Whats Happening The Go Jo http www youtube

What’s Happening? �The Go Jo! http: //www. youtube. com/watch? v=Dl 3 uf. Zi 0 GBQ �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 o 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 o o Reduced shipping costs Labour costs for the organization o Convenience Incentives o o 24 hours access Enhances information search o Value-Added Incentives o o Changing of purchase habits 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% 50, 0% 44, 5% 36, 9% 40, 0% 30, 0% 22, 8% 17, 9% 20, 0% 15, 6% 13, 7% 11, 0% 10, 0% pa ig gi n Vi ra lc am en ch ar Se ne al ci So ns es ks tw or as dc Po ot io om pr e in O nl ts ns r w sl ne ai l m m ai E- E- lm ar ke et tin te g og s Bl nn er ad s 0, 0% Ba Percent of Total 60, 8% 60, 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 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 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 Facebook Twitter My Space You. Tube �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=VQ 3 d 3 Kig. PQM 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. You. Tube 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 o o Advertisements Online newsletters Streaming videos Games and contests