film based on the popular toy brand.
Cast Away, a movie that prominently features FedEx as a plot device.
Dove, a beauty brand that produces short films and campaigns about real women
and self-esteem.
CHP 11 DATABASE
CHP 13 PR
