Overview: Advertising Playbook, Customer Relationships, and Marketspace Matrix
Discussed the future of advertising and how new media is making traditional ways faded.
New rules emerging, movement to mobile. Younger generation don’t want ad interruptions.
Branding, needs to be consistent. More a consumer uses a product from the same brand, it reduces clutter in their mind. Create relationship with consumers.
To have an effective ad, you should place it at the right moment.
The Four Stages of Customer Relationship:
- Awareness
- Exploratory/Expansion
- Commitment
- Dissolution
The Market-Space Matrix
There are several new media in: DVD/Tivo, Blogs, Podcast…
What are the special techniques that enterprises can use in their brand-building process on the Web?
A businessperson who is not an Internet expert asks you whether the Internet is useful for branding. What answer would you give and how could you support it with illustrations?
Think about your own Internet use habits. Have you changed your use of other media? Why or why not? How do your own habits fit the media use attitudes and patterns described in the chapter?
Why is it that many young users trust unknown peers more than recognized experts?
Discuss the Internet concept of engaging the right people with the right message rather than attempting to get in front of the most people with the same message.
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